About Ali

Ali Hassoun is an entrepreneur, investor and speaker with over seven years of experience in wellness. His journey began in 2019, when he left the security of a traditional 9-to-5 to pursue an idea many doubted, a cold-plunge business. What started with one machine and a small event in Hatta soon became the foundation for something much bigger.

When the world paused in 2020, his original plan had to change. With no clear roadmap, Ali began again on a smaller scale, transporting the machines himself, attending every event he could and sometimes sleeping beside the plunges to ensure they maintained the right temperature. Through persistence, experimentation and word of mouth, a small idea gradually grew into a loyal community.

For Ali, the vision was never only about cold therapy. He wanted to create a place where wellness felt social, where people could move, recover and connect through shared experiences. That vision became PEAQ, the Middle East’s first social wellness club. Today, as PEAQ grows from its first home in Al Quoz into its next chapter at One Za’abeel, Ali continues to prove what courage, consistency and a strong sense of purpose can build.