IEG Middle East

24-26 October 2025

Dubai Exhibition Centre, Expo City

Dubai Active Industry
Dubai Active Industry
Dubai Active Industry
Dubai Active Industry
Dubai Active Industry

Agendas

Middle East Fitness Business Summit - CEO Forum

Chaired by: Nicki Bedford, Founder & Host, She Leads the Way

25 October 2024

10:15AM

Welcoming Note

10:15AM | Welcoming Note

Nicki Bedford

Founder and Host, She Leads the Way / Founder and CEO, The Sales Movement

10:20AM

Opening Keynote by Dubai Fitness Challenge

10:20AM | Opening Keynote by Dubai Fitness Challenge

Ahmed Al Khaja

CEO, Dubai Festivals and Retail Establishment (DFRE) at Dubai Tourism

10:30AM

Fitness and its Crucial Role on Economy, Community Development and Destination Competitiveness

10:30AM | Fitness and its Crucial Role on Economy, Community Development and Destination Competitiveness

This exciting panel explores the significant impact that fitness and wellness initiatives have on economic growth, societal well-being, and national competitiveness.

Panelists

Steven Gillespie

Head of Veo, Emaar Hospitality Group

Dr. Dimitri Koutsoubakis

CEO, Wellfit

Ahmed Al Khaja

CEO, Dubai Festivals and Retail Establishment (DFRE) at Dubai Tourism

Moderated by

Cedric Betis

Founder and CEO, Becan Wellness Consultancies; Member, Dubai Future Council on Health & Wellbeing

11:00AM

It's never been a better time to invest in fitness, health & wellness franchising

11:00AM | It's never been a better time to invest in fitness, health & wellness franchising

We're experiencing a marked shift in trends and attitudes beyond fitness and beyond traditional medical care. Consumers are having more serious conversations and taking stronger action than ever before in pursuit of holistic, preventative health care – doing whatever we can to ensure longevity and steer clear of sick/triage medical care. Fitness is the key to management and sustainability of health risk factors, a proven element for long-term success of new weight-loss medications, and a core factor in the holistic wellness services mix – functional health, strength, movement, nutrition, beauty care, mental health services and more.  This is terrific news for those who are already invested and operating fitness and wellness franchising businesses – and it’s an attractive reason for those interested in small business ownership and franchising to invest today.   

Presented by

Sander van den Born

Executive Vice President, International, Self Esteem Brands

11:30AM

Fitness Business Investment Dialogue: Real Conversation Between Investor, Founder and Executor

11:30AM | Fitness Business Investment Dialogue: Real Conversation Between Investor, Founder and Executor

This session deep-dives into the dynamic interactions and strategies between investors, founders, and operational leaders in the fitness industry. This dialogue aims to uncover investment opportunities, discuss business growth strategies, and address execution challenges. The collaboration seeks to align financial goals with innovative fitness solutions for sustainable success.

Panelists

Loren Holland

Founder and CEO, GymNation

Manoj Asnani

Managing Director, J.P. Morgan

Said Murad

Senior Partner, Global Ventures

Chaired by

Tarek Mounir

CEO and Founder, Enhance Fitness

12:00PM

Sustainable Success: Developing People, Profits and Plant-Friendly Practices

12:00PM | Sustainable Success: Developing People, Profits and Plant-Friendly Practices

Discover how to achieve sustainable success in the fitness industry by developing people, driving profits, fostering innovation and implementing planet-friendly practices. Learn how to balance growth with environmental responsibility for long-term impact.

Speaker

Jenny Patrickson

Managing Director, Active IQ

Moderated by

Gavin Baxter

Chief Commercial Officer, The Fitness Group Education

12:20PM

Bridge the gap between Artificial Intelligence and Emotional Connection.

12:20PM | Bridge the gap between Artificial Intelligence and Emotional Connection.

In an era where Artificial Intelligence (AI) is rapidly transforming industries and daily life, the challenge of fostering genuine emotional connections through technology becomes increasingly pertinent.

Fitness industry is a people business and a service business.

Let’s learn how to highlight the potential for AI to not only perform tasks efficiently but also to engage with users on a deeper, more personal level, ultimately bridging the gap between technological capability and emotional intelligence.

Speaker

Fabrizio Cecchinelli

Chief Training Experience Officer, Technogym

12:40PM

VIP Lunch and Networking

12:40PM | VIP Lunch and Networking

2:00PM

The Gym Group Story – its Growth Journey and Next Chapter

2:00PM | The Gym Group Story – its Growth Journey and Next Chapter

This session will share lessons from the growth of The Gym Group, and the strategies taking it from humble beginnings to a successful publicly listed fitness business. This insightful session will cover its business model, membership retention and expansion plans, as well as a Q&A with John Treharne.

Presented by

John Treharne

Founder and Chair, The Gym Group

2:45PM

From Predictions to Performance: Leveraging AI in the Fitness Industry

2:45PM | From Predictions to Performance: Leveraging AI in the Fitness Industry

This session will discuss how AI is revolutionising the fitness industry by offering personalised training plans, enhancing customer experience, and optimising fitness equipment. Discover how AI-powered wearables and smart gym equipment track progress and vital signs, providing real-time feedback and adjustments, leading to more effective workouts, greater engagement, and improved overall performance.

Panelists

Marcin Obel

Founder & CEO, Qodeca

Karl Foster

Chief Technology Officer, GymNation

Peter Croft

VP Alliances & Partnerships, Sport Alliance

Moderated by

Dan Duran

Chairman, REX Roundtables for Executives

3:15PM

Unlocking Regional Success: Key Strategies for Expanding Beyond the UAE

3:15PM | Unlocking Regional Success: Key Strategies for Expanding Beyond the UAE

This session outlines essential tactics for businesses to thrive in neighbouring markets, emphasising the importance of market research, tailored marketing, strategic partnerships, legal compliance, technological innovation, local talent investment, financial planning, cultural sensitivity, customer-centric approaches, and sustainability.

Panelists

Muhammed Saley

General Manager, Al Khayyat Investments (KSA) - Befit

Tom Foley

CEO, GO Sport

Wajdan Gul

CEO and Founder, SQUATWOLF

Rachel Young

Director of Business Development, Myzone EMEA

Moderated by

Suzelle Snowden

President, Fit Bodies Inc

3:45PM

From Concept to Global Phenomenon: The HYROX Story

3:45PM | From Concept to Global Phenomenon: The HYROX Story

Explore the journey of creating and scaling HYROX, from its initial vision to becoming a global fitness leader. Christian Toetzke, Co-founder and CEO of HYROX, will delve into the foundational goals, the challenges encountered along the way, and the strategic approaches used to drive international growth. Key highlights will include innovative methods for engaging participants, leveraging data to enhance events, and outlining future objectives for ongoing development and innovation in the competitive fitness industry.

Speaker

Christian Toetzke

Co-Founder and CEO, HYROX

Moderated by

Hamza Gherara

Founder, GHM Consultancy

4:30PM

Outlook Report: Future of Fitness and Wellness

4:30PM | Outlook Report: Future of Fitness and Wellness

The first of its kind in the industry, showcasing real data from both fitness and wellness business performance and trends, researched and shared by renowned Colliers and SPA Connectors.

Speaker

Nicolas Nasra

Head of Hotel Advisory, Colliers in MENA

Moderated by

Kathryn Moore

Founder and Managing Director, Spa Connectors

4:55PM

End of Forum

4:55PM | End of Forum

*Agendas are subject to change

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