Ken Phipps meets Gold’s Gym’s extraordinary master franchisee of Saudi Arabia, Makarem Batterjee
In 2007, Makarem Batterjee was making his annual pilgrimage to Mecca in Saudi Arabia when he turned to his father and said, “You know, there is a business in America that calls itself the Mecca too.”
He was referring to the original Gold’s Gym in Venice, California, that became well-known as ‘The Mecca of Bodybuilding’ soon after it opened in 1965. Joe Gold’s bold and innovative approach to fitness jumpstarted a revolution that would soon encompass the world and turn Gold’s Gym into a global icon.
Batterjee would have to be equally as bold when he decided to become the Master Franchisee for Gold’s Gym in his home country of Saudi Arabia.
Being an entrepreneur usually means being a risk-taker. That’s especially true when you are introducing a new concept to a country.
When Batterjee began developing Gold’s Gym locations 10 years ago with the goal to bring health and wellness to the masses in Saudi Arabia, he knew he would have to take a unique approach to respect the local customs of his region.
He not only built the first Gold’s Gym locations in his country; he built the first female-only gyms as well.
At first, he was met with a strong negative response. Gyms for women were a downright radical move. Religious groups and even some government officials tried on multiple occasions to shut him down.
But despite the backlash, Batterjee continued to build separate male and female gyms to deliver on the Gold’s Gym commitment to help all people – men and women – achieve their potential through fitness.
Batterjee’s Gold’s Gym locations are beautiful. They feature all of the best fitness equipment and they were an instant hit with members, including the many women who were both eager and brave to join.
Women’s gyms
Fast forward, and Batterjee has opened 12 locations in Saudi Arabia with big plans for further expansion. Along the way, he not only paved the way for the Gold’s Gym brand to be successful in a new market, but he also shepherded an important cause for the entire fitness industry.
Today there are more than 1,000 women’s gyms open in his country. On top of that, the government has begun supporting this development and, just this summer, the country also passed a new law allowing women to drive.
As with all franchise expansion, there’s usually a passion for the business that starts this very important journey. In many cases, the right investors feel led to explore a specific opportunity.
For Batterjee, it was a journey to Mecca – a city that is at the very center for all people of common interests to gather. Today, his gyms operate in much the same way—attracting all who have a common interest toward a better life through fitness.
In August of 2018, Gold’s Gym honored Batterjee with the Gold’s Gym Vision Award at its global franchise convention held in Las Vegas.
Today, he stands as a shining example to all franchisors about the unique considerations that should be given when expanding a brand on a global scale.
It involves financial determination, regional understanding and appreciation for local customs, a deep focus on the key customer base and, in some incredibly powerful cases, a truly heroic act.
ABOUT THE AUTHOR
Ken Phipps is Director of Global Franchise Development for Gold’s Gym Franchising LLC. He can be reached at ken.phipps@goldsgym.com or 214-296-5026.
