UK sports industry companies are seeing a boom in demand from the Gulf, as the UK progresses its trade deal negotiations with the Gulf Cooperation Council.
As gyms across the UK experience their annual New Year rush, British sports companies are also thriving in international markets, particularly in the Gulf. From specialist gym equipment to fencing for horseracing tracks, UK firms are enjoying a surge in exports as Gulf nations ramp up efforts to boost physical activity among their populations.
This growth aligns with ongoing UK negotiations for a trade deal with the Gulf Cooperation Council (GCC), which could boost bilateral trade by 16% and add £8.6 billion annually. Trade Policy Minister Douglas Alexander highlighted the sports industry as a shining example of British expertise, saying, “A trade deal with the GCC would build on our strong trading relationship, creating exciting opportunities for UK businesses in the region.”
Saudi Arabia’s ambitious plans to increase weekly exercise participation from 13% to 40% by 2030 are driving demand for sports infrastructure. Ernst & Young estimates the revenue of Saudi Arabia’s sports events industry will grow from £1.6 billion in 2018 to £2.6 billion by 2025.
UK companies are already capitalising on this opportunity. Cheshire-based Pulse Fitness has seen sales soar in the Gulf, with revenue in Qatar tripling to $300,000 and sales in Saudi Arabia increasing eightfold to $450,000 since 2019. Pulse Fitness Global Business Development Manager David Taylor emphasized the appeal of their accessible gym equipment, stating, “We’ve always focused on making exercise inclusive, and we’re excited to build on our success in the region.”
Oxfordshire-based Duralock, a specialist in sports stadium fencing, is celebrating 25 years of trading in the Gulf. CEO Jonathon McGovern noted the region’s growing passion for sports, from traditional equestrian events to football, and highlighted the immense potential in markets like the UAE, Qatar, and Saudi Arabia.
Cumberland-based SIS Pitches, which installs elite sports surfaces, has also made significant inroads. The firm recently completed the world’s first fully indoor hybrid football pitch at Kingdom Arena in Riyadh. Managing Director David Ball underscored the Middle East’s rise as a hub for world-class athletes, adding, “We’ve invested over half a million pounds in the region and are proud to support its growing demand for elite facilities.”
With the UK’s reputation for innovation and quality, industry leaders are urging more firms to explore opportunities in the Gulf’s burgeoning sports market, ensuring the sector remains on a winning streak in 2025 and beyond.
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