About FitForce
We're a team of certified personal trainers who bring the session to you — at home, in your building gym, or outdoors. No membership, no commute, no one else's routine.
First session is free, no commitment, no card required
Find the best trainer near you
Takes 30 seconds. No email, no card.
Our team typically responds within 15 minutes by phone or WhatsApp.
FitForce is a personal training company founded in Dubai by Nick Djurovic and Nemanja Momcilovic and operating as FIT FORCE FZ LLE since 2024. A team of trained and experienced coaches delivers one-on-one sessions in clients’ homes, building gyms and parks across Dubai, with sessions also available in Abu Dhabi. Every client starts with a free assessment at the place where they will actually train.
- 2024 licensed in the UAE
- 1,200+ transformations
- 4.9 Google rating from 179 reviews
- 15 min usual reply time, seven days a week
Leadership team
Nick co-founded FitForce and runs its strategy, business development and marketing. He has spent more than a decade in digital marketing and web development, as CEO of the agency Digital Dot since 2019 and as a partner in Movers Development, and holds a master's degree in biomedical engineering from the University of Belgrade. Away from work he is a committed windsurfer and wing foiler who spends most of his free days on the water at Jebel Ali beach, and he writes FitForce's watersports pages from that experience.
Nemanja has spent more than ten years in the fitness industry and has been in Dubai since 2017, first as a personal trainer at Fitness First Middle East and then as Fitness Manager at Community Fitness, before co-founding FitForce. He holds an Active IQ Level 3 Certificate in Personal Training and a master's degree in international relations from the University of Belgrade. As General Manager he hires and develops the coaching team and runs the business day to day: trainer matching, packages and conditions, and the corporate programmes.
Katarina is a certified personal trainer and group fitness instructor (Recreation & Fitness Association of Vojvodina, 2021) whose specialisation is prenatal and postnatal training. As Operations Manager she works in close coordination with our personal training advisors and coaches and supports both teams behind the scenes, from day-to-day operations to trainer cover when a coach is away, so the promise that your programme continues is hers to keep.
Stefan holds a Bachelor's degree in Sports and Physical Education from the University of Belgrade, NASM CPT and CES certifications, a UEFA C coaching licence and twelve years of coaching in gyms, parks and clients' homes. As Head Coach he sets how FitForce assesses clients and builds programmes, mentors every trainer who joins and reviews every programme and training article published on this site. He leads the strength, conditioning and football tracks himself.
Nick Djurovic and Nemanja Momcilovic started FitForce after years spent inside the fitness industry watching the same thing happen over and over: people sign up somewhere, train for a few weeks, and quietly stop. Not because they lacked discipline, but because everything about the arrangement worked against them — a gym across town, a timetable that ignored their week, and a programme handed to them that was never really built for their body.
Their answer was to turn the model around. Instead of asking clients to come to the training, the training goes to them. Instead of one generic plan, a programme built from an in-person assessment and adjusted every session. It started with a handful of clients and a simple promise: show up, do the work, and we'll handle everything else.
Since 2024, when the company was licensed as FIT FORCE FZ LLE, that promise has run through a team of trainers working across Dubai, with Abu Dhabi as our second city and the other emirates covered on request.
Our mission
To make properly coached training realistic for people who don't have time for a gym — by removing every obstacle between them and the session.
Our vision
A city where hiring a personal trainer isn't reserved for athletes or the wealthy, and where nobody abandons their health because of traffic, timetables, or the intimidation of walking into a crowded gym floor.
Personal training advisors
Before you meet a trainer, you talk to one of them. They listen to your goal, schedule and preferences, then match you with the coach who fits.
Sanya grew up playing tennis, basketball and swimming before the gym became her sport, and spent seven years working as a personal trainer. Those years taught her how differently each client trains, what keeps them going and what holds them back. She now works in sales at FitForce, where she uses that coaching background to match clients with the trainer who best fits their goals, personality and needs. Her motto: everything happens for a reason, so let your goal be the reason.
Brian started karate at five, moved to ice hockey, where his team won the national junior championship, and later to kickboxing, training with professional coaches and strength and conditioning specialists. Today he trains in the gym and spends his free time kitesurfing and riding motocross. He lived in Dubai for ten years, working as a personal trainer and a manager in the fitness industry, then added life coaching and communication training. At FitForce he helps people start their fitness journey and the personal change that comes with it.
