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    Strong Gains – The Summer Escape Issue cover story with Mike Thurston, Founder of THRST

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    Fitness entrepreneur and WHOOP brand ambassador Mike Thurston discusses discipline, scaling a business, and setting goals with integrity.
    What do the first 30 minutes of your day look like, your morning routine, and are there non-negotiable practices you do daily?
    I enjoy slow, relaxing mornings. Alarm clocks don’t exist in my world – unless I absolutely need to be up early (and for me, anything before 8 AM is early). The first 30 minutes of my day are usually the same, no matter where I am. I drink a glass of water, make myself a coffee, take in the view, and then sit down to map out a plan of attack for the day. What happens after that depends entirely on my schedule. My non-negotiables are getting in 10,000 steps and at least one hour of physical activity each day. If it’s a training day (which it is five days out of the week), that means resistance training at the gym. On rest days, I’ll do some form of active recovery – usually stretching or a long walk.

    What was the catalyst to launch your brand? Was the goal always to start something of your own?
    Ever since I was young, I knew I wanted to be my own boss and have a business of my own. For years, the biggest challenge was figuring out exactly what that business would be. After graduating from university in 2011, I bounced from one job to another until I discovered my true passion: fitness. In 2016, I uploaded my first YouTube video, and it wasn’t long before I began building a strong online following. After working with numerous brands in the fitness space, I became more motivated than ever to create my own thing. Rather than continuing to pour my energy into growing other brands, I wanted to invest that effort into building something of my own. As my online community and personal brand continued to grow, I was able to step away from personal training and launch a fitness app. I poured over a decade of experience and knowledge into it, essentially giving people access to me as their personal coach, but at a fraction of the cost and on their device at all times. After the app launched, I no longer needed to rely on one-on-one coaching. With that freedom, I leaned into my passion for travel and new experiences. I began vlogging my trips, sharing them with the world, and gradually transitioned into more of a lifestyle brand, instead of just fitness. From that momentum, I launched THRST Clothing – designed for men who want comfortable, stylish pieces for travel to warm destinations. It was a natural next step, blending my love for fitness, fashion, and exploration into one brand.
    You are driven by an entrepreneurial mindset, having multiple businesses. What are the core values that define your ventures, and how do you approach things differently?
    I’m driven by an entrepreneurial mindset that’s all about enjoyment, integrity, and impact. When I start a business or enter a partnership, it has to align with who I am, what excites me, and how I want to live my life. I only take on things that genuinely excite me – stuff I’d happily do even if I wasn’t getting paid. I like to bring fun, creativity, and my own personal style into everything I create, which makes the process feel less like work and more like a passion project. I’m not building a business to feel tied down – I’m building it to create freedom: financially, creatively, and with my time. That freedom is what gives me the space to live fully, travel, and keep growing. Integrity is at the heart of everything I do. For me, it’s about doing what’s right, not just what’s easy or profitable. I’ve built a community, and I see it as my responsibility to serve them with honesty and respect, not just look for ways to cash in. I want to look back at what I’ve built and feel proud, knowing I stayed true to my values and never took advantage of the people who support me. At the end of the day, every project I take on needs to have a deeper purpose. Whether it’s helping someone get in shape, feel more confident, or take control of their life, I want my work to make a difference.

    “Consistency isn’t about being perfect – it’s about showing up, staying intentional, and doing the work whether you feel like it or not.”

