Gear Up Events
Gear Up Events is a Dubai-based luxury event management company specializing in corporate events, brand activations, and supercar driving experiences across the UAE, serving enterprise clients, HNW individuals, and premium automotive brands.
- Company typePrivate
- Founded2007
- HeadquartersDubayy, United Arab Emirates
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Gear Up Events does
Gear Up Events (legally Gear Up Events LLC) is a Dubai-based luxury event management company founded in 2007, operating in Dubai and the wider UAE. The firm delivers end-to-end planning and execution of corporate events (conferences, seminars, product launches, award ceremonies, team-building activities, and incentive trips) alongside a differentiated luxury supercar driving experience vertical, including individual and group drives on UAE desert and mountain routes, and private track hire and racing hospitality at Dubai Autodrome. Non-technical distinctive capabilities include expert route planning, professional lead drivers, in-car communication systems, and GPS-coordinated convoy logistics built up over nearly two decades of UAE operations.
The business operates four professional services revenue streams: corporate event management, luxury supercar driving experiences, the Gear Up Private Members Club (an exclusive free-to-join community for HNW individuals that drives brand partnership and sponsorship revenue), and brand activation/sponsorship services for automotive and premium brands. Customer segments are hybrid — corporate clients (primary), HNW individuals and supercar enthusiasts, luxury and premium automotive brands, and luxury tour/incentive operators. Pricing is quote-based and bespoke, with no published rate cards; sales are conducted via WhatsApp, phone, email, and website quote requests.
The company is founder-operated, privately held with no disclosed institutional investors, parent company, or M&A activity. Marketing is event-driven and community-led, leveraging Instagram, Facebook, LinkedIn, YouTube, blog content, and a private members club as the primary acquisition channels. Notable brand partners include DeWalt, Bridgestone, TECHART, Jetour (Elite Group Holding), Al Ghandi Auto, and Luxury Network UAE, with the flagship annual Supercar Track Day at Dubai Autodrome scaling to 600+ guests and 250+ supercars in April 2024. Note: the firmographics section lists year_founded as 2022, which conflicts with the company-stated 2007 founding and "almost two decades" of UAE operations; the company self-reported date is used here.
Gear Up Events firmographics
Firmographics- Name
- Gear Up Events
- Legal name
- Gear Up Events LLC
- Website
- https://gearupeventsme.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Gear Up Events is a Dubai-based luxury event management company specializing in corporate events, brand activations, and supercar driving experiences across the UAE, serving enterprise clients, HNW individuals, and premium automotive brands.
- Ownership category
- akta.pro rank
Gear Up Events industry classification
Industry- Product category
- Luxury Event Management Services
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Tour Operators (56152)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Venue-Owned/Operated Event Organizers (In-House Promoters) (MPAKADAI)
- akta.pro secondary industries
- Luxury Multi-Day Tour Operators (THAKADAE), Desert & Dune Adventure Tour Operators (Camel treks, sandboarding) (THAAADAG), Motorized Adventure Rentals & Guides (ATV/UTV, Snowmobile, Dirt Bike) (THAAALAJ)
Keywords
Where Gear Up Events is headquartered
LocationHeadquarters
- HQ city
- Dubayy
- HQ country
- United Arab Emirates
- HQ region
- Middle East
Offices1 record
Markets served
Gear Up Events business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Corporate Event Management Services: End-to-end planning and execution of corporate events including conferences, seminars, product launches, award ceremonies, team-building activities, and incentive trips. Revenue generated through project-based fees for event planning, coordination, and execution services.
- Luxury Supercar Driving Experiences: Supercar driving experiences through UAE desert highways and mountain roads, offered to individuals, corporate incentive groups, and client entertainment parties. Sold as bespoke experiences with route planning, lead drivers, and vehicle options.
- Private Members Club: Exclusive members club for HNW individuals in the UAE. Members receive free or subsidized access to driving events and track days. Revenue derived from member engagement driving brand partnerships and event sponsorship.
- Brand Activation & Sponsorship: Organized events for brand partners (e.g., DeWalt, TECHART, Bridgestone, Jetour) featuring product launches, automotive showcases, and track days. Revenue from partnership fees and event management charges.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom Quote — Bespoke Event Packages |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Gear Up Events product offering
Product offeringCore offering
Gear Up Events is a Dubai-based event management company that plans and executes corporate events (team building, conferences, product launches, award ceremonies, incentive trips) and luxury supercar driving experiences on UAE roads and at Dubai Autodrome. It also operates the Gear Up Private Members Club, an exclusive community for HNW supercar enthusiasts, and offers event equipment rentals.
