The document proposes the concept of Aponia Clubs, which would serve as local community centers providing fitness, social, educational, entertainment and healthcare services. The clubs would consist of three main components: Baladi Box for workouts and events, SHA for healthy food options, and Fitra for alternative medical therapies. The proposal requests $60,000 investment for initial capital costs and operating expenses for the first year. It outlines the floor plan, services, and programming of the clubs as well as financial forecasts and risk considerations. The overall goal is to establish Aponia Clubs or similar community hubs worldwide to promote well-being.

1. I Ahmed AlNomany
20th
June 2014
Aponia Group
Baladi Box
Do you yearn to see people,
engage in more active, social
and beneficial forms of
entertainment rather than
TV, video games, online social
networks and the likes?
Do you believe our world
direly needs more personal,
face to face relationship-
making and socialization, and
more 'real', beneficial
pastimes?
Would you want to have every
neighborhood ‘equipped’ with a
club that serves as a platform
where residents meet, play,
exercise, compete, dance, sing,
perform, give talks, exhibit,
fight, teach and learn, and
collectively innovate and solve
problems?
We aim to make the world
happier through improving
entertainment services and
making them more social
through Baladi Box; the
Entertainment and
Personal Socialization
Revolution.
SHA
Are you disheartened by the
prevalence of non-valuable
(junk) food in the streets,
shops, restaurants, outlets
and overall in our lifestyle?
Do you believe lack of healthy
diets is a major cause of
illness and poor wellbeing?
Wouldn’t it be nice to have a
healthy food chain with
outlets everywhere serving
standardized, quick, natural
and cheap healthy food
options, whether as
restaurants (service outlets)
like McDonalds or retail
outlets like M & S.
We aim to make the
world eat better
through SHA; the Food
Revolution.
Fitra
Do you believe that the best
medical treatments are the
most natural ones?
Do you believe our healthcare
ecosystem should incorporate
more natural treatments like
therapeutic massage,
acupuncture, herbal
treatments, cupping, etc. and
ministered by professional
practitioners and
conventionally trained
physicians?
Wouldn’t it be nice to have
outlets serving standardized,
quick, natural, cheap
alternative treatments (at
times integrated with
conventional treatments) in
just about every corner in
the world, like Starbucks,
only serving therapies rather
than just coffee.
We aim to make the
world happier by better
health care services
through Fitra; the
Healthcare Revolution.
…and future
plans
Reefize; A
contracting
company
specializing
in building
eco-villages.
…and
endeavors in
biomedical
engineering,
Green
(appropriate)
technologies,
and others

2. II Ahmed AlNomany
20th
June 2014
Introduction
What is an Aponia Club?
Aponia is a local, new concept club that serves fitness, social, educational and entertainment
purposes through the brands of Aponia Group.
More details please?
It is a 210-230 sq. m commercial space, street level, serving through three basic lines
1. Baladi Box: A moderately equipped open area that hosts fitness activity (workouts /
competitions) with particular friendliness towards cross-fitness and martial style
workouts. Besides its fitness theme, the workout area (and the club’s space) is at times
leased, in accordance to the schedule, to hold not only fitness, but social, educational
and entertainment events. The adjustability of space facilitates a wide array of
activities such as fitness competitions, mini concerts, workshops & lectures.
2. SHA (pronounced seh'ha): A restaurant/café/bar that serves healthy only options at
affordable prices.
3. Fitra: An alternative medical clinic, serving alternative treatments like therapeutic
massage, acupressure, acupuncture, cupping, herbal treatments, etc…
4. There also various small outlets that complement the missions of the above three brands
What investment are you looking for?
I am looking for an investor who:
1. Is probably an owner of 200-250 sqm commercial space/outlet that has a significant
face area along a moderately busy street.
2. Is willing, and has the capacity to invest 60,000USD in the initial phase (first year) of
the project to cover front end (capital) costs and working capital.
3. Is a believer in Aponia’s philosophy outlined in a later section of this proposal and is
thus, ready to undertake an investment where the medium term forecasts hold
considerable uncertainty due to the open-endedness and ambiguous potential of such a
concept project. Overall it should be seen as high risk high return investment.
Very briefly, what is your long term vision?
A club, center, café, shop, outlet or any unit type that resembles Aponia or any of its daughter
units along with its philosophy, goals or model, for every 100,000 people globally within fifty
years.

