A Mission to rescue a generation.

The Ummah is in crisis.

Our youth are slipping through our fingers.

They’re drowning in distractions. Addicted to dopamine. Consumed by screens. Shaped more by social media trends and influenced by bad friends, and corrupt ideologies.

Boys are growing up without purpose. Girls are walking away from modesty. Depression, identity confusion and suicidal thoughts are normalised — even in practicing households.

And while masjids serve their purpose, and we think everything is ok….

A silent storm is sweeping our youth away.

They feel unseen. Unknown. And disconnected from the religion and their community. 

Millions are suffering in silence. Scrolling. Searching. Comparing. Craving something real… and never finding it.

Events come and go. Reminders fade. There’s a silence. A loneliness. And no one’s addressing it head-on. The real battle is not being fought — the battle for hearts, identity and brotherhood. The sense of genuine belonging is lost. 

The Prophet ﷺ built a generation of men bonded by loyalty, structure and sacrifice — a tribe of visionaries who carried Islam to the corners of the Earth. 

This is the blueprint we are reviving.
 

Introducing: Criterion Group

Criterion Group is a once-in-a-generation movement to build a leadership pipeline for Muslims in the West.

It’s a strategic, scalable system to:

• Build leaders grounded in the tools, resources and ability to influence their communities.

• Forge deep bonds of brotherhood and sisterhood and give the next generation a sense of belonging and purpose. 

• Reignite Islamic identity and pride in the West that rivals all other evil influences and where nothing else beyond Islam feels attractive 

• Create a replicable grassroots model that spreads across the globe
 

Led by Experience. Driven by Vision.

My name is Shoaib Hussain, known as The Sunnah Guy.

15 years a go, I was lost, alone, lonely and desperate for belonging. And I worked tirelessly everyday to build a brotherhood in a small town on the fringes of London. 

I never gave up! And I learnt the exact formula that will change societies on the grassroots level. 

15 years later I've now built an audience of 5 million followers and travel all over the world speaking to young people. 

But now, I’m stepping away from the stages — and going back to the streets, to the hearts, to the root of it all. 

But this time, TO CHANGE THE WORLD. AND IT CAN ONLY HAPPEN WITH YOUR HELP. 

Where Your Donation Will Go:

In these last nights of Ramadan we’re raising £100,000 to launch this project in 3 phases:

1. Our First Home – £30,000

A physical HQ for the project — a space for mentoring, gatherings, planning and operations.

2. Launching the Programme – £40,000

Recruiting, training and developing young Muslim leaders across the UK and beyond — These will be the future speakers, mentors, teachers, and role models of our Ummah.

3. Scaling Our Outreach – £30,000

Using my personal platform and network which reaches millions to identify, mentor and invest in local leaders across the globe. Using powerful media and storytelling to fuel momentum and expansion.
 

This is the Project That Will Outlive Us

Most people donate to projects. But very few donate to legacy.

Criterion Group is not a side project. It’s a solution to the crisis we’ve all been watching unfold for years.
 

If you believe in this project and want to be a part of it. Then click this link https://criteriongroup.org.uk/ fill in the form and one of our team will be in touch.
 

Giving Tiers & Perks

£250+ (The mentor maker)

Access to exclusive Criterion launch updates

£1000+ (Founders Circle)

30-minute Zoom call with Shoaib Hussain (The Sunnah Guy)

Your name featured on our Founders Wall in the HQ

Public recognition as founders circle on The Sunnah Guy's page

£5000+ (Golden Founders)

Golden founders private plaque in HQ

Private dinner with the Criterion leadership team (where possible or an alternative suggestion)

Included in vision feedback sessions and early advisory

This Ramadan, make history. Be part of the founding story of a movement that will last beyond us InshaAllah.

Build the future. Change the world.