A UAE-based private investment and conglomerate group, Agon Capital, has increased its focus on lifestyle-driven assets, which now make up 60% of its portfolio, double the share from just four years ago.
This shift reflects growing demand across the Gulf for experience-led offerings in hospitality, sports, and leisure. Once seen as niche, these ventures are proving to be highly profitable and scalable, with faster returns and stronger brand engagement compared to traditional investment sectors.
According to the company, lifestyle assets under its management are reaching break-even within six months of launch, with full return on investment typically achieved within 2.5 to 3 years. This stands in contrast to conventional real estate projects, where ROI can take up to a decade. Agon reported a 15% revenue increase in 2024 across brands such as The Coterie and Precision Football, followed by an additional 10% growth in 2025.
Over the past 18 months, Agon has launched several high-profile lifestyle ventures including Coterie Social & Kitchen, Saylor’s, BCH:CLB, and Gitano Dubai. The company attributes much of the success to strong customer loyalty with some guests reportedly visiting a single venue more than 70 times.
“Experience-led assets are no longer fringe,” said Ryan Hattingh, Group CEO of Agon Capital. “They’re proving commercially viable, showing resilience and strong brand equity, and delivering faster ROI. That’s why lifestyle remains a key growth pillar for us.”
While lifestyle ventures typically require more operational support, such as staffing, licensing, and intensive brand development, Agon sees them as a smart long-term bet, especially in markets like the UAE and wider GCC, where consumer expectations and leisure spending are evolving rapidly.
The company plans to expand Precision Football into Saudi Arabia and launch its first international lifestyle destination – the Villivaru Island Resort in the Maldives. The $300 million project will feature 61 luxury villas and 11 branded residences, operated under a global hospitality brand, and is scheduled to open in 2027.
External data supports Agon’s pivot. According to Knight Frank, branded residences in Dubai can command price premiums of up to 35% over traditional properties. Meanwhile, the UAE hospitality market is projected to grow from USD 7.37 billion in 2024 to USD 9.46 billion by 2029, driven by continued regional growth and private sector investment, according to the Department of Economy and Tourism (ADAT).
Agon Capital says lifestyle will remain a core focus in the years ahead, guided by measured capital allocation and a commitment to high-performing, strategically located assets.
