UAE-born fitness brand CRANK inks franchise agreement with Francorp Middle East

UAE – CRANK Fitness has signed a definitive franchise agreement with Francorp Middle East, the largest Franchise Consulting firm in the Middle East and North Africa (MENA).

Established in 2017, CRANK is a United Arab Emirates (UAE) homegrown concept, with two studios currently in operation (Dubai and Abu Dhabi).

Leveraging ultramodern light and sound technologies, the boutique fitness studio offers RIDE and SHAPE classes, and it is well known for its success in ushering in a new era of fit entertainment.

CRANK has partnered with Francorp Middle East, a leading international franchise operator, to expand its operations across the region and beyond.

This expansion reflects the growing demand for boutique lifestyle fitness brands that provide instructor-led, data-driven workouts in a welcoming and enjoyable environment,” the fitness brand said in an official note.

It follows the shifts in consumer perceptions and behaviour towards well-being and technology particularly residents in the UAE are becoming more proactive about their health.

Heightened awareness and interest in health and fitness, combined with a desire to be more socially engaging, particularly post-pandemic, has strengthened CRANK founders’ belief in linking fitness and community.

In a joint statement, Ken, Kourosh, Nuno, and Sami, Founders of CRANK, said: “CRANK is not only about promoting the physical aspect of health and wellbeing.”

The founders reaffirmed their intentions to expand the company’s footprint and business to enhance CRANK clients’ social and mental well-being.

We are looking for ways to enhance our clients’ well-being, whether through community events, collaborations with other partners and brands, and social gatherings,” they stated.

The pandemic has led to greater health consciousness among UAE residents, with 95% taking a proactive approach to protect their health and 70% feeling more in control of their health since its onset.

Even when lockdowns ushered in a fitness at-home push, we quickly adapted our offering to meet consumers at home and launched our on-demand platform,” the key executives stated.

They further said that there are positive signals that the global fitness industry is set to grow over the long term and competition is set to intensify.

CRANK heads pointed out that their fitness brand stands out from its competitors due to its home-grown unparalleled services, noting that they are exporting to the world instead of being the recipients of global concepts.

The continuous investment in our premium facilities, physical space, fitness equipment, light and sound systems, results-based technology, and talent, ensures unrivalled consistency in quality and service,” the founders reaffirmed to the clients.

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