Dubai-based martial arts and holistic education network GMNSM is introducing a child-centered sports philosophy to Saudi Arabia, emphasizing character development and lifelong engagement in physical activity over competitive performance. Founded in 2022 by Lithuanian-born Andrej Kuprejev, the organization uses disciplines such as jiu-jitsu, judo, gymnastics, and boxing as tools to build confidence, soft skills, and motivation among children.

Kuprejev, who began practicing judo at age 12 and later transitioned to jiu-jitsu, leveraged his experience as both an athlete and coach to develop a program focused on inclusive participation rather than exclusively nurturing early talent. He explained that traditional sports models often prioritize the most talented children, which can cause others to lose interest and disengage from physical activity altogether. GMNSM’s approach seeks to maintain children’s interest by fostering a supportive community involving coaches, mentors, and parents, allowing participants to progress at their own pace.

Drawing from his own experiences as a father, Kuprejev noted that insights gained from observing his children’s responses have been instrumental in refining the program. “We develop the product jointly because I can test things at home and see what my children like and how they respond,” he said, adding that this hands-on perspective helps shape the network’s offerings.

Since its inception, GMNSM has expanded to operate 11 academies across the United Arab Emirates, Qatar, and Cyprus. The network combines its training sessions with a gamification system designed to motivate children through special incentives, differentiating it from traditional sports clubs by blending elements of schools, after-school activities, and athletic programs.

In September, the company announced it had secured $2 million in funding from investment firm VEYRA Capital and a private investor. This capital injection will fund the opening of GMNSM’s first facility in Riyadh and support plans to launch its first European location in Monaco, furthering its international growth strategy.

Kuprejev identified Saudi Arabia as a key market aligned with the ambitions of Saudi Vision 2030, which emphasizes youth development and future generations. “The work being done to support children and future generations is very similar to what we do. I think it is a good match for us and for Saudi Arabia as a country,” he stated, expressing confidence in the venture’s potential success within the Kingdom.