A trailblazer bridging boardroom strategy and sporting passion

MUSCAT, APRIL 11
In the quiet, rhythmic thud of hooves against the sand at the Equestrian Club, the noise of the corporate world fades away. For Abeer Sultan, this is more than a pastime — it is a sanctuary.
As Executive Manager at Towell Group and a trailblazer in Omani showjumping, she embodies a rare duality, where the discipline of clearing a 1.20-metre jump mirrors the resilience required to steer a multi-sector conglomerate.
Abeer’s rise in Oman’s business landscape is rooted in rigorous academic and professional grounding. A graduate of the American University of Sharjah, she began her career as a management trainee before being awarded the prestigious Late His Majesty Sultan Qaboos Scholarship. She later completed a master’s degree in Project Management with distinction from the University of Manchester.
Returning to Oman, she assumed key roles within the WJ Towell Group, where she now oversees strategic initiatives spanning automotive, real estate and FMCG sectors. Despite her achievements, her leadership philosophy remains anchored in humility.
“I believe in staying grounded, no matter how high you climb,” she says. “Embracing mistakes is vital. Whether it’s missing a jump in the arena or facing a setback at work, failures are opportunities for growth.”
Beyond the boardroom, Abeer has carved a distinct identity in equestrian sport. She is the first Omani woman to establish a stable dedicated to showjumping — the Horsera Equestrian Club — marking a significant milestone in the country’s sporting landscape.
Her connection with horses began in childhood, but it was only after graduation that she fully committed to competitive showjumping. Within a year of leasing her first horse, her passion evolved into a structured business venture.
“The greatest challenge is that you’re working with living beings,” she explains. “Horses have moods and personalities. It’s a mental game as much as a physical one.”
For Abeer, the worlds of business and sport are not competing forces but complementary ones. The focus and detachment she finds in riding provide a necessary counterbalance to the intensity of executive decision-making.
Maintaining this equilibrium, however, demands discipline — early mornings, long days and calculated sacrifices to ensure excellence in both arenas.
Abeer’s ambitions extend beyond personal success. A strong advocate for community engagement, she has been actively involved in social initiatives, from volunteering during Cyclone Gonu in 2007 to serving as a board member of Dar Al Atta.
She is particularly encouraged by the growing presence of Omani women across diverse sectors, including oil and gas and competitive sport.
Her message to the next generation is clear: “Own your ambition unapologetically. Don’t wait for permission to lead.”
As Abeer Sultan continues to clear hurdles — both literal and metaphorical — her journey reflects not just personal achievement, but a broader narrative of progress.
Her legacy, she hopes, will not be defined by titles alone, but by the barriers she has broken and the path she has paved for others to follow.