IEG Builds Muscle in Saudi Arabia

The inaugural Riyadh Active Industry, Riyadh Muscle Show, and Riyadh Active Exhibition, organized by IEG Arabia (a branch of the Italian Exhibition Group), had a strong debut in Saudi Arabia.

Held over two dynamic days (February 8-9), the event focused on wellness and fitness, attracting 10,000 professionals, buyers, enthusiasts, and competition participants.

Organizers announced that many major brands had already committed to participating in the 2026 edition.

A pre-opening event was attended by 120 industry leaders, with special guests including Naif Aldossary, a consultant at the Saudi Ministry of Sport, and Basim K. Ibrahim, the Ministry of Investment’s director of sport. IEG President Maurizio Ermeti was also present at this milestone event in Riyadh.

“We are already preparing for the 2026 edition,” said Francesco Santa, international business development director at IEG.

“It will expand from two days to three, with plans to double visitor numbers and triple the space to 20,000sqm.”

The 2026 event is scheduled for February 5-7 and will take place at the ROSHN Front mega development in Riyadh.

It will be overseen by the Saudi Ministry of Sport in collaboration with the Ministry of Investment and other supporting partners.

The 2025 Riyadh Active Industry showcased leading names and distributors in the wellness and fitness sector, including Panatta, Wellness First, Delta Fitness, Al Hayat Investments, and Matrix.

During the Riyadh Muscle Show, the Saudi Bodybuilding Federation attracted 300 athletes competing in the Kingdom Championships, the nation’s premier bodybuilding finals.

Meanwhile, the Riyadh Active portion, presented by Subway, featured renowned fitness personalities such as Heba Ali and Hana Basrawi alongside thousands of attendees.

Source: exhibitionnews

The opinions shared in the GymNation blog articles are solely those of the respective authors and may not represent the perspectives of GymNation or any member of the GymNation team.