Visit Jebel Jais - PEAK HEAT
PEAK HEAT: The UAE’s first outdoor Hot Fitness experience at 1,900 m+
Flipping the script on summer in the UAE with the country’s first outdoor hot fitness experience.
The Brief
RAK Hospitality Holding wanted to challenge perceptions around summer travel in the UAE. With temperatures rising and tourists typically retreating indoors, the brief was simple but ambitious:
Turn Jebel Jais into the hottest wellness destination of the season – literally.
Our idea: PEAK HEAT
While most people run from the heat, we invited them to lean into it.
PEAK HEAT was conceived as a boundary-pushing, first-of-its-kind outdoor hot fitness concept at 1,934 metres above sea level – designed to help wellness lovers reconnect with their limits, their breath, and the wild nature around them.
This wasn’t just about yoga. It was about redefining the UAE’s summer season and cementing Ras Al Khaimah as an all-year adventure destination.
Creative concept and build
We developed PEAK HEAT from the ground up – from naming and positioning to experience design and storytelling.
Key collaborations were curated with:
DRYP Studio for high-intensity wellness credibility
Rove Hotels for a full wellness staycation experience
1484 by Puro, the UAE’s highest restaurant, for sunset dining under the stars
Visit Ras Al Khaimah, who helped elevate the project’s reach via destination marketing partnerships