IEG Middle East Announces Norris Panton as Brand Ambassador of Dubai Active Industry

IEG Middle East is proud to announce Norris Panton as Official Brand Ambassador of Dubai Active Industry, the Middle East’s leading international health, fitness and wellness tradeshow, taking place on the 24-26 October 2025 at Dubai Exhibition Centre, Expo City.

A respected voice in the global fitness sector, Norris Panton brings decades of experience in wellness leadership, business development, and community building to the role. Based in Dubai, Norris is known for his strategic insights and hands-on approach in driving operational excellence across both established brands and emerging ventures. His impressive background includes commercial success in the UK’s hospitality and live-music sectors, and active mentorship within the London start-up ecosystem, where he supports founders from disadvantaged backgrounds.

As the founder of the Gulf Active Industry Network (GAIN), Norris is building a powerful platform that champions improved standards and enhanced member experiences for fitness operators across the Middle East. His advocacy extends into public health and wellbeing initiatives, including his dedicated participation in Dubai Fitness Challenge and promotion of lifestyle commitments such as #75hard, highlighting his deep-rooted belief in holistic wellness.

Speaking on his appointment, Norris expresses:

“It’s an honour to join the Dubai Active Industry team at such an exciting time for the region. The Middle East is rapidly establishing itself as a global force in fitness and wellness, with no signs of slowing down. With the opportunity to work alongside a team that brings deep experience and regional insight, I have no doubt we’ll achieve incredible things together, opening doors for brands to grow and expand across the Gulf. I’m proud to be part of a platform that not only drives business growth, but also champions community, inspires meaningful change, and elevates industry standards.”

Gavin Baxter, Commercial Director of IEG Middle East adds:

“Norris represents exactly what Dubai Active Industry is all about. Bringing the sector together with purpose and a shared drive to move things forward. We’re proud to have him as our Brand Ambassador and excited to see the impact he’ll make at this year’s event."

Norris will play an instrumental role in shaping content themes, facilitating key industry connections, and amplifying Dubai Active Industry’s mission to support growth, education, and innovation across the wellness ecosystem. His appointment comes at a pivotal time as the Middle East continues to position itself as a global powerhouse for health and fitness.

For more information, visit www.dubaiactiveindustry.com