A new boutique fitness studio called Reform Athletica has opened in Dubai on Jumeriah Beach Road, Jumeriah 1.
Inspired by the vibrant fitness scenes of New York, London and Los Angeles, the energetic studio has launched with a brand philosophy of offering ‘accessible fitness for all’ and focuses on the maintenance of fitness at all stages of life as an enjoyable part of a regular fitness routine.
The fitness offers signature classes that are all designed to effectively combine strength, endurance, cardio and flexibility training, resulting in a full body workout in every session. Personal training is also available in two beautifully designed private studios.
“Reform Athletica is a product of our love for fitness and art. We were inspired by our personal experience of the benefits of regular Pilates and TRX exercise and decided to open our own studio designed to represent our vision of the ideal exercise space,” says founder Dina ElShurafa.
A couple of days after another home-grown fitness concept GymNation announced partnership with Fuel Up by Kcal, Reform Athletica has also sought to work with other local home-grown brands such as Nai, Spill the Bean and KoldpressJUICEko that share the same passion and vision of giving back to the community and making a difference by raising environmental awareness. The fitness studio will also be offering only filtered water to consumers to fill up their branded S’well bottles and biodegradable sweat bags to aim to reduce the use of plastic and decrease wastage.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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