Cross-discipline fitness enthusiast and self-admitted technology buff Alberto Pardo does not regret leaving behind his consulting career of more than a decade to launch on-demand personal fitness and wellness platform Fitlov.
The usual struggles and growing pains of a start-up were worth the effort and Mr Pardo is seeking aggressive growth for Fitlov. He wants to double the company’s revenue and has set his sights on expanding operations in the UAE and elsewhere in the region.
“I don't regret it. If you need to grow, you have to step out of your comfort zone,” he says.
The amount of learning and experience gained is “enormous” and “when you have the passion then it doesn’t feel like a job”.
“You have created something – from a concept to an entity – and that is really rewarding for me,” Mr Pardo adds.
The Spaniard, 33, who did his master's degree in engineering from the University of Miami, landed in Dubai in 2013, knowing nothing about the emirate. But he quickly fell in love with the city and the broader region as his assignments with Boston Consulting Group gave him the opportunity to travel across the Middle East.
A staunch believer in work-life balance, Mr Pardo managed to hit the gym regularly. But it was only when he started working out with professional trainers, he realised how little he knew about fitness.
In a world that was rapidly digitising, Mr Pardo saw a demand for an on-demand service for fitness. He refined the business idea for Fitlov in 2017, while studying for his MBA at INSEAD in Singapore. That is when he met Fouad Farah, an INSEAD classmate, and they launched the platform with $100,000 in bootstrapped cash.
“We lived in the age of the on-demand economy, but there wasn’t anything in terms of fitness,” Mr Pardo says.
However, Mr Fouad left the venture after a rocky year and half, and Mr Pardo forged ahead alone. He later convinced Alvaro Zapata, chief operating officer of Fitlov, and Zena Hamdan, who handles marketing, to join the venture as co-founders.
The pandemic, which initially forced the company to cease operations, eventually helped the business as demand for sessions with personal trainers rose sharply amid social distancing and health concerns.
Mr Pardo, who left his BCG job in May last year, says Fitlov’s monthly revenue has been on a sharp growth trajectory since the pandemic. The company has delivered more than 10,000 personal training sessions in the UAE and it aims to double both its revenue and the number of sessions in 2022.
The company’s growth has attracted investors’ attention and Fitlov has so far received $500,000 in angel investments. It is currently negotiating with venture capital companies and aims to raise up to $1.5 million to further grow the business.
“We are still in negotiations”, for the series A growth financing, Mr Pardo says, adding that the company hopes to close the funding round by the middle of this year.
Mr Pardo sees opportunities to further grow Fitlov’s business in the UAE and is excited about prospects of expanding it into other GCC markets.
“There’s a huge opportunity in the GCC … the fitness industry is growing rapidly,” he says.
Fitlov's current range of on-demand sessions include personal training, boxing, pre and postnatal, kids training, post-injury training, Pilates, MMA and yoga, among others. It has also branched out into nutrition and wellness services.
The platform allows its growing clientele to book a fitness session in a few clicks and select the best trainer around their location. The trainers can deliver sessions at a client's home, office or a beach if they like.
“In Fitlov [app] you drop your pin and you see the trainers and you pick the one you like,” Mr Pardo says.
“People train because they are chasing something. We help them achieve their goals and we offer them real accountability for their efforts.”
The platform is equally beneficial for qualified freelance personal trainers and financially liberates them, Mr Pardo says.
Trainers are increasingly looking to move away from gyms and be independent as “a good trainer likes to be his own brand”, he says
“We are trying to create a platform for them and our customers.”
“Our view is to create a winning product … the future is to empower the freelance trainers to enable them to do their jobs better.”
There are currently about 18,000 personal trainers in the UAE, but a little over 100 are operating on the Fitlov platform.
“It goes beyond [their] certification … we need to know how they work and operate and do they have a certain charisma,” says Mr Pardo.
“The personal training depends so much on personal connection of trainers and people getting trained. We need to be picky, we need to apply our filters.”
Q&A with Alberto Pardo, co-founder and chief executive of Fitlov
What is your mantra for success?
Lead by example. I firmly believe the value of any company is its people, and therefore the only way to succeed in any business is by taking care and inspiring your team. I am an admirer of Gary Vee’s philosophy on building a great culture. You don’t build culture by having cool snacks and a ping-pong table. Great culture is built when you genuinely care about your employees and you help them grow as individuals.
