Set to Take Place at Dubai World Trade Centre on 6 June
Dubai, United Arab Emirates:
CAB Sports and DXB LIVE, the developers behind Apex Games, have announced a new partnership with Technogym, which joins the event as the Official Technical and Performance Partner ahead of the inaugural edition set to take place on 6 June at Dubai World Trade Centre.
As part of the partnership, Technogym will provide all competition equipment and support the overall athlete experience, as the event prepares to welcome participants from across the UAE and the wider region.
Apex Games, Dubai’s new UAE-born hybrid fitness competition, combines running and functional fitness challenges in a race format designed to test endurance, strength, speed, and overall athletic performance. The competition features four running stages, each followed by a series of functional fitness stations. The event includes individual, doubles, and team categories, opening participation to both elite athletes and fitness enthusiasts of all levels.
The partnership announcement comes amid growing community interest in the event, supported by strong engagement through Apex Fitness Test (AFT) Gym activities and fitness-focused community initiatives taking place across Dubai.
Organisers confirmed that the professional and solo categories for the inaugural event are already sold out, while registrations have sold out with over 1200 participants, with around two weeks remaining before race day.
Following the June launch event, plans are already underway to expand the second season calendar with four additional events across the region, as part of the long-term growth strategy for Apex Games.
Nick Cartwright, CEO of CAP Sports, said: “From the beginning, the vision for Apex Games has been to create a world-class sporting brand originating from the UAE that caters to elite athletes as well as participants of all levels. The addition of Technogym as Official Technical and Performance Partner marks an important step that will further enhance the athlete experience, we are building.”
Michel Mourou, Managing Director of Technogym UAE, said: “We are delighted to partner with Apex Games and support a concept that strongly focuses on health, performance, and community engagement. Apex Games is a valuable addition to the region’s growing sports ecosystem, at a time when Dubai continues to strengthen its position as a global destination for sports and fitness events.”
Khaled Al Hammadi, Executive Vice President of DXB LIVE, said: “DXB LIVE continues to support the development of innovative sporting concepts that contribute to Dubai’s vision for an active lifestyle and its global events agenda. We believe the event has strong long-term growth potential both within the UAE and beyond.”
About Technogym:
Founded in 1983 by Nerio Alessandri, Technogym is a world leader in digital solutions and products for fitness, sport, health, and wellness. The company offers an integrated ecosystem powered by artificial intelligence that combines connected equipment, digital services, on-demand training experiences, and apps, ensuring every user a personalized workout anytime and anywhere: at home, at the gym, in hotels, at the doctor or outdoors.
Today, Technogym operates in more than 100 countries with over 2,500 employees. Every day, 70 million people train with Technogym across 100,000 wellness centers and 500,000 private homes worldwide. Recognized as the reference brand for international athletes and champions, Technogym has been chosen as the Official Supplier to the last 10 editions of the Olympic and Paralympic Games.
About CaB Sports:
CaB Sports is a UAE-based sports IP and mass participation events company that develops, owns and operates scalable sports properties across the Middle East.
The company specialises in creating and growing participation-led sports brands that support public health, community engagement, sports tourism and SME economic activity, while building long-term intellectual property originating from the region.
CaB Sports’ portfolio includes:
- Arabian Warrior – the region’s leading obstacle course race series
- Apex Games – a structured hybrid fitness competition in partnership with DxB Live
- Urbanator – an urban obstacle and team-based fitness experience in partnership with DxB Live
Through its events, CaB Sports works with government entities, venues, sponsors and community partners to deliver large-scale participation events that create economic impact across tourism, hospitality, logistics, event services and local SME suppliers.
The company’s long-term vision is to build internationally scalable sports intellectual property originating from the Middle East, contributing to the region’s sports industry, active lifestyle agenda and economic diversification goals.
About DXB LIVE:
DXB LIVE is the integrated event management and experiential agency of Dubai World Trade Centre. With its creative, technical, and operational expertise, DXB LIVE delivers world-class events of all types, including exhibitions, conferences, festivals, recreational activities, national occasions, major corporate events, as well as high-end and private weddings.
The agency provides services for more than 100 major events annually, designing and building over 500,000 square feet of exhibition stands and delivering complex live events and conference solutions. DXB LIVE also offers strategic consultancy to associations and international organizations, while organizing large-scale trade exhibitions and public events.
Rapidly expanding its footprint, DXB LIVE is strengthening its position among the world’s leading event companies through strong alliances with top international event organizations. Its combined services create exceptional experiences that connect brands with their audiences across the UAE, GCC, Middle East, Europe, Africa, and the Americas.
