Qasem Ashraf
CEO & Partner
Founded and ran a workforce-heavy service business in Denmark from 2009, growing it to 600 employees across roughly 400 buildings. Leads engagements, commercial strategy and tender work.
LinkedIn profileAbout Qash Labs
Built From Operating Experience. Focused on Better Execution.
We are a partner-led consultancy for workforce-heavy service businesses — people who have run operations, not observed them.
A Danish company serving the UAE and the wider Middle East from our Dubai office.
Head office: Copenhagen, DenmarkRegional office: Dubai, United Arab Emirates
Who we are
An Operator-Led Consultancy, Not an Agency
Qash Labs was founded by people who built and ran labour-intensive service companies: recruiting and managing staff, mobilising contracts, winning tenders, holding quality together and reporting to demanding clients.
That background shapes everything. We begin with the business process, not with a technology demonstration. We may use or connect software as part of a solution, but the product is the business improvement — never the software itself.
The company is owned and run by its four partners. The people you meet in the first conversation are the people who stay accountable for the work.
Mission and vision
What We Are Here to Do
Mission
Remove operational friction from service businesses and replace it with systems their own people can run.
Fewer things lost between people. Clear ownership. Reporting that reflects reality. Automation only where it demonstrably earns its place.
Vision
A generation of service companies that scale on strong operating models rather than on the memory of a few key people.
We want operational excellence to be the competitive advantage in an industry that has too long relied on effort and improvisation.
Our DNA
What Does Not Change From Project to Project
Operator judgement
We have run service businesses. We advise from experience of the consequences, not from a framework.
Precise about facts
Named clients, real contracts, dated work. Every number on this site comes from an operation we ran or built.
Human responsibility
Automation organises information. People remain accountable for decisions that matter.
Practical over novel
The right solution is the one the team will still be using in a year, not the most advanced one.
Clear ownership
Every process has a named owner before it gets a dashboard.
Long-horizon partnership
We are partners in the company, not a project team passing through. We stay accountable after go-live.
The team
Four Partners. One Accountable Team.
Every engagement is led by a partner. There is no layer of junior consultants between you and the people who make the decisions.
Peter Thomsen
COO & Partner
Owns delivery. Turns diagnosis into a working operating model — process ownership, handovers, quality control and the day-to-day discipline that keeps improvements in place.
Bilal Khabib
Operations Director & Partner
Works close to the floor. Maps how work actually moves, removes bottlenecks and makes sure new routines are adopted by the people who have to use them.
Niclas Grimsgaad
Managing Director — Development, CTO & Partner
Leads the technical side. Builds and connects the automation, data and reporting layers that support the operation without replacing human judgement.
Want to speak with one of the partners directly?
How we work together
Clear Accountability From the First Conversation
From the beginning it is clear who leads the engagement, who joins management discussions, what Qash Labs owns, what the client owns and how support is handled after implementation.
We work inside the business, alongside the people doing the work. We would rather say no to an engagement than promise an outcome the operation cannot absorb.
Where we are
Copenhagen and Dubai
Our roots are in the Danish service market and our second base is in the UAE. We work with clients in Dubai and across the Emirates, on site when it matters and remotely when it does not.
Copenhagen, Denmark
Qash Labs ApSHavnegade 39, 1058 Copenhagen K
CVR 46085477
Dubai, United Arab Emirates
Qash LabsSharjah Media City, Al Messaned, Sharjah
Licence No. 2220162
References from the founder's operating history
- Copenhagen Municipality
- University College Copenhagen
- Jammerbugt Municipality
- Cross-Ministerial Framework
- Danish Public-Sector Tenders
Client references
How clients describe working with us
“They were approachable, responsive and genuinely easy to work with. We always felt heard, and any concern was handled quickly and respectfully. The relationship was built on trust and clear communication.”
“What we valued most was the relationship. Communication was always open, responses were quick and commitments were taken seriously. Over time, they became people we knew we could rely on.”
“They understood that a strong partnership requires more than simply meeting expectations. They remained available, communicated honestly and consistently took responsibility. We had confidence in both the people and the relationship.”
Reference from the founder's operating history — Rengoering.com A/S, Denmark
Continue
Selected work and operating experience
- Selected work and operating experience
Verified contract values, headcounts and delivered outcomes.
- How we work
The engagement principles and the five-stage journey.
Start With the Operational Problem
Tell us where work is being lost, delayed, repeated or left without clear ownership.
We will assess the problem and recommend the most practical next step.
What happens next
- 01Request reviewed
- 02Fit confirmed
- 03First engagement discussed
Understand the problem. Improve the operation. Automate where it matters.