MIDDLE EAST & AFRICA AWARDS

As part of Beyond Activ World

10 February 2026, Fairmont Riyadh, Saudi Arabia

Lead Award Sponsors

Our Awards of Excellence recognize leading companies and executives from across health, fitness, sports, wellness and hospitality, investing in the Middle East and Africa Region. In 2026 we recognize 8 different companies and executives on their achievements and successes in the 12 months from January 2025 to December 2025. 

MEET OUR 2025 AWARDS FINALISTS BELOW

Celebrating Middle East & Africa's Leading Health, Fitness & Wellness Brands and Executives

Below are the finalists for our 2025 Middle East & Africa Awards and their submitted entries. We are proud to recognize leading companies and executives from across the Health, Fitness & Wellness sector in the region. Each award is given based on their achievements and successes in the past 12 months. (Jan. 2025 – Dec. 2025). We invite you to read these submission and then vote for your winners online here.

APP OF THE YEAR FINALISTS

1Pass
In 2025, 1Pass redefined wellness access in Saudi Arabia by offering unmatched flexibility and variety. We don’t just list options, we expertly match customers with the perfect wellness providers for their goals, schedules, and preferences, making active living effortless and personalized. We expanded from 5 to 13 cities and grew our network from 250 to 400+ premium partners’ branches, adding padel, horseback riding, spa experiences, and Pilates studios ensuring every Saudi finds their ideal wellness experience. Beyond individuals, we launched innovative corporate wellness solutions, that helps organizations to reward top performers and provide meaningful wellness benefits to employees and beneficiaries directly supporting Vision 2030’s health objectives at scale. 1Pass isn’t just an app, it’s the movement making Saudi Arabia healthier, more active, and empowered. Vote for the platform driving real wellness transformation.
ALLUP
ALLUP Pro established itself as critical infrastructure for the fitness industry in 2025, processing over $50M in recurring revenue across multi-site operators in MENA, APAC, ANZ, and North America. Enterprise Scale: The platform powers operations for UFC GYM Middle East, Crunch Australia (9 branches), Gold’s Gym Philippines (10 branches), and 15+ operators across eight countries. ALLUP Pro successfully migrated 2M+ members from legacy systems while maintaining full operational continuity and billing accuracy. Technical Infrastructure: Its multi-tenant SaaS architecture supports multi-currency billing, regional compliance, and localized payment preferences. Integration with EZYPAY strengthened recurring billing reliability and reduced revenue leakage for operators. Industry Impact: ALLUP Pro unifies the full member lifecycle, real-time revenue intelligence, and automated engagement workflows—helping operators scale faster, reduce operational friction, and improve revenue predictability. 2026 Vision: AI-powered predictive analytics, automated retention systems, and intelligent coaching modules will deliver actionable insights that measurably improve retention, member outcomes, and operator profitability.
ATHLO
ATHLO redefined how people access fitness and wellness in the Middle East in 2025. A Location based discovery and booking platform, ATHLO connects its users to fitness, sport, recovery, and wellbeing experiences across gyms, studios, padel venues, and wellness providers, all without subscriptions or long-term contracts. In 2025, ATHLO launched in the UAE with over 5,000 pre-registered users and has achieved 30%+ month-on-month growth since. The platform showcases hundreds of venues and enables seamless per-per-use access for residents, tourists, and athletes, while supporting venues through incremental demand, improved visibility, off-peak utilisation, increased customer lifetime value, and enhanced member experiences, without cannibalising memberships. ATHLO removes friction and delivers scalable digital infrastructure for the region’s wellness ecosystem.
Classpass
One app. Thousands of ways to move, relax, fuel, and recharge. With ClassPass, members get global access to top gyms, studios, salons, spas—and even food and beverage spots—to build a self-care routine that fits their lifestyle and budget. Our Corporate Wellness Program helps companies support their teams with flexible benefits designed to boost engagement, productivity, and overall well-being. We also help our partners grow their business by filling empty spots and driving revenue. ClassPass continued to grow over the Middle East, with a strong footprint now in the UAE, Kuwait and Qatar, servicing thousand of clients and partners.
CORE Direction
Established in 2008 by founder and acting CEO, Clifford Tindell, Core Direction is a fitness, health & wellness consulting agency, events company and technology business head officed in Dubai, United Arab Emirates. With a Dubai based team and established Pakistan, Lahore development house, Core Direction utilises world class expertise and supporting proprietary technology to stay true to its vision and mission of inspiring fitness, health & happiness globally. Our mission is to Inspiring individuals, corporates, and brands to thrive through our wellness-focused social network, community engagement platform, and health coach app.
Miran
Miran is a fitness platform that activates everything related to your wellness and health, from exercises to nutrition and supplements to lifestyle. It was launched in 2018 by three Saudi youths in collaboration with dozens of trainers and nutritionists, who before Miran were providing their services individually and through personal efforts. We decided to bring them together in one place and build the technology that helps them provide their services professionally and with a very different user experience. Here they can give you your workout schedules with video, and give you schedules for everything related to your nutrition with supplements calculated with all their nutritional values so you know exactly what you’re doing. And of course, there’s a chat between you within the application supported by voice and video notes where you can communicate with your trainer about anything you need throughout your subscription period, and they can follow up with you day by day until you reach the goal you want to reach.
Sports For All (SFA)
The Saudi Sports for All (SFA) App is the Kingdom’s premier digital platform, uniquely positioned to achieve the national mandate of increasing physical activity under Vision 2030. Our success is rooted in delivering a profound positive impact on the consumer and industry by transforming community engagement. The app’s strength and depth of content are centred on its ability to mobilize mass participation, evidenced by the 20-fold increase in our user base following a key national campaign. This growth is driven by a seamless UX design, functionality, and responsiveness that empowers users to connect with a rapidly expanding network of Community Sports Groups (CSGs), the cornerstone of our strategy. This grassroots focus, combined with robust UX, has established the SFA App as a benchmark for new growth in MEA, with scalable impact across the region.
VIYA
Viya is Dubai’s lifestyle rewards app, offering residents and visitor’s rewards and experiences across leading restaurants, leisure destinations and golf courses. The Viya app is free to download and provides exclusive access to offers at various locations across Dubai. From restaurants and cafes, to gyms, spas, golf courses, pools and private beaches; Viya provides access to the good life in Dubai.

