Befit has unveiled a new brand concept that will be rolled out across all current and upcoming Befit stores in the UAE, KSA, Kuwait, Qatar, Oman and Iraq.
As part of the revamp, it unveiled a new flagship Dubai hub and gave details of locations and online commerce platforms already in the pipeline for 2024.
The Al Khayyat Investments (AKI) owned company will roll out the rebrand across all current and upcoming Befit stores in the UAE, KSA, Kuwait, Qatar, Oman and Iraq.
The Befit brand concept and flagship hub in Jumeirah, Dubai wants to reimagine the fitness store experience into a concept space that is equal parts commercial showroom, multi-brand retail store, and community event space.
The AKI Fitness & Lifestyle brand partners include health clubs, hotels, residences, and government entities under the Befit umbrella.
Befit’s mission is to transform fitness for consumers, partners, and communities alike, from individuals of all abilities seeking their next fitness purchase to grassroots and professional organisations aiming to enhance their facilities.
The new concept store gives retail and commercial clients the opportunity to get hands-on with Befit’s curated range of premium equipment and technologies.
“The launch of the expanded Befit brand concept has been driven by an absolute focus on the needs of our customers and the identification of a clear gap in the fitness market for a tailored community-driven offering, ” says Monther Abbasi, CEO at Befit.
The introduction of the new Befit concept comes at a time when the interest in specialised fitness facilities is growing rapidly in the UAE, reflecting the government’s development agenda focused on community well-being.
“We are proud to bring something truly original to the community, transforming fitness for everyone with an unwavering focus on customer happiness. We look forward to connecting individuals, brands, and ideas in Befit hubs across the region as the concept rolls out further,” adds Abbasi.
