BioTechUSA Group Strengthens Its Position in the Middle East Region with UAE Regional Hub
The Middle East remains a key focus for BioTechUSA Group, one of Europe’s largest manufacturers and distributors of nutritional supplements. Following its recent global partnership with FC Barcelona, the company is participating in this year’s Dubai Muscle Show and establishing a new subsidiary in Dubai, further expanding its footprint in the region.
As the Middle East’s premier fitness and bodybuilding event, the Dubai Muscle Show is expected to attract 40,000 visitors, 600 professional athletes, and more than 400 leading fitness brands. BioTechUSA Group, along with its flagship brands BioTechUSA and Scitec Nutrition, will showcase its premium products and iconic athletes such as Ulisses Jr, Sergi Constance, Ahmad Ashkanani, and Brandon Curry. At its 100-square-metre stand, visitors can enjoy stage shows, product giveaways, and exciting challenges, with the chance to sample products and take a 360-degree selfie video. A standout feature will be an original FC Barcelona jersey signed by the players.
Establishing a regional hub in the UAE, will allow us to access and serve other vital markets efficiently, leveraging the UAE’s strategic position and excellent global trade relations; we see it as a gateway to reaching new markets like South America and India, allowing us to expand our international operations even further.
“A BioTechUSA hub in the UAE is a logical next step as the company seeks growth and further success,” said H.E. Saud alShamsi – UAE Ambassador to Hungary, during a recent visit to the factory in Szada. “The prospects will further improve as the company will realize the immense benefits of operating in and from the UAE, whether for trade purposes or manufacturing.” He added.
Balázs Lévai, Co-Owner and Director of Sales, said, “We’ve always had strong relationships with our business partners in the Middle East, and the premium quality of our products continues to meet the high expectations of local consumers.” He adds: “This year, we proudly entered the Iraqi market with both brands and have seen significant growth in the UAE. We are also thrilled to be entering Saudi Arabia with BioTechUSA soon. Our goal is to expand even further across the region, and our HALAL-certified production facilities reflect our serious commitment to meeting the needs of local markets.”
Ahead of the Dubai Muscle Show, BioTechUSA Group will host its annual Partner Meetup, welcoming representatives from 50 global partner companies from over 20 countries. Co-owner and CEO Bálint Lévai, alongside Co-Owner and Director of Sales Balázs Lévai, will host an exclusive dinner cruise for partners, underscoring the company’s commitment to the Middle East. This event highlights the company’s aim to further strengthen its regional presence.
Additionally, BioTechUSA and Scitec Nutrition will host a special content creation day, featuring over a dozen influencers. The event will capture Dubai’s top fitness personalities as they tour the desert, work out in premier gyms, and visit iconic sites, providing a glimpse into the active lifestyle championed by BioTechUSA.
The Dubai Muscle Show will provide a unique opportunity for visitors to experience the quality and values of BioTechUSA and Scitec Nutrition. Meanwhile, the Group is actively seeking new distributors and elite sports clubs in the region to establish long-term global partnerships.
In addition to its expanding market presence, BioTechUSA Group is enhancing its production capabilities. A new protein bar production facility, with a capacity of 100 million units, will allow the company to capture a greater share of the modern trade market in the region. The expansion will support the growing demand for its high-quality products and bolster the Group’s ability to meet the evolving needs of its customers.
About the BioTechUSA Group
BioTechUSA Group is one of Europe’s largest manufacturers and distributors of nutritional supplements, with 49 webshops, 323 franchise stores, and 4,500 b2b partners in over 100 countries. The Group’s 1,800 employees are dedicated to promoting health and well-being through high-quality products. BioTechUSA offers a portfolio of more than 2,000 products, all manufactured in HALAL-certified facilities, meeting the diverse needs of its customers globally.