WayUp Sports, founded in 2021 by the Afif siblings, has emerged as a leading Egyptian e-commerce platform for performance-based sports gear. With a focus on diverse and specialized sportswear, the startup manages end-to-end processes, including warehousing, quality checks, sales, and delivery. Leveraging their family's 35 years of B2B sports gear business expertise, WayUp has grown nine-fold, serving over 100,000 customers with 10,000+ products. The recent seed round, led by Beltone Venture Capital and Index Sports Fund, positions the platform for regional expansion into the Arab market.
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