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Why this work exists

Where we started

• June 2026. Karim and Nader ran a workshop to pick one project to grow. EKANA won, because it already works: clubs bought, were satisfied, one renewed, production in Egypt gives real margin, and Nader knows every part of it. The workshop also found the problem: too few clients, because nobody sells to clubs full-time.
• 25 August, 2026. A strategy meeting with Akram. The next step agreed: write a strategy and present it to him.
• 26 August, 2026. Blue Ocean Strategy became the method. The reason:
  • The Madrid club market is a red ocean: every supplier says roughly the same thing and competes on price, and the big brands win on their name rather than their fabric.
  • EKANA lost the Carabanchel deal to Joma on price alone, and EKANA was already the cheapest custom supplier in the market.
  • So price alone cannot win. The way out is to be worth choosing on things no other supplier offers at all.