The Middle East is not a secondary market for us. It is the market.
Many UK training providers treat the Gulf as an export opportunity: the same course, flown out, with the currency changed. We built the proposition the other way round. The UK is where our trainers, our academic standards and our syllabus design come from. The learners are here.
In practice that means sessions scheduled in Gulf time zones rather than London ones, worked examples that use GCC VAT, gratuity and wage protection rules, advisers who answer on WhatsApp, and country pages that say something specific rather than the same paragraph with the name swapped.
