03 Dec 2020
PureGym enters Saudi market through franchise deal with Ektimal
BY Tom Walker
PureGym will take its budget fitness concept to Saudi Arabia, after securing a franchise partnership with Ektimal – a company specialising in fitness investments in the country.
Through its flexible, no contract offer, PureGym KSA will look to make fitness accessible to a large, currently unserved proportion of the population.
Gym membership in Saudi Arabia generally requires a three-, six- or 12-month commitment – which PureGym looks to change with the option to pay membership fees monthly and the ability to stop at any time.
PureGym KSA will look to open up to 40 clubs across key cities by the end of 2025, with the first branches opening in Riyadh in Q3 of 2021.
Each site will be open 24 hours and will offer a 250-station gym floor, group exercise classes and fully qualified personal trainers.
Humphrey Cobbold, CEO of PureGym, said: "We're thrilled our affordable and accessible gym proposition will be available in Saudi Arabia next year.
"It will make gym membership possible for thousands of people currently put off by expensive, long-term memberships.
"We're confident that Ekitmal is the right partner for PureGym and look forward to working with them in this exciting new market.”
Ektimal chair, Sami Al Hokair, added: "Gym provision in Saudi Arabia is currently limited and the country is in great need of more accessible facilities.
"Like many other countries, the Kingdom needs to address the challenges of obesity, diabetes and mental health all of which can be addressed through regular exercise. We hope to inspire people to do more exercise, more often and lead fitter, healthier lives.”
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