Our Journey · Dubai & Istanbul
A new perspective on how businesses are built.
The award-winning medical-consulting practice that became SULD PROJECTS gave us a rare starting point: two decades of combined expertise across nine countries, and a standard proven before we ever hung our own name on the door. We build the business behind the brand for founders entering the UAE.
SULD PROJECTS did not begin as a startup — it began as a track record.
The lineage runs through JD Middle East, opened in Dubai in 2017 and Istanbul in 2018, a practice named the region's Best Full-Service Medical Consulting Firm by the UK's MEA Markets at the 2019 UAE Business Awards. Founder and CEO Saeed Bali carried that clinical standard into a broader mandate, and in 2021 SULD PROJECTS opened in Bay Square, Business Bay.
As the mandate widened, so did the ownership. Where the founding practice advised, SULD PROJECTS answers for the whole venture: its unit economics, its market position, its operating rhythm, and the exposed weeks once a clinic, gym, or health-tech company first opens its doors. That inheritance is the difference between a business that opens and one built to keep paying its way.
Founders reach us at one of three turns. Some are opening their first UAE venture and want someone who has cleared the path before. Some are scaling a company that has outgrown the shape it launched in. Others are relocating or expanding into Dubai from anywhere in the world, entering a market they don't yet read. Across healthcare and clinics, wellness, spa and fitness, luxury lifestyle, and health-tech and AI, we make the UAE and the wider GCC navigable.
Two branches, more than fifty ventures brought to market, and $68 million in project value sit behind the work, but the figure that governs it is the standard we hold. Most consultancies close the file at the launch; that threshold is precisely where we start. Where others stop, that is our starting sign: the point where a business stops being a plan and becomes an operation that earns.
Empowering Growth. Delivering Excellence.
How we work differently.
We answer to the numbers a business lives on
Our work is judged by pipeline, occupancy, and revenue, not by the volume of documents we produce. We stay on the hook for the results a founder can actually bank.
A clinical standard, applied everywhere
The discipline that earned our founding team a regional medical-consulting award now sets the bar for every sector we take on. A spa, a members' club, or an AI venture is run with the same precision as an operating theater.
We tell you what the market will do
Founders hear our real read, not the reassurance they came hoping for. Creative in approach and unsentimental in judgment, we would rather defend your capital than defend your comfort.
The launch is the midpoint, not the finish
Opening day is a marker; the quarter that follows is where a venture proves it can pay. We engineer for that stretch, not for the photograph at the entrance.
Saeed Bali is the founder and CEO of SULD PROJECTS. He works at the operating end of business — in the room where a clinic decides whether to open, where a wellness brand chooses which market to enter next, where a founder moving to the UAE needs both the plan and the person to execute it. That instinct was shaped in medical and healthcare consulting, the discipline from which SULD's lineage runs: the founding practice, JD Middle East, opened in Dubai in 2017 and Istanbul in 2018, and in 2019 was named Best Full-Service Medical Consulting Firm at the MEA Markets UAE Business Awards. Saeed carried that standard — regulatory-grade rigor, sector fluency, an appetite for the hardest part of the build — into everything that followed.
In 2021 he founded SULD PROJECTS in Bay Square, Business Bay, Dubai, to widen that discipline beyond the clinic: business project management and business and marketing consultancy for founders and operators in healthcare and clinics, wellness, spa and fitness, luxury lifestyle, and health-tech and AI. Under his direction the practice has grown to two branches and a team carrying more than 20 years of combined experience — one that has taken 50+ ventures from plan to running business. Saeed leads the work most firms treat as someone else's problem: feasibility that survives contact with the market, launches that open on time, and growth that shows up as pipeline, occupancy, and revenue rather than as activity.
He built SULD to be a committed partner, not a compliant supplier — an operator on the same side of the table as the founder, measured by the same outcomes. That conviction is codified in the SULD DNA method: Diagnose, Design, Deliver, Sustain — the throughline from a first diagnosis to a business that keeps performing after the consultants have gone. Where others stop, that is his starting sign.
Full profile → Saeed Bali on LinkedIn ↗- Founders launching a new venture in the UAE — a clinic, spa, studio, or luxury lifestyle brand — who want one accountable partner from feasibility through opening, not a vendor hired for a single task.
- Established operators upscaling what they already run — adding locations, lifting occupancy or revenue, professionalizing operations — in healthcare and clinics, wellness, spa and fitness, luxury lifestyle, or health-tech and AI.
- International founders relocating a business into the UAE and the wider GCC from anywhere in the world, who need real market entry, structure, and on-the-ground execution — not advice delivered from a distance.
- Leaders who want to be held to outcomes — pipeline, occupancy, revenue — and want a partner still accountable through the Sustain phase, rather than one gone at handoff.
- Construction and real-estate developers. SULD is a business and marketing consultancy, not a contractor, developer, or property firm — if the deliverable you need is a building, we are the wrong call.
- Anyone who needs a licensing or PRO agent alone. Company formation and trade-license processing, on their own and without strategy, launch, and growth built around them, are better served by a dedicated setup agency.
- Buyers shopping for the cheapest pair of hands to run a defined task. We price for outcomes and partnership; if the brief is lowest-cost task execution, another provider will suit you better.
The story so far.
- 2017
JD Middle East was founded
Julia Domna Middle East, established in DMCC Dubai, UAE — specialized in events & management consultancy.
- 2018
JD Middle East Turkey was founded
Julia Domna Middle East, established in Istanbul, Turkey — specialized in medical trading.
- 2019
Award
Best Full-Service Medical Consulting Firm — MEA Markets Magazine (UK), UAE Business Awards category.
- 2021
SULD was founded
SULD PROJECTS, established in Dubai, UAE — project management with business & marketing consultancy.
Built on a foundation across the region.
Julia Domna Middle East
DMCC Dubai · 2017Events & management consultancy — where the story began.
JD Middle East — Turkey
Istanbul · 2018Specialized in medical trading across the region.