For Jazz Ferguson, the decision to bring his basketball career and mentorship journey to the UAE was rooted in both purpose and possibility. “Mainly, it was a decision to find more stability for my family,” he says, adding that the UAE represents “a real land of opportunity right now.” As he transitions from full-time professional athlete to mentor and business builder, Ferguson sees the region as perfectly aligned with his family’s long-term plans, especially given its growing focus on mental health, well-being, and sport. Safety and security, he notes, were also major factors in the move.
According to him, he believes basketball in the UAE is on the brink of rapid evolution. “I think basketball will evolve here faster than ever over the next five years,” he says, pointing to stronger systems for player development, well-being, and growth.
The presence of the Dubai Basketball team in the EuroLeague, combined with government investment and global exposure through events like the NBA Games in Abu Dhabi, has elevated the sport’s profile. He believes this momentum could see the UAE become a serious force within the GCC and eventually on the global stage.
Ferguson’s excitement for mentoring in the UAE stems from its formative stage. Unlike Europe and Australia, where development systems have existed for decades, the UAE is still building its frameworks. “That’s why the UAE is such an exciting place for me as a mentor right now,” he explains, noting the rare opportunity to influence a new generation of world-class players from the ground up.
But apart from this, at the heart of his work is Reps With Jazz, a mentorship philosophy built on four core principles: preparation, consistency, accountability, and routine. “These four pillars shaped my 15-year professional career,” he says. Recognising how central these habits were to his success, Ferguson developed a structured framework that now guides both young athletes and adult leaders, extending far beyond basketball.
Mental resilience is a cornerstone of his approach. Ferguson emphasises meeting each player where they are, helping them understand that pressure is inevitable but manageable. He teaches athletes to stay grounded amid praise and criticism, reminding them, “You’re never as good as your best game, and you’re never as bad as your worst.” This mindset, he believes, is essential not just for sports but for life, allowing individuals to navigate both success and setbacks with humility and focus.
A professional basketball player turned mental performance coach, Jazz Ferguson has spent over 15 years competing across Italy, France, Australia, and the Middle East. Raised in one of Louisville, Kentucky’s toughest neighbourhoods, his early life shaped his resilience and perspective. Though not initially the most physically dominant player, his relentless work ethic set him apart.
Ferguson went on to star at Indiana University Southeast, becoming the school’s all-time leading scorer, a four-time conference champion, the 2011 KIAC Conference Player of the Year, and a First Team NAIA All-American—an unprecedented achievement in the program’s history. Today, through Reps With Jazz, he mentors teens, athletes, and executives, focusing on discipline, mindset, and sustainable high performance.
One of Ferguson’s most powerful success stories dates back to his time playing in Italy, where he mentored a 17-year-old prospect named Carl Wheatle. Observing Ferguson’s work ethic and accountability, Wheatle absorbed lessons that would shape his future. “Now, around 10 years later, he is the captain of the Great Britain National Team,” Ferguson says, highlighting how mentorship can leave a lasting impact long before results are visible.
Ferguson is also candid about misconceptions surrounding emerging basketball markets. He cautions against the belief that financial investment alone guarantees success, stressing the importance of long-term development systems that teach habits, leadership, teamwork, and resilience from a young age.
In his mentorship, sports training and life skills are inseparable. Ferguson views sport as one of the strongest foundations for personal development, where discipline, communication, and teamwork naturally translate into everyday habits. “The most disciplined teams are the ones that win,” he says, noting that the same principles apply off the court.
While he acknowledges the growing role of AI and technology in sports, highlighted at Dubai’s Level Up Sports Tech Innovation Expo, Ferguson believes human experience will always remain central. Technology can support performance, but it cannot replicate the feel of pressure, intensity, and high-stakes moments that define sport and legacy.
As the UAE continues to invest in sport, innovation, and well-being, Jazz Ferguson’s journey reflects a broader shift, one where athletic excellence, mental resilience, and life skills converge. Through mentorship, discipline, and human connection, he is helping build not just better players, but stronger individuals prepared for success far beyond the game.