FITNESS & WELLNESS COMPANY OF THE YEAR FINALISTS

Fitness First
In 2025, Fitness First reaffirmed its position as the leading fitness and wellness brand in the Middle East through disciplined execution, innovation, and renewed market momentum. Building on its legacy, the business delivered unprecedented like-for-like growth across its existing estate, reflecting improved member engagement, retention, and operational consistency. Newly opened clubs outperformed expectations, setting a strong benchmark for future development and demonstrating the brand’s continued relevance in both mature and growth markets. Alongside expansion, Fitness First launched an extensive refurbishment programme, introducing an innovative new club design focused on flexibility, wellness integration, and elevated member experience—modernising the estate while protecting unit economics. Investment in technology strengthened internal capability and personalised member journeys, while deeper relationships with landlords, partners, and industry stakeholders reinforced the brand’s reputation as a trusted long-term operator. By combining strong commercial performance with thoughtful innovation, Fitness First emerged in 2025 as a clear reference point for quality, confidence, and leadership in the regional fitness sector.
Formative by Arada
Formative, Arada’s fitness and wellness collective launched in 2025, unites Wellfit, FitnGlam, Platform Studios and FITCODE under one umbrella and drives innovation through shared technology and aligned operations. Built on Arada’s entry into fitness in 2021, Formative operates 19 clubs serving over 40,000 members, spanning large-format clubs, boutique studios, luxury women’s superclubs and mixed premium health clubs. It also embeds gyms within Arada’s real estate-led wellness concepts, including Akala and Inaura. In 2025, Arada’s fitness brands swept the REPs Industry Awards with 15 accolades, including Chain of the Year and Super Club of the Year. Formative works closely with Everwell, Arada’s homegrown medical and longevity clinic, supporting a path to precision health. In 2026, it will launch training academies, beginning with Platform Studios’ Pilates and Reformer certifications. With a goal to reach AED1 billion in revenue, 100,000 members and 40 locations by 2027 across the GCC, UK and Australia, Formative is setting a new benchmark.
Fursan Najd Sports (FNS)
Fursan Najd Sport Group is a leading fitness services provider dedicated to promoting health, wellness, and community engagement. Our portfolio includes: Baqit. GymTech. PhysioWell. The Pilates Studio. In GymTech they launched two new features, Geo-Intelligence Feature, with location-based functionality, the app now helps you find the nearest GymTech branch, making it easier and faster to select your ideal workout location. And, Health Data / Smartwatch Integration Sync your smartwatch or health app with GymTech and have all your activity and health data in one place, keeping track of your workouts, activity, and health metrics effortlessly. With The Pilates Studio, they now have 10 studios across Riyadh and Jeddah, with 4 more being built for 2026.
GymNation
This year GymNation has continued to expand aggressively across Saudi Arabia and recently launched in Bahrain – becoming the highest membership-volume gym in the country within just one month of opening — while continuing to lead the UAE market by size, relevance, and visibility. We now operate 34 clubs across three countries, with a clear roadmap to 60+ by the end of 2026. We’ve cemented our position as the region’s authority on fitness and wellness, backed by real data, real usage, and real results – including our 2026 Health & Fitness Report, the largest fitness survey ever conducted in the Middle East with over 15,000 responses, authored by our leadership team and covered in global press. We’ve deployed more technology, AI, ML, and LLM-driven innovation than everyone else here combined. Our regional and global brand recognition has grown significantly, driven by multiple international headline-grabbing marketing campaigns, Middle East-leading social engagement, unmatched SEO performance, and a senior leadership team of 25+ equity holders fully invested in one outcome: continuing to set the pace for the industry across the region.
KUN Sports
In 2025, KUN Sports continued its evolution as a leading fitness and wellness company in the Saudi Arabia, with a clear focus on responsible growth and long-term value creation. The organization expanded its national footprint to 68 clubs through its iN2 Fitness brand, while strengthening service quality, operating standards, and member experience across its portfolio. Key priorities included diversifying wellness offerings, investing in digital and operational infrastructure, and embedding service excellence to ensure consistency at scale. Beyond commercial performance, KUN Sports remained committed to supporting active communities, developing local talent, and encouraging healthier lifestyles. The company progress in 2025 reflects a balanced approach combining ambition with discipline, and growth with purpose to contribute meaningfully to the future of fitness and wellness in Saudi Arabia.
Leejam Sports Company
Guided by Leejam’s brand promise, Pathways to Health, the focus in 2025 was clear: advancing the fitness and wellness sector in measurable ways while opening everyday access to health and sport. As the Kingdom’s largest integrated sports, fitness, and wellness ecosystem, operating more than 220 branches, Leejam accelerated participation through disciplined expansion, digital-first member journeys, and community-led engagement models that reflect how people train today, not how the industry previously operated. This included introducing and scaling diversified formats such as strength training, Pilates, padel, boxing-based training, swimming, and functional group experiences, serving men, women, and younger audiences beyond traditional gym usage. A major app revamp enabled seamless discovery, booking, renewals, and progress tracking, while supporting smarter personalization and data-led engagement. These technology investments strengthened retention and operational efficiency, aligning with Vision 2030 priorities around preventative health and active lifestyles. The result was higher member lifetime value, deeper engagement across physical and digital touchpoints, and a more inclusive ecosystem supporting healthier lifestyles at scale. Beyond commercial performance, the impact is evident in raised market standards, from service quality to digital maturity. This combination of scale, innovation, and tangible outcomes underpins why this work merits recognition.
Oxygen Gyms
Oxygen Gym Al-Riyadh opened and raised eyebrows across Saudi Arabia. $60 million (USD) invested into building Riyadh’s most luxurious and complete Gym. Over 800 hand selected pieces of strength equipment from the world’s top manufacturers. Over 200 pieces of professional-grade cardio equipment. 24-hour access with over 10,000 square meters of parking. Luxurious amenities including full scale Oxygen Gym café, supplement store, on-site barber, on-site physical therapy, and high-tech locker room.
Sport Clubs Company
In 2025, Sport Clubs Company reached the most defining transformation milestone in its history, cementing its position as a national fitness and wellness leader in the Kingdom. The year marked the completion of a full brand identity overhaul for Body Masters and Body Motions, reinforcing strategic clarity across SCC’s portfolio while elevating customer experience, consistency, and brand equity. In parallel, SCC successfully delivered the prestigious AlUla public-private partnership, launching two landmark clubs under its turnkey fitness solutions arm, Body Experts, demonstrating its capability to execute complex, large-scale projects. This momentum culminated in SCC’s listing on the Saudi main market (TASI), reflecting institutional maturity, governance strength, and strong investor confidence. Building on this foundation, the company established a development pipeline of 16 full-service big-box clubs scheduled to open within the next 18 months. Alongside physical expansion, SCC embedded technology across core areas of the business, redefining club design, digital integration, service standards, and accessibility. Collectively, these achievements positioned SCC as a high-value, scalable, and accessible fitness and wellness platform serving communities nationwide.
Warehouse gym
Over the past 12 months, I have led Warehouse Gym through one of the most significant milestones in the Middle East fitness industry. The successful acquisition of private equity investment, the first of its kind for a homegrown gym brand in the region. This marked a transition from founder-led growth to institutional scale, without compromising brand identity or culture. In 2025 we expanded our footprint across the Emirates, securing 8 locations and strengthening its position as the leading premium fitness operator. In 2025, the business delivered continual performance with revenue growth of 37% YOY and membership growth of 29% YOY, while increasing the profitability by 33% YOY and achieving our highest retention rate of 92%. Equally important, I have focused on building and growing our leadership team and nurturing our company culture and values. I believe Warehouse Gym is setting a new benchmark for how regional, founder-built brands can attract institutional capital and grow while keeping to their core values and culture at the heart of the business. In closing of the year, Warehouse Gym won the Super Club of the Year at the UAE industry awards.

