Not every career begins with a carefully drawn roadmap. Some are born out of personal struggle, emotional pivots, and a quiet but relentless desire for change. For Ahmed Sam, founder and head coach of LFG (Lift Focus Grind), the turning point came not in a gym or classroom, but in a park, at a time when he was simply trying to find his footing in life.
Raised in the UAE after being born in San Diego, Ahmed grew up surrounded by expectations and excellence. Coming from a family of medical professionals, he initially pursued engineering—earning a degree and starting work in the field. But everything changed in 2019 when his father passed away. “As the eldest, I stepped up because I had to. But I felt lost and disconnected,” he shares with TGFM. That sense of disorientation led him to a park one day where a group of calisthenics athletes unknowingly altered the course of his life.
Rediscovering strength through struggle
“That moment in the park changed everything for me,” Ahmed recalls. “I was walking by aimlessly, just trying to clear my head, and I saw a group of calisthenics athletes training together. There was something about their energy, their focus, and their brotherhood that pulled me in.”
It was more than just a casual invitation to join a workout. For someone grieving and questioning his path, it was a moment of reconnection—with himself, with discipline, and with a sense of purpose. “They welcomed me without judgment and started training with me. For the first time in a long while, I felt seen. I felt strong again.”
That encounter didn’t just lead him to a new hobby—it sparked a complete transformation. From beachside bootcamps to formal certifications, Ahmed immersed himself in the world of fitness. LFG was born not out of a business plan, but out of lived experience. “What made me stick with it was how quickly my mindset started shifting,” he says. “It wasn’t just about the physical strength, it was the belief that I could become something more.”
Building a movement grounded in identity and empathy
LFG isn’t your average gym crew. It’s a reflection of Ahmed’s values and experiences as a third culture kid—someone who grew up navigating different cultures and never quite fitting a single mold. “Not fully Egyptian, not fully Filipino, and yet fully rooted in Dubai,” he says. “That blend of cultures taught me to be empathetic and open.”
This multicultural perspective helped shape LFG into what it is today: an inclusive, empowering space for individuals of all backgrounds. “I know what it feels like to not belong anywhere. That’s why I built LFG with inclusivity at its core. We understand each other because we’ve lived that ‘in-between’ life.”
For Ahmed, leadership is personal. “I lead by example, I create space for others to grow, and I make sure no one feels like an outsider,” he says. “LFG is a community for the misfits, the dreamers, the underdogs, the ones looking for purpose and connection.”
Those values were most evident when he helped 30 first-time athletes complete their very first HYROX competition—an international fitness race combining running and functional exercises. “Seeing 30 first-timers, people who once doubted themselves, cross that finish line with pride in their eyes and some of them even tears in their eyes was everything to me,” he shares. “For me, success is not about six-packs or podiums. It’s about watching someone walk taller, speak more confidently, and believe they can take on life.”
Authenticity over aesthetics in a trend-driven industry
The fitness world is often criticized for promoting unrealistic standards and chasing fleeting trends. Ahmed sees this as exactly why LFG stands out. “What sets LFG apart is our heart,” he says. “We’re not chasing aesthetics or trends. We’re building a culture of growth, resilience, and connection.”
Ahmed doesn’t pretend to be perfect, nor does he promote shortcuts. His coaching style is rooted in honesty and shared experience. “I stay authentic by staying rooted in my purpose,” he explains. “I’m real about the ups and downs, the hard days, the mental battles. I show up for my community, and they show up for each other.”
Transitioning from a career in engineering to one in fitness wasn’t easy. There were moments of doubt. “Absolutely,” he admits. “I had moments where I thought, ‘What am I doing? I studied engineering. This isn’t the path I was meant to take.’” But coaching proved to be more than a job—it became a mission. “I asked myself, ‘Do I want to build engines, or do I want to build people?’ The answer was clear.”
At the core of everything Ahmed does is a deep belief in the power of mental health. “At LFG, we train the body and the mind,” he says. “We talk about mindset just as much as movement. We check in on how people are feeling, not just how they’re performing.”
LFG integrates practices like breathing exercises, goal setting, journaling, and reflection into its programs—tools that helped Ahmed navigate his own emotional challenges. “I’ve lived through burnout and depression, and I know that without mental strength, physical progress means nothing.”
Looking ahead, Ahmed is determined to take LFG beyond Dubai. “The vision is to expand across the GCC and the Middle East, not just as a fitness brand but as a movement of empowered individuals,” he says. He hopes to lead conversations around holistic health—blending training, mindset, and community in ways that create lasting impact.
