GymNation Unveils Activations for Saudi Arabia World Cup Team

GymNation has carved out a name for itself in the Middle East’s red-hot fitness industry with its fast-growing, high-value, low-price (HVLP) gym model, and its World Cup game is just as strong.

No stranger to bold activations, the fitness operator has unveiled a massive desert sand mural in support of the Saudi Arabia National Football Team ahead of the FIFA World Cup in the U.S.

Those flying out of Riyadh will be able to spot the message, which reads “Good Luck” and spans more than 75,000 square feet. The HVLP giant commissioned Saudi artist and curator Lulwah Al Homoud for the artwork.

Beyond its message to the Green Falcons, GymNation is using the momentum to gift 50 free gym memberships every time the national team scores a goal during the tournament.

Watch parties will also be hosted across select GymNation locations, with both members and non-members welcome to catch the action on big screens together.

World cup marketing

The move is well-timed. According to YouGov’s FIFA World Cup 2026 Global Brand Handbook, 71% of Saudi World Cup followers say they feel more positively toward brands associated with the tournament.

“Football has an incredible ability to bring people together, and the World Cup is one of those rare moments when an entire nation gets behind its team,” GymNation chief marketing officer Rory McEntee said. “We wanted to create something bold, visible and uniquely Saudi to send the Green Falcons on their way.”

Gymnation expansion plans

The push comes on the heels of GymNation securing a $100 million private credit facility from HPS Investment Partners in May, targeting 100-plus GCC locations within three years and an eventual Asia debut.

The World Cup is shaping up to be a big moment for fitness and wellness brands beyond the gym floor.

Wearable maker Whoop, recently valued at $10.1 billion, has already partnered with Saudi Arabia’s Al-Nassr Football Club and counts Cristiano Ronaldo as both an ambassador and investor. England, the Netherlands and Portugal players have been spotted wearing the screenless trackers ahead of the tournament.

Energy drink brand Celsius is making its own World Cup play with a limited-edition flavor called Electric Vibe that reimagines its “Live. Fit. Go.” mantra as “Live. Fit. Goal.” and is backed by a campaign featuring players Weston McKennie, Declan Rice and Hirving Lozano alongside DJ Diplo.