Where do you see the company in five years from now?
I see Fitlov app available and thriving in the GCC and some of the world’s other mega cities. I see users being able to book fitness and wellness sessions, delivered in person or virtually, in a few clicks. There is a massive personal training market that has not been digitised at all and Fitlov will be the technology that transforms how personal training services are delivered.
What other successful start-up do you wish you had started?
I wish I had started Spotify. I think it was one of the first apps that revolutionised an industry and they did it in such a seamless manner. I have a passion for both fitness and music and I firmly believe if you do what your passion is, your chances of success and happiness will multiply.
If you could do it all over again, what would you change?
I wish I had gained some exposure to the entrepreneurship and start-up world before starting my own company. If I could go back, I think I would like to learn a lot from other on-demand apps and then use that learning to fast-track the development of my own start-up. I have worked as an adviser for some of the largest multinationals and some of the most influential policymakers in the GCC. However, the start-up life is different as it requires one to be street smart and a hustler. I learnt a lot in my entrepreneurial journey and I would always recommend my friends to work for a start-up. I believe they offer an accelerated development path that no corporation can offer.
What is the next big step for Fitlov?
Our next big step will be to close our Series A fundraise and bring on-board venture capital investors to support the company through its next phases of growth. Our ambition is to be the No 1 app for fitness and wellness in the region. To get there, we have to improve and expand our products to be able to support our clients on all aspects of their lifestyle. Fitlov exists to change people’s life, and we measure success by the number of clients whose lifestyle we have transformed.
Biggest lessons learnt in launching Fitlov?
First of all: focus. Start small in your business scope and test before you do a big investment. Whether you are selling – a product or service – narrow it down and focus on its core. Secondly, embrace technology, no matter what industry you aim to operate in. If you want to be ahead of competition you need to embrace the latest technology tools and software. Third, follow the demand of your consumers, their needs and expand your services and offers accordingly. Client is king in the fitness industry, so stay relevant and supportive and you will create loyal supporters.
How has the Covid-19 pandemic affected your business?
Initially the pandemic and subsequent lockdowns made us completely stop operations. We had to quickly adapt to be able to offer safe services to our clientele. However, post lockdowns, there was a significant demand growth for personal training, which ultimately benefited our business. People showed a stronger interest in our services as we were offering a safer fitness solution than public gyms, as we were very thorough in our processes including the health and vaccinations status of our trainers.
Company Profile
Company: Fitlov
Date started: January 2018
Founders: Alberto Pardo, Alvaro Zapata and Zena Hamdan
Based: Dubai
Sector: Fitness technology
Size: 14 employees
Funding Stage: Pre-Series A
Investment: $500,000
Investors: bootstrapped, angel investors
Developer: Ubisoft Montreal / Ubisoft Toronto
Publisher: Ubisoft
Platforms: Playstation 4, Xbox One, Windows
Release Date: April 10
Evacuations to France hit by controversy
- Over 500 Gazans have been evacuated to France since November 2023
- Evacuations were paused after a student already in France posted anti-Semitic content and was subsequently expelled to Qatar
- The Foreign Ministry launched a review to determine how authorities failed to detect the posts before her entry
- Artists and researchers fall under a programme called Pause that began in 2017
- It has benefited more than 700 people from 44 countries, including Syria, Turkey, Iran, and Sudan
- Since the start of the Gaza war, it has also included 45 Gazan beneficiaries