DEAL OF THE YEAR FINALISTS

Anytime Fitness Signed New Master Agreements in GCC
Purpose Brands has executed a deliberate market entry strategy across the GCC, partnering with three premier organizations to establish Anytime Fitness as a dominant force in UAE, Saudi Arabia, and Kuwait, all within a 12-month period. Building on the presence of AF in Qatar, this accelerated expansion leverages our existing Orangetheory Fitness footprint in the region while deploying a differentiated approach: a strategic mix of Master Franchising and Area Development Agreements that balance rapid scalability with essential local market intelligence. Our partner selection reflects a rigorous vetting process prioritizing three critical factors: substantial capital reserves, deep-rooted market connections and credibility, and demonstrated leadership in their respective fitness markets. This foundation positions us for compressed time-to-market across all three territories simultaneously. The combination of Orangetheory Fitness’s established GCC presence and Anytime Fitness’s strategic entry creates a multi-brand platform that strengthens Purpose Brands’ competitive positioning and long-term value creation potential across the Middle East.
GymGuyz Signed New Master Agreements in GCC
GymGuyz, the in-home/on-site personal training franchise, announced a master franchise agreement with Bait Al Batterjee Group (BAB) to expand into Saudi Arabia, UAE, Egypt, and Morocco, with at least 80 new territories in Saudi Arabia and the UAE. The expansion will begin in Saudi Arabia in 2026, with additional growth in the UAE, Egypt, and Morocco to follow. Final unit projections for Egypt and Morocco will be determined based on market demand and demographic analysis, building on the company’s acceleration of its international growth following a recent launch in the UK. “This deal significantly accelerates GymGuyz’s international footprint and revenue potential,” said Mark Farmer, VP of Franchise Development at GymGuyz. “With Bait Al Batterjee’s proven operational excellence and deep market knowledge, we’re positioned to scale aggressively across key Middle Eastern markets. This partnership opens new pathways for franchise development, fuelling our growth engine and expanding access to personalized fitness on a global scale.
Merger of Miran and Welnes
Miran, an AI-driven health and fitness app, and Welnes, a leading fitness community platform, merger in April 2025. Miran uses cutting-edge AI technology to deliver personalized meal plans, workout routines, and data-driven health insights. Supported by prominent angel investors, Miran has built a strong reputation among young, health-conscious users seeking adaptive fitness tools. Welnes, founded by serial entrepreneurs, backed by Flat6Labs, Samurai Incubate (a Japanese VC), UI investments, and influential angel investors, has become a trusted platform for connecting users with fitness coaches and wellness programs. The platform fosters a supportive community for individuals striving to achieve their health goals. By merging, Miran and Welnes combine their respective strengths to create a platform that offers users a holistic health and fitness experience. With Miran’s advanced AI engine and Welnes’ community-centric approach, the company is uniquely positioned to address the needs of the growing wellness market in Saudi Arabia. The merger was led by one of the most prominent angel investors in Saudi Arabia, who is a member at Doroob VC.
Sport Clubs Company IPO
Sport Clubs Company’s IPO in 2025 ranks among the most successful public listings on the Saudi main market (TASI) that year and represents one of the largest fitness sector transactions in the region. The offering transformed SCC into a publicly listed national champion, unlocking growth capital to fund large-scale expansion while materially strengthening transparency, governance, and investor confidence. The transaction validated a multi-year turnaround built on disciplined capital allocation, financial rigor, and a clearly articulated long-term growth strategy. It demonstrated the readiness of the fitness sector for public markets and institutional capital, attracting a diversified investor base and setting new standards for disclosure, governance, and operational discipline across the industry. Beyond SCC, the IPO delivered clear market-wide impact. It established a scalable reference platform for consolidation, development, and modernization across the Saudi fitness industry, accelerating professionalization, enabling sector consolidation, and encouraging sustained institutional participation. As a landmark transaction, the deal reshaped perceptions of the sector and created a durable foundation for long-term value creation across the broader fitness and wellness ecosystem.

