NuYu Fitness AlWaha

What NuYu Fitness AlWaha does

NuYu Fitness AlWaha is a privately held, ladies-only premium fitness chain operating in Saudi Arabia under the NuYu Fitness brand. Founded in 2012 by Princess Sarah Al Saud, who serves as Co-Founder and Creative Director, the company began as the first and only ladies-only fitness center in the Kingdom and has since expanded to 7+ branches concentrated in Riyadh (Al Waha, Riyadh Front, Ishbiliyah, Irqah, Al Taawun) and Al Khobar (Hizam Thahbi). Its core offering is a tiered membership portfolio — Standard, Plus, Student, Fit for Less, and Gym Floor — bundled with access to 90+ weekly group classes, complimentary body assessments, and add-on services including one-on-one Personal Training, Pilates Reformer, and Online Personal Training. Members transact through in-club reception, the nuyu-ksa.com website, a call center (920007576), or the NuYu mobile app, which handles barcode check-in and class booking, with installment payments enabled via Tabby and Tamara.

The company monetizes primarily through upfront recurring membership subscriptions (1 to 18 months, non-refundable) and separately priced personal-training and Pilates sessions, supplemented by a corporate wellness channel that offers discounted group memberships to employees of partner enterprises such as Aramco, SABIC, Ma'aden, the Ministry of Finance, Coca-Cola KSA, Saudi German Hospital, GIB, Alfaisal University, and MNG. Pricing is published (e.g., SAR 1,190 for 1-month Standard up to SAR 7,175 for 12-month Plus), positioning NuYu as a premium offering relative to general-market gyms in the Kingdom. Underlying technology is a mobile-first member experience: the NuYu app drives access control via barcode, online class booking, and membership management, with payment integrations to Tabby and Tamara and operational workflows via WhatsApp.

NuYu's go-to-market combines direct-to-consumer physical-club sales, an inside-sales call center, self-serve web purchase, and a field B2B sales motion targeting employers for corporate wellness packages. Its only disclosed institutional capital is a funding round led by Arcapita Ventures in October 2018, and ownership remains founder-controlled with no disclosed parent company or acquisition activity. Marketing is concentrated on organic social (Facebook, Instagram, X), an Arabic/English content blog, and an email newsletter.

Name

NuYu Fitness AlWaha

Legal name

NuYu Fitness

Website

https://nuyu-ksa.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

NuYu Fitness is a privately held, ladies-only premium gym chain in Saudi Arabia, founded in 2012 by Princess Sarah Al Saud. It operates 7+ branches across Riyadh and Al Khobar, selling tiered memberships, personal training, Pilates Reformer, and corporate wellness packages to women and enterprise employers.

Ownership category

akta.pro rank

Product category

Health Club Services

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Group Fitness, Personal Training & Wellness Coaching (EDALAIAE)

akta.pro secondary industries

Private 1:1 Yoga/Pilates & Small-Group Sessions (HSADACAI), Corporate/Workplace Yoga & Pilates (HSADACAJ), Yoga & Meditation Experiences (Studio Classes, Guided Meditation, Mindfulness) (THAJAHAA)

Keywords

• Ladies fitness center
• Women-only gym
• Personal training services
• Group fitness classes
• Corporate wellness programs

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Gym Membership Fees: Recurring membership fees collected upfront at the time of purchase, with membership terms ranging from 1 month to 18 months. Accepted payment methods include cash, debit/credit cards, and installment plans via Tabby and Tamara. Membership automatically begins upon enrollment completion.
2. Personal Training Sessions: Personal training sessions are charged separately from membership. Sessions are 60 minutes each and must be completed within specified timeframes based on package purchased (1 session within 48 hours, 5 sessions within 35 days, 10 sessions within 50 days, 15 sessions within 70 days, 20 sessions within 90 days). Fees are non-transferable and non-refundable.
3. Pilates Reformer Sessions: Pilates Reformer sessions are charged separately from membership. Each session is 60 minutes. Cancellation must be made 12 hours in advance or no compensation is provided.
4. Corporate Wellness Partnerships: NuYu offers special packages and pricing for employees of corporate partner companies, providing discounted group memberships as an employee benefit. The company targets corporate partners to increase staff motivation, productivity, and work/life balance.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

