Faheem Ebrahim, Founder and Managing Director, CRAFT CI
Every great story has a beginning, often a moment where an unexpected turn sets the stage for a remarkable journey. For Faheem Ebrahim, founder and managing director of CRAFT CI, that beginning wasn’t in a boardroom, but on a tennis court, halfway across the world from his Hong Kong upbringing. At 17, with dreams of a professional tennis career, he left home for Europe and the US, dedicating three intense years to the sport. While an injury ultimately closed that chapter, it etched lessons into his very being: the unyielding discipline, the grit of perseverance, and an intrinsic desire to optimize performance. Little did he know, these same lessons would become the bedrock of his entrepreneurial spirit.
From Island Life to Corporate Heights: The Seeds of Continuous Improvement
Post-tennis, a new, equally unexpected path emerged. He found himself in Saipan, at the Pacific Islands Club, a “club mate” juggling everything from lifeguarding to teaching tennis and dancing in shows. It was his first taste of hospitality, a whirlwind of long hours and modest pay, yet it was here that his resilience caught the eye of the Hyatt Regency. Despite no formal management experience, his story of tenacity resonated, landing him a role as Spa and Recreation Manager. “To my surprise, they gave me the job,” he recalls, a moment that opened the door to invaluable training from Hyatt, shaping his early leadership.
His journey through hospitality became a masterclass in adaptation. From the “deluxe Alcatraz” of a challenging pre-opening hotel in a secondary Chinese city to orchestrating excursions at the bustling Meeru Island Resort in the Maldives, Faheem was constantly pushing boundaries. It was in the Maldives, faced with “a very difficult situation or a lean situation,” that a passion ignited within him – the desire to “get the most out of” every scenario. This wasn’t just about efficiency; it was about elevating. This, he muses, is “where the continuous improvement piece started to really formulate.” He refined his strategic prowess at Crown Macau, and a corporate role with Minor Hotels in Thailand completed the puzzle, teaching him to build lean, effective systems for large operations.
The Entrepreneur’s Crucible: A Battle for Survival and Rebirth
The pull of entrepreneurship was undeniable. Faheem yearned for the freedom to move faster, to think outside the confines of corporate structures. Thus, Xin Performance was born, a venture aimed at optimizing hotel performance. But this was no smooth ascent. He chose the bootstrapped path, a decision that granted him control but demanded immediate profitability. “I had to learn how to really optimize a business and make sure that… I could actually put my money where my mouth was literally and make that work,” he reflects. It was a lonely road, a solo endeavor where every decision bore immense weight. He openly shares the pitfalls: “Many times I also got burned by making decisions, getting taken advantage of by other companies and people, by being a bit too naive.”
Then came the ultimate test: the COVID-19 pandemic. The business, built on connection and travel, crumbled. “Almost lost, lost the business at one point, almost sold it for peanuts,” he recounts, a stark reminder of the brutal realities of entrepreneurship. But like a phoenix from the ashes, Faheem’s inherent resilience kicked in. A year and a half ago, he made a courageous decision: to reclaim the business, to fight for its survival. He brought in a “really great board of people,” acknowledging that true strength lies in humility and collaboration. This pivotal moment sparked a profound transformation, culminating in the rebranding of Xin Performance to CRAFT CI – a name that now embodies its core mission: Continuous Improvement.
Leading with Values, Living with Purpose
Today, Faheem’s leadership at CRAFT CI is a reflection of his extraordinary journey. He champions adaptability, shifting his style from hands-on engagement in the mud with his team during startup phases to a strategic visionary guiding larger operations. Yet, amidst this fluidity, one truth remains immutable: the core values. “The one thing that can’t be compromised is our core values,” he asserts. These aren’t just words; they are the living, breathing essence of CRAFT CI, communicated “relentlessly” to team and clients alike. For Faheem, CRAFT CI’s mission—“to align what they do with whom they are”—is a mirror of his own life’s philosophy: true improvement begins within.
At 40-something, with three children, his perspective on work-life balance is refreshingly grounded. “My family is my first mission and my first purpose. So that comes first before all,” he states unequivocally. He embraces healthy, even slow, growth over a relentless pursuit of speed, believing “there’s nothing wrong with growing slowly as long as we’re healthy.” This profound perspective, deeply rooted in his Christian faith, ensures that his business values are not merely professional tenets but an authentic extension of his personal convictions.
The Future of Crafting Excellence
CRAFT CI remains deeply committed to the hospitality sector, striving to embed a culture of continuous improvement through its innovative technology platform and insightful alignment workshops. Faheem envisions AI not as a replacement, but as a powerful “enabler,” empowering people to achieve “ridiculous speeds and accuracy.”
His advice to aspiring entrepreneurs is deeply personal and resonates with the wisdom of experience: understand your purpose. “There needs to be… an understanding of who you are and what, why you exist,” he advises. He sees clients as “professional athletes,” emphasizing the importance of internal expertise and data-driven decisions over fleeting external opinions. “Feedback is highly important, but it encourages and assists with correction. It doesn’t change who you are.”
Faheem Ebrahim’s narrative is more than a business success story; it’s a powerful human account of navigating unexpected turns, overcoming crushing setbacks, and emerging stronger, wiser, and more purposeful. His journey from the competitive tennis court to the challenging entrepreneurial arena is a testament to the enduring power of resilience, the transformative impact of continuous improvement, and the profound strength found in living a life aligned with one’s truest values. Through CRAFT CI, Faheem isn’t just building a company; he’s crafting a legacy of excellence, one aligned action at a time.