By Matthew Brady 
Owing to my typical last-minute planning, I was only able to attend one day of Europe’s leading health innovation event HLTH Europe taking place Monday, June 16 – Thursday, June 19, 2025—but it turned out to be serendipitous in the best way.
Flying in from London on a compact EasyJet flight, I found Amsterdam instantly welcoming and remarkably user-friendly. This was my fourth visit to the Dutch city, and unquestionably my most grown-up—worlds apart from my first trip at 19.
There seemed to be more bikes than cars, with cyclists gliding effortlessly through the city—no Lycra, no helmets—just quiet confidence as they passed through leafy Beatrixpark alongside HLTH venue RAI Amsterdam on their way to work. I was gobsmacked by how seriously the city takes its cycling infrastructure, especially coming from the Middle East; these were not just bike lanes, but what felt like priority thoroughfares.
The HLTH site was easy enough to find, and I was pleasantly surprised to discover that the final day of HLTH was set in a resort-style lakeside hub, complete with a beach and an abundance of spots for coffee and drinks—perfect for relaxed, organic networking. It’s the kind of atmosphere Arab Health could do well to emulate.
And now, the serendipity. Of the two roundtable events that morning, one focused on the Middle East—chaired, as it happened, by Professor Shafi Ahmed, a colorectal surgeon and Medical XR consultant, among other distinctions. His name rang a bell from my days supporting Arab Health.
Prof Shafi Ahmed highlighted Arab Health in Dubai, the Global Health Exhibition in Riyadh, and Abu Dhabi Global Health Week as the region’s three leading healthcare events where companies should be seen and actively participate. Meanwhile, Malaffi in the UAE and the Hevolution Foundation in Saudi Arabia were spotlighted as key digital health initiatives to note.
One or two participants emphasised the importance of understanding the local culture—particularly the strong role of religion—and noted that speaking Arabic can go a long way. I can wholeheartedly attest to that.
At the next table, Dr Ihsan Husein Almarzooqi, Co-Founder and Managing Director of GluCare.Health in Dubai, was leading a roundtable discussion on scaling in the region.
After the roundtable, I interviewed Leeuwin Glosz, co-founder of Singapore-based Convalesce Labs, by the waterside. I also took the opportunity to meet several other attendees from the digital health space, as a DJ played laid-back tunes and a big, cuddly mascot shuffled about—at one point even hopping onto a pedalo, in what I can only describe as a truly Amsterdam moment.
I also had the opportunity to meet Ali Parsa—best known for founding Babylon Health and now CEO of Quadrivia—who generously and patiently listened as I rambled about my experiences in Malaysia and the warmth and hospitality of the Saudi people. As the day drew to a close, I had a brief chance to say hello to Amsterdam-based Dr Jhonatan Bringas Dimitriades, whom I’d recently interviewed about Keikku.
And finally, I wrapped up the day with chips and mayonnaise and 0% beer, joined by family members who happened to be in town—before dashing back to Schiphol and encountering the usual transport shenanigans back in the UK.
