Awards of Excellence

Beyond Activ EMEA

12 February 2025, Fairmont Riyadh, Saudi Arabia

Our Awards of Excellence recognise leading companies and executives from across health, fitness, sports, wellness and hospitality in the Middle East and Africa Regions. Each award is given based on their achievements and successes in the past 12 months from December 2023 to December 2024.

تُكرّم جوائز التميز الخاصة بنا الشركات الرائدة والمديرين التنفيذيين من مختلف مجالات الصحة واللياقة البدنية والرياضة والعافية والضيافة في مناطق الشرق الأوسط وأفريقيا. يتم منح كل جائزة بناءً على إنجازاتهم ونجاحاتهم خلال الـ 12 شهرًا الماضية من ديسمبر 2023 إلى ديسمبر 2024.

2025 AWARD CATEGORIES AND SHORTLISTED FINALISTS

APP OF THE YEAR

Any fitness, wellness or lifestyle app (b2c and/or b2b) Award based on; positive impact on the consumer and/or industry; strength and depth of content; UX design functionality and responsiveness; new growth in EMEA; future growth possibility across EMEA; and the potential impact of future iterations.

FINAL SHORTLISTS

1Pass

1Pass has redefined wellness in Saudi Arabia, offering the largest lifestyle membership network in the region. In 2024, over 19,000 people enjoyed access to more than 275 premium partners, including gyms, spas, and wellness centers. We offer unmatched access to fitness and wellness, delivering a seamless experience through our advanced app that streamlines bookings, schedules, and payments. Our innovative approach includes launching diverse fitness and wellness options, making wellness accessible and flexible. 1Pass is revolutionizing how Saudis prioritize health and lifestyle, creating an all-in-one solution for a more balanced, active, and fulfilling life.

ClassPass

ClassPass is revolutionizing the industry by bringing together the world’s best classes and experiences into one seamless app. Partnering with over 60,000 businesses, ClassPass connects millions of members to top-tier workouts, spa treatments, beauty services, and more. With launches in Kuwait and Qatar in 2024, the app continues expanding access to communities across the globe. From boutique fitness classes and luxury spas to top salons and healthy dining, ClassPass caters to every aspect of well-being. By integrating variety into fitness and self-care, ClassPass sets the standard in wellness, offering a flexible, all-in-one approach to a healthier lifestyle.

Saudi Sports for All

With over 200,000 users, the SFA app drives a healthier lifestyle on a national scale. It connects individuals through shared sports and activities while offering engaging, step-based challenges. By encouraging movement and fostering community, the app reinforces initiatives aimed at encouraging a healthier and more active lifestyle throughout Saudi Arabia.

DEAL OF THE YEAR

Any government body, fitness, wellness or hospitality company, that operates or invests in EMEA. Award based on; any deal that has a significant impact to the b2b and/or b2c fitness and wellness landscape in EMEA (M&A, divestment, JV, listing, capital raise) – deal value; shareholder return; industry implications.

FINAL SHORTLISTS

Arada’s Acquisition of FitnGlam, The Platform Studios and FITCODE

Arada purchased three brands – ladies-only luxury superclub FitnGlam, boutique exercise hub The Platform Studios and recently launched premium health club FITCODE – that will now be integrated into Arada’s existing fitness and wellness division. The acquisition leaves the division with a valuation of AED1 billion, with its four brands operating a total of 15 flagship and standard-scale gyms and studios across Dubai, Abu Dhabi and Sharjah, with a combined 30,000 members. A further 11 locations in the immediate pipeline mean that the division will shortly be operating 26 gyms across the UAE, with 73,000 members. By the end of 2027, the division is targeting 40 locations with 100,000 members.

Armah Sports IPO on Saudi Exchange

Just five years after founding, and with just six operational clubs (at the time), Armah successfully listed on the parallel market (NOMU) of the Saudi Stock exchange, with trading beginning in December 2023, achieving a valuation of c. €250 million. Within twelve months, the Company’s share price grew 3x, and the valuation currently exceeds €750 million. The IPO was historic in KSA, as Armah had yet to reach profitability, and was the first early-stage company ever to list on the exchange. The Company was awarded the “IPO of The Year” at the 2024 Saudi Capital Market Awards, due to the quality of the filing and the success of the listing.

Launch of EX Sports and Al Othaim Sport

The groundbreaking Build, Operate, and Transfer (BOT) agreement between Al Othaim Sports and EX Sports redefines the integration of sports in Saudi Arabia. Leveraging Al Othaim’s portfolio of 9 existing malls across tier 1, 2 & 3 cities & 18 under development, this partnership introduces global sports brands aligned with Vision 2030 and the Ministry of Sports’ strategy. Featuring elite programs like Urban Ball, TK MMA Elite, Taekwondo Fit, and Muay Thai Fit, it empowers communities, fosters inclusivity, and elevates societal well-being. Within 60 days, 5 world-class concepts were operational across 2 malls, demonstrating scalability, innovation, and impact. This collaboration inspires transformation, accessibility, and the next generation of champions.

