GymNation Investing $1.5M in Pilates, Focuses on Middle East
The Saudi Arabia fitness scene is booming, GymNation’s CEO says
GymNation is gearing up for expansion in the Middle East and plans to increase its investment in tech and AI following high demand for its low-cost gym membership model, which attracted over 25,000 members in Saudi Arabia and is particularly resonating with female fitness consumers.
Global Wellness Institute recently released new data highlighting Saudi Arabia’s $19.8 billion wellness economy, solidifying it as one of the fastest-growing wellness markets in the Middle East and North Africa region.
“We’ve opened ten gyms this year, six of which are in Saudi Arabia — all on time, on budget, and exceeding membership expectations,” GymNation founder and CEO Loren Holland said. “We’ve received a very warm welcome and found Saudi Arabia to be a highly business-friendly environment, facilitated by ongoing support from the Ministry of Investment, who have been instrumental in GymNation’s expansion into the Kingdom.”
Holland recently told Entrepreneur that the fitness scene in Saudi Arabia is not only booming but also a market GymNation has aimed to enter for several years. He is equally encouraged by the government’s focus on increasing fitness participation and its overall promotion of health and wellness among its population, setting the stage for GymNation’s long-term ambitions.
“It’s an incredibly exciting time, and GymNation wants to be at the forefront of driving these initiatives as the region’s ‘movement partner,'” Holland said. “We are excited to continue championing healthy and active lifestyles and supporting the communities we serve to become better versions of themselves, no matter what their fitness goals.”
Notably, GymNation’s membership among Saudi women is surpassing that of men—a trend likely to continue, given the company’s plans to invest over $1.5 million in Pilates studios at both existing and future locations. Additionally, GymNation is set to launch a wellness and recovery offering in Q1 2025.
“Our uniform pricing across genders has resonated strongly with a market where female-only gyms are often priced significantly higher than their male counterparts,” Holland said.
In the next 12 months, Holland told the publication that GymNation plans to open 20 to 30 new sites, including in new markets such as Kuwait, Bahrain, and Qatar. Looking further ahead, he envisions expanding the gym chain to over 100 locations across the GCC while also exploring possibilities for the MENA region.
The gym operator has also introduced the competitive racing brand Hyrox to the region and plans to open Hyrox Performance Centers over the next few months, serving as dedicated centers in the Middle East for hybrid athletes to train.
GymNation is in good company in its efforts to serve the Middle East fitness market: PureGym, Anytime Fitness, Australian boxing fitness franchise UBX and wearable maker Whoop have all identified the region’s growth potential and increasing affinity for health and fitness.
