E121 - Inside The Life Of A Multi-Million $ Dubai Luxury Entrepreneur | Lord Aleem

0:00I truly believe is very important for anyone that is truly wanting to go for that big ticket in life. You've got to have... He's got millions of pounds worth of cars, ranging from Lamborghinis, Ferraris, Bugattis. The CEO of Platinum Executive Travel, Mr. Lorde Lien himself. What's different about me to all these other people that are online? Why is it when I go out with them that they don't seem to get the respect that I do? Because they're not in real world businesses. I sit with people that are a thousand times richer than me. They've got way more financial value and I see what are they lacking and then I see what I'm blessed with.

0:32I generally used to think money buys happiness, but I think it actually makes you more and more sad. A lot of people I've seen online, when they build up a bit of a following, they do something or they say something that just f***s it up for themselves. 100%. I want to focus on what I'm for. I want to be recognized for what I do. I believe in myself, now believe in me. Focus on what's in front of you. You kill it. You absolutely will kill it. How do you decide who's worth putting your time and energy into? Yeah, good question that, Mike. And I feel like, you know... Quick pause, guys. I need to tell you something.

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2:13Let's get on with the video. What's up guys and welcome back to First Things Thirst. We have Laura Lehm in the building. Yo, yo. What's happening, mate? All good. How are you? I'm good. Well, an honor to be here, finally. It's long overdue. we've already had a fair few youtube video collabs we need to do this yes exactly youtube collabs and we've also shared the road together as well yeah yeah yeah mod ball epic epic epic how's the uh how's the lambo business going uh the lambo yacht yeah fantastic this time of year it's picked up again and uh it's just had a phenomenal result do you not see it out on the water from your yeah this is the thing like when i look out because there's there's only two yeah Yeah.

2:50Lamborghini yachts. And yours is a very unique color. Yeah. So whenever I see that one, I'm like, yeah, it's just going for a spin again. Well, not so much me going for a spin now at this time of the year, obviously being super busy. Um, the idea is for me not to be on the boat, you know, that's when the boat's making money. Um, but yeah. But what people are like, I want to go on with you. Oh, I want the Lord Liam experience. Yeah. What do you say to them? Yeah. Well, I see, I, I capitalized on that. Yeah, I did. I started to see what times, uh, The boat wasn't getting booked out, which was early hours of the morning.

3:21And I decided to do like a lean experience Lambo day. So it's a bit more cost effective as opposed to the silver package, which is our cheapest package at 10 ,000 dirhams an hour. You took the boat, it's 30 ,000 dirhams. Not everybody can afford that. Number one, not everybody has up to 12 people or, you know, multiple friends that chip in and split the costs. so i decided to sell individual tickets uh from 11 o 'clock in the morning 11 a.m till 12 30 p.m so 90 minutes on the lamborghini yacht with your boy aleem yeah yeah um and yeah i sold it for like 1600 dirhams we sold out about two weeks worth now um and it gives people the experience it gives people the lambo experience at a digestive cost it's still not cheap i personally don't think so at 300 pounds not everybody has 300 330 pounds lying around for a quick lambo experience but then again well we are in dubai yeah we are in dubai yeah if you try to do it in the uk probably yeah but when people normally travel from the uk or europe or whatever and they come to dubai for a week-long holiday they actually can be shocked at how expensive it gets when you want to do the things that you want to do yeah you know when your desires are that i want to go to this restaurant or i want to go there or what that's true and if you if people don't realize if you want to go on a holiday but you want to do everything yeah you want to do all like the experiences you want to go to all the fancy places in the beach club it's not a cheap holiday it gets super expensive yeah yeah talking 20 30 g's a week i'd say but yeah that experience was fun it got to uh it meant that i could meet my followers it meant that i could meet my audience um a lot of people said hey it should have been a lot more like they get to meet you but you know when i came to this city when i came to dubai i wanted to start everything from from scratch again just like the way i started pet and my businesses in the uk you kind of have to separate your ego a little bit i'm not necessarily lord aleem in dubai i am aleem and you know i will um you know represent myself and showcase my work ethic of how i can you know nurture a business out of his infancy and make it a successful business you know so um where did the lord come from the lord came from it was just so you know i think i've just got a natural talent in marketing things you know i remember my father he's an avid collector of uh number plates um he has been doing so for a long time and they're actually great investments every time a recession comes about people will sell number plates nice tasty number plates come about and you end up purchasing them so he got he saw like great returns in number plates in the past and uh number plate one oscar romeo delta one ord went through the auction um and he ended up buying it for around 37 38 000 pounds with all the fees and everything put into it let's just say ballpark figure of 40 000 pounds and i was like god damn that's pretty expensive for a number plate right you know especially like you know i know there is number plates are a lot more expensive but my dad isn't so much you know he bought cars and all that sort of stuff but like you know buying a number plate up to 20k 25k was cool but now we're going into territories of like 40 50ks 100ks and he says it's a good number plate though no i said well how do you see that he goes uh well you see it as one rd the other variation is 10rd but what's the cleanest way that lord is spelled i said well l-o-r-d well you can't get that l-o-r-d because you know it just doesn't that's not how the uk number plates work so this is the best thing next best thing to lord so then i was just always put out wow that is actually pretty powerful and that goes on a car and it's going down the road and somebody sees that just like the mayor of solihull or birmingham or whatever has a unique number plate i'm the lord i'm the lord i'm lord alim are you lord salim dad no no i'm not i'm just sel okay cool you stick to being selk and i will be lord alim so that's it i just ran with it from there onwards when anybody would ever say to me hey what's your name i'll just be like i'm lord alene shout out to your dad by the way yeah yeah you messaged me he's like you're gonna talk about me in the pot i'm pretty sure your name is gonna come up i'm pretty sure too yeah he's the reason why i am where i am today and uh obviously you know he's he's my biggest inspiration he's my uh you know he's he's he's my rock so yeah everything i know is because of him you proper proper of business money is yeah oh yeah oh always business yeah whenever i tell him about a deal that i'm about to do like he'll listen to it for about 20 minutes and then he'll just go hit the bullseye where it really hurts and he'll just be like yeah but where's the money you've chatted all about all that but where's the money yeah you know he said no money no honey baby the other day somebody said to me um i want to transport the lamborghini yacht to mykonos right for two months i will cover the charges for it to be transported over to mykonos and uh we will split what we will earn out there so my dad stayed quiet because obviously this guy seems to think that he knows a lot but we just see how far we can run with this right so my father said to him said look uh well it was my client i you know referred back to my father and said is this something that we can do can we send the boat to mykonos he goes yeah we can do anything put the money in my pocket and i'll get to work we can do anything so does he want to do it i said i'll get off the phone no problem i said dad he really sounds really really interested he's chartered the boat a few times before i think he's got a bit of money what a bit of money it's great like this is like a personal conversation obviously we're not going to be saying this to someone's face he's but what he's basically trying to tell me is someone's sending 10 20 grand with you it's not the same as someone spending a quarter of a million to 400 000 pounds with you you know So I said, you know, what do you want for me to start proceedings?

