Premium performance wear brand Squatwolf has launched its first physical store in Saudi Arabia at Riyadh Park. Supported by growth platform AstroLabs and the Ministry of Investment (MISA), the expansion leverages the Kingdom’s rapidly growing sportswear market and aligns with Vision 2030 health goals.
Long before SQUATWOLF had a single square foot of retail space in the Kingdom, Saudi Arabia had already built one of the brand’s most vocal, most loyal communities in the world. The orders arriving from Riyadh. The athletes tagging the brand from their training sessions. The messages asking, “When are you coming here?” The Kingdom had claimed SQUATWOLF years before SQUATWOLF could claim the Kingdom back.
Commenting on the expansion, Anam Khalid, Co-Founder & Co-CEO, SQUATWOLF, said: “Saudi has been one of our loudest communities for years—the orders, the messages, the athletes, the people who found SQUATWOLF before we ever had a presence there. The Kingdom made room for us long before we had a physical space in it. This isn’t just a store opening. It’s us finally showing up for a community that never stopped showing up for us.”
The brand’s path into the Kingdom was shaped in no small part by an act of genuine belief from leadership. Basim K. Ibrahim from the Ministry of Investment of Saudi Arabia (MISA) didn’t just signal interest – he moved. MISA facilitated SQUATWOLF’s market entry with a speed and intentionality that the founders describe as transformative, and Basim personally invited the brand to MESIF in London before announcing its Saudi debut from the stage himself.
[Text Wrapping Break]For Khalid, that gesture meant everything: “This kind of belief from leadership changes
everything. It tells you that what you’re building matters and that the doors being opened for you are being opened intentionally. Thank you to Basim and the MISA team—we don’t take this lightly.”
Co-Founder and Co-CEO Wajdan Gul echoed the sentiment with equal conviction. Having watched Riyadh transform into one of the most ambitious cities in the world, he sees the timing as more than strategic — it’s personal. “To everyone in Saudi who has been waiting, ordering, supporting, and asking when we are finally coming — thank you for making this feel less like an expansion and more like coming home to a community that has been there from the start.”
[Text Wrapping Break]Gul further added: “This is not just another store opening. It is our first real step into a market that has been moving with a kind of ambition you can feel the moment you land. Riyadh is building, growing, and claiming its place in the world at a pace that is impossible to ignore. To bring SQUATWOLF into that energy—in a city that represents so much of where the region is going—is a big deal for us.”
A market built for this moment
SQUATWOLF’s arrival in Saudi Arabia is precisely timed with one of the most significant transformations the Kingdom’s lifestyle sector has ever seen. Saudi Arabia’s sportswear market, valued at $2.03 billion in 2024, is projected to reach $2.61 billion by 2030 — driven by a young, increasingly fitness-oriented population and a government actively reshaping how the Kingdom engages with health and active living.
At the heart of this shift is Vision 2030’s Quality of Life Program, which aims to raise regular exercise participation among Saudi citizens by 40% by the end of the decade. Gyms, fitness studios, athletic events, and wellness communities are proliferating at a pace that mirrors Riyadh’s skyline — and SQUATWOLF is built for exactly this kind of momentum.
Founded in Dubai in 2016, SQUATWOLF began with a singular focus: gym culture, community, and performance apparel designed to make people stronger—physically and mentally. From its MENA roots, it has grown into a global brand with a presence in over 120 countries, a loyal customer base, and a community of athletes who treat the brand as part of their training identity.
Entering the Kingdom with AstroLabs
[Text Wrapping Break]With over a decade of experience helping high-growth companies establish and scale across Saudi Arabia, AstroLabs brings the infrastructure, expertise, and local insight to ensure SQUATWOLF doesn’t just open a store—it builds a lasting business.
Commenting on the announcement, Fouad Fattal, Vice President – Commercial at AstroLabs, said: “Saudi Arabia is transforming how people approach fitness, health, and active living, creating strong demand for brands that combine performance with community relevance. With its premium quality and cultural awareness, SQUATWOLF is well-positioned to grow as the market enters this dynamic new phase.”
From Riyadh Park, SQUATWOLF plans to deepen its engagement with Saudi Arabia’s fitness community, expand its retail footprint across the Kingdom, and grow its relationships with local athletes and customers—building on a foundation the community itself laid long before the brand arrived.
