Building Football Bridges

Yohanes Zewdu’s Journey to Unlock Ethiopia’s Potential on the Global Stage

Yohanes Zewdu, popularly known as Johnny Vegas, is the CEO of a consulting and lifestyle management brand called Kloudout. The company has offices in Las Vegas to cater to the South, North American, and Caribbean markets and expand into Europe, the Middle East, and Africa. He is also serving as the International Liaison and strategic advisor for the Ethiopian Football Federation (EFF). EBR’s Dr. Brook Genene sat down with Yohanes to discuss his journey to success, what he is doing to help football grow in his home country, and his plans for the future.

Tell me about your childhood memories.

Growing up in Addis Ababa is a treasure because childhood here differs from elsewhere. When I was a kid in Ethiopia, I had the opportunity to play outside. I played games like ‘Beye’ and ‘Teter’. I value my time in Ethiopia – it played a massive role in my life and made me return to my country to create opportunities to give back to the community that raised me.

What did your parents do when they were in Ethiopia, and what was your relationship with them like?

I came from an impoverished background. I grew up in Kazanchis, particularly the Enderase area. My father was a chemical engineer who studied in Russia when I was growing up. I was living with my mom. She didn’t have a job then, but she tried to do what she could to get money by selling things. For us, having a meal on the table was a big deal. That’s why whenever I come to Ethiopia, all I want to eat is Shiro.

You moved to Las Vegas when you were 10. What was it like growing up there and trying to adapt to life in the US? Did you have any challenges?

The only thing I knew before moving to the US was playing football on the streets in Ethiopia. I didn’t know the language when I first went to the US at age 10. In the US, kids only play outside their homes if it’s an organized sport. But when I started school, things began to change. I made friends and started playing football again, which helped me adapt to life in the US.

Tell me about your company.

I am fortunate. When I was a teenager, my dream was to be a footballer. In high school, I was a very prominent footballer. But sadly, I tore my Anterior Cruciate Ligament (ACL). At the time, it hurt my feelings, and I was depressed. Because of that, I decided to change my career plan. I studied aviation in college but wouldn’t say I liked it. I realized I was only doing it to make my family happy, not myself.

When I started working at the Bellagio Hotel, I realized that making people happy was my priority. I worked with people with different characters and experiences daily. Through that experience, I met a particular French guy who helped me get in contact with Samir Nasri, a former French professional footballer who had played for Arsenal. After that, it was a domino effect. I contacted Kieran Gibbs, Per Mertesacker, and the whole Arsenal team. It was all through word of mouth – I have yet to advertise myself. My main focus then was making the customers happy, and my work showed them how genuine I was. Because of that, they told their friends, and now we have offices in multiple areas like the US, Europe, the Middle East, and Ethiopia.

What are the challenges of your work and managing such a big business?

I’ve learned that failure is one of the most incredible paths to success. You have to fail to learn and succeed. If I ask you to make a coffee and you’ve never done it, you will make a mistake. But if you keep doing it, by the 10th time, you’ll be an expert at making that coffee. When I started my business, I just started by being around people. I then realized there was potential here. But getting a plan and starting was challenging. Whenever I tried to ask people for help, they said the most discouraging things. So I decided to do it myself. I learned from my failures, and that’s how I became a successful businessman. The challenges of managing such a big business are real. But I’ve found that embracing failure and learning from mistakes is critical. It’s all about persistence and not being discouraged by setbacks. That’s how I’ve grown this company to where it is today.

What type of leadership skills do you follow?

Let me give you a football example. When you look at Vinicius Junior, the Brazilian winger who plays for Real Madrid in Spain, he is great because he is allowed to be himself. He expresses himself on the pitch, which makes him great. Everyone comes from a different culture, family, and background. Everyone is different – how your mom and dad raised you is different. So respect is at the centre of what I do. You will have the best employees, performance, and revenue when you show respect. My leadership style is about allowing people to be themselves and express their unique talents while fostering a culture of mutual respect. By creating an environment where everyone feels valued and empowered, you get the best out of your team and can achieve great things together.

Explain your role as an international liaison and strategic advisor for the Ethiopian Football Federation. What are you responsible for? What have you been doing in association with them so far?

