Heroes of Hope

What Heroes of Hope does

Heroes of Hope is a UAE-registered non-profit sports academy founded in 2019 by Hollie Murphy, headquartered in Dubai with an additional hub in Abu Dhabi at Desert Shield Fitness (opened in 2022). It serves people of determination — children from age 4 through adults in their 40s with intellectual and physical disabilities — by delivering inclusive community sports programs across more than 20 weekly activities including basketball, cricket, cycling (junior, senior, indoor), boxing (junior, senior), bowling, athletics, swimming, tennis, rugby (non-contact), padel, powerlifting, gymnastics, functional fitness (junior and senior), musical theatre, Bollywood dancing, family running, and personal adaptive one-on-one coaching. The organization also runs a Junior Coach Training Program to prepare young adults to support athletes. The community totals more than 800 athletes, families, volunteers, and specialist coaches, making it the largest sports academy for children and young adults with special needs in the UAE according to its own positioning.

The organization has no proprietary technology platform and does not disclose AI, API, or integration infrastructure. Service delivery runs on community-based outreach through volunteer coaches, family referrals, and school partnerships, with athletes registering via web forms and receiving venue details after a one-time registration. The website (heroesofhopeuae.com) acts as the primary digital touchpoint for activity schedules, team information, articles, and sponsor recruitment.

The revenue model is a hybrid of sponsorship/donations and recurring membership/program fees. Named Supporters of Hope include Al Jalila Foundation, The Maha Foundation, Sanad Dubai, Trelleborg, Erada Fitness, and Godel Technology Dubai. A dedicated Membership and Fee Coordinator role (added in 2025) indicates formalization of fee collection. Pricing tiers are not publicly disclosed. Operational milestones include the 2021 7 Marathons in 7 Days fundraising challenge across all seven UAE emirates, the 2022 Abu Dhabi gym inauguration by HH Sheikh Khalid bin Zayed Al Nayhan, and ongoing alignment with the UAE national inclusion strategy articulated by HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum.

Name

Heroes of Hope

Legal name

Heroes of Hope

Website

https://heroesofhopeuae.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Heroes of Hope is a UAE non-profit sports academy founded in 2019 that delivers inclusive weekly sports and fitness programs for children and adults with special needs across Dubai and Abu Dhabi, serving a community of more than 800 athletes, families, and volunteer coaches.

Ownership category

akta.pro rank

Product category

Adaptive Sports and Inclusive Community Fitness Programs

NAICS

Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Adaptive & Para-Sport Coaching (HSADAEAM)

akta.pro secondary industries

Disability & Adaptive Sports Organizations (Paralympic, Special Olympics) (MPAKACAH), Adaptive & Special Needs Personal Training (HSADAAAL)

Keywords

• Inclusive sports programs
• Adaptive physical education
• Community sports academy
• Special needs athletics
• Disability sports training

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Sponsorships and Donations: Corporate sponsors and individual donors provide funding and support for the non-profit's operations. The Supporters of Hope page lists organizations like Al Jalila Foundation, Trelleborg, The Maha Foundation, and others who contribute to sustain the organization.
2. Membership Fees: The organization has a Membership and Fee Coordinator (Zubeda Rizvi) who handles membership enquiries and fee collections, indicating revenue from membership/program fees.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Heroes of Hope is a UAE-based non-profit sports academy delivering inclusive community sports and fitness programs for people of determination (children and adults with intellectual and physical disabilities) across Dubai and Abu Dhabi. The organization runs 20+ weekly adaptive activities including cricket, basketball, cycling, swimming, tennis, powerlifting, gymnastics, boxing, padel, rugby, bowling, functional fitness, musical theatre, and Bollywood dancing, alongside one-on-one personal adaptive coaching and a junior coach training program.

Product overview

Heroes of Hope is a non-profit sports academy providing inclusive community sports programs for people of determination (people with special needs). The organization offers over 20 weekly inclusive activities in Dubai including Cricket, Junior and Senior Cycling (indoor and outdoor), Beginner and Advanced Basketball, Junior and Senior Boxing, Bowling, Athletics, Swimming, Tennis, Rugby (non-contact), Padel, Powerlifting, Junior Gymnastics, Musical Theatre, Bollywood Dancing, Junior and Senior Functional Fitness, and Family Running Club. The portfolio also includes Personal Adaptive Training & Coaching (one-on-one sessions), a Junior Coach Training Program for young volunteers, and Athlete of Hope Registration services. The organization serves children as young as 4 and adults up to their 40s, operating with a community of over 800 athletes and their families.

