Sugar Ray Leonard Talks ‘Real Steel’ Boxing Gig & Branding After Retirement

Boxing Hall of Famer, philanthropist, broadcaster, actor, author, husband, father and… robot trainer? That’s right, Sugar Ray Leonard, one of the greatest fighters to ever enter the ring, was brought on to serve as a boxing consultant for the new movie Real Steel. Starring Hugh Jackman, the action film, which took home the No. 1 spot its opening weekend with $27.3 million in ticket sales, follows a struggling, small-time boxing promoter (Jackman) who teams up with his son (Dakota Goyo) to construct a champion robot. Leonard trained Jackman and gave each of the robots their own boxing style.

Leonard’s work in cinema typifies one of the ways athletes may use their physical skills and training after retiring from their respective sport. Many more professionals, including athletes, are becoming “hybrid entrepreneurs,” generating income from multiple concerns instead of relying on one source that may buckle at any time. Becoming a multimedia, multiplatform powerhouse as Leonard has is no easy task, but many can learn from him and maximize their own expertise. Just in time for Black Movie Month, BlackEnterprise.com caught up with champion hybrid entrepreneur to discuss his transition from boxing to box office gold.

How did you get attached to Real Steel as the film’s boxing consultant?

Sugar Ray Leonard: I was approached by a friend of mine, Stacy Sneider (President) at DreamWorks who told me she had a film for me. When she described the

premise and showed me the script, I was blown away. At first I thought, “How are robots going to box?” When I think of robots, I think big and clumsy machinery. Though after I went on set and saw how flexible and agile they were, I began to see how I could train them without a problem.

I also liked the human element that the robots possessed. The wide range of emotions of boxers was captured precisely, which I believe was a very important aspect of the film. I went to an early screening of the film with my wife, children and mother-in-law. During the film I turned one way and saw the kids getting so excited at some parts, they were going crazy! I looked at my wife and mother-in-law at other points and there were tears in their eyes. It is a great story and has something for everyone.

Have you done film consultation in the past?

I have not done any consultation in the past so I definitely received on-the-job training. I loved it though. A trainer is everything to a boxer and I was glad to have the experience of being on the “other side.”

With the film, how much of the robots fighting style was based off of your own?

I trained all of the robots and gave them each a particular style. I gave one of the robots moves of George Foreman

because it had a similar body type. I gave my own personal style to another character with a body type similar to mine, teaching it some of my signature moves.

What other projects have you done since retiring from the sport to maintain your brand and lifestyle–endorsements, investments, etc.?

I have worked with several companies acting, broadcasting, producing and motivational speaking around the world. I also had a great run on Dancing with the Stars, which was one of the best experiences of my life. I was nervous at first, nonetheless, just when I had finally gotten comfortable, my partner and I were eliminated from the competition.

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What has been your biggest asset in transitioning your career post-boxing?

Businesses have liked working with me because of my character. I attend meetings on time, have good communication skills, and I am personable. I don’t burn any bridges in the business relationships I have built over the years and I think that has helped me to continue to be called on for work.

What has been the most significant work since your retirement?

Being a service to others. I have been so happy to see that my autobiography [The Big Fight: My Life in and Out of the Ring] has helped impact

so many people’s lives. Though, at first, writing my book became cathartic and therapeutic for me, while on my book tour, I had a chance to see how it was helping change the lives of several others. I talked about being sexually abused as a child, being an alcoholic and a drug user while trying to be a great dad and husband. There was a lot of trepidation in sharing these personal areas of my life because no one wants to admit they are not the best at anything. I was not ready to talk about my past until I saw Todd Bridges on The Oprah Winfrey Show, sharing the grim details about his life with the world.

When I began to share my story candidly, it was like a 30-year weight was lifted off my shoulders. I would go to book signings across the country and all types of men, whether in business suits or with tattoos, would come up to me, and hug me or shed a tear, thanking me for helping them cope with their past. I did not know the issues I faced were so prevalent among men until I wrote my book.

What options are there for most boxers outside of the ring to sustain an economically sound lifestyle?

There are several options outside the ring, such as motivational speaking, acting, consulting and the like. The most important thing that boxers

must do is use common sense. Boxing is a poor man’s sport. Many that go into boxing are not very “seasoned” and do not know how to manage their finances. They must realize that if they have a lot of money coming in [from boxing,] and they have a lot going out, they must make sure they can sustain that lifestyle once the money is not coming in for their athleticism anymore. My lawyer and friend, Mike Trainer, had me as the sole stockholder in Sugar Ray Leonard, Inc. from the very beginning. I was also fortunate enough to have him as a guide and for people to see me on television and request my services. Boxers must see themselves as a company and use wisdom in planning for their future.

Do you have any business mentors?

I have a lot of friends and celebrities that I learn from regarding good or bad investments and business deals. I even considered being on The Apprentice but decided to do Dancing with the Stars instead.

What’s next on the horizon for you?

I’m going to keep moving and enjoying life! I will also continue to build the Sugar Ray Leonard Foundation benefitting juvenile diabetes research and am very excited about the work we are doing in the community.