Ammar Hayek, an award-winning entrepreneur with over 13 years of experience, is a visionary business strategist in the cleaning, hygiene, and hospitality sectors. As the Founder and Managing Director of Azoss Trading & Cleaning, he has transformed the industry by introducing innovative cleaning solutions and premium hospitality services across the Middle East, Europe, and North America.
His expertise extends to high-profile international events, where he has played a pivotal role in delivering world-class cleaning and hospitality solutions at the FIFA World Cup 2022 in Qatar, Roland Garros 2024, and the Paris Olympics 2024. Hayek’s contributions have earned him the Global Recognition Award, underscoring his role as a leader in business innovation and operational excellence.
Hayek’s success is built on a foundation of disrupting traditional models by pioneering new workforce management systems, forging strategic partnerships, and implementing technology-driven solutions. As a recognized thought leader, he has shared his insights on sustainable hygiene at events like the Green Cleaning Leaders Roundtable in Kuwait.
Now, Hayek is bringing his expertise to the United States with Azoss USA, aiming to introduce scalable business models and advanced cleaning technology to the American market. His goal is to drive economic growth, create jobs, and establish Azoss as a key player in the U.S. facility management and hygiene industry.
The U.S. facility services industry, a massive sector with a market size valued in the hundreds of billions, is undergoing a significant transformation. The post-pandemic era has shifted the focus from cleaning for appearance to cleaning for health, creating a demand for more sophisticated, data-driven solutions.
This evolving landscape, coupled with a growing emphasis on sustainability and technology, presents a unique opportunity for a new entrant with a proven track record of innovation. Hayek’s expansion into the U.S. is timed to meet this demand, bringing a new level of service and efficiency to a market ripe for disruption.
Expanding the vision
The decision to enter the U.S. market was a calculated move, driven by market opportunity and a desire to compete at the highest level. After establishing Azoss as a leader in the Middle East, Hayek recognized that the company’s core principles of innovation and quality were universally applicable.
“After building Azoss into a trusted name across the Middle East, I realized the value we were creating—through innovation, service quality, and sustainability—could scale beyond the region,” Hayek explained. “The U.S. was the next logical step because it’s the world’s largest facility management market, but also one that’s rapidly evolving.”
The American market, with its increasing demand for advanced solutions, represented the ideal environment for Azoss’s next phase of growth. The shift towards smarter and more experience-focused services aligns perfectly with the company’s strengths.
“There’s a growing demand for smarter, greener, and more experience-focused solutions, and that’s exactly where Azoss thrives,” Hayek noted. “I saw a clear opportunity to bring our model—one that blends operational efficiency with elevated service—to a market that’s ready for it. It wasn’t just about growth; it was about challenging ourselves to compete at the highest level and to contribute to a space where we could make a real impact.”
Addressing a market gap
The U.S. cleaning and facility management industry, with janitorial services valued at nearly $80 billion, is dominated by established players. However, Hayek identified a critical gap: the disconnect between basic operational execution and a true luxury service experience.
Many providers excel at either logistics or cleaning, but few can deliver both with a high-end, hospitality-level standard. “One of the biggest gaps I saw was the disconnect between operational execution and the luxury service experience,” Hayek stated. “Many providers are great at basic cleaning or logistics, but few deliver both high efficiency and a refined, hospitality-level standard. That’s where Azoss stands out.”
Azoss differentiates itself by managing environments, not just cleaning them. The company focuses on every detail, from scent and visual presentation to the seamless flow of service, treating every space as if it were hosting VIP guests.
This approach is supported by the integration of smart systems that enhance efficiency and elevate the end-user experience. “We also bring in smart systems—from mobile, infrastructure-free cleaning tech to data-driven workforce management tools—that help clients save time, reduce costs, and elevate the end-user experience,” Hayek added. “In short, we bridge the gap between facilities and feeling, which is something many traditional players still overlook.”
Navigating challenges with partnerships
Entering a mature and competitive market like the U.S. presents significant operational and regulatory hurdles. To overcome these challenges, Hayek pursued a strategy of collaboration.
“Scaling into the U.S. wasn’t just about market size; it came with real operational and regulatory challenges, especially in a mature industry,” he acknowledged. “To navigate that, I made the strategic decision to partner with John Ezzo, a respected industry leader, and invest in Global Facility Advisors—a U.S.-based consultancy with deep expertise in facility services.”
This partnership provided Azoss with an immediate foothold in the U.S. market, combining its international innovation with the local expertise and network of Global Facility Advisors. This strategic alliance enabled the company to navigate the complexities of the American market more effectively, avoiding common pitfalls and accelerating its ability to deliver value.
“This partnership gave Azoss an immediate bridge into the U.S. market, combining our international innovation with GFA’s on-the-ground experience, network, and insight,” Hayek said. “It helped us move faster, avoid common pitfalls, and start delivering value from day one. The key lesson is to go further by going together and partner with people who know the terrain.”
Driving impact through workforce development
While Azoss has not yet begun hiring in the U.S., its business model is designed with job creation and workforce development at its core. The company plans to build local teams trained on the same values and systems that have driven its success in other markets.
