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 a leading strength and conditioning coach, former British Army physical training instructor, and bestselling author of numerous books on health, fitness, and sports performance. Based in the UK, he owns and operates a thriving gym, 5S Fitness, where he coaches athletes from all walks of life.

Jason is the founder of The SCC Academy, which has educated and certified over 35,000 fitness professionals and enthusiasts around the world. He also co-founded the CSPC, a specialist organisation dedicated to advancing the skills of combat sports coaches and athletes.

In the world of competitive fitness, Jason is best known as the founder of the Deadly Dozen—a global phenomenon that has redefined fitness racing, with hundreds of events hosted across multiple countries.

https://www.jasoncurtis.org
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From Fighter to Founder: Jason Curtis on Deadly Dozen's Rise