BeFit x ELLE O’zbekiston

Presentation of a new partnership format

22 Apr 2025

By Shodiya Khamidullaeva

One April weekend, on the rooftop of Tashkent City Mall in the exclusive BeFit Sky space, BeFit and ELLE O’zbekiston presented a new partnership format where fitness is showcased as an integral part of modern lifestyle culture. In an atmosphere filled with energy, aesthetics, and inspiration, guests witnessed the birth of a unique alliance that unites the power of movement with the language of fashion.

The evening opened with welcoming remarks from Jahongir Navruzov, CEO of BeFit Fitness and Wellness, and Oleg Drobot, CEO of ELLE O’zbekiston. The leaders presented a collaborative concept built on the synergy of meanings, values, and life rhythms shared by both brands.

Setting the mood for the evening was DJ Mone, who created a stylish soundtrack for a light buffet by BeFit Salateria and relaxed networking among like-minded guests.

The event continued with a Wellness Talk and Q&A session led by guest expert Olesya Shustova, a certified BeFit nutritionist. Her talk, titled “Biohacking as a Lifestyle: Staying in Resource Every Day”, sparked lively engagement from the audience.

A pleasant surprise followed with a raffle featuring over 15 gifts from event partners. Among the prizes were sachets with certificates from the French brand L’Occitane, vouchers from the multi-brand boutique Cashmere&Silk, fragrances from 7Parfume, treatments at BeFit SPA, bestselling products from Hadat cosmetics, the iconic red lipstick and perfume from Sisley Paris, gifts from Italian dry cleaner Lotos Laundry, exclusive merch, and even diamond-studded watches from the jewelry brand Certina. The event also received support from Orient Finans Bank.

The final part of the evening focused on the details that make moments truly special. The brand Qand invited guests into a world of taste and aesthetics, sharing the story behind their chocolate creations and offering a guided meditation experience.