22 years scaling premium health, fitness, and leisure operations across the UK, UAE, KSA, and Jordan. Currently Head of Veo at EMAAR Hospitality Group.
I've spent over two decades at the intersection of premium fitness, commercial wellness, and immersive experiences. Leading operations, launching new concepts, and turning underperforming assets into category leaders.
At EMAAR Hospitality Group, I conceptualized and launched Veo, a commercial health and fitness brand now with full P&L ownership and a mandate to scale across the GCC. Prior to that, I served as COO of a 28-court padel estate in Abu Dhabi and held cluster director roles at Fitness First and Ezdihar Sports Group.
My approach combines data-driven member economics with ground-level operational discipline. From yield optimisation to team culture. I understand what it takes to build a brand that members return to, not just join.
From market gap to opening day. I develop fitness and leisure concepts that are commercially rigorous and brand-distinctive, including full feasibility modelling, membership architecture, and go-to-market strategy.
Hands-on owner of business performance across multiple formats. Deep experience in yield management, ancillary revenue design (PT, F&B, programming), and member economics validated at scale.
Multi-site operations leadership with a culture-first lens. I build management structures that perform consistently, scale cleanly, and retain talent in competitive hospitality markets.
Navigating the UAE, KSA, and broader Gulf market requires local fluency beyond LinkedIn research. I've operated across the region for over a decade and understand the regulatory, cultural, and commercial nuance that matters.
Bridging fitness with broader hospitality ecosystems, hotel wellness, F&B adjacency, branded programming, and family-facing community design. Relevant for developers, operators, and family offices entering this space.
The GCC fitness and wellness sector is attracting serious capital. I follow this space closely and enjoy conversations with those navigating it.
"The best health clubs aren't gyms. They're the most consistent, welcoming, and purposeful spaces in their members' week."
I speak at regional entrepreneurship events, industry conferences, and investor forums on the future of wellness, the business of community, and what it takes to build category-defining brands in the GCC. Talks are tailored for founders, executives, and development teams.
Whether you're working on something in the fitness and leisure space, want to connect on a speaking opportunity, or just want to talk through an idea, feel free to reach out.
Based in Dubai. Connected across the GCC and beyond.