PureGym has announced its expansion in Saudi Arabia with the opening of its first gyms in Jeddah. Offering members flexible and affordable fitness facilities, PureGym will open one male and one female gym in Al-Safa in early September and another female gym in Al-Zahra in October.

PureGym boasts more than 2 million members across six markets globally, including in Europe, the US and Middle East.

PureGym offers flexible membership options, allowing members to choose a month-to-month membership with no contract or commitment for longer. Members can access everything they need to achieve their fitness goals with extensive cardio, strength and functional training areas, free group exercise classes and expert staff including personal trainers.

PureGym’s male gyms are open 24/7 and female gyms have extensive opening hours, providing members the freedom to work out around their individual schedules. With monthly member events, space to meet with friends, gym challenges and more — PureGym offers a sense of community in a safe, supportive environment.

Susan Turner, CEO of PureGym Middle East, said: “At PureGym, we are on a mission to provide as many people as possible with access to flexible, affordable fitness. Following sustained demand for our gyms in Riyadh, Dammam and Alkhobar, we are delighted to be expanding our presence with three new gyms in the fantastic city of Jeddah.”

“Our newest gyms will provide members with everything they need to enhance their physical and mental well-being — all through affordable and flexible membership options. Whether you have been a member of gym before or it’s your very first time, everybody is welcome at PureGym. We can’t wait to welcome the people of Jeddah to the PureGym family!”

With the Kingdom’s strategic goal of being one of the most digitally forward and advanced economies, the increasingly sophisticated and pervasive nature of cyberthreats are pushing organizations to adopt newer concepts known as “hyper-resilient cybersecurity.” That will protect their digital assets in the push toward digitization. This new paradigm in cybersecurity leverages a combination of advanced technologies, along with artificial intelligence and machine learning at the forefront, in order to create a robust defense against evolving cyber adversaries.

MENA ISC 2024, with the theme — “Hyper-Resilient Cyber: Navigating the Evolving Threat Landscape of the Interconnected World of IT, OT, IoT, IIoT, and Hybrid Cloud” — aims to be a trusted platform for cybersecurity professionals, CISOs, IT, and OT professionals, as well as policymakers in Saudi Arabia and the region. The Kingdom is one of the fastest growing and key markets internationally, for addressing and sharing knowledge on cybersecurity’s most critical and emerging issues through first-hand interactions.

Clinton Firth, partner at PwC Middle East, said: “Cyber resilience is no longer just a defense mechanism; it’s a strategic imperative. In today’s interconnected digital landscape, organizations must not only defend against cyberthreats but also anticipate, adapt, and recover swiftly. Saudi Arabia’s ambitious Vision 2030 aims to position the Kingdom as a global leader in digital transformation, and its efforts toward building a hyper-resilient digital infrastructure reflect this commitment. By fostering collaboration between public and private sectors and adopting advanced technologies like AI, the Kingdom is not only enhancing its cybersecurity posture but also setting a new standard for others to follow.”

This year’s conference will bring together leading local and international players from both the private and public sectors, including CyberKnight, a leader in cybersecurity solutions distribution; Cyber Polygon, renowned for its advanced cybersecurity training and simulation platforms; and Salam, a major Saudi-based telecommunications provider. Prominent international companies such as Kaspersky, Google Cloud Solutions, and Crowdstrike, along with local Saudi cybersecurity leaders like NourNet, will also be in attendance. Together, they will offer valuable perspectives and solutions, fostering crucial collaborations essential for establishing a cybersecurity framework that not only defends against but also swiftly recovers from and learns from cyberattacks and disruptions.

AI and ML have revolutionized the cybersecurity landscape in both positive and negative ways. AI and ML technologies enable real-time threat detection and adaptive response mechanisms. They are expected to drive a 30 percent reduction in false positive rates for threat detection and application security testing by 2027 while reducing incident response times by up to 12 percent, allowing for faster mitigation of threats. Another application of AI and ML is Continuous Threat Exposure Management, which involves proactive monitoring and prioritization of vulnerabilities, allowing organizations to address potential threats before attackers exploit them.

These technologies analyze vast amounts of data to identify anomalies and predict potential threats before they can inflict damage, and security professionals report that AI and ML have significantly improved their ability to prevent cyberattacks and maintain a strong defense posture. According to PwC’s 2024 Global Digital Trust Insights survey, nearly seven in 10 say their organization will use generative AI for cyber defense. GenAI tools can help reduce a disadvantage for cyber teams overwhelmed by the sheer number and complexity of human-led cyberattacks, both of which continue to increase.

Zero Trust Architecture, another critical component, operates on the principle of “never trust, always verify.” This approach requires continuous verification of user identities and access rights, minimizing the risk of unauthorized access through strict access controls and monitoring. As hybrid cloud adoption increases, robust cloud security measures are essential to prevent unauthorized access and data breaches, ensuring data integrity and confidentiality in cloud environments.

The Internet of Things has expanded the attack surface, making IoT security a critical focus. IoT security solutions aim to secure device communication and data integrity, preventing unauthorized access and data manipulation. Meanwhile, Identity and Access Management solutions ensure that only authorized users can access sensitive resources, incorporating threat detection mechanisms to bolster security postures.

By integrating these technologies, organizations can build a hyper-resilient cybersecurity framework capable of withstanding the evolving threat landscape. This comprehensive approach enhances threat detection and response and also ensures that critical digital infrastructures are better protected against sophisticated cyber adversaries.