A little about my personal experiences. I studied Arabic in Fes, Morocco during the summer of 2012, the summer after my freshman year in college. The first gym I found in the city was called "Monde Sportif Fassi", that is French for "Fassi Sports World". In arabic it is "العالم الرياضي الفاسي". The word Fassi is the demonym, or gentilic, for the people that live in Fes. The pictures below are the outside of the gym and the sign advertising membership.

As you can see, the advertising is pretty interesting and much different from anything you would see in the United States. Bodybuilding is directly advertised on the sign and I have never seen any gym in the U.S. that uses that as an advertising tool. If anyone has an example please share it. What I have concluded is that gyms in the U.S. focus on, and advertise weight loss, and gyms in Morocco, and most likely the rest of the Middle East, focus on weight gain. When you get closer to the sign it is also apparent that the man's head is photoshopped onto the body. This next picture is of the inside of the entrance to Monde Sportif Fassi.

Upon entering this gym to inquire about a membership I was greeted by a woman at the counter and we hand gestured for a while because I had only been in the country for two days and I knew zero arabic at that time. Eventually the owner came out of his office. He was a Belgian man who said he moved to Morocco for the food and the weather. It was unusual for a Belgian man to move to Morocco and open up a gym, but he seemed to be doing great, and he was easily one of the biggest guys in Fes. I was not allowed to see the gym itself because I had stumbled in on a designated women's day. Three days out of the week the gym was only open to women and the other four were men, and if I'm not mistaken a woman could come on the day for men if she chose to. In the office of the owner we worked out the specifics of a membership. It was going to be 400 dirham a month which is about 47 USD. I realize that that is extremely steep for any gym in any country and I hope that he was not just taking advantage of my ignorance to the exchange rate. I did not get any kind of membership card that I could present at the door, you just walked in and if they didn't recognize you, they would look up the photo copy of your license that they had on file. I purchased my membership but it wasn't until the next day that I actually got to go into the gym.