GymNation Reviews

GymNation operates as a chain of physical fitness centers, positioning itself as "The People's Gym" by targeting a gap in the Middle East fitness market for affordable and accessible gym memberships. Founded in Dubai in 2017 by Loren Holland, Frank Afeaki, and Ant Martland, the company was established to counter the high costs of gym memberships in the region, which were noted as being the second most expensive globally. The first facility opened in Al Quoz, Dubai, in June 2018.

The founders brought complementary expertise to the venture. Loren Holland, the CEO, has a background in corporate finance and investments, including a role at GEMS Education and experience with growth capital investments. His time as an investor and board member for the UK low-cost gym chain Xercise4Less informed the business model. Co-founder Frank Afeaki had hands-on experience in the affordable fitness sector in Australia, managing franchises like Crunch Fitness. Co-founder Ant Martland previously handled sports marketing for major brands such as Adidas and Reebok across the Middle East.

The company's business model is centered on a low-cost, high-volume approach, eschewing expensive amenities like swimming pools and saunas to keep membership fees low. Revenue is generated primarily through flexible, no-contract membership subscriptions, with pre-sale offers starting as low as AED 99 per month, a rate members can retain for life. This strategy makes fitness accessible to a broader demographic. The gyms are open 24/7 and feature a large quantity of modern equipment, with over 500 pieces per location, and offer more than 400 free group exercise classes monthly, including Les Mills programs, Zumba, and yoga. Some locations also feature specialized offerings like ladies-only sections, boxing academies in partnership with figures like Amir Khan, and dedicated HYROX Performance Centers and Reformer Pilates studios.

GymNation has pursued an aggressive expansion strategy. After a brief closure during the 2020 COVID-19 lockdown, the company expanded rapidly. In February 2022, JD Sports Gyms invested in the company to support its GCC expansion. This was followed by a management-led buyout in November 2023, backed by Tricap Investments and Ruya Partners, which returned significant majority ownership to the founders. This deal included a SAR 94 million (USD 25 million) private credit investment to specifically fuel expansion into Saudi Arabia. As of early 2025, GymNation operates numerous sites across the UAE and Saudi Arabia with stated ambitions to open 20 more locations across the GCC, including in Qatar, Bahrain, and Kuwait. The company leverages technology significantly, using a proprietary AI voice model named Jenny to handle customer service and sales, and data analytics to inform business strategy and predict member churn with high accuracy.

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