8:45And we can start to work out how we can get the boat from Dubai to Mykonos. And he said, well, tell him to put$100 ,000 in an escrow, right? And that way I know that he's serious and I will start the groundworks because time is money. I'm not going to divert my attention from what's already on my table to put input into what this inquiry is about if I don't see money. So I phoned the fellow up. I said, simple, you just put a hundred K in an escrow. The deal doesn't go ahead. I'll just send you your money back or you send it to me and I'll send it to you back. You know, we're good for it anyway.

9:13Of course. Cool. I'll call you back. Cool. Cut the phone off. My dad's now phoning me now, a hundred miles an hour because I've teased the deal to me. Chase him up, chase him up, chase him up. Oh, my ear's gone red now. So I've chased the fellow up. I've said, look, listen, if you can't do a hundred, let's do 50. Cut the phone off. Go back to him. He's eating my air off again. He just wants to prove to me that everyone is full of shit until there is money on the table. Yeah. I even went down to$5 ,000. And he goes to me, you say to him, just put 5 ,000 in the realities of operating a vessel like that around the Greek islands, right in the Mediterranean.

9:44It's got to be on a different flag. There's different, there's so much more around it. It doesn't take four or five days to get to Mykonos. Like he said, it takes more than nearly two weeks to get to Mykonos. Then there's the transport doesn't cost 35,$40 ,000. It costs$140 ,000. So he said, this was just an exercise to show you that you could have canceled all that out. If he just told me to put some money on the table just so we can see it when he talks bullshit walks that's it as simple as that but yeah he's a hustler yeah we found in dubai there's a lot of people who give it a big one yeah actually have the money to back it up yeah i mean i feel that dubai kind of creates that mindset for people when you start to see big buildings flashy cars and this type of um image that everybody's really really successful you start to feel a little bit left out and you feel like you need to show off a bit more.

10:34You feel like you need to exaggerate a bit more. You know, if you're making a million dollars a month, you feel like you need to say, I'm making five because Dubai is very easy for you to look like you're living that luxurious lifestyle because everything is luxury around you here, you know, but Dubai is very exaggerated in terms of there is some fine, fine businessmen here and there is some fine talent out here, real operators. But then there's a lot of people that look at those operators and want to be like them and think just by dressing like them, just by rolling like them, I can be them. There's a lot more around it.

11:06Those people that are shining on a night out in Baoli that are the real deal, they've been working all week for that one moment. You've been out partying all week, waiting to rub shoulders with these people just to make you feel like you know that person. It's like clout chasing. Oh, I had dinner with that guy next. He doesn't know who you are, bro. He doesn't know who you are. He's never going to do business with you. he doesn't like you he's just sharing the same air as you for the evening yeah you know and and and they see that but it's good because it inspires people as well i think you know sometimes when you live that type of lifestyle you can go two ways you either go broke or you either think to yourself i want this to last forever yeah and you start chasing it and then the dubai like that there should be a hamster running on that wheel over there is it with the uh the the yacht chartering first of all did it go to plan when you first got it all started up and running and how were you looking to scale it in the future sure very good question because everything is all about you know domination for me like anything that i do i want to be known in that industry whether it's because i'm the largest or whether it's because of the the unique bespoke experience i provide the yacht we took delivery of i mean we took delivery of it in november last year in italy then it took two months to get here once it got here um it was like a month's worth of running in and you know getting everything settled making sure everything's working the way it should be and then we were in action mid-february towards the end of february we had was that when i went on it when did i go on it yeah we went on it you were one of the first people to actually go on it yeah it was around march yeah early early march then we had march april and may was starting to get a little bit hot now yeah so let's not even count me yeah june july august but what what was good about it was we just about caught the boat show as well so we was at the boat show we was doing a lot of marketing but it's a bit stressful because when i say it's stressful it's not stressful in terms of you know oh you know this is my only business this is my bread and butter if this doesn't work i go broke it's stressful because i'm an online personality yeah when i'm an online personality There's a lot more weight on my shoulders to make things work.

13:18That's why my public businesses are my babies. Everything that I do in private that people don't know about, I can fail at them like with everybody else can fail, but people fail a hundred times over and the hundred first time, you know, it's a success story. But unfortunately, like with yourself being online, it's constant critics. What is he doing? Is it working? Is he a good businessman? But what they don't understand this, I wasn't primarily doing this business to make money. It was more for connections as well. It's to enter the world of yachting. So the boat coming over here, it was a very quiet period.

13:49We only had one really good month. That was after the boat show. I sold around 80 hours, which was pretty insane. It allowed me to bring on people, give them the Lamborghini experience of the boat. You know, it's not something that people see every day or experience every day. Once they believe in the experience, the word gets around organically, and then we can get in the high-end type of clientele, the family of four or five Russians, you know, the Europeans and all that sort of stuff, even the locals. Yeah. Sometimes I'm sat here and I'm just looking out at the bay and there's so many boats.

14:21I think surely Dubai must be one of the best places for the chartering business to take place. I mean, of course, in some of the European places, the hotspots, Ibiza, Mykonos, the south of France, I'm sure during those months, there's a fair amount of demand, but Dubai time winter must smoke all of that. Well, Mike, what it is, is it's a completely different yachting experience. It's like saying driving on Dubai roads is the same as driving through the, you know, the South, the South of France, you know, it's, it's not the same. The yachting experience that you will get in Formentera is going to be completely different to the yachting experience that you get here in Dubai.

