Just Play

What Just Play does

Just Play is a Dubai, United Arab Emirates-based private company founded in 2012 that operates in leisure management services and football-related recreational activities. Its stated line of business targets participants of all ages and skill levels, suggesting a facility-based or programming-oriented sports and entertainment offering within the UAE market. The company is led by founder Rashad Al Hashimi, who serves as Executive Chairman, and operates with a workforce in the 101-250 employee range.

Public-facing commercial information is minimal: the company's website at justplay.ae currently displays a HostGator-hosted WordPress 'Coming Soon' placeholder with an email signup form for launch notifications, and there are no disclosed products, services, pricing, customer segments, revenue figures, funding rounds, partnerships, certifications, or technology details in the available data. No mobile app, parent entity, subsidiaries, patents, or social media presence is on record.

The combination of a 2012 founding date, 101-250 headcount, and an apparently undeveloped public web presence indicates a company whose on-the-ground operating footprint exceeds its visible digital footprint. This may reflect a privately-run facility operator that has not prioritized online brand-building, or a business in transition toward a more public-facing go-to-market. Given the absence of disclosed financials, ownership, and operational metrics, the underlying business model mechanics — pricing, customer mix, booking channels, and revenue streams — cannot be reliably characterized from the available evidence.

Name

Just Play

Website

https://justplay.ae

Company type

Private

Founded year

2012

Headcount range

101–250 employees

Short description

Just Play is a Dubai-based private company founded in 2012 that provides leisure management services and football recreational activities for participants of all ages and skill levels, operating with 101-250 employees in the United Arab Emirates.

Ownership category

akta.pro rank

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Core offering

Just Play's line of business includes leisure management services and entertaining football activities for all ages and levels. The company is positioned as a Dubai-based provider of recreational sports and leisure programming, though its services are not yet publicly detailed — its website remains a "Coming Soon" placeholder.

Product overview

Just Play (justplay.ae) is currently in pre-launch status with no publicly available product information. The website displays a coming soon page, indicating the company has not yet launched its products or services publicly.

Differentiator

Problem solved

Functional benefit

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves3 records

Expansion highlights2 records

Regional players

• GymNation: UAE-based fitness chain operating large-format recreational sports centers across the Emirates with multi-tier memberships. Comparable as a regional recreation-services player expanding access to structured sports and fitness activities in the same Dubai market.
• Fitness First Middle East: Large fitness and recreational sports center operator headquartered in the UAE, serving all ages and skill levels through memberships, classes, and coaching. Comparable as a regional recreation-services operator targeting the same Dubai consumer base with structured sports programming.

Broad incumbents

• IMG: Global sports, events, and talent management company (Endeavor-owned) operating football academies, events, and media rights worldwide, with established MENA presence. Comparable as a broad incumbent offering leisure management and sports experiences that overlap with Just Play's stated football and leisure activities.
• City Football Group: Owns and operates football clubs and academies globally (Manchester City, NYCFC, Melbourne City) with active grassroots programs in MENA. Comparable because of its football-focused, multi-age academy and participation business that directly overlaps with Just Play's all-ages football activities.
• UFC Gym: Global fitness and training brand with franchises in the UAE offering structured recreational sports programming for all levels under a recognized athletic brand. Comparable as a broad incumbent in the recreation-services category serving similar Dubai consumer segments.
• Lagardère Sports: International sports marketing and event management group operating across football, entertainment, and leisure with MENA clients. Comparable as a broad incumbent providing leisure management services and football-related event experiences similar to Just Play's stated offerings.

Others

• Octagon: Global sports marketing agency that designs and delivers sports experiences, athlete partnerships, and football-related campaigns for brands worldwide. Comparable as an adjacent services provider in the sports/leisure experience space relevant to Just Play's event and activity management scope.
• Wasserman: Global sports marketing and talent management agency operating across football, events, and brand consulting with MENA clients. Comparable as an adjacent services provider to a leisure management and football activities operator like Just Play.

Direct peers

• La Liga Academy UAE: Operates official La Liga-branded football academies in the UAE offering youth development, coaching, and competitive leagues for all ages. Directly comparable to Just Play as a football-focused, multi-age training and academy business serving the same Dubai consumer base.
• Juventus Academy Dubai: Official Juventus-branded football academy program operating in Dubai offering youth and adult coaching at multiple skill levels. Directly comparable to Just Play's football activities for all ages and levels in the same Dubai market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Just Play