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The TriFactory LLC is an Egyptian sports management company specialising in endurance sports, and mass participation sports events. We are the organisers of the annual Sahl Hasheesh Endurance Festival (Egypt's biggest multi-sports event), Aswan42 - the Magdi Yacoub Heart Foundation Marathon, and other events including The Relay Run, The Beach Run Series, the Aquathlon, and the annual ItsWorthATri running campaign. 


The TriFactory is also heavily involved in training athletes of all levels. We operate training academies in four different locations across Cairo, as well as maintaining a strong digital training presence via Training Peaks. In 2016 The TriFactory trained and led Egypt's first ever full IRONMAN team to success in IRONMAN Barcelona. This was the culmination of Mission Ironman - a nationwide campaign to train amateur Egyptian triathletes for competition in Europe's biggest IRONMAN race. We also manage a significant in-house travel agency which facilitates travel and accommodation for athletes and their families at sports events and organises training camps for local and international professional teams.

As well as sports event organisation and athlete training & travel, we also provide sports management and consultation services, including graphic design to the World Triathlon Series Abu Dhabi, production for the Greater Cairo Kidathon, branding and graphic design for various sports organisations, and consulting on corporate sports marketing initiatives by a selection of sponsors.  

The TriFactory is proud to partner with corporations, public entities, charitable institutions, and athletes and other sports groups in order to achieve maximum results and benefit the sports scene as a whole. If you have any questions please drop us an email at


Ayman Hakky

Founder & CEO

Ayman is a sports entrepreneur and is the founder of two of Egypt’s most successful sports start-ups: Train For Aim and The TriFactory. Having organised the first commercial triathlon to ever take place in Egypt in 2014, Ayman founded The TriFactory in 2015 with the vision of developing the sport of triathlon in Egypt and the surrounding region. Since then, he has developed The TriFactory into a complete sports management firm, offering sports event organisation, athlete training, travel facilitation, and sports marketing services. Ayman also leads the management of The TriFactory's significant event management portfolio, including the Sahl Hasheesh Triathlon and Aswan42 - the Magdi Yacoub Heart Foundation Marathon. 

Mahmoud Abdelhakim


Dr Mahmoud Abdelhakim is one of Egypt's leading urologists and an IRONMAN triathlete. After taking on his first triathlon as a personal challenge to get fit, Mahmoud got addicted to the sport, from both an organisational and competitive perspective. In 2015, Mahmoud co-founded The TriFactory, working to spread his love of triathlon to as many athletes as possible. Mahmoud is currently training to qualify for the IRONMAN World Championships in Kona, Hawaii, in an attempt to fulfill his dream of representing Egypt on the biggest stage and inspiring others to follow in his footsteps.  He directs triathlon training, with a focus on the digital coaching provided by The TriFactory’s IRONMAN U certified coaches.


Seif Fawzy

Partner & COO

Formerly a corporate lawyer before transitioning to entrepreneurship, 

Seif has been a part of The TriFactory since its inception. He completed his first triathlon at the African Triathlon Cup in 2014, before returning to lead the Local Organising Committee at the very same race two years later. He also leads the Organising Committees at The TriFactory's own events, including the Sahl Hasheesh Endurance Festival, Aswan42, & the Pyramids Marathon. As well as management of The TriFactory's sports events, Seif also leads operations of the sports marketing section of the business, directing design and production, as well as working on various commercial aspects of the company. 

Ahmed Aziz

Director of Travel Services

Ahmed Aziz is a qualified tour guide and brings 10 years of experience working in the tourism field. He leads all travel-related matters, including The TriFactory’s trip to events such as IRONMAN, as well as all visitors to our events like the Sahl Hasheesh Endurance Festival, Aswan42, and the Pyramids Marathon.


Mohamed El Beltagy

CFO & Head of Timing 

Beltagy is responsible for The TriFactory’s financial matters and is also responsible for the operation of our MyLaps timing system and technical set-up at all of our events. Beltagy also leads data analysis from all ticketing and registrations, ensuring the efficient on-boarding of all event participants. 

Amina Omar.JPG

Amina Omar

Training Program Manager

Amina Omar is the Manager of the Triathlon Training Program and also a core member of our Event Organising Committees. Amina brings her organisational and administrative capabilities to each of our training locations, working with each and every one of our triathletes to ensure they get the most they can from the Program. 


Mostafa El Halaby

Production & Procurement


Mostafa El Halaby manages all production and procurement pre-event, as well as administration of the company's equipment and event management assets. He is highly experienced in race course design and working onsite to set up the event. Halaby also supervises graphic design and design deliverables. Halaby is a seasoned triathlete, marathon and IRONMAN finisher, and OCR competitor. 


Nour El Demerdash

Graphic Designer 

Nour El Demerdash leads The TriFactory's design and branding arm, and is an essential member of the team. Her work includes branding of events, implementing local and international sponsors into existing event artwork, and designing the look & feel for each event and all related digital and production elements. assets. Nour is responsible for the branding of the Pyramids Marathon, The TriFactory Aquathlon, Triathlon Training Program, and much more.  



Farida El Hayawan

Project Manager

Farida is originally an auditor and has been a member of The TriFactory team since 2018. She manages various different projects including event ticketing & registration and The TriFactory Online Store. She also plays a major role in The TriFactory Event Management, focusing primarily on commercial and operational aspects, alongside her technological duties. Farida leads the Registration portion of all events, ensuring athletes check in correctly and securely.

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