Strong Pilates Signs Saudi Arabia Expansion Deal, Eyes More Global Growth

The Pilates franchise is entering Saudi Arabia and tells ATN it’s nearing deals in several European countries, with Abu Dhabi and New Caledonia openings also planned

Strong Pilates is accelerating its global expansion, signing a 21-studio development deal for Saudi Arabia as the Australian-born fitness franchise eyes additional growth across Europe and the Middle East.

The Pilates, strength and cardio concept has signed a 10-year master franchise agreement with Healthpreneurs, a Saudi Arabian franchise and investment operator led by Turki Alnowaser, who also serves as managing partner at investment firm Nakhla Ventures.

Healthpreneurs has committed to opening 21 Strong Pilates locations over a 10-year term, beginning with five master franchise-owned studios. The first three are expected to open in Jeddah and Riyadh beginning in 2026 before the group expands through sub-franchising.

“We’ve had our eye on Saudi Arabia for a while, but a market like this only works with the right operator on the ground,” Strong Pilates co-founder and CEO Michael Ramsey said. “Consumers here are moving towards specialized, experience-led fitness, which is exactly where Strong sits.”

Ramsey added that the 21-location commitment could ultimately grow larger.

“Twenty-one locations is our floor, not our ceiling,” he said.

Saudi Arabia adds another market to an increasingly ambitious international growth strategy for Strong Pilates, which now counts 130 operating studios across 14 countries and says another 200 locations are confirmed to open.

The brand already operates in the Middle East with studios in Dubai and Bahrain. It is set to deepen that presence with a new location in Abu Dhabi later this year, Ramsey told Athletech News.

Strong Pilates is also preparing to enter New Caledonia in 2026 and could soon add several more European markets.

“We are in the final stages of discussions with multiple European countries, so expect more updates as these deals are finalized,” Ramsey told ATN, pointing to growing interest in boutique fitness and Pilates across European markets.

The potential deals would build on Strong Pilates’ recently announced master franchise agreement with Xtreme Brands, Poland’s largest wellness franchise operator, to expand into Central and Eastern Europe. Poland and the Czech Republic are the first markets targeted under that partnership.

Strong Pilates is expanding aggressively in the U.S., too. The company expects to reach 25 domestic studios by the end of 2026, with new locations planned across markets including New York City, Boston, Charlotte, Los Angeles and Philadelphia.

The U.S. has become Strong Pilates’ highest-performing market globally, Ramsey previously told ATN, with U.S. studios averaging more than 250 members and half reaching more than $1 million in annualized recurring revenue within their first year.

Founded in 2019, Strong Pilates differentiates itself from traditional reformer concepts by combining Pilates with strength training and cardio using its proprietary Rowformer and Bikeformer machines.

In Saudi Arabia, Healthpreneurs plans to tap into growing investment in fitness and sports as the country pursues its Vision 2030 goals around physical activity and public health.

“Strong Pilates brings a proven international model that is well aligned with evolving consumer preferences,” Alnowaser said. “With continued investment in sports and wellness under Vision 2030, we see a strong opportunity to establish and scale the brand in Saudi Arabia.”