Enhance raises $18.2M to push fitness SaaS deeper into the US

Enhance, a Dubai fitness technology company founded in 2018 by Tarek Mounir, has raised $18.2 million through a combination of equity and venture debt. Global Ventures supplied the equity; Stride Ventures supplied the debt. The company started as a personal training services business before it became a SaaS platform for running and scaling personal training operations at multi-site gyms.

The US, which Enhance calls the world's largest gym market and its centre of gravity, will receive most of the new capital. Its enterprise software has been licensed there since January 2025 and is used in more than 700 clubs, including Crunch Fitness, In-Shape Family Fitness, UFC Gym and PureGym USA. Enhance describes that footprint as one of the first large-scale deployments of GCC-built software in the US. The company also operates in the UAE, Saudi Arabia, Qatar and Bahrain; Saudi Arabia is its fastest-growing market outside the US.

Enhance supports 15,000 personal trainers and more than 500,000 booked PT sessions a month across its markets. Revenue has compounded at 65% a year since 2019. Mounir said the raise diversifies the company's capital structure from a position of strength. He described Enhance as becoming the global operating system for personal training and said further US expansion, plus other international markets, lies ahead.

The core case for Enhance is that personal training is the most profitable revenue line in fitness but the least systematized. Its software serves high-volume, low-price gyms and is meant to make member-to-PT conversion manageable at scale. A typical club with 10,000-12,000 members that converts 3%-4% of them can produce PT revenue comparable to membership revenue. At mature sites, Enhance says PT revenue can reach $85,000 per club per month. Its three-to-five-year goal is to become the system of record and operating standard for the $42 billion global PT market, in the way hotel groups use property management software or restaurants use reservation systems. That category does not exist yet, and Enhance is pursuing US partnerships where gym groups hand over PT operations end-to-end rather than just license software.

Demand in the Gulf is also climbing. Consumers now ask for help with strength, recovery, energy and long-term health — language that barely existed in gyms a decade ago. In some GCC markets, demand for qualified trainers exceeds supply. Enhance runs the entire PT operation for GymNation in the UAE, Saudi Arabia and Bahrain, and sees more first-time formal fitness participants in Saudi Arabia than in any other market it serves. Qatar is part of that footprint as well.

The company also treats its history as a moat. Every PT session handled over eight years produces data on trainer success, member retention and revenue leaks. Enhance says a new entrant would need nearly a decade of operations to rebuild that dataset, and capital alone could not shorten the process. AI sits on top: the software generates and automates PT programmes, while trainers keep the client relationship, which Enhance says is the part members pay for.

Global Ventures founder Noor Sweid said her firm has supported Enhance over successive rounds and that the US expansion was visible in the company's early ambition. Stride Ventures partner Varun Agarwal said Enhance is a homegrown, category-defining platform and that conviction now extends to the US push.