FRANCHISE OF THE YEAR FINALISTS

9Round
9Round Kickboxing Fitness offers a high-intensity, full-body workout that combines kickboxing and circuit training. Using cutting-edge technology and energetic trainers, its 30-minute, nine-station workouts target cardio, strength, and endurance. Designed to be fun, challenging, and adaptable, workouts cater to all fitness levels with no set class times for ultimate flexibility.
Anytime Fitness
Anytime Fitness has established itself as the world’s largest fitness franchise, demonstrating accelerated expansion momentum across global markets. The organization’s proven business model has delivered replicable results across more than 40 countries spanning all seven continents, with over 365 new clubs opening throughout 2025 – more than one per day! Building on the presence of AF in Qatar, this growth included launching the first Anytime Fitness in Arjan district, Dubai, with a new master franchisee. The franchise value proposition encompasses three core pillars: contemporary, standardized club design; fully integrated proprietary technology infrastructure; and a distinctive member access system enabling cross-utilization of more than 5,500 facilities worldwide. This universal key access represents a significant competitive differentiator in the fitness franchise sector. Anytime Fitness has sustained market leadership through strategic commitment to continuous innovation. The organization achieves critical balance between standardization and localization—delivering consistent, measurable outcomes at scale while maintaining operational flexibility to address market-specific cultural requirements and consumer preferences across diverse geographic territories.
BFT
In its first year of structured expansion, BFT MENA (Middle East and North Africa) has rapidly emerged as a benchmark fitness franchise across the Middle East and North Africa, combining scale, execution, and leadership rarely achieved in a new regional rollout. The launch of multiple flagship locations—including BFT West Walk, the largest BFT studio globally, alongside the MENA HQ Corniche studio and BFT The Pearl—has redefined expectations for premium group training and customer experience in the region. Each studio launched with excellent founding member numbers compared to the global average in new markets, confirming strong consumer demand and brand resonance. In parallel, eight franchise studios have been secured across key Middle Eastern markets, with several already operational, reflecting exceptional franchisee confidence and a highly scalable growth model. The strategy extends beyond retail growth alone. The brand is actively engaging with major corporate groups and government-related institutions to become part of everyday life within organizations, supporting employee wellbeing, performance, and long-term health outcomes. This approach positions BFT as a true performance and lifestyle partner rather than a traditional fitness concept. Through decisive leadership, accelerated franchise growth, and uncompromising investment in experience, BFT MENA is setting a new standard for franchise excellence across the MENA region.
Real Pilates
Real Pilates the most recognised Pilates & Yoga studio brand in the Middle East and one of the most award-winning health & fitness clubs with its 3 full-equipped facilities in Dubai, more than 20 industry awards won over the past decade, including Studio of the Year for 7 consecutive years running at the Fit Awards sponsored by Sport 360 and the Dubai Sports Council. We provide a completely scalable business, allowing you to determine your own success. Leverage development costs and national vendor relationships to launch your studio successfully. Unlike our competitors, we only follow one methodology, equipment brand and education system. All instructors are full-time employees who are STOTT PILATES certified, i.e. no freelancers, no mix of methods, exercise approaches, etc. The launched their franchise model to provide a completely scalable business, allowing you to determine your own success. Leverage development costs and national vendor relationships to launch your studio successfully.
Snap fitness 24/7
Snap Fitness is a leading global fitness franchise operating across the Middle East, with significant investment in the UAE following the reacquisition of the master franchise under Lift Brands ownership in January 2025. Globally, Snap Fitness operates 1,017 clubs across 17 countries, serving over 800,000 members and delivering 4.9% year-on-year membership growth. In the Middle East, the brand operates five clubs across the UAE and Saudi Arabia, with UAE membership increasing by over 30% since the reacquisition. A strong development pipeline over the next three years positions the Middle East as a key growth market. The brand’s people-first philosophy, strong onboarding, comprehensive operational support, and continued investment in digital innovation and member experience underpin franchisee performance.
UFC GYM
In October 2025, the brand reported to be opening gyms at a rate of one per week. Notable additions to its network include locations in India, Kazakhstan, Germany, Ireland and Mexico, as well as domestic studios in Phoenix, AZ, Murfreesboro, TN, Houston, TX, Fresno, CA and Puerto Rico. UFC GYM also has sites under development in Ecuador, Pakistan, Qatar, Saudi Arabia and China. UFC GYM Jiu-Jitsu also just opened its first site in Hollywood, FL, being the first of 10 locations planned for the Miami/Orlando area.

