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.

On this episode, we are joined by Richard Fitzgerald, CEO and Founder of Augustus Media, an award-winning modern media company operating in the UAE and KSA. Augustus Media is the force behind popular platforms like Lovin Dubai, Lovin Saudi, and Smashi. With a career in media and advertising that began in 2006, Richard brings insights from his experience at agencies across Ireland, the UK, and the GCC.

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Introducing the bite-size and seriously addictive Don’t Do That, Do This podcast…your ultimate resource for inspiring and actionable business growth stories in the Middle East.

Join hosts Neil Sheth and Katy Holmes, as they dunk into interviewing successful founders and leaders – bringing you insights and ideas that’ll elevate your growth – whether you’re already operating in the region or aspiring to enter it.

Beginning with the all-important ‘choosing your biscuit’, you’ll then discover a world of untapped opportunities and unlimited potential in the bustling Middle Eastern business landscape.

So, crunch your way through the Don’t Do That, Do This podcast as we empower entrepreneurs with the strategies to achieve remarkable success.

Don’t Do That, Do This podcast is part of the British Chamber of Commerce Dubai, you can find our more here: https://bbgdubai.org/

The production and distribution of this podcast wouldn’t be possible without the support of Neil, founder of writefully – for his wisdom and charm, Chris Redmond, founder of Studio – for podcast and video production and Gareth Martindale – founder of Sherbert Lemon – for the branding, social media design, and editing.

In this episode of Beyond Possible, the focus is on the entrepreneurial journeys of Richard Fitzgerald, founder of Lovin Dubai and Augustus Media, and Mahmoud Bartawi, co-founder of Under 500.Both discuss their paths to building multi-million-dollar businesses in the UAE.

Richard talks about launching Augustus Media and the success of digital content platforms like Lovin Dubai and Smashi TV. He shares insights into scaling the business and dealing with funding challenges.

Bartawi recounts his transition from banking to founding Under 500, a health-conscious restaurant brand. He emphasizes the importance of targeted marketing, collaboration with co-founders, and strategic planning for growth.

The conversation also covers the significance of branding, the UAE’s supportive business environment, and advice for aspiring entrepreneurs.
Tune in to learn about bold ideas, scaling businesses, and the realities of being a modern founder.