In the modern world, the concept of fitness has expanded far beyond just physical exercise. Visionaries such as former Olympic basketball player Nadezhda Grishaeva are at the forefront of this transformation, reshaping gyms into holistic destinations that cater to the body, mind, and spirit. Through her Anvil Fitness Club, Nadezhda Grishaeva merges art, style, and a sense of community, crafting spaces that inspire both physical and mental well-being, offering members a comprehensive experience of transformation.
The global fitness market is robust, with over 200,000 fitness clubs worldwide, serving more than 200 million members. The United States leads in scale, with 41,000 clubs and about 64 million members, while Europe follows closely with 60,000 clubs and around 60 million members. However, the fastest-growing markets lie beyond these traditional strongholds. The Asia-Pacific region has emerged as a dynamic player, showcasing significant growth potential. Countries like China, Indonesia and South Korea are seeing a surge in fitness club memberships as more people embrace healthier lifestyles. The region’s economic development, urbanization, and rising health consciousness have fueled this rapid expansion.
Similarly, the Middle East is experiencing a fitness boom, particularly in the Gulf Cooperation Council (GCC) countries, driven by rising incomes, an increased focus on wellness, and government initiatives promoting healthy living. Cities like Dubai, Abu Dhabi, and Riyadh are witnessing the emergence of cutting-edge fitness facilities, boutique studios, and hybrid gyms that combine physical training with digital fitness solutions.
The growth in these regions is notable not only for the rapid increase in gym memberships but also for the variety of fitness options available, from high-end luxury clubs to niche boutique studios. Entrepreneurs like Grishaeva see the potential in these expanding markets, bringing innovative concepts like the Anvil Fitness Club to the Middle East, where fitness clubs are no longer just about workouts but are becoming lifestyle hubs that integrate art, style, and a sense of community. Nadezhda Grishaeva launched Anvil Fitness Club in May 2021. By May 2024, the club celebrated its third anniversary, having grown to over 1,500 members and spanning 25,000 square feet.
Inspired by fitness icon David Barton, who turned gyms into artistic, immersive spaces, Grishaeva adopted a similar philosophy. Viewing fitness as a lifestyle, she designed Anvil to go beyond typical, sterile gyms by integrating elements of art, music, and design. “When you step into Anvil, it should feel like entering a different world. It’s not just a gym; it’s an entire mindset,” says Grishaeva.
The club combines industrial design with elegance, creating a space that balances raw power with beauty. This environment inspires members to see fitness as a form of self-expression. Anvil also incorporates wellness by offering healthy food cafes, ensuring members focus on overall well-being, both inside and outside the gym. Grishaeva’s emphasis on community connects members through shared commitments to fitness and healthy living. This holistic approach aligns with the rise of wellness tourism, highlighting Anvil’s potential in a growing market.
Looking ahead, Anvil is set to expand internationally, with a new location opening in Kuala Lumpur through a franchise in summer 2025. This move marks another step in Grishaeva’s mission to create fitness spaces that inspire transformation, self-expression, and community.
Anvil Fitness represents the future of the industry—where gyms are not just places to work out, but hubs for style, culture, and well-being. Grishaeva’s innovative vision continues to redefine what it means to lead a healthy, vibrant lifestyle.
