Haraka Baraka was founded by Sébastien Fromageot, who family have been in the region for generations. However, Sébastien's personal connection to Morocco specifically, began as teenager when he visited family and discovered the High Atlas. Through trail running in the mountains, he became close with the local runners who eventually worked together as the first Haraka Baraka guides.

Inspired by how he’d felt a new and deeper level of interaction with the people and place through sport, he knew that he wanted to share these experiences with friends. Hence, what started as regular casual invitations, eventually grew beyond the initial circle, and, upon joining university in London, he decided to create Haraka Baraka, formally offering running trips to different student groups across the city.

Years later, there is a team behind Haraka Baraka across Morocco, Oman, Saudi Arabia and beyond, who are committed to showcasing some of the best sporting adventures across the region. Ultimately always refering back to the reason we started; using sports as a gateway to discover a place on a deeper and more intimate level, otherwise not possible.