Bringing High-Performance Coaching from Formula 1 to Middle East – Hintsa Performance Opens an Office in Dubai

Dubai, 15 October 2020 – Hintsa Performance announced today that it will expand to Middle East, opening an office in Dubai. The move comes after successfully serving Middle Eastern clients, such as Kuwait Finance House, for a number of years. By opening its office and hiring local Performance Coaches, Hintsa aims to become a strategic partner for Middle Eastern companies. Hintsa applies the proven methods from Formula 1 to coaching executives and business professionals in high-pressure environments to achieve sustainable performance.

In the picture: Chairman of the Board Juha Äkräs, CEO Annastiina Hintsa, Head of Middle East Mikael Vainio, and Head of Global Accounts Pekka Pohjakallio

Covid-19 challenges employers in multiple ways, putting their top talent at risk and testing their leadership resilience. 1 in 5 employees is both highly engaged and at high risk of burnout1. 46% of working parents are highly stressed due to Covid-192. 80% of CEOs are concerned of a skills shortage3. Meanwhile, 60% of employees expect flexibility with regards to where and when they work in the future4, making top talent more fluid and a globally competed for.

Companies are searching for solutions on how to reduce risk of burnout, ensure performance, and improve retention. Hintsa has for years applied its methods proven in Formula 1 to coaching executives and business professionals in high-pressure corporate environments. The goal is to help individuals and organisations achieve sustainable high performance. During Covid-19, Hintsa has witnessed increasing interest in its services, and continues its global expansion. By opening an office in Dubai and hiring local Performance Coaches, Hintsa aims to become a strategic partner for businesses operating in the Middle East.

Hintsa has translated its Better Life mobile application into Arabic language. The clients can chat with their dedicated coach and access inspirational videos, podcasts and daily tasks on the go.

Hintsa has appointed Mikael Vainio as the Head of Middle East. Mikael has over 20 years of working experience in the Middle East and he is responsible for the business in the region. Mikael is also a member of Hintsa’s Leadership Team. Before moving to Hintsa Performance Mikael has has been holding various senior management roles in corporations like Nokia and Ericsson. He has a proven track record of successfully operating at the most senior levels in both private and government sectors.

“In the past years I have witnessed a growing awareness in the Middle East of how mental and physical wellbeing are strongly connected not only to personal happiness, but also to success in professional life. Having been a mentor for executives and promoting a balanced lifestyle in organisations throughout my career, I’m excited to join Hintsa in building a local organisation to offer Hintsa’s unique and proven methodology to the Middle Eastern corporations and authorities”, Mikael Vainio, Head of Middle East, states.

In addition to one-on-one coaching, Hintsa has hosted regular workshops for the Executives and employees of Kuwait Finance House.

Prior to opening its office in Dubai, Hintsa Performance has successfully served a number of individual and corporate clients in the Middle East. Hintsa has also translated its entire Better Life mobile application into Arabic language to provide a better coaching experience for its Middle Eastern clients. One of Hintsa’s long-standing clients in the region is Kuwait Finance House (KFH), a financial services company with more than 3,000 employees in Kuwait. KFH rolled out a company-wide wellbeing program with Hintsa Performance to improve overall health, reduce sick leaves and improve performance. The program provided an 88% Return on Investment in its first year alone. The biggest improvement was in improved working capacity: the staff were working less after-hours, and maximising effort during working time. This improvement represented a 41% uptake in productivity and a decrease in overtime costs.

“Our vision is a world where wellbeing is a priority. We are thrilled to continue our global expansion. Having Mikael and our new Performance Coaches onboard, we have all the capabilities to help clients in the Middle East reach sustainable high performance – now and after the pandemic”, Annastiina Hintsa, CEO of Hintsa Performance, concludes.

Would you like to hear more about the services we offer in the Middle East? Please contact Mikael Vainio:, +971 50 6670349


For media-related queries or interviews, please contact:

Kai Kirkkopelto
Head of Marketing, Hintsa Performance
+358 40 965 7235

Annastiina Hintsa
CEO, Hintsa Performance
+44 7908 177376

About Hintsa Performance
Hintsa Performance is a world leader in human high-performance coaching. For over 20 years, the company has repeatedly proven its science-based coaching methods in the most challenging business and sports environments. Hintsa’s coaching services are trusted by clients ranging from Formula 1 drivers and teams to the world’s leading companies. Hintsa-affiliated F1 drivers have won the last 10 World Championships in succession and over 97% of the podium places since 2014. The company employs more than 100 experts and has offices in London, Geneva, Helsinki, Dubai and Zug.