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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

New opening: Smart club: B-fit

Armah Sports has revealed the first B_fit health club – a smart club concept that’s gearing up for the Metaverse with AI, VR, Amazon Alexa and the Internet of Things, as Tom Walker reports

Published in Health Club Management 2021 issue 10
The club is close to achieving its LEED sustainability accreditation / photo: B_fit Armah Sports
The club is close to achieving its LEED sustainability accreditation / photo: B_fit Armah Sports
B_fit is the first health club in the world to utilise Amazon Alexa technology in its operations

Saudi-based Armah Sports has launched B_fit, the first of its three new health club concepts for the Middle East market, which will be rolled out across the region and beyond. The other brands – high-end offering Optimo and budget brand Lift will follow on in 2022.

The first B_fit club is in Jeddah and will operate as a full-service ‘smart club’, featuring a wide range of innovative tech solutions which integrate with a high-end gym offering.

CEO, Fahad Alhagbani tells HCM the company has placed tech at the heart of the B–fit model, saying: “Today we’re half tech company and half fitness company, with the Metaverse on the horizon, there are no limits to the experiences we will be able to create for our members.

“We built the best technology infrastructure before we started opening our new clubs,” he says. “Our main focus has been selecting the best solutions in each area – such as Enterprise Resource Planning (ERP) and CRM software, access control, mobile apps, voice communication and so on, and then integrating them together.”

Facilities
Workout facilities at the 3,750sq m B_fit club include a large gym floor with kit by Technogym and Life Fitness, cardio zone, performance cardio zone, personal training hubs, athlete factory area, six exercise studios catering for functional training, spinning, yoga, pilates, HIIT, and boxing.

There’s also a 25m pool, an indoor running track, a large co-working space, innovation lab, smoothy bar and retail area.

The interior design and lighting have been recognised by the lighting industry for excellence and Alhagbani says the fit-out represents the “evolution of fitness in the industry in the region” and something that has been achieved by “working with some of the best interior designers and lighting consultants in the world.”

When it comes to tech, B_fit offers members an array of solutions, starting with access to the club, which is implemented through touchless facial recognition.

B_fit is also 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 Alhagbani – creates “an integrated and seamless digital member experience.

“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,” he told HCM. “We’re adopting VR, AR and the Internet of Things as we grow,” he says.

Members’ wristbands are designed to be a lifestyle accessory and enable them to access the club, buy a smoothie or an item from the shop, control their locker, enquire about their locker number – if forgotten – through a locker control panel and get access to classes through check-in portals which are located next to studio doors.

“We’ve created a smart building which runs under the control of a Building Management System through a smart tablet controlled by our club manager,” says Alhagbani, “this controls the lighting, the aircon and many other elements with just one touch.

“We’re in the final stages of having our LEED Certificate issued to confirm our green building rating and we’re running a paperless and single-use plastic-free environment, with all internal communications happening digitally and being connected through the smart platform.

“When we launched Armah Sports Company in 2019 we saw the rapid growth of technology in our lives and embraced it as an essential element of our business model,” says Alhagbani, “we noticed a dramatic shift in the industry as a result of the pandemic, but we didn’t change our strategy, because our concept was already tech- and digitally-enabled and resilient to change.”

Positive feedback
“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,” says Alhagbani. “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.”

Alhagbani said the company plans to open 11 B_fit smart clubs and three Optimo clubs in the next 18 months, with the first Optimo opening early in 2022.

Optimino will have a hotel vibe, sharing much of the same tech infrastructure as B_FIT, but with interior, facilities and equipment “at another level”.

Armah Sports has also signed a deal to roll out 1Rebel clubs in the Middle East.

