Introduction
The Gulf Cooperation Council (GCC) region which includes Saudi Arabia, the UAE, Qatar, Kuwait, Oman, and Bahrain is experiencing a fitness revolution. With government initiatives, rising health awareness, and increasingly sophisticated consumer behaviour, international fitness chains are betting big on GCC expansion through franchising. As the founder of LaCarene Consulting & Services, I’ve seen how global brands and local operators alike are navigating this surge and how the right strategy can unlock brands’ full potential in the region.
In this article, we’ll explore the main market drivers, how international fitness chains are scaling via franchising, the key players, the challenges, and most importantly, how producers or franchisees can capitalise especially with the support of a consultant like LaCarene.
1. Why the GCC Is a Hotspot for Fitness Franchising
a) A Young, Health-Conscious Population
GCC countries continue to have a large proportion of young and middle-aged populations who are increasingly turning towards fitness. According to Gym Nation’s UAE & KSA Health & Fitness Report (2025), a staggering 92% of respondents in Saudi Arabia and the UAE say they aspire to improve their health.
What’s more, 56% in KSA and 58% in the UAE did not have a gym membership in the previous 12 months, highlighting a large untapped market.
These numbers point to something critical: the GCC is not just saturated with fitness consumers—they are new customers, entering the wellness economy. This demographic wave is the fuel that makes franchising very attractive.
b) Strong Government Support & Strategic Vision
Government reforms and national strategies are rapidly transforming the wellness landscape in the GCC. For example:
- In Saudi Arabia, Vision 2030 emphasizes building a healthier society, which supports growth in sports, fitness, and wellness infrastructure.
- The UAE’s Sports Sector Strategy 2032 aims to foster both community and professional sport engagement, increasing investments in sports and fitness.
Such policy backing gives international fitness brands confidence to make long-term investments in the region.
c) Demand for Affordable, High-Value Gyms
The fitness boom is not just about premium clubs there’s a clear shift toward more accessible and affordable gym models. Gym Nation, a major low-cost player, is aggressively scaling. Their strategy (pay-monthly memberships, 24/7 access) is enabling first-time gymgoers to join easily. Their growth plans in Saudi Arabia and the UAE illustrate how value-focused models can drive mass adoption.
d) Increasing Infrastructure & Equipment Investment
- Fitness club expansion means more demand for gym equipment and the GCC is building to match. According to Index Box, the GCC’s gym and fitness equipment market is projected to grow to 73,000 tons by 2035, with a market value of US$439 million.
- In 2024 alone, the region consumed about 61,000 tons of gym equipment led by Saudi Arabia (~28,000 tons) and the UAE (~17,000 tons).
- This rising consumption makes franchising attractive not just to gym operators, but to equipment manufacturers too especially those looking to scale via a dealer-oriented network.
e) Growth of the Wellness Ecosystem Beyond Gyms
Fitness in the GCC isn’t limited to traditional gyms anymore. There is increasing demand for:
- Wellness + recovery offerings (physiotherapy, recovery lounges)
- Boutiques and premium studios (HIIT, yoga, strength training)
- Sports medicine and rehabilitation clinics
For international chains, franchising can be a way to expand into these adjacent verticals without shouldering full operational burden.
2. Why International Brands Prefer Franchising in the GCC
For many global fitness chains, franchising is the optimal entry mode—and here’s why:
a) Rapid, Asset-Light Scale
Franchising lets brands scale quickly without heavy CAPEX on real estate or local operations. By partnering with local master franchisees, they leverage local capital, market knowledge, and regulatory understanding, reducing their exposure.
b) Local Expertise + Global Standards
Local partners understand GCC market nuances regulatory environments, cultural needs, real estate dynamics. But a global brand brings standardized operations, proven training systems, and brand equity. The combination is powerful: consistency where it matters, flexibility where needed.
c) Lower Risk with High ROI Potential
Under a franchise model, the international brand typically avoids the biggest cost centres lease negotiation, construction, staffing and instead focuses on systems and brand governance. Franchisees take on local risks, and with the right partner, the model can generate strong returns.
d) Access to Underserved Segments
Low-cost gyms, women-only clubs, boutique studios they all represent high-growth, underserved segments in the GCC. Franchisors can replicate winning models from mature markets and meet these needs with minimal reinvention.
e) Fit with Equipment Manufacturers’ Strategy
Fitness equipment manufacturers often benefit from franchising indirectly. As gym chains expand, their demand for equipment (especially for new outlets) grows. This multiplier effect improves the business case for both franchisors and manufacturers.
