The charity foundation ‘Stop Darmkanker’ was looking for a strategic approach which serves multiple goals. We proposed the concept ‘Boardroom Boxing’. A number of CEO’s were attracted and united behind this charity cause and entered a boxing training trajectory (6 months) led by famous boxer Junior Bauwens. The closure event was a gala evening in true boxing tradition, CEO rumbles included. A new community was born, which still lasts, the foundation became top of mind and lots of funds were raised.