• To read HCM’s exclusive interview with Fahad Alhagbani on Armah Sports’ plans, go to: HCMmag.com/alhagbani

"Our mission is to make Saudi a hub for innovation in the fitness industry" – Fahad Alhagbani, CEO, Armah Sports

VR, AR and gamification will play a key role in the new facility / photo: B_fit Armah Sports
VR, AR and gamification will play a key role in the new facility / photo: B_fit Armah Sports
Club access is via touchless facial recognition / photo: B_fit Armah Sports
Club access is via touchless facial recognition / photo: B_fit Armah Sports
The club offers an indoor running track and six exercise studios / photo: B_fit Armah Sports
The club offers an indoor running track and six exercise studios / photo: B_fit Armah Sports
The club will run a single-use plastic-free environment / photo: B_fit Armah Sports
The club will run a single-use plastic-free environment / photo: B_fit Armah Sports
B_fit has studios for functional, cycle, yoga, pilates, HIIT and boxing / photo: B_fit Armah Sports
B_fit has studios for functional, cycle, yoga, pilates, HIIT and boxing / photo: B_fit Armah Sports
Equipment supplies to B_fit include Technogym / photo: B_fit Armah Sports
Equipment supplies to B_fit include Technogym / photo: B_fit Armah Sports
The brand partnered with leading interior designers for the fit-out / photo: B_fit Armah Sports
The brand partnered with leading interior designers for the fit-out / photo: B_fit Armah Sports
https://www.leisureopportunities.co.uk/images/2021/333527_706373.jpg
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
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features

New opening: Smart club: B-fit

Armah Sports has revealed the first B_fit health club – a smart club concept that’s gearing up for the Metaverse with AI, VR, Amazon Alexa and the Internet of Things, as Tom Walker reports

Published in Health Club Management 2021 issue 10
The club is close to achieving its LEED sustainability accreditation / photo: B_fit Armah Sports
The club is close to achieving its LEED sustainability accreditation / photo: B_fit Armah Sports
B_fit is the first health club in the world to utilise Amazon Alexa technology in its operations

Saudi-based Armah Sports has launched B_fit, the first of its three new health club concepts for the Middle East market, which will be rolled out across the region and beyond. The other brands – high-end offering Optimo and budget brand Lift will follow on in 2022.

The first B_fit club is in Jeddah and will operate as a full-service ‘smart club’, featuring a wide range of innovative tech solutions which integrate with a high-end gym offering.

CEO, Fahad Alhagbani tells HCM the company has placed tech at the heart of the B–fit model, saying: “Today we’re half tech company and half fitness company, with the Metaverse on the horizon, there are no limits to the experiences we will be able to create for our members.

“We built the best technology infrastructure before we started opening our new clubs,” he says. “Our main focus has been selecting the best solutions in each area – such as Enterprise Resource Planning (ERP) and CRM software, access control, mobile apps, voice communication and so on, and then integrating them together.”

Facilities
Workout facilities at the 3,750sq m B_fit club include a large gym floor with kit by Technogym and Life Fitness, cardio zone, performance cardio zone, personal training hubs, athlete factory area, six exercise studios catering for functional training, spinning, yoga, pilates, HIIT, and boxing.

There’s also a 25m pool, an indoor running track, a large co-working space, innovation lab, smoothy bar and retail area.

The interior design and lighting have been recognised by the lighting industry for excellence and Alhagbani says the fit-out represents the “evolution of fitness in the industry in the region” and something that has been achieved by “working with some of the best interior designers and lighting consultants in the world.”

When it comes to tech, B_fit offers members an array of solutions, starting with access to the club, which is implemented through touchless facial recognition.

B_fit is also 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 Alhagbani – creates “an integrated and seamless digital member experience.

“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,” he told HCM. “We’re adopting VR, AR and the Internet of Things as we grow,” he says.

Members’ wristbands are designed to be a lifestyle accessory and enable them to access the club, buy a smoothie or an item from the shop, control their locker, enquire about their locker number – if forgotten – through a locker control panel and get access to classes through check-in portals which are located next to studio doors.

“We’ve created a smart building which runs under the control of a Building Management System through a smart tablet controlled by our club manager,” says Alhagbani, “this controls the lighting, the aircon and many other elements with just one touch.

