STRONG Pilates Signs Master Franchise for Saudi Arabia; Healthpreneurs to Deliver 21 Studios in the Middle East
Melbourne-based fitness franchise STRONG Pilates has signed a master franchise agreement with Saudi operator Healthpreneurs, committing to 21 locations over a 10-year term starting with three studios in Jeddah and Riyadh from 2026.
STRONG Pilates has announced a master franchise agreement with Saudi Arabian franchise operator Healthpreneurs, which will lead the Australian fitness brand's expansion across the Middle East.
Led by business and wellness operator Turki Alnowaiser — also Managing Partner at investment firm Nakhla Ventures — Healthpreneurs has committed to 21 locations over a 10-year term. The rollout begins with five corporate-owned studios, including three launching from 2026 across Jeddah and Riyadh, before scaling through sub-franchising across the region.
A Market Primed by Vision 2030
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.
"We're starting with corporate-owned studios in Jeddah and Riyadh to get the experience right, then opening up to sub-franchisees. Twenty-one locations is our floor, not our ceiling." — Michael Ramsey, Co-founder and CEO, STRONG Pilates
| Deal Snapshot | Details |
|---|---|
| Brand | STRONG Pilates (Melbourne, Australia) |
| Master franchisee | Healthpreneurs (led by Turki Alnowaiser) |
| Commitment | 21 locations over 10 years |
| First openings | 3 studios from 2026 in Jeddah and Riyadh |
| Format | Corporate-owned first, then sub-franchising |
STRONG Pilates' Rowformer and Bikeformer combine Pilates, strength and cardio into a single 45-minute class — a format the brand says suits experience-led fitness markets like Saudi Arabia. The deal adds to a growing pipeline of international fitness and wellness franchises entering the Gulf region, where government wellness programs are driving consumer demand for specialised formats.
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