Leejam Sports infusing fitness into lifestyles

Saudi-based Leejam Sports Company operates under the brand name of "Fitness Time". Currently one of the largest network of sports and fitness centres in the region, it emerged in 2006 to encourage healthier and active lifestyles, correct eating habits and promote a health-conscious population.

With a presence in 24 cities in Saudi Arabia and four in the UAE, the organisation set its roots in fitness and recreational sports, and offers seven separate brands of men and women-only centres in the region.
The multi-facility centres are equipped with state-of-the-art facilities, such as full range cardio machinery, weights, cycle and spinning studios, basketball, squash and volleyball courts, football pitches, indoor running tracks, as well as on-site floor and personal trainers to facilitate member workouts and enhance experience.

Specialities also include extreme fitness featuring high intensity workouts, boot camp classes and boxing. All Fitness Time centres have swimming pools, hot and cold Jacuzzis, steam and sauna rooms.
"Leejam is aligned with the Quality of Life 2020 and Saudi Vision 2030 initiatives and programmes and aims to strengthen its business on a national and CSR platform," said Ahmar Azam, CEO, Leejam Sports Company.
Azam has been leading the company for the last five years, initially as the CFO to lead the corporate transformation and a successful IPO, and now as the CEO.
He is an honors graduate from the LSE, UK and an FCA from the Institute of Chartered Accountants of England and Wales (ICAEW). He is also an honorary board member of the Audit Committee of the International Cricket Council (ICC) and a member of the Advisory Board of the ICAEW.
Growing membership
Fitness Time has a segmented market approach that is tailored to fit different budgets - from the executive-level Fitness Time Plus; the flagship Fitness Time; the more economical Fitness Time Pro; and Fitness Time Ladies.
According to Azam, the recent exemption for females to drive in Saudi Arabia has given them the advantage to spend more time in fitness centres, leading to a paradigm shift as 50% of the population opened up for the fitness industry.
"What makes us unique is our understanding of the local culture and delivering fitness the way our members like it. People come to fitness centres for many reasons, but only stay when they feel they are part of the tribe and when they get results" said Azam.
To deliver on this, Fitness Time offers both all the standard facilities of a full-service gym, as well as many boutique concepts. "Personal training is thriving in our centres. We are now bringing HIIT and other new innovative concepts."
LEEJAM 3.0
Azam explains the last 12 years of the company from start-up stage to corporate transformation and a successful IPO as Leejam 1.0 and 2.0. The entire organisation is now marching towards the realisation of Leejam 3.0 in 3 years to make Leejam the Top 10 fitness company in the world and an Employer of Choice in Saudi Arabia. To achieve this objective, he has identified six key drivers. They are; enhancing customer experience; investing in people; leveraging technology; ensuring an open door policy; improving corporate governance; and growing the business.
"The entire organisation is fired up!" he adds. To some these plans might sound overly ambitious but those that know Azam well enough will not doubt that it will be done, with time to spare.
Achievements
2015 winner of the Mohammed bin Rashid Al Maktoum Creative Sports Award.
Three-year exclusive partnership with FC Barcelona
15th largest fitness chain in the world and is expected to become one of the 10 largest fitness centre operators in the world in the next three years.
A large number of active fitness members in the region with 250,000 members, and has the largest database of over 1.2 million members.
50% + increase in company value since IPO in September 2018.
No. 1 pick in midcap companies in KSA by various institutional investors
-farhana@khaleejtimes.com