Formative Strengthens Fitness Portfolio with Launch of PLATFORM Grande in Downtown Dubai
New Fitness Destination in Dubai
Dubai, United Arab Emirates—Formative, the largest and most advanced fitness collective in the UAE, has inaugurated PLATFORM Grande, its fifth location in the country. This new facility, located within the Grande Signature Residences in Downtown Dubai, spans 12,500 square feet and offers members a unique blend of boutique fitness experiences alongside breathtaking views of the Burj Khalifa and Dubai Opera.
State-of-the-Art Fitness Studios
PLATFORM Grande features seven multi-disciplinary fitness studios, including MINDBODY, heated MINDBODY, Ride, Strength & Run, Box and Strength, Reformer, and Reformer Towers. These studios are designed to create high-energy training environments, enhanced by dynamic lighting and curated soundscapes that aim to elevate both intensity and engagement. Members will also benefit from exclusive access to wellness recovery zones, which include an infrared salt sauna, and a team of internationally recruited coaches.
Innovative Offerings
David Prosser, CEO of Formative, highlighted the significance of this launch, stating that PLATFORM Grande represents a bold evolution in the UAE’s boutique fitness movement. He emphasized that the facility is designed for a community that thrives in the heart of Dubai, welcoming its first members at a time when local communities are increasingly focused on fitness and overall well-being.
PLATFORM Grande is notable for being the first of The Platform Studios’ locations to introduce Reformer Towers. This innovative concept merges traditional Pilates with a vertical tower system, allowing for progressive, performance-oriented workouts. In addition to standard Reformer classes, Reformer Towers provide multidirectional resistance and a broader range of movement, facilitating dynamic, full-body programming.
Additional Amenities
In line with its commitment to luxury and innovation, PLATFORM Grande also houses a state-of-the-art podcast studio. This facility is designed to support Dubai’s vibrant community of health and wellness experts and influencers, enabling them to produce high-quality multimedia content before, during, and after their workouts. The club also features Hungry Wolves, an award-winning healthy eating restaurant that complements members’ fitness journeys.
Growing Demand for Premium Fitness Experiences
The opening of PLATFORM Grande comes amid a sustained demand for premium fitness experiences in the UAE. According to research by the Global Wellness Institute (GWI), the UAE is currently the fastest-growing wellness economy in the Middle East and North Africa (MENA) region, boasting a market value of approximately AED 150 billion.
The Platform Studios is part of Formative, which was launched by Arada in November 2025. This collective also includes Wellfit, FitnGlam, and FITCODE, creating a unified platform for fitness enthusiasts. Together, these brands serve a rapidly growing community of 40,000 members across more than 20 high-performing clubs, with an ambitious goal of reaching 100,000 members across 40 locations by 2027.
About Arada
Founded in 2017 and headquartered in the UAE, Arada aims to create spaces that foster healthier, happier, and more meaningful lives. The company’s operations encompass property development, retail, education, healthcare, fitness, wellness, and hospitality. To date, Arada has launched 11 record-breaking projects in the UAE and has expanded its reach into the UK and Australia. The company also manages a diverse portfolio of brands and experiences, including large-scale gyms, food and beverage assets, retail initiatives, and visitor destinations.
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Published on 2026-06-01 12:14:00 • By the Editorial Desk