- Unlike students, they are allowed to bring their families to France
Uefa Nations League
League A:
Germany, Portugal, Belgium, Spain, France, England, Switzerland, Italy, Poland, Iceland, Croatia, Netherlands
League B:
Austria, Wales, Russia, Slovakia, Sweden, Ukraine, Republic of Ireland, Bosnia-Herzegovina, Northern Ireland, Denmark, Czech Republic, Turkey
League C:
Hungary, Romania, Scotland, Slovenia, Greece, Serbia, Albania, Norway, Montenegro, Israel, Bulgaria, Finland, Cyprus, Estonia, Lithuania
League D:
Azerbaijan, Macedonia, Belarus, Georgia, Armenia, Latvia, Faroe Islands, Luxembourg, Kazakhstan, Moldova, Liechtenstein, Malta, Andorra, Kosovo, San Marino, Gibraltar
The Perfect Couple
Starring: Nicole Kidman, Liev Schreiber, Jack Reynor
Creator: Jenna Lamia
Rating: 3/5
Lexus LX700h specs
Engine: 3.4-litre twin-turbo V6 plus supplementary electric motor
Power: 464hp at 5,200rpm
Torque: 790Nm from 2,000-3,600rpm
Transmission: 10-speed auto
Fuel consumption: 11.7L/100km
On sale: Now
Price: From Dh590,000
The specs
Engine: 2.0-litre 4-cylinder turbo
Power: 240hp at 5,500rpm
Torque: 390Nm at 3,000rpm
Transmission: eight-speed auto
Price: from Dh122,745
On sale: now
The specs
Engine: 4.0-litre flat-six
Torque: 450Nm at 6,100rpm
Transmission: 7-speed PDK auto or 6-speed manual
Fuel economy, combined: 13.8L/100km
On sale: Available to order now
The years Ramadan fell in May
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PROFILE OF HALAN
Started: November 2017
Founders: Mounir Nakhla, Ahmed Mohsen and Mohamed Aboulnaga
Based: Cairo, Egypt
Sector: transport and logistics
Size: 150 employees
Investment: approximately $8 million
Investors include: Singapore’s Battery Road Digital Holdings, Egypt’s Algebra Ventures, Uber co-founder and former CTO Oscar Salazar
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Zakat definitions
Zakat: an Arabic word meaning ‘to cleanse’ or ‘purification’.
Nisab: the minimum amount that a Muslim must have before being obliged to pay zakat. Traditionally, the nisab threshold was 87.48 grams of gold, or 612.36 grams of silver. The monetary value of the nisab therefore varies by current prices and currencies.
Zakat Al Mal: the ‘cleansing’ of wealth, as one of the five pillars of Islam; a spiritual duty for all Muslims meeting the ‘nisab’ wealth criteria in a lunar year, to pay 2.5 per cent of their wealth in alms to the deserving and needy.
Zakat Al Fitr: a donation to charity given during Ramadan, before Eid Al Fitr, in the form of food. Every adult Muslim who possesses food in excess of the needs of themselves and their family must pay two qadahs (an old measure just over 2 kilograms) of flour, wheat, barley or rice from each person in a household, as a minimum.
AI traffic lights to ease congestion at seven points to Sheikh Zayed bin Sultan Street
The seven points are:
Shakhbout bin Sultan Street
Dhafeer Street
Hadbat Al Ghubainah Street (outbound)
Salama bint Butti Street
Al Dhafra Street
Rabdan Street
Umm Yifina Street exit (inbound)
COMPANY%20PROFILE
%3Cp%3E%3Cstrong%3ECompany%20name%3A%3C%2Fstrong%3E%20Sav%3Cbr%3E%3Cstrong%3EStarted%3A%3C%2Fstrong%3E%202021%3Cbr%3E%3Cstrong%3EFounder%3A%3C%2Fstrong%3E%20Purvi%20Munot%3Cbr%3E%3Cstrong%3EBased%3A%3C%2Fstrong%3E%20Dubai%3Cbr%3E%3Cstrong%3EIndustry%3A%3C%2Fstrong%3E%20FinTech%3Cbr%3E%3Cstrong%3EFunding%3A%3C%2Fstrong%3E%20%24750%2C000%20as%20of%20March%202023%3Cbr%3E%3Cstrong%3EInvestors%3A%3C%2Fstrong%3E%20Angel%20investors%3C%2Fp%3E%0A
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RESULTS
Lightweight (female)
Sara El Bakkali bt Anisha Kadka
Bantamweight
Mohammed Adil Al Debi bt Moaz Abdelgawad
Welterweight
Amir Boureslan bt Mahmoud Zanouny
Featherweight
Mohammed Al Katheeri bt Abrorbek Madaminbekov
Super featherweight
Ibrahem Bilal bt Emad Arafa
Middleweight
Ahmed Abdolaziz bt Imad Essassi
Bantamweight (female)
Ilham Bourakkadi bt Milena Martinou
Welterweight
Mohamed Mardi bt Noureddine El Agouti
Middleweight
Nabil Ouach bt Ymad Atrous
Welterweight
Nouredine Samir bt Marlon Ribeiro
Super welterweight
Brad Stanton bt Mohamed El Boukhari
Where to buy art books in the UAE
There are a number of speciality art bookshops in the UAE.