What saddens me is that many Ethiopians need to learn what a ‘liaison’ is. There is no direct translation for it in Amharic. An international liaison is an individual who creates relationships between one entity and an entity from outside. Since I have a strong network and relationships outside of Ethiopia, I act as a bridge between the Ethiopian Football Federation and organizations in the USA, Europe, and other countries. My role is to facilitate opportunities for Ethiopians to play professionally outside the country and enable coaches from abroad to come and work within the Ethiopian football system. I’m responsible for building strategic partnerships and cultivating an ecosystem that helps Ethiopia exchange talent, knowledge, and resources with the international football community. So far, I’ve been working to establish player development pathways, coach education programs, and other collaborative initiatives that can elevate the game level in Ethiopia. My goal is to create more avenues for Ethiopians to showcase their skills on the global stage.

What opportunities and gaps do you see in working on Ethiopian football?

Ethiopia is one of the African countries with a majority youth population. That means one of the most significant assets any country could wish for we have. On paper, we are very wealthy in this regard. However, we need to utilize this incredible resource fully. The critical question is: how can we leverage what we have to benefit the country? There must be support on all fronts, not just from the football federation. The football federation is just one entity trying to scale the sport onto the global stage. We need financial backing to make this happen, and there has to be strong support from the government. Our government has to recognize the immense potential of our youth. They have to see the future opportunities that football can unlock. Football is not just a sport – that is a common misconception. It creates economic growth, boosts tourism, fosters international relationships, and can help promote our culture worldwide. That is why countries like Qatar and Saudi Arabia pour billions into football – they see its transformative potential. Football is a business because it brings tangible benefits to a country. That is why giving it due attention is beneficial. As someone deeply involved in the Ethiopian football ecosystem, I’m here to outline the concrete steps to unlock this potential.

Most of your clients are soccer players. Apart from this, who else would like to visit your services?

Over the past 17 years, I’ve had the opportunity to serve a diverse range of clients, most of whom have been soccer players. However, my services are also sought by a variety of other individuals. What sets me apart is my deep understanding of different cultures and the nuances of conducting business on an international scale. Local business people may be highly successful within their community as they know the local dynamics intimately. However, when placed in the global market, that same local business person would likely struggle, as the cultural differences and expectations can differ vastly. For instance, how Chinese business people conduct themselves differs from that of their British or Saudi counterparts. They all come from unique cultural and behavioural backgrounds. As an international businessman, I’ve learned to adapt my communication style and mannerisms to suit the specific culture I’m engaging with rather than expecting them to adapt to me. This ability to navigate and respect diverse cultural norms makes the international businessman powerful. They can identify the gaps and disparities between countries and find ways to bridge them effectively. When you genuinely respect a culture, that culture will respect you, and you can establish fruitful working relationships. So, besides soccer players, I’ve had the privilege of serving a wide range of international clients – from business people and entrepreneurs to diplomats and government officials. My versatility and cultural intelligence are critical to my success in catering to this diverse clientele.

What should we expect from you in the future? Anything you have planned?

As an experienced businessman, I focus on utilizing football to create more significant opportunities for Ethiopia. My critical plans include opening multiple football academies and leveraging existing funds and resources. I also aim to attract top international players and teams, like Arsenal, to train and compete in Ethiopia. Additionally, I plan to establish high-performance training camps to develop Ethiopia’s best football talents. My overarching goal is to harness the power of football to drive economic growth, cultural exchange, and national pride in Ethiopia. You can expect me to be at the forefront of these transformative efforts in the years ahead.

Let’s discuss the football opportunities for Ethiopia. What are the areas to focus on to tap into these opportunities?

Playing outside was a cherished part of my childhood in Ethiopia, instilling a deep desire to return and contribute to my country’s growth. I come from a humble background – my father was studying in Russia, leaving my mother to provide for our family with simple meals like Shiro. In contrast, I’ve noticed that children in the US rarely play outside unless it’s organized sports. My football dreams were cut short by an injury in high school, but this setback led me to the hospitality industry, where I learned the value of making people happy. This experience connected me to a French acquaintance, setting off a chain of events that led to my current role as an international liaison for the Ethiopian Football Federation. In this role, I’m responsible for unlocking football’s vast economic, tourism, and reputational potential in Ethiopia. Football is not just a sport but a business with many opportunities. Drawing on my 17-18 years of industry experience, I aim to attract a diverse customer base to Ethiopia through strategic football initiatives driven by my passion for the sport and my country. EBR

12th Year • July 2024 • No. 131