WHO WE ARE
It’s not business, it’s personal
“After 24 years of leading hospitality teams in London and Dubai, I founded The LightUp Group to help venues stand out in one of the world’s most competitive hospitality landscapes.
We work with operators to sharpen concepts, dial up F&B, and create a guest experience that hits a little different, refining people-first cultures built to thrive when the heat is on.
In Dubai’s fast-moving market, we drive results through deep-dive operational audits, energised team training, and bold turnaround strategies, built to help venues grow, adapt, and lead with intent.”
Samuel Graham
Founder & CEO
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WHAT WE DO
Pre-Opening Feasibility Study
Ensure your concept launches with clarity, confidence, and commercial edge.
Post-Opening Audit
Designed to identify gaps, unlock potential, and drive sustained success.
High Performance Teams
Leadership coaching, frontline training, and culture shaping strategies.
Operational Excellence
Turning your daily operations into a consistent, high-performing engine.
Crisis & Turnaround
Stabilise, restore confidence, and turn disruption into a catalyst for growth.
HOW WE WORK
“Brutal honesty will always get you there faster.”
Discover
An immersive diagnostic that uncovers what’s working, what’s not, and why.
Deliver
Commitment to outcomes, not just advice, because we only win when you do.
Design
Bespoke solutions to fit your unique DNA, strong cultural foundations and clear ownership.
Develop
Fuel team development, real-time coaching, structured feedback, and culture building that sticks.
OUR CORE PRINCIPLES
People First
Put people at the heart of every strategy, and accountability at the core of every outcome.
Lead Loud
Help leaders show up with purpose, speak clearly, act boldly, and own the impact of every decision.
Build Grit
Equip teams to stay calm in chaos. Resilience, systems, and leadership to face pressure head-on.
Own The Numbers
Develop commercially minded leaders who understand the story behind the stats.
Create Legacy
Build foundations that outlive the moment, scalable cultures that evolve and endure.
Consultation
Why Us?
The LightUp Group brings decades of frontline hospitality leadership into sharp, strategic focus.
We’ve operated at every level, from high-pressure nightlife to corporate hotel companies, and we understand what truly drives performance. In a market like Dubai, where competition is fierce, and guest expectations evolve fast, we help venues future-proof their operations, elevate their teams, and build concepts that resonate.
Our approach is hands-on, people-first, and rooted in real-world experience. We don’t offer generic advice, we deliver tailored solutions that transform how venues lead, serve, and grow.
“We’ve been where it hurts. That’s why we’re trusted where it matters.”
Consultation
Let’s build something powerful
It’s a straight-up conversation about where you’re stuck and whether we can help.
If we can, we’ll show you how.
If we can’t, we’ll say so.
No noise. No spin. No invented problems.
Just truth, clarity, and action.
The LightUp Group 