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RIYADH: Leading voices from the Kingdom’s health and fitness industry took part in a high-impact panel discussion at FIBO Arabia on Thursday titled “Unlocking the Growth of the Fitness and Wellness Economy in the Kingdom.”

Moderated by Herman Rutgers, president of consulting firm Global Growth Partners BV, the panel included Nasser Obeid, CEO of Pure Gym Arabia; Hani Abdulhafeez Bukhari, CEO of Riyadh Combat Club; and Nathan Clute, chief strategy officer at Armah Sports Company. Their discussion offered a deep dive into the operational, strategic and cultural levers that are accelerating sector-wide growth in alignment with the goals ������Ƶ’s Vision 2030 plan for national development and diversification.

The participants addressed several critical questions about the future of the fitness and wellness sector in the Kingdom, including whether operators remain overly dependent on discounts and price-led promotions.

The fitness industry in the region has historically relied heavily on such incentives to attract customers, but Obeid said: “Clubs offering discounts are a result of market-driven factors. We want to stop that and, as of today, we’re moving away from this, we’re pushing towards value with the focus on the consumer and what is valuable for the consumer.”

The value of learning lessons from mature international fitness markets to help drive faster growth in ������Ƶ was discussed at length.

“The answer is easy: learning from any market is important,” said Clute. “The more you know about the industry, the more you know about fitness consumers in general, which will be beneficial.

“But that doesn’t outweigh the value of local market knowledge. You could be the most experienced person in the world but if you don’t have the local market knowledge, I think you’re setting yourself up for failure.”

The discussion also touched on the challenge of attracting new demographics, particularly women and older adults, to increase participation in the sector. There was agreement that effective targeting requires deep understanding of specific customer types, and that tailored approaches based on real demand and clear market segmentation are key to attracting and retaining the various groups, including women.

“We learned that targeting everyone is not targeting anyone,” said Bukhari. “When we started, we had three branches. We had a lot of young girls and when they grew up, they always requested that we open a branch but few signed up. So we converted to an adults and kids branch, which is our main target audience.”

Other sessions on FIBO Arabia’s conference stage on Thursday included: “Avoiding the retention mistakes made in mature markets,” led by Paul Bedfor, director of Retention Guru; “What longevity medicine can learn from cancer innovation,” with Dr. Marwan Ghosn, founder of IGH Clinic; and “Climbing your Everest,” led by Nelly Attar, a Lebanese-Saudi athlete, adventurer and entrepreneur.

The “Fitness Sector Development Report — Kingdom of ������Ƶ” was unveiled on Wednesday at FIBO Arabia. Produced in collaboration with the Ministry of Sport and management consultancy CAA Portas, it provides a blueprint for the sector’s growth over the coming five years, and highlights key trends that are being discussed during the conference. These include the shift from price-led competition to value-driven models, the exponential growth of female participation, and the untapped potential in underserved regions.

With market revenues forecast to double to SR15.5 billion ($4.1 billion) by 2030, the report highlights the urgent need for tailored offerings, investments in workforce development, and strategic expansions, steps that have been echoed by panelists as critical to the efforts to unlock the next phase of the Kingdom’s fitness and wellness economy.

FIBO Arabia, which began on Wednesday and concludes on Friday at the Riyadh Front Exhibition and Conference Center, is a new annual event that aims to bring together key players from the health, fitness, and wellness sectors to create a platform for innovation, investment, and trends tailored to an active lifestyle. The participants include 140 international and regional exhibitors, 50 global speakers, and thousands of health and wellness professionals from around the world.

Vasyl Zhygalo, managing director for the Middle East and Emerging Markets at event organizer RX, said: “FIBO Arabia is a catalyst for channeling investment into one of the world’s most dynamic health, fitness and wellness markets. By uniting key stakeholders from these sectors, the event fosters high-impact partnerships that directly support ������Ƶ’s Vision 2030 ambitions.

“It’s about driving long-term economic growth, accelerating innovation, attracting strategic capital, and scaling initiatives that enhance quality of life across the Kingdom.

“The conference platform is central to this mission, offering a space for critical dialogue, thought leadership, and the exchange of ideas that shape the industry’s future.”

JEDDAH: Jameel Motorsport has announced its entry in Extreme E and the FIA Extreme H World Cup. Behind the wheel will be one of the most successful driver pairings in Extreme E history, Kevin Hansen and Molly Taylor.

