The idea came from designing a new way of shopping to a more personal and luxury experience.

The boxing showroom was not built on a standard high street look. It was designed to feel controlled. Not rushed. Not crowded. Not urgent.

When choosing the best brands in boxing gloves, fitness apparel and streetwear, it becomes a way of life. Because luxury is not trying to say "Everyone wants this." It is trying to say "Not everyone gets access."

I selected only a handful of brands with great vision, love of the sport, their passion and their story.

After three and a half decades in the sport, from ex-pro boxer to professional trainer, I have learned that mass brands optimise for traffic. Luxury brands optimise for atmosphere and exclusivity.

We at Premier Performance Training belong in the latter.

Fight not to win but to avoid losing.