A philosophy that is lived,
not licensed
CORE DIRECTION HOLDINGS is founder-led — deliberately. The architecture of this business requires someone holding the entire ecosystem in their head: how a government campaign feeds a corporate deployment, which feeds a festival, which grows the app, which strengthens the AI, which deepens the database.
Cliff Tindell
Twenty-five years in fitness and wellness. A former competitive athlete who built this business from grassroots fitness communities — outdoor sessions, running crews, the slow and personal work of getting humans to show up for each other.
That history is the company's strategic root: before Core Direction was a platform, it was a community. The technology was built to scale what already worked between people — never to replace it.
- 25+ years in the fitness & wellness industry
- Competitive sports background
- Built from grassroots communities, since 2008
- Architect of the coreunity philosophy
"Modern technology has disconnected people. Wellness should be social. Movement changes lives. Great leaders inspire healthier communities — and fitness, health and happiness should be accessible to everyone."
The founder's role in the architecture
Operational leadership absorbs execution — but the architectural integrity stays with the founder. Senior leaders across both arms are hired to hold the whole picture: a CORE EXPERIENCES leader who understands the technology arm; a technology leader who understands what live experiences make possible. One ecosystem, understood end to end.
A boutique agency's soul.
An infrastructure company's ambition.
Tight permanent team
A lean core supplemented by contracted specialist capacity during peak delivery windows — cost discipline through every scaling phase.
Event Directors lead delivery
Delivery is led by Event Directors with implementation teams beneath — generalists who can run any operating system, not artificial specialisation.
Founder-led storytelling
Performance marketing paired with founder-led, PR-driven narrative — a category is defined by its loudest credible voice.
Speaking, press & media
For keynote invitations, interviews and press enquiries, reach the founder's office directly.
Media & Speaking Enquiries