HOTEL & RESORT COMPANY OF THE YEAR FINALISTS

ACCOR
This region continues to be Accor’s growth engine. It now operates over 360 hotels, with another 150 in the pipeline, representing 27 brands from Mövenpick to Raffles and TRIBE. This year, Accor doubled its signings, surpassing 7,000 keys. Key partnerships with ICD, BinDawood Investment and Amsa Hospitality are enabling expansion built on long-term value, not just volume, Duncan O’Rourke, CEO premium, midscale & economy division for Middle East, Africa and Asia Pacific tells us. In Saudi Arabia, Accor remains the largest international operator, with more than 40 hotels open and a robust pipeline. The UAE continues to be a model for strategic conversion with nearly 1,000 keys added. Expansions in other regional destinations include Egypt, Iraq and Baghdad. As the region continues to transform at remarkable speed, destinations are reinventing themselves as global hubs. The biggest shift is how guests define value. The CEO shares how guests are curating how they want to feel, which is influencing how Accor designs, operates and positions it brands. This has driven expansion of its branded residences and resorts, while embedding wellbeing, lifestyle and locality into every stay.
AMAN
AMAN Resorts is expanding heavily into the Middle East, with major upcoming luxury projects including Aman Dubai (scheduled for 2027) on the Jumeirah Beach coastline, featuring 100 hotel suites and 82 residences. Additionally, the brand is developing multiple sites in Saudi Arabia, including a resort and tented camp in the AlUla heritage area and the Amansamar residences in Wadi Safar.
CORE Hospitality
CORE Hospitality & Residences redefines elevated living through a seamless blend of refined design, curated experiences, and a commitment to wellbeing. Whether you’re staying at one of our boutique retreats or living within a CORE-designed residence, each space is crafted to foster comfort, connection, and an inspiring lifestyle. From serene beachfront villas to vibrant urban communities, CORE delivers more than a place to stay — it offers a way of life centered on intentional living, personal wellness, and understated luxury. CORE Residences offers a new standard of luxury living in Riyadh, combining privacy, comfort, and elevated design. From the contemporary villas at CORE Villas to the curated lifestyle spaces at DISTRICT 34, each residence is thoughtfully developed to deliver a refined urban retreat for discerning residents.
Four Seasons
In April of this year, Four Seasons announced the future Four Seasons Resort Al Zorah in Ajman, which is anticipated to open by the end of next year, strengthening both domestic staycation offerings and international appeal. In Abu Dhabi, the launch of Four Seasons Private Residences, alongside its upcoming developments in Bahrain and Oman, reflects its focus on providing homes that combine comfort, privacy and service. Across the region, there is continued demand for experiential travel. Across the GCC, the brand has observed a growing demand for sleepcations; short, restorative stays designed to optimise rest. Four Seasons addresses this need with offerings that remove common sleep barriers through its signature Four Seasons mattresses and enhanced sleep environments. Across its properties, it has developed a variety of curated sleep experiences. At Four Seasons Resort Dubai at Jumeirah Beach, The Pearl Spa offers a Sleeping Ritual combining a tea ceremony, foot bath, aromatic breathwork and massages. At Four Seasons Hotel Abu Dhabi at Al Maryah Island, sound healing therapy, guided meditation and personalised yoga sessions support restorative sleep, while Four Seasons Hotel Amman provides complimentary night stretching classes, yoga and meditation sessions for in-house guests.
Hilton
Hilton’s operating and pipeline portfolio has grown significantly this year, with the most active development pipeline in the Middle East & Africa featuring over 200 hotels under development. In Saudi Arabia alone, it surpassed 100 hotels trading and under development. Hotel openings across the region continue at pace too. Notable openings this year include Signia by Hilton Amman, Hilton Cairo Nile Maadi, Canopy by Hilton Cape Town Longkloof and the soon-to-open Waldorf Astoria Rabat Salé. The brand is catering to the growing middle class in the region, as well as the surge of interest in branded residences. “We’ve also seen a growing need for frictionless travel. The Hilton 2026 Trends Report found that 75 percent of UAE residents find hotel communications via text messages helpful and 80 percent found digital key valuable,” says Guy Hutchinson, president, Middle East & Africa. To introduce easier ways for guests to engage with hotel teams, Hilton has expanded its mobile messaging platform to nearly all properties across MEA. The system, developed in partnership with Kipsu, an industry-leader in real-time engagement, enables messaging via the Hilton Honors app, SMS, WhatsApp and other messaging channels. Hutchinson adds: “It’s important to note that while we continue to use technology to enhance the guest experience, hospitality is driven by human experience. It’s that expression of hospitality that can either make or break a stay.
Jumeirah
Jumeirah Hotels & Resorts is a premier luxury hospitality group, established in 1999 and headquartered in Dubai, United Arab Emirates. While it has expanded globally, its core identity is rooted in the Middle East, operating over 20+ properties across the GCC, including iconic landmarks like the Burj Al Arab in Dubai. Key Middle East Properties & Locations include (1) United Arab Emirates (Dubai & Abu Dhabi): Burj Al Arab, Jumeirah Beach Hotel, Jumeirah Al Naseem, Jumeirah Emirates Towers, Jumeirah Zabeel Saray, Jumeirah Saadiyat Island. (2) Saudi Arabia: Jumeirah Jabal Omar Makkah. (3) Oman: Jumeirah Muscat Bay. (4) Bahrain: Jumeirah Gulf of Bahrain.
Kerzner
Kerzner International is a leading developer & operator of destination resorts, ultra-luxury hotels, impeccable residences, and entertainment. Kerzner International has built a diverse collection of iconic brands and luxury properties, earning international acclaim for pioneering destination-defining hospitality, delivering unrivalled service, and curating transformative guest experiences. We are renowned for creating hospitality brands that are distinct and disruptive. Through Atlantis, One&Only, SIRO, and Rare Finds, our portfolio provides unforgettable and immersive experiences for guests in search of extraordinary moments. From authentic cultural exploration to innovative luxury concepts, every brand we build challenges convention to create unique journeys of discovery. Following the announcement of new SIRO projects in Mexico and Saudi Arabia, Kerzner announced the signing of SIRO Roppongi, Tokyo. Joining recently opened SIRO One Za’abeel in Dubai and forthcoming SIRO Boka Place, set to open in Montenegro in May 2025, the announcement of SIRO Roppongi demonstrates Kerzner’s bold ambition to grow the brand and its commitment to bring the ultimate active lifestyle concept to the world’s most dynamic destinations.
Mandarin Oriental
Mandarin Oriental has a strong presence in the Middle East, featuring luxury hotels and residences in key cities like Dubai, Abu Dhabi, Doha, and Muscat, with significant expansion planned for Saudi Arabia and Kuwait. Key properties include the iconic Emirates Palace in Abu Dhabi, beachfront resorts in Dubai, and new developments in Jeddah and specialized residences.
Marriott
Marriott International will end the year with more than 15 additions to its regional portfolio. Openings this year included the debut of Moxy Hotels in Türkiye and its third operating property within the Red Sea Project – The Red Sea EDITION. It has also opened its first branded residence in Egypt with JW Marriott Residences New Cairo, Al Jazi First. Deals signed this year in its key growth markets include a multi-project agreement with The First Group to convert three of their properties in Dubai under the Autograph Collection and Tribute Portfolio brands, plus additional signings in Ras Al Khaimah and Abu Dhabi. It crossed the 100-property mark in Türkiye this year as well as in Saudi Arabia, including open and pipeline projects. One of the biggest trends that Marriott International has seen this year is changes in guest expectations. “We continue to see this shift from transactional stays to transformational experiences. Travellers are no longer satisfied with just comfort and convenience; they seek authenticity, personalisation, and emotional resonance in every interaction. People want to celebrate milestones with their families, immerse themselves in new cultures, and return home with stories they can’t find anywhere else. Guests increasingly value curated local experiences, wellness, seamless technology and genuine human warmth,” shares Sandeep Wahlia, COO, luxury EMEA. To meet these elevated expectations, the brand’s hotels have doubled down on personalisation. They continue to be more laser-focused than ever on service standards and consistency, while embracing the shift toward experience-led stays.
Rosewood
Rosewood Hotels & Resorts has a strong, expanding presence in the Middle East, offering ultra-luxury, culturally inspired accommodations in key cities. Current, top-rated properties include Rosewood Abu Dhabi (UAE) and Rosewood Jeddah (Saudi Arabia). Upcoming expansions include Rosewood Doha, Rosewood Amaala, and Rosewood Red Sea.