    As a fitness coach and entrepreneur, where do you get the motivation to stay consistent, and what are the practices that support this?
    As a fitness coach and entrepreneur juggling multiple businesses, I know motivation to stay in the best shape will come and go. What keeps me consistent is discipline, routine, and a clear sense of purpose. I build habits that support my goals and create a structure that keeps me focused, even on the tough days. My passion for what I do fuels me, but it’s the systems I’ve put in place – like non-negotiable training sessions, optimising my sleep and nutrition intake, along with surrounding myself with people who challenge me – that keep me showing up day after day. I also always tie everything back to my “why”. Whether it’s helping someone regain confidence or building a business that grants me freedom, that bigger vision keeps me moving forward – even when motivation fades. Consistency isn’t about being perfect – it’s about showing up, staying intentional, and doing the work whether you feel like it or not. Don’t get me wrong, I have my fair share of bad days, but thankfully, it’s got to the point now where they don’t happen too often, and if they do, they’re usually followed by a lot of really good days.
    In terms of fitness, how do you measure “optimal performance”?
    What are the key metrics you check to define this? For me, “optimal performance” isn’t just about how much you lift or how fast you run – it’s a balance of physical capability, recovery, mental clarity, and overall well-being. It’s about how well your body performs in relation to your goals, lifestyle, and longevity. Some of the key metrics I look at include:
    1. Strength & Endurance Progression – Are you consistently getting stronger, faster, or more efficient in your training? This shows adaptation and growth (metrics you can track inside my app).
    2. Recovery Markers – Quality of sleep, heart rate variability (HRV), resting heart rate, and how quickly the body bounces back after intense sessions. Recovery is a huge part of performance, and the data from Whoop helps me to plan my sleep and recovery days.
    3. Mobility & Movement Quality – Can you move well without pain or restriction? Optimal performance includes freedom of movement, injury prevention, and being able to walk without looking like you’re doing a permanent lat spread.
    4. Body Composition – While not the only measure, tracking lean muscle mass, fat percentage, and weight can give insight into how training and nutrition are impacting the body.
    5. Energy Levels & Mental Focus – If you’re constantly fatigued, unmotivated, or mentally foggy, that’s a sign something’s off – even if your numbers look good.
    6. Consistency & Adaptability – Can you sustain your performance over time, and can your body handle new challenges? Sustainability is key to long-term performance. Ultimately, optimal performance is personal. It’s not about chasing perfection – it’s about aligning your physical output with your goals while maintaining health, balance, and mental sharpness.

    How is your app, THRST, changing the fitness game? What sets it apart from other fitness apps, and what are the benefits?
    The THRST app is designed to cut through the noise and deliver straightforward, effective programming to help you achieve real results and hold you accountable. It focuses on body recomposition – building muscle while losing body fat – and offers a user-friendly platform that combines expert training guidance, nutrition tracking, and education all in one place. With a clean, intuitive interface, the app makes it easy to log your workouts and track detailed metrics like sets, reps, and weights. Each program is fully customisable to suit your schedule, equipment access, and personal goals. You also get access to a Comprehensive Exercise Library, complete with instructional videos to support proper technique, add variety, and build confidence in your training. Unlike many other apps on the market, everything inside of THRST has been carefully designed, written, and filmed by me, with no third-party involvement. It’s exactly how I train myself and how I trained my clients to deliver real, long-term results.
    As a WHOOP brand ambassador, what have you learned about yourself in your own fitness journey?
    One of the biggest takeaways has been understanding the importance of recovery and sleep. I used to train with an intensity-first mindset, but WHOOP has taught me to be just as focused on how I sleep, how I recover, and how my body responds to strain. It’s made my training smarter, not just harder. I’ve learned to listen to my body more, and the data backs up what intuition sometimes misses. The all-new WHOOP 5.0 delivers medical-grade features such as the Heart Screener and WHOOP Age. What metrics do you look at that support your health and longevity goals? Heart rate variability (HRV) and sleep consistency are two things I pay close attention to. HRV gives me insight into my overall resilience and stress levels, while tracking sleep and recovery metrics keeps me disciplined with my routines. The WHOOP Age feature is also a brilliant benchmark – it challenges me to live in a way that biologically keeps me younger than the calendar says.
    Wearable tech has been one of the biggest game-changing shifts in the wellness landscape. How has this changed the way you approach your own goals, personally and professionally?
    It’s shifted me from reactive to proactive. I used to assess how I felt and adjust from there. Now, I wake up with clear, objective data that helps me plan my day, from when I train to how intensely I push. Professionally, it’s helped me lead by example – I’m not just talking about performance and wellness; I’m measuring it, sharing it, and improving it in real time. What’s been the key for you in building that authentic community around the projects you’ve worked on? Authenticity and consistency. I don’t try to be someone I’m not, and I’m transparent about my journey – the wins, the challenges, and the lessons. I think people connect with realness, and I’ve made a conscious effort to give value to everything I put out. Whether it’s content, coaching, or a business venture, I ask myself: “Does this genuinely help people?” That’s what keeps people coming back.