15:00Formentera, beautiful blue waters, the boat doesn't need to constantly be moving. You know, you're diving, you're jumping into the water you've got your sea bobs it's clear water you're having your lunch it's everything's great similar to you know you want to pull up somewhere you just pull out the rope tied to a rock and you know you're anchored in you're docked up and you can just jump off and go to your restaurant dubai is a little bit more different dubai is like a like a road network so we shall we say through the waters and then you've got boats that fit every single budget yeah you know we've got boats that you know 50 dirhams ahead 100 dirhams ahead i haven't personally i don't want to be going into that business but and then we've got boats all the way up to potentially 25 000 dirhams an hour 30 000 dirhams an hour it's what you want from the yachting experience is it just you just merely want to just go on and feel water and see dubai from water or do you want a a yachting experience now it's difficult to kind of give someone that true yachting experience here in dubai because the water isn't as clear but the landmarks are beautiful so when you have beautiful landmarks what's the best way to to move along the coastline this is something that's luxurious and it's fast because i've got a two-hour slot on a boat and i want to see as much as dubai as possible if i'm moving at 12 knots 10 12 knots on a whatever one of these chinese ones are wherever they are you know i need to book this out for four hours and now i'm stuck on this boat for like four hours you just want to go on something that you know for your socials looks amazing you know people can something unique a unique experience you do in dubai you get to see all the landmarks you know you feel like the man on the water um and it's just a completely different experience when you're anchored up uh on the water as well uh you know everybody's like you know approaching you on the water they want to know who you are what you do etc etc it's a great way to entertain guests give them a unique experience what's so lucky about me coming into dubai and having the Lamborghini vessel, similar to what it was like having the Bugatti Chiron in Birmingham, was that I could give people an experience that they've never had before.

17:00Sitting in a Bugatti, no one could say that they've allowed somebody to openly sit in their Bugatti Chiron. I've been doing that for four years in Birmingham, and in the whole of the UK and throughout Europe, actually. And now Dubai having the Lamborghini vessel here, if an online personality comes in, an artist, an actor or whatever it is. It's a way to really connect with them and offer them a unique Dubai experience. And through that network, you don't know what else you can do with them. You know, my phone book is heavy. That's what I've just been focusing on for the last 10 to 12 years, is networking and networking very organically as well.

17:36You know, I don't really like asking for many favors of people. But when I do, it's got to be serious business, you know. um how do you decide who's worth putting your time and energy into when building the network yeah because there's i mean especially once you build a presence online and you have a bit of a following behind you not only we have more people reaching out to you and wanting to be like oh hey let's go for coffee let's go for dinner but there's also the people who you're trying to kind of you know meet up with it can be a full-time job just trying to meet and entertain people so how How do you decide who's through it with and how to fit in?

18:14Yeah, good question that, Mike. And I feel like, you know, you working out probably releases that stress when you have so much social approach. I personally run on quite a low social battery, but I don't ever show it. You have a low social battery. Yeah, I'm always exhausted. I really am exhausted. But you know what it is, Mike? You've always got to give your 110 % energy to someone at all times. Otherwise, they're going to... Because that's who I am inside. That's who I am. I want to give you that energy. sometimes I'm running low and I'll just go into hiding and I'll just turn off my phones and whatever.

18:45I would just be like, I just need a day to myself. But over time, you know, tripping up, meeting characters that have, you know, taught you a lot about life, you know, deception, lying to you, deceiving, you know, that you name it, you know, all the, all the bad traits that you can have, you know, once you've experienced them over a 10 year period, you know, you finally feel bulletproof. You finally feel like, you know, I hope this guy's not sitting in front of me and thinking i'm stupid but it's my fault for allowing him to even go this far and let him feel that stupid so what i now do is like somebody is trying to think that they're making me stupid i won't just play along with it till the end of the meeting i'll just let them know straight away what you're saying is just full of because there's no point being around the bush and wasting another half an hour of my time knowing this guy's chatting to me but i need to just slither out a little bit i think they respect you a little bit more when you just say bro you're just talking yeah yeah don't talk to me because then they're like oh this kid's changed a little bit i haven't changed it's the lessons in life getting up to this point that have changed me i haven't got time to be about yeah i haven't got time to be about bro yeah do you know what i mean yeah you know like it's it's it's very very important who you give your energy to because a lot of people what they like doing is they like to know what it is you're doing in life just so that they can have knowledge and see where they can slip in themselves and make themselves beneficial and if they can't how can we slow him down you know and i don't even know why people feel like this i you know networking people say what is networking networking is when you know when you when you want to get to know someone to get something out of i disagree networking is helping people unconditionally in whatever it is that they've got going on for you to then later on have access to their help as well but then you do that for some people and you never get it back in return it's part of the game yeah it's part of the game and what i truly believe is and what my mother always tells me as well is at lean you're in such a blessed position that people need your help you don't need their help just see that as a blessing don't ever bring spite into don't ever bring that negative energy into you to think to yourself that you know this person didn't give me what i gave them back you don't need anything you need to give yeah you're a giver what do people tend to ask you for i mean get the big scroll out yeah one of the most common ones bro you know if i'm honest with you it's all relative to what's happening in my life at the time you know so if for example i had the begatti around it was just any way to get me to a place with my begatti for whatever reason or people just wanted to be yeah just wanting me around you know wanting me to pull up to dinner just so that there's a begatti outside the outside the restaurant we You can say we're sitting with a bigati owner having food and he's like 27 years old.