Differentiator

Problem solved

Functional benefit

Products and services

• Cricket Cricket sessions that teach athletes batting, bowling, and fielding in a fun and inclusive environment, designed for people of determination.
• Junior Cycling Cycling sessions for children learning to ride with support and guidance, with advanced riders building skills and riding independently.
• Senior Cycling Cycling session designed to develop strength, endurance, and overall physical performance for senior athletes in a supportive environment.
• Indoor Cycling High-energy indoor cycling session designed to build fitness, stamina, and confidence with music and group encouragement.
• Beginner Basketball Beginner basketball sessions where athletes learn essential skills including dribbling, passing, and shooting in a fun and engaging environment.
• Advanced Basketball Advanced basketball session focused on teamwork and competitive match play, building on existing skills and developing game strategy.
• Junior Boxing Boxing session for junior athletes focusing on fitness, technique, and confidence through pad and bag work.
• Senior Boxing High-energy senior boxing session designed to build fitness, coordination, and confidence in a safe and structured environment using pads and bags.
• Bowling Fun and social bowling activity where children learn to bowl and improve aim and technique, supporting hand-eye coordination.
• Athletics High-energy athletics session for older athletes to develop speed, strength, and endurance through running, jumping, and throwing activities.
• Tennis Lively tennis session where children learn and play at their own level, from basic skills to technique and match play.
• Rugby (Non-Contact) Fun and safe non-contact rugby session where children learn passing, running, and teamwork skills.
• Padel Fun and social racket sport combining elements of tennis and squash, played in a supportive and inclusive environment.
• Powerlifting Focused powerlifting session where athletes learn safe lifting techniques, build strength, and improve fitness with emphasis on proper form.
• Swimming Dynamic swimming session for children with existing swimming skills to improve technique, strokes, turns, and stamina.
• Junior Gymnastics Engaging gymnastics session for children aged 7-12 focused on building strength, coordination, and confidence with fundamental gymnastics skills.
• Junior Functional Fitness Dynamic session designed to help younger athletes build strength, coordination, and overall fitness through fun, structured exercises.
• Senior Functional Fitness Functional fitness session designed to develop strength, endurance, and overall physical performance in a supportive environment for senior athletes.
• Sunday Junior Functional Fitness Functional fitness session for younger athletes focusing on strength, coordination, and confidence through structured movement on Sundays.
• Senior Fitness Fitness session designed for senior athletes to develop strength, endurance, and overall physical performance.
• Family Running Club Fun and active running club for families to run, walk, and stay fit together, designed for participants of all ages and abilities.
• Bollywood Dancing Vibrant Bollywood dancing session with music and colourful moves inspired by Bollywood films, building confidence and coordination.
• Musical Theatre Fun and energetic musical theatre session where children sing, dance, and act to bring stories to life, building confidence, teamwork, and creativity.
• Personal Adaptive Training & Coaching One-on-one personal training sessions designed for people of determination requiring individual attention and customized coaching.
• Junior Coach Training Program Training program that prepares young adults to work with people of determination, providing education and support before they work in person with athletes.

Quantifiable outcome

• Serves over 800 community members including athletes and families
• +2 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Desert Shield FitnesscoreStrategic or Co-development PartnerAbu Dhabi-based fitness facility that serves as the Heroes of Hope Abu Dhabi hub. The first marathon of the 7 Emirates challenge started from this location. Used as a base for community sports programs in Abu Dhabi.
• Erada FitnessminorGTM or Marketing PartnerFitness organization listed as a Supporter of Hope on the organization's website. Contributes to supporting Heroes of Hope's mission.
• TrelleborgminorGTM or Marketing PartnerListed as a Supporter of Hope. Trelleborg is a Swedish engineering group active in engineered polymer solutions. Supports Heroes of Hope as part of their corporate social responsibility.
• Godel Technology DubaiminorGTM or Marketing PartnerTechnology company listed as a Supporter of Hope. Provides support through technology services or corporate sponsorship.

Scale indicators6 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• Special Olympics International: Global movement offering adaptive sports training and competition for people with intellectual disabilities across 200+ countries. Comparable in mission (inclusive sports for special needs populations) and operating model (community-based coaching, volunteer-driven), but operates at vastly greater scale and program breadth.
• British Paralympic Association: UK national Paralympic body that develops adaptive sport pathways from grassroots to elite level. Shares Heroes of Hope's adaptive sport development mission, but operates a national federation model rather than a community sports academy.

Direct peers

• Adaptive Sports Foundation: US-based adaptive sports organization offering year-round inclusive programming in cycling, skiing, and water sports for people with disabilities. Comparable as a multi-sport adaptive academy with community coaching and a strong volunteer/family ecosystem.
• Challenged Athletes Foundation: US non-profit that provides adaptive sports opportunities (grants, coaching, equipment) for people with physical disabilities, including para-athletes. Comparable beneficiary population (People of Determination / special needs athletes) and adaptive sports coaching focus, though operating from a grantmaking rather than academy model.
• Move United: US-based network of community-based adaptive sports organizations delivering year-round inclusive sports programming (cycling, swimming, basketball, etc.) for people with disabilities. Closely comparable operating model: volunteer-coached weekly sessions, multi-sport portfolio, non-profit funding mix, and family-centered community.
• Access Sport: UK charity that uses sport to drive inclusion for disadvantaged and disabled young people through community-based coaching programs. Highly comparable mission, volunteer-coach model, and multi-sport academy structure to Heroes of Hope.
• Special Olympics UAE: UAE national affiliate of Special Olympics International, providing year-round adaptive sports training and competition for people with intellectual disabilities across the Emirates. Directly comparable mission, geography, and inclusive sports coaching model to Heroes of Hope.

Others

• National Center on Health, Physical Activity and Disability (NCHPAD): US-based information and resource center promoting adaptive physical activity for people with disabilities. Comparable in being an enabling ecosystem for adaptive sports participation, though focuses on advocacy and education rather than direct coaching.

Regional players

• Dubai Club for People of Determination: UAE-based sports club serving athletes with disabilities, established under the Dubai government. Comparable mission and geographic footprint, with deeper institutional government backing but a narrower community-based weekly session model than Heroes of Hope.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/HollieSHeroes

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 Heroes of Hope