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Cast your mind back to 2017. Dubai Fitness Challenge was a brand new programme, the city was curious, and a fitness professional named Nicky Holland discovered an initatitive that would impact his life for many years to come.
“I remember attending a fitness village and being amazed at the effort and set up. The sports facilities were built from scratch and it was astounding,” he recalls.
That moment of awe quickly turned into action. Holland set up a 30-day challenge for himself and his clients – and almost a decade on, those same clients are still showing up every year. It is perhaps the most understated proof of what Dubai Fitness Challenge was always capable of: turning a single inspiring moment into a habit that outlasts the 30 days of activity.
As a sports enthusiast based in Dubai, Holland has participated in every single edition of Dubai Fitness Challenge. He has clocked up the kilometres, led the sessions and inspired the public to be fit, healthy and active year after year. But across nine editions, there is one memory that he will cherish forever. “One moment that stands out for me is taking my son on the bike for the first time,” adds Holland. “Riding up and down Sheikh Zayed Road for the Dubai Ride when he was just eight months old. This is important to me — to model a healthy and active lifestyle as a parent.”
It is a reminder that the Dubai Fitness Challenge has never just been about fitness. It is about the moments that movement creates and the values it quietly passes on to the next generation. With the Dubai Ride presented by DP World returning on November 1, 2026, there has never been a better time to create your own memory on one of the world’s most iconic roads.
In a city as fast-paced as Dubai, finding time to exercise can feel like an impossible ask. Yet over nine editions, over 16 million participants have participated in the 30×30 challenge. Holland believes the simplicity of the concept is precisely what makes it so powerful. “Dubai is a very fast-paced city. 30 minutes can be done around work and family time. It’s achievable and brings people together,” he explains. “I would love to see DFC happen more than once a year. I do think it is underrated and there is such a buzz around the city when it happens. It helps people become more aware of the importance of exercising whilst improving their mental and physical health.”
Three-time DFC Ambassador, Holland, has spent years showcasing the challenge on his social media and the feedback with friends and colleagues back home in the United Kingdom is always the same. “I often get people back home in the UK commenting on how good the 30×30 initiative is, especially when they see me running and cycling on Sheikh Zayed Road,” he says. “I definitely feel there is potential to take this further and into other countries.”
Dubai Fitness Challenge returns from October 31 to November 29, 2026. During this month something shifts. The gym may not always feel noticeably busier, but step outside and the city tells a different story. “Outside there are so many more people exercising. Around residential areas, at the beach and at fitness communities. You can walk along Kite Beach, see the fitness village, people running, cycling, rollerblading, playing volleyball and taking part in boot camps. It’s really inspiring and great to see,” Holland says.
One of the most underused tools in fitness requires no gym membership or equipment. Holland works with corporate clients daily and walking consistently ranks among his most powerful recommendations – not as a compromise, but as a genuine, evidence-backed foundation for better health. “I constantly recommend walking. A walk a day can positively impact your mood, your energy, your circulation and your health. It sounds simple but if your goal is fat loss or body recomposition, walking can really help,” he says.
So if your 30×30 starts with a walk this October – that’s more than enough. And it impacts you positively far more than most people realise.
Dubai Fitness Challenge is the spark, but the habit is yours to keep. For those who find themselves struggling to start or stick to new routines, Holland has a practical and immediately actionable approach. “I would encourage habit stacking – combining two things together. Listening to an informative podcast when out on a walk, or when making your usual morning coffee, drinking some water and taking your daily vitamins. Linking tasks together helps you to be more productive and helps you add new habits to the ones you already have,” he explains.
After nine editions, the numbers speak for themselves. Participation grows every year, the events get bigger and the city’s relationship with fitness deepens. But for Holland, the most exciting chapter still lies ahead.”
Every year more and more people take part. I would love to see this event happen bi-annually or even quarterly. Technology is advancing at a fast rate and I believe in the future there will be more challenges based around wearable devices,” he says. “I’ve worked with corporate businesses and set up monthly challenges for them. Going forward I would love to see even more businesses take part. I’m excited to see where it goes.”
