XX | HER EDITION will launch in Dubai on May 16th, with 160 women set to take part in a new functional fitness event aimed at everyday participants.
The Dubai-born event has been created for women who are new to fitness, returning after time away, or looking for a challenge that feels more accessible than traditional competition.
“Participation should be celebrated just as much as performance.”
Participants will compete in pairs across a 30-minute functional fitness format, inside a purpose-built arena. The organisers say the event has been designed to offer the feel of competition without making elite performance the entry point.
The event is led by Hannah Hall, CEO of Grassports, who has more than 16 years’ experience delivering sports events in the UAE.
“Sports and fitness events need a shake-up,” Hall said. “There has been too much focus on elite performance for too long. XX | HER EDITION is about creating a platform for everyday women, those starting out, returning, or simply looking for a new challenge in a supportive environment. Participation should be celebrated just as much as performance.”
The event will be hosted by Rich Hayes, the podcast host and radio DJ.
XX | HER EDITION is backed by brands from the GMG portfolio, including Geant, Sun & Sand Sports, Supercare, Built For Athletes, and Science in Sport.
Hall said the event also shows a change in how brands are looking at community sport and fitness.
“We’re also seeing a shift in how brands want to engage with communities,” she said. “Our partners understand that investing in real people, real journeys, and accessible fitness experiences has far greater long-term impact.”
Florian Hüthmair, President – Everyday Goods, said:
“We aim to be an enabler for community events by bringing active living-inspired experiences to our customers. Through partnerships like XX | HER EDITION, we’re helping create welcoming spaces where women can show up, try something new, and feel supported—whether they’re just starting out or returning to fitness. Our objective is simple: to bring people together through movement and create environments where communities can connect, grow, and thrive.”
He continues:
“At Géant we will continue to create in-store experiences for families and beyond, becoming the everyday premium food retail space where quality is daily and shopping is exciting.”
“Our strategy revolves around food culture, music & art, and sports & active living. Our objective is to make Géant a true community hub—bringing people together through curated experiences, supporting healthier everyday choices, and creating a space where families and communities can connect, discover, and thrive.”
After the Dubai launch, XX | HER EDITION is planned to grow into a four-event series. That will include indoor summer editions and a trail-based event scheduled for winter 2026.
The first event will set out to build a space for women who want to compete, train, and take part without feeling that the field belongs only to experienced athletes.