3. Key Players & Market Examples
Here are some of the prominent players and trends shaping franchising in the GCC:
- GymNation: One of the largest value operators in the region. Their 2025 Health & Fitness Report underscores not just scaling ambitions, but also their mission to democratize fitness.
- PureGym: The UK-based chain is reportedly exploring GCC master franchise partnerships, targeting growth into Saudi Arabia and neighbouring markets.
- Boutique / Specialty Studios: Niche fitness brands (Pilates, functional training, HIIT) are increasingly eyeing franchise or master franchise models in the GCC to tap into premium and wellness-conscious segments.
- Regional Chains: GCC-based operators like Leejam Sports (Fitness Time) operate large footprints and are increasingly open to partnerships or brand tie-ups. According to FitTech Global, Leejam / Fitness Time operate over 180 locations with 396,000+ members—a scale attractive to both franchisors and manufacturers.
4. Key Challenges Franchisors Face in the GCC
Despite the opportunity, international fitness chains must confront several risks:
a) Regulatory & Cultural Complexities
Each GCC country has different licensing regimes, gender norms, and operational restrictions. For example, building women-only gyms, mixed-gender clubs or integrating with cultural expectations can require careful planning.
b) High Real Estate Costs
Prime locations are expensive, and securing the right lease can be a major challenge. Local franchisees need capital and real estate experience to make outlets financially viable.
c) Talent & Operational Consistency
Maintaining global service quality demands well-trained staff both in fitness operations and management. It’s challenging to source and retain trainers and managers who meet franchisor standards while ensuring cultural alignment.
d) Market Saturation & Competition
Even though the fitness market is growing, in urban areas competition is intensifying. Local chains, boutique players, and digital fitness platforms all vie for market share.
e) Adaptation Risk
A concept that works well in Europe or the U.S. may need serious localisation to resonate in the GCC everything from pricing, class mix, membership models to design must be adapted. Missteps can be costly.
5. Strategic Playbook: How Brands Should Franchise in the GCC
Here are concrete, strategic recommendations for international brands considering franchise entry:
- Choose the Right Entry Model
- Consider a master-franchise for scale;
- Or go for a joint venture if you want more control;
- Use single-unit franchising to pilot in one market.
- Localisation with Respect
- Design gyms keeping gender and cultural preferences in mind;
- Offer tiered membership (low-cost, premium, hybrid);
- Use local marketing messages, not just global ones.
- Leverage Policy & Public Initiatives
- Align with national wellness programmes (Vision 2030, Sports Strategy 2032);
- Explore public–private partnerships (PPPs) for community gyms or wellness hubs.
- Invest Heavily in Infrastructure
- Partner with experienced local real estate/development firms;
- Standardise fit-outs using proven systems;
- Optimize procurement of equipment with local and global sources.
- Build a Strong Talent Pipeline
- Establish a local training academy for trainers and managers;
- Use a blended training model: global standards + local nuances;
- Engage local leadership early to drive long-term sustainability.
- Use Data & Technology
- Implement club-management software, mobile apps, attendance analytics;
- Consider hybrid models (onsite + virtual) to monetise digital reach;
- Leverage member data to refine services, improve retention, and grow revenue.
6. How LaCarene Consulting Helps You Win in GCC Franchising
As a boutique advisory firm with 30+ years of experience in fitness and equipment distribution, LaCarene Consulting & Services is uniquely placed to support both international brands and local partners:
- For Fitness Brands / Franchisors:
- We identify and qualify master-franchise partners across GCC countries.