    To you, what does it take in the current market landscape to succeed, and what has been the best tool that has helped you lead a life focused on positivity?
    To succeed now, you need clarity, adaptability, and discipline. The digital space is constantly evolving, so you’ve got to stay grounded in your purpose while being open to new ideas. For me, structure is the tool – having routines, setting goals, and staying physically active. Fitness gives me the mental clarity and confidence to handle whatever life throws my way. WHOOP is part of that structure – it keeps me dialed in and accountable, every single day.

    “With advancements in AI and biometric tracking, my app will evolve in real time based on each user’s performance, recovery, and sleep, pushing the shift toward smarter, more effective training.”

    What role do you see the brand playing in the future of fitness, and how do you hope to innovate in the industry?
    Fitness apps are shaping the future of health by making training more accessible, personalised, and data-driven. With just a smartphone, anyone can tap into workouts, coaching, and nutrition plans – anytime, anywhere – eliminating the need for rigid gym schedules or in-person sessions. I want my brand to be a major part of that movement. With advancements in AI and biometric tracking, my app will evolve in real time based on each user’s performance, recovery, and sleep, pushing the shift toward smarter, more effective training. Features like leaderboards and challenges will bring a sense of community and accountability, helping users stay consistent and motivated. Through the community I’ve built on social media and within the app, my goal is to simplify the process of getting in shape, while making it fun, engaging, and accessible for everyone.

    “It’s not about doing more – it’s about doing what matters most, consistently. Progress doesn’t require hours a day, just a smart, focused approach that fits your lifestyle.”

    For those who are time-poor and looking to shape up, what can we still do in terms of fitness to achieve this?
    Being short on time doesn’t mean you can’t make progress. With the right strategy, even the busiest people can build muscle, burn fat, and stay in shape. I’m busier than ever, yet I still manage to maintain my physique without spending endless hours in the gym or starving myself, eating the same boring meals every day. It all comes down to maximising convenience and optimising the workouts. Training just three to four times a week with real intent can deliver solid results. Follow a programme, lift heavy, master execution, and improve week on week. If you don’t like to lift weights, go and find another activity that you enjoy getting stuck into. Outside of the gym, I try to move my body and walk as much as possible. If you can’t get outside and walk, get a treadmill at home and make it a priority to walk on it at least 30 minutes per day. Nutrition plays an even bigger role when your training time is limited. For years, I would food shop and prepare all of my meals, tracking each calorie meticulously. Life doesn’t need to be like that. To save time, I get all my meals delivered to my house. I keep it simple: high protein meals, unprocessed and nutrient-dense foods, staying hydrated, and avoiding mindless snacking. In fact, remove all snacks and temptation from your house. Will power alone will only get you so far. Tech also helps streamline everything. Fitness apps such as THRST make it easy to plan, track, and stay consistent without needing to think too much about what to do next. Regular blood testing with Bioniq ensures that my customised supplements are exactly what my body needs to tackle deficiencies and improve my overall health and wellbeing. And lastly, I don’t overlook recovery. Prioritising sleep, getting in some movement during rest days, and managing stress all help boost results and keep energy levels high. At the end of the day, it’s not about doing more – it’s about doing what matters most, consistently. Progress doesn’t require hours a day, just a smart, focused approach that fits your lifestyle.
    Have you had any mentors along the way, and if so, what knowledge did they impart?
    I haven’t worked with any mentors directly, but thanks to my podcast and the ever-growing network of entrepreneurs and successful individuals in my circle, I’m thankful to be surrounded by so many people whom I see as mentors. Before having a strong network, the early days in my career were quite lonely, so I would rely on audiobooks and podcasts to absorb all the wisdom I could, helping to guide me on my journey.
    What advice do you wish you had received at the beginning of your journey to success?
    Just do the thing. Far too often, I’ve found myself hesitating, overthinking, or procrastinating when instead, I should have just done the task, which deep down I know needed to be done. Doing the thing is about cutting through the noise of excuses, doubts, or the need for everything to be perfect, and simply getting started. Often, the hardest part of any task is taking that first step. Whether it’s going to tackle an uncomfortable conversation, we tend to build it up in our heads until it feels overwhelming. “Just do the thing” is a mindset shift – it encourages action over analysis, progress over perfection. This approach also builds momentum. Once you start, even in a small way, the task usually becomes easier. Action creates clarity and confidence. It breaks the cycle of delay and puts you in motion, which is often all you need to follow through. At its core, “just do the thing” is about discipline, focus, and trust – trust that taking action, even imperfectly, is more productive than waiting for the “right” moment. It’s a phrase that simplifies the process: stop stalling, start doing.
    This is The Summer Escape Issue – where will you be escaping to this summer?
    Instead of escapes, I like to see them as business trips, where I can create and collaborate in some way, shape, or form. I don’t like to switch off for too long, I find it hard to get the rhythm back. In June, I’ll be starting with Lagos and Lisbon in Portugal, followed by London, Marbella, Ibiza, and Barcelona. In July, I hope to tick off part 2 of my America tour, visiting LA and Las Vegas this time around, interviewing guests for my podcast First Things THRST. No solid plans for August or September yet, but I’m pretty sure I’ll be visiting some places I’ve never been to before. Whether I’m with my team or travelling alone, there will be a camera with me, and I’ll be documenting the experiences for my audience.
    Emirates Man The Spring/Summer Issue – Download Now
    – For more on how to look smart and live smarter, follow Emirates Man on Facebook and Instagram
    Photography: Mark Mathew More

