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The business logic of Spartan races | A chat with Layova Group's Najib Yaacoub
Description
What does an obstacle-course race have to do with juice, coffee and hospitality?
In this special episode, in partnership with Spartan Middle East, Justin Harper, Senior Contributor at Arabian Business and Editor of CEO Middle East, speaks to Najib Yaacoub, Chief Operating Officer of Lavoya Restaurants Group, about why Joe & The Juice has teamed up with Spartan in the UAE.
The episode comes ahead of Spartan City at Etihad Arena in Abu Dhabi on Saturday, June 13, 2026, featuring a 3K Open Race and a 1-3K Kids Race.
The conversation looks at the rise of the UAE’s fitness and wellness economy, the power of community-led brands, and why businesses are increasingly expected to do more than simply sell a product. From active lifestyles and healthier choices to resilience, discipline and scaling a fast-growing hospitality business, this episode explores how Spartan’s obstacle-course mindset is finding its way into boardrooms, brands and everyday life.
For anyone who has ever wondered whether fitness is becoming a business strategy, this one is for you.