In the ever-evolving world of athleisure, one brand stands out for its commitment to sustainability, functionality, and timeless design. Be Athletica, founded by a visionary entrepreneur with a deep-rooted passion for fashion and movement, is redefining the way women experience activewear. The Tharwa Edition had a chat with the founder to explore her journey, the challenges of building a sustainable brand, and her vision for the future of athleisure in the UAE and beyond.
Anna Chipala: What inspired you to start Be Athletica, and how did your personal journey influence the brand’s ethos?
Gauri Sarma: I’ve always known I wanted to start my own business, but I wanted to build up my experience first. I also wanted the idea to come to me naturally. One day, while visiting apparel manufacturers and fabric mills, I discovered piles of deadstock fabric—materials that were sitting unused in factories. I started collecting swatches and soon realized I had enough to create an entire activewear collection.
I studied at the London College of Fashion and worked in retail during university to understand the dynamics of customer engagement. Later, my experience in e-commerce for top fashion brands in London and Dubai helped shape my understanding of what customers truly want. This journey led me to conceptualize and launch Be Athletica—an athleisure brand designed for the modern woman who values both function and style.
AC: Can you walk us through your daily routine and how it aligns with the active lifestyle that Be Athletica promotes?
GS: I’m an early riser—my day starts at 5:30 AM. I alternate between playing tennis and strength training, followed by breakfast before heading to work. I visit the factory twice a week and spend the rest of my time in the office. No two days are ever the same, but one habit I’ve committed to this year is a 45-minute walk in the evening, leaving my phone behind. This quiet time allows me to reflect on my day while also increasing my step count.
Be Athletica is for all women—whether you’re just starting your fitness journey or you’re a dedicated enthusiast. I believe movement should be fun and uplifting, and wearing Be Athletica brings me closer to that feel-good factor.
AC: What challenges did you face in establishing a sustainable athleisure brand in the UAE, and how did you overcome them?
GS: Every business faces challenges, but one of the biggest hurdles for Be Athletica was the inability to restock top-performing styles. Since we use deadstock fabric, once a specific batch is used up, it cannot be replenished. This means that while some of our bestsellers are no longer available, our customers own one-of-a-kind, limited-edition pieces.
Instead of seeing this as a limitation, I view it as an opportunity for constant innovation. We continue experimenting with new fabrics, designs, and textures, ensuring our customers always have something fresh and unique to look forward to.
AC: How do you ensure that Be Athletica‘s products meet both functional and aesthetic standards for the modern woman?
GS: I am obsessed with researching market trends, but I make a conscious effort to steer away from fleeting fads. Be Athletica’s philosophy is rooted in timeless, feminine designs that remain wardrobe staples for years. Whether it’s a co-ord set or a workout top, our pieces are crafted to offer longevity without compromising on style.
Every design undergoes rigorous fit testing and detailing to ensure that it’s both flattering and functional. We also incorporate playful graphics and slogans to add a touch of personality to our collections. Our ultimate goal? For our customers to say, “I wear this all the time”—even years after purchasing it.
AC: How do you see the athleisure market evolving in the UAE and globally, and what role do you envision for Be Athletica in that landscape?
GS: The demand for versatile athleisure is growing exponentially, especially in the UAE and GCC. More women are looking for clothing that transitions seamlessly from work to workout, from day to night, and even for travel. At the same time, fitness communities—from Padel and Pilates to running and walking groups—are booming, fueling the need for adaptable and stylish activewear.
Be Athletica is designed for women who lead dynamic, fast-paced lives. Our goal is to continue evolving alongside our customers, offering pieces that not only support their lifestyles but also inspire them to feel their best every day.
AC: What advice would you give to aspiring entrepreneurs looking to enter the sustainable fashion industry?
GS: At Be Athletica, supply chain transparency and responsible sourcing are non-negotiable. Sustainability shouldn’t be an afterthought—it should be embedded in the brand’s DNA. However, it’s important to remember that sustainability alone isn’t enough to drive a business forward.
My advice? Create a brand with a strong personality—something that stands out. Sustainability should be an essential part of your offering, but customers should connect with your brand on a deeper level. They deserve beautiful, consciously made products that fit seamlessly into their lives. Everything else is just a bonus.
As Be Athletica continues to grow, its commitment to sustainability, innovation, and empowering women remains at the heart of its mission. Whether you’re stepping into your first workout or looking for pieces that blend style with function, Be Athletica is a brand that celebrates movement in its purest form.
