New East Continues Its Expansion in the KSA with the Opening of a New showroom and service center in Riyadh

Trailblazing athlete completes monumental climbs of Makalu (8,485 m) and Kanchenjunga(8,586 m), expanding the limits of Arab women in extreme sports

Dubai, UAE — Renowned mountaineer, extreme sports athlete and wellness advocate, Nelly Attar, has etched her name into the history books, becoming the first Lebanese to summit the five highest mountains in the world: Everest, K2, Kangchenjunga, Lhotse, and Makalu. She is also the first Arab to summit K2 (8,611 m), widely regarded as the most dangerous mountain on Earth. This achievement adds to a remarkable list of global climbs - over 40 peaks spanning five continents - and fuels her mission to complete all 14 of the world’s 8,000-meter mountains. 

What began as a spontaneous goal at the start of the year quickly evolved into one of the most ambitious chapters in Nelly’s already trailblazing journey so far. “At the start of this year, I had basically done Everest K2 and Lhotse, so the first, second, and fourth highest peak. What was left was the fifth and the third and then the idea of doing the top five came about. I thought it would be amazing to do that for now so I was aiming to do Makalu and then it worked out for me to also do the third highest peak in the world, which is Kangchenjunga this year”, she shares.

Nelly’s training journey is a masterclass in adaptation. Based in Saudi Arabia before the region had any serious sports infrastructure, she built her early regimen around hiking desert terrain - sand dunes, tower staircases, and early‑morning sessions to simulate the endurance needed for slope climbing. As she aimed for higher altitudes, she introduced winter conditioning: taking ice baths to train her nervous system and fortify her resilience against the cold. On peak training weeks, Nelly would train for up to 15 hours across multiple sessions, targeting different energy systems - strength, endurance, and recovery. “Suffer now, summit later - that’s what keeps me going through hours and hours of training,” she explains. “That's how I built a bulletproof mindset”.

Her preparation for Makalu and Kangchenjunga was no different. But this time, she moved away from training in isolation and found strength in group sessions, incorporating a mix of high and low intensity workouts to activate different energy systems while feeding off the energy of others. The shift reflects how her mindset has evolved, not just in building physical resilience, but in drawing motivation from the community.

Reflecting on Makalu, she shares: “On May 10th, we attempted the summit of Makalu and it turned out to be one of my favorite climbs. I felt incredibly strong that day and moved in a complete flow state for hours. We went from Camp 3 to the summit and all the way back to Basecamp in one push. The route was exposed and challenging, the weather was perfect, and we moved for hours under a full moon. It was a long day, but an unforgettable one.”

On Kangchenjunga, the story was different. It was defined by a long, demanding summit day and adversity few could endure: “Kangchenjunga has the longest summit day of any 8000-meter mountain. It’s 16 kilometers long with over 1,300 meters of elevation gain from Camp 4 and back - all above 8,000 meters, where oxygen levels are one-third of what we breathe at sea level, making every step significantly more physically demanding and mentally exhausting. Add to that -40°C temperatures, 50km/h winds, and the fact that two of my oxygen bottles were stolen. I had to dig so deep to keep going.”

The extreme conditions demanded every ounce of physical and emotional fortitude. But for Nelly, the lessons learned on the mountains transcend the peaks. “There is no room for ego up there. The mountain teaches you everything: resilience, teamwork, humility, and creativity. Even when my oxygen bottles were stolen above 8,000 meters on Kangchenjunga, we found a way to keep going”

Nelly’s climbs are not just personal milestones -  they’re part of a greater vision to expand what’s possible for Arab women in sport, and to help communities across the Middle East embrace movement, wellness, and resilience. “I just hope that people see that our lives can be very different, that it stirs something in them to also follow their calling, their dreams, to go climb their own Everest, and to have the courage to do so.”

What makes Nelly’s journey extraordinary isn’t just the physical feats -  it’s where it started: from building Saudi’s first dance studio, to climbing the highest peaks around the world. She’s also tackled some of the Alps’ most formidable mountains, including the Matterhorn and the Eiger.

