Enhance Fitness: Building Saudi Arabia’s Personal Training Infrastructure
Saudi Arabia’s fitness economy is gaining strong momentum and is increasingly emerging as a key driver of public health, workforce productivity, and economic resilience.
By 2031, Saudi Arabia’s health and fitness club market is projected to reach $3.01 billion, up from $1.7 billion today. This growth is being driven by a rising health-conscious population and Vision 2030 initiatives, notably the Quality of Life Program, which aims to make active lifestyles a reality for all segments of society.
Rising participation in fitness activities is reshaping consumer expectations, with demand increasingly shifting toward more flexible, personalized, and meaningful wellness experiences that extend beyond traditional gym models.
At the forefront of this shift is Enhance Fitness, the Middle East’s leading personal training platform. The company’s model combines enhanced personal training service delivery, capacity building, and a community-oriented approach, helping lay the foundations for a more structured and sustainable growth in the broader fitness industry.
How Enhance Fitness Is Reshaping Personal Training in Saudi Arabia
Enhance Fitness is redefining how personal training is accessed across the Kingdom, with a focus on flexible, connected fitness experiences that fit into everyday life.
The company delivers personal training across multiple settings, including homes, offices, residential communities, and partner gyms, while centrally managing quality, scheduling, trainer performance, and the overall client experience.
“For us, the opportunity was driven not only by the scale of the market but also by the gap in how personal training was being delivered,” said Naim Bourji, General Manager of Enhance Fitness Saudi Arabia. “Clients wanted flexibility; companies were looking for wellness solutions; and communities wanted better access to fitness services.”
The Kingdom’s strong fundamentals, including a large and growing young population, supportive policy frameworks, and a national focus on sport, wellness, and quality of life, were central to Enhance Fitness’s decision to strengthen its presence in the market.
“Saudi Arabia was not just another expansion market for us. It was a place where we believed our model could solve a real need and evolve alongside the market over the long term,” Bourji added.
Since entering the market four years ago, Enhance Fitness has followed a strong expansion path. Starting with 10 trainers at launch, the company is now expected to reach around 200 full-time trainers by the end of the year. It has also expanded its B2B and mobile personal training channels, built partnerships with corporate and residential communities, and strengthened its local leadership team.
Perhaps the most notable milestone, according to Bourji, is the launch of the Enhance Fitness Academy, which certifies trainers who can later join gyms or personal training companies. The initiative reflects the company’s commitment to actively contributing to capability building within the Kingdom’s fitness sector.
“What we’ve done differently is build the academy from within a personal training business, grounded in real operational experience, client standards, and market needs to develop the next generation of trainers,” he explained.
As Enhance Fitness’s story illustrates, success in Saudi Arabia is increasingly defined by strong local execution, operational excellence, and the ability to build localized solutions around how people live, train, and engage with fitness in the Kingdom.
What It Actually Takes to Scale in Saudi Arabia
As companies expand into Saudi, many quickly discover that building operations on the ground is a far more complex process than initial market entry suggests. Enhance Fitness’s Saudi journey reflects this reality, where execution and setup have proven to be just as critical as market demand in determining how effectively a business can scale.
“A lot of companies look at the size of the opportunity first, but the real work is in the setup,” Bourji explained. “From hiring staff and issuing visas to navigating PRO and GRO requirements, government platforms, Saudization, payroll, contracts, and compliance, each of these elements directly affects how quickly a company can operate and scale.”
Bourji noted that AstroLabs played an important role in strengthening the company’s operational foundation in Saudi Arabia. He added that even though the engagement began later, it has provided long-term value by opening access to the right networks and perspectives critical for the company’s next stage of development.
“The AstroLabs' team understands the operating environment, the local ecosystem, and the challenges that companies face when they are trying to build properly in the Kingdom. If we had worked with AstroLabs from the beginning, I believe we would have avoided many mistakes, moved faster, and saved a lot of valuable time.”
Bourji particularly highlighted the value of private executive dinners hosted by The AstroLabs Network in helping Enhance Fitness stay closely connected to market developments while also facilitating meaningful exchanges with local stakeholders and industry peers.
For Bourji, the gatherings provided an opportunity to meet active market participants, identify emerging opportunities, and have practical conversations shaping the company’s future direction and expansion strategy. "The quality of the room stood out. It was not just networking for the sake of it; the conversations were relevant and meaningful,” he recalled.
This ecosystem-driven approach now anchors Enhance Fitness's next phase of growth, with the company planning to expand its corporate and residential partnerships, develop its Saudi talent pipeline through its academy, and deepen its footprint across Riyadh, Jeddah, and the Eastern Province.
“Ultimately, the goal is to build the most reliable personal training platform in Saudi Arabia while also contributing to the development of the fitness industry as a whole,” Bourji concluded.