City Edge Developments Signs Strategic Partnership with NEO WELL, Owner and Operator of BR Club
City Edge Developments announced the signing of a strategic partnership with NEO WELL, owner and operator of BR Club, to open a new BR Club branch at Etapa Square Mall in Sheikh Zayed City.
This step reflects the company’s strategy to enhance its mixed-use projects with an integrated ecosystem of services and experiences that elevate quality of life, meet customers’ aspirations, and keep pace with the latest modern lifestyle trends.
The agreement was signed during an official ceremony attended by senior executives from City Edge Developments and NEO WELL, alongside a number of brand representatives at Etapa Square Mall and success partners.
The partnership represents a significant addition to the project’s service ecosystem, contributing to strengthening its position as an integrated destination that brings together business, shopping, services, fitness, and healthy living in one location.
The partnership aligns with City Edge Developments’ strategy to develop integrated destinations that provide added value to its customers by collaborating with specialized partners who share the company’s vision for delivering high-quality services.
This approach enhances the competitiveness of its projects, elevates the customer experience, and responds to the continuous evolution of market needs.
The new BR Club branch is scheduled to open inside Etapa Square Mall across an area of 3,400 square meters, with operations set to begin on December 25, 2026, under a partnership agreement extending until December 2035.
BR Club is one of the specialized brands in fitness and healthy lifestyles.
Founded by Egyptian world champion Mamdouh Elsebaiey, known as Big Ramy, the brand introduces a new concept to the Egyptian market, going beyond the traditional sports club model by combining fitness, health, recovery, healthy nutrition, supplements, and community engagement within an integrated experience.
The club is based on the “Third Space” concept, bringing together work, fitness, and social interaction in one place, providing an integrated environment aligned with the requirements of modern lifestyles.
BR Club features state-of-the-art fitness equipment, personal training programs, dedicated strength and cardio training zones, as well as health and recovery services.
It also uses the latest technologies for measuring and analyzing physical performance, including fitness assessments and vital indicators, to provide training programs tailored to each member’s individual needs.
The BR Club experience is built on the best global practices supported by the latest scientific research in the health and wellness sector.
It integrates technology, hospitality, and comprehensive health services, with the Etapa Square Mall branch marks a key milestone in the brand’s expansion plan in the Egyptian market.
Our partnership with BR Club reflects our vision of developing projects that go beyond traditional real estate by creating integrated environments that offer diverse services and experiences tailored to our customers’ evolving needs and lifestyles,” said Eng. Tamer Nasser, CEO of City Edge Developments.
“This partnership also enhances the long-term value of our developments. We place great importance on collaborating with partners who share our commitment to quality, innovation, and excellence, reinforcing our projects’ position as integrated destinations that meet the demands of modern living.”
He added: “The addition of BR Club to Etapa Square Mall marks a new step in our efforts to diversify the services offered by the project and strengthen its role as a mixed-use destination that brings together business, shopping, services, health, and fitness. Through this diversity, the project offers an integrated experience for visitors and customers, while further enhancing its investment appeal.”
For his part, Egyptian world champion Mamdouh Elsebaiey, Big Ramy, Founder and owner of BR Club, said: “We are proud of our partnership with City Edge Developments, which represents an important step in BR Club ’s expansion journey within the Egyptian market. Through this partnership, we are not aiming to establish a traditional sports club; rather, we seek to offer an integrated experience that brings together fitness, general health, recovery, work, and community interaction in one place. Etapa Square Mall is the ideal environment to bring this vision to life, given its integrated vision and prime location. We look forward to delivering real value to club members and project visitors through a world-class experience that elevates the concept of health and lifestyle.”
Etapa Square Mall is one of the mixed-use projects developed by City Edge Developments.
The project spans 14 acres in Sheikh Zayed City, with a total built-up area of approximately 114,000 square meters. The project features administrative, commercial, medical, and entertainment units, designed according to a modern architectural concept based on terraces.
Strategically located near the 26th of July Corridor, Dahshour Road, and the Cairo–Alexandria Desert Road, providing easy access and strengthening its position as an integrated destination serving various commercial, service, and entertainment activities.
