Fitness firm Speedflex Europe has signed an agreement to pave the way towards the company’s expansion into the United Arab Emirates.
The company was originally set in motion last September by former NUFC star Alan Shearer and Sage founder Graham Wylie, built around revolutionary fitness machines initially pioneered in America to help brain trauma and stroke patients in their rehabilitation.
The Speedflex machines can be used by anyone, regardless of their ability or age, because they work through a “free motion board”, returning the same amount of force – as little or as much – as the person exercising on it puts in.
Wylie and Shearer opened the first Speedflex centre in 2012 in Jesmond, Newcastle, but the firm took on a new direction last year by selling the flagship centre to concentrate on selling the licence agreements and machines, which are manufactured in California and brought into the UK through the Port of Tyne, to those wanting to open new centres.
Now Shearer, ambassador for the business, has journeyed to Dubai to sign a deal with businessman Tariq Bacha who takes on the franchise to open the city’s first centre in the Ocean View Hotel, Jumeirah Beach, in partnership with JA Resorts.
With a plan to further expand into between 50 and 100 locations across Europe in the next three years, Shearer said: “We are delighted to have secured this new international contract in Dubai as part of our European roll-out plans. Dubai has emerged as a leading international hub and we feel Speedflex is a perfect fit for the market place and for individuals and companies looking for a high-intensity workout with rapid results.”
The company has also recently signed deals in Dallas, London, Durham, Richmond, Leatherhead and Leeds.
Wylie, who bought the European rights for Speedflex said: “Our current target is to open 50 Speedflex centres in the UK and we are currently working on further expansion plan across Europe and beyond.
“The machines ‘sell themselves’, as users can burn more calories than they thought possible in a 45-minute session without any joint or muscle soreness. That, with the personal trainer involvement and the wearing of a heart rate monitor, means it is a very safe option whatever age and fitness condition you are in. It’s unique, there simply is nothing like this out in the marketplace.”
The deal was overseen by Newcastle law firm Sintons.