For Kevin Lerena, success in boxing extends beyond mere victories; it lies in understanding the business side of the industry, creating opportunities for other athletes, and realizing what truly matters after the fights are over.
In professional boxing, talent and hard work do not always guarantee success. Even with hours of training and wins, a career can stagnate without proper opportunities, visibility, and financial support.
South African boxer Kevin Lerena knows this from his own experience. He won the IBO world champion title in the middleweight division in 2017, then moved to heavyweight, where he fought for the WBA world title in 2022. Later, he became the WBC world champion in the light-heavyweight division. Now, through Aurora Boxing Promotions, a promotional company he founded, he organizes fights, providing other fighters a platform to compete and earn money.
In an interview with Between 10and5, Lerena candidly shares his thoughts on the realities of professional boxing, the people, and the business decisions that shape a fighter's career, as well as the lessons he has learned. From a decade-long partnership with Under Armour to his ambitions as a promoter and the example he wants to set for his children—this is a look at the person behind the titles.
Before turning to boxing at age 18, Lerena was an elite rugby player. He was drawn to the sport by its discipline. He emphasized that without discipline in boxing, one can easily be exposed, and he values structure and routine, including early morning workouts. He called boxing one of the toughest sports in the world, noting that it is dangerous because two people strive for victory, making it one of the most dangerous sports in terms of annual mortality.
Regarding the influence of upbringing, Lerena shared that he grew up in an ordinary family without privileges, raised by a single mother. This forced him to mature early and constantly fight for recognition, especially during his teenage years. He noted that his strong desire to achieve more, which he had even before boxing, became part of his success.
Although boxing takes place in the ring, building a career requires business acumen. Lerena believes the business element is crucial because without fame and the ability to attract viewers, regardless of skill, it is impossible to advance. He cites examples of YouTubers and celebrities who, despite not being the best boxers, attract attention and generate the necessary income for their channels.
When it comes to skilled fighters who struggle to gain attention, Lerena recalls that a South African specialist fighter can be good now, even if they are not the most commercially appealing. He also mentioned that he learned from Floyd Mayweather, with whom he maintains a good friendship.
He compared the approach to business and boxing, stating that they are very similar. If goals are not achieved and new approaches are not implemented in business, a person becomes obsolete. Therefore, he was able to manage his boxing ventures and promotion alongside his career because both require entrepreneurial thinking. He stressed that one must do something special and stand out, otherwise, you become nonexistent both in business and as an athlete.
The motivation for creating Aurora Boxing Promotions was observing that fighters were not receiving deserved opportunities. Lerena recounted that his first professional fight was for 2500 Rand. After becoming a world champion representing South Africa, he founded his promotional company. In the last year, he has held six events, all of which were sold out, providing 98 fighters with a platform to perform and earn money. He is proud of this, considering it his greatest achievement, surpassing championship belts.
His collaboration with Under Armour has lasted ten years, encompassing title wins, weight class changes, and setbacks. Lerena highly values this relationship, noting that the company supported him even before he became a world champion in 2016. Despite ups and downs, including losses and comebacks, the brand remained by his side. He thanks the Under Armour team and the South African team for always accepting him and supporting him at the foundational level, not just at the grand prix level.
Under Armour's mantra, 'The only way is through,' reflects their support. They are now in their tenth year of cooperation and are discussing a two-year extension.
Lerena asserts that his personality outside the ring is identical to who he is in the fight. He emphasized that even though he is a world champion who lost his title, he remains himself. When he looks deeper, he is simply Kevin.
Speaking about his legacy, he stated that for him, it is more important not to be surpassed in the ring, but to be able to inspire his children. He rejects the idea that legacy is just a word used by people for self-aggrandizement; for him, legacy is his children's opinion of him.
