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The soft facilities management sector in the Middle East is undergoing a profound transformation. What was once considered a background function is now recognised as a cornerstone of operational excellence — directly shaping patient outcomes in healthcare, guest experiences in hospitality, and productivity across commercial environments.
Clean Middle East's Soft FM Power List 2026 celebrates the individuals driving this shift. These are the leaders, innovators, and advocates who are redefining what soft FM means in this region — championing smarter technologies, building stronger teams, raising service standards, and proving that people-focused operations are fundamental to organisational success.
From frontline champions to strategic visionaries, this year's list reflects the remarkable depth of talent shaping the industry across the GCC and beyond. Each professional featured has demonstrated a clear commitment to elevating the sector — whether through operational innovation, workforce development, sustainability, or thought leadership.
The experts featured in this Power List are presented in alphabetical order, reflecting the collective strength of a community that continues to grow in influence and ambition.
As the industry evolves, so too does the recognition it deserves.
Abhilash Bandaru, Soft FM Manager - Center of Excellence, Whitespot Facilities Management
Tell us about your key achievements in soft FM over the past year.
One of the initiatives I am most proud of is the development of our video-based training library for frontline soft FM teams. Our training videos allow staff to access guidance instantly through their mobile phones whenever they need support on a task.
This has especially helped employees who may struggle with reading or language barriers but learn effectively through visual demonstrations.
How are you future-proofing soft FM?
The future of Soft FM will require a completely different skill set from what we see today. That is why we are increasingly focusing on interpersonal skills such as communication, emotional intelligence, leadership, and team building alongside technical competencies.
Technology is advancing rapidly. I believe repetitive cleaning and support tasks will increasingly be handled by machines in the near future. Future soft FM professionals will need to become highly multi-skilled, with knowledge in robotic troubleshooting, along with their existing skills.
At the same time, future generations may interact more with machines than people in the workplace. This makes resilience, emotional intelligence, and human-centered leadership even more important.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
One of the biggest challenges facing soft FM in the Middle East today is talent retention and resource reallocation during fluctuating market conditions. Our approach has been to retain talent wherever possible instead of losing skilled employees during slower periods.
Since employees face emotional stress and uncertainty, we are placing greater emphasis on empathy, emotional intelligence, motivation, and people-focused leadership. We want our employees to feel supported not just professionally, but personally as well.
Banita Jones, Head of Hospitality, Musanadah Facilities Management, KSA
Tell us about your key achievements in soft FM over the past year.
Over the past year, we have transformed BICSc and ISSA standards into a strategic driver of operational excellence at Musanadah. Three BICSc-accredited LEAD Training Centers across Saudi Arabia were expanded, including one of the world’s most remote accredited facilities in AlUla – a Saudi Vision 2030 project.
In 2025 alone, we oversaw the training of over 564 staff, bringing the total to more than 1,300, and introduced heritage-sensitive cleaning methods for UNESCO adobe structures. These initiatives directly supported the 50 percent expansion of Musanadah’s flagship AlUla contract with overall company growth rising from 21 percent in 2024 to 30 percent in 2025.
How are you future-proofing soft FM?
We are future-proofing soft FM through workforce development, smart FM technology, and healthcare specialization. We have developed structured BICSc-aligned training programs, introduced a mock hospital training room, and leveraged ISSA membership to strengthen healthcare cleaning capabilities.
Digital audit tools and Musanadah’s Connected CAFM platform provide real-time quality and compliance monitoring, while sustainable cleaning methods are embedded throughout operations.
Musanadah is also placing strong emphasis on Saudization and employee welfare initiatives through structured accommodation audits and a growing calendar of social and sporting activities.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
One of the biggest challenges is changing the perception of cleaning from an invisible, low-cost commodity to a professional discipline. Through measurable BICSc and ISSA standards, structured training, and objective audits, we are demonstrating the direct impact of soft FM on health, asset preservation, and building user satisfaction for clients in Saudi Arabia. This is a key differentiator for Musanadah.
