The previous edition of Dubai 30×30 saw a Guinness World Record for the ‘Most Nationalities in a High-intensity Interval Training Class’. Though such records have become customary for the nation of many “firsts”, the sporting achievement is heralding a much bigger trend.
The UAE’s proverbial multiculturalism is shaping up a sports industry characterized by a sizeable talent pool and immense unrealized potential. Concurrently, governmental initiatives such as the National Nutrition Strategy 2030, aimed at improving the health of the younger generations, are facilitating favourable conditions for sportspersons to maximize their potential.
According to Satyavrat Pendharkar of Glanbia Performance Nutrition (GPN), the parent of Optimum Nutrition, the UAE has all the makings of a sporting hub. “The UAE Government has helmed large-scale sports and fitness initiatives in recent years, the cumulative impact of which is now beginning to manifest with new records and, most recently, the highest-ever medal haul at the Asian Games,” the regional VP of Greater China, South Asia & META at GPN added. Optimum Nutrition’s observations are rooted in its long-standing relationships with the regional athletic and fitness communities and involvement in government-backed events such as the Dubai Active Show and Tough Mudder.
Nutritionally supplementing fitness and athletic aspirations
Athletes tend to push the boundaries of general human capabilities and possibilities. That extra effort distinguishes them from the rest. However, lost energy must be effectively and ethically replenished for sustained performances. That is where nutrition becomes paramount. Reputed athletes rely on supplements such as “whey” proteins to aid recovery and go the extra mile. While athletes are often geared toward “supplementing” their performances, non-athletes who take proteins aspire to achieve nutritional balance, among other health and fitness goals. Optimum Nutrition, globally known for its best-in-class whey protein, says the UAE, too, is presenting a good mix of athletes and non-athletes utilizing dietary supplements.
“We have a goals-oriented product portfolio that corresponds to different fitness and athletic objectives, such as lean mass, bulk mass, and maximizing performance. The demand is uniform across products, indicating the growing popularity of supplements among UAE’s athletes and fitness enthusiasts alike,” Satyavrat revealed. The Glanbia executive was quick to add that misinformation and misconceptions continue to deter many from dietary supplements, leading to deficiencies and nutritional imbalances going unaddressed. The situation calls for brands to transparently communicate with potential customers about the quality, authenticity, ingredients, and probable outcomes.
Addressing “nutritional imbalance”
The UAE currently boasts a per-capita gym penetration rate comparable to that of leading sporting cities globally. Consequently, there is a rise in the use of dietary supplements. GPN advocates a food-first approach, with Satyavrat saying that the mainstream use of supplements should not be conflated with ill-informed intake, that it is advisable to fully understand and outline one’s nutritional deficiencies and fitness goals and select the most appropriate product after consulting with experts. To that end, fitness and athletic communities, too, play a key role in bringing clarity and dispelling myths.
