Dubai, UAE – In a bold and impactful initiative for World Mental Health Day on October 10, 2025, GymNation has temporarily removed all weights from select gym locations across the UAE and Saudi Arabia. The fitness giant’s “weightless” campaign aims to encourage members and the public to focus on their mental wellbeing and “unload the weight off their minds.”
The unconventional move, designed to create “meaningful talkability” around mental health, sees traditional barbells and dumbbells replaced with a focus on mental fitness classes and discussions, organized in partnership with Dubai-based mental healthcare services provider Sage Clinics.
A Symbolic Gesture for Mental Health Awareness
World Mental Health Day, observed annually on October 10, serves as a global reminder of the importance of prioritizing mental health. This year’s theme, “Access to Services – Mental Health in Catastrophes and Emergencies,” highlights the critical need for mental health support in times of global instability, urging individuals to protect their mental health even when not directly affected by crises.
GymNation’s initiative aligns with this broader objective by leveraging its significant platform and member base of over 150,000 across the UAE and KSA to spark vital conversations. Rory McEntee, CMO at GymNation, stated, “The only weight we want people to lift on the 10th October, is the weight off their mind.”
Addressing a Pressing Need in the Region
The campaign is particularly timely given recent research indicating 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 and financial stress identified as significant contributing factors. By temporarily removing physical weights, GymNation seeks to shift the focus from solely physical gains to the equally crucial aspect of mental resilience.
“This campaign aims to position GymNation as a catalyst for change, aligning with our purpose of being ‘The People’s Gym’ – accessible, human, and socially responsible,” McEntee explained.
Mental Fitness Classes and Expert Support
As part of the “weightless” day, GymNation is offering dedicated mental fitness classes across selected gyms. These sessions, open to both members and the general public, combine popular group exercise classes like HIIT, Zumba, and Bodypump with mental health talks and Q&A sessions led by experts from Sage Clinics. Specific locations in Dubai, including Downtown Dubai, Dubai Silicon Oasis, and Bur Dubai, are hosting evening sessions.
Dr. Gurveen Ranger from Sage Clinics praised GymNation’s innovative approach, noting that “physical fitness is crucial for mental health providing a natural boost to mood, reducing symptoms of depression and anxiety, and improving self-esteem and cognitive function – it’s the perfect time to remind people about the importance of talking, or unloading, to support their mental wellbeing.”
The Power of Experiential Awareness
GymNation released a series of images showing empty weight racks and dumbbells piled up outside the gyms, accompanied by clear signage to alert gym-goers to the campaign’s message. This experiential activation was chosen to create an “unexpected, emotional disruption” that would be more impactful than passive viewing, encouraging genuine engagement and conversation around mental health.
The initiative underscores the growing understanding of the symbiotic relationship between physical and mental health. While exercise is widely recognized for its benefits in managing stress, building confidence, and improving mood, GymNation’s campaign serves as a powerful reminder that sometimes, the most important “lift” is the one that takes the burden off the mind.
