Core Direction was established with the principle aim of providing a fresh approach to Health & Fitness in Dubai and across the UAE. With a rapidly expanding international population in the UAE and increasing global awareness of the impact that healthy living can have, it is as a result that the Health and Fitness sector is one of the most rapidly growing industries in the UAE and around the world.

South African born company founder and fitness professional Clifford Tindell set the company up with his wife Carrie Tindell at the start of 2008. “I’ve worked in health & fitness for as long as I can remember - in health clubs, homes, with children and alongside top athletes. I’ve worked around the world for big retail chains and locally for smaller training groups like Boot Camp – my ambition and motivation together with my experience has fuelled my passion for creating a 5 star fitness brand in the middle east to support the needs of the rapidly growing population”.