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For many in the UAE, Pilates has become a go-to workout. Known to produce solid results without putting the body through stressful, high intensity exercise, Pilates workouts come with range, from reformer to mat to tower and more.
Ensuring this popular workout is more than just a workout, POSTURE Dubai is all about making Pilates an experience.
The brainchild of Elle Sawyer, who was previously a creative producer for fashion and lifestyle brands and advertising agencies, POSTURE brought together her passion for Pilates, but also fashion and lifestyle to create a unique space for women across the UAE to enjoy.
“My love of Pilates and fashion then fuelled my vision to create a positive and inviting space that was modern, minimalistic, and healing, creating a brand that married my two worlds together, and there POSTURE. was born,” she tells GRAZIA.
First opening its doors on The Palm in 2022, POSTURE recently launched its first studio in Downtown Dubai, proving just how popular the concept has become amongst Pilates enthusiasts and beginners alike.
Below, GRAZIA’s Career Edit delves into Elle’s journey, showcasing how she transformed her passion into a thriving wellness brand, inspiring many along the way.
My current role is…
I am the Creator + Founder of POSTURE. Pilates, yoga, and wellness club.
When I was younger, I wanted to be…
I wanted to be a Magazine Editor.
My favourite subject at school was…
My favourite Subject at school was Greek Mythology and History.
My first job was…
My first job was working in a hair salon washing clients hair at 14.
My career path has involved…
Previously, my career path has been working as a Creative Producer for fashion and lifestyle brands and advertising agencies. I niche’d into producing shoots only for fashion and editorial a few years back. Working with global and international brands and artists; shooting content and producing some of the best campaigns globally.
The role the UAE has played in my career…
The UAE has changed my life. I moved to the UAE when I was only 22, fresh out of university. I grafted the whole of my 20s as a Creative Producer, meeting and working with top tier / top of their game talented people along the way. I always longed for success, and worked with some of the best of the best to ensure a strong work ethic was created.
I was inspired to enter the wellness space because…
My previous career gave me the confidence and opportunity to set up (what started as) my passion project; POSTURE. which quickly became a favourite among Dubai’s wellness scene.
I was inspired to enter into the wellness space as I had wanted a better work/life balance for myself. I loved Pilates it was something I did 5/6 times a week as my fitness routine, and so wanted to set myself a new challenge and do my teacher training. My love of Pilates and fashion then fuelled my vision to create a positive and inviting space that was modern, minimalistic, and healing, creating a brand that married my two worlds together, and there POSTURE. was born
My daily routine looks like…
My daily routine has changed over the last two years, as since opening POSTURE. Palm Jumeirah and recently our Downtown studio, I have also had two babies. (I don’t do things by halves that’s for sure) so lately its been settling into having two babies under two and two studios under two also – hectic but I love it!
My role as Founder of POSTURE entails…
As Founder, I’m still enjoying being heavily involved in most facets of the business. I’ve pulled on previous experiences in my life together to create POSTURE designing and curating every single detail behind the brand from the studio decor, the website, our POSTURE. Method signature class styles / descriptions / routines, music style, overall client experience, company structure and everything else in between. In the same breath, I have an incredible team around me that just gets me, and gets IT! The studio couldn’t run day to day without them being such amazing instructors in their field, nor without my studio manager or front of house staff and baristas just bossing their roles and ensuring our clients always leave with 10/10 service; something we strive for with every single client who chooses to work out with us.
The biggest milestone I have experienced in my career…
The biggest milestone without a doubt has been opening up two studios in two years, and having my two beautiful babies at the same time. I’m not sure how I did it, but it is definitely something I am proud of!
A quote I live by is…
My favourite quote that I live by is: “Doors will always open if you knock.”
What I hope for 2024 is…
I’ve had a beyond busy 2024, so I’m looking forward to taking some much needed R&R with my babies, husband and returning to teaching ready for a busy Q4 at the studio!
