Eddie Hall, the current World’s Strongest Man, two former Mr. Olympia winners, Ronnie Coleman and Jay Cutler, and Kai Greene – the 2016 Arnold Classic winner- will headline this year’s Dubai Muscle Show, the region’s leading fitness and bodybuilding show.

Running 8-9 December 2017, the second edition of Dubai Muscle Show, organised in collaboration with Dubai Sports Council, will see the world’s biggest athletes and the region’s most honed physiques join over 150 of the world’s leading sports nutrition, fitness and bodybuilding brands over 14,000 square metres of exhibition space at Dubai World Trade Centre (DWTC) – the new venue catering for the show’s remarkable five-fold growth in size since debuting last year.

Hessa Al Kous, Director of Sports Events at Dubai Sports Council said “After the success of the last year’s Dubai Muscle Show, we are delighted with the growth of this year’s event, which looks set to be one of the highlights in Dubai’s sporting events calendar. The show now provides opportunities for thousands of local fitness enthusiasts to participate in high level sporting contests and fitness events such as CrossFit, strongman/woman, combat sports and group fitness, in addition to bodybuilding. And on a much broader scale the show givesthe general public an opportunity to gain inspiration from the show’s elite athletes, find out about new ways of staying fit and learning about nutrition and healthy eating from some of the world’s leading sports nutrition companies – aiding Dubai’s plans to become the most active city in the world.”

As well as hundreds of sample give-aways from brands including Sporter, Life Pharmacy, Dr. Nutrition, Quest, Muscletech and dozens more, Dubai Muscle Show 2017 will also debut its very-own Emirates Strongest Man and Woman competitions, as well as its brand-new international fitness and active-living show, DMS Active.

“Much like our superstar bill of colossal headliners, we’ve shown tremendous gains in the last 12 months,” said Nick Blair, Exhibition Director, Dubai Muscle Show, which is organised by Dubai-based HBG Events. “While Eddie, Ronnie, Jay and Kaiprovide a sprinkle of star power to the event, our year-on-year growth reflects the culture shiftbeing seen in Dubai and across the UAE as more and more people adopt fitness-driven lifestyles – that’s been a key factor in the launch of DMS Active, which adds a finer fitness concept to the brawn of our traditional bodybuilding elements.”

“The words ‘muscle’ or ‘bodybuilding’ can often be dismissed as a niche sport for the superhuman monsters, but in reality, the majority of people in gyms across Dubai by definition are ‘body-building’. They incorporate resistance training or lifting weights into their workouts, in order to get better muscle tone, strength and mobility which helps them feel and look better.We all need muscle, especially as we get older to help us stay mobile well into later life.”

Fitness enthusiasts are in for a treat as some of the world’s greatest bodybuilders, athletes, personalities and social media stars come calling, with top drawcards including Hall, Coleman, an eight-time Mr. Olympia; Cutler, a four-time Mr. Olympia, and Kai Greene,the American IFBB professional bodybuilder and soon-to-be-star of hit Netflix show Stranger ThingsSeason 2, is also Dubai Muscle Show-bound.

With the combined roster of fitness and muscle mass talentcounting a globalsocial media reach of more than 55 million, Dubai Muscle Show offers the perfect opportunity for UAE fans to meet their muscle and bodybuilding heroes together all under one roof.

“I can’t wait to get out to Dubai and do my thing,” said Hall, who beat Game of Thrones star Hafthor Julius Bjornsson to the World’s Strongest Man title in Gaborone, Botswana in May. “It is a tremendous honour being the World’s Strongest Man – it is something I have spent my entire life working towards – and I look forward to inspiring some very talented athletes coming out of the Middle East at Dubai Muscle Show.”

Those looking for a little healthy competition will find more than their share of challenges, competitions and sporting events, with the International Federation of Bodybuilding (IFBB) Gulf Classic returning for a second year, which will see over 500 competitors posing it out for the chance to win one of 9 pro-card’s on offer that will allow them to compete on the professional circuit.

The Emirates Strongest Manand Womanwill also be named during the show, as more than 30regional strongmen and women compete in a series of superhuman strength challenges such as atlas stone lifting, tyre-flipping and car deadliftsto discover the Emirates’brawniest manand woman in the business.

Other highlights include the Dubai Pole Cup,where competitors will battle it out in a series of freestyle pole performances; the TKMMA & Fitness Amateur Boxing/MMA Championship; Parkour competitions sponsored by Gravity Gym; a CrossFit competition held by CrossFit Gold Box Gym;Reebok Les Mills Live Dubai, the world’s leading fitness class event, will be holding exclusive sessions for over 2,500 trainers, gym bunnies and PTs on day 2 of the weekend; and the Muscle & Fitness ME Model Search, will scout the hottest male and female fitness athletes for the chance to be the next Muscle & Fitness cover model.

For those after something a little more exclusive, VIP passes are available, which include meet-and-greet queue jumps, as well as access to the much-anticipated Athlete Q&Ataking place on Friday 8 December, where IFBB Hall of Famer and Generation Iron reporter Shawn Ray will interview the top celebrity talent including Greene, SadikHadzovic and Simeon Panda. Guests can also look forward to a clash of the Mr. Olympia titans, with Coleman and Cutler discussing their epic rivalry in a nail-biting showdown.

An exciting addition to this year’s event, the inaugural DMS Activewill cater to fitness fans who shy away from the bulk and brawn of bodybuilding yet still want to keep fit and learn how to change lifestyle habits for a healthier future. Launched to help improve the health of the UAE in-line with recent government initiatives, DMS Active acts as a one-stop-shop for fitness, lifestyle and active-living.

The Dubai Muscle Show takes place from 8-9 December 2017 at DWTC inZabeel Halls 5 & 6. General Admission ‘Early Bird’ tickets start at AED50 for single day passes, with standardAED75 and AED100 tickets on the door. Early Bird weekend passes are available for AED75, with standard AED100 and AED150 tickets on the door. VIP Early Bird tickets for both days cost AED350, with standard AED500 tickets on the door. General admission for the Reebok Les Mills Live event cost AED299 with VIP tickets available for AED479.

This year’s event is sponsored by Platinum Sponsors Sporter, Amcan International, PHL Nutrition, Life Pharmacy, MuscleCore, Silver Sponsors Good Health Nutrition, Dymatize Nutrition, Quest Nutrition, Cellucor, Muscletech, BSN, Optimum Nutrition, Official Food Sponsor Fuel-Up and Official Gym Train Strength & Fitness.

Tickets are available at: https://tickets.virginmegastore.me/ae/sports/5084/dubai-muscle-show and https://tickets.virginmegastore.me/ae/festival/5087/reebok-les-mills-live-dubai