“In every market Azoss has entered, we’ve created meaningful jobs—not just roles, but career paths with training, growth, and a sense of purpose,” Hayek affirmed. “Our model is designed to scale locally.”
A key component of Azoss’s workforce strategy is upskilling. By investing in training programs, including hands-on instruction and advanced tools like VR simulators, the company empowers its employees and fosters a sense of pride.
“We also believe in upskilling; we’ve done it abroad using hands-on programs and even VR simulators,” Hayek noted. “We plan to bring that same energy here, empowering the workforce with better tools, smarter systems, and the pride of being part of something bigger. For us, job creation isn’t a byproduct; it’s part of the mission.”
This focus on creating career paths directly addresses the U.S. cleaning industry’s chronic labor challenges, such as high turnover and recruitment difficulties.
Applying global lessons
Hayek’s experience in the Middle East and Europe has provided valuable lessons for the U.S. expansion. He emphasizes that while service excellence is a universal principle, its application must be adapted to local market conditions.
“One of the biggest lessons I’ve learned is that service excellence travels, but only when it adapts,” Hayek shared. “What worked in the Middle East or Europe can’t just be copied and pasted into the U.S.; you have to localize without losing your identity.”
Two core principles guide Azoss’s strategy in every market: invisible innovation and a people-first approach. The goal is to create a seamless experience for clients while building strong relationships with both customers and the cleaning team.
“From those markets, I brought two core principles with me: innovation should be invisible—the guest or client should only notice that everything feels seamless,” Hayek said. “People come first—from the client to the cleaning team, relationships are the real foundation of long-term success.”
In the U.S., these principles are being applied through the partnership with Global Facility Advisors, combining Azoss’s proven systems with local expertise.
Differentiating with technology
Innovation is at the heart of Azoss’s competitive strategy. The company is introducing a range of disruptive technologies to the U.S. market, designed to enhance efficiency and safety.
One example is its self-powered mobile façade cleaning systems, which offer a safer and more efficient alternative to traditional methods. “For example, our self-powered mobile façade cleaning trailers—which eliminate the need for scaffolding, chemicals, or fixed infrastructure—have already proven themselves in high-security, high-traffic spaces like international airports,” Hayek highlighted. “That kind of solution saves time, enhances safety, and looks better doing it.”
On the workforce side, Azoss is implementing digital management platforms that provide real-time visibility into performance, leading to greater accountability and faster response times. In guest environments, the company is using advanced scent systems that create a fresh, high-end ambiance without harsh chemicals.
“And when it comes to guest environments, we’re bringing Oxygen-based scent systems that silently eliminate odors and create a consistently fresh, high-end ambiance without the harsh chemicals or intermittent sprays of traditional air fresheners,” Hayek explained. “It’s all about operational excellence behind the scenes, so clients and their guests only notice how effortless everything feels.”
Balancing values and adaptation
Leading a global business requires a delicate balance between maintaining core values and adapting to different cultural expectations. Hayek has learned that while Azoss’s foundational principles of integrity, innovation, and service excellence are non-negotiable, their expression must be tailored to each market.
“It starts with knowing what never changes: our core values of integrity, innovation, and excellence in service. No matter the market, those remain constant,” he asserted. “But how we express them is where adaptability comes in.”
This adaptability is reflected in the company’s approach to communication, training, and service delivery. In the Middle East, relationship-building is key, while in Europe, precision and compliance are paramount.
In the U.S., the focus is on speed and transparency. “I’ve learned that success in global business isn’t about being rigid or being a chameleon; it’s about staying rooted in what matters while remaining open to how each market wants to be served,” Hayek reflected. “That balance is where real growth happens.”
A long-term vision for the U.S.
Hayek’s long-term vision for Azoss in the U.S. is to become a leader in high-end, sustainable facility solutions, elevating the industry standard through a combination of world-class service, smart technology, and environmental responsibility.
“My long-term vision for Azoss in the U.S. is to become a recognized leader in high-end, sustainable facility solutions—a company known not just for what we do, but for how we do it,” he stated. “We’re not here to compete on price. We’re here to elevate the standard and show that you can have world-class service, smart technology, and environmental responsibility all working together.”
As the industry continues to evolve, Hayek sees Azoss playing a key role in shaping its future. The company is also aiming to make a significant impact on a global scale, building on its experience with major international events.
“We’re also currently participating in the tender process for the FIFA World Cup 2026 in the U.S. under the hospitality category, just as we did for FIFA Qatar 2022, the Paris Olympics, and Roland Garros,” Hayek revealed. “If awarded, it would allow us to once again deliver elevated VIP experiences at one of the world’s most iconic events, this time on American soil.”
This ambition reflects the high standards of operational excellence required for such events, where facility management is a critical component of success.
Hayek’s expansion of Azoss into the U.S. market represents a strategic and timely move to introduce a new paradigm of facility management. By leveraging a proven model of technological innovation, sustainable practices, and a commitment to workforce development, Azoss is poised to address the evolving needs of the American market.
Hayek’s vision extends beyond mere business growth; it is about elevating industry standards, creating meaningful economic impact, and redefining what it means to create truly clean, healthy, and efficient environments. As Azoss establishes its presence in the U.S., it is set to become a transformative force, driving the industry toward a more sophisticated and service-oriented future.