Darren Williams, General Manager, Grako LLC
Tell us about your key achievements in soft FM over the past year.
Over the past year as General Manager at GRAKO LLC, my primary focus has been on reinforcing our position as one of the UAE’s leading specialist providers in high-level and rope access services. We have continued to deliver safe, efficient, and innovative soft FM solutions to some of the region’s most architecturally complex and high-profile assets, often navigating significant environmental challenges.
Our efforts have centered on blending technical expertise, safety leadership, and operational excellence to support clients in maintaining world-class assets with minimal disruption, improved efficiency, and enhanced occupant experience.
How are you future-proofing soft FM?
Looking forward, we approach future-proofing through three key pillars: technology, sustainability, and workforce development. Regarding technology, our aim is not simply to adopt every new advancement but to evaluate its true value and compatibility with existing processes.
In sustainability, we are committed to environmentally responsible maintenance practices that align with client goals and regional ESG frameworks.
Workforce development remains our most critical long-term investment. The demands on FM professionals continue to grow, requiring technical skill, safety awareness, digital literacy, and professionalism.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
The greatest challenge soft FM faces in the Middle East today is the industry’s heavy focus on cost rather than long-term value. At GRAKO LLC, we actively engage in client education to demonstrate the operational and financial benefits of quality-driven long-term strategies. We advocate for involving specialist FM providers early in asset design to protect asset value over time.
Eldhose George, Project Manager, FMM, Qatar
Tell us about your key achievements in soft FM over the past year.
In FMM, over the past year, I have led a focused effort to elevate soft FM operations through stronger accountability, service ownership, and visible performance standards. This has delivered improved service consistency, stronger audit outcomes, enhanced operational resilience, and greater client confidence.
My most significant achievement has been developing teams that understand how their work contributes directly to service excellence, business continuity, and organizational reputation.
How are you future-proofing soft FM?
I am future-proofing soft FM by advancing a balanced approach that integrates smarter operations, sustainable practices, and workforce capability. Through data-informed oversight, stronger planning, and frontline development, I am helping build more agile, skilled, and accountable teams.
In parallel, I continue to promote sustainability through responsible chemical management, resource optimization, and operational efficiencies that support long-term value.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
A key challenge is the outdated perception of soft FM as purely labour-based and cost-driven. I address this by demonstrating its strategic value through measurable quality improvement, workforce development, and consistent service delivery.
Jason Ruehland, Group CEO, Confidential Company, KSA
Tell us about your key achievements in soft FM over the past year.
Over the past year, I have focused on helping transform facilities management from a labour intensive service into a technology enabled, data driven business that delivers measurable outcomes for clients. This included investing heavily in workforce development, digital service delivery, customer experience, and operational excellence across some of Saudi Arabia's most significant assets and developments.
While technology and innovation have been important, what I am most proud of is helping create opportunities for people to progress from frontline roles into supervisory, management, and leadership positions.
How are you future-proofing soft FM?
The future of facilities management will be powered by technology, driven by data, and delivered by people. Artificial Intelligence, digital training platforms, CAFM systems, predictive maintenance, real time dashboards, and robotics are creating opportunities to improve productivity, service quality, and decision making at a scale we have never seen before.
At the same time, sustainability is becoming a core requirement. The organisations that will lead the next decade will be those that successfully combine innovation, sustainability, and workforce development into a single operating model.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
The biggest challenge facing soft FM today is balancing increasing client expectations with ongoing pressure to control costs. Clients rightly expect efficiencies, but those efficiencies must come from innovation, productivity improvements, technology, and better workforce capability rather than simply reducing resources. My focus has always been on raising standards, developing future leaders, and demonstrating that world class service and commercial discipline can successfully coexist.
John Cole, Director of Asset, Property & Support Management, Expo City Dubai
Tell us about your key achievements in soft FM over the past year.
