Cameron Cleaver: Building Community from Cape Town to Dubai

Fitness Racing Podcast
Written By Jason Curtis

In this episode, I sit down with Cameron Cleaver, Deadly Dozen Regional Director for South Africa and the UAE, to explore how a grassroots idea evolved into a regional movement.

Cameron guides us through the rapid expansion in South Africa (monthly races, strong community support), the practical difficulties of organising track events across various climates and governing bodies, and why accessibility — not large prize sums — drives long-term growth.

We also discuss the UAE launch strategy, seasonal planning, affiliate gym opportunities, and the simple tactics that turned initial interest into a thriving calendar of events. If you’re curious about scaling community sport, launching events in new territories, or what actually makes people show up again and again — this episode is for you.

Tune in for candid lessons on focus, grassroots marketing, and why the Deadly Dozen works everywhere there’s a track.

Jason Curtis

Jason Curtis is the founder and CEO of the Deadly Dozen, one of the fastest-growing fitness races in the world, expanding to over 20 countries within just 18 months of launch. Building on this explosive growth, Jason opened the Deadly Dozen Institute of Fitness Racing, a pioneering global hub for training, education, research, and innovation designed to shape the future of the sport. The Institute develops world-class training systems, certifies coaches, and drives the evolution of fitness racing to build the next generation of hybrid athletes.

A former British Army Physical Training Instructor, bestselling author of more than twenty books, and one of the UK’s leading strength and conditioning coaches, Jason owned and operated a thriving strength & conditioning gym for over a decade, coaching hundreds of athletes every week. He is also the founder of the SCC Academy, which has educated and certified over 40,000 fitness professionals and enthusiasts worldwide.

Through the Deadly Dozen, the Institute of Fitness Racing, the SCC Academy, and his weekly Podcast, Jason’s mission is to make fitness racing the most accessible, physically rewarding, and transformative sport on the planet; uniting communities, redefining competition, and empowering millions to train, race, and embrace effort—a philosophy he calls Effortism.

Follow Jason on Instagram: @Jason.Curtis.Official

https://www.jasoncurtis.com
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Expanding to UAE and South Africa with May
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From Fighter to Founder: Jason Curtis on Deadly Dozen's Rise