STRONG Pilates Strengthens Middle East Presence with Saudi Arabia Expansion

STRONG Pilates announced a major Master Franchise Agreement with Saudi Arabian franchise operator Healthpreneurs. The firm will lead STRONG’s expansion across the Middle East, marking a key milestone in STRONG’s global growth strategy. 

Led by experienced business and wellness operator Turki Alnowaser — who also serves as managing partner at investment firm Nakhla Ventures — Healthpreneurs will draw on its extensive experience in capital raising and sports sector investment to deliver a commitment of 21 locations over a 10-year term. This will commence with five corporate-owned studios, including three launching from 2026 across Jeddah and Riyadh, before scaling through sub-franchising across the region.

“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 Michael Ramsey, the co-founder and CEO of STRONG Pilates. “Consumers here are moving towards specialized, experience-led fitness, which is exactly where STRONG sits. Our Rowformer and Bikeformer put Pilates, strength and cardio into one 45-minute class, and that suits a market that wants more from its training time. Turki and the Healthpreneurs team understand that shift and have the capability to scale behind it. We’re starting with corporate-owned studios in Jeddah and Riyadh to get the experience right, then opening up to sub-franchisees. 21 locations is our floor, not our ceiling.”

The rollout aligns with Saudi Arabia’s rapidly growing health and wellness market, underpinned by the government’s Vision 2030 initiative aimed at boosting public health and sports participation. 

“Sport is a central pillar and strategic driver of Saudi Vision 2030, and hosting the AFC Asian Cup in 2027 and the FIFA World Cup in 2034 further underscores the Kingdom’s deep commitment to sports,” said Turki Alnowaser, the managing partner at Nakhla Ventures and lead of Healthpreneurs. “Saudi Arabia is also a double-digit growth market for fitness and Pilates, with two major sports companies having gone public over the past decade, a clear signal of the sector’s momentum and investor confidence.” 

Alnowaser added, “Healthpreneurs’ decision to bring STRONG Pilates to Saudi Arabia reflects its conviction in the long-term growth of the Kingdom’s fitness and wellness sector. As the market shifts towards more specialized, experience-led concepts, STRONG Pilates brings a proven international model that is well aligned with evolving consumer preferences. With continued investment in sports and wellness under Vision 2030, we see a strong opportunity to establish and scale the brand in Saudi Arabia.”

Entering Saudi Arabia extends STRONG’s Pilates’ Middle East presence, with successful studios already operating in Jumeirah, Dubai and Saar, Bahrain.

It also builds on STRONG’s global momentum following its recent announcement of expansion plans into Central and Eastern Europe, further strengthening its international footprint of 130 operating studios across 14 countries including the U.S., Australia, New Zealand, Canada, the UK, Ireland, Japan, Singapore, Indonesia, the Philippines, Malaysia, South Korea, Dubai and Bahrain.

For further information about STRONG Pilates, visit strongpilates.com.