Fitness today embraces more than just physical exercise; it encompasses mental and spiritual growth as well. Former Olympic basketball star Nadezhda Grishaeva leads this shift with Anvil Fitness Club, creating a space where art, style, and community meet to foster holistic well-being and transformation.
The global fitness market is substantial, boasting over 200,000 fitness clubs with a combined membership of 200 million people. The United States holds 41,000 clubs serving around 64 million members, while Europe has approximately 60,000 clubs with 60 million members. The strongest growth, however, is now seen in emerging markets. Asia-Pacific, including countries like China, Indonesia, and South Korea, is seeing a sharp increase in fitness memberships due to urbanisation, economic development, and a heightened awareness of health.
The Middle East is also witnessing a fitness revolution, particularly in GCC countries like Dubai, Abu Dhabi, and Riyadh. Increased incomes, government wellness initiatives, and a growing interest in fitness drive the establishment of state-of-the-art facilities, boutique studios, and hybrid gyms.
This expansion is characterised by both rapid membership growth and a broadening of fitness options, ranging from high-end luxury clubs to niche boutique studios. Innovators like Grishaeva see the opportunity in these growing markets, bringing Anvil Fitness Club to the Middle East, where gyms are evolving into lifestyle destinations offering art, style, and community.
Since launching Anvil Fitness Club in May 2021, Grishaeva has grown the club to over 1,500 members by its third anniversary in May 2024, covering 25,000 square feet. Drawing inspiration from fitness icon David Barton, who introduced art to the gym space, Grishaeva set out to make Anvil more than just a gym. “When you step into Anvil, it should feel like entering a different world. It’s not just a gym; it’s an entire mindset,” she explains.
Anvil’s design merges industrial aesthetics with elegance, creating an atmosphere where fitness becomes a form of personal expression. The club also promotes overall wellness with a healthy food café, encouraging members to care for their well-being beyond physical exercise. Grishaeva’s focus on community fosters a strong sense of belonging among members who share a commitment to health.
Anvil is poised to expand globally, with a new franchise location in Kuala Lumpur scheduled for summer 2025. This expansion aligns with Grishaeva’s mission to inspire transformation and community in fitness.
Anvil Fitness symbolises the future of gyms, where fitness spaces are vibrant, stylish, and community-focused. Grishaeva’s pioneering approach is redefining what it means to live a healthy, fulfilling life.