21:26I know I'm the G, I get all of that, but guys, I actually do want to hang out with you. Is this not real? Do you know what I mean? And, and, oh yeah, it's a, it's my nephew's birthday next week. You know, can you take it for a little? And my biggest problem at that time, and what I'm still learning to do is, is I used to find it very difficult to say no, but now I'm learning. My life is getting more peaceful when I learn how to say no a bit more, you know, because i am just naturally a people i want to please people i come from a generation of youtube where i was filming i was posting and i was getting loads of critics youtube was new why is he talking like that why is he walking like that why is his hair like that oh why is he talking like he's posh why isn't he talking like he's a packet what so you know when you see all those comments as you're growing up you're like okay well you know i'm going to take some of this as constructive criticism i'm going to see like how how i can improve on some some of these uh comments you know so i think that then naturally made me like someone that wanted to always please people yeah yeah but then that's also a bad trait to have because well it's not a trait should we say it's not not always a bad trait but it's you're not being true to yourself yeah you know and that's where your burnout and your social it's like someone saying to me hey alim can you come can you come play paddle with us at six o 'clock uh tomorrow why are you asking me for about tomorrow for i don't even know what i'm what i'm doing nine o 'clock today ten o 'clock today anything can happen tomorrow i could wake up my boat something could go wrong with my boat yeah my captain could drop dead god forbid if you're watching this i hope you have a long life but you know anything can happen so i just don't like planning too far ahead as well i know that 6 p.m tomorrow is not exactly too far ahead but still you know i got if i commit to it now and something goes wrong it's always that spite that you know oh why didn't he turn up he left us to like three players now yeah i probably it's just my life so maybe i should never just commit to anything maybe i should just lock myself in a room and make money do what i do say maybe maybe inshallah maybe which is basically yeah he's not how old are you when you started uh the youtube yeah i was uh from first time i was 14 years old my first channel before i deleted it and then i started again why did i didn't know that yeah i had another instagram before lord alim underscore official as well i was called aleem underscore official i used to expose people online um that would be like there was people at that time back in 2010 11 um that were on the rich kids of insta and stuff you know putting all these bags of money on there and then they would take clips from youtube of a bugatti driving down the autobahn and then they will flip the image to make it look like as if it's in the uk it's on the right hand side and then they will post all these images and i was about to meet up with this one person that i believe his uncle had three Bugatti Bayrons in like back in 2012 and then boom I just saw something I was like something's not adding up and I was very young I was like 16 years old see this this video I've seen on YouTube the video has been flipped oh god why did you make this me this smart I was like yeah cool we'll meet up and then I just did a hit piece on it and then everyone was like whoa Aleem's the real G yeah this is back in 2011 exposing the truth yeah explain then I opened up my account I was like 1800 followers and i got to like 40 000 followers and then everybody in my city started to know me and then my dad started getting phone calls and stuff and then he just told me to just delete it he was like allow that he goes we can't be doing it we can't be moving around in the city like this because everyone knows who you are in like literally a week two weeks how's this happen i was like what do you want me to do he goes delete it i was like but i've got all these followers do you know how hard it is to get these followers so what are you gonna do with them yeah so i don't know i'm gonna be famous i'm gonna be famous and then what you're making money i don't get it i was like dad what do you want me to do?

25:03He goes, trust me, I know what's best, do it for me. I deleted it. I was in bits, I was like 15, 16 years old. It was my achievement. I thought I had a community online and it's gone now. And then I disappeared for two months and then my dad phoned me up. Whilst I was on holiday in Pakistan, I was with my mom and I was about to come back to the UK and he goes, before you fly, just create an account because I'm ready for it. He changes mine. Yeah, he goes, I'm ready for it now. He goes, let's go for it. I was like, what? He goes, do it properly now so what you mean he goes just start it again i said no you made me delete it 40 000 followers gone it's gonna be a bomb now i'm not doing it he goes son what they can't have and what they don't know about they want to know about it even more yeah he goes the mystery i wanted the mystery to build up don't want you to keep going because he goes i know what you like you just keep posting posting posting because your life's a movie you know i've supported you're rotten like you know you've got everything you want of course you're going to go around sharing all this sort of stuff.

26:00He goes, when you go away for two months, three months, people want to know who was that kid? Why does he have all those cars? And then boom, you come back and you come back more calculated. You know, I'll tell you what you can tell and what you can't tell. For example, you know, you don't tell about personal family life. You don't talk about certain aspects of money. You don't show off money. You don't swear online. You don't, you don't represent yourself like in a, in a, in a way that everybody else does. You've got to be a role model. I was like, ah okay he goes it's a responsibility that you have he goes i've got people from all over coming to me and saying i think i've seen your son you have a son he has the same cars that you have he goes you got to do it properly my mom my dad even at this age i'm 31 years old now they monitor everything that i do and post out online my mom proof watches all my youtube videos she'll be proof watching this as well yeah so yeah i mean i'm very blessed like that well that's good that's good uh morals that you kind of grown up with when you started doing social media which a lot of people don't have people aren't really given a how-to guide when it comes to posting on social media and particularly when they're teenagers or kids you post stupid and you get yourself in trouble you just overshare yeah so that's good that you from the very beginning you were told kind of like but i made my i made my fair share of mistakes along the way yeah um i mean like I don't want to keep mentioning it or whatever, but, you know, speaking to people disrespectfully in public, you forget that you're now a public figure and that there's cameras around you, you know, and all this tension that, you know, you, yeah, I've got the, the, the, the guidance and I've got the, you know, the, the kind of vision that what my parents want me to be and how they want me to represent myself.

27:40But when you're out there in the public, you're 21 years old you've got a lamborghini event or sv roadster so you're 22 years old whatever and now you're around people that are like just off the streets and and i'm hanging around with them yeah and they're telling me yo the police and now all of a sudden i'm thinking i'm a thug i'm thinking yo i'm one of the boys look at that look look when i look in my rearview mirror i've got like 15 cars following me man's already but then i'm like when i made that mistake I was like, I didn't go to these. I didn't go to, I didn't have the best education ever.

