Amplify

What Amplify does

Amplify is a Dubai-headquartered professional services firm that delivers integrated people management, development and wellness solutions to government, semi-government and private enterprise clients across the UAE, Africa, Europe and Canada. Founded in 2006 and formerly known as Sinewave Consultancy, the company operates through five specialized business units: Fitness and Well-being, Corporate Training, Executive Coaching and Mentoring, Life Coaching, and Events Management. Its blended learning model combines interactive experiential workshops, e-learning content, and one-on-one coaching sessions, with curriculum spanning leadership, management, HR, oil and gas, engineering, sales, and personal development. The executive coaching and mentoring line leverages a regional representative partnership with Canada's TalentC - People Services Inc., providing pathways to International Mentoring Community (IMC) certification.

The firm employs between 11 and 50 professionals based at 17 The Iridium Building, Al Barsha, Dubai, and monetizes services via quote-based, customized B2B engagements (with one consumer-facing life coaching offering). Revenue is generated entirely through professional services fees across the five units, with no disclosed technology platform, no SaaS or licensing component, and no public pricing. Customer acquisition is driven by direct enterprise field sales, a 2020 Training Calendar with 50+ programs, organized events, and the TalentC channel partnership. The named client base spans Free Zone Authorities (Dubai Silicon Oasis, Dubai Airport Freezone), government and energy entities (Nigeria Bank, Nigeria Export Authority, Nigerian National Petroleum), real estate (Wasl), education (University of Dubai, RIT), logistics, consulting and environmental firms across multiple regions.

The underlying technology stack is essentially non-existent in disclosed form: Amplify is a people-delivery business, not a software or platform company. Its go-to-market combines enterprise direct sales, channel partnerships, and event-led marketing, targeting buyers who value positivity, fitness, well-being, and employee skills enhancement as drivers of productivity and high performance.

Name

Amplify

Legal name

Amplify Events

Website

https://team-amplify.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Amplify is a Dubai-based professional services firm, founded 2006, delivering corporate training, executive and life coaching, fitness and well-being programs, and events management to government and private enterprises across the UAE, Africa, Europe and Canada.

Ownership category

akta.pro rank

Product category

Professional Training and Development Services

NAICS

Professional and Management Development Training (611430), Educational Support Services (611710)

SIC

Services-Educational Services (8200), Services-Facilities Support Management Services (8744)

akta.pro primary industry

Training Delivery Providers (In-Person, Virtual, Train-the-Trainer) (BPACANAM)

akta.pro secondary industries

Strategy, Decision-Making & Business Acumen Coaching (EDABANAH), Mental Wellness & Resilience Education (Non-clinical) (EDAAAHAK)

Keywords

• Corporate training services
• Executive coaching programs
• Leadership development workshops
• Employee wellness programs
• Events management services

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Corporate Training Services: Revenue generated from highly interactive experiential training workshops, blended learning programs combining group workshops with e-learning and one-on-one coaching. Training programs cover leadership, management, HR skills, oil & gas, engineering, sales & marketing, and personal development.
2. Coaching & Mentoring Services: Executive coaching and mentoring programs, including TalentC certification programs through International Mentoring Community (IMC), Canada. Also includes life coaching services for individuals.
3. Events Management: Organizing large scale seminars, conferences, exhibitions, gala dinners, award ceremonies, team building events, and sports activities. Also provides specialized event staffing resources.
4. Fitness & Well-being Services: Personalized fitness and well-being programs focused on total lifestyle change physically and emotionally, delivered by professional trainers and facilitators.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Amplify provides corporate training, executive coaching and mentoring, NLP-based life coaching, fitness and well-being programs, and corporate events management to organizations across the UAE, Africa, Europe and Canada. Services are delivered through experiential blended-learning workshops, one-on-one and group coaching, and large-scale events, with content tailored to each client's environment. The company is also the regional representative of the TalentC International Leadership Development program, providing IMC mentor certification.

