GymNation is raising the stakes. With a fresh headquarters in Riyadh and a powerhouse leadership lineup, the fitness chain is all-in on becoming the GCC’s dominant gym brand.
It’s no longer just about more treadmills and dumbbells. The UAE-born gym chain is flexing serious business muscle with eyes firmly set on regional domination.
Big Names Join a Brand That’s Only Getting Bigger
They aren’t just hiring. They’re assembling a squad.
GymNation announced four new senior-level hires—each with a resume that screams high impact. Founder and CEO Loren Holland made the announcement with unmistakable enthusiasm, saying, “We are thrilled to welcome Rob, Rory, Samy and Sophie… pivotal as we enter our next phase of growth.”
Let’s break that down.
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Rory McEntee, their new Chief Marketing Officer, isn’t coming in to quietly rebrand logos. He’s known for stirring up conversations, pushing brand stunts, and rallying communities. Expect more GymNation billboards that don’t just sell memberships—they start movements.
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Rob MacTighearnain, stepping in as CFO, brings fintech and SaaS experience to the fitness scene. If you thought GymNation was just another gym chain, Rob’s likely going to change your mind. This guy’s all about scale and smart growth.
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Sophie Hamilton-McEntee, their new Head of Corporate Sales, has her eyes set on employee wellness across the GCC. Not just lunchtime yoga—she’s looking to make company-wide change through custom wellness plans and mental health programs.
This leadership shake-up isn’t cosmetic. It’s strategic. Each hire fills a distinct gap GymNation needs to cover if it’s going to punch through to the next level.
Riyadh Headquarters: Not Just a Location, a Statement
Quietly or not, moving the company’s core operations to Riyadh is a bold call.
Saudi Arabia isn’t just another market. It’s the market. With Vision 2030 transforming everything from tourism to health, GymNation’s new HQ places them right in the eye of the storm. And they’re ready to ride the wave.
Why Riyadh? Well, for one, it’s growing fast. The Kingdom’s demand for health and fitness is outpacing supply, especially with younger Saudis pushing for active lifestyles.
Second, proximity. Being in Saudi gives GymNation easier access to untapped cities and partnerships across the country. It’s a smarter base of operations for what’s clearly shaping into a regional play.
One-liner?
Riyadh isn’t just a new address—it’s the new ground zero.
More Gyms, More Gains: Expansion Pipeline Looks Massive
GymNation’s growth isn’t hypothetical. It’s mapped out.
The company expects to break 50 locations by the end of this year. That’s not optimism; it’s logistics. From construction teams to site scouting, they’re moving quickly and deliberately.
Here’s what we know so far:
| Country | Current Locations | Planned New Locations | Target by End-2025 |
|---|---|---|---|
| UAE | 20+ | 5 | 25+ |
| Saudi Arabia | 5 | 10+ | 15+ |
| Oman | 2 | 3 | 5 |
| Qatar | 1 | 2 | 3 |
| Bahrain | 0 | 2 | 2 |
That’s over 50 gyms total, across five countries. Ambitious? Definitely. But not out of reach, especially with new leadership and funding mechanisms in place.
Affordability Still at the Heart of the Mission
It’s easy to lose track of the original vision when things scale. But GymNation seems committed to what made it different in the first place—being affordable.
Even with premium hires and fast expansion, their core pricing structure hasn’t shifted dramatically. And that’s on purpose.
One of the biggest hurdles for gym-goers in the region has always been cost. GymNation made headlines early for shaking up the price structure. Instead of premium monthly rates, they offered memberships as low as AED 99 per month—no frills, no nonsense.
Now, in Saudi and other parts of the GCC, the model is being replicated with a few cultural tweaks. It’s still budget-friendly. Still accessible.
And yes, they’re doubling down on inclusivity too—ladies-only classes, gender-segregated zones in Saudi gyms, and multilingual training staff.
Not Just Muscles and Mirrors: Corporate Wellness Gets Real
Sophie’s appointment signals a major pivot into corporate wellness—something that’s taken center stage post-pandemic.
Before, companies might’ve tossed in a few gym perks and called it a day. Now? Employees expect real, structured wellness programs. GymNation’s going to offer just that.
Key corporate offerings under development:
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On-site fitness assessments for employees
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Tailored workout regimens based on role and health data
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Mental health awareness sessions in collaboration with therapists
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GymNation passes bundled with insurance benefits
“We’re not just talking physical health anymore,” Sophie mentioned at a recent onboarding meet. “We’re talking culture shifts, from top to bottom.”
This isn’t a side hustle. It’s a whole new revenue vertical.
Saudi Fitness Boom: Right Place, Right Time
Timing matters. And GymNation’s move to Riyadh couldn’t be better timed.
The Saudi fitness sector is projected to grow at over 10% CAGR through 2030, according to recent PwC analysis. That’s billions in potential revenue—and not just for equipment sellers. Gyms, wellness services, health tech—they’re all part of the surge.
More than 60% of Saudi Arabia’s population is under 35. That’s a demographic goldmine. And the government’s goal to get at least 40% of the population exercising regularly by 2030 means subsidies, partnerships, and incentives are up for grabs.
