Build engaged workforces and thriving communities — and prove it
Core Direction is the operating system for wellbeing at scale — an AI-powered app, a community engagement platform and an events agency. We’ve moved 100,000+ people across 117 countries. Choose your starting point:
Programmes, festivals and activations delivered with government entities, destinations and brands across the GCC.
Find your direction
The Core Direction App
Your AI coach in your pocket — body scanning, AI personal training, wearables, challenges and community. Free for 7 days.
- app.coredirection.com
WELLNESS OS
The corporate wellness operating system — 33% adoption vs a 6–12% industry average, proven across Dubai Holding, Emirates and Marriott.
- corporatewellness.coredirection.com
COMMUNITY OS
Events, challenges, groups and gamification in one platform — for clubs, brands, destinations and population-scale campaigns.
- community.coredirection.com
CORE EXPERIENCES
The inspiring events agency — COREUNITY Festival, AlUla Wellness Festival, Expo 2020 and city-scale campaigns across the GCC.
- experiences.coredirection.com
TRANSFORMATION OS
Cohort transformation with documented proof — 100% engagement, 155kg lost and +32% happiness in 90 days with Dubai Transform.
- The embedded intervention layer
CORE DIRECTION HOLDINGS
The parent company — vision, structure, the coreunity philosophy and the category we are building.
- holdings.coredirection.com
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. We call it coreunity — a community united and inspired by movement.
Partners across the region
Start your movement
Download the app, launch a community, transform a workforce or plan an unforgettable event.
Talk to Us