M squared has partnered with Alpha X to sponsor a three-year series of "Fitness Racing" endurance events at the Grand Egyptian Museum, marking a significant expansion of the company's lifestyle and community-focused initiatives. Karim Malash, Chairperson and CEO of M squared, announced the strategic partnership, saying it reflects the company's broader vision to enhance lifestyle experiences within its residential communities by supporting the fast-growing fitness racing sector in Egypt. Malash said the collaboration stems from M squared's commitment to partnering with innovative and impactful organisations that contribute positively to society. He emphasised that modern real estate development extends beyond constructing buildings to creating integrated, dynamic communities that encourage healthy and active living. He added that the partnership aligns with M squared's strategy to elevate residents' quality of life by integrating sports, wellness and contemporary lifestyle services into its projects. As part of this approach, M squared is supporting major fitness racing events at landmark venues, including the Grand Egyptian Museum. The upcoming event is expected to attract around 3,000 participants, further positioning Egypt as a key destination for major international sporting events. Malash confirmed that the partnership will run for three years, with the possibility of expanding into additional locations and activities. He revealed that the company plans to host simulation races and training activations in several destinations, including Ras El Hekma during the coming summer and in major developments across central Cairo. He also highlighted the strong global interest in the Fitness Racing series, noting the participation of thousands of international and regional competitors. This, he said, will significantly support sports tourism and enhance Egypt's global reputation as a hub for innovation and major sporting events. "We are proud to support young innovators and contribute to a platform that brings global-standard fitness racing to Egypt and the region. This partnership reflects our commitment to building communities that inspire healthier, more connected and future-ready lifestyles," Malash said. The initiative is expected to boost Egypt's tourism sector, attract international visitors and reinforce the country's position as a regional centre for sports, innovation and lifestyle-oriented real estate development. Malash concluded: "Sports play a vital role in shaping daily movement and energising the wider community, which directly aligns with the living experience we aim to provide in M squared projects. We adopt the 'Living Experience' approach as a core value across all our developments, driven by the belief that people thrive when movement becomes a natural part of their environment. This perspective underpins our interest in supporting this major event."