In Dubai, The Lighthouse at Dubai Design District has a wonderfully curated selection of art and design books. Alserkal Avenue runs a pop-up shop at their A4 space, and host the art-book fair Fully Booked during Art Week in March. The Third Line, also in Alserkal Avenue, has a strong book-publishing arm and sells copies at its gallery. Kinokuniya, at Dubai Mall, has some good offerings within its broad selection, and you never know what you will find at the House of Prose in Jumeirah. Finally, all of Gulf Photo Plus’s photo books are available for sale at their show.
In Abu Dhabi, Louvre Abu Dhabi has a beautiful selection of catalogues and art books, and Magrudy’s – across the Emirates, but particularly at their NYU Abu Dhabi site – has a great selection in art, fiction and cultural theory.
In Sharjah, the Sharjah Art Museum sells catalogues and art books at its museum shop, and the Sharjah Art Foundation has a bookshop that offers reads on art, theory and cultural history.
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Specs%20
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The Voice of Hind Rajab
Starring: Saja Kilani, Clara Khoury, Motaz Malhees
Director: Kaouther Ben Hania
Rating: 4/5
Mohammed bin Zayed Majlis
RIDE%20ON
%3Cp%3EDirector%3A%20Larry%20Yang%3C%2Fp%3E%0A%3Cp%3EStars%3A%20Jackie%20Chan%2C%20Liu%20Haocun%2C%20Kevin%20Guo%3C%2Fp%3E%0A%3Cp%3ERating%3A%202%2F5%3C%2Fp%3E%0A
The burning issue
The internal combustion engine is facing a watershed moment – major manufacturer Volvo is to stop producing petroleum-powered vehicles by 2021 and countries in Europe, including the UK, have vowed to ban their sale before 2040. The National takes a look at the story of one of the most successful technologies of the last 100 years and how it has impacted life in the UAE.
Read part four: an affection for classic cars lives on
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1. Fasting
2. Prayer
3. Hajj
4. Shahada
5. Zakat
UAE%20medallists%20at%20Asian%20Games%202023
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MATCH INFO
Asian Champions League, last 16, first leg:
Al Ain 2 Al Duhail 4
Second leg:
Tuesday, Abdullah bin Khalifa Stadium, Doha. Kick off 7.30pm
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Turning%20waste%20into%20fuel
%3Cp%3EAverage%20amount%20of%20biofuel%20produced%20at%20DIC%20factory%20every%20month%3A%20%3Cstrong%3EApproximately%20106%2C000%20litres%3C%2Fstrong%3E%3C%2Fp%3E%0A%3Cp%3EAmount%20of%20biofuel%20produced%20from%201%20litre%20of%20used%20cooking%20oil%3A%20%3Cstrong%3E920ml%20(92%25)%3C%2Fstrong%3E%3C%2Fp%3E%0A%3Cp%3ETime%20required%20for%20one%20full%20cycle%20of%20production%20from%20used%20cooking%20oil%20to%20biofuel%3A%20%3Cstrong%3EOne%20day%3C%2Fstrong%3E%3C%2Fp%3E%0A%3Cp%3EEnergy%20requirements%20for%20one%20cycle%20of%20production%20from%201%2C000%20litres%20of%20used%20cooking%20oil%3A%3Cbr%3E%3Cstrong%3E%E2%96%AA%20Electricity%20-%201.1904%20units%3Cbr%3E%E2%96%AA%20Water-%2031%20litres%3Cbr%3E%E2%96%AA%20Diesel%20%E2%80%93%2026.275%20litres%3C%2Fstrong%3E%3C%2Fp%3E%0A
2025 Fifa Club World Cup groups
Group A: Palmeiras, Porto, Al Ahly, Inter Miami.
Group B: Paris Saint-Germain, Atletico Madrid, Botafogo, Seattle.
Group C: Bayern Munich, Auckland City, Boca Juniors, Benfica.
Group D: Flamengo, ES Tunis, Chelsea, (Leon banned).
Group E: River Plate, Urawa, Monterrey, Inter Milan.
Group F: Fluminense, Borussia Dortmund, Ulsan, Mamelodi Sundowns.
Group G: Manchester City, Wydad, Al Ain, Juventus.
Group H: Real Madrid, Al Hilal, Pachuca, Salzburg.
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Pharaoh's curse
British aristocrat Lord Carnarvon, who funded the expedition to find the Tutankhamun tomb, died in a Cairo hotel four months after the crypt was opened.
