About Us
Hiring and culture, built like elite teams
Surge is a high-performance hiring and culture consultancy for founders who want clarity, discipline, and standards that don’t bend when the pressure rises.
We help teams move away from reactive hiring, personality, driven culture, and scattered processes and toward a system of alignment, standards, and bar-raising behaviours that scale with the company, not against it.
Surge operates between the UK and Dubai, working with ambitious startups who refuse to build average teams.
Our Mission
Surge exists to build bar-raising hiring and culture systems for companies that refuse to be average.
We help founders create teams with the clarity, discipline, and standards of elite sports and military units, teams that move fast, act with purpose, and grow stronger under pressure.
Our mission is simple: replace chaos with clarity, replace drift with discipline, and build companies that are faster, sharper, and impossible to break
what we stand for
Clarity First
Teams move fast when everyone knows the mission, the standards, and the expectations. No noise. No drift. No confusion.
Protect the Bar
Standards don’t bend. Every hire, decision, and behaviour must raise the level, not dilute it. Culture starts at the gate.
Behaviour Over Words
Culture is not what you say. It’s what you do under pressure. We build systems that make the right behaviours unavoidable.
Discipline Wins
Chaos is expensive. Simple, repeatable systems beat gut feel, last-minute decisions, and heroics. Discipline scales. Discipline wins.
Identity Before Tactics
You can’t grow until you know who you are. Every process, ritual, and hire must reinforce that identity, not compete with it.