Home-grown UAE fitness chain GymNation is flexing its muscles once again—this time by supercharging its senior leadership team. As the brand sets its sights on aggressive regional expansion, a fresh wave of high-caliber talent has joined its executive ranks to help shape the next phase of growth across the GCC.
From marketing masterminds to operational heavyweights, the new additions bring experience, passion, and purpose—key ingredients in GymNation’s goal to revolutionize fitness in the Middle East.
Turbocharged Growth: 50 Gyms in Sight
With over 20 clubs already across the UAE and tens of thousands of members, GymNation has made one thing clear—it’s not slowing down.
The company is aiming to double its presence, with a target of opening 50 gyms across the GCC by the end of 2025. Saudi Arabia, Kuwait, Bahrain, and Qatar are all on the radar, and momentum is already building. A newly established regional headquarters in Riyadh signals that GymNation isn’t just entering new markets—it’s planting deep roots.
This bold expansion vision is backed by a clear mission: making fitness more accessible, more affordable, and more enjoyable for everyone in the region.
Meet the Powerhouse Leadership Team
At the heart of this expansion lies a strengthened leadership team, hand-picked to deliver impact at scale. Each new hire brings a laser-focused specialty, helping GymNation tackle the key pillars of modern fitness: member experience, innovation, community engagement, and operational excellence.
Rory McEntee – Chief Marketing Officer
Known for creating culturally relevant, bold campaigns in the fitness world, Rory McEntee steps into the CMO role with an energetic vision for the brand. His creative edge is already reshaping GymNation’s brand identity—expect to see powerful campaigns that resonate with diverse communities across the Gulf.
McEntee’s emphasis on community-first marketing and digital storytelling aligns perfectly with GymNation’s people-centric philosophy.
Rob MacTighearnain – Chief Financial Officer
A seasoned expert in financial leadership, Rob brings the kind of disciplined strategy required to support rapid regional scale. With a track record spanning SaaS, startups, and fintech, he’s building a future-proof financial architecture that can support multiple market entries and a growing member base.
His approach is data-led, agile, and designed for sustainable growth—a perfect match for a brand that’s scaling at speed.
Sophie Hamilton-McEntee – Head of Corporate Sales
Corporate wellness is a growing priority in the Gulf, and GymNation is seizing the opportunity. Sophie brings a wealth of experience in building wellbeing partnerships with large employers. Her goal is to make fitness not just a personal goal, but a company culture.
From tailored gym memberships to workplace fitness programs, she’s building bridges between health and productivity.
Colin Carter – Director of Property & Acquisitions
With the fitness chain set to enter four new GCC markets, the role of Property Director is pivotal. Colin Carter, now heading up the new Riyadh HQ, is leading site acquisitions, lease negotiations, and large-scale developments. His work ensures that each GymNation location fits the brand’s high standards—and that it lands in the right neighborhood with the right offering.
Samy Al Aaser – Projects Director
As the brand takes on more simultaneous launches, Samy Al Aaser ensures seamless execution. From groundbreaking to grand openings, he manages the construction timelines and logistics of GymNation’s ever-growing club portfolio.
His leadership guarantees consistency, even as the pace of expansion accelerates.
Facilities That Set the Standard
GymNation’s success isn’t just about scale—it’s about substance. Its clubs are large, affordable, and tech-enabled. And they’re evolving.
The latest facilities offer next-generation experiences like HYROX training zones, Reformer Pilates studios, advanced recovery lounges, and even indoor uphill running tracks. These aren’t just gyms—they’re lifestyle hubs built for performance and recovery.
A newly launched flagship club—spanning over 55,000 sq ft—is setting new standards in Dubai, with sleek design, performance-centric architecture, and an inclusive environment for all fitness levels.
From Budget to Premium: Disrupting the Market
GymNation started as a disruptor with one clear value proposition—affordable fitness without compromise. That value still stands, but now it comes with layered experiences. Whether it’s a first-time gym-goer, a CrossFit enthusiast, or a corporate executive looking to squeeze in a quick session—there’s something for everyone.
What’s changed is the ambition. GymNation is now redefining what it means to be a “budget gym” by integrating high-end equipment, recovery services, and boutique-style classes into a mainstream offering.
In short, it’s not just about making fitness accessible. It’s about making premium fitness the new normal.
Digital Transformation: More Than Just an App
In the age of tech, GymNation is taking the digital game seriously.
The brand has invested in building an intelligent digital infrastructure. This includes AI-driven onboarding, personalized fitness journeys, smart class booking, and in-app engagement tools. These tech additions allow the brand to offer a more personal and predictive experience—even as it scales rapidly.
Fitness challenges, progress tracking, and virtual community features also keep members motivated between workouts.
The goal? Keep people engaged and coming back, whether they’re working out in a club or following a plan from home.
Fitness with Purpose: A Community-first Philosophy
While growth is a headline, GymNation’s deeper story lies in community impact. Every decision—from pricing to club location—is made with inclusivity in mind.
Many clubs are located in underserved areas or new urban zones where fitness access is often limited. GymNation offers affordable monthly rates, zero lock-in contracts, and multilingual staff to ensure that more people—regardless of income, nationality, or fitness level—can access health and wellness.
The brand frequently partners with schools, charities, and community groups to promote fitness education and active living.
A Culture of Empowerment
Internally, GymNation has fostered a high-performance, low-ego culture. With a diverse team representing over 20 nationalities, the company thrives on shared purpose and agility.
New leaders are not just filling seats—they’re helping create a more empowered, ideas-led work environment. Employees are encouraged to pitch innovations, take ownership, and play an active role in shaping the future of fitness in the region.
This culture is also reflected in the way the brand trains and promotes talent across clubs. Many club managers started as personal trainers or front-desk staff. The path to leadership is not only possible—it’s actively supported.
Expansion Timeline: What to Expect
The roadmap ahead is ambitious, but well-structured.
- Next Gym Opening: Riyadh (Qurtubah) – June 2025
- Total New Locations by 2026: 30+ across GCC
- Key Target Cities: Riyadh, Jeddah, Doha, Kuwait City, Manama
New clubs are expected to include advanced group exercise spaces, coworking zones, smoothie bars, and even family-friendly features in select locations.
Expect marketing campaigns to mirror this expansion, with bold storytelling, regional brand ambassadors, and digital-first experiences designed to resonate with local cultures.
Backlinks Building Brand Equity
GymNation’s announcements, campaigns, and leadership appointments have been widely covered across digital channels and industry platforms.
This increasing visibility is more than just media coverage—it’s brand building at its finest. The backlinks generated through PR, editorial collaborations, and thought-leadership articles are raising GymNation’s digital profile and improving its SEO authority. This ensures that when someone in the region searches for a gym—they find GymNation first.
These backlinks also contribute to investor confidence and stakeholder trust as the brand prepares for deeper regional integration and, potentially, future funding rounds or strategic partnerships.
Why GymNation’s Rise Matters
GymNation’s story is more than a business case—it’s a blueprint for the future of health and wellness in emerging markets. The brand proves that scale and quality don’t have to be mutually exclusive. That regional brands can punch above their weight. That access and excellence can coexist.
In a region where lifestyle diseases and sedentary routines are still on the rise, GymNation is doing more than just opening gyms—it’s shifting mindsets and building healthier communities.
Final Word
With a refreshed leadership team, cutting-edge facilities, and a crystal-clear growth strategy, GymNation is entering a bold new chapter.
The brand isn’t just growing in size—it’s growing in impact. And for those watching the fitness space in the Middle East, one thing is certain: the GymNation movement has only just begun.
Do follow UAE Stories on Instagram
