Building the Future With AI, Wellbeing and Sport

Fadi Maayta’s career is a powerful example of how ambition can transform an ordinary beginning into an extraordinary journey. From earning just $170 a month as an accountant in Jordan to becoming an international business leader and entrepreneur, Fadi has spent more than two decades learning how businesses grow, how leaders adapt and how opportunities can be created from uncertainty.

Today, his focus has shifted toward building what he believes could define the next generation of business. As Founder and Executive Chairman of ACT Holding, Fadi is developing ventures across artificial intelligence, health and wellbeing, and sport. Through LUUCI, ACT AI Lab and One Hundred Group, he is bringing together technology, entrepreneurship and human impact with a long term vision for building globally relevant companies from the region.

His story is not simply about professional success. It is about reinvention, resilience and having the courage to start a new chapter even after achieving what many would consider the peak of a career.

From $170 A Month to an International Career

Fadi began his professional life in Jordan as an accountant, earning around $170 a month. At that stage, there were no guarantees about where his career would eventually lead. What he did have was ambition, discipline and a willingness to keep learning.

At 25, Fadi made a major decision that would change the direction of his life. He moved to Dubai with limited resources and a clear determination to build something bigger.

The move introduced him to one of the world’s most dynamic business environments. Over the following years, he developed experience across major international companies, including PepsiCo, Philip Morris International and JUUL Labs.

These experiences gave Fadi exposure to different markets, business models and leadership environments. More importantly, they helped him understand what it takes to build teams, manage change and create sustainable growth across different markets.

His journey from accounting to senior leadership demonstrates an important lesson. A person’s starting point may influence the beginning of a career, but it does not have to determine its destination.

Two Decades of Leadership Across Global Markets

Over more than 23 years, Fadi progressed through increasingly senior positions across the Middle East and international markets.

His years with Philip Morris International became an important part of that journey. He took on leadership responsibilities across different markets and functions, gaining experience in commercial strategy, business development and market deployment.

Later, his role with JUUL Labs placed him in another fast moving and highly competitive environment. Working across the Middle East, Africa, Turkey and European travel retail exposed him to the complexities of scaling businesses while navigating rapidly changing markets.

These experiences helped shape the leadership philosophy Fadi carries into entrepreneurship today. Building a successful company is not only about having a strong product. It requires people, execution, adaptability and the ability to make decisions when the path ahead is uncertain.

The Entrepreneurial Leap That Changed Everything

In 2020, Fadi entered another defining chapter when he co founded ANDS.

Moving from multinational leadership into entrepreneurship meant moving from managing established systems to helping create those systems. The challenge was different, but so was the opportunity.

Fadi helped build and expand ANDS across multiple markets, taking the business through a significant growth journey. In 2025, the company reached another major milestone when Fadi successfully exited the business.

For many entrepreneurs, an exit represents the final destination after years of hard work. For Fadi, it became something else. It became the beginning of a new chapter.

The experience also gave him an opportunity to reflect on what he wanted to build next. Rather than simply repeating what he had already achieved, he began looking toward industries where technology and innovation could create meaningful long term change.

A New Chapter Built Around the Future

Fadi’s current focus is centered on ACT Holding, a future focused venture platform designed around artificial intelligence, health and wellbeing, and sport.

The thinking behind this direction is straightforward. These industries are changing rapidly, but they are also connected to fundamental aspects of human life.

Artificial intelligence is reshaping how businesses operate. Health and wellbeing are becoming increasingly important as people look for better ways to live and perform. Sport is evolving into a major global ecosystem that combines technology, performance, entertainment and lifestyle.

Fadi sees an opportunity to bring these forces together and create businesses that are commercially strong while remaining connected to real human needs.

As he puts it, “The future belongs to those who keep learning, keep building, and are willing to reinvent themselves.”

That philosophy has become increasingly visible in his current work.

LUUCI Brings Artificial Intelligence Into Wellbeing

One of the ventures within Fadi’s new chapter is LUUCI, where he serves as Founder and CEO.

The company is focused on using artificial intelligence to create a more intelligent approach to family wellbeing, beginning with pets. The idea reflects a broader belief that technology should not simply become more advanced. It should also become more useful in everyday life.

For Fadi, this represents the type of business he wants to build in the years ahead. Instead of using technology simply because it is fashionable, he is interested in applying it to real problems and creating products that can become part of people’s lives.

This human centered approach is an important part of the wider vision behind ACT Holding.

Building AI Companies Through ACT AI Lab

Fadi has also established ACT AI Lab, where the focus moves beyond using artificial intelligence to building AI native businesses and intelligent systems.

The venture reflects his belief that the next wave of entrepreneurship will be influenced heavily by AI and autonomous technologies. Businesses will need more than traditional digital tools. They will need new ways of operating, creating value and serving customers.

ACT AI Lab is positioned around helping build and scale these kinds of opportunities. For Fadi, the objective is not to chase every new technology trend, but to identify meaningful opportunities where AI can solve problems and create lasting value.

This is where his corporate experience and entrepreneurial background become particularly valuable. He understands both the discipline required to operate established businesses and the speed required to build emerging ones.

Sport Adds Another Dimension to His Vision

Fadi’s interests also extend into the global sports economy through his role with One Hundred Group.

As MENA Partner and Advisory Board Member, he is contributing to a platform connected with endurance sport and the international growth of trail running.

Sport fits naturally into Fadi’s wider vision because it connects wellbeing, performance, technology and community. It also represents an industry where innovation can influence how people train, compete and experience physical performance.

Through this work, Fadi is exploring another area where businesses from the region can participate in global opportunities rather than remaining limited to local markets.

Success Measured Beyond Business

Despite the scale of his professional achievements, Fadi’s outlook on success extends beyond financial or corporate milestones.

One of the strongest lessons from his journey is the importance of developing people. During his career, he has worked with teams across different countries and business environments, and today he has built a community of more than 300,000 followers.

For him, leadership is not only about what one person can accomplish. It is also about how many other people can grow because of that leadership.

His journey also highlights the importance of resilience. Starting at $170 a month, moving to Dubai at 25, rising through multinational leadership, becoming an entrepreneur and then reinventing himself after a successful exit required repeated adaptation.

That willingness to change may ultimately become one of his greatest strengths.

Fadi Maayta Building a Legacy From the Region

Fadi now looks ahead with a goal that is bigger than building another successful company. He wants to help create globally relevant businesses from the region while mentoring the next generation of entrepreneurs.

ACT Holding represents the foundation of that ambition.

His current chapter combines everything he has learned so far, from financial discipline and corporate leadership to international expansion and entrepreneurship. But instead of looking backward, Fadi is using those experiences to prepare for what comes next.

His story proves that career journeys rarely follow a straight line. Sometimes the biggest opportunities appear after an unexpected move, a difficult transition or even a successful exit.

From an accountant earning $170 a month in Jordan to a business builder focused on artificial intelligence, wellbeing and sport, Fadi Maayta’s journey continues to evolve.

And if his past is any indication, the next chapter may be his most ambitious one yet.

Connect Fadi Maayta on LinkedIn

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