A New Approach to Child Development and Sports
The landscape of youth sports and physical education is undergoing a significant transformation. Highlighting this shift, Dubai-based martial arts and holistic education network GMNSM has successfully raised $2 million in funding. The investment round was backed by VEYRA Capital, an investment firm with a portfolio including Dwelly and ZINIT, alongside a private investor.
This funding arrives during a period of massive growth in the regional education sector, with over $70 billion spent annually on children’s development across the UAE and Saudi Arabia. Currently operating a network of 11 locations—including eight in Dubai, one in Abu Dhabi, one in Qatar, and one in Cyprus—GMNSM plans to use this capital to fund its international expansion. The company is preparing to launch its first European location in Monaco and a new jiu-jitsu academy in Riyadh.
The foundation of GMNSM is deeply rooted in the experiences of its Founder and CEO, Andrej Kuprejev. Born in Lithuania, Kuprejev pursued martial arts competitively from a young age and worked as a children’s coach while earning a degree in Economics and Management. He later completed an MBA and executive programs at institutions including UC Berkeley and Stanford University.
Early in his coaching career, Kuprejev noticed a distinct gap in traditional youth sports: programs heavily favored top-performing athletes, often leaving other children behind. To counter this, he developed an inclusive model that merges athletic performance with a strong emphasis on soft skills and emotional intelligence.
“We are seeing a massive cultural and educational shift towards more balanced childhoods where physical activity, confidence and real-world social interaction complement digital learning. At GMNSM, our goal has always been to create an environment where children develop discipline, resilience and the life skills they need to thrive, alongside athletic ability.”
— Andrej Kuprejev, Founder and CEO of GMNSM
Unlike standard sports clubs, GMNSM operates at the intersection of supplementary education, child development, and physical training. The academies accept children from the age of two, offering structured programs in Brazilian Jiu-Jitsu, judo, and gymnastics. Notably, the company is also the global master licensee for the PSG Academy Judo program in partnership with Paris Saint-Germain. The academies also offer adult martial arts classes, creating a family-oriented environment where parents frequently enroll after seeing their children’s progress. The network currently serves over 700 children and adults.
A common challenge in educational franchising is maintaining the quality of instruction across borders. To solve this, GMNSM developed its own proprietary lesson audit platform called Allim AI. This technology analyzes coaching performance, student retention metrics, and overall engagement to standardize teaching quality and provide actionable feedback to instructors.
With the new funding, the company plans to increase its workforce from 40 to 60 employees by the end of the year. The upcoming Riyadh academy will serve as the foundation for broader expansion across Saudi Arabia, a market that has already exceeded its 2030 targets for childhood physical activity. Meanwhile, Monaco will act as the gateway for further European growth, with subsequent locations planned for Switzerland, Spain, and the UK.