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GymNation’s “Coolest Class” activation beats Dubai’s heat

The activation blends brand experiences and performance-driven reach, tapping into a 23 per cent year-on-year rise in searches for cool classes.

Coolest ClassThe Coolest Class by GymNation.

GymNation has provided a short respite from high temperatures to UAE residents this summer with the launch of its Coolest Class in Dubai.

With temperatures reaching 43°C and humidity levels soaring past 70 per cent in the UAE’s summer months, the free to enter class (for members and non-members) is a combination of high-intensity interval training (HIIT) with cold-based challenges.

“At GymNation, we always take inspiration from what’s happening around us,” said Rory McEntee, Chief Marketing Officer, GymNation.

“With Dubai’s summer heat reaching its peak, we saw an opportunity to create something unique for residents,” he said.

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Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.