Premier League footballers are no strangers to living the high life in Dubai.
Summer parties before the grind of pre-season begins in earnest have become the norm in recent years.
But the popular destination is fast becoming the go-to place for the Premier League's walking wounded to amplify their own recovery schedules ahead of their return thanks to the state-of-the-art Transform Altitude Performance Center located in the heart of Dubai.
Just ask Tottenham midfielder Dele Alli, who recently returned from a week's training camp at the hub as he stepped up his recovery from a hamstring injury.
Alli wasn't due to return to training until March at the earliest. The England international - and in no small part to Transform Altitude - could make his return to the first team squad for Saturday's north London derby against Arsenal.
Equally, Bournemouth defender Tyrone Mings spent a extensive spell at the facility last year as he worked his way back from long-term injury.
So too has Huddersfield's Danny Williams as he battled back from injury. On a good day, you might even catch rapper 50 Cent going through his paces.
Many more of England's top-flight stars will follow in the coming weeks and months.
Take a quick look at the Transform's facilities, it's not hard to see why it's quickly becoming the go-to spot for players in terms of warm weather training.
Transform's full rehabilitation centre, fitness clinic and medical facility all under one roof makes the facility a convenient one-stop shop for athletes who are looking for warm weather rehabilitation and conditioning.
The input of world renowned orthopaedic surgeon Dr George John, who specialises in next generation stem cell treatment to assist and prevent serious injuries, has proved a big attraction for athletes across the world.
And their link-up with the Dubai Sports Council - which allows Transform access to state of the art off site facilities - also adds to the pull.
'Dele messaged me asking what our facilities and services are as Spurs wanted to send him, their physio and sports science expert to a warm weather training camp,' said Saif Rubie, one of the partners of the centre.
'Our managing partner Nic St-Maurice co-ordinated everything with the Spurs staff to ensure the whole week's schedule was organised from A to Z.
'We made sure that their Dubai training trip experience was perfect.
'We are committed to providing the best atmosphere on and off the pitch for any athlete worldwide to be happy to do their training and rehab in Dubai.
'This has been translated by the level and high quality of the sportsmen and women who have been visiting us over the last few months.'
To learn more about the Transform Altitude Performance Center visit: www.transformaltitude.center