Host: Annik Sobing
Guest: Omar Abuhashish, Co-Founder and CEO, Reform
Published: April 2026
Length: ~21 minutes
Presented by: Global Training Center

Building Reform: Startup Lessons, Trade Tech, and the Future of Supply Chain

Annik Sobing sits down with Omar Abuhashish, co-founder and CEO of Reform, live from the NCBFAA conference, for a conversation about entrepreneurship, innovation, and the path that led him into trade technology. Omar shares his journey from growing up in Jordan to studying engineering at NYU, working in startups, and eventually building Reform with a focus on solving complex problems in supply chain and trade. The discussion highlights the importance of curiosity, strong teams, trust, and persistence in building a company with lasting impact.

What You’ll Learn in This Episode

Omar’s background
Omar reflects on his upbringing in Jordan, his move to the U.S., and his decision to study mechanical and aerospace engineering and computer science at NYU. He explains how a lifelong interest in building, problem-solving, and challenge helped shape his career path.

Startup experience and leadership
Before founding Reform, Omar worked in early-stage startups where he learned how small teams can shape a company’s direction and how product development grows from understanding real customer pain points. He shares how those experiences prepared him for the responsibilities of co-founding a company.

How Reform got started
Omar describes how he and his co-founder explored complex problems across industries before finding strong interest in supply chain and trade. After conducting extensive discovery conversations, they saw a clear opportunity to build technology for an industry with major operational challenges.

Building the right team
The conversation also focuses on hiring and team-building, including how Reform intentionally recruited trusted people from Omar’s network and pursued talent with relevant expertise. He emphasizes that strong teams and genuine relationships are central to the company’s growth.

Early wins and future vision
Omar discusses the first signs that Reform was solving a real problem, including landing an early customer who believed in both the product and the team. He also shares his vision for how Reform can change the way work gets done in supply chain and trade while keeping human relationships at the center.

Why Listen

Because this episode gives you a real look at how a young successful trade tech founder thinks, builds, and grows. Omar Abuhashish shares the story behind Reform, the lessons he learned from startups, and what it takes to turn complex industry problems into practical solutions. If you care about entrepreneurship, innovation, or the future of supply chain, this one is worth your time.

Credits
Host: Annik Sobing
Guest: Omar Abuhashish
Presented by: Global Training Center

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