Featured Articles
The Hauser Report: Caleb Plant is Making His Mark
The July 20 IBF 168-pound title fight between Caleb Plant and Mike Lee wasn’t expected to be competitive. But it was a coming out party for one of boxing’s more compelling personalities.
Plant was born and raised in Tennessee. As his ring career progressed, he moved to Henderson on the outskirts of Las Vegas to hone his craft. On January 13 of this year, he scored an upset decision victory over Jose Uzcategui to claim the IBF belt and bring his record to 18-0 with 10 KOs. Prior to that, his hardscrabble origins had been scarred by tragedy.
Plant grew up in a home where alcohol and drug abuse were common. His own daughter, Alia, was born with severe brain damage.
“She had zero motor skills,” Caleb recounted last year. “She couldn’t sit up. She couldn’t hold her head up. She couldn’t lift her arm. She couldn’t eat. She ate through a tube in her stomach. I didn’t know if she was gonna know who I was. I didn’t know if she knew that I loved her. She was never gonna stand and say ‘I love you, dad’ or ‘Merry Christmas, dad.’ She’s not gonna know what it’s like to have friends. But what if I could just give her a nice life, a life that I didn’t have. What if I could work so hard that I can give her a life and things that I never had as a kid. We won’t be able to have the relationship that I had with my dad. But I’ll give her my all, my best, no matter what. This is what I can try to give her. A roof over her head; food in her stomach even if it’s not through her mouth.”
In 2015, at nineteen months of age, Alia was in the hospital on life support for the fifth and final time in her young life. Plant’s words speak for themselves.
“The doctors were telling me, ‘Mr. Plant, your daughter is gonna pass away. That’s a tough conversation to have. She was slowly going down and down and down and down. I went to her. It was just me, and I said, ‘You know, this has been a long nineteen months, and I know you have to be tired. And if you are over this, then I’m okay with that. I’m not gonna be mad at you. I’m not gonna be disappointed in you. I’m not gonna be upset with you. If you’re tired of this and you’re done and you don’t want to do this anymore, then your daddy supports you. And I’m gonna be right here.’ And right after that conversation – a conversation that I had never had with her before because, every time before, it was ‘No, this is not gonna happen’ – she started going down. I said, ‘I want you guys to take this stuff off of her because I don’t want her to pass with these tubes down her throat and an EEG machine on her head and sticky and all that stuff.’ They took all that stuff out. They cleaned her off and washed her hair. They took everything out. I got to sit there with her. She took her last breath at 10:55. And I just sat with her there for a long while.”
Adding to the tragedy in Plant’s life, his mother was shot and killed by a police officer in March of this year. According to the Tennessee Bureau of investigation, Beth Plant was being taken to a hospital by ambulance when she became unruly and pulled a knife from her backpack. The driver pulled over to the side of the road and called for assistance from law enforcement. When a policeman arrived, Plant came toward him brandishing the knife and he shot her.
After Plant’s mother died, Caleb posted a message on Facebook that read, “Love you forever and always momma. You always said ‘work hard bubba’ and I did. I know that we spent a lot of time wishing the relationship we had was different but you was still my momma. We both wished we could start from scratch so we could go back and you could have a fresh start with me and Maddie. Regardless you was one of the sweetest ladies I’ve ever come across. You had your demons but you’d give the shoes off your feet and your last dollar to someone who needed it less than you. I love you momma and I know you are up there with Alia now and her and grandma finally get to spend time together like we talked about way back. You are the first one out of all of us to see what Alia is really like so make the most of that and kiss her up and tell her that her daddy loves and misses her. I know in the end it’s your demons we always talked about that got the best of you. Maybe you always told me because you knew I’d understand because we shared some of the same ones.”
The saving grace in Plant’s life has been boxing.
“I’ve been boxing since I was nine years old,” Caleb says. “There ain’t never been a Plan B. Not to go to college. Not to get a nine-to-five. Not to get a job. Not to be in the NFL. Not any of that. All I’ve ever had is boxing. I’m from the metho-heroin capital of the U.S. where a mother will sell her child’s last toy for one Xanex. Where a mother will lock her son and her daughter in a room for hours, not taking care of them, just so she can be locked away in her room doing her own stuff. I’m from where the Bethesda Center gives out-of-date canned food to you because you ain’t got no food. There ain’t no Plan B.”
