Egypt’s WayUp Sports is an e-commerce platform specialised in performance-based sports gear – so far, so normal, until you discover its founded by three siblings and is already set for international expansion after banking funding. Founded in 2021 by siblings Omar, Mohamed and Basma Afif, WayUp Sports aims to meet the demand for diverse specialised and performance-based sportswear and equipment, sourced directly from local and international brands, suitable for young aspiring athletes to professional champions. WayUp’s three sibling founders are backed by 35 years of expertise in their family’s B2B sports gear business, and their individual passion for sports. WayUp Sports was first funded by the three siblings’ family business to launch in 2021, and raised a pre-seed round in 2022. WayUp Sports will use the funding to aid its regional expansion, launch a private WayUp Sports brand, and continue enhancing user experience.

Source: The North Africa Journal December 14, 2023 06:07 UTC