Armah Sports launches luxury Optimo health club brand in Riyadh

By Frances Marcellin    16 Nov 2022

The to start with luxury wellbeing club from Armah Athletics, Optimo, has opened in Riyadh, Saudi Arabia. It is new strategy, combining large-stop hotel design and style with upscale physical fitness amenities. Two even further sites will open in the subsequent 3 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 arrived at 150 golf equipment which used all around 3,500 employees. Soon after going general public with a value of €700m (US$724), Alhagbani remaining to create Armah Athletics with his loved ones in January 2019 and begun to develop Optimo and sister brand B_In shape.

Amenities and lessons on supply at Optimo involve strength and cardio parts, particular education, indoor cycling, pilates and yoga studios (ladies only), a boxing region, a leisure place, practical training, a freestyle athletics education zone (together with an indoor keep track of) and a swimming pool. Spa facilities include things like a sauna, steamroom, hydro massage chair, nail spa (ladies) and barbers (adult males). Gear suppliers contain Technogym, Daily life Conditioning and Reaxing.

In phrases of how Optimo steps versus other superior-conclusion health and fitness center offerings all over the planet, Alhagbani instructed HCM the enterprise took a “hotel-ic approach” with the branding organization to provide a luxurious resort natural environment, blended with completely-fledged fitness providers.

“We know persons sometimes like resort fitness centers since of the luxurious, atmosphere and privacy aspects but the major issue of this particular variety of gymnasium is absence of products, place and expert services,” he said. “So, we took the opposite solution wherever we current a spacious conditioning facility in a hotel context in just a good tech natural environment.”

The enterprise has also signed an distinctive agreement with Minderful in the British isles to endorse psychological health and fitness in Saudi. “We want to be pioneers by driving this initiative, even though the psychological wellness consciousness in Saudi is pretty lower, we are self-assured as a result of this partnership to affect our users and employees’ lives to assistance them in their wellness journey. We consider that both equally mental fitness and actual physical exercise are the holistic method in the direction of improved living.”

Alhagbani will broaden Optimo in Saudi, but not outdoors of the country’s borders. Alongside with B_in shape, he aims to open 30-35 clubs about the upcoming number of decades.

“We are witnessing the transformation that Saudi is heading through, it’s one of the speediest developing economies in 2022,” stated Alhagbani. “We take into consideration ourselves part of Eyesight 2030 the approach for Saudi Arabia that our Crown Prince declared a couple years back. We will not grow to other markets merely due to the fact we want to aim on the main of our small business model, which is the member’s practical experience.

“It’s crucial to be near to the golf equipment day-to-day if you want to ensure high quality is currently being shipped just about every day at the very same expectation, it is really identical to a chef operating his personal restaurant, if it goes out of boundaries it would be challenging to retain that solution contact.”

B_fit is a top quality-stage club concept of which there are seven in procedure between Riyadh and Jeddah, with two additional golf equipment prepared to open in the following 12 months. The B_suit manufacturer focuses on progressive tech-primarily based options, which contain club entry by facial recognition and remaining the first overall health club in the earth to use Amazon Alexa in its operations, via which members can reserve lessons and check out trainers’ bios and schedules by voice command – study additional about this in challenge 1/2023 of Healthy Tech journal.

Alhagbani is also rolling out 1Rebel Saudi with small business associate Nathan Clute as aspect of a franchise agreement with 1Rebel’s co-founders James Balfour and Giles Dean. “We have the 1Rebel legal rights to seven markets in the Middle East: Saudi, UAE, Oman, Egypt, Jordan, Bahrain, Kuwait,” Alhagbani verified in an exceptional interview with HCM past yr.

“1Rebel Saudi is a distinct story which falls outside of the spouse and children business,” mentioned Alhagbani. “I did it in Saudi with my spouse Nathan Clute for distinctive reasons, primarily for friendship, exciting and enthusiasm. Given that the opening of both locations pretty much two years in the past we have made a substantial impression in the sector, the comments is often terrific and customers are obtaining enjoyment while operating out in one of the best entertaining environments in the location.”

“We received the Mondo*dr award (the global award for know-how and leisure) last yr for the light and seem units we set up in equally clubs, which made a one of a kind atmosphere that a fitness club hadn’t viewed in advance of.”

“We’re driving a whole lot of young Saudi guys to be active by 1Rebel Saudi in which they can have enjoyable, socialise, educate tricky and seize a healthful smoothie on the way out.”

In the potential, Alhagbani is organizing to introduce a 3rd brand name in Saudi Arabia in the kind of a new spending plan notion. “We desire of producing Saudi a hub for innovation in the conditioning sphere,” he mentioned. “That’s our mission.”