Practex Hits EGP 30 Million Sales, Eyes 15-20% Growth with AI and Global Training Solutions

Omar Abu Zeina, Founder and CEO of Practex Management Consulting, shared that the company achieved sales of approximately EGP 30 million in 2025. He anticipates a growth rate of 15-20% in 2026, even with ongoing economic and regional challenges that are encouraging companies to adopt more careful and realistic expansion strategies. Abu Zeina explained, in statements made during the L&D HUB 2026 conference organized by The Trainer, that Practex specializes in institutional training and development, along with management consulting. However, they don't rely on old-school lecture-based methods. Instead, they offer training models built on interactive simulations and hands-on experiences that truly mimic a real work environment.

Simulation Training Instead of Traditional Lectures

He pointed out that Practex's core philosophy is all about turning management concepts and theories into practical, actionable steps within organizations. They do this by designing and implementing 'board simulations' and interactive training solutions, moving beyond just theoretical content. This truly reflects their company slogan: "Putting Theory into Practice."

Regional Presence Extending from Dubai to Global Markets

He added that the company's main office has been in Dubai since 2012, and they started operations in Egypt in 2014. He stressed that their activities aren't just limited to the markets where they have physical offices; they also reach across the Gulf, the Middle East, and several global markets.

AI Reshapes the Training Experience

When it comes to using artificial intelligence, he clarified that bringing AI into their training simulation solutions was a big challenge. This is because their products rely heavily on practical interaction and physical tools. He noted that the goal wasn't to make the entire experience digital, but rather to find a good balance between technology and real-world elements. He confirmed that the company has started using AI avatars to manage parts of the training experience, while still keeping the essential physical components. This adds a cool technological dimension without losing the heart of the simulation.

Internal Expansion Through AI Tools

He also mentioned that Practex uses AI agents internally for several operational tasks, like managing content on social media platforms and some other internal processes. This helps boost efficiency and speed up performance.

Exporting Solutions to Global Markets

He highlighted that the company has begun exporting its solutions to various markets through partners and agents in the Far East, Europe, the United States, and Italy. He sees this as a significant step in a very specialized and precise field like training simulation.

Different Markets, Varying Demand

He explained that in Egypt, the banking sector is the biggest demander, followed by the Fast-Moving Consumer Goods (FMCG) sector. However, the market picture is different outside Egypt, especially in the Gulf, where the oil and gas and government sectors are more prominent.

Limited Global Competition and a Place Among the Big Players

He noted that competition in this field is quite limited globally. He clarified that Practex is one of the few Arab companies participating in the ATD International exhibition and is considered among the top 5 companies in the Egyptian market, based on unofficial estimates of the sector's size.

Expansion Through Partnerships Instead of Direct Offices

Regarding expansion, he explained that the company prefers a model of partnerships, franchising, and licensing rather than opening direct offices. They already have partners in Kuwait, Oman, and other Gulf markets.

High Investments in Simulation Development

He affirmed that developing simulation products requires substantial investments in both time and money. Designing a single product can take up to a year and a half, with costs potentially reaching millions of Egyptian Pounds.

Local Manufacturing and Gradual Product Development

He added that Practex has been manufacturing a large portion of its tools right here in Egypt for about 8 years, while outsourcing some components depending on what each product needs. He concluded by emphasizing that Practex aims to keep its growth rates strong and boost its regional and international reach, expanding through partnerships and licensing models. This strategy helps them turn complex theories into practical applications within organizations.