Life
Welcome to the weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businessmen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
This week, speaks to Adam Schmidt, CEO of Activate – an interactive entertainment experience that fuses gaming and fitness. Founded in Winnipeg, Activate features a start-of-the-art facility at City Centre Mirdif including nine dynamic gaming rooms designed to test physical and mental agility.
Here, Adam shares with the genesis of Activate, his career journey and key insights that comes with the job of putting together a first-of-its-kind active gaming experience in the region.
What was your favourite subject at school?
Entrepreneurship.
What was your first job?
My very first job was as a paper boy.
What brought you to Dubai?
We saw a high level of engagement with Activate experiences on social media, especially from the Middle East. This led to multiple partnerships being proposed in the region, among which Majid Al Futtaim stood out. We were particularly impressed by Majid Al Futtaim Entertainment’s enthusiasm, experience, and commitment to bringing Activate to Dubai, which made the decision to expand here an exciting one for us.
What inspired you to enter the gaming and entertainment space and launch Activate?
Our journey into the gaming and entertainment space began when we first experienced an escape room. We took the lessons from that and developed one of the much successful escape rooms in Western Canada. While running that company, we saw an opportunity to innovate and expand on the idea, creating a concept that was replayable and continuously engaging. That’s how Activate, the world’s first active gaming experience, was born. Activate is a unique blend of gaming, entertainment, and physical activity complemented by cutting-edge technology. One of the most exciting aspects of Activate is that it allows for constant innovation—being an inventor at heart, it’s a platform to keep developing new content and share it globally.
What are the key elements of your role?
Creating ideas that will drive Activate’s growth while expanding Activate rapidly across the globe.
Talk us through your daily routine.
My day starts at 5am with a power bowl, followed by an hour and a half workout. After that, I take my kids to school and head to the office. While I have meetings with international and prospective partners, I always make time to walk around and connect with the teams. In the afternoon, I pick up my kids and take them to hockey practice. Once they’re in bed, I get back to work around 9pm, where I focus on creative tasks and developing new ideas. At nighttime, I find I’m the most creative.
What is the best piece of advice you ever received?
The best advice I ever received was to consistently push myself beyond my comfort zone. Growth happens when you challenge your limits, and expanding what you’re capable of is key to both personal and professional success.
And what is the worst?
To settle. I strongly believe that you have one life, you have to live it.
Tell us about the facilities and services offered at Activate.
Activate offers a cutting-edge, tech-driven gaming experience that combines physical activity with immersive challenges. Our facilities are equipped with multiple interactive game rooms where players use RFID wristbands to track their progress and unlock new levels. Each game is designed to engage both the mind and body, with activities that range from solving puzzles to completing agility-based tasks. With a variety of games that are constantly updated, players can return again and again for a fresh experience. Additionally, Activate caters to groups of all sizes, making it perfect for team-building events, schools, parties, or just a fun outing with friends.
What has been the biggest challenge you had to overcome?
Our biggest challenge has been managing the complexity of running multiple types of businesses all under one roof, while expanding at an unprecedented rate. We’re not just a gaming company—we’re a manufacturer, franchisee, franchisor, production company, and game developer. Balancing all these elements while growing so quickly has been the toughest part. Despite the challenges, it’s incredible what we’ve been able to achieve in such a short time.
What advice do you have for anyone looking to follow in the same footsteps?
Find a partner (referring to his wife) that will be willing to accept that what you are about to do will take up the majority of your time, but you’re in it – together.
What are your goals for the future?
My goal for the future is to constantly create concepts that will bring positivity and people closer together.
The first Activate in the Middle East is now open at City Centre Mirdif. For more information or to book tickets, visit playactivatemena.com. Tickets cost AED95 per player for 60 minutes.
