Frequently Asked Questions

A quick overview of who I am, who I work with across sport and how to start a conversation.

• Who is Cassius Keita? +

  I am a strategist, advisor and author working between Brooklyn and London. Most people know me for my work in boxing, but I work across wider sport too. My focus is building long term systems for athletes, teams and brands that turn attention into durable leverage and career defining outcomes.
• Why do some articles use the name Muhammad Omar? +

  Earlier press and Web3 work were published under the name Muhammad Omar, which I adopted after converting to Islam. Cassius Keita is my legal name and the identity that now unifies all of my work across sport, media and publishing. Both names refer to the same person.
• Which sports do you work in? +

  Boxing is the clearest part of my public work, but I am open to any sport where strategy, discipline and culture matter. I work with fighters, coaches, teams and athletes across different codes, as well as brands and platforms that sit around sport and live events.
• What do you actually do with athletes and teams? +

  My work is strategic rather than day to day coaching. That can include career architecture, timing and opponent or fixture decisions, brand positioning, content direction, mindset structure and support during negotiations with teams, promoters, organisations and partners. The aim is to make better long term decisions, not just single moments.
• Do you only work with established names? +

  No. I work with a mix of established athletes and early stage talents. What matters most is seriousness, discipline and a clear desire to build something real over the next three to five years, not just chase quick exposure.
• How can an athlete, coach or brand work with you? +

  The first step is a short discovery call. Use the contact form on this site or email cassius.keita@icloud.com with a brief overview of who you are, your current position in sport and what you want to build over the next few years. If it is a fit, we structure something around the scale of your goals.
• Do you offer one off consultations? +

  In some situations yes. For most people I prefer to work on a longer arc so that decisions can compound, but I do offer limited session based advisory for key negotiations, crossroads moments or specific strategic questions.
• Are you available for interviews or commentary? +

  I am open to interviews, long form conversations and commentary on sport, culture, strategy and the business of combat sports. For media requests, please include the platform, topic and timeline in your message on the contact page.