Latest news with #RoryMcEntee
Daily Mail
30-07-2025
- Climate
- Daily Mail
GymNation Launches 'The Coolest Class' in Dubai to Help Residents Beat the Summer Heat
Innovative fitness experience merges high-intensity training with cold environments to keep Dubai residents active, focused, and refreshed. Dubai, UAE – June 30, 2025 – As Dubai braces for another sweltering summer, GymNation is offering a bold solution to the seasonal fitness slump with the launch of 'The Coolest Class in Dubai.' This first-of-its-kind workout experience is engineered to help residents stay in shape while escaping the extreme heat, without compromising on performance. With July and August temperatures often soaring to 43°C (109°F) and humidity exceeding 70%, outdoor exercise becomes nearly unfeasible. GymNation's new class delivers a high-impact, climate-controlled alternative that merges science-backed programming with a unique sensory experience. 'At GymNation, we pride ourselves on being the people's gym—that means listening to our members,' said Rory McEntee, Chief Marketing Officer at GymNation. 'When the heat peaks in the summer, staying active without overheating is a serious challenge. The Coolest Class in Dubai turns that challenge into an opportunity. It's a refreshing, fun way to keep fitness goals on track.' Why Cold Training? Cold-environment workouts not only offer relief from the heat, they also amplify physiological benefits. Cold exposure places added demands on the cardiovascular system, improving circulation and boosting heart function. It also builds mental toughness, encouraging focus and resilience in a controlled but challenging environment. Sports scientist Aderito Manuel explains: 'Training in lower temperatures increases cardiac output and oxygen utilization, resulting in a 5–11% boost in blood oxygen volume. It also activates brown adipose tissue, increasing daily calorie burn by around 300 kcal. Over time, athletes develop higher pain tolerance—up to 17%—and report lower perceived exertion post-adaptation.' Inside the Class The Coolest Class in Dubai blends high-intensity interval training (HIIT) with cold-based challenges that are both engaging and effective. Key components include: Blizzard Sprints – Treadmill runs facing industrial fans for resistance and cooling. Frosted Reps – Strength training with ice-packed weighted vests. Glacier Grip Challenge – Farmer's carries with ice buckets to test endurance and grip strength. Polar Push – Sled pushes using ice blocks to build explosive power. Chill Zone Recovery – A guided post-workout ice bath designed to reduce inflammation and aid recovery. Participants are outfitted with insulated gloves and headgear for comfort, while chilled towels are available throughout the class to help regulate body temperature. Cooling with a Cultural Edge The name 'The Coolest Class in Dubai' is more than a literal nod to temperature. It reflects a cultural moment: the rise of fitness experiences that are as shareable as they are functional. Searches for 'cool classes' and 'unique gyms' in Dubai have risen 23% year-over-year, reflecting a growing appetite for experiential workouts that break the mold. This trend aligns with the needs of a generation that values health, novelty, and community. Now Open to the Public The Coolest Class in Dubai is open to both GymNation members and non-members, with limited sessions available on Saturdays—July 5, 12, 19, and 26—at select GymNation locations. Bookings and details are available at GymNation is the region's fastest-growing fitness brand, serving over 120,000 members across 14 UAE and 8 KSA locations, with 30 new sites slated for opening in 2025. Since its founding in 2017, GymNation has been committed to making fitness more accessible, affordable, and enjoyable for all. With planned expansions across Qatar, Bahrain, and Kuwait, GymNation continues its mission to become The People's Gym—a community-driven space where mental health, physical wellbeing, and inclusive access are at the core of its growth strategy.
Campaign ME
10-07-2025
- Entertainment
- Campaign ME
Private View by GymNation's Rory McEntee
Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. This review of our 'Works' from May is by Rory McEntee, Chief Marketing Officer, GymNation. talabat x Kitopi: See, Eat, Repeat! This campaign turned heads and taste buds with a classic combo: low friction, high visibility and irresistible pricing. AED 10 meals? That's not a promo, that's culinary clickbait. By blanketing Dubai with out of home (OOH), hijacking hunger with influencers and removing every barrier to trial, they didn't just sell meals, they hacked customer acquisition. Lesson: feed them cheap, feed them often and feed them everywhere. MG Egypt: Well Known, Even If Not Owned This did more than flaunt cars; it sparked love for a brand you might never own. By turning curiosity into admiration, they built brand equity through eye-catching ubiquity. The insight? People fall for aspirational visuals, even if their wallet isn't ready for the drive. Boutiqaat: Ya Hala Campaign This went full sitcom on the Ya Hala Festival, turning discount fever into comedy gold. The irreverent, locally-flavoured jokes broke through ad fatigue proving that humour + cultural resonance = mega shareability. Message learned: don't just promote sales to consumers. Make them laugh, make them feel seen and watch those metrics party like it's raffle night at The Avenues. RAM: RHO Airlines – The Shortest Flight This campaign brilliantly turned a product demo into a theatrical stunt, using humour and misdirection. By parodying the airline experience – right down to boarding passes – it elevated utility into entertainment. The real marketing insight? Consumers don't remember specs; they remember how you made them feel. RAM didn't just talk performance – it made audiences feel it, proving that emotional storytelling can drive product credibility without a single feature list. McDonald's Saudi: Menuless From a marketing standpoint, it was a masterclass in brand confidence, nostalgia and behavioural insight. By challenging choice overload with simplicity, McDonald's sparked viral engagement and reaffirmed its iconic status – not by adding, but by taking away. I'm lovin' it. By Rory McEntee, Chief Marketing Officer, GymNation.
