A year in review with founder Nora Hameidani
In its first year of operations, BARRE EFFECT has created an empowering community of strong, like-minded women. Entering the fitness industry in Dubai with a bang, they have consistently strived to be inclusive, distinctive and most importantly; fun. The classes themselves are unique and based on their philosophy to sculpt your body, boost your metabolism and challenge your mind. Whilst they seem so young to have accomplished so much, Barre Effect continue to inspire their clients and provide a safe, welcoming space to make fitness and wellness a priority – Even if it’s just for 50 minutes at a time! Founder Nora Hameidani sits down to discuss the trials and tribulations faced as Barre Effect turns one. Reflecting on her first year as an entrepreneur, she discusses the importance of quality staff, setting priorities, developing relationships and paying attention to the smaller details.
Upon entering Barre Effect’s Al Safa studio, you are immediately greeted with friendly smiles and a warm welcome from the staff. Nora attests that “staff are everything” and it’s important not to micro-manage in order to succeed. The Barre Effect staff are engaged in the business and their input is encouraged. In terms of time management and stress levels, it is essential to trust your colleagues. As a busy mother of two young boys, Nora emphasises the importance of being able to leave work and know that your staff are capable to continue without you as no-one can do it all. Nora’s top tip when it comes to managing staff is to surround yourself with likeminded, trustworthy people that are capable of holding down the fort. If you’ve visited Barre Effect, you would have noticed the family-like relationship between the staff. The happiness each staff member shows directly impacts the customer experience and Barre Effect as a brand.
Relationship management is a key element to the running of any business and trust is essential. Inclusive of staff, clients and distributors it is important to develop and nurture relationships in order for the business to flourish. In just one year, Barre Effect has managed to create a strong sense of trust which has further developed relationships and ensured they have a loving community of regular clients visiting the studio. Nora sees the value in moving on from disagreements and stresses patience at all times. Noting that when it comes to working in Dubai, it is important to take into consideration that staff are from different cultures and backgrounds. Patience is key and is something she has worked hard on developing throughout her first year of business.
Setting priorities and looking at the bigger picture are two essential elements when implementing Barre Effect’s business plan. Nora explains that not everything has to be taken care of right away and it is just as important to take a break from work as it is to finish your tasks. Taking a break allows you to gain a fresh perspective and return with a clear focus and a new take on how to manage the tasks at hand. Taking a break is part of looking at the bigger picture. Nora reminds us that “everything will be okay.” Knowing that everyone makes mistakes and trusting that there are no bad intentions behind them are essential to moving on. Not everything is controllable, success will inevitably invite disappointment and frustration but every hurdle provides the opportunity for further growth.
It is the attention to detail that has seen Barre Effect gain a myriad of fans. From the details included in their Barre Effect socks to the inviting floral wall paper in the bathroom, the smallest of details are always considered. Describing herself an organized, detail-oriented person Nora takes pride in paying attention to every detail. Whether it be designing the studio, events or day-to-day operations, everything has a reason behind it. Noting that she has received numerous compliments from clients for small details she didn’t think people would notice makes her grateful and proud of her hard work. The satisfaction upon hearing such compliments motivates her to consistently maintain this high level of detail throughout the studio.
The best advice Nora has for entrepreneurs is to enter with good intentions. Describing herself as a realist, she explains it is essential to manage your expectations. Reflecting on her first year, Nora states “I didn’t start the brand and studio to be the best, to prove anything, or win any awards. I just wanted to create a place where people wanted to be and wanted to work, and where we would all have a good time! It has been a huge learning experience and as first-time business owner I have definitely made mistakes along the way. But barre, fitness, and customer service are things that I am passionate about and really care to do properly. So far, things are going better than I ever expected or could have ever hoped! That is an amazing feeling that I am so grateful for” In terms of what’s next for this dynamic studio, they are committed to being the best. They are consistently listening to the needs of clients and developing accordingly. Keeping the same sense of community whilst expanding to include new teachers and more classes is just the beginning. Watch this space.
