With over 20 years of experience building businesses across Europe, Canada, and the Middle East, Angela Soudi knows what it takes to adapt, innovate, and stay authentic in an ever-changing world. What began as a small family venture has blossomed into Arena LLC – a company that puts people and purpose at its core.
In this exclusive interview, Angela opens up about navigating diverse markets, blending time-tested relationship-building with cutting-edge digital tools, and why authenticity remains the ultimate key to standing out in today’s noisy landscape. She also reveals the inspiration behind Junior Gladiator Kidpreneurs, her innovative program designed to help kids unlock their entrepreneurial potential and develop real-world skills.
So, dive in to discover the mindset, methods, and moments that have shaped Angela’s remarkable journey and what she envisions for the future of business and innovation in 2026!
You’ve led business ventures across Europe, Canada, and the Middle East. How do you adapt your business strategy to thrive in different markets and tech ecosystems?
Adapting to different markets starts with understanding and respecting the local culture, consumer behaviour, and business etiquette. Every region has its own unique approach to doing business, what works in Europe might not work as well in the Middle East or Canada.
My approach is always to listen first. I spend time understanding the client’s requirements, the pain points, the regulations, the level of digital maturity, and the specific market gaps.
Across all markets, I’ve always stayed focused on building trust, delivering real value, and staying adaptable. Tech is evolving at such a rapid pace these days, you’ve got to be willing to keep learning, and try new things.
Arena LLC has grown under your direction, what core strategies or principles have driven that growth?
Arena Capital started as a very small family business – just myself, my husband, and our oldest son – back in 2010. Maintaining that ‘family feel’ has always been important to us, and staying true to the values we held in those early days remains our core philosophy.
Respect, hard work, and innovation are the key principles we strive for, all while creating a safe and empowering environment for our teams.
You’ve successfully built franchise models in both the UK and Canada, what role did digital tools play in streamlining those expansion efforts?
When we launched our franchise model back in 2008, the digital landscape was nothing like it is today. Many of the tools that are now considered essential either didn’t exist. We had to take a more traditional route, one that relied heavily on face-to-face training, printed manuals, and regular in-person support.
Our strategy focused on building strong relationships and trust right from the start. We invested a lot of time in hands-on coaching, site visits, and clear operational guidelines to ensure consistency and quality across locations. It wasn’t the most scalable method by today’s standards, but it created a solid foundation of loyalty and shared values within the network.
That said, as digital tools began to evolve, we gradually integrated them, introducing things like centralised reporting systems, cloud-based communication, and digital marketing platforms. But the groundwork was very much traditional, built on people, process, and presence.
Looking back, that slower, high-touch approach gave us deep insight into what our franchisees really needed, insights we’ve carried forward as technology has made expansion more scalable today.
As someone deeply involved in online campaigns, how do you ensure a brand’s voice stays authentic across paid media like FB ads and Google Ads?
Authenticity starts with clarity, knowing exactly what your brand stands for, how it speaks, and who it’s speaking to. Once that’s established, it’s easier to create a voice that stays consistent across every touchpoint, including paid media.
With Facebook and Google Ads, it’s easy to get caught up chasing clicks or conversions and lose the essence of your brand.
To keep the voice authentic, we begin by defining the core brand tone and messaging pillars, these act as guardrails for all creatives and copy. Then we tailor content while keeping the brand’s tone intact. So whether it’s a punchy headline in a Google ad or a story-driven Facebook video, the brand still sounds like you.
We also insist on storytelling over selling. Consumers today are smarter than ever and can spot ‘sales’ ads right away. These simply aren’t engaging, and people won’t connect with the brand if this approach is used.
Finally, we monitor feedback and engagement closely. Authenticity isn’t just what we say, it’s how it’s received. We use those insights to refine our campaigns while staying true to the brand’s DNA.
With 20+ years in sales and marketing – how have you seen the landscape evolve with digital tools?
The first ‘tech’ tool I had was a Blackberry with a mini keyboard, and at the time, I thought it was the most amazing thing I’d ever seen. Fast forward to today, and we’re working with AI, automation, real-time analytics, and global reach, all from a single device. The transformation has been extraordinary!
In the early days, sales and marketing were all about face-to-face meetings, printed brochures, cold calling, and door knocking, that’s how we built our digital agency in Dubai in 2010. Everything was slower, more manual, and relationship-heavy. You built trust over time and through multiple conversations.
