The event brings together leading home-grown concepts and international brands from GMG’s portfolio – including Geant, Sun & Sand Sports and Supercare – alongside brands such as Built For Athletes and Science in Sport. All aligning with a shared vision to support women’s health, fitness, and wellbeing at a grassroots level. Hosting the event will be Rich Hayes, well-known podcast host and radio DJ, bringing his signature energy to the competition floor.
Behind XX | HER EDITION is Hannah Hall, CEO of Grassports and a seasoned event designer with over 16 years of experience delivering major sporting events across the UAE. Her portfolio includes industry-leading projects such as the DP World ILT20, Spinneys Dubai 92 Cycle Challenge, Arabian Warrior, and Women’s Epic Arabia.
Hannah Hall comments, “Sports and fitness events need a shake-up. 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.”
She continues,“We’re also seeing a shift in how brands want to engage with communities. 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.”
Following its launch, XX | HER EDITION will expand into a four-event series, including indoor summer editions and a trail-based event planned for winter 2026, continuing to grow its inclusive fitness community across the region.
With its focus on accessibility, empowerment, and community, XX | HER EDITION is set to introduce a more inclusive and inspiring approach to fitness competition for women in the UAE.
Register at HOPASPORTS: https://www.hopasports.com/en/event/xx-her-edition
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