The Saudi Sports for All Federation (SFA) participated in the recent Beyond Activ EMEA event at the Fairmont Riyadh hotel from February 20-22. As a major leadership, investment and business development forum, inviting owners, managers and stakeholders in the health, wellness, fitness and sports sectors, SFA representatives were able to network, participate in panel discussions, and share success stories and experiences.
The organizers welcomed over 750 VIPs, 250 companies, 75 expert speakers, and delegates from more than 50 countries, with an industry awards that covered the EMEA region. The SFA also joined a panel discussion titled ‘The Intersection of Health, Fitness, Sports, and Wellness – How We Can Launch Holistic Programs and Initiatives to Meet the KPIs of Regional Visions’, where it discussed its core strategy, achievements, and partnerships.
The SFA sees its participation in summits like this as important to its mission to highlight the benefits of physical activity. Forging new partnerships is also vital to its success, as it continues to organize events, promotional campaigns, and initiatives that target specific age groups, regions, and fitness levels.
Shaima Saleh Al-Husseini, SFA Managing Director, said: “At the SFA, our focus transcends mere programs and events; we are dedicated to fostering sports-centric communities and promoting healthy lifestyles across the region. Through our various initiatives, our aim extends beyond meeting regional performance indicators, as we strive to elevate health standards and enhance overall quality of life. Central to our vision is the well-being of every member of society, paving the way for a healthier, more active future for all.”
The Beyond Activ brand was launched in October 2023, following the merger of Fit Summit and Active Franchising. It now organizes four major annual events, taking place in the US, Saudi Arabia, Singapore and Australia, and compiles research, webinars, and podcasts.
The SFA is committed to raising the percentage of those engaging in regular physical activity in Saudi Arabia. By providing access to sports facilities, organizing events, developing online campaigns, and supporting grassroots initiatives, the SFA aims to inspire individuals of all ages and abilities to lead active and healthy lifestyles. The annual Riyadh Marathon, organized by the SFA, attracted more than 20,000 participants in 2024.
