KSA’s Miran, Egypt’s Welnes Merge To Build Wellness Platform
The new company will be headquartered in KSA, with Eslam Ali appointed as its CTO and Amr Saleh as its CEO.
KSA-headquartered health and fitness app Miran has merged with the Egypt-based community-focused platform Welnes to create a unified company aiming to deliver a more adaptive and culturally resonant wellness experience in Saudi Arabia and beyond.
Welnes was established by Amr Saleh, Amr Diab, and Eslam Ali in Egypt in 2020. Meanwhile, Miran was founded by Muath Alghamdi, Abdullah Alhudaithi, and Yazeed Alturki in Riyadh in 2019.
The merged company will be headquartered in KSA, with Saleh appointed as its CEO and Ali as its CTO, and its new platform will combine artificial intelligence (AI)-powered personalization with coach-led guidance and social accountability, marking a step forward in the region’s growing digital health space.
“This merger brings together the best of both worlds—AI-driven personalization and a deeply engaged wellness community,” Saleh told Inc. Arabia in an interview. “By combining Miran’s advanced AI capabilities, which tailor workouts and meals based on user behavior and goals, with Welnes' strong emphasis on community, social accountability, and coaching, we create a seamless experience that supports users not just with data, but with human motivation.”
The merger, which was led by "one of the most prominent angel investors in Saudi Arabia," reflects growing investor interest in local digital health infrastructure that aligns with the broader goals of Saudi Vision 2030. It is also part of a longer-term strategy to scale beyond Saudi Arabia, with Saleh sharing Egypt, Kuwait, Qatar, and the UAE as being key target markets.
“The MENA region is undergoing a health and fitness renaissance, especially among younger demographics," Saleh explained. "This merger strengthens our positioning by combining tech scalability with culturally resonant content and community building.”
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As part of its regional strategy, Saleh said that the new company shall adapt its offerings to local needs. “Our approach includes tailoring meal plans to local cuisines, introducing region-specific fitness challenges, and partnering with local health influencers to drive engagement," he said. "Understanding regional nuances isn’t optional—it’s central to our growth strategy."
The platform also aims to stay ahead of wellness trends by integrating emerging technologies that span physical and mental health. “Hyper-personalization driven by AI will continue to be a dominant force,” Saleh noted. “But the next frontier includes integrating biometric wearables, real-time data, and mental wellness metrics into a unified experience. We also see gamification, augmented reality (AR) for home workouts, and AI-powered virtual coaching becoming mainstream.”
Saleh noted that while the merger does open the door to new capabilities, it also comes with technical and strategic challenges. “The challenge lies in harmonizing the tech infrastructure with community engagement features," he explained. "Ensuring that AI recommendations remain personalized, while allowing for flexible, coach-led interaction, will require tight product integration.”
As healthtech startups continue to emerge in the region, Saleh offered advice for those looking to build traction and secure backing. “Focus on proving traction early," he said. "Investors look for strong user engagement and clear retention metrics in this space. Build with scalability in mind, but stay laser-focused on solving one real user pain point first."
Saleh also urged looking out for partnerships that go beyond branding. "Seek collaborators who strengthen your product or distribution," he advised. "And always align with a mission bigger than the tech; purpose-driven startups are the ones that build loyalty and attract long-term partners.”
Pictured in the lead image is Miran's Eslam Ali and Amr Saleh. Image courtesy Miran and Welnes.