Levant Capital’s Majority Investment into Warehouse Gym

The investment by Levant Capital represents a transformative transaction for the Warehouse Gym and the regional fitness landscape. This deal exemplifies strategic alignment, bringing together Levant Capital’s consumer sector expertise and Warehouse Gym’s market leadership to accelerate expansion and build on the Warehouse Gym’s track record of being at the forefront of innovation in the sector. The transaction will also expand Warehouse Gym from 10 to 30 locations, reaching over 50,000 members across the UAE and Saudi Arabia by 2028. As a UAE-born business, the Warehouse Gym’s continued success underscores the power of local champions scaling with strategic capital to achieve regional expansion and global recognition.

MyEquilibria, Five Hotel Group and Al Khayyat Investments partnership

Befit proudly partnered with Five Hotel Group to redefine luxury fitness through two iconic installations: the Beach Fitness Project at Five Palm and the Terrace Functional Equipment at Five Luxe. Completed in 2024, these projects highlight Befit’s unwavering dedication to innovation and excellence in crafting bespoke fitness experiences. Featuring state-of-the-art equipment from MyEquilibria, the designs seamlessly integrate calisthenics, functional training, and strength training, delivering a harmonious blend of performance and style. Guided by a customer-first philosophy, Befit remains committed to delivering unique experiences that prioritise the needs and aspirations of our customers and communities, setting a new benchmark for guest wellness and cementing our position as an industry leader.

Snap Fitness (Reacquisition of UAE Clubs)

In 2024, Snap Fitness took back ownership and operational control of Snap Fitness in the UAE from its master franchisee. Here’s why it’s an award-winning deal: (1) Unlocking potential – the UAE fitness industry is projected to reach over $3 billion by 2026, having ownership of clubs in the region helps us to capitalise. (2) Modernising existing clubs – the four clubs currently trading in the region will be modernised to reflect the changing market, increasing their profitability (3) Opening further locations – the Snap brand is a great fit for the UAE, we will be looking to rapidly find ideal properties for new locations.

TECHNOLOGY COMPANY OF THE YEAR

Any fitness, wellness or lifestyle technology company (software, hardware, system or platform – b2c and/or b2b) Award based on; successful commercial expansion in EMEA; future scalability; technology advancement; perception as industry gamechanger; positive return of investment to customer; and extent of industry collaboration.

FINAL SHORTLISTS

BHOUT

BHOUT is the entertainment ecosystem gamifying the instinct to fight for fun. At its core is the BHOUT Bag, the first AI-powered punching bag, offering an exergaming experience. The BHOUT Clubs are where technology and community come together. Offering a 45-minute experience that combines combat sports, strength exercises and meditation, the BHOUT Clubs are the place where Bhouters come to play, instead of working out. 2024 saw the 2nd club opening in Lisbon and set the tone to a new goal for 2025: 25 new units (7 already under construction and in presale in Portugal and Spain).

BOX12

BOX12 provides automated on-demand ‘boxing for fitness’; solutions for commercial fitness facilities across the UK, Europe, India, the Middle East, and soon the USA and Canada. Combining boxing and functional training with proprietary technology, BOX12 delivers individual circuits and group workouts without the need for instructors or fixed schedules, offering a 24/7 ‘always-on’ fitness experience. In 2024, partnerships with leading gym chains such as The Gym Group, Fitness First, David Lloyd, and Jetts showcased the growing demand for tech-driven solutions that prioritise flexibility and accessibility, helping operators increase exercise participation in their communities, reduce inactivity, and deliver seamless, high-quality workout experiences.

EGYM

EGYM is a global leader in fitness and health, transforming healthcare from repair to prevention. Operating in 30+ countries, EGYM powers 24,000+ gyms with 6M+ users and connects 15,000+ corporates, supporting over 3M employees through Wellpass. Achieving unicorn status in 2024 with Series G funding led by Meritech Capital and L Catterton, EGYM continues to innovate with AI-driven gym equipment and digital solutions. 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

With 15+ years of experience and offices in Saudi Arabia, Canada, Australia, and India, FitnessForce has served over 2,000 gyms and studios across 12 countries and soon, the UK, USA, and Europe. When COVID hit, FitnessForce chose to reinvest in rebuilding a modern tech stack instead of cutting costs, driven by the vision of “50 years of wisdom in a 21-year-old body” enabling innovations like face recognition-based access control, WhatsApp automation, CXP built on wearables, central inbox, English and Arabic voice AI, and automated royalty fee collection. The new all-in-one platform combines Sales-CRM, member-management, marketing-automation and more. From studios like Mayweather Boxing & Fitness and UFC Gyms to large franchise-based brands like Anytime Fitness or big-box gyms like Oxygen Gyms and Gold’s Gym, FitnessForce saves time and enhances member experiences.

FitnessKPI

FitnessKPI has revolutionized the management of fitness centers, empowering fitness businesses in 19 countries to make data-driven decisions that enhance their performance. Over the past year, we have doubled our team to continue innovating and delivering tailored solutions, including advanced KPI analytics, member churn prediction, and real-time (external and internal) benchmarking. Our technology combines artificial intelligence with intuitive design to optimize revenue, retain customers, and raise standards in the fitness industry. FitnessKPI doesn’t just measure success; it creates it. This commitment positions us as a technology leader and an indispensable ally for the sector.

