Meet co-founder and CEO of JPadel, Ismail Seddik

OUR FOUNDER OF THE WEEK – Every Tuesday, Founder of the Week looks at how a successful member of Egypt’s startup community got their big break, asks about their experiences running a business, and gets their advice for budding entrepreneurs. Speaking to us this week is Ismail Seddik (LinkedIn), co-founder and CEO of JPadel.

My name is Ismail Seddik and I’m the founder of JPadel, a sports company devoted to bringing padel to Egypt and beyond. My journey into entrepreneurship is rooted in a passion for sports and a desire to positively impact my community. Initially drawn to the idea that studying abroad was the key to success, I ended up staying in Egypt — a twist of destiny that turned out to be a blessing.

While I initially pursued mechanical engineering, my heart yearned for something more. When going to my dream school, Boston University, was not possible I remained committed to making a difference in Egypt. I switched my major to physics, focusing on solar energy, and I minored in music technology, amalgamating my love for science with a passion for music.

The pivotal moment, however, arrived in 2018 when padel caught my attention. A tennis player since childhood, I discovered the sport during a visit to Spain in 2014, and the idea of introducing it to Egypt was born. So, I decided to import two padel courts to open in Swan Lake — becoming the first padel courts in Egypt.

Though initially met with resistance due to low awareness, the tides turned when we partnered with Javelin, a portable sports club, in Telal On the Beach in 2018. They had two anchors, one of which was JPadel, where they reached out to me and asked me to join in managing it.

Impressed by my work with JPadel, I was entrusted with taking over it, which was initially a concept under a larger sports entity. Eventually, I bought out JPadel from Javelin, rebranded it, and brought on additional founders to expand the business.

What sets JPadel apartis our commitmentto the sport’s growth and professional development. We’ve invested in developing a comprehensive app that streamlines court bookings, coaching sessions, and implemented a loyalty program. JPadel has not only hosted international tournaments but also ventured into manufacturing, selling, and exporting courts. We overcame challenges by transitioning to local production from the Spanish-imported courts we had previously relied on. This strategic shift enabled us to cater to various sectors, including real estate developers, schools, malls, hotels, and international markets.

I firmly believe in the promising future of padel here in Egypt, especially with the recent establishment of a national team and a federation dedicated to the sport. As well as leveraging my international coaching certification (acquired under the tutelage of a professional padel player in Spain) to actively train aspiring professionals at JPadel.

In terms of expansion, we are now setting our sights on other shores. We’ve already exported courts to Zambia and conducted coaching courses, along with introducing the user-friendly functionalities of our app. While we’re eyeing opportunities in the UK, we’re cautious not to overpopulate a saturated market. However, the challenges in the expansion include navigating local competition and managing operations in diverse regions.

An ongoing concern I have is the increasing cost of padel facilities in Egypt, which impacts both court rentals and equipment prices. Following the currency devaluation, we’ve adjusted prices by 10-15%, yet maintaining equipment supplies alongside exported courts poses financial challenges, given the rising USD costs. Consequently, our client’s purchasing power is diminishing, impacting their frequency of play.

Navigating Egypt’s startup ecosystem’s challenges, including fragmentation and bureaucratic hurdles, remain a concern. The ecosystem also hampers collaboration, with many preferring to own alone instead of partnering up. Not streamlining the governmental process is another concern, as difficulties with ever-changing regulations and tax challenges hamper entrepreneurs’ efforts. Simplified tax structures and supportive policies would foster small business growth and the creation of jobs.

The startup scene is also full of promise: Its accessibility and untapped market potential alongside endless networking and connection make Egypt’s entrepreneurial outlook very positive. Padel’s emergence aligns with Egypt’s growing sports and F&B sectors, presenting ample room for entrepreneurial ventures.