B_Fit
A complete end-to-end service for the next generation smart gym in Jeddah.
Jeddah & multiple locations in the UAE
Health & Leisure
Interior Design, Architecture, Brand Indenity
Shed was approached by Armah Sports to design three gym concepts that would change the landscape of fitness across the Saudi Kingdom. The challenge was to create three future-ready fitness concepts that would break the big gym format and transform the market.
The resulting partnership combined the extensive local knowledge of the Armah team and Shed’s unique skillset of building brands through experience. B_Fit was conceived as a premium mid-level offer, combining all the benefits of a big box format with the attitude of small but punchy boutique offer. The design was inspired by the off-beat individualism typically found in popular athleisure and sports lux fashion brands. Coupled with a set of powerful brand mantra’s to inspire both community and individual performance.
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. Credits: Video content by B_Fit.
