Adventure HQ Brand Journey

Our Brand Journey

Our Ethos We are an Emirati home grown brand born in Dubai as an initiative of Sharaf HQ Investment. We have a unique offering which is a combination of outdoor adventure gear and indoor activities powered by an award winning specialist team who brings together global expertise in driving excellence.

Our Vision To be the leading destination for outdoor adventure gear and indoor activities, best known for our interactive environment and inspiring more people to discover the great outdoors Our Mission To deliver excellence in stores we build, the products we offer and the service we provide whilst exceeding the expectations of our stakeholders Our competitive advantage is that we have two specialised businesses: Adventure HQ Retail - your headquarters for outdoor gear; and Adventure Zone - an indoor leisure facility to build a healthy body and healthy mind. Together they are strong brands which complement each other where they can co-exist or remain in isolation, making it a scalable model which adapts to the different market needs.

Our Business Models

Adventure HQ Retail An outdoor adventure retail specialist offering equipment for a wide range of active lifestyle pursuits such as camping, cycling, trekking, hiking, boating, fishing, diving, off-roading and more. With over 30,000 products from over 1000 world-renowned brands we cater to the needs of a first timer, the enthusiasts and the expert adventurer. All of this is presented in an interactive and engaging environment with supporting services like bike maintenance and rentals, inspiring more people to embrace their adventurous spirit and discover themselves‌ outdoors.

Adventure Zone A unique concept where you can experience outdoor activities indoor all year round. From indoor caving, rock climbing pinnacle, high and low ropes course, fun walls, zip lining, skate-park and trampolining, this is your ultimate indoor adventure facility which is suited for all skill levels. From kids to adults, we have created a culture within our community to embrace an active lifestyle and develop a healthy body and healthy mind.

Adventure HQ Retail

Your headquarters for outdoor gear

Cycling | Triathlon Start pedalling and enjoy the ride! We have road bikes, mountain bikes, cruisers, BMX and youth bikes plus everything else you need for a safe and comfortable ride. If you want to combine your cycling with swimming and running, we got wetsuits, skin suits, compression and running gear with nutrition to get you fuelled for the challenge

Camping | Trekking Experience the wonder of sleeping in the great outdoors. Our vast range of tents, jackets, base layers, boots, sleeping bags, backpacks, cooking gear, headlamps and accessories will allow you to enjoy convenience and comfort every step of the way

Boating | Water Sports Prefer to be on top of the surface? We have water kayaks, skis, jet skis, inflatable boats and accessories. If surf’s your game then grab one of our surf boards, body boards or paddle boards and hit the waves

Off Roading | Rock Climbing Set off with confidence and return with great stories!

We have roof racks, storage, refrigeration, shovels, jacks plus everything else you need to venture across untouched landscapes. Add this to the wonder of climbing to new heights. Our range of harnesses, shoes, helmets and carabiners means that you’ll now be able to experience the world from all angles

Electronics | Nutrition We have multisport watches, action cameras, GPS, and fitness trackers to get you track and monitor your performance and get the most of your land and water outdoor adventures.

To enhance your activities we got the widest selection of gels, bars and drinks for energy, hydration and recovery

Fishing | Diving Reel in a big one! Our range of rods, reels, lures and tackle have all been sourced from top brands. We can even spool your line onto your reel in-store, come and check it out. You will be able to reach all depths of the underwater world with our great range of masks, snorkels, fins, BCDs, hoses, regulators, dive electronics, wetsuits and dive accessories

Action Sports Whether you like taking it easy or love the thrills of living on the edge, our range of skateboards, scooters and roller blades will get you rolling and turning or gliding and sliding

Adventure Zone

Build a healthy body & healthy mind

Trampoline Park A first in the region, it’s a series of trampolines all connected together, surrounded by angled ones on the walls. Jump around the room and you are guaranteed to have a lauigh and get fit at the same time

Climbing Pinnacle & Climbing Wall The 9 meter high climbing pinnacle and the 6 meter high climbing wall resembles real rock faces. It features edges and pockets that are moulded off limestone cliffs in the nature. There are 10 auto belays suitable from beginner to experienced climbers with 30 possible combinations to master

Skate Park Start peddling and enjoy the ride! We have road bikes, mountain bikes, cruisers, BMX and youth bikes plus everything else you need for a safe and comfortable ride. Choose from brands such as BMC, Merida, Santini and Topeak

Caving A tunnel with 48m of twists and turns offering a fun and exciting replication of real caving. Perfect to educate, inspire and excite a new generation of subterranean explorers, all of this in a safe and controlled environment

Zip Line With our 30 meter continuous closed loop zip line you can experience flying through the air. A great place for beginners where you experience the rush and freedom from the very first time of stepping off the platform all the way until you touch down