28:15I don't have like, you know, such precious parents that have taught me how to speak to people, whatever, and then go and do this. It was a very embarrassing moment in my life. And it was one of the biggest lessons I learned because, you know, being humble is everything in longevity. I've had episodes of not being humble and it's just such a horrible place to be. Yeah. And it's weird because karma always has a way of humbling you yeah a lot like a lot of people i've seen online when they build up a bit of a following and they start doing really well it usually happens in a short period of time like they do something or they say something that just f**ks it up for themselves 100 like i would whenever things start going too well for myself i'm like you know this this could go wrong very quickly yeah so it's always good to have that but it must be interesting as well because the having a supercar or supercars in the uk is very different from having them here like here it's like you see it fairly regularly and people are usually most of the time quite respectful although sometimes especially around here you know you see some kids like literally just sitting on the car crazy i've seen all the pictures have been taken but in the uk it's very different i mean you're you're hoping that people are gonna respect the cars and not key them or you know damage them um what was it like the just driving around especially with the Bugatti because that was like was that one of the must be one of the first in the UK yeah it was um it was it was the first Bugatti that you could rent in the world yes yeah in the world to rent and mine was uh Chiron number four in the UK I was also the I am still the youngest owner of a Bugatti Chiron in the world um but surprisingly Mike never had a problem I ran out I was rolling at the start i was rolling with security for about a month two months um had some guys that were just always like you know follow up behind whenever you pull up to a restaurant whatever you just jump out they'll park the car up for you um but then i started feeling really uncomfortable and believe it or not i started feeling uncomfortable because i was like when i used to see them work i used to be like hey guys do you want to come have some food with me or you know like do you need a break or and people would tell me bro they're working for you you don't need to think about them that's their job it's security i just feel so uncomfortable having people that are rolling with me and you know they're watching me eat and relax and do my thing and and then they've got to be on on alert all the time and i asked them you know do you want to drink water it shouldn't be my problem but it's always sitting in the back of my head i just i just do well just being alone on my just me being my responsibility you know so then i i said i said look you know i don't really want security with the big a and um it was much better you know to be honest with you is much better i just treated it like a volkswagen golf just pulling up everywhere everywhere when people see this guy he's just treating it like a golf like you know what's what's the biggie to him you know what can we possibly do to his car i've been egged on it once in an estate in manchester i went to go see some of my friends that do a bit of boxing and they were in the i don't know whether it was the bits or whatever but we went down and then all of a sudden i'm driving and then my windscreen just went like blurry and i was like rubbing my eyes because i thought my glasses fell off and i was like i've just been egged yeah and then i come out and jumped out the car and then two lads on a syron just ride past and i just stared at we just had a little stare off i was like oops okay what where does this where do we go from here do you stab me do you rock my bigatti do you know how to put it into drive it's like okay we ain't got time to think about this just jumped into the car drove off but you know even i've never alhamdulillah i've never really had a problem with people hating uh on my cars or whatever i have had one incident where earlier were on in our um car hire days back in 2013 no 2014-15 some of my cars were arson attacked um but they had nothing to do with us it was something to do with a client and they got firebombed and um yeah that was a bit of a situation because people then start to bring up stories about this whole mystery where does lord lim get his money from is your mobster son are the people that are coming to take him out coming back are they coming back for him bro like if they're gonna come take me out they know exactly where to come and take me out yeah they don't take out my cars yeah do you know what i mean like it's we're not people watching too many movies you know when uh when he when he when he came to the decision of getting a baguette yeah was it like a joint decision from you and your dad or do you have to convince your dad like hey you know we should we should probably invest in something like this because it's going to make showroom so that's that's what i convinced my that's one in birmingham that's in birmingham yeah so my dad used to just operate out of a petrol station um shop yeah so the petrol station it was all the cars were just in a warehouse no so it was a um a disused uh uh petrol station that was an old petrol station and then the shop inside the petrol station we made that our offices so you know like where you go in and pay and all the refrigerators were stuff and he's just been operating out of that out of um that hub for about four years when he started his business and i always used to say to him dad why don't we build a showroom he goes showroom costs money and then when we've got overheads and then you know it slows down growth but then i'm saying to him but we've got you know 10 rolls royces on my driveway at home and when clients are coming in oh yeah remember those pictures yeah yeah so i'm like when clients come and book four rolls royces off you and then they see the water leak and they see like the desks and the like where we sit they have to ask themselves do we really have two million pounds in rolls royces yeah he goes yeah then i'll just send them off with a driver they can go to the house and we'll just show them on the driver see him as a long ting because it's better that it's a long ting then it's just like a you know you have to go and then invest into a showroom or whatever but he goes i do like what you're thinking it is going to come one day but it's just not going to be now so the showroom was the first initial major investment that we did that was around 1.5 1.6 million pounds it was a custom built showroom my dad project managed that all himself that really changed the image of pet it's the first luxury supercar hire chauffeur driven hub a showroom that's better than any other showroom in birmingham double the story and what do they do they don't even sell cars they rent them out they give you the buying experience through their bespoke built showroom then from that the next step was the bigatti so everything has to come in stages and the bigatti like my dad always wanted one from when the veyron came out in 2006 and then he was pretty much ready for one around 2015 2016 and then it came towards the end of the production for veyron and he said i'll just go with the, you know, you know, if you can't buy a 1.6 million pound car, what are you going to go do by a 3.2 million pound car?