Fitness On Demand

Fitness On Demand redefined fitness technology in 2024, achieving 9 million streams, launching 1,100 new classes, and growing 70% year-on-year. Strategic partnerships with industry leaders such as Les Mills and Motosumo and cutting edge-innovations elevated its omnifitness platform, enabling operators to deliver personalized workout, nutrition, recovery and mindfulness experiences from their facility, at home and on the go. By driving retention, boosting revenue, and setting the standard for holistic fitness solutions, Fitness On Demand has positioned itself as a transformative force in the industry, empowering operators to meet evolving member needs and defining the future of fitness tech.

LeisureLabs

Since 2022, LeisureLabs has become established as the trusted technology partner for leading fitness brands across EMEA. Doubling revenue in 2024, we’ve built a team of over 40 digital experts, and led 70+ projects this year for clients including Fitness First, David Lloyd, The Gym Group, énergie Fitness and Gymnation, impacting 5M+ consumers. Partnering with leading platforms such as EGYM, Funxtion and Sport Alliance, our unique approach bridges the gap between generic tools and bespoke solutions, driving industry collaboration and superior ROI. Recognised by ukactive and Sport England, LeisureLabs is empowering fitness brands to deliver differentiated experiences for their members.

OJMAR

Ojmar is proud to be a world leader in smart locker locks, operating across five continents and 50 countries. As a true European manufacturer and with innovation at its core, Ojmar has recently launched the first battery-free smart locker lock on the market. This pioneering lock requires no batteries, wires or maintenance, marking a significant milestone in sustainability. Equipped with NFC and RFID, it can be operated with both physical cards and smartphones. It is also connected to the cloud (online and real-time). It helps fitness centres to reduce their operating costs and minimise their carbon footprint.

Sentinel Fitness

Sentinel Fitness, a leading club membership management software, is trusted by 40+ clients across 10 countries, managing 300+ locations and over 1M members. Our innovative solutions ensure seamless operations with features like real-time biometric access control, centralized membership management, and a bilingual mobile app. With 70K+ daily check-ins, 55K GX classes and 85K PT sessions monthly, we’ve redefined member engagement. Starting as a small solution for friends in 2016, we’ve grown into a leader in fitness software. Committed to personalization, customer support, integrations, and innovation, Sentinel Fitness is shaping the future of the fitness industry, empowering clubs to achieve operational excellence globally.

Technogym

Technogym is a leader in the wellness industry and has revolutionized people’s access to sport, wellness and health. Technogym is the only brand able to offer a unique ecosystem which, thanks to the potential of artificial intelligence, allows people to have unique and personalised experiences any place and at any time through connected equipment, artificial intelligence, digital services, apps and on-demand workout content. More than 70 million people train with Technogym equipment in 100,000 Wellness centers and 500,000 private homes in the world. Technogym has been appointed 10 times as the Official Supplier of Olympic Games and is the brand of choice for training champions around the world.

FITNESS / WELLNESS COMPANY OF THE YEAR

Any wellness company that operates or invests in EMEA. Award based on; market leadership; successful expansion of existing business(es); launch of new product lines; new technology adoption internally and externally; business/product innovation; strength of industry relations; and overall industry/customer reputation.

FINAL SHORTLISTS

Armah Sports

Armah Sports Company owns and operates the brands Optimo and B_FIT. Having listed on the Saudi Stock Exchange in December 2023, less than five years after being founded, the Company now has 12 operational full-service clubs and a further 12 under development, with commitments to reach 27+ operational clubs by 2027. With a mission of establishing Saudi Arabia as a global leader in fitness – through innovations in customer experience, technology, and quality of life – Armah’s clubs consistently receive praise from the international fitness community for their design, finishings, and innovative services. The Company’s strategy and team are united through a commitment to ESG and CSR.

Fitness Lines

Established in 2002, we became a leading force in the premium fitness industry, proudly serving as the official distributor for Technogym in Saudi Arabia. In 2024, after Technogym transitioned to its own agency, we adapted by partnering with three global fitness leaders and introducing a top European brand to the region. Our initiatives created 30 Saudi and 50 expatriate jobs, supporting Saudi Arabia’s Vision 2030. Last year, we turned challenges into opportunities, demonstrating resilience, visionary leadership, and the ability to deliver transformative projects. These accomplishments solidify our position as leaders deserving of this prestigious award.

Fitness & Fun

Founded in 2008, Fitness & Fun has been a trusted partner in the fitness and sports industry, delivering excellence for over 15 years. Now embarking on an exciting rebranding journey, the company is expanding its vision to become a market leader in Saudi Arabia. With a commitment to innovation and growth, Fitness & Fun is evolving into the ultimate one-stop shop for all sports-related projects. Offering an expanded product portfolio and comprehensive services, the company supports gyms, sports facilities, and wellness centers. Dedicated to inspiring active lifestyles, Fitness & Fun continues to set new benchmarks in quality and customer satisfaction.

GymNation

In 2024 we doubled the size of the business, expanding from 10 to 20 locations and surpassing 110,000 members. Our entry into Saudi Arabia set new benchmarks, with 12,500 memberships sold during a record-breaking 3-day pre-sales launch. Our first Saudi Arabia gyms exceeded all expectations, achieving double the forecasted revenue while maintaining our proven operating model, including our marketing, sales, and collections strategies. In the UAE, we finalised the acquisition of the Fitness First Motor City real estate to create one of the world’s largest gyms. Additionally, GymNation is now globally recognized as a pioneer in the adoption and utilization of technology, in particular AI. Our fully in-house developed AI voice agents and custom chatbots have revolutionised the typical gym sales and customer service approach and gained international recognition.

