More Than Muscle: Reform Athletica and Ashri Skin Explore a Holistic Approach to Men’s Health

What does looking after yourself really look like? It might be finding the time to move your body after a demanding week, establishing a skincare routine that makes you feel good, or meeting people who remind you that you don’t have to navigate life’s pressures alone. Yet, when it comes to men’s wellbeing, self-care can still be reduced to physical strength and performance, leaving little room for the quieter rituals that support how we feel, both physically and mentally.

This Movember, two Dubai-based wellness brands are inviting men to broaden that perspective. Reform Athletica, the boutique fitness studio at ICD Brookfield Place, is partnering with Dubai-born premium unisex skincare brand Ashri Skin to introduce its first-ever men-only classes, combining movement with mindful skincare in a collaboration that puts a more holistic approach to wellbeing in the spotlight.

A Different Kind of Strength

There is something powerful about making time for yourself in a city that rarely seems to slow down. Between demanding work schedules, social commitments and the pressure to keep performing, wellbeing can easily become another item on an already crowded to-do list. The challenge is not necessarily knowing what is good for us, but finding the space to make it part of everyday life.

The Reform Athletica and Ashri Skin collaboration offers an opportunity to do just that. Taking place throughout November, the specially curated sessions invite men to experience Reform Athletica’s signature approach to movement while discovering Ashri Skin’s philosophy of mindful skincare.

The idea is refreshingly simple: caring for yourself does not need to be an elaborate undertaking. A workout can offer a moment to reconnect with your body, while a considered skincare ritual can become a small but meaningful act of daily care. Together, these habits encourage men to think beyond physical performance and recognise the value of looking after themselves in different ways.

Skincare Is Self-Care, Too

Skincare has traditionally been overlooked in conversations around men’s wellness, often treated as an optional extra rather than an everyday health and self-care habit, but a routine does not need to be complicated to feel worthwhile. Cleansing the skin, keeping it moisturised and protecting it from sun exposure are practical steps that can fit easily into daily life.

Through the partnership, Ashri Skin brings this perspective into the fitness environment, giving participants the chance to explore a more considered approach to skin health. Each male participant booking a class will receive an Ashri Skin gift bag worth AED 619, containing the Soothe & Protect Trio (Toner, Ampoule and Moisturiser), alongside the Gentle Foaming Cleanser.

It is a thoughtful addition to the experience, offering a starting point for those who want to introduce skincare into their routine without feeling that self-care needs to be complicated or time-consuming.

Stronger Together

One of the most meaningful aspects of the initiative is its emphasis on connection. Movember is widely associated with raising awareness of men’s health, including the importance of mental wellbeing and meaningful conversations. Creating opportunities for men to come together around shared experiences can help make those conversations feel more natural.

As part of ICD Brookfield Place’s wider commitment to wellbeing, the collaboration reflects the importance of creating supportive spaces where men can prioritise their health. Exercise, recovery and personal care each have a place in a balanced lifestyle, but so does the feeling of belonging to a community.

Your Movember Wellness Plan

Ready to make a little more room for yourself this November? Reform Athletica’s men-only classes take place at ICD Brookfield Place on three dates:

• 11 November, 7:30am: RA Strength
• 18 November, 8:30am: Microformer
• 25 November, 8:30am: Reform Method

Each booking includes the complimentary Ashri Skin gift bag worth AED 619. Classes can be booked through Reform Athletica’s online schedule