Arab Finance: PARAGON | ADEER has announced a strategic partnership with Befit, Egypt’s largest fitness community, valued at $67 million (EGP 3.5 billion) to develop Befit Living, according to an emailed press release.

Located within The Circuit, the second phase of SumouBlvd, Befit Living is a wellness-focused residential community in New Cairo that integrates housing with fitness, healthcare, and lifestyle amenities. It will comprise more than 280 fully finished residential units designed around four pillars: movement, nutrition, recovery, and community engagement.

Residents will have access to a unified application and digital wallet covering more than 15 amenities, including Befit’s flagship fitness facility, a restaurant, a rehabilitation clinic, a spa, a children’s club, and two swimming pools, one of which will be exclusively reserved for residents.

Bedeir Rizk, CEO of PARAGON | ADEER, said: “Set at the primary entrance of Mostakbal City, SumouBlvd represents a $1.4 billion investment across 250K sqm of land and 500K sqm of built-up area, backed by Egyptian development expertise and Saudi investment from Sumou Investment, marking its first entry into the Egyptian market through Adeer International.”

Aly Mazhar, Founder and CEO of Befit, commented: “Befit began in 2014 with a single fitness session on a Cairo rooftop. Today, it has grown into a thriving community of more than 60,000 members across 17 facilities, establishing a strong track record in operating fitness destinations within residential communities.”

In July, PARAGON | ADEER sold out The Nexus Phase within just 48 hours of its official launch, generating total sales of EGP 7 billion.