Premium reformer fitness brand expands globally with flagship UAE location
High-end reformer fitness brand BodyBase has officially launched its first international franchise studio inside the JW Marriott Marquis Hotel Dubai. This opening marks a significant step in the company’s global expansion and introduces its signature reformer experience to the Middle East.
Founded in Rotterdam in 2019, BodyBase has earned a reputation for immersive, music-driven classes and its proprietary BaseLine Machine, developed in-house to support functional movement. The Dubai location debuts the brand’s dual-concept model: Black Label, which focuses on high-intensity strength training, and White Label, which blends yoga and Pilates for a slower-paced, breath-centered flow.
“This launch is more than a studio. It’s a vision for the future of luxury wellness,” said Sabrina Albert, founder of BodyBase. “We’re bringing together world-class hospitality and high-performance fitness to offer something new for global travelers and local communities.”
Integrated into the wellness offerings of the JW Marriott Marquis—home to Saray Spa and the Health Club—the studio delivers an elevated fitness experience rooted in intention, design, and innovation. The new space also underscores BodyBase’s potential for rapid expansion across premium hospitality and real estate settings.
