Saudi Arabia’s Wellness Surge: FIBO Arabia Debut Draws 12,399 Visitors

Riyadh — The inaugural edition of FIBO Arabia drew a total of 12,399 participants from regional and international markets to the three-day expo at the Riyadh Front Exhibition & Conference Center, signalling a notable step in Saudi Arabia’s push to define itself as a wellness and fitness hub in the Middle East.

The event, held under the theme “For a Strong and Healthy Society” and aligned with the kingdom’s Vision 2030 agenda, was conducted under the strategic partnership of the Ministry of Investment, the Ministry of Sport and the Ministry of Health. More than 80 exhibitors from around 18 countries participated, while attendees were presented with more than 50 industry-leading speakers across live arenas and conference forums.

One of the centre-piece announcements was the launch of the first Fitness Sector Development Report for the Kingdom, spearheaded by the Ministry of Sport in collaboration with advisory firm CAA Portas. The report projects the domestic fitness industry could expand to a value of SAR 15.5 billion by 2030, driven by policy reforms, investor interest and a growing consumer base.

International brands such as Technogym, Life Fitness, Keiser Corporation and Therabody featured in the line-up, underscoring the global interest in the kingdom’s wellness market. The conference programme included global fitness strategist Herman Rutgers and Morgan Stanley’s Alexey Naumov among its headline speakers.

Speakers and industry insiders described the event as a sign that the Gulf region is moving into a higher gear in terms of wellness infrastructure, investment and consumer engagement. “The success of FIBO Arabia’s inaugural edition reflects both the strength of Saudi Arabia’s wellness economy and the appetite for innovation, collaboration and growth across the industry,” said Vasyl Zhygalo, Managing Director of RX Middle East and Emerging Markets.

A particularly prominent feature of the expo was its emphasis on inclusivity and community participation. Female-led sessions and anecdotes of women athletes such as Nelly Attar — recognised as the first Arab woman to climb K2 — and Saudi fitness professional Rawan Al Saadi featured in discussions on access, empowerment and facility design. Meanwhile, event organisers hosted a variety of live arenas: a Performance Arena, a Strength Arena, a Tech Arena, a Calisthenics Arena, and a Group Fitness Arena powered by Les Mills.

Business-to-business networking and investment matchmaking were core to the strategy. The ecosystem included gym operators, wellness technology firms, nutrition solution providers and investors seeking access to opportunities in the region. One panel commented on how the kingdom’s younger demographic, rising female participation, and regulatory support combine to make the market appealing. The Fitness Sector Development Report cites private-sector expansion and policy reform among the key growth drivers.

Notably, the event’s timing and format reflect a regional pivot from traditional oil-led growth toward wellness, lifestyle and economy diversification. Saudi Arabia’s commitment to developing its ecosystem was underscored through both government support and the presence of global industry players. Industry experts observed that the applied technology, live experiences and cross-border brand involvement distinguish FIBO Arabia from earlier regional trade shows in the fitness sector.

Visitor figures of 12,399 set a baseline for the event’s future editions. The organisers have already announced that FIBO Arabia will return to the same venue from 29 September to 1 October 2026.