IEG Middle East flexes its muscle in Riyadh with fitness show launch for 2025

IEG Middle East organiser of the Middle East’s biggest fitness expo – Dubai Muscle Show – is putting on a show of strength in Saudi Arabia, with the launch of Riyadh Muscle Show 2025.

The launch in Riyadh is supported by the Saudi Bodybuilding Federation.

The new, ground-breaking fitness event promises to inject the Kingdom of Saudi Arabia with a healthy dose of energy and passion, 21-22 February 2025, at The Arena, Riyadh.

The two-day fitness extravaganza promises an immersive experience for bodybuilders and the fitness community, featuring an array of events including the Kingdom Bodybuilding Championships, top-tier competitions, and networking opportunities.

Building on the legacy of the Muscle Show brand, the Riyadh Muscle Show will offer attendees the chance to witness bodybuilding competitions, explore cutting-edge functional fitness zones and engage with industry titans through exclusive meet-and-greets. With over 100 renowned local and international brands showcasing their latest innovations, attendees can expect a major showcase of the newest products and trends in the fitness and bodybuilding sphere.

Organisers say they expect to draw over 10,000 passionate fitness enthusiasts to  the Riyadh Muscle Show.

Originating in Dubai in 2016, the Muscle Show brand has quickly risen to prominence as the Middle East’s premier fitness and bodybuilding event. Boasting appearances from iconic figures such as reigning champion and 5x winner of Mr Olympia, Chris Bumstead, 8x Mr Olympia, Ronnie Coleman, 7x Mr Olympia and American IFBB Pro, Phil Heath, 3x Mr Olympia Runner-up, American IFBB Pro and Stranger Things actor, Kai Greene, to name a few.

Tom Reece, marketing director at IEG Events, expressed his enthusiasm for the Riyadh debut, stating: "The Muscle Show has experienced tremendous growth in recent years, and we have received overwhelming demand from the fitness and bodybuilding community to bring the show to the Kingdom of Saudi Arabia.  We are committed to delivering an unforgettable experience in Riyadh and can’t wait to expand our footprint.”

Further announcements of brands, activations, competitions and body building champions will be made in coming months. For further information please visit And check out the video here.