Elite Performance Coaching · UAE
Personal training, precision nutrition, breathwork mastery & hormone-led protocol design — engineered around you. Powered by the 10X-U app and Axiom, your AI performance coach.
The Founders
Lee Simpson — Co-Founder & Performance Coach. PT, nutrition specialist and certified breathwork coach based in Dubai. Lee works on the side of male health most men never say out loud — the slow drain of testosterone that shows up as flat energy, lost drive and a body that stops responding. Data first, no guesswork: bloods, roadmap, accountability, results.
Claire Dreyer — Co-Founder & Women's Health & Performance Coach. Former Chanel project manager turned personal trainer and qualified life coach — a career change powered by navigating her own hormonal shift and coming out the other side stronger. That first-hand insight drives 10X-U's women's protocols: built by someone who's lived it, not just studied it.
Amelia Simpson — In-House Psychologist (MSc, PGDip). Two decades of psychology practice at the sharpest end of the field — from forensic settings to clinical work with trauma, relationships and high-pressure minds. Amelia anchors the psychological pillar of the 10X-U method: because lasting physical change is built in the head first.
10X-U exists because most people never come close to their potential. Every programme we build is engineered to bridge that gap — no shortcuts, no cookie-cutter plans.
What We Offer
This isn't a menu — it's one method. Every case is reviewed across our full team — coaching, psychology, labs — and engineered into a single roadmap. The 90-Day Transformation Protocol is AED 7,500 (5 founding spots) — other programmes are priced on consultation, because they're built around you, not off a shelf.
Programming built from your case file — bloods, history, recovery data — and delivered by the coach best suited to your case. Strength, body composition, performance: tracked in the app, reviewed weekly, adjusted to what your data says. Accountability that doesn't blink.
Enquire →No meal-plan PDFs gathering dust. Your targets live in the 10X-U app — photograph your plate and it does the counting — while your coach calibrates intake against your bloodwork, training load and actual life. Precision without obsession.
Enquire →Certified protocols for stress regulation, recovery and mental clarity — one strand of the psychological pillar that runs through every 10X-U case, shaped with our in-house psychologist. Because the nervous system decides what the body keeps.
Enquire →The panels your GP wouldn't think to order — deep hormonal, metabolic and performance bloodwork, drawn at home by our partner labs and read with niche depth. Protocols designed as education and guidance, with referral to licensed practitioners for anything clinical.
Enquire →Trusted Partners
Every partnership is deliberate. We work only with providers we'd refer to a friend — specialists who share the same standard of excellence our clients expect.
Dubai Hills' premier physiotherapy clinic — where precision rehabilitation meets elite performance care. Kinetika's team of specialist physios work closely with high-performing individuals who demand more than standard treatment.
10X-U CLIENTS · 15% EXCLUSIVE DISCOUNT
Practitioner-grade supplements and vitamins, delivered across the UAE. Every 10X-U protocol stack is designed by our coaches and fulfilled through Nurition — clients order direct, with member pricing applied.
10X-U CLIENTS · MEMBER PRICING ON PROTOCOL STACKS
How It Works
Enquire
Submit your enquiry. Tell me your goals, your current situation, and what you're looking to achieve. No commitment, no obligation.
Consult
A structured consultation with your lead coach — unhurried and confidential. Your case is then reviewed across the team: coaching, psychology, lab data. Nothing cookie-cutter.
Blueprint
We build your programme from scratch. Every element is intentional — training, nutrition, recovery, mindset. All aligned to your goals.
Execute
We work together with full accountability. Progress is tracked, plans evolve, results compound. This is where you become 10X.
Track
Everything lives in the 10X-U app — daily check-ins, workout logs, nutrition, sleep, breathwork, and your AI coach Axiom. Your data, your progress, your edge.
The 10X-U App
Every metric, every session, every meal — tracked, analysed, and fed back to you in real time. The 10X-U app is the operating system for your transformation.
"Your data doesn't lie. So your plan doesn't guess."
Powered by GPT-4o. Personalised to your metrics. Always on.
PRIVATE BETA — ACCESS RESERVED FOR FOUNDING CLIENTS
ENQUIRE TO JOIN THE NEXT INTAKE
Get In Touch
Ready to build the best version of yourself? Fill in the form and we'll be in touch within 24 hours. The 90-Day Transformation Protocol is AED 7,500 — 5 founding spots. Other programmes are priced after consultation.
All enquiries are treated with complete confidentiality.
Thanks — we'll be in touch within 24 hours. Check your inbox (and spam folder) for a confirmation from lee@10x-u.com.