What is Core Direction?

Core Direction is a Dubai-born wellness ecosystem operating two arms under CORE DIRECTION HOLDINGS: CORE DIRECTION, the technology arm (community engagement SaaS, consumer app and AI coaching), and CORE EXPERIENCES, the events arm (festivals, campaigns and destination activation). Together they form Community-Powered Wellness Infrastructure serving 100,000+ humans across 117 countries.

What is TRANSFORMATION OS?

TRANSFORMATION OS is Core Direction's embedded operating system for time-bound, cohort-based, evidence-driven body and lifestyle transformation. Its four-phase methodology — Baseline, Activation, Intervention, Proof — is powered by the AI Body Scanner, AI Personal Trainer and AI Core Coach. The anchor programme, Dubai Transform, delivered 100% engagement, 155kg total weight loss and a 32% rise in happiness scores across a 90-day cohort.

Community-Powered Wellness Infrastructure · since 2008

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:

For workplacesWellness OS → For communitiesCommunity OS → Governments & destinationsCore Experiences →

Get the App Explore the Ecosystem

100K+

Members worldwide

117

Countries

1,000+

Communities & organisations

24B+

Steps & counting

2008

Launched in Dubai · tech since 2015

Trusted on the region’s biggest stages

Dubai Dept. of Economy & Tourism Royal Commission for AlUla Dubai Health Authority Expo City Dubai DMCC Dubai Fitness Challenge Dubai Airports Marriott SquatWolf

Programmes, festivals and activations delivered with government entities, destinations and brands across the GCC.

Where do you want to start?

Find your direction

FOR YOU

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

FOR YOUR WORKFORCE

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

FOR YOUR COMMUNITY

COMMUNITY OS

Events, challenges, groups and gamification in one platform — for clubs, brands, destinations and population-scale campaigns.

community.coredirection.com

FOR YOUR EVENT

CORE EXPERIENCES

The inspiring events agency — COREUNITY Festival, AlUla Wellness Festival, Expo 2020 and city-scale campaigns across the GCC.

experiences.coredirection.com

FOR MEASURABLE CHANGE

TRANSFORMATION OS

Cohort transformation with documented proof — 100% engagement, 155kg lost and +32% happiness in 90 days with Dubai Transform.

The embedded intervention layer

FOR PARTNERS & INVESTORS

CORE DIRECTION HOLDINGS

The parent company — vision, structure, the coreunity philosophy and the category we are building.

holdings.coredirection.com

The founding belief

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.

Our Story → The Coreunity Philosophy →

Trusted at national scale

Partners across the region

Dubai Health AuthorityDubai Fitness Challenge Royal Commission for AlUlaDubai Holding Dubai AirportsEmirates Marriott InternationalExpo 2020 Dubai

Start your movement

Download the app, launch a community, transform a workforce or plan an unforgettable event.

Talk to Us