In a region where events and mega activations are evolving into globally benchmarked experiences, one entrepreneur has consistently led the charge in building a people-first approach to workforce solutions. Meet Nadim Jamal, the co-founder of Event Lab, a startup that was launched in 2013 with a singular mission: to transform how freelance talent is sourced, trained, and managed in the MENA region. Today, Event Lab is a market-leading staffing and recruitment partner, having delivered over 350,000 placements and supporting iconic events, leisure destinations, and entertainment hubs across the UAE, Saudi Arabia, and Qatar. With a network of more than 60,000 professionals, Event Lab’s focus remains simple yet profound—putting people first.

TFS: What industry gaps or client challenges were you aiming to address when you co-founded Event Lab in 2013?

Nadim Jamal: When we co-founded Event Lab in 2013, the freelance space in the events industry lacked structure, respect, and sustainability. Freelancers were treated like disposable assets—engaged briefly, paid inconsistently, and offered little to no development. Simultaneously, event agencies were struggling to identify and manage talent on short timelines, with no centralized systems or scalable models in place.

Our goal was to bridge this gap by building a dedicated platform that connected freelancers with agencies in a meaningful, consistent, and professional way. We introduced vetting systems, career paths, and support structures—essentially creating a proper industry for event staffing.

By 2016, we realized that just connecting talent with projects wasn’t enough. Clients needed end-to-end workforce solutions—training, logistics, and operational management. That’s when we evolved into a comprehensive staffing partner, managing freelance, full-time, and guest service staff with a deep focus on training, quality, and care.

TFS: How has Event Lab’s mission evolved over the past decade, particularly in response to regional market demands?

Nadim Jamal: Our mission has always revolved around empowering people. Initially, that meant elevating the status of freelancers and giving agencies a trusted staffing partner. But as the MENA region matured—particularly with the emergence of Saudi Arabia’s giga-projects and the UAE’s global events—client expectations also shifted. They needed more than just people; they needed partners who could deliver scale with consistency.

In response, our mission evolved to focus on ecosystem-building. We began implementing robust onboarding, training programs, and continuous professional development for our network. We started building long-term communities rather than temporary teams.

Now, we’re strategically expanding into the Leisure & Entertainment space—supporting guest experience roles across theme parks, immersive attractions, and seasonal destinations. Our mission remains centered on people, but our operational scope has expanded significantly. We’re not just solving for events anymore—we’re solving for the future of workforce experience across industries.

TFS: Can you walk us through your process for matching freelancers with specific event requirements and client expectations?

Nadim Jamal: Matching talent to the right role is both an art and a science. It starts with understanding the client’s brand DNA—not just the job description, but the emotional tone of the event, guest personas, and team dynamics. That insight shapes our selection strategy.

We use Liveforce, our tech platform, to filter candidates based on location, skills, and performance history. But beyond filters, we evaluate communication style, reliability, and attitude. Every candidate is carefully reviewed through a recruitment lens—because it’s not just about availability, it’s about brand alignment.

Once selected, talent undergo detailed onboarding that covers logistics, expectations, and soft skills. We ensure they’re fully prepped, confident, and ready to represent the client with excellence. This approach guarantees that our placements feel intentional and personalized—whether it’s for a short-term activation or a multi-month experience role.

TFS: How does Event Lab maintain quality and consistency when deploying teams across large-scale and multi-day events?

Nadim Jamal: The key is planning, structure, and leadership. For every high-volume event, we assign a core team comprising project managers, team leads, and on-ground supervisors. This group oversees every detail—from check-in and shift rotations to live performance tracking and guest feedback management.

Before deployment, we conduct extensive briefings focused on brand values, communication tone, emergency protocols, and operational flow. For more complex events, we simulate scenarios through mock shifts and walkthroughs. We even assign backup staff and escalation frameworks to handle unpredictable situations without compromising guest experience.

What ensures consistency is our investment in people. Many of our freelancers are returnees who’ve delivered across multiple projects and understand our standards deeply. For new hires, our rigorous onboarding ensures alignment from day one.

It doesn’t matter if it’s 20 staff or 2,000—our process remains centered on excellence, adaptability, and consistency. That’s how we deliver world-class results.

