An Open Letter to Our Industry and Network

Dear Friends, Colleagues and Partners,

Following the recent security incident in Riyadh, I wanted to personally reach out to our network, including our speakers, sponsors, exhibitors, partners and everyone planning to join us at Beyond Activ World in Riyadh.

First and foremost, we acknowledge the seriousness of this incident. Like all such acts, wherever they occur in the world, our thoughts are with those affected. In this instance, we stand firmly alongside our friends and partners in Riyadh and across the wider Kingdom of Saudi Arabia.

Sadly, security incidents and acts of violence are a reality faced by major cities around the world. We fully understand that such events naturally raise concerns about international travel, personal safety and participation in large gatherings. These concerns are entirely reasonable, and we do not take them lightly.

We have been monitoring developments across the region and will continue to do so in the weeks and months ahead. We hope that this incident remains isolated and that Riyadh and the wider Kingdom continue to enjoy the stability and security that are so important to its people, businesses and international visitors.

Please be assured, the safety and security of our team, speakers, sponsors, exhibitors, partners and attendees will always be our first priority. We would never knowingly invite our industry to gather in any city, anywhere in the world, if we believed that doing so would expose participants to unacceptable security risks. We will continue to monitor developments, consider relevant official travel and security guidance, and make responsible decisions based on circumstances as they evolve.

That being written, our position today is clear: Beyond Activ World will proceed as planned in Riyadh on 3-4 February 2027 and deliver a world-class event for our industry, our partners and our friends across the Middle East and beyond.

We remain determined not to allow such acts to dictate our industry’s ambitions, undermine our partnerships or diminish our commitment to our community and the industry we proudly serve.

Our team is already moving forward with preparations, including booking our own flights and accommodation. We have a fantastic event planned. We have fantastic partners. We have fantastic speakers. And we have fantastic sponsors and exhibitors who are helping us bring this event to life and even greater heights than before.

We remain fully committed to supporting our friends in Saudi Arabia and across the GCC, and to playing our part in the continued growth, development and international success of the health, fitness and wellness industry across the region.

Saudi Arabia has been an important partner and supporter of Beyond Activ. We value these relationships enormously, particularly during challenging times. Our commitment to the Kingdom, its people and the industry’s future is unwavering.

Now, at the same time, the same for any event, we plan for every possibility. While we currently see no reason to postpone Beyond Activ World, we have a contingency plan should the security situation materially deteriorate. In such circumstances, our intention would be to reschedule the event to Q3 2027, rather than cancel it. Should this become necessary, we would aim to provide at least four weeks’ notice wherever circumstances allow, giving everyone sufficient time to adjust their plans.

We do not anticipate ever activating this contingency, but I wanted to share our plans openly and transparently to address any outlying concerns you may have.

If you have any questions or concerns, please do not hesitate to contact me directly. I would be more than happy to speak with you personally.

Thank you for your continued trust, understanding and support. We look forward to welcoming you to Riyadh in February.

As always, onwards and upwards, together. Best & Beyond, Ross