DEKA, The Global Fitness Racing Brand Announces Expansion Into The UAE

February 12, 2026

Dubai, UAE. (February 12, 2026) /ENDURANCE SPOERTSWIRE/ – DEKA, the decathlon of functional fitness and hybrid racing from the creators of Spartan™, is thrilled to announce its official launch in the UAE. Led locally under the expert leadership of the ITP Media Group team, DEKA Middle East joins a rapidly growing global network, including established markets in The United States, Australia, Canada, China, Ireland, Italy, Mexico, The Netherlands, Portugal, Spain, Switzerland and The United Kingdom.

As part of its regional rollout, DEKA will make its Middle East debut with a launch event on 28 March at Skydive Dubai, marking the first opportunity for athletes in the region to experience the format in a live competition setting.

The expansion introduces a structured functional fitness racing format to the UAE, designed to complement the region’s established training culture. In contrast to Spartan’s outdoor obstacle races, which are staged at large-scale destination venues across the region, DEKA will offer year-round competition through gym-hosted DEKA STRONG and DEKA MILE events, alongside DEKA FIT races delivered at iconic locations across the GCC. The format is intentionally measurable, repeatable and accessible, enabling athletes to train with purpose, compete consistently and benchmark their progress over time.

The inaugural UAE event will introduce the DEKA FIT format, featuring ten functional fitness zones, each separated by a 500-metre run, totalling five kilometres of running across the course. Participants will have the option to compete individually or in two-person teams, allowing the challenge to be tackled collaboratively. A cash prize pot will also be available for Elite participants, adding a competitive incentive for top-performing athletes.

“Bringing DEKA to the UAE marks an important phase in our international expansion and reflects the maturity of the region’s fitness market,” said Emily leRoux, Vice-President, DEKA. “The UAE has a highly engaged training community, and DEKA provides a clear, structured way for athletes of all levels to test their fitness in a competitive but inclusive environment. Partnering with ITP Media Group gives us the local insight and operational scale required to introduce the brand in a way that supports long-term growth.”

Isla Watt, Deputy Managing Director at ITP Media Group, added: “Training culture in the UAE has evolved significantly, with more people seeking meaningful ways to test their progress beyond the gym floor. DEKA meets that demand. Its standardised formats, integration within local gyms and structured event model allow us to grow participation steadily, embed the brand within fitness communities and build a sustainable competition platform for the region.”

Skydive Dubai has been selected as the launch venue in recognition of its position as one of the UAE’s most established experiential destinations. Internationally recognised for its tandem skydive experiences, premium facilities and iconic settings overlooking Palm Jumeirah and Dubai Harbour, the venue provides a distinctive backdrop for DEKA’s regional debut and reinforces the brand’s positioning at the intersection of performance, experience and destination-led events.

DEKA is fueling a global fitness phenomenon, one community at a time. Forget fleeting fitness trends; DEKA is a sustainable, gamified training and testing system to ensure it delivers real results – from transformative weight loss to significant strength gains. Its true genius lies in its unique affiliate model, empowering a thriving network of over 1,000 gyms worldwide. These aren’t just locations; they are passionate local communities, training together, coaching each other, and amplifying the DEKA message organically. Every DEKA class integrated into daily programming builds the momentum. Every weekend event sees local heroes emerge, earning their “DEKA Mark” and inspiring others. This is where authentic influence is born, creating a viral ripple effect that advertisers and sponsors can tap into directly.

From Grassroots to Global Stages: Every Story Matters

From intimate DEKA Affiliate events buzzing with local energy to electrifying arena competitions in iconic global venues, the impact is profound. Each participant, proudly wearing their finisher medal, embodies a personal story of achievement and validated dedication. This isn’t just about crossing a finish line; it’s about honoring the commitment that brought them to the start and empowers them to conquer what’s next.

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ABOUT DEKA

Forged from the unyielding spirit of Spartan™, DEKA emerges as more than just an event; it’s the next evolution in functional fitness and hybrid racing. Drawing on a legacy of pushing human limits, this is a sport engineered to be universally accessible, objectively measurable, and fundamentally designed to empower and celebrate every level of ability – from the curious first-timer to the elite athlete.

In addition to electrifying arena competition in iconic global venues, its true genius lies in the unique affiliate model, empowering a thriving network of over 1,000 gyms worldwide. With 1,500+ DEKA events across more than 12 countries on five continents this is Spartan innovation, redefined for all.

For more information visit https://race.spartan.com/en/deka.

ABOUT SPARTAN

Spartan™ is the global leader in obstacle course racing and has been at the forefront of the functional-fitness movement since 2010. With events spanning continents, Spartan™’s mission is to empower individuals to push their limits, cultivate community and live an active, resilient lifestyle. The DEKA format expands that mission into a high-intensity, scalable arena for all athletes.

With more than 250 events across more than 40 countries on six continents, Spartan is the world’s largest obstacle course race (OCR) and endurance brand. Providing transformation through sport, Spartan attracts more than one million annual participants across all fitness levels, from beginners to elite.

For more information visit  https://www.spartan.com/

ABOUT ITP MEDIA GROUP

ITP Media Group (ITP) is one of the largest media companies in the Middle East, with a portfolio of more than 80 brands. The company delivers quality up to date content to its readers, viewers, delegates and guests through digital, print, events, awards, video content, social media platforms and social media influencers. These brands include major international and regional names such as Arabian Business, Cosmopolitan, Harper’s Bazaar, Esquire, Gault&Millau, Time Out, Grazia and more. www.itp.com

Media Contact

Amelia Wright
Global Senior Brand Manager, DEKA
amelia.wright@spartan.com / media@spartan.com
+44 7834 685 480

Brand Enquiries

Emily leRoux
Vice-President DEKA International
emilyl@spartan.com