B Fit - Optima

Saudi

Saudi fitness continues to boom with B_FIT and Optimo.

Saudi Arabia’s fitness market is booming, fuelled by the Government’s Vision 2030 which places an important emphasis on improving the health of its people. Wholistic wellness and technology integration are rising trends, while the government supports fosters innovation and empowers fitness entrepreneurs.

At the forefront of this movement are two gym brands operated by Armah Sports Company; B_FIT, an innovative, premium gym with nine clubs across Jeddah and Riyadh, and Optimo, a luxury, high-end health club designed to accommodate a high-performance lifestyle, with three of clubs in Riyadh.

The Company, which successfully listed on the Saudi Stock Exchange in November 2023, has well defined growth plans for both brands, with a focus on the main cities in Saudi Arabia. Armah is the third fitness company launched by the Alhagbani family, after having previously founded BodyMasters in 1994 and Leejam (Fitness Time) in 2007.

The project.

B_FIT represents the new generation of fitness clubs, offering fitness solutions personalized to member needs. The brand innovates the fitness experience to empower and support the community, with facilities and programs that address mental, physical, and emotional health.

Optimo represents the ultimate in fitness exclusivity and provides members with a luxurious, hotel-like environment to achieve their wellbeing objectives. Optimo’s carefully crafted fitness clubs offer high-end facilities featuring a combination of state-of-the-art equipment and a collective of professionals at the forefront of the fitness industry.

The solution.

Escape Fitness has been working collectively with Armah and Delta Fitness, the regional distributor and installer, on each new B_FIT and Optimo club location providing a full-circle support approach every step of the journey, from concept to completion. This has included collaborating with the teams on initial layout, design, planning through to delivery and aftersales to ensure that the super-premium results Armah were after were brought to life.

The equipment solution included custom designed 2d and 3d layouts, and alongside the usual larger gym areas with selectorized strength and cardio zones, all sites incorporate a customized Escape Fitness Octagon frame with solutions and attachments for functional training equipment as well as selected strength equipment chosen for four dedicated training areas within the clubs which were specially designed by the Escape Fitness team. These include a functional area, freestyle area, boxing area and a personal training area.

Quality member experience.

“Saudi has a great potential; the fitness market has doubled since 2017 and is expected to double again by 2027. There are so many drivers behind this growth. Our plan is to build an intimate network of clubs in major cities in Saudi and to focus on quality and the member experience. We also want to remain lean and agile.”

Our clubs are designed to provide super-premium facilities to our members, and therefore when it comes to equipment suppliers, we have to only work with the very best. Escape Fitness have been a fantastic partner throughout, supporting us early on with bespoke concept designs and layouts, through to advising on the best equipment for our needs and ensuring that everything ran smoothly, from start to finish.

Escape Fitness has provided our members with cutting-edge, innovative training equipment that sets us apart in what is becoming an increasingly competitive market.”

B Fit - Optima

Saudi