For more than seventeen years, Saima Ajram’s voice reached audiences through some of Britain’s most respected broadcasting platforms.
A qualified broadcast journalist and multi-award-winning broadcaster, she built her career in an industry where credibility is earned live, often in real time and under immense pressure. Her professional journey included more than seventeen years with the BBC, alongside experience with BBC News and ITV News in the UK.
But Saima’s story was never destined to remain confined to a television studio.
Today, she is bringing together decades of experience in journalism, broadcasting, communication, public relations, marketing, international hosting, aviation, digital communication, and consumer engagement to build something entirely different.
As the CEO and Founder of FYYTR UAE and a Strategic Advisor to Nxt Fight, Saima Ajram is entering one of the most traditionally male-dominated industries in the world of sport and business: combat sports.
And the journey that brought her there began with something deeply personal.
It began with her daughter.
A Career Built on the Power of Communication
Before becoming an entrepreneur, Saima spent more than seventeen years developing one of the most valuable skills in modern business: communication.
As a qualified broadcast journalist with the BBC, she learned how to understand complex information, communicate clearly, connect with audiences, and remain composed in high-pressure environments.
Her work across broadcasting, including BBC News and ITV News, placed her on international platforms where communication was not simply about speaking well.
It was about trust.
A broadcaster must understand an audience.
A journalist must understand a story.
And both must know how to communicate information in a way that people can genuinely understand.
Those skills would later become the foundation of Saima’s entrepreneurial journey.
Because while her career moved through different industries, one strength remained consistent throughout every chapter:
communication.
From Journalism to PR, Marketing and Global Events
Leaving the BBC did not mean leaving communication behind.
Instead, Saima expanded her expertise into new forms of audience engagement.
She moved into PR and marketing, gaining a deeper understanding of how brands communicate with consumers and how businesses build relationships with the public.
Her career also took her into international hosting, where she hosted major events, arenas, and experiences for international brands and companies.
The transition gave her another perspective on influence.
Broadcast journalism taught her how to communicate directly with an audience.
PR and marketing taught her how organizations communicate with consumers.
International hosting taught her how to engage people in live environments.
Each experience added another layer to her professional identity.
What may appear from the outside as several different careers was, in reality, the gradual development of a highly specialized understanding of communication.
Understanding How Modern Businesses Communicate
Saima’s journey continued into aviation and corporate communications, where she gained experience in guest communication and digital communication.
This introduced her to another rapidly evolving dimension of the modern business world.
How do companies communicate necessary information to customers?
How do they communicate during important moments?
How do they use digital platforms to build stronger relationships with the people they serve?
Her experience began connecting the different forms of communication she had developed throughout her career.
There was live television and radio.
There was journalism.
There was PR and marketing.
There was direct communication with consumers.
There was guest communication.
And there was digital communication.
Together, these experiences created something larger than a conventional media career.
They established Saima Ajram as a communications specialist with a deep understanding of how people receive, interpret, and respond to messages.
That expertise would eventually become one of the most important strengths behind her entrepreneurial vision.
The Personal Story Behind FYYTR
The beginning of FYYTR was not born in a boardroom.
It began with a mother trying to protect her daughter.
Saima’s daughter began boxing at the age of eleven.
As her daughter developed an interest in combat sports and began exploring her ambitions as a fighter, Saima encountered a challenge that would eventually inspire an entirely new business journey.
She wanted to find the right equipment.
Boxing gloves.
Headgear.
Protective equipment that would put safety first while still allowing her daughter to train, compete, and pursue her ambitions in combat sports.
But finding what she was looking for was not as straightforward as it should have been.
That experience sparked an idea.
What if there was a better way to approach combat-sports equipment?
What if safety, performance, ambition, and accessibility could be brought together more thoughtfully?
And what if a business could help create a stronger and more inclusive community around combat sports?
From that personal experience, the idea behind FYYTR began to take shape.
Building FYYTR in a Traditionally Male-Dominated Industry
Launching a female-led organization in the combat-sports industry brings its own challenges.
Combat sports have historically been shaped by male leadership, male audiences, and traditional ideas about who belongs in the industry.
Saima is entering that environment with a different perspective.
Her connection to the industry began through her daughter and through a mother’s instinct to prioritize safety while encouraging ambition.
That perspective gives the story behind FYYTR a deeply human foundation.
The business is connected not only to sport, but also to empowerment.
It is about creating opportunities for people to explore combat sports while recognizing the importance of the right support, equipment, safety, and community.
