Rima Faour is a dynamic entrepreneur and fitness enthusiast based in Dubai, with a strong professional background in sales, marketing, and partnerships within the IT industry. She is the founder of MyCore Studio, a boutique fitness studio that offers personalized classes in Pilates, Yoga, and Barre. With a mission to inspire and empower individuals through movement, MyCore Studio focuses on helping clients achieve their fitness goals in a supportive and inclusive environment.
Rima’s professional journey spans nearly two decades, including roles such as Director of Channel Sales for the Middle East and Africa at Aspen Technology and Regional Channel Manager at OutSystems. Her career also includes significant positions at companies like Crayon, UiPath, and IBM, where she developed and supported channel ecosystems and strategic partnerships. In addition to her business acumen, Rima is passionate about holistic fitness and wellness. As a Pilates instructor and fascia enthusiast, she brings this passion to MyCore Studio, aiming to promote not just physical strength, but also mental and emotional well-being. In this exclusive interview, Rima took us through her entrepreneurial endeavours and shared how she continues to inspire others to lead healthier, more balanced lives.
When we sat down with Rima, the transition from tech titan to wellness entrepreneur seemed almost seamless in hindsight. Still, as she shared her story and the inspiration to start MyCore Studios, it became clear that this path was one of self-discovery, resilience, and deep passion.
“I am Rima, a Palestinian entrepreneur born and raised in the UAE. My professional journey has been primarily in software companies, where I built meaningful partnerships for the organizations I worked with. Inspired by my father, a lifelong entrepreneur, I pursued a degree in business, which ignited my entrepreneurial mindset early on.
Like many, I struggled to incorporate workouts into my routine, which took a toll on my health by my mid-twenties. This lifestyle led to a pre-diabetic diagnosis in my late twenties, prompting me to take control of my health. I became deeply involved in the movement scene and wanted to create a safe space for people to work out. This personal journey led to the creation of MyCore Studio, inspired by the wonders Pilates has done for my body. Additionally, yoga has been incredibly beneficial for my emotional and mental well-being during long hours as an employee.
My entrepreneurial vision began to take shape due to the lack of diverse and inclusive studios near my home. Not fond of large gyms, I envisioned creating a second home for people to exercise in a judgment-free zone. MyCore Studio focuses on individual needs, allowing people of all body types and fitness levels to push through their limits.”
Rima continued her journey from working at IBM to founding MyCore Studios as,
“Building a wellness studio was a new venture for me, but I sought guidance from a marketing research agency to identify market gaps and collaborated with fitness industry experts to develop meaningful offerings. My professional experience outside the wellness sector equipped me with the business acumen and savvy needed to launch this venture, supported by my educational background in business, marketing, and value selling.
The journey was not easy, but I firmly believe that once you set your mind to something, it becomes more achievable. My experience working with several startup software companies played a crucial role in building my business. These environments fostered my entrepreneurial mindset and growth aspirations, allowing me to be creative and think outside the box. I was fortunate to learn from and shadow several remarkable business leaders throughout my journey.” Rima explained.
Rima’s career began at the intersection of technology and business. Her experiences in marketing and learning functions at IBM have significantly influenced her approach to running MyCore Studios.
“My experiences in marketing, learning, and sales functions at IBM have significantly influenced my approach to running MyCore Studios. At IBM, I learned the importance of strategic marketing, data-driven decision-making, and understanding customer needs—skills that are essential in the wellness industry. I apply these skills to identify and target our ideal clientele, craft effective marketing campaigns, and ensure we offer classes and services that meet the evolving needs of our community.
Additionally, my time in the corporate world taught me the value of continuous learning and innovation. I bring this mindset to MyCore Studios by fostering a culture of growth and development for both our staff and clients. We regularly introduce new classes and training programs to keep our offerings fresh and exciting.
Overall, the combination of marketing expertise and a commitment to learning enables me to manage MyCore Studios with a focus on both customer satisfaction and business growth.” She reflects.
When Rima transitioned to a sales role within IBM, she faced a few challenges, including adapting to a new skill set and navigating a different work dynamic. These experiences taught her resilience and the importance of understanding customer needs, which became invaluable when she started her own business. Her time in sales prepared her for the entrepreneurial world by honing her ability to overcome obstacles and build strong client relationships.
“Transitioning to a sales role within IBM presented several challenges that ultimately prepared me for entrepreneurship. One of the main challenges was adapting to a fast-paced environment where building and maintaining client relationships was crucial. This experience honed my ability to communicate effectively, understand client needs, and provide tailored solutions—skills that are vital in running my own business.
