Emirates Group kicks off the 10th edition of Dubai Fitness Challenge
Close to 24,000 Group employees anticipated to take on the 30X30 challenge this year, and growing
Dubai, UAE, 30 October 2026: Close to 24,000 Emirates Group employees are expected to participate in this year’s Dubai Fitness Challenge (DFC), reflecting the organisation’s longstanding commitment to the health and wellbeing of its workforce as it continues to champion initiatives that encourage its people to embrace active, healthy lifestyles. The Group’s efforts also support Dubai’s wider vision of becoming one of the world’s most active cities.
The Emirates Group will participate in two of DFC’s flagship community events, Dubai Ride and Dubai Run. More than 3,200 employees from across the Group took part in Dubai Run in 2025. This year, the Group aims to exceed 4,000 registrations for Dubai Run on 22 November, with employees already signed up for Dubai Ride taking place on 1 November.
Throughout the month, the Group’s more than 20 sports and hobby clubs are also actively participating in the Dubai Fitness Challenge with the Emirates Engineering Cricket Club joining the official DFC tournament, with fixtures beginning from 4 November. The Emirates Road Cycling Club will be joining the Dubai Ride, while the Emirates Paddling Club will participate in the fourth edition of the Dubai Stand Up Paddle (SUP) taking place on 7 and 8 November. The Emirates Group Basketball Club will also be competing in a tournament set to run from 4 November to 26 November.
Marking 10 years of the Dubai Fitness Challenge, members of the Emirates Scuba Diving Club took the celebration underwater, with four employee divers entering The Lost Chambers Aquarium at Atlantis, The Palm to unveil a sign ‘We’re celebrating 10 years of DFC, what’s your 30x30?’, a reminder that fitness can take any form.
The Group has also organised a corporate fitness session at the Za’abeel Park Fitness Village, where close to 300 employees will train side by side with other colleagues from across the organisation.
Complementing these activities, the Group’s wellbeing programme Sehaty will share practical fitness, nutrition and mental wellbeing tips with employees throughout the month. Sehaty runs year-round health awareness campaigns, supported by teams including Group Medical Services, Clinical Psychology and the Employee Assistance Programme, helping employees build healthier habits at work and at home.
The Emirates Official Store also unveiled its latest EK FIT and EK TRAVEL collections, just in time for DFC, offering performance wear, accessories and loungewear in a palette of navy, almond, burgundy and olive. With prices starting from AED 55, the collection is available to shop at emirates.store and at Emirates Official Stores across Dubai.
The Dubai Fitness Challenge runs from 31 October to 29 November 2026. This year, permanent employees who register and complete 30 minutes of physical activity or 10,000 steps every day for 30 days will also receive one Service-Related Concession ticket to anywhere on the Emirates network of close to 140 destinations, to further encourage employees to stay fit and adopt healthy activities.