The Saudi Public Investment Fund (PIF) announced the launch of Kayanee, an integrated company that aims to promote a healthy and quality life for women in the Kingdom. Saudi Ambassador to the United States Princess Reema bint Bandar has been appointed head of its board of directors. The company will focus on the health and lifestyle of future generations through six main services such as physical fitness, sportswear, personal and therapeutic care, nutrition, diagnosis and healthy eating, in addition to wellness education, according to a statement by the PIF. The launch of the company comes in line with the Saudi sovereign fund’s strategy aimed at promoting promising sectors, localizing technologies, empowering private sector, diversifying sources of income for the local economy, and contributing to improving the quality of life, in line with the objectives of the Kingdom’s Vision 2030 and diversifying the Kingdom’s sources of non-oil income. Kayanee seeks to reach more than one million beneficiaries to help create a thriving society in line with the Vision 2030 goals. The company will take care of everything related to women, especially their psychological, physical and social health. Princess Mashael bint Faisal, chairperson of the women’s committee at the Saudi Cycling Federation, said that the new company represents an important step towards empowering women and improving their quality of life.