KADOON Wellness

Since 2003, KADOON Wellness has been a leader in the wellness industry through its innovative approach to holistic well-being. From our inception, we have been working with international giants such as Schlettrer to set and exceed the highest standards for wellness in our developments in Saudi, then in the GCC. Continuously developing partnerships with leading companies from the US, UK, Europe, and Australia, KADOON has further grown across various sectors in Health, Wellness, Education, Fitness, SPA, beauty, tech, and consultation services. KADOON’s lifelong commitment to client-centered care and experience allows us to empower and guide individuals within our industry.

KUN Sports

KUN Sports has redefined fitness and wellness in Saudi Arabia, achieving remarkable growth by expanding to 54 branches across four regions and seven cities in just four years. As a forward-thinking organization, KUN Sports launched In2Fitness as its first business vertical, creating accessible, high-quality fitness solutions for a broad audience. Building on this success, the company is now focused on expanding into sports, recovery, and performance. In 2025, KUN Sports will introduce padel services and additional sports performance-focused offerings, further diversifying its portfolio. With innovative spaces tailored to functional training, recovery zones, and digital member engagement, KUN Sports continues to inspire healthier lifestyles while fostering community well-being and inclusivity.

Lift Brands

Lift Brands is redefining fitness experiences with innovation and inclusivity through Snap Fitness and Fitness On Demand. Here’s why we believe we should win Fitness and Wellness Company of the Year: (1) Growing Snap Fitness – 15 new EMEA locations in 2024 and 21% membership increase, supporting more people to live healthier lifestyles (2) Future-proofing our product – investment in member experience and technology, Snap App had 115% user engagement increase and 65.8% growth in users (3) Digital success – Fitness On Demand achieved 9 million streams, 1,100 new classes, and 70% year-on-year growth (4) Together stronger – FOD secured groundbreaking partnerships with Les Mills and Motosumo

Leejam Sports Company

Leejam Sports Company, the owner of the “Fitness Time” chain, is a leading name in the fitness and health industry across Saudi Arabia and the Middle East. Since its establishment in 2005, the company has expanded to include over 200 fitness centers in more than 30 cities, offering a world-class fitness experience characterized by quality and inclusivity. Catering to men, women, and even children, Leejam makes fitness an integral part of daily life for people of all ages. The company is committed to the highest standards, attracting top fitness professionals, and achieving unprecedented growth in membership and fitness center expansion. Leejam also emphasizes digital innovation, and facility upgrades to ensure a premium fitness experience. As a key partner in achieving Saudi Vision 2030, Leejam plays a pivotal role in promoting health awareness and fostering a culture of fitness, solidifying its position as a deserving nominee for the “Health and Fitness Company of the Year” award.

METROFITT

Founded in 2017, METROFITT has grown into a thriving fitness community, with four locations in Dubai and one in Abu Dhabi. Honored with the inaugural High-Value, Low-Price (HVLP) award at the REPS Awards 2024, METROFITT also made its mark during the Dubai Fitness Challenge 2024 (Dubai 30×30) by hosting an impressive 44 activations across the city. More than just a gym, METROFITT is a wellness haven with a heart, committed to being the second home to everyone. We bring affordable fitness with a premium touch, offering state-of-the-art facilities, dynamic group classes, and expert personal training tailored to support every fitness journey. With select locations open 24/7, we ensure flexibility that fits seamlessly into every lifestyle. Our mission is simple yet powerful: to inspire health, wellness, and a sense of community by fostering a space where everyone can connect, grow, and thrive together.

Trifit

2 years since opening, and with 15K+ members, TriFit has transformed the fitness landscape in Pakistan by becoming the world’s first fitness chain offering 1,200+ monthly GX classes, averaging 10K+ monthly class participants, and 35K+ monthly club visits, in each of its 3 locations. In 2025, TriFit aims to open 4 additional locations. TriFit is a one-stop-shop for wellness with onsite Physiotherapists, Psychologists, Psychiatrists, Nutritionists, Sleep Therapists, etc. TriFit is the biggest fitness brand in Pakistan, engaging 60K+ active social-media followers. Promoting health and wellness through CSR is core to our existence. TriFit invests 2%+ of its revenue towards such causes.

Wellfit

With over 16,000 members, 6 locations and numerous REPs Industry awards in 3 years, we are the UAEs leading big box fitness and wellness brand. Our spaces are 65,000SQF+ and are led by industry leaders and innovators. We focus on delivering world-class facilities and offer market-leading member experiences to families, couples, and individuals. We embrace personalized, interactive fitness experiences that empower healthy and active lifestyles. From cutting-edge equipment to an in house built digital experience that rewards you for being active. Our immersive signature concepts inspire connection and competitiveness for all ages. We champion active living at every stage of life, creating a community where everyone—from kids to grandparents—can thrive and enjoy the benefits of active living together.

