We recently had the opportunity to interview Sarah Fortune, Co-founder of Muscat Elite, a private members’ club for people who share a common passion for the art of exceptional driving. By creating a tailored automotive experience for individuals who appreciate craftsmanship and presence, Muscat Elite ensures each car reflects a distinguished lifestyle. With a vision to create spaces and experiences where people feel they belong, Sarah Fortune has pioneered the way for bringing people together through a platform that’s unique in every possible way.
Spark Behind the Journey
We started the interview by asking, “Could you start by telling us about your professional journey and inspiration behind jumping into this industry?”
Sarah Fortune shared, “My professional life began in investment banking, working in operations and project management. It was an intense, fast-paced environment and one I genuinely loved. I thrived on the energy of the City, the teamwork, and the sense of shared ambition among a group of young people building their careers together. I was fortunate to learn from inspiring individuals, form lifelong friendships, and develop a strong work ethic that still shapes who I am today.
Alongside that, I always carried a desire to explore the possibility of working for myself. That curiosity eventually led me to step away from the City and pursue my own ventures. I spent time in exclusive event management – combining my operational skills with the art of providing exceptional customer experience whilst managing the reality of things not always going to plan!
Then came family life. I have two boys, and I took several years away from formal work to focus on raising them — without question, the most rewarding role I have ever had. Two relocations for my husband’s career saw our family arrive in Oman. Moving countries is always an adventure, but Muscat felt different. As a family, we fell in love with the city, the culture, and the warmth of the people. We knew this was somewhere we wanted to put down roots.”
She added, “I met my co-founder, Mohammed, through my husband. His deep local knowledge, expertise in hospitality, and genuine enthusiasm made him a natural and complementary fit from the outset.
As we became more immersed in life here, one thing stood out — a shared love of cars, enjoyed across generations and backgrounds. It felt authentic, social, and full of potential. We saw an opportunity to combine that passion with all of our shared knowledge and experience: building teams, managing projects, curating experiences, and creating spaces where people feel they belong.
Muscat Elite was born from that idea — a haven, a community, and something genuinely new for the city. A place that brings people together around shared interests, while offering refinement, excitement, and a sense of belonging. I am incredibly proud of what has been created so far, and even more excited to see how it will grow here in Oman.”
Events that Shape Leadership Approach
We then asked, “As an expert in this field, what are a few lessons that helped you in leading your work?”
“Setting up a new business is never easy. I am naturally well organised and have strong project management experience, which has been invaluable, particularly when working with multiple partners to bring Muscat Elite to life.
Clear communication and strong working relationships are essential.
Tools such as WhatsApp and email are incredibly useful, but they can never replace the value of face-to-face interaction. Taking the time to meet in person builds trust and understanding — and those relationships are critical to creating something that is both successful and sustainable,” she added.
From Idea to Execution
Starting a business is never an easy task. To learn Sarah Fortune’s perspective on major challenges in starting a business and how she overcame them, we asked her to share the same.
She reflected, “The key challenge is recognizing that you will make mistakes along the way and that this doesn’t mean you should stop. Some will feel small, some will cost you crucial time or money, but in a way, you have to celebrate overcoming these mistakes just as much as the successes that come your way.”
Plans we asked Sarah Fortune
Intrigued to learn more about her plans for her business, we asked Sarah Fortune to share a bit about it with our viewers.
Sarah Fortune explained, “We are offering something genuinely new to Muscat. What we are creating goes far beyond a traditional private members’ club — it is a carefully curated community built around shared experiences and an elevated lifestyle.
Muscat Elite members enjoy exclusive access to an exceptional collection of iconic cars, alongside a private clubhouse designed for both connection and retreat. Our clubhouse features a cigar room, meeting rooms, and a state-of-the-art events venue. Members can enjoy exclusive events and experiences alongside informal opportunities to connect with like-minded individuals. It is a space where conversations happen naturally, relationships are formed discreetly and time feels well spent.
Our intention is that members feel genuinely welcome, inspired, and that they belong, while being part of something that feels considered, personal, and rare.
As a collective, we are also committed to giving back to Oman. Working in alignment with Oman Vision 2040, we aim to contribute positively to the local community, ensuring that Muscat Elite creates long-term value not only for its members, but for the city and country we are proud to call home.”
Adaptability Amidst Technological Advancements
Nowadays, AI is everywhere. Even businesses are adapting to it increasingly. We asked Sarah Fortune, “What are your thoughts on this?”
“I think it can be incredibly useful. There have been many occasions where it has saved me significant time, particularly by helping me overcome creative blocks. I will happily admit that I am something of a technology dinosaur, but I do believe that all businesses need to embrace AI in a way that serves their needs.
It can free up time and allow employees to focus on areas where they add the most value.
At the same time, I think it is vital that we educate and train the younger generation to understand that AI is not infallible. They need to apply their own knowledge, judgement, and critical thinking — to question outputs, recognise mistakes, and use technology as a tool rather than a replacement for thinking,” she responded.
Words of Wisdom for Beginners
Lastly, we asked, “What would be your advice to beginners in this field or in any field of business?”
“Do your market research, be open to feedback. Be brave and bold yet humble and follow your intuition always. Also, you should only regret the things you haven’t done and not the things you have done,” Sarah Fortune shared.
Connect with Sarah Fortune on LinkedIn to gain industry insights.
Find Muscat Elite on LinkedIn and visit their website to learn more.
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