This week, Emirates Woman speaks to Fatma, the founder of a wellness studio, The Curve Club situated in Abu Dhabi.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen, both based in the UAE and globally, to find out about their career paths that led them to where they are now, what their daily routines look like, the advice they’d give to those starting out, and the hurdles they’ve had to overcome.
As we talk with Fatma, she talks about how the wellness landscape is evolving beyond fitness, placing equal emphasis on intentional movement, mindful design, and meaningful community. At the heart of this shift is The Curve Club, born in Abu Dhabi, the Pilates concept that has built its identity around creating spaces where women can slow down, reconnect, and move with intention.
What inspired you to enter the wellness field and launch your own Pilates studio?
I’ve always believed that movement has the power to transform not only our bodies, but the way we feel. Like many women, I experienced how fast-paced life can become, and Pilates became the one place where I could slow down, reconnect with myself, and find balance. That feeling stayed with me, and it inspired me to create The Curve Club in Abu Dhabi. I didn’t want to build just another Pilates studio; I wanted to create a sanctuary where women could step away from the outside world, move with intention, and leave feeling stronger, calmer, and more connected to themselves.
What made Dar Al Wasl Mall the right setting for The Curve Club’s first Dubai residency?
Our residency at DAS Space in Dar Al Wasl Mall was the perfect opportunity to introduce The Curve Club to Dubai while staying true to our brand. Rather than opening a permanent studio, we wanted to create an experience that brought together movement, design, and community. DAS shares a similar appreciation for thoughtful design, quality, and craftsmanship, making the collaboration feel incredibly natural. It allowed us to bring our signature classes into a beautifully curated space, introduce The Curve Club to a new audience, and create genuine connections while sharing the community we’ve built in Abu Dhabi.
How did the Abu Dhabi studio’s reception shape your approach to this pop-up in Dubai?
The response we’ve received in Abu Dhabi has given us the confidence to take The Curve Club beyond our studio walls. Over the past few months, we’ve brought The Curve Club to different communities through pop-up experiences in Al Ain, Jubail Island, and now Dubai. The response has been incredibly encouraging and has shown us there’s genuine demand for our approach to movement and wellness beyond a traditional studio setting. That journey shaped our residency in Dubai. We realised people weren’t simply looking for another workout; they were looking for the feeling that comes with The Curve Club: intentional movement, a welcoming community, and a space to disconnect from the pace of everyday life.
What was the thinking behind introducing the Curveformer alongside the Classic Reformer, and how are they different?
As our community evolved, we wanted to create something that reflected our philosophy while still respecting the foundations of Pilates. That’s what inspired us to develop the Curveformer Method. It combines Pilates principles with functional movement, progressive resistance, and bodyweight strength inspired by callisthenics. The Classic Reformer focuses on precision, alignment, and traditional Pilates technique, while the Curveformer offers a more strength-focused experience through heavier resistance, slower tempo, and constant muscular tension. Although the methods are different, they share the same philosophy: intentional movement over mindless repetition.
How do you want women to feel the moment they walk into the space?
I want them to feel like they’ve stepped into a different world. Life today is incredibly busy, and so much of wellness has become about pushing harder and doing more. While there’s absolutely a place for high-intensity training, I also believe women are searching for somewhere they can simply slow down. The Curve Club is designed to be that space; a place where the outside world fades away, movement becomes intentional, and for fifty minutes you’re fully present with yourself. I want every woman to leave feeling stronger, calmer, lighter, and more grounded than when she arrived. If someone tells me The Curve Club has become their happy place, that’s probably the greatest compliment I could receive.
What role does design play in how you build a Curve Club experience?
Design is fundamental to the experience because it shapes how people feel before they even begin moving. Every detail, from the materials and lighting to the music, scent, and atmosphere, has been carefully considered. We wanted to create an environment that feels warm, timeless, and calming rather than overwhelming. For me, good design isn’t about being extravagant. It’s about creating a feeling that stays with people long after they leave.
How did you select which pieces from The Curve House and the DAS Collection would feature in Dubai?
Everything was chosen with intention. We wanted the pieces to complement one another while reflecting the shared values of both brands. Rather than simply showcasing products, we wanted to create a lifestyle experience that felt authentic and cohesive. The collaboration came together naturally as both brands appreciate timeless design, quality craftsmanship, and thoughtful living.
What does “intentional” mean to you when you’re designing a class or a studio?
“Intentional” is probably the word that best defines The Curve Club. We live in a world where we’re constantly encouraged to do more and move faster. I wanted to create the opposite of that; a place where every detail has been considered and where movement becomes an opportunity to pause, breathe, and reconnect with yourself. Whether it’s the way we coach, the way we design our spaces, or the pace of our classes, nothing is accidental. Everything is designed to create an experience that feels meaningful from the moment someone walks through the door.
How do you balance innovation in movement with staying true to the brand’s original values?
Innovation has always been about enhancing the experience while staying true to who we are. We don’t innovate simply to be different; every decision has to serve a purpose. One example is our bespoke wooden reformer machines, which we introduced specifically for our pop-up experiences. We wanted them to complement the environments we were bringing The Curve Club into while delivering the same quality and performance our community expects. Whether it’s our pop-up concepts, thoughtfully designed spaces, or the overall client experience, every innovation is rooted in our core values of intentional movement, thoughtful design, and creating spaces where women can truly disconnect and reconnect.
What have you learned about the Dubai wellness community so far through this residency?
One of the biggest things I’ve learned is that people are looking for more than just a workout. There are so many fitness concepts today, but people increasingly value experiences that feel authentic, thoughtfully designed, and genuinely meaningful. It has been incredibly rewarding to see women connect not only with our classes but also with the philosophy behind The Curve Club. That response has reinforced something I strongly believe: wellness isn’t always about pushing harder. Sometimes it’s about slowing down, finding stillness, and creating space to reconnect with yourself. If we’ve been able to offer even a small moment of that through this residency, then it’s been incredibly rewarding.
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