How do you find the space to cut through as a fitness brand in the midst of a flurry of New Year's health marketing?

The answer for GymNation was to take to the sky, 2,200ft above Riyadh’s skyline to be precise. The challenger gym brand, which is known for making headlines with its marketing, has launched what it claims is the ‘World’s Highest Gym Class.’

News of the class launching has successfully secured that increasingly elusive marketing goal of ‘earned media’. Interest on social media has soared with thousands of fitness lovers reacting to the unique experience. 

For Rory McEntee, Chief Marketing Officer at GymNation, the World’s Highest Gym Class is just the latest example of the company’s commitment to delivering memorable fitness experiences.

He explained: “As the research shows, exercisers are demanding more from their fitness provider and ever since GymNation opened its first gym in KSA we have delivered - from state-of-the-art equipment, contemporary interiors, and dedicated studio spaces alongside some of the largest free weights zones in the region.”

According to McEntee, the brand is expanding at pace. He added: “This new class takes things to new heights, delivering a first-of-its-kind fitness experience for a region that is becoming a global benchmark for setting records.”

Why 2026 is the year of fitness experiences

The class was developed in partnership with GymNation’s fitness team and sports scientist, Aderito Manuel. The launch comes as the gym’s research revealed 67% of exercisers are increasingly seeking more memorable fitness experiences over traditional workouts. As the experience economy continues to boom, bringing more experiential and shareable forms of fitness to market will be a key trend for 2026 and beyond. 

Athletes and professional sports teams have often integrated altitude training into their schedule, and that principle was the basis’ for the new class, according to Manuel. He explained: “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% and hemoglobin from 5 to 10% in the body due to the low oxygen content in the air at a high altitude.” 

According to 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,” he added.  

The class is the latest in a long line of high flying challenger marketing from the Saudi based gym brand.

Last year, the gym removed all the weights from its floors to encourage challenging conversations about mental health. The brand also courted controversy with a London-based campaign highlighting phone thefts in the capital.

Last year, the challenger gym brand notched up another first by launching the world’s first ‘in gym’ hotel and the world’s heaviest billboard.