STRONG Pilates Signs Saudi Arabia Master Franchise Deal

STRONG Pilates signed a master franchise agreement with Saudi Arabian operator Healthpreneurs, committing the local partner to open 21 studios across the kingdom over the next ten years. The deal starts with five corporate-owned studios in Jeddah and Riyadh before Healthpreneurs sub-franchises the concept across the region. It marks the boutique fitness brand's fourth Middle East market and its latest move to convert Gulf demand for premium, experience-led workouts into recurring royalty revenue.

Why the Region, Why Now

Saudi Arabia's Vision 2030 initiative has pushed billions toward sports and wellness infrastructure, and Healthpreneurs is betting the kingdom's fitness spending keeps climbing alongside hosting rights for the 2027 AFC Asian Cup and the 2034 World Cup. STRONG's Rowformer and Bikeformer format packs Pilates, strength and cardio into one 45-minute class, a structure built for time-pressed, affluent consumers rather than budget gym chains.

A Staged Rollout, Not a Land Grab

Opening corporate-owned studios before sub-franchising is a hedge. It lets STRONG and Healthpreneurs prove the unit economics locally before asking outside operators to write a check for territory rights. For multi-unit investors watching other Gulf markets, that staged sequence is the signal worth tracking before Saudi territories tighten.

The Bigger Bet

STRONG now operates 130 studios across 14 countries, and Saudi Arabia becomes its fourth Middle East market alongside existing studios in Dubai and Bahrain. CEO Michael Ramsey called 21 locations 'our floor, not our ceiling,' a sign the brand expects the agreement to expand once the corporate studios validate local demand. The deal also follows STRONG's recent push into Central and Eastern Europe, underscoring a broader strategy of stacking master franchise agreements ahead of building out each region unit by unit.