A first for the Kingdom of Saudi Arabia, Armah Sports Company introduces the B_FIT smart gym club. Breaking the mould for big box gym stereotypes in the region.
B_FIT in Jeddah combines the latest smart cardio and strength technology with offbeat individualism design typically found in popular athleisure and sports lux fashion brands. The outcome is an inspirational and motivational 40,000sq ft space that seamlessly pulls gym members through zones from the gym floor, to cardio, to the 25m swimming pool, as well as a co-working space with smoothie bar and the indoor running track.
Shed conceived the overarching brand position, business identity, architecture, and interior design for B_FIT, delivering a progressive take for a client with innovation at the heart of the concept. This technology-fuelled gym playground is a good example of design providing the perfect backdrop to new technology innovations that heighten fitness performance.
Incorporating a touchless facial recognition system for entry and virtual reality and augmented reality offerings in the Innovation Lab, gym members can explore new ways to be active and try out simple fitness gamification. B_FIT is the world’s first health club that utilises Amazon’s Alexa, where members can book classes and review trainers’ schedules and bios through this popular virtual assistant technology.
Abdulmalik Alhagbani, Co-founder & CCO, Armah Sports says, “We are proud to have partnered with Shed to support us in developing a world-class concept that we believe is not matched by any other fitness club in the world. Shed has cracked a concept that differentiates us, with customer experience at core of it.”