CEO Pure Gym Middle East
As CEO of Al Hokair Group’s PureGym Middle East franchise, I have had the privilege of leading the localisation and expansion of PureGym into Saudi Arabia and the UAE. My focus has always been on maintaining the highest quality standards while adapting the brand to meet the unique needs of the region.
One of my proudest achievements was negotiating and securing the Master Franchise Agreement between PureGym Group and Al Hokair Group, which set the foundation for our ambitious expansion strategy across the Middle East. I developed a comprehensive five-year business plan and financial model, projecting a 74% revenue increase to SR365 million by 2024 and an operating profit margin of 29%. Achieving this required a sharp focus on cost efficiency and scaling our operations effectively.
Innovation has been at the heart of my leadership. I pioneered the region’s first no-contract online membership portal with an integrated e-payment gateway, transforming the fitness industry in Saudi Arabia. By transitioning our customer acquisition journey entirely online, we achieved a cost-per-acquisition below SR70 and increased customer lifetime value to over SR1000, with a target of SR1200 by 2024.
I’ve also been deeply involved in building the infrastructure for sustainable growth, leading the development of 130 PureGym branches across the region by 2027, implementing Microsoft Dynamics ERP for seamless operations, and establishing an in-house training academy to uphold quality standards. These efforts are supported by a cutting-edge digital media strategy that ensures cost-effective member acquisition and retention.
Currently, I am preparing the company for its IPO—a milestone that reflects the tremendous growth and value we’ve created. My journey with PureGym in the Middle East has been one of innovation, transformation, and impactful leadership, and I am proud to have shaped the brand into a market leader that sets new standards for the industry.
