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GymNation’s Loren Holland on its innovative business model, growth

GymNation’s founder and CEO on how the company has responded to changing consumer expectations, wellness trends and the demand for innovation

Neesha Salian
Neesha Salian

14 April, 2025

GymNation’s Loren Holland on its innovative business model, growth
Images: Supplied

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Since launching in 2018, GymNation has offered an alternative to costly, contract-bound gyms through its affordable, flexible, and tech-driven model.

In this interview with Gulf Business, its founder and CEO Loren Holland shares how the company has responded to shifting consumer expectations, the rise of holistic wellness, and the demand for innovation — while expanding its footprint across the region and setting a new benchmark for accessible fitness.

The fitness industry in the Middle East has undergone significant transformation, with increasing consumer demand for accessibility, affordability, and innovation. What key shifts have you observed, and how has GymNation strategically positioned itself to capitalise on these changes?

Since we launched GymNation in 2018, the Middle East market has matured rapidly. Consumers now demand greater value, transparency, and quality than ever before and are much less willing to overpay for gym memberships for substandard facilities and products.

GymNation was created to lead the movement away from overpriced, mid-market and premium gyms — into a new era of high-quality, value-driven fitness experiences that are accessible to everyone.

We introduced a disruptive model that combines affordability with exceptional quality which includes large-scale gyms, an unmatched selection of premium equipment, and thousands of group classes all delivered through a flexible, pay-monthly membership. GymNation is a value proposition that’s not just unmatched in the fitness industry but arguably across any industry in the region.

As the market continues to mature, so does our product. We remain relentlessly focused on delivering unbeatable value while consistently raising the bar on quality. We reinvest heavily to stay ahead, introducing trend-driven offerings like HYROX and Reformer Pilates ahead of other players to meet evolving member demand and ensure we continue setting the industry standard.

At the same time, we’re seeing a clear shift toward holistic wellness. Fitness is no longer just about training but is inclusive with recovery, mental health, and lifestyle playing an equally important role. That’s why we’re rolling out a comprehensive wellness and recovery experience across our gyms, including saunas, assisted stretching, massage therapy, and more — all made accessible at an affordable price point.

The demand for flexible, no-contract gym memberships has increased. How has this trend influenced GymNation’s business model, and what innovations have you introduced to meet these changing expectations?

Flexibility has always been at the core of GymNation’s model. From day one, we removed the barriers that traditionally stopped people from joining a gym: high prices, contracts, hidden fees, and complicated sign-up processes. Instead, we introduced a transparent, pay-monthly model that gives members the freedom to choose what works for them.

This philosophy extends far beyond pricing. Before GymNation launched, no gym in the region was offering online sign-ups. In fact, we were told by the CEO of a major fitness chain that it would never work here. Fast forward to today, and we’ve built what’s widely recognised as one of the most technologically advanced gym chains in the world. From our e-commerce-first approach and market-leading digital marketing and sales engines to instant, automated support powered by our in-house AI systems, we’ve redefined what a gym experience can be.

All of this ensures we deliver the flexibility, control, and real value today’s consumers demand and this is why GymNation continues to lead the market in growth, innovation, and member satisfaction.

As a market disruptor, GymNation has redefined affordability and accessibility in the UAE fitness industry. What innovative strategies or business decisions have been instrumental in setting it apart from other players in the region?

Our success has come from doing things differently and doing them better. We didn’t try to replicate what already existed; we built a new model designed to disrupt from day one. That started with stripping away the unnecessary costs and exclusivity that dominated the market and instead focusing on delivering exceptional value at scale.

We launched massive, world-class gyms in prime locations at a fraction of the price of traditional operators proving that affordability doesn’t have to come at the expense of quality.

We’ve also invested heavily in technology, AI, and automation to streamline operations, lower overheads, and improve the member experience, making us more efficient and customer-focused than traditional operators. While many in the industry focused on high-end segments, we’ve always focused on inclusivity, creating fitness spaces that welcome everyone, from first-timers to elite athletes.

Ultimately, GymNation has redefined what people expect from a gym in the Middle East — and in doing so, we’ve set a new standard for the industry at large.

GymNation has cultivated a strong fitness community. How do you foster this sense of belonging, and why do you think community engagement is crucial for retention and growth?

The word “community” gets thrown around far too often in this industry. I’m honestly tired of hearing operators claim they’ve built a strong community just because the receptionist knows your name or someone hands you a free protein shake. That’s not community — that’s customer service.

