Enhance, founded in Dubai and developing software to manage personal training operations within sports-club chains, has raised $18.2 million in a funding round combining equity investment and venture debt. Global Ventures participated in the equity financing, while Stride Ventures provided venture debt financing.
Enhance plans to use the new capital mainly to accelerate its expansion in the United States, which it describes as the largest market for fitness clubs and the center of gravity of its business model. It began licensing its enterprise software in the U.S. market in January 2025, and the platform is now used in more than 700 clubs belonging to chains including Crunch Fitness, In-Shape Family Fitness, UFC Gym, and PureGym USA.
From training services to a software platform
Tarek Mounir founded Enhance in Dubai in 2018. The company initially operated in personal training services before shifting to a software-as-a-service platform aimed at multi-site club operators. The platform helps these operators manage and scale personal training operations rather than treating them as a separate activity within the club.
The company says its platform currently supports 15,000 personal trainers and more than 500,000 booked training sessions per month across its markets. Its revenue has also grown at a compound annual rate of 65% since 2019. These figures were provided by the company, and the announcement does not include independent financial details about revenue or the terms of the round.
What changes in practice?
Enhance focuses on large, low-price club operators, where it sees personal training as one of the most profitable sources of revenue, but still the least organized. According to figures cited by the company, a club with between 10,000 and 12,000 members that converts 3% to 4% of them into personal-training clients can generate revenue from this activity approaching the site’s total membership revenue.
The company says personal-training revenue at mature sites using its platform can reach $85,000 per month per club. It also explains that artificial intelligence is used to accelerate and automate the creation of training programs while keeping the trainer responsible for the client relationship. However, the announcement does not identify the models or tools used and provides no independent comparative results.
Gulf presence and the U.S. bet
Enhance operates in the United Arab Emirates, Saudi Arabia, Qatar, Bahrain, and the United States, and describes Saudi Arabia as its fastest-growing market outside the United States. In the Gulf, GymNation is its main partner, with Enhance managing the full personal-training operations across the chain’s locations in the United Arab Emirates, Saudi Arabia, and Bahrain.
The company believes that the accumulation of data generated by the training sessions it has supported over the past eight years constitutes a barrier to competitors, because it includes indicators related to trainer performance, member retention, and revenue leakage from clubs. Its vision over the next three to five years is to become the “system of record” and operating standard for the global personal-training market, which it estimates is worth $42 billion.
Editorially, the significance of the round lies in testing the ability of a software company that originated in the Gulf to expand within a large U.S. market, rather than in the funding amount alone. The real challenge will be turning its current presence in more than 700 clubs into sustainable expansion, while details about profitability, customer contract terms, and AI performance remain undisclosed in the source material.