POST YOUR JOB ONLINE
Free ezine/digital edition sign up
Jobs   News   Features   Video    Products   Magazine      Advertise  
NEWS
Armah Sports launches luxury Optimo health club brand in Riyadh
POSTED 16 Nov 2022 . BY Frances Marcellin
The first Optimo club has opened in Saudi Arabia Credit: Armah Sports/Optimo

Credit: Armah Sports/Optimo
We dream of making Saudi Arabia a hub for innovation in the fitness sphere
– Fahad Alhagbani, co-founder and CEO of Armah Sports
Optimo, which combines five-star hotel design and premium fitness facilities, has opened its first site in Riyadh
It is the first Optimo club to open, with the next two due to launch in 3-6 months
The brand has been created by Armah Sports, run by CEO Fahad Alhagbani, the co-founder of Fitness Time in Saudi Arabia, which was valued at €700m (US$724) when he exited in 2018
Alhagbani is also rolling out Armah's B_Fit brand and 1Rebel Saudi in partnership with James Balfour and Giles Dean
The first luxury health club from Armah Sports, Optimo, has opened in Riyadh, Saudi Arabia. It is new concept, combining high-end hotel design with upscale fitness facilities. Two further sites will open in the next three to six months.

Optimo is led by Armah Sports' co-founder and CEO Fahad Alhagbani, who launched the Fitness Time chain in Saudi Arabia in 2007. By 2018 it had reached 150 clubs which employed around 3,500 staff. After going public with a value of €700m (US$724), Alhagbani left to establish Armah Sports with his family in January 2019 and started to develop Optimo and sister brand B_Fit.

Amenities and classes on offer at Optimo include strength and cardio areas, personal training, indoor cycling, pilates and yoga studios (women only), a boxing area, a relaxation space, functional training, a freestyle athletics training zone (including an indoor track) and a swimming pool. Spa facilities include a sauna, steamroom, hydro massage chair, nail spa (women) and barbers (men). Equipment providers include Technogym, Life Fitness and Reaxing.

In terms of how Optimo measures against other high-end gym offerings around the world, Alhagbani told HCM the company took a “hotel-ic approach” with the branding company to provide a luxury hotel environment, combined with fully-fledged fitness services.

“We know people sometimes like hotel gyms because of the luxury, ambience and privacy aspects but the main problem of this particular type of gym is lack of equipment, space and services,” he said. “So, we took the opposite approach where we present a spacious fitness facility in a hotel context within a smart tech environment.”

The company has also signed an exclusive agreement with Minderful in the UK to promote mental health in Saudi. “We want to be pioneers by driving this initiative, while the mental health awareness in Saudi is very low, we are confident through this partnership to impact our members and employees' lives to help them in their wellness journey. We believe that both mental fitness and physical fitness are the holistic approach towards better living.”

Alhagbani will expand Optimo in Saudi, but not outside of the country’s borders. Along with B_fit, he aims to open 30-35 clubs over the next few years.

“We are witnessing the transformation that Saudi is going through, it’s one of the fastest growing economies in 2022,” said Alhagbani. “We consider ourselves part of Vision 2030 the strategy for Saudi Arabia that our Crown Prince announced a few years ago. We will not grow to other markets simply because we want to focus on the core of our business model, which is the member’s experience.

“It’s important to be close to the clubs daily if you want to ensure quality is being delivered every day at the same expectation, it’s very similar to a chef running his own restaurant, if it goes out of boundaries it would be challenging to maintain that secret touch.”

B_fit is a premium-level club concept of which there are seven in operation between Riyadh and Jeddah, with two further clubs planned to open in the next year. The B_fit brand focuses on innovative tech-based solutions, which include club entry by facial recognition and being the first health club in the world to use Amazon Alexa in its operations, through which members can book classes and check trainers’ bios and schedules by voice command – read more about this in issue 1/2023 of Fit Tech magazine.

Alhagbani is also rolling out 1Rebel Saudi with business partner Nathan Clute as part of a franchise agreement with 1Rebel’s co-founders James Balfour and Giles Dean. “We have the 1Rebel rights to seven markets in the Middle East: Saudi, UAE, Oman, Egypt, Jordan, Bahrain, Kuwait,” Alhagbani confirmed in an exclusive interview with HCM last year.

