Listen up! If you’ve ever felt that itch, that deep-down craving to build something epic, to challenge the status quo, and to leave your mark on the world, then buckle up.
Anam Khaled‘s story isn’t just a business case study… it’s a whole vibe, a masterclass in relentless ambition, radical authenticity, and defying expectations. This Pakistani powerhouse, co-founder and COO of Squatwolf, has gone from a small-town girl in Pakistan to building a global fitness brand right out of Dubai, and her journey is the kind of inspo we all need on our feeds.
The Unconventional Roots – Growing Up Against the Grain
Imagine growing up in a place where your education basically has an expiry date, especially if you’re a girl. That was Anam’s reality in Hyderabad, a small town in Pakistan, far from the big city lights. But here’s the plot twist: her parents? They were built different. In a society where boys often got the VIP treatment, Anam’s parents were unconventionally committed to equality, raising all three of their kids with “100% equality”.
This wasn’t just progressive; it was revolutionary. Her parents copped a lot of “heat” from relatives. The old-school mindset was wild: “Why are you investing in a girl? She is somebody else’s… eventually she’s going to leave home and be at someone else’s house. So the investment that you’re putting on the girl you’re not going to get the return. So there is less less ROI on a girl”.
They let Anam leave home at just 15 to pursue business studies because there was no business school in her city. Talk about being a trailblazer from day one!
This upbringing was the secret sauce, building immense confidence and a willingness to be “the first one to do things”. It’s a testament to how family support can be the ultimate superpower.
From Corporate Ladder to Entrepreneurial Calling – The Proactive Pivot
For many business grads in Pakistan back in 2010-2011, the ultimate dream was snagging a job at a big multinational. Anam absolutely crushed it, landing a gig at Philip Morris and having a “very successful” corporate career. She got the best training and international exposure, even while based in Pakistan. Her next big move? Dubai in 2014…
But here’s the tea, Anam’s whole journey wasn’t about rebellion. It was about relentless goal-setting. From dreaming of business school to landing a top corporate job, then seeking international exposure, each step was a conscious goal. And the ultimate goal? “Squatwolf”.
Her motivation wasn’t about stacking cash; it was deeper. She believed, “I’m so good at something. Why am I giving it to another company? Why don’t I work on something of my own? Why don’t I give my 120% to my own company rather than giving to a big multinational corporate?”. Plus, she had a driving vision: to give her sacrificing parents the lifestyle they deserved.
She realized early on that she wasn’t “cut out for corporate” life because she “cannot be part of the system” – the politics, the diplomacy, the “I don’t want to compromise my values for anything” mindset. So, she wasn’t running from a toxic job, but proactively planning her exit.
She started working on her exit plan in 2016 (the year Squatwolf was founded) and continued her corporate role until 2020 to financially support her household while her husband focused on the startup. This isn’t just strategic; it’s a masterclass in long-term vision and calculated risk-taking.
The Ultimate Partnership – Building an Empire with Your Best Friend
Perhaps the most unique chapter of Anam’s story is her partnership with her husband, Wajih-ul-Haq. For years, she was the breadwinner by day, entrepreneur by night, while he built Squatwolf. This arrangement is incredibly rare and speaks volumes about their relationship and his security. Anam credits Wajih as “one of the strongest people I know” and “the biggest feminist I know” for being so secure in himself and relying on her income to launch their venture.
Their journey into Squatwolf wasn’t conventional either. Wajih, a startup guy from the get-go, had liquidated his tech startup shares to follow Anam to Dubai and worked a corporate 9-to-5 for the first time. But Anam, with her sharp sense for people’s strengths, pushed him back into the startup world.
She initiated the conversation, seeing his untapped potential: “you can do so much more in your life you know if we have something of our own”. Their shared passion for fitness – him a gym buff, her a sports enthusiast – made the fitness world a natural fit.
But let’s keep it real- working with your spouse is not all rainbows and unicorns. Anam spills the tea on the challenges:
• Brutal Honesty – “It is so difficult to filter how you communicate to each other because when he gives me feedback or I give him feedback, it is brutal… there are no filters”. They’re learning to consciously communicate more professionally, especially as the company scales.
• No Breaks – Their biggest challenge? “There are no breaks… there is always work discussion going on always”. Mentally detaching is a constant struggle.
• Navigating Decisions– With differing opinions, they’ve learned to defer to whoever has more experience in a particular business area.
Despite these hurdles, their foundation is solid: “The most important thing is our relationship business comes after it”. This clarity allows them to make decisions that serve their bond, even when it means passing on a “very lucrative offer” for Squatwolf’s acquisition because Anam hadn’t achieved her personal goals yet. This highlights that for them, business success isn’t just financial; it’s deeply tied to personal fulfillment and shared vision.
The Raw Truths of Entrepreneurship – Beyond the Glam
Anam pulls no punches when talking about the grind. Entrepreneurship demands “a lot of sacrifice” – financially, lifestyle-wise, emotionally, and mentally. They’ve faced moments where their bodies literally gave up, developing conditions that forced them to stop because “it’s just not healthy to to to continue this lifestyle”.
Her biggest lesson learned? “Work-life balance is a myth” if you’re chasing top-tier success34. “If you want to really do something in your life, forget about work life balance… How can you make a dent in the universe with work life balance?”. This isn’t for everyone. It takes a “special person” who “enjoys this” and is “addicted to to the highs and lows”. It requires you to be “fully consumed”. But she also emphasizes the importance of “grit and determination of not giving up” and learning when to hit pause so you can continue to lead and motivate your team.
