The Brain & Performance Centre, a DP World Company located in JLT, is gearing up for an exciting entry into Season 2 of the 2025 Ultimate Golf Challenge. This franchise-based competition will feature 10 teams and 140 players, with the tournament taking place over three days at two of Dubai’s renowned golf courses—the Dubai Creek Golf & Yacht Club on January 30, 2025, and Emirates Golf Club on February 7 and 13, 2025.

With a strong focus on grassroots and amateur sports, the Centre is integrating its distinctive philosophy of performance and wellness into the UGC, aiming to make a substantial impact. In an exclusive interview with Gwill Poole, the Commercial Partnerships Manager at The Brain and Performance Centre, Khaleej Times explored the motivations behind forming the golf team and the values they aim to represent through their involvement in the tournament.

“We are keen on engaging with grassroots sports, amateur sports, and promoting The Brain and Performance Centre within the community, particularly the golfing community,” Gwill explained. “Through established relationships, the opportunity arose, and as it was the last available team, we felt it was the perfect fit for us.” This reflects the Centre’s dedication to not only promoting its services but also fostering connections with local communities and sports at the grassroots level, building meaningful relationships and engagement.

Regarding team selection, Gwill was somewhat reserved but provided some insights into their approach. “We’ve chosen a mix of clients and employees, and they are all good people,” he said. “Our focus is on the team element and leveraging the aligned contributions to the event.” This approach underscores the Centre’s emphasis on teamwork and collaboration, ensuring that each player contributes meaningfully.

“Every team member will undergo pre-impairment activation at our clinic,” Gwill revealed. “We’ll also utilize our office space within the Tommy Fleetwood Academy at the JGE. However, I cannot confirm whether any of our ambassadors will assist with the team’s preparation for the tournament.” This indicates that the team’s preparation will not only focus on the physical aspects of the game but will also emphasize mental readiness, leveraging The Brain and Performance Centre’s expertise in brain health and performance.

For Gwill, the opportunity to engage with golfers, a significant client market, is particularly exciting. Reflecting on his own transition from a rugby career to golf, Gwill said, “The excitement stems from finishing a rugby career 18 months ago and starting to play golf for the first time. I’m using my handicap effectively and hope to be part of a winning formula.” Gwill’s personal connection to the game highlights his passion for sports and the Centre’s commitment to supporting athletes at every stage of their journey.

To understand how The Brain and Performance Centre supports athletes from all backgrounds, Gwill provided an overview of the Centre’s elite services. “We are the world’s most advanced Hyperbaric Oxygen Therapy clinic based in JLT,” he said. “Formerly Aviv Clinics, we changed the name to achieve the ‘Ronseal effect’; it does exactly what it says and makes it easier for our clients to understand what we do. We focus on the brain and its performance.”

“The Centre caters to elite athletes, individuals seeking healthy ageing solutions, and even children with conditions like autism spectrum disorder, ADHD, and cerebral palsy,” Poole added. “Additionally, we enhance peak performance by increasing brain oxygen levels, helping athletes push their limits and recover faster. From a physical recovery perspective, the Centre employs cutting-edge technology to assist with everything from injury rehabilitation to early-onset conditions like dementia.”

With its innovative approach to performance and recovery, The Brain and Performance Centre is poised to blend its expertise in brain and physical health with the excitement of competitive golf. All being well, we can expect to see a team committed to excellence, collaboration, teamwork, and the power of performance from within.

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