About Fit Activate

Coaching built to fit the life you already have.

We've been coaching since 2020, with Anubhav in Dubai and Anuj in London, and clients pretty much everywhere in between. Expect a programme built around you, someone properly in your corner, and training designed to fit a real, busy week.

Coach Anubhav, founder of Fit Activate, based in Dubai — Anubhav · Dubai

Coach Anuj with his marathon finisher medal in London — Anuj · London

Coaching since 2020·ACE certified head coach·Coaches in Dubai and London·Clients worldwide

Why we started Fit Activate.

We kept seeing the same thing. People putting in the hours, showing up week after week, and not getting much back for it. Not because they weren't trying, they were. They just didn't have a proper structure, or anyone in their corner to talk it through with.

We also knew what did work, because it had worked for us: a plan built around one person, and someone actually paying attention to whether it was doing its job.

A good in-person trainer does that brilliantly, right up until real life gets in the way. Travel, shifting hours, a week that quietly falls apart. The moment you're not in the room, the coaching stops.

So in 2020 we started Fit Activate to take the parts that really matter, the programming and the accountability, and bring them with you wherever you are. Your gym, your living room, or a hotel in a city you hadn't planned on being in.

Six years on, that's still the whole idea.

We know what a working week does to a training plan.

We both work full-time corporate jobs too. Early starts, travel, calendars that move without asking. We've built our own training around all of it for years, and we still do.

That's the experience we coach from. We know which sessions hold up in a rough week and which ones quietly get skipped. We know what it takes to train at six in the morning before a day that's already full, and that a plan written for someone with endless free time isn't much use to someone without it.

So your programme is built around the week you've actually got, not the one a textbook assumes you have.

Athlete carrying kettlebells during a training session — Real training, fitted around a full week

What we believe about coaching.

No templates

A programme written for one person beats a programme written for everyone, every time.

The plan bends, not your life

Training that only works in a perfect week isn't really training that works.

Accountability is the product

Anyone can send you a spreadsheet. The real value is having someone read it, ask you about it, and change it when it needs changing.

Coaching should not depend on postcode

Online coaching isn't a compromise. It's what puts good coaching within reach, wherever you are.

The two of us.

Anubhav

Founder · Based in Dubai

Anubhav balances a corporate career with a serious love of training, and he started Fit Activate because structure didn't just change how he trained, it changed how the rest of his life worked too.

He races what he coaches, six HYROX events, four CrossFit Opens and currently competing at Level 2, and close to ten Spartan races, most of them around the UAE. He's at his best helping you build a routine that genuinely fits your week, then watching it add up over the months.

Coaches best:hybrid training, HYROX preparation, and building structure around a busy schedule.

Anuj

Head Coach, ACE Certified · Based in London

Anuj has been an athlete for more than fifteen years, first on a football pitch, later over longer distances, with three full marathons behind him. He's been ACE certified for five years.

His thing is the part most people skip: form, mobility, and the unglamorous work that keeps you training for decades rather than months. He's got a real soft spot for Olympic lifting, and very little patience for a lift rushed and done badly.

Coaches best:strength and technique, endurance and marathon preparation, and training around a niggle, or getting back from one.

Dubai and London.

Dubai

Anubhav

London

Anuj

Two cities, two time zones, and almost always one of us awake when you need something. It's all online, so where you are has never really been the question.

Who this suits

This works best if you already know what structured training does for you. If you're after someone to make you care in the first place, we're probably not your people. But if you care already and you want the structure and the accountability to make it count, that's exactly what we do.

How we coach.

Personalised online coaching

Personal training in Dubai and the UAE

HYROX and hybrid training

Common questions.

Fit Activate was founded in 2020 by Anubhav and Anuj, two brothers. Anubhav is the founder and is based in Dubai. Anuj is head coach, ACE certified, and is based in London.

Anuj has been ACE certified for five years and has more than fifteen years as an athlete, across football, marathon running and Olympic lifting. Anubhav competes across HYROX, CrossFit and Spartan racing. Both coach what they train themselves.

We coach online, with coaches in Dubai and London and clients worldwide.

Entirely online. Programmes, support and check in calls are all delivered remotely.

Since 2020.

All levels, from people building a first routine to hybrid athletes preparing for HYROX.

A programme written from scratch, delivered in an app, weekly support, and a one to one check in call every month. Coaching runs in three month blocks.

Come and train with us.

Just an intro call to get to know your goals, your schedule and your life. No pressure and no hard sell, just a clear next step.

Book your intro call