REAL ESTATE COMPANY OF THE YEAR FINALISTS

Adeera Hospitality (PIF)
Adeera Hospitality is a newly launched, wholly-owned Public Investment Fund (PIF) company, established in December 2024 to become Saudi Arabia’s national hospitality champion. Headquartered in Riyadh, it develops homegrown hotel brands ranging from mid-range to ultra-luxury, blending authentic Saudi culture with international standards. It is developing unique local concepts, including Alia (luxury), Sama (five-star lifestyle), and Noor (mid-market). Adeera aims to position Saudi Arabia as a global tourism destination by offering authentic, high-quality Saudi hospitality experiences.
ARADA
Founded in 2017, Arada rapidly established itself as a global master developer and place maker, with a development pipeline valued at AED130 billion in the UAE, the UK and Australia, and over 15,000 homes delivered. At the heart of Arada’s mission is its goal to create spaces that enable people to lead healthier, happier, and more meaningful lives. This vision has also driven strategic investment into complementary sectors, including hospitality, entertainment, medical services, fitness, and entertainment. Arada’s wellness brands include Formative – the UAE’s largest operator of gyms by revenue – as well as Everwell-branded clinics, healthy-eating concepts and more. Arada’s wellness-focused growth strategy has also led to the creation of two pioneering branded residence concepts: Akala and Inaura, both of which have launched in Dubai. Both integrate offerings from Arada’s own wellness ecosystem, blending them with world-class services, amenities, design and finishings to create the world’s most advanced wellness residential offerings.
Binghatti
Binghatti Real Estate offers a, luxury-focused, and amenity-rich, “hyper-property” lifestyle in Dubai, designed to blend avant-garde architectural design with holistic wellbeing. Founded by Dr. Hussain Binghatti, the company focuses on creating high-end residential experiences that emphasize wellness, community, and connectivity to city hubs. They focus on having Holistic Well-being & Amenities: Developments are designed as “tranquil retreats” featuring state-of-the-art gyms, rooftop pools, and, in some cases, artificial beaches (e.g., Binghatti Hills). Projects often include landscaped green open spaces, wellness centres, and spa facilities to foster a balanced, healthy, and relaxed living environment. Key Properties focusing on wellness and lifestlye include: Binghatti Skyrise (Business Bay), Binghatti Hillside (Dubai Science Park), Mercedes-Benz Places (Downtown Dubai), and Binghatti Dusk (JVC): Emphasizes spacious, airy apartments designed for comfort and relaxation, with a focus on a “holistic well-being” environment.
Boutique Group (PIF)
Boutique Group, a hospitality company fully owned by the Public Investment Fund (PIF), develops and operates historic & cultural palaces into ultra-luxury boutique hotels; to enrich the luxury hospitality experience in the Kingdome. Boutique Group promotes Saudi Arabian heritage and culture through redefining the Saudi legacy alluring and unique experiences for the global and local tourist, while preserving its heritage for future generations to come. In its core, Boutique Group delivers a unique ultra-luxury Saudi experience through presenting Saudi heritage in contemporary elegance, contributing in local economy and enhancing the Kingdom’s position as a leading cultural tourism destination. Three initial properties include: Al Hamra Palace, The Red Palace and Tuwaiq Palace.
DAMAC
DAMAC Properties has increasingly aligned its real estate portfolio with a “wellbeing lifestyle” focus, transitioning from pure luxury to incorporating holistic wellness, nature-inspired living, and integrated community amenities in Dubai. Recent developments, such as DAMAC Sun City and DAMAC Islands, heavily feature wellness-centric amenities like forest hiking trails, meditation gardens, AI-powered gyms, and crystal healing therapy. Here is how DAMAC is bridging real estate, wellbeing, and lifestyle with its Key Wellness-Focused Projects: (1) DAMAC Sun City (Dubailand): Positioned as a wellness retreat, this project includes forest hiking trails, outdoor yoga studios, ice bath therapy, and organic wellness stores. (2) DAMAC Islands: A “tropical eco master community” featuring crystal lagoons, water therapy zones, and outdoor relaxation areas, aiming for a “luxury vacation” feel. (3) DAMAC District (DAMAC Hills): A “Live-Work-Play” concept blending premium apartments with AI-powered gyms, yoga gardens, and co-working spaces, and (4) DAMAC Riverside Views: Focuses on serenity, offering amenities like an “essential oil lake” and a floating cinema.
DAR Global
At DarGlobal, we address the demand with our wellness-focused communities like Trump Golf Villas, Marriott Golf Residences Aida, Oman and Coastal Investment Villas where every element is designed in a way that leads to a healthier and more meaningful lifestyle. As an investor, you need to recognize that it’s not a trend, but rather a smarter way to invest in property that’s future-focused.
DUBAI Holding
Dubai Holding is a diversified global investment company with investments in 34 countries. Dubai Holding Real Estate, one of the largest integrated master developers in Dubai, combining the long-standing expertise of Dubai Properties, Meraas, Nakheel and Meydan. Its portfolio offers innovative residential real estate solutions across property development, project management, facilities and district management. Dubai Holding Hospitality, which manages leading hospitality assets and a diverse collection of unique F&B concepts as well as top-notch hotel brands, including Dubai Holding’s flagship hospitality brand and global luxury hotel company Jumeirah.
Ellington Properties
Ellington Properties is a boutique property development firm in Dubai that further extends its services to investors and landowners for asset management and consultation. With over 75 years of regional and international property development and real estate experience, Ellington was founded in 2014 to offer unique living solutions within the competitive landscape that bring a new level of sophistication to the city of Dubai.
EMAAR
Emaar Properties is actively redefining luxury living in Dubai by blending real estate, wellbeing, and lifestyle through its new, flagship master-planned community: The Heights Country Club & Wellness. This 81-million-square-foot development, valued at AED 55 billion, acts as a sanctuary designed to support physical and mental health. Here is a breakdown of how Emaar integrates these elements: 1. Wellness-Centric Real Estate, 2. Elevated Lifestyle & Amenities and 3. Strategic Location & Investment. For example, unlike traditional residential projects, The Heights is built around holistic well-being rather than just providing housing. (i) Design & Nature: The development features low-density, 3–5 bedroom standalone villas and townhouses, with 25% of the land dedicated to open spaces, greenery, and water features. (ii) Key Health Features: The master plan includes a “1,200-meter movement loop,” 1,600-meter cycling trail, 400-meter professional running track, meditation gardens, and water yoga areas. (iii) Infrastructure: The community provides specialized spaces for relaxation, including a dedicated wellness centre, spa zones, and tranquil walking trails.
Red Sea Global
Red Sea Global (RSG) is a vertically integrated real estate developer with a diverse portfolio across tourism, residential, experiences, infrastructure, transport, healthcare, and services. In 2025, Red Sea Global announced the highly anticipated opening of AMAALA Triple Bay. The launch will see the debut of six world-class luxury resorts initially, as well as a yacht club, marine life institute, state-of-the-art marina and bustling Marina Village. The Wellness Route, a 5km linear park that connects the resorts and experiences through pristine nature, will also open in the next few months. First resorts and experiences to open (1) Equinox Resort and Residences, (2) Four Seasons Resort and Residences, AMAALA at Triple Bay: (3) Nammos Resort and Residences, AMAALA: (4) Rosewood Resort, AMAALA: (5) Six Senses, AMAALA: (6) AMAALA Yacht Club: (7) Corallium: and (8) AMAALA Hotel.