FRANCHISE OF THE YEAR

Any fitness, wellness or lifestyle franchise, that operates or invests in EMEA Award based on; success of existing portfolio in EMEA; recent net growth of franchisees in EMEA; net growth of member rate in EMEA; industry reputation; consumer reputation; franchise leadership; and investment on customer experience.

FINAL SHORTLISTS

Anytime Fitness

Anytime Fitness is the largest and fastest-growing fitness brand in the world, averaging 300 new clubs per year while serving 5 million members at more than 5,400 clubs in 42 countries and territories, on all seven continents. In 2024, EMEA footprint grew 7% to 422 locations, with first-ever club openings in France and Austria and 10% regional membership growth. With the 2024 merger of parent company Self Esteem Brands with Orangetheory Fitness, Anytime Fitness now anchors the Purpose Brands portfolio, delivering personalized health and wellness training, nutrition, and recovery guidance for members in the club, in their homes, in their pockets—anywhere, anytime.

Mayweather Boxing & Fitness UAE

Mayweather Boxing & Fitness UAE represents the brand’s first successful international launch post-Russia, demonstrating resilience. In its first year, MBF established operational studios, secured sub-franchisees, and exceeded projections. A strong focus on member experience is evidenced by communication training with TishTash. The first studio (Dec ’23) boasts 175+ members, with the Downtown location (June ’24) quickly acquiring 100+, showcasing EMEA appeal. Supporting sub-franchisees in Kazakhstan and Japan exemplifies strong leadership. As the go-to for non-contact boxing, MBF built a thriving community, navigating the challenges of introducing an American franchise to the EMEA market, positioning it as a leading franchise.

PureGym

Since launching the PureGym brand through a strategic franchise partnership in 2021, PureGym has brought flexible, affordable fitness to hundreds of thousands of people across the Kingdom. Growing to 21 gyms in 3 major cities in KSA and launching in the UAE, PureGym are on a mission to get more people exercising & feeling better. Breaking down the barriers to accessible fitness by providing great facilities, at affordable prices, with no contracts. Through a fantastic franchise partnership, PureGym will continue to inspire more people across the Middle East and beyond to get fit, healthy and happy.

Spartans Boxing Club

Spartans Boxing Club is heading towards leading the boxing and fitness market in the region having already opened in Singapore, Cambodia, Philippines and Australia. Spartans has scaled strongly since opening in the UAE in late 2021. Currently with 5 clubs in operation, and with a further 4 scheduled to open in the near future, their blend of authentic boxing in a community setting has proven extremely popular. SBC also boasts its White Collar Boxing events that have proven to be a fixture on the local events scene in the UAE with the 10th event taking place in May 2025.

Snap Fitness

Snap Fitness has 133 locations across EMEA and enjoyed an incredible 2024. Here’s why we believe we should win Franchise of the Year: (1) 200% increase in new openings – 15 new club openings across the UK, Ireland, Turkey, Georgia, Netherlands and Saudi Arabia (2) 44% year-on-year increase in new clubs’ opening membership numbers (3) 21% membership growth (4) 84% rise in new franchise sales (5) 38% increase in new franchise enquiries (6) Six new support office staff (7) 35 franchise agreement renewals, showcasing our franchisees’ ongoing success (8) 10 club modernisations (9) Re-acquisition of UAE region (10) Investment in new products eg. group exercise programming

UBX

UBX achieved remarkable milestones in 2024, solidifying our position as a global leader in boutique fitness. Now spanning 8 countries—including the UAE, with 18 contracted locations and the first set to launch in Dubai—UBX has demonstrated rapid and sustainable growth. We launched our collaborative campaign with adidas, “Boxing is for Everyone,” which highlighted our inclusive approach to fitness, proving that boxing transcends age, gender, and experience. With innovative initiatives like Extended Access, allowing up to 24-hour training, in conjunction with our flexible start times, and a network of 100+ active gyms globally, UBX continues to set the benchmark for accessible, inclusive, and scalable fitness franchising.

EXECUTIVE OF THE YEAR

Any fitness, wellness hospitality or lifestyle executive who operates or works in EMEA. Award based on; market leadership; recognised thought leadership reputation; successful company performance; positive shareholder ROI; future growth potential in EMEA; promotion of new technology adoption, diversity and industry collaboration; and creation of industry leading

FINAL SHORTLISTS

Adnan Abdullah Al-Khalaf, CEO, Leejam Sports Company

Adnan Abdullah Al-Khalaf has been a visionary leader since taking the helm as CEO of Leejam Sports Company in 2022. Under his guidance, the company has achieved extraordinary growth, expanding to over 200 fitness centers with more than 70 additional sites in development. In 2024, Leejam’s market capitalization surpassed 10 billion SAR, doubling under his leadership—a testament to his strategic vision. Mr. Al-Khalaf reached a key milestone ahead of schedule, surpassing 500K subscribers—the fastest membership growth in Leejam’s history. This achievement included record-breaking club expansions, extensive refurbishments, and outstanding class attendance, all with a remarkable 90% member satisfaction rate. He has redefined Leejam’s offerings by introducing innovative activities like concept studios, padel, MMA, and swimming, while also advancing into sports healthcare to promote holistic wellness.

