DUBAI, United Arab Emirates – July 2, 2025 – ATHLO, a fitness and wellness technology platform launched in London, has officially expanded into the United Arab Emirates, introducing a first-of-its-kind model that prioritizes flexibility, access, and user control in the health and fitness space.
Touted as the world’s first fitness and wellness app to offer non-subscription-based access, ATHLO allows users to discover, book and resell fitness classes and memberships from leading gyms, boutique studios, and wellness providers through a single platform. The app eliminates the constraints of long-term contracts and rigid schedules, promoting what the company calls “wellness on your terms.”
“ATHLO isn’t just a platform – it’s a movement,” said Matthew Mansell, founder of ATHLO. “After our momentum in London, we’re excited to bring this dynamic solution to the UAE – a region leading in innovation, wellness, and digital transformation.”
In contrast to aggregator models that compete with gyms and studios, ATHLO partners directly with fitness operators, offering them tools to boost visibility, fill empty class slots, and retain control over their pricing and branding. Users, meanwhile, gain access to high-intensity training, strength, yoga, recovery, and holistic sessions, all while benefiting from cost-saving features like the ability to resell unused bookings.
ATHLO’s entry into the UAE aligns with national objectives including the UAE’s National Wellbeing Strategy 2031 and Digital Economy Strategy, and supports the broader Vision 2030 and UAE Centennial 2071 goals by fostering innovation, wellness access, and economic diversification.
“Wellness is no longer a luxury – it’s a necessity,” Mansell added. “ATHLO makes fitness more inclusive and sustainable, matching the UAE’s bold vision for a future-ready society.”
The ATHLO app is now available to download for free on the App Store. For more information, visit www.athlo.app or follow @athlouae on Instagram and Facebook.