LONDON (CHATNEWSTV) — British sports industry companies are experiencing a surge in demand from the Gulf region, fueled by efforts to promote physical activity and ongoing trade deal negotiations with the Gulf Cooperation Council (GCC).
The Department for Business and Trade announced Wednesday that UK firms supplying gym equipment, horse-racing track fencing, and other sports services have seen export successes in Gulf nations like Saudi Arabia, Qatar, and the UAE. The boost comes as the UK seeks to finalize a trade agreement with the GCC that could increase bilateral trade by 16%, adding £8.6 billion annually.
“The sports industry is a great example of British expertise – the demand we are seeing in places like the Gulf is proof of that,” said Trade Policy Minister Douglas Alexander.
“A trade deal with the GCC would build on our already strong trading relationship, make it easier and quicker for UK companies to export, and create exciting opportunities in the region.”
Saudi Arabia, which aims to increase weekly physical activity participation from 13% to 40% by 2030, exemplifies the growing regional focus on sports. According to Ernst & Young, Saudi Arabia’s sports event revenue is expected to reach £2.6 billion this year, up from £1.6 billion in 2018.
British companies are capitalizing on this trend. Cheshire-based Pulse Fitness has seen its Gulf sales soar since 2019, with revenues in Qatar tripling and sales in Saudi Arabia increasing eightfold. The company specializes in accessible gym equipment, including adaptations for users with disabilities.
“As a company, we’ve always been focused on helping as many people as possible enjoy the benefits of exercise,” said David Taylor, Pulse Fitness’s Global Business Development Manager.
“We’ve found our accessible equipment very popular in the Gulf.”
Other firms like Oxfordshire-based Duralock, which supplies fencing for sports venues, and Cumberland’s SIS Pitches, a leader in sports surface installation, are expanding operations in the region.
“The Gulf’s passion for sport, from horse racing to football, continues to create immense opportunities,” said Duralock CEO Jonathon McGovern, whose firm celebrates 25 years of trading in the region.
SIS Pitches has similarly flourished, playing a key role in creating the world’s first indoor hybrid football pitch at Riyadh’s Kingdom Arena.
“The Middle East has become a destination for world-class athletes, driving demand for elite facilities,” said David Ball, Managing Director for SIS Pitches Middle East.
“We’re excited to continue investing in this vibrant market.”
With the New Year marking a traditionally busy period for fitness industries worldwide, UK companies are positioned to thrive as Gulf nations increasingly embrace sports at both grassroots and elite levels.