We now have over 110,000 members, and with the 20 new gyms opening this year, we’ll soon easily surpass 230,000. With a membership base that size, it’s impossible to take a one-size-fits-all approach. But what we’ve done exceptionally well is create and support countless sub-communities — from LES MILLS fans to HYROX race participants, from strength training groups to Muay Thai teams — each tailored to the unique needs and passions of our members.

We know there’s still more to be done, and we’re committed to doing it at a scale no one else in the region has attempted yet. Our focus now is on connecting these micro-communities — bringing them together through powerful, ongoing digital and in-person activations, and giving them a shared space where everyone is motivated to achieve. When members are encouraged and inspired by others around them — that’s when loyalty is built.

Recovery is becoming just as important as training. Are there plans to introduce new recovery-focused services, such as cryotherapy, compression therapy, or mindfulness programmes?

Absolutely. Recovery is no longer a luxury but a necessity. We firmly believe that the future of fitness lies in a more holistic approach, where training, recovery, data and mental wellness all work together to support long-term health and performance.

As mentioned previously, we’re rolling out the most comprehensive wellness and recovery offering the region has seen — including dedicated recovery zones with saunas, steam rooms, assisted stretching, massage therapy, and more. We will continue to explore new modalities as they emerge and ensure, just like we have done with our gym product, that we can make them affordable and accessible for everyone.

What personal philosophy drives your approach to business and innovation at GymNation? How do you stay motivated to continuously push boundaries in such a competitive space?

For me, it’s always been about building something that genuinely improves people’s lives. GymNation was never just a business idea — I was a consumer and grew tired of the way the fitness industry operated in this region. Overpriced memberships, upfront payments, underwhelming facilities — it didn’t make sense. So rather than complain about it, we set out to fix it. I’ve always believed in challenging the status quo. If something doesn’t make sense for the consumer — we change it. If it hasn’t been done before — we try it. That mindset has helped us disrupt an outdated industry and continuously innovate. What keeps me motivated? Knowing that we’re just getting started. There’s so much more we can do to make fitness even more accessible across the region. We’re only scratching the surface.

What does the future of GymNation and the fitness industry at large look like? Are there any emerging trends, technologies, or expansion plans that will further solidify its leadership in the Middle East’s fitness landscape?

The future of fitness in this region lies in affordability, inclusivity, and access to a world-class fitness experience, and GymNation is perfectly positioned to lead this movement across the Middle East.

We’re expanding at a rapid pace, with over 20 new gyms opening this year alone, doubling the size of our business once again, as we did in 2024. Company formations in Bahrain, Kuwait, and Qatar are already underway, laying the groundwork for additional growth outside of the UAE and Saudi Arabia.

Behind this momentum is a world-class leadership team, including several newly appointed key positions in the last month alone, such as a CFO, CMO, director of property acquisitions, head of corporate sales and projects director – who are all, along with 20 other members of the wider management team, equity incentivized to take GymNation to the next level.

At the same time, we’re doubling down on technology. From AI-powered sales agents to proprietary smart billing technology, our tech-first approach allows us to scale faster, operate smarter, and deliver greater value to our members than anyone else in the market.

This combination of regional scale, product innovation, and operational excellence puts GymNation in a category of its own but that said, the best is yet to come.

Read: WHOOP’s Stephan Muller on how wearable tech is shaping the future of wellbeing

Saudi Arabia, US on ‘pathway’ to civil nuclear agreement

Saudi Arabia, the world’s largest oil exporter, is seeking to generate substantial renewable energy and reduce emissions

Reuters
Reuters

13 April, 2025

Saudi Arabia, US on ‘pathway’ to civil nuclear agreement
US Energy Secretary Chris Wright.- Getty Images

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The United States and Saudi Arabia will sign a preliminary agreement to cooperate over the country’s ambitions to develop a civil nuclear industry, US Energy Secretary Chris Wright told reporters in the Saudi capital Riyadh on Sunday.

Read-Saudi stocks plunge by $133bn in biggest fall since 2020

Wright, who had met with Saudi Energy Minister Prince Abdulaziz bin Salman earlier on Sunday, said Riyadh and Washington were on a “a pathway” to reaching an agreement to work together to develop a Saudi civil nuclear programme.

Wright, on his first visit to the kingdom as secretary as part of tour of energy-producing Gulf states, said further details over a memorandum detailing the energy cooperation between Riyadh and Washington would come later this year.

“For a US partnership and involvement in nuclear here, there will definitely be a 123 agreement … there’s lots of ways to structure a deal that will accomplish both the Saudi objectives and the American objectives,” he said.

A so-called 123 agreement with Riyadh refers to Section 123 of the US Atomic Energy Act of 1954 and is required to permit the US government and American companies to work with entities in the country to develop a civil nuclear industry.

