Hundreds of Britons, driven by growing concerns over rampant phone thefts in the capital, have registered for a unique self-defence retreat in Dubai. The initiative comes as official figures reveal a staggering 117,211 mobile phones were reported stolen in London during 2024, according to the Metropolitan Police.
An Escape from Crime to Confidence
The UAE-based fitness chain GymNation launched an extensive advertising blitz across London last week, directly targeting areas worst affected by the theft epidemic. Giant billboards appeared in phone theft hotspots Hackney and Southwark, promoting an 'escape' to Dubai. Guerrilla posters followed in Soho, with advert bikes circling Oxford Street and Piccadilly Circus.
The campaign has struck a chord with the public. Since its launch, the promotion has garnered 3,000 QR code scans and over 600 sign-ups from Londoners seeking to reclaim their sense of security.
More Than Just Physical Defence
The weekly retreat, which begins on November 15 at the Al Quoz club and runs until December 20, is led by the UAE's top instructor, Jason Woodham. GymNation is offering free spaces to British participants, aiming to restore confidence on London's streets.
The programme is not solely focused on combat. It integrates physical training with stress management and urban awareness workshops. Participants will learn to project calm confidence and acquire skills to de-escalate potential threats before they intensify.
Instructor Jason Woodham commented on the philosophy behind the training, stating, "It's a misconception that learning self-defence is just about physical aggression, but actually it teaches you vital skills to reclaim your confidence, be more self aware, and feel empowered. We're not advocating aggression – we're teaching composure."
He added, "When people feel strong, they make better decisions. They run if they must, they speak up when they can, and they stop living like victims."
A Timely Response to a London Crisis
Rory McEntee, Chief Marketing Officer at GymNation, emphasised the campaign's relevance, noting its alignment with the Met Police's recent appointment of a dedicated chief to tackle phone thefts. "The theft figures are staggering," McEntee said. "We're not telling people to fight crime with fists – we're telling them to stop surrendering to fear."
He expressed that Londoners, as proud and resilient people, deserve to feel safe on their streets and during their commutes. "We created the dedicated self-defence retreat to help restore that confidence - and who wouldn't want to come to Dubai," McEntee said, highlighting the city's reputation as one of the safest in the world and its appealing winter climate of around 31 degrees.
The demand for winter sun in Dubai is already evident, with the destination recently ranking third on Lastminute.com's top winter sun destinations for 2025, accounting for a significant 69 per cent of bookings.
