The History of JOYA Fight Gear: How a Dream Became a Global Brand

At JOYA Fight Gear, passion, quality, and innovation are at the core of everything we do. What started as a small family business has grown into a leading brand in the combat sports industry, trusted by both beginners and professional fighters worldwide. In this blog, we take you through the inspiring journey of our founders and the evolution of JOYA—from the early days to becoming a brand that supports fighters in their quest for success.

The Beginning of an Entrepreneurial Dream

When Sohail, the founder of JOYA, arrived in the Netherlands, he started working in demanding jobs such as cleaning and shift work. But as a born entrepreneur, he dreamed of something bigger. Together with his wife Samina, he launched various businesses, from children’s clothing to bridal gowns. While these ventures did not succeed, they learned resilience and the importance of seizing new opportunities.

Their breakthrough came through a contact in Pakistan, where Sohail started manufacturing footballs under the JOYA logo. This led to collaborations with Dutch Eredivisie clubs and local teams. However, the true turning point came when a customer requested imported fight gear. Sohail agreed, but under one condition: everything would carry the JOYA name. And with that, JOYA Fight Gear was born.

From Footballs to Kickboxing: The Birth of JOYA Fight Gear

In 2005, the family moved to Almere, Netherlands, and shifted their focus entirely to combat sports equipment. While JOYA initially supplied multiple martial arts, including judo and karate, they quickly realized that kickboxing was their true calling. With the rising popularity of K-1 and Showtime, kickboxing was growing rapidly, and JOYA was ready to make an impact.

The transformation was complete when their factory in Pakistan switched from football production to combat sports gear. By forming strong partnerships with ethical and innovative manufacturers, JOYA steadily grew into a respected brand in the fight industry.

Focusing on Kickboxing:

• A strategic decision to specialize in kickboxing equipment
• Product development tailored to the needs of kickboxers
• Collaborations with ethical and sustainable manufacturers in Pakistan

Reliable Partnerships and Steady Growth

The collaboration with their factory in Pakistan played a key role in JOYA’s success. What started with four containers per year has now expanded to 15 containers annually. The factory has become more than just a supplier—it is now a true partner, investing in new markets, production facilities, and major events.

Additionally, JOYA has built strong relationships with retailers such as OLB Sports, one of its largest and most loyal customers. By offering private labels and custom-made products, JOYA has achieved stability and continuous growth.

Marketing, Events, and International Expansion

From the very beginning, JOYA’s marketing strategy focused on visibility—sponsoring events and featuring in magazines. JOYA representatives actively visited gyms and retail stores to strengthen the brand’s presence.

Expanding Internationally:

• With 20 years of experience in Thailand, JOYA has now opened its own factory there, specializing in premium products.
• The United States is a key expansion market, where JOYA is working to establish its name with top-quality gear.

Family Values as the Foundation

One of the driving forces behind JOYA’s success is family involvement. The founders’ son now plays an important role in marketing, product development, and global expansion. Together, they continue to build a brand that represents quality, innovation, and loyalty to the combat sports community.

Listen to Our Story in the Podcast "From Nothing to Something"

Want to hear more about the journey of JOYA Fight Gear? Our founder Samina shares the full story in the inspiring podcast "From Nothing to Something". From cleaning jobs to entrepreneurship, and from footballs to fight gear, discover how a dream became reality and how JOYA became a favorite brand among fighters worldwide.

Listen now: Samina Joya Podcast

Stay Updated

JOYA takes pride in its history but is always looking forward. Discover more about our journey and stay updated on our latest products, collaborations, and promotions.

Visit our website: www.joyagear.com
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At JOYA, it’s not just about combat sports—it’s about turning dreams into reality and achieving goals. Join our community and become part of the JOYA story.