Germany's MECOTEC, a global leader in the cryo technology industry, is forging ahead with its aggressive expansion strategy in the Middle East and North Africa (MENA) by making its foray into the Kingdom of Saudi Arabia, with an eye to expand further in the important region's other keymarkets. The company's entry into Saudi Arabia is being viewed by MECOTEC as an ideal market for its cryotherapy products, as the kingdom continues to diversify in line with its economic and societal programmes meant to transform the Arab world's biggest economy. The UAE has proved to be a perfect springboard for MECOTEC in MENA: from 5 units of its world-renowned cryo devices having been installed in the UAE when it started there in 2022, the company has grown this count to 38 across MENA in 18 months, 80 per cent of which are in the Emirates. These numbers are expected to further grow and MECOTEC has a similar goal for Saudi Arabia — which is to achieve a performance that would double what it recorded in the UAE. "We have already set our groundwork for MENA with the UAE, particularly in Dubai. Saudi Arabia is our next platform that we believe deserves our technology, logically aligned with our strategy," says Enrico Klauer, chief executive officer of MECOTEC. "With Saudi Arabia's vision taking shape, it is a good move to serve the kingdom with our world-renowned products and customer-centric services." MECOTEC plans to be active in engaging customers in Saudi Arabia, listening to their requirements and demands with a well-planned roadmap. In fact, cryo is going in that direction: deliberate cold exposure has emerged as a megatrend, underscored by a recent feature by Bradley Cooper in The New York Times Magazine. The integration of cryotherapy into the mainstream has catalyzed industry shifts, as consumers are now able to enjoy numerous product options, unparalleled features and transparency in performance metrics. Cryotherapy, a non-invasive method of treating ailments, is used for muscle rehabilitation, relieving a person's body of aches and pains, and for overall wellness. The cryo sessions are done in specialized chambers —"cryo saunas", as Mr. Klauer terms them —that are cooled to extremely low temperatures, as cold as –85°C to –110° C. The technology is used by diverse users, most notably from those in the wellness, beauty and sports verticals. Unlike nitrogen-based cryo chambers, which require a constant supply of liquid nitrogen that makes costs expensive in the long term and increases safety risks, MECOTEC ́s cryo chambers —such as its flagship the "cryo:one" chambers —are electrically operated cold chambers that are safer, more reliable and more comfortable. MECOTEC has also been able to offer reduced prices, stemming from its productivity enhancements, transparency and investment in production capabilities. MECOTEC, headquartered in Saxony-Anhalt, Germany, was founded in 2006 and has evolved from a pioneer in the cryo technology field to a leading global company that offers high-tech cooling solutions in the pharmaceutical, wellness and sports.