Our focus has been ensuring Expo City Dubai is ready for incoming commercial tenants and soon, our first residents. We worked quickly and collaboratively to bring unoccupied buildings and common areas up to the high standards people have come to expect at Expo City Dubai. Leveraging smart technology, we continued to track real-time occupancy to align maintenance rotas precisely with tenant routines.
Crucially, we restructured parts of our FM functions and, through support from flexible partners, were able to scale resources to match community needs seamlessly, sustainably and efficiently.
How are you future-proofing soft FM?
We future-proof soft FM by merging data-led intelligence with human-centric leadership. Integrating multiple BMS and CAFM platforms into a unified environment allows us to translate live performance data into smarter, more responsive operations city-wide.
While we continuously benchmark against market standards to ensure new technology investments deliver the greatest operational and sustainability returns, we recognise that our people are the ultimate catalyst for our evolution and remain deeply committed to investing in their development.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
The commoditisation of soft FM and high talent turnover are major regional challenges, not only making it difficult for clients to differentiate providers, but also detrimental to teams’ institutional knowledge. To address these issues, we conduct rigorous KPI-driven contract management and monthly performance reviews with all service providers. We also maintain active client and stakeholder engagement to reposition soft FM as a strategic enabler, not a back-office overhead.
Julian Khalil, Managing Director, Farnek
Tell us about your key achievements in soft FM over the past year.
Over the past year, one of our key achievements has been accelerating the transformation of soft FM from a traditional manpower-driven model into a technology-enabled and sustainability-focused service ecosystem. At Farnek, we expanded the deployment of autonomous cleaning robots, AI-enabled reporting tools, and digital platforms across major portfolios including aviation, hospitality, and commercial assets.
I am particularly proud of the development of our "Farnek Hybrid Unit" model, which integrates robotics with frontline teams to improve productivity, sustainability, and service consistency.
We also continued advancing sustainability initiatives through solutions such as WasteTek. These initiatives, combined with Farnek’s EcoVadis Rating recognition, reinforce our commitment to operational excellence and environmental responsibility.
How are you future-proofing soft FM?
Future-proofing soft FM requires creating operating models that are smarter, more agile, and driven by real-time data. At Farnek, our focus is on integrating digital ecosystems that improve operational visibility, resource optimization, and service transparency across large and complex portfolios.
At the same time, we believe the future of soft FM depends equally on people. A major priority for us is workforce development—ensuring frontline teams are trained to work alongside evolving technologies while continuously improving service quality and customer experience.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
One of the biggest challenges facing soft FM is shifting the industry from a purely manpower and cost-driven model toward one focused on measurable performance, transparency, and long-term value.
Many FM operations are still managed through traditional reporting methods. At Farnek, we are focused on creating integrated operational ecosystems that combine technology, sustainability, digital reporting, and real-time dashboards into a single operational view for clients—enabling smarter decisions, greater transparency, and more effective service delivery.
Kashif Nesar, Executive Director – Subsidiaries, Imdaad
Tell us about your key achievements in soft FM over the past year.
Over the past year, we achieved 25% revenue growth while maintaining service quality in a challenging FM market. We also expanded our workforce by nearly 20% to support operational growth and successfully mobilized major government and logistics projects across the UAE.
These achievements reflect our team's resilience, operational agility, and commitment to delivering safe, efficient, and high-quality services while creating employment and development opportunities for frontline employees.
How are you future-proofing soft FM?
Future-proofing soft FM requires balancing technology, sustainability, and workforce development. We are strengthening operations through digital reporting, mobile workforce management, performance tracking, and exploring innovations such as robotic façade cleaning and AI-assisted monitoring.
Sustainability remains a priority through responsible resource use and optimized chemical consumption. Equally important is investing in training, safety, upskilling, and leadership development to ensure our workforce is prepared for the industry's evolving demands.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
The biggest challenge is balancing cost competitiveness with service quality and workforce sustainability in an increasingly price-sensitive market. Talent retention and maintaining consistency across large operations also remain critical concerns.