3. III Ahmed AlNomany
20th
June 2014
Description of Aponia Club.
Reception
Open use area
Fitra Clinic
Toilets
RetailArea
SHA Kitchen
Bar/Serving/
PrepArea
Strg
Area
Pullup rigs/ Squat Racks
Workout/Fight Area
used alternatively
depending on the ongoing
event
RaisedStage
Performance/ExhibitionArea
TheentireBaladiBox/SHAAreaisadjustabletohost
diversifiedeventsatmaximumcapacity
Transparent façade
for exposure to
street
12meters
Wallsusedasgalleries
Main Street
To start with here
is a diagram
showing how an
Aponia club would
look like, and how
its space is divided.
These sketches are
just examples and
the real case could
vary significantly

4. IV Ahmed AlNomany
20th
June 2014
What exactly does an Aponia Club offer?
Baladi Box
You can buy a simple session
to use the workout area. You
may also enjoy all other
Aponia Club’s facilities or
events (as long as they are
non-ticketed) for free as long
as you are in
You can be a member on
monthly or yearly basis and
enjoy the box and discounted
rates at SHA, Fitra and the
events with your ‘Baladi Card’
If you need guidance in your
workouts there are some coach
administered group sessions in
the workout area, you can buy
sessions or memberships to use
those too.
You can book the stage for a
small fee to perform anything,
a song, a lecture, screen a
movie, paint, show us an
exotic product, tell us how to
save the world, recite your
poetry, teach tap dancing, etc.
The fee is minimal, but if the
performer decides to occupy
the workout area as well, the
SHA
Cakes: Plain cakes, cheese cakes,
varied topping cakes all with high
nutritional value; proteins and
fiber, made with eggs (rather than
the fats used in mainstream
outlets), whole wheat, bran and
other high value ingredients. Baked
fresh in the club.
Hot Drinks: the usual tea, coffee
and their derivatives, but also
herbal teas, cocoa (not hot
chocolate btw), and others. We do -
at times- say no, when you ask for
too much sugar.
Juices and shakes: As fresh as we
can, little or no sugar, we use
natural sweeteners like honey,
various juice and shakes each could
be consumed as a ‘pill’ for macro
nutrients; protein, vitamins etc. No
Pepsi or Coke (if I do drink them, I
make sure nobody is watching).
Fast Fruit: if you understand what
fast food is, than you will envisage
‘Fast Fruit’: Fresh fruit salads, fruit
salads with yogurt and whole or
cut fruits and nut packagers, served
in club or to go, better than
grabbing a candy bar.
Fitra
Say you have a stomach
ache, back pain, trouble
breathing, chronic illness, or
not feeling well in general.
As long as it is not a
trauma or something acute,
we would say, visit the
nearest Fitra Clinic where
you will be received by a
physician who will diagnose
your case and recommend
an alternative, non-
intrusive, non-
pharmaceutical treatment
if, and only if, possible.
It is not uncommon for
him/her to shrug his
shoulder and forward you
to the nearest hospital or
medical center to receive
conventional treatment. We
believe in holistic approach
to medicine’ conventional,
preventative and
alternative.
The list of treatments
offered in Fitra Clinics
include but not limited to,
therapeutic massage, herbal
treatments, cupping,

5. V Ahmed AlNomany
20th
June 2014
event will be ticketed, with
two revenue options: Baladi
Box can take a percentage of
ticket revenues it will supervise
the ticketing process, OR the
event creators can rent the
place and keep all the ticket
revenues.
You can join the various
competitions that Baladi Box
creates regularly (fitness,
artists, ideas etc.) or you can
book the workout area for
your own customized
competitions. If the completion
is created by a Baladi member
or a renter he/she may 'ticket'
it and profit from it.
You can book Baladi Box to set
your own events. schools,
exhibitions, whether for profit
or not.
Sandwiches, Salads , and Platters:
SHA Groceries: Do you often hit
miles to buy a difficult to find
ingredient? We do that for you,
plus other regular items that we
believe should exist in a healthy
home kitchen.
Finally, SHA Innovations: It is when
a consumer has a brilliant idea for
a healthy snack that he/she wants
to cook or prepare, and sell and
he/she makes the money.
acupuncture and
acupressure, and various
other treatments which we
feel have been long tested
and have good success rates.
Important to mention that
the person who receives you
at any of our clinics, will
always be a physician, a
certified doctor, someone
who graduated from
medical school and been
trained as a physician, not
a nurse, not a practitioner.

6. VI Ahmed AlNomany
20th
June 2014
What is an Aponia Club?
• Baladi Box
o Workout area with proper flooring for cross-fit and martial workouts.
o 10 pull-up rigs/ squat racks.
o Small storage Area for fitness equipment, weights and barbells
• SHA
o Raised floor area, designed as a stage, but doubles as area for seating or any other
use.
o Regular seating area (could be expanded to Baladi Box’s workout area in ticketed
events)
o Bar/serving/preparation area
o Kitchen
• Fitra
o Fitra clinic for alternative therapies (massage, etc.)
- Reception
- Restrooms
- Retail Area
- Open product/service/event Area
What goes on in an Aponia Club?
• Cross fit style workouts and training sessions.
• Various fights and martial arts training (wrestling …etc.)
• Mini concerts and gigs.
• Workshops/meetings
• SHA serves as a restaurant/café/bar for the entire club
• Birthday, dance graduation and other parties
• Lectures and mini courses
• Other training (music, Gymnastics, etc.)
• Various competitions (fitness, poetry, singing, chess, etc.)