NuYu Fitness AlWaha is a ladies-only premium fitness chain operating multiple boutique clubs in Saudi Arabia (Riyadh and Al Khobar). It sells recurring membership subscriptions granting access to its gym floors and 90+ weekly group exercise classes, alongside separately purchased add-on services such as 60-minute personal training sessions and Pilates Reformer sessions. The company also offers a Corporate Wellness Program providing discounted group memberships to employees of partner organizations including Aramco, SABIC, Ma'aden, and the Saudi Ministry of Finance.

Product overview

NuYu Fitness AlWaha operates as a ladies-only premium fitness chain in Saudi Arabia, offering a multi-tiered membership portfolio. The core offering consists of membership tiers (Standard, Plus, Student, Fit for Less, Gym Floor) providing gym access and group fitness classes. Add-on services include Personal Training, Pilates Reformer, Online Personal Training, and Corporate Wellness Programs. All members access facilities through the NuYu mobile application which handles booking and access control. The company was founded in 2012 by Princess Sarah Al Saud and operates multiple branches across Saudi Arabia including Riyadh Front, Al Waha, Ishbilia, Irqah, Al Taawun, Khobar, and Hizam Thahbi.

Differentiator

Problem solved

Functional benefit

Products and services

• NuYu Standard Membership Regular ladies-only gym membership providing unlimited access to the home club's gym floor and all group fitness classes during opening hours 7 days/week. Includes booking access for 90 weekly group classes at the home branch, complimentary body assessment, and a 1-hour NuYu Activate session. Terms range from 1 month (SAR 1,190) to 18 months (SAR 6,375).
• NuYu Plus Membership Premium membership tier providing unlimited access to all NuYu branches throughout Saudi Arabia at any time during opening hours, all classes, 5% discount on non-promotional products and services, 4 guest passes valid for 3 months (SAR 600 value), VIP event invitations, and complimentary InBody assessment. Terms of 6 months (SAR 5,975) or 12 months (SAR 7,175).
• NuYu Student Membership Discounted membership tier available to all female students in Saudi Arabia upon providing valid student ID. Provides off-peak access from 7am–4pm Sun–Thu (last entry 3pm), Sat 10:30am–9pm, Fri 2:30–7:30pm, and all classes during entry hours. 3-month term at SAR 1,238.
• Fit for Less Membership Off-peak ladies-only gym membership for daytime and weekend use. Includes all classes during entry hours, online class booking, NuYu Activate session, social area access, changing facilities and towels. Entry 7am–4pm Sun–Thu (last entry 3pm), Sat 10:30am–9pm, Fri 2:30–7:30pm. 6 months at SAR 2,775 or 12 months at SAR 4,175.
• NuYu Gym Floor Membership Ladies-only gym equipment-only membership providing access to fitness equipment and machines at any time during opening hours. Includes 60-day freeze for annual memberships, 30-day freeze for 6-month memberships, shower facilities, changing rooms, and towels. 6 months at SAR 2,600 or 12 months at SAR 3,600.
• Personal Training One-on-one personal training sessions with internationally certified female trainers providing personalized workout programs. Sessions are 60 minutes each and sold in packages (1, 5, 10, 15, or 20 sessions) with completion timeframes ranging from 48 hours (1 session) to 90 days (20 sessions). Charged separately from membership; non-transferable and non-refundable.
• Pilates Reformer Sessions Pilates Reformer workout sessions available as a paid add-on to membership. Each session is 60 minutes and charged separately. Cancellation must be made at least 12 hours in advance or no compensation is provided. Non-transferable and non-refundable.
• Corporate Wellness Program Bespoke corporate wellness offering providing discounted group memberships to employees of partner organizations as an employee benefit. Includes dedicated corporate sales team for appointments and customized packages targeting increased staff motivation, productivity, and work/life balance.
• Online Personal Training

