STRONG Pilates expands into Saudi Arabia
Australian fitness franchise STRONG Pilates has signed a Master Franchise Agreement with Healthpreneurs to expand into Saudi Arabia, strengthening the brand’s presence across the Middle East.
Healthpreneurs has committed to opening at least 21 locations over the next 10 years. The rollout will begin with five corporate-owned studios, with the first three expected to open across Jeddah and Riyadh from 2026. The business will then expand through sub-franchising.
Healthpreneurs is led by business and wellness operator Turki Alnowaiser, who is also Managing Partner at investment firm Nakhla Ventures.
“We’ve had our eye on Saudi Arabia for a while, but a market like this only works with the right operator on the ground,” said STRONG Pilates Co-founder and CEO Michael Ramsey.
“Consumers here are moving towards specialised, experience-led fitness, which is exactly where STRONG sits. We’re starting with corporate-owned studios in Jeddah and Riyadh to get the experience right, then opening up to sub-franchisees. Twenty-one locations is our floor, not our ceiling.”
Alnowaiser said the partnership reflected Healthpreneurs’ confidence in the long-term growth of Saudi Arabia’s fitness and wellness sector, supported by investment under the country’s Vision 2030 strategy.
“As the market shifts towards more specialised, experience-led concepts, STRONG Pilates brings a proven international model that is well aligned with evolving consumer preferences,” he said.
The expansion follows the opening of STRONG Pilates studios in Jumeirah, Dubai, and Saar, Bahrain. The brand currently operates 130 studios across 14 countries and has also recently announced plans to enter Central and Eastern Europe.