TECHNOLOGY COMPANY OF THE YEAR FINALISTS

Echelon
Echelon, a recognized leader in intelligent fitness and wellness solutions, today announced its acquisition of FORTË, a cutting-edge B2B fitness streaming platform. As part of the acquisition, Echelon is rebranding the division “ELEVATE by Echelon.” This move enhances Echelon’s ability to deliver personalized, interactive fitness content at scale while accelerating its expansion into SaaS enterprises and commercial markets worldwide. In addition, it significantly built out its clientele and customer base across the MEA with new distributorships.
EGYM
EGYM is a global leader in fitness and health, transforming healthcare from repair to prevention. Operating in 40+ countries, EGYM powers 24,000+ gyms with 8M+ users and connects 20,000+ corporates, supporting over 4,5M employees through Wellpass. EGYM continues to innovate with AI-driven gym equipment and digital solutions connecting 200+ partners to one ecosystem. By improving employee health and reducing corporate healthcare costs, EGYM boosts productivity. Fitness clubs benefit from engaged memberships, supported by EGYM’s cutting-edge technology and adaptive workout experiences for all skill levels.
FitnessForce
FitnessForce is helping redefine how fitness and wellness operators scale across the Middle East and Africa through a unified digital operations platform designed for automation, intelligence, and multi-country growth. Operators using the platform consistently achieve higher billing efficiency, faster deployments, and stronger member lifecycle automation through centralized data and workflow orchestration. A key differentiator is the platform’s API-first foundation, enabling operators and enterprise partners to build custom front-end experiences and operational tools on top of core infrastructure. This flexibility is driving increased adoption among enterprise operators and franchise networks across the region. Global and American fitness brands entering MEA are increasingly launching on FitnessForce technology to accelerate market entry while maintaining global operating standards. The platform also uniquely enables automated franchise royalty management, simplifying complex financial workflows across multi-location franchise networks. FitnessForce continues to raise the digital maturity benchmark for fitness operators across high-growth MEA markets.
GymnaGo
GymnaGO is the Most Advanced Gym And Fitness Management Software For All Business Sizes. It helps different Gyms and Fitness centers to manage their branches in a centralized system. Comprehensive product, easy to use, and highly scalable for future purposes. GymnaGO was born and breed in the GCC (Bahrain).
Mecotec
MECOTEC should win Technology Company of the Year because we are the original pioneer and the current global leader in electric cryotherapy, with proven commercial success in the MEA region. Our German-engineered, nitrogen-free systems deliver measurable ROI through lower operating costs, long-term compliance, and industry-leading reliability. Trusted by over 1,200 clients worldwide, MECOTEC combines advanced cold technology with scalable infrastructure, local service support, and extended warranties. We don’t just supply equipment—we shape the future of wellness, recovery, and longevity through technology that sets the standard others follow.
PL Solutions
Over the past years, PL Solutions has redefined smart security for the fitness and wellness industry through close collaboration with leading operators and technology partners. Since relocating to Dubai, the company has delivered secure, scalable, and user-focused solutions, achieving consistent year-on-year growth and steady regional expansion. Innovation sits at the core of PL Solutions’ strategy. The company has adopted NFC-based access control and developed a robust integration platform that enables seamless member access while securely connecting PL Solutions’ systems with other operational platforms. This approach delivers a frictionless, intuitive user experience without compromising safety or operational control. In 2025, PL Solutions deployed fully integrated, future-ready security ecosystems across more than 100 premium gyms and wellness centres, achieving and average reduction of nearly 30% in operational losses while significantly strengthened member trust. In parallel with its regional growth, PL Solutions expanded its global footprint by opening a new office in Riyadh and entering the African and Australian markets, successfully deploying its platform for one of Australia’s leading fitness chains. Through innovation, strong partnerships, and proven results, PL Solutions continues to set new standards for smart, connected fitness environments.
Technogym
Technogym, the world leader in fitness, wellness, sport, and health, has inaugurated its new headquarters in Riyadh, consolidating its role as the global ambassador of wellness and reinforcing its commitment to Saudi Arabia, a rapidly growing market. Technogym has been active in the Saudi market for over 15 years, and today the opening of a direct subsidiary represents a strategic step in the company’s international expansion plan. The goal is to bring the full Technogym solution to Saudi Arabia—connected products, digital technologies, training, and consultancy—at a time when major real estate, hospitality, sports, and medical developments are underway. Technogym Riyadh, located in the Olaya district on King Fahad Branch, includes the new Technogym Saudi Arabia headquarters and the brand’s boutique, offering consumers and industry professionals the opportunity to experience the Technogym ecosystem: Italian design, digital innovation, and personalized programs for fitness, sport, and health.

