GymNation brings founders, athletes and charities under one foundation.

GymNation has launched a foundation bringing together three programmes: The First Rep for early-stage health and fitness businesses, an Athlete Program and charity partnerships.

The company says The First Rep includes an AED1 million investment pool. Its programme pages also describe business support and access to its member community for testing ideas. Athlete support includes training access, coaching and exposure through GymNation's channels.

For Gulf brand teams, this is a model to examine: using facilities, member relationships and distribution to support a community beyond a campaign. Those assets can give a partnership practical value, provided participation and outcomes are measured alongside publicity.