Additionally, working in sales required me to be resilient and adaptable, as I often faced unpredictable situations and had to pivot strategies quickly. This resilience has been invaluable in entrepreneurship, where flexibility and problem-solving are key to overcoming obstacles and seizing opportunities.
Throughout the years, I also learned the importance of sales forecasting and healthy demand creation. Understanding market trends and projecting sales allowed me to make informed decisions, ensuring our offerings meet client needs and sustain business growth. These skills have been essential in managing MyCore Studios, where demand forecasting helps us optimize class schedules and develop targeted marketing campaigns to attract and retain clients.
The experience taught me strategic thinking and how to leverage data and insights to drive business decisions. These skills have been instrumental in shaping my approach to managing MyCore Studios, from developing marketing strategies to optimizing our offerings based on customer feedback.
Overall, my sales experience at IBM equipped me with the skills and mindset needed to successfully navigate the entrepreneurial journey.” She added the benefits of transition.
As we talk, it’s clear that Rima’s vision for MyCore Studio goes beyond just physical fitness. She’s passionate about building a community where people can connect, support each other, and share their wellness journeys. We asked her about the uniqueness of MyCore Studios compared to other fitness studios in Dubai and she told us,
“MyCore Studio is more than just a place to work out; it’s a supportive environment where the community comes to move their bodies and feel safe and inspired to become the best versions of themselves. Our smaller class sizes, focused programs, and passionate instructors give us an edge over other studios, allowing us to make a meaningful impact on our clients’ lives. Whether individuals come to us to alleviate back pain or to simply get stronger, we deliver results through personalized training that addresses their unique needs and goals.
At MyCore Studio, we believe in the power of community and the transformative potential of movement. Our clients find a welcoming space where they can challenge themselves, connect with others, and cultivate physical and mental well-being. By fostering an atmosphere of encouragement and growth, we empower each person to achieve their personal best and carry that strength and confidence into their everyday lives.”
Rima continued with MyCore’s personalized and communal approach to fitness as,
“At MyCore Studio, we prioritize a personalized and communal approach to fitness by focusing on several key elements:
By combining personalized attention with a strong community focus, MyCore Studio creates a fitness experience that empowers individuals to achieve their best while feeling supported by a network of like-minded peers.
We spend time and effort getting to know our clients and their needs whether through our assessments side, 1-1 sessions, or even more casual conversations we make sure we talk to our clients and get to know them well.
1. Smaller Class Sizes: By keeping our classes intentionally small, we ensure that each participant receives individual attention and personalized guidance from our instructors. This allows us to tailor exercises and modifications to meet the specific needs and goals of each client, enhancing their overall experience and the effectiveness of their workouts.
2. Customized Programs: We offer a range of focused programs designed to cater to different fitness levels and goals, whether it’s improving flexibility, building strength, or rehabilitating after an injury. Our instructors work closely with clients to develop personalized workout plans that align with their unique objectives and preferences. We offer a variety of programs such as our senior’s program, pre-post-natal program, and teenager program to make sure their needs are catered for.
3. Passionate Instructors: Our team of dedicated and knowledgeable instructors is committed to creating a supportive and motivating environment. They take the time to understand each client’s journey, offering encouragement and expertise to help them reach their goals.
4. Community Building: We foster a strong sense of community by organizing communal events, workshops, and group activities that bring our members together. This communal spirit encourages clients to support and inspire one another, creating a welcoming atmosphere where everyone feels valued and connected.
5. Feedback and Adaptation: We actively seek feedback from our clients to continually improve and adapt our offerings. This ensures that our programs remain relevant and effective, and it demonstrates our commitment to meeting the evolving needs of our community.
6. Meaningful collaborations: We drive holistic collaborations and partnerships with like-minded businesses that bring value to our clients. Nutritionists, meal planners, clinics, or fitness brands that bring value to our community are always on the watchout.”
Success stories are always motivating. Rima shared some inspiring success stories of clients who have achieved their fitness goals at MyCore. Through personalized training and dedicated support, many clients have transformed their health and well-being, reaching milestones they once thought were unattainable.
“Every day is a rewarding day at MyCore. At MyCore Studio, we’re proud of the many success stories that highlight the transformative impact, our programs have had on our clients. Here are a few inspiring examples:
1. Feyi’s Journey to Overcome Back Pain: Feyi came to us struggling with chronic back pain that affected her daily life. Through personalized Pilates sessions focused on strengthening her core and improving her posture, she experienced significant relief. Over several months, she regained mobility and confidence, enabling her to participate in activities she once thought were beyond her reach.
2. Sarah’s Strength and Weight Loss Transformation: Sarah joined MyCore Studio to lose weight and build strength. Our instructors developed a customized workout plan combining Pilates, Yoga, and Barre training. With dedication and support from our community, Sarah lost around 20kg and gained muscle, transforming her physique and boosting her self-esteem.