We address these challenges through operational efficiency, structured training, workforce engagement, and stronger accountability. We also work closely with clients to focus on long-term value, reliability, and sustainability rather than cost alone, while building resilient teams that support continuous improvement and industry growth.
Luis Carlos Barroso, ACCIONA ME Director
Tell us about your key achievements in soft FM over the past year.
Over the past year, I strengthened ACCIONA’s soft FM operations across the Middle East, particularly in healthcare, education, aviation, and public infrastructure. A key achievement was retaining and extending major healthcare contracts while expanding our education portfolio with 13 new international schools and universities.
I am also proud of advancing workforce development through our People Hub model and training programmes, which continue to support thousands of frontline employees across the region.
How are you future-proofing soft FM?
Future-proofing soft FM requires balancing technology, sustainability, and people. At ACCIONA, we are investing in digital tools, robotics, automation, and data-driven operations to enhance efficiency and service quality.
Sustainability remains a priority, supported by our ISO 14067 and ISO 50001 certifications. Most importantly, workforce development remains central, as the industry's long-term success depends on attracting, training, and retaining skilled frontline teams.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
The most urgent need in soft FM is moving beyond a manpower- and cost-focused mindset. The focus should be on service outcomes, risk reduction, and operational efficiency rather than headcount alone.
Better results often come from improved planning, supervision, technology, processes, and training—not higher costs. At ACCIONA, I help drive this change by educating clients on value-based service models, demonstrating the impact of cost decisions, and balancing efficiency, resilience, and competitiveness.
Maisara Mohamed, Project Director, COMO Facilities Management, Qatar
Tell us about your key achievements in soft FM over the past year.
Over the past year, one of my key achievements has been supporting COMO in securing a five-year contract with QatarEnergy, a milestone that reflects the strength of our operational approach, service credibility, and commitment to long-term value creation.
I am particularly proud of the role played in aligning operational readiness, client expectations, manpower planning, and service delivery strategies to support a smooth transition and sustainable service model. The impact extends beyond contract award; it supports service continuity, workforce stability, and enhanced confidence between the client and service provider.
How are you future-proofing soft FM?
To future-proof Soft FM, I believe the focus must be on digital transformation, structured workforce development, and sustainable service practices. This includes improving reporting systems, enhancing frontline supervision, strengthening training, and adopting smarter tools to increase transparency and efficiency.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
The biggest challenge facing Soft FM in the Middle East remains the market’s pressure on cost over value. I am addressing this by promoting service models that balance commercial efficiency with quality, compliance, people development, and measurable client outcomes.
Latheesh Kuttappan, Senior Director/Head of Soft Services, Berkeley Services
Tell us about your key achievements in soft FM over the past year.
With more than three decades at Berkeley Services, a key achievement in 2025 has been retaining over 95% of our Soft FM contracts, reflecting strong client trust and service consistency. We successfully renewed our long-standing contract for Burj Khalifa, maintained since 2010, alongside major renewals with The Emirates Group and Al Tayer Group.
We also strengthened hospitality partnerships with Atlantis The Palm and Atlantis The Royal while expanding across hospitality, residential, and commercial sectors, including FIVE Hotels & Resorts and SRG Group properties.
How are you future-proofing soft FM?
Over the past year, we expanded robotic cleaning solutions across major projects, improving productivity and service quality. Digital transformation advanced through smart washroom technologies, CAFM integration, and our Digiclean platform, enabling real-time monitoring and data-driven decisions.
A key milestone was implementing a fully digital washroom management system at United Arab Emirates University, replacing paper-based inspections across more than 500 washrooms.
We also strengthened sustainability through resource-efficient practices while continuing to invest in training, employee development, welfare programmes, and ethical recruitment.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
One of the biggest challenges facing the Soft FM industry in the Middle East is workforce retention and the need for greater standardisation. The industry must move beyond manpower-based contracts towards performance-driven models focused on productivity, innovation, and customer experience.
