Launching a new business in a new market is never easy. Doing it under intense pressure, in the middle of a social and economic transformation, is something else entirely. That’s the challenge Nasser Obeid signed up for when he became CEO of PureGym Arabia.

In a compelling episode of CEO: Behind the Scenes, Obeid shares the story behind the brand’s expansion into the Gulf – and what it took to bring a high-value, low-cost fitness model into a region where premium offerings have traditionally dominated.

Saudi Arabia’s fitness market is booming – mirroring the speed at which the country has changed since he last worked there.

“The last time I was in Saudi Arabia was 2015,” he says. “Now, everything’s online, everything’s automated, everything’s seamless. There are big transformations in the culture.”

That level of reinvention required more than just commercial acumen. For Obeid, it also meant making serious personal sacrifices, including relocating his family to fully commit to the venture.

The pressure to deliver was immense, but so was the potential upside.

“The pace here is so much faster” he says. “This is the place to be. I see it right in front of my own eyes.”

Changing minds and lives

Since launching, PureGym Arabia has not only opened multiple locations – it has also begun to shift perceptions around fitness and accessibility in the region.

“When health clubs were not a thing, we were focused on the verticals,” Obeid says, explaining that his company previously supplied exercise equipment to hotels, residential compounds, corporations and even the government.

“Now, there is the expansion of women’s fitness clubs. This has skyrocketed, and it’s opened investors’ eyes about health clubs. They can see that this is a profitable business.”

Obeid’s leadership style is shaped by decades of executive experience across the region, but also by a willingness to challenge the status quo.

Throughout the conversation, he returns to a central theme: growth only works when it’s grounded in purpose. That’s why building the right team – one that believes in the mission – has been central to PureGym’s success in the Gulf.

With the business gaining momentum and expansion plans in place, Obeid is focused on what comes next.

“Throughout my career, it’s always been about creating awareness of health and fitness,” he says. “In Saudi Arabia, we’re creating awareness that we’re a solution in the health and fitness industry. It gives me goosebumps to think about where this could be going.”

To hear more about the strategy, sacrifice and leadership behind PureGym Arabia’s bold expansion, listen to the full episode of CEO: Behind the Scenes.

Listen to the latest episode of our CEO: Behind the Scenes podcast with Nasser Obeid on Amazon, Apple or Spotify.