Torchbearer to Trailblazer Ivana Bruic’s Inspiring Journey
What does it really mean to be a sportsman? For some, it’s just about playing fair, shaking hands after a match, and accepting defeat with grace. But for others, like Dubai-based entrepreneur Ivana Bruic, sportsmanship is much more—it’s about resilience, community, and the courage to keep showing up.
Ivana, the proud founder of Storm Cycling, a rhythm-based cycling studio designed as a safe and empowering space for women, has lived through a journey that beautifully redefines the word sportsmanship. Her life is proof that you don’t always need a racket in hand or a medal around your neck to embody the true spirit of sport. Sometimes, it’s about lifting yourself up after setbacks, supporting others, and creating platforms where everyone feels included.
A Torch That Lit the Way Torchbearer to Fitness
Ivana’s love for sports began in her childhood, but her path was anything but smooth. Born to conservative Croatian parents and raised in Australia, she grew up in a strict household where sports weren’t seen as “a pursuit for women.” Despite that, she found joy in athletics, running track events like the 400m and 300m.
Her life changed forever when she ran with the Olympic Torch in 2000. That proud moment didn’t just cement her bond with sports—it also changed her parents’ perception of her passion. Yet, after this high, life pulled her in other directions. She stepped away from athletics and built a career in fashion and advertising. But deep down, the fire of sports and fitness never went out.
The Birth of Storm Cycling
By 2020, Ivana found her way back to her passion. Inspired by the concept of rhythm workouts—where movement flows with music—she created Storm Cycling. The vision was clear: to give women a safe, community-driven space for high-intensity workouts without the added stress of long commutes or intimidating environments.
Then the pandemic hit. While many businesses froze, Ivana stayed proactive. She quickly pivoted to recorded sessions and online classes, ensuring her clients stayed active and connected during lockdowns. But once the world reopened, she realized people craved more than exercise—they longed for human connection. Storm Cycling evolved into more than a workout studio; it became a sanctuary where women could find joy, strength, and belonging.
Redefining Sportsmanship
For Ivana, true sportsmanship goes far beyond physical performance. It’s in the small, everyday actions—smiling at a fellow participant, offering encouragement, or creating an environment where no one feels left behind. That’s why she doesn’t just hire coaches with certificates; she looks for those who genuinely care about mental as well as physical health.
Her philosophy is simple: leave the stress of the outside world at the door. Inside the studio, it’s not about competing or comparing numbers—it’s about feeling good, moving to the beat, and pushing yourself at your own pace. This approach has resonated deeply, helping Storm Cycling grow from a single studio in Mirdif to a thriving brand with a second branch in Palm Jumeirah.
Lessons from the Journey
Ivana’s story is also one of entrepreneurship, marked by persistence and humility. She openly admits to failing many times along the way, but she sees failure as a teacher. “Things do go wrong,” she says with a laugh, “but how else do you learn?”
Her advice for aspiring entrepreneurs is grounded and real: work in the industry before you launch your business. Understand what people need, listen to feedback, and don’t be afraid to adjust your ideas. Dreams, as she puts it, aren’t meant to float in the clouds—you need to anchor them to the ground and turn them into something tangible.
Mentorship and community also play a vital role in her philosophy. Surround yourself with people you trust, she advises, and stay fully present. Whether it’s leading a class or making a business decision, being grounded and focused can make all the difference.
A Trailblazer for Women
Today, Ivana Bruic isn’t just a fitness entrepreneur—she’s a trailblazer who has redefined what women’s fitness can look like in Dubai. Storm Cycling isn’t about chasing numbers or competing with others; it’s about rhythm, healing, and belonging. Her journey—from being discouraged as a young girl, to carrying the Olympic Torch, to creating a thriving fitness brand—serves as an inspiring reminder that passion and persistence can light up the darkest roads.
And perhaps the most powerful lesson from her story is this: sportsmanship isn’t about winning or losing, it’s about how you rise, how you connect, and how you bring others along on the journey.
Disclaimer: This article is based on publicly available information about Ivana Bruic and her entrepreneurial journey. It is intended for informational and inspirational purposes only and should not be considered as professional advice.
