When the gates open in Riyadh from October 1 to 3, 2025 for the international edition of the world-famous fitness trade fair FIBO, the focus will not only be on Saudi Arabia, but also on two German brands that are no longer just insiders in the premium segment: milon and five. Both are appearing together at FIBO Arabia, marking another milestone in their internationally oriented growth strategy. But what makes the presentation special, why is the Middle East such an exciting market and why are milon and five considered pioneers in smart, health-oriented training? A closer look shows: This is where German technology, a medically sound training philosophy and ambitious visions meet a market that is developing fitness and health at a breathtaking pace.
FIBO Arabia: A magnet for the fitness world
For decades, FIBO has been regarded in Germany as the global benchmark for fitness, health and prevention. With FIBO Arabia, an offshoot has now been created that is precisely tailored to the needs of a region whose fitness and health markets are among the fastest-growing in the world: the GCC (Gulf Cooperation Council) states.
Saudi Arabia, the United Arab Emirates, Qatar, Kuwait, Bahrain and Oman have been investing billions in public healthcare systems, private clinics, fitness infrastructure and wellbeing programs for their populations for years. Supported by government initiatives such as Saudi Vision 2030 or comprehensive health reforms, budgets for fitness and training are constantly increasing. At the same time, a young, urban and demanding customer group is growing up that values quality, premium solutions and digital innovation. This is precisely where milon and five come in.
milon and five: German training quality with a clear attitude
milon and five are both milongroup brands that have increasingly tapped into international markets in recent years. The two brands complement each other perfectly:
milon stands for digitalized circuit training, which is used in gyms as well as in health centers, physiotherapies and clinics. The intelligent equipment automatically adapts to the user and enables precise, individual and easy-to-use training.
five focuses on flexibility training and back health. With special equipment and a training concept that activates muscles and extends ranges of motion, five is the ideal complement to classic strength-building concepts.
Together, the two brands form a holistic training world that combines strength, flexibility, prevention and rehabilitation. This clearly sets them apart from conventional fitness solutions: Their approach is medically sound, data-driven and holistic.
Why the Middle East?
"The market in Saudi Arabia is one of the most attractive in the world and, with the high level of investment in health and fitness, offers excellent conditions for the successful implementation of our international expansion strategy," emphasizes milongroup CEO Bernhard-Stefan Müller.
This assessment is well-founded:
According to global market studies, the fitness industry in the GCC countries will see double-digit growth rates over the next five years.
In the premium segment in particular, demand is growing for high-quality offers for health-oriented lifestyle concepts that combine fitness, prevention and medical support.
Clinics and rehabilitation centers are expanding their offerings to include digital training technologies that deliver smart data integration and medically validated results - a field in which milon and five have been setting high standards for years.
Technological pioneering role of the milongroup
The milongroup's success factor lies primarily in technology and individualization.
Automatic equipment settings: After a one-off chip card briefing, each user trains on equipment that automatically adjusts to their body measurements, weight and training goals.
Data-based feedback: Progress is recorded in real time and can be evaluated and adjusted by the trainer or therapist.
Variety of possible applications: From traditional studios to clinics and corporate health offerings, the systems adapt flexibly.
Leading clinics in Qatar and Saudi Arabia are already using milon's MED equipment and the five mobility concept. This means that the companies have already created a basis for sustainable expansion before the start of the trade fair.
five: Mobility as a key factor for health
The five concept focuses on expanding the radius of movement. In an age characterized by a lack of exercise and sedentary activities, this area is particularly important. In contrast to traditional strength equipment, five's machines do not work with maximum load, but with targeted movement exercises to counteract the everyday "shortening" of the musculoskeletal system. This ensures greater flexibility, pain prevention and an improved body awareness.
Preventive medical concepts of this kind are particularly in demand in the Arab world, as the healthcare systems there focus heavily on chronic illnesses such as back and joint problems.
Strategic partner for the GCC region: Wellness First
A key success factor for the trade fair appearance is the partnership with Wellness First, milongroup's exclusive sales partner in the GCC countries. Wellness First has a deep network in fitness and health markets, a high level of expertise in market mechanisms and an established local service infrastructure. This ensures that the innovative training solutions from milon and five can not only be presented, but also implemented in the long term.
"FIBO enjoys an excellent reputation worldwide - and especially in the GCC region. Participation offers us the opportunity to bring our philosophy, products and vision directly to our target groups. Our goal is clear: to play a pioneering role in health training - today, tomorrow, for life," emphasizes Alf Klostermann, Team Leader International Sales Management.
Outlook: The next steps
The appearance at FIBO Arabia is a strategic starting signal, but by no means the end of the ambitions. The milongroup is already working on integrating its systems more closely into government healthcare initiatives and private project developments in Saudi Arabia.
Added to this is the growing importance of the corporate health segment (BGM / BGF): More and more companies in the GCC region are investing in modern fitness and health offerings for their employees - an additional market in which the digital milon and five solutions offer ideal conditions.
Editorial team fitnessmarkt.de
Source and image source: milon industries GmbH
Published on: 24 September 2025