About
Not ready. Not alone.
A women’s sport challenge based on wellbeing, designed for women, in Dubai since 2025.
The story
It started with a mountain and a sentence.
My father taught me one thing: “Take care of your body. It is the only one you will ever have, and it is the most precious thing you own.” He had a method, discipline and consistency, long before anyone called it longevity.
Years later, after everything my family had been through, my siblings and I climbed Ben Nevis. At the summit, what stayed with me wasn’t the climb. It was what happens when you face something hard with someone beside you.
That experience led me to fall in love with endurance sport. And to years of training without ever understanding my own body: pushing through signals I should have listened to, following programmes written for someone else, with no idea which sport was even right for me.
I went looking for a challenge built around all of it: the wellbeing, the care, the science, and the people. I never found it.
So instead of adapting women to existing races, we’re building one designed for them.
CORA
The WOM
What we run
Everything we build, in three places.
The live experiences, the stories that make women want in, and the work that keeps it going once the beach is empty.
-
Experiences
The rites of passage
- The WOM Challenge, the flagship
- Pink October, the flagship edition
- WOM Mornings, sport and leadership talks
-
Stories
What makes women want in
- Inside the Cadence, podcast in development
- Instagram and LinkedIn content
- A monthly newsletter
-
Routines
The engine, under development
- Zero to Routine, 30 women over 60 days
- A wellbeing and longevity score
- WOM @ Work, corporate keynotes and bespoke formats
Imagine 2031
One global symbol.
- women
- 50,000 women
- countries
- 12 countries
- of health markers collected
- Millions of health markers collected
- of transformations
- Thousands of transformations
Have you earned your pink mark yet?
Press and institutions
The UAE is already moving this way.
The infrastructure and the appetite for exactly what WOM is building already exist.
-
The National · June 2026
Dubai establishes the Dubai Longevity Authority.
A new authority to advance longevity, wellness, biotechnology and medical innovation.
-
Khaleej Times · November 2025
A UAE-wide longevity fitness challenge launches, powered by AI coaching.
Longevity is now a measurable, tracked national trend.
-
UAE Health & Fitness Industry Report · October 2025
The National Sports Strategy 2031 drives record government investment in wellness.
Public investment in wellness is at an all-time high.
-
Khaleej Times · December 2021
Women’s life expectancy in the UAE is projected to climb past 82 years.
The question is no longer how long, but how well.
You know enough. The rest is showing up.
October 2026 · The Retreat, Palm Jumeirah, Dubai
Date announced soon