press release: GymNation
GymNation takes NapTime to the streets “Sleeping Billboard”
After the launch of NapTime - the Middle East’s first gym class designed to help people fall asleep - GymNation is taking the concept to new heights with a sleeping billboard, featuring a real bed and a real person taking a nap.
The creative installation has appeared in Dubai this week as the viral class continues to gain momentum across the city. Demand for NapTime has surged since its launch to mark World Sleep Day, with initial sessions fully booked and additional classes now being added to the schedule to meet demand.
The billboard installation features a full-size bed built directly into the structure, complete with duvet and pillows, with participants invited to demonstrate the ultimate act of recovery: doing absolutely nothing.
The stunt playfully highlights the growing conversation around recovery, sleep and nervous system regulation in modern fitness culture. In a city known for its fast-paced lifestyle, GymNation says the message is simple: rest is not the enemy of productivity - it’s what enables it.
“NapTime was created to help people switch off and recover in a world where we are constantly stimulated by work, screens and stress,” said Rory McEntee, chief marketing officer at GymNation. “The response has been incredible. Classes have been fully booked since launch, which shows just how much people are craving opportunities to properly disconnect.”
With demand continuing to grow, GymNation has confirmed that additional NapTime sessions will be added to the weekly schedule at GymNation Downtown.
And for those still struggling to secure a spot in what has quickly become Dubai’s most relaxing viral class, GymNation has a tongue-in-cheek suggestion. “If you still can’t get a place in the class,” McEntee added, “you can always come down to the billboard and grab a nap there instead.”
NapTime combines gentle yoga stretching, breathwork, meditation and live handpan music before guiding participants into a curated nap environment designed to help the body shift into a deep state of relaxation.
The phone-free experience - where participants place their phones in a secure box before the session begins - aims to reset overstimulated nervous systems and help people rediscover the benefits of intentional rest.
With recovery becoming one of the fastest-growing trends in global fitness, GymNation says the concept reflects a wider shift in the industry towards balancing high-intensity training with recovery, mental wellbeing and sleep optimisation.
Sometimes the most powerful workout, it seems, is the one where you do absolutely nothing.
NapTime™ is a trademark
Frank Afeaki: founder and COO
Ant Martland, founder and CCO
William Rasmussen-Dean, country director
Ishan Patil, head of finance
Ian Mullane, board member
In 2026, GymNation plans to open another 20-30 locations across the GCC, and with many more in the pipeline our aim is to become the largest gym chain across the GCC.
Behind the scenes, we’re diligently advancing our position as a world leading operator in the integration of technology, artificial intelligence, and data analytics.
Our commitment extends beyond mere application, aiming to spearhead discussions and set benchmarks within the fitness industry and beyond, ensuring GymNation remains at the cutting edge of innovation.
We’re not just building gyms; our vision is to play a lead role as the region’s movement partner, championing healthy and active lifestyles alongside the importance of mental health and well-being.
