Regional Overview:
Middle East
Across the Middle East, national health agendas, investment in wellness infrastructure, and consumer interest in fitness are laying the groundwork for sustained expansion of the fitness industry. Although overall penetration rates lag those in mature markets, regional efforts to address high inactivity levels are gaining traction. The World Health Organization (WHO) projects that the Eastern Mediterranean region will account for 13% of the global economic burden of non-communicable diseases and mental health conditions linked to physical inactivity from 2020 to 2030. These figures reinforce the importance of expanding access to structured fitness. Facility operators are positioned as vital partners in supporting public health priorities across the region.
Saudi Arabia and the UAE lead industry growth in the Middle East. The facility landscape consists of independent, mid-tier, and high-value, low-price (HVLP) gyms, as well as premium clubs and specialized studios. Operators in both markets face headwinds, including freight disruptions that inflate equipment import costs, rising commercial rents in prime districts, and escalating energy expenses.
However, demand for fitness and wellness appears resilient amid prevailing macroeconomic headwinds. According to a GymNation report, most consumers in Saudi Arabia and the United Arab Emirates (UAE) aspire to better health. The long-term outlook is supported by national initiatives: Saudi Vision 2030 aims to bring 64% of the population into regular physical activity, while the UAE National Sports Strategy 2031 targets 71% participation. A youthful population, rising disposable incomes, and growing female workforce participation could help drive progress toward these goals.
Leading Operators
The Middle East fitness market is served by a mix of domestic operators and international brands, with locally headquartered companies commanding the strongest presence. Several leading operators are publicly traded, reflecting the market's growing institutional maturity and investor confidence.
Leejam Sports Company, operating under the Fitness Time brand, leads the region by both unit count and membership. The Saudi-based public company closed 2025 with 219 locations and 468,000 members. Holmes Place, also a public firm, followed with 81 locations and 214,000 members across Israel, while Kun Sports operated 62 budget-format gyms under the IN2 Fitness brand in Saudi Arabia. The Sports Clubs Company, parent company of Body Masters and Body Motions, went public in 2025 and closed the year with 59 locations and 130,000 members. UAE-based GymNation maintains more than 47 locations in the UAE, Saudi Arabia, and Bahrain. Armah Sports Company, a publicly traded premium operator, finished 2025 with 13 clubs and nearly 38,000 members in Saudi Arabia.
International brands have established a meaningful foothold alongside domestic leaders. Among them, FIT House of Brands led by unit count with 74 locations, followed by 9Round with 55, and Fitness First with roughly 43. UFC Gym (29 locations) and Pure Gym (23) round out the top five international operators.. UFC Gym (29 locations), FIT House of Brands (34), and Pure Gym (23) round out the top five international operators. Major global ownership groups also maintain a regional presence, including two US-based brands: Purpose Brands operated 22 locations across the Middle East, while Xponential Fitness held seven as of year-end 2025.
