Riyadh Active Event: A New Era for Fitness and Wellness in Saudi Arabia

A New Milestone in Fitness and Wellness

In February 2025, Saudi Arabia witnessed the birth of a groundbreaking event dedicated to fitness and wellness — the Riyadh Active Industry, Riyadh Muscle Show, and Riyadh Active Exhibition, organized by IEG Arabia. This remarkable gathering took place over two exciting days, on February 8 and 9, drawing an impressive crowd of 10,000 professionals, buyers, fitness enthusiasts, and competitors.

The event kicked off with an exclusive pre-opening attended by 120 key industry leaders. Among the notable guests were Naif Aldossary, a consultant for the Saudi Ministry of Sports, and Basim K. Ibrahim, director of sports at the Ministry of Investment. Maurizio Ermeti, President of IEG, was also present, emphasizing the importance of this inaugural event for the kingdom.

"We are already working on the 2026 edition," stated Francesco Santa, International Business Development Director for IEG. "Next time, we will extend the event from two to three days, with an aim to double our visitors and triple the space to reach 20,000 square meters. This ambitious plan will take place from February 5 to 7, 2026, with the full support of the Saudi sports ministry and partners."

The first edition of Riyadh Active Industry showcased leading names and distributors in the wellness and fitness sector, including Panatta, Wellness First, Delta Fitness, Al Hayat Investments, and Matrix. The event also featured discussions on industry trends, a fitness forum for women, and a roundtable representing the kingdom, attracting hundreds of industry operators eager to expand their knowledge and connections.

In a highlight of the entertainment and competition aspect, the Riyadh Muscle Show was organized in partnership with the Saudi Bodybuilding Federation, under the patronage of the Ministry of Sports and the Saudi Olympic and Paralympic Committee. This segment of the event attracted 300 competitors for the prestigious ‘Championnats du Royaume’ — the largest bodybuilding finals in the nation.

The exhibitors played a crucial role in creating an electrifying atmosphere. Companies like Applied Nutrition, Dr Nutrition, and C4 delivered interactive experiences that heightened the excitement of the Muscle Show. Furthermore, the Riyadh Active segment, presented by Subway, hosted fitness personalities such as Heba Ali and Hana Basrawi, enthralling thousands of attendees. Prominent brands like Grenade, Lululemon, Gymnation, and Les Mills were pivotal in connecting the fitness community and fostering a spirit of togetherness and enthusiasm.

As the curtain fell on the inaugural Riyadh Active event, the promising outlook for the fitness industry was unmistakable. With established brands already confirming their participation for the 2026 edition, it is clear that the Riyadh Active platform is poised to become a cornerstone in Saudi Arabia’s growing fitness landscape.

This well-received first edition heralds a vibrant future for fitness initiatives within the Kingdom, encapsulating a shared vision of health, wellness, and community engagement that resonates fiercely with its participants and stakeholders alike.