Pace & Flow was built by someone who spent eight years inside the operational reality of mass participation events — managing technology ecosystems, participant data, customer service operations, and race-day logistics across the GCC. Not from a distance. From inside the team, under real pressure, with real consequences.
The gap is never on race day. It is in everything before it — the infrastructure that nobody owns and the integrations that were never finished.
Founder · Pace & Flow
I spent eight years as Senior Registration & Operations Manager at a leading GCC event management company. I managed technology systems, B2B corporate sales, merchandise operations, and customer service across Kuwait, Saudi Arabia, and Qatar — a portfolio of over 30 events annually, including the Gulf Bank 642 Marathon, Doha Marathon, and Riyadh Marathon.
Before that, I was at the Beirut Marathon Association — starting as Registration Coordinator, then Operations Coordinator, then Program Specialist. That is where I learned that participant data is not an admin function. It is the foundation every other system depends on.
I hold an MSc in Business Innovation & Technology Management from Universitat de Girona in Spain. My thesis examined how FC Barcelona balances technology and organisational complexity — a framework I apply directly to how I think about event and business infrastructure. The academic background informs how I structure problems. The operational background is what I actually sell.
Mapping how platforms connect — and what breaks when they don't.
Participant and customer data mapping, segmentation, and retention strategy at scale.
Performance audits, security gap assessment, and website optimisation with a revenue impact lens.
End-to-end workflow design for event and business operations — from intake to delivery.
Group registration architecture, corporate sales workflows, and enterprise participant management.
WhatsApp-first communication, Ramadan calendar dynamics, and regional payment infrastructure: PayTabs, MyFatoorah, Deema.
If you are building something real and want someone who has been inside the operation — not just adjacent to it — that is what Pace & Flow is for.