Daily Mirror
05-07-2025
- Climate
- Daily Mirror
Gym creates perfect workout for fitness fans exercising in heatwave
The UK's recent warm weather may have proven an issue for gym-goers, but one fitness centre has come up with a clever way of making workouts bearable even in extreme heat Summer can be a hard time for people who like to stay active. It's often too warm to exercise outside, and even dedicated gyms often heat up to unbearable temperatures during the warmest months of the year. The UK is set for another heatwave, too, meaning workouts are about to get sweatier - while some of us may decide to skip them altogether. It's hardly a surprise, therefore, that some Brit gym-goers are becoming obsessed with a workout created by a gym in Dubai where managers and personal trainers. GymNation - the city's leading gym chain, with more than 120,000 members - has shipped in a staggering 1,000kg of ice just this week for its new workout classes. Here, participants push around giant ice blocks, wear ice-filled vests to squat, and even run towards giant chiller fans on treadmills. The novel approach to the UAE's recent soaring temperatures has been shared on social media and quickly went viral, with roasting Brits begging their own gyms to come up with similar ideas. Taking to Instagram, one person wrote: "I'll go........ Just bring it to my front door." Another agreed: "Other gym plans immediately cancelled for July and August." Meanwhile a third chimed in: "Okay, but the frosted reps with ice vests!? who's free to go next weekend, I need a gym buddy for this madness." The workout is known as the "Coolest Class", combining high-intensity interval training (HIIT) with equipment made of ice. The drills include 'blizzard sprints', which are treadmill runs against a giant fan. This not only creates the feeling of resistance, but also keeps runners cool. The 'polar push' involves sled pushes with ice blocks, while 'frosted reps' are squats with ice-packed weighted vests. The 'glacier grip challenge' sees participants complete bicep curls and lunges using ice buckets. At the end of the class, participants can recover in a 'chill zone'. GymNation Chief Marketing Officer Rory McEntee says the the class was created as a "genuine solution to the boiling temperatures which are restricting gym goers". He said: "We've seen a huge amount of interest from members since launching the class and it's been good fun watching the reaction unfold on social media around the world in the past few days. "At GymNation, we pride ourselves on being the people's gym and that means listening to what our members need. Peak summer in Dubai becomes a real challenge due to overheating - with a recent YouGov survey revealing 71% of residents plan to stay in during summer, rather than seek local leisure opportunities to escape the heat. "We wanted to fix that with this new class, which combines cutting-edge fitness programming with temperature-controlled training to deliver maximum impact, without the meltdown. "We've even had messages from fitness lovers in the UK, Europe and Australia over the past week who are travelling to Dubai in July, asking to reserve them a place." Sadly for UK exercise-lovers, there are "no plans" to bring the class here yet.
Campaign ME
04-07-2025
- Climate
- Campaign ME
GymNation's 'Coolest Class' activation beats Dubai's heat
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. To beat 'gimmick' claims, Aderito Manuel, a renowned sports scientist, commented on the benefits of cold-environment training: 'Exercising in cold environments may seem daunting at first, but it offers distinct health benefits.' 'When exposed to lower temperatures, the body works harder to regulate its core temperature, leading to a 5-11 per cent boost in oxygen volume in the blood compared to temperate conditions due to increased cardiac output and oxygen utilisation, resulting in greater endurance. This process also increases calorie burn by ~300kcal/day through brown adipose tissue (BAT) activation.' 'Studies show athletes training in cold environments develop up to 17 per cent higher pain tolerance and lower rates of perceived exertion (RPE) post-adaptation.' The inspiration behind The Coolest Class The activation taps into the insight that residents are seeking innovative and exciting fitness experiences. The gym claims that recent trends indicate a growing interest in unique workout classes in the region, with searches on Google and social media for 'cool' classes or gyms in Dubai up by 23 per cent year-on-year. 'This class is about flipping the narrative and turning the intense heat into a chance to launch an experience no other gym offers. It's a reflection of our commitment to innovation and giving our members reasons to stay motivated all year round.' McEntee said. The strategy To get the message to its audiences, GymNation's strategy included a mix of social media marketing, traditional press coverage and partnerships with influential fitness personalities in Dubai. 'This is a very content led class with 'wow' moments that one cannot see anywhere else,' McEntee said. 'We created exclusive classes and invited content creators and journalists to experience it first-hand.' Explaining this strategy, McEntee said: 'Real fitness enthusiasts like to share their journeys online and are always looking for newer experiences. So it makes sense as they are best placed to try the actual class and provide real commentary on what the public can expect when they come to class.' View this post on Instagram A post shared by GymNation (@gymnation_me) Supporting this, GymNation's in-house creative team developed content around the activation. 