Privilee

What Privilee does

Privilee is a UAE-based subscription membership platform, founded in 2015 and headquartered in Jumeirah Lake Towers, Dubai (Privilee DMCC). The company aggregates access to more than 100 premium partner venues across five-star beach clubs, resort pools, gyms, fitness studios, padel and tennis courts, water parks, kids' clubs, and partner restaurants and spas in the UAE, with country sites also live in Bahrain, Oman, and Qatar, and regional offices opened in Singapore and Hong Kong. Members redeem benefits via a mobile-first product (native iOS and Android apps backed by privilee.ae) featuring a digital membership card, venue check-in/check-out, in-app booking for fitness classes, padel, and personal training, and point-of-sale discount redemption at dining and spa venues.

The platform serves two customer segments: affluent individuals and families in the UAE (primary, B2C) and corporate employers purchasing the Privilee Corporate Wellness Programme as an employee benefit (secondary, B2B). Individual subscriptions are sold directly via web and mobile self-serve flows at AED 579/month on a 12-month commitment (or AED 6,948 paid upfront annually), AED 633/month on a 3-month plan, or AED 1,199 on a 1-month plan, with annual memberships auto-renewing. Additional revenue is generated transactionally through personal training sessions (paid in-app with Privilee-approved independent trainers), extra fitness class bookings beyond the weekly complimentary allocation, and guest passes. The B2B channel is run through a direct sales team with flexible, tailored plans and bank-transfer invoicing.

Privilee has no disclosed institutional funding, no parent company, and no published revenue figures. The company is led by CEO and founder Lars Johannesen, holds 51-100 employees, and has been recognised as What's On Awards 2024 Favourite Lifestyle App, recommended by Time Out Dubai, and certified as a Great Place to Work in 2025. Its core technical assets are a venue-registration/check-in system and an integrated booking engine, with no disclosed API, SDK, or AI/ML capabilities.

Name

Privilee

Legal name

Privilee DMCC

Website

https://privilee.ae

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Privilee is a UAE-founded subscription membership platform (since 2015) that aggregates access to 100+ premium beach clubs, pools, gyms, fitness studios, water parks, and restaurants for affluent residents and corporate employers across the UAE, Bahrain, Oman, Qatar, Singapore, and Hong Kong via mobile and web apps.

Ownership category

akta.pro rank

Product category

Lifestyle Membership Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Luxury Wellness & Spa Resorts (THAGACAG)

akta.pro secondary industries

Wellness, Spa & Retreat Travel Agencies (THAKAFAI), Private Wellness & Retreat Experiences (Personalized Spa, Yoga, Healing) (THAJALAI)

Keywords

• Lifestyle membership platform
• Beach club access
• Fitness club subscription
• Wellness discount program
• Corporate wellness benefits

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Individual Subscription Memberships: Recurring subscription revenue from individual members paying monthly (AED 579/month for 12-month plan), quarterly (AED 633/month for 3-month plan), or annual upfront fees. Memberships auto-renew annually. Members receive unlimited access to partner venues plus dining and spa discounts.
2. Corporate Wellness Memberships: B2B subscription plans sold to companies as employee wellness benefits. Terms governed by separate Corporate Membership Agreement with flexible plans, tailored products, and easy setup. Corporate clients pay via bank transfer per separate agreement.
3. Personal Training Sessions: Members can book personal training sessions with approved independent trainers through the app. Sessions are priced by category, time, and partner venue, and paid through the app.
4. Extra Fitness Class Bookings: Members can purchase extra fitness classes beyond their complimentary weekly allocation at selected venues through the app.
5. Guest Passes: 12-month plan members receive 2x guest passes for five weekdays. Additional guest passes can be purchased for weekday access to partner venues.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Privilee operates a subscription-based lifestyle membership platform providing members with access to 100+ premium venues across the UAE and internationally, including five-star beach clubs, resort pools, gyms, fitness studios, padel and tennis courts, water parks, kids' clubs, and partner restaurants. Members access benefits through a mobile app (iOS/Android) and website using a digital membership card, with options for individual plans or a separate B2B Corporate Wellness Programme.

