American’s new life in UAE, the “Middle East’s land of dreams”

Jordan Branford changed his life and the lives of many hundreds of others when he arrived in Dubai from the United States and set up American Fitness. The Emirates became the place to give him a second chance.

American expat Jordan Branford became an inspirational speaker and fitness coach after moving to Dubai. Antonie Robertson / The National

DUBAI // People decide to move to the UAE for all manner of reasons. Some come for the climate or the opportunities that living and working in the Emirates offers them, while others come looking for a fresh start. Jordan Branford is the latter.

The 42-year-old moved from Oregon on the Pacific West Coast of the US in 2008 to what seemed like the “Middle East’s answer to the United States, a land of dreams”.

“Coming to Dubai, the city, the rules, was really good for me,” said Mr Branford, who launched his company, American Fitness, at the Dubai Offshore Sailing Club with his brother, Derrick Branford.

He admits that had he stayed in the US, his life could have taken a turn for the worse after spending much of his youth in and out of trouble.

“I was young and egotistical and I didn’t understand the game of life. I thought I was better than the schools,” he said.

He said that he worked in a post office and a bakery to help support his mother, brother and later a wife and son.

By the time he reached the age to go to college, Mr Branford had got himself mixed up with the wrong crowd and wound up losing a basketball scholarship, something he had dreamed of since he was a child.

“I just wanted to be in the NBA (National Basketball Association) – it was my dream to play professional basketball since I was 10,” said Mr Branford.

His life hit an all-time low. He was working nights in dead-end jobs while his friends went on to play basketball for a living. So, he suffered bouts of depression.

“I passed up chances to try out for teams in Brazil and Holland. I made excuses,” he said. “That’s why I hate excuses now, because I made them and I really regret those days.”

When he turned 24, he began to refocus, starting with learning everything he could about health and fitness.

“This is when I got serious. People started wanting to work with me so I started with friends and family.”

Since coming to Dubai, not only has he helped to change thousands of lives at his Body Challenge camps – having trained more than 4,000 people during the past two and a half years – he has become a motivational speaker and was named as one of the emirate’s top

five trainers from 2009 and 2013, while also being recognised for his contribution to the community.

“Dubai was a chance to leave the negative environment behind. Nobody knew me here and so I could be the real me. I could be the me I wanted to be.

“I came here to build something for my son, Jadan, and his future,” said Mr Branford. “I wanted to make him proud. This place gave me a second chance.”