Omani showjumper breaks barriers with grace

Muscat Daily

12-07-2025

Abeer Riyadh Sultan, executive manager at Towell Group and a competitive showjumper, who has built a remarkable legacy of leadership in the boardroom as well as in equestrian excellence, believes in staying grounded no matter how high one climbs. 'Riding grounds me…it offers a disconnect from the intensity of corporate life and reconnects me with myself,' she tells Mohammed Taha in an exclusive chat
In a world where the odds are often stacked against women, excelling in male-dominated fields takes more than talent – it requires resilience, determination and the courage to lead without waiting for permission.
From corporate boardrooms to equestrian arenas, one Omani woman has not only challenged expectations but also redefined what it means to lead with purpose and conviction.
Abeer Sultan, executive manager at Towell Group and a competitive showjumper, has built a remarkable legacy fuelled by passion and perseverance. Her journey continues to inspire a new generation – especially young girls – to dream boldly and pursue their ambitions unapologetically.
In a free-wheeling chat with Muscat Daily , Abeer shares the story of her career, her love for horses, and her unwavering commitment to national service. Excerpts:
How did your professional journey lead you to the Towell Group, and what does your role as Executive Manager entail?
My journey with WJ Towell began in 2014 after I graduated from the American University of Sharjah with a degree in Business Management and Marketing. I started my career in Dubai at Enhance – the FMCG distribution arm of WJT – as a management trainee. After a year, I was awarded the prestigious Late His Majesty Sultan Qaboos Scholarship to pursue my master's in Project Management at the University of Manchester, graduating with distinction.
Upon my return, I joined Enhance Oman as a Strategy Implementation Executive in the CEO's office, eventually becoming Business Manager. In 2020, I moved to the head office to work directly with the Managing Director as part of the group's next-generation leadership development.
As Executive Manager, I oversee strategic initiatives, operations, and performance across multiple sectors – including automotive, real estate, engineering and FMCG. I also serve as a board member of Towell Unilever, a joint venture with the Towell Group.
What leadership values guide you in both, business and sports?
For me, leadership is grounded in values that transcend industries – whether in the boardroom or the arena. Discipline, empathy, commitment, patience and hard work are at the core. I believe in leading by example and staying grounded, no matter how high you climb.
Empowering others brings me immense satisfaction. I also believe that embracing mistakes is vital for any leader. Whether it's missing a jump in the arena or facing a setback at work, failures are opportunities for growth and humility – and ultimately, for progress.
How do you balance corporate leadership with the demands of equestrian showjumping?
Balance is not easy – it demands sacrifice, intention and time management. But when you love what you do, you make time. I've often had to trade sleep for training sessions or forego competitions for key meetings.
I make sure to prioritise both, physical and mental wellbeing. Riding grounds me; it offers a disconnect from the intensity of corporate life and reconnects me with myself. On the other hand, the business world sharpens my decision-making and helps me run my equestrian facility more effectively. Each role complements the other – from family time to travel, everything feeds into a more energised and fulfilling life.
In what ways do you use your platform – professionally or as an athlete – to give back to the community?
Whatever role I take on, Oman is always at the forefront of my vision. Whether mentoring young professionals, supporting rising equestrian talent, or advocating for women in leadership and sport, I see every platform as a chance to give back.
I'm passionate about unlocking the potential of Omani youth. I've seen first-hand the dedication of Omani women in diverse fields – banking, ministries, oil and gas – and in equestrian sport, where the number of female riders is growing every year. Oman has given us so much – now it's our turn to give back by uplifting our people and investing in their development.
Was there a specific experience that deepened your commitment to national service?
Not a single moment, but a collection of experiences shaped that commitment. My involvement with Dar Al Atta began as a volunteer during 'Gonu' (a tropical storm that struck Oman) in 2007 and grew until I became a board member. That's when I truly realised the joy of giving back.
Whether it's empowering my team at work or seeing the happiness of riders in my stable as they progress and compete, these moments provide a deep sense of purpose and fulfillment. Making a difference – no matter how small – is what drives me.
What first sparked your interest in equestrian sports, and how has it evolved?
My fascination with horses began in childhood – from carousel rides to childhood games. I started riding at a young age, paused for some years, and returned to it after graduation. Watching other riders showjump sparked my interest, and once I tried it, I was hooked.
I've always been competitive – in school I played basketball, competed in piano, and pursued everything with full heart. Within a year of leasing a jumping horse, I bought my first, then a second. That passion soon became a business – my own Horsera Equestrian Club. The connection with these powerful, graceful animals is unlike anything else. Riding is my escape, my therapy, my recharge.
What have been the most challenging and most rewarding parts of being a showjumper?
The greatest challenge is that you're working with living beings. Horses have moods, health issues, and personalities. Setbacks, injuries, and bad days can shake your confidence. It's a mental game as much as a physical one. But the rewards are equally profound. The bond you build with your horse, the mutual trust, the shared victories – they're unmatched. Standing on the podium with both my horses has been one of the most gratifying experiences of my life.
Do you see parallels between equestrian sports and business leadership?
Absolutely. Both require strategic thinking, adaptability, decision-making under pressure and teamwork. Showjumping has enhanced my leadership instincts – from reading situations to building trust and solving problems. It's taught me empathy, patience, and how to lead even when the course gets tough.
As a woman in leadership, what challenges have you faced and how have you overcome them?
Navigating male-dominated spaces in the corporate world has had its challenges. As a woman, you often have to work twice as hard for credibility. But I've learnt to let my work speak for itself and remain committed to my goals.
In equestrian sport, the environment is more inclusive. The main challenge there was setting up my own stable – a completely new world for me, from dealing with contractors to understanding infrastructure. But I loved every moment of learning something new.
I'm also fortunate to have a strong support system – mentors, family, and friends who've stood by me through every high and low.
What advice would you offer to young women who aspire to follow your path?
I still have a long way to go, but if my story inspires others, I'd say, own your ambition unapologetically. Embrace your uniqueness and don't wait for permission to lead. Take risks, stay consistent, and seek mentors. Most importantly, remember that your journey can light the way for others – and do it all with Oman in your heart.
How would you like to be remembered – in business and in sport?
I'd like to be remembered as someone who made a difference – who led with purpose, broke barriers with grace, and uplifted others along the way. Whether in business or the arena, I hope my journey inspires courage, pride, and a sense of service to something greater than oneself.