34:44Because I don't want the old thing. I want the new thing. I said, but dad is double the price. And I'm looking at my dad like, you can't afford it, G. You can only do it. Cause I'm a kid, you know, I just think like he's just paying living paycheck to paycheck. He's like, don't worry about that. And then, uh, yeah, that was it. The Bugatti came about and, um, he told me what the vision for the Bugatti was and, uh, I just executed it and I had so much fun doing it it's so easy to do when you're having fun you really believe in the service and then you know you have your father's honor on your shoulders you got to make it work was it more of a thing to help build the brand and the prestige of the business or was it actually going to be a profitable venture like renting yeah so will it would it have been a profitable venture i think you know again because there is is there a demand in the uk for people wanting to rent out yeah we we had around just under touch under 20 clients that rented it out for 25 000 pounds a day so over a four-year period you know um i wouldn't know the exact numbers but roughly around that ballpark then we did a lot of weddings and that sort of stuff but again like you said it was more to yeah cement the brand because when people know that you've got a bugatti chiron then it's like they're the go-to people for the cars and then when they're coming in to go book uh you know five six cars for a wedding a birthday a funeral or whatever they're like let's go make a day out of it go see pet go see the the bigatti go shake a lean's hand say hi to him give him some sweets hopefully you know and it worked for tate yeah it worked i mean i did a lot before tate and you know like even the whole recipe like i've helped fintech companies grow through um you know using my car as a marketing tool i grew my whole social um um uh presence online in the car world like i just absolutely obliterated everything when i came in with the bigatti you know i come from the days of shimmy and you know all these guys that were doing youtube you know we're old schoolers so everybody kind of like went off into their own directions and were hustling away one owns one one's family owns you know a load of money rumors always go about another one has another successful business this that the other oh where's lord and disappeared to and then boom i just pull up in the bug and say what my goal is to about do a hundred thousand kilometers in this bad boy in four years who's who's up for that it's just easy content and and and people were like that was the main point was not just having a bugatti is really living that yeah that bugatti lifestyle as well and by that i mean starting the car up every single day and driving if i wanted if my mom needed some beans and some bread or some milk on a sunday i'll be like i'll be back take the long route round yeah just and the food's not here yet yeah coming oh diversion again oh diversion again oh miss the exit you know it was just it was just so much fun but in that fun again there was a lot of growth i got to network every city that i went to i took the car to paris fashion week i flew it here to dubai i drove it all through europe um and only do i realize now obviously i was in the storm at the time now that the bigatti i've got another one coming but now that this chapter was over and done with i don't look at the begatti how i looked at it before i looked at my like my dream car before now it's just another car for me but what it is is it's a massive massive networking tool yeah you know to inspire to connect to that's the thing like with the how much it would have put you on the map and helped to your socials and then through the socials you know you would have because one of the reasons why i reached out to you to rent the lamborghini for the the modball trip was because like i knew who you were and i knew who you were because of the socials and i was like okay well i'm not gonna get gay but i need a nice car for the modball and you sort me out yeah yeah i think um i think it did very very well and again everything happens at the right time um i think the car hire scene is a lot different to what it was many many years ago in the uk with tiktok available um and with the uk in an absolute yeah i think there's a bit less disposable income now yeah people that could afford to rent those cars out probably left exactly yeah and and not not only that mike but how am i meant to i've i've got correct insurances i maintain my cars the correct way I buy them with top optional extras.

39:10I've got a whole showroom with a full infrastructure of staff, drivers, the whole lot. How can I possibly compete with someone who just decides, hey bro, have you got a Rolls Royce Cullinan? Oh yeah. Why don't I advertise it on TikTok for like£350 a day and then you rent it out for like seven days and then you'll just pay your monthly off? Yeah, great idea. I'm not here to pay off my monthly. This was my business. Do you know what I mean? So not running with, I can't run without correct insurances. My insurance is over a half a million pounds a year in the UK. Forget taxes and all that sort of stuff.

39:45Half a million pounds a year on insurance, self-drive hire insurance. If I don't have that, I can't operate at this laudaline level. So there's a lot of expenses. People like when I go and say, okay, for example, here's a Lamborghini Urus. How much is a Lamborghini Urus for two days? Well, it's 1 ,400 pound a day. I can get one. for a thousand pounds a day or i can get one from my barber who knows a guy who knows a guy who's an accountant who doesn't use his cars on the weekend and he says i can just have it for like 500 pound a day that's like asking a hotel for a room and asking someone if you can just like you know just move in for like a night can i move in mike for like 100 pound a night or something do you know it's not the same bro do you know where i'm coming from yeah so the taste and the fun of car hire in the UK, it's gone for me because I'm about providing a service for people.

40:39I want the best spec cars for these people. I want to do the right photography, the right distribution of media and making people feel like they're a part of a brand. But every three or four years this happens and it's primarily my fault because I make it look so easy. Why doing the LA Weekly episodes when I was with my dad behind the scenes, whenever we were editing these videos, is certain things that we said, don't put that in, put that in, don't put that in. But really, if it was honest and organic all the way through, you'll see that 70, 80 % of your day is filled with problems. It's not like as simple as go buy a car, put some PPF on it, insure it, slap a number plate on it and start renting it out.

41:18It's an asset that is at risk every single time. If I've got 5 million pounds worth of cars on the road in the hands of people that are here to experience thrill power i can't sleep at night it's like me putting five million down five million pound down on the roulette table or on blackjack or whatever i just don't know what could happen i could wake up in the morning two three cars down because somebody was doing balloons and ended up crashing into another car on the motorway in fact they've killed someone as well now so now my company's under these things happen that's why it's very important to do your digital as well making sure that you know who you're renting the car out to mostly if they've come from a reference You know, you want it to be a strong reference.

41:56We've been doing it now for over 21 years. So we just really know how to smell it out. Sometimes we've had people come in and you can just, you know, smell a little bit of alcohol in your breath. What is the process? Especially if someone's making a, they want one of the better cars. No one can get past my dad. He'll watch you from how you parked your car outside on the driveway. If you parked between the double lines, from how you've walked up the stairs, from how you've come to the door, the whole lot. And he'll show you that he doesn't really notice. and so many times you'll be like now i don't want to give the car to you i've just got a bad feeling about it they'll certainly like if they'll be like uncle uh how many times before i break the speed limit do you like put a warning on me red flag yeah uh can my cousin drive it can my dad drive it can my brother drive it yeah red flag you're the driver your name drop you see what i mean because it's a risk it's not just a risk to your car or your client but it's also a risk that you're putting out for other people as well you hear about so many car accidents you heard about that guy gets this rapper yeah yeah drink driving drink driving kill sort yeah these these are our inspirations supposedly this is what people are inspired by this type of music you don't know who who could be behind the wheel of your car but i have some very good clients i have some very good clients very strong clients clients that take cars for long term but for me it's all about the world of yachting now cars is just dollar work now so how is it that's still running itself yeah in the uk yes that's running itself in the uk i get asked about cars all the time here in dubai i am in the process of setting up my uh luxury chauffeur company here in in dubai i personally have lived here now for just under two years and i find the best way to go around dubai is not to drive is to be driven unless you've never driven a lamborghini before in your life i can understand why you want a lamborghini to go to all those spots and take your instagram pictures and whatever but you weren't interested in doing the car rental i really wasn't but the demand was just i just was getting asked about cars all the time.

