Miguel Santos had been running his fitness coaching business in Portugal for many years. His work goes beyond mere training programs and calorie counts – he coaches people on the mental and physical foundations that make results actually stick and offer lasting impact. Long-term health. Real resilience.
The decision to move that business to Dubai was driven by one thing: tax. The UAE’s 0% personal income tax and its pro-business regulatory environment made it the logical next step for a fitness entrepreneur with international clients and a digital-first operation. The logic was sound and practical – but the execution was another story entirely.
When Miguel started researching how to actually relocate his Portuguese business, he ran into a problem that anyone who has looked into Dubai business setup will recognise immediately. The market is replete with service providers. Some legitimate, some not, and very few of them easy to identify from the outside.
Forum posts contradict each other. Websites all say roughly the same things. Prices are hard to compare because the scope of what is included is never quite clear or transparent. Miguel was direct about what that felt like: he saw a lot of scams, and he was genuinely afraid of reaching out to anyone.
He kept looking anyway – and eventually came across Kevin McKenzie, our co-founder. What caught his attention was simple: a free 30-minute consultation. No commitment, no pressure, just a conversation. Miguel booked it.
Why Dubai?
For Miguel, the decision to relocate his business was driven by one clear, practical reality: tax. Portugal, like much of Europe, carries a significant burden for entrepreneurs – especially those running service-based businesses with international reach. Dubai, by contrast, offers 0% personal income tax and a business environment that is purpose-built for founders who want to keep more of what they earn and invest it back into growth.
The case was clear on paper. But knowing you want to move to Dubai and actually making it happen are two different things entirely. The UAE’s business setup process involves free zone selection, trade licensing, visa applications, corporate banking, and more – none of which is straightforward when you’re navigating it alone from abroad.
Miguel was ready to make the move. What he needed was someone who could make the process as simple as it looked on paper.
The Problem: A Market Full of Noise
Before he found GenZone, Miguel’s experience of researching Dubai business setup was, in his own words, unsettling.
“What I saw online was a lot of scams, so I was kind of afraid of reaching out to someone.” – Miguel Santos
This is a reality many of our clients describe. The Dubai business setup space is crowded with operators who overpromise, underdeliver, and leave clients stranded mid-process. For someone serious about protecting their business and their money, the noise is enough to make you hesitate – or worse, walk away entirely.
Miguel didn’t walk away. He kept looking. And eventually, he came across Kevin McKenzie, GenZone’s co-founder – and noticed something that mattered: a free 30-minute consultation, no strings attached.
“Lucky for me, Kevin also has this 30-minute consultation – which of course I took.” – Miguel Santos
The GenZone Experience: Simple, Smooth, Professional
That first call changed everything. In thirty minutes, Kevin walked Miguel through exactly what the process would look like – the steps, the timeline, the costs, and what life on the other side of the move would actually involve. No vague promises. No pressure. Just clarity.
“After that, I was super happy. He explained me everything, everything that I needed to know. It was so simple, so smooth.” – Miguel Santos
What followed was the full GenZone setup process: company formation in Dubai, the right free zone for Miguel’s fitness and coaching activities, trade licensing, residency visa coordination, and bank account setup. The team handled every piece of the puzzle – so Miguel could stay focused on his clients and his work rather than getting lost in paperwork and bureaucracy.
Every person he encountered along the way left the same impression.
“Everyone that I encountered in GenZone was super professional.” – Miguel Santos
Hear It From Miguel Himself
Miguel recorded a full video review of his experience with GenZone – honest, unscripted, and worth your time if you’re thinking about making a similar move.
Watch his review below.
The Result
Today, Miguel’s business is fully established in Dubai. The company is registered, the licenses are in place, and he is operating from one of the world’s most commercially dynamic cities – with a tax structure that makes far more sense for a global fitness entrepreneur than anything available to him back in Portugal.
When Miguel recommends GenZone, he does so with the particular authority of someone who was sceptical first.
“I give credits when credits are due. So for what it’s worth, you can trust me – GenZone will got your back.” – Miguel Santos
Summary
For Miguel Santos, moving his business to Dubai wasn’t just about tax savings – it was about finding the right environment for a business built on trust. In a market full of noise and bad actors, GenZone provided exactly what he needed: transparency, professionalism, and a team that delivered at every step.
His story is one we hear often. The decision to relocate is rarely the hard part. Finding someone you can trust to execute it properly – that’s what makes the difference.
If you’re a fitness professional, coach, or entrepreneur thinking about making a similar move, GenZone offers a free, no-obligation consultation to walk you through exactly what your setup could look like.