b_fit smart fitness club luxury fitness jeddah saudi arabia
Premium B_FIT in Saudi Arabia Relies On FITBENCH to Deliver Superior Experience


OCONOMOWOC, Wisc. – Jan. 5, 2021 – In a class of its own, the new B_FIT in Jeddah, Saudi Arabia, is a “smart club” that capitalizes on technology, premium products, and exceptional service to deliver unprecedented member experiences.

Opened in October 2021 by Armah Sports Company as its “avant-garde, progressive brand,” B_FIT is defined by its technology, novelty, and futuristic approach, with boutique-like offerings and personal service in a 40,000+ square-foot facility.

The club includes a gym floor, cardio zone, personal training hubs, athlete area, 82-foot pool, indoor running track, and six studios for boxing, functional training, group cycling, HIIT, Pilates, and yoga.

Helping fuel B_FIT’s popular HIIT studio is the top-of-the-line FITBENCH ONE, a loaded workout bench that is equipped with incline options, plyo box functionality, and built-in storage for six sets of rubber-hexagon dumbbells, two kettlebells, one slam ball, and three sets of FITBANDS.

“The HIIT studio offers some of our most popular classes, and we chose FITBENCH because it is a brand we trust to deliver the exceptional promise and standard that we pledge to our members,” says Fahad Alhagbani, CEO of Armah Sports.

“The FITBENCH matches what we look for, which is superb quality and beautiful design all at once,” he adds. “It’s compact and stylish, which makes it ideal for B_FIT.”

Enhancing the efficiency and effectiveness of fast-paced routines, the customized FITBENCH houses a variety of accessories within reach and easy to store for classes of up to 20 people.

“Members simply love the FITBENCH, as do we,” Alhagbani notes. “It’s so versatile and provides so many exercise options without sacrificing space.”

B_FIT also includes the FITBENCH ONE in its personal training area to conveniently facilitate coach-led individual sessions.

Technology-Fueled Playground

On the high-tech front, members access the club through a touchless facial recognition system and can take advantage of various virtual reality (VR) and augmented reality (AR) offerings in the Innovation Lab to explore new ways to be active and sample gamification.

As part of its goal to deliver an integrated, seamless digital experience, B_FIT is the first health club in the world that utilizes Amazon’s Alexa, whereby members can book classes and review trainers’ schedules and bios through this popular virtual assistant technology.

Plus, the B_FIT app enables members to view 3-D exercise demonstrations, perform preset workouts plus more than 2000 exercises and activities, and track personal progress.

Total Wellness

In addition to fitness, B_FIT includes a large co-working space that is equipped with high-speed connectivity, noise-cancelling headphones, and MacBook® Pro laptop computers; a café and smoothie bar; HydroMassage lounges; a jacuzzi and sauna; and a nail spa and hair salon (coming soon). 

“People are fascinated by the quality of the facility and the overall services offered,” Alhagbani points out. “Feedback has been beyond positive, and sales are consistently growing.”

The company is opening a women’s-only B_FIT in Riyadh in the near future, with plans to expand to 10 more facilities in Saudi Arabia over approximately 18 months.


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