High-end reformer fitness brand continues global expansion with flagship UAE location
Dubai, UAE – July 15, 2025 – BodyBase, the Netherlands-born premium reformer fitness brand, officially announces the opening of its first international franchise studio at the prestigious JW Marriott Marquis Hotel Dubai. The launch, set for July 18, marks a bold milestone in the company’s global expansion strategy and underscores a shared commitment to innovation, luxury, and wellness between BodyBase and JW Marriott Marquis Hotel Dubai.
Founded in Rotterdam in 2019, BodyBase has become known for its elevated, music-driven reformer experience, sleek design, and proprietary technology, the BaseLine Machine, an in-house developed reformer engineered for next-generation functional movement.
“Our partnership with JW Marriott Marquis Dubai is more than a studio opening, it’s a signal of where the future of luxury wellness is heading,” says Sabrina Albert, Founder of BodyBase. “Together, we’re creating a new kind of guest experience that merges performance, design, and world-class hospitality, and we’re just getting started.”
A Scalable Boutique Concept with Global Ambition
Positioned at the intersection of fitness innovation and hospitality excellence, BodyBase’s Dubai location introduces a franchise-ready concept built for high-yield expansion across premium markets. With a dual-concept model, Black Label for high-intensity reformer fitness and White Label for yoga and pilates infused, flow-based sessions, the brand offers a flexible, scalable studio framework for partners in wellness, hospitality, and real estate.
BodyBase’s UAE debut at the JW Marriott Marquis Hotel Dubai, the world’s tallest five-star hotel, reflects this franchise potential. Located in Business Bay, the studio is seamlessly integrated into the hotel’s wellness offerings, alongside Saray Spa and the Health Club, providing guests and residents with an immersive, design-forward fitness experience.
Not Pilates. This is BodyBase.
At the heart of BodyBase is The Power of Balance, a philosophy that integrates innovation, intention, and immersive design. Every class is built around the BaseLine Machine, combining form, flow, force and fun in a way that redefines traditional reformer training.
Guests in Dubai will experience two of BodyBase’s signature formats:
- Base Gym: High-intensity, music-driven classes focused on strength and sweat
- Base Flow: Slower-paced, breath-centered, yoga and pilates infused sessions that build control and flexibility
The result is a complete physical and mental training system designed for modern movers of every level.
About BodyBase
BodyBase is a next-generation boutique fitness brand redefining reformer-based movement through patented technology, curated experiences, and franchise-ready studio models. Founded by hospitality expert Sabrina Albert in the Netherlands, BodyBase combines five-star service with functional intensity and holistic control. With two concepts, 6 studios in The Netherlands, a growing international footprint, and in-house developed reformer technology, BodyBase offers partners a proven, high-return wellness business with global potential.
Franchise and partnership inquiries: [sabrina@bodybase.com]
Learn more: www.bodybase.com
Follow us: @bodybase_group