Boxing, branding, and bouncing back: Lessons in resilience

As well as producing future champions the boxing gym offers a space for self-mastery, according to Ben Amanna, founder and CEO of the boxing lifestyle brand BOXRAW.

For Ben, who grew up feeling like an "outsider" in an all-white neighbourhood, the gym offered a sense of belonging that transcended background.

"The boxing gym was the one place where it didn't matter where you came from; all that mattered was where you were headed," says Ben in episode 10 of Lead out Loud.

"When you are brought up in a boxing environment, you very quickly realise what you’re capable of doing. It allows you to control your aggression, not react with anger."

Ben believes the resilience and grit learned in the ring has been a potent ingredient for entrepreneurial success, especially as his journey to building BOXRAW was paved with "multiple failed business attempts".

His breakthrough came from a moment of despair following a failed social media app launch, during which he was training for a fight.

Ben realised there was no contemporary brand that truly represented the journey of boxing.

This realisation led to BOXRAW, a brand built on showcasing the dedication and discipline that happens before a bout. He recognised a growing community, particularly among university students, who were proud to identify as boxers, even if they never sparred.

Laura Chamberlain, Professor of Marketing, points out Ben has successfully tapped into two key marketing elements: finding a niche and, critically, understanding the customer. She highlighted the power of a brand's connection to self-identity and conspicuous consumption.

"What you wear says something about who you are, your self-identity, which is so fundamentally important, particularly in this kind of business," says Professor Chamberlain. "What you are saying with your brand is 'I'm proud to be a boxer'. And I think that's a really nice way of thinking about this, because you can tell the story around that."

Leaders need to be willing to take a punch

Ben believes anyone can be an entrepreneur, but few are willing to be one, emphasising the sheer hard work required to push past the "verge of giving up".

He attributes this drive, in part, to overcoming early personal insecurity and trauma.

BOXRAW's success was not overnight; it took Ben two years to get the product off the ground, a period of naive mistakes and learning. His lesson for all aspiring leaders is clear: planning is important, but it shouldn't distract from execution.

"Sometimes you put so much time into planning, it distracts from the actual execution," he says.

Like a boxer who keeps coming back after a knockout blow, true leaders embrace the grind, knowing that resilience is forged in the willingness to take a hit and bounce back stronger.

Professor Chamberlain adds: "When I work with young people at Warwick and I look at the things that have shaped their lives, learning how to be part of a team, for example, and traits like discipline and the power of practice - these experiences are so hugely beneficial."

Boxing, branding, and bouncing back: Lessons in resilience

Leaders need to be willing to take a punch

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