Al Laith leverages its capabilities and experience for diversification and growth opportunities ahead
With a three-decade long legacy centred on its bedrock qualities of innovation, quality and an uncompromising adherence to safety and regulations, the rapidly growing Al Laith Group has attained a formidable reputation for its excellence and high security and compliance benchmarks in event infrastructure solutions.
Over the years, the company has grown from strength to strength, playing a pivotal role in prominent events and megaevents across the Middle East, gaining a reputation for its commitment to upholding the highest standards for workmanship and professionalism.
The company’s dedication and adherence to rigid and cherished corporate values has boosted its standing as a trusted partner in the industry and catapulted it to new heights in terms of its distinguished standing in the industry, its capabilities and expertise.
Notable recognitions include awards from various industry bodies and successful collaborations with top event organizers, highlight Al Laith Group’s devotion to providing unmatched experiences and contributing to the region’s event landscape as a reliable and competent provider of related services.
LogisticsGulf.com recently conducted an exclusive and extensive interview with South Africa born Jason English, CEO, Al Laith Group, where he spoke expansively about the company, its core competencies, accomplishments, growth potential and its vision for the future.
LogisticsGulf.com (LG): For those unfamiliar, provide us a one-minute spiel on the Al Laith Group and the extent and scope of your services and operations.
Jason English (JE): Al Laith Group operates through two primary business entities.
Our first division is a sales and rentals business, supplying large-scale plant and machinery across multiple sectors, with additional services in temporary overlay facilities and logistics solutions, such as golf buggies.
Our second division focuses on engineering, projects, and construction, where we specialize in temporary structures, predominantly steel truss systems and scaffolding, serving a diverse range of industries, including events, construction, and the film sector.
Together, these entities allow us at Al Laith to offer comprehensive and flexible solutions tailored to each of our clients’ specific needs.
LG: Talk to us about Al Laith’s use of AI and technology in its logistics operations.
JE: At Al Laith, we are actively integrating advanced technology to streamline and enhance our logistics operations. Currently, we are exploring robotics for automated stock counting within our 600,000-square-foot facility.
Using visual technology, these robots can identify and count materials, with the data seamlessly uploaded to our centralized stock management system. Additionally, IoT is a significant component of our operations, enabling us to track vehicles, and machinery, and even monitor usability and operating boundaries.
This supports predictive maintenance and helps prevent breakdowns. We also leverage RFID technology to manage stock flow in and out of our facility, as well as conduct comprehensive yard-wide and site-wide stock counts.
To further enhance accuracy and live visibility, we are exploring handheld RFID scanners that can provide real-time updates on stock location and movement, ensuring seamless inventory tracking across our operations.
LG: How does Al Laith plan to navigate supply chain obstacles during challenging and turbulent times?
JE: At Al Laith, we mitigate supply chain obstacles by managing and owning a significant portion of our supply chain. In our engineering projects and construction business, we leverage our sales and rentals division, which provides a wide range of rental products internally.
This approach allows us to bypass many of the risks and costs associated with renting equipment from external suppliers, such as delays or disruptions in delivery. By owning and controlling much of our supply chain, we are better positioned to ensure consistent quality and reliability, even during turbulent times.
LG: How important are partnerships in the logistics industry between two or more companies?
JE: Partnerships play a crucial role in our operations at Al Laith, particularly in logistics. While we own and control some of our logistical assets, we rely on a network of logistics partners to support us in areas like cross-border deliveries, international transactions, and local deliveries.
This network is invaluable, as it ensures we have additional resources available if any primary supplier reaches capacity or if demand fluctuates. By maintaining these partnerships, we can seamlessly manage overflow, whether we have excess demand or need supplemental equipment and materials. Such partnerships are key to our flexibility and resilience, adding significant value to our logistical capabilities.
LG: Al Laith has expanded and diversified the industries it serves strongly since the company’s inception. What other industries is Al Laith planning to support in the future?
JE: Al Laith initially focused on the construction and events industries, but over the past five years, we have strategically diversified into the oil and gas sector. This expansion is largely driven by our alignment with the CG Tech group, which has deep investments and expertise in oil and gas solutions globally. Looking ahead, we are committed to further strengthening our presence in this sector.
Additionally, we are actively expanding into the film industry, where we have been providing sound stages in collaboration with our UK-based partner, Serious International, a specialist in film soundstage design, engineering, and construction. This diversification positions Al Laith well to adapt and grow in these evolving industries.
