Kuwait continues to face rising rates of chronic diseases such as diabetes, hypertension and obesity. Over the past decade, Kuwait has seen a steady increase in lifestyle-related health issues, with obesity rates surpassing 37% of the population (WHO, 2023). The health and fitness industry, holds untapped potential to positively influence public health by fostering an environment of physical activity, wellness and prevention.

The Role of Physical Activity in Public Health: Key points

Physical activity is by nature a cornerstone of disease prevention and health promotion. The ACSM (2022) and WHO (2020) recommend that adults engage in at least 150 to 300 minutes of moderate-intensity physical activity per week, coupled with muscle-strengthening activities at least twice a week.  Al-Hazzaa et al. (2019), showed that nearly 45% of Kuwaiti adults fail to meet these basic exercise guidelines.

The health and fitness industry is perfectly positioned to address this gap.

Health & Fitness Industry in Kuwait: Strengths and Context

The health and fitness landscape in Kuwait has been heavily influenced by bodybuilding culture that propelled the country to international recognition. Simultaneously, Kuwait has seen a surge in health clubs, with more than 9% market penetration and a CAGR of approximately 10% that has been driven by innovative concepts and state-of-the-art facilities catering to an increasingly health-conscious population.

The ability to generate rapid growth is tied to the expansion of the middle class, whose rising disposable incomes and desire for improved lifestyles, drive demand for fitness and wellness experiences. The infrastructure development supports the industry’s growth and the steady professional development of human resources has played a key role in enhancing service quality and maintaining the industry’s momentum (not without its challenges), resulting into a emergent market ecosystem, where demand increases for personalized wellness experiences that incorporate modern digital solutions and holistic health approaches, resulting into a highly competitive client relations centered market.

What lies ahead: Opportunities and Challenges

With the increase in the number of clubs, increased diversity of concepts, integration of boutique brands and new high-end facilities, it’s essential to understand the broader concept of health and fitness so that we can reach confidently to all segments of audiences and aim to impact positively the level of physical education of the country.

The industry must develop strong business management systems to build lasting relationships with clients, manage processes effectively and create a compelling value proposition for stakeholders.

Future opportunities stand on human resources (communication, leadership, recruitment), managing clients (capture clients, retention, member journey), fitness management, marketing (commercial pipeline, central idea, marketing tools), financial expertise (P&L, efficiencies, business plan) and strategy and positioning (competitors analysis, SWOT, internal analysis, USP).

A one-size-fits-all approach is no longer viable. Operators must carve out unique market propositions to maintain relevance in this competitive environment.

The Economic Benefits of a Healthier Population

Approximately 15% of total healthcare expenditures are related to treating obesity and related conditions (Ministry of Health in Kuwait, 2022). Investing in public health through the health and fitness industry shows economic sense and relieves this unsustainable cycle that ultimately drives citizens towards costlier private healthcare.

Expanding the fitness sector generates employment opportunities further contributing to economic diversification. The demand for certified personal trainers, wellness coaches and physical therapists continues to rise as awareness of health and fitness grows among Kuwaiti citizens.

Collaboration and Policy Support: Shared Responsibility

Developing public infrastructure, such as parks, running tracks and cycling lanes, has proven successful worldwide and can be a frame of reference in Kuwait. Furthermore, both sectors can act as a complement by actively educating the population on topics of physical activity, nutrition, substances misuse, mental health, etc.

Collaborative action will be key to a healthier and more active nation. This will ensure the physical well-being of individuals and will create a sustainable environment where health is embedded in daily life laying the foundation for Kuwait’s next generation to grow up with a deep understanding of health and wellness, equipped with the tools and infrastructure to healthier habits benefiting not only people but fostering the long-term economic prosperity and vitality.

References

• World Health Organization (2023). Physical Activity. Retrieved from WHO.
• American College of Sports Medicine (2022). ACSM’s Guidelines for Exercise Testing and Prescription.
• International Health, Racquet & Sportsclub Association (2023). The Global Health and Fitness Industry Report.
• Ministry of Health, Kuwait (2022). Annual Health Expenditure Report

About Pedro M. Ferreira

Pedro M. Ferreira is the Director of Operations for Active Holding. He holds a Master’s degree in Business Management with a published thesis on negotiation and cultural frameworks and is currently working on a PhD in Corporate Governance. Previously, Ferreira served as General Manager for Health Clubs in the Al ARGAN Group and as senior General Manager for Fitness First, collected several performance recognitions and was awarded General Manager of the Year. He is a university teacher and has been board member of the Portuguese Business Council of Kuwait since 2021. Pedro is an out-of-the-box thinker and a growth-focused leader known for problem-solving across multi-sites and fast-paced environments with hospitality and cluster management experience and a deep passion for performance analysis and enhancement.