Ahmar Azam, Founder & CEO, Trifit

Ahmar Azam is the Founder of TriFit Fitness Clubs, and board member of the Health & Fitness Association. An LSE (UK) graduate, and FCA (UK), he transitioned from the corporate finance world to a fitness industry thought-leader. In the last 10 years, firstly as the former CFO/CEO of Leejam, he spearheaded its IPO and helped build a multi-billion dollar publicly listed fitness chain, and now building another global fitness brand starting from Pakistan. Renowned for his strategic and financial acumen, he shares his expertise globally. Exemplifying his diverse leadership skills, Azam serves on several Boards, including the International Cricket Council (Nov’ 2024).

Dr. Asem Abu Eisheh, Former KSA Country Manager, PureGym

I am honored to be nominated for Executive of the Year, recognized for my leadership in opening 14 gyms and achieving the highest NPS score in PureGym globally. My commitment to fostering a wonderful team culture rooted in family, trust, and transparency has been paramount. Together, we developed a profitable personal training business model for KSA. Additionally, our initiatives focus on nurturing Saudi trainers, ensuring the future growth potential in ME. My leadership reflects our market success and innovative technology adoption, positioning our company as one of industry leader in KSA.

Fahad Alhagbani, Vice Chairman and CEO, Armah Sports Company

A pioneer of the Saudi fitness industry, Fahad is an inspiring leader known for his humility, vision, and entrepreneurial spirit. Fahad and his family have founded four of the most well-known fitness brands in the country (BodyMasters, Fitness Time, Optimo, and B_FIT). He successfully led Leejam (Fitness Time) and Armah (Optimo and B_FIT) to IPO in 2018 and 2023, respectively, and continues to drive innovation at Armah as CEO and Vice-Chairman. He actively and openly collaborates with global peers, and is often invited to speak at industry events. He is a board member at Al Hilal Football Club, and a member of the Women’s Olympic & Paralympic Committee.

Loren Holland, Co-Founder & CEO, GymNation

Under Loren’s leadership, GymNation has evolved into one of the most widely recognised fitness brands in the Middle East. In 2024, GymNation doubled its footprint from 10 to 20 locations and surpassed 110,000 members. GymNation’s record-breaking entry into Saudi Arabia made global headlines, selling 12,500 memberships in just three days and achieving double the forecasted 2024 revenue—all while maintaining the company’s proven operational model. Now recognized globally for innovation, Loren has led the positioning of GymNation as a leader in the adoption of AI and technology, transforming operations and member experience. GymNation has invested significantly in building a fully in-house team of data engineers and developers who will continue to enable GymNation to be at the forefront of technological advancements.

Kevin Yates, CEO, EMEA, Lift Brands

Since becoming CEO in December 2023, Kevin has transformed Snap Fitness in EMEA. Here’s why we believe he should win Executive of the Year: (1) Achieving record-breaking numbers – oversaw an incredible 2024 with the most-ever openings, highest franchise sales and record membership growth (2) Record profits – both franchisor and franchisees enjoyed highest-ever revenue growth with +47% LFL and EBITDA growing 135% (3) Increasing franchisee sentiment – recorded a 100% score for leading by example and maintaining leadership standards in an independent franchisee survey (4) Making Snap a great place to work – introduced new staff benefits and initiatives, achieving a 92% staff satisfaction rating

Mohammed Dakhil, COO, KUN Sports

In just 1.5 years with KUN Sports, Mohammed Dakhil has delivered extraordinary results, expanding the branch portfolio by 20+ additional branches within a year, bringing the total to 54. His leadership has been pivotal in fostering a strong organizational culture, earning KUN Sports the “Great Place to Work” certification and driving innovation across the organization. Mohammed has reimagined club layouts and designs to cater to a wider range of fitness interests, introduced recovery zones, and enhanced both in-club and digital member experiences. His passion for the fitness industry, focus on service excellence, and commitment to making a positive community continues to transition KUN sports into an organization driven by passion, innovation, and drive towards making an impact.

Saad Almuneefi, Vice Chairman & CEO, ACTIVE Holding Company

Saad started a fitness holding company in 2022. It is the fitness and lifestyle division of Aqarat. Active Holding Company has since launched internationally franchised boutique studios and a Premium Beach Club into the Fitness and Wellness industry of Kuwait. It now has 6 different brands since inception and closed the year 2024 with all brands being renowned in the Kuwaiti Market

Shadan Alsagri, COO, Leejam Sports Company

In 2024, Shadan’s exceptional leadership as COO of Leejam Sports Company transformed operations across 200+ fitness centers. Her strategic restructuring enhanced the management of Xpress clubs and ladies’ gyms, driving efficiency and improving member experiences. Shadan redefined personal training by introducing performance-based models, empowering trainers, and increasing member satisfaction. Her commitment to wellness was evident in the launch of swimming and MMA academies and the expansion of PhysioTherabia clinics. In November 2024, Shadan launched the groundbreaking ABLE project, introducing advanced PhysioQuanta technologies. Tools like MILTA for recovery, PhysioSculpt for body toning, and SoCheck for health assessments revolutionized fitness and recovery services, delivering faster results and greater accessibility. A true innovator, Shadan championed digital transformation, streamlining operations and boosting corporate subscriptions.

