who we are

In 2002 Dr. Salim M. Abduljawad, a dynamic and visionary businessman with experience in markets around the globe and wide knowledge of different cultures and traditions saw the need for the United Arab Emirates to have a proper and authentic Reflexology and Massage Centre based on Far Eastern ancient teachings.

Immediately his idea was put to realisation and a year later a concept was born: Feet First®. By September 2003 the first ladies only outlet opened for business at Town Centre Jumeirah, Dubai. The concept received an overwhelming response, which encouraged the company to open its second outlet. Seven months later men only Feet First® opened its doors to the public.

To ensure the authenticity of the services offered at Feet First® and to provide high level of customer service with an authentic Far Eastern approach, the company called upon the expertise of experts in the field of “Oriental Healing” from the Far East and the United Kingdom.

With five successful outlets today, and another two to open up, Feet First® is set to follow Dubai in its rapid growth.

Our Promise to our Customers

To give our customers the very best Reflexology and Therapeutic Massage that is physically and mentally healing. Our qualification and training are only part of the treatment; the other is our compassionate approach.


Our vision is to be the region’s leading provider of the genuine art of Oriental Reflexology and Therapeutic Massage in a friendly, competent and professional manner


Feet First® has as its mission, to provide healing and relaxation to its customers through Oriental Reflexology and Therapeutic Massage, which promote optimal physical and mental performance and improve their overall state of wellness. We do this by compassionately providing peaceful and healing places that are unique in character and by hiring only qualified, highly professional and courteous therapists, while making our owners, employees, landlords and suppliers proud to be associated with us.