Frequently Asked Questions

A quick overview of who I am, the kind of work I do across sport, media and strategy, and how to start a conversation.

  • Who is Cassius Keita? −
    I am a strategist, advisor, entrepreneur and author working between Brooklyn and London. Most people know me for my work in boxing, but my wider focus is on long term positioning across sport, media, branding and culture. The core of my work is helping serious people turn attention, timing and opportunity into durable leverage.
  • Why do some articles use the name Muhammad Omar? +
    Earlier press and Web3 work were published under the name Muhammad Omar. Cassius Keita is the professional identity that now unifies my public work across sport, media, entrepreneurship and publishing. Both names refer to the same person.
  • Which athletes do you work with? +
    I work with athletes at different stages, from developing talent to higher level names. My public work includes athletes such as Jhon Ingram, Abner Teixeira, Ruslan Kuzeubayev and Chris Houston, among others. The wider focus is always the same: build the right positioning, make better long term decisions and create stronger career outcomes.
  • What do you actually do with athletes, fighters and teams? +
    My work is strategic rather than day to day coaching. That can include career architecture, opponent and timing decisions, market positioning, narrative control, content direction, commercial opportunities, long term leverage and support during negotiations with promoters, organisations, broadcasters, managers, teams and partners. The aim is to improve the whole arc, not just the next move.
  • Do you only work in boxing? +
    Boxing is the clearest part of my public profile, but I am open to wider work across sport where strategy, discipline, image and culture matter. I also work around media, branding, publishing and digital positioning where the right structure can materially change the outcome.
  • Do you only work with established names? +
    No. I work with a mix of established athletes, rising contenders and serious early stage talents. What matters most is discipline, intent and a real willingness to build over years rather than chase quick exposure for its own sake.
  • Can brands, promoters, platforms or media companies work with you too? +
    Yes. I work with more than just athletes. I am open to conversations with promoters, media platforms, live event companies, commercial partners, sports brands and people building durable projects around sport and culture. Where there is room for stronger positioning, cleaner strategy and long range thinking, there is usually useful work to do.
  • What makes your approach different? +
    I think in systems, not fragments. A lot of people look at one fight, one deal, one post or one short term opening. I care about the wider structure: timing, visibility, leverage, reputation, commercial direction, narrative and the compounding effect of good decisions. That usually means a calmer and more selective approach, but one that travels further.
  • Are you available for interviews, commentary or speaking requests? +
    Yes. I am open to interviews, podcasts, long form conversations, written commentary and selected speaking opportunities around sport, strategy, culture, negotiation and the business of combat sports. For media requests, include the platform, topic, format and timeline in your message.
  • Are you an author as well? +
    Yes. My published work includes titles such as The Hidden War and The Subtle Game. The books extend the same strategic lens that shapes my work in sport into authored form, focusing on leverage, discipline, positioning and long range thinking.
  • Do you offer one off consultations? +
    In some situations yes. For many people I prefer work over a longer arc so decisions can compound properly, but I do offer limited advisory sessions for specific crossroads moments, negotiations, campaign direction, positioning issues or strategic questions.
  • How can an athlete, coach, brand or media platform work with you? +
    The first step is a short discovery conversation. Use the contact form on this site or email cassius.keita@icloud.com with a concise overview of who you are, your current position, what you are building and where you think I may be useful. If it makes sense, we take it forward from there.