BASI Systems Partners With GymNation to Expand Pilates in the Middle East
The strategic partnership aims to make Pilates more accessible, challenging boutique studio pricing while expanding high-quality offerings in the region
Pilates equipment leader Basi Systems has partnered with Middle East gym giant GymNation to make Pilates more accessible to the Middle Eastern market by adding Pilates equipment in GymNation facilities.
The news follows GymNation’s announcement late last year that it would invest $1.5 million in Pilates studios at existing and future GymNation locations. As a low-cost gym leader in the region, GymNation reports its model has drawn an influx of female fitness consumers — many of whom may be interested in Pilates, if the U.S. trends are any indication.
Basi Systems CEO Matthijs Wilhelmus stated that partnering with GymNation is a perfect fit for the equipment maker.
“GymNation’s commitment to excellence in fitness and member experience aligns perfectly with our mission to deliver the Perfect Pilates Experience through precision-engineered equipment,” said Wilhelmus, who was appointed as CEO in 2023. “We are excited to bring our shared vision to life and build the growth of the Pilates community in the region.”
As GymNation CEO and founder Loren Holland points out, far too many fitness consumers in the region are priced out of Reformer Pilates class offerings.
“At GymNation, we’re rewriting the rules once again—offering the very best Pilates equipment, led by highly trained instructors, with full access to all our state-of-the-art facilities included… all for a monthly price that typically covers just 2-3 classes at boutique studios,” Holland said.
Holland’s take was underscored in GymNation’s UAE & KSA Health & Fitness Report 2025, which revealed the data behind the rising interest in fitness in the UAE and Saudi Arabia. The report shows 92% of those surveyed expressed a desire to be healthier in 2025 but high costs and ‘gym intimidation’ are barriers.
GymNation opened ten gyms in 2024, six of which are in Saudi Arabia, which Holland described as a highly business-friendly environment that has ongoing support from the Ministry of Investment.
The Middle East continues to be a region to watch in 2025. Human performance wearable company Whoop has set its sights on the Middle East, along with Anytime Fitness, boxing franchise UBX and Orangetheory Fitness.