John Foy joins IN2 Fitness as it ramps up growth in Saudi Arabia
by Kath Hudson | 12 Aug 2024
John Foy has been appointed operations director for Saudi Arabian operator, IN2 Fitness.
Foy has experience in the region, having spent two years at PureGym Middle East, most recently acting as head of operations. Previous to that he was head of operations for Fitness First Middle East.
One of Foy’s primary tasks will be to develop the team to ensure they're ready to take on bigger roles as the chain expands.
IN2 Fitness currently has 50 sites in Saudi Arabia and aspires to become a significant force in the Middle East. Five gyms have opened in the last two weeks, four more will open by the end of October and 14 additional locations are signed and in the pre-launch phase.
“IN2 Fitness is the fastest-growing high-value gym chain in the region, something we're incredibly proud of, especially considering we're just over three years old,” says Foy. “We're aiming to become the leading fitness operator in the Middle East.”
Clubs have around 300 pieces of fitness equipment, workout areas, boxing rigs, calisthenic rigs and Les Mills group classes and virtual screens. Around 50 per cent of the clubs are women-only.
Speaking to HCM, Foy said the fitness market in Saudi Arabia is experiencing significant growth: “Currently, the fitness penetration rate in Saudi Arabia is around 4 per cent, which means it's still developing rapidly compared to more mature markets, such as the UAE.
"Saudi Arabia is seeing a surge in female participation in fitness, which has led to an increased demand for women-centric fitness facilities. We're committed to providing environments where women can feel comfortable and empowered to pursue their health and wellness goals.
“While challenges remain, including cultural perceptions of fitness and the need to further educate the population on the benefits of regular exercise, the Kingdom’s Vision 2030 goals of improving quality of life and promoting healthier lifestyles is fuelling an awareness of the importance of health and wellness. The trend toward increased participation is clear and highly encouraging for the future of the industry in the region.”
Owned by Kun Sports, IN2 Fitness was previously called B-IT, but changed its name following a successful legal challenge for passing-off by Armah Sports in defence of its existing health club brand, B_FIT.
IN2 Fitness John Foy Saudi Arabia Les Mills
John Foy is the new operations director at IN2 Fitness Credit: IN2 Fitness
21 May 2024
PureGym hits the two million member milestone and targets 200 more locations in Europe in next four years
John Foy has been appointed operations director for Saudi Arabian operator, IN2 Fitness. Foy has experience in the region, having spent two years at PureGym Middle East, most recently acting as head of operations. Previous to that he was head of operations for Fitness First Middle East. One of Foy’s primary tasks will be to develop the team to ensure they're ready to take on bigger roles as the chain
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