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The team set to redefine mental and physical mastery in the Ultimate Golf Challenge
Representing The Brain & Performance Centre, A DP World Company, the Gwill Poole-led squad aims to showcase its vision of promoting well-being, inclusivity, and resilience through sport
- PUBLISHED: Wed 15 Jan 2025, 9:42 AM
Excitement is in the air as The Brain & Performance Centre, A DP World Company, golf team prepares to make its maiden appearance in the highly anticipated Season 2 of the Ultimate Golf Challenge (UGC).
Representing a company dedicated to optimizing mental and physical health, this debut signals an exciting new chapter under the leadership of Gwillym Poole, co-founder alongside Dr Craig Cook, with mentorship from Darryl Cox.
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Season 2 is set to be a unique showcase of social golf, featuring ten teams competing over three prestigious UAE courses. The tournament begins on January 30 at Dubai Creek Golf & Yacht Club, continues at Emirates Golf Club's Faldo course on February 7, and culminates with the championship round on February 13 at the iconic Majlis course.
Purpose Driven
For Poole, entering the UGC isn't just about the competition - it's about promoting a bigger message that aligns with the Centre's values.”
“We're excited,” Poole said, his enthusiasm evident as he reflected on this new venture. “The reason behind it is part of our broader initiatives. We see sports, particularly golf, aligning perfectly with The Brain & Performance Centre's commitment to mental and physical health.
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“Golf provides a unique platform for team building, performance improvement, and mental security. It's all about bringing everybody together and getting the best performance out of them from a mental point of view.”
The decision to compete under the Centre's name, rather than opting for a creative team name, was deliberate and tied closely to its core mission.
Poole explained: “As a newcomer to the business, I wanted to highlight how The Brain & Performance Centre could be part of initiatives like the Ultimate Golf Challenge.
"It's a breakaway from traditional formats and an opportunity to challenge our players and team in a competitive circle. By using the Centre's name, we're staying true to who we are - no quirky team names, just a clear message of what we represent.
Gender Inclusivity
"One of the standout aspects of the UGC is its diverse gender format. A progressive step in golf culture that resonates with the Centre's values of inclusivity and collaboration," added Poole.
“The mixed-gender competition reflects a shift in golf culture itself. The diversity of the players we're bringing to the event-and the diversity of strengths and perspectives-will, we hope, come together to contribute to the team's performance,: noted Poole.
However, assembling the team for practice sessions has been a logistical challenge.
“It's been difficult to get the team together because of the holiday season,” Poole admitted. “We're due to meet in the next couple of weeks to discuss strategy and planning which will help us perform at our peak ability.
"We're also bringing everyone down to the clinic to meet each other, as there are a few auctioned players we've never met before. It adds an interesting dynamic, and our goal is to foster team chemistry and find the best ways to collaborate.”
Eyes on the Prize
When asked about the team's expectations for this inaugural season, Poole's response was both ambitious and straightforward: “To win!”
Yet, the Centre's goals go beyond just winning. “Team development, performance improvement, and personal growth within players-that's what success would be for us,” Poole explained.
“We want to engage the community by raising awareness for mental and physical health while establishing new relationships and partnerships on and off the course.”
A Message of Resilience
As the team gears up for its debut, Poole had an inspiring message for his players, supporters, and the broader golf community: “We want to encourage the message of resilience, growth, and the pursuit of excellence.
"Mental strength and adaptability are crucial-not just for the players but for the broader golf community. We're grateful for the fans, friends, and families who drive the team forward.”
The Brain & Performance Centre Golf Team's debut in the Ultimate Golf Challenge isn't just about competing – they're here to inspire, and win!