24 Dec 2019
1Rebel signs deal to open studios across Middle East
BY Tom Walker
1Rebel has signed a deal to enter the Middle Eastern fitness market, expanding the brand's plans to grow its footprint globally.
The UK-based boutique studio operator has signed an agreement with Armah Sports, which will see the development of the 1Rebel brand across seven countries: Saudi Arabia, the United Arab Emirates, Oman, Bahrain, Kuwait, Jordan, and Egypt.
Established in 2019, Armah Sports was set up to grow the boutique fitness segment in Saudi Arabia and across the Middle East.
The company was founded by Fahad Alhagbani and Nathan Clute, both fitness industry veterans, with Alhagbani having previously founded BodyMasters and Fitness Time, the largest chain of fitness centres in the Middle East with over 150 locations.
The collaboration between 1Rebel and Armah offers future potential to also expand Armah's own boutique fitness brand, MAVERX, outside of the Middle East.
“When we looked to enter the Middle East market, and after doing our diligence, we quickly realised that there was only one partner we wanted to work with," said James Balfour, co-founder and CEO of 1Rebel.
"The Alhagbani family is, by far, the most experienced operator of fitness facilities in the region."
Fahad Alhagbani, co-founder and chair, added: "The agreement truly embodies the spirit of partnership, as it brings together two parties that are the best in their respective areas, with a shared vision and, once combined, an unmatched set of capabilities that will ensure we deliver the best boutique fitness experience in the region.”
The agreement is part of 1Rebel's organic global expansion programme, which is set to see studios opening in Australia in 2020.
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