Dubai wellness hub PEAQ, founded by Lebanese entrepreneur Ali Hassoun, reportedly raises $2M for expansion
PEAQ, a Dubai-based social wellness club founded by Lebanese entrepreneur Ali Hassoun, has reportedly raised $2 million from private investors to support expansion and a potential second location. The concept, based in Al Quoz, combines Lagree training, contrast therapy, recovery services, and community programming—reflecting a broader shift in Dubai toward integrated wellness experiences.
TL;DR PEAQ , a Dubai-based “social wellness club” founded by Ali Hassoun , has reportedly raised $2 million from private investors to fuel expansion and a potential second location. The concept is built around integrated wellness : Lagree training + contrast therapy + recovery in one destination, designed to feel more like a community hub than a traditional gym. Dubai’s “social wellness” shift is real: wellness is moving from occasional luxury to an everyday lifestyle, bundled with community programming and events. PEAQ and the rise of “social wellness” in Dubai Dubai’s wellness market is evolving beyond the classic split: a workout studio on one side and a recovery clinic or spa on the other. PEAQ has positioned itself as a hybrid— training, recovery, and community under one roof —in a format that matches how people actually schedule wellness in a fast-paced city. In an interview with GQ Middle East , founder Ali Hassoun described the motivation as deeply personal: he wanted a space that didn’t force people to choose between a numbers-driven gym culture and a spa experience that feels disconnected from daily life. What PEAQ offers PEAQ’s product is simple in concept but strong in execution: combine the “work” and the “recovery” —and make the environment social enough to bring people back. Key pillars include: Lagree : a high-intensity, low-impact workout format designed around strength and core stability. Contrast therapy : alternating heat and cold (sauna + cold plunge) to support recovery and reset. Recovery services : muscle tension relief and recovery-focused treatments. VIP suites : private contrast therapy experiences positioned as premium recovery sessions. The “one roof” model is exactly what GQ highlighted: instead of bouncing between multiple locations for IV drips, Lagree, and contrast therapy, the club bundles it into a single flow. Dubai is treating wellness like lifestyle infrastructure , not an oc