Cable Climb Courses Designed to offer a varied amount of vertical challenge, this course offers both a physical and mental test

The Lodge Themed Fun Walls There are 12 fun walls with an assortment of features such as climbing up a dinosaur skeleton, a castle faรงade, a quiz wall - warranting you to answer questions correctly to proceed, a giraffe, techno wall, a firemanโ บs wall plus more

The Lodge can accommodate up to 36 people, complete with presentation screen, tables and chairs. Great place for party and group bookings

Our Award Winning Team

Operations Team

Leadership Team

Merchandise Team

Business Development Team

Finance Team

Adventure HQ Retail

Adventure Zone

Marketing Team

Recognition & Awards •

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2016 Best Home Grown Brand - Highly Commended Business Innovation Awards 2016 Best Integrated Sport Marketing Campaign - Silver The Sports Industry Awards 2016 Best Sports Retail Experience - Silver The Sports Industry Awards 2015 SME Businessman of the Year - Sam Whittam - Winner Arabian Business Start Up Awards 2015 Business Leader of the Year – Sam Whittam - Winner Gulf Capital SME Awards 2015 SPIA: Best Sports Retail Outlet - Winner The Sports Industry Awards 2015 SPIA: Best Indoor Sport and Recreation Facility - Silver The Sports Industry Awards

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2014 SPIA: Best Sports Retail Outlet - Winner The Sports Industry Awards 2013 RetailME: Store Manager of the Year – Graeme Snyman – Winner Images RetailME 2012 SPIA: Best Sports Retail Outlet – Winner The Sports Industry Awards 2012 RetailME: Most Admired Store Design of the Year – Winner Images RetailME 2011 MEPRA: Multi-Disciplinary Campaign Best Practice – Winner The Middle East Public Relations Association 2011 RetailME: Most Admired Retail Launch of the Year – Winner Images RetailME

Leadership Team Sam Whittam – Founding CEO, is the genius behind the creation and implementation of Adventure HQ, the first outdoor adventure retail specialist in the UAE where customers can embark on an adventure while they shop. With over 25 years of retail experience, Sam is committed to building Adventure HQ into a world class brand, with a focus on delivering excellence in the stores built, products offered and the service provided.

Shibily Moidy – Head of Business Development, is the ‘brand custodian’ at Adventure HQ. With the core focus on driving growth, efficiency and strong engagement with all stakeholders, his motto is that everyone who gets in contact with Adventure HQ must feel the true essence of the brand. With 20 years’ experience globally driving profitable growth in a multi-category, multichannel, multi-region and multi-cultural environment he enjoys developing customer centric solutions with a strong passion for driving positive brand transformation and developing teams.

Laurent Ratinaud – Head of Merchandise, is responsible for the hundreds of brands and thousands of adventure items available at Adventure HQ. His aim is to deliver the most sought after labels and equipment to cater to all enthusiasts, from the novice to the adventure expert. With a focus on educating and motivating the community to embrace their adventurous spirit and discover the outdoor environment, Laurent is confident that Adventure HQ will help increase outdoor participation while encouraging healthy lifestyles.

Graeme Snyman – Operations Manager, is committed to delivering the Adventure HQ promise of providing animpeccable shopping experience. Focusing on highly trained, customer driven, specialist staff with a passion for the outdoor, Graeme aims to create an environment which caters to both the adventure novice and the experienced pioneer. He also gained extensive experience in all areas of the retail arena and across a variety of industries.

Girish Kumar – Chief Accountant, is the main point of contact for all financial related issues. He heads up the Accounts division and is responsible for managing the day to day financial success of the company. Girish supervises all accounts payable and receivable, managing internal and external audits, budgeting, cash flow management, monthly bank reconciliation and invoicing.

Our Parent Company

Sharaf HQ Investment (SHQI) is an Emirati owned family business established in Dubai and is a member of one of the largest groups in the Middle East – The Sharaf Group which was founded in 1975.

SHQI brings together energy, creativity and expertise to develop companies and franchises helping them evolve from start-ups to recognized businesses. This successful approach spans over several industries which includes retail, automotive services, hospitality, spa, leisure & amusement, IT consultancy & solutions and media production.

SHQI employs more than 700 highly competent people from a large variety of nationalities who support the business carrying out values such as integrity, dedication, passion and excellence.

Headquartered in Dubai, UAE with operations in the Middle East (UAE, Kuwait, Bahrain), SHQI collaborates with names such as Adventure HQ, Hello Kitty Beauty SPA, Colette and Chill Out. Mission Statement: Sharaf HQ Investment’s mission is to bring our partners and our brands to the next level through excellence of the support departments, to be recognized as a partner of choice to synergize businesses and a place where employees grow along these businesses.

