The 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.
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.”
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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.”
