From Athlete to Athletes

From an athlete to athletes, this has always been the heart of my vision. Everything I create comes from real experience and from listening closely to what athletes truly need. I did not come from a professional sports background. I started like many others, training in a conventional gym, learning through repetition, discipline, and consistency.

When I discovered CrossFit, everything changed. I began competing from the very beginning, progressing from local competitions to international stages. I was lucky, yes, but competing taught me far more than results ever could. It showed me what real pressure feels like, how important it is to trust your equipment, and how much the right gear can influence performance, both physically and mentally.

The First Spark

More than five years ago, before 2022, I saw a tactical training bag for the first time in my gym. It immediately caught my attention. Owning one felt like a dream. When I asked about the price, I realized it was far beyond my reach. Even so, the idea stayed with me. I did not know it at the time, but that moment planted the seed for everything that came next.

Searching for Better

As I trained and competed more, I started paying attention to the gear around me. Not because it was bad, but because it was never fully right. It did not truly help me train the way I needed to. The market felt divided between low quality products and premium gear that felt inaccessible. I kept thinking that athletes deserved better. Something built with intention, quality, and honesty.

Turning an Idea Into Action

In November 2023, I decided to act. I started small, designing Velcro patches and learning every part of the process on my own. Soon after, I moved on to bags, the same product I once only dreamed of owning. That was the moment the vision started becoming real.

The journey was not easy. Sourcing materials, finding the right manufacturers, and managing finances tested me constantly. Toward the end of 2024, I went through a difficult period in my life, and there were moments when I seriously considered stopping altogether. But I believed in the purpose behind what I was building, and that belief kept me moving forward.

Building Anubis

Before releasing my first pair of gymnastics grips, nothing was rushed. It took six to eight months of work. I went through five different designs and tested multiple materials. Every version was trained with, adjusted, and tested again. I used the grips both in daily training and in competition. My friends and athletes from my local gym were the first to test them with me.

I watched closely how they moved, how the grips felt under fatigue, and where improvements were needed. I refused to release anything I would not fully trust myself. Anubis was shaped by patience, mistakes, learning, and constant refinement.

A Breakthrough Year

The year 2025 became the turning point.

This was the year Anubis was finally released. Named after the ancient Egyptian god of protection, strength, and guardianship, the product carried meaning beyond function. It represented identity, culture, and confidence. The grips were designed not only to protect hands, but to support performance at the highest level.

The feedback exceeded everything I expected. Being trusted by top athletes made me feel proud, not because of recognition, but because trust is earned. One comment stayed with me deeply. Someone told me that I was already competing with international brands. That was the moment I realized the vision was working.

Whenever I see an athlete training with my gear, I feel happy. I watch, I learn, and I take mental notes about what works and what can be improved. Athletes are still my greatest source of inspiration.

ELFIT and a Defining Moment

That same year, we had our own booth at ELFIT, the biggest CrossFit competition in Egypt. I was nervous. It felt like a big step, maybe even one I was not fully ready for. But the response changed everything.

Athletes told me they were proud to see something new and different coming from Egypt. They told me they supported the vision and wanted to see it grow. That moment exceeded my expectations and confirmed that this brand had a place in the community.

Values That Do Not Change

There is one thing I will never compromise on, no matter the cost, and that is quality. Performance is my top priority. If an athlete wears my gear, I want them to feel comfortable and confident, with complete trust in what they are using before training or competition.

Looking Ahead

My goal is to build a global brand. In three years, I want to offer everything an athlete needs, without limits. Belts, supportive gear, and any product that helps athletes perform better, I want to be there. Every category, every need, every detail.

What started as a personal dream has become a purpose. To create gear athletes can trust. Gear built with meaning, identity, and performance at its core.

As long as athletes keep chasing their goals, I will keep building the tools to help them reach them, from athlete to athlete.