Vision: Sharaf HQ Investment thrives to build lasting and valuable memories for everyone where we are present, through innovation in providing outstanding and unique customer experiences and solutions.

Management Team

Mr. Yasser Sharaf President & Founder

Mr. Farhan Al Bastaki Chief Executive Officer

Mr. Bijoy Bose Chief Financial Officer

Yasser Sharaf has extensive experience in the field of business development, business analysis, team leadership, financial control, operational management and project management. Yasser is the President of Sharaf HQ Investment and Jebel Ali Cement Company; the Executive Director of Sharaf Group; a Board Member of Sharaf Investment, Sharaf Travel, Emarat Maritime, Sharaf DG, Electronics and Retail. His roles and accountabilities include board administration support, program product and service delivery, financial, tax, risk and facilities management, human resource management and community and public relations. He holds a Bachelor’s Degree in Business Administration from the Higher College of Technology, Dubai, UAE and completed his Master’s Degree in Multinational Commerce from Boston University.

A graduate of Mohammed Bin Rashid Centre for Leadership Development, Farhan Joined Sharaf HQ Investment as a Chief Executive Officer to add the precious extraction of his valuable career journey to a fast growing Emirati business. Farhan’s experience has been in different senior managerial roles such as but not limited to, Managing Director and Acting Chief Executive Officer of Siraj Finance PJSC, Executive Director of Islamic Finance in the Dubai International Financial Centre “DIFC”, and Chief Executive Officer of Waqf Trust Services Ltd “Waqf” the world’s first Sharia based trust service provider. Farhan has been chosen by the Italian automotive designer ZAGATO, the 97 years old brand, to be their advisor and brand ambassador, which reflects his visionary mind-set and networking capabilities, as well as it being aligned with his automotive and motorsport passion and lifestyle. Farhan holds a Post Graduate Diploma in Strategic Leadership from Cranfield University in the UK, and a Bachelors degree in Applied Sciences in Business Administration Management from the Higher Colleges of Technology in the UAE.

Bijoy Bose is a qualified Charted Accountant with nearly 20 years› experience in Strategic Finance & Accounts in Retail, Manufacturing and Service Industry. Experienced in conceptualizing and implementing financial procedures and actively involved in the maintenance & finalization of accounts, working capital management, profit monitoring and building internal financial controls.

His expertise includes Strategic Planning & Financial Control, Performing Accounting Functions, Fund Management & Budget Control, Management of Receivable & Payable and Commercial Operations. He joined Sharaf Retail Group in 2007 as Head of Finance of Sharaf DG & Sharaf Electronics and GM of Yellow Hat. He is overall accountable for the financial & operational strategy, development and monitoring of financial control systems of all the Key Business Units.

Our Evolution

ADVENTURE HQ | ADVENTURE ZONE Times Square Center, Dubai - Opened 2011

ADVENTURE ZONE The Galleria Mall, Dubai - Opened 2014

ADVENTURE HQ The Beach opposite JBR, Dubai - Opened 2014

ADVENTURE HQ | ADVENTURE ZONE Dalma Mall, Abu Dhabi - Opened 2014

ADVENTURE HQ | ADVENTURE ZONE Yas Mall, Abu Dhabi - Opened 2015

Our Community Activities

The Color Run Dubai / Abu Dhabi

The First GCC Hiking Championship Ras Al Khaimah

911 Challenge - UAE World Firefighter Challenge 2016

Abu Dhabi Racing / Daman Speed Academy

Adventure Zone Key Figures

1.9 M

per annum

20,000 sq ft 1.3 M

per annum

4,000 sq ft

REVENUE

Ranges from USD 1.3M to 1.9M per annum EBIDTA 29%

VENUE SIZE

Ranges from 4,000 to 20,000 sq ft

USD 205 /sq ft

USD 75 /sq ft

BREAKEVEN 1 YEAR

2 YEARS

PAYBACK 3 YEARS

CAPEX

Ranges from USD 75/sq ft to USD 205/sq ft

Notes: BREAKEVEN & PAYBACK PERIOD

12 months breakeven and payback within 3 years

• Approximate calculations based on Adventure Zone in UAE • Venue size, region specific costs and number of activities significantly impacts costs • As the size of the venue goes up the cost per square foot of development comes down • Information is to only be used as guide and is relevant for 2016

Al Hilal Building, Sheikh Rashid Road, Al Garhoud, Dubai, United Arab Emirates P.O. Box 111662 | Tel +971 4 205 3800 | Fax +971 4 253 0895 | www.adventurehq.ae | info@adventurehq.ae