He had been in poor health for many years after a car crash, and a mosquito bite made worse by a shaving cut led to blood poisoning and pneumonia.
Reports at the time said Lord Carnarvon suffered from “pain as the inflammation affected the nasal passages and eyes”.
Decades later, scientists contended he had died of aspergillosis after inhaling spores of the fungus aspergillus in the tomb, which can lie dormant for months. The fact several others who entered were also found dead withiin a short time led to the myth of the curse.
GAC GS8 Specs
Engine: 2.0-litre 4cyl turbo
Power: 248hp at 5,200rpm
Torque: 400Nm at 1,750-4,000rpm
Transmission: 8-speed auto
Fuel consumption: 9.1L/100km
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Why are you, you?
Why are you, you?
From this question, a new beginning.
From this question, a new destiny.
For you are a world, and a meeting of worlds.
Our dream is to unite that which has been
separated by history.
To return the many to the one.
A great story unites us all,
beyond colour and creed and gender.
The lightning flash of art
And the music of the heart.
We reflect all cultures, all ways.
We are a twenty first century wonder.
Universal ideals, visions of art and truth.
Now is the turning point of cultures and hopes.
Come with questions, leave with visions.
We are the link between the past and the future.
Here, through art, new possibilities are born. And
new answers are given wings.
Why are you, you?
Because we are mirrors of each other.
Because together we create new worlds.
Together we are more powerful than we know.
We connect, we inspire, we multiply illuminations
with the unique light of art.
Ben Okri,
Dust and sand storms compared
Sand storm
- Particle size: Larger, heavier sand grains
- Visibility: Often dramatic with thick "walls" of sand
- Duration: Short-lived, typically localised
- Travel distance: Limited
- Source: Open desert areas with strong winds
Dust storm
- Particle size: Much finer, lightweight particles
- Visibility: Hazy skies but less intense
- Duration: Can linger for days
- Travel distance: Long-range, up to thousands of kilometres
- Source: Can be carried from distant regions
KILLING OF QASSEM SULEIMANI
Match info
Manchester United 4
(Pogba 5', 33', Rashford 45', Lukaku 72')
Bournemouth 1
(Ake 45 2')
Red card: Eric Bailly (Manchester United)
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Punchy appearance
Roars of support buoyed Mr Johnson in an extremely confident and combative appearance
Ready Player One
Dir: Steven Spielberg
Starring: Tye Sheridan, Olivia Cooke, Ben Mendelsohn, Mark Rylance
Key facilities
- Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
- Premier League-standard football pitch
- 400m Olympic running track
- NBA-spec basketball court with auditorium
- 600-seat auditorium
- Spaces for historical and cultural exploration
- An elevated football field that doubles as a helipad
- Specialist robotics and science laboratories
- AR and VR-enabled learning centres
- Disruption Lab and Research Centre for developing entrepreneurial skills
ROUTE%20TO%20TITLE
%3Cp%3E%3Cstrong%3ERound%201%3A%3C%2Fstrong%3E%20Beat%20Leolia%20Jeanjean%206-1%2C%206-2%3Cbr%3E%3Cstrong%3ERound%202%3A%20%3C%2Fstrong%3EBeat%20Naomi%20Osaka%207-6%2C%201-6%2C%207-5%3Cbr%3E%3Cstrong%3ERound%203%3A%20%3C%2Fstrong%3EBeat%20Marie%20Bouzkova%206-4%2C%206-2%3Cbr%3E%3Cstrong%3ERound%204%3A%3C%2Fstrong%3E%20Beat%20Anastasia%20Potapova%206-0%2C%206-0%3Cbr%3E%3Cstrong%3EQuarter-final%3A%20%3C%2Fstrong%3EBeat%20Marketa%20Vondrousova%206-0%2C%206-2%3Cbr%3E%3Cstrong%3ESemi-final%3A%20%3C%2Fstrong%3EBeat%20Coco%20Gauff%206-2%2C%206-4%3Cbr%3E%3Cstrong%3EFinal%3A%3C%2Fstrong%3E%20Beat%20Jasmine%20Paolini%206-2%2C%206-2%3C%2Fp%3E%0A
TO A LAND UNKNOWN
Director: Mahdi Fleifel
Starring: Mahmoud Bakri, Aram Sabbah, Mohammad Alsurafa
Rating: 4.5/5
Read more about the coronavirus
