Founded by Princess Sara Al Saud, NuYu Fitness is the first fitness concept in Saudi Arabia designed exclusively for women, at a time when women were not allowed to work out. Dubbed as a private club to bypass the now amended rules, the club exterior was specifically designed to be non-descript and not draw attention. An armed security guard ensures no men will ever enter. Once inside the vestibule and out of sight, the women are free to remove their burkas and express western workout styles. The princess’s requirements for the club were to not only focus on the physical aspects of fitness, but also on the psychological and emotional benefits that accompany an active lifestyle. Fabiano Designs based the concept for NuYu Riyadh on a NYC loft and including many playful design touches that result in an unintimidating space with a strong sense of openness and fun. At the heart of NuYu is a double-height space which connects the floors and provides a communal lounging and relaxation area. The many domestic touches – mirrors, cushions, and low-level lighting – give the space personality and warmth. The interior architecture for this 11,000 square club was completed in 2016. It features cardio equipment, free weights, weight training machinery, as well as a High-Intensity Interval Training program with a live DJ. There are also dedicated areas for personal training, group fitness in the studios, lobby lounge, locker rooms, and peaceful prayer rooms.