43:51Yeah. Yeah. And, and, and to be fair, it was like, what have you got for me? So when you say, what have you got for me, I can give you what I believe is good for you, not what you think you want. So for example, for me, my choice of car is a Cadillac Escalade, right? I believe it's a, it's got absolutely everything. The 32 surround sound speakers, the pilot sport seats, the panoramic roof, um, you know, the size of it, the boot space, it is just a beautiful truck that does everything you know it's the big cadillac escalade right for 2 000 dirhams a day for 400 pounds a day for 12 hours of the day you get a professional trained chauffeur to drive around everywhere in dubai if i was to rent a car like a lamborghini or a hurricane or whatever car it is i pull up to fashion avenue parking 250 350 dirhams in valley i pull up somewhere else sir 150 dirhams in valley i pull up somewhere else 100 i'm tired of paying the valleys so i just think that oh i know best let me just park it on a cheeky road now i've got an rta fine before you know it you've ended up spending like 1500 dirhams 2000 dirhams and you're annoyed because you're getting to places late you missed an exit you're getting flashed well half your day's been spent driving as well you can't exactly your phone you can't answer your phone that's the main thing like if you're in dubai we are so connected from the rest of the world that I can't possibly go from one place to another and miss out on three hours of driving in total a day.

45:17That's three hours of my life gone that I could have been on the phone. I could pay for this trip in my Escalade from downtown to Atlantis if somebody was to rent it. If you had worked en route, you could have fit that money 10 times over. Time is money. Just the way people rent out private jets. So I truly believe in the Escalade product. That's what I want to run. If people say that they want a Rolls-Royce Phantom, whatever, that's great. But this is something long-term. You're a Russian family of five. You are a family of four or five. You want your family to be looked after. The wife and the kids have got to go somewhere else.

45:47I've got to go to some business meetings. My parents are in town. Here you go. Here's three Escalades with three professional drivers and they do the job. And it's clean cut and it's classy. Yeah. You're not trying to be something you're not. I want to see what one of them looks like, actually. What is it? Escalade. Cadillac Escalade 2025 ESV Platinum Edition. Because I'm very much getting... Oh, there we go. Yeah, that's a sexy car. yeah it's big as well like it's just it's just a plane it's just an aircraft on wheels you don't get them in the uk as as much because number one they only make them in left-hand drive number two they're just so big but i i truly believe in this product and then moving on from here obviously going into uh but only why would you go for that over for example like um like a made by okay good question oversupply yeah so i've studied the market there is over 330 limousine companies in dubai um of which there is about 18 000 limos just limousines not taxis anything on road right uh majority of the cars are the new electric mercedes eq s's and that sort of stuff and like the audi e-trons which god knows obviously there's certain regulations that the rta have uh for you to have hybrid cars electric cars petrol cars and stuff but um why is because there's an oversupply not everybody here in dubai is here to make money some of them just want to keep it moving yeah just a bare minimum and they don't need to be absolutely spoiled to the max yeah look at these car dealerships on shakes i rode yeah some of them have got about 50 to 60 million dollars maybe more and it's just their front row yeah do you get it yeah they're not selling they don't buy and sell them what are they doing with them i always thought about that yeah i mean we'll have to turn this microphone off we've been there for a while whatever they're doing they're doing right aren't they yeah yeah yeah but you know again you know some of these charters that happen on the boats i'd be like how can you be charging about 80 pound an hour for a boat to go out onto water when you've got a captain you've got a crew you've got a deckhand to pay for and all that sort of stuff.

47:56You know, we don't know everybody's circumstances. I'm here to make sure that business is exactly what business is meant to be. It's, you know, invest, provide a product or a service and make the most out of it whilst making your consumer happier than ever, you know, and making them truly satisfied. Then you've got a perfect business. And it's very easy for me to do that because all I've got to do is just execute the service correctly and my product does the rest of it this episode is brought to you by whoop the all new whoop is here the only wearable that turns your health and fitness data into personalized guidance now seven percent smaller with 14 days of battery life i've been wearing whoop since 2021 and i've been wearing it every single day it's a device which i have used to improve my training improve my sleep and stay away from the things which are definitely not good for me it's been a game changer.

48:49Now, Whoop includes a heart screener with on-demand ECG readings, so you can check in on your heart anytime and share results with your healthcare provider. It also includes a health span, a new feature that demystifies the aging process and shows how your daily habits impact your pace of aging, as well as hormonal insights for personalized guidance throughout your cycle or pregnancy. It's the only wearable that gives you a truly comprehensive view of your body designed to help you improve your performance longevity and overall health so you can join now at join whoop.com forward slash first things thirst to get your first month for free let's get back to the episode so is this for your business is this for like short term if somebody's coming here on vacation for a couple days or a week and they need to be driven around or is it for a someone who is a resident like me who's like okay i'm fed up of driving now correct can i get something sorted out long term whilst i'm here that's right and might you will be getting mates rates but i will also be going to um the hotels uh not that they've already not got connects with it but obviously i've got to pitch myself completely different when i'm not just like putting this out there but whenever i sit a meeting with somebody and whenever i tell them my story i've got lots of stories to tell when i tell them about my journey how i got here how i moved the pet brand here they're always going to be more inclined to work with me than anybody else because they can see that hunger the drive the vision and our visions align but we want to be giving them out to uh people that are living in emirates hills you know that i've got the school run to do for the kids and that sort of stuff we've got female drivers some um people don't want a male driver to be with their wives or their family or whatever they don't feel comfortable so we have a female driver um you know a buzzer system yeah there's a few more things that i mean i can't tell you everything on the potty otherwise but you know look anybody can go out there and buy a cadillac escalade and say right i'm renting it out but it's how you piece it up together and emirates boeing a380 is another boeing a380 it's how the stewardesses present themselves it's how the food is presented it's how they smell how they bring you on board that's what makes the experience that's what you pay for yes the customer experience exactly if you now say to your driver five minutes i'm downstairs he needs to be in position waiting for you with the boot space open knowing that you could expect baggage at any point knowing that i've got to open sir's door close it knowing that there's got to be bottles of water in the car hand sanitizer everything has to be the way that they want to with the bed anything happen there's going to be a first aid kit somebody could cut their finger in the car anything you know these are the small things that you got to pay attention to detail to and i feel it's so easy people have got so relaxed with the level of services that they're getting away with here in dubai that they're not ready for what i have i want to i want to push the levels up a bit and when you were asking again how do you expand expand pet yachts how do you expand expand the expand expand i was getting I was struggling with my expander.

