Public Investment Fund establishes fitness and wellness company in Saudi Arabia focussed on women

August 16, 2023

The Public Investment Fund (PIF) has announced the establishment of the Kayanee Company aimed at becoming a world-leading, tech-driven fitness and wellness company focused on women’s health and lifestyle in Saudi Arabia.

Kayanee is described by PIF as “a unique lifestyle integrated concept designed to inspire and enhance women’s well-being in Saudi Arabia. Kayanee will focus on women’s health and lifestyle of future generations through six offerings, including fitness, apparel, personal care & treatments, nutrition & diagnostics, healthy eating and learning.”

Chaired by HRH Princess Reema Bint Bandar, Kayanee will adopt a female-focused approach to all its services, prioritising mental, physical and social health. In line with the Vision 2030 ambition to create a vibrant society, the company aims to reach over one million consumers.

The establishment of Kayanee is part of PIF’s strategy to unlock the capabilities of promising sectors, localise technology, enable the private sector, drive the diversification of the local economy, and contribute to enhancing the quality of life, in line with Vision 2030.

In an effort to ensure mass participation, a world-class digital platform will become the main gateway for Kayanee's customers, providing seamless connection between in-person and online services. The company will act as a catalyst for the rapid growth of health, wellbeing and fitness in Saudi Arabia, supporting the development of the industry through collaboration with the private sector and across the value chain.

Raid Ismail, Head of MENA Direct Investments at PIF noted “Kayanee will serve to expand Saudi Arabia’s SAR 16 billion fitness and well-being industry. It is a very exciting time for PIF to venture into women’s fitness, wellness and wellbeing, and Kayanee is well positioned to enable the industry through its integrated offering, which will see the company partner with the growing private sector to create a vibrant society.”

With a pivotal role in realising Vision 2030, Saudi Arabia’s economic transformation program, PIF’s ambitious strategy is propelling the national economy with the impact felt well beyond Saudi borders.

PIF is the engine driving the transformation of Saudi Arabia’s economy. Passionate about leading local economic development, localizing cutting-edge technology and knowledge, PIF is expanding its portfolio of international assets, investing in global sectors and markets by building strategic partnerships, and launching initiatives to contribute to the goals of Vision 2030.

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