At Berkeley, we address these challenges through a people-first approach, investing in training, career development, employee welfare, ethical recruitment, and workforce diversification to build a more resilient workforce.
Mohammed Aleemuddin, Corporate Senior Quality & L&D Manager, ESOM Holding, Riyadh, Saudi Arabia
Tell us about your key achievements in soft FM over the past year.
At ESOM Holding, this past year has been one of considerable scale and impact. Managing a portfolio of over 80 projects across more than 50 cities in Saudi Arabia, with over 12,000 employees, demands both operational precision and a relentless focus on people.
Our proudest achievement has been the mobilization of more than 2,000 Soft FM staff for newly awarded key projects, each onboarded through structured induction programs that set the right standards from day one.
Alongside this, we delivered 40,000 training hours, equipping more than 4,000 employees with skills developed both on and off the job, directly elevating service quality and workforce confidence across our operations.
How are you future-proofing soft FM?
Our commitment to future readiness is most visible in two bold initiatives. First, we are developing what will be one of the most sophisticated Training Academies in the region—a purpose-built facility spanning Soft, Hard, and Catering divisions, equipped with modern training equipment and live simulation panels to bring real-world scenarios into the classroom.
Second, our E-Grad Programme, delivered in partnership with technical colleges, has 30 Saudi trainees currently embedded on live projects. This initiative helps develop the next generation of FM professionals while strengthening local talent and supporting the Kingdom’s long-term workforce goals.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
The greatest challenge remains consistent quality and workforce standards at scale. Operating across more than 50 cities, maintaining uniformity of service delivery is demanding. My response has been to build learning and quality systems that travel—standardized induction frameworks, structured on-the-job training, and measurable competency benchmarks applicable whether we are working in Riyadh or a remote city project.
Dr. Mohamed Hesham, General Manager, EHFS, Egypt
Tell us about your key achievements in soft FM over the past year.
Over the past year, EHFS has focused on strengthening soft FM's role within healthcare and demonstrating that operational excellence directly impacts patient experience, safety, and outcomes. A key achievement was expanding our integrated healthcare facility management operations across multiple environments.
We are equally proud of our work in shifting the perception of soft FM—continuously advocating that cleaning, hospitality, laundry, security, and support operations are not secondary functions, but critical pillars of patient safety and operational continuity.
How are you future-proofing soft FM?
At EHFS, we believe the future of soft FM will be shaped by three pillars: technology integration, workforce empowerment, and sustainable operations. We are actively moving toward data-driven facility management to improve efficiency and service delivery.
On the workforce side, we invest heavily in training, leadership development, and building a culture of accountability and pride. Sustainability is equally central to our strategy, with a continuous focus on smarter resource utilization across all operations.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
The most pressing challenge is the persistent focus on cost over value. We address this by shifting conversations toward measurable outcomes rather than traditional service models, helping clients understand the direct link between quality FM and operational performance.
Attracting and retaining skilled frontline talent remains equally challenging. We tackle this by elevating industry culture, expanding professional development opportunities, and creating clearer career pathways for our operational teams.
Nabil Bekdash, COO, Tanzifco, Kuwait
Tell us about your key achievements in soft FM over the past year.
Throughout my 25-year career in Soft FM, I have focused on creating service cultures built on care, professionalism, and respect. Among my proudest achievements are training and developing hundreds of frontline employees, improving productivity, reducing complaints, and enhancing customer satisfaction.
I have also reduced operating costs through process improvements, introduced standardized procedures across multiple sites, and championed eco-friendly practices that improved operational efficiency while supporting long-term sustainability.
How are you future-proofing soft FM?
Future-proofing Soft FM starts with investing in frontline teams through continuous training and upskilling. At the same time, technology, smart building integration, AI, and data analytics are becoming essential for improving efficiency, monitoring performance, and identifying opportunities for improvement.