Vishaak Kumar, Director, Mayweather Boxing & Fitness

Vishaak’s leadership has driven Mayweather Boxing + Fitness UAE to remarkable success in its first year, establishing two operational studios, securing a third sub-franchisee, and pursuing a fourth, aligning with 2025 goals. Vishaak supports upcoming MBF launches in Kazakhstan and Japan. He established a strong UAE market presence for an American franchise historically challenged there, fostering a high-performing team and prioritizing member experience. Strategic technology adoption, including CRM migration, streamlined operations and enhanced engagement. Navigating a geopolitical challenge through focused marketing and branding, Vishaak’s data-driven approach positions MBF UAE for continued growth and strong ROI, solidifying his leadership in the EMEA fitness landscape.

Hotel / Resort / Spa
Company of the Year

Any hotel, resort, spa or retreat operating in, or out of, EMEA. Award based on: incorporating holistic health/fitness/wellness programs across their properties; pioneering new and emerging services relating to health, fitness and wellness; investment in new/improved facilities for guest experience; addition of wellbeing as a company pillar; and industry leadership.

FINAL SHORTLISTS

Accor

Accor continuously innovates, integrating holistic well-being into every aspect of our guest experience and driving meaningful growth. From our newest concept, The Purist, to the opening of incredible Fairmont locations in Hanoi and Lake Louise, Accor is setting the standard across the hotel industry. We recognize our responsibility as a global wellness leader to elevate conversations and educate consumers, with initiatives such as our Health is Wealth podcast and our 2025 white paper, Making Waves: Rethinking Spa and Wellness Design, which redefines wellness design and clearly demonstrates our commitment to excellence.

Emirates Palace Mandarin Oriental

Emirates Palace Mandarin Oriental Spa provides guests with the opportunity to experience authentic Hammam treatments, whether Moroccan or Turkish, compliments high touch with high technology products for skincare and consistently delivers exceptional care.

Mandarin Oriental Jumeira

Nestled along the pristine shores of the Arabian Gulf, Mandarin Oriental Jumeira, Dubai showcases breathtaking skyline views and an unparalleled experience where intuitive service meets exceptional offerings. Our guests indulge in dining destinations including Michelin-starred Tasca by José Avillez and the theatrical Netsu by Ross Shonhan. The Spa at Mandarin Oriental curates transformative wellness journeys, blending ancient healing traditions with cutting-edge technologies. In the highly competitive Dubai market, we have adapted to meet the growing demands of luxury consumers who seek cultural depth. We have created an intangible essence that fosters deep guest connections, amplified through collaborations with Emirati artists, immersive cultural initiatives, and exclusive partnerships. This commitment sets new benchmarks in excellence, solidifying Mandarin Oriental Jumeira, Dubai as a true icon in the region.

Kerzner/SIRO

SIRO One Za’abeel offers a unique, all-encompassing experience designed for guests who prioritize wellness and an active lifestyle. Located in the heart of Dubai, the hotel features rooms meticulously designed to combat jet lag, an unparalleled fitness facility—widely regarded as the world’s best hotel gym—and an exceptional selection of culinary experiences at The Link. Guests enjoy a range of exclusive complimentary services designed to elevate the SIRO experience, including access to a sauna, steam room, and cold plunge pool, as well as a variety of group fitness classes. Strategically located just steps from the Dubai World Trade Centre and a short 10-minute drive from Downtown Dubai, the Dubai Mall, and the iconic Burj Khalifa, SIRO One Za’abeel is the ideal base for exploring the city’s dynamic culture and renowned landmarks. Its central position makes it the perfect blend of wellness, convenience, and luxury for both business and leisure travelers.

START-UP OF THE YEAR

Any company that has launched in the last 12 months and gained significant momentum in their respective market. Awarded on product innovation, market penetration, raised capital, reputation and growth potential.

FINAL SHORTLISTS

Al-Othaim Sport (KSA)

Al Othaim Sports exemplifies Vision 2030 by integrating sports into malls, bridging infrastructure with empowerment. Focused on youth, women, and tier 1, 2, and 3 cities, it fosters accessibility, movement, and discipline. With academies breeding future champions and initiatives promoting inclusion, Al Othaim Sports empowers communities through technology like the AOS app and innovative use of existing and new assets. This visionary approach cultivates a healthier, more active society while strengthening the Kingdom’s global standing in sports. As a catalyst for social transformation and athletic excellence, Al Othaim Sports is reshaping lives and fulfilling Saudi Arabia’s vision for progress.

Blu Swimming Academy (KSA)

Under the visionary leadership of Emma Sofie Igelström, BLU Swimming Academy has rapidly become the world’s largest swimming academy, expanding to 50 sites and welcoming nearly 10,000 children, with 60% being girls. By utilizing existing pools, BLU has generated significant revenue and transformed into a health institution for families. Each lesson equips children with lifesaving swimming skills, instilling confidence and promoting physical health. In collaboration with the MoE and the Saudi School Sports Federation, BLU pioneered swimming programs in girls’ schools, making it the first academy to champion swimming literacy in Saudi Arabia’s education system. Emma has aligned BLU’s mission with the Saudi Olympic Committee’s ambitions, emphasizing swimming as a competitive sport and enhancing the Kingdom’s chances in international events.

