The infrastructure underneath Community-Powered Wellness
CORE DIRECTION HOLDINGS is the Dubai-headquartered ecosystem that unites technology, live experiences and behavioural intelligence to inspire global fitness, health and happiness — for workplaces, destinations, governments and the communities they serve.
Wellness is not an individual pursuit.
It is a community phenomenon.
People move when they belong. They show up when they are seen. They sustain change when they share it with others. The future of fitness, health and happiness is not a better app or a smarter wearable — it is a coreunity: a community united and inspired by movement.
Built where technology meets human gathering
Most wellness companies are an app, or an agency, or a consultancy. We are one business with two faces — and a strategic data asset that makes them inseparable.
CORE DIRECTION
The community engagement SaaS platform, the consumer wellness app, and the AI intelligence layer — AI Core Coach, AI Personal Trainer and AI Body Scanner — with wearable integrations, gamified challenges, events, leaderboards and behavioural analytics.
- Community Engagement SaaS — from $99/month, unlimited users
- Consumer app — a health coach in every pocket
- AI coaching, body scanning & workout intelligence
- Enterprise integrations — SSO, HCM, analytics
CORE EXPERIENCES
Public wellness festivals — including the flagship COREUNITY Festival — government campaigns at city and national scale, destination activation for tourism boards and developers, and signature corporate experiences across the GCC.
- COREUNITY Festival — the flagship public moment
- National campaigns — DHA, Dubai Fitness Challenge
- Destination activation — AlUla, DMCC UpTown, Expo 2020
- Managed wellbeing programmes & corporate experiences
Five operating systems.
One behaviour-change engine.
Documented, repeatable, deployable systems that let organisations of every kind build their own coreunity — self-deployed from $99 a month, partnered, or fully operated by CORE EXPERIENCES.
WELLNESS OS
Workforce wellbeing & culture transformation. Anchored on DHRE Recharge: 33% adoption, 167% engagement growth, a 204-day streak.
02EXPERIENCE OS
Destination & district activation. Anchored on four editions of the AlUla Wellness Festival and the DMCC UpTown programme.
03COMMUNITY OS
Public festivals & national campaigns. Anchored on DHA Health & Happiness (33,000+ participants) and the Dubai Fitness Challenge (73,000+).
04YOUTH OS Coming
Healthy habits and belonging from the earliest age — building on a schools programme spanning 165 schools and 7,380 students.
+ THE EMBEDDED LAYERTRANSFORMATION OS
Time-bound, cohort-based, evidence-driven transformation inside every operating system. Baseline → Activation → Intervention → Proof, powered by the AI layer. Dubai Transform delivered 100% engagement, 155kg lost, and a 32% rise in happiness in 90 days.
Anchor partnerships across the region
Build your coreunity with us
Governments, destinations, corporates and investors — explore what Community-Powered Wellness Infrastructure can do for the people you serve.
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