'We're proud to have such a strong internal team that understands the GymNation brand and our members deeply. Working this way allows us to move fast, keep ideas authentic, and maintain creative control from concept to execution,' McEntee said. 'From a PR leg, we worked with Current Global MENAT to get the news out there,' he added. Furthermore, the class was intentionally made free to access for the public. 'Accessibility is at the heart of GymNation's purpose and we believe fitness should be available to everyone,' McEntee said. The free-of-cost incentive also aims to see visitors return and sign-up for a GymNation membership once they see what the gym has to offer. 'Offering The Coolest Class for free is an investment in long-term brand building, deepening trust and loyalty within our community,' McEntee said. Results The activation will run on Saturdays 5, 12, 19 and 26 July at select GymNation locations. The session includes tailor-made exercises on fitness experiences such as: Blizzard Sprints – Treadmill runs against giant fans simulate resistance while staying cool Frosted Reps – Squats with ice-packed weighted vests that enhances strength with a cold twist. Glacier Grip Challenge – Ice bucket farmer's carries that challenge grip and endurance. Polar Push – sled pushes with ice blocks to boost power and stability. Chill Zone Recovery – post-workout ice bath to reduce inflammation and accelerate recovery. McEntee said the response to the offering has been 'overwhelmingly positive'. 'Classes have booked out so quickly that we've implemented a ballot system to keep it fair and give as many people as possible the chance to participate,' he said. 'Considering this demand, we're already exploring options to increase capacity and run additional sessions to meet interest.' To view the class schedule and register, click here.
Mid East Info
03-07-2025
- Climate
- Mid East Info
GymNation launches ‘The Coolest Class' in Dubai to beat the summer heat - Middle East Business News and Information
Dubai, UAE – July 1, 2025 – As Dubai's summer temperatures continue to climb, GymNation is making waves with the launch of 'The Coolest Class in Dubai,' a first of its kind fitness experience designed to help residents keep fit, focused and cool while escaping the intense heat. With average highs reaching 43°C (109°F) in July and August with humidity levels soaring past 70%, traditional outdoor workouts become nearly impossible. GymNation's new class offers a refreshing alternative, combining cutting-edge fitness programming with temperature-controlled training to deliver maximum impact, without the meltdown. Rory McEntee, Chief Marketing Officer at GymNation, stated: 'At GymNation, we pride ourselves on being the people's gym and that means listening to what our members need. When the summer heat hits its peak in July and August, finding ways to stay active without overheating becomes a real challenge. With 'The Coolest Class in Dubai,' we're turning that challenge into an opportunity offering a fun, refreshing way to beat the heat while still smashing fitness and wellness goals.' Cold workouts place additional demands on the cardiovascular system, enhancing heart function and circulation. Beyond physical advantages, training in the cold builds mental toughness, requiring focus, discipline, and resilience to push through discomfort. A Chilling Workout Experience The Coolest Class in Dubai combines high-intensity interval training (HIIT) with cold-based challenges to create a one-of-a-kind workout: Blizzard Sprints – Treadmill runs against giant fans simulate resistance while staying cool Frosted Reps – Squats with ice-packed weighted vests that enhances strength with a cold twist. – Squats with ice-packed weighted vests that enhances strength with a cold twist. Glacier Grip Challenge – Ice bucket farmer's carries that challenge grip and endurance. – Ice bucket farmer's carries that challenge grip and endurance. Polar Push – sled pushes with ice blocks to boost power and stability. – sled pushes with ice blocks to boost power and stability. Chill Zone Recovery – post-workout ice bath to reduce inflammation and accelerate recovery. Participants are provided with insulated gloves and headgear to maintain comfort during the chilly sessions. Chilled towels are also available to help regulate body temperature throughout the workout. Expert Insights Aderito Manuel, a renowned sports scientist, commented on the benefits of cold-environment training: 'Exercising in cold environments may seem daunting at first, but it offers distinct health benefits. When exposed to lower temperatures, the body works harder to regulate its core temperature, leading to a 5-11% boost in oxygen volume in the blood compared to temperate conditions due to increased cardiac output and oxygen utilisation, resulting in greater endurance. This process also increases calorie burn by ~300kcal/day through brown adipose tissue (BAT) activation. Studies show athletes training in cold environments develop up to 17% higher pain tolerance and lower rates of perceived exertion (RPE) post-adaptation.' A Trendy Solution The name 'The Coolest Class in Dubai' carries a double meaning. Beyond the literal coolness of the environment, it taps into the insight of seeking the most innovative and exciting fitness experiences. Recent trends indicate a growing interest in unique workout classes in the region with searches on Google and social media for cool classes or gyms in Dubai is up by 23% YOY. Join the Movement Experience the fusion of fitness and refreshment. 'The Coolest Class in Dubai' is now available at select GymNation locations on Sat 5th, 12th, 19th & 26th July and is open to members and non-members. For class schedules and bookings, visit
