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Highway to Health: Harley-Davidson Launches ‘Mid-Life Check’ for Prostate Cancer Awareness in the UAE
Dubai, UAE – February 18th, 2025 – In a groundbreaking move to promote men’s health, Harley-Davidson, in collaboration with Enigmas Motorcycle Club and Dr. Sulaiman Al Habib Medical Group, has introduced the world’s first ‘Mid-Life Check’ program. This initiative, integrated into Harley-Davidson’s Annual Service Plan, offers free prostate cancer screenings for riders across the UAE.
Prostate cancer remains one of the most common cancers globally, with 95% of cases occurring in men over 50. According to The Lancet Commission, prostate cancer diagnoses are projected to reach 2.9 million by 2040, meaning 330 men will be diagnosed every hour. In the UAE, screening is recommended from age 50, with earlier checks advised for those with a family history or other risk factors.
A Unique Collaboration for a Critical Cause
Through this pioneering program, new and existing Harley-Davidson owners can receive a complimentary PSA blood test—a simple, non-invasive screening for prostate cancer. Each time a Harley-Davidson motorcycle reaches its 500-mile service milestone, riders are eligible to visit any Dr. Sulaiman Al Habib clinic in the UAE for a free prostate check-up. This benefit is valid for two years under Harley-Davidson’s service warranty, encouraging riders to prioritize both bike maintenance and personal health.
Dr. Talal Abdul Jabbar, Consultant Urologist at Dr. Sulaiman Al Habib Medical Group, emphasizes the urgency of early detection:
"The biggest challenge with prostate cancer isn’t the disease itself—it’s the hesitation to get screened. Many men avoid check-ups due to outdated fears, but early detection can be as simple as a blood test. By the time symptoms appear, it may already be too late. This campaign breaks down those barriers and encourages riders to take charge of their health."
Dr. Fatemeh Aghanasiri, General Practitioner at Dr. Sulaiman Al Habib Medical Group, echoes this sentiment:
"Routine screenings can mean the difference between early treatment and life-altering consequences. The ‘Mid-Life Check’ campaign is a proactive step toward dismantling the stigma surrounding prostate cancer and empowering men to take action."
Challenging Stigmas, Promoting Early Detection
Despite the risks, cultural stigmas and misinformation prevent many men from seeking preventive care. A study by Cleveland Clinic Abu Dhabi revealed that:
With the UAE’s population projected to reach 12.2 million by 2030, the ‘Mid-Life Check’ program aims to reverse these trends by making prostate screenings accessible and routine.
A Stamp for Every Mile – And for Your Health
Harley-Davidson has long represented freedom, independence, and adventure—values that extend beyond the open road. Each stamp on the service warranty plan not only tracks a rider’s maintenance milestones but also serves as a reminder to prioritize health.
Paul O’Callaghan, General Manager of Harley-Davidson – Dubai & Abu Dhabi, explains:
"We’re thrilled to champion this vital initiative. Harley-Davidson is more than just a motorcycle brand—it’s a lifestyle. Our riders embrace freedom, but true freedom means staying in control of your health. With the ‘Mid-Life Check,’ we’re making health checks as routine as bike maintenance. If this program saves even one life, it will be worth it."
Enigmas Motorcycle Club: Advocating for Men’s Health
A key partner in this initiative is Enigmas Motorcycle Club, a community of riders across the UAE, Oman, and Germany. For the third consecutive year, Enigmas has led an awareness ride through Dubai, gathering over 180 riders to promote prostate cancer screenings. Their involvement emphasizes the club’s commitment to men’s health advocacy and community outreach.
How It Works: New and Existing Riders Benefit
Driving Change – One Rider at a Time
By integrating prostate cancer screening into their annual service plan, Harley-Davidson is redefining the relationship between lifestyle and health. This initiative reflects the brand’s belief that the joy of riding should come with the peace of mind that you’re taking care of your body.
For UAE riders, this means more than just maintaining their machines—it means preserving the ability to enjoy the road for years to come.
If you’re looking to buy or sell a used Harley-Davidson or any other motorcycle in Dubai, Auto Trader UAE is your go-to platform. Discover a wide range of pre-owned bikes, including iconic brands like Harley-Davidson, at www.autotraders.ae and ride confidently knowing your health is in check.
