ALEEF WORKS
Singapore
We run esports events, brand roadshows and sim racing activations across Singapore, and we coach the people who take them seriously. Hardware, crew, format design, operations and consultancy, delivered as one accountable package.
Event activations
From a single-day brand activation to a multi-venue roadshow. Most engagements combine several of the below, quoted as one project so there is a single point of accountability on the day.
Competitive gaming activations built around a real format: brackets, seeding, live standings and a decisive final. Console and PC titles, networked for head-to-head play, scaled to your floor space and guest count.
Professional racing simulators with force-feedback wheels, custom pedals, full audio and licensed circuits. Guests race wheel-to-wheel rather than taking turns, which is what turns a stand into a crowd.
Multi-day and multi-venue activations for retail, malls and product launches. Repeatable setup and teardown, consistent crew, and a footprint designed to draw traffic and hold it long enough for your message to land.
Format design, registration, timekeeping, bracket coordination, live leaderboards, stewarding and MC support, for your event or ours. The difference between machines in a room and something people talk about afterwards.
Equipment sourcing, delivery, precision setup, calibration, on-site technical support throughout, then teardown and transport out. Power, networking and floor plan resolved before we arrive.
Cladding, enclosure graphics, vinyl printing and on-screen assets so the activation carries your identity, or your partner's, rather than ours. Produced from artwork you supply.
About
I am Ar Muhammad Aleef, a professional esports driver racing for Team Singapore and Team Flash, and a carded athlete under Sport Singapore. I have been racing for 18 years and have won more than 40 local, regional and international sim racing competitions against the best drivers in Asia Pacific, North America and the world. I have represented Singapore at five world championship events, including two FIA Motorsport Games, and I am selected for Team Singapore at the 2026 Asian Games in Japan.
Coaching is not something I picked up after retiring. I spent four years as Captain and Head Coach of Ball State Varsity Esports in the United States, and I coach and mentor teammates at national level with Team Singapore. The techniques I teach are the ones I am using in competition right now.
On the events side I have set up and operated high-level racing simulators across three Formula 1 Grand Prix weekends with Dallara AK Esports, hosting VIP guests trackside and at partner venues. That is the standard I hold my own activations to.
Official national selection at world championship level, competing under the Singapore flag.
Team Singapore, 2023 to present
Ball State Varsity Esports, 2022 to 2026
Team Flash, 2020 to 2023
Legion of Racers, 2018 to 2020
2025
2024
2023
2022
2021
2020
2019
Earlier
Ball State University, BSc in Business Analytics with a minor in Economics, graduating magna cum laude. Rahal Letterman Lanigan Esports Scholar and Ball State Varsity Esports Scholar. Previously Temasek Polytechnic, Diploma in Mechatronics specialising in robotics engineering. Which is a roundabout way of saying I can specify the hardware and read the telemetry.
Coaching
Structured coaching for sim racing and esports, for drivers and players who want to stop plateauing, and for teams and workplaces who want a session that actually teaches something. Beginners welcome; we start wherever you are.
Live remote sessions reviewing your inputs, racing line, braking points and racecraft, or your positioning, decision-making and mechanics on the title you play. Telemetry and recordings reviewed together, with specific homework between sessions.
Hands-on sessions on proper hardware, with a coach beside you. Seat and rig setup, technique corrections in real time, and drills built around the circuit or title you're preparing for. Ideal before a competition or a corporate tournament.
Small-group sessions for teams, schools, clubs and workplaces. A structured curriculum rather than free play: fundamentals, drills, a timed exercise and a friendly competitive finish, so everyone leaves having measurably improved.
Consultancy
For venues, brands, schools and organisations building an esports or sim racing capability of their own, where the value is in avoiding the expensive mistakes before the money is spent.
A conversation about what you're trying to build and what's constraining it: budget, space, headcount or timeline. From there we scope a piece of work: a one-off review, a written specification, or ongoing advisory through a build.
We are equally willing to tell you that something won't work, or that you don't need us. That tends to be worth more than the alternative.
How we work
Numbers, venue, window, objectives. We confirm power, space, access and network before anything is promised.
Itemised, fixed total, format specification where relevant, and the deadlines each side needs to hit.
A deposit confirms the date and secures equipment. We handle vendors, rehearsal and the run sheet.
Load-in, setup, calibration, crew throughout, then teardown and transport out.
Experience
Client identities and venues are kept confidential as standard. References available on request where the client has agreed.
Simulator operations with Dallara AK Esports across the 2024 Miami Grand Prix, the 2024 Las Vegas Grand Prix and the 2025 Miami Grand Prix. Setting up and running high-level racing simulators at race weekends, and hosting VIP guests at partner venues including The Hilton and The Cosmopolitan.
A private, invitation-only evening activation at a luxury Singapore hotel for 27 guests. Three networked professional simulators, a full knockout format from qualifying through to a three-car final, on-site specialists and stewarding, custom cladding to the client's artwork, and a live leaderboard on a crowd-facing display.
Contact
Useful things to include: the date, the venue, roughly how many people, and what you want them to walk away remembering. For coaching, just tell us the title or discipline and your current level.
We reply to every genuine enquiry. Singapore-based; events across Singapore, coaching online worldwide.