Thriving women’s fitness market offers ‘significant potential’

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• Demand for women-only spaces
• Gym brands expanding
• Commercial opportunities

Exercise rates among women in the Middle East are higher than the global average, creating opportunities for companies to tap into this underdeveloped market segment.

Participation in intense physical activities among women in the Middle East has grown from 20 percent of the population in 2019 to 31 percent in 2024. That’s a much larger rise than the jump from 22 percent to 25 percent in the global female population.

“Cultural norms in the region emphasise the need for female-specific fitness spaces, presenting an opportunity to serve this market,” says Aiste Kriauciunaite, consultant at Euromonitor International. 

The opportunity of women’s wellness has not gone unnoticed by companies in the UAE.

Emirati property developer Arada has just completed the purchase of three new gym brands — one of them, FitnGlam, is women-only, serving over 8,000 members across the UAE.

Arada’s group CEO Ahmed Alkhoshaibi told AGBI that women-only fitness is “a relatively untapped market with significant potential”.

“In this part of the world, it’s important that operators have the ability to offer women-only as well as mixed spaces in their gyms to be able to capitalise on the growth opportunity,” he said.

FitnGlam is seeing average growth of 3,000 new members annually, according to Alkhoshaibi, and has three more locations planned in the immediate pipeline to cater to this growth, adding an additional membership capacity of more than 6,300.

The membership breakdown at FitnGlam is 49 percent Emirati and 51 percent expat.

Given the relatively low population of Emiratis vs expats in the UAE, this means that women-only spaces are highly preferred by Emirati women.

Women, therefore, make up a key and growing part of the developer’s health and wellness business.

In Arada-owned Wellfit Madar – the largest fitness club in the emirate of Sharjah with a whole floor dedicated exclusively towards women – women make up 48 percent of the gym’s clientele.

That is despite the mixed-gender areas being three times as large as the women’s only space, Alkhoshaibi explains.

Fitness First, another major gym operator in the UAE, runs 13 women-only gyms or gyms with women-only areas. 

Euromonitor’s Kriauciunaite says retailers can cash in on the rapidly growing female fitness market — even for women who work out at home.

In its survey of women in Saudi Arabia, the UAE and Egypt, Euromonitor found that 68 percent of women exercise at home weekly, compared to 60 percent of the global female population.

“This high percentage of female consumers who prefer to work out at home creates opportunities for fitness equipment, on-site fitness facilities tailored to women, and digital platforms and coaching that cater to their unique needs,” says Kriauciunaite. 

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She adds: “Companies and brands can cater to the growing interest in diverse physical activities by developing female-focused gear, supplements, and performance products.”

Apparel, for example, represents a major opportunity. Statista expects the women’s sports apparel market to be worth nearly $50 billion by 2027.

A focus on wellness means openings for companies working in food and beverage and nutritional supplement markets.

Maria Mascaraque, head of food and nutrition at Euromonitor International, said the growing focus on women's health driven by personal care and self-care trends offered significant business opportunities.

“This offers an opportunity to incorporate beneficial ingredients into everyday diets to complement a holistic approach to supporting women's health,” said Mascaraque.

Euromonitor found that Millennials, especially female Millennials, are also more likely to take vitamins or supplements regularly.

According to Euromonitor data, 59 percent of Emiratis take vitamins or other supplements at least weekly, above the global 52 percent figure.