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
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.
Co-Founder & Performance Coach
PT, nutrition specialist and certified breathwork coach with a background in strength & conditioning. His breathwork practice grew out of cold water therapy and now underpins his work across biology, fitness, stress management and trauma release alike. Lee lived the full list before he ever coached a client through it: stress that wouldn't switch off, libido gone quiet, sleep that stopped working, fertility struggles of his own, and the confidence hit of a body that wouldn't bounce back after injury and surgery. That's what built the male side of 10X-U, a programme for the things most men power through in silence instead of naming. Data-led, no guesswork: a roadmap, accountability, results. Lee leads the male side of the programme.
Co-Founder · Women's Health & Performance Coach
A former CHANEL leader with a senior international career across the UK and UAE, Claire brings the standards of world-class brands to the way 10X-U is built and run. Her story is lived, not theoretical: decades of severe endometriosis, bowel surgery, a full hysterectomy and surgical menopause, the female arc of midlife hormonal change most programmes ignore. A qualified personal trainer, she now coaches women through strength, body composition and confidence at every stage of life. As co-founder, she leads the female side of 10X-U, shaped by her own experience: honest education on hormones through perimenopause, menopause and beyond, training and nutrition that adapt as the body changes, and the support she would have wanted for herself. Data-led, no guesswork, and no woman left to figure it out alone.
Consultant Psychologist · MSc, PGDip
A fully qualified psychologist with a Master's degree and Postgraduate Diploma in Psychology and over 15 years of clinical experience, Amelia works from a simple principle: knowing what to do and being able to consistently do it are two very different things. Lasting change rarely comes from information alone. Stress, identity, relationships, self-belief, motivation and deeply established behavioural patterns all shape how we eat, move, sleep, recover and care for ourselves, particularly through periods of significant life and hormonal change. That understanding anchors the psychological pillar of 10X-U: translating the biopsychosocial model into something practical, and building behaviours that actually last.
How We Work
One process, four pillars. Every case is reviewed across the whole team, coaching, psychology and lab data, then engineered into a single roadmap built around you, not off a shelf.
90-Day Transformation Protocol · AED 7,500 · 5 founding spots · Other programmes priced on consultation
Pay over time with Tabby: 4 interest-free payments or up to 12 months.
Before we build anything, we measure. Full hormone, metabolic and performance bloods at the start and the midpoint, drawn at home by our partner labs. Add wearable data, body composition and your history, and we have a case file instead of a guess.
Enquire →Training and nutrition engineered from your bloods, recovery and actual life, not a template. Your targets live in the 10X-U app: photograph your plate and it does the counting, log the session and your coach sees it. Reviewed weekly, adjusted to what the numbers say.
Enquire →A consultant psychologist on your case, not a motivational quote. Knowing what to do and being able to do it consistently are different problems. We work on what gets in the way: stress, identity, old patterns, and build behaviour that holds after the programme ends.
Enquire →Certified breathwork protocols for stress regulation, recovery and mental clarity, built into the programme rather than bolted on. The nervous system decides what the body keeps, so we train it with the same seriousness as the muscle.
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
We are building more than one option in each area, so you are matched to the right partner for where you live and train, in the UAE now and the UK next. Each one is vetted and used by our own team before a client is ever referred.
Multiple partners per category, by location.
Specialist? Partner with us →How It Works
Enquire
Tell us where you're at and where you want to be. No sales call, no pressure, just a straight read on whether we're the right fit.
Consult
One-to-one with your lead coach, unhurried and confidential. Then your case goes to the full team: coaching, psychology, lab data. A plan built by specialists, not a template.
Blueprint
Your programme, built from your bloods up. Training, nutrition, recovery, mindset: every piece decided for your biology, not borrowed from someone else's.
Execute
You train, we watch. Every session logged, every plan adjusted as you change. This is the part where the work actually pays off.
Track
Everything in one app: check-ins, workouts, nutrition, sleep, breathwork, and Axiom reading your data around the clock. You always know exactly where you stand.
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 guess. Neither do we."
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. Pay in full, or pay over time with Tabby. Other programmes are priced after consultation.
4 interest-free payments or up to 12 months. We send your secure Tabby payment link after your 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 hello@10x-u.com.