The boxing ring is a place of brutal honesty. It strips away pretence, leaving only the truth of a fighter’s character. For Saar-rah Karriem, that truth is one of unwavering faith, relentless work ethic, and a vision that extends far beyond her own reflection in the mirror.
She is a 22-year-old professional boxer from Cape Town, currently holding an undefeated 3-0 record, and she is on a mission to become a unified world champion. But for Saar-rah, the path to greatness is paved with more than just punches. It is a journey guided by her Islamic faith, her dedication to her studies, and a profound desire to uplift her community.
Alongside her is her promoter, Brad Dayan Norman, CEO of Warrior Ascent Promotions, a man who traded his own career in professional football for the business of building champions. Together, they represent a new wave of African boxing: a blend of raw talent, strategic management, and a shared belief that the continent’s best is yet to come.
We sat down with the duo to discuss the journey so far, the lessons learned, and the legacy they are building.
The Fighter’s Mindset
YLA: Saar-rah, you’ve said that April 26, 2025, the night of your professional debut, felt like the moment you knew you truly belonged in that ring. Walk me through that feeling. What went through your mind when you heard the first bell?
Saar-rah: Honestly, I was going through a lot of personal challenges at the time, and they all came to a head within the last two weeks of camp. To make matters worse, on the day of the fight, I was sick with the flu and bronchitis. But no matter what I was going through, nothing was going to make me lose that night because this was the moment I had been waiting for my entire life.
I used all of it as fuel. When that first bell rang, I had zero emotion, just a single-minded willingness to win. It was a moment of pure clarity. I knew I was exactly where I was meant to be.
YLA: You started in kickboxing and made the transition to boxing at 19. What was it about boxing that made you fall in love with it, and how do you think your kickboxing background gives you an edge?
Saar-rah: What made me fall in love with boxing was the fact that I was actually bad at it when I started. I’m a perfectionist by nature, so I wanted to become good at it. I invested all my time into studying and learning the sport. Over time, I realised boxing isn’t just about throwing punches; there is so much more to it – the strategy, the discipline, the mental side. That’s when I truly fell in love.
The kickboxing years definitely gave me an advantage. Nothing is harder than taking a kick to the head or liver, so my body was already conditioned to absorb punches. I also grew up sparring mainly against boys, so I never developed a fear of facing other female fighters. It gave me a lot of confidence from an early age.
YLA: Your father, Zain Karriem, is not only your head coach but also your manager. That’s a lot of time together. How do you switch off from the coach-athlete dynamic and just be father and daughter?
Saar-rah: It took many years for both of us to separate the coach-student relationship from the father-daughter relationship, but we managed to make it work. Sometimes it’s still challenging. We’ve learned that when we’re in the gym, it’s coach and student. When we’re outside, we do our best to switch off from boxing and just be father and daughter. As time has gone on, it’s become much easier.
YLA: You’re 22, you’re 3-0, and your ultimate goal is to become a unified and undefeated world champion. What does that title mean to you beyond the belt, and what message do you want to send to young girls in Cape Town watching you?
Saar-rah: Ever since I was a child, I’ve always said I wanted to become a world champion. I picture that green WBC belt around my waist. To me, becoming a unified champion would mean everything because it’s incredibly difficult to achieve. It would mean all the years of sacrifice, hard work, and dedication have paid off. It would feel earned, not given.
More importantly, it means I’d be able to provide a better life for my family. To the young girls watching, I want you to know that you should never stop chasing your dreams. Never allow someone else, or even yourself, to tell you that your dream is impossible. As long as you truly believe in yourself and work relentlessly, anything is possible.
YLA: Three fights into your professional career, what’s the toughest lesson you’ve learned so far?
Saar-rah: The toughest lesson I’ve learned is that no one truly knows what you’re going through. At the end of the day, you are alone in that ring. No matter how much support you have, you are the one who has to step between the ropes and face the challenge. People may support you, but they won’t always understand the sacrifices, struggles, and battles you face behind the scenes. Ultimately, that’s what makes or breaks you as a fighter.
The Promoter’s Perspective
YLA: Brad, you went from playing professional football in Paraguay to promoting boxers in Johannesburg. What was it about Saar-rah that made you say, “This is someone I want to bet on”?
Brad: I believe in Saar-rah because I think she’s in a unique position to change the face of female boxing, not just in South Africa but across Africa. She has an incredible work rate, natural ability, raw talent, and the kind of marketability and persona that few athletes possess.
What makes her story so compelling is that it’s very different from what people are used to seeing. She’s a female boxer who follows the Islamic faith and remains committed to her religious values while pursuing a professional career. She’s studying to become a teacher while training and competing as a full-time professional, all under her father’s guidance. That combination of talent, character, and vision is rare.
YLA: You now promote three female boxers. What do you think it’s going to take for women’s boxing in South Africa to get the same attention and respect as the men’s side?
Brad: I don’t think it’s going to take a lot. If you look at the international scene today, women’s boxing is receiving just as much publicity and is becoming every bit as significant as men’s. What it takes is fighters like Saar-rah and the other unique athletes we have at Warrior Ascent Promotions to open that gateway. By achieving success on the international stage, they can change perceptions and create opportunities for the next generation coming out of Africa.
YLA: You’ve talked about managing different personalities as the biggest struggle in this business. Saar-rah comes across as incredibly focused and driven. How do you keep her motivated when the cameras aren’t rolling?
Brad: Saar-rah is an incredibly motivated fighter. We don’t feel the need to go out of our way to keep her motivated because she does such a great job of that herself. What I find myself managing more often as her promoter is not motivation, but expectations. Her dreams are incredibly ambitious, and she’s the type of athlete who will always go above and beyond to pursue them.
Our focus is on crafting the right professional journey for her. We’re deliberate about ensuring she develops at the right pace, gains the necessary experience, and takes the right opportunities at the right time. With a talent like Saar-rah, it’s about balancing ambition with strategy, building a pathway that gives her the best chance of reaching the level we all believe she’s capable of achieving.