- We help design your franchise model, including operations, training, and contract structure.
- We provide market-entry advisory, including licensing, real estate, and cultural localisation.
- For Equipment Manufacturers:
- We help you appoint the right distributors or dealers that can serve franchise gyms.
- We support branch-office or warehouse establishment in GCC free zones to optimise import and service logistics.
- We provide white-label sales & marketing support—so you don’t need to build a large in-house overseas team. (See our Services for Brands.)
- For Local Dealers / Franchisees:
- Our back-office sales team (white-label) handles lead generation, quoting, follow-ups, and order closing.
- We recruit and train teams, sales, operations, customer engagement to global brand standards. (Our Services)
- We can help you scale by setting up branch offices or showrooms in strategic locations.
7. Outlook: What’s Next in GCC Fitness Franchising
Looking forward, we expect several key trends to shape the next 3–5 years:
- Hybrid Fitness Models: Expect more brands to combine physical gyms with digital fitness with franchisors leveraging app-based coaching, virtual workouts, or hybrid subscription models.
- Boutique Growth: High-value boutique studios (strength training, recovery, HIIT, wellness) will scale through franchising as consumer sophistication grows.
- Women-Focused Concepts: With social change and increasing participation, women-only fitness facilities will remain a strong franchise opportunity.
- Wellness Hubs: Gyms will increasingly bundle recovery, physiotherapy, nutrition, and even medical wellness services.
- Tech & Sustainability: Smart gym equipment, green building design, and data-driven engagement will become differentiators.
Conclusion
The GCC is no longer a peripheral market for fitness it’s a critical frontier. Rising consumer demand, governmental support, and growing equipment consumption make it one of the most attractive regions for international fitness brands. But winning here requires more than ambition: it needs local insight, operational discipline, and strategic partnerships.
For international chains, franchising offers a low-risk, high-return path to scale. For equipment manufacturers, the rapid expansion of gyms translates into strong demand. And for local players, collaboration with global brands brings capital and standards.
As the founder of LaCarene Consulting & Services, I’ve helped numerous brands and distributors navigate these very waters—not as an advisor at arm’s length, but as a hands-on partner. Whether you’re evaluating your first franchise contract, setting up a dealer network, or thinking about a branch office in the GCC, we can help you do it smarter, faster, and more profitably.
If you’re an international fitness brand, equipment manufacturer, or regional franchisee exploring opportunities in the GCC, let’s talk. Book a free discovery call with our team at LaCarene Consulting & Services to explore:
- Master franchise or JV models
- Dealer & distribution strategies
- Branch office and warehouse setup in GCC
- White-label sales & marketing support
👉 Download our Dealer Onboarding Checklist to get started today.
References & Further Reading
- GymNation UAE & KSA Health & Fitness Report, 2025. (gymnation.com)
- IndexBox, “GCC’s Gym and Fitness Equipment Market to Reach 65K Tons by 2035.” (IndexBox)
- IndexBox, “GCC Gym Equipment Market Set to Reach 73K Tons and $439M.” (IndexBox)
- IndexBox, “GCC Gym Equipment Market Poised for Steady Growth, 4.3% CAGR.” (IndexBox)
- LaCarene Consulting Services – Services for Brands & Manufacturers.
- LaCarene Consulting Services – Services for Dealers & Distributors.
- LaCarene Consulting & Services – About Us.
- Dealer Onboarding Checklist – Download
Related Research Based Articles from LaCarene Consulting – Fitness Market Size in Saudi Arabia, 2025.
About the Author
Jonathan Rodrigues is a global sales and marketing consultant with over 30 years of hands-on experience in the fitness and wellness industry. He has worked with leading equipment manufacturers and distributors across 20+ countries, helping brands expand their international presence and build strong dealer networks. Jonathan is the founder of LaCarene Consulting & Services, where he supports fitness and sports equipment companies in setting up and managing distribution networks in 120+ markets worldwide.
👉 Connect with Jonathan on LinkedIn
