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Purpose Brands Partners with Rhone Fitness to Expand in Middle East

  //health-fitness.news-articles.net/content/2026/ .. with-rhone-fitness-to-expand-in-middle-east.html
  Published in Health and Fitness on Tuesday, February 10th 2026 at 13:50 GMT by Toronto Star
      Locales: CANADA, UNITED ARAB EMIRATES, SAUDI ARABIA

TORONTO, February 10, 2026 (GlobeNewswire) -- Purpose Brands, a rapidly expanding global wellness conglomerate, today announced a significant strategic partnership with Rhone Fitness, a leading distributor in the Middle East. The collaboration aims to catapult Purpose Brands' portfolio - including popular brands like Pulsin' and SkinnyPop - into a region experiencing a surge in health and wellness consciousness.

This move signals a broader trend of wellness companies seeking growth beyond traditional markets, recognizing the burgeoning potential within the Middle East. Driven by increased disposable incomes, rising health awareness, and a shift towards preventative healthcare, the region is becoming increasingly attractive to brands focused on nutrition, fitness, and overall wellbeing. Industry analysts predict the Middle Eastern health and wellness market will see double-digit growth in the next five years, making it a key area for expansion for global players.

"We are thrilled to be entering the Middle East market and partnering with Rhone Fitness to bring our innovative wellness products to consumers in the region," stated Salil Pitroda, CEO of Purpose Brands, in a released statement. "Rhone Fitness's established network and deep understanding of the local consumer base are invaluable as we embark on this exciting new chapter."

Rami Daaboul, Managing Director of Rhone Fitness, echoed this sentiment. "We are excited to partner with Purpose Brands and introduce their portfolio of wellness products to the Middle East market," he said. "We believe that Purpose Brands' products will be a great fit for our customers, and we are confident that this partnership will be a success."

Beyond Snacks: A Holistic Approach to Wellness

Purpose Brands' commitment goes beyond simply offering snack foods. While SkinnyPop, with its healthier popcorn alternative, appeals to a broad demographic seeking guilt-free indulgence, Pulsin' represents a deeper dive into functional nutrition. Pulsin' focuses on plant-based protein bars and snacks, catering to the growing demand for vegan, vegetarian, and flexitarian diets. This aligns with a wider regional trend towards more plant-forward eating habits, influenced by environmental concerns and perceived health benefits.

The Middle East is also seeing a marked increase in gym memberships and participation in fitness activities. Rhone Fitness, with its established relationships with gyms, fitness studios, and retail outlets, is perfectly positioned to leverage this trend. The partnership isn't just about placing products on shelves; it's about integrating Purpose Brands' offerings into the active lifestyle of Middle Eastern consumers. Expect to see co-branded promotions, sampling events at fitness centers, and collaborations with local health influencers.

Navigating a Diverse Market

The Middle East isn't a monolithic market. Each country possesses unique cultural nuances, consumer preferences, and regulatory landscapes. Rhone Fitness's local expertise will be crucial in navigating these complexities. Factors like Halal certification, language barriers, and varying levels of brand awareness will all require careful consideration. Purpose Brands will likely need to tailor its marketing messages and product offerings to resonate with specific national markets within the region.

Furthermore, the rise of e-commerce in the Middle East presents another opportunity. Rhone Fitness is likely to leverage its online channels to complement its traditional distribution network, reaching a wider audience and offering convenient access to Purpose Brands' products. Social media marketing will also be a critical component of the strategy, tapping into the high levels of social media engagement in the region.

The Bigger Picture: Wellness as a Global Priority

This partnership underscores a global shift towards prioritizing wellness. The COVID-19 pandemic accelerated this trend, as people became more conscious of their health and immunity. Now, even as the pandemic recedes, the focus on preventative healthcare and wellbeing remains strong. Purpose Brands, by expanding into the Middle East, is positioning itself to capitalize on this long-term trend.

About Purpose Brands

Purpose Brands is a global wellness company dedicated to building and nurturing a portfolio of innovative and health-focused brands. Their mission is to empower consumers to live healthier and happier lives through delicious and nutritious products. Beyond Pulsin' and SkinnyPop, the company continues to explore opportunities to expand its offerings and reach new markets.

About Rhone Fitness

Rhone Fitness is a leading distributor of fitness and wellness products in the Middle East, known for its strong market understanding, established network, and commitment to customer satisfaction. They represent a diverse range of international brands and are dedicated to promoting a healthy and active lifestyle throughout the region.

Forward-Looking Statements

This press release contains forward-looking statements that are subject to various risks and uncertainties. Actual results may differ materially from those expressed or implied in the forward-looking statements.

Contact: [email protected]