Boxing and strength franchise UBX has taken a step closer to realising its ambitions to be the largest boxing provider in the Middle East by appointing a master franchisor.

A deal has been signed with Mohsan Bari to open 18 locations across the United Arab Emirates, with the first sites being sought in Dubai and Abu Dhabi.

This expansion follows UBX's (pronounced YouBox) successful entry into new markets in the past year: the UK and Ireland – with Empowered Brands as the master franchisor – Japan and the US. The Australian-born brand is well-established in New Zealand and Singapore and has more than 100 locations worldwide.

The UBX concept involves a mix of boxing and strength training on a 12-round circuit format.

Tim West, UBX co-founder and managing director, says it’s a perfect time to expand in the Middle East: "In recent years, the Middle East has become a hotspot for combat sports and the UAE's enthusiasm for boxing makes it the perfect next step for UBX as interest in the sport is followed by participation. We're bringing our unique combination of boxing and strength training to a market that truly values fitness and innovation.”

Co-founder and four-time World Champion boxer, Danny Green, says there is a lot of energy and enthusiasm for boxing in the region: "Boxing is not just about the physical workout; it's about building mental resilience and community. Based on growing demand and the proven success of our model, I know we'll see UBX thrive in the UAE market."

In May, UBX teamed up with adidas Boxing in a Boxing is for Everyone campaign, celebrating the inclusivity, diversity and transformative power of the sport. The collaboration has involved the launch of a range of co-branded boxing gloves, merchandise, uniforms and apparel.

Managing director of Adidas Combat Sports, Christophe Dessalles, says the two partners share a commitment to inclusivity and innovation: “This collaboration strengthens our shared mission to bring boxing to more people than ever before.”