Riyadh, April 8, 2025 – Hotel management company “Adeera”, a PIF company, has signed a Memorandum of Understanding (MoU) with Armah Sports, a leading fitness brand in the Kingdom of Saudi Arabia, to introduce a technology-driven and guest-centric luxury wellness and fitness experience across its properties.
Armah Sports having distinguished experience and have established multiple fitness chains since 1994, becoming the fitness center chain in Saudi Arabia and playing a part in shaping the industry. As part of the partnership, Armah Sports and Adeera will introduce cutting-edge wellness concepts tailored to Adeera’s hospitality offerings. The collaboration will focus on designing and equipping premium, sustainability-driven wellness and fitness facilities, curating exclusive activations and services to enhance guest experiences, and ensuring seamless operational excellence in fitness facility management.
Stefan Leser, CEO of Adeera, said: “We believe luxury hospitality and guest wellbeing go hand in hand. True hospitality is a holistic experience, enabling our guests to prioritise their health and lifestyle seamlessly, even when they are away from home. With this agreement, Adeera and Armah Sports set the stage for a new era in hospitality, where fitness, wellness and sustainability come together for guests seeking balance, rejuvenation and world-class facilities.”
Fahad Al Haqbani, CEO of Armah Sports, added: “Our mission has always been to transform fitness and wellness spaces by integrating cutting-edge technology, sustainable practices and top-tier expertise. This partnership with Adeera will allow us to bring our industry-leading solutions into the heart of luxury hospitality.”
Adeera aims to transform luxury hospitality in the Kingdom by blending the warmth and generosity of Saudi hospitality with the evolving preferences of modern travellers. As health-conscious and sustainable travel experiences continue to gain momentum, this collaboration offers a harmonised approach to wellness-focused hospitality. Armah Sports, a leader in sustainable fitness innovation, has pioneered eco-conscious fitness centres incorporating BMS solutions, LEED-certified green buildings and plastic-free environments, which aligns with Adeera’s dedication to sustainability and excellence.
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About Adeera
Hotel Management Company “Adeera”, Saudi Arabia’s national hospitality champion aims to develop hotel brands and provide a unique visitor experience by embodying the authentic Saudi hospitality and generosity culture to the highest global standards. An imperative goal of Adeera is to empower talents and competencies through its initiatives with partners and leading educational and training institutions, contributing to the achievement of Vision 2030 objectives and placing the Kingdom on the global tourism map.
About Armah Sports
Armah Group is a curator of leading fitness brands focused on reshaping the industry. The strong club network and expertise allows Armah to help turn fitness centre goals into reality. Armah Group are committed to creating less of a carbon footprint on the environment. Paving the way for change, with eco-friendly fitness centres created using BMS solutions, green building, and LEED certifications. The high-end spaces are free from single-use plastics, using recycled materials throughout, maintaining a paperless environment and utilizing environmentally friendly cleaning solutions.
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