GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
We Work Well Events
We Work Well Events
We Work Well Events
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
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
HCM magazine
We’re seeing people using the club as a base from which to work, breaking to do a class before getting back to work again. They like the atmosphere and to be around people
HCM magazine
HCM People

Louis Rennocks

Co-founder, Grndhouse
We want Grndhouse to be everywhere: in gyms, hotels, on holidays, at home – it’s boutique fitness in your hand
HCM magazine
Social media influencers cause harm by raising unrealistic expectations of physical perfection, as Andrea Dearden explains
HCM Magazine
Insight
The Global Wellness Summit brought together public health and wellness experts in Boston recently. Jane Kitchen was there for HCM to see first-hand what this ‘New new era in health and wellness’ will look like for the sector
HCM Magazine
Everyone's talking about
In the wake of the pandemic, is the time ripe to change the language around the role of exercise professionals, and gain greater trust from the healthcare sector?
HCM Magazine
Supplier showcase
Pulse Fitness and Bolsover District Council have been collaborating for many years to deliver dedicated community activity spaces
HCM Magazine
Annual report
In April, Deloitte and Europe Active published the ninth edition of their yearly European Health and Fitness Market Report, as Karsten Hollasch explains
HCM Magazine
Sponsored
Yate Leisure is one of the largest sites in Circadian Trust’s portfolio, with around 4,000 members. Ben Beasley, director of commercial development, explains why they were an early adopter of Technogym Biocircuit, and how the offer has evolved
HCM Magazine
Research
Bryce Hastings, head of research at Les Mills, explains the latest research into exercise motivation, giving tips on how to engage hard-to-reach members
HCM Magazine
Postbag
As HCM passed its 300th edition milestone, readers shared their thoughts and feelings on HCM’s contribution to the industry in a very special postbag
HCM Magazine
Latest News
Go Fit has been selected by the United Nations Economic Commission for Europe (UNECE) as ...
Latest News
Ness, a US startup that is developing a range of wellness-driven credit cards, has launched ...
Latest News
Following a history of supporting US military and service members, F45 has announced a new ...
Latest News
Hyatt is piloting private gyms in five of its US hotels as part of its ...
Latest News
A young girl has died following an incident at the David Lloyd gym at Capability ...
Latest News
New fitness franchise, Circuit Society, has signed its first London location in Bayswater. The 3,000sq ...
Latest News
Active Nottingham, part of Nottingham City Council, has released a children’s book called Can We ...
Latest News
The new £42m Moorways Sports Village will open its doors to the public on Saturday ...
Featured supplier news
Featured supplier news: Magicline celebrates UK market entry at Elevate
With a focus on globalisation, Magicline has officially launched its software in the UK. As Europe’s leading gym management software company, the company strives to provide the best tools for gym owners to be successful, win new members and elevate their businesses.
Featured supplier news
Featured supplier news: Thousands flock to register for Elevate 2022 in London this summer
The health and fitness industry is eagerly awaiting the return of Elevate, which will take place on 15-16 June 2022 at ExCeL London.
Featured operator news
Featured operator news: Serco Leisure wins 10-year Mansfield contract
Following a competitive tendering process, Serco Leisure and its partner More Leisure Community Trust Limited (MLCT) have been awarded a 10-year contract by Mansfield District Council to operate three centres in the town, starting 1 May 2022.
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.
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: Parkwood Leisure
Parkwood Leisure is a family-owned leisure management company working with local authority partners across England ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
trade associations
International SPA Association - iSPA: trade associations
Spa software
SpaBooker: Spa software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Comfort Zone - Davines S.p.A: Skincare
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Salt therapy products
Himalayan Source: Salt therapy products
On demand
Fitness On Demand: On demand
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
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
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates

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
Latest News
Go Fit has been selected by the United Nations Economic Commission for Europe (UNECE) as ...
Latest News
Ness, a US startup that is developing a range of wellness-driven credit cards, has launched ...
Latest News
Following a history of supporting US military and service members, F45 has announced a new ...
Latest News
Hyatt is piloting private gyms in five of its US hotels as part of its ...
Latest News
A young girl has died following an incident at the David Lloyd gym at Capability ...
Latest News
New fitness franchise, Circuit Society, has signed its first London location in Bayswater. The 3,000sq ...
Latest News
Active Nottingham, part of Nottingham City Council, has released a children’s book called Can We ...
Latest News
The new £42m Moorways Sports Village will open its doors to the public on Saturday ...
Latest News
Fitness industry veteran Harm Tegelaars has returned to the fitness industry by joining the board ...
Latest News
Planet Fitness saw its Q1 2022 revenue increase by 66.9 per cent (to US$186.7m) on ...
Latest News
Sport England and UK Active have signed a five-year partnership agreement which will see the ...
Featured supplier news
Featured supplier news: Magicline celebrates UK market entry at Elevate
With a focus on globalisation, Magicline has officially launched its software in the UK. As Europe’s leading gym management software company, the company strives to provide the best tools for gym owners to be successful, win new members and elevate their businesses.
Featured supplier news
Featured supplier news: Thousands flock to register for Elevate 2022 in London this summer
The health and fitness industry is eagerly awaiting the return of Elevate, which will take place on 15-16 June 2022 at ExCeL London.
Featured operator news
Featured operator news: Serco Leisure wins 10-year Mansfield contract
Following a competitive tendering process, Serco Leisure and its partner More Leisure Community Trust Limited (MLCT) have been awarded a 10-year contract by Mansfield District Council to operate three centres in the town, starting 1 May 2022.
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.
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Company profiles
Company profile: Parkwood Leisure
Parkwood Leisure is a family-owned leisure management company working with local authority partners across England ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
trade associations
International SPA Association - iSPA: trade associations
Spa software
SpaBooker: Spa software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Comfort Zone - Davines S.p.A: Skincare
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Salt therapy products
Himalayan Source: Salt therapy products
On demand
Fitness On Demand: On demand
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
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
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
We Work Well Events
We Work Well Events
Partner sites