Inside the Ring with Sugar Bert Boxing: Building Champions in DeKalb

In the latest episode of DeKalb Talks Tourism, we step inside the ring with the team behind Sugar Bert Boxing, a powerhouse program built on discipline, opportunity, and heart.

During the conversation, the Sugar Bert team shares how their partnership came together and what drives their mission to mentor and develop young fighters. They break down the “Sugar Bert mentality”, a mindset rooted in hard work, accountability, and belief; and explain what truly separates a good coach from a great one.

The episode also explores how the rise of boxing content across social media and streaming platforms is shaping the next generation of athletes, giving young fighters more access to training inspiration, storytelling, and global exposure than ever before.

Listeners will also get a preview of what’s ahead for the sport in DeKalb, including excitement around the upcoming Golden Gloves tournament this March, along with updates on the continued expansion of the Sugar Bert Boxing brand. From their new app to a streaming partnership with Disney/ESPN, the organization is finding innovative ways to bring the sport to wider audiences.

Beyond the ring, the team hints at upcoming events, a potential movie project, and collaborations with film studios as event hosts, along with appearances at major sports trade shows throughout the year.

It’s a powerful conversation about mentorship, community impact, and the growing role DeKalb County plays in the future of sports and storytelling.

Listen to the full episode of DeKalb Talks Tourism and discover how Sugar Bert Boxing is inspiring the next generation, both inside and outside the ring.