Leading Transformational Change with Pulse Business Simulation

In a move aimed at raising the readiness of the events sector in line with international best practices, the National Events Center brought together senior leaders for a flagship executive education program on Leading Transformational Change—delivered in partnership with Emeritus and National University of Singapore.

Set against the breathtaking backdrop of AlUla , the program combined world-class academic rigor with immersive, experience-driven learning—designed specifically for the realities of large-scale transformation in the Middle East.

At the heart of the program was Pulse Change Management, a customized immersive business simulation that placed participants inside realistic transformation scenarios, enabling them to experience first-hand the leadership decisions, trade-offs, and people dynamics required to drive change in the Middle East context.

Preparing Leaders for Transformation in a High-Growth Sector

As Saudi Arabia’s events sector continues to scale rapidly, leaders are required to navigate complex change: new operating models, cross-stakeholder coordination, evolving capabilities, and heightened expectations around delivery and impact.

This executive program focused on equipping leaders with the mindset, tools, and practical experience needed to:

• Lead transformation under real-world constraints

• Align teams through uncertainty and ambiguity

• Translate strategy into sustained behavioural change

Rather than relying solely on frameworks and discussions, the program placed leaders directly inside the dynamics of change.

Learning by Doing: An Immersive Simulation Experience

At the heart of the program was Pulse Change Management, a customized immersive business simulation designed to reflect the regional context, organizational realities, and leadership challenges faced in the Middle East.

Working in leadership teams, participants were required to make high-stakes decisions in a “safe-to-fail” environment—balancing speed, alignment, communication, and execution. The simulation surfaced real change dynamics: resistance, momentum, decision trade-offs, and the human side of transformation.

This experiential approach enabled participants to see—not just discuss—how change unfolds in practice.

Expert Facilitation and Global Perspective

The program was delivered by Tom Gleave, whose facilitation brought depth, challenge, and reflection to the experience. By connecting simulation insights to leadership behaviour and organizational realities, participants were able to translate experience into practical takeaways they could apply immediately.

Through the collaboration with Emeritus and the National University of Singapore, the program blended global best practices with local relevance—ensuring learning that was both internationally benchmarked and regionally grounded.

A Setting That Inspires Reflection and Perspective

Hosting the program in AlUla added a powerful dimension to the learning journey. The natural beauty and cultural significance of the setting created space for reflection, dialogue, and perspective—mirroring the program’s emphasis on long-term thinking and sustainable transformation.

Building Change-Ready Leadership for the Future

This initiative reflects a broader commitment by the National Events Center to invest in leadership capability as a foundation for sector-wide excellence. By combining executive education, immersive simulation, and contextual relevance, the program helped leaders strengthen their readiness to lead transformational change—today and into the future.

Because transformation doesn’t succeed on strategy alone—it succeeds when leaders are ready to lead change, together.