press release: GymNation
GymNation launches the world’s first protein Shisha Bar
GymNation has today announced the launch of the world’s first protein shisha bar, a global-first concept designed to deliver a performance-inspired, tobacco-free vapor experience within a gym environment.
The innovative shisha concept will debut as part of a new series of café-style recovery and social spaces opening at selected GymNation clubs across the UAE, KSA and Bahrain throughout 2026.
Unlike traditional shisha, GymNation’s protein shisha uses a proprietary herbal, molasses-based vapor system that is completely free from tobacco and nicotine. Each blend is inspired by familiar gym supplements such as whey protein, creatine, BCAAs and pre-workout.
The launch reflects GymNation’s ongoing commitment to redefining what a modern gym experience can look like in the Middle East, blending fitness, recovery and social culture in new ways.
“Shisha culture is a huge part of social life across the region, just as gym culture has become,” said CMO, Rory McEntee. “This concept brings those two worlds together in a way that aligns with our values - no tobacco, no nicotine, and no compromise on the gym environment.”
The concept has been developed alongside Dr. Sami Al-Banna, chief scientific innovator in aerosolised nutrition, who commented “When protein is delivered via inhalation, it bypasses traditional digestive breakdown and can enter circulation far more efficiently. This delivery method enhances bioavailability, resulting in faster uptake, reduced metabolic loss and superior functional benefits compared to conventional protein consumption.”
The protein shisha bar will sit alongside GymNation’s existing wellness offerings, creating a relaxed post-workout space where members can socialise, recover and recharge - all without leaving the club.
Flavours on the menu include blends such as The Whey Cloud, Macro Mist and BCAA Breeze, each crafted using herbal vapor bases and food-grade aroma profiles inspired by sports nutrition.
GymNation claims that each 45-minute protein shisha session can deliver:
- Up to 25g of ‘aroma-activated protein’
- Supports fast post-workout muscle recovery
- Helps stimulate muscle protein synthesis for growth
- A 43% boost in post-training social engagement
“We’re seeing a global shift toward alternatives to traditional shisha, and this is our take on that trend - tailored for a fitness-first audience and the cultural context of the region,” McEntee added.
The rollout will begin with a pilot location in Riyadh before expanding across the GCC, with further sites planned in Dubai, Abu Dhabi, Jeddah and Bahrain. GymNation says the café-style bars form part of a broader strategy to transform gyms into community hubs that combine training, recovery, social connection and local lifestyle trends.
Frank Afeaki: founder and COO
Ant Martland, founder and CCO
William Rasmussen-Dean, country director
Ishan Patil, head of finance
Ian Mullane, board member
In 2026, GymNation plans to open another 20-30 locations across the GCC, and with many more in the pipeline our aim is to become the largest gym chain across the GCC.
Behind the scenes, we’re diligently advancing our position as a world leading operator in the integration of technology, artificial intelligence, and data analytics.
Our commitment extends beyond mere application, aiming to spearhead discussions and set benchmarks within the fitness industry and beyond, ensuring GymNation remains at the cutting edge of innovation.
We’re not just building gyms; our vision is to play a lead role as the region’s movement partner, championing healthy and active lifestyles alongside the importance of mental health and well-being.
