Dubai’s wellness landscape has evolved rapidly in recent years, shifting far beyond traditional gyms into something more community-driven, design-led and culturally aware. Gigi Dubai, one of the newest concepts to land in the city, is a Lagree studio that has grown into a lifestyle platform centred on movement, creativity and connection. Founded by Emirati entrepreneur Ghaliya Ahli, Gigi offers a new approach to wellness — one that blends fitness with design, social experience and a strong sense of belonging. We spoke with Ghaliya about where the idea began, what it took to build it, and what she believes the future of wellness in the UAE looks like.
Before Gigi existed, what did your own wellness routine look like — and was there a moment where you realised what you were looking for simply didn’t exist in Dubai yet?
I’ve always been very mindful about my health and wellness, long before it became a trend. I care deeply about what I eat, what I put into my body, how I move, and the daily habits that shape my lifestyle. As I explored Dubai’s wellness scene, I realised there were many great fitness concepts, but something was missing. I couldn’t find a space that combined movement, lifestyle, community, and culture in a way that felt authentic and elevated. I wanted movement to be more than just a workout people attended and left. I wanted it to be a community, a social experience, something people genuinely looked forward to, and ultimately a sustainable lifestyle. That gap became the inspiration behind Gigi — creating a space where wellness isn’t just something you do for an hour a day, but something that becomes part of how you live, connect, and experience life.
The name Gigi — where does it come from, and how much of your own personality is embedded in it?
I attended an American school surrounded by friends from many different cultures and backgrounds, and “Gigi” was my nickname from a young age. It stayed with me throughout the years, so choosing it as the brand name felt natural. Gigi reflects me and my lifestyle 100%. Feminine, social, creative, different, and intentional. More importantly, it reflects my belief that healthy living is a lifestyle, not just a workout. Every detail, from the aesthetic to the community I’ve built, reflects my personality, values, and vision.
You’ve described Gigi as a lifestyle platform rather than a studio. At what point in the building process did that distinction become clear to you — was it always the intention, or did it reveal itself?
It was my vision from the very beginning and always the intention. From day one, I never wanted to create just another fitness studio. I’ve always believed that wellness is a lifestyle — it doesn’t begin and end with a workout. It’s about how you move, nourish yourself, connect with others, recharge, and experience everyday life. Gigi was built around that philosophy, which is why community, events, partnerships, and experiences have always been just as important as the classes themselves. I also believe that Gigi’s creative direction and marketing strategy are a big part of what makes Gigi different and authentic, allowing us to build a brand and community that extends far beyond the studio walls.
Your background is in marketing and research, not fitness. Did that ever feel like a disadvantage in the early stages, or did it actually give you a different kind of clarity?
I actually see it as one of my biggest advantages. My background in marketing and design research taught me how to understand people, identify gaps in the market, and build experiences around real needs. Combined with my personal passion for fitness and wellness, it gave me a broader perspective. Rather than focusing only on the workout itself, I was thinking about the entire customer journey, the brand, the community, and how people would feel when they interacted with Gigi. It gave me the best of both worlds — combining research, business, and creativity to make Gigi feel different and authentic. For me, marketing is not just advertising; it’s about connecting with people, building a community, and creating something people genuinely want to be part of.
View this post on Instagram
Dubai has no shortage of boutique fitness concepts. What did you study about the market before committing — and what made you confident there was genuine space for something new?
I spent a lot of time observing both local and international wellness concepts. I looked at consumer behaviour, emerging wellness trends, community-driven brands, and what was resonating globally. What gave me confidence was my vision to focus on the lifestyle and community aspect, while also introducing an innovative concept like Lagree to the market, rather than creating just another workout space. I wanted to build a community centred around connection, belonging, and meaningful experiences. I felt there was room for a brand that approached wellness through lifestyle and community, rather than fitness alone.
The Megaformer is an intimidating piece of equipment for a first-timer. How do you approach bringing someone completely new to Lagree into the space without losing the brand’s elevated feeling?
We focus on making people feel comfortable before anything else. The experience should feel welcoming, not intimidating. We guide clients through the process, support them during class, and create an environment where asking questions feels natural. Luxury doesn’t have to mean exclusivity. For me, true luxury is making someone feel seen, comfortable, and confident — regardless of whether it’s their first or hundredth class.
Gigi’s design aesthetic goes against the typical all-white wellness studio — you’ve described wanting something bolder, even a little sexy. Who or what were you looking at when you developed that visual language?
I’ve never been interested in copying what’s already out there. Rather than following what’s already been done, I wanted to create my own identity that felt authentic to the brand. I’ve always been drawn to concepts that feel unique and unexpected, and I felt the typical wellness aesthetic had become predictable. I love challenging expectations, redefining categories, and creating things in my own way. The inspiration came less from one specific reference and more from my own personality and taste. I wanted Gigi to feel feminine, elevated, bold, and a little unexpected. I’ve never been afraid to break a few rules and create my own version of what wellness can look like.
You’ve taken classes into unexpected environments around the UAE. What has that taught you about what people actually want from a wellness experience when they’re outside the studio?
It’s taught me that people are looking for experiences and connections, not just workouts. For many people, wellness becomes a way to build friendships, create meaningful connections, and be part of something bigger. When movement is combined with beautiful locations, meaningful conversations, great brands, and a strong sense of community, it becomes much more than a workout. People remember how an experience made them feel, and that’s what creates a lasting and sustainable relationship between a brand and its community.
Community is central to everything Gigi does — but community can be very difficult to manufacture authentically. How do you build it intentionally without it feeling forced?
I think community happens naturally when people genuinely connect over shared values. We don’t try to force it. Instead, we create opportunities for people to come together through movement, events, partnerships, and experiences. The most important thing is authenticity. People can tell when something is genuine, and I think that’s why the Gigi community has grown the way it has. I don’t copy — I create, innovate, and lead in my own way.
If Gigi expands beyond Dubai, what would need to remain completely unchanged — and what would you be willing to adapt to a new city or audience?
What would never change is the heart of the brand: the sense of community, the quality of the experience, and the belief that wellness is a lifestyle. Those are non-negotiable. What I would adapt is how Gigi expresses itself within each city. Every place has its own culture, rhythm, and personality, and I think it’s important to respect and celebrate that while staying true to the brand’s core values.
– For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
Images: Supplied & Feature Image: Supplied
