George Veness is changing lives.
“Through training, you will realise you can push yourself to limits you didn’t think you could go to. That right there will change your life, and I want everyone to experience that.”
For George Veness, training is personal. As the driving force behind JAB Boxing, he believes it’s about much more than just learning how to throw a punch. Over the years, George has seen firsthand how training can transform lives in unforeseen ways.
“They’ll chuck you into sparring, you’ll get beat up for a few weeks, and then you get the hang of it.”
From the age of six, George’s grandad would take him to the local boxing club—a place where, beneath the grit and intimidating façade, the air was thick with authenticity and legacy. Week after week, George would turn up to training, usually sporting his West Ham home kit and two black eyes, gradually becoming accustomed and, eventually, obsessed with boxing. Obsessed with getting better. Obsessed with finding out what he was capable of.
Those early experiences, surrounded by a close-knit community of boxers, ignited George’s vision to create a brand that embodies the true spirit of boxing. Today, at JAB, George brings that same atmosphere to life, fostering a place where people come to learn and transform themselves through the values of discipline, hard work, and resilience.
At its core, training teaches all of these qualities. But for George, it’s also about unlocking a deeper level of personal growth—helping people find confidence, clarity, and purpose in their everyday lives.
“It’s lovely to see someone improve, but what’s even more special is hearing what it’s done for them.”
For George, training is a tool for personal evolution—something that can truly change lives. Whether it’s building mental strength, overcoming personal obstacles, or learning to push through discomfort, the lessons learned in training extend far beyond the gym.
George's mission is to bring boxing, and training in general, to the forefront of people's lives, regardless of their background or starting point. He’s committed to making training accessible and inclusive so that anyone can experience its life-changing benefits. Whether through boxing or any form of training, George’s goal is to empower individuals, give them a positive outlet, and provide a sense of community that is as strong and supportive as family.
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