THE POWER OF VISION & POLITICAL WILL

You’re an idiot if you think Saudi Arabia is the next big fitness market.?

That’s what they told me.

Fast forward to today, and I’m standing in Riyadh at one of the most game-changing fitness industry events in the world—surrounded by leaders, investors, and decision-makers who are actively building Saudi Arabia into a global fitness powerhouse.

The truth is this market isn’t just growing—it’s about to explode. The numbers speak for themselves:

? The Saudi health & fitness market hit $989.24 million in 2023 and is expected to grow at a 9.7% CAGR, reaching $2.28 billion by 2032.

? Gym memberships are soaring, especially among youth—who make up nearly 70% of the population under the age of 30.

? The introduction of tech-driven fitness solutions is revolutionizing consumer behavior, with 65% of gym-goers preferring smart, tech-enhanced facilities.

The Vision 2030 Quality of Life Objectives, launched in 2021, have redefined health and fitness as a pillar of national development, with massive government investments in infrastructure, fitness facilities, and wellness programs.

The Shift Towards a Healthier Nation

What’s driving this change? A combination of policy, investment, and a cultural shift toward fitness and well-being.

? Digital Platforms & Health Campaigns The Saudi government has aggressively leveraged digital campaigns to promote fitness awareness, with initiatives such as “Saudi Sports for All” and nationwide health programs educating citizens on the benefits of an active lifestyle.

? Addressing Lifestyle Diseases Saudi Arabia faces a major public health challenge, with 24% of the population classified as obese and 25% suffering from lifestyle diseases like diabetes and hypertension. This alarming trend has driven individuals to incorporate fitness into their daily lives.

? Educational Partnerships ?? Active IQ , one of the UK’s leading Ofqual-recognised Awarding Organisations for the physical activity sector has partnered with Saudi Academy of Sports Sciences to develop a groundbreaking Sports Diploma in Saudi Arabia. Collaborations like these help in shaping the future of sports education in Saudi Arabia - further strengthening the aspiring professionals in this sector.?

? Government Investment in Fitness Infrastructure The Saudi government is not just encouraging fitness—it’s funding it. Key investments include:

• $1 billion + in new sports and fitness infrastructure across major cities.
• The Public Investment Fund (PIF) launched a women-focused fitness company to expand female participation.
• Major partnerships between the Ministry of Sports and private fitness brands to build state-of-the-art gyms, cycling tracks, and public wellness spaces.

? Technology-Driven Fitness Boom

• 65% of gym-goers now prefer facilities equipped with smart fitness technology.
• Sales of smart wearables tracking fitness metrics have surged by 30% in the last year.
• 75% of fitness centers in Riyadh and Jeddah have upgraded their equipment in the past three years to offer AI-driven training solutions.

The Ultimate Business Opportunity

For those still on the fence about Saudi Arabia’s fitness revolution, the facts are undeniable:

• Wellness tourism has become a key focus area, aligning with Vision 2030's objectives. Saudi Arabia is rapidly positioning itself as a global leader in this sector, which promises significant economic returns while promoting health and wellness among citizens and visitors.
• Vision 2030 aims to increase life expectancy from 74 to 80 years through nationwide health and wellness initiatives.
• Saudi Arabia's Vision 2030 is a comprehensive plan aimed at diversifying the economy and enhancing the quality of life for its citizens. For example - Saudi Arabia has established the largest virtual hospital globally and the first in the Middle East to utilize advanced technologies and make healthcare accessible to even people living in the remote areas. Such investments pave way for a healthier and more connected future.?

A Weekend at Riyadh Active:

Having witnessed the Dubai Active Industry evolve over nearly a decade, it’s been incredible to see it transform from a B2C spectacle into a B2B powerhouse. Now, with Riyadh Active Industry making its debut, the industry is experiencing an entirely new level of exposure.?

The event was buzzing with discussions on: ? Seamless support for global fitness businesses entering the market ? Government-backed incentives for gym owners, fitness entrepreneurs, and wellness brands looking to enter the market. ? Billions in investment into sports, gyms, and wellness centers ? What led to Saudi Arabia becoming this thriving market for the fitness entrepreneurs???

A special mention to Francesco Santa , Nahom Tadesse , Gavin Baxter CMgr FCMI , Rachel Chatham and the entire team of IEG Middle East , who made this event an extraordinary experience. Connecting with top-tier investors, policymakers, and entrepreneurs at Riyadh Active Industry solidified one thing—Saudi Arabia isn’t just a growing fitness market; it’s THE fitness market to watch.