Through her work, she has played a key role in helping shape and build the Kingdom’s sports ecosystem, ultimately emerging as one of the Middle East’s most accomplished athletes. “I hope I’ve paved the way for others, especially women from the region, to see that it is possible,” she shares.

As Nelly sets her sights on her next audacious dream - climbing all 14 of the world’s 8,000-meter peaks - she remains a beacon of hope, courage, and ambition for women across the Arab world and beyond.

For more information, please visit www.nellyattar.com  and @nellyattar

In a scene that reflects the Kingdom’s rapid shift toward a cashless economy, Barq, the digital payments application, has recorded exceptional performance in its first year of operation. The number of its users has surpassed 7 million, representing 150 nationalities from around the globe. The app has encompassed a wide range of digital payments and money transfers, contributing effectively to advancing the Kingdom’s non-cash economy objectives.

In its first year, Barq issued more than 6.5 million digital payment cards, enabling users to conduct their transactions with ease and security. The app offers banking services through an advanced digital platform tailored to meet the needs of individuals as well as small and medium-sized enterprises (SMEs), providing innovative payment solutions under a license granted by the Saudi Central Bank (SAMA).

Since its launch in July of last year, the app has processed over 500 million financial transactions, with a total transaction volume reaching SAR 73 billion, cementing its position as the fastest-growing digital wallet in the Kingdom and one of the leading success stories in the digital financial transformation aligned with the Saudi Vision 2030 goals.

Barq has also strengthened its international presence through strategic partnerships, facilitating payments for visitors and residents from outside the Kingdom. This initiative supports the digital tourism sector and contributes effectively to the objectives of the Financial Sector Development Program and Vision 2030, by fostering a digitally empowered society and an innovation-driven economy.

With a clear vision for empowering individuals and businesses, Barq continues to shape the digital payments landscape in the Kingdom, playing a vital role in realizing the Vision 2030 aspiration of building a thriving cashless society.

• Collaboration spans facility operations, co-investment, sponsorship, data and technology, grassroots engagement, and content

• Landmark partnership leverages Leejam’s national footprint and SURJ’s sports IP to unlock value across Saudi’s sports sector

• Supports Vision 2030 ambitions to grow physical activity and expand the sports economy

Riyadh, 30 July 2025: Leejam Sports Company, Saudi Arabia’s leading network of sports and fitness centers and a publicly listed company, and SURJ Sports Investment, the Kingdom’s leading sports investment company, today announced the signing of a Memorandum of Understanding (MoU) to accelerate growth and innovation across the Kingdom’s dynamic sports ecosystem, particularly in fitness and community engagement.

Signed by Abdulelah Al-Nemr, CEO of Leejam Sports Company, and Danny Townsend, CEO of SURJ Sports Investment, the agreement reflects a shared ambition to elevate sports participation, scale innovation, and expand access to world-class fitness experiences, and activate new models of community engagement and wellness innovation in line with Saudi Vision 2030 goals to build a more active, inclusive, and healthier society.

The agreement outlines a broad framework for collaboration across six key areas: stadia and fitness facility operations, co-investment in sports properties, sponsorship and brand engagement, community activation and mass participation, data and technology integration, and co-creation of content and media production.

Abdulelah Al-Nemr, Board Member and CEO of Leejam Sports Company, said: “This MoU marks a pivotal step in Leejam’s journey to further solidify our role as a catalyst for Saudi’s wellness transformation. Partnering with SURJ aligns with our strategic vision to foster active lifestyles, deliver value for shareholders, and contribute meaningfully to the Kingdom’s socioeconomic goals. We look forward to harnessing our national footprint and digital platforms to scale this collaboration across communities and sports disciplines.”

Danny Townsend, CEO of SURJ Sports Investment, said: “Leejam’s scale and expertise in fitness and wellness make them a natural partner as we continue to grow Saudi Arabia’s sports ecosystem. This MoU reflects our shared commitment to participation, performance, and innovation, and to unlocking opportunities that go beyond traditional investment models. From stadiums to digital assets, and from community challenges to elite content, we’re excited to explore how we can bring the power of sport closer to more people across the country.”

