Dubai businessperson, formerly an Olympic torchbearer, abandons sports career and reemerges as pioneering force in women's fitness movement.
Ivana Bruic, the founder of Storm Cycling, has created a unique fitness studio in Dubai that offers rhythm workouts set to music. Born to conservative parents in Croatia, Bruic moved to Australia where she ran for track events and later ran with the Olympic Torch in 2000, a proud moment in her life that changed her parents' views on sports.
Before starting Storm Cycling in 2020, Bruic worked in fashion and advertising. However, she was drawn to the concept of 'rhythm workouts' and decided to pivot her career towards fitness. Storm Cycling was born just before the COVID-19 pandemic and aimed to fill a gap in high-intensity workouts in Dubai.
During the pandemic, Bruic pivoted to recordings and videos to keep people exercising, ensuring that her studio catered to a variety of fitness levels, allowing participants to work comfortably toward a level that suits them. The studio offers a meditative and non-competitive workout experience, where participants can find a way to relax.
Bruic's philosophy is that dreams need to be brought down to earth and made real in order to achieve them. She does not romanticize entrepreneurship and believes that it requires working in the industry before starting a business, learning from experience, and being open to feedback. She advises finding a mentor and surrounding oneself with people one trusts in the process of entrepreneurship.
Bruic's approach to sportsmanship in her coaching team includes prioritizing small acts of kindness, such as smiles, goodbyes, and words of encouragement, to bring healing and comfort to others. Her idea of sportsmanship extends beyond athletic competition and includes showing up for others and learning how to bounce back after setbacks.
Storm Cycling has expanded to a second branch in Palm Jumeirah, after nearly five years of growth and planning. The studio is not focused on fierce competition or keeping up with social media standards, but rather on creating a supportive and comfortable environment for all participants. Bruic emphasizes the importance of having the right coaches in her studio to guide participants comfortably toward their own fitness levels.
In the midst of a fast-paced world, Ivana Bruic's Storm Cycling offers a sanctuary where individuals can focus on their fitness journey, supported by a team that prioritizes mental health and kindness.
