SARAH HOFFMAN
A glimpse into CORE LIFE with CEO, Mr. Justin Musgrove
Introducing a new luxury lifestyle company – one that promotes human potential and improves personal wellbeing. CORE Social Wellness Club is an innovative center built on the pillars of nutrition, social, fitness, and wellness.
The CORE community is one of the high achievers and change makers; those who want the most out of life and can afford it.
This privately owned Saudi company was started in January 2019 and already has four locations: one in Jeddah, two in Egypt (WOC & Pyramid Hills) and one in Riyadh DQ, with more in the works. The concept of CORE came from the needs of its founders in Jeddah. They were tired of driving around the city to meet their wellness needs. They desired a place to train, rejuvenate in the spa, and have a business meeting over lunch, all in one inspiring location. No time was wasted and within one year the first CORE Social Wellness Club location opened in Jeddah.
The CORE Life leadership team understands that if you want to be world class, you need to have world class talent. In June 2021, Mr. Justin Musgrove was brought on board to head CORE’s expansion. Mr. Musgrove built his accomplished career in leisure and hospitality in the UK. Inspired by the Crown Prince’s Vision 2030, he came to the Kingdom in 2019 to lead Saudi fitness company, Leejam. In 2021, as the fitness industry recovered from the Corona pandemic, Mr. Musgrove was approached to manage a start-up called CORE. When he met the founders, saw the product, and understood the vision, he quickly realized there was nothing else like it. He saw running this start-up as an exciting new challenge with incredible potential, and accepting the role as CEO.
Each CORE location is unique, posing new challenges and new learning opportunities. As Mr. Musgove says “everyday is a school day in a start-up”. CORE DQ was opened in December 2021 and it replaced the former DQ Sports Facilities, which was impressive in nature but had not been renovated since it opened in the early 1980s. Significantly larger than CORE Jeddah, CORE DQ offers a multitude of services, from COREx group classes, ENCORE restaurant, luxury villas, a male and female spa, business meeting rooms, a cigar lounge and much more is on the way.
CORE members describe CORE as a “home away from home”. The predominantly Saudi customer service team goes to every length to help members feel welcome and comfortable. The health benefits may drive members to join but the CORE community is a big reason why they stay. From monthly social events, to hiking trips in Taif, and even culinary adventures in Tuscany, CORE goes beyond traditional wellness. CORE curates stimulating experiences for its member community that simply can not be found elsewhere.
Mr. Musgrove offers wise advice for those aspiring to enter the wellness space. His first piece of advice is “Learn your trade.” Whether as a fitness trainer, spa esthetician, or food and beverage server, it’s most important to know your craft. Also, don’t be afraid to start from the bottom. We hear about people when they are at the height of their career, rarely do we see all the steps they had to take to get there.
Micheal Jordan said “Some people want it to happen, some wish it would happen, others make it happen.” If you are one of the latter, then the CORE Life may be for you.
