October 3, 2025: Leading voices from the Kingdom’s health and fitness industry have gathered for a high-impact panel discussion during FIBO Arabia titled “Unlocking the Growth of the Fitness and Wellness Economy in the Kingdom.”
Moderated by Herman Rutgers, President of Global Growth Partners BV, the session brought together 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 to provide a deep dive into the operational, strategic, and cultural levers that are accelerating sector-wide growth in alignment with Saudi Arabia’s Vision 2030.
The panel addressed several critical questions shaping the future of the Kingdom’s fitness and wellness sector, including whether operators are overly dependent on discounts and price-led promotions.
Addressing the region’s fitness industry historically relying heavily on discounts and price promotions to attract customers, Pure Gym Arabia’s Nasser Obeid, said: “Clubs offering discounts are a result of market-driven factors. We want to stop that, and as of today, we’re moving away from this. We’re pushing towards value, with the focus on the consumer and what is valuable for the consumer.”
The value of learning from mature international markets to drive faster growth in Saudi Arabia was also discussed at length. “The answer is easy: learning from any market is important. The more you know about the industry, the more you know about fitness consumers in general, which will be beneficial,” said Nathan Clute, Chief Strategy Officer at Armah Sports Company.
“But that doesn’t outweigh the value of local market knowledge. 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 added.
The session also touched on the challenge of attracting new demographics, particularly women and older adults, to increase sector participation, where the sentiment was that effective targeting requires a deep understanding of specific customer segments with tailored approaches, based on real demand and clear market segmentation, which is key to attracting and retaining different groups, including women.
“We learned that targeting everyone is not targeting anyone. When we started, we had three branches. We had a lot of young girls, and when they grew up, they always requested that we open a branch, but few signed up. So we converted to an adults and kids branch, which is our main target audience,” said Hani Abdulhafeez Bukhari, CEO of Riyadh Combat Club.
Other sessions taking place on FIBO Arabia’s popular Conference Stage, included, amongst others, ‘Avoiding the retention mistakes made in mature markets’ by Paul Bedfor, Director Retention Guru Ltd; ‘What longevity medicine can learn from cancer innovation’ by Dr Marwan Ghosn, Founder IGH Clinic; and ‘Climbing your Everest’ by Nelly Attar, Lebanese-Saudi athlete, adventurer and entrepreneur.
Vasyl Zhygalo, Managing Director of RX Middle East and Emerging Markets, said: “FIBO Arabia is a catalyst for channelling investment into one of the world’s most dynamic health, fitness and wellness markets. By uniting key stakeholders from these sectors, the event fosters high-impact partnerships that directly support Saudi Arabia’s Vision 2030 ambitions.
“It’s about driving long-term economic growth, accelerating innovation, attracting strategic capital, and scaling initiatives that enhance quality of life across the Kingdom. The conference platform is central to this mission, offering a space for critical dialogue, thought leadership, and the exchange of ideas that shape the industry’s future.”
The panel coincided with the release of the Fitness Sector Development Report – Kingdom of Saudi Arabia, launched yesterday at FIBO Arabia. Produced in collaboration with the Ministry of Sport and CAA Portas, the report provides a blueprint for the industry’s growth to 2030, and highlighting key trends discussed during the session. They include the shift from price-led competition to value-driven models, the exponential growth of female participation, and the untapped potential in underserved regions.
With market revenues forecast to double to SAR 15.5 billion by 2030, the report highlights the urgency of tailored offerings, investment in workforce development, and strategic expansion, all themes echoed by panellists as critical to unlocking the next phase of the Kingdom’s fitness and wellness economy.
FIBO Arabia takes place until 3 October at the Riyadh Front Exhibition & Conference Center, welcoming over 140 international and regional exhibitors, 50 global speakers, and thousands of health and wellness professionals from around the world.