Product overview

Amplify provides highly effective People Management, Development and Wellness solutions through five specialized service units that work together to create comprehensive organizational development programs. The core offerings include Fitness and Well-being (total lifestyle change programs), Corporate Training (experiential workshops with blended learning), Executive Coaching & Mentoring (TalentC-certified leadership development), Life Coaching (NLP-based personal transformation), and Events Management (conferences, seminars, and team building). Formerly known as Sinewave Consultancy, the company delivers customized training, coaching and mentoring solutions to government, semi-government and private sector clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Fitness and Well-being Personalized corporate well-being and lifestyle-change programs delivered by professional trainers and facilitators, focused on total physical and emotional lifestyle change for employees of client organizations.
• Corporate Training Highly interactive experiential workshops using a blended learning model (group workshops + e-learning + one-on-one coaching), covering leadership, management, HR, oil & gas, engineering, sales & marketing, personal development and other corporate skill areas for government and enterprise clients.
• Executive Coaching & Mentoring Executive coaching and mentoring programs that combine blended e-learning, one-on-one and group sessions; delivers the TalentC International Leadership Development program regionally and routes participants to IMC (International Mentoring Community, Canada) certification.
• Life Coaching NLP-certified life coaching for individuals experiencing limiting beliefs such as anger, sadness, low self-esteem, fear, guilt or hurt, delivered by NLP-certified professional coaches.
• Events Management Organization of large-scale seminars, conferences, exhibitions, gala dinners, award ceremonies, indoor and outdoor team-building events and sports activities, plus supply of specialized event resources (production managers, operations staff, site crews, equipment such as forklifts, trucks, cherry pickers, scissor lifts, painters and carpenters).

Named customers15 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• TalentC - People Services Inc.coreStrategic or Co-development PartnerAmplify is the regional representative of TalentC - People Services Inc., a Canadian-based organization. This partnership provides access to the award-winning International Leadership development program, TalentC mentoring programs that lead to certification through the International Mentoring Community (IMC), Canada. TalentC was ranked 3rd by 500 Awards at LEAD2015 held in Dallas, Texas.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• BetterUp: Digital coaching and well-being platform combining 1:1 coaching, AI-driven personalization, and enterprise SaaS delivery; an emerging technology-enabled competitor in the same executive coaching and well-being space Amplify targets.
• Emeritus: Online executive education provider partnering with top business schools to deliver professional development and leadership programs; overlaps with Amplify's blended e-learning + coaching delivery model in serving upskilling enterprises.

Broad incumbents

• GP Strategies: Performance improvement and training services provider serving large enterprises with custom learning programs, talent development, and managed training services — comparable in scale and enterprise delivery model.
• Development Dimensions International (DDI): Specialist in leadership development, assessment, and behavioral training for large enterprises, with a similar product mix of workshops, coaching, and blended learning to Amplify's corporate training and executive coaching units.
• Korn Ferry: Global organizational consulting firm whose Leadership & Professional Development and Coaching practices overlap directly with Amplify's executive coaching, mentoring, and corporate training services.
• FranklinCovey: Global leadership and execution training firm with a large content library (e.g., 7 Habits, Leading at the Speed of Trust) and extensive international licensee network, closely mirroring Amplify's corporate training and leadership development offerings.
• Dale Carnegie Training: Long-established global training provider focused on leadership, sales, communication, and professional development delivered through a regional licensee model — directly comparable to Amplify's experiential training workshop business.

Direct peers

• Ken Blanchard Companies: Leadership and management training company built around The One Minute Manager content and an international partner network — analogous to Amplify's content-driven training and channel-partner distribution approach.
• Center for Creative Leadership (CCL): Nonprofit specializing in leadership education, executive coaching, and feedback-driven development programs — closely aligned with Amplify's executive coaching & mentoring and leadership workshop offerings.

Regional players

• TACK International (Middle East): UK-headquartered training and consulting firm with established Middle East operations covering sales, leadership, and personal effectiveness training — a direct regional peer competing for the same UAE enterprise and government training budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/teamamplify

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amplify