Saudi Arabia, the world’s largest oil exporter, is seeking to generate substantial renewable energy and reduce emissions, under the crown prince’s Vision 2030 reform plan. At least some of this is expected to come from nuclear energy.

Trump’s move: iPhones, laptops exempted from China tariffs

For the Chinese imports, the exclusion of the tech products applies only to Trump’s reciprocal tariffs, which climbed to 125 per cent this week

Reuters
Reuters

13 April, 2025

Trump’s move: iPhones, laptops exempted from China tariffs
Image credit: Getty Images

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US President Donald Trump’s administration granted exclusions from steep tariffs on smartphones, computers and some other electronics imported largely from China, providing a big break to tech firms like Apple that rely on imported products.

Read-Trump tariff hike: China raises duties on US goods to 125%

China said it was evaluating the impact of the exclusions. In a statement on Sunday, the Ministry of Commerce called the move a “small step by US to correct its wrong practice of unilateral ‘reciprocal tariffs’.”

“The bell on a tiger’s neck can only be untied by the person who tied it,” the ministry said, urging the US to make a major step in correcting what it called its wrongdoing and cancelling the tariffs completely.

In a notice to shipperslate on April 11, the US Customs and Border Protection agency published a list of tariff codes excluded from the import taxes, with retroactive effect from 12:01 a.m. EDT (0401 GMT) on April 5.

Product categories

It featured 20 product categories, including the broad 8471 code for all computers, laptops, disc drives and automatic data processing. It also included semiconductor devices, equipment, memory chips and flat panel displays.

The notice gave no explanation for the move, but the exclusion provides welcome relief to major technology firms such as Apple, Dell Technologies and many other importers.

The action also excludes the specified electronics from Trump’s 10 per cent “baseline” tariffs on goods from most countries other than China, easing import costs for semiconductors from Taiwan and Apple iPhones produced in India.

Asked on Saturday about his reasoning for the exemptions and plans for semiconductors, Trump told reporters: “I’ll give you that answer on Monday. We’ll be very specific on Monday … we’re taking in a lot of money, as a country, we’re taking in a lot of money.”

Chinese imports

For the Chinese imports, the exclusion of the tech products applies only to Trump’s reciprocal tariffs, which climbed to 125 per cent this week, according to a White House official. Trump’s prior 20 per cent duties on all Chinese imports that he said were related to the US fentanyl crisis remain in place.

But the official said Trump would launch a new national security trade investigation into semiconductors soon that could lead to other new tariffs.

Wedbush Securities analyst Dan Ives called the announcement about the tech exclusions “the most bullish news we could have heard this weekend.”

“There is still clear uncertainty and volatility ahead with these China negotiations…. Big Tech firms like Apple, Nvidia, Microsoft and the broader tech industry can breathe a huge sigh of relief this weekend into Monday,” Ives said in an industry note.

Beijing increased its own tariffs on US imports to 125 per cent on Friday, hitting back against Trump’s decision to further raise duties on Chinese goods and increasing the stakes in a trade war that threatens to upend global supply chains.

On Wednesday, Trump had announced a reprieve for levies on dozens of countries while ratcheting up tariffs on Chinese imports effectively to 145 per cent.

Many tech company CEOs have embraced Trump as he begins his second term, attending his January 20 inauguration and celebrating with him afterward. Apple CEO Tim Cook hosted a pre-inaugural ball and has visited Trump at his home in Florida.

White House spokesperson Karoline Leavitt said in a statement that Trump has made clear the US cannot rely on China to manufacture critical technologies such as semiconductors, chips, smartphones and laptops.

But she said that at Trump’s direction, major tech firms, including Apple and chipmakers Nvidia and Taiwan Semiconductor 2330.TW “are hustling to onshore their manufacturing in the United States as soon as possible.”

Tariff pain

The exemptions suggest an increasing awareness within the Trump administration of the effect of his tariffs on US consumers who are weary of inflation.

Even at a lower 54 per cent tariff rate on Chinese imports, analysts predicted the price of a top-end Apple iPhone could jump to $2,300 from $1,599. At 125 per cent, economists and analysts have said US-China trade could largely halt.

Smartphones were the top US import from China in 2024, totaling $41.7bn, while Chinese-built laptops were second, at $33.1bn, according to US Census Bureau data.

Apple recently chartered cargo flights to ferry 600 tons of iPhones, or as many as 1.5 million, to the US from India, after it stepped up production there in an effort to beat Trump’s tariffs, Reuters reported on Friday.

Trump’s White House campaign last year focused on a vow to bring down prices. But he also promised to impose the tariffs that he views as essential to realigning the world trading order and he has dismissed turbulence in financial markets and price increases from the levies as a necessary disturbance.