Now, digital tools have completely redefined how we connect, sell, and grow. We can text, track engagement, and personalise outreach on a massive scale. Social media, CRM platforms, targeted ads, and email funnels have made marketing more dynamic and measurable than ever before.
But while the tools have evolved, the fundamentals haven’t. People still crave connection, story, and authenticity. So I’ve always focused on blending modern technology with traditional methods – listening to the audience, delivering real value, and staying human in a digital world.
How do you see AI, automation, and predictive analytics shaping the future of sales and marketing?
AI, automation, and predictive analytics are changing everything about how we connect with customers. Instead of guessing what people want, we can now understand their behaviour, personalise messages, and even predict what they might need next.
Automation makes things faster and more efficient, like sending follow-ups or managing leads, so teams can spend more time building real relationships. Predictive analytics helps us stay ahead by spotting trends before they happen, so we’re not just reacting, but planning smarter. This helps us grow faster and provide solutions to real-life issues customers are facing or about to face.
But while the tech is powerful, it can’t replace the human touch. The best results come when we use these tools to support real, honest communication, not replace it. In the end, people still want to feel seen and understood.
Because I come from the era before tech, I still prefer a face-to-face coffee over a Zoom call!
With so much noise online, what advice would you give to a new business trying to stand out through content and social media?
Don’t try to be louder, try to be clearer in your message. The brands that stand out aren’t shouting, they’re connecting. My biggest advice is to lead with value and stay authentic to yourself and the reason you started the business in the first place. Know who you’re speaking to, what problem you’re solving, and why you care – and let that shine through in every communication.
Be consistent, but not robotic. People follow people, not just products. So don’t be afraid to show behind-the-scenes, the journey, even the mistakes. That’s what builds trust and loyalty.
Also, keep in mind that communication is a conversation – not a billboard.
Ask questions, respond, listen, and be real.
Can you walk us through a product launch that was particularly successful? What made it stand out?
One of the most exciting (and fun) launches I worked on was with a hospitality brand back in 2017, introducing an ‘All You Can Eat Beef’ promotion. Their goal was to increase sales while also maximising PR and media coverage. Instead of just advertising the deal, we wanted to create hype, something that would spark conversation and bring people through the door. That’s how we came up with the “Beat the Bull” challenge.
We installed a racing simulator right inside the restaurant. Guests could challenge a virtual bull, and if they beat it in the race, they ate for free. It turned dining into a fun, interactive experience, and the results were incredible, exceeding all our expectations.
Sales jumped by 250%, and the restaurant got more media coverage in just two weeks than it had since opening. People weren’t just eating, they were filming, sharing, tagging (Facebook only back then), and coming back for more, bringing family and friends with them.
What made it work was the blend of gamification, storytelling, and an interactive experience. We didn’t just launch a product; we created a memory for them. And that’s what truly makes a campaign memorable.
How do you measure ROI on your digital efforts like social campaigns, ads, and newsletters?
Measuring ROI goes beyond just tracking sales. I focus on three key areas: engagement, conversion, and long-term brand growth. For example, with social campaigns, I look at reach, saves, shares, and comments – not just likes – because those show real connection and interest.
With ads, I track cost per lead or acquisition, but I also dig deeper into how qualified those leads are and whether they align with our mission.
Newsletters are all about nurturing. So while open and click rates matter, I also track how many subscribers become part of our community, show up to our Kidpreneurs bootcamps and business labs, or engage with our educational content later on.
Ultimately, ROI for me is a mix of data and impact. Are we building trust? Are we attracting the right people? Are we turning curiosity into community? That’s the real return.
Junior Gladiator Kidpreneurs is such a unique concept. What inspired you to create a platform focused on youth entrepreneurship, and how do you use technology to make it interactive and educational?
Junior Gladiator Kidpreneurs grew organically out of our Gladiator Summit events for adults, where business owners learn from experts how to create more success in business and life. Along the way, parents started asking if we could run mini workshops teaching kids similar principles and skills – especially around sales, money management, and confidence. That was the spark. I realised there was a real hunger for something more meaningful than the typical extracurriculars, something that could actually shape how kids see themselves and their potential.
We built the program to be interactive, creative, and deeply empowering. Through fun business challenges, kid-led markets, and storytelling rooted in Ancient Rome, we help kids tap into their inner gladiator. We’ve built a beautiful community of Kidpreneurs who support each other to grow, it’s very special to see.
Technology plays a huge role, from digital workbooks and QR-based learning games to AI-powered avatars that guide kids through business scenarios in a way that feels like play. We also use gamified financial literacy tools to bring real-world concepts to life in fun, age-appropriate ways.
At its heart, it’s not just about teaching kids to run a business, it’s about helping them find their passion, boost their confidence, and feel truly seen.
How important is it to nurture business skills at a young age, and what’s the key to making it engaging?
It’s incredibly important, not because every child will grow up to be an entrepreneur, but because the skills that come with entrepreneurship are life skills that will help them throughout their lives: problem-solving, creativity, communication, resilience, and financial confidence. One of the most essential? Mastering the art of selling. We’re selling ourselves throughout life, whether it’s interviewing for a job, pitching an idea, or offering our services. Learning how to communicate value, listen, and persuade is a huge part of success in any field.
The key to making it engaging? Let them lead. Kids don’t want lectures; they want to create, explore, build, and experiment. We use storytelling, role play, hands-on challenges, and real-world experiences like markets and pitch events to keep it exciting. When a child sees their idea come to life and someone actually buys it, the motivation is there. They feel capable, seen, and proud. That’s when learning sticks.
Through our peer-led business labs, kids not only have the opportunity to share their passions and special skills, but the other children love learning from their peers. Our Kidpreneurs run workshops on public speaking, mastering YouTube, and many more.
What’s the biggest lesson you hope young entrepreneurs take away from your program?
Firstly, feel the love! The love from those around them, the love for their ideas, for expressing themselves, and for believing they can create something meaningful. That’s at the heart of everything we do! I want every child to feel seen, supported, and proud of who they are and what they bring to the table.
The biggest lesson we hope they take away is that they are capable of creating their own path. Whether they launch a real business or simply try something new, they learn that courage, creativity, and resilience are skills they already have, they just need the space to grow them.
And most importantly, we show them that you don’t have to wait to be an adult to make an impact. With the right tools and belief in themselves, they can start now.
How do you balance mentorship with innovation when building programs for young business minds?
It’s all about finding the sweet spot between guiding and letting go. Mentorship gives kids the support, encouragement, and wisdom they need, but innovation happens when we let them experiment, make mistakes, and think for themselves.
We design our programs to provide just enough structure to feel safe, while leaving plenty of room for creativity and self-direction. Think of it like building the arena, then letting them step in and fight their own (fun) battles. We combine hands-on mentorship with tools like interactive workbooks, AI-powered avatars, digital pitch decks, and peer-led learning, because innovation isn’t just about tech, it’s also about new ways of thinking.
Most importantly, we listen to the kids. Their ideas often drive the next wave of what we create. When young minds feel heard, they don’t just learn… they lead (and they can be very bossy in the process!).
What’s your approach to creating a brand that is scalable, yet culturally adaptable?
For me, it starts with building a brand on the right values. Courage, creativity, kindness, these are universal. When your brand is rooted in values that speak to the human experience, it becomes easier to adapt its expression to fit different cultures while staying true to its core.
Scalability comes from having strong, flexible frameworks. For example, our Junior Gladiator Kidpreneurs program can be customised based on local needs, languages, and even traditions, without losing its essence. We work closely with local educators, parents, and communities to make sure the way we deliver entrepreneurship feels relevant and respectful, wherever we go.
We also embrace storytelling, particularly through culturally diverse characters, relatable scenarios, and real-world Kidpreneurs, so every child can see a bit of themselves reflected. When a child in Dubai, London, or Nairobi can say, “That could be me,” you know the brand is resonating. Our Kidpreneurs team is made up of eight kids from different countries, backgrounds, and ethnicities, offering experience and insights from all over the world.
As a podcast host, what business or tech trends are you most excited to explore with your guests?
I’m especially excited about trends that sit at the crossroads of entrepreneurship, education, and family well-being. We’re seeing a huge shift in how kids learn, from traditional classrooms to more experiential, tech-enabled models. Tools like AI tutors, gamified learning platforms, and virtual mentorship are making education more personalised, engaging, and accessible. I love exploring how these innovations can empower not just students, but also families navigating the modern world.
From a business perspective, I’m fascinated by how young people are using digital platforms to create income streams, build brands, and express their creativity – often with the support of their families. That collaborative, intergenerational approach to entrepreneurship is a powerful trend I want to spotlight more.
I’m also drawn to conversations around emotional intelligence, mindfulness, and mental health tools, which are finally being recognised as essential to both success and well-being, especially in today’s tech-heavy world.
It’s not just about what’s next in business and tech; it’s about how we use it to create stronger families, more confident kids, and a healthier future.
How has hosting conversations with leaders influenced your own approach to growth and innovation?
It’s been transformational, every conversation feels like a mini masterclass, not just in business, but in mindset and personal evolution. Hearing how others lead, adapt, and overcome has challenged me to stay curious, question assumptions, and continuously evolve.
In fact, many of my old perspectives have completely shifted. I used to believe innovation had to be loud and disruptive; now I see how powerful quiet, consistent reinvention can be. I used to think growth was about scaling fast, but now I value building strong foundations, even if it means going slower. Listening to diverse leaders – from tech founders to educators to teen entrepreneurs – has helped me embrace new ways of thinking and lean more into collaboration and vulnerability.
These conversations have also pushed me to take more creative risks, blending tradition with tech, reimagining how we teach kids about business, and making space for voices that don’t always get the spotlight. Growth isn’t about having it all figured out; it’s about staying open and always learning. Often, kids think they should have everything figured out by the time they leave school, but the truth is, many of us adults are still trying to figure out life and find our place in the world.
If you could give one piece of digital business advice to aspiring founders in 2026, what would it be?
Share your journey as you grow, the wins, the lessons, even the messy middle. It builds trust, community, and momentum. Your audience becomes your biggest advocate when they feel part of your story.
And don’t just chase trends. Use tech to deepen connection, not just gain attention, because real connections are the ones that last.
Besides your work, what are some hobbies or interests that you’re truly passionate about?
In my spare time, I enjoy staying fit with gym workouts and yoga. I never really enjoyed weight training, but after turning 40, I learned that resistance training is crucial for keeping bones healthy, so I try to lift weights three times a week.
Yoga and meditation are also part of my daily routine. I find I’m much better able to handle life’s pressures when my mind and body are healthy and balanced.
What’s one travel destination on your bucket list that’s not typically found in travel guides, and what intrigues you about it?
I’ve always wanted to travel to the Amazon and spend time with the Amazonian tribes. I feel there’s so much we can learn from the ancient teachings and wisdom they hold. I’m especially interested in how they use different plant medicines for healing and transformation.
While I see great value in technology, I also appreciate the importance of returning to nature.
Do you have any hidden talents or artistic pursuits that you enjoy?
I used to be a professional ballroom dancer. I started dancing at a young age and competed in professional competitions throughout my childhood. At 16, I trained to be a teacher and was the youngest in the UK to be certified! As a shy child, dancing helped me build confidence and taught me the discipline to push through my own boundaries and limitations.
What’s a surprising or unusual fact about you that people might not expect, something that doesn’t typically come up in your professional bio or interviews?
I used to work with my dad on weekends in his interiors business to earn some extra pocket money. We’d transform houses by painting walls, hanging wallpaper, and varnishing wood. I can still fully decorate a home from scratch, I’m very handy!
One of the biggest lessons I learned was attention to detail, especially when trying to prevent paint runs! My dad had a sharp eye and high standards, which taught me to slow down, focus, and do things properly. It’s interesting to see how those early lessons with a paintbrush still shape how I run my business today.
What was the best piece of advice you were ever given?
The best piece of advice I’ve ever received is: “Business is not a sprint, it’s a marathon.”
It sounds simple, but it shifted everything for me. In the early days, it’s easy to get caught up in the rush, chasing quick wins, comparing yourself to others, burning out trying to do it all. But real growth takes time. It’s about endurance, patience, and knowing when to pace yourself and when to push.
That advice taught me to focus on building something meaningful and sustainable, not just something that moves fast. Slow progress is still progress and sometimes, that’s where the magic happens.
We often hear about your professional achievements, but can you share a personal achievement or moment in your life that you’re particularly proud of?
