It seems the world’s leading fitness gurus, muscle-makers, and wellness warriors are about to descend on Riyadh and not just to show off their abs. Once known more for oil than organic smoothies, Saudi Arabia is now limbering up for the inaugural FIBO Arabia, a three-day extravaganza that promises to put the Kingdom on the global wellness map with a resounding thud of dumbbells.
From 1–3 October 2025, the Riyadh Front Exhibition & Conference Centre will be transformed into a 6,400 square-metre health, fitness, and wellness temple. And make no mistake: this isn’t a modest warm-up stretch. With over 140 exhibitors from more than 20 countries across five continents, FIBO Arabia is shaping to be the Middle East’s premier playground for the industry’s heavyweights.
Saudi Arabia flexes its global ambition.
Organised by RX Arabia, a heavyweight in the global events scene, and backed by the Saudi Ministry of Investment’s Sport Sector Team, FIBO Arabia proudly flies under the banner “For a strong and healthy society.” The motto neatly dovetails with Saudi Vision 2030, the Kingdom’s sweeping reform plan that aims to make Saudis wealthier and healthier.
The exhibition will showcase an international roll-call of fitness royalty: Technogym, Life Fitness, DRAX, TRUE Fitness, NOHRD, BH Fitness, Bodytone, Therabody, Merrithew, Precor, LesMills, and more. In short, if it lifts, stretches, massages, or measures, you’ll find it here.
Not to be outdone, regional champions from Saudi Arabia, the UAE, Egypt, and Kuwait will also flex their commercial muscle. Local brands such as Matrix, Johnson Health Tech, gym80, Al Hayat Investment, Delta Fitness, Hu Sport, and Wellness First are preparing to show that the Gulf is no longer importing its wellness culture; it’s shaping it.
Quotes from the front line
Vasyl Zhygalo, Managing Director, Middle East and emerging markets, RX.
According to Vasyl Zhygalo, Managing Director, Middle East and Emerging Markets at RX, Riyadh’s transformation into a fitness hub is no accident:
“With Riyadh rapidly emerging as a centre for global innovation, FIBO Arabia is uniquely positioned to drive the evolution of the fitness economy in the region. The calibre and breadth of international engagement reflect both the Kingdom’s strategic vision and its growing influence in the global wellness industry.”
Zhygalo also pointed out that Saudi Arabia’s fitness industry is a blank canvas. With just a 3% market penetration rate, there’s a lot of room to expand, and with substantial government backing, the opportunities are as plentiful as protein shakes in a bodybuilder’s fridge.
The brains behind the brawn
It isn’t all barbells and biceps. FIBO Arabia is also bringing in the thinkers who keep the industry ticking. The conference program will feature over 50 internationally respected speakers tackling the serious business of wellness.
Herman Rutgers, President of Global Growth Partners BV, will open the proceedings. He will forecast where the global fitness market is headed in the next five years. Alongside him, Paul Bedford, Director at Retention Guru Ltd, will unpack mature markets’ mistakes in keeping gym-goers loyal — a warning Riyadh’s fledgling gyms would be wise to heed.
From Africa, Yves Preissler, Founder and CEO of YB Business Consulting, will explain how wellness and recovery can unlock profit in hospitality investments. Meanwhile, US thought leader Lisa Starr, Principal at Wayne Business, will join regional figures such as John Foy (Inspire Group Kuwait), Dr Elie Rached (Restore – Limitless Human), and Nelly Attar, the Saudi sports entrepreneur who swaps corporate deals for mountain peaks and extreme sports.
From bodybuilding to tech arenas
If you thought this was just a few shiny treadmills, think again. FIBO Arabia is set to attract 10,500 attendees, 375 qualified buyers, and 50 hosted decision-makers, covering everyone from health club operators and physiotherapists to real estate developers and hospitality moguls.
Specialised arenas will add a theatrical flair to proceedings. The Performance Arena will host the FIBO Arabia x Saudi Bodybuilding Federation National Championship, where the national team for the IFBB World Bodybuilding Championships will be decided. Visitors can test their mettle in the Calisthenics Arena, Group Fitness Arena, Strength Arena, and Tech Arena.
It’s less trade fair, more fitness theme park, albeit one with better lighting and more Lycra.
Saudi Arabia’s wellness renaissance
Why all the fuss? The Kingdom is making substantial investments in sport and wellness, seeing them not merely as lifestyle perks but as critical pillars of national health and international influence. From building gyms in shopping centres to launching wellness-driven real estate, Saudi Arabia is betting big on the idea that a fit population is a prosperous one.
By signing an investment agreement with RX Arabia, the Ministry of Investment has clarified that FIBO Arabia is no fad. It’s intended to become the Middle East’s flagship for fitness, on par with global events in Europe and the US.
Looking ahead
So, what should we expect from Riyadh in October? A high-energy, multi-billion-dollar industry flexing its way into the Middle Eastern mainstream. For international exhibitors, FIBO Arabia offers a gold-plated ticket into one of the fastest-growing wellness markets in the world. For Saudis, it’s a chance to meet the best in the business — and perhaps finally learn how to use those foam rollers gathering dust in the gym corner.
In short, FIBO Arabia isn’t just an exhibition. It’s a statement of intent, a platform for collaboration, investment, and innovation, and a sign that Saudi Arabia’s fitness boom is not on the horizon; it’s already here.
For full event details, visit www.fibo-arabia.com.
