IEG Middle East

A year of planning, a year of ups and downs but we finally did it!???? We brought the Muscle Show brand to the Kingdom of Saudi Arabia???? Thank you to our sponsors, exhibitors, partners and visitors for making the show a huge success. Congratulations to the amazing team that made this happen! This is just the start, as 2026 triples in size, we’re going BIG! Next year will see a number of exciting additions that we cannot wait to share with you! Join us on the Riyadh Muscle Show journey and message me today to get involved for our 2026 edition on the 5-7 February at Riyadh Front.

Riyadh Muscle Show 2025 ???? Thank you to our exhibiting brands, sponsors, athletes and visitors for making the first ever Riyadh Muscle Show an astounding success. This is just the start, we are delighted to announce that in 2026 the show will become a 3 day event on the 5-7 February at Riyadh Front! If you want to get involved in the next edition, contact Amr Darwish or email [email protected] today!

Proud of this team for absolutely smashing our launch into the Kingdom of Saudi Arabia!???? Was it easy? Absolutely not. Some huge learnings and notable differences of culture and expectations from our events in the UAE, which will implement for 2026. We win together and lose together. These events simply don’t happen without the hard work of each and everyone. This is what it’s all about ??????

As the excitement builds for the 2025 edition of the Riyadh Muscle Show, Riyadh Active, and Riyadh Active Industry this weekend, IEG Arabia are thrilled to unveil their ambitious plans for 2026. With this weekend’s exhibition set to be a monumental success, Saudi Arabia’s leading fitness, wellness, and bodybuilding event will return to Riyadh at three times the size, extending to a three-day extravaganza in February 2026. Read more here ?? Francesco Santa Rachel Chatham Gavin Baxter CMgr FCMI Tom Reece Sarah Brady Tilly Westall Sahar El Bokhary Lisa Jenkins Nina Nasir Ellie Sowerby Amr Darwish GymNation Bojan Cvijanovic Rachel Young BSc David Stalker FCIMSPA Fitt Insider John Foy Glen Stollery Sara Hamam Nasser Obeid Mohammad Shammaa Jack Thomas Rob Krizanovic Al Hayat Investments Co. Lamya Khalid Al Kadi Bojan Cvijanovic

IEG Middle East is pleased to announce the appointment of Gavin Baxter CMgr FCMI as its new Commercial Director. In this pivotal role, Gavin will oversee all commercial activities across the organization’s thriving fitness portfolio, including a range of events in the UAE and the Kingdom of Saudi Arabia. Read more here ??

IEG Middle East are thrilled to announce a strategic partnership with Yalla Sponsor, a leading sponsorship marketing company in Saudi Arabia. As the Middle East’s leading health, fitness and wellness show makes its grand debut in the heart of Saudi Arabia, Yalla Sponsor will offer their expertise in the Saudi market as our partners in supporting the event's sponsorship and exhibitor prospects. ?????? ??????? ????????? ?? ????? ?????? (IEG) ?????? ?? ???? ?? ????? ?????????? ?? "??? ??????"? ?????? ??????? ?? ????? ??????? ?? ??????? ??????? ????????. ?? ?????? ???? ?????? ???? ???? ????? ???????? ??????? ???????? ?? ????? ?????? ?? ??? ??????? ??????? ????????? ????? "??? ??????" ?????? ?? ????? ??????? ???????? ?? ??? ??? ??????? ???????? ???? ????? Bilal Khan ???? ??? Hussain Alhamoud ???? ?????? Rachel Chatham Tom Reece