GCC-born fitness technology company Enhance has raised $18.2 million in a combination of equity and venture debt, as the company looks to accelerate the US expansion of its personal training operating platform.
The financing includes equity investment from MENA-focused venture capital firm Global Ventures and venture debt from Stride Ventures.
Founded in Dubai in 2018 by Tarek Mounir, Enhance began as a personal training services business before evolving into a technology platform designed to help large gym operators manage and scale their personal training operations.
The company is now positioning itself as an operating system for the personal training industry, combining software, operational infrastructure and AI to help gyms turn personal training into a more scalable and predictable revenue stream.
From the GCC to 700+ US Clubs
The new capital will primarily support Enhance’s expansion in the United States, which has emerged as a key growth market for the company.
Enhance began licensing its enterprise software in the US in January 2025 and has since expanded to more than 700 clubs, including locations operated by major fitness brands such as Crunch Fitness, In-Shape Family Fitness, UFC Gym and PureGym USA.
The expansion represents a notable example of a GCC-built SaaS platform gaining adoption at scale in the US market.
Across its operations, Enhance now supports around 15,000 personal trainers and facilitates more than 500,000 booked personal training sessions every month. The company says its revenue has grown at a compound annual growth rate of 65% since 2019.
Building the Operating System for Personal Training
Enhance sees a significant opportunity in personal training, which can be one of the fitness industry’s most profitable revenue streams but remains relatively fragmented and difficult to manage at scale.
The company provides gym operators with the technology and operational infrastructure to manage trainer performance, customer conversion, programming and personal training revenue across multiple locations.
AI is becoming an increasingly important part of that infrastructure. Enhance uses AI to automate and accelerate elements such as the creation of personal training programmes, while keeping trainers at the centre of the customer relationship.
Over the next three to five years, the company aims to become the system of record for the $42 billion global personal training market, effectively creating an operating software category specifically for large-scale PT operations.
GCC Remains a Major Growth Engine
While the US has become Enhance’s primary international expansion market, the GCC continues to play an important role in the company’s growth.
Enhance currently operates across the UAE, Saudi Arabia, Bahrain and Qatar. Its anchor regional partner is GymNation, where Enhance manages personal training operations across locations in the UAE, Saudi Arabia and Bahrain.
Saudi Arabia is currently Enhance’s fastest-growing market outside the US, supported by increasing participation in organised fitness and growing consumer demand for professional coaching.
The latest funding gives Enhance additional firepower to pursue its international ambitions while offering another example of technology developed in the GCC moving beyond the region and competing in one of the world’s largest and most established markets.
