Saudi fitness is no longer a side conversation. It is culture. It is content. And for a growing number of Saudi athletes, it is also business. Mohammed Al-Masud, known online as @mohammed_lifts, sits right at that intersection. He competes in strength sports, publishes long-form training content, and builds a clear path using a system that feels engineered, not accidental.
The Man Behind @mohammed_lifts
Mohammed Al-Masud is a Saudi strength athlete and online coach, built around a simple promise: perform, teach, and show up consistently. What makes his brand easier to trust is that his athletic identity is not just a vibe. It has public competition proof behind it. In strength sports, that matters because audiences can tell the difference between “content strength” and competitive strength. Mohammed has built the rare combination: he can demonstrate training in the gym, then point to results on the platform.
Competitive Proof Points That Strengthen the Brand
Mohammed’s competitive record is a quiet but powerful foundation for everything else he builds: content, coaching, and community. A few of his recent competitive milestones include:
- 1st place — 2022 SSSC The Kingdom Classic Powerlifting Championships (Riyadh) in the -93 kg class (listed as “205” lb class), with a 750 kg total.
- 5th place — 2022 Asian Classic Powerlifting Championships (Dubai, UAE) in the -93 kg class.
- 26th place — 2023 IPF World Classic Powerlifting Championships (Malta) in the -93 kg class.
For his audience, this combination turns “fitness content” into something heavier: it signals that the methods behind the videos are built on real competition, not just gym performance. And that credibility becomes the backbone of everything that follows
The System Behind the Brand
1) A YouTube Series That Trains the Viewer’s Habit
Mohammed uses YouTube to show training as a process. The long-form format gives viewers the full picture: how sessions are structured, how he approaches progression, and how discipline looks when it’s repeated over weeks, not posted once for a clip. That’s why the channel feels credible. You’re not watching edited highlights; you’re watching the method. The context makes the content easier to learn from, and it quietly builds coaching-level trust because the decisions behind the lifts are visible.
It also makes strength training feel more approachable. When people can see the full flow from good days, hard sets, and the routine behind results, lifting stops feeling exclusive. It becomes something you can learn and apply. And beyond the individual viewer, the channel contributes to Saudi’s fitness culture by becoming a window into the local strength culture, making serious training standards feel normal, connected, and worth joining.
2) Collaboration as a Growth Lever
A second pattern in his ecosystem is collaboration. In fitness media, collaboration is distribution. Training with other personalities, visiting gyms, and stepping into different environments creates multiple entry points into the brand. It also builds credibility without needing to say the word. For Saudi audiences, collaboration does something else: it shows community. It shows that fitness is not only personal. It is social infrastructure.
3) Instagram Built Like a Landing Page
If YouTube is where Mohammed builds depth, Instagram is where he builds direction. He uses it to document training, share short coaching cues and Q&As, and post competition or behind-the-scenes moments that reinforce credibility. But he also keeps it relatable: some posts reflect on wins and the journey, others zoom in on powerlifting details, daily gym life, quick motivation, and even light comedy. That mix makes the page feel human and easy to follow. Serious about performance, but never distant from the audience.
ThunderDome: From Personal Brand to Physical Training Culture
The next stage for many athlete-creators is moving beyond screens, and Mohammed has signals in that direction. ThunderDome is a strength-training concept by Fitness Time, created by Abdulaziz AlDelhi and Mohammed AlMasoud. It’s designed specifically for serious lifting, built around powerlifting-style training, high standards, and a community that trains with purpose.
ThunderDome is not just a gym concept. It is a marker of evolution:
- From athlete → to educator,
- From educator → to operator,
- From operator → to someone influencing how strength culture is built at scale.
On The Bench Podcast: Media Beyond the Workout
Mohammed doesn’t rely on training clips alone to build his voice. Through On The Bench (على البنش), the long-form Arabic podcast he co-hosts with Abdulaziz AlDelhi, he extends his coaching mindset into conversation, not just content. It’s a space where training is treated as a learnable craft, and the culture around lifting gets discussed with honesty and clarity.
The show leans into real questions people actually deal with: how to start lifting without feeling lost, how to train around work and life, how to approach fat loss without extremes, and how to think clearly about nutrition when trends change every month. Instead of performing expertise, it explains it—calmly and practically. That’s the value of the podcast. It doesn’t sell shortcuts. It builds understanding. And over time, it helps shape a healthier fitness culture for its audiences.
Team Inspire: Community as the Product
Team Inspire is one of the clearest signs that Mohammed’s work goes beyond individual performance. Built alongside Abdulaziz AlDelhi, it positions training as a shared identity, a place where people improve together, stay consistent, and learn the fundamentals without needing to “figure it out alone.” The message is simple: progress is not a mood. It’s a routine.
What makes Team Inspire feel different is how it communicates. It mixes education with real gym energy, quick tips, behind-the-scenes training days, and light humor that makes the space feel approachable. That tone matters. It lowers the barrier for beginners and keeps the community engaged.
Closing Reflection
Saudi Arabia’s sports economy will keep growing through big investments and headline events. But it will also grow through builders who professionalize training, coaching, community, and the media that shapes how people learn.
Mohammed Al-Masud’s model shows a modern Saudi path: compete seriously, teach clearly, publish consistently, and build systems that make progress easier for others. Local wins and international appearances provide the credibility. Content builds trust. Coaching turns trust into value. And projects like ThunderDome and On The Bench suggest a longer horizon, where strength culture becomes infrastructure, not a trend.
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