The first edition of the Riyadh Active Industry, Riyadh Muscle Show and Riyadh Active Exhibition event, organised by IEG Arabia, part of the Italian Exhibition Group, showed off some fine initial form in the Kingdom of Saudi Arabia.
The event ran over two activity-packed days (8-9 February) and was dedicated to wellness and fitness, drawing10,000 professionals, buyers, enthusiasts and competition participants. Organisers said numerous leading brands reconfirmed their participation at the 2026 edition.
A pre-opening was attended by 120 sector leaders and guest of honour Naif Aldossary, consultant at the Saudi Ministry of Sport, and Basim K. Ibrahim, director of sport at the Ministry of Investment. IEG President, Maurizio Ermeti, was also in Riyadh for the new event.
“We are already at work for the 2026 edition,” said Francesco Santa, IEG’s international business development director. “We will increase from two days to three and aim at doubling the number of visitors and tripling the space to 20,000sqm.” the 2026 edition will run 5-7 February 2026, in the ROSHN Front mega development in Riyadh and under the supervision of the Saudi Ministry of Sport, in co-operation with Supporting Partners and the Ministry of Investment.
The 2025 edition of Riyadh Active Industry featured top names and distributors in the wellness and fitness industry, such as Panatta, Wellness First, Delta Fitness, Al Hayat Investments and Matrix.
At the Riyadh Muscle Show, the Saudi Bodybuilding Federation brought in 300 competitors for the Kingdom Championships, the Kingdom’s most important national bodybuilding finals. And the Riyadh Active segment, presented by Subway, featured fitness personalities Heba Ali and Hana Basrawi among thousands of attendees.
Photo L-R, IEG Middle East commercial and managing directors, Gavin Baxter and Rachel Chatham; IEG president Maurizio Ermeti; the director of sport at the Saudi Ministry of Investment, Basim K. Ibrahim, and Francesco Santa, CEO IEG Middle East and IEG international business development director