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      How the co-founders of hand roll bar Kokoro are redefining the UAE dining scene

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      Tamer El Khayat and Faisal Yabroudi, co-founders of Kokoro – the UAE’s first hand roll bar – discuss the creation behind the latest outpost and how it aims to redefine the dining scene.
      What do the first 30 minutes of your day look like, your morning routine?
      Tamer El Khayat (TEK): I get my workout and training in the first part of the day, usually it’s an hour of jujitsu (new hobby) and gymming with my wife.
      Faisal Yabroudi (FY): Dropping the kids off to school, gymming and heading to a polo field to ride. My passion is polo.
      Talk us through your respective backgrounds and what first evoked your interest in the F&B space.
      TEK: I have spent over 20 years in the hospitality industry, driven by a passion for doing things differently – with intention and purpose, not merely for novelty’s sake. Early in my career, I had the privilege of working with Four Seasons Hotels and Resorts, an experience that deepened my understanding of world-class service and operational excellence. This foundation inspired me to eventually start my own ventures. With our healthy pizza brand, Pinza, we set out to prove that pizza can be both ridiculously delicious and truly healthy. Meanwhile, Faisal, who had been managing his family’s real estate construction and development business, always felt a pull toward the hospitality sector. His longstanding passion led him to partner with me, and together we launched Pinza – a venture that has since blossomed into multiple successful brands.
      Tamer El Khayat and Faisal Yabroudi, co-founders of Kokoro
      Tell us about the concept and your vision for Kokoro. What is the process of starting a new concept and where do you begin?
      At Kokoro, our vision is to transform Japanese cuisine by infusing tradition with innovative flair and a touch of playfulness. We set out to introduce a concept that not only honours the authentic techniques of Japanese culinary art but also disrupts the conventional dining experience by reimagining it for a modern audience.
      The journey began when we first encountered the original Kokoro concept in Houston, where the exceptional hand rolls and creative approach immediately caught our attention. This inspired us to bring that same level of quality and innovation to Dubai. Tamer, who was born in Houston and raised in Dubai, brings a unique perspective to the project. With a deep understanding of both cultures and the local market, he knows exactly what needs to be done to ensure a successful launch in this dynamic city.
      Our process starts with thorough market research, studying the success of the original concept while gauging the tastes and expectations of our new audience. In collaboration with trusted partners like Daniel and Patrick, we have re-developed the brand to retain its core identity while tailoring it to disrupt and elevate the local dining scene. In essence, Kokoro is about blending the authenticity of Japanese cuisine with a fresh, modern twist designed to captivate food enthusiasts and redefine the dining experience.

      “At Kokoro, we’ve flipped that script by making the bar the most coveted seat in the house”

