FIBO Arabia: Shaping the Future of Saudi Arabia's Fitness Economy

Leading voices in Saudi Arabia's health and fitness industry gathered at FIBO Arabia for a dynamic panel discussion titled “Unlocking the Growth of the Fitness and Wellness Economy in the Kingdom.”

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The conversation offered deep insights into the strategies driving the sector's expansion in line with Saudi Arabia’s Vision 2030.

The panel, moderated by Herman Rutgers of Global Growth Partners BV, featured Nasser Obeid, CEO of Pure Gym Arabia; Hani Abdulhafeez Bukhari, CEO of Riyadh Combat Club; and Nathan Clute, Chief Strategy Officer at Armah Sports Company.

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Moving Beyond Discounts

A key topic was the industry's historical reliance on price-led promotions. Panelists agreed it was time for a change. "Clubs offering discounts are a result of market-driven factors," said Obeid. "We want to stop that and... we’re moving away from this, we’re pushing towards value with the focus on the consumer."

Global Lessons, Local Knowledge

The discussion also explored the value of learning from mature international fitness markets. While acknowledging the benefits, Nathan Clute emphasized the importance of local expertise.

“You could be the most experienced person in the world but if you don’t have the local market knowledge, I think you’re setting yourself up for failure,” he noted.

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Attracting New Demographics

The challenge of attracting new groups, particularly women and older adults, was another major focus. The panelists stressed the need for tailored approaches based on clear market segmentation.

"We learned that targeting everyone is not targeting anyone," said Bukhari, explaining how his club successfully adapted its model to serve a specific audience of adults and children.

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A Blueprint for Growth

The panel discussion complemented the release of the “Fitness Sector Development Report — Kingdom of Saudi Arabia” at FIBO Arabia.

The report, produced with the Ministry of Sport, outlines a five-year growth plan for the sector, which is forecast to double its market revenue to SR15.5 billion ($4.1 billion) by 2030.

It highlights key trends like the shift to value-driven models, the rapid growth of female participation, and the potential in underserved regions.

FIBO Arabia, a new annual event in Riyadh, aims to unite key players from the health, fitness, and wellness industries to foster innovation and investment, directly supporting the Kingdom's ambitious goals.

Source: arabnews

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