1. What motivated you to start XPRTX, and how does it reflect your personal philosophy on crafting meaningful experiences?
After nearly two decades in global events, from IPL activations to launching Saudi Arabia’s first Formula 1 Grand Prix, I kept seeing a consistent pattern: incredible shows, but very little aftershock. The event would end, the lights would go off, and that was it.
What was missing wasn’t effort or ambition. It was meaning. That realization led me to start XPRTX, not to produce more events, but to create experiences that generate long-term value for nations, cities, and communities. To do that, we built our own approach: the Experience Masterplanner Office (EMO).
We begin every project with a single question: Why does this matter? From that “why,” everything flows: strategy, design, operations, engagement, and legacy. That mindset is not just a methodology. It is the core of who we are.
2. From leading the Saudi Arabian Grand Prix to founding XPRTX, what personal experiences or challenges shaped your vision for creating world-class experiences?
The first Saudi Arabian Formula 1 Grand Prix was unforgettable, for many reasons. We weren’t just building a race. We were building history. A brand-new city circuit, under a global spotlight, with immense expectations.
But the most powerful moment didn’t come on race day. It came weeks later, when I saw people from the community walking on the track. Children riding bicycles. Families enjoying the promenade. The area had transformed. What was once a racetrack had become a destination: a marina, a yacht club, waterfront restaurants, hotels, and Red Sea views.
That was the moment it truly clicked. We weren’t just delivering an event. We were shaping a space, telling a story, and creating civic pride. It changed how I define world-class experiences. They are not measured by crowd size or production scale, but by how deeply they connect with the place and its people. That experience didn’t just influence my work. It is the reason XPRTX exists.
3. Having worked on major international events in Saudi Arabia, how do you ensure your projects respect and elevate local culture while appealing globally?
It begins with listening. Every city and region moves to its own rhythm, and without hearing it, you can’t truly design for it. We work closely with local artists, chefs, storytellers, and the youth. Rather than replicating global formats, we amplify local identity to create global resonance.
Culture is not something we add at the end; it’s our starting point. That’s how we build experiences that feel real, and move both local hearts and global audiences.
4. XPRTX positions itself as an “Experience Masterplanner Office.” How does this strategic positioning give clients a competitive edge in today’s saturated experiential market?
Most planning offices focus on timelines. We masterplan experience ecosystems that shape destinations, communities, and long-term identity. Our EMO model flips the traditional approach. We start from the feeling we want to leave behind, then reverse-engineer every detail to align with that. It’s purpose-built strategy.
What truly sets us apart is how we centralize the full ecosystem. We align with every industry: marketing, operations, creative, municipalities, community groups, with one shared purpose. That’s how we transform a good event into a nationwide moment.
5. Saudi Arabia’s Vision 2030 emphasizes cultural experience and global positioning — how does XPRTX align its work with national strategic goals?
Vision 2030 isn’t a checklist to us; it’s a story Saudi Arabia is sharing with the world, driven by clarity, pride, and ambition. Through our work, we’ve already become part of that story, shaping chapters through unforgettable experiences. And both personally and through XPRTX, we continue writing new ones.
From F1, Dakar, WTA, and Diriyah Season to community-led IPs, we’ve built platforms that align with the Kingdom’s goals in tourism, perception, identity, and inclusion.
But our focus goes beyond delivery. We always ask: “How will this live on?” For this reason, we prioritize grassroots integration, extending experiences beyond the event itself and into schools, public spaces, and everyday life, ensuring long-term community value. We don’t measure success by numbers alone. We ask: “What did it leave behind?”
6. What has been the biggest challenge XPRTX has faced in delivering world-class sports, entertainment, and cultural experiences in Saudi Arabia, and how have you overcome it?
Delivering world-class experiences in a country that moves as fast and ambitiously as Saudi Arabia comes with its own set of challenges. But to us, that’s where the opportunity lies.
One of the biggest challenges has been balancing global expectations with local realities, often under extremely tight timelines. Many projects are first-of-their-kind, delivered without existing benchmarks or infrastructure. These challenges have been addressed through modular planning frameworks, close collaboration with local talent and vendors, and strong coordination across ministries and federations. Adaptability, without compromising global standards, has been key.
Equally important is ensuring that the impact does not end when the event does. That is why legacy is always built into the planning process. The guiding question remains: What value will this leave behind for the place that hosted it?
7. How do you see XPRTX contributing to Saudi Arabia’s Vision 2030, especially in creating memorable cultural and entertainment experiences?
We support Vision 2030 by transforming ambition into experiences that move people and leave a lasting impact. Thanks to the trust and vision of the Kingdom’s leadership, and the continued support from project leaders across ministries, federations, and all government entities, we’ve been able to co-create experiences that are globally admired and deeply rooted in local culture.
From architecture and cuisine to hospitality and heritage, Saudi Arabia’s rich identity is a powerful canvas. At XPRTX, we curate and bring that to life in ways that resonate far beyond the event itself. Our EMO model ensures full alignment across all stakeholders, ministries, partners, and communities from day one. From Formula 1 to Diriyah Season, we’ve shaped platforms that support tourism, identity, perception, and emotional connection. And we always ask: “Will this live on?” We build what lasts. We design experiences people feel, remember, and share.
