Elevating Brands in Wellness & Tech

Our boutique consultancy thrives at the intersection of Health Consumer Goods and fitness technology.
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With 20+ years of proven expertise with brands like Samsung, Nespresso, and Nestlé, we're your strategic partners.

Whether you're in health and wellness or a global brand seeking Middle East growth, we're here to empower your transformation.

Let's make possibilities real.

Services

Our consultancy team specializes in three key areas:

Business Strategy

Brand Management

Go To Market

Hi, I'm Safwan.

I left my executive corporate role and founded Conscious Baboon to share my fitness and wellness journey, fostering balanced, and healthy lifestyles.

Fitness and mindfulness are my guiding principles, ensuring peak performance in all aspects of life.

With this deep-rooted passion and extensive experience, I'm dedicated to helping health and wellness companies reach their goals, fostering sustainable growth, and making a meaningful impact on people's lives.

Check out Conscious Baboon

Testimonials

“Safwan is a very smart and hard working professional. As a business partner with Transmed, he has been instrumental in streamlining the operation to deliver the business LEAN vision.”

Wissam Shatah

Supply Chain Head at Hersheys

“I genuinely feel lucky to have worked in Safwan's team for the last 4 years. Safwan is the kind of leader that empowers and enables you to achieve the highest results.”

Reem Srouji

Senior Account Manager at Amazon

“Above all, I was impressed with Safwan's ability to showcase his added value from both an executional and strategical level to bring every project we worked on to a successful closure.”

Mohammed Azzawe

Marketing Director at Samsung

“Safwan is a high energy, self motivated team leader, open to new ideas, with a focus on improving performance and implementing change.

Andrew Lane

Global Lean Director at Mars