Joni Shanta HCPC is a Director at Athlete Focused and leads the organisation’s Abu Dhabi hub, driving high‑quality athlete support and operational excellence across the region. With over a decade of experience in high‑performance sport, she brings a calm, assured leadership style and a deep understanding of what athletes and organisations need to thrive. Joni oversees programme delivery, staff development, and partnership growth in the UAE, ensuring Athlete Focused’s values and standards are embedded in every interaction. Her background in elite sport and her commitment to creating supportive, athlete‑centred environments make her a key force in expanding Athlete Focused’s impact internationally.