Intent on revitalising the family-owned business, Baker spent his first four years immersing himself in every aspect and function, from logistics and warehousing to marketing and operations. Baker was appointed CEO in 2014 and has been leading the strategic growth of GMG’s business units and diversification initiatives.

GMG operates the Sun & Sand Sports store network and is the owner of the world’s biggest Nike franchise.

GMG also owns the processed foods brand Farm Fresh and is building its capacity in the food division with the aim of supporting the UAE in moving away from imported foods, a goal which gained significance during the coronavirus pandemic last year which disrupted global supply chains and highlighted the value of locally produced goods.