What does it take to build a media empire in a region that historically never had one? Richard Fitzgerald did not just ask the question, he jumped on a plane to Dubai and spent the next three years living out of airports to find the answer.

From launching Love in Dubai in 2015 to reaching a quarter of a million readers in the first month, Richard’s story is one of relentless hustle, trial by fire, and learning how to create demand where none existed. The early days were not easy. Selling ads was a battle. But persistence, the right incentives, and an unshakable belief in publishing the right stories for the right audience turned his vision into a brand millions recognize today.

In this episode of In the Arena, Richard sits down with Dariush Soudi to share the highs, lows, and lessons of building a media company in the Middle East. They explore how hard work compounds over time, why systems matter more than luck, and whether Richard would ever sell the company he has built from scratch.

Discover Dubai like never before—secrets, wild stories, and what really goes on behind the scenes with Lovin Dubai’s founder. Don’t miss the truths and trends you won’t hear anywhere else

Unlock the story behind one of the Middle East’s fastest-growing modern media companies as Richard Fitzgerald, Founder & CEO of Loving Dubai (Augustus Media), shares how he built a multi-city network from scratch in 2015. In this in-depth conversation, we cover

Richard Fitzgerald, founder of Augustus Media, Lovin Dubai, Lovin Saudi and SMASHI TV, talks about the evolution of culture in Dubai, how to start companies like Lovin Dubai and SMASHI TV, how to build an audience, how to make these businesses profitable, the clickbait Buzzfeed model, regulations in the Middle East and what makes successful founders.

In this episode, Richard Fitzgerald, CEO and Founder of Augustus Media, shared insightful perspectives on the company’s approach to media in the Middle East through its prominent brands like Lovin’, Smashi, and Odeum. He emphasized the importance of localized content and presence, explaining Augustus Media’s strategy of operating city-specific brands under a unified ‘house of brands’ model. Richard underscored the value of telling inspiring, local stories that create heroes within the Islamic world, rather than solely focusing on pure profitability. This long-term vision fuels their expansion across the region, including plans for offices in key markets like Lebanon, Jordan, and Egypt, with careful consideration given to operational feasibility and market dynamics.

Richard also discussed the company’s decentralized yet centrally controlled operational structure, balancing autonomy for local teams with legal and editorial oversight to ensure brand integrity and safety. He highlighted the challenges and opportunities in building trust and credibility across diverse markets, addressing potential risks and crises with proactive measures such as in-house legal counsel and adherence to regional guidelines. Furthermore, he shared Augustus Media’s cautious yet forward-thinking stance on new media trends and technologies, especially AI, explaining their focus on integrating innovative content formats like text, audio, and video, while maintaining a strong foothold in digital media tailored to their consumers’ needs.

On product innovation, Richard revealed that Augustus Media is prioritizing utility-driven features in their Lovin’ app, such as local news, prayer times, sports scores, and currency updates to build a daily-use ecosystem beyond just media consumption. While acknowledging the importance of data and higher valuations in the broader tech landscape, he affirmed their strategy of sustainable growth based on advertising, branded content, and service innovation rather than chasing speculative investment. Richard’s vision also extends to leveraging exclusive distribution partnerships with emerging tech platforms to expand reach, illustrating the company’s adaptability in a fast-evolving digital media scene. Overall, the episode provided a comprehensive look at how Augustus Media is carving a unique path in regional media by blending local relevance, strategic expansion, and thoughtful innovation.

Meet the Team:
A dynamic mix of personalities and expertise, each bringing unique energy to the table. Abubakr Sajith, the unofficial leader (even if he didn’t ask for it), keeps things running smoothly with his finance, IT, and entrepreneurial background. Gazala Parkar, the PR pro, is the team’s caring yet no-nonsense mother figure, while Guhaesh Subramanian, the ever-networking master’s student, plays the carefree uncle. Anas Memon is the resident numbers guy deep in finance, M&A, and private equity. At the same time, Aditya Poddar, with his love-hate relationship with his 9-to-5, embraces his role as the team’s laid-back producer. Eiman Ansari, the cybersecurity expert, provides comedic relief when she shows up alongside Liz Ann D’Souza, the creative force with a film and content creation background. And then there’s Zainab Netterwala, the IT and computer science whiz, who takes on the role of the little sister in this eclectic, ever-evolving crew.

In this episode, we sit down with Richard Fitzgerald – CEO and Founder of Augustus Media – the visionary behind Lovin Dubai, Lovin Saudi, and Smashi TV. Discover how this Irish entrepreneur became a transformative force in the UAE and Saudi Arabia’s media landscape, building some of the region’s most influential digital platforms. Richard shares his journey from Ireland to the heart of the Gulf’s media revolution. He discusses the founding of Augustus Media, driven by a passion for digital storytelling and a sharp understanding of the rapidly changing media environment. From launching Lovin Dubai in 2017 to expanding across 11 countries, Richard reveals the strategies behind his growth and adaptability. We also dive into Richard’s mindset, personal discipline, and the habits that keep him pushing boundaries — including his experience with endurance sports like the Ironman. He shares the core values that guide him: tenacity, velocity, and ingenuity — and how these principles fuel both his entrepreneurial path and leadership philosophy.