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Fitness · MENA · Pre-launch

Fitness equipment distributor

A new distribution company entering the region. We built it from the ground up: pricing, operations, a sales structure and a launch roadmap.

← All work
Fitness equipment distributor

Where they were

A region to enter, and no idea where to start.

  • No clarity on where or how to start the business
  • No pricing strategy, margin structure or financial logic
  • No view on which partners, distributors or markets to prioritise

The ambition: distribution in at least six countries, then showrooms, training studios, circuits and physiotherapy integration. First it needed a business, built from zero.

What we did

A business built from zero, country by country

There was nothing to audit, so we researched the region and built the strategy from scratch.

Finance

  • Pricing models and margin structures
  • Country-based price sheets
  • Revenue logic

Operations

  • Supply chain flow from South America to the MENA region
  • Market entry sequencing
  • Operational setup per country

Marketing

  • Target segments and positioning
  • Outreach logic for distributors, gyms, studios and institutional buyers

Client experience

  • How the brand presents itself to partners and B2B clients

Growth

  • Regional expansion clusters
  • Partner criteria
  • Long-term scaling logic

How it went

3 stages, in order

  1. 1

    Research

    Deep market research instead of a traditional audit: regional demand, competitive landscape, distribution dynamics.

  2. 2

    Strategy

    Which countries first, how to approach distributors, how to price, how to sequence the region.

  3. 3

    Action plan

    A step-by-step launch and growth plan: sales structure, partner outreach, pricing sheets, market sequencing.

What it was built for

What the setup was designed to make possible

  • A launch across several MENA markets
  • A structured sales team in year one
  • No costly trial-and-error or failed partnerships
  • A long-term regional vision, with clarity and confidence

Next project

Gold jewelry, Egypt →

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