“We’re in the final stages of having our LEED Certificate issued to confirm our green building rating and we’re running a paperless and single-use plastic-free environment, with all internal communications happening digitally and being connected through the smart platform.

“When we launched Armah Sports Company in 2019 we saw the rapid growth of technology in our lives and embraced it as an essential element of our business model,” says Alhagbani, “we noticed a dramatic shift in the industry as a result of the pandemic, but we didn’t change our strategy, because our concept was already tech- and digitally-enabled and resilient to change.”

Positive feedback
“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,” says Alhagbani. “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.”

Alhagbani said the company plans to open 11 B_fit smart clubs and three Optimo clubs in the next 18 months, with the first Optimo opening early in 2022.

Optimino will have a hotel vibe, sharing much of the same tech infrastructure as B_FIT, but with interior, facilities and equipment “at another level”.

Armah Sports has also signed a deal to roll out 1Rebel clubs in the Middle East.

• To read HCM’s exclusive interview with Fahad Alhagbani on Armah Sports’ plans, go to: HCMmag.com/alhagbani

"Our mission is to make Saudi a hub for innovation in the fitness industry" – Fahad Alhagbani, CEO, Armah Sports

VR, AR and gamification will play a key role in the new facility / photo: B_fit Armah Sports
VR, AR and gamification will play a key role in the new facility / photo: B_fit Armah Sports
Club access is via touchless facial recognition / photo: B_fit Armah Sports
Club access is via touchless facial recognition / photo: B_fit Armah Sports
The club offers an indoor running track and six exercise studios / photo: B_fit Armah Sports
The club offers an indoor running track and six exercise studios / photo: B_fit Armah Sports
The club will run a single-use plastic-free environment / photo: B_fit Armah Sports
The club will run a single-use plastic-free environment / photo: B_fit Armah Sports
B_fit has studios for functional, cycle, yoga, pilates, HIIT and boxing / photo: B_fit Armah Sports
B_fit has studios for functional, cycle, yoga, pilates, HIIT and boxing / photo: B_fit Armah Sports
Equipment supplies to B_fit include Technogym / photo: B_fit Armah Sports
Equipment supplies to B_fit include Technogym / photo: B_fit Armah Sports
The brand partnered with leading interior designers for the fit-out / photo: B_fit Armah Sports
The brand partnered with leading interior designers for the fit-out / photo: B_fit Armah Sports
https://www.leisureopportunities.co.uk/images/2021/333527_706373.jpg
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
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Planet Fitness saw its Q1 2022 revenue increase by 66.9 per cent (to US$186.7m) on ...
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Featured supplier news: ACTIV partners with Fisikal to deliver custom branded member experience
ACTIV, a gym chain in Riyadh, Saudi Arabia, which operates separate gyms for men and women, has partnered with digital management solution expert Fisikal to create a custom branded experience for its members.
Featured supplier news
Featured supplier news: active-net 2022 tackles mental health awareness
More than 100 industry delegates met in person at the annual active-net event at Eastwood Hall in Nottingham on 23-24 March.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Featured operator news
Featured operator news: Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
Video Gallery
Mindbody, Inc
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Company profiles
Company profile: Matrix Fitness
Matrix provides innovative commercial fitness equipment to facilities in all market sectors including private health ...
Company profiles
Company profile: Panatta Srl
Panatta is an historical fitness brand displaying one of the widest range of products in ...
Supplier Showcases
Supplier showcase - Pulse Fitness: trusted partner
Catalogue Gallery
Click on a catalogue to view it online
Directory
Skincare
Sothys: Skincare
Salt therapy products
Himalayan Source: Salt therapy products
Spa software
SpaBooker: Spa software
Wearable technology solutions
MyZone: Wearable technology solutions
On demand
Fitness On Demand: On demand
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Lockers/interior design
Crown Sports Lockers: Lockers/interior design
trade associations
International SPA Association - iSPA: trade associations
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
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Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
30-30 Jun 2022
The ICC, Birmingham, Birmingham , United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
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tbc, Dunedin, New Zealand
Diary dates
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Diary dates
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