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How this Dubai Entrepreneur Made a Business out of Smashing Up and Recycling Junk

by Mohammad Ghazal

The Smash Room, a first of its kind concept in the UAE that provides a therapeutic and safe space for customers to blow off steam is proud to celebrate 5 years of being in business in the UAE. With its unique approach to leisure and entertainment, The Smash Room has proved that alternative entertainment concepts can be viable in the UAE.

The idea behind the concept was inspired by difficult times in co-founders Hiba and Ibrahim’s lives. Hiba was dealing with the loss of her grandmother, and Ibrahim was going through a divorce. Traditional peaceful coping mechanisms weren’t cutting it, and so Hiba took old junk into the backyard and smashed it to bits. This made her feel massively better, and then came that lightbulb moment. She teamed up with Ibrahim, her best friend and partner in crime, to bring people a version of a spa day that involved smashing everything in sight.

The Smash Room has been successful over the past five years, consistently achieving healthy profit margins, and maintaining 15-20% year-over-year growth in revenue.

In the past five years, The Smash Room has achieved some impressive feats. Despite the challenges that came with the pandemic, they have managed to survive and have smashed and recycled over 70,000 pieces of electronics and appliances. They have also donated to charities with the sale of electronics, including the #shutterhunger campaign for Syrian refugees and Salma Humanitarian Relief Program by Dubai Islamic Economy Development Centre (DIEDC).

More than 18,000 Smashers have visited The Smash Room since its inception, and 60% of them are females. The concept has also hosted various group therapy sessions for psychologists and has hosted more than 150 team building exercises. They even hosted a group smash for senior citizens above the age of 60 with The Dubai Community Development Authority.

Co-founder Ibrahim Abudyak expressed his pride in The Smash Room’s success, “We are thrilled to be turning five and are so grateful to our customers for supporting us over the years. The Smash Room is not just a business for us; it’s a way to help people release stress and anxiety in a fun and safe environment. It has been an incredible journey, and we are proud of the impact we have made in the community. We created this space as a way for people to let loose, have fun, and let go of their stress, and it’s great to see that it has resonated with so many people

“We are excited to continue growing and expanding our concept, including our expansion to Abu Dhabi later this year.”

With its out-of-the-box ideas such as the bubble wrap experience, ice smash, and car smash experiences, The Smash Room has proven that alternative entertainment and leisure concepts are viable in the UAE and that they can be successful.

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