After being diagnosed with stage four prostate cancer, a 70-year-old business consultant who has lived in Dubai for the past 17 years, decided not to let the diagnosis overwhelm him. Instead, he chose to channel his energy into creating something positive. Steve Ashby, originally from New Zealand, founded ‘Rise’, a community-driven initiative aimed at raising awareness about prostate cancer and supporting those affected. The inaugural Rise event took place on September 18 at a café in Al Quoz, attracting over 30 attendees and featuring four speakers who shared their uplifting stories.
“Considering how swiftly we moved from concept to execution—in less than 50 days since my cancer diagnosis—I would say it was a remarkable event,” Ashby told Khaleej Times, adding: “Everyone gained valuable insights and connections were established for future collaboration.” He emphasized: “This is precisely how we envision Rise to operate. I could not have envisioned such a strong start for this movement, which is gaining significant momentum. The journey towards a greater good has begun.”
In the days following his diagnosis, Ashby searched online for support groups for men in the UAE dealing with the disease, but found none. Determined to make a difference, he took matters into his own hands, spreading the word and forming a support group of his own. Soon, he was surrounded by people offering their support. From Raw Coffee Company in Al Qouz providing a free venue for the event, to volunteers building the website and marketing the initiative pro bono, the community rallied around him.
“I simply started meeting people, and they took it from there. It was my idea to initiate the concept, but it was not entirely my event. The people I have met have transformed it into something far more powerful than I could have ever imagined,” Ashby noted. Amazed by the turn of events, he shared: “I can't believe the extraordinary generosity and love from people I had never met before. Our goal is to become a repository of information, offering a balanced view of treatment options and support, from traditional medicine to alternative therapies.”
Steve emphasized that prostate cancer is often a taboo subject among men, affecting their sense of identity and masculinity. “This disease is different from lung cancer or other cancers,” he explained, noting: “It impacts a man's sense of being a man.” The group aims to break down these barriers by encouraging open conversations. “If we can help one man and his family, it's all worth it,” he said. The Rise event series will also provide guidance on discussing the diagnosis with family, an often-overlooked aspect of dealing with prostate cancer.
One of the key speakers at the event was Tony Sului, a brain and mindset coach from MindMuscle. He said: “Cancer has a very personal significance in my life, having lost both of my grandparents to the disease.” Natasha Virmani, a 25-year-old New Zealander, is also facing her own battle with kidney cancer. Having completed her schooling in Dubai, she was attending university in New Zealand when she was diagnosed nearly four years ago. Currently in Dubai in search of work opportunities, she heard of the Rise event from her father through a group chat for New Zealanders in the UAE.
“When I heard Steve's story, I knew I had to help. I told him I would take up any job which could be done while sitting down (for the event) as I would have immunotherapy in the morning on that day,” said Virmani, adding: “I hope this effort benefits other people facing similar issues.” Ashby’s neighbor at the Desert Spring Village, Karel De Winter, also expressed his support for the initiative. “Steve is a great human being—the kind of neighbor you like to have. I was shocked to learn of his condition. Taking action to spread awareness can prevent much hardship and is a noble thing to do,” De Winter said.
Despite his diagnosis, Ashby remains a beacon of hope and determination. “I'm treating this like a major project, rather than focusing on my own situation. It's about bringing people together, offering a balanced view of treatment options, and helping men navigate the emotional journey,” he said. As part of his determination to live a normal life, he keeps his mind and body in shape by cycling more than 150km every week. He follows a balanced diet and practices meditation and visualization.
“The doctors said I may have only a few more years to live. But that’s nowhere near enough time! I’m determined to make it to 100 years,” he said with optimism.