“1Rebel Saudi is a different story which falls outside of the family business,” said Alhagbani. “I did it in Saudi with my partner Nathan Clute for different reasons, mainly for friendship, fun and passion. Since the opening of both locations almost two years ago we have created a significant impact in the market, the feedback is always great and members are having fun while working out in one of the best entertaining environments in the region.”

“We won the Mondo*dr award (the international award for technology and entertainment) last year for the light and sound systems we set up in both clubs, which created a unique atmosphere that a fitness club hadn’t seen before.”

“We're driving a lot of young Saudi guys to be active through 1Rebel Saudi where they can have fun, socialise, train hard and grab a healthy smoothie on the way out.”

In the future, Alhagbani is planning to introduce a third brand in Saudi Arabia in the form of a new budget concept. “We dream of making Saudi a hub for innovation in the fitness sphere,” he said. “That’s our mission.”
Optimo's indoor track and swimming pool Credit: Armah Sports/Optimo
Optimo's cardio area Credit: Armah Sports/Optimo
Optimo has partnered with Technogym Credit: Armah Sports/Optimo
The Pilates studio Credit: Armah Sports/Optimo
A Reaxing-equipped room Credit: Armah Sports/Optimo
Functional training zone at Optimo Credit: Armah Sports/Optimo
RELATED STORIES
  FEATURE: Profile: Fahad Alhagbani: reinventing fitness


Armah Sports CEO introduces his new smart club, B_fit, which uses AI, VR and Amazon Alexa
  FEATURE: New opening: Smart club: B-fit


Armah Sports has opened the first of the B_fit chain of health clubs. Utilising AI, VR and the Internet of Things, it’s the first club in the world to be Amazon Alexa-enabled
  Armah Sports reveals the first B_fit – a revolutionary smart health club concept using AI, VR, Amazon Alexa and the IoT


Armah Sports has launched a new health club concept for the Middle Eastern market, which it plans to roll out across the region – and beyond.
  1Rebel enters Middle East with two club in Riyadh, Saudi Arabia


HIIT brand 1Rebel has entered the Middle Eastern market for the first time, with the launch of two clubs in Riyadh, Saudi Arabia.
MORE NEWS
Educational charity NCFE acquires Active IQ from Ascend Learning
Active IQ has been acquired by educational charity NCFE from its parent company, US-based Ascend Learning.
l’Orange Bleue to launch 450 new gyms and day spas in next five years
José Nercellas, CEO of l’Orange Bleue, is planning to open 450 new European gyms and day spas over the next five years to make an 850-strong network.
Fit tech – 10 of the best Black Friday deals
Black Friday, which falls on 25 November, will be one of the busiest retail days of 2022, marking the start of this year’s Christmas shopping season. Now extending into ‘cyber week’ and finishing on Cyber Monday, it's a time when shops and companies offer significant discounts on their products.
Exercise should be considered a core treatment for arthritis
Exercise should be considered as a core treatment for those suffering from arthritis caused by wear-and-tear.
+ More news   
LATEST JOBS
Fitness Motivator and Personal Trainer
Everyone Active
Salary:
Job location: Middlesbrough
Fitness Motivator and Personal Trainer
Everyone Active
Salary:
Job location: Wembley, London
Gym Manager
Pioneer Wilton Centre
Salary: unlimited earnings
Job location: Wilton Centre, Redcar , United Kingdom
+ More jobs  

FEATURED SUPPLIERS

Peloton Commercial’s new Precor StairClimber turns small steps into giant leaps
Peloton Commercial has welcomed a brand new Precor StairClimber to its premium fitness equipment portfolio. [more...]

Fitness First UK wins big by switching up its digital personal training (PT) offer with Fisikal
In a bid to better connect members to trainers and vice versa, Fitness First UK has integrated Fisikal’s world class personal training functionality into its digital ecosystem. [more...]
+ More featured suppliers  
COMPANY PROFILES
Indigofitness Ltd

We Create Training Spaces! We've been designing and delivering high quality training spaces for alm [more...]
Merrithew™ - Leaders in Mindful Movement™

Merrithew caters to exercise enthusiasts, fitness professionals, studio and facility owners, athle [more...]
+ More profiles  
CATALOGUE GALLERY
 
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

29-30 Nov 2022

International Wellness Tourism Conference

Eden Roc, Cap Cana and Melia Punta Cana Beach, Punta Cana, Dominican Republic
29-30 Nov 2022

