Highway to health: Harley-Davidson adds world’s first ‘Mid-Life Check’ to Annual Service Plan to drive prostate cancer check-ups in the UAE
 

(DUBAI) - Harley-Davidson Inc. (NYSE:HOG), Enigmas Motorcycle Club and Dr. Sulaiman Al Habib Medical Group have launched a first-of-its-kind program aimed at increasing prostate cancer check-ups and encouraging early detection among men aged 50 and above in the UAE.

Prostate cancer remains one of the most common cancers globally, with approximately 95% of cases occurring in men over 50. A Lancet Commission study found that prostate cancer diagnoses are projected to reach 2.9m by 2040, meaning around 330 men will be diagnosed every hour. In the UAE, screening is generally recommended for men starting at age 50, but for those with a family history of prostate cancer or other risk factors, screening should begin earlier.

The program enables all new and existing Harley-Davidson bike owners in the UAE to benefit from a free ‘Mid-Life Check,’ which includes a simple PSA blood test for prostate cancer screening, as part of Harley-Davidson’s existing annual service plan.

With every 500-mile motorbike check-up, Harley-Davidson owners can visit any Dr. Sulaiman Al Habib clinic in the UAE for a complimentary prostate screening. This initiative is available for 2 years under the service warranty plan, ensuring riders prioritize both their bike’s performance and their health.

Dr. Talal Abdul Jabbar, Consultant Urologist at Dr. Sulaiman Al Habib Medical Group says: “Prostate cancer remains one of the most overlooked health risks for men. The biggest challenge isn’t the disease itself, it’s the hesitation to get screened. Many men avoid check-ups due to outdated fears of invasive procedures when early detection can be as simple as a blood test. Early warning signs are also often dismissed until it’s too late.”

Dr Fatemeh Aghanasiri, General Practitioner at Dr Sulaiman Al Habib Medical Group says: “Routine screenings can mean the difference between catching cancer early, when it’s highly treatable, and facing life-altering consequences. The stigma around getting more men to have prostate screenings needs to be dismantled and the ‘Mid-Life Check’ campaign actively works to dismantle these misconceptions and encourage men to take a proactive approach to their health.”

Cultural stigmas often prevent men from seeking medical help, leading to late diagnoses and reduced survival rates. With the UAE’s population projected to reach 12.2 million by 2030, the ‘Mid-Life Check’ program aims to address these issues, urging men to prioritize preventive screenings, perform self-examinations, and break the social stigma around prostate cancer screenings.

A Cleveland Clinic Abu Dhabi study found that 62% of men in the UAE are unaware of common prostate cancer risk factors and 79% don’t know how to perform a testicular self-exam, a simple yet crucial step in early detection.

The program ensures that just as Harley-Davidson riders maintain their motorcycles for peak performance, they also take care of their health. Each stamp on the warranty plan serves as a reminder that maintaining life’s milestones is just as important as chasing them.

By teaming up with Harley-Davidson, a brand synonymous with freedom and boldness, and partnering with Enigmas Motorcycle Club, an exclusive motorcycle club and a longstanding ally in men’s health advocacy, with a community of riders across the UAE, Oman, and Germany, this campaign challenges stigmas head-on.

For the third consecutive year, Enigmas has organized a ride through Dubai’s roads, bringing together over 180 riders to spread awareness.

When a new customer purchases a new Harley-Davidson bike, their service plan includes a mandatory 500-mile check-up, during which they can also avail a free prostate cancer screening at Dr. Sulaiman Al Habib clinics.

For existing customers, a new preventive health clause has been added, during their regular bike service check-ups, they will be informed about the offer and can schedule their screening at their convenience.

Paul O’Callaghan, General Manager, Harley Davidson – Dubai & Abu Dhabi added: "We are absolutely delighted to get on board this vital initiative, and even if just one life is saved, it’s been worth it. Harley-Davidson is more than a brand, it’s a way of life that represents freedom, independence, and the pursuit of adventure and true freedom comes from being in control, not just of the road ahead, but of your own health. Many of our riders are at an age where prioritizing well-being should be second nature, yet too often, men delay or avoid essential screenings. ‘Mid-Life Check’ is about making that decision easier and ensuring our riders can keep doing what they love, worry-free for many more years. A few minutes for a check-up could mean a lifetime of more miles on the road.”

To learn more about the ‘Mid-Life Check’ program, please visit www.midlifecheck.com or contact any Dr. Sulaiman Al Habib clinic in the UAE.

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