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Adopting a fitness lifestyle is in its infancy in the United Arab Emirates (UAE) compared to Western societies. This research focuses on identifying characteristics and exercise behaviours in an emerging market. The setting was Western-style clubs and amenities which were being patronized by multi-ethnic members in an Arab country and culture. Three study objectives included: (1) basic demographics showing membership trends; (2) factors influencing club choice; and (3) reasons for continued use. Data was collected in three focus groups and later from 304 questionnaires self-administered at five clubs located in luxury international hotels. Key findings included: (a) more than 50% of members/respondents were Arab; (b) members preferred clubs in close proximity to their home; and (c) workout, health and stress relief were important reasons for continued use. The data revealed two optimum member groups. Results suggest opportunities for gender, age and nationality segmentation when targeting potenti...