the founder and the company

business heritage

a mix of talent, analytical mind for business, education, and decades of experience

Loaay Ahmed has been in business since 1995. He has guided driven CEOs, directors and entrepreneurs on developing brands, services and experiences that has shaped their future growth. He has assisted and trained senior management teams in brands such as Volvo, Tesco, Kuwait Finance House, NBK, Ooredoo (Wataniya Telecom), Higher Institute of Dramatic Arts, Life Sciences Academy, Salesforce UK and many others. Loaay has been an advance member of the Institute of Directors in the UK since 2005. In 2006, he was the recipient of the gold award in brand development from the internationally-judged KREA Awards in Kuwait.

So what makes Loaay different?

He has the DNA of an entrepreneur. He started, managed and sold companies. He succeeded and failed. He’s been there 
inside and out. The closest way to describe his talent would be his ability to see both what’s visible and invisible within the organisation. His mind is naturally constantly zooming in and zooming out. As a strategic business therapist, Loaay has been involved  with many industries over the last two decades

He has a keen focus on defining the right problem. His approach is collaborative and centred around everyone involved. His holistic interactions have  a sense of craftsmanship to it because they are always tailored to each company for their own specific needs. All the strategic assignments are handled by Loaay directly. There’s a great sense of responsibility, pride and intense passion to help companies learn and change perspectives. 


This is simply incomparable to traditional facilitators. 


research, mentoring, teaching, and academic course design

Loaay teaches approaches to business innovation at the MDes postgraduate programme at Ravensbourne University in London. He holds a masters degree (MDes) in Service Design Innovation from the same university. His empirical research on B2B Service Design has led him to develop a framework that enhances the B2B innovation process for SMEs. 

He has co-designed several learning experiences and academic units over the years. He is currently working on his book Business Therapy.




enabling smart organisations to create services, improve processes, and transform customer experiences

areas Loaay Ahmed gets involved with and adds most value

"I know how to help people better understand and solve business challenges. I know how to help people managing small and medium sized businesses grow their profit, improve interactions with their customers and their customers’ perceptions of their brand. 

I believe that everyone benefits from an objective expert's second opinion. I believe that my unique perspective and knowhow make a big difference. 


I collaboratively set up clearer strategies, build better brands, and design better services, all while improving the learning experiences for everyone involved. I explore challenges with transparency, which is often not possible for the directors and entrepreneurs being in the middle of it. My support comes in different ways from one-hour strategic business therapy sessions (SBTs), customer experience audits, internal jam sessions, open and in-house workshops, or co-implementation and development, just to name a few. The range of my services, processes and methodologies is wide and the emphasis is on getting the right things done well." 



making art, bread, and pizza


After surviving cancer in 2005, he started to artistically express himself. Over the years, Loaay became an internationally recognised artist. He has exhibited in USA, Algeria, Finland, and Kuwait, to name a few. His work is in several private and corporate collections across the globe. 

Loaay is also an avid bread and pizza baker. In 2011, he launched Loaf Affair as a social initiative to encourage the public to reconnect  with and bake real bread. In 2018, Loaay participated in the 4th Trofeo Pulcinella competition in Napoli, Italy. In the summer of 2019, Loaay is launching I Made Pizza, summer-only masterclasses in London, to teach pizza lovers how to make great pizza at home — psst, there are rumours of a pizza book being made, but that's just between us for now. Friends and family stay closer when he’s making his rustic olive bread, mini donuts or wood-fired pizzas.

Loaay currently lives with his wife and son in South West London and travels to many countries for consulting projects, giving masterclasses, and participating in conferences and other speaking opportunities. 

the company

We’ve been in business before mobile phones had Internet and we are still relevant today. Why? We are different.

What makes us different


Local knowledge

International scope

Ability to simplify complexities

Attention to details and holistic


Great value for money

Straightforward practical approach


In English literature, knights are noble soldiers who swore to serve a monarch. They are strong warriors who always win their battles ethically. knightscapital was created to be the capital that hosts such knights to serve nobly and be recognised for their remarkable behaviour and standard. The market witnessed our principles in action right from the start of our journey. Here are some interesting milestones.



Engaging the right talents, when needed

knightscapital plays an important part in developing the local market through our carefully selected range of collaborators who are engaged for the right projects to add that much needed value that only they can. 

Here are a few names of previous and current collaborators we work with on project basis..


Hamed Al-Tamami, Predictive Index Consultant, UAE

Geraint Holliman, Content Marketing Strategist, UK

Stefan Pichler, Creative Strategist, Austria

Florian Grossmann, Innovation Programmes Manager, Germany

..and others.

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