8-time Mr Olympia, Ronnie Coleman, to make first ever public appearance in the Middle East.


Dubai, 23 May 2016: Dubai Muscle Show – being launched on 21-22 October 2016 at Dubai International Marine Club, is an annual muscle and fitness event, supported by Dubai Sports Council, that brings together local and world-class international athletes, local amateur athletes, health and fitness companies, and fitness enthusiasts into a dynamic learning and networking environment. The event will involve an impressive array of features and activities including an exhibition, inspirational world-class athletes, learning seminars, competitions, fun activities and world record attempts for attendees.


Taking centre stage at Dubai Muscle Show is a world-class speaker panel consisting of 8-time Mr Olympia Ronnie Coleman, 4 x WBFF Fitness World Champion, Andrea Brazier, Pro fitness model, Ulisses Jr, and Former Mr South Africa and WBFF Pro, Jaco De Bruyn. The high pedigree of athletes speaking for the first time in Dubai, makes Dubai Muscle Show a landmark event for Dubai’s health and fitness industry.


Ronnie Coleman, who will be travelling to the show from the US, will be meeting fans for his first ever public appearance in the region. Having dominated the most coveted global bodybuilding competitions for over 20 years, Ronnie holds the record for most wins as an IFBB professional with 26. As a household name to fitness and bodybuilding enthusiasts across the globe, he is guaranteed to attract the masses, who will have the opportunity to meet him in person, have photos, join question and answer sessions and hear about his stories of success and tips for those looking to follow in his path.


For those female enthusiasts, Dubai Muscle Show has lined up 4x WBFF Fitness World Champion, Andrea Brazier from Brazil, who is based locally in Dubai. She will be sharing the secrets to winning the prestigious WBFF championship, and how she has built up a social media following in the multi-millions.


Ulisses Jr. has established himself in recent years as one of the foremost male fitness models on the planet, having won numerous Musclemania Championships and with an Instagram following of over 2.4 million. Ulisses Jr shared his excitement at participating at Dubai Muscle Show: “I am so excited to meet and interact with my Middle East fans at such an elite event – Dubai Muscle Show. I get really positive comments from the people in Dubai and the UAE on my social media platforms – so I just can’t wait to meet them. They give me the extra motivation I need to keep training hard and producing online content for them.”


Ulisses continued, “I love Dubai! It is one of my favourite places in the world, and I have visited a number of times with my family. I’m really looking forward to sharing my story with the many talented athletes and individuals at Dubai Muscle Show – and hopefully I can encourage them to maintain healthy lifestyles and achieve their personal goals.”


Jaco De Bruyn will be present to share stories and represent Silver Sponsor Aesthetix Era, the company which he co-founded. As one of the world’s top ranked bodybuilders, he joined forces with fellow high ranking bodybuilder Sergi Constance to form Aesthetix Era – creating a sportswear brand that enhances a fashionable lifestyle. Jaco joins an impressive list of speakers, which continues to grow as more and more athletes are keen to take the opportunity to be part of Dubai Muscle Show – the first truly world-class platform for muscle and fitness names to showcase themselves in the Middle East.


The main stage will also include the IFBB Amateur Championship, organised in partnership with UMFF, in association with Emirates Bodybuilding Federation. The IFBB Amateur Championship, is the Middle East’s most prestigious and coveted annual bodybuilding event, featuring over 300 of the region’s most elite amateur athletes with an expect audience of over 2500 people.


Bassem Al Jewhari, CEO of UMFF says “As our shows are specially designed for individuals who are passionate about their athletic performance and creating their own image in the sports industry, we battle it out to get the higher exposure for our athletes by involving the biggest number of media coverage for them to generate the maximum benefits in return for their efforts, dedication and hard work.”


Al Jewhari added “UMFF’s mission for the upcoming show is mainly focused on supporting athletes and facilitating their communication with sports brands, assisting competitors to earn sponsorship, through maintaining synergy and driving traffic to our shows. The common approach is creating a playground for athletes where they can showcase their performance and offerings to sport brands, companies and media.” There will also be Crossfit and Wrestling events taking place at Dubai Muscle Show.


By providing attendees of the show an opportunity to meet, learn from and be inspired by inspirational athletes, Dubai Muscle Show will attempt to aid Dubai’s health and fitness drive. Additionally, the show will include educational nutritional information, seminars about training methods, and will give people the chance to sample new health and fitness products. Companies taking part in the exhibition will include providers of supplements and nutritional products, sports clothing and accessories, workout equipment, and gyms – such as the recently opened Train Strength & Fitness in Al Quoz.


Catherine Hanson Farid, COO of REPs UAE, stated, “In the 20 years I have worked in the fitness industry in the UAE I have seen immense growth and development in this sector and don’t see that slowing down anytime soon. Demand from the public as well as fitness professionals for anything new and innovative from the health and fitness industry is very apparent; the UAE wants to have access to what is available in other countries.”


She continued “We expect that the Dubai Muscle Show will attract a large number of both the public and fitness professionals to this event.


Dubai Muscle Show promises to be the most comprehensive world-class platform for muscle and fitness brands in the Middle East. For those companies wishing to take part, they should contact Exhibition Director, Nick Blair on or visit