FOR IMMEDIATE RELEASE
The world is changing.
From Los Angeles to London, Dubai to Sydney, a new generation is actively chasing optimisation. We are tracking our sleep, measuring our heart rate variability, debating gut health protocols and investing in longevity clinics. We want to live longer. Feel younger. Perform better. Stay sharper.
The Numbers Prove It
The Global Wellness Institute reports that the global wellness economy reached $5.6 trillion in 2022, growing significantly faster than the global economy overall, and is projected to reach $8.5 trillion by 2027. The global fitness industry is forecast to exceed $250 billion in annual revenue, according to Deloitte's Global Health & Fitness Report, fuelled by community-based training and experiential wellness.
Biohacking, preventative medicine and recovery science have shifted from niche to mainstream. Wellness tourism is expanding at nearly double the rate of traditional tourism, according to the Global Wellness Institute. Consumers are investing not only in how they look, but in how long they can sustain performance.
But Beneath the Momentum Lies a Deeper Question
In our pursuit of optimisation, what are we willing to give up?
And that is where Well B Festival was born.
A New Definition of Balance
Launching on April 4th and 5th, 2026 at Apron Views, Meydan Racecourse, Dubai, Well B Festival is a cultural response to the global shift.
Well B Festival reimagines what a wellness event can be.
Guests can begin the day with sunrise movement overlooking the iconic Meydan skyline. Move into high intensity bootcamps designed to push limits and build resilience. Reset with pilates sessions, guided meditation and breathwork workshops. Experience the power of contrast therapy in the recovery zone with ice baths and mobility sessions.
And when the sun sets, the energy shifts.
Enjoy vibrant, nutritious food from curated vendors. Sip responsibly from premium beverage partners. Dance beneath the Dubai sky to world-class headliners on the main stage. Sway to acoustic sets in a more intimate setting. Connect with friends, meet new ones and become part of a high-energy hive of curious minds and busy bees.
At Well B, you do not have to choose between discipline and enjoyment. You can have both.
It acknowledges the hunger for health, but refuses to strip away joy.
Well B is built on fun, balance, community, curiosity and memories that last far beyond the weekend.
Dubai: A City That Embodies the Shift
There is no more fitting home for Well B than Dubai.
The UAE National Wellbeing Strategy 2031 places quality of life and preventative health at the centre of national policy. The Dubai Fitness Challenge, launched by Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, was created to make Dubai "one of the most active cities in the world," and has seen millions participate since its launch.
Community sports participation continues to rise, with the Dubai Sports Council reporting sustained growth in public fitness initiatives, endurance events and active lifestyle campaigns. From run clubs to combat sports to performance clinics, Dubai has become a global hub for ambition in motion.
It is a city that trains hard, works hard and celebrates hard. Well B reflects that rhythm.
Come for One Passion. Discover Another.
One of the most powerful elements of Well B is discovery.
Guests may arrive for sunrise yoga and leave inspired to try ice baths for the first time. A bootcamp regular might wander into a breathwork workshop and unlock a new layer of mental resilience. A music lover might attend for the headliners but leave curious about longevity science and recovery protocols.
Friends can arrive together and explore entirely different experiences throughout the day, reuniting later to share stories, insights and energy.
One friend might be deep in a seminar about performance nutrition while another is on the track pushing through a sweat session. One might be networking in the wellness marketplace while another is preparing for an evening of live music.
Well B gives people permission to be multidimensional. It celebrates the idea that you can train hard and dance harder. Learn deeply and laugh loudly. Build discipline without losing spontaneity.
Founder Insight
"We are witnessing an extraordinary shift. People want to optimise their health, extend their lifespan and belong to communities that elevate them. But that does not mean sacrificing joy. Well B is about integration. You can build resilience in the morning and create unforgettable memories at night. Balance is not weakness. It is strength." — Jamie Cormack, Co-Founder of Well B Festival
"The rise of global wellness and the growth of Dubai's fitness culture show us one thing very clearly. People are hungry for connection and experience. Well B is our response. It is a hive of high energy, curious minds and busy bees who want to learn, move, celebrate and grow together. We are not creating a strict wellness retreat. We are building a festival that reflects real life. Dynamic. Social. Ambitious. Fun." — Toby Harris, Co-Founder of Well B Festival
Longevity with Laughter
The next chapter of wellness is not extremism. It is equilibrium.
In a world chasing youth, Well B reminds us that the real secret to longevity might be joy shared with others.
Well B Festival
April 4th and 5th, 2026
Apron Views, Meydan Racecourse, Dubai
ENDS