Many staffers seem to have genuinely bought into that message. Jan Paterson, a British-Canadian who heads planning for Neom’s “sports sector,” says she wants her grandchildren to grow up in the city, which she hopes will be the most physically active urban center in the world. Three years in, she’s one of the longest-serving employees. “I joined because, in my working career, no one has ever said, ‘Do you fancy setting up a semi-autonomous state using your passion as a tool for positive social change?’ ” Paterson explains. “It’s as simple as that.” Her eyes light up as she describes an ideal day in the Neom of the future. Imagine a sixth grader, she says. When he wakes up, his home will scan his metabolism. Because he had too much sugar the night before, the refrigerator will suggest porridge instead of the granola bar he wanted. Outside he’ll find a swim lane instead of a bus stop. Carrying a waterproof backpack, he’ll breaststroke the whole way to school. Paterson actually means this; Neom says it’s considering an idea for canals filled with swimmable water, creating a novel aquatic commuting option. If all goes well, she says, residents can expect an extra 10 years of “healthy life expectancy.”

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