His so-called “reciprocal tariffs,” however, have raised fears of a US recession and have drawn criticism from some of his fellow Republicans, who do not want to lose control of Congress in next year’s mid-term elections.

Trump told reporters on Friday he was comfortable with the high tariffs on China but had a good relationship with President Xi Jinping and believed something positive would come out of the trade conflict between them.

His tariff moves have caused turmoil on financial markets. US stocks ended a volatile week higher, but the safe haven of gold hit a record high during the session and benchmark US 10-year government bond yields posted their biggest weekly increase since 2001 alongside a slump in the dollar, signaling a lack of confidence in the US.

Abu Dhabi’s ADNOC mulls bid for Aethon’s US natural gas assets

Deliberations regarding the US energy-focused investment firm’s assets also involve other parties

Reuters
Reuters

13 April, 2025

Abu Dhabi’s ADNOC mulls bid for Aethon’s US natural gas assets
Image: ADNOC

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Abu Dhabi state oil company ADNOC is in the early stages of considering a bid for investment firm Aethon Energy Management’s US natural gas assets, according to a person familiar with the matter.

Read-ADNOC Gas boosts liquidity with $2.84bn offering on ADX

ADNOC has done a string of acquisitions in gas and chemicals, which along with LNG and renewables it considers as pillars for its future growth.

Last year, the energy giant bought a stake in NextDecade’s liquefied natural gas export project in Texas along with a 20-year supply deal.

Deliberations regarding the US energy-focused investment firm’s assets also involve other parties, the source added.

Reuters in November reported that Aethon was exploring options for its natural gas production and midstream assets that included a sale or an initial public offering at a valuation of about $10bn.

The upstream assets of Aethon, which primarily focus on the Haynesville shale formation in Louisiana and East Texas, constitute one of the largest privately held US gas producers.

ADNOC and Aethon did not immediately respond to Reuters requests for comment.

Bloomberg News first reported that ADNOC was mulling a bid for Aethon’s natural gas assets on April 11.

Hajj 2025: Last summer pilgrimage for the next 16 years

The news has been welcomed by millions of pilgrims who, in recent years, have dealt with extreme heat during Hajj

Nida Sohail
Nida Sohail

13 April, 2025

Hajj 2025: Last summer pilgrimage for the next 16 years
Image credit: Saudi Press Agency /Website

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The 2025 Hajj will be the last pilgrimage to take place during the intense summer heat for the next 16 years.

Read-Visa freeze: Saudi Arabia suspends entry for 14 nations

According to a report in The Express Tribune, Saudi Arabia’s National Meteorological Center has announced that the Islamic calendar is gradually shifting the annual event into cooler months.

Hajj moving into cooler seasons

Starting in 2026, the Hajj pilgrimage will move into spring and continue progressing into winter due to the Islamic lunar calendar’s annual drift of approximately 10 days.

It is expected that the pilgrimage will be held in the spring season from 2026 to 2033, and in the winter season from 2034 to 2042. The pilgrimage will return to the summer season only in 2042.

Relief for pilgrims after years of heat

The news has been welcomed by millions of pilgrims who, in recent years, have dealt with extreme heat during Hajj.

They have braved temperatures ranging between 46°C and 51°C in Makkah during the pilgrimage in 2024, according to a report by Samaa TV.

Hajj 2024: By the numbers

A total of 1,833,164 pilgrims participated in Hajj 2024. This included 221,854 internal pilgrims (12.1 per cent) and 1,611,310 external pilgrims (87.9 per cent).

Among internal pilgrims, 53.5 per cent were men and 46.5 per cent women. Among external pilgrims, 52.1 per cent were men and 47.9 per cent women.

In terms of arrival methods for external pilgrims in 2024, 96.0 per cent arrived in Makkah via air transport, 3.7 per cent by land, and 0.3 per cent by sea.

Why cyber-resilience is key as UAE crypto exchanges navigate a high-stakes market

To stay ahead of digital threats, crypto exchanges must outmatch the ingenuity of attackers — because the industry’s survival depends on it

Nicola Buonanno
Nicola Buonanno

11 April, 2025

Why cyber-resilience is key as UAE crypto exchanges navigate a high-stakes market
Image: Getty Images/ For illustrative purposes

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The global crypto community was shaken on February 21, as news broke of the largest crypto hack in history.

North Korea’s notorious state-sponsored hackers pulled off a monumental heist on crypto exchange, Bybit, and made off with some $1.5bn in ether (ETH). Having cut their teeth on projects such as the Sony Pictures Hack of 2014 and graduated to the big leagues with 2017’s infamous WannaCry ransomware campaign, Lazarus now poses a very real threat to exchanges across the globe, including the UAE.

