PEAQ Wellness Club: Redefining Social Wellness in Dubai

How Ali Hassoun is building a luxury lifestyle movement that blends recovery, community, and human connection in the heart of the UAE

In a city known for ambition, speed, and constant evolution, a new kind of space is quietly reshaping how people approach wellness. PEAQ Wellness Club, founded in Dubai, is not just another fitness or recovery studio. It is a reimagined concept of modern wellbeing, where healing meets human connection, and recovery becomes a shared experience rather than a solitary routine.

At the center of this vision is founder Ali Hassoun, whose personal journey laid the foundation for what is now one of the most distinctive wellness concepts emerging from the Middle East.

The Origin of a Movement

The idea behind PEAQ Wellness Club did not come from a business plan. It came from a turning point.

In 2019, during a challenging phase filled with personal and professional setbacks, Ali found himself searching for clarity. Traditional solutions failed to provide the relief he needed. The noise of modern life became overwhelming, pushing him toward something different.

He chose to slow down.

Cold water therapy became his entry point into stillness. What started as a personal recovery ritual soon evolved into something deeper. During the pandemic, this practice extended from his private balcony into small gatherings. People came together, not just to recover physically, but to reconnect mentally and emotionally.

From these intimate beginnings, PEAQ was born.

A New Definition of Wellness

PEAQ Wellness Club stands apart by redefining what wellness means in today’s world. While many studios focus solely on fitness or recovery treatments, PEAQ introduces a more immersive and social approach.

The club offers a wide range of experiences, including contrast therapy, ice baths, Lagree-based PEAQ Movement classes, stretch sessions, and sports massages. Beyond physical recovery, it integrates practices like breathwork, sound healing, and restorative yoga.

But what truly sets PEAQ apart is its identity as a “third place.”

It is not just a gym, and it is not home. It is a space where people belong. A place where relationships are built, conversations happen, and growth extends beyond the individual.

Luxury Meets Community

Positioned as a luxury lifestyle wellness brand, PEAQ blends high-end experiences with emotional depth. The environment is curated not just for performance, but for presence.

Every detail reflects a balance between exclusivity and inclusivity. While the experience feels premium, the purpose remains human: to create meaningful connections.

This philosophy has also attracted collaborations with globally recognized brands such as Alo, Kerastase, Sephora, and IM8, reinforcing PEAQ’s position at the intersection of wellness, lifestyle, and culture.

A Vision Beyond Dubai

While Dubai serves as the foundation, the vision for PEAQ is global. Ali Hassoun is already looking toward expansion into cities like Berlin, Lisbon, and Bali—destinations known for their openness to new wellness cultures and community-driven experiences.

However, the immediate focus remains the Middle East, where the demand for elevated, experience-driven wellness continues to grow rapidly.

The mission is clear and powerful:
To make wellness social.
To make recovery aspirational.
And to remind people that healing is not just personal, but collective.

Interview

1. What is the name of the club and in which city/country is it located?
PEAQ Wellness Club, based in Dubai, United Arab Emirates.

2. In what year was it founded and who is its creator or CEO?
The club was founded in 2024 by Ali Hassoun.

3. How was the idea of the project born?
In 2019, during a difficult phase of personal and professional challenges, Ali turned to cold water therapy as a form of recovery. What began as a personal ritual evolved into small gatherings during the pandemic and eventually grew into a full wellness movement, leading to the creation of PEAQ.

4. What is the club’s long-term vision?
The vision is to expand into global cities like Berlin, Lisbon, and Bali while building a new culture of social wellness. The goal is to make recovery a shared, aspirational experience.

5. What differentiates this club from others in the market?
PEAQ focuses on creating a complete social wellness experience. It combines recovery treatments, fitness, and curated experiences with a strong emphasis on community and belonging, positioning itself as a “third place” beyond home and work.

6. How would you define your positioning?
PEAQ is positioned as a luxury lifestyle wellness brand.

10. Have you collaborated with brands or sponsors? Which ones?
Yes, PEAQ has collaborated with brands including Alo, Kerastase, Sephora, IM8, and more.

11. In which markets do you want impact first?
The primary focus is on the Middle East.