Samuel Areola
Tanuja Kishore
TIAS School for Business and Society
Mirjam Minderman
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Elitebox Nigeria is the leading boxing gym that specializes in training and holding combat-sport events. The center offers a range of classes and programs that cater to different fitness levels and goals. Elitebox offers training to professional boxers of all divisions and weight classes. These training sessions present world class sparring classes and one-on-one coaching sessions. For beginners, the company offers classes that teach the basics of boxing and helps to develop the required skills. These classes are conducted in a safe and supportive environment, with trainers dedicated to helping their students reach their full potential.
Elitebox stands out in the fitness industry in Nigeria primarily due to their stance on inclusivity. It aims to present the opportunity to everyone who is interested in learning more about the sport or just curious about a new hobby. In a country like Nigeria with very conservative values, inclusivity is aimed especially at women and younger disenfranchised youth who may face barriers to participating in combat sports. By providing an inclusive platform, Elitebox has been able to capture a wider range of audience that usually do not have access to training facilities and sporting events.
The innovation introduced by Elitebox to the Nigerian sports industry is the first all-female boxing event in December 2016. This was a significant shift in the sports landscape in the country. While mainstream sports were slowly garnering interest from the female demographic, girls already in the world of combat sports were suddenly given more recognition in the industry. The all-female boxing card established a strong interest in women of all ages for the sport of boxing and more opportunities for female professional boxers from around the country. This proved that there was a market for the fanbase of female boxing which had not been previously explored in the country.
‘Right from inception, the doors of Elitebox have been open to anyone interested in a new experience… And women have always embraced the sport with just as much enthusiasm as men, sometimes even more’, says Rehia Giwa-Osagie the CEO of Elitebox.
The turnout for this event was very successful and there was a sense of genuine intrigue in seeing Nigerian female boxers headline a sports event. This is widely considered by many in the sports community as the start of a transition towards inclusivity of women into the world of national combat sports.
Following his academic pursuits across continents, Rehia Giwa-Osagie returned home driven to share his passion for sports, competition and the benefits of physical health and fitness with everyone back in Lagos. He quickly discovered the pre-conceived notions on boxing and combat sports prevented most athletes to opt for other forms of fitness. While people on average are curious about boxing, society strongly frowns upon fighting in any form, especially among women and younger people from rural backgrounds. Both potential and already practicing athletes need a conducive environment that is non-judgmental and has a good community reputation.
Rehia met this need by establishing EliteBox in the last quarter of 2016. The response was overwhelming, especially from demographics one would not ordinarily consider as boxing enthusiasts. He quickly realized that inclusivity was a critical aspect of the passion that he wanted to share with the community.
Despite the older generations’ opinions about women in combat sports, Rehia believes that training in a sport like boxing contributes to social development in his immediate surroundings. Providing equal opportunities to female athletes as well as recreational trainers helps to meet several social objectives while increasing the profitability of the business – especially when compared to other sports franchises in Nigeria.
Some of the positive impacts that Elitebox female professional boxers’ have generated are the growth of the business itself, the redefinition of traditional beliefs of combat sports, and the benefits to (female) employees and clients. Having female trainers with the highest level professional boxing experience inspires and encourages more women to participate. The growth of the business has been significantly influenced by this female contingent of clients – both professional and recreational. This also provides an opportunity for these trainers to earn a good living as well as to contribute to the community through educating others.
In redefining traditional beliefs about combat sports, Elitebox has been able to highlight good health and well-being as a direct effect of boxing training. The improvement of physical and mental well-being is easily apparent in client overall development. Elitebox has produced professional athletes organically from already existing gym members who had improved their skills over time. Another major aspect of this redefinition is inclusivity. From its inception, Elitebox has ensured accessibility to everyone of all backgrounds and skill levels, despite any public misconceptions about the sport. The result of this is often uncovering potential by enabling clients to build their confidence and to do things they might never have thought they were capable of.
Compared to the rest of the sports industry in Nigeria, boxing is not the most mainstream sport to watch or participate in. Hence, most training facilities and sports events target the male demographic. While sports like football and basketball attract national attention, enough to have female teams, female boxers have been few and far between over the years. Elitebox has been able to capture a unique customer segment in the market aided by the fundamental approach to inclusivity.
Furthermore, the boxing events with female competitors offer a unique experience for both viewers and contestants. There are very few other platforms in the country proving an opportunity for women in combat sports. Elitebox events attract a large viewership as tickets sell out t and the venue is at full capacity. Turnouts from the events suggest Elitebox is the market leader in female boxing in the Nigerian sports industry.
SDGs that Elitebox actively promotes are:
- SDG 3: Good health and well-being
- SDG 5: Gender Equality
- SDG 10: Reduced Inequalities
EliteBox has always been an influential advocate of gender equality in the Nigerian sports industry; by providing maximum opportunities for women to practice the sport (compared to men with the ratio of 60:40), EliteBox boosts the confidence of women in the boxing school as well as women in the broader society. Women empowerment in boxing combat is not only providing equal opportunities for women to take part in the boxing competitions, it is also promoting gender equality in sports in general. This results in women empowerment in society as a whole, with women feeling more confident of reaching their desired goals.
The social benefits presented by Elitebox include bestowing equal opportunities upon women to play/compete; giving appropriate support and resources for the female boxers; and enabling them to commence leadership roles in training the next generation of athletes. Women empowerment by EliteBox paves the way to much more assorted and comprehensive sport and lifestyle benefits at all levels. Moreover it also helps in building the confidence of women to pursue not just this sport, but also other areas of interest. It also helps to overcome typical gender stereotypes and to promote gender equality in society on a broader level.
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Rehia Giwa-Osagie, CEO
Elitebox Boxing Gym is a combat sport training and fitness facility located in the heart of Victoria Island in Lagos, Nigeria. With state-of-the-art equipment and a team of experienced trainers, Elitebox offers a unique training experience for boxing enthusiasts of all levels. The gym provides various programs ranging from boxing training, strength and conditioning workouts, as well as personalized fitness plans tailored to meet the specific needs of each client.