Seder Group and ProFun have formed SPOC, a Riyadh-based operating platform designed to deliver end-to-end management for Saudi Arabia’s growing pipeline of theme parks, water parks and cultural venues.
A new operating company launched in Riyadh signals the scale of operational demand building behind Saudi Arabia’s attractions pipeline. Seder Group and ProFun have announced the formation of SPOC — the Seder ProFun Operating Company — a Saudi-born platform built to support the Kingdom’s expanding entertainment, tourism, cultural and sports sectors.
SPOC delivers a fully integrated operating solution covering theme parks, water parks, museums, visitor attractions, family entertainment centres, sports venues, observation decks and other guest-facing destinations. The venture offers flexible engagement models, from pre-opening support through to full turnkey operations and long-term management contracts.
Seder Group brings more than four decades of experience in operations, maintenance, facilities management, environmental services, ICT, healthcare support and workforce solutions across Saudi Arabia, with a workforce of over 28,000. ProFun has supported more than 500 projects across over 50 countries since 1980, spanning theme parks, water parks, museums, branded experiences, expositions and sports venues.
Salah Elatrash, managing partner at ProFun and co-founder of SPOC, said: “Saudi Arabia is creating a new generation of destinations that will welcome millions of visitors from around the world. These destinations require an operator that understands both global best practices and the realities of operating within the Kingdom. SPOC brings together international attractions expertise and local operational capability under one accountable platform.”
Serge T. Boyadjian, VP operations at Seder Group, said: “By combining Seder’s established presence, workforce, and infrastructure with ProFun’s global attractions experience, we have created an operating platform specifically designed for the Kingdom’s next generation of destinations.”
Unlike traditional consulting firms or fragmented service providers, SPOC provides end-to-end support across the full attraction lifecycle — from operational planning and design through to recruitment, training, technical services, commercial operations, technology integration, compliance and ongoing venue management.
Saudi Arabia’s attractions sector has seen considerable capital deployment in recent years. Six Flags Qiddiya City opened in early 2026 as the first Six Flags park outside North America, while Aquarabia Qiddiya City — featuring four record-breaking water rides — became one of the region’s largest water park completions. SPOC positions itself as a long-term operating partner for both public and private sector projects as Vision 2030 continues to reshape the Kingdom’s visitor economy.
Image: ProFun & SEDER Group