The championship’s first and only ������Ƶn team, Team Jameel Motorsport, will be competing in both Extreme competitions, beginning with Extreme E’s Final Lap (Oct. 4-5) before the FIA Extreme H World Cup presented by PIF launches in Qiddiya City the following week (Oct. 9-11).

Officially launched in December 2023, Jameel Motorsport has steadily built a name for itself ever since, establishing Rally Jameel, the first off-road navigation rally for women in the Middle East; supporting the Saudi Toyota Championship, the biggest motorsport championship in the region; and other grassroots racing programs such as the GR Saudi Driving School.

Jameel Motorsport sponsors Yazeed Al-Rajhi, part of the Overdrive Racing team, who won the 2025 Dakar Rally — the first time a ������Ƶn team has won the famous event. Its entry into Extreme E and Extreme H with Hansen and Taylor reflects Jameel Motorsport’s commitment to innovation and competition and provides a strong addition to its long list of achievements so far.

In addition to this, Jameel Motorsport is advancing sustainable motorsport through a sponsorship with ROOKIE Racing, which fosters Saudi talent and inclusivity, while winning international marketing and digital innovation awards in the process.

Munir Khoja, managing director of Jameel Motorsport, said: “Joining Extreme E and the FIA Extreme H World Cup marks a bold move for Jameel Motorsport, demonstrating our dedication to innovation, sustainability, and the thrill of competition. This collaboration aligns perfectly with ������Ƶ’s Vision 2030, advancing a vibrant society and a thriving economy through cutting-edge motorsport.

“We remain committed to supporting the growth of motorsport locally and globally as well as positioning ������Ƶ as a leader in sustainable motorsport.”

Hansen is one of rallycross’s biggest stars. The young Swede won the 2016 European Rallycross title and has finished in the top three in the FIA World Rallycross Championship three times — he was third in 2019 and runner-up in 2023 and 2024, with four event victories to his name in the series too. Hansen also won the second Nitro Rallycross competition at the 2019 Nitro World Games, and with five Extreme E victories to date, is the series’ second-most-successful male driver.

“To be part of Jameel Motorsport’s debut in Extreme E and Extreme H is a huge honor,” Hansen said. “Molly and I have shared so many battles and victories together, and now we get the chance to represent the first ������Ƶn team in this new chapter of sustainable motorsport. Competing in ������Ƶ, with its deep commitment to innovation with Vision 2030, makes this even more special. I can’t wait to get behind the wheel and help write the next page in Extreme history.”

Taylor made her name in rallying. The Australian was the 2009 and 2010 ladies champion in the British Rally Championship, and has three titles in her native country, taking the T16 crown in the Australian Rally Championship in 2007 and 2008, and the overall crown in 2016. Taylor is also an Extreme E champion, having won Season 1 with Johan Kristoffersson for Rosberg X Racing, and with eight X Prix wins under her belt, she is the series’ most successful female driver.

“This is such an exciting step, both to be back racing with Kevin and to join Jameel Motorsport as they enter Extreme E and Extreme H,” Taylor said. “From Day 1, Extreme racing has been about proving what’s possible in sport, technology, and sustainability, and to now be part of the first Saudi team on the grid is a privilege. Racing in Qiddiya City, against the backdrop of the Tuwaiq Mountains, will be an unforgettable way to launch this next era.”

Alejandro Agag, founder and CEO of Extreme E and Extreme H, said he was “delighted” to welcome Jameel Motorsport to Extreme E and Extreme H as the first ever ������Ƶn team.

“Jameel Motorsport’s proven record in developing motorsport at every level, from grassroots initiatives to world-class competitions like Dakar Rally and Rally Raid, along with their leadership in advancing female talent through drivers such as Dania Akeel, reflects our own mission to push boundaries and inspire change,” he said. “With Kevin Hansen and Molly Taylor, two of the most successful drivers in Extreme E history, this team is perfectly placed to make an immediate impact.”

Qiddiya City is the world’s first city built entirely for play, where entertainment, sport, and culture converge. The race will take place with the dramatic backdrop of the Tuwaiq Mountains, close to the site currently being transformed to become a world-leading motorsport venue.

The FIA Extreme H World Cup presented by PIF will be the first international race event to use hydrogen-powered vehicles; marking a new future for motorsport, defined by cutting-edge technology and bold ambition.