Nominated for two business awards in 2026, the UAE-based online coaching brand founded by Rory is pushing beyond traditional fitness coaching — with a Dubai clinic now on the horizon.
It has been a landmark year for Recode Coaching.
With two business award nominations in 2026, the UAE-based online fitness and nutrition coaching company is demonstrating that its data-driven approach to client transformation is resonating well beyond the Emirates.
Founded and led by Rory, an Irish entrepreneur who splits his time between Dubai and Bali, Recode has evolved significantly from its beginnings as a one-man coaching operation. Today, the business is supported by a growing team that includes a registered dietitian, head coach and wider client support staff, working with well over 100 clients across the UK, Ireland and beyond.
Data Over Emotion
At the heart of Recode’s philosophy is a straightforward idea: take the guesswork — and the guilt — out of fitness.
“My aim was always to show the data and build trust,” Rory told us.
It’s an approach designed to remove much of the emotional rollercoaster that can come with dieting and training: the self-blame, frustration and feeling that progress isn’t happening quickly enough.
“I can pull up client data in seconds and move away from the feeling and emotions of effort, and show it to them in black and white,” he explained.
That emphasis on transparency has become a defining part of the Recode approach, helping clients understand their progress through measurable information rather than relying solely on how they feel from week to week.
Tackling a Growing Health Conversation
Women’s hormonal health is becoming an increasingly important part of Recode’s work, particularly in areas such as PCOS and perimenopause.
Rory describes these as growing areas of concern, and Recode has responded by developing educational resources and coaching frameworks aimed specifically at women navigating these conditions.
The company’s ambitions for 2027 and 2028 could take that work significantly further — moving beyond online coaching and into physical, in-person care.
“We spent this summer looking at opening up a clinic here in Dubai, so that we can have in-house services — bloodwork, a medical team — that anyone can come to and work with us and the team in person. That’s the next phase,” Rory said.
If realised, the clinic would represent a major evolution for Recode: moving from a purely online coaching model towards a hybrid offering that combines remote coaching with in-person services, diagnostics and medical support.
It would also position the company at the intersection of fitness, nutrition and preventative health — an increasingly relevant space as consumers look for more personalised and evidence-led approaches to wellbeing.
Family First, Before the Next Chapter
For all the ambition behind Recode’s growth, Rory is conscious that business is only one part of the bigger picture.
After several years of building the company from the UAE, he plans to step back from October to spend dedicated time with his two daughters and family in Europe, before returning to the UAE long term to continue developing Recode’s next chapter.
It’s a decision that reflects the balance Rory has sought throughout his entrepreneurial journey: pursuing ambitious growth while remaining conscious of the people and priorities outside of the business.
With two award nominations, a growing international client base and plans for a potential Dubai clinic, Recode Coaching is entering a new phase of its story.
And if the company’s trajectory so far is anything to go by, the next chapter could be its most ambitious yet.
We’ll be watching this space.
