Fitbit (NYSE:FIT) today announced that it is the Official Health and Wellness Partner of the Dubai Fitness Challenge (DFC) 2020 for the second year. Launched in 2017 by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of Dubai Executive Council, DFC is returning for its fourth edition with a month-long calendar of events, sports, health and wellness activities that encourages everyone across the city to be more active. Over 30 days, Dubai’s residents will be motivated to get 30 minutes of activity every day through challenges and events that will take place physically across the city and virtually from 30^th October – 28^th November 2020.

Fitbit is calling on Dubai residents to take on the challenge and to incorporate 30 minutes of activity into their busy schedules every day for the month-long programme. To help, Fitbit will introduce a rebounder area at the Kite Beach Fitness Village, where trampolines will be provided for visitors to take part in fun, socially distanced classes. For those who prefer to get their 30 minutes of activity at home, they can unlock guided programmes and video workouts with Fitbit Premium – its paid membership service that gives you guidance to help you move more, manage stress, sleep better and eat well. Premium uplevels your Fitbit experience when paired with any Fitbit device, with deeper analysis of your data and more personalised insights that connect the dots across your activity, sleep and heart rate.  For anyone new to Fitbit Premium, Fitbit is offering a free 90-day trial.¹

Commenting on Fitbit’s support of the Dubai Fitness Challenge, Des Power, SVP and Managing Director of Fitbit International said, “Our mission to make everyone in the world healthier has never been more important than it is today. Our lives have changed dramatically in recent months and supporting each other to stay healthy and active during this time has become more important than ever. By bringing people and communities together to motivate each other to become through fun events and challenges, the Dubai Fitness Challenge is a great initiative in which everyone can participate.”

Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment welcomed Fitbit as the Official Health and Wellness partner and said: “Under the aspirational vision of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Dubai Fitness Challenge 2020 is a special opportunity for unity and wellness across the emirate. This sense of togetherness extends to our entire ecosystem of partners and stakeholders, inviting and encouraging one and all to adopt a healthy and active lifestyle.

“We are pleased to see Fitbit, our valued partners, renewing their commitment to the initiative in 2020 and once again joining our quest to make Dubai the most active city in the world. Such strategic partnerships play a crucial role in amplifying DFC’s reach to all members of our society and further strengthening the spirit of our communities.”

From school children to grandparents of all nationalities and fitness levels, Dubai Fitness Challenge is an inclusive initiative, designed for residents of all ages and backgrounds. Fitbit users looking for extra motivation can use their favourite fitness features on their Fitbit devices like Active Zone Minutes, on-device exercise modes with GPS, and automatic activity tracking to monitor key trends in their health and wellbeing throughout the challenge. Fitbit will also be offering deals on a range of products for Challenge participants at its Kite Beach retail outlet for the period of the challenge. In support of businesses that are encouraging their employees to participate in the Dubai Fitness Challenge, Fitbit is offering corporate discounts ² and a complimentary Fitbit Health Solutions dashboard³ to facilitate and manage team Fitbit challenges.

To find out more on how to get involved in the Dubai Fitness Channel 2020, visit: www.dubaifitnesschallenge.com