Fighting Spirit: George Veness on Redefining Boxing for a New Generation
Raised on a rough London estate, George Veness, founder of JAB Boxing Club, began boxing at six, representing England over a dozen times. After a successful amateur career, he transitioned to coaching, training both amateurs and celebrities. In 2018, he established JAB Boxing Club in London, aiming to make elite training accessible to all.
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What inspired you to start JAB Boxing and how did you envision it being different?
I started JAB because I wanted to reimagine what boxing could be – not just as a sport but as a culture and lifestyle. Traditional boxing gyms can be intimidating, often focused solely on fighters. I wanted to create a space where anyone – whether you’re a first-timer or a pro – could experience the mental and physical power of boxing in a welcoming, high-energy environment. It’s not just about throwing punches; it’s about discipline, community and transformation.
How do you balance the grit and authenticity of boxing with the sleek, boutique fitness aesthetic of JAB?
That’s the art of it, really. At its core, boxing is raw and real – it strips you down and builds you back up. At JAB, we honour that authenticity, but we also modernise the experience with great music, lighting and atmosphere. We’ve created a space where you can channel that inner fighter without compromising on comfort or vibe. It’s old-school discipline meets new-school energy.
Boxing is often associated with toughness, but what softer, more unexpected qualities have you seen it bring out in people?
I’ve seen people walk in broken – mentally, emotionally, sometimes physically – and leave stronger in ways they never imagined. Boxing teaches resilience, but also humility, focus, and emotional control. It gives people confidence, clarity, even compassion. It’s therapy in motion. It’s not just about how hard you hit, but how you learn to handle life’s pressure.
You’ve spoken about the power of boxing to change lives. What role does JAB play in mentoring and supporting young people?
That’s a big part of why I started this. Boxing gave me structure and purpose when I was young – it kept me out of trouble and taught me accountability. At JAB, we’re passionate about creating pathways for young people, whether that’s through mentoring, work experience, or just giving them a safe space to train and be seen. If you can reach a young person early – with discipline, respect and belief – you can change the course of their life.
Where do you see JAB Boxing heading in the next five years? Is it about expansion, evolution, or something else entirely?
It’s about building a movement. Of course, we’ll grow – more locations, more cities – but it’s bigger than bricks and mortar. We want to redefine how people think about boxing, fitness, and even mental health. We’ll keep evolving the brand, maybe explore digital, collaborations, even apparel. But the heart of it will always be the community, the culture, and the way boxing changes lives.
“Boxing teaches resilience, but also humility, focus, and emotional control. It gives people confidence, clarity, even compassion. It’s therapy in motion.”
“Boxing teaches resilience, but also humility, focus, and emotional control. It gives people confidence, clarity, even compassion. It’s therapy in motion.”
What inspired you to start JAB Boxing and how did you envision it being different?
I started JAB because I wanted to reimagine what boxing could be – not just as a sport but as a culture and lifestyle. Traditional boxing gyms can be intimidating, often focused solely on fighters. I wanted to create a space where anyone – whether you’re a first-timer or a pro – could experience the mental and physical power of boxing in a welcoming, high-energy environment. It’s not just about throwing punches; it’s about discipline, community and transformation.
How do you balance the grit and authenticity of boxing with the sleek, boutique fitness aesthetic of JAB?
That’s the art of it, really. At its core, boxing is raw and real – it strips you down and builds you back up. At JAB, we honour that authenticity, but we also modernise the experience with great music, lighting and atmosphere. We’ve created a space where you can channel that inner fighter without compromising on comfort or vibe. It’s old-school discipline meets new-school energy.
Boxing is often associated with toughness, but what softer, more unexpected qualities have you seen it bring out in people?
I’ve seen people walk in broken – mentally, emotionally, sometimes physically – and leave stronger in ways they never imagined. Boxing teaches resilience, but also humility, focus, and emotional control. It gives people confidence, clarity, even compassion. It’s therapy in motion. It’s not just about how hard you hit, but how you learn to handle life’s pressure.
You’ve spoken about the power of boxing to change lives. What role does JAB play in mentoring and supporting young people?
That’s a big part of why I started this. Boxing gave me structure and purpose when I was young – it kept me out of trouble and taught me accountability. At JAB, we’re passionate about creating pathways for young people, whether that’s through mentoring, work experience, or just giving them a safe space to train and be seen. If you can reach a young person early – with discipline, respect and belief – you can change the course of their life.
Where do you see JAB Boxing heading in the next five years? Is it about expansion, evolution, or something else entirely?
It’s about building a movement. Of course, we’ll grow – more locations, more cities – but it’s bigger than bricks and mortar. We want to redefine how people think about boxing, fitness, and even mental health. We’ll keep evolving the brand, maybe explore digital, collaborations, even apparel. But the heart of it will always be the community, the culture, and the way boxing changes lives.
“Boxing teaches resilience, but also humility, focus, and emotional control. It gives people confidence, clarity, even compassion. It’s therapy in motion.”
“Boxing teaches resilience, but also humility, focus, and emotional control. It gives people confidence, clarity, even compassion. It’s therapy in motion.”
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