Ten years ago, SQUATWOLF was packing gymwear orders from a small apartment in Business Bay. This week, the homegrown fitness brand celebrated a milestone few local startups achieve, reaching customers in more than 120 countries while staying rooted in the city where it all began.
Instead of throwing a flashy launch party, the company decided to bring back the people who were there from the start.
Fetching content
SQUATWOLF Reunited Its Original Supporters
To celebrate its tenth anniversary, SQUATWOLF invited early customers, supporters, and friends to join a special community workout in Dubai.
The event was designed as a reunion for the people who believed in the brand before it became a recognized name in the fitness industry. Participants trained side by side in a session that reflected the company’s long-standing “one pack” philosophy.
For many attendees, it was a chance to reconnect with a brand they had supported since its earliest days.
The AED 800 Order That Started Everything
SQUATWOLF was founded in 2016 by husband-and-wife team Anam Khalid and Wajdan Gul after identifying a gap in the regional fitness apparel market.
Neither founder came from a fashion background. Instead, they built the company from scratch while living in Dubai, turning part of their Business Bay apartment into a warehouse and office.
Their first order, placed on May 16, 2016, was worth just AED 800.
What started as a side project quickly evolved into a fast-growing fitness label serving athletes across the world.
From Dubai Startup To Global Brand
Today, SQUATWOLF sells its products in more than 120 countries and operates a flagship store at Dubai Mall.
The company has also attracted major investor interest over the years, including backing from venture builder Disrupt and a minority investment from ASCA Capital Limited, which could eventually grow to as much as $30 million.
Despite the rapid expansion, the company continues to position itself around a simple identity: born in Dubai and engineered for the gym.
Who Owns SQUATWOLF?
Wajdan Gul serves as Co-Founder and Chief Executive Officer, while Anam Khalid serves as Co-Founder and Chief Operating Officer.
After relocating from Pakistan to Dubai, the pair transformed their passion for fitness into one of the UAE’s most recognizable activewear success stories.
Why People Are Talking About It
Dubai has become known for producing globally recognized startups, but few local brands have scaled internationally while maintaining such a strong connection to their origin story.
SQUATWOLF’s journey from a Business Bay apartment to a company serving customers across 120 countries highlights how far a homegrown UAE brand can go.
The company has also outlined ambitions to expand its physical retail footprint to 30 stores worldwide by 2030.
The Bottom Line
Most brands celebrate milestones by looking forward. SQUATWOLF looked back.
By bringing together the customers and supporters who were there at the beginning, the company turned its tenth anniversary into something more personal than a corporate celebration.
And for a brand that started with a single AED 800 order in Dubai, that full-circle moment may be the biggest milestone of all.
Cover Image: Squatwolf/Website
