KEY TAKEAWAYS
  • GMC Middle East launches a month-long #CanyonDoItChallenge in November across the UAE. 
  • The idea leans on the Canyon’s “Vehicle of Nowhere” ethos: freedom to move on your terms. 
  • “Nowhere” is a mindset, not a place; movement can happen anywhere. 
  • Six UAE fitness creators will share routines; the public is invited to post their own “Nowhere Workouts.” 
  • Follow along on Instagram via @gmcarabia and learn more on gmcarabia.com. 

GMC Middle East is rolling out the #CanyonDoItChallenge for Dubai’s Month of Fitness this November. The campaign takes the Canyon’s “Vehicle of Nowhere” attitude and turns it into a daily movement you can do anywhere, no gym required. Expect local creators, simple routines, and a push to get UAE residents moving in short, realistic bursts. 

What is the #CanyonDoItChallenge?

A month-long call to move a little, every day, wherever you are. It’s built around short actions that fit between life’s stops.

  • Runs through November in the UAE
  • Encourages “anywhere/nowhere” movement
  • Examples include shoulder rolls at a fuel stop, step-ups on side steps, quick laps around the truck, stretches on the shoreline or in the truck bed
  • Open to anyone who wants a nudge to keep moving 

This isn’t a mapped race or a gym plan. The point is to make the movement small and constant. The PR even lists ideas like using the Canyon’s side steps for push-ups, taking a brisk lap to bank a few steps, or turning the bed into a space to stretch and breathe. All simple. All doable. 

The “Vehicle of Nowhere” idea, in plain English

"Nowhere” is a mindset. When the road ends, you keep going. It’s about progress, not a pinned location. The Canyon is the brand’s image for that freedom.

  • “Nowhere” equals moving on your own terms
  • It starts where comfort zones end
  • Canyon is positioned for off-road capability and everyday life
  • The goal is confidence through small, repeated effort

GMC frames “Nowhere” as the space beyond usual routes. The Canyon’s pitch sits there: higher stance, off-road readiness and tech made to keep up when life doesn’t. The campaign borrows that theme and applies it to fitness habits you can actually stick with. 

UAE creators and how the community joins

GMC is working with six UAE-based creators across different disciplines, from strength to yoga, to show that movement doesn’t need a single arena.

  • Six local creators across lifting, running, tennis, yoga
  • Their routines roll out across November on GMC’s social channels
  • Public is encouraged to share “Nowhere Workouts”
  • Follow updates at @gmcarabia on Instagram 

Expect short, repeatable moments rather than full-on programmes. Creators will post their takes, then the wider community can mirror them and share. If you want more ideas across the city during the same month, see our guide to free workout sessions happening across Dubai in November. (Related: free workouts all November.)

Timing, place, and the brand line

The release lands on 27 October 2025 and points to November for the activity window. There’s also a clear brand line from GMC.

  • Release date: 27 October 2025
  • Focus: Dubai’s Month of Fitness in November
  • Brand message: the Canyon “was never built to follow”
  • Where to learn more: gmcarabia.com 

Dialla Atallah, Senior Communications Manager for GMC Middle East, says the Canyon is meant to lead, taking you off the map and into moments that build you up. That’s the spirit behind the challenge: find your own “Nowhere” through movement, exploration and resilience. 

How to take part today

Start with very small actions you can repeat. Keep it daily, keep it short.

  • Shoulder rolls while fuelling
  • A quick lap around your vehicle before the next drive
  • Side-step push-ups if you’re up for it
  • Light stretches using the truck bed for support

These ideas sound minor, and that’s the point. You build momentum by stacking easy wins. The campaign reframes the gaps in your day as places to move. No finish line. No complicated plan. Just one more rep in the in-between moments. 

What is the #CanyonDoItChallenge?

A month-long movement campaign inspired by the GMC Canyon’s “Vehicle of Nowhere” ethos, focused on small daily actions you can do anywhere. 

When does it run in the UAE?

November 2025, aligned with Dubai’s Month of Fitness. 

How do I take part?

Copy the simple routines shown by GMC’s creators or make your own “Nowhere Workout,” then share it on social and follow @gmcarabia for the campaign posts.   

Who’s involved from the creator side?

Six UAE-based fitness creators across different sports and styles. 

Why “Nowhere”?

GMC defines “Nowhere” as a mindset. It’s the point where comfort zones end, you keep going, and progress becomes the goal. 

Where can I learn more about the vehicle?

Head to gmcarabia.com for model info and updates.