The Story Behind Reform Athletica And The Woman Who Built It

Wellness is often spoken about as fitness, but for Dina Elshurafa, it became something much deeper. In this episode of the Chromatic Connection Podcast, host Fatima Al Shirawi sits down with Dina Elshurafa, co-founder of Reform Athletica, to explore the journey behind building one of the region’s most loved fitness and wellness spaces. From her early years between Saudi, London, Dubai, and Palestine, to a 15-year career in law, Dina shares how discipline, service, hospitality, and personal resilience shaped the way she built Reform Athletica. Together, they discuss entrepreneurship, the psychology of space, the importance of authenticity in business, Reform Athletica’s expansion from Jumeirah to DIFC and Riyadh, and Dina’s personal journey as a type one diabetic. Tune in to learn: → How Dina’s upbringing across Saudi, London, Dubai, and Palestine shaped her worldview → What 15 years as a lawyer taught her about discipline, service, and client experience → How Reform Athletica started from a personal gap in the fitness market → Why design, natural light, art, and atmosphere are central to the Reform experience → How authenticity became one of the strongest foundations of the brand → Why expanding to Riyadh felt both strategic and deeply personal → What entrepreneurs need to understand about resilience, ego, and the ability to pivot → How Dina’s type one diabetes journey changed her relationship with fitness, discipline, stress, and self-awareness ⏱️ Key Moments • 02:15 Growing up between Saudi, London, Dubai, and Palestine • 06:50 How law shaped Dina’s approach to service and business • 09:30 The idea behind Reform Athletica and opening in Jumeirah • 13:50 How diabetes led Dina to fitness, running, Pilates, and strength training • 17:00 Building a fitness space that feels calm, welcoming, and non-intimidating • 24:10 Expanding Reform Athletica to Riyadh and bringing the brand back to Saudi • 43:30 Living with type one diabetes, diagnosis, hypos, discipline, stress, and support systems Follow Chromatic Connection Podcast Instagram:   / chromaticconnection   TikTok:   / chromaticconnection   Follow the host Fatima Al Shirawi:   / thegraciousf   Follow the guest Dina Elshurafa:   / delshurafa   Follow Reform Athletica   / reformathletica   Follow Reform Athletica KSA   / reformathleticaksa