What do endangered rhinos and bare-knuckle boxing have in common? If you’re Robert Lyall and Jesse Moussa, the answer is purpose.
The Vancouver-based entrepreneurs didn’t start in the fight game. Their first venture, RhinoSOS, was a passion project rooted in wildlife conservation—selling cause-based apparel and publishing children’s books to raise awareness and funds for rhino preservation in Africa. It was storytelling with a mission, aimed at educating the next generation about the importance of saving species on the brink.
But in the volatile world of entrepreneurship, adaptability is often the difference between good intentions and global impact.
In 2024, Moussa reached out to British bare-knuckle boxing icon Tony “The Rhino” Giles, initially looking for support in raising visibility for their conservation work. The collaboration, however, quickly took an unexpected turn. Giles was introduced to a prototype for a digital media platform Lyall had been building—a fighter-focused app where athletes could share exclusive content directly with fans. No middlemen. No gatekeepers. Just fighters and their followers.
As soon as Giles saw it, the idea clicked. The strength and grit he brought to the ring mirrored the spirit Lyall and Moussa had channeled into conservation. And so, Right2Fight Inc. was born.
Fighting for a New Kind of Platform
Right2Fight is part fan experience, part media disruptor. At its core are two components: The Fight Club—a private video channel system where fighters of all levels upload training clips, behind-the-scenes moments, and personal stories—and The Right2Fight App, which allows fans to subscribe to and follow their favorite athletes, turning combat sports into an interactive experience.
The The Right2Fight App is a way for fighter to control their narrative and build a direct fanbase. For fans, it’s access to a world usually seen only through polished promos and pay-per-view.
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After months of development, the company launched with a press conference in Pomona, California, and is now preparing for its first major international spotlight: the Hall of Fame Boxing Match at London’s iconic Indigo at The O2 on July 25, 2025. The event features a stacked card, including boxing great Sugar Shane Mosley, former world champion Victor Ortiz, action star David Kurzhal, and Giles himself. The fight will stream globally on DAZN, marking Right2Fight’s official entry into the high-stakes world of televised sports.
From Sanctuaries to Spotlights
Lyall and Moussa have never shied away from big ideas. Whether rallying for rhinos or rebooting how combat sports are consumed, their approach remains rooted in one thing: using business as a force for storytelling with substance.
With Giles as both ambassador and co-creator, Right2Fight isn’t just entering the ring—it’s looking to redefine it. And in doing so, it’s offering something rare: a platform where power meets purpose, and athletes don’t just fight—they inspire.
As the July 25 main event approaches, what started as a conservation campaign is now a global media brand. From the plains of Africa to the pulse of London’s O2, Right2Fight is a collision of worlds that somehow makes perfect sense.