As Saudi Arabia’s largest and most trusted network of fitness centers, operating under the “Fitness Time” brand, Leejam brings unparalleled market reach and operational capabilities. Through this partnership, Leejam will assess opportunities to operate or support fitness and wellness zones within SURJ-backed facilities, and to activate programming aligned with SURJ’s investments in major sports events and leagues. The MoU also covers exploratory co-investment models in sports IP, as well as leveraging Leejam’s national footprint to scale SURJ-led activations and co-host fitness activations that promote grassroots participation in SURJ priority sports. 

Additional areas of focus in the MoU include sponsorship engagement opportunities, ranging from access to Leejam facilities and athlete visibility within gym environments to joint sports promotion campaigns and sponsorship for SURJ-owned IP.

A core pillar of the partnership includes data and technology collaboration, enabling both entities to share insights on performance metrics, gym technologies, and digital engagement tools, as well as co-development of short-form and live fitness content across platforms.

This announcement comes at a time of rapid progress for Saudi Arabia’s sports sector. Nearly 50% of Saudis are now engaged in weekly physical activity, up from just 13% in 2015, while the number of multi-sport clubs has surged from 9 to 126, and sports federations have tripled to reach 98.

Women’s participation in sport in Saudi Arabia has seen extraordinary growth, with a 149% increase since 2015 and more than 330,000 registered female athletes today.

• Upgraded consulate reopens with self-service kiosk and customer engagement centre powered by Al Fardan Exchange to better serve Pakistani residents in the UAE

• Remittances from the Pakistani community in the UAE will exceed $7 billion in 2025

29 July 2025, Dubai, United Arab Emirates: Al Fardan Exchange, one of the UAE’s most trusted and long-standing financial services providers, has supported the renovation and infrastructure upgrades of the Consulate General of Pakistan, Dubai. As part of this enhanced experience, the consulate now features a dedicated Customer Engagement Centre powered by Al Fardan Exchange. This joint effort is designed to enhance the consular experience while bringing trusted financial services closer to an estimated 1.6 million Pakistani nationals residing in the UAE. 

 The newly launched centre includes an on-site self-service kiosk that allows customers to track remittances in real time, conduct digital transactions, and check exchange rates instantly, providing a seamless and convenient experience within the premises. With the consulate serving thousands of visitors daily, this embedded touchpoint delivers critical financial access and convenience to the customers. 

His Excellency Hussain Mohamed, Consul General at Consulate General of Pakistan, Dubai stated that: “We are sincerely grateful to Al Fardan Exchange for their generous support in enhancing the Pakistan Consulate’s infrastructure. This partnership not only reflects our shared commitment to serving the Pakistani community but also opens new opportunities for improved service and financial inclusion. With over 2,000 people visiting the Consulate daily, this new Customer Engagement Centre will play a vital role in connecting our citizens to secure, efficient, and trusted financial solutions. We look forward to continuing this meaningful collaboration in the years to come.”

Hasan Fardan Al Fardan, CEO at Al Fardan Exchange, said: "We are proud of the deep relationship we share with the Pakistani community, a bond built over five decades of trust. For generations, millions of customers from Pakistan have chosen Al Fardan Exchange as their trusted partner to send their hard-earned money home. This Customer Engagement Centre reflects our ongoing commitment to support them with utmost care, security, and reliability. We are honoured to strengthen this connection and carry it forward for years to come."

The launch comes amid rising remittance flows, with UAE-based Pakistanis sending over USD 6.7 billion in 2024. That number is expected to surpass USD 7 billion in 2025, reaffirming the UAE’s role as one of the top global sources of remittances to Pakistan. Between July 2024 and May 2025 alone, Pakistanis in the UAE remitted over $754 million, making the UAE the second-largest source of remittances to Pakistan globally, after Saudi Arabia.

As part of Al Fardan Exchange’s omnichannel ecosystem, which includes over 90 branches and the AlfaPay mobile app, the centre embodies the brand’s mission to meet customers wherever they are - in person, online, or on the go.