Drop10 (UAE)

Drop10 revolutionized the UAE’s fitness landscape being the first to seamlessly merge Workout, Recovery and Performance (mental coaching) into a holistic experience. As pioneers, we set the standard that many studios have since emulated, showcasing the strength of our innovative concept. Designed for efficiency, members can complete their workout and prioritize their recovery. Our 35-minute sessions uniquely combine bodyweight and functional training, blending the personal touch of one-on-one coaching with the energy of a studio environment. Our collaborations with top industry professionals and brands highlight our leadership and commitment to excellence and have continued to inspire Dubai’s fitness community.

FitnessKPI (Spain)

FitnessKPI has achieved remarkable growth over the past 12 months, positioning itself as a leading tailored solution for fitness business management. Our platform provides advanced dashboards and detailed analytics, enabling operators to make data-driven decisions across critical areas such as finances, memberships, and operations. This personalized approach has significantly enhanced client satisfaction and retention, while strategic capital investment has further fueled our expansion and innovation. With a strong commitment to excellence, FitnessKPI continues to strengthen its reputation as a transformative force in the fitness industry.

iN2 Fitness (KSA)

In2Fitness has rapidly established itself as a leading start-up in the fitness industry, growing to 54 branches across four regions and seven cities in just four years. In 2024, the brand expanded its successful 24-hour model to 10 additional branches, including two female-focused locations, enhancing accessibility and convenience for members. The activation of recovery zones with a focus on performance and holistic well-being further demonstrates In2Fitness’ commitment to meeting diverse fitness needs. With innovative spaces designed for functional training, strength, endurance, and recovery, coupled with seamless digital integration, In2Fitness continues to empower communities to lead healthier and more active lifestyles.

Kayanee (KSA)

Born in Saudi and proudly established as a PIF company, Kayanee has quickly become a leader in the women’s fitness and wellness industry, achieving remarkable milestones within less than a year of its launch. Built on the pillars of Look, Learn, and Move, the brand offers a holistic approach to inspiring women and helping them find the sweet spot between what the mind wants and the body needs. Its Kayanee Dance Fitness (KDF) program, inspired by vibrant Middle Eastern rhythms, seamlessly blends culture with fitness. The brand has also expanded to include Yoga and Pilates classes, launched 50+ premium personal care products, 30+ potent supplements and over 2,000 apparel items, including seasonal collections. With international tennis star Ons Jabeur as its ambassador, Kayanee continues to push boundaries, redefining fitness and wellness in Saudi Arabia and beyond.

Les Mills LIVE Riyadh (KSA)

Les Mills Live Riyadh was a groundbreaking milestone as the first and largest mixed-gender fitness event in Saudi Arabia, with over 1,300 participants and 3,000 workout sessions booked. Aligned with Saudi Vision 2030, it inspired thousands of Saudi nationals and residents—who made up 80% of attendees—to embrace movement and develop a passion for fitness. For the first time, men and women trained together, breaking cultural barriers and promoting inclusivity, with women accounting for more than 70% of participants. The event redefined fitness experiences by celebrating community, promoting empowerment, and setting a new benchmark for the region.

Mayweather Boxing & Fitness (UAE)

MovementbyMF (SG)

MovementbyMF is the trusted name in Pilates, the first call for hotels, gyms, celebrities, and athletes worldwide seeking professional industry expertise rooted in sports science and decades of experience. Led by pioneers Ana Margarida Ferrao and Nuno Ferrao, with over 24 years of Pilates mastery and elite sports expertise, MovementbyMF bridges industry gaps with tailored, accredited certifications by ACSM, ACE, and NASM. Programs like The Pilates WOW Movement equip trainers to deliver inclusive, dynamic classes, unlocking Pilates’ true potential as a strength and conditioning powerhouse. By emphasizing functional fitness and innovation, MovementbyMF drives the global Pilates movement forward.

Physiotherabia (KSA)

We are proud to nominate Physiotherabia for the Startup Company of the Year award. In just one year, Physiotherabia has experienced remarkable growth, expanding from three branches to 28 locations across Saudi Arabia. Our presence spans Riyadh, Jeddah, Alkhobar, Almadinah, Yanbou, Makkah, Tabouk, Al Taif, and Al Jubail. Our innovative approach to physical therapy, with a focus on sports injuries, is complemented by strategically located gyms that enhance the recovery experience for our clients. We are committed to providing high-quality services using state-of-the-art equipment, which sets us apart in the industry. Through our dedication to excellence, Physiotherabia has made a significant and lasting impact on both our customers and the community. We are confident that our growth, service

Shift Clinics (GCC)

In just one year, Shift Clinics has established itself as a trailblazer in integrated wellness, longevity, and preventative physiotherapy. We partnered with 30+ organizations, including Aramco, Red Sea Global, ROSHN, Savola, Saudi Airlines, and BUPA – helping the physical and mental wellbeing on 50,000+ employees. We secured Exclusive Partnerships and Strategic Expansions with Azure Residential Compounds, Gulf Address, Retal and Ronda Compounds and The Business Quarter (Khobar) to serve ~9,000 residents and ~1,000 employees. In addition, we also conducted 7,100+ wellness sessions and 1,000+ POCT (point-of-care tests) for Red Sea Global and designed and implemented corporate wellness services for ROSHN’s 10 offices across 4 cities.