STRONG Pilates is entering Saudi Arabia through a 10-year Master Franchise Agreement with Healthpreneurs, marking another step in the Australian-founded fitness brand’s international expansion. Led by Turki Alnowaiser, Healthpreneurs has committed to developing 21 STRONG Pilates locations in the market. The rollout will begin with five corporate-owned studios, including three expected to launch in Jeddah and Riyadh from 2026, before the network expands through sub-franchising.
The concept combines Pilates-inspired movements with strength training and cardio in 45-minute classes built around STRONG’s Rowformer and Bikeformer machines. The format is designed to offer a hybrid workout rather than a traditional reformer experience, giving the brand a distinct position within the growing boutique fitness sector. STRONG says the Saudi agreement will build on its existing Middle East presence, which includes studios in Dubai and Bahrain.
For Healthpreneurs, the agreement provides a structured path into a market where fitness and sports have become increasingly prominent areas of investment. Alnowaiser, who also serves as managing partner at Nakhla Ventures, said the expansion aligns with Saudi Arabia’s Vision 2030 goals around sports participation and public health. The first company-owned studios are intended to establish the STRONG experience locally before the business opens the market to additional franchise operators.
The Saudi agreement also fits into a broader international expansion strategy for STRONG Pilates. The company said it had 130 operating studios across 14 countries at the time of the announcement, with further growth planned across Europe and other international markets. Its expansion model combines company-operated locations with master franchise agreements, allowing regional operators to establish the concept before extending the network through additional franchisees.
As a franchise network grows across markets, maintaining consistent access to operational information can become increasingly important for franchisees and regional operators. Gorilla Dash offers a Resource Library that provides a centralized space for organizing and sharing materials across a franchise organization. For systems expanding through master franchising and sub-franchising, a structured information environment can help keep important resources accessible as more locations and operators join the network.
STRONG Pilates now has Saudi Arabia as another market in its international growth plans, with the first locations expected to establish the brand’s presence in Jeddah and Riyadh. The 21-location commitment gives Healthpreneurs a long-term development framework, while the move into sub-franchising could extend STRONG’s reach beyond the initial corporate-owned studios.
