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Committing to a fitness routine isn’t easy. But Dina Elshurafa’s Reform Athletica studio makes it a whole lot easier.
The Palestinian-Saudi entrepreneur launched the first studio in 2018, garnering an impressive following on Instagram of over 10K in a few short years. With no intention to slow down, Elshurafa’s just launched the second branch in DIFC, this September. As she sits to unwind all the details of her journey, she does so with candour and transparency.
Taking a moment to reflect on the hardships she’s encountered along the way. The unexpected twists and turns her curiosity has guided her through. And most importantly, her resolute commitment to elevation.
Below, GRAZIA’s Career Edit walks you through the steps she took to get herself here.
My current role is…
I am a lawyer by day and founder of Reform Athletica by night. Reform Athletica is a boutique fitness studio, inspired by the vibrant fitness scenes of New York, London and LA. The first studio opened in Jumeirah in 2018 and the second studio opened in September 2023 in ICD Brookfield Place, DIFC.
When I was younger I wanted to be…
A journalist. I always had a love for writing and sharing stories! I eventually chose law to pursue my love of jurisprudence and legal theory which is a great foundation for any career.
My favourite subject at school was…
History. It’s a subject that builds empathy and understanding by studying the events, lives, struggles and decisions of others. It is so valuable because it educates our present and guides our future.
My first job was…
Lawyer at White & Case London.
My career path so far has been…
I started my career as a lawyer in London at White & Case where I spent more than a decade in private practice and then moved in-house for a large multinational. I started Reform Athletica in 2017 whilst in private practice, and have been juggling both careers since. Reform Athletica was born from a personal passion I have for fitness, which has always been an important part of my life.
I was inspired by the many vibrant fitness studios I saw in cities such as New York, Los Angeles, London and Hong Kong during my time travelling for work. Having spent some time in the UAE for work, I observed an opportunity to bring this unique fitness concept to the market.
The role the UAE has played in my career is…
The UAE has provided a great platform for ambitious and hungry entrepreneurs to set up shop and establish their businesses. It welcomes, encourages and fosters a great environment for those seeking to establish a start-up and explore business opportunities in the region. The fitness industry is thriving in the UAE, and it certainly is a trendsetter in the Middle East when it comes to world-class options for fitness outlets.
The story of Reform Athletica is…
It started with a green juice at Joe and the Juice London when my partner and I approached Roberto, my current business partner and trainer at the time, to join forces with us to set up a fitness studio in Dubai. Having experienced first-hand the benefits of Pilates, TRX and Kettlebell workouts, we wanted to bring the concept and elevate the fitness scene in Dubai. We were all very excited about being one of the first to bring Lagree to the region and to also bring world-class quality fitness to Dubai. The rest is history.
I was inspired to enter into the wellness/health space because…
As someone who regularly practices Pilates, TRX and Kettlebell workouts, I am a firm believer in the power of these workouts for people of all ages, fitness levels and backgrounds. The group class setting is an excellent way to hold one accountable for their fitness goals. As I saw the model of the traditional gym gradually lose traction with its users, I saw the gap in the market to introduce the concept of high-end group fitness classes into the mix in Dubai. At the time, there were only a handful of studios that had such an offering. The concept of Reform Athletica filled the gap in the market; offering an inclusive and elegantly designed studio space where the welcoming and friendly atmosphere incentivized members to achieve their fitness goals.
My daily routine consists of…
My daily routine involves going to work at my day job as a lawyer, fitting in a class or a run, cooking, doing Reform Athletica work and ending the day watching a show or reading.
My role as Founder & CEO entails…
This role involves overall sight of the business, regular check-ins with the management team, strategic and expansion planning, exploring business opportunities and collaborations, and ensuring the overall health of the business.
The biggest hurdle I have experienced in my career…
Juggling 2 careers which can be challenging but is also extremely rewarding. Both my careers fulfil me in different ways, and I am grateful to have the opportunity to do both simultaneously.
The biggest milestone I have achieved is…
Building both a team and a client base of fiercely loyal, unwaveringly supportive, and brilliantly committed human beings!
A quote I live by is…
Do the best you can until you know better. Then when you know better, do better.
What I hope for 2023 is…
To continue with our mission of serving our Reform Athletica clients with the utmost love, dedication, and infinite commitment.
