Life Fitness Opens New Retail Store in United Arab Emirates

Full-Service Fitness Shop Opens in Dubai as Popularity of Exercise Continues to Grow

SCHILLER PARK, Ill., Feb 13, 2009 - Life Fitness, recognized as a global leader in the fitness industry, has opened a company branded store in Dubai located in the United Arab Emirates (UAE). The store is the first of its kind in UAE to sell Life Fitness equipment exclusively, and is designed to be inviting and approachable to encourage customer trial in the store.

Twenty-five percent of the adult population in UAE suffers from diabetes, which is among the highest rates in the world. The store's opening comes at a time when the people of UAE are becoming more aware of fitness and its benefits.

"We are proud to be part of the world's most extravagant retail development, the Dubai Mall," said Frank van de Ven, vice president of Life Fitness. "The UAE is one of the richest countries in the world, and there is room for growth in its fitness market."

Located in the Dubai Mall, the world's largest shopping complex, the store will showcase a full-line of Life Fitness cardio and strength equipment for commercial and home use as well as exercise accessories such as medicine balls, mats and free weights.

The 2,000-square-foot store is staffed by trained product consultants and offers a comprehensive menu of services complete with product delivery by a trained team of installers.

"We are constantly looking for new ways to reach consumers in the Middle East and we are confident that this move will make fitness more available to them," said van de Ven. "Despite the global crunch, demand is constantly growing as the population's awareness of health concerns is on the rise."