51:38Goodness me. Yeah. So how do you plan on expanding pet yachts here in Dubai? Well, I can go out there and buy another Lamborghini yacht, or I can go buy the bigger Lamborghini yacht. Or I can think a little bit smarter. I can say to myself, how can I utilize my network? And instead of me investing 20, 30,$40 million into some yachts and having a physical liability, there's already liabilities out there that are not working hard enough. so for the first time in my life i've actually seen that it actually makes more sense for me to be a broker because i end up making more money than the actual owners of the vessels yeah without any other headache the only headache is to supply the service there is a few good operators out here that are already doing it which have my utmost respect and that's what gave me the confidence to come out here into the market and believe that i like i like a bit of competition not only just competition but i see them as uh inspiration as well but i know i'm gonna always do better yeah you know that's a good idea that yeah is there a new there's a new Lamborghini yacht coming out yes it's a 101 foot it has four bedrooms it's a little bit bigger it's around uh 14 million euros and this thing obviously if you put into perspective I was chartering it out um it would not be a good yacht it would be a it would be a great yacht in Dubai but it would be more enjoyed in the south of France in Ibiza in the Med because of just the nature of the vessel you know you can live on that something like that so if i was going to the south of france and um hotel martinez it's like 2 000 euros a night and i want to stay there for you know a week i'm forking out 14 000 for one room let's say i'm with two guests that's 28 000 already you can go and charter this vessel you know for around 100 000 euros for the week 110 000 euros for the week you live on there you dine on there you entertain everybody on there you don't have to go to the restaurants and the resorts and all that sort of stuff to go spend a load of money you know you're entertaining your guests in a cool way so different vessels for for different for different locations for sure would you keep the current one in dubai again for the summer or would you move yes i know that i don't think people quite understand how much it costs to move a yacht to another part of the world yeah so you've got to think about the cost and you've got to get it back again as well and then And there's the time that it's in transportation.

53:55Yeah, I thought I was a bad boy when I was flying my Bugatti out to Dubai. I was like, spent 20 Gs on a one-way flight for my extra baggage. And then I was like, okay, so how do we get the boat from La Spezia, Italy, to Dubai? Well, because of the war, we can't go down the Suez Canal. We've got to go all the way around Africa. It's going to take 33 days. So what's the price? It must be cheaper than if we're going around the long way. No,$110 ,000. You what? to transport my yacht i was like can we just not drive it there yeah but then my dad was looking at me and say small mentality you son i've told you the cars are done with this is a different ball game altogether where you are renting cars out for you know four hours for 4k like with the bigatti i'm doing 3 000 pounds an hour on a lamborghini boat it's a completely different thing the chips are a lot bigger yes the expenses are a lot bigger but there's more red tape around it and these are the barriers of entry that we require this is what makes it fun you don't want to be in a business that everybody can do and anyone can do this takes kahunas you need bowls for this yeah yeah do you know insuring the vessel getting it over here to dubai then flagging it then operational costs on this thing it's just horrendous and it's only small yeah and it was And look, well, if you ever, I mean, is there a piece of it that's broken and needed replacing?

55:19Yeah. Don't even ask. Mike, the roof, which we were stood on is 350 ,000 euros. Like for whatever reason, let's say you just slipped and you just cracked that. Right. Yeah. It was just like crushing a Lamborghini Aventador. Yeah. But it's, it's, it's like similar with jets. If I, if I see a private jet that I like and I say, Hey, I want to refit this out. I want to, I want to change the color of the seats, the carpets and that sort of stuff. in perspective of the cost of the jet is also going to be the cost of the repairs and the refurbishment and stuff it's just it's just another game and you know honestly like being in dubai helps grow your vision helps you helps you think big but you know i never thought i would be i'll be where i am today you know obviously alhamdulillah it's all to do with god's blessings i couldn't have not done anything without god but i never thought that one day i would be making you know like the amount that i would be every single day from what i love doing and i don't have to sell courses yeah i don't have to sell a bloody course yeah no signals no courses yeah and you've been offered to go down that route and sell listen i've had brokerages i've had people come up to me and say listen with the numbers that you're providing all of these boys are puppy food in front of you they are just baby food and i'm like oh sounds attractive to tell me I'm thinking okay if I can be doing two million dollars a month what is it what is that going to change about my life maybe I'll buy a nicer house maybe I'll start flying private a bit more often maybe I'll have another Lamborghini boat but am I content with where I'm at right now yes what's different about me to all these other people that are online why is it when I go out with them that they don't seem to get the respect that I do because they're not in real world businesses it's tap tap tap manipulate make people believe a certain thing sucker them in i did the complete opposite yeah i show them the physical product i say they want the experience they come to me saying that they want the experience you know i'm not trying to i'm telling people that you know you're not going to be making money with me you're going to be spending money with me but what i am going to do is elevate your mindset elevate the way you think you know so when i'm on this Lord and Liam experience day, some of the stuff that we talk about, by the way, every time I listen to a podcast with myself talking, I just hate it because every time I'm evolving and, you know, things change the way that I believe in things.

57:48But I don't realize how much value I'm giving out whilst talking to people. but a normal conversation between you and I, if you were to speak to some, if you were talking to me about fitness or anything like that, I would be just picking up value from you. And you wouldn't even realize it. I'm talking to you about my world. And I feel like as if this is just normal, what I know, but you're good. I remember when you were giving me the tour of the yacht, I was like, you know, you really need to do more of it though. Yeah. the youtube content has uh been slacking a bit yes it has but like the past few videos that have been bangers though yeah what's the barrier there cameraman yeah i need i need a cameraman i need a cameraman that can understand my vision and you know but i've been saying this for so long it's also me it's not just a cameraman it's it's it's when i feel confident that this is the version of a lean that i want to present to the world there's still a lot of things that i'm trying to work on myself with with discipline um you know let's be honest all my life i've had the assistance and support of my father and everything that i do i don't run the operations behind platinum executive travel i don't physically when something goes wrong i don't have to sort it out my job is to raise the bar and of what it is to market a luxury car rental company i'm not doing it in a commercial way i'm creating a community i'm having to network and that's my job and my dad understands It works very well.