Quantifiable outcome

• 90 group exercise classes available per week at each branch

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Saudi Arabian Oil Company (Aramco)coreOthersAramco employees have access to NuYu corporate wellness programs with special membership pricing and dedicated packages tailored for corporate partners.
• Saudi Arabian Basic Industries Corporation (SABIC)coreOthersSABIC employees are provided access to NuYu fitness facilities through corporate partnership arrangements offering discounted group memberships.
• Saudi Arabian Mining Company (Ma'aden)coreOthersMa'aden employees benefit from NuYu corporate wellness programs with special rates and packages.
• Ministry of Finance (Saudi Arabia)coreOthersMinistry of Finance employees have access to NuYu corporate wellness programs with negotiated group membership rates.
• Coca-Cola Saudi ArabiaminorOthersCoca-Cola Saudi Arabia employees have access to NuYu corporate wellness membership packages.
• Saudi German HospitalminorOthersSaudi German Hospital corporate partnership with NuYu for employee fitness and wellness benefits.
• Gulf International Bank (GIB)minorOthersGIB employees have access to NuYu corporate wellness programs with discounted membership rates.
• Alfaisal UniversityminorOthersAlfaisal University provides NuYu corporate wellness membership access to faculty and staff members.
• MNG (Mobile Networks Group)minorOthersMNG employees benefit from NuYu corporate fitness membership packages.
• TabbyminorOthersTabby is an approved installment payment service provider allowing members to pay for memberships in installments.
• TamaraminorOthersTamara is an approved installment payment service provider allowing members to pay for memberships in installments.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Fitness Time (Leejam Sports): Leejam Sports operates Fitness Time, the largest fitness center chain in Saudi Arabia with co-ed and ladies-only segments across major cities. It is the dominant incumbent competing for the same female fitness consumer and corporate wellness budgets in Riyadh and other Saudi metros.
• World Gym Saudi Arabia: World Gym operates franchises in Saudi Arabia offering premium strength and conditioning equipment, group classes, and personal training. Competes with NuYu on equipment quality and trainer credentials in the Saudi premium segment.
• Barry's Bootcamp: Barry's is a global boutique fitness brand with presence in the Middle East, offering premium group training and personal training. Comparable on premium pricing, trainer-led differentiation, and small-group fitness experience.

Direct peers

• Fitness First Middle East: Fitness First operates premium co-ed and ladies-only clubs across the GCC, including Saudi Arabia, with international trainer branding and group class portfolios that directly overlap NuYu's premium positioning. Comparable business model with multi-tier memberships and PT upsells.
• Gold's Gym Saudi Arabia: Gold's Gym operates franchised clubs in Saudi Arabia targeting premium fitness consumers with personal training, group classes, and ladies-only hours. Overlaps with NuYu on equipment quality, trainer positioning, and membership tiering in Riyadh and Al Khobar.
• Curves International: Curves is a global ladies-only 30-minute circuit fitness franchise with GCC presence. Directly comparable on the ladies-only positioning and time-efficient group training model that NuYu targets with its group class offerings.

Emerging players

• Mrs. Sporty: Mrs. Sporty is a European ladies-only fitness franchise expanding in MENA. Targets the same female consumer with a women-only environment, group training, and personal training — overlapping with NuYu's core ladies-only positioning.

Regional players

• Bodylines Fitness & Spa: Bodylines is a GCC-based fitness and wellness chain with multiple branches across the UAE and KSA, offering group classes, PT, and ladies-only sessions. Comparable mid-to-premium positioning with similar corporate wellness opportunities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fitness_nuyu
• Facebookfacebook.com/NuyuyKSA
• Instagraminstagram.com/nuyuksa
• LinkedInlinkedin.com/company/nuyu-ksa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NuYu Fitness AlWaha