Gymnation has launched a muscle thobe and ghutra athleisure collection for men
It is for use pre- and post-workout, not during exercise
The collection has been developed in response to customer demand
Members and cultural advisors gave their input to the design
In response to customer demand, Gymnation has unveiled a muscle thobe and ghutra range for Saudi men that celebrates the region's culture as well as its growing interest in fitness.
The garments carry GynNation branding.
The idea emerged from member conversations about the gap between their gym identity and their cultural one. The ensuing collection was developed in consultation with members and cultural advisors to ensure the design respects the heritage of both garments.
The muscle thobe has been designed as a premium pre and post-workout athleisure garment using four-way stretch performance fabric with moisture-wicking technology and contemporary tailoring that respects the cultural significance of one of Saudi Arabia's most recognisable garments. It is not intended for use during exercise itself.
The ghutra retains the silhouette and drape of the classic Saudi headdress, combined with the Gymnation signature colour palette.
Rory McEntee, chief marketing officer at Gymnation, says: “What's important about this launch is that it came from our members. We've been building a fitness community across the Gulf for more than eight years and this idea came from listening to them.
“Over the years we've seen a new generation become increasingly passionate about fitness, performance and personal wellbeing, while remaining deeply connected to their culture and traditions. We wanted to combine gym community and local culture in a way that felt authentic and respectful. We've spoken to members, researched the idea extensively and worked closely with advisors to get it right."
There will also be a range for women, explains McEntee: "We're developing a retail womens' range of athleisure clothing too with plans to expand to others markets right across the GCC – always designed with the members who'll actually wear them."
The launch reflects a broader trend across the global sportswear and lifestyle industry towards products inspired by the needs and identities of local communities. Brands such as Nike through its pro hijab, developed in partnership with Muslim athletes, and Gymshark through its modest activewear collections have demonstrated the growing importance of community-led design to better serve diverse fitness communities around the world.
