Reza Alavi got the feel of Pilates while he was employed at Nissan's office in Dubai as a management consultant. The 37-year-old Franco-Iranian says he took to heart Nissan's motto of "inspiring change" and left his job in 2008 to start his Real Pilates studio in Dubai.
How did you become interested in Pilates?
I was introduced to both Pilates and yoga in 2005-2006. I am not overweight, and lead a balanced life. But with Pilates I saw I had higher energy levels and reconnected with myself. I did that for a whole year, four to five times a week. But I could not find a real quality teacher or no right place location wise or machine wise. And so thought why not start one myself.
You started in Palm Strip Mall, Jumeirah. Why did you choose the place?
I knew the location and the demography of the clients well. I knew there was a demand. It is a residential, well-established area and less prone to economic fluctuations. I also needed a 3,000-square-foot space where people can park easily.
You opened your second Pilates studio in Jumeirah Lakes Towers in December 2011. What are your plans for expansion?
I am sure we will expand. Most of my strategy is based on customer and client demand. We opened the studio in Jumeirah Lakes Towers because so many of our customers used to drive down from there.
How has your customer base grown over the past three years?
We started [in 2009] with zero customers. The first few days we used to expectantly look at the door and then one person walked in, and then two and three. Now we have more than several thousand clients across the two studios.
We are for end-users and we also are an international training centre for those who want to become a Pilates instructor. We have trained more than 400 instructors. A large portion of the instructors are based in Dubai and Abu Dhabi. The rest come from Iran, Lebanon, Egypt and even India.
How competitive is this business in the UAE?
We have noticed a significant increase in the number of facilities offering Pilates in Dubai; so I would say the market is now indeed highly competitive. We still expect in the near future a few more facilities - existing or new ones - to start offering Pilates, but soon after we foresee a stabilisation of this trend with the different players hopefully starting to focus more on quality rather than quantity.
How expensive is it to set up a Pilates studio?
A Pilates studio can be mat-based, too, without any equipment. Then that is not cash demanding. It also depends on location. We had invested several thousand dirhams.
What should be a break-even target?
Two to three years as a target is fine. As for us, we do not share that figure.
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Ten tax points to be aware of in 2026
1. Domestic VAT refund amendments: request your refund within five years
If a business does not apply for the refund on time, they lose their credit.
2. E-invoicing in the UAE
Businesses should continue preparing for the implementation of e-invoicing in the UAE, with 2026 a preparation and transition period ahead of phased mandatory adoption.
3. More tax audits
Tax authorities are increasingly using data already available across multiple filings to identify audit risks.
4. More beneficial VAT and excise tax penalty regime
Tax disputes are expected to become more frequent and more structured, with clearer administrative objection and appeal processes. The UAE has adopted a new penalty regime for VAT and excise disputes, which now mirrors the penalty regime for corporate tax.
5. Greater emphasis on statutory audit
There is a greater need for the accuracy of financial statements. The International Financial Reporting Standards standards need to be strictly adhered to and, as a result, the quality of the audits will need to increase.
6. Further transfer pricing enforcement
Transfer pricing enforcement, which refers to the practice of establishing prices for internal transactions between related entities, is expected to broaden in scope. The UAE will shortly open the possibility to negotiate advance pricing agreements, or essentially rulings for transfer pricing purposes.
7. Limited time periods for audits
Recent amendments also introduce a default five-year limitation period for tax audits and assessments, subject to specific statutory exceptions. While the standard audit and assessment period is five years, this may be extended to up to 15 years in cases involving fraud or tax evasion.
8. Pillar 2 implementation
Many multinational groups will begin to feel the practical effect of the Domestic Minimum Top-Up Tax (DMTT), the UAE's implementation of the OECD’s global minimum tax under Pillar 2. While the rules apply for financial years starting on or after January 1, 2025, it is 2026 that marks the transition to an operational phase.
9. Reduced compliance obligations for imported goods and services
Businesses that apply the reverse-charge mechanism for VAT purposes in the UAE may benefit from reduced compliance obligations.
10. Substance and CbC reporting focus
Tax authorities are expected to continue strengthening the enforcement of economic substance and Country-by-Country (CbC) reporting frameworks. In the UAE, these regimes are increasingly being used as risk-assessment tools, providing tax authorities with a comprehensive view of multinational groups’ global footprints and enabling them to assess whether profits are aligned with real economic activity.
Contributed by Thomas Vanhee and Hend Rashwan, Aurifer
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Engine: 2.0-litre 4cyl turbo
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Fuel consumption: 6.9L/100km
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