7. VII Ahmed AlNomany
20th
June 2014
• Open exhibition area (painting, farm market, accessories, homemade stuff, teen
inventions, etc.)
• Women exclusive events (gym, zumba dance, workshops, etc. )
• Community events (recycling, charity, etc.)
• Fitra clinic serves alternative therapies (massage, acupunctures, cupping, etc.)
• Fitra shop provides a unique selection of products that hold high health and social value,
some of which aren’t available in common shops.
Were Aponia's brands concept tested before?
- In2011, SHA was concept tested for 3 month as a higg nutritional value snack and
drink outlet in a 25sqm shop in Cairo
- As for Fitra, it was never concept tested in its pre-described from. However, In the
second half of 2013, I worked with Karim Salah to incorporate an entity that he
envisioned (and named Fitra Group) to adopt alternative and more natural
methods of disease treatment, drug rehabilitation, and psychological counseling,
after experiencing first hand success with family members.
- From Dec 2012 till Jun2014 Baladi Box was concept tested as a place, online
portal (facebook page), and a holistic activity regimen (not just workouts) in prison
quarters

8. VIII Ahmed AlNomany
20th
June 2014
The Investment
As mentioned in the introduction the required investment is divided into two parts:
1. A 200-250 sqm commercial space
2. 60,000 USD for capital and running costs
It is important to note that these estimates for capital and running costs assume that the
club is in Egypt. If it is to be implemented elsewhere, costs could vary greatly! But
nevertheless the rest of the proposal holds true regardless of where the project is situated
globally.
Front End Costs:
The front end costs aren’t phased like the working capital, here is a partial breakdown.
Fitness equipment and supplies 6,000 USD
Basic infrastructure (toilets, light,
paint…)
8,500 USD
Bar/Café/Kitchen equipment 5,000 USD
Extra fit out (counters, glass wall, a/c
units, A/V ...)
5,000 USD
Furniture 2,000 USD
Misc. 3,000 USD
Total Front end cost 29,500 USD
I’ve made a more detailed breakdown of each of these categories available for reference.
As for the working capital, I have set it equal to annual expenses, and it is phased into two
stages (for now).
1st year 2nd year
Salaries 20,000 USD 40,000 USD
Marketing 7,000 USD 20,000 USD
Other (expendables, 3,000 USD 10,000 USD

9. IX Ahmed AlNomany
20th
June 2014
utilities ...)
Total 30,000 USD 70,000 USD
For the startup phase the list of personnel would be:
o General manager
o SHA manager
o SHA general assistant
o General attendant/ Receptionist
o Janitor
As we gradually enter the 2nd
phase the personnel list would look more like
o General manager
o SHA manager
o SHA assistant
o SHA chef
o SHA assistant chef
o General Attendant
o Gym Attendant
o Coach (part time)
o Fitra clinic doctor (part time)
o Event organizer (part time)
o Part time consultants (marketing, etc…)
o Janitor

10. X Ahmed AlNomany
20th
June 2014
Risk Awareness and Constriction
The main reason I pursue a property owner as an investor is to minimize the risk as much as
possible. Upon failure and subsequent closure, no property value or rent expenses are lost.
What is lost, however, is the value of lease opportunity for the length of the project.
Furthermore, my assessment is that, upon closure, half of the incurred capital costs is lost
while the rest is maintained as an appreciation to the property value (due to fit out works)
or as cash value of solid assets (assuming that assets will be sold at 1/3 purchase price). The
running costs (working capital) will also be lost.
So in summary if the project fails and the decision to terminate it comes after 1 year what
is at risk is:
o Lost rent/ lease opportunity value for 1 year
o About half of capital costs (15,000 USD)
o One year’s operation expenses (30,000 USD)
Forecasts of targets:
Foresaid in the intro is that I am unable to forecast anything beyond a basic income (revenue
minus expenses) that accounts only for Baladi Box and SHA, both of which had predecessors
that help predictions. Other revenue lines are unconventional and largely experimental (in
their current setting) and I can’t forecast their performance.
The potential of Fitra and Aponia events is strong for the later part of the first year and
what follows. However, in estimating a ‘base’ forecast for Aponia I’ve ignored most potential
value of those two lines.
I forecast/target a ‘base’ income of 45,000 USD by the end of the first year of operation
equivalent to the total liquidity at risk. If met, it means we haven’t lost any ‘cash
investment’.

