Armah Sports launches new ‘smart’ fitness club concept for the Middle Eastern market

November 9, 2021

Saudi Arabian-based Armah Sports has launched its new B_fit health club brand, opening its technology-based, full-service, ‘smart club’ in the Red Sea city of Jeddah.

Featuring a wide range of innovative tech solutions which integrate with a high-end gym offer, the 3,750 metre² club includes a large gym floor, cardio zone, performance cardio zone, personal training hubs, athlete factory area, six exercise studios (catering for functional, spinning, yoga, pilates, HIIT and boxing) along with a 25 metre pool, indoor running track, a large co-working space, innovation lab, smoothie bar and retail area.

The new facility features an array of technology solutions, starting with access to the club, which is implemented through touchless facial recognition.

B_fit is also be the first health club in the world to utilise Amazon Alexa technology in its operations, with members being able to book classes and check trainers’ bios and schedules by talking to Alexa.

Other smart tech solutions include the use of VR and AR which, according to Armah Sports Company Chief Executive, Fahad Al-Haqbani, (pictured below) creates "an integrated and seamless digital member experience".

Commenting on the technology used by the brand, Al-Haqbani stated "virtual reality experiences are there for members and visitors to try in our Innovation Lab, where we demonstrate the future trends to educate our young Saudi generation about the future and gamification.

"We're adopting VR, AR and the Internet of Things as we grow. With the Metaverse on the horizon, there are no limits on how much experience we can create for our members.

"Initial feedback from visitors and members has been fantastic - comments such as 'out of this world', 'unlike anything else in Saudi', 'next level club', 'new standard of the industry' and 'a club from space' are common.

"Similar early feedback has been received from our peers and suppliers from around the world, with people commenting that B_FIT can not only compete with some of the best fitness club designs in the world, but also that it sets a new standard for club design and features.”

Beyond this first opening, Armah Sports has plans to open 11 B_fit smart clubs in the region in the next 18 months along with three Optimo clubs - a luxury brand - in the next 18 months.

It has also has a budget brand: Lift

Commenting on the roll out, Al-Haqbani noted “we're proud to present our B_fit model as a smart club to the world, a place that represents our knowledge, creativity, passion, dreams, research, ambition and teamwork.

"Our mission is to make Saudi a hub for innovation in the region for the fitness industry - we believe the days of the traditional fitness club are gone, it’s time for the new generation of fitness clubs, the clubs of the future."

In a recent interview with the USA/Saudi Business Council, Al-Haqbani explained the company’s expansion, advising “we decided to make technology the core of our strategy - we build our technology infrastructure and then we build our clubs … are building an ecosystem where physical, human and digital systems are connected.”

Images: Premium facilities at the new first B_fit club in the Saudi Arabian city of Jeddah.Credit: Armah Sports/B_FIT.

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