Why Is Reform Athletica Expanding to Riyadh?

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00:00And now the plan is to expand, but to expand into Saudi Arabia. Why Riyadh? And basically, why now?

00:07Yeah, great question. I think the decision has two elements to it for us.

00:14The first one is a business and the second is a personal one.

00:18The business decision was obviously, as we know, Riyadh is going through a great process of transformation and development.

00:26Anyone that visits Riyadh can really engage with the culture, the authenticity of the people,

00:33but also the great entrepreneurial spirit that the government is also encouraging to set up there.

00:42And I think Vision 2030 is such an ambitious development, an ambitious aim, and we wanted to be part of it.

00:50The Ministry of Sport, the Ministry of Investment is spending a lot of money into making Riyadh a wellness hub,

00:56investing a lot of dollars into the social and wellness infrastructure of the country.

01:02And it's testament to the country that great international conferences like FIBO and Beyond Active,

01:12which are very well known, are now actually establishing spots in Riyadh.

01:17And so that for us meant that it was the natural choice and we wanted to be part of that and we wanted to engage with that.

01:25And the personal side of it is I was born and bred in Saudi Arabia.

01:29I was born in Riyadh.

01:30So for me to bring back the business to Saudi Arabia is a full circle moment.

01:35So it's very, very special for me.

01:37It's like going back home almost, isn't it?

01:39And bringing your passion back home.

01:41It's like going back home.