🎙️ Episode 17: Building South Africa & UAE Growth Through Community and Culture

In this Dubai sit-down, Jason chats with May — one half of the partnership behind Deadly Dozen South Africa and the new UAE/GCC expansion. They unpack how they sold out races across SA by leaning into culture and community, what will shift in Dubai (more athlete-focused, race-first experience), and the realities of running events at scale. May shares her non-fitness background, her past as a national-level javelin thrower, and why fitness racing for her is about health, not pressure. The big vision included the Deadly Dozen as a truly global, accessible race featured in every major fitness calendar. What you'll hear: South Africa's secret sauce: banter, pride, and community that feels like family Why Dubai/GCC will be 'athlete first' (and how that changes marketing) Mixed-pair standards, weights, and making the race tough but accessible Managing race day: the overwhelm, the learnings, and the post-event exhale Competing without the anxiety—shifting from 'beat others' to 'beat the race' This episode shows how May is helping shape the Deadly Dozen's future — from South Africa's community spirit to the UAE's athlete focus — and why global growth is only just beginning.  

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