Yovanna has trained consistently for more than two years in CrossFit, Olympic weightlifting and running, and has raced half marathons, trail runs and obstacle course races, as well as international CrossFit competitions in Romania, Indonesia and Montenegro. Her professional background is in sales, client communication and relationship building. At FitForce she helps every client find the programme and coach who will support and motivate them, because she believes sport and business run on the same values: discipline, perseverance and trust.
Anna has been a 100m and 200m sprinter since childhood and was named Best Female Athlete of her generation in both elementary and high school; she also trained kickboxing for two years and today runs, lifts and hikes. She holds a Bachelor's in Business Administration and Finance from the University of Toronto and built her career in finance and client relations. At FitForce she brings both together: an athlete's discipline and genuine care for every client she matches with a coach.
What we stand by
Four rules shape how every FitForce programme runs. They're the things we won't bend on, whatever the goal:
• No contracts. Nobody trains well because they're locked in. The first session is free, there's no minimum after it, and you can stop whenever you want. If the programme is working, you'll stay without a contract making you.
• Nothing hidden about who trains you. Every trainer's qualifications and professional background are published on their profile before you book. You should know exactly who is coming to your door and what they're actually qualified to do.
• Specialists, not generalists. A trainer who claims to be equally good at prenatal fitness, boxing and injury rehabilitation usually isn't. Our trainers specialise, and you're matched to the one whose specialisation fits your goal.
• No fads, no shortcuts. No detoxes, no extreme cuts, no programmes built around whatever is trending. What works is structure and consistency, and that's what you'll be given — even when it's less exciting to hear.
How does training with FitForce actually work?
Every FitForce client starts the same way: a free assessment, in person, at the location where the training will actually happen. Your trainer goes through your training history, any injuries or medical conditions, your schedule, and what has or hasn't worked for you before.
The plan comes out of that conversation, not out of a template. Where nutrition is part of what you need, your trainer builds that in too — several of our coaches are qualified in it, including a graduate nutritionist. From there the plan is adjusted session by session based on what your body is actually doing: loads lifted, weight moved, how well you're recovering.
There's no contract and no minimum commitment. Clients stay because the programme works, which is a better arrangement for everyone involved.
How we compare to the alternatives
How we match you with a coach
FitForce trainers don't come from a single mould, and that's deliberate. The team includes a former professional basketball player, a former professional bodybuilder, a marathon runner, a graduate nutritionist with more than a decade of experience, and coaches whose backgrounds run through boxing, kickboxing and Brazilian jiu-jitsu.
What that means in practice is that you're matched with someone whose actual experience fits what you're trying to do. Training for a half marathon, you work with someone who has run them. Rebuilding after surgery, you work with someone who has done rehabilitation work in a clinical setting. Preparing for or recovering from pregnancy, you work with a coach qualified specifically in prenatal and postnatal training rather than one applying a general programme to a situation that needs more care.
Every programme follows the assessment and programming standard set by Stefan Vasic, our Head Coach, who mentors each trainer who joins. If your trainer is away, Katarina Jovanovic, our Operations Manager, arranges cover with another specialist so your plan and progress records carry on. Each trainer specialises rather than claiming to cover everything, every one of them trains clients across Dubai rather than in a single area, and female trainers are available for clients who prefer one, no explanation needed.
Meet the full teamAre FitForce trainers qualified?
Yes. Every FitForce trainer is trained and experienced, and has their qualifications and professional background published openly on their individual profile — you can read exactly who you'd be training with before you book anything. FitForce operates as FIT FORCE FZ LLE under trade licence no. 18901/2024, issued in April 2024 by Creative City Fujairah (Media Free Zone).
The qualifications on the team are named, not implied: NASM Certified Personal Trainer and Corrective Exercise Specialist, a Bachelor's degree in Sports and Physical Education from the University of Belgrade and a UEFA C football licence (Stefan); personal trainer and group fitness instructor certification from the Recreation & Fitness Association of Vojvodina, 2021 (Katarina); certified boxing trainer and certified yoga instructor (Nemanja, one of our coaches). Trainers working with prenatal, postnatal and post-injury clients hold qualifications specific to those areas, and fitness professionals in the country operate under the framework set by the General Authority of Sports.
