Life

A full circle moment for founder Dina ElShurafa, the new Reform Athletica branch in Riyadh fuses the transformative power of movement with light-filled spaces, curated art, and a community-driven ethos

Dubai’s cult-favourite Pilates and fitness destination, Reform Athletica, has officially opened its doors in the Kingdom, launching a serene new studio in the heart of Riyadh’s Diplomatic Quarter. The expansion marks a significant milestone for the brand, which continues to redefine the regional wellness scene by proving that a workout space can be just as visually inspiring as it is physically transformative. This third location stays true to the brand’s founding mission of delivering personalised and unparalleled quality workouts with a highly qualified team of trainers. For its Riyadh location, Reform Athletica once again partnered with London-based architecture and interior studio TR Studio.

The result is a calm, lightfilled sanctuary where state-of-the-art Megaformers and modern equipment meet thoughtful architectural details. The space is designed to encourage focus and mindfulness, offering a retreat from the bustle of the city. “Our vision is our North Star – and from inception, we have set ourselves the aim of redefining the wellness experience by fusing elevated training with the transformative power of art and design,” says Reform Athletica co-founder, Dina ElShurafa.

“As with all our spaces, we took our time meticulously designing this location with our friends at TR Studio. The Riyadh art collection, is very special. It really elevates the space, creating an environment where movement and artistic curiosity coexist.” This 360-degree experience extends far beyond the workout mat. The studio’s curated art collection, gathered over several years, is central to the brand’s identity, enhancing the workout experience by uniting movement and creativity. Sustainability is also at the heart of the brand, reflected in the studio’s conscious design choices, long-lasting materials, and commitment to mindful, responsible wellness.

Amenities at the new Saudi location have been designed with community and comfort in mind. Members will find all the amenities they need, a dedicated Megaformer room, a multi-purpose studio for classes including Microform, RA Strength, and Yoga, not to mention three private personal training rooms. After a session, guests can refuel at the RA Fresh Café, which serves smoothies, coffees, and light bites. For ElShurafa, the launch in Riyadh is deeply personal.

“Saudi Arabia has a special place in my heart. I was born and bred in Riyadh and have been lucky enough to call Saudi home, so to bring back a business that I’ve built back here is so special – it’s a full circle moment for me.” On a strategic level, the move aligns with the Kingdom’s rapid transformation under Vision 2030. “Other than the personal, there was the business decision,” ElShurafa explains. “Riyadh and Saudi Arabia in general are going through a period of exciting transformation and we know the government is investing heavily in the social and wellness infrastructure of the country. What you see when you come to Riyadh is an amazing display of development, tourism, business opportunity, and optimism. Vision 2030 is such a bold ambition and an important achievement for the country, and we want to be part of it.”

“Riyadh is an incredibly dynamic city right now – there’s a real spirit of entrepreneurship and innovation. So, for us, Riyadh was a natural next step. It’s a market that values quality, innovation, and authenticity – the same principles that guide us as a brand,” she adds. “There is growing demand for wellness and fitness services, and this will only go up. We want to be part of this, and we want to cater for this rising demand.” With its launch in the Diplomatic Quarter, Reform Athletica is setting a new standard for boutique fitness in the Kingdom’s capital, offering a holistic experience where wellness meets world-class design.