Our Story

Meet Arthur Kiyaga

Born in Kampala

Hey! I’m Arthur Kiyaga and I’d like to share a little bit of my story with you.

I was born in Kampala, Uganda. I came to Toronto, Canada because my father was a professor at University of Toronto (U of T). My mother (with honours) graduated at U of T. My brother played on the Kingston Frontenacs and was the captain of the U of T hockey team. One of my sisters is an exceptional teacher. My other sister is outstanding and finishing up her university.

I am the byproduct of an amazing family.

Jesse Ketchum photo day

Silly & foolish

Instead of analyzing “Pursuit of Happyness”, I watched “Fresh Prince of Bel Air” too often. I was loud. Always talking, laughing, constantly thinking about fashion but had a quiet mind. I did not have the internal discipline for my energy.

Sports is something I loved but I was not focused on “keeping the main thing, the main thing”.

Teen Tribute: Issue 1, vol. 5, spring 2002

I didn’t succeed

In highschool I loved words and jazz. I wrote 2 poetry books, posted flyers everywhere and emailed newspapers.

I thought they would be New York Times best sellers.

Clearly I failed.

But speaking at Toronto schools and poetry conventions was something I loved.

1 goal in 3 seasons

It’s mind-boggling that I played professional hockey. I was hungry, watched ever hockey videos and practiced everyday.

I thought I would make the NHL.

I failed again.

1st pro season = 0 goals

2nd pro season = 1 goals

3rd pro season = 0 goals

I had amazing Nike trainers and skated with NHL players in the summer. Yet, the coaches said there are players much better than you.

It sucked.

Everything I could, I did. I have no regrets and I loved it.

First training job

The whole time I played hockey and ran track and field, 3 of my idols were the best Nike trainers. At the time, I did not know anyone who had a “training” job.

Once they hired me, I got paid by Nike to travel across Canada, train gifted and skill athletes for something I love.

Was it a dream?

Looking at the teams that were prepared, focused and loved coming to us, and I was wondering…

“How is this possible?”

It completely opened my eyes to a world I had never even imagined.

My idols trained me for 10 years so it was a breeze.

Giving instructions.

Encouraging everyone to “achieve more”.

Seeing kids and adults improving at every stage.

Laughing and joking in between the sessions.

It was not a job. I thought I could do this alone.

I was wrong.

Demonstrating a Nike SPARQ test

I struggled

Trying to get 7 gyms to give me a job didn’t work.

Trying to get people to come to my outside bootcamp was difficult.

Trying to get clients to pay me $40 an hour or sometimes for free was puzzling.

I thought “fitness” was fitness.

It hit me.

It was the first time ever in training I was proven wrong. Everything I truly believed in put me in chaos. Now I was trapped in a corner.

What else have I got wrong?

7 gyms did not want me

Started DDUKA

I was confused and couldn’t see things properly.

I thought it was you.

It was me.

Worrying about my wardrobe and trying to compete with other trainers/coaches was the first thing on my mind. I should have deeply explored what’s going on in your head.

My foundation was in poor condition.

It required me to self-discover myself. When I started DDUKA, I had no idea what I was doing. At the time, I couldn’t define, spell, or pronounce “entrepreneurship”. Looking at the market and how value was created in this world was complicated, yet important. Help is what I needed and I invested in personal development.

One of my mentor said:

“Arthur! You’re thinking through your eyes. You want to see it through the student’s view. Everything comes from their brain — not yours. You have to talk to them.”

Once I sat down, went back to the drawing board and internalized it, my mindset shifted. I need a central point of focus: my students’ results.

Was it hard?

Yes!

I misread certain situations and learned that not everyone wants the same thing. 

Making a lot of mistakes was difficult and a humble experience. Through trial and error, action gave me more depth and insight. All my failures became my library to assist me in becoming better at my craft. 

After 9 years I cracked it.

With my outdoor bootcamp business, my target student was anyone in Toronto, Canada who wanted to get fit. It was way too broad. With my 1-on-1 business, my target student was anyone living in a condominium… still too broad.

With Google and weddings, I focused. My philosophy was for busy executives and ambitious brides-to-be...

Only.

Teaching amateur and professional athletes is what I thought I knew. I NEVER EXPECTED busy executives and brides-to-be would be a good fit.

Over the course of the time I trained Google employees, I noticed a few things. Every person would work hard at their desk, excel in the exercises that they didn’t think they could complete and most importantly…

Have a lot of fun!

I personally trained Google, Nike, Sunnybrook Hospital and Corus Entertainment employees and the results were profound. I’ve hosted kids birthday parties and become the go-to person for 40 ambitious brides-to-be looking to get fit for their wedding dress and wedding day.

Everything happened by accident. Check out my call with TheBrideschilla.com podcast: 

I’m always looking to improve my skills.

It taught me exactly what and when they need it from “Yes” to “I Do”. From motivation, knowledge of what quick exercises to do and what food to eat…

…all the way down to guidance on stress (what keeps them awake at night, staring at the ceiling), and as a result, I was able to “talk to them and lend a hand” with my marketing strategies.

Along my journey, changing my perspective changed everything.

I loved it.

Looking to the future

Much of what I think today has evolved from having a serious stroke, many seizures, aphasia and working with gifted athletes, ambitious brides-to-be, and top executives.

Little things.

Make.

Big things.

Happen.

Everything I failed at gave me strength. The silly & foolish arrogance of believing I had the answers…

Are gone.

No matter how detailed your health and fitness plan is, life is going to change quickly.

Transformation takes work.

I have done this for years and I don’t want you to repeat your own mistakes.

David Mamet said, “You can not learn about writing drama without writing plays, putting them on in front of an audience and getting humiliated.”

Penmanship — it makes sense.

However, in regards to fitness and energy…

Yes.

It is scary and different.

But I’ll hold your hand through the process, show you the big picture, anticipate and avoid obstacles, find solutions to specific problems, give you clarity, reveal every layer in between, and most importantly…

Cheer you on!

I started this company with a vision to create a worldwide community and empower students to reach new levels of success, from anywhere, any time.

DDUKA means “run” in Luganda. 

As you chase your dream, through a maze of chaos and uncertainty, and your deadline is approaching, there are 4 stages in your journey.

Phase One: 

It is all about you and your heart.

Phase Two: 

Tweak, hone, and master your day. 

Phase Three: 

Watch your world unfold so we both understand the right questions to ask. 

Phase Four: 

Finish fast with fuel buildup from your previous actions. 

Taking it step-by-step, the dream and reality agree.

What began as an idea, became a struggle, is now a simple and powerful C.H.E.F. system, which makes your journey much quicker than mine.

Confidence and excitement is important and I want to put a small brick in your day-to-day life.

You are perfect. 

That perfection is seeking a coherent outcome that is the best version of yourself.

Believe in yourself.

Don’t worry.

I believe in you and I’d be honored if you would join us to improve your fitness and happiness!