This week, Emirates Woman speaks to Aisling Rifai, the founder of Swell, a design-led health club in the UAE.

Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen, both based in the UAE and globally, to find out about their career paths that led them to where they are now, what their daily routines look like, the advice they’d give to those starting out, and the hurdles they’ve had to overcome.

As we talk with Aisling, she discusses how she drew on her background in public health and human behaviour to reimagine the wellness space—infusing it with warmth, personality, and a sense of belonging. At the heart of her vision is Swell, a club that blends creativity with community, where every detail—from the interiors and scent to the music and café—is designed to make people feel something different.

What’s your educational background?

I have Bachelor of Social Science and a Masters in Public Health from universities in Ireland. I have always fascinated with studying human behaviour – what shapes the way people think, make decisions and interact with the world around them.

What was your favourite subject at school?

I loved art. It was one of the few subjects where there wasn’t necessarily one right answer. It felt endlessly expressive and gave me the freedom to explore ideas in a completely different way. I think I’ve carried that creative instinct with me ever since.

What was your first job?

My first job was in hospitality when I was 16, and I continued working in the industry throughout my younger years, in various roles and countries. Looking back, that experience was invaluable. It taught me so much about people, service and the importance of creating an experience – all things that have really influenced the way I approach what I do today.

What inspired you to launch Swell?

I wanted to create a space where people could genuinely feel part of something. I drew a lot on my background in human behaviour, thinking about what people are really drawn to and how the environments around us can influence the way we feel. I was seeing so much creativity and personality in hospitality and F&B, but wellness spaces often seemed to follow the same formula. Swell was my opportunity to approach wellness differently – to create a home away from home, somewhere with warmth, character and a sense of belonging, that hopefully leaves people feeling a little more inspired.

What are the key elements of your role?

My role has evolved quite a lot throughout the journey of Swell. In the planning phase, I led the spatial planning and interior design, as well as developing and designing the class formats and overall offering. Today, I oversee the wider operations, but my main focus is creative direction – shaping the brand, strategy and future direction of the business, alongside business development. I work closely with my husband, who leads the more technical side of Swell, including our audio-visual experience, website and app, while also working with me on business development & partnerships. Between us, we’re very hands-on across both the creative and commercial sides of the business.”

Talk us through your daily routine.

As a mom of two young children and a business owner, it often feels like there are never enough hours in the day. No two days look exactly the same, but I’ve become much more intentional about how I structure my week. After dropping my kids at school, some days are spent at Swell overseeing the club operations, meeting clients and connecting with potential brand partners. I love being in the space – there’s a really lovely energy there. At the same time, because so much of my role is creative and strategic, I’ve learned how important it is to separate working in the business from working on the business. I now dedicate certain days to working away from the studio, where I can focus properly on my role and what comes next for Swell without the day-to-day distractions. Finding that balance wasn’t easy in the beginning, but I’m much more conscious of it now. Whenever possible, I try to be home by six so I can have dinner with my kids and do our bedtime routine. Running a business means you’re always somewhat connected, but I’ve realised that creating those boundaries is really important too.

What advice do you have for anyone looking to follow in the same footsteps?

I think you have to be completely obsessed with what you do. Owning a business is often glamourised, particularly for women, but the reality is that it takes an enormous amount of work, resilience and sacrifice – especially when you’re also a mother. You need to have an unwavering belief in what you’re creating, because that belief is what carries you through the inevitable difficult periods. I would also say, don’t spend too much time looking at what everyone else is doing. Build something that feels authentically you. When a business is a genuine extension of who you are, your taste and what you believe in, it has a depth that’s very difficult to replicate. I think the most compelling brands are often built by founders who are relentlessly passionate about every detail.

What are the pillars that define Swell?

Creativity runs through everything we do – from the design and music to our classes, cafe, collaborations and the smallest details of the experience. Ultimately, Swell is about making people feel good, but also making them feel something a little different.

Tell us a little about Swell. How did you come up with the idea and what do you aim for people to take away from it?

After years of working in the film industry in the UAE, I was constantly exposed to sets, storytelling and these incredible worlds created around a narrative. I loved the idea of taking that same sense of creativity and combining it with my passion for health and wellness – but instead of building a temporary set that disappears at the end of the day, creating a real world that people could step into, experience and feel part of. Our tagline is ‘Feel Something Different’ and everything was created with that intention. I also really believe in balance. Come and work out, take a cold plunge, but have a slice of chocolate cake too. To me, wellness is about about being restrictive, it’s about feeling like the happiest most vibrant versions of ourselves.

What do you think makes Swell Club unique?

I think what makes Swell unique is the way we bring our different offerings together within such a distinctive environment. I haven’t come across another health club in the world that combines everything the way we do with such a strong emphasis on design and creativity.

From the beginning, we wanted to engage all five senses and create an entire world rather than simply a place to work out. The interiors, lighting, scent, music, f&b, and even the way you move through the space have all been considered as part of one experience. We want people to remember Swell not only for what they did there, but for how it made them feel.”

What are your favourite elements from the brand?

It’s hard to choose because every detail feels very personal to me, but I love the elements that give Swell its sense of character and nostalgia. The interiors, the music, the scent, the little details that perhaps you don’t consciously notice but collectively create a feeling. I also love that the brand doesn’t take wellness too seriously. There’s a sense of playfulness and escapism to Swell that I’m really proud of. It feels elevated and considered, but still warm and human. For me, the best part of the brand is that it has its own world and personality – you know when something feels very ‘Swell’.

What is the best piece of advice you ever received?

“To take the leap. We’re still young, and we have time to take risks, make mistakes and figure things out along the way”  I recently spoke to my 93-year-old grandfather, and just talking to him gave me this incredible sense of perspective on time. I realised that at 93, so many of the things I’m worrying about or putting pressure on myself over in my thirties will be such distant memories. It reminded me that everything is just a phase and will pass. Life is a series of ups and downs and we need to ride that wave.

And what is the worst?

I don’t typically listen to negative advice from others – I am quite confident in my own believes and everyone has a different perspective depending on their own unique experience.

What has been the biggest challenge you had to overcome?

Building Swell was the most difficult thing I’ve ever done. It took over two years to bring to life, and there were so many battles and moments where I genuinely wanted to give up. We seemed to experience a series of unfortunate events along the way, and by the end of it, I definitely felt a little jaded by the whole experience.

Now that I’m on the other side of it, though, I can see how much it changed me. I’ve become tougher, more resilient and far more capable in business because of everything we went through. I like to believe that everything happens for a reason, and sometimes the most difficult chapters are the ones that shape you the most.

What are your goals for the future?

Right now we are focusing on watering what we have in front of us, especially after what it took to get here. I’m so excited to see this brand flourish and who knows where the journey will take us.

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Images: Supplied & Feature Image: Supplied