      Can you define the inspiration behind the design and ambiance of the restaurant? What sort of dining experiences can visitors expect?
      TEK: Faisal and I set out to create something entirely new for the region – an experience that challenges local dining norms and invites customers to enjoy sitting at the bar. In the Middle East, traditional dining typically involves private tables, and sharing space is not the norm. At Kokoro, we’ve flipped that script by making the bar the most coveted seat in the house.
      Our vision was to craft a compact, intimate space where great food, good music, and service with smiles come together to create a memorable dining experience. Guests can expect a lively atmosphere that encourages interaction and breaks away from conventional dining, offering a fresh and dynamic way to enjoy a meal.
      Diners at Kokoro take an unexpected flavour journey. How was the menu conceptualized and what are the key standout items to try at Kokoro?
      At Kokoro, our culinary journey is defined by our expertly crafted handrolls. We intentionally keep our menu small to focus on quality over quantity—unlike many Japanese restaurants that overwhelm guests with too many options. This curated approach allows us to perfect each item, ensuring a consistent and memorable dining experience. One of our most exciting offerings is our once- secret menu, which has now become a favourite among regulars. Standout items include the Surf n’ Turf handroll and Spicy Akami, both of which have quickly become hits. We’ve also embraced innovative twists, such as incorporating caviar into our dishes – a move that has delighted our guests. Additionally, many diners have been introduced to the exquisite Hokkaido Uni for the first time, further highlighting our commitment to quality and innovation.
      This focused, quality-driven approach is at the heart of Kokoro’s success, inviting diners on an unexpected flavour journey that continues to grow our loyal customer base.

      As you both bring different sets of expertise to the table, how do you manage your roles between yourselves?
      TEK & FY: Tamer is more front facing with the business, and Faisal is the silent machine that keeps our backend operations running seamlessly and looks at all the details of the business.
      How has traveling and living in a country with such different cultures influenced your philosophy of food and what food means to you?
      TEK: Travelling and experiencing a multitude of cultures has profoundly shaped my philosophy of food. I enjoy exploring new restaurants to see what’s available, which not only helps me understand the global culinary landscape but also gives me insight into our competition and how we differentiate ourselves. The Dubai consumer is discerning and critical when it comes to quality and taste, and I believe that once we win over their hearts and stomachs, they become true fans.
      Having been raised in Dubai, I have a deep understanding of the local market and what it takes to fill the gaps in our dining scene. This local expertise, combined with my international experiences, enables us to stay ahead of the competition – especially as new groups enter the market. Ultimately, it’s this blend of global perspective and local insight that continually shapes my approach to food and helps us create unique dining experiences that resonate with our guests.
      What was the most challenging aspect of setting Kokoro up and how did you overcome this?
      The most challenging aspect of setting up Kokoro was finding the right talent. With a combined experience of over 20 years in the F&B industry – 10 years in Dubai for us and more than 20 for Tamer – we’ve navigated many ups and downs. Each challenge has taught us how to refine our approach and build better concepts with every restaurant we open. We’ve learned that success is about hitting the right note and maintaining consistency. At Kokoro, we don’t hire solely based on experience; we focus on personality. This approach allows us to invest in our team, teaching and developing their skills – a process that is, without a doubt, the most rewarding part of my job.
      What according to you sets the food industry in the UAE apart from the rest of the world?
      Dubai’s food industry is truly unique. With more restaurants per capita than iconic cities like New York and Paris, the competition here is fierce. The city attracts international visitors who have travelled the world and hold the highest culinary expectations. This constant influx of discerning guests keeps us on our toes and drives us to continually innovate and excel, ensuring we remain ahead in this dynamic market.

      “I believe in the power of innovation and taking creative risks – staying true to unique culinary visions that push boundaries and offer something genuinely new to the dining scene”

      What’s something you hope to see more of in the Dubai dining scene?
      TEK: Dubai has it all, but what I’d love to see more of is originality. Too often, successful concepts are simply replicated, yet copying doesn’t guarantee success. I believe in the power of innovation and taking creative risks – staying true to unique culinary visions that push boundaries and offer something genuinely new to the dining scene.
      What sets Kokoro apart from the many food concepts and Japanese restaurants in Dubai?
      TEK: Kokoro Hand Roll Bar is the first of its kind in Dubai and the entire region. This pioneering concept sets us apart from other food offerings and Japanese restaurants, fuelling our drive to remain innovative and constantly push the boundaries of what a hand roll bar can be.
      Emirates Man The Spring/Summer Issue – Download Now
      – For more on how to look smart and live smarter, follow Emirates Man on Facebook and Instagram
      Images: Supplied More

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      in lifestyle and culture

      How I got my job as… founder of the region’s first active gaming experience

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      Life

      by Camille Macawili
      4 seconds ago

      Welcome to the Emirates Man 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, Emirates Man 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 Emirates Man 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.
      – For more on how to look smart and live smarter, follow Emirates Man on Facebook and Instagram
      Images: Supplied More