Code of Ethics

Code of Ethics & Professional Standards Charter

Purpose & Industry Commitment

The Dubai Fitness & Wellness Business Group exists to support, represent, and elevate the fitness and wellness industry in Dubai.

This Code of Ethics and Professional Standards Charter establishes the shared principles, professional standards, and collective responsibilities expected of all members, ensuring the industry operates with integrity, professionalism, and purpose, while contributing to Dubai’s continued leadership as a global centre for health, fitness, and wellness.

Membership reflects not only participation in the sector, but a commitment to stewardship, credibility, and the long-term advancement of the industry for the benefit of Dubai residents, businesses, and the wider community.

1- Compliance with Laws, Regulations & Licensing

Members must operate in full compliance with all applicable UAE federal and local laws, regulations, and licensing requirements relevant to their activities, including but not limited to:

Commercial and licensing regulations
Health and safety requirements
Consumer protection regulations
Labour and employment laws
Immigration and visa requirements
Data protection and privacy obligations

Membership of the Group does not replace regulatory oversight, nor does it confer exemption from compliance. The Group does not act as a regulator.

2- Employment Practices, Inclusion & Workforce Responsibility

Members commit to fair, lawful, and ethical treatment of employees, contractors, and practitioners, recognising that a strong, respected workforce underpins a credible and sustainable industry. This includes:

Compliance with UAE labour laws and contractual obligations
Fair and timely remuneration practices
Safe, respectful, and professional working environments
Zero tolerance for discrimination, harassment, or bias, including on the basis of race, nationality, ethnicity, gender, religion, or background
Responsible management of qualifications, scope of practice, and professional boundaries

Elevating the industry begins with how people are treated within it.

3- Professional Integrity, Accreditation & Honest Representation

Members are expected to conduct business with honesty, transparency, and integrity in all professional activities. This includes:

Accurate representation of qualifications, certifications, services, and scope of practice
Maintaining any registrations, approvals, or accreditations required under applicable UAE laws, regulatory authorities, or recognised industry frameworks
Ethical marketing and communications
Avoidance of misleading claims, exaggerated outcomes, or false credentials
Responsible use of evidence, data, and professional standards

Members should contribute to raising trust in the industry, not eroding it.

4- Industry Standards, Quality & Safety

Members commit to maintaining appropriate professional, operational, and safety standards consistent with international best practice and the expectations of Dubai as a global destination. This includes:

Safe facility operations and risk management
Appropriate supervision, programming, and client care
Respect for professional scope and competence
Continuous improvement aligned with evolving global standards

The Group encourages, where possible and appropriate, members to exceed minimum requirements in pursuit of excellence

5- Fair Competition, Ethical Conduct & Sector Respect

Members are expected to compete fairly, ethically, and professionally.

While healthy competition is a natural and valuable part of a strong industry, members must refrain from underhand, deceptive, or unlawful practices, including conduct intended to damage the reputation, operations, or goodwill of other businesses. This includes:

Refraining from public disparagement, defamation, or harmful conduct toward competitors
Avoiding practices that damage consumer trust or industry credibility
Resolving disputes constructively and professionally

Members recognise that the industry is built on real businesses, real professionals, and real livelihoods, and commit to contributing to a culture of mutual respect, professionalism, and responsible competition.

A strong industry is built through collective credibility, not internal conflict.

6- Industry Leadership, Innovation & Collective Advancement

Members recognise that the Group has a broader responsibility to support the sustainable growth, to actively lead, shape, and advance the fitness and wellness sector in Dubai. Accordingly, members are encouraged to:

Support industry leadership and constructive dialogue
Encourage innovation, education, and professional development
Contribute to discussions that help shape policy, standards, and best practice
Collaborate on initiatives that create long-term opportunity strengthen Dubai’s position as a global leader in health, fitness, and wellness

Through collective leadership and contribution, members support Dubai’s ambition to remain, and continue to grow as, a global benchmark for health, fitness, and wellness.

7- Representation, Advocacy & Use of the Group’s Name

The Group’s name, logo, and affiliation represent a collective reputation. Members must:

Use affiliation responsibly and accurately
Avoid implying authority, endorsement, or representation without approval
Not speak on behalf of the Group unless authorised

Public representation should always reflect professionalism, alignment, and respect for the Group’s role.

8- Conflicts of Interest & Good Faith Participation

Members are expected to act in good faith and disclose material conflicts of interest where relevant to Group activities, initiatives, or decision-making processes.

Transparency supports trust, integrity, and effective collaboration.

9- Review, Accountability & Protection of the Group

The Group reserves the right to:

Review conduct that is materially inconsistent with this Charter
Seek clarification, remediation, or corrective action where appropriate
Suspend or terminate membership where necessary to protect the integrity, credibility, or reputation of the Group

Any such actions will be handled proportionately, discreetly, and in the best interests of the Group, consistent with sound governance practice.

Together, members support Dubai’s continued leadership by:

10- A Shared Commitment to Dubai’s Global Leadership

By joining the Dubai Fitness & Wellness Business Group, members affirm their commitment not only to ethical conduct, but to collective stewardship of the industry.

Together, members support Dubai’s ambition to: