Why I want to promote traditional sports – Aisha

Aisha Shuaibu is a young female entrepreneur in Abuja who is diversifying her interest in the hospitality industry into sports. She speaks of her passion for wealth creation and the upcoming ‘Dambe’ sports fiesta her company is putting together.

Can you tell us a bit about you?

I am the daughter of wonderful parents from Kano State. I have spent most of my adult life in Abuja, Nigeria where I currently work as a business manager and brand developer. I have two business degrees; a bachelor’s in business studies and a master’s in entrepreneurship and innovation management. I am the founder of the restaurant business, Waffle Way and the managing director of a business services company, SWA Global as well as the president of SWA Sports. I am hardworking, driven and a strong Nigerian patriot.

Why did you choose to be on your own rather than get a good-paying job?

Because it is possible to get a good-paying job through entrepreneurship. Through my NYSC experience, I knew office work wasn’t for me. I am a Philomath and I was always too curious to be confined to the four walls of an office space five days a week. Entrepreneurship is challenging and if the business you have chosen to grow is something you love, it hardly feels like work.

The idea for my restaurant business was developed in school. I had already done NYSC at that point so by the time I was done with my masters, I converted that idea from paper to reality and didn’t look back.

I approach business ideas with intent and confidence, qualities that I find are extremely important in entrepreneurship. The lessons are in the process not in the end and as long as you never stop learning, you’ll always grow.

You’ve said you started with the restaurant business, what inspired the new interest in sports?

Sport has always held a special place in my heart. I grew up watching and playing the game of basketball at home and in secondary school. I have a family who loves sports and athletics. My father played a bit of college ball in the United States, while my brothers were American football and basketball college athletes in Istanbul and Abuja. Sports in Africa has great potential to promote unity and tourism, enable economic growth and provide employment opportunities among so many other possibilities.

I want to be a part of that growth. Nigeria being the giant of Africa must develop its sports industry and athletes to be included and respected when competing internationally. We need facilities, programs, camps, expertise only attainable through public-private partnerships, investment, passion and interest. The industry is currently functioning within a flawed ecosystem and it is time we started to water the soil at home. Sport is our secret weapon to self-sufficiency.

What are the plans for SWA Sports?

We aim to promote African sports through live events and media. The more we bring people together to witness the skillset of our leagues, clubs and athletes, the more willing we will be to make necessary improvements to the industry as a whole. It takes collaborative effort and the more we are in the industry, the faster development will occur.

This 2022, we plan to execute a series of quarterly events to showcase Nigeria’s rich sports culture. We have so much that does not receive too much attention such as kickboxing, wrestling, archery, rugby, fencing and flag football. SWA Sports is committed to collaborating with brands to produce big and exciting events that will enlighten people on what else is out there.

What’s the response like out there for your planned dambe night?

Our FIGHT NIGHT brand is set out to bring some intense entertainment to lovers of all kinds of combat sports. Dambe was selected as our first edition to introduce a wider audience to a sport that started in and is more familiar to grassroots communities. It celebrates Arewa heritage, pride and strength. To execute this event professionally, we have partnered up with African Warriors, a company that has worked for years to promote dambe in and outside Nigeria.

The response to the event has been pure excitement and thrill! Those that have never experienced dambe before are not sure what to expect. There is definitely anticipation and we plan to deliver a quality event.

What are the challenges for you as a young entrepreneur?

Challenges never truly end in entrepreneurship. Currently, I am struggling to find talented people to empower. I am on the lookout for young, driven, enthusiastic, fearless young people to employ and grow with. If only I could replicate myself into five people.