World Halotherapy Global Symposium

Virtual, United Kingdom
+ More diary  
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
HCM
LEISURE OPPORTUNITIES
HEALTH CLUB HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022
Jobs    News   Products   Magazine
NEWS
Armah Sports launches luxury Optimo health club brand in Riyadh
POSTED 16 Nov 2022 . BY Frances Marcellin
The first Optimo club has opened in Saudi Arabia Credit: Armah Sports/Optimo
Credit: Armah Sports/Optimo
We dream of making Saudi Arabia a hub for innovation in the fitness sphere
– Fahad Alhagbani, co-founder and CEO of Armah Sports
Optimo, which combines five-star hotel design and premium fitness facilities, has opened its first site in Riyadh
It is the first Optimo club to open, with the next two due to launch in 3-6 months
The brand has been created by Armah Sports, run by CEO Fahad Alhagbani, the co-founder of Fitness Time in Saudi Arabia, which was valued at €700m (US$724) when he exited in 2018
Alhagbani is also rolling out Armah's B_Fit brand and 1Rebel Saudi in partnership with James Balfour and Giles Dean
The first luxury health club from Armah Sports, Optimo, has opened in Riyadh, Saudi Arabia. It is new concept, combining high-end hotel design with upscale fitness facilities. Two further sites will open in the next three to six months.

Optimo is led by Armah Sports' co-founder and CEO Fahad Alhagbani, who launched the Fitness Time chain in Saudi Arabia in 2007. By 2018 it had reached 150 clubs which employed around 3,500 staff. After going public with a value of €700m (US$724), Alhagbani left to establish Armah Sports with his family in January 2019 and started to develop Optimo and sister brand B_Fit.

Amenities and classes on offer at Optimo include strength and cardio areas, personal training, indoor cycling, pilates and yoga studios (women only), a boxing area, a relaxation space, functional training, a freestyle athletics training zone (including an indoor track) and a swimming pool. Spa facilities include a sauna, steamroom, hydro massage chair, nail spa (women) and barbers (men). Equipment providers include Technogym, Life Fitness and Reaxing.

In terms of how Optimo measures against other high-end gym offerings around the world, Alhagbani told HCM the company took a “hotel-ic approach” with the branding company to provide a luxury hotel environment, combined with fully-fledged fitness services.

“We know people sometimes like hotel gyms because of the luxury, ambience and privacy aspects but the main problem of this particular type of gym is lack of equipment, space and services,” he said. “So, we took the opposite approach where we present a spacious fitness facility in a hotel context within a smart tech environment.”

The company has also signed an exclusive agreement with Minderful in the UK to promote mental health in Saudi. “We want to be pioneers by driving this initiative, while the mental health awareness in Saudi is very low, we are confident through this partnership to impact our members and employees' lives to help them in their wellness journey. We believe that both mental fitness and physical fitness are the holistic approach towards better living.”

Alhagbani will expand Optimo in Saudi, but not outside of the country’s borders. Along with B_fit, he aims to open 30-35 clubs over the next few years.

“We are witnessing the transformation that Saudi is going through, it’s one of the fastest growing economies in 2022,” said Alhagbani. “We consider ourselves part of Vision 2030 the strategy for Saudi Arabia that our Crown Prince announced a few years ago. We will not grow to other markets simply because we want to focus on the core of our business model, which is the member’s experience.

“It’s important to be close to the clubs daily if you want to ensure quality is being delivered every day at the same expectation, it’s very similar to a chef running his own restaurant, if it goes out of boundaries it would be challenging to maintain that secret touch.”

B_fit is a premium-level club concept of which there are seven in operation between Riyadh and Jeddah, with two further clubs planned to open in the next year. The B_fit brand focuses on innovative tech-based solutions, which include club entry by facial recognition and being the first health club in the world to use Amazon Alexa in its operations, through which members can book classes and check trainers’ bios and schedules by voice command – read more about this in issue 1/2023 of Fit Tech magazine.

Alhagbani is also rolling out 1Rebel Saudi with business partner Nathan Clute as part of a franchise agreement with 1Rebel’s co-founders James Balfour and Giles Dean. “We have the 1Rebel rights to seven markets in the Middle East: Saudi, UAE, Oman, Egypt, Jordan, Bahrain, Kuwait,” Alhagbani confirmed in an exclusive interview with HCM last year.

