Our Story

adding weights to barbellWelcome to the inspiring story of our journey in the world of fitness. From humble beginnings in Dubai, we have persevered through challenges and setbacks to become the premier provider of high-quality, challenging workouts in the city.

It all began in 2011, when I recognized a need for studios that offered both an exceptional experience and a path to success through diet and exercise. Despite the many costs and risks involved in starting a business from scratch, I was determined to make this dream a reality.

I was lucky enough to find a beautiful location in Gold and Diamond Park through a connection I had with the CEO of Emaar. We knew that in order to provide the highest possible level of customer service and cover the costs of operation, we would need to charge premium rates. We didn’t want to compromise on quality and were determined to deliver an exceptional experience for our clients. And if you want to experience how much we have evolved since then, book your consultation here

lifting a barbellThe first year was tough – business was slow and my team and I were worried about being able to afford even the basics like groceries. But through word of mouth, we were able to attract a handful of paying clients and deliver an experience that exceeded their expectations. Our passion, fear of failure, and genuine care for our clients was a winning combination, and within a year we had paid off the entire cost of setting up the studio. It was an impossible feat for most businesses, but we did it. Within four years, we had a team of over 10 people and more clients than we could handle.

After several successful years in business, we decided to expand in 2016. It was a costly endeavor, but we were confident in our ability to succeed and grow. Unfortunately, around this time, we lost our manager and as a result, saw a significant drop in clients. It was a challenging period, but we worked hard to recover and eventually got back on track.

woman working outDespite the setbacks, I remained determined to take the business to new heights. I decided to take a break and move to New York, confident that my partner would be able to keep things running smoothly in my absence. But unfortunately, they ended up betraying me and almost destroying the business. Devastated, I returned to Dubai and worked tirelessly to fix everything and restore the business to its former glory. Which we did and you can come see for yourself by getting in touch.

person working outJust when things seemed to be back on track, the COVID-19 pandemic hit and we took another huge loss in clients. It was a difficult time, but I refused to give up. I completely reinvented the gym with a strategic social media and marketing strategy that made us infamous in Dubai, but ultimately saved the business. Today, we are the most premium and high-quality service of our kind in the city. It has been a long and often tumultuous journey, but I am proud of what we have accomplished and grateful for the support of our loyal clients. Through hard work, dedication, and a willingness to take risks, I was able to turn my dream of opening a fitness studio into a reality, and despite the challenges, I am proud of the business that I have built.

Don’t wait any longer to start your own journey towards health and fitness success. Book a consult with us today and let us help you reach your goals.