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Benjamin Böhmer — People-Led Growth from Dubai

Benjamin Böhmer - People-Led Growth from Dubai

Can you tell us about yourself and your background?

I’m Benjamin Böhmer from Germany. Currently an entrepreneur,  I used to work as a Human Strategist (HR) in Berlin, but now I have shifted to Dubai. As a HR Director, I assisted emerging companies with building teams, process framing, and HR systems. Later, I realized that I really enjoy turning a significant strategy into workable people systems. In 2023, my wife Sarah and I moved to Dubai and decided to go all-in and commence our own business together in the dynamic city.

What is your business about, and how did it start?

In Dubai, Sarah and I co-founded a company called Scaliify. We help scale-ups, SMEs, and corporates align people, processes, and systems so they can grow sustainably. Our key expertise is in HR operating models, recruiting ops, performance & L&D, HR tech implementation (Personio, Bayzat, and ATS stacks), and executive coaching and employer branding. The comprehensive idea of this business came to us in August 2022, while sitting on a beach in Dubai. We both said, “We don’t want to go back to our old life.” That moment changed everything. We started building the business right away and made it official in late 2023.

What inspired you to start this business in Dubai/UAE?

Dubai moves fast, is safe, and is full of significant dreams. People here believe in each other and love to get things done. Our key agenda of moving here was for a better future, more energy, and a great quality of life. Here is a small example: Sarah and I often work in cafes on Sundays. One evening, after working all day, the waiter came over and gave us a 50% discount. He said, “I saw you working hard all day, and this is my treat.” This type of kindness and encouragement is very common here.

How long did it take to go from idea to launch?

It took approximately 12 months to acquire our company license in Dubai since we thought of this idea. We made the decision quickly, but getting all the paperwork, bank approvals, and legal setup done took plenty of time and planning. We even paid for five years upfront for our business license to demonstrate that we were extremely serious about this business setup in Dubai. Therefore, the stringent process was lengthy but worth the outcomes.

Why did you choose this specific industry or market?

We chose this industry because as the companies scale, their people systems often fall behind. In such a fast-scaling environment in the Gulf, leaders have good intentions but no precise structure to execute. This is where we help. Our significant expertise involves turning strategy into recruiting flows, performance cycles, KPIs, and HR tech that actually operates. My experience in Berlin gave me the skills, and Dubai provided me with a leading platform to utilize them. Therefore, such factors made us choose this progressive industry.

What challenges did you face in the early days, and how did you overcome them?

We faced two significant challenges. Here is an overview: 

  • Trust before transactions: In Dubai, people want to know who you are before they work with you. At first, we had lots of good chats with people, but we did not get any green light. So we adequately focused on building real relationships. This was done through curated networking, meeting people for coffee, giving free advice publicly, and speaking at events. This approach has helped us a lot. 
  • Process > exceptions: Dubai is one of the best and most profitable business hubs if you stay compliant and follow the laws. But if you try to do something unusual, everything slows down. We learned to do things the proper way, with the right documentation, approvals, and steps, and worked with experts who knew how the system works.

Was there a turning point when things started to grow fast?

There were two turning points in our business journey: 

  • Bayzat Partnership. As an HR tech provider in the region, Bayzat gave us clear entry points: clients mid-implementation who required people-ops design + rollout muscle.  We stepped in to help with HR design and setup. That’s how we became a trusted partner.
  • All-in Commitment. Going all-in. When we paid five years in advance for our license, we told the world, and ourselves, that we are not just testing this. We are here for genuine operations and assistance for businesses. That made people take us more seriously.

How did you get your first few customers or clients?

Our first clients were people we knew from Europe (called the DACH region). After that, we met more clients through Bayzat and by going to local business events. In Dubai, meeting people in person is the best way to acquire projects. Our co-working space in DIFC also helped us meet generous people who sent work our way.

What is your proudest moment so far in your business journey?

