Sport Clubs’ Journey to Becoming a Fitness Market Leader

Sport Clubs Company, owner of the renowned Body Masters brand, has established itself as a major player in Saudi Arabia's fitness industry.

With 56 branches operating across 17 cities and serving over 125,000 active members, the company holds the second-largest market share by revenue.

This blog explores the key factors behind Sport Clubs' success, their future plans, and how they’re shaping the fitness market in alignment with Saudi Vision 2030.

Pioneering Fitness in Saudi Arabia

When Sport Clubs began over 30 years ago, the fitness market in Saudi Arabia was nascent.

Gyms were few, and their services were limited to basic bodybuilding centers aimed primarily at men.

Over the decades, significant changes have reshaped the industry, including diverse offerings, increased consumer awareness, and specialized club models catering to everyone—from women and youth to those seeking luxurious, holistic fitness experiences.

Sport Clubs adapted swiftly to these changes, creating tailored solutions for multiple segments of society.

Their ability to evolve alongside the dynamic market has been a key pillar of their sustained growth and relevance.

Building Success Through Strategic Growth

Sport Clubs have continually reinvented themselves to stay ahead of industry trends. According to CEO Wael El Merhabi, 2019 marked a turning point for the company.

It embarked on a strategic transformation involving new initiatives, including:

• Body Motions women’s clubs, catering exclusively to female members.
  
  
• Body Experts, offering comprehensive sports solutions.
  
  
• A refreshed identity for Body Masters, focusing on elevated member experiences.
  
  

These moves enabled Sport Clubs to create tailored solutions that maintain high standards while professionally addressing the needs of different demographic groups.

The Role of Technology and Innovation

Adopting advanced technology has been central to improving their customer experience.

By integrating digital tools, Sport Clubs has streamlined processes and focused on member-centric programs, ensuring satisfaction and loyalty.

Their "Zad Quwwa" renewal initiative reinforces their commitment to upgrading existing branches, transforming every member interaction into a seamless and enjoyable one.

Future Expansion Plans

Despite its already impressive portfolio of clubs, Sport Clubs is gearing up for even greater expansion. Over the next five years:

• The company plans to open 50 additional branches, with 20 new locations debuting in 2025 and 2026 under the “Body Masters” and “Body Motions” identities.
  
  
• Expansion will prioritize underserved areas to ensure equitable accessibility across the Kingdom.
  
  

Franchising is also on the horizon as a way to expand internationally, opening new growth channels, extending the brand’s reach, and maintaining high operational standards.

Competing on Value, Not Price

While many players in the fitness industry engage in price wars fueled by widespread discounting, Sport Clubs follows a different strategy.

Rather than relying on discounts, they focus on delivering high value at competitive prices.

The company's business model revolves around:

• Customer-Centric Promotions: A well-planned promotional calendar aligns with member needs, creating offers tailored to peak seasons.
  
  
• Perceived Value: Ensuring members feel they’re getting more than their money’s worth with top-notch facilities, personalized training programs, and superior customer service.
  
  

Performance and Financial Resilience

Sport Clubs has recorded impressive financial results in recent years, with growth driven by:

1. Tailored Member Experiences: Loyalty and retention programs have strengthened customer connections.
   
   
2. New Revenue Streams: Innovations such as the "Body Experts" comprehensive sports solutions contribute to sustainable income.
   
   
3. Governance and Expansion: The company's commitment to strong operational practices supports its upward trajectory in revenue and profitability.
   
   

Aligning with Saudi Vision 2030

Fitness and well-being are integral components of Saudi Vision 2030, a national framework that aims to enhance the quality of life for all citizens.

Sport Clubs is actively contributing to this effort by encouraging healthier lifestyles, promoting health awareness, and offering fitness services that are accessible to a broader public.

What’s Next for Sport Clubs

Looking ahead, Sport Clubs remains committed to thoughtful geographic expansion, improving its digital infrastructure, and introducing initiatives that deepen customer loyalty.

By delivering tailored, high-value experiences, they aim to retain their leadership position in a competitive and rapidly growing market.

For fitness enthusiasts and business leaders watching the Kingdom’s transformation, Sport Clubs stands out as a prime example of how adaptability and customer focus can create enduring success.

Source: argaam

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.