A few years ago, Dina ElShurafa and her husband were spending long stretches in the Middle East for work. Both were lawyers, both used fitness to stay sane, and both kept running into the same problem. 

Nothing in Dubai matched the experience they had back in London, New York, or LA. The workouts weren’t bad, but something was always missing, and it was always one of (or all of) three things: coaching, equipment, or studio energy.

So, they built it themselves.

They flew their London personal trainer to Dubai. Spent 16 months ironing out operations. And in 2018, Reform Athletica opened as the second Lagree studio in the city. 

Since then, it has grown into one of the most respected boutique fitness brands in the region, with two Dubai locations and a third set to launch in Riyadh by October 2025.

What Sets Reform Athletica Apart

Reform Athletica runs on what they call “The Ritual: a three-part rhythm of movement, reflection, and connection.” It’s the backbone of every program they offer.

On the floor, they offer high-output formats like Lagree reformer training, TRX, Sculpt, strength, and yoga. Each studio has a multi-use room to accommodate different modalities. They’re also the only class-based studio in the region that offers TRX.

But it’s not just the programming that attracts people. 

The studio design leans cultural. Each location doubles as an art gallery, with curated pieces chosen by Dina’s husband, an avid collector. In the end, it doesn’t feel like a gym, but curates an elevated and sophisticated feeling for the studios. 

Classes are also kept small. Instructors are taught to guide every fitness level, and the space itself encourages focus. Everything, from the gear to the towels, is set up to keep distractions low and the experience sharp.

Why Trainers Are Paying Attention

Reform Athletica offers one of the better trainer opportunities on Marketplace by Coach360 right now, especially for those open to relocating.

• The contract starts at 15 teaching hours per week. Anything above that is paid as overtime. 
• If more than half your class fills, you get a performance bonus. 
• Personal training runs on a 70/30 split in favor of the trainer. That includes access to private PT rooms inside each studio.

Not anywhere near the Middle East? Trainers relocating from outside Saudi Arabia receive a bonus to help cover the move. Health insurance is covered. Annual airfare back to your home country is also included. And like any well-run operation, they offer free access to the studio itself and cover uniform costs.

Don’t worry about upskilling. Each year, trainers receive a continuing education allowance to support relevant courses. It’s one of the few gyms that actively encourages staff to stay sharp, with guest teaching opportunities at other locations and coaching support built into the rhythm of work.

What They Look for in Trainers

Let’s get one thing clear: Reform Athletica isn’t looking for influencers. They want coaches who can hold a room, teach safe form, and adapt to a mix of clients. That means a certified personal training background is a must.

They accept Level 1, 2, or 3 PT qualifications. They’re flexible on the institution, but less flexible on depth. 

In short: Weekend certifications won’t cut it. 

They want trainers who understand how the body works and how to coach it under real-world fatigue.

If you’re good at what you do and ready to work in a highly structured yet creative space, this is one of the better platforms available right now in the Middle East.

Apply Through Marketplace by Coach360

Reform Athletica’s open roles are now listed inside Marketplace by Coach360. The platform lets trainers secure job placements, track client growth, and receive access to sales training and discount perks.

Marketplace profiles are reviewed by partner clubs and studios, which means your application goes straight to the decision makers.

Final Thought

Reform Athletica is thoughtful in how it trains, hires, and expands. Every element is intentional. Every class is treated like a high-performance session. And every trainer is expected to grow both as a coach and a professional.

If you’re looking for a serious, well-run studio in the Middle East with high standards and strong support, Reform Athletica is worth a close look. Open positions are live on Marketplace now.

About Robert James Rivera
Robert is a full-time freelance writer and editor specializing in the health niche and its ever-expanding sub-niches. As a food and nutrition scientist, he knows where to find the resources necessary to verify health claims.