Optimum Nutrition, world’s #1 sports nutrition brand, expands investments in Middle East, Turkey, Africa to promote holistic fitness

Optimum Nutrition, world’s #1 sports nutrition brand, expands investments in Middle East, Turkey, Africa to promote holistic fitness

Commenting on the road ahead for Optimum Nutrition, Satyavrat Pendharkar, Regional Vice President – Greater China, South Asia & META, Glanbia Performance Nutrition, said: “A culture of sports and holistic fitness is shaping up in the region, catalyzed by governments’ continued initiatives and advocacy. As someone uniquely positioned to add to the sporting momentum, with global outreach, decades of experience, and deep regional insights, Optimum Nutrition aims to share vital knowledge of physical and mental health, support and participate in government initiatives, and help not only athletes but every single individual unlock more potential within themselves.”

A testament to Optimum Nutrition’s commitment to the regional sporting cause is its participation in the Dubai Fitness Challenge (30×30), Dubai Active Show and Tough Mudder UAE & KSA. Parent entity Glanbia’s global leaders are set to grace the Dubai Active Show on November 20th in a strong display of the company’s growing focus on the region, and kick-off the next phase of expansion here. Optimum Nutrition is hosting awareness-oriented boot camps by iconic fitness superstars Giovanni Garaba, Asal Nemati, and Eryc Ortiz at the Dubai Active Show, setting the stage for its next growth cycle in the Middle East, Turkey, and Africa.

Optimum Nutrition’s determination and dedication towards quality are exemplified by the verifiable fact that it rejects more raw “whey” — most commonly used protein ingredient — than what most brands sell as the final product..

Glanbia Performance Nutrition is the no.1 sports nutrition company in the world. Ipsos’ Brand Health Tracking research pegged the awareness and consideration of Optimum Nutrition in UAE at 95% and 85%, respectively — figures that are unparalleled in the region. The brand is now looking to use its expertise and leadership position to give back, engage, and connect with local sports and fitness communities, helming a fitness movement in the region.

“Optimum Nutrition’s undisputed global pedigree in sports nutrition will immensely benefit the regional sports and fitness community. The rising ‘conscious consumerism’ in META has created an appetite for sports nutrition produced through environmentally responsible processes, quality raw materials, and state-of-the-art facilities. Those are the time-honoured hallmarks of Optimum Nutrition,” asserted Karim Gabriel, Head of Marketing & New Businesses – META, Glanbia Performance Nutrition. Regional focus from a global brand of Optimum Nutrition’s calibre heralds greater sporting glory in the future, drawing upon the UAE’s highest-ever medal haul at the recent Asian Games.

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