3. Stuart’s Post-Injury Rehabilitation: After a knee injury, Stuart was eager to return to his active running lifestyle but was unsure how to proceed safely. Our team created a rehabilitation program tailored to his needs, focusing on gradual strength-building and flexibility exercises.
4. Leena’s Mental and Physical Wellness: Leena came to MyCore Studio feeling stressed and overwhelmed by her demanding job. Our holistic approach, which combines physical activity with mindfulness practices, helped Leena find balance. She discovered the benefits of yoga and meditation, leading to improved mental clarity and reduced stress levels, while also achieving her fitness goals.
5. Nora’s Empowerment Through Community: Nora was looking for a supportive fitness community where she could work on her goals without judgment and despite her back disc. At MyCore, she found a welcoming environment that motivated her to push her limits. Participating in group classes and workshops helped Nora connect with others, fostering friendships and a newfound love for fitness. Nora is now a Pilates instructor!
These stories are just a few examples of how MyCore Studio empowers individuals to achieve their personal fitness goals. We are dedicated to helping every client on their unique journey, celebrating their successes, and supporting them through challenges.” Rima shared with pride.
One of the unique aspects of MyCore Studio is its emphasis on fascia work. Rima’s passion for this often-overlooked aspect of physical health is evident as she talks about it. She told us about her passion for incorporating fascia and low-impact exercises into her classes,
“At MyCore Studio, all our offerings—Pilates, yoga, and barre—are inherently low-impact. We deliberately focus on quality, precision, and control of movement to achieve significant results. Although we host fascia release workshops throughout the year, the full integration of fascia science into our regular practice is still evolving.
We appreciate the complexity of the human body and movement and follow a therapeutic approach in our offerings. The body’s structure is magnificent, with bones, muscles, ligaments, and fascia working in harmony to facilitate movement. The more we understand these anatomical components, the better we can assist our clients in moving effectively and healthily.” She spoke.
By integrating various aspects of fitness, MyCore Studios helps clients achieve lasting results that go beyond just the physical, fostering a sense of overall wellness. Holistic fitness is a key component of the overall mission at MyCore Studios. We asked Rima about this and she said,
“Holistic fitness is fundamental to the overall mission of MyCore Studios, guiding our approach to nurturing the physical, mental, and emotional well-being of our clients. We are big on ‘movement is medicine’ because we have been witnessing how better our clients have been feeling physically and mentally when they are more active and even better in a safe environment where the community surrounding them is nonjudgmental and supportive.”
Rima consistently finds motivation through her passion for fitness and helping others achieve their goals. She stays inspired by seeing the progress and transformations of her clients, which fuels her dedication to her work. By maintaining a strong personal commitment to wellness and continuous learning, she is able to lead by example and motivate others. Her genuine enthusiasm for fitness and health naturally encourages those around her to pursue their wellness journeys.
“Results and impact keep me going! When you are in the holistic fitness space you and the team make a direct positive impact in people’s lives. I know our clients well and make sure I notice the little and huge results they achieve with us. That seems to make me want to do more, reach more, and inspire others to get more active daily!” She emphasized the importance of staying consistent.
We asked Rima, what advice she would like to give to someone just starting their fitness journey and the process of creating a tailored fitness plan for a new client, she said,
“Prioritize fitness, it’s a mindset! Also, make your goals realistic and focus on creating healthy habits through consistency. For fitness plans, we often schedule 1-1 time with clients in what we call a postural assessment. We help clients identify their goals and help them build their schedules. Our smaller classes and full-time instructors give us the advantage of helping individuals progress. As a team, we communicate internally the goals of every client so that no matter who the instructor is, they are paying attention to the goals we have set for those clients.” Rima added.
Balancing the demands of running a business, teaching classes, and continually developing her skills requires careful time management and a strong sense of commitment. Rima told,
“Time management and efficiency. I run on a very tight calendar and I make sure I plan all my different hats early on. I am a planner in general and very organized.” This approach helps her manage her responsibilities and keeps her motivated and passionate about her work.
Before wrapping up, we asked Rima about her plans for MyCore Studios and what advice she would offer to aspiring entrepreneurs, especially women. She shared that,
“MyCore studio has been initially built and started to become a destination wellness studio. We focus on quality and offerings that continue to bring additional impact to our community. While having more locations is in the longer-term plan, continuing to diversify our offerings in the same location remains a priority and focus. And the advice is to run your passion as a business! Profitability keeps your passion running!” Rima concluded this insightful conversation with a piece of impressive advice. We thanked her for this wonderful talk.
