Dubai, UAE, 11 November 2025 – Profit Sports Solutions, a global leader in cutting-edge fitness and sports equipment, is proud to announce the opening of PROFIT Beach Sports Zone at Sheraton Jumeirah Beach Resort.
Strategically located on the iconic Sheraton JBR beachfront with breathtaking views of Bluewaters Island and Ain Dubai, PROFIT Sports zone brings world-class fitness equipment to the public, completely free of charge for one year. The area is open to anyone aged 16 and above and requires no membership or registration.
“At Profit Sports, our mission has always been to create a healthier, stronger society by making strength training more accessible,” said Assem Ashour, CEO of Profit Sports Solutions. “This project represents the heart of that vision – premium, intelligent equipment placed where the community can thrive, train, and connect.”
Powered by Street Barbell machines – built for outdoor use and engineered to withstand the elements – the gym includes a full lineup of strength-training machines such as the seated row, leg press, tricep dips, squat rack, and more. Full equipment details can be found here.
PROFIT Sports Zone is made possible through the collaboration between Profit Sports Solutions, Street Barbell and Sheraton Jumeirah Beach Resort, reflecting a shared commitment to community wellbeing and innovation in outdoor fitness.
For more information and media inquiries, please contact:
Amber Barron
Marketing Manager
amber.barron@profitsports.solutions
profitsports.solutions
Instagram: @profit_sportssolutions