As environmental regulations become more demanding, adopting smart and sustainable solutions will help organizations strengthen compliance, improve resilience, and deliver more effective operations.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
The biggest challenge facing Soft FM in the Middle East is balancing rising operational costs with shrinking budgets while meeting increasing service expectations. This is compounded by workforce shortages and limited investment in modernization.
Addressing these challenges requires a shift from reactive to proactive operations, greater use of data-driven decision-making, performance-based contract models, continuous workforce development, and practical sustainability initiatives that translate environmental goals into everyday operational practices.
Rekha Harikumar, COO, RONS Group
Tell us about your key achievements in Soft FM over the past year.
As Chief Operating Officer of RONS Group, the past year has been both rewarding and transformative. One of my key achievements has been strengthening operational excellence across our facilities management and environmental services divisions while supporting sustainable business growth and enhancing client satisfaction.
I am particularly proud of the strong partnerships we have built with clients across retail, hospitality, healthcare, and commercial sectors, and people development has remained at the heart of my leadership approach. Sustainability and innovation have also been major priorities.
How are you future-proofing soft FM?
The future of soft FM will be defined by a balance of technology, sustainability, and people. We are continuously exploring and adopting technology that improves efficiency, transparency, and service quality.
Sustainability is another key pillar of our strategy. We are promoting environmentally responsible cleaning practices, reducing resource consumption, and encouraging the use of sustainable products and processes wherever possible.
People remain the most important asset in facilities management. That is why we continue to invest in training, skill development, safety, and leadership programs for our teams.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
The biggest challenge facing the soft facilities management sector in the Middle East today is the continued perception of FM services as a cost centre rather than a value driver.
My role in addressing this challenge has been centred on education, transparency, and operational excellence. At RONS, we actively engage clients in understanding the measurable benefits of quality soft FM services. We support this through data-driven reporting, technology-enabled monitoring, and continuous workforce development.
Riya Simethy, Manager – Soft Services, Idama-Ejadah
Tell us about your key achievements in Soft FM over the past year.
With more than 14 years of leadership experience within the FM sector, I have built deep expertise across soft services operations spanning residential, commercial and hospitality environments. Over the past year, I am particularly proud to have contributed towards transforming soft services operations into an award-winning business recognised for quality, consistency and performance.
Equally important has been investing in people development, training and creating stronger career pathways within the industry.
How are you future-proofing soft FM?
As we step into a future where technology shapes both the present and what lies ahead, the soft FM sector must evolve through a thoughtful blend of innovation, sustainability, workforce empowerment and data-driven decision-making.
To streamline inspections, audits and reporting, intuitive mobile applications can redefine efficiency and accessibility. Integrating robotic cleaning solutions wherever feasible can elevate consistency, extend operational hours without human intervention and ultimately enhance occupant experience.
At the same time, adopting smarter resource practices such as optimising water and energy usage through methods like filtered backwash for parking cleaning can meaningfully support clients’ ESG ambitions. The shift toward environmentally responsible chemicals, reduced carbon footprints and stronger recycling initiatives further reinforces this commitment.
Equally important is the move from reactive service delivery to a more proactive, tailored approach, customising service levels to align closely with each client’s unique needs.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
The greatest challenge lies in consistently delivering exceptional service while navigating the dual pressures of labour constraints and cost efficiency. We are rising to this challenge by embracing innovation, leveraging smart technologies, investing in our people, and embedding sustainability into our operations.
Sivakumar Velamchettiar Thiyagarajan, Assistant General Manager, Emrill
Tell us about your key achievements in soft FM over the past year.
With more than 32 years of experience in facilities management, including over 18 years with Emrill, I have been driving operational improvements, technology integration and sustainable practices across soft FM operations. Over the past year, I have helped implement CAFM-driven routine and reactive maintenance programs alongside real-time monitoring systems designed to improve operational visibility, service consistency and customer satisfaction.
These initiatives have contributed to improved productivity, enhanced service quality and stronger operational performance across sites.
