THE FITNESS BRAND

The Current UK Housing Crisis

As a community-driven fitness brand, we’ve always believed in building more than just workouts, we aim to create a movement centered around empowerment, collaboration, and long-term sustainability. But initiating navigating the realities of life in the UK, we’ve made the decision to move our brand’s future to Dubai within the next few years.

The Reality of Property Costs in the UK

The cost of living and property ownership in the UK has reached a level that makes stability increasingly out of reach for many. Rising rents and unattainable house prices don’t just affect families and individuals, they directly impact the communities we serve. When people are struggling just to secure a home, the space for wellness, fitness, and collective growth is diminished.

For our brand, which is rooted in community empowerment, this economic climate makes it clear: survival and true impact cannot happen if the people we aim to uplift are locked out of basic stability like housing.

The Importance of Collaboration in the Black Fitness Community

Another factor behind our move is the lack of genuine collaboration within the black fitness community in the UK. Progress requires more than ambition, it requires female empowerment, teamwork, and unity. Without this, the community cannot thrive in the long term.

We believe Dubai offers a more fertile ground for growth, where opportunities, resources, and cultural openness to wellness create a foundation for lasting change. By relocating, we’re choosing an environment where empowerment and innovation can flourish in a way that supports everyone involved.

Clarifying Our Position: DJ AG

We also want to make it clear:

• We are not affiliated, associated, or connected with DJ AG or his brand.
• We are not responsible for his mission in relation to housing.
• We expect that our concepts, ideas, and strategies will not be replicated, duplicated, or used without our permission and fair compensation.

Respect for originality is essential if we are to build a strong and united fitness community.

Looking Ahead

We are committed to building spaces that empower women, uplift communities, and ensure that collaboration—not competition is at the heart of everything we do.

The next chapter is global, and we can’t wait to take this journey forward.