Product overview
Gear Up Events is a Dubai and UAE-based event management company offering a comprehensive suite of event services organized around three core pillars: Corporate Event Management (including team building, conferences, product launches, incentive events, award ceremonies, and staff solutions), Driving Experiences (supercar driving experiences through desert and mountain roads available for individuals and groups), and Track Day & Racing Events (private track hire and racing hospitality at Dubai Autodrome). The company also operates an exclusive Private Members Club (Gear Up Community) for high-net-worth individuals seeking luxury driving events and networking opportunities. Additionally, they offer an event equipment rental shop. The company collaborates with top-tier venues, luxury hotels, and premium suppliers to deliver corporate and luxury automotive experiences.
Differentiator
Problem solved
Functional benefit
Products and services
- Corporate Event Management
- Driving Experience
Quantifiable outcome
- Delivered end-to-end execution for the UAE's largest supercar rally (UAE–Oman Rally, 30+ participants across 7 days)
- +2 more outcomes
Companies that use Gear Up Events
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles3 records
Gear Up Events technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Gear Up Events partnerships and signals
Strategic signalPartnerships
30 partnerships are on record, tiered core and supporting.
- TECHARTcoreGear Up Events organized TECHART's world premiere of the 2025 Magnum kit for Porsche Cayenne at their Al Quoz, Dubai facility. The exclusive event gathered entrepreneurs, corporate leaders, and automotive influencers, featuring Emirati cultural entertainment, product presentation, and grand vehicle reveal.
- DeWaltcoreGear Up Events executed DeWalt's 100th anniversary celebration at Dubai Autodrome (May 18–19, 2024). The two-day event featured tool demonstrations, pit stop challenges, racing simulators, and a McLaren driving experience showcasing the McLaren-DeWalt partnership. Gear Up handled full planning, floor plans, vendor coordination, and on-site execution.
- Luxury Network UAEcoreGear Up Events and Luxury Network UAE co-hosted a supercar track day at Dubai Autodrome (March 2024) attracting 100+ supercar owners and 250+ elite attendees. The partnership was repeated for a larger event on April 12th with 600+ guests and 250+ supercars, making it the company's flagship annual automotive event.
- FalconCosupportingSponsor at the March 2024 Luxury Network UAE supercar track day at Dubai Autodrome, contributing to the event's prize pool of over $10,000.
- RIF TrustsupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- Hortman ClinicssupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- Sunseeker GulfsupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- MontegrappasupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- VosssupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- AR MotorssupportingSponsor and racing experience provider at the March 2024 Luxury Network UAE supercar track day event, offering high-speed passenger rides in race cars.
- European AutosparessupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- Benrock CapitalsupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- Cars N' CigarssupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- Fadi Balhawan ArtssupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- GMT GCCsupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- Seven WatchessupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- TeleiossupportingSponsor providing custom racing simulators at the March 2024 Luxury Network UAE supercar track day event.
- KIZA Restaurant & LoungesupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- KIZA BespokesupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- BarakatsupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- Dibba BaysupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- GodivasupportingSponsor at the March 2024 Luxury Network UAE supercar track day event.
- LAVOsupportingGourmet food partner at the April 2024 Supercar Track Day event, providing buffet catering for 600+ guests.
- Infiniti JewelssupportingGear Up Events partnered with Infiniti Jewels and Luxury Network UAE for a networking event at Atlantis The Royal (February 8, 2024). Infiniti Jewels showcased luxury jewelry collections while guests enjoyed unlimited drinks, cocktails, and canapés. The event combined luxury lifestyle and automotive networking.
- BridgestonecoreBridgestone collaborated with Gear Up Events as title sponsor of the UAE–Oman November Rally (10–16 November 2023), a six-day supercar rally with 30+ participants from the UAE and USA's King Luxe Club. The rally featured drives through iconic UAE and Oman routes including Jebel Jais, Musandam dhow cruise, and Al Badayer Desert dune buggy trails.
- Al Ghandi Auto (Chevrolet, GMC, Cadillac)coreGear Up Events organized the All American Track Day at Dubai Autodrome for Al Ghandi Auto, the authorized dealer for Chevrolet, GMC, and Cadillac in Dubai. The event featured test drives of the Hummer EV and latest American models, racing simulators, and on-track driving for owner participants.
- Elite Group Holding (Jetour)coreGear Up Events organized a road trip for Elite Group Holding and Jetour to Hatta, featuring over 50 Jetour T2 vehicles. The event included scenic photo stops at desert dunes, mountain viewpoints, and Hatta Fort Hotel, with breakfast briefing at Ghantoot Polo Club and a competitive quiz with prizes.