For Saima, building FYYTR in the UAE represents more than launching another business.
It is an opportunity to contribute to an evolving combat-sports culture.
And as the journey expands toward markets including Saudi Arabia, the ambition is becoming increasingly regional.
When Every Career Chapter Starts Making Sense
One of the most interesting aspects of Saima Ajram’s journey is that her previous careers did not disappear when she became an entrepreneur.
They became useful.
Her journalism experience taught her how to understand and communicate stories.
Broadcasting taught her how to connect with audiences.
PR and marketing taught her how brands communicate with consumers.
International hosting taught her how to engage people and represent major organizations.
Aviation and guest communications taught her how companies communicate important information with customers.
Digital communications helped her understand how modern businesses interact with the public.
Today, all of those experiences inform the way she thinks about FYYTR and its consumers.
She understands that building a successful business is not only about having a product.
It is also about understanding who the consumer is.
How to reach them.
How to communicate with them.
How to build trust.
And how to create a message that genuinely connects.
In that sense, Saima’s entrepreneurial journey is not a dramatic departure from her previous career.
It is the culmination of everything she has learned.
From Broadcaster to SME in Communication
After decades working across multiple forms of media and communication, Saima has developed a level of expertise that extends far beyond presenting.
Her career has positioned her as a specialist in communication and audience engagement.
She understands communication from multiple perspectives.
The journalist communicating information.
The broadcaster speaking directly to audiences.
The PR professional shaping brand narratives.
The marketer engaging consumers.
The host connecting with live audiences.
And the communications professional helping organizations communicate with guests and customers.
That combination has become increasingly valuable in an era where businesses compete not only through products, but through the quality of their relationship with their audiences.
For Saima, communication is not simply something she does.
It is the professional foundation that connects every chapter of her career.
A New Chapter Through Nxt Fight
Alongside building FYYTR UAE, Saima’s role as a Strategic Advisor to Nxt Fight brings another dimension to her involvement in the evolving fight industry.
Her strategic experience and communication expertise allow her to contribute to a space where sport, entertainment, consumer engagement, branding, and business increasingly intersect.
The modern fight industry is no longer limited to what happens inside the ring.
It is also shaped by storytelling.
Digital communities.
Brand development.
Audience engagement.
Partnerships.
And the ability to communicate with consumers in meaningful ways.
These are areas where Saima’s background gives her a distinctive perspective.
She understands that visibility alone is not enough.
A story needs meaning.
A brand needs purpose.
And a business needs to understand the people it hopes to serve.
Redefining What Female Leadership Can Look Like
Saima Ajram’s journey also carries a larger message.
Women do not need to enter traditionally male-dominated industries by becoming copies of the people who came before them.
They can bring their own perspectives.
Their own experiences.
And their own reasons for building.
Saima’s entry into combat sports began through motherhood.
Through her daughter’s ambitions.
Through concerns about safety.
And through a determination to find a better solution.
That is not a weakness in the story.
It is precisely what makes the story distinctive.
Her experience as a woman, mother, broadcaster, communications specialist, and entrepreneur allows her to see the industry through a perspective shaped by both professional expertise and personal experience.
As a female-led organization builds its place within the UAE’s fight industry, that perspective could become one of FYYTR’s greatest strengths.
The Story Is Still Being Written
Saima Ajram has already lived several professional lives within one career.
She has been a journalist.
A multi-award-winning broadcaster.
A BBC professional.
A news presenter and communicator.
A PR and marketing professional.
An international host.
A communications specialist.
And now, an entrepreneur building in the combat-sports industry.
Yet the most interesting part of her journey may be what connects them all.
Every chapter has been about people.
Understanding them.
Communicating with them.
Connecting with them.
And now, building for them.
Her voice first gave her a platform.
Her experience gave her expertise.
And entrepreneurship has given her an opportunity to turn that expertise into something tangible.
Through FYYTR UAE and her strategic work within the evolving fight industry, Saima Ajram is demonstrating that reinvention does not mean abandoning who you were.
Sometimes, it means finally understanding why every previous chapter happened.
And for a woman who has spent decades helping the world understand other people’s stories, Saima Ajram is now building one of her own.
This time, she is not simply telling the story.
She is building it.
To follow Saima Ajram’s latest entrepreneurial projects, media work, business insights, and professional journey, follow her on Instagram.
Read More – Discover the Most Beautiful Mandir in Abu Dhabi Today
