In light of Saudi Arabia's continuous transition towards female empowerment under Vision 2030, the Kingdom's Public Investment Fund (PIF) has taken a significant step by establishing Kayanee, an all-encompassing company dedicated to improving women's quality of life. Led by Princess Reema bint Bandar Al-Saud, Kayanee will focus on various aspects of women's health and lifestyle, including fitness, sportswear, personal and therapeutic care, nutrition, diagnostics, and wellness education.
The primary objective of Kayanee is to address crucial topics related to women, such as mental, social, and physical health, with the ambition of benefiting over one million individuals. This initiative aligns with the broader goals of Saudi Vision 2030, which seeks to create a thriving and progressive society in the country.
With a financial commitment of SR16 billion ($4.27 billion), PIF aims to expand Saudi Arabia's fitness and well-being industry through Kayanee. The company's integrated approach involves collaborating with the private sector to create a vibrant society, also in line with Vision 2030. PIF's strategy includes promoting economic diversification and improving the overall quality of life.
Kayanee’s customers will have access to a digital platform that unites offline and online services, encouraging widespread engagement and inclusivity. By partnering with the private sector and working across the value chain, the company aims to accelerate the growth of health, well-being, and fitness in Saudi Arabia.
Furthermore, PIF has established a separate sports investment firm called SRJ Sports Investments Co. The primary purpose of this entity is to accelerate the growth of the sports sector not only in Saudi Arabia but also in the broader MENA region. By purchasing and creating new events, intellectual property, commercializing renowned contests, and planning significant international events, SRJ Sports Investments Co. aims to make a significant contribution to a more vibrant society, in alignment with PIF's strategic goals and Saudi Vision 2030.
