Worked as part of the regional PR team for Fitness First Middle East, supporting an always-on media strategy aimed at repositioning the brand as modern, accessible, and value-driven across the region. The focus was on consistent press office activity rather than one-off announcements, building long-term relationships with both Arabic and English-language media.

The work strengthened Fitness First’s relevance in a highly competitive wellness landscape and demonstrated how sustained storytelling can drive brand perception at scale.