Al Khayyat Investments (AKI) has unveiled an elevated Befit brand concept and flagship hub in Jumeirah, Dubai, reimagining the fitness store experience into a concept space that is equal parts commercial showroom, multi-brand retail store, and community event space.
Born out of Dubai, 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 gives retail and commercial clients the opportunity to get hands-on with Befit’s curated range of premium equipment and technologies.