TFS: What systems or frameworks do you use to manage logistics, onboarding, and compliance for high-volume staffing projects?

Nadim Jamal: High-volume staffing only works when operations, logistics, and communication move in perfect sync. That’s why we combine technology with process discipline.

Our operations run on Liveforce, which allows real-time scheduling, performance tracking, and communication with thousands of freelancers. We categorize talent based on skillsets, location, language fluency, and historical feedback. This helps us assemble precise teams within hours.

Onboarding is fully digitized and ISO-certified. We’ve developed proprietary workflows for vetting, documentation, briefing, and compliance. Our logistics planning includes transport, uniforms, accommodation, and meals, all coordinated in advance through checklists and shared dashboards.

We also integrate feedback loops at every stage—from pre-event briefings to post-event performance evaluations. Every freelancer knows what’s expected, and every client gets a seamless, consistent experience, even under high-pressure conditions.

TFS: What are the key attributes you look for when vetting event professionals for your network?

Nadim Jamal: While technical skills are important, we place a premium on attitude, emotional intelligence, and accountability. We’re looking for professionals who care—not just about showing up, but about how they show up and represent the brand they’re working for.

The best event professionals in our network consistently display adaptability, punctuality, and a team-first mindset. They listen well, handle feedback constructively, and stay present—even during high-pressure moments. We’ve found that those who thrive are not necessarily the loudest, but the most grounded and dependable.

Before onboarding anyone, we screen for cultural fit and personality alignment. Every interaction—from the first call to the final debrief—gives us insights into how that individual might perform in real-time environments. Event staffing is a human business, and our vetting process reflects that.

TFS: How do you support professional development and upskilling for your freelance talent pool?

Nadim Jamal: We see freelancer development as a core responsibility, not just a value-add. Every freelancer who joins Event Lab gets access to pre-deployment briefings that include brand immersion, guest engagement training, and technical guidance tailored to their specific role.

Beyond event prep, we offer ongoing upskilling opportunities in areas like communication, time management, leadership, and conflict resolution. For example, our collaboration with MDLBEAST in Saudi Arabia led to the BEAST ED program—a hands-on initiative that trained local talent for future-ready roles in entertainment.

We’ve also implemented shadowing programs, particularly in projects like Diriyah, where international experts mentor local talent on the job. These real-world learning experiences create organic knowledge transfer.

We make an effort to track performance, recognize consistency, and reward growth with increased responsibilities. Some freelancers grow into team leaders or client-facing roles. The more they invest in the work, the more we invest in their journey.

TFS: What strategies have you found effective in retaining high-performing freelancers and building long-term relationships?

Nadim Jamal: Retention is all about trust, consistency, and opportunity. We start by treating freelancers like part of the Event Lab family, not temporary workers. That means clear communication, fair pay, and showing up for them—whether it’s solving a last-minute logistics issue or helping them prep for a big project.

The freelancers who stay with us season after season often say the same thing: they feel valued and seen. We don’t just place them—we coach them, mentor them, and offer real feedback loops that they can grow from.

One of the most powerful retention strategies is opportunity. We track performance and offer high-potential talent chances to lead, train others, or transition into full-time roles. We’ve built a culture where hard work is rewarded, and people are noticed.

This creates a sense of belonging. And that’s what keeps our top talent coming back—not just the paycheck, but the partnership and growth they experience with us.

TFS: How is the events staffing landscape changing in the MENA region, and how is Event Lab positioning itself to lead that change?

Nadim Jamal: The staffing landscape in MENA is changing rapidly—especially in Saudi Arabia and the UAE, where events are becoming larger, more integrated with national visions, and increasingly tied to tourism and cultural development.

There’s now a greater demand for scalable, long-term workforce solutions that go beyond traditional gig staffing. Clients want partners who can deliver across industries—leisure, hospitality, entertainment—and who can help build sustainable, localized ecosystems.

We’ve already pivoted into Leisure & Entertainment staffing, with roles at water parks, immersive attractions, and seasonal destinations. We’re also investing in nationalization by training and integrating local talent in the workforce.

Our recruitment, training, and deployment systems are future-ready. Event Lab is positioned not just to meet the market’s evolution—but to shape it, using data, experience, and a relentless focus on people.

