Business Fitness Standard
2026 All rights reserved Business Fitness Standard
Designed & Developed by EGV
Built through 35+ years of working inside businesses under growth, pressure, and change, Business Fitness helps leaders understand whether the structure beneath their performance is strong enough to carry what comes next.
35+ years · 50+ companies · 12+ industries · 30+ countries
Sadek El Assaad has spent his career inside businesses under growth, operating pressure and change
Business Fitness was built inside businesses under operating pressure, not from theory or observation at a distance.
At Carrefour, Sadek held senior regional leadership roles through a period of rapid expansion, helping build the people, structure and operating capability as the business grew from three hypermarkets in the UAE to 37 across 11 countries.
At Aramex, he served as Global CHRO, helping align people, structure and operating practices through a major integration across acquired entities and 30+ countries.
He founded Zeder Group in 2010 and spent years working on the ground with founders and leadership teams in businesses under pressure, helping stabilize, rebuild and transform organizations across different industries and markets.
Across those experiences, one pattern kept repeating: successful businesses could keep growing while becoming harder to run.
Businesses already measure revenue, profitability, growth, customers and productivity.
Those measures show what the business is producing.
They do not show whether the structure underneath it is becoming strong enough to carry what comes next.
Business Fitness was created to measure what traditional performance metrics do not: whether the business is structurally ready to carry its growth.
See where your business may be reaching its current limit.