About Us
GURU, founded in 2022, is a multisport retail store focused on sports performance serving the everyday lifestyle consumer and the sports enthusiasts with a mission of becoming the most authentic, premium sports destination.
GURU was created by ATC (Allied trading & Consultancy) the powerhouse company bringing top
global brands to the market; among them the Swiss engineered performance sportswear brand
‘On’ and the German lifestyle brand ‘BIRKENSTOCK’.
Having currently physical stores across Egypt covering Cairo and Alexandria, GURU is expanding
its channels and planning new store openings within the coming years to establish itself as a
leader in the sports performance industry.