LG: In August 2024 Al Laith celebrated long-term partnership with the Saudi Motorsport Company. Tell us more.
JE: Our extensive history in the motorsport industry and our partnership with Saudi Motorsport mark a crucial milestone, highlighting our role as a trusted partner for constructing temporary infrastructure for major events like Formula One.
This collaboration not only underscores our reliability and expertise but also our ability to reduce risks for high-profile events. Beyond Saudi Motorsport, we have long-term partnerships with other prominent clients, including Emirates for the Dubai Rugby Sevens Festival, MDL Beast for music festivals in Saudi Arabia, and the DP World Tour for golf tournaments across the GCC.
In the world of Formula One, we are proud to have provided infrastructure for events in Abu Dhabi, Qatar, Bahrain, and Saudi Arabia. These partnerships showcase our extensive capabilities and trusted relationships with key clients throughout the region, positioning Al Laith as a premier infrastructure provider in the GCC.
LG: How big is your presence in the Middle East?
JE: Al Laith has had a strong presence in the Middle East for nearly 30 years, with offices across Saudi Arabia, Qatar, Oman, and the UAE. In 2025, we will celebrate this significant milestone—a testament to the lasting relationships we have built with clients and the value we have consistently delivered.
With over 1,000 skilled resources across the region, we operate two main workshop facilities, one in Saudi Arabia and the other in Dubai. This network and commitment to the region underline our dedication to serving clients with excellence and reliability.
LG: What are the expansion plans for Al Laith for the short and long-term future?
JE: In the short term, we have been focused on expanding into Uzbekistan and Asia, as well as solidifying our internal structures, systems, and processes. This includes onboarding and upskilling both new and existing employees, along with refining our operational approach to ensure a solid foundation.
Additionally, we are navigating a particularly busy event season with hundreds of projects, which has brought its own set of challenges and opportunities for growth. Looking to the long term, we are aiming to grow our presence further in the oil and gas sector, especially in Saudi Arabia, while diversifying our product range.
We are excited about exploring in-house manufacturing and product design, which will allow us to offer unique, custom solutions to our clients. It is an exciting future with strong growth prospects, supported by a solid and capable team.
LG: What are the opportunities and challenges for Al Laith going forward?
JE: Al Laith is well-positioned for growth with numerous opportunities ahead. Key among these is expanding our product range and bringing more of our supply chain into vertical ownership through in-house manufacturing. Additionally, we are developing strategic partnerships to represent different brands in the region, allowing us to offer a broader suite of solutions.
There is also a tremendous opportunity to deepen our footprint in the oil and gas sector, leveraging our expertise from the events and construction sectors. However, like many companies operating in the Middle East, we face challenges with cash flow management due to complex payment cycles.
Capital allocation for CapEx is another ongoing challenge, as we carefully balance investments to support our growth. Despite these challenges, were excited about the future and the multiple opportunities that lie ahead.
LG: What is the vision for Al Laith under your stewardship?
JE: Our vision is straightforward: to deliver excellence to the Middle East’s best projects. We are proud to say that we are indeed fulfilling this vision, working on some of the region’s—and indeed the world’s—most prestigious projects. It is both a privilege and an honour to have the trust of our clients, and we take this responsibility very seriously.
Every project we undertake reflects our commitment to excellence and our dedication to meeting the high standards our clients expect from us.
BOX OUT
Profile: Jason English
Early career
Jason English began his career as a police officer in South Africa in 1996. He earned a Mechanical Engineering degree in 1999, followed by an MBA and additional programmes at Harvard, Stanford, and Singularity University. After serving as the director of global development at a major oil and gas services firm, Jason embarked on his entrepreneurial journey in 2012.
Current role
Al Laith: As the CEO of Al Laith, the Middle East arm of CG Tech, Jason oversees a company that specialises in providing temporary infrastructure, plant and machinery rentals, and constructing large-scale event venues.
Al Laith is recognised for its versatile project solutions throughout the Middle East, particularly in the UAE and Saudi Arabia. The company’s alignment with CG Tech’s ethos of safety, people-first approach, agility, and responsibility sets benchmarks for excellence in the industry.
Personal
Jason is a licensed commercial drone and helicopter pilot and an adrenaline enthusiast who once aspired to be an F1 driver. He has flown in a military fighter jet, summited Mt Kilimanjaro, and authored ‘The Oros Effect’, a book on building company culture.
Jason takes pride in raising his three children.