The UAE has established itself as a leader in crypto regulation, fostering a secure and well-governed environment for digital assets. Its regulators oversee crypto activities to ensure compliance and transparency, while initiatives like government-backed cross-border crypto transactions with Saudi Arabia’s central bank signal a commitment to innovation. Commercial banks are also embracing the sector, with Emirates NBD launching crypto trading in March 2025.

All these positive developments have fueled the crypto market’s growth, but an unfortunate side effect of this momentum is that it has made the sector an attractive target. As global interest in crypto grows, so too does the incentive for cybercriminals to target digital assets — underscoring the need for continuous vigilance across the entire ecosystem. There’s correlation between market upswing and threats that has played out before — stolen funds last peaked during the crypto boom years of 2021-2022. And with a potential resurgence in 2024, the risk of high-profile heists is growing.

This presents a significant risk to exchanges operating in the Emirates. It is a crowded market and brand recognition is often the major draw for customers. Consequently, good press fuels success, but the wrong kind of story — even briefly — can shatter consumer confidence and erase them from relevance. Cybersecurity thrives on cautionary tales, but crypto depends on the unbreakable trust in its infrastructure. To stay ahead of digital threats, exchanges must outmatch the ingenuity of attackers — because the industry’s survival depends on it.

Call to arms for crypto exchanges

Crypto assets and services can bring many benefits to the UAE banking system. They can diversify it and rekindle enthusiasm for banking among a now largely digital-native populace. There are signs that financial organisations in the UAE, and surrounding Gulf nations, are beginning to grasp some of the truths about the crypto world. For example, far from being the shadowy, anonymised environment portrayed by its detractors, blockchains are the most auditable transaction ecosystems in existence. All that remains is for governments and institutional investors to embrace these systems.

The remaining challenges to widescale normalisation of crypto mostly hinge on wallet and exchange security. Chainalysis’ 2025 Crypto Crime Report revealed the outsized role North Korea-affiliated actors are playing in crypto-related incidents and how this role has grown. North Korean groups stole around $660m across 20 incidents in 2023. In 2024, they were responsible for more than double the previous year’s tally — $1.34bn across 47 incidents.

This level of escalation cannot go unchallenged. It falls to those who run exchanges or are exploring the possibility of offering crypto services to take steps to prevent Lazarus-type actors from disrupting or demolishing ownership guarantees. Tools already exist to help with crypto security.

Even crypto end-users have access to free resources that allow them to verify transactions and enhance their on- and off-chain security provisions.

Strengthening defences

To defend against large-scale breaches, there are some best practices exchanges and other service-providers can follow. Chainalysis has come up with these approaches through in-depth discussions with chief information security officers (CISOs). The experts strongly urge the implementation of stronger Web2 security like endpoint detection and response (EDR). Many of these tools are advanced enough in their threat intelligence to help identify and mitigate potential threats on devices used by exchange employees.

Web2 measures also include the protection of signing computers by air-gapping — disconnecting them from the internet or any internet-exposed resource. These machines should be used only for signing crypto transactions. Where a hardware node must access a cold wallet, it should be subject to the most meticulous security measures — strictly secured and access-controlled. API key storage should integrate hardware security modules (HSMs), which add another layer of authentication.

When it comes to Web3 infrastructure, there’s an imperative for a dedicated process for communication between signers to ensure all approvals account for all possible nuances and variations between the parties. In addition, multi-party computation (MPC) wallets reduce reliance on single points of failure in the management of keys. Solutions are also available to govern the wallets themselves by, for example, limiting transfer amounts.

The reals of the real-world

Humans are, of course, part of the security apparatus and are famously its most common point of failure. And while simple errors are known to lead to incidents daily, sometimes we find that an infiltration is tied to an insider voluntarily aiding a threat actor. In some documented instances, North Korean IT workers infiltrated crypto service providers and Web3 companies using fake identities.

A recent US Department of Justice (DOJ) case indicted 14 DPRK nationals who, as remote workers, stole proprietary information and extorted their employers to acquire more than $88m. Security best-practice measures must include thorough background checks for potential recruits, and the training of employees to recognize social-engineering tactics.

A wake-up call

The UAE has a glowing future in crypto adoption if providers can tackle the momentous task of securing assets and transactions. It requires commitment and constant engagement, but it is not an insurmountable challenge.

Given the right investment in the right tools and policies, UAE crypto providers can ensure they do not become the next cautionary tale.

The writer is the VP – South EMEA, Central & South Asia at Chainalysis.

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