The region’s first ever Content Creators Conference zoning on the content needs of the fitness industry has come to a close after an intensive day packed full of strategies on creating and monetizing compelling content. The event came as a growing fitness industry in the UAE gears up towards AED 3 billion in market revenue by 2022.
The conference, organized by digital marketing and content creation agency 8Marketing, was held at the FIVE Hotel on the Palm Jumeirah. It put the spotlight firmly on creating fitness-related content that reaches broader audiences to drive engagement and spark conversations.
The Content Creators Conference came against a backdrop of heightened awareness of fitness and healthy lifestyles throughout the UAE. Public and private sector organizations are also collaborating to create positive lifestyle change to address public health issues. Crown Prince of Dubai Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum has, for instance, launched his Fitness Challenge that in 2018 has returned for its second year. The 30-day festival seeks to turn Dubai into the world’s fitness capital, and encourages everyone to get at least 30 minutes of physical activity a day.
Speakers at the conference included 8Marketing CEO and engagement expert William Gardner, Founder & MD of MENA Speakers Saana Azzam, dynamic fitness duo Michael and Vivienne Addo, aka Mr and Mrs Muscle, Editor-in-Chief of Women's Health Middle East and Men's Health ME Danae Mercer, Executive Producer and Presenter of OSN’s on-demand TV show Guy in Dubai Paris Noriss, passionpreneur and speaker Moustafa Hamwi, and others.
The Content Creators Conference dwelled on shifting choice in the fitness industry, with total body endurance exercises coming to the fore as a major growth catalyst. Other issues on the table included the impact of the new social media influencer law in the UAE, and its ability to weed out serious influencers from the herd. The ability to select serious content partners will help the industry and its brands take improve content quality and outreach.
Speaking about the relevance of content for the fitness industry, organizer and CEO of 8Marketing William Gardner said: “The fitness industry in the UAE is heading for new heights, with greater awareness and increasing revenue. Yet, quality content and the right engagement remain absolutely essential to creating winning brands in a competitive space. We’ve curated the Content Creators Conference to give fitness professionals the tools they need to supercharge reach and deliver content that engages eyeballs and creates positive lifestyle change. This not only helps monetize the efforts of fitness creators, but also draws more people to a healthy lifestyle to benefit society at large.”