Dubai Launches “Apex Games” – New UAE-Born Fitness Competition Supporting Community Health and Economic Growth
A new large-scale fitness competition, “Apex Games”, is set to launch in Dubai, introducing a high-energy hybrid fitness race format designed to test complete athletic performance across running and functional fitness. Developed in the UAE by CaB Sports (the owners of the Arabian Warrior brand) in partnership with Dxb Live, “Apex Games” is designed to increase community participation in sport while contributing to the UAE’s sports economy and active lifestyle agenda.
“Apex Games” follows a structured race format consisting of four running blocks, with each run followed by a series of three functional fitness challenges, creating a balanced test of endurance, strength and overall fitness. The format is designed to encourage repeat participation, measurable performance progression and strong community engagement.
Beyond the competition itself, “Apex Games” contributes to the wider sports and events economy by generating activity across multiple sectors including tourism, hospitality, logistics, event production, sports services, media and local SME suppliers.
Nic Cartwright, Founder of CaB Sports, said: “Apex Games” is part of a long-term vision to build UAE-born sports properties that increase participation in sport while also creating economic and community impact. Mass participation events support active lifestyles, bring communities together, and create real economic activity through tourism, local suppliers, and the wider sports industry ecosystem.”
From his side, Khalid Al Hammadi, Executive Vice President of DXB LIVE, said: “We take pride in our partnership with CaB Sports to launch ‘Apex Games’. Such events contribute to supporting the growing sports and events ecosystem, enhancing community engagement, and encouraging an active lifestyle. Dubai continues to strengthen its position as a global destination for major events, with new concepts like ‘Apex Games’ adding further diversity and richness to the city’s events calendar.”
The launch of “Apex Games” supports broader UAE objectives around public health, active communities, sports tourism and SME ecosystem development, while providing a new competitive platform for athletes across the region.
The first “Apex Games” event will take place at the Dubai World Trade Centre on June 6th – with tickets on sale now – with a special discount for all EID holders.The event includes multiple race divisions, including solo, doubles and team (of 3) categories, allowing both elite and everyday athletes to participate.
Registration details and event information are available at www.apexgames.fit
About CaB Sports
CaB Sports is a UAE-based sports IP and mass participation events company that develops, owns and operates scalable sports properties across the Middle East.
The company specialises in creating and growing participation-led sports brands that support public health, community engagement, sports tourism and SME economic activity, while building long-term intellectual property originating from the region.
CaB Sports’ portfolio includes:
- Arabian Warrior – the region’s leading obstacle course race series
- Apex Games – a structured hybrid fitness competition in partnership with DxB Live
- Urbanator – an urban obstacle and team-based fitness experience in partnership with DxB Live
Through its events, CaB Sports works with government entities, venues, sponsors and community partners to deliver large-scale participation events that create economic impact across tourism, hospitality, logistics, event services and local SME suppliers.
The company’s long-term vision is to build internationally scalable sports intellectual property originating from the Middle East, contributing to the region’s sports industry, active lifestyle agenda and economic diversification goals.
About DXB LIVE:
DXB LIVE is the integrated event management and experiential agency of Dubai World Trade Centre. With its creative, technical, and operational expertise, DXB LIVE delivers world-class events of all types, including exhibitions, conferences, festivals, recreational activities, national occasions, major corporate events, as well as high-end and private weddings.
The agency provides services for more than 100 major events annually, designing and building over 500,000 square feet of exhibition stands and delivering complex live events and conference solutions. DXB LIVE also offers strategic consultancy to associations and international organizations, while organizing large-scale trade exhibitions and public events.
Rapidly expanding its footprint, DXB LIVE is strengthening its position among the world’s leading event companies through strong alliances with top international event organizations. Its combined services create exceptional experiences that connect brands with their audiences across the UAE, GCC, Middle East, Europe, Africa, and the Americas.
Please contact media@cab-sports.com for any Media related queries.