Dubai, UAE – October 10, 2025 – In a striking and symbolic gesture for World Mental Health Day, GymNation, a leading fitness chain in the UAE and Saudi Arabia, has temporarily removed all weights from several of its gym locations. The unprecedented move, announced today, aims to draw attention to mental well-being and encourage members to “lift the weight off their minds” in partnership with mental health organization Sage.
A Symbolic Gesture for Mental Well-being
On October 10, 2025, gym-goers arriving at selected GymNation clubs were met with empty weight racks, dumbbells piled outside entrances, and informational signage explaining the initiative. This bold campaign, launched on World Mental Health Day, seeks to replace traditional physical training with opportunities for reflection and conversation about mental health.
Rory McEntee, Chief Marketing Officer at GymNation, emphasized the campaign’s core message. “The only weight we want people to lift on October 10 is the weight off their mind,” he stated, highlighting the desire for maximum impact to encourage a focus on mental, as well as physical, health. The decision to physically alter the gym environment marks a significant shift from conventional awareness campaigns, using absence as a powerful communication tool.
Partnership with Sage for “Mental Fitness” Classes
Central to this initiative is a collaboration with Sage, a dedicated mental health organization. Together, GymNation and Sage are organizing “mental fitness” classes across selected gyms. These unique sessions blend familiar physical workouts, such as HIIT, Dance, and Bodypump, with expert-led mental health discussions and Q&A sessions. The goal is to provide practical advice, coping tools, and a safe space for open conversation, balancing physical exertion with mental engagement.
Dr. Gurveen Ranger from Sage praised GymNation’s innovative approach, stating, “We loved GymNation’s bold idea to ‘take the weight off’ this World Mental Day.” She underscored the importance of physical fitness for mental health—boosting mood, reducing anxiety, and improving self-esteem—and emphasized the timely reminder to talk and “unload” to support mental well-being. GymNation members will also have access to discounted personal consultations with Sage specialists.
Addressing a Critical Need in the Region
The campaign’s timing is particularly relevant given statistics on mental health in the Middle East. Research indicates that nearly 60% of the population in the UAE and 40% of young adults in Saudi Arabia experience at least one mental health disorder, with social media pressure and financial stress identified as significant contributing factors.
GymNation aims to leverage its platform and extensive member base to spark meaningful conversations and position itself as a “catalyst for change,” aligning with its purpose of being “The People’s Gym”—accessible, human, and socially responsible. While a notable stigma around mental health persists in many parts of the Middle East, attitudes are reportedly shifting, particularly among younger generations, urban communities, and expatriates.
Beyond the Weights: An Experiential Awareness Campaign
This initiative represents an experiential awareness campaign, physically altering the workout environment to draw direct attention to the crucial balance between physical and mental strength. Rory McEntee noted that the decision was driven by the belief that the most impactful mental health awareness comes through unexpected, emotional disruption rather than passive viewing.
GymNation has a history of engaging in attention-grabbing campaigns. Earlier this year, the fitness chain garnered headlines for its “world’s coolest class,” featuring frozen weight vests and ice baths. This latest move further solidifies its commitment to broader well-being.
Ultimately, the campaign seeks to initiate conversations about mental health within the fitness community and make GymNation synonymous with the movement to prioritize mental as much as physical fitness. The mental fitness classes are open to both members and the general public at select locations, reinforcing the message that everyone is encouraged to check in, not just work out.
