Personal training was full of pseudo hippies wanting to realign each other’s chakras,” according to bodybuilder Nick Mitchell. This damning appraisal of the scene is one of many reasons he decided to found Ultimate Performance (UP), a concept he recently brought to Dubai.
Having noticed the proliferation of what he calls “rent-a-friend” personal trainers, Mitchell saw a gap in the market and the results speak for themselves (have a look at the website’s gallery of success stories). “We don’t just ‘exercise’ our client, we take a holistic, global approach to anything and everything that can impact their body composition,” Mitchell tells Time Out.
“But the real secret to our success at UP lies less in our plans and more in the execution. We get the best results because of the scrutiny, accountability and incentivisation that we place on our training team.”
Mitchell says that working for UP as a personal trainer is “no easy ride”. He demands that his trainers become “trusted advisers” to their clients, helping them to achieve a complete body transformation by looking at every minuscule detail. In fact, his best trainers spend as much of their time (if not more) finding ways to improve UP practises as they do on the gym floor.
Having strived tirelessly to hone his concept and despite several “damp squibs”, Mitchell is delighted that many of his good ideas (including having a professional staff chef who helps those “struggling to make their diet palatable”) have borne fruit.
Clients rave about the results they’ve seen. As Mitchell puts it: “All we care about is getting you the result you want.” It’s a simple ethos, but one clearly laden with success.
Dhs600 for a one-off session. Emirates Financial Towers, Sheikh Zayed Road, www.upfitness.ae (04 431 9004).