When Kris Fade landed in Dubai, he had a voice that made him a household name. The Australian radio host is known for his magnetic presence on Virgin Radio and has built a strong fan base in the UAE. But few knew that behind the mic, he was nurturing a different dream, one that would eventually land his products in homes not just across the UAE, but around the world.

This is the story of how a man with no business background but with the correct strategies started Fade Fit with just AED 30,000 in 2018 and turned it into one of the UAE’s most beloved wellness brands.

 

What Made Kris Fade’s Brand Stand Out Without a Business Background?

 

1. Pointing & Solving a Problem

Kris saw a real market need for reasonably priced, nutritious snacks for both adults and children. It connects when you base your business on resolving a genuine, personal issue. 

 

2. Location Makes a Difference 

Kris didn’t randomly set up Fade Fit in Dubai; it was a deliberate move. It was for a reason. With its growing wellness market, supportive business policies, and a diverse mix of customer bases, the city created a great base for quick and meaningful growth. 

It shows that if you choose the right area to work in for your entrepreneurial journey, you can truly grow and succeed in it.

 

3. Taking Expert Support 

Sometimes, business owners think they can handle everything, either out of confidence or to save money. But if you notice, all successful brands are built on a solid foundation. Kris understood this early on. He realized that he should focus more on marketing and use his public image to grow the brand, rather than handling legal paperwork or UAE company registration on his own. That’s where expert professionals come in to manage the legal side of things so that the business owner can concentrate on building and developing the brand.

 

4. Consistency and Persistence Over Perfection

Business isn’t always glamorous. Things got tough in 2021, and they were so tough that Kris nearly closed Fade Fit for good. However, he didn’t quit, and that’s why Fade Fit survived. 

From the Studio to the Supermarket Shelves

For over a decade, Kris Fade entertained Dubai through the airwaves. But being a father changed his perspective. As he became more health-conscious, he started noticing the lack of affordable, genuinely healthy snacks on the shelves, especially for kids.

In 2019, Kris launched Fade Fit with just AED 30,000 from his savings. So, he rolled up his sleeves and, without external funding or elaborate planning, he started small, packed products alongside his team, and stuck to one vision: to deliver products that are healthy, tasty, and trustworthy. 

 

It All Starts with a Purpose and the Right Paperwork

 

Fade Fit resonated with a wide range of people, including parents and exercise fanatics. Why? It was purposefully designed to make its customers feel connected. Because Kris constructed it with families like his in mind, it made all the difference. The brand had a genuine, relatable, and honest vibe. The goal was to help families adopt healthier lifestyles, not merely sell snacks.

But let’s be honest, that passion alone doesn’t build a business. There are behind-the-scenes steps that matter just as much as the idea itself. Behind this successful brand or any other business are the less glamorous steps, such as Dubai company registration, selecting the appropriate structure, and lastly, choosing the legal compliance. However, these are the steps that give Fade Fit a chance to grow globally. 

In Kris’s case, company registration in UAE set the foundation for Fade Fit’s immense growth. And that’s where guidance from professionals makes a difference in a business. 

Why Dubai?

Dubai is a city that encourages innovation. With government support for startups, global investor attention, and a population that embraces wellness and quality, it’s a fertile ground for entrepreneurs with purpose.

Kris Fade’s decision to start his business here was strategic. The UAE’s tax-friendly policies and access to a multinational customer base gave Fade Fit the perfect launchpad. And once the brand took off locally, there was no looking back.

Today, Fade Fit products are available not only in major supermarkets across the UAE but have also found their way into global hands. The small, AED 30,000 startup has turned into a brand with international reach without losing the personal touch that made it special.

The Unseen Hustle

We often admire the success but rarely see the behind-the-scenes hustle like sleepless nights, logistics, product development, team management, and, yes, even the stress of legal compliance.

That’s why services like E-startup are designed to ease the load for new and growing businesses. Whether it’s Dubai company registration, setting up in a free zone, or navigating local regulations, business setup consultancy, or trademark registration, we make it easier for entrepreneurs to keep moving without getting stuck. 

At E-startup, we’ve helped many entrepreneurs like Kris take that first crucial step, handling the UAE company registration process seamlessly, so visionaries can focus on growth while we manage the paperwork.

Key Lessons from Fade Fit’s Rise in the UAE

Start with what you have: Kris didn’t wait for the perfect moment or huge capital. He began with AED 30,000 and a powerful idea.

Stay personal, stay real: People connect with honest brands. Kris’s involvement in Fade Fit helped build deep trust.

Choose the right environment: Dubai gave Fade Fit the exposure and infrastructure needed for rapid growth.

Lay a solid foundation: Getting the legal and business setup right in the beginning prevents bigger issues later.

Ask for help when you need it: Every successful entrepreneur knows when to delegate. Having experts handle registration and compliance can make all the difference.