In a recent viral interview on Radio Jambo, Sarah Njoki, the co-founder of Bonfire Adventures, stated that her public fallout with her co-founder and estranged husband, Simon Kabu, has significantly hurt Bonfire’s business.
Speaking to Massawe Japanni, Sarah stated that Bonfire had lost many customers since their separation in 2024.
According to her, some clients moved to the separate businesses that she and Simon established.
She alleged that during Bonfire’s glory days, Mr Kabu had opened and registered another company under the guise of mentorship.
However, Sarah later came to learn that Kabu’s company had been competing with Bonfire, and that he had entrusted its management to someone else.
“When he opened his company, I also decided to open mine. So, many of Bonfire’s customers moved to our businesses,” said Sarah. “Those who supported me became my customers, while those who supported Simon became his customers. As a result, Bonfire lost customers to both our companies,” she added.
However, Sarah said that clients who did not take sides continued to support Bonfire, and that the business is still doing well.
She stated that they are currently in search of investors who can invest their money in Bonfire and take the business to the next level.
“We are in communication with investors from Kenya and other countries so that we can see whether we can find anyone willing to invest in the business,” she stated.
Power couple to adversaries
Simon and Sarah founded Bonfire Adventures around 2007–2008. For more than 10 years, the two earned the enviable reputation of being Kenya’s power couple in the tourism sector.
They jointly participated in marketing campaigns, media interviews, motivational talks, and international tours.
In 2024, Simon stated in an interview that he and Sarah co-owned Bonfire on a 50:50 basis, with him serving as the CEO while Sarah served as the managing director.
That same year, their relationship broke down, with Sarah accusing Simon of infidelity, domestic violence, and siphoning Bonfire’s customers to the new company he had established.
Simon vehemently denied the accusations and vowed to seek legal redress and compensation, deeming Sarah’s allegations as defamatory.
Their marital disagreements quickly grew into a full-fledged corporate & legal war involving defamation suits, control of company property, and client retention.
Court documents from 2024 showed Sarah alleging that Simon was diverting clients and Bonfire resources to his new company.
She claimed to be the true founder of Bonfire, arguing that she was the one who came up with the original idea to build the company.
In CCTV footage from 2024, Sarah stated during a staff meeting that Simon was secretly launching a new business with their daughter, and that he was undermining Bonfire Adventures from within.
More disputes
One of Sarah and Simon’s court disputes involved the control of 48 Safaricom lines linked to Bonfire’s business.
Sarah claimed that the lines were essential to Bonfire’s operations and that they were useful for customer acquisition and communication.
However, the High Court noted that the lines were registered in Simon Kabu’s name and that there was no evidence showing that Kabu was using the lines to sabotage Bonfire.
The court also noted that the lines formed only a fraction of Bonfire’s communication channels, and that the company had over 100 registered lines.
Justice Mong’are dismissed the application and ordered Sarah and Bonfire to bear all the costs that were associated with the case.