Dubai Muscle Show (DMS)

The Dubai Muscle Show, held in a co-located venue with Dubai Active and Dubai Active Industry, is the largest fitness event in the Middle East, where fitness enthusiasts can meet industry stars, find inspiration, access the world's best and latest fitness products, and receive expert advice and training tips. Enjoy a full weekend of entertainment and fun, watch exciting competitions and demonstrations, and get hundreds of free samples and gifts. As part of the continuous growth and demand from the community of fitness, health, and sports professionals for a dedicated platform in the region to network and develop new business, we launched Dubai Active Industry. The co-located event program meets industry needs by bringing buyers and sellers together, fostering partnerships that can stimulate growth, and enabling the industry to connect in a dynamic environment. The consumer days on the second and third days of the Dubai Muscle Show will include some of the world's most entertaining sports competitions, such as Strongman, Calisthenics, Boxing, Mixed Martial Arts, Kickboxing, Bodybuilding, Weightlifting, and many more—featuring some of the most exciting local, regional, and international talents, coming from as far as Chile, the United States, South Africa, Australia, and beyond. Over three action-packed days, from November 24 to 26, 2023, the Dubai Muscle Show is the best opportunity for any fitness brand looking to increase awareness, attract thousands of potential customers, and gain new clients.