Since Privilee launched four years ago, it’s helped thousands of people across the UAE get a taste of the five-star lifestyle for a fraction of the cost. All because the man behind it was once part of the group of Dubai residents who spend far too much money on single-day passes at hotel beach resorts.
Danish national and entrepreneur Lars Johannesen moved to Dubai from Denmark in 2009, having visited the region frequently for several years. One of his favourite activities was spending weekends at resorts with his wife and friends.
“Back then, we would regularly try out different properties. I never thought about buying a resort membership and would simply pay the day-pass rates required, as we loved the flexibility and freedom of trying out various places,” he says.
It was important for me to create something that my family could enjoy too
“Along with buying lunch, drinks by the pool, a massage and dinner, it would equate to a huge sum of money for a simple weekend in the sun.
"It was only when I spent a weekend with friends who had multiple discounts and free access to resorts that I realised there was a gap in the market to bring this benefit to residents in the wider region," he adds. "It was important for me to create something that my family could enjoy too, so we could spend endless weekends or even weekdays experiencing 'daycations' without having to spend a fortune and still being able to sleep in our own bed."
And so, Johannesen founded lifestyle brand Privilee in 2015. Today, the membership service offers access to 50 pools and beach clubs across the UAE, more than 56 five-star gyms and discounts at hundreds of affiliated restaurants everywhere from Atlantis, The Palm to the Address Montgomerie in Dubai, and Saadiyat Beach Club to the Park Hyatt in Abu Dhabi.
But fret not if you’re in Ras Al Khaimah, Fujairah or Ajman, there are hotels and gyms to access there, too. Most recently, it expanded its reach to more than 1,000 free fitness classes, and includes sports such as tennis and squash, and outdoor activities including water sports and golf. Membership packages start at Dh529 per month if you sign up for a year, which includes two free guest cards for one-time use. Guest cards offer the same deals and discounts, and are valid for five working days. The most expensive option, a one-month membership, costs Dh1,199.
Privilee launched to little fanfare with just eight listed hotels and four members of staff. Rapid expansion meant the company went from taking to the streets to hand out flyers and brochures about its offers, to going fully digital later this month. It now employs 22 people and has thousands of active members. The company also proved dynamic – listening to customer suggestions and being quick to take on new offers – from discounts across spas to restaurants.
It’s an impressive trajectory, but Johannesen isn’t one to laud Privilee’s success in public. Until now, he’s remained very much behind the scenes; in fact, after four years at the helm of the company, this is his first media interview.
These days, hotels and resorts wanting to partner approach Privilee, and not the other way around. The key it seems is to keep evolving. By the end of this month, Privilee has pledged to go card-free, with everything being available on an app. It’s also taken on a new focus on fitness, introducing 1,000 classes into its repertoire this month. This includes access to independent and boutique gyms, not just the large chains and in-hotel facilities. Some standout offerings include Smart Fitness, TribeFit and FitRepublik in Dubai, and Let’s Go Gym in Abu Dhabi. Personal training is also offered at many of Privilee’s partners at a discounted rate. Think of it almost like an Entertainer and ClassPass membership in one.
“Interest in fitness and well-being has dramatically increased over the last couple of years in the region. We realised there was a demand for classes and independent gym access,” Johannesen says.
Families are also catered for. One membership also allows access for two to three kids, so it’s a good option if you’re a parent – you can safely head off to the Fairmont for a gym session and leave the children at the kid’s club for free. The whole family can then spend the rest of the day at the pool or beach club, with a discounted meal to round it all off.
In the coming months, the app will add leisure and entertainment venues to its array of offerings. “Fitness classes are just the start,” Johannesen says. “In future, we are going to be expanding our portfolio of resort partners and extending into other areas of the leisure market. I would love to see Privilee as the only membership you need.”
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Celta Vigo 2
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Living in...
This article is part of a guide on where to live in the UAE. Our reporters will profile some of the country’s most desirable districts, provide an estimate of rental prices and introduce you to some of the residents who call each area home.
'Champions'
Director: Manuel Calvo
Stars: Yassir Al Saggaf and Fatima Al Banawi
Rating: 2/5
Specs
Engine: Electric motor generating 54.2kWh (Cooper SE and Aceman SE), 64.6kW (Countryman All4 SE)
Power: 218hp (Cooper and Aceman), 313hp (Countryman)
Torque: 330Nm (Cooper and Aceman), 494Nm (Countryman)
On sale: Now
Price: From Dh158,000 (Cooper), Dh168,000 (Aceman), Dh190,000 (Countryman)
UK's plans to cut net migration
Under the UK government’s proposals, migrants will have to spend 10 years in the UK before being able to apply for citizenship.
Skilled worker visas will require a university degree, and there will be tighter restrictions on recruitment for jobs with skills shortages.
But what are described as "high-contributing" individuals such as doctors and nurses could be fast-tracked through the system.
Language requirements will be increased for all immigration routes to ensure a higher level of English.