Azzan Al-barram, CEO, Horizon Fitness
Azzan is CEO of Horizon Fitness. The company was established in 1997 and has grown to be Oman’s largest health club operator and supplier of fitness equipment and Corporate Wellness solutions. The Horizon Fitness brand currently operates 20+ locations across the country. Our Health & Fitness Centre’s are equipped with state-of-the art equipment, customized packages to suit individual requirements, qualified & experienced fitness trainers and employees, who are customer-centric & dedicated to serving the Oman community at large.
Bader Boodai, Founder, Oxygen Gyms
Badar remains at the forefront of bodybuilding in the GCC and one of its most respected entrepreneurs. He has continued to grow Oxygen with new clubs in the UAE and KSA. Oxygen Gym Al-Riyadh opened and raised eyebrows across Saudi Arabia. $60 million (USD) invested into building Riyadh’s most luxurious and complete Gym. Over 800 hand selected pieces of strength equipment from the world’s top manufacturers. Over 200 pieces of professional-grade cardio equipment. 24-hour access with over 10,000 square meters of parking. Luxurious amenities including full scale Oxygen Gym café, supplement store, on-site barber, on-site physical therapy, and high-tech locker room.
Gareth Jones, COO, Wellfit
Gareth has been instrumental in the success of Wellfit since launching the brand with Arada in 2020, playing a central role in building, and scaling the business. Over five years, he has grown Wellfit to seven clubs, serving over 20,000 members, and building a team of more than 300 staff. In 2025, Wellfit expanded with the opening of two new clubs at Dubai Marina and Sports Society. Yun Member experience remained central throughout this growth, reflected in a Net Promoter Score of 61 and a Google rating of 4.84. Financial performance in 2025 was strong, delivering 20% like-for-like revenue growth and 275% like-for-like EBITDA growth, driven by clear priorities and consistent execution. Alongside growth, Gareth launched Welldone, a loyalty program rewarding members for healthy behaviours through the Wellfit app and introduced an NFC wallet membership card. Looking ahead to 2026, Wellfit plans to open its first club in Abu Dhabi.
Kevin Teixeira, Co-Founder and Managing Director, The Warehouse Gym
Over the past 12 months, I have led Warehouse Gym through one of the most significant milestones in the Middle East fitness industry. The successful acquisition of private equity investment, the first of its kind for a homegrown gym brand in the region. This marked a transition from founder-led growth to institutional scale, without compromising brand identity or culture. In 2025 we expanded our footprint across the Emirates, securing 8 locations and strengthening its position as the leading premium fitness operator. In 2025, the business delivered continual performance with revenue growth of 37% YOY and membership growth of 29% YOY, while increasing the profitability by 33% YOY and achieving our highest retention rate of 92%. Equally important, I have focused on building and growing our leadership team and nurturing our company culture and values. I believe Warehouse Gym is setting a new benchmark for how regional, founder-built brands can attract institutional capital and grow while keeping to their core values and culture at the heart of the business. In closing of the year, Warehouse Gym won the Super Club of the Year at the UAE industry awards.
Loren Holland, Co-Founder & CEO, GymNation
Loren has led GymNation’s exciting growth since their inception with a huge year of growth in 2025. This year GymNation has continued to expand aggressively across Saudi Arabia and recently launched in Bahrain – becoming the highest membership-volume gym in the country within just one month of opening — while continuing to lead the UAE market by size, relevance, and visibility. We now operate 34 clubs across three countries, with a clear roadmap to 60+ by the end of 2026. We’ve cemented our position as the region’s authority on fitness and wellness, backed by real data, real usage, and real results – including our 2026 Health & Fitness Report, the largest fitness survey ever conducted in the Middle East with over 15,000 responses, authored by our leadership team and covered in global press. We’ve deployed more technology, AI, ML, and LLM-driven innovation than everyone else here combined. Our regional and global brand recognition has grown significantly, driven by multiple international headline-grabbing marketing campaigns, Middle East-leading social engagement, unmatched SEO performance, and a senior leadership team of 25+ equity holders fully invested in one outcome: continuing to set the pace for the industry across the region.
Mark Buchanan, CEO, Fitness First MENA
In 2025, Mark led the bottom-up renewal of the Middle East’s most recognisable legacy fitness brand, restoring operational strength, leadership alignment, and market confidence. Taking responsibility for a business emerging from post Covid disruption, the focus was deliberately on fundamentals: unit-level performance, disciplined execution, leadership capability, and a culture rebuilt around sustainability, accountability and service. The recovery extended beyond financial results. In an industry where strong legacy operators act as confidence anchors, the stabilisation of Fitness First became a positive signal for the wider sector, supporting investor confidence, landlord relationships, and long-term growth expectations. Central to the turnaround was the formation of new global and local partnerships, strengthening capability across technology, wellness, and brand positioning while reconnecting with the Middle East market and its roots. A newly designed club model and brand reinvention returned space to members and reduced operational load, enabling more meaningful staff engagement. He leaves a business and leadership team renewed in belief and capability, resilient in execution, and confident in the road ahead, re-established as a benchmark operator and a source of stability for the sector.
Mohammed Dakhil, COO, KUN Sports
In 2025, my role as COO of KUN Sports focused on guiding sustainable growth while strengthening the foundations required for long-term success across a national network of 68 clubs. This included expanding into underserved neighborhoods, enhancing operating models, upgrading digital capabilities, and improving performance visibility and leadership accountability. A key priority was elevating the member journey, including the launch of a structured fitness induction program to strengthen onboarding, engagement, and training outcomes. My approach emphasized people development, disciplined execution, and building systems that support consistency at scale driving membership growth and retention through trust, experience, and brand loyalty. This work reflects a belief that effective leadership is measured not by the pace of expansion, but by the strength and sustainability of what is built for the future of fitness and wellness in Saudi Arabia.
Nasser Obeid, CEO, PureGym Arabia
I should be awarded Executive of the Year 2025 for demonstrating market leadership and delivering measurable value while shaping a future-ready fitness platform that combines commercial performance with long-term societal impact. Drawing on over two decades of experience in the global health and fitness industry, I assumed leadership of PureGym Arabia and led an organizational transformation focused on elevating brand reputation, strengthening financial performance, and creating sustainable shareholder value in a highly competitive market. Through disciplined execution and people-centric leadership, in the year 2025, with the same 23 sites, I strengthened the leadership team, embedded accountability, and built a high-performance culture that translated into double digit revenue growth, over 40% Gym EBITDA growth and over 90% Companywide EBITDA growth compared to 2024. Looking ahead, I initiated a digital transformation roadmap for 2026 to accelerate technology adoption, enhance operational efficiency, unlock data-driven decision-making, and improve member experience. I am positioning PureGym Arabia for sustainable and scalable growth and as a catalyst for healthier lifestyles, aligned with Vision 2030 and the long-term evolution of the regional wellness industry.
Shadan Alsagri, COO, Leejam Sports Company
Shadan is one of the most senior female executives in Saudi Arabia’s sports and fitness sector, leading operations across more than 240 branches within the Kingdom’s largest integrated sports, fitness, and wellness ecosystem under the Fitness Time portfolio. Guided by Leejam’s brand promise, Pathways to Health, she oversees nationwide operating standards, large multi-disciplinary workforces, and service delivery across diversified formats at scale. The ecosystem records over 40 million gym visits annually, delivers more than 3.4 million classes, and attracts close to 5 million class attendances, supported by a network of 2,000+ certified trainers and coaches. Her remit spans network expansion, operational performance, and experience consistency across men’s, women’s, and mixed-use formats. In 2025 alone, the organization launched 16 new branches and introduced new programs designed to serve broader ability levels, lifestyles, and training needs, while maintaining quality and safety at national scale. Shadan contributes actively to industry dialogue on leadership, operational excellence, and the future of sport, fitness, and wellness in Saudi Arabia, aligned with Vision 2030 ambitions to increase physical activity and build healthier communities.
Shaima Saleh Al-Husseini, CEO, Saudi Sports For All Federation
In her role as Managing Director for the Saudi Sports for All Federation, Shaima advocates for a healthy and active lifestyle for people. This commitment reflects her desire to highlight the Kingdom of Saudi Arabia’s efforts to empower girls and women to play a role in the development of a vibrant society and healthy, active communities. She oversaw the growth of The Saudi Sports for All (SFA) App, the Kingdom’s premier digital platform, uniquely positioned to achieve the national mandate of increasing physical activity under Vision 2030. Our success is rooted in delivering a profound positive impact on the consumer and industry by transforming community engagement. The app’s strength and depth of content are centred on its ability to mobilize mass participation, evidenced by the 20-fold increase in our user base following a key national campaign. This growth is driven by a seamless UX design, functionality, and responsiveness that empowers users to connect with a rapidly expanding network of Community Sports Groups (CSGs), the cornerstone of our strategy. This grassroots focus, combined with robust UX, has established the SFA App as a benchmark for new growth in MEA, with scalable impact across the region.
Wael El Merhabi, CEO, Sport Clubs Company
Wael led a landmark 12-year transformation that repositioned Sport Clubs Company (SCC) as a profitable, scalable, and institutionally governed national fitness champion. When he joined in 2013, SCC operated 28 clubs. Through disciplined financial restructuring, operational excellence, and a clear brand portfolio strategy, Wael reshaped the footprint by strategically closing, relocating, and replacing underperforming assets while expanding the network to 59 operating clubs by the end of 2025. The platform is now positioned for its next growth phase, with a pipeline of approximately 10 new clubs annually over the next five years to support long-term value creation. Beyond expansion, Wael modernized SCC’s legacy portfolio, overseeing the refurbishment and rebranding of existing clubs with new identities and equipment standards, elevating member experience and strengthening brand equity nationwide. During the COVID-19 pandemic, he demonstrated bold leadership by launching Body Motions, a women-focused fitness brand, successfully scaling it amid unprecedented uncertainty. His leadership culminated in one of the most successful listings on the Saudi main market (TASI) in 2025, reflecting strong investor confidence.