I have championed innovative soft FM solutions, including smart washroom systems, sensor-based waste monitoring and Nano-coating applications for surfaces, upholstery and solar panels. I have also supported initiatives focused on improving cleaning efficiency and extending the lifespan of operational tools through practical modification and reuse solutions.
How are you future-proofing soft FM?
My ongoing focus on future-ready FM has included the deployment of autonomous cleaning robots, AI-assisted multilingual training tools and VR-based training environments, while supporting team development and training initiatives. I have also promoted sustainable practices through the use of green cleaning products and steam-based cleaning methods.
I continue to advocate for technology-enabled, value-focused FM solutions that enhance operational performance, transparency and long-term asset preservation across the built environment.
Tarek Nizamdeen, General Manager, Elegancia Facilities Management, Qatar
Tell us about your key achievements in soft FM over the past year.
This past year has been one of the most significant in Elegancia FM’s history. Among the key contracts secured was the operation and maintenance of the QatarEnergy headquarters towers in West Bay, Doha. We also won the facilities management contract for Qatar University, covering a campus of nearly 8 million square metres serving tens of thousands of students, faculty, and staff.
In addition, we were awarded contracts supporting a major Qatari media organisation and integrated FM services for Lusail Promenade, one of Qatar’s key waterfront destinations.
Operationally, we improved SLA compliance from 88% to 96%, trained more than 2,000 employees in-house, and reduced client complaints related to staff performance by 22%. With continued expansion into Jordan, Iraq, and Libya, and a workforce exceeding 6,000 employees, we are demonstrating that large-scale, high-quality soft FM delivery is already being achieved in the region.
How are you future-proofing soft FM?
We are investing across technology, workforce, and sustainability, with AI now embedded in our operational strategy. We introduced Talent AI, an agentic recruitment platform that improves sourcing, assessment, and onboarding of talent.
On sustainability, our QR-code-based HSE integration system—shortlisted internationally at the IIRSM Risk Excellence Awards—provides real-time safety and compliance visibility across sites.
Workforce development remains central through our People Excellence Programme, a 52-week initiative that includes a 100-person simulation lab, BICSc, IOSH, and NEBOSH certification pathways, and access to over 12,000 digital learning courses via Cornerstone OnDemand.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
The sector is facing simultaneous pressures from geopolitical constraints on recruitment, supply chain disruption, and rising operational costs. Our response is to build resilience through technology adoption, localisation of capability, and continuous workforce upskilling to reduce dependency on volatile external supply chains.
Yara Mshainesh, Vice President, Client Success: Soft Services, AGFS
Tell us about your key achievements in soft FM over the past year.
Our single most significant achievement over the past year is that we successfully expanded our portfolio by securing additional scope across premier assets, including Mall of the Emirates, City Centre Zahia, and City Centre Deira—while continuing to serve the entire MAF portfolio we have managed for the past six years.
Beyond retail, we achieved a critical milestone by mobilizing six major parks and six markets for Dubai Municipality under exceptionally challenging timelines. These achievements reflect our ability to scale operations while maintaining service excellence across complex and high-profile environments.
How are you future-proofing soft FM?
On the technology front, we have enhanced our CAFM platform, giving clients real-time visibility into inspections, service performance, and reporting—driving full transparency and accountability.
We have also deployed the Rely Application, putting HR and people & culture services directly into the hands of our frontline employees, from payroll access to wellbeing support. We are embedding green cleaning protocols across all operations and investing heavily in upskilling to prepare our workforce for the future.
What is the single biggest challenge facing soft FM in the Middle East right now, and how are you addressing it?
We face a generational shift where today's employees expect purpose, transparency, digital access, and recognition. At the same time, the market is increasingly cost-driven, putting pressure on service standards.
We are addressing this by re-engineering the employee experience. Our Rely App provides instant access to HR services, training modules, company communication, and wellbeing resources, creating a more engaged, empowered, and connected workforce while helping us maintain consistently high service standards.