Currently, there are two significant moments that we are extremely proud of. Here is a breakdown:

  • A client once said, “You gave more clarity to our People Ops in two weeks than we had in two years.” That made us proud, as clarity is what we aim for in our business.
  • Building this company with Sarah, my wife. Working with your spouse is challenging and a lot of work, but it’s amazing when your values and strengths match.

What would you do differently if you were starting today?

Here are some of the key lessons that I have learned and would implement if I get a chance to commence again: 

  • Start making local connections before setting up your company.
  • Choose between a mainland or free zone setup and get help with banking—it saves time.
  • If you are moving from Germany, plan your move carefully (immigration, taxes, property, etc.). Moving in January makes things much easier and straightforward for taxes.

What’s one piece of advice you would give to someone starting a business in Dubai/UAE?

Find a guide who can help you navigate the stringent legal environment of this city. Hire someone who knows the system, like how to deal with the ministries, banks, and steps in the proper order. The authoritative ecosystem of Dubai demands that everything is in order. If you undertake guesswork, it will cost you immense time and money.

How important is having the right team or partners?

It’s super important. Sarah is my co-founder and keeps me balanced. We also relied on some of our key professionals:

  • Susann, who helped us set up everything in the UAE and assisted us with approvals, permits, and more.
  • Kim & Kai, friends who supported us and shared their local knowledge
  • Manuel, who helps us stay healthy and sharp through fitness, food, and a positive mindset. 
  • Our DIFC co-working group, who give us ideas, motivation, and referrals
  • You can’t build something strong here all alone. Everyone encourages and pushes you to keep moving forward.

What are some tools or strategies that helped your business grow?

Here are some of the key tools that have helped us throughout our journey in several ways: 

  • WhatsApp is used for most of our communication. This also includes medical reports and quick contracts.
  • Bayzat / Personio / ATS tools for building great HR systems. It helps with dashboards & KPIs for leadership clarity.
  • Notion for organizing our projects and sharing info with clients
  • LinkedIn for visibility and to teach people what we do, and get genuine opportunities.
  • Reusable templates & SOPs so each project compounds the next

Where do you see your business in the next 2–3 years?

We want to be the top HR strategy partner, bridging DACH ↔ GCC. Our team will stay small and will have professionals who work efficiently. We also plan to launch an HR playbook, easy-to-use toolkits for recruiting ops kits, performance frameworks, and compliance checkups. And maybe a small community for founders/HR leaders to help others grow across both regions.

What keeps you motivated during difficult times?

We chose this life because we love having freedom and responsibility. And we get to see the results of our work, which is adequately demonstrated in better teams, smarter hiring, and leaders who feel more confident. This comprehensive way of working is what keeps us going.

Do you have a quote or personal motto that guides you?

Yes: “Let them.” (by Mel Robbins).  I like to plan everything, but living in Dubai taught me that I can’t control everything. Sometimes I just need to focus on the next best step to move forward. 

How do you balance work and personal life as an entrepreneur?

We don’t think about balance; we just go for work-life integration. Sometimes we work all week, including weekends. But sometimes we take breaks during the week, go to the desert, or work near the beach. Its results over hours, anchored in our values: loyalty, integrity, and doing right by people.

What makes your brand unique in the market?

We don’t just “implement tools.” We build operating systems for people, translating strategy into daily rhythms that leaders can operate. We are great at working across cultures, basically, Germany and the Gulf. We like to get hands-on, and we hate anything that is just for show. We are all about clear plans and genuine results.

How can people connect with or support your business?

To connect or support us:

Can you share a customer success story or feedback that made you smile?

A scale-up founder said, “You made our recruiting system finally make sense. Also, the team actually enjoys using it.” This is our goal: when a good process gives the team momentum, the whole company culture improves. This is actually a significant win for our business.

Also Read: Scaling Success: How Asad Shamim’s Furniture in Fashion Dominated the UK Market

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