Fitness equipment
Project Overview
This project focused on building the complete foundation for a new fitness equipment distribution company entering the MENA region. The company was in the earliest stage of its journey, with access to high-quality equipment sourced from South America but no clear path to launch, price, distribute, or scale.
The founders had the ambition, product access, and regional opportunity, but lacked the structural knowledge required to turn the idea into a functioning business. There was no clarity on pricing, margins, partners, target markets, or sequencing. Without intervention, the business would not have been able to launch at all.
The opportunity was to design the business from the ground up, strategically and realistically, and set it up to expand across multiple countries with a solid operational and financial backbone.
Client Background
Business Stage: Early-stage, pre-launch
Region Served: MENA
Challenges:
No clarity on where or how to start the business
No pricing strategy, margin structure, or financial logic
No understanding of which partners, distributors, or markets to prioritize
Goals and Vision:
Short term: Enter multiple MENA markets and establish distribution in at least six countries (including Saudi Arabia, UAE, Lebanon, and Egypt)
Long term: Become one of the leading fitness equipment providers in the region, with showrooms, training studios, circuits, and physiotherapy integrations
Our Role in the Project
Tawlé acted as a strategic architect, building the entire foundation required for the company to exist and operate.
Our role included:
Finance: Designed pricing models, margin structures, country-based price sheets, and revenue logic
Operations: Defined supply chain flow from South America to the MENA region, market entry sequencing, and operational setup per country
Marketing: Clarified target segments, positioning, and outreach logic for distributors, gyms, studios, and institutional buyers
Client Experience: Structured how the brand would present itself to partners and B2B clients
Business Growth: Built regional expansion clusters, partner criteria, and long-term scaling logic
the Process
Research & Discovery: Instead of a traditional audit, this phase focused on deep market research. We analyzed regional demand, competitive landscapes, pricing expectations, logistics realities, and buyer behavior across the MENA fitness market.
Strategy: We built the business strategy from zero. This included defining which countries to enter first, how to approach distributors, how to price per market, and how to position the brand to secure serious regional partners.
Action Plan: We delivered a detailed, step-by-step launch and growth plan covering sales structure, partner outreach, pricing sheets, market sequencing, and internal priorities. The plan was designed to be executable by a small founding team without unnecessary overhead.
Results & impact
When implemented as designed, the systems and strategy position the company to:
Launch successfully across multiple MENA markets
Build a structured sales team within the first year
Generate an estimated $200K–$300K in revenue in year one
Scale toward $1M+ in annual revenue by year two
Avoid costly trial-and-error and failed partnerships
Operate with clarity, confidence, and a long-term regional vision