Product overview

Privilee is a lifestyle membership platform — accessible via a mobile app (iOS/Android) and a website — that aggregates access to five-star hotels, beach clubs, pools, gyms, fitness studios, water parks, and restaurants across the UAE and expanding internationally (Qatar, Bahrain, Oman). The core offering combines Pool & Beach Access, Gym & Fitness Access, Kids & Family Access, Dining & Spa Discounts, and Privilee Padel into a single subscription, with optional add-ons including Personal Training Sessions, Fitness Class Bookings, Tennis & Squash Courts, Water Parks Access, and Guest Passes. A separate Corporate Wellness Programme offers B2B membership plans for employee benefits. The Privilee Insider blog serves as a content and news platform for members. Membership tiers include short-term (1-month, 3-month) and annual plans (12-month subscription or prepaid) with varying benefit inclusions.

Differentiator

Problem solved

Functional benefit

Products and services

• Privilee Individual Membership Direct-to-consumer subscription providing individual UAE residents with unlimited access to 100+ premium venues (beach clubs, pools, gyms, fitness studios, padel courts, water parks, kids' clubs) plus dining and spa discounts. Available in 1-month (AED 1,199), 3-month (AED 633/month), and 12-month (AED 579/month or AED 6,948 upfront) plans.
• Privilee Corporate Wellness Programme B2B subscription programme enabling UAE companies to offer the Privilee lifestyle membership as an employee wellness benefit, with flexible plans, tailored product options, easy setup, and invoiced billing via bank transfer under a separate Corporate Membership Agreement.
• Personal Training Sessions Members can book personal training sessions with Privilee-approved independent trainers through the app, with sessions priced by category, time, and partner venue and paid within the app.
• Extra Fitness Class Bookings Members can purchase additional fitness classes beyond their complimentary weekly allocation at selected partner studios through the app.
• Guest Passes 12-month plan members receive two weekday guest passes; additional guest passes can be purchased for weekday access to partner venues, valid Monday-Friday excluding UAE public holidays.
• Privilee Mobile App Native iOS and Android app serving as the primary member interface for venue discovery, check-in/check-out at partner venues via the digital membership card, fitness class and padel bookings, and dining/spa discount redemption.

Quantifiable outcome

• Save AED 1,440 annually vs. paying month-to-month on the 12-month plan
• +4 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Wellness Mama / SpaFinder: Spa and wellness marketplace offering vouchers and discovery for spa, fitness, and wellness experiences globally. Comparable as a third-party platform aggregating premium wellness access, with overlapping dining/spa discount value proposition.

Direct peers

• The Entertainer: UAE-founded buy-one-get-one-free and discount membership app covering dining, leisure, and attractions across the Middle East and globally. Direct competitor in the UAE lifestyle discount space with overlapping target customers and venue partners.
• ResortPass: Day-pass booking platform for hotel pools, beach clubs, and resort amenities. Comparable to Privilee's beach club and resort pool access offering, though ResortPass operates on a per-booking model rather than unlimited subscription.
• ClassPass: Global subscription aggregator providing access to fitness studios, gyms, and wellness experiences under a single membership. Directly comparable to Privilee's gym and fitness access offering, though ClassPass operates a credit-based model rather than unlimited access.
• Gympass: Corporate wellness platform offering employees access to a global network of gyms, studios, and wellness apps. Closely comparable to Privilee's corporate wellness B2B product, with both targeting employer-paid employee fitness benefits.

Regional players

• Fittr: India-based online fitness and wellness coaching platform with growing corporate wellness offerings. Comparable corporate wellness angle, though Fittr focuses on digital coaching rather than physical venue aggregation.
• Urban Sports Club: European subscription platform providing flexible access to gyms, studios, and sports facilities across multiple cities. Comparable business model and technology to Privilee, but focused on European markets rather than the Middle East.

Broad incumbents

• Equinox: Premium fitness club operator with luxury memberships and integrated hospitality experiences (Equinox Hotels). Comparable on the premium positioning and bundled luxury wellness offering, though Equinox owns its venues rather than aggregating partners.
• Soho House / Membership Collective Group: Global members-only hospitality and lifestyle club offering access to hotels, clubs, gyms, and curated experiences for a recurring fee. Comparable as a premium membership model bundling lifestyle access, though Soho House operates owned venues rather than aggregating third-party partners.
• Daybreak by Marriott Bonvoy: Marriott's day-pass and experiential offering for hotel pool, spa, and dining access for non-guests. Comparable as a competing channel for hotel amenity access, backed by Marriott's global brand portfolio and loyalty ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCAfLAvYX4GXfhCWgJuJmfkw
• Facebookfacebook.com/privilee/?l=en_US
• LinkedInlinkedin.com/company/privilee
• Instagraminstagram.com/privilee_uae
• Xx.com/Privilee_UAE

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Privilee