High End Nutrition Launch Party

After months of planning and organizing, on Sunday, 13 February, it was finally time to launch High-End Nutrition in the Middle East.
With a High-End brand comes a High-End launch, so we didn’t want to let this unique moment pass by. After all, we have not only top products but also a beautiful story that has to be shared. So there had to be a big party for the entire top of the food, fitness and pharmaceutical industry, and since you only make a first impression once, everything had to be spectacular.

But how do you do something like that? Fortunately, that turned out to be easier than expected. We quickly knew who we wanted to invite. Mourad, general manager of UAE, and I have built up an extensive network over the years of top athletes, companies in the sports and health sector and other interesting individuals. 250 VIP invitations were printed, and about 200 people were expected. We also immediately saw our location: Train Beach, a beautiful place that combines a luxurious beach club with a private beach and an outdoor swimming pool with a modern gym, bar and restaurant. A real hotspot in Dubai.

The most challenging part was ensuring that everything at the event, from the food to the staff, from the goodie bags to the decoration and the drinks, had exactly the look we were looking for for High-End Nutrition. So everything had to be perfect, and because we were so busy arranging the details, we started to get noticed: people talked about the upcoming event and our brand. Even Sheikh Hamad bin Abdullah Al Sharqi, the most important man in the fitness industry in the Middle East, heard about it and expressed his willingness to attend. He wasn’t the only one who wanted to participate; in the last week leading up to the launch, CEOs, influencers and celebrities signed up, so we kept printing invitations and had to cater to 100 people more than expected.

The night before the launch, I could hardly sleep because of the positive stress like a child has the day before his birthday. The moment I’ve looked forward to all my life has now arrived. Seeing all the guests who had come especially for our launch, the stress gave way to a feeling of pride, energy and focus.

Time flew by, with photos, conversations, shaking hands and interviews continuously alternating. But it was a great night, and the response was overwhelmingly positive. In just a few hours, I got to meet many wonderful new people and introduce old friends and relations to our products and the brand. Those few hours yielded just as many good contacts as a few years before.

‘So what now?’ we hear you think. As you are used to from High End Nutrition, we are not sitting still, and the next big launch is already very close. What exactly does this mean? You will hear that already on Tuesday 1 March…