- Dubai AutodromecorePreferred venue partner for track day and racing events. Dubai Autodrome is the primary circuit for most of Gear Up's supercar track day events, including the flagship Socialize & Drive and Luxury Network UAE collaborations. Gear Up has executed multiple large-scale events at this venue.
- Supercar BlondiesupportingAutomotive influencer who moderated the YPO UAE Chapter fireside event organized by Gear Up Events at Dubai Autodrome, sponsored by SBXCars.com and AGMC with Guenther Steiner.
- Guenther SteinersupportingFormer Formula 1 team principal featured as a keynote/guest at the YPO UAE Chapter fireside event organized by Gear Up Events at Dubai Autodrome.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Gear Up Events competitors and assessment
Company assessmentBroad incumbents
- Freeman: Freeman is a global event management and brand experience agency operating at massive scale across corporate events, conferences, and experiential marketing. It is broadly comparable to Gear Up Events as a larger incumbent that overlaps in corporate event delivery and brand activation, but with a much wider service portfolio and global footprint.
- MCI Group: MCI Group is a Swiss-headquartered global association, meetings, and events management company serving enterprise clients worldwide. It is relevant as a broad incumbent that competes for the same corporate event, incentive, and association RFPs that Gear Up Events targets across the UAE.
- George P. Johnson Experience Marketing: George P. Johnson (GPJ) is a global experience marketing agency delivering brand experiences, product launches, and corporate events for major enterprise clients. It is comparable to Gear Up Events as a larger specialist in brand activations and corporate experiences, though it operates globally rather than focusing on the UAE supercar niche.
- TAIT: TAIT is a global live event production and experience design company producing corporate events, brand activations, and large-scale shows worldwide. It is comparable as a broader incumbent in the events/experiential space that competes for enterprise event budgets, even though Gear Up has a narrower luxury driving niche.
Direct peers
- Mosaic Live: Mosaic Live is a UAE- and Middle East-focused event management and live experience agency serving corporate and luxury clients with conferences, brand activations, and incentive events. It competes with Gear Up Events in the Dubai premium corporate events market with overlapping client bases and service menus.
- Splash Events: Splash Events is a UAE-based event management company delivering corporate events, brand activations, and experiential marketing in Dubai and across the region. It is directly comparable to Gear Up Events because both operate in the same premium Dubai event-management niche targeting enterprise clients and luxury brand partners.
Regional players
- Yas Marina Circuit: Yas Marina Circuit operates the Abu Dhabi motorsport venue hosting Formula 1, driving experiences, and corporate hospitality. It is comparable to Gear Up's Dubai Autodrome-driven track day business as both monetize circuit access, supercar experiences, and racing hospitality, though Yas is venue-owned and based in Abu Dhabi rather than Dubai.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Gear Up Events social profiles
Digital presenceGear Up Events financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gear Up Events leadership team
Management profileNumber of profiles
Gear Up Events funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gear Up Events M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gear Up Events
What does Gear Up Events do?
Gear Up Events is a Dubai-based event management company that plans and executes corporate events (team building, conferences, product launches, award ceremonies, incentive trips) and luxury supercar driving experiences on UAE roads and at Dubai Autodrome. It also operates the Gear Up Private Members Club, an exclusive community for HNW supercar enthusiasts, and offers event equipment rentals.
Is Gear Up Events a public or private company?
Gear Up Events is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Gear Up Events founded?
Gear Up Events was founded in 2007. It employs 11 to 50 people.
Where is Gear Up Events based?
Gear Up Events is headquartered in Dubayy, United Arab Emirates, in the Middle East region.
How does Gear Up Events make money?
Four revenue lines are on record. Corporate Event Management Services are the primary driver. The others are luxury Supercar Driving Experiences, private Members Club and brand Activation & Sponsorship.
Who are Gear Up Events's main competitors?
Broad incumbents on record are Freeman, MCI Group, George P. Johnson Experience Marketing and TAIT. Direct peers are Mosaic Live and Splash Events. Yas Marina Circuit is listed as a regional player.
Does Gear Up Events have an API?
No public API is recorded for Gear Up Events.
What industry is Gear Up Events in?
Gear Up Events's product category is Luxury Event Management Services. Its primary akta.pro industry code is MPAKADAI, Venue-Owned/Operated Event Organizers (In-House Promoters), with a secondary code of THAKADAE, Luxury Multi-Day Tour Operators. Its NAICS code is 711320 and its SIC code is 7948.