A year in review with the founder Nora Hameidani
In just its first year, Barre Effect has created an empowering community of strong, like-minded women. Bursting onto Dubai’s fitness scene, the studio has quickly built a reputation for being inclusive, distinctive, and most importantly — fun. Their philosophy is simple: sculpt the body, boost metabolism, and challenge the mind. Despite being so young, Barre Effect has already achieved an impressive amount, providing a safe, welcoming space where fitness and wellness become a joyful priority — even if just for 50 minutes at a time.
Founder Nora Hameidani reflects on the trials and triumphs of her first year as an entrepreneur, sharing what she has learned about building a business from the ground up — from assembling the right team to setting priorities and paying attention to the most minor details.
Upon entering the Al Safa studio, clients are immediately greeted with warmth and friendly smiles. Nora insists that “staff are everything,” and believes that trusting and empowering her team has been essential to the studio’s success. As a busy mother of two boys, she knows the importance of being able to step away while feeling confident the studio will run seamlessly without her. For Nora, the key is surrounding yourself with like-minded, trustworthy people whose happiness directly translates into the client experience.
Relationships, she explains, are at the heart of Barre Effect’s success — whether with staff, clients, or partners. In just a year, the studio has fostered a loyal community of regulars, built on trust, patience, and inclusivity. Operating in a multicultural city like Dubai, Nora has also learned to value patience when working with people from diverse backgrounds, a skill she continues to develop as a leader.
When it comes to managing workload, Nora emphasises the importance of setting priorities and considering the broader perspective. Not everything needs to be done immediately, and taking breaks is just as important as tackling tasks. Stepping away brings a fresh perspective, and with it, renewed clarity. She also reminds us that “everything will be okay” — mistakes happen, frustrations are inevitable, but every hurdle is an opportunity for growth.
A defining feature of the Barre Effect is its attention to detail. From the design of the studio to the floral wallpaper in the bathrooms and even the custom socks, nothing is overlooked. Nora takes pride in these thoughtful touches and admits that client compliments on details she never expected them to notice are among her proudest moments. For her, it’s proof that the effort put into creating a welcoming environment does not go unnoticed.
Looking back, Nora’s biggest advice for aspiring entrepreneurs is to enter business with good intentions and realistic expectations. She explains, “I didn’t start the brand to be the best, to prove anything, or win awards. I just wanted to create a place where people wanted to be, where people wanted to work, and where we could all have a good time.” While the journey hasn’t been without mistakes, her passion for barre, fitness, and customer service has been instrumental in guiding the brand’s success.
As for what’s next, Barre Effect is focused on staying true to its community values while continuing to grow. With plans to expand its team and class offerings, the studio is committed to evolving with its clients — while keeping the same energy, spirit, and sense of belonging that defined its first year.