The Hero Dubai Desert Classic at Emirates Golf Club is always a thrilling start to the year. For the players and their teams, it represents both an exciting challenge and a crucial opportunity. As we are into the backend of this signature Rolex Series event, I caught up with JA the Resorts Liam James, coach of several prominent players, who shared insights into all aspects of his week.

This week is a busy one, but in many ways, it’s a typical week. Seeing all the players again after a break is always enjoyable. The planning, however, is time-consuming. There’s the technical coaching side, of course, but I also like to craft small practice plans for each player based on the challenges the course may present. Stats reports and caddie feedback help shape these plans, and I review them over a coffee before practice begins.

I also spend a lot of time on the course, observing how the players prepare. It’s not just about watching them hit balls – I like to see how they approach the day’s work and review everything afterward. It’s a full schedule, but the excitement and buzz around a Rolex Series event like this make it a fun and rewarding week.

Liam James and Jason Scrivener

Liam James and Jason Scrivener

This week, I’m working with seven players: Marcus Armitage, Jorge Campillo, Richard Mansell, Thorbjørn Olesen, Jason Scrivener, Johannes Veerman and Fabrizio Zanotti.

I see this week in two ways. On one hand, it’s an incredible opportunity. As a Rolex Series event, there are plenty of points on offer, and it’s a great chance for the players to start the year on a strong note. On the other hand, in our team, we do our best to downplay the significance of any single event. We don’t want to put unnecessary pressure on the players. It’s simply another week in the season mentally.

We’ve had a good offseason, and now it’s about building on that momentum. This week is a continuation of the work we’ve done, and it’s a great opportunity to gauge where the players’ games are after the break.

Coaching at this level requires flexibility. While we try to split the time fairly, each player has different needs, so it’s not always a perfectly balanced schedule. Before the event, each player had a clear plan in place, but sometimes things don’t go exactly as planned.

I’ll schedule time with each player, but the focus can vary. Some might want me to check the basics, while others are working through more performance-related challenges. There’s no “one-size-fits-all” approach here – it’s tailored to what each player needs at that moment.

Each player has a specific focus based on their game and the challenges of the course. Here’s a breakdown of what each is working on:

Marcus Armitage: Improving his hip movement through the ball and testing new equipment for the year.

Jorge Campillo: Focused on improving his wedge play this offseason.

Richard Mansell: Working on launching the ball higher, using better pivot mechanics and a more effective use of the ground.

Thorbjørn Olesen: Working on technical changes, particularly how he rotates his body in the backswing.

Jason Scrivener: Concentrating on his iron play and overall ball control.

Johannes Veerman: Continuing work on his swing, especially on the line the club moves away from the ball, and keeping his head more centered in the backswing. He’s also made some putting changes with his coach, Jon Karlsson.

Fabrizio Zanotti: Focused on improving balance throughout his swing.

Depending on the player’s needs, some guys like to have me there during their warm-up, while others prefer to keep things more independent. I try not to get too technical before a tournament round. The warm-up should be just that – a chance to get loose and prepare mentally.

During their round, I’ll walk a few holes with the players and watch how they handle the course. We’ll then debrief about it after, discussing what went well and where they can improve.

Liam James and Marcus Armitage

Liam James and Marcus Armitage

For recovery, we’ll do a quick warm-down, often focusing on the drills they started the week with. Some players also skip hitting balls after the round to maximise rest and recovery – after all, it’s a long week!

Technology plays a huge role in modern coaching. Devices like TrackMan and FlightScope provide invaluable feedback, especially when preparing for an event. They give us precise data on club performance and help ensure that players’ equipment is in optimal condition. Knowing how far the ball is flying and how the clubs are performing week-to-week is essential.

But technology also allows us to engage players with performance-based challenges, which makes practice more task-oriented and fun. That said, it’s all about balance. Technology is a powerful tool, but the goal is always to keep the focus on what will help the players perform at their best.

Having a solid relationship with the players is crucial. They need to know that everything I say is for their benefit and aimed at making them better at the game. We foster a fun yet constructive environment, and that really helps bring out the best in all of us.

I’m always myself with the players, but I do adapt my coaching style to suit each individual. Some players like a lot of feedback, while others prefer a more simplified message. It’s not always about what you say, but when you say it – timing is key.

Main Image: Harry Grimshaw