The Ecosystem

ONE PLATFORM. MULTIPLE EXPRESSIONS.

Anchor · Develop · Activate

TROFI dining
01

TROFI · F&B Group

Food as a Social Connector

A tech-powered F&B platform built on the idea that food is the original social connector — premium dine-in restaurants and high-density cloud kitchens.

30+Brands
12Cities
20MMeals
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BeFit 360 class
02

BeFit 360 · Sports & Wellness

Well-being as a Lifestyle

The leading regional sports community platform, powered by the first-of-its-kind BeFit 360 app with indefinite point validity.

35+Locations
100KMembers
7,000Classes / yr
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XTOPIA Developments
03

XTOPIA Developments · Real Estate

From Daily Life to City-Scale Impact

Master-planned community developments across Saudi Arabia, where the built environment is wrapped around proven community demand.

10Destinations
35M+SQM
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BEYOND destinations
04

BEYOND · Activations

Not Events. Social Ignition.

The leading activation and destination management platform — turning destinations into living culture across five experience zones.

650Tenants
2.8MFootfall
5Zones
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