TFS: To what extent are technology and data analytics playing a role in your recruitment and staffing processes?

Nadim Jamal: Technology and data are at the heart of how we stay agile and scale without losing quality. Liveforce is our backbone—it enables us to manage schedules, track availability, assign roles, and communicate with thousands of freelancers in real time.

But it’s the data layer that truly powers our growth. We analyze client feedback, attendance rates, and performance metrics to inform future placements. This helps us predict who will thrive in which environments, and optimize staffing models accordingly.

We’re also using data to build career maps for our talent pool. High-performing freelancers are identified, monitored, and offered opportunities based on their long-term growth potential—not just their availability.

Technology keeps us efficient. Data makes us strategic. But at the core, we always maintain a human-centered philosophy.

TFS: How did winning “Best Staffing Agency” at the Middle East Event Awards influence your internal benchmarks and client relationships?

Nadim Jamal: Winning that award was an incredible moment—not just for the leadership team, but for our entire freelancer community. It validated the hard work, care, and precision that everyone in our ecosystem puts into every project.

Internally, it raised the bar. Our team saw it as a challenge to not just maintain quality—but to exceed it. We doubled down on training, communication, and operational consistency.

Externally, the award gave clients renewed confidence in what they already believed—that Event Lab is more than a staffing agency. We’re a workforce partner with integrity, scale, and heart.

It also opened new doors. We began receiving inquiries for larger, more strategic partnerships. The award didn’t just reward the past—it accelerated the future.

TFS: How do your ISO certifications influence your internal policies and client-facing services, particularly in safety and sustainability?

Nadim Jamal: Our ISO certifications guide every part of our operation—from pre-event planning and compliance to how we brief, train, and debrief talent. They aren’t just pieces of paper—they’re embedded into our company culture.

On the safety side, we’ve created protocols for emergency management, incident reporting, and site-specific preparedness. Every staff member receives detailed training to ensure guest and team safety remains top priority.

On the sustainability front, the certifications have led us to implement responsible practices like encouraging reusable materials, minimizing transport emissions through strategic crew planning, and partnering with venues that share our eco-values.

Our certifications allow clients to trust that every project we touch is executed with global standards in mind—not just for efficiency, but for ethics, safety, and environmental impact.

TFS: As a co-founder with extensive hands-on experience in the field, how do you balance strategic oversight with operational involvement?

Nadim Jamal: Early on, I was everywhere—on-site at events, answering calls at 3 a.m., and solving last-minute issues personally. That hands-on experience shaped how I view leadership, culture, and what it takes to build a world-class company from the ground up.

Now, my focus has shifted toward strategy—building new verticals, nurturing partnerships, and scaling the business across new markets. But I still stay closely connected to operations. I walk sites, speak with freelancers, and join internal huddles.

That dual perspective helps me make better decisions. I can see where we’re going while staying grounded in where we came from. The key is our leadership culture. We’ve built a team that lives our values and delivers with care and ownership.

Balancing strategy and operations is challenging—but it’s also one of the most fulfilling parts of being a founder.

TFS: What is your long-term vision for Event Lab’s role in shaping workforce solutions for the broader entertainment and hospitality sectors in the region?

Nadim Jamal: Our long-term vision is to become the region’s most trusted workforce solutions partner—not just for events, but across entertainment, hospitality, and tourism. We want to be known for building careers, not just closing shifts.

That means designing ecosystems where professionals can discover meaningful work, grow their skills, and build a future. We envision Event Lab playing a leading role in workforce planning for giga-projects, seasonal activations, and long-term destination staffing.

We’re creating localized training programs, digital onboarding systems, and scalable leadership pathways. We’re also investing in local talent development so that our impact isn’t just operational—it’s cultural and economic.

In short, we want to build the backstage of the region’s experience economy—quietly, strategically, and with purpose.

TFS: Nadim, thank you for this transparent, rich, and inspiring conversation. It’s clear that Event Lab is not only solving current industry needs—but shaping what’s next.

Nadim Jamal: Thank you. It’s been a privilege to share our story. Event Lab was born from a belief that if you take care of people, everything else follows. A decade later, that belief continues to guide every decision we make.

TFS: We look forward to seeing how you continue to lead innovation in the region. Wishing you and the team every success in the exciting journey ahead.