In one of my university courses, I regularly cover the topic of new markets in the health and fitness industry as well as internationalization. Following my last article about the rise of the
health & fitness industry in Asia, this analysis explores the latest trends in the Middle East.
This article is based on a survey conducted by Gymnation, an operator of fitness events in the region, as well as an analysis of governmental policies in Qatar, Dubai, and KSA, along with personal insights and interviews with key stakeholders in the region.

Having lived and worked for five years in Qatar with my family, I witnessed firsthand how sports and fitness were still in their infancy at the time - back in 2005-2010. Fitness clubs were primarily catering to expats rather than locals, and the concept of structured fitness training was only beginning to take shape. My role as Head Coach for Athletics at ASPIRE Academy gave me a unique perspective on how governments were starting to integrate sports into education, recognizing that not all junior athletes would become Olympic champions—but at the very least, they would understand the lifelong benefits of regular exercise and a healthy lifestyle.

Fast forward to today, and the Middle East’s fitness landscape has completely transformed. Countries like the UAE and Saudi Arabia are now at the forefront of promoting active lifestyles, public health initiatives, and fitness accessibility. The latest UAE & KSA Health & Fitness Report 2025 by GYMNATION, a gym operator in the region, highlights just how much progress has been made, with fitness participation skyrocketing across the region, but at the same time leaving some space for further development.

Key Insights: A Growing Fitness Culture
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1. A Strong Desire for Healthier Lifestyles
92% of respondents in KSA and the UAE want to improve their health—a significantly higher percentage than in the UK (76%) and the USA (75%). Additionally, 64% have improved their health over the past year, while 26% have maintained their fitness levels. This reflects a shifting mindset in the region, with more individuals embracing fitness as a long-term commitment.

2. A Boom in First-Time Gym-Goers
Over 56% of people in Saudi Arabia and 58% in the UAE did not have a gym membership in the previous 12 months, yet 82% say they are at least somewhat active. This means that more people are engaging in physical activity, even if they are not part of a traditional gym environment.
The market is experiencing rapid growth, with low-cost gym memberships expected to increase by 30-45% annually over the next five years. This trend mirrors the fitness boom in the UK between 2011 and 2019, when affordable gym models expanded the fitness sector significantly.

3. Affordability and Accessibility Remain Key Barriers
While enthusiasm for fitness is at an all-time high, challenges remain. The report highlights that cost is the biggest factor preventing people from joining gyms, with 51% in KSA and 53% in the UAE stating that gym memberships are too expensive.
It is worth noting that Dubai and Riyadh rank among the world's most expensive cities for gym memberships, surpassing London and New York. However, the rise of budget-friendly, high-quality gym options is expected to make fitness more accessible to a broader audience.

4. Mental Well-Being and Fitness Are Closely Linked
The report confirms that fitness is not just about physical health—92% of respondents value exercise for mental well-being and stress reduction. Additionally, nearly half of gym-goers see the gym as a social space, forming friendships and finding motivation within a supportive community.

5. Technology and Digital Fitness Are on the Rise
More than 60% of people in KSA and the UAE use wearable fitness technology, such as smartwatches and fitness trackers, to monitor their workouts. Additionally, there is growing interest in virtual fitness programs, AI-driven coaching, and hybrid workout models that combine in-person and digital training.

Government-Led Initiatives Driving Fitness Growth
One of the most remarkable aspects of this transformation is the role of government policies. The UAE's Dubai Fitness Challenge and Saudi Arabia’s Vision 2030 are prime examples of how national strategies can successfully encourage a more active population. These initiatives not only promote personal well-being but also contribute to economic growth by supporting the fitness industry.
Saudi Arabia, in particular, is experiencing one of the fastest fitness market growth rates in the world (16.8% CAGR from 2020-2023), with women’s participation in gyms increasing at an even faster rate than men’s due to recent policy changes.

What’s Next for the Fitness Industry in the Middle East?
The findings suggest a bright future for the fitness sector in the Gulf Region. To sustain this growth, affordability, accessibility, and education will be key. More budget-friendly gyms, increased public workout spaces, and fitness education programs will ensure that people not only join gyms but continue their fitness journey long-term.
From my own experience, I have seen firsthand how public health programs and initiatives can positively impact communities in the region. It’s exciting to see the Middle East embracing a fitness-driven future, where health and wellness are becoming a priority for all.

Outlook
The Middle East is at a pivotal moment in its health and fitness evolution. With strong government backing, increasing accessibility to fitness facilities, and a growing cultural shift towards active living, the region is setting new benchmarks for public health and fitness engagement.
Looking ahead, the challenge will be to maintain this momentum by ensuring fitness remains inclusive and sustainable. As affordability improves and digital fitness solutions continue to grow, even more people will be able to embrace a healthier lifestyle.

For fitness professionals, educators, and policymakers, this is an opportunity to further drive engagement and create long-term, sustainable health solutions.

One of the most exciting developments in the region has been the rise of fitness racing, with HYROX leaving its footprint in the UAE and Qatar. With successful events in Dubai and Doha, and an upcoming HYROX event in Sharjah in April 2025, it is clear that fitness racing is rapidly gaining popularity.
The concept of combining running with functional workouts has caught the attention of policymakers and fitness enthusiasts alike, making it a key driver in the region’s evolving fitness culture.

The future of fitness in Gulf region is bright—and I am excited to see how this remarkable transformation unfolds.

What are your thoughts on the region’s growing fitness movement? Have you seen similar trends in your community? Share your experiences in the comments below!
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-Kicking off 2024, my travels took me to exhilarating HYROX competitions and events across Europe. Following visits to Amsterdam, Munich, and Frankfurt in late 2023, it was great to attend events in Manchester, Glasgow, and Vienna for the European Championships. These visits provided fantastic opportunities to engage in discussions about the HYROX Academy curriculum, explore potential partnerships, and discuss the involvement of new lecturers and authors for the Academy.
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The "Performance Professional" course, a cornerstone of the Academy, comprises seven modules: Coaching Philosophy, Functional Anatomy, Fitness Components, HYROX Engine and Exercise Physiology, Nutrition, The 8 Workouts, Planning and Periodization, and the Mental Aspect of the Sport.
Reconnecting with former colleagues, such as Dr. Phil Graham-Smith from Manchester Metropolitan University, was a highlight, enriching these discussions with their expertise. These travels have not only broadened my network but also cemented the HYROX Academy's role in shaping the future of fitness education.

Today I start the course "Soccer Markets: Case Studies". In the course we look at selected case studies on the topic of soccer markets. This will be clubs, federations or events.
A central case this year will certainly be the FIFA World Cup in Qatar one of the most discussed sporting events ever. We will have a critical look from a strategic and business perspective as well as from a ethical  point of view. Does Qatar's sports and diversification strategy pay back or has it maybe done more harm to the reputation of the country? A number of scientific research papers which have been published over the past decade will serve among media reports as a good basis for the discussions in the seminar.
​But we will also expect live interview guests with regards to the topic, who give us insight information about the development of the  sports market in Qatar and the Middle East.

Another topic will be the business case of developing woman's football. While most experts are looking in ever growing soccer market of China, many oversee opportunities in other asian countries. In a workshop format we will analyze markets, their stakeholders and special requirements when it come to develop woman sports in general and soccer in particular. 
This course will be also available on my online academy www-ralfiwan.academy