Business description:
FITNESS AND FUN is a 14-year-old Saudi Arabian national company in the business of sport facilities and
equipment supplying with international brands that we have all around Saudi kingdom. We are
specialized in undertaking corporate offers to cater the needs of different companies.
FITNESS AND FUN intends to provide customers with the quality products they need to maximize
athletic performance and accomplish their physical and mental goals. We will provide our customers
with a knowledgeable staff that enjoys working in an athletic atmosphere and helping others. We will be
located in “Jeddah, Riyadh, Khobar” where there is a high concentration of health-conscious athletics.
Our mission is to provide everyone from first-time participants to professional
athletes with the world’s best sports and fitness equipment.
Our vision is to be the industry’s leading sports company, fuelled by authentic
brands that inspire athletic achievement and enjoyment.
The Saudi Arabian health and fitness club market was valued at USD 702.38 million in 2020.
The company was founded in 2008 by Mrs. Rania Shaker, and
have expanded over 14 years to be present in in the biggest 3
Saudi cities, cater for more than 350 clients and expanding its
reach throughout the whole kingdom.
Expansion of the health and fitness awareness in the Kingdom
of Saudi Arabia.
Having a great strategy that target all segments.
Offering a complete solution and consultation services from different aspects that focus solely on the
client’s business success.
Hiring professional sales and marketing team with a strong fitness background puts more confidence for
our clients.
Having a wide range of products and services that fit all of our clients’ needs.
Providing a training to our clients make them get the most out of our services.
Recruiting tier-1 professional trainers through our “motion academy” -sister company.
Providing the business owners with full business & marketing plan.
CEO : Rania Shaker
Partners : Others
At FITNESS AND FUN our goal is assisting you to reach your target along your outstanding
vision, our job is to simply provide safe and effective products while improving your overall
appearance, ranking and market share.
Fitness & fun is conveniently located downtown “Jeddah, Riyadh”.
The focus of FITNESS AND FUN is to keep the whole fitness family involved in the clubs, hotels,
residential compound, private and government corporate, military and police sectors, etc. By
exposing everyone to the variety of machines and services we offer.
FITNESS AND FUN offers wellness and fitness solutions as:
Authentic gym equipment from (USA – EUROPE – TAIWAN –
CHINA - CANADA)
Flooring.
SPA (Sauna – Steam – Jacuzzi – Massage).
Functional training tools.
Sports tools
Supply & Apply for all
CrossFit machines.
Management consulting for clubs.
Academy training for trainers (CFT, PT).
Even in the peak of the economic downturn, the fitness industry has maintained
steady growth, with fitness club ownership rates growing consistently and profit
remaining solid, demand for gyms and health fitness clubs will continue to rise
over the next five years, as the general public becomes more health-conscious
and the again population places a greater value on staying fit.
Additionally, the amount of leisure time and growth in household incomes will
positively affect business, leading operators to expand into larger facilities
FITNESS AND FUN future vision of the business is not only to offer fitness
equipment and cater to health clubs needs but to approach other solutions as
well to expand the market share and achieve even more segments and niche
markets.
The company will promote and sell training material for trainers and making
restructuring solutions and gap analysis for gyms to assist them to improve
and successfully reach their goals, finally the company acquired a building to
have the new showroom in Jeddah to offer more value for our customers
within the Kingdom.
o Hiring new employees.
o Participating in every event within the fitness community.
o Implementing management strategies for gyms and health centres.
o Expanding our show rooms in all major cities within the Kingdom.
o Introduce innovative new concepts and products for our existing
clients.
o Attract leading fitness trainers through training academy.
The company’s objective is to build a quality, full-service
facility, that will the satisfaction of the local community which
it serves.
Our goals include: appendix chart
1. Increasing in our gross margin. 8
2. Maintaining and growing our position as one of the few 7
7
fitness equipment suppliers in the Kingdom that cater to 6
6
entrepreneurs and fitness-related businessmen. 5 4.8 4.9
4.6
3. Market share: 4.3
3.9 4 4
4
o 10% market share in are local market first year 3.2
3 3
o 15% market share second year 3
2.4 2.4
2.1
o 18% market share third year 2
2
1.5 1.6
1.8
2
o 20% market share fourth yarer 1
o 25% market share fifth year
0
o 2023 2024 2025 2026 2027
fitness center hosibitality Government private
Maintaining a reputable and untarnished reputation
in the community.
Quality services.
Competitive pricing.
Payment facilities.
Improving our marketing sector.
The focus of FITNESS AND FUN is to keep engaging
with the whole family in the fitness centres, by
exposing everyone to the variety of activities and
services the company offers.
Additionally, focusing on childcare centres and
ladies’ gyms to reach the provision of acceptable
service for all family members, whether it is at
home, the workplace, or in sports training centres.
• 100% satisfaction guaranteed.
• Customer satisfaction is our main concern.
• Committed to quality services.
Fitness fun is a sole proprietor was created in 2008
Fitness fun was created under the ownership of Rania shaker in middle of
2008 Rania shaker remains 100% sole owner Rania shaker has spent years
dedicating her life to wellbeing and fitness.
In 2008 she took her ideas of creating services company that can help
customers expectations with quality value and professional services.
The primary targeted market consists of three main sectors:
• Fitness centres 40%
• Men 15%
• Ladies 25%
• Hospitality 20%
• Hotels 15%
• Residential compounds 5%
• Private home 5%
• Government 15%
• Military 5%
• Royal palace 15%
Compound annual growth rate CAGR
Market analysis
2017 2018 2019 2020 2021
Potential CAGR
customers
Fitness club
Hotels
Government
Private
Royal palace
total
Sales
Fitness club Hotels private Royal palce government military
The following swot analysis capture the key strength and
weaknesses within the company and describes the
opportunities and threats facing the company internally.
• Strong relationships with suppliers that offer credit arrangements, flexibilities,
and responds to customize products and special price requirements.
• Excellent and stable staff, offering personalized customer services.
• Great retail location in prime location at “Jeddah, Riyadh” that offers
flexibilities with positive, attractive and inviting atmosphere.
• Strong merchandising and product presentation.
• Good referral relationships.
• High customer loyalty.
• Access to additional operating capital.
• Owners are still climbing the “Experience curve”.
• Challenges of the seasonality of the business.
• Cash flow continues to be unpredictable.
• Growing market with a significant percentage of our target market still not
knowing we exist.
• Strategic alliances offering sources for referrals and joint marketing activities to
extend our reach.
• Changes in design trends can initiate our company updating. Therefore,
generate sales.
• Increasing sales opportunities beyond our main capital target area including
several smaller communities that have produced faithful following of
customers.
• Internet potential for selling products to whole market industry.
• Expansion of a newly renovated company into the local
market.
• Competition from a national company, or a store with greater
financing or product resources could enter the market.
• Continued price pressure due to competition reducing
contribution margins.
Dr. Usama Imam
