"Football shaped my early life, but swimming addresses something very fundamental. It is not just a sport. It is a life skill. Dubai is a coastal city with a strong culture around beaches and pools. In that environment, swimming is directly linked to safety. For some families, especially those on lower incomes, structured lessons are not always affordable."
"Supporting access to swimming is not primarily about trying to produce champions. It is about giving children confidence and security in the water. We sponsor free swimming lessons for children whose families would not otherwise be able to afford them. The idea is not to create a one-off event or a symbolic programme. It is to cover the cost of structured training over time."
"Sport only works when it is sustained. One lesson does not build skill. Repetition does. That includes qualified coaching, safe facilities and progression pathways."
In Dubai, where private enterprise complements public ambition, entrepreneurs are expanding their roles beyond business to address community needs. Jason Grannum, a former professional footballer and technology investor, partners with Sep Academy to provide free swimming lessons to children from lower-income families. Swimming serves as both a life skill and safety measure in a coastal city where structured lessons are often unaffordable. Rather than focusing on producing champions, the initiative emphasizes building confidence and security in water through consistent, qualified coaching and proper facilities. Sustained, repetitive training proves essential for skill development, making long-term sponsorship more effective than one-off programs.
Read at London Business News | Londonlovesbusiness.com
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