GymNation has sent social media into a meltdown with its launch of the ‘World’s Highest Class’. The science-backed stunt invites fitness enthusiasts in Riyadh to participate in a 30-minute full-body strength and conditioning workout in a hot-air balloon 2,200ft above sea level.
More than a stunt, GymNation developed the class in collaboration with their fitness team and sports scientist, Aderito Manuel, after research conducted across the GCC revealed that 67 per cent of exercisers are increasingly seeking more memorable fitness experiences over traditional workouts.
Beyond an activation
The concept was shaped by Saudi Arabia’s rapid rise as a global benchmark for ambition and record-setting, according to the brand. Inspiration was drawn from the Kingdom’s future skyline – particularly the Kingdom Tower in Jeddah, which is expected to become the world’s first kilometre-high building when completed in 2028.
In that spirit, the World’s Highest Class was designed as a symbolic statement of GymNation’s intent in Saudi Arabia: delivering experiences that go beyond conventional workouts and create lasting cultural moments. The class has also been designed to integrate altitude training, which according to GymNation gives participants the opportunity to burn between 5-15 per cent more calories than usual.
From a development perspective, health and safety proved to be the biggest challenge. The brand was adamant the class should be fully credible as a genuine, high-intensity workout – not a visual spectacle lacking substance. That meant incorporating weights, structured programming and real physical demand, while ensuring participant safety at altitude.
Extensive testing and planning went into the execution, including the use of harnesses and safety ropes for both participants and equipment. The result, GymNation says, is an experience that balances excitement with rigour – offering exercisers not just a workout, but a story, a challenge and a memorable milestone in their fitness journey.
“The concept for the World’s Highest Gym Class is rooted in science. Altitude training can increase the overall volume of Red Blood Cells by 3 to 10 per cent and hemoglobin from 5 to 10 per cent in the body due to the low oxygen content in the air at a high altitude,” said Manuel.
“This increase can fuel recovery, due to more oxygen being fed to the muscles. It’s a popular method for different athletes, including runners, cyclists, and HYROX athletes looking to boost their aerobic capacity.”
A statement of intent for GymNation in Saudi Arabia
GymNation strategically launched the activation as soon as calendars turned to January 2026, capitalising on the busiest time of the year for fitness.
Rory McEntee, Chief Marketing Officer, GymNation said the activation’s “timing was deliberate” as people set new goals and actively look for ways to prioritise health and wellbeing.
“As GymNation continues to grow and open more gym locations in the Kingdom, it’s vital to own share of voice during the most competitive and culturally relevant month for fitness,” he said. “This campaign ensures we’re not just present in the market – we’re leading the conversation at the exact moment consumers are most open to joining a gym or trying something new.”
McEntee also explained that Class is more than a one-off activation as the Kingdom is set to be the fitness brand’s biggest growth market in 2026. “It’s a strategic statement of intent for GymNation’s expansion into Saudi Arabia,” he said.
“By bringing a bold, attention-driving fitness concept to the Kingdom early in our journey, we’re positioning GymNation not just as a gym operator, but as a brand that creates cultural moments and meaningful conversations around fitness,” said McEntee.
This also ties directly to GymNation’s wider mission of becoming “The People’s Gym”, making health and wellbeing less intimidating, more affordable, accessible, and fun. “The class builds on the successful campaigns and fitness initiatives we’ve led in the UAE over the past few years but is also a proactive, mindful step into being more disruptive and talked-about in a new market like KSA,” he explained.
Roll-out and measurement of the World’s Highest Class
Leaning into word-of-mouth marketing, the campaign’s rollout in KSA has been intentionally organic-first, designed to create maximum talkability through a highly visual, “wow-factor” concept that people naturally want to share.
“Rather than relying heavily on paid media, the campaign has generated earned media through striking content,” McEntee said. “We worked with a small number of select social media accounts in Saudi Arabia, particularly in Riyadh to help spark initial conversation and encourage sharing.”
“This approach was chosen because it’s the most credible way to build brand excitement in the market and it aligns with GymNation’s community-driven identity,” he added.
To measure the success of the campaign, GymNation is tracking brand uplift through global and regional earned media coverage, social listening indicators such as conversation volume, sentiment, engagement, share of voice within fitness and lifestyle categories and organic reach and user-generated content velocity.
“However, beyond awareness and buzz, success is ultimately tied to commercial impact,” McEntee said. “We’ve built tracking parameters to evaluate how this initiative influences lead generation, membership enquiries and uptake through conversions and campaign-to-sales attribution.”
“This ensures the campaign delivers both brand equity and measurable business outcomes,” he added.
GymNation’s internal teams developed the concept and rollout of the ‘World’s Highest Class’. Classes are available every Saturday in January 2026 and are being confirmed on a ballot basis due to high-demand. Those interested can register on the GymNation website.
