Armah Sports

What Armah Sports does

Armah Sports Company is a Riyadh-headquartered fitness operator founded in 1994 that curates and runs a portfolio of premium fitness brands across Saudi Arabia and the broader GCC. The company has designed, built, and managed more than 180 fitness and sports facilities, operating two distinct consumer sub-brands: Optimo, positioned as a luxury lifestyle fitness experience, and B_FIT, a tech-enabled fitness brand emphasizing smart, seamless workout transformation. Core service lines include individual and small-group personal training, membership subscriptions, and ancillary fitness-center operations. The company's go-to-market is direct-to-consumer through its owned and managed club network, with revenue generated primarily from recurring membership subscriptions and high-margin personal training services. Armah Sports is listed on Tadawul (tadawul:9590), currently on the Nomu parallel market and preparing to transition to the Kingdom's Main Market. In FY2025 it reported revenue of SR224.9 million (up 27% year-over-year) and net profit of SR62 million (up 62%), driven by 51% growth in personal training profit and 24% growth in subscription revenue. The company is led by co-founders Fahad Al Hagbani (CEO), Sulaiman Al Kadi (COO), Abdulmalik Al Hagbani (CCO), and Chairman Abdulmohsen Al Hagbani.

Name

Armah Sports

Legal name

Armah Sports Company

Website

https://armahsports.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

Armah Sports Company is a Riyadh-based fitness operator founded in 1994 that curates and manages the Optimo (luxury) and B_FIT (tech-enabled) fitness brands across more than 180 GCC facilities, serving individual fitness consumers via membership subscriptions and personal training services.

Ownership category

akta.pro rank

Product category

Health and Fitness Clubs

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Endurance & Conditioning Coaching (running, cycling, triathlon) (HSADAEAD)

Keywords

• Fitness club operations
• Personal training services
• Health club memberships
• Luxury fitness centers
• Fitness center development

Headquarters

HQ city

Riyadh

HQ country

Saudi Arabia

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Membership Subscriptions: Recurring subscription revenue from fitness center memberships, which grew 24% year-over-year
2. Personal Training Services: High-margin personal training services that grew 51% in profit, representing a key revenue driver with strong demand
3. Ancillary Revenue Streams: Additional revenue from fitness center operations including ancillary services and complementary offerings

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Armah Sports operates a network of more than 180 fitness and sports facilities across the GCC under its sub-brands Optimo (luxury lifestyle fitness) and B_FIT (smart tech-enabled fitness transformation). The company sells recurring gym memberships, certified personal training, and end-to-end fitness center design, construction, and management services to individual fitness consumers and partners in the region.

Product overview

Armah Sports is a curator of leading fitness brands operating a platform of fitness clubs and related services across Saudi Arabia and the GCC. The company offers multiple sub-brands: Optimo (luxury fitness) and B_FIT (technology-enabled fitness), alongside core services including personal training, membership programs, and comprehensive fitness center development and operations. The portfolio spans from premium lifestyle fitness experiences to tech-integrated transformation programs, serving diverse market segments through a network of 180+ facilities.

Differentiator

Problem solved

Functional benefit

Brands

• Optimo: A fusion of luxury and fitness - a one-of-a-kind, high-performance lifestyle workout experience.
• B_FIT

Products and services

• Optimo A luxury lifestyle fitness sub-brand operated by Armah Sports that delivers a high-performance, premium workout experience to members seeking upscale fitness environments across the GCC.
• B_FIT A technology-enabled fitness transformation sub-brand operated by Armah Sports, using smart tech to provide seamless workout experiences and progress tracking to GCC members.
• Personal Training Services One-on-one and small-group training programs delivered by certified fitness experts at Armah Sports' clubs, sold to individual members as a high-margin service alongside memberships.
• Fitness Center Memberships Recurring subscription memberships granting access to Armah Sports' network of Optimo and B_FIT fitness centers across the GCC for individual consumers.
• Fitness Center Design, Construction, and Management Services Comprehensive design, construction, and operational management services for fitness centers, delivered by Armah Sports using its GCC-wide experience and premium supplier network.

Quantifiable outcome

• 62% increase in net profit to SR62 million in 2025
• +3 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Qimam NoshozcoreStrategic or Co-development Partner · 1 January 2025SR224 million development agreement with Qimam Noshoz for fitness center development projects, supporting Armah Sports' expansion strategy in Saudi Arabia.
• Premium International Equipment SupplierscoreOthersPartnerships with top-of-the-line international suppliers to provide every fitness center with the highest quality equipment.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Leejam Sports Company (Fitness Time): Largest fitness chain operator in Saudi Arabia, also publicly listed on Tadawul, with a similar membership-driven, multi-brand model (Fitness Time, Fitness Time Pro). Direct head-to-head competitor in the same Riyadh catchment.
• NuYu: Saudi-based premium women's-only fitness club operator with multiple Riyadh locations. Comparable boutique positioning and member-base model, particularly to Optimo's premium tier.

Regional players

• Fitness First Middle East: International premium fitness chain with a sizeable GCC footprint. Comparable in multi-brand club operation and premium membership pricing, competing for the same upper-middle-class Saudi consumers.
• Gold's Gym Middle East: Global fitness franchise operating across the GCC under regional master franchisees. Comparable membership model and mid-to-premium positioning, and a direct competitor in the GCC expansion market.
• UFC Gym Middle East: International combat-sport-themed fitness franchise with growing GCC presence. Comparable premium club positioning and similar target demographic of performance-oriented members.

Broad incumbents

• Equinox: US-based ultra-premium fitness operator with strong luxury brand equity. Closest analog globally to Optimo's high-end positioning, indicating the strategic ceiling and brand playbook Armah may follow.
• Life Time Group Holdings: Large US-listed premium multi-format fitness operator. Comparable in combining luxury, family, and tech-enabled experiences within one branded network, illustrating a possible scaled evolution of Armah's Optimo + B_FIT model.
• Planet Fitness: Largest global fitness chain by membership volume. Comparable membership-driven, low-friction business model, representing the volume-oriented ceiling against which premium plays like Optimo must justify their pricing.
• The Gym Group: UK-listed low-cost, multi-site fitness operator. Comparable membership-only, asset-light club model that demonstrates the alternative low-cost scale path Armah could face competition from.

Emerging players

• Barry's: Global premium boutique fitness brand with a strong personal-training-led model. Comparable to Armah's high-margin personal training engine (51% profit growth), indicating a possible boutique brand-extension direction.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Armah_Sports

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Armah Sports