Squatwolf – A Brand Built on Authenticity, Progress, and Community
Squatwolf isn’t just another fitness apparel brand; it’s a reflection of Anam and Wajih. Their “creative vision is written by both of us, is designed by both of us, and who we are as people and how we train, how we look, how we dress is translated through Squatwolf”. They have a golden rule: “If I can’t wear it or if watch can’t wear it, it’s not being produced”. This dedication to authentic desirability sets them apart.
They target “everyday gym goers,” not just the elite athletes that bigger brands focus on. Squatwolf’s core essence is “pro performance, progress and pack (community)”. They’ve also honed in on a crucial regional need: products for the extreme heat of the UAE. Their patented “Act Dry” technology dries “three times faster than the best technology available in the market,” even outperforming Nike’s Dry-Fit. This focus on solving specific local problems with innovative solutions is a major differentiator.
Anam is deeply passionate about creating a work environment where people want to be. She wanted to build a company where people “wake up in the morning and they want to go to work” instead of dreading it. They seek out “misfits,” “hustlers,” people who are “fully charged, motivated, they have the passion and they want to make a mark” and “leave a legacy,” not just do a 9-to-5. This commitment to a passion-driven culture is what fuels her every day.
Breaking Barriers – A Role Model for Women and a Champion for Equality
Anam recognizes the power of her story. She doesn’t portray herself as a “high achiever” but hopes to give other women “that courage, that positive instinct… if I can do it, you can do it as well”. Her core message for women, especially in conservative environments? “Fight for their education first and foremost”. She acknowledges the role of luck in her supportive environment but stresses that people like her can “create awareness talk about it more and more and show the path and and show the life live example that it is possible”. She highlights that sometimes parents’ resistance comes from fear, not malice, and seeing examples like hers can make them “more comfortable”.
This commitment to fairness extends to her leadership philosophy. Anam lives by the mantra: “Work life balance is not a women’s issue. We don’t expect women to figure out uh to figure it out while men keep climbing the ladder. We create a culture where both thrive. I refuse to let let inequality be the norm where I have influence”. This ethos translates into a strict no-tolerance policy for discrimination based on gender, skin color, age, or even passport…. For Anam, it’s simple: “Can you do the job? I don’t care who you are as a person like as a gender… You’re not paid more or less because of your skin color, more or less because of your gender or anything else”.
She even shared a powerful example of hiring a woman who had taken a two-year break for maternity, despite others being hesitant to take a chance on her. Anam saw her “hunger” and “passion” to return, believing she would “do 200%”. This proactive approach to supporting women’s re-entry into the workforce is a game-changer.
Insights for Founders in the MENA Region – Your Playbook
Anam’s journey isn’t just inspiring; it’s a blueprint. For founders in the MENA region dreaming of their own success story, here are some key takeaways:
• Identify and Solve Local Problems: Don’t just copy-paste global trends. Anam and Wajih saw a gap in performance wear for the Middle East’s climate and innovated with “Act Dry”. Look around your own region: What unique needs are unmet? How can your product or service truly solve a local pain point in an authentic way?
• Leverage Your Unique Identity: Anam emphasizes Squatwolf being a “reflection of who we are as people”. As MENA founders, your heritage, story, and perspective are powerful differentiators. Don’t shy away from infusing your authentic self into your brand’s narrative and creative vision. It creates a connection that global competitors can’t replicate.
• Prioritize Purpose Over Pure Profit: Anam’s core motivation was never just money; it was about giving 120% to her own company, providing for her parents, and building a passionate work environment…. A deep, non-financial purpose provides the grit and resilience needed to push through the inevitable tough times.
• Embrace Unconventional Paths and Strategic Goal-Setting: Anam’s life is a series of unconventional choices, each driven by clear, often short-term, goals…. Be open to forging your own path, even if it means defying societal norms. Set clear, ambitious goals and work backward, breaking them into achievable steps.
• Cultivate a Culture of Passion, Not Just 9-to-5: Anam deliberately hires “hustlers” and “misfits” who are passionate about their work and want to “leave a legacy”. For startups, every team member counts. Build a culture where people are genuinely excited to come to work, driven by shared hunger and vision.
• Navigate Co-founder Dynamics with Radical Honesty and Clear Boundaries: If you’re building with a partner (especially a spouse), be prepared for unfiltered feedback and the challenge of separating personal and professional life…. Prioritize the relationship above the business and agree on clear “end games” and decision-making frameworks.
• Prepare for Immense Sacrifice and Prioritize Your Well-being (Eventually): Anam is brutally honest: “work-life balance is a myth” for elite success. Be mentally prepared for the emotional and physical toll. While early days demand extreme dedication, learn from their experience: recognize when you’re hitting “rock bottom” and consciously prioritize your health to avoid burnout…. You can’t pour from an empty cup.
• Champion Equality and Empowerment within Your Organization: Use your influence to fight against discrimination in all its forms…. Actively support women, especially those navigating career breaks, by giving them opportunities. As Anam experienced, their “hunger” and commitment can lead to “200%” effort. Building an inclusive environment isn’t just ethical; it’s smart business.
The Legacy Continues…
Anam Khaled’s story is a powerful reminder that “anyone can do it”. From a small town in Pakistan, to navigating the corporate world, to building a global fitness brand with her husband, she embodies perseverance, authenticity, and a refusal to be limited by expectations.
Her journey with Squatwolf is more than just about selling activewear; it’s about building a community, challenging norms, and inspiring a generation to make their own dent in the universe. So, if you’re out there dreaming, remember Anam’s blueprint- set your goals, stay true to yourself, embrace the grind, and never underestimate the power of an unconventional path.
The world is waiting for your story.