What It Really Takes to Win in the Middle East Fitness Brand Market

What does it really take to build a brand that actually scales in today’s fitness and wellness market? In this Industry Insights feature, we sit down with Hamza Gherara, founder of GHM Consultancy, a leading Middle Eastern based consultancy to explore the thinking behind building sustainable, system-led growth. From helping launch global brands like Gymshark in the UAE to developing proprietary growth systems for fitness and lifestyle businesses, Hamza shares sharp, practical insights on community, AI, and why real commercial success comes from structure, not just marketing noise.

Looking back, what experiences most influenced your decision to start GHM Consultancy?

I spent over a decade working with large regional conglomerates and global brands, which gave me strong exposure to scale, structure, and execution at a high level. What I kept seeing, especially in fitness, wellness, and lifestyle, was a gap. Great products and concepts, but no repeatable growth system behind them.

I didn’t start GHM to be another agency. I started it to bridge strategy and execution, and to help brands build real commercial engines instead of disconnected marketing activities.

You played a key role in supporting the Gymshark launch in the UAE. What were the most important considerations?

The biggest mistake global brands make is assuming what works in one market will automatically work in another.

For Gymshark, it was about balancing global brand equity with local relevance. That meant understanding cultural nuance, community dynamics, retail behavior, and the role of influencers and partnerships in the region.

Distribution, timing, and credibility mattered as much as marketing. The launch wasn’t about noise. It was about trust and positioning from day one.

What’s worked best when building real brand communities in the Middle East?

Community here is built offline first, then amplified online.

Brands that succeed invest in real-world touchpoints. Events, partnerships, studios, gyms, ambassadors, and experiences. Digital then becomes the layer that scales that connection.

The brands that fail are the ones trying to manufacture community purely through ads and content. 

There’s a lot of talk about AI. How should brands actually be using it today?

AI is not a strategy. It’s a multiplier.

The biggest value today is in speed, decision-making, and efficiency. From creative testing and media buying insights to CRM, retention, and forecasting.

Brands using AI to replace thinking are getting it wrong. Brands using AI to enhance systems and execution are pulling ahead fast.

For companies hesitant about AI, what first steps would you recommend?

Start with one area, not everything.

Most brands should begin with either paid media optimization, content production workflows, or customer data analysis.

The goal isn’t automation for the sake of it. The goal is better decisions, faster iteration, and less waste.

Are you working on any new or exciting projects you can share?

Over the past year, we’ve been focused on building two proprietary growth systems at GHM.

One designed specifically for gyms, studios, and wellness facilities, and another for e-commerce brands in fitness and lifestyle.

The focus has been on predictability, profitability, and scalability. Turning marketing into a system, not a service.

Also, we’re working on a few new introductions to the market that we will announce starting Q2/2026 

How important are events like Dubai Active for the industry?

They’re critical.

This region is built on relationships, visibility, and trust. Events like Dubai Active bring decision-makers, operators, and brands into one ecosystem.

They accelerate conversations that would otherwise take months. For the industry, they’re not optional. They’re infrastructure.