My proudest personal achievement is raising children who are curious, confident, and unafraid to dream big. Both my boys run their own content creation business and are thriving. I love watching them pitch ideas, speak on panels, and create something meaningful to them, it means everything to me.
It’s a reminder that success isn’t just about business milestones. It’s about the kind of people we raise and the values we pass on. Knowing that the work I do inspires them, and watching them step into their own little arenas with courage, is a win that means more to me than anything I could achieve myself.
Outside of your professional roles, what’s something you’ve always wanted to learn or try but haven’t had the opportunity to explore yet?
I have a deep desire to unplug from the modern world and immerse myself in nature, perhaps with the Amazonian tribes I mentioned earlier. There’s something incredibly powerful about learning from people who live in harmony with the earth, especially when it comes to natural healing, plant medicine, and the wisdom passed down through generations.
For me, it’s not just about the knowledge; it’s about the experience of slowing down, being fully present, and reconnecting with what really matters. No screens, no deadlines, just stillness, simplicity, and a deeper understanding of how we can care for ourselves and the world around us through nature.
If you could have a one-hour conversation with any fictional character, who would it be, and what burning question would you ask them?
I would speak with the fictional Roman gladiatrix Valeria, otherwise known as The Silent Flame of the Arena.
Born to a once-noble Roman family that fell from grace, Valeria was raised in the shadow of the Empire, trained in philosophy, languages, and combat by a tutor who believed girls should be as sharp as swords. But after her family’s betrayal by corrupt officials, Valeria was sold into servitude and eventually forced into the gladiator pits.
Nicknamed “The Silent Flame,” she was known for her calm focus before battle and her fire in the arena. Unlike others, she never taunted her opponents, she respected them and showed grace and elegance.
Valeria embodies inner strength, resilience, and leadership against the odds, perfect for inspiring kids, especially girls, to stand tall in their own arenas, whether that’s a business pitch, a classroom, or a tough life decision.
I would ask her how she prepared for battle both mentally and physically, and how she overcame the nerves she must have felt before stepping into the arena.
What was your dream job as a child?
My childhood dream was to run a chain of dance studios throughout the UK and be number one in the country for producing the best dancers. I envisioned not only training dancers but also working as an agent for shows and cruise liners.
One habit that changed your life?
Meditation. When we learn how to calm ourselves and put things into perspective, we can overcome even the most difficult obstacles. Meditation is the most powerful way to self-regulate, calm the nervous system, and build inner strength.
The first time I experienced meditation was when I was 23, on a trip to Japan. I stumbled upon a monastery and was invited to sit with a group of Buddhist monks while they sat in silence. It was the simplest, yet most calming experience I’d ever had. From that point, I had a desire to learn more and master the art of mastering myself.
What is your life motto?
Success means nothing if you forget to be kind on the way up. My father used to say, “Be kind to people on the way up because you never know if you may meet them on the way down!”
If you were to create a playlist that represents your life journey so far, what are the top three songs that would be on it ?
I have a few favourite songs I play during the kids’ presentation camp, each holds deep meaning and motivation for me:
What’s a memorable visual from your childhood or past that continues to hold significance in your life today?
Time spent with my parents traveling around the UK in our campervan means so much to me. My parents were working class, so we couldn’t afford expensive holidays, but my father converted an old ambulance into our family ‘adventure van.’ It had bunk beds, a sofa couch, and a small stove. We would explore different places across the UK and camp wherever we fancied. At night, we’d build small fires and toast marshmallows. Those were the happiest times of my childhood.
Today, I love taking my own kids on ‘road trips’ to discover new, remote places.
If you had to sum up your life philosophy or a guiding principle in just one sentence, what would it be?
Don’t waste a minute being someone else when the world is waiting for the real you.
If you were to write a personal letter to your younger self, what advice or words of wisdom would you offer?
I wish I could reach back and hold your hand during the moments you doubted yourself. I know you tried so hard to be liked, to be enough, to make everyone else happy, even when it left you drained and unseen.
Here’s what I want you to know: You don’t need anyone’s approval to be worthy. You don’t have to keep bending, shrinking, or smiling just to make others comfortable. The more you try to fit into their version of who you “should” be, the further you drift from who you really are and you deserve to be heard, seen, and free.
Let go of the need to please. Let go of the people who only love the version of you that serves them. They are not your tribe. And life is far too short to spend it trying to meet other people’s expectations of you!
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