Within the rapidly changing world of sports and fitness, few organisations have managed to create a lasting impact in a short span of time like Precision Events.

Established in 2019, this UAE-based company has redefined the landscape of fitness competitions and events, emphasising community engagement and experiential participation over mere competitive success. From their flagship Precision Games to the innovative Primal Race, Precision Events has set a new standard in the Middle East’s fitness scene.

‘Experience the thrill of competition’

Precision Events started with a different vision. Co-founders Matthew Pewtner and Pat Benson, both with professional rugby backgrounds, initially aimed to create an online platform for rugby training called Precision Rugby. However, their journey took a significant turn when they began hosting charity rugby and golf events to raise funds for various causes. These initial efforts highlighted the potential for community-driven events, leading them to explore the corporate wellness space through sports.

“Our initial goal was to provide people with a taste of what we had experienced in our professional careers,” said Pewtner. “We wanted to create opportunities for people to train towards something, experience the thrill of competition, and build qualities like resilience and determination.”

‘The response was phenomenal’

The turning point came with the launch of the Precision Games, a functional fitness competition in Dubai, initially intended as a marketing tool. Held three years ago, the event saw an overwhelming response with over 200 participants, setting the stage for its evolution into the flagship event it is today. Now, the Precision Games boast over 1,000 athletes competing across various divisions, including elite, intermediate, and everyday categories.

“We never planned on making money from it. As long as it washed its own face, it was going to be a nice marketing opportunity for us,” explained Benson. “But the response was phenomenal, and the event grew rapidly due to the positive feedback and demand for more.”

‘Exciting to see it grow across the region’

Building on the success of the Precision Games, Precision Events introduced the Primal Race, an obstacle race that has become a staple in the UAE’s fitness calendar. Sponsored initially by Reebok and now attracting new sponsors, the Primal Race features a series of endurance challenges designed to test participants’ strength, agility, and resilience. The race has been held in multiple Emirates and is set to expand to Saudi Arabia, Qatar, and Bahrain in 2025.

“The Primal Race is unique because it incorporates elements that require both physical and mental toughness,” said Pewtner. “We’ve run it in Abu Dhabi, Dubai, and Sharjah, and it’s exciting to see it grow across the region.”

In addition to the Primal Race, Precision Events hosts a ladies-only functional fitness competition, providing an empowering environment for women to celebrate their strength. This event has been particularly popular, reflecting the growing trend of women embracing fitness and challenging traditional beauty standards.

‘Leave with memories, not just medals’

“We want people to come, participate, and leave with memories, not just medals.”

What sets Precision Events apart from many competitors is their emphasis on the overall experience rather than just the competitive aspect. While cash prizes are a common draw for many fitness events, Precision Events focuses on creating an engaging, memorable experience for all participants, regardless of their skill level.

“Our events are about community engagement and providing an experiential platform where everyone feels like a part of the event,” said Benson. “We want people to come, participate, and leave with memories, not just medals.”

In today’s digital age, technology plays a crucial role in enhancing the event experience. Precision Events employs a dedicated team to manage their digital presence, design, and social media outreach, ensuring they effectively communicate with their audience. They also utilise advanced event technology platforms for live scoring, scheduling, and logistics, allowing for efficient management of large-scale events.

“Technology is integral to our operations,” explained Benson. “It helps us keep participants informed, manage events smoothly, and reach a wider audience.”

‘It’s been incredibly rewarding’

Community engagement is at the core of Precision Events’ philosophy. By creating events that cater to all levels of fitness, they ensure that everyone has the opportunity to participate and enjoy the benefits of a healthy, active lifestyle.

One of the most inspiring stories from their events is that of Mary, a participant in her 70s who competes regularly. “She doesn’t miss an event,” said Pewtner. “For her, it’s about more than just competing; it’s a celebration of her hard work and dedication.”

This focus on inclusivity extends to their various categories in events like the Precision Games, which include divisions for everyday athletes, intermediates, and elites. This structure allows participants of all skill levels to compete and improve, fostering a supportive and motivating community.

Precision Events also plays a significant role in promoting corporate wellness. By organising fitness events and competitions for companies, they help improve employee health and productivity. These corporate wellness programs are tailored to fit the needs of different organisations, providing a unique and effective approach to employee engagement.

“Our corporate programs are designed to enhance wellness within corporate environments through sports and fitness events,” explained Pewtner. “We’ve worked with partners like Atkins, PwC, and Mediclinic, and it’s been incredibly rewarding to see the positive impact on employees.”

‘We’re excited about the future’

Looking ahead, Precision Events has ambitious plans for expansion. With the UAE as their home base, they aim to introduce their successful events to other MENA countries, starting with the Primal Race in Saudi Arabia, Qatar, and Bahrain in 2025. This expansion reflects their commitment to growing the fitness community and providing high-quality, experiential events across the region.

“We’re excited about the future,” said Benson. “As the population grows and the demand for social and fitness events increases, we want to evolve and meet those needs.”

‘It was a stressful night, but we pulled it off’

Organising large-scale fitness events comes with its fare share of challenges though. From logistical issues to ensuring participant safety, the team at Precision Events has faced numerous obstacles. One memorable challenge was during their first Primal Race in Abu Dhabi, where a cricket tournament occupied the venue they had booked.

“We were supposed to start setting up the day before the event, but there was a massive cricket tournament on the pitch,” recalled Pewtner. “We had to set up everything around the tournament, which finished at 4 AM. It was a stressful night, but we pulled it off.”

Such experiences have tested their resolve and strengthened their commitment to delivering high-quality events. By learning from these challenges, Precision Events has continuously improved and refined their processes, ensuring smooth and successful events.

‘lasting impact on the fitness community’

The legacy of Precision Events is not just in the competitions they organise but in the community they build. By prioritising community engagement, inclusivity, and the overall experience, they have created a model that resonates with participants and sets a high standard for fitness events.

“Our goal is to leave a lasting impact on the fitness community in the UAE and beyond,” said Pewtner. “We want to inspire people to lead active, healthy lives and create memorable experiences that bring people together.”

Precision Events has carved a niche for itself in the Middle East’s fitness landscape through its innovative approach and unwavering commitment to community and experience. By creating events that are not only competitive but also inclusive and engaging, they have set a new benchmark in the industry. As they continue to expand and evolve, Precision Events is poised to leave an indelible mark on the UAE’s fitness community.

For more information about upcoming events and how to participate, visit Precision Events’ official website or follow them on social media.