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Sat, Nov 15, 2025 | Jumada al-Awwal 24, 1447 | Fajr 05:15 | DXB 
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UAE: Former 'SAS' man Ant Middleton is ready to help draw out your true potential
Former SAS man Ant Middleton is exploring new opportunities in the UAE and is in the process of establishing a range of events and training programmes to help people be their best versions
Ant Middleton’s resume reads ‘adventurer, television personality, former Royal Marines Commando, author and entrepreneur’. So when it comes to interviewing the Dubai resident, it’s hard to know where to start.
Middleton is probably best known for fronting SAS: Who Dares Wins, a reality high-fitness training television programme that has been filmed across the world from Chile to New Zealand and from Jordan to Scotland. He has built a strong reputation with his no-nonsense, direct approach and an unwavering commitment to pushing people physically to test their mental resilience.
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This commitment to personal growth and development is evident in Middleton’s own entrepreneurial spirit, which has led him to explore new opportunities in the UAE. With the support of influential local figures, the veteran adventurer is in the process of establishing a range of events and training programmes. “It’s about letting people realise what they’re truly capable of,” he said. “Whether they succeed or fail, they’ll walk away with a newfound respect for themselves and their potential.”
Middleton was approached by his “good friend” Sheikh Mohammed bin Maktoum bin Juma Al Maktoum, who had read some of his books, and then connected with the author over their shared love of books that promote positivity and a passion for developing a positive mindset in life.
The former SAS man has written several books about building mental and physical strength, including The Fear Bubble: Harness Fear and Live Without Limits. “The Sheikh said to me, ‘Why don’t you come out to Dubai? There’s loads you can do with children and their mindset. The kids really need it here, because they can be sheltered in the type of way where they lack resilience.’”
Middleton decided to take his advice and seize the opportunity, as it allows him to combine his military training, leadership skills and background in events. His vision includes the creation of large-scale annual events that combine the “trilogy” of physical, psychological and emotional challenges.
The experiences are designed to push participants to their limits and beyond. “I just love being creative,” Middleton said with a grin. “But at the end of the day, my true passion is helping people unlock their full potential. That’s what drives me and that’s what I’ll continue to pursue, no matter where my journey takes me.”
It seems like a match made in heaven and there’s even talk of bringing his franchise here for an SAS Arabia-style event. “You know, I’m really big on events and when it comes to the UAE, they’re big on their events too. Whether it’s father-and-son camps, parents and children camps or sort of an SAS games, we will be bringing the media format into an event format. We will be pushing people physically, psychologically and emotionally, but also having a bit of fun with it as well.”
The father of five excels in harnessing fear and turning it into positive energy, a skill many of us struggle with. Learning how to overcome fear is a central theme in his non-fiction books and he talked extensively about it during our interview at the Brain & Performance Centre Dubai, a DP World Company. “Fear is the number one hurdle that stops us from achieving a lot of things. The fear of failure, the fear of the outcome. Just knowing that fear in itself stops us from achieving. That’s what I want to really bring to the UAE and to Dubai,” he said.
Middleton has plenty of examples where he was forced to overcome his fears, along with advice to help others, whether in the workplace or on the sports field. He has climbed Mount Everest twice, which proved to be a real test of his physical and mental resolve. But this wasn’t even his toughest challenge – for Middleton, that’s being a father.
Fear is the number one hurdle that stops us from achieving a lot of things”
Ant Middleton
But the man always seems to exude a sense of calm confidence, perhaps a byproduct of his extensive experiences navigating some of the world’s most challenging environments. “There’s not much that fazes me in life,” Middleton said, leaning back in his chair. “I’ve experienced a lot and I’ve got fears. But I’ve learned to harness that emotion and make it work for me.”
But rather than keep this gift to himself, he is keen to share it with anyone who asks. “My reward is seeing that moment when people realise they’re capable of so much more than they thought,” he said, his eyes lighting up. “When they finish something and their chest puffs out, ready to take on the next challenge – that’s magical.”
Middleton said he feels at home in Dubai, with its safety, quality of life and ease of doing business, especially when it’s face-to-face. “The environment here is so positive,” he explained. “People are genuinely interested in doing business with you as a person, not just to look at the numbers. It’s a refreshing change from the transactional nature I’ve experienced elsewhere.”
But Middleton is an adventurer and explorer at heart, and soon after our interview was getting ready to film The Great Outdoors, a Dubai special edition, co-produced with Australia’s Channel 7 and his Dubai-based production company Ant Media & Productions. And if that wasn’t enough, he then flew off to Australia to launch his own drinks brand R3SUP, which sponsored the show. An entrepreneur at heart too. An entrepreneur at heart too.
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