11. XI Ahmed AlNomany
20th
June 2014
If the target is not met, or if it becomes clear towards the end of the year that it won’t be
met, execution will be terminated and assets liquidated.
If we succeed, the investor will approached for approval of the second phase investment, and
a new target will be set.
Shareholding scheme:
o Investor 50%
o Manager 50%
Termination Clause
Termination or closure prior to completion of two years in operation, specifically due to
failure to meet documented targets (as stated in management contract) results in loss of
management share in the company.

12. XII Ahmed AlNomany
20th
June 2014
Philosophy and Summary
Aponia’s Underlying Philosophy
Aponia is a Greek term for “absence of pain” and this is the ultimate goal of Aponia’s
business group: to eliminate, alleviate and prevent as much suffering as possible through
profitable and unique propositions. It could be a unique product or a unique business model,
the key is to pick what is overlooked.
Besides uniqueness, profitability and “alleviation” value, Aponia enters business lines where its
owners have had firsthand experience of its value, or alternatively, hold subject matter
expertise or any other advantage.
My belief system changes constantly but it currently stands at the conviction that two of the
leading causes of suffering are lack of love and lack of health or physical wellbeing. There are
other root causes, but for the sake of brevity and relevance to this proposal I’ll focus on these
two. The two probably are solved in my opinion by making people healthier and more social.
In the effort to improve people’s physical health and wellbeing I focus currently on
preventive and alternative healthcare forms, as these are the ones I am more exposed to and
have a personal experience with . Conventional medicine is more complex, requires
specialization, but it is not out of bound of Aponia’s future plans, particularly in the area of
biomedical engineering and technology.
We could phrase the mission statement: “To promote and facilitate as healthy a lifestyle as
possible to as many people as possible with all constituents thereof (diet, exercise, therapy,
education ...etc.)”
As for the “making people more social” part of the solution , it is the closet short term I’ve
found to saying “making humanity more loving by making them more personally connected”.
That last term points to real-world, non-virtual, face to face relationships
Humanity can relieve itself of major aches and become more resistant to them in the future
simply by becoming more ‘one’, more ‘united’, and personal socialization has a great role to
play.

13. XIII Ahmed AlNomany
20th
June 2014
Strengthening the fabric of human relationships, interconnections and exchange on the
national, global and organizational level is important, and we have succeeded in doing so
over the last century and reaped the fruits in terms of war aversion, stability , scientific
feats, space exploration, etc. all due to increased collaboration. But one specific form of
human connection has plummeted greatly, the personal face to face type.
Personal, real relationships have deteriorated with family members, relatives, neighbors and
the community, and that is a major concern, along with lack of personal relationships
between people from different cultures of backgrounds. Major value is created when two
opposites interact civilly and converse, and the loss is equally large when that is missed.
If people aren’t loving, connecting and relating on the real, personal level then all higher
hierarchies of relationships are weak, but more importantly, aside from macro-implications
these very individual will suffer the lack of a essential component of genuine happiness.
The mission statement is “To promote and facilitate as personally social a lifestyle as possible,
to as many people as possible, through various innovative approaches (provision of
entertainment alternatives that are more social, providing a platform for exchange between
cultures, etc..)
Several Other Principles
• Socioeconomic accessibility: Accessibility to all socio-economic strata of society, thus,
low cost to the consumer is a priority, even at the cost of depressed financial
performance.
• Naturalism: Strong bias to what is more natural and away from what is more
artificial.
• Time efficiency. We are constantly favoring time saving solutions.
• Necessity before luxury: we focus on the needier. So the obese deserves more attention
than the moderately fit even if the latter pays more, and the anti-social is ahead of
the regular.
• Smoking, alcohol, sexual licentiousness and junk food are not held in high regard. So is
the overdependence on TV, video games, sugar, and luxury items among others.
• Double Bottom Line System. Wherein the business performance is basically measured
by two parameters; profit and social value (in Aponia's case, ‘alleviation’ value)
delivered, social or health.

14. XIV Ahmed AlNomany
20th
June 2014
• Consumer-focused; we tend to pick businesses that serve individuals rather than a
business, corporation or any organization.
• Global Application; we want to provide products/services as solutions that are
applicable worldwide, while maintaining the flexibility and customization to fit local
needs.
To conclude, the investor has to be aware of these two aforementioned points, which I
reiterate, before embarking
• There is no proper five year forecast, expected break even period, clear ROI value of
other regular analyses. The analysis and proposition pushed forth is unique to this case
and aims at surveying the risk, citing it, and planning for an approach that constricts
it.
• Such unconventionality only comes to match the sort of this business form and its
underlying philosophy. So the investor may rightfully consider it a high risk investment
with high potential returns.
Reminder:
• The target for the1st year is to return the ‘cash investment’ (minus soluble asset
value). Operation will be discontinued upon failure, the company liquidated and
management loses its shares.
• The company is managed in accord with several principles, maximizing profit or
return to shareholders is only one of them. If the investor sees major conflict or
misalignment, he/she is advised not to proceed.