Meet some of our coaches
Certified coaches who train clients across Dubai. Open a profile to see who fits your goal.
Mery's motto is simple: motivation gets you started, but discipline transforms you. She pushes you, supports you and keeps you accountable every step of the way.
"Whether you train at home, outdoors, or in the gym, my goal is to help you get stronger, move better, and stay consistent — no matter your experience level."
A NASM Certified Personal Trainer with more than 15 years in sports and fitness, Iva combines result-driven workouts with strong motivation and support.
“As a marathon runner, I’ve learned that good health is like a steady journey — it takes patience and small, consistent steps. Let’s work together to build your strength and confidence every step of the way.”
Known for her positive, supportive approach, Marija challenges her clients at the right pace and helps them build the confidence that keeps results in place.
“I’ve been through my own fitness transformation, so I know what it takes. It’s not about perfection but making small steps that lead to big changes. Let’s make fitness fun and help you feel your best every day.”
Sandy helps people improve their quality of life through sustainable habits, balanced nutrition and training without extreme restrictions.
With medical education in physiotherapy and the N1 Education in Biomechanics and Execution, Petar designs every program with clear purpose and precision.
Sasha does not believe in extreme diets or random workouts: every program she designs works with your physiology, not against it.
“There was a time when my own health challenges made life feel overwhelming. With small, consistent changes, I found strength I didn’t know I had. I’m here to help you do the same and feel your best every day.”
“I understand how overwhelming health challenges can feel because I’ve been there too. Helping clients say, ‘I feel like myself again,’ is why I love what I do. Together, we’ll create simple, lasting habits to help you feel your best.”
“As a former basketball player, I know what it takes to reach peak performance. Let’s channel that same discipline into achieving your fitness goals together.”
"My goal is to help people build confidence and strength through movement. I believe training should make you feel empowered, energized, and proud of your progress — both physically and mentally."
"For me, fitness is about building strength, balance, and confidence that support you in everyday life. My mission is to help people feel capable, confident, and proud of their progress."
“My experience as a professional bodybuilder taught me that with the right plan and mindset, incredible results are possible. It’s not just about achieving goals—it’s about building confidence and creating a lifestyle you’re proud of. Let’s start your journey today.”
"My passion is helping clients fall in love with training — making it a natural, lifelong part of their lives. That’s when real, lasting transformations happen."
What our clients have achieved
The numbers below belong to real FitForce clients, with before and after photos on our client results page:
“Fit Force changed my life! In just 7 months, I went from 140kg to 109kg with Coach Ilija’s guidance. The training, discipline, and support made all the difference. Best decision I ever made!”
Frequently asked questions
FitForce was founded by Nick Djurovic (CEO) and Nemanja Momcilovic (General Manager) and operates as FIT FORCE FZ LLE, licensed in the UAE since 2024. Our personal training advisors are the first people you speak to, Katarina Jovanovic, our Operations Manager, runs day-to-day operations, and Stefan Vasic, our Head Coach, sets coaching standards.
Your first message is answered by Katarina or one of the operations team, usually within 15 minutes. She matches you with a trainer based on your goal, schedule and preference, and that trainer runs your free assessment and every session after it, anywhere in Dubai. If your trainer is ever unavailable, Katarina arranges cover with another specialist so the programme continues.
Sessions last 60 minutes and cost between AED 250 and AED 390, depending on the package you choose. Your first session is free, so you can meet your coach before you decide on anything.
No. Your trainer comes to your home, building gym or an outdoor spot near you, and brings all the equipment needed for the session.
Yes — every FitForce trainer is trained and experienced, with qualifications published openly on their profile before you book.
Yes. FitForce has experienced female trainers. Mention your preference when you get in touch and we'll match you accordingly.
No. The first session is free, there's no minimum after it, and you can stop whenever you want.
Another specialist from the team covers the session and your programme continues without interruption — your plan and progress records travel with you.
Real transformation starts with the right trainer by your side
Send your area and goal. We get back to you, match you with a certified coach and book your free first session at your place.
Find the best trainer near you
Takes 30 seconds. No email, no card.
Our team typically responds within 15 minutes by phone or WhatsApp.