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

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.

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