On 23 October 2026, MaxProf was proud to once again participate in the Sahara Shelter Charity Golf Day, held at Papwa Sewgolum Golf Course. Having attended the event each year, our continued involvement reflects our commitment to supporting meaningful initiatives that uplift communities, protect vulnerable individuals and contribute towards creating a positive and lasting impact.
The annual charity golf day brings together businesses, organisations and individuals who share a common purpose: supporting the important work of the Sahara Shelter, an initiative supported by Phoenix Child Welfare. While the day provides an opportunity for participants to connect and enjoy a round of golf, its greater significance lies in the cause it represents and the lives that benefit from the support generated through initiatives of this nature.
The Story Behind Phoenix Child Welfare
The history of Phoenix Child Welfare dates back to the late 1970s, when the Phoenix community faced significant socio-economic challenges, including limited infrastructure and inadequate welfare facilities. Recognising the growing need for support among disadvantaged families, community volunteers and members of local civic organisations began advocating for the establishment of a dedicated welfare organisation.
Following collaboration between the South African National Council for Child and Family Welfare, the Verulam Child and Family Welfare Society and volunteers from the Phoenix community, the Phoenix Child and Family Welfare Society was officially established on 8 March 1981.
The name Phoenix also carries an interesting historical significance. The area is associated with the Phoenix farm, which was named by its former owner, sugar cane farmer Thomas Watkins, after a fire destroyed his crops, only for them to grow again from the ashes. This inspired the name of the mythical phoenix bird, traditionally associated with renewal, resilience and the ability to rise again after adversity.
Today, Phoenix Child Welfare has grown into one of South Africa’s established welfare organisations, extending its services beyond child protection to include family preservation, youth development, community support and assistance to vulnerable individuals and families.
Providing Safety, Support and a New Beginning
One of the organisation’s important initiatives is the Sahara Shelter, established in 1994 to provide refuge for abused women and children. The shelter offers more than just temporary accommodation; it provides a safe and supportive environment where survivors can begin rebuilding their lives.
Through its social work services, counselling, guidance on legal rights and protection orders, as well as skills development programmes, the shelter works to empower women and assist them in regaining their independence. Initiatives such as sewing, beadwork, cooking and baking provide opportunities for skills development and potential income generation, helping residents work towards a more secure future.
The work carried out by the Sahara Shelter is a reminder that supporting vulnerable individuals requires more than providing immediate protection. It also means creating opportunities for healing, personal development and empowerment, allowing individuals to regain their confidence and move forward with dignity.
MaxProf’s Commitment to Making a Difference
At MaxProf, we recognise that our responsibility as an organisation extends beyond the services we provide and the work we do within our industry. Being part of the communities in which we operate also means recognising social challenges and supporting initiatives that seek to address them.
Our continued participation in the Sahara Shelter Charity Golf Day each year reflects this commitment. We believe that meaningful change is made possible when businesses, organisations and individuals come together to support causes that matter. Whether through participation, sponsorship or simply lending support to an important initiative, every contribution plays a role in strengthening the efforts of organisations working to improve the lives of others.
The story of Phoenix and the work of the Sahara Shelter carry a powerful message of resilience, hope and renewal. Much like the phoenix that rises from its ashes, the shelter provides women and children with an opportunity to find safety, rebuild their lives and look towards a brighter future.
We commend Phoenix Child Welfare and the Sahara Shelter for their dedication, compassion and continued efforts in serving vulnerable members of our society. MaxProf is honoured to continue supporting this worthy initiative and remains committed to being part of efforts that create meaningful and lasting change in our communities.
