When Richard Dunsby left the UK just over a decade ago, he was determined to build a coaching career that combined his passion for golf and fitness. Today, he owns and operates SwingFIT Academies in Dubai – one of the region’s most forward-thinking golf performance operations, with two state-of-the-art indoor centres offering a seamless blend of technology, training and wellbeing.
After qualifying with the PGA in 2014, Dunsby gained invaluable experience as an assistant at Coxmoor Golf Club, where he was mentored by former England coach David Ridley. Keen to broaden his horizons, he moved to Dubai soon after, joining the team at Emirates Golf Club under Pete Cowen.
When the pandemic hit and Dunsby had to return to the UK, he was forced into a change of direction. Drawing on his long-standing interest in golf-specific fitness, he developed the SwingFIT concept – creating a space where movement, mobility and swing mechanics could be coached together to help golfers of all levels achieve their potential.
Since opening in 2021, SwingFIT has expanded rapidly, with 10 TrackMan bays, a purpose-built gym, and a growing team of PGA Professionals. That growth means Dunsby is often on the lookout for new coaches, and he has a clear view of what makes a strong candidate.
"We want coaches who are professional, driven, and passionate about developing their clients,” Dunsby said. "It's not just about teaching the golf swing – it's about delivering the full package, understanding people, and providing an exceptional experience every time."
That mindset is what Dunsby believes sets successful coaches apart in an environment like the one he has cultivated at SwingFIT.
"You're working with a team of professionals, and you're almost building your own business within SwingFIT," he explained. "The coaches who take ownership of that and focus on their clients' results tend to do very well."
Dunsby looks for individuals who combine strong technical knowledge with a solid understanding of how to operate within a professional business structure. For him, commercial awareness and professionalism are just as important as coaching ability.
"Some coaches underestimate the business side of coaching," he said. "They need to understand CRM systems, client onboarding, and how to deliver a premium experience using tools like TrackMan and OnForm. The coaches who do that well can build long-term careers with us. Ideally, we want to promote from within, so that those who start as assistants can eventually progress to head coach roles."
He believes PGA Members are particularly well equipped to meet the requirements SwingFIT has for its ever-expanding team.
"The PGA does a great job of education and those who excel are the ones who can apply that knowledge to a real-world setting," he said. "It's about understanding what it takes to run a successful coaching business. It's about building your network and your community."
Because SwingFIT's model unites technical coaching with physical training and mobility work, Dunsby values coaches who are open-minded and able to embrace innovation. The use of advanced technology, structured client systems and a multidisciplinary approach all demand flexibility and curiosity.
"Adaptability is key," he insisted. "Anyone coming in needs to buy into our philosophy, which is very much about integrating strength, mobility, and swing mechanics. We have clear systems in place, and they have to be open to learning and embracing those processes."
For anyone exploring opportunities in Dubai, Dunsby stresses the importance of undertaking thorough research and developing an understanding of the environment firsthand.
"I always encourage candidates who are serious about joining us to come out and see Dubai for themselves before committing," he said. "It's only a seven-hour flight from the UK. Spend a couple of days here, meet the team, and see what SwingFIT is all about.
"When I came out here, I didn't know a single person. It really was sink or swim. So I have huge respect for people who show initiative and take that same kind of leap. It's a big commitment for us too — it costs several thousand pounds to bring someone over once you factor in visas, medicals, and admin — so we want people who are serious about making it work."
Ultimately, he sees Dubai as a rewarding destination for PGA Members who bring the right combination of skill, adaptability, and ambition.
"We want to bring PGA Members over to this part of the world," he said. "We're looking for more senior coaches with team management experience, as well as newly qualified coaches ready to learn. The long-term goal is for those people to stay with us, develop, and eventually lead their own teams. That's the journey we want them to have."
To see all current job opportunities at SwingFIT Academies, click here.
