Matthew Januszek sat down with Fahad Alhagbani for a conversation about one of the most dynamic growth stories in the global fitness industry — the rapid development of the health and wellness sector across Saudi Arabia and the wider Middle East.
Fahad shares his on-the-ground perspective on what it takes to build a fitness culture in a region undergoing profound transformation, and why the opportunities there are unlike anywhere else in the world.
About Fahad Alhagbani
Fahad Alhagbani is a leading figure in the development of the fitness and wellness industry across Saudi Arabia and the broader Middle East, working at the intersection of business, culture, and large-scale national change.
His work is set against the backdrop of Saudi Arabia's Vision 2030, a sweeping national program that has placed health, wellness, and quality of life at the center of the country's social and economic future.
With deep familiarity in both the regional context and international fitness standards, Alhagbani has become a connector between global best practices and the specific cultural and business realities of the Middle Eastern market.
What Fahad Alhagbani and Matthew Januszek Talked About
- Fahad Alhagbani describes the scale and speed of the fitness industry's growth in Saudi Arabia, framing it as one of the most significant emerging markets in the global health and wellness space.
- He explains how Saudi Arabia's Vision 2030 has elevated health, fitness, and wellness into national priorities, creating opportunities that simply did not exist a decade ago.
- The conversation explores the cultural considerations involved in building a fitness culture in the region, including the importance of designing offerings that respect and reflect local values.
- Alhagbani discusses the role women's participation is playing in the expansion of the regional fitness market and what that shift means for operators and brands.
- He shares his perspective on what international fitness businesses need to understand before entering the Middle Eastern market, and the mistakes outsiders often make.
- The episode covers how the region is building infrastructure, talent, and education to support a fitness industry that is maturing rapidly.
- Alhagbani reflects on the broader vision of fitness as a driver of national wellbeing rather than simply a commercial sector.
Why This Conversation Matters
Matthew Januszek has built Escape Fitness into a brand with genuine global reach, and conversations like this one reflect his long-standing interest in how fitness culture develops differently across markets and regions.
As he continues his work with Escape Fitness USA and the LIFTS Podcast, the story of how entire nations are building fitness industries from the ground up offers valuable lessons about where the global opportunity is heading next.
▶ Watch the full episode on YouTube
Related Episodes & Interviews
About Matthew Januszek
Matthew Januszek is the co-founder of Escape Fitness, the functional-training equipment brand he built from a UK startup into a global name supplying many of the world’s leading gyms, studios, and hotel fitness spaces. Following the separation of the UK and US businesses, Matthew’s focus today is Escape Fitness USA and the next chapter of the brand in North America. He hosted more than 300 episodes of the Escape Your Limits podcast and now co-hosts the LIFTS Podcast with SweatWorks founder Mohammed Iqbal, covering the business, science, and technology shaping the fitness industry. Explore more interviews and episodes on MatthewJanuszek.com.
About The Author
