Briton Joe Dean returns to the Kenya Open this year wiser and better prepared than in 2024, seeking to build on his incredible journey from a supermarket delivery truck driver to a rising star in world golf.
Dean’s story captured global attention last year when he finished joint second with Spaniard Nacho Elvira at the Kenya Open, earning Sh27,286,000. It was only his second start on the DP World Tour since progressing from Qualifying School in November 2023.
His rise to prominence was nothing short of extraordinary. Before his breakthrough, Dean worked as a delivery driver for UK-based supermarket chain Morrisons, earning Sh360,000 a month—just enough to get by.
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Travelling for tournaments was a challenge due to financial constraints, but the lucrative Sh322m Kenya Open prize fund was an opportunity he couldn’t afford to miss.
Beyond financial struggles, Dean also battled anxiety and mental health challenges, which made travelling difficult. His journey to professional golf was not just about talent and determination but also overcoming personal demons through hypnotherapy.
Hypnotherapy is a psychological treatment that uses hypnosis to help manage mental and physical health conditions, change habits, and enhance performance. For Dean, it was a crucial turning point.
“The genesis of me seeing a hypnotherapist dates back to me winning 12 free sessions through topping the order of merit on the 2020 Pro Tour in 2023,” recalled Dean in the Player Blog.
“Were it not for those sessions and working with Darren Hirst, I would not be here. It would have been very difficult, if not impossible, for me to travel.”
Dean traced his anxiety to 2014 when his family dog of 16 years was put to sleep while he was away at an England training camp in Portugal.
Sports PS Peter Tum (centre) practices a shot alongside Absa Chief Executive Officer Abdi Mohamed (fourth left), Kenya Open Golf Limited Tournament Director Patrick Obath (third left), Junior Golf Foundation's Regina Gachora (2nd left),Gregory Mwenda (left),Jeff Kubwa and Sammy Itemere (right) during the Absa Kenya Open sponsorship on February 10, 2025 at Muthaiga Golf Club.
Photo credit: Chris Omollo | Nation
“My parents thought it would be better to do it when I was away, but it created some sort of separation anxiety with traveling. It was something I managed to hide away until 2019, while my fiancée became a coping mechanism. As soon as I went to an airport, it triggered things in me that I didn’t know could be triggered.”
His struggles peaked in 2023 at Qualifying School, where he suffered a mental breakdown after his fiancée had to leave early due to work commitments.
“I hardly slept ahead of the final round. I was in a good place to qualify for the Final Stage, but I didn’t want to play well—I just wanted to go home because she had left,” he admitted.
“I was in a very dark place again. How my caddie Max helped me was fantastic. I think I shot eight under that day and came second, but Qualifying School was a nightmare from hell for me. It almost took any excitement out of golf.”
Since conquering his mental struggles, Dean has been on an upward trajectory. In 2025, he has already competed at the Bapso Energies Bahrain Championship, Ras Al Khaimah Championship, and Hero Dubai Desert Classic, earning Sh22,430,694.15.
His total career prize earnings now stand at Sh189,127,912.55 and counting.
His performances have propelled him from 38th to 37th in the Race to Dubai ranking and 159th in the Official World Golf Ranking—a remarkable feat for someone who was delivering groceries just a year ago.
Mutahi Kibugu follows his tee shot during the Magical Kenya Open PGK qualifiers at Windsor Country Club on February 17, 2025.
Photo credit: Chris Omollo | Nation Media Group
Dean admitted that his initial reaction to securing his DP World Tour card was a mix of joy and anxiety.
“Dread, panic. That was honestly my initial reaction at holing my last putt on the final hole at the Final Stage of Qualifying School last year,” he revealed.
“It wasn’t about finances at first, but more about the fact that I really struggled with traveling. I had won a DP World Tour card and knew I would have to do a lot of traveling. There was a real mixture of emotions. I was happy, of course. This is what I had wanted to achieve all my golfing career.”
Dean now returns to Kenya, not just as a golfer chasing prize money, but as a man who has conquered his fears and rewritten his destiny.
