Australian fitness franchise STRONG Pilates is entering Saudi Arabia through a Master Franchise Agreement with Healthpreneurs, with at least 21 locations planned over the next decade.
Australian fitness franchise STRONG Pilates has signed a Master Franchise Agreement with Healthpreneurs to enter Saudi Arabia, marking the brand’s latest expansion in the Middle East. The agreement, announced on 26 September 2026, commits Healthpreneurs to opening at least 21 locations over the next 10 years.
The rollout is expected to begin with five corporate-owned studios, including three planned for Jeddah and Riyadh from 2026. The remaining locations are expected to be developed through sub-franchising. Healthpreneurs is led by Turki Alnowaiser, who is also managing partner at investment firm Nakhla Ventures.
STRONG Pilates said the Saudi launch follows openings in Jumeirah, Dubai, and Saar, Bahrain. The company currently reports 130 studios across 14 countries and has also announced plans to expand into Central and Eastern Europe. Those figures and future targets are commercial claims from the businesses involved, rather than independently audited industry data.
The deal matters because it adds Saudi Arabia to the growing list of markets where reformer-based and hybrid Pilates concepts are being developed through franchise models. Starting with company-owned sites may allow STRONG and its local partner to establish their operating model before bringing in sub-franchisees, although the agreement does not guarantee that all 21 planned studios will open on schedule. For the wider international Pilates community, the move illustrates how specialised, experience-led formats are being positioned within the Kingdom’s expanding fitness and wellness sector, while also raising familiar questions about instructor supply, consistency and the preservation of teaching quality as brands scale.
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STRONG Pilates Expands into Saudi Arabia
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