NUYU Co Founder and CEO
As the CEO and Co-Founder of NuYu Fitness, I had the extraordinary privilege of pioneering a new industry in Saudi Arabia by establishing the first licensed chain of women-only fitness centers. This was more than just building a business—it was about breaking new ground and redefining possibilities for women’s health and fitness in the region.
From the very beginning, I focused on creating a business model that not only thrived financially but also aligned with the cultural and societal shifts taking place in Saudi Arabia. I built a team of over 150 dedicated professionals and led senior executives in achieving exceptional results, including generating SR35.6 million in revenue and SR9.7 million in net profit in 2017. I am particularly proud of achieving 15% Saudization in a specialized and emerging industry, contributing to the Kingdom’s Vision 2030 goals.
Innovation was a core pillar of NuYu’s success. I launched the first online membership portal and e-payment gateway for the fitness industry in Saudi Arabia, ensuring a seamless and modern customer experience. This focus on innovation and excellence allowed us to create a truly transformative offering.
One of the defining moments of my leadership journey at NuYu was successfully navigating a private equity transaction to sell a majority stake in the business. In January 2018, we completed the sale at a value of SR100 million, marking a significant milestone in the company’s journey and my career. This exit underscored my ability to lead through the full life cycle of a business—from founding and scaling to executing a successful exit.
Through NuYu, I not only helped launch a groundbreaking industry but also demonstrated how purpose-driven leadership and strategic innovation can create meaningful and lasting impact. This experience has shaped my expertise in building and transforming businesses, and I remain deeply proud of the legacy we created.
