Last week, SweatWorks had the privilege of participating in an exceptional event hosted by Beyond Activ, which brought together leaders and executives from across the globe. Our collaborative efforts were focused on strategizing how we can support the Kingdom of Saudi Arabia (KSA) in advancing its fitness and wellness sector while aligning with its ambitious Vision 2030 goals.

Saudi Arabia is undertaking a significant transformation strategy across all sectors to ensure alignment with its Vision 2030. The government has established new agencies not to increase bureaucracy but to eliminate roadblocks and drive progress. This strategic approach is paving the way for substantial growth and development in the country.

Achieving these goals necessitates collaboration across public, private, and international sectors. We often hear about massive Giga projects like NEOM, which is being developed in the northwest region, and Red Sea Global, a multi-site, multi-region initiative designed to enhance wellness-focused tourism in the Kingdom’s most breathtaking natural locations.

Fitness and Wellness: A Central Focus

As part of Vision 2030, fitness and wellness are prioritized. The region faces significant health challenges, including high obesity and diabetes rates. The concept of self-improvement and personal care is relatively new, making this focus all the more crucial.

Women are playing a pivotal role in the fitness and wellness landscape in KSA. Shaima Saleh AlHusseini, CEO of the Saudi Sports for All Federation, is driving numerous wellness initiatives. Shadan Alsagri, COO of Leejam, oversees the largest fitness chain in the region, demonstrating the sector's robust growth. The support for women’s fitness is substantial, with strength training emerging as a particularly popular modality.

We extend our gratitude to the Beyond Activ team for organizing such an extraordinary event. We look forward to continuing our collaboration and seeing you in New York later this year.