AKI elevates the fitness category with revamped befit brand concept and flagship Jumeirah hub

The new brand concept is set to be introduced across all existing and forthcoming Befit stores in the UAE, KSA, Kuwait, Qatar, Oman, and Iraq. Plans for additional locations and online commerce platforms are already in the pipeline for 2024.

Dubai, UAE – Al Khayyat Investments (AKI) has launched an enhanced Befit brand concept and flagship hub in Jumeirah, Dubai.

This new space redefines the fitness store experience, merging a commercial showroom, multi-brand retail store, and community event space into one cohesive environment.

The AKI Fitness & Lifestyle brand, now integrated into Befit, serves as a cornerstone for commercial clients.

This strategic move guarantees that AKI’s partners—health clubs, hotels, residences, and government entities—receive dedicated support and specialized solutions under the Befit umbrella.

Originating from Dubai, Befit aims to revolutionize fitness for consumers, partners, and communities alike. This includes individuals of all abilities seeking their next fitness purchase, as well as grassroots and professional organizations aiming to enhance their facilities.

The new concept allows both retail and commercial clients to interact directly with Befit’s curated range of premium equipment and technologies.

Befit’s commercial offerings also extend to entertainment and leisure. As the official partner for Brunswick Bowling, Befit has been the leading supplier for top entertainment centers across the region. Another aspect of Befit’s offerings includes outdoor fitness and flooring, covering paddle courts, running tracks, sports fields, and more.

“The launch of the expanded Befit brand concept has been driven by an absolute focus on our customers' needs and identifying a clear gap in the fitness market for a tailored, community-driven offering,” says Monther Abbasi, Chief Executive Officer of Befit.

“Today, our partners seek more informed specialists and sales consultancy shaped around their goals, supported by genuine expertise and passion. What sets Befit apart is our ability to offer a holistic package, including accessories, flooring, and design services in addition to premium products.”

The introduction of the new Befit concept comes at a time when the interest in specialized fitness facilities is rapidly growing in the UAE, reflecting the government’s development agenda focused on community well-being. In recent years, the UAE has ranked among the fittest countries in the world, according to Cigna’s Global Well-Being Report.

Another recent report by Ken Research has valued the Dubai fitness services market alone at over USD 700 million, potentially crossing the billion-dollar mark in the near future.

“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.

With a long-standing relationship as the exclusive distributor of Life Fitness in the region (excluding KSA), Befit is also the exclusive distributor for MyEquilibria and Core Health & Fitness. Additionally, Befit is a preferred distributor of leading brands such as Concept2, Assault Fitness, and Rogue Fitness.

Previously known as AKI Fitness & Lifestyle, now a part of Befit, this brand has long been one of the region’s leading providers of superior-quality fitness, sports, and leisure solutions for both home and commercial use. Today, AKI’s diverse portfolio encompasses a wide range of businesses and partnerships that impact every aspect of people’s lives.

Source: zawya

The opinions shared in the GymNation blog articles are solely those of the respective authors and may not represent the perspectives of GymNation or any member of the GymNation team