We build sport and fitness properties, put them in market, and come back for the next edition.
Owned IP, international properties and new builds across the UAE, KSA and the wider GCC, with editions staged into North Africa and Asia Pacific.
Precision builds, operates and grows participation sport and fitness properties.
Own and grow our own IP.
Primal Race and the Precision Series are ours. We carry the format, the standard and the risk, and we run them season after season.
Bring international properties into the region and run them here.
A property that works elsewhere still has to land here. We handle the market entry, the permits, the field and the operating standard so the first edition is not the test edition.
Build new properties for brands and destinations from a blank page.
Format, name, course, judging, community and calendar position. Built to be owned.
Every one delivered by the same crew on the same operating standard.
Primal Race · Dubai
Not an agency that staffs someone else's event, and not a one-off production house.
± We shape the formats rather than only staff them.
± We take a property, put it in market, build the audience around it and run it season after season.
± We carry the operational risk and report against numbers agreed before we start.
The record.
Every flagship edition sold out, and every market we returned to needed double the capacity.
Two properties we own, and one we run for somebody else.
Brands, governments and destinations we have delivered for.
Reebok
1M+ engagements across the Nano launch in KSA, and 2,000 participants through a fitness-led activation in the UAE.
Saudi Expo Fitness
40,000 through the space and 2,000 direct participants, inside a national expo for Sports for All.
SquatWolf
2,500 through the door a year across four Gulf markets, and a competition the brand now owns.
Atkins
500 employees competing, measured on how many took part rather than how many turned up.
Three ways in.
Brands and sponsors
Brand activations, retail and mall activations, product launches, and properties your brand owns rather than rents.
For brands and sponsors → 02Governments and destinations
National participation programmes, destination events, mass participation, and properties the destination owns.
For governments and destinations → 03Corporates
Sports days, team building, company fitness and wellbeing programmes, family days and celebration events.
For corporates →If none of those is quite you, send us the brief anyway.
Public money is funding the behaviour these properties depend on.
Vision 2030 set a target of raising adult physical activity in Saudi Arabia from 13% to 40%. It is already at 59%. The target has already been beaten, and the spending behind it has not stopped.
Participation is a policy objective with a budget attached. We build what that objective is measured on.
How we build a property.
Put the format in market with a partner who has the audience or the ground.
Build the community before the first event through gyms, clubs, workplaces and coaches, so there is a field before entry opens.
We run the course, timing, judging, production, medical and permits.
Return with more capacity, a local coaching base and a calendar position people plan around.
Take the same playbook into the next city.