Fitness First Launches Fitness First Swimming Academy Powered by Desert Sport Services

Dubai-UAE: 25 September, 2011 – Fitness First, the world’s leading health and fitness club chain owned and operated under license by Landmark Leisure and Hospitality Services Ltd, today announced the launch of the Fitness First Swimming Academy powered by Desert Sport Services.

The Fitness First Swimming Academy will offer programmes based on the coursework of Desert Sports Services. Catering to adults and children, the programme includes four stages of learning - Beginners, Learn to Swim, the Stroke Development and Competitive Squads. The Academy also runs bonding classes for parents and toddlers. All course instructors will be STA qualified.

Registration for membership to the Fitness First Swimming Academy will commence from today with courses scheduled to start from 1 October. Fitness First is offering free registration to members and well as non-members until 30 September. Upon registering online at www.desertsportservices.com, individuals will be assessed to determine their level of familiarity with the sport by qualified instructors who will then allocate groups. Members of Fitness First Swimming Academy will be required to pay a course fee. 

George Flooks, Chief Operating Officer, Fitness First Middle East, said: “At Fitness First Swimming Academy, we prioritise the grasping ability, as well as the growth and development needs of different age groups to ensure that the sport becomes a way of life for the individual. Designed for all ages and ability levels, the academy will provide a comfortable and stimulating environment to enable individuals achieve their swimming goals, whether its introducing their baby to the water, teaching their child to swim, or learning to swim and improve their swimming ability. We are confident this added incentive from Fitness First will motivate more members to focus on their personal and family well-being!”

Swimming as a sport demands and develops a degree of discipline that is useful in all aspects of life. In addition, many experts agree that swimming is the very best form of physical exercise. These swimming programmes aim to provide a nurturing environment to enable each swimmer to achieve their potential by pushing the parameters of their comfort zone and stimulating continuous progress and achievement.

Fitness First’s 19th branch in the region recently opened doors at Oasis Centre. With more branches in the pipeline across the UAE as part of the chain’s expansion strategy, Fitness First is dedicated to ‘making the world a fitter place’ with its state-of-the-art equipment, fully qualified personal trainers and the latest group exercise classes.

For more details, call 800-FITNESS (3486377) or visit www.fitnessfirst-me.com.

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About Fitness First

Fitness First Middle East is a subsidiary of the Landmark Group, a leading retail and hospitality conglomerate in the Middle East and India. With over 18 clubs across the UAE, Bahrain, Qatar, Saudi Arabia and Jordan, the fitness chain offers world class facilities including state-of-the-art equipment, dedicated free weights area, personal training by world-class fitness professionals, intensive weight loss programmes, free group exercise classes and multiple membership privileges.

As a part of its expansion plans, Fitness First Middle East aims to take the count to 28 clubs across the region by January 2012. Through a network of branches that offer ease of accessibility, highly trained staff, and holistic fitness services that extend beyond a traditional gym concept, Fitness First is committed to making the world a fitter place.
Fitness First is a global brand that originated in the UK. Backed by an experience of over 17 years, the fitness chain has grown into a network of over 540 clubs in more than 21 countries worldwide