Air Miles has partnered with Middle East Health and Fitness (Mefit) 2008 Summit, the region’s biggest fitness forum.

The event, to be held under the Patronage of Princess Haya bint Al Hussein, Wife of UAE vice-president and prime minister and Dubai ruler Sheikh Mohammed Bin Rashid Al Maktoum, will begin from March 27-29 at the Dubai Aviation Club and is aimed to motivate people lead an active and healthy lifestyle.

"In a high stress environment like the UAE, adopting a proper fitness regime is definitely on the rise. The market is experiencing a big up-sell for people trying to change for a healthy lifestyle. This highlights the need to identify proper fitness equipment and adhere to smart exercise schedules in order to remain healthy and fit,” said Air Miles’ Middle East CEO Dave Battiston.

“As the headline sponsor and based on our commitment to contribute positively to regions we operate in, we want to support the growing regional awareness on fitness and wellbeing.”

Air Miles has evolved over the years with significantly high consumer base and Mefit with its mass consumer connect is a perfect platform to fit in. Air Miles identifies well with the common mass and so does the fitness industry.

“It is a pleasure to see Air Miles support our endeavour to provide people an active lifestyle and spread the message of health and fitness. Several individuals are working towards attaining a healthy living but lack of inspiration and professional guidance are stopping them from making a difference. Mefit 2008, in association with Air Miles, is committed to work in tandem to shape a healthy future,” Mefit founder Rania Boucher.

Mefit 2008 targets top market brands, personal trainers, group exercise instructors, coaches and anyone who enjoys attending a gym or even nannies or teachers who supervise or educate children.

The summit will include events and activities for children, specialists in the field as well as individuals who are interested in fitness programmes.

Air Miles has been associated with a series of events and several sporting activities in various capacities.

The company has partnered with the Dubai Sports Academy recently with the aims of strengthening the talent and skills of athletes in the UAE. Under the partnership Air Miles has sponsored Josh Warburton, a 15-year old promising rugby player and an ex-JESS Arabian Ranches pupil, who received a scholarship to Sale Sharks Rugby Club in Manchester, England.

Additionally, Air Miles has also supplied the latest gym and sporting equipment to Dubai Sports Academy.

“Air Miles will also run a raffle draw during the event wherein a Nintendo wii and 2 ipods would be given away. The draws would be conducted at the beginning of every exercise class through the event. So win with Air Miles while you experience your adrenalin rush,” concluded Dave. – TradeArabia News Service