ICD Brookfield Place announced today the addition of three world-class fitness operators to its mix, cementing its status as a modern wellness destination. The high-performance fitness collective, totaling 27,000 square feet, includes Embody Fitness – the Middle East’s foremost luxury personal training and lifestyle transformation centre; 1Rebel – London’s trendy king of gyms and classes; and Reform Athletica – Dubai’s leading boutique fitness studio.

Prioritising the health and wellbeing of its occupants, ICD Brookfield Place took the strategic decision to bring together three leading fitness specialists within its vibrant lifestyle address at the Dubai International Financial Centre (DIFC). With a strong ethos of wellness across the complex, ICD Brookfield Place aims to inspire a community of like-minded individuals to perform their best by being at their best. ICD Brookfield Place’s offerings are anchored by wellness, culture, culinary, and community rich amenities that focus on creating a holistic experience for its tenants and the surrounding community. Inspired by various studies which show an increase in employee productivity when visiting the gym during the workday, the destination firmly advocates for workplace wellness by seamlessly integrating easily accessible fitness amenities into the daily lives of its tenants.

The recently opened Embody Fitness is an exclusive, members-only personal training gym. Embody Fitness DIFC brings a next level of luxury personal training to the building and wider community with state-of-the-art recovery suites, Olympic standard gym equipment, and world class trainers and nutritionists. Originally established in London in 2013 by co-founders James Miller and Sharare Hau, Embody Fitness aims to create a community that helps clients achieve and maintain their life-long fitness goals, providing all the necessary support pillars without compromising their overall health.

Set to open late October is 1Rebel, the London born fitness club renowned for its relentless focus on design, experience, and innovation. The club will be 1Rebel’s first foray into the open gym space. Alongside two class studios, the gym floor will be fully kitted out with TechnoGym equipment. The studios will bring 1Rebel’s most famous workouts to Dubai – ‘Reshape‘, 1Rebel’s full body, 45-minute workout during which customers continually move between the treadmill and a box. In addition, 1Rebel’s signature spinning concept ‘Ride’ will see customers spend 45 minutes on the bike moving to the beat of the music in an immersive, high-energy setting with revolutionary lighting and sound systems.

Set to open in Q1 of 2023, the final experience comes from Reform Athletica, a studio inspired by the vibrant fitness scenes of New York, London, and LA with an original studio located in Jumeirah 1. Reform Athletica stands for embracing fitness at all stages of life as part of a regular wellness maintenance routine and promises to deliver fun and challenging workouts in a motivating environment with small class sizes, allowing trainers to focus on every individual. The owners, inspired by their personal experiences and seeing the benefits of regular Pilates and TRX exercise, decided to open their own studio designed to reflect their vision of the ideal workout space and create an environment which represents all of their core principles of being: environmentally friendly, culturally enriching, and physically rewarding.

The ICD Brookfield Place wellness strategy is part of its aim to offer a sustainable and human-centric building that meets the evolving and future needs of businesses and individuals. Carefully designed spaces, both inside and out, were incorporated to support positive health and wellbeing of its occupants with spaces such as Niche, the community hub dedicated to promoting positive mental health. Other wellness features include the Well health and safety certification, improvements to indoor air quality, the 140,000 sq ft of green space, biophilia, and abundant natural daylight.

Further high-performance curated lifestyle offerings at ICD Brookfield Place include: The Arts Club, a private member’s club originating from London; The Guild, a colossal dining hall featuring several restaurants and bars, Josette a revolutionary Parisian dining concept, La Nina Latin restaurant; and convenience amenities such as Waitrose supermarket, Y12 Hair Salon, and Skin Laundry Facial Clinic.

Commenting on the announcement, Rob Devereux, CEO of ICD Brookfield said: “The commitment of these world-class health and wellness operators is an excellent endorsement of our wellness strategy at ICD Brookfield Place. We believe that a healthier workforce equates to a more productive and higher performing workforce and that our tenants want to rest and play just as hard as they train and work. Through our highly curated amenities, we hope to become Dubai’s leading wellness destination, not just for business professionals but for the wider community.”

James Miller, Co-founder of Embody Fitness said: “We are very excited to have recently opened our doors to this amazing community within ICD Brookfield Place.  Our ethos of helping busy people achieve life changing results in a professional and luxurious environment, we believe is a great addition to this amazing location. Our goal is simple…to help our clients within this community become the very best version of themselves in all areas of their lives.  We are very excited to commence this next chapter in Embody’s journey of transforming bodies, transforming lives.”

Giles Dean, Co-Founder of 1Rebel said: “We’re excited to be opening our very first Dubai club in ICD Brookfield Place. At the centre of the DIFC and with a fantastic community, it aligns perfectly with our brand and overall mission – to bring the ultimate fitness experience to the UAE. We’re on a mission to shake up the wellbeing landscape and bring 1Rebel to DIFC.”

Dina Elshurafa, Founder of Reform Athletica said: “The decision to locate our second site in Dubai at ICD Brookfield Place was an easy one. ICD Brookfield Place incorporates our core values of design, the environment, fitness and lifestyle. We are very excited to take the concept of our Jumeirah studio to the next level- of course with our continued focus on service excellence.“

For more information about ICD Brookfield Place, please visit: www.icdbrookfieldplace.com