“1Rebel Saudi is a different story which falls outside of the family business,” said Alhagbani. “I did it in Saudi with my partner Nathan Clute for different reasons, mainly for friendship, fun and passion. Since the opening of both locations almost two years ago we have created a significant impact in the market, the feedback is always great and members are having fun while working out in one of the best entertaining environments in the region.”

“We won the Mondo*dr award (the international award for technology and entertainment) last year for the light and sound systems we set up in both clubs, which created a unique atmosphere that a fitness club hadn’t seen before.”

“We're driving a lot of young Saudi guys to be active through 1Rebel Saudi where they can have fun, socialise, train hard and grab a healthy smoothie on the way out.”

In the future, Alhagbani is planning to introduce a third brand in Saudi Arabia in the form of a new budget concept. “We dream of making Saudi a hub for innovation in the fitness sphere,” he said. “That’s our mission.”
Optimo's indoor track and swimming pool Credit: Armah Sports/Optimo
Optimo's cardio area Credit: Armah Sports/Optimo
Optimo has partnered with Technogym Credit: Armah Sports/Optimo
The Pilates studio Credit: Armah Sports/Optimo
A Reaxing-equipped room Credit: Armah Sports/Optimo
Functional training zone at Optimo Credit: Armah Sports/Optimo
RELATED STORIES
FEATURE: Profile: Fahad Alhagbani: reinventing fitness


Armah Sports CEO introduces his new smart club, B_fit, which uses AI, VR and Amazon Alexa
FEATURE: New opening: Smart club: B-fit


Armah Sports has opened the first of the B_fit chain of health clubs. Utilising AI, VR and the Internet of Things, it’s the first club in the world to be Amazon Alexa-enabled
Armah Sports reveals the first B_fit – a revolutionary smart health club concept using AI, VR, Amazon Alexa and the IoT


Armah Sports has launched a new health club concept for the Middle Eastern market, which it plans to roll out across the region – and beyond.
1Rebel enters Middle East with two club in Riyadh, Saudi Arabia


HIIT brand 1Rebel has entered the Middle Eastern market for the first time, with the launch of two clubs in Riyadh, Saudi Arabia.
MORE NEWS
Educational charity NCFE acquires Active IQ from Ascend Learning
Active IQ has been acquired by educational charity NCFE from its parent company, US-based Ascend Learning.
l’Orange Bleue to launch 450 new gyms and day spas in next five years
José Nercellas, CEO of l’Orange Bleue, is planning to open 450 new European gyms and day spas over the next five years to make an 850-strong network.
Fit tech – 10 of the best Black Friday deals
Black Friday, which falls on 25 November, will be one of the busiest retail days of 2022, marking the start of this year’s Christmas shopping season. Now extending into ‘cyber week’ and finishing on Cyber Monday, it's a time when shops and companies offer significant discounts on their products.
Exercise should be considered a core treatment for arthritis
Exercise should be considered as a core treatment for those suffering from arthritis caused by wear-and-tear.
UK fitness industry fights for continuation of government energy support from April 2023
A number of the UK's local authorities and their leisure management partners are in crisis due to rising energy costs, with around 40 per cent saying leisure centres and swimming pools will be closed or services reduced before March 2023 unless they receive immediate confirmation of additional grants from the government.
Trib3’s Kevin Yates named as an Entrepreneur of the Year at Great British Entrepreneur Awards
Kevin Yates, founder and CEO of Trib3 has been awarded Entrepreneur of the Year in the Great British Entrepreneur Awards. He joined eight other winners in the health and beauty section, which includes the fitness industry.
+ More news   
 
FEATURED SUPPLIERS

Peloton Commercial’s new Precor StairClimber turns small steps into giant leaps
Peloton Commercial has welcomed a brand new Precor StairClimber to its premium fitness equipment portfolio. [more...]

Fitness First UK wins big by switching up its digital personal training (PT) offer with Fisikal
In a bid to better connect members to trainers and vice versa, Fitness First UK has integrated Fisikal’s world class personal training functionality into its digital ecosystem. [more...]
+ More featured suppliers  
COMPANY PROFILES
Indigofitness Ltd

We Create Training Spaces! We've been designing and delivering high quality training spaces for alm [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

29-30 Nov 2022

International Wellness Tourism Conference

Eden Roc, Cap Cana and Melia Punta Cana Beach, Punta Cana, Dominican Republic
29-30 Nov 2022

World Halotherapy Global Symposium

Virtual, United Kingdom
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS