Dubai, already renowned for its architectural marvels, has added another feather to its cap with the unveiling of the world’s heaviest permanent billboard by GymNation, the Middle East’s largest gym chain. Weighing an impressive one tonne, the billboard is constructed from forty interlocked weight plates, symbolizing the brand’s commitment to strength and accessibility. This groundbreaking installation not only sets a global benchmark but also marks the first time a UAE gym has created its own billboard. The project required a team of strong individuals to safely mount the structure, with health and safety measures including perimeter tape to prevent potential wall collapses. The billboard carries the bold message: ‘The Only Billboard That Needs A Spotter,’ aligning with GymNation’s launch of its new ‘Strongman’ class. Held every Saturday at 10am at the Mirdif branch, the class features power-based exercises inspired by the World’s Strongest Man competition. Rory McEntee, GymNation’s Chief Marketing Officer, described the project as a literal and figurative lift for advertising in the UAE, celebrating strength in all its forms. The class, developed in collaboration with expert fitness instructors, aims to bring out the inner strength in participants. Spectators are advised to stay outside the perimeter tape when viewing or photographing the billboard. The Strongman class can be booked online at GymNation.com.