Technology integration, personalisation and a strong USP are key for existing and emerging fitness brands targeting an increasingly health aware GCC audience. Jack Thomas, co-founder of The Fit Guide, explains why this sector is ripe for growth

Health and wellness is a growing business across the GCC with the industry valued at $63.4 billion in 2022 and forecasted to grow to $94.6bn by 2028, according to market research company IMARC Group.

This reflects a growing interest in all aspects of personal wellbeing spurred by rising adoption of digital health technologies and overall demand for wellness services. At the same time, the brick-and-mortar fitness space, which encompasses big box brands, homegrown clubs, and a growing number of specialised fitness facilities,

A nuanced market

The GCC market does not follow a ‘one size fits all’ approach to fitness engagement and facility membership with nuanced cultural and workout genre preferences differentiating demand and opportunity from the UAE to Saudi Arabia,

From street corner gyms to big box brands, the competitive landscape is varied. In terms of competitiveness rankings, Dubai scores extremely highly for member engagement according to 2023 research conducted by The Fit Guide, a global, independent rating system for fitness clubs and studios in key cities. It also performs well for front desk staff product and package knowledge as well as client name usage, which has been identified as a global weak spot.

Incorporating a brand experience or sensory element within public areas is also a key consumer touchpoint with Dubai scoring above the global average at 63 per cent whereas Sydney, for example, scored 39 per cent.

When it comes to penetration, Kuwait has the highest rate in the region, according to 2021 research by Statista, with nine per cent of the population having a gym membership versus six per cent in the UAE and 2.7 per cent in Oman.

Markets across the Gulf may be less mature than their international counterparts and have a different demographic profile, but they are catching up. The market is wide open with numerous demand gaps to fill, which attracts fitness entrepreneurs looking to gain first-mover advantage, but the introduction of new concepts also requires investment into public awareness, which can slow opportunities for growth.

Big box versus boutique

International brands and big box gyms dominate most markets within the region while the UAE stands out with a more diverse fitness experience offering, characterised by high attendance rates, advanced technological integration and a growing demand for personalisation.

The Fit Guide research shows there is proven demand in Dubai for Pilates, strength training and higher quality big box gyms that offer premium add-ons, sleek fit-outs and competitive rates. UAE-based Warehouse Gym, for example, has raised the bar with recovery treatments like cryotherapy and infrared sauna on offer, and elevated workout classes such as multisensory Blackbox sessions. Elsewhere in the region, Saudi Arabia is a nascent market ripe for development with government plans to raise levels of physical activity under its Vision 2030 strategy. Another UAE-born brand, GymNation, which recently announced a management full equity buyout, is gearing up to launch its first six locations in the Kingdom, with expansion into Bahrain, Kuwait and Qatar also in the pipeline.

According to the 2022-released Saudi Arabian Fitness Services Market Outlook to 2025 report by Ken Research, there are around 28 active fitness brands in the Kingdom. Big box gyms are booming with the likes of Gold’s Gym and Fitness First operating facilities in various locations. Homegrown Saudi brand, Fitness Time, which currently operates 160 locations across the country, recently reported a 51.43 per cent surge in year-on-year net profits in the first nine months of 2023.

Franchise models are also proving popular. UK-founded gym chain Fitness First entered the region in 2006 and was later acquired by the UAE’s Landmark Group, which grew the Middle East and North Africa portfolio from 16 to more than 49 clubs.