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Sports & Fitness Diploma graduate and avid fitness enthusiast and entrepreneur with 17 years’ experience in the creation and management of gyms, CrossFit boxes, yoga studios, group exercise facilities, health food concepts, and sport & fitness education businesses. Based in Dubai since 2007, Cliff has over a decade of local knowledge and regional insight into the fitness, health and wellness industry, now with his focus on technology driven corporate wellness through his created Core Direction wellness platform & app.