Rules will also be laid out for adult dependants, meaning they will have to demonstrate a basic understanding of the language.
The plans also call for stricter tests for colleges and universities offering places to foreign students and a reduction in the time graduates can remain in the UK after their studies from two years to 18 months.
Key facilities
- Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
- Premier League-standard football pitch
- 400m Olympic running track
- NBA-spec basketball court with auditorium
- 600-seat auditorium
- Spaces for historical and cultural exploration
- An elevated football field that doubles as a helipad
- Specialist robotics and science laboratories
- AR and VR-enabled learning centres
- Disruption Lab and Research Centre for developing entrepreneurial skills
Company Profile
Name: JustClean
Based: Kuwait with offices in other GCC countries
Launch year: 2016
Number of employees: 130
Sector: online laundry service
Funding: $12.9m from Kuwait-based Faith Capital Holding
The specs
- Engine: 3.9-litre twin-turbo V8
- Power: 640hp
- Torque: 760nm
- On sale: 2026
- Price: Not announced yet
Infiniti QX80 specs
Engine: twin-turbocharged 3.5-liter V6
Power: 450hp
Torque: 700Nm
Price: From Dh450,000, Autograph model from Dh510,000
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1. Fasting
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3. Hajj
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The alternatives
• Founded in 2014, Telr is a payment aggregator and gateway with an office in Silicon Oasis. It’s e-commerce entry plan costs Dh349 monthly (plus VAT). QR codes direct customers to an online payment page and merchants can generate payments through messaging apps.
• Business Bay’s Pallapay claims 40,000-plus active merchants who can invoice customers and receive payment by card. Fees range from 1.99 per cent plus Dh1 per transaction depending on payment method and location, such as online or via UAE mobile.
• Tap started in May 2013 in Kuwait, allowing Middle East businesses to bill, accept, receive and make payments online “easier, faster and smoother” via goSell and goCollect. It supports more than 10,000 merchants. Monthly fees range from US$65-100, plus card charges of 2.75-3.75 per cent and Dh1.2 per sale.
• 2checkout’s “all-in-one payment gateway and merchant account” accepts payments in 200-plus markets for 2.4-3.9 per cent, plus a Dh1.2-Dh1.8 currency conversion charge. The US provider processes online shop and mobile transactions and has 17,000-plus active digital commerce users.
• PayPal is probably the best-known online goods payment method - usually used for eBay purchases - but can be used to receive funds, providing everyone’s signed up. Costs from 2.9 per cent plus Dh1.2 per transaction.
Global state-owned investor ranking by size
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China
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UAE
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Norway
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Canada
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Killing of Qassem Suleimani
Killing of Qassem Suleimani
Killing of Qassem Suleimani
UAE currency: the story behind the money in your pockets
The specs: 2018 Audi Q5/SQ5
Price, base: Dh183,900 / Dh249,000
Engine: 2.0L, turbocharged in-line four-cylinder / 3.0L, turbocharged V6
Gearbox: Seven-speed automatic / Eight-speed automatic
Power: 252hp @ 5,000rpm / 354hp @ 5,400rpm
Torque: 370Nm @ 1,600rpm / 500Nm @ 1,370rpm
Fuel economy: combined 7.2L / 100km / 8.3L / 100km
Points tally
1. Australia 52; 2. New Zealand 44; 3. South Africa 36; 4. Sri Lanka 35; 5. UAE 27; 6. India 27; 7. England 26; 8. Singapore 8; 9. Malaysia 3
Jigra
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The insured employee may still file an ILOE claim even if a labour dispute is ongoing post termination, but the insurer may suspend or reject payment, until the courts resolve the dispute, especially if the reason for termination is contested. The outcome of the labour court proceedings can directly affect eligibility.
- Abdullah Ishnaneh, Partner, BSA Law
KILLING OF QASSEM SULEIMANI
What the law says
Micro-retirement is not a recognised concept or employment status under Federal Decree Law No. 33 of 2021 on the Regulation of Labour Relations (as amended) (UAE Labour Law). As such, it reflects a voluntary work-life balance practice, rather than a recognised legal employment category, according to Dilini Loku, senior associate for law firm Gateley Middle East.
“Some companies may offer formal sabbatical policies or career break programmes; however, beyond such arrangements, there is no automatic right or statutory entitlement to extended breaks,” she explains.
“Any leave taken beyond statutory entitlements, such as annual leave, is typically regarded as unpaid leave in accordance with Article 33 of the UAE Labour Law. While employees may legally take unpaid leave, such requests are subject to the employer’s discretion and require approval.”
If an employee resigns to pursue micro-retirement, the employment contract is terminated, and the employer is under no legal obligation to rehire the employee in the future unless specific contractual agreements are in place (such as return-to-work arrangements), which are generally uncommon, Ms Loku adds.
Israel Palestine on Swedish TV 1958-1989
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Rating: 5/5
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TV: World Cup Qualifier 2018 matches will be aired on on OSN Sports HD Cricket channel
