BUSINESS

Armah, Life Fitness form partnership to equip smart clubs

September 02, 2019
Chris Clawson (left), President of Life Fitness, and Fahad Al-Haqbani (middle), CEO of Armah Sports, pose with other company executives at the signing of agreement
Chris Clawson (left), President of Life Fitness, and Fahad Al-Haqbani (middle), CEO of Armah Sports, pose with other company executives at the signing of agreement

JEDDAH — Armah Sports Company (based in Saudi Arabia) has signed an agreement with Life Fitness (the world's largest fitness equipment manufacturer) to supply cardio and strength equipment to its smart clubs over the next 5 years.

The agreement was signed at the headquarters of the American company in Chicago, in the presence of Fahad Al-Haqbani, CEO of Armah Sports, Chris Clawson, President of Life Fitness, and the executive management of both parties.

The agreement is worth $20 million (SR75 million).

This comes as part of Armah’s strategy to partner with the world’s most prominent companies as they execute their plan to establish 50 smart fitness clubs in the Kingdom within the next 5 years.

Their clubs will suit all segments of the community for men and women.

Al-Haqbani explained that they chose Life Fitness after studying several options over the past nine months. “Life Fitness was chosen because they are one of the best equipment manufacturer in the world. Life Fitness will be a strong partner to support the growth of our clubs (OPTIMO and B_FIT), which are the commercial brands of Armah sports company. In addition, we share visions of the future, common goals, and focus of developing a remarkable model of clubs that creates a paradigm shift in the fitness industry - not only in the Middle East, but globally. The services and facilities of our smart clubs will be carefully selected, we will not only follow the trends but rather set them. We will make sure to influence our 22 years of experience in the development of clubs - which will open in 2020 - to achieve best outcome. We want to create something great and to be an innovative.”

Chris Clawson said “choosing Armah as a strategic partner has multiple dimensions, starting from the previous successes of the founders in the fitness industry and our trust that their concept will be one of the best worldwide. Life Fitness doesn’t only manufacture the best quality equipment globally, but we are one of the most advanced companies in fitness technology. Our companies are aligned in our vision to build and provide equipment for the smart club concept, it’s our goal and an ambition that we want to achieve with Armah Sports. We are very proud of this partnership and we look forward to working together.”

Armah has started the construction of its sports clubs, with 10 sites currently under construction. They will be opened starting next year (2020) in Riyadh and Jeddah, and soon after in the Eastern Province. The company will invest SR1 billion ($270 million) during the next five years in the Saudi fitness market to make a big leap in the fitness industry. — SG


September 02, 2019
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