Asif Muhammad

Asif is the entrepreneur that entrepreneurs turn to for solutions. A passionate investor, he has held many senior financial and strategic positions including CEO and CFO for a wide range of ventures encompassing all aspects of the business world.

In 2011 he became the CEO of Main Course Associates, having joined the firm in 2008, a specialist consultancy delivering growth-focused, business solutions to the restaurant and hospitality industry. He has grown Main Course into a successful international concern with a stellar client roster and branches in London, Italy, Spain and the USA.

Through Main Course, Asif leverages his and his network’s skills and experience, transforming his client’s enterprises through an injection of sound business disciplines, market knowledge, financial engineering, strategy and operations. He has worked with national & international groups and high-end restaurants, helped clients expand abroad and established foreign companies in the UK.

More recently, Asif is applying his skills and experience to the broader, sector-agnostic business arena. A keen and shrewd investor, Asif has also been involved in M&A activity, where his excellent relationship-building skills and deep understanding of business along with financial engineering expertise can find the right balance between customer and shareholder value. As a turnaround specialist, he has helped businesses in hospitality, retail, fashion and leisure regain their footing and grow – developing strong, flexible and scalable business frameworks to support long term success. As a change agent, he has the vision and acumen to see where and how businesses can pivot to take advantage of their resources and market opportunities to change direction or scale-up, applying and structuring investment where necessary.

Based in London, Asif is a Fellow Chartered Certified Accountant and sits on the boards of many national and overseas businesses either as a consultant CFO or a Non-Executive Director.