CNN Goes Behind-The-Scenes At DJ Kris Fade’s Startup

In a report for Follow That Startup, a series which examines the universal challenges affecting entrepreneurs, CNN speaks to Dubai-based radio DJ Kris Fade about how he manages his work and life balance on top of founding a business.

Every week, 1.3 million listeners wake up to Kris Fade across Dubai’s airwaves. But as soon as he wraps up his morning show, CNN hears how his attention focuses on his new start up – Fade Fit Kids.

Founded in 2018, Fade Fit Kids is designed to be an affordable healthy snack brand for children and is already sold in over 400 outlets across the United Arab Emirates.

“This is the first time I had really done anything like this. I’ve worked on radio, I was a cleaner, I used to wash cars, I was a barista… I’d never started my own company.” Fade tells the programme. “As we go, I realise it needs more attention, and I don’t mind that. I’m starting now trying to balance it all out, I’ve got the radio life and I’ve got the fatherhood life.”

In an attempt to counter the impact founding a business can have on family life, Fade tells CNN he found a unique solution by involving his children in the start.

“I got my kids involved because, I wanted snacks for them – I wanted to give them a healthier option. So, when I started creating the snack, they were the taste testers. That’s how they began [getting involved] in the business.”

With his children being the inspiration and a key component of this home-grown brand, Follow That Startup learns that Fade is hoping the transferable skills from contributing to the business will help his children in later life.

“I want to leave a legacy for my children. I want my girls, if they want to, to take over this company one day… Being your own boss is so important. If I can teach them at such a young age right now, in 20 years where are they going to be? Who knows?”