As the health and wellbeing of its population gains increasing importance for the Kingdom of Saudi Arabia, an opportunity for international businesses involved with sport and fitness to gain a foothold in the Middle East is set to launch in November this year. A new exhibition –Saudi International Sport & Fitness (ISF Saudi)powered by FIBO, the world’s leading fitness and wellness trade fair –willprovide a platform and direct access to the region’s largest target market, and help to address pressing national concerns for a healthy population.
Taking place from 24 – 27 November 2014 at the Jeddah Centre for Forums and Events, ISF Saudi will showcase international exhibitors and national and international partners. The show is sponsored by Delta Fitness Authority, Dr Soliman Fakeeh Hospital and Green Vision and has already attracted participation from leading international sports and fitness brands.These include Life Fitness, Freemotion, Pavigym, Technobody, Gym80, HP Cosmos, Synergy, Airex, Digilock, Green Vision, Purmotion, Artisport, Technogym, Stex, andCrossFoxFitness.
Market potential in the Kingdom is considerable, with health and fitness-related projects valued at more US$20 billion requiring fulfilment from suppliers of fitness equipment and infrastructure. Sports retail is an US$8 billion business with a healthy annual growth rate of eight percent. ISF Saudi is segmented into the Sport Life Zone and Sports Business Zone to service all elements of the market. The three key sectors represented within these segments are:
- Fitness – professional fitness equipment, sport and fitness services
- Retail – distribution and retail of sports, fitness and health equipment, apparel, footwear and accessories
- Infrastructure – sports and wellness facilities design and constructions, sports development and management
According to Saudi Arabia’s Ninth Development Plan, which was approved by the Saudi Council of Ministers to aid development across all sectors, 19 percent of the Kingdom’s budget, equating to US$73 billion, has been committed to social and health initiatives between 2010 and 2014.
Major sports development projects, such as the $5 billion King Abdullah Sports City, have also received bumper budgets, and a further US$1.3 billion is expected to be added to sports infrastructure investment in 2015. Private investment in the sports and fitness sector also continues to grow, and is fast approaching US$1 billion with estimated year-on-year growth of 17 percent*.
The deregulation of women’s participation in sports and fitness activitiesheralds further opportunity for improving the health and wellbeing of this fast-growing population.These Saudi government initiatives come as a result of the prevalent health risks in the Kingdom, most notably diabetes, heart disease and obesity.Obesity is widely documented, and currently affects 44 percent of women, 26.4 percent of men and 18 percent of children in KSA.
ISF Saudi will enabledialogue and relationship development between private organisations, industry brands and government bodies,to discuss and action solutions for the Kingdom’s health and fitnesssector. The show also introduces the Hosted Buyer Program to facilitate direct and effectivebusiness networking and trading opportunities.
“It is clear from the significant commitment by Saudi Arabia’s government to develop social and health initiatives that this is at the top of the Kingdom’s agenda,” said Simon Blazeby, Head of Exhibitions, Reed Sunaidi Exhibitions. “The launch of ISF Saudioffers exceptional opportunities for products and services in sports, fitness and healthto provide meaningful contributions to the development of the population’s future wellbeing.”
*Source: Euromonitor International 2012
For more information about how to exhibit your organisation, products and services or visiting the event, please visit the ISF Saudi website at www.isfsaudi.com.
