Innovation

Motion Fitness Center (MFC) is a fitness boutique in Dubai, UAE that supports women in discovering their motion; it's an oasis of belonging. Located in the Umm Suqeim neighborhood, their two-story villa is an inviting environment that welcomes women of all ages. Their passion flourishes in every viewpoint of physical and mental fitness by building lasting relationships or friendships with their community, providing life coaching and personal training and offering a series of other fitness and lifestyle services.

Motion Fitness Center has a refreshing approach to a friendly and family-oriented environment for women only. Their innovation revolves around a welcoming, homey fitness center for women around the region to feel comfortable, satisfied and healthy. Most women in the UAE are accustomed to a local culture of modesty when in public. As such, they have concerns when they go to a typical gym where there are men and women allowed to work out in the same space, so it's nice to have a place where women won't feel bothered or uncomfortable and where they can be themselves. Moreover, it is a one-of-a-kind place that invites and attracts women through a shared interest in being healthy and fit.

According to Antonija, "what makes motion special and different is the fact that it's for ladies only, without the mainstream idea of large classes." Antonija also talked about the past owner of the fitness boutique; "she was a member in another studio, but she wasn't comfortable. So, she created a safe and comfortable fitness center that's small and welcoming". MFC aims and succeeds to ensure healthy lives and promote wellbeing for all women of all ages. Furthermore, this innovation is particularly important in the UAE where women enjoy a certain level of modesty that may not be appropriately provided at mixed-gender gyms.

Inspiration

The inspiration had come from the owner herself, where she experienced the uneasy feeling when she used to go to other gyms. Because she did not feel relaxed and happy with her experience, she thought that many ladies had to have the same feeling she used to have. By creating Motion Fitness Center, she welcomes women who want to exercise while feeling comfortable with themselves with no worries. The community within the motion fitness center is a beautiful one that allows women to bond and build friendships while helping one another. MFC provides classes for kids to exercise as well, encouraging them to start while they're young because taking care of your health is one of the essential things in life.

Overall impact

The short-term effect is to have a convenient place for women seeking a space to let out all of their energy and a place to be more in peace with themselves. A comfort zone where women motivate each other and work hard together to chase after their goals. The long-term effect of Motion Fitness Center is to train girls from a young age to maintain a healthy body that goes hand in hand with a healthy lifestyle. Focusing more on benefiting their bodies instead of going after low calories that can decline a person's health. They do this through offering classes for teenage girls to train and provide them with the opportunity to work on themselves to build a healthy lifestyle.

This impact was observed at Motion Fitness Center as it has always been packed with many clients. These clients are enthusiastic about working on their bodies and managing a clean lifestyle—promoting wellbeing through guided classes and instructors who constantly provide the customers with advice based on the questions asked and based on their preferred lifestyle. The classes motion fitness offers have always been fully booked, which indicates that they substantially impact the clients, who are mostly Motion Fitness' loyal clients. Also, they are working on opening other branches to make it easier for women all around the UAE to have a safe place and work on their bodies.

Business benefit

Motion Fitness revenue has increased over the years by the number of customers they have. Women of Dubai have been joining this center and choosing it over any other gym because it's all ladies . The space is ample and comfortable. Over the years, women have been more aware of the center and its benefits. Not only that, but this center offers discounts and free trial classes. As for their marketing strategy, they've been investing in social media marketing and targeting customers there, leading to a rise in revenue.

Additionally, the employees at the motion center are happy and well accommodated. Because women are joining this center, the company started to hire more and more employees. Furthermore, customer retention has been very strong as Motion Center is known to keep customers happy and satisfied, which is more cost-effective than acquiring first-time customers.

Social and environmental benefit

The center benefits society in many ways. First, it benefits the community by helping to give women their privacy and supporting them to be comfortable to exercise and maintain their health. The owner has created a homey environment in which women can feel the most comfortable and be themselves. She also offers small classes and one-to-one courses for women who are not comfortable being around many people. The business also provides special Pilates classes for teenagers.

Moreover, it is a place that allows the members to bond, build friendships, and help one another stay motivated. Working out in a healthy environment helps people be happier, improves their health habits and helps them be more productive in society. The group classes also help in team-building and skills.

Lastly, the center helps improve mental health, helps sleeping habits, boosts confidence, boosts strength, and gives more energy through different exercises and classes. It benefits society by helping women develop feminine leadership habits and empowering them to be their best selves.

Interview

Antonija Omeragic, Studio Manager