Professional Role and Company Overview
Josh Ashley-Collins is the CEO and Co-Founder of Playbook, a Dubai-based lifestyle mobile application launched in 2022. Playbook provides users with an all-access, free-to-use listings platform focused primarily on curated experiences within the food and beverage (F&B) sector, among other lifestyle categories. The app originated as a marketplace for unique restaurant experiences, reflecting a strategic positioning in the UAE’s competitive F&B and lifestyle market. Playbook has received recognition as an award-winning startup, underscoring its growing prominence in the region.
Career Background and Key Experience
Born in the United Kingdom, Josh relocated to the UAE in 2018 to join Deliveroo, where he was responsible for launching the Corporate offering for the MENA region. His professional foundation includes a successful early career in sales, which he credits as formative before transitioning into entrepreneurship. Prior to Playbook, Josh founded a London-based consultancy while concurrently working full-time at Deliveroo, demonstrating an entrepreneurial and high-performance work ethic.
Josh is also involved in Four4 Creatives, indicating interests and leadership spanning beyond Playbook into creative and digital service sectors.
Education
Josh Ashley-Collins attended the University of Sussex in the UK, where he earned his academic credentials before embarking on his professional career.
Public Engagement and Media Presence
Josh maintains an active online presence, notably through his LinkedIn profile ([linkedin.com/in/joshacollins](http://www.linkedin.com/in/joshacollins)) and Instagram (@jashleycollins), where he shares insights relating to his ventures Playbook and Four4 Creatives.
He has featured on multiple podcasts and interviews focused on entrepreneurship and sales, including:
- "The Sales People Podcast": Discussed his early sales career impact on founding Playbook.
- OTAKOYI Real Talk and Smashi Business Show: Provided detailed narratives on scaling Playbook as an innovative lifestyle app.
- Dubai Works podcast: Explored the app’s market positioning and its role in the UAE’s lifestyle ecosystem.
These engagements highlight Josh’s emphasis on sales-driven growth and entrepreneurial storytelling.
Company Development and Strategic Highlights
- Playbook was conceptualized to address unmet needs in lifestyle discovery, evolving from a restaurant experience marketplace into a comprehensive lifestyle listings platform.
- Co-founded with Omer Aslan Gurel, combining operational expertise with deep market insights.
- Plays a significant role in the UAE’s tech startup and F&B scene, leveraging Josh’s sales expertise and regional market understanding.
- The company is headquartered in Dubai with visible growth potential given its award-winning status and local market focus.
Legal and Corporate Details
According to UK Companies House records, Josh is officially listed as director for PLAYBOOK APP UK LTD, with an update in directorship as of July 2023, signaling continued corporate governance involvement beyond primary operations in Dubai.
Key actionable insights:
Josh Ashley-Collins brings a robust sales and entrepreneurial foundation, with a track record in launching and scaling tech-enabled lifestyle services in a competitive regional market. Playbook's award-winning status and strategic positioning as a lifestyle app focused on free accessibility signal a high potential for partnership and expansion within the UAE’s consumer experience sector. His leadership is supported by a background at Deliveroo, linking him to extensive operational knowledge in on-demand and marketplace models. Engaging through channels where he shares sales and startup insights could facilitate meaningful connection opportunities.