Elaborating on that theme during a July 1 media conference call, Plant declared, “Boxing has always been like a sanctuary for me. It’s been a place that I could go and be somebody. As a kid, I was somebody that nobody would want to be, living in a place where nobody would want to be in. When I got to go to the gym, then I got to be somebody that everybody wanted to be. Grown men looking up to me, oohing and ahhing. And once I got back out of those doors, I had to go back to being that kid that nobody wanted to be. So that became like an addiction for me, to want to be there, want to be in the gym.”
“Through everything that came and left in my life,” Plant continued. “Through all the things that I’ve lost, through all the things I’ve been deprived of or haven’t had, boxing has always stood by my side. Boxing has always been there for me through thick and thin. Boxing is like a woman. If you treat her right and you do good by her, then she’ll stand by you and she’ll do right by you. But she’s a jealous woman. And the difference between me and my opponent is, I haven’t glanced off of her. I haven’t endeavored into other things.”
Mike Lee comes from a world that Caleb Plant is unfamiliar with.
Lee went to high school at the Benet Academy in Lisle, Illinois. Virtually all of Benet’s students go on to college. Lee spent a year at the University of Missouri before transferring to Notre Dame, where he graduated with a degree in finance. “I relax by watching CNBC,” he told writer Kieran Mulvaney several years ago. “And I like reading the Wall Street Journal.”
For most of Lee’s ring career, he was well marketed and well protected by Top Rank. At one point, he parlayed his Notre Dame pedigree into a much-commented-upon Subway commercial. Recently, he left Top Rank to campaign under the Premier Boxing Champions banner. Now 32 (five years older than Plant), he came into Saturday night’s fight with a 21-0 (11 KOs) record and had fought his entire career at light-heavyweight or a shade higher.
Plant’s opposition had been suspect prior to his victory over Uzcategui. Lee’s opposition had been worse. “The typical Mike Lee opponent,” one matchmaker observed, “has had ten fights and won all but nine of them.”
Kick-off press conferences are usually characterized by the lack of anything eloquent being said. The May 21 press conference for Plant-Lee was different. Lee spoke first, voicing the usual platitudes.
“Every single fight is different. I don’t really care what his other opponents have done in or out of the ring. It doesn’t matter. On fight night, the bell rings, it’s just me and him. The best man will win. I’ve been in so many press conferences where opponents either talk shit or they’re dismissive or they’re respectful. I’ve beat them all. This is an incredible opportunity and I will make the most of it. I’m going to shock a lot of people”
Then it was Plant’s turn.
“I’ve been boxing my whole life,” Caleb said. “No college degree for me. No high school sports. No acting gigs. No Subway commercials. Just boxing, day in and day out, rain, sleet, or snow. He may have a financial degree. But in boxing I have a Ph.D and that’s something he don’t know anything about. Something else I have a Ph.D in is being cold and being hungry and being deprived, coming from very rock bottom. That’s something he don’t know anything about. So if this guy ever thought for one second that I would let him mess this up for me and send me back there; unlike him, I have everything to lose. This is how I keep a roof over my head and food in my belly. That’s something he don’t know anything about. So if he thinks he’s going to mess this up for me, he’s not half as educated as I thought he was.”
At times, the dialogue seemed to verge on class warfare. And it continued in that vein through fight week.
“There are zoo lions and there are jungle lions,” Plant said at the final pre-fight press conference two days before the bout. “The zoo lion will look at the jungle lion and think they’re the same thing. And from a distance they look the same. Until it’s time to eat or be eaten.”
“The trash talking goes back and forth,” Lee responded. “That’s as old as time. Nothing he’s saying is new. It’s all recycled stuff he’s heard on TV or heard in movies. It’s nothing new to me. It doesn’t even bother me. I laugh at it.”
Plant-Lee was broadcast live on Fox as a lead-in to the Pacquiao-Thurman pay-per-view card. Lee was a 15-to-1 underdog. The consensus was that he had as much chance of beating Plant in a boxing match as Yale would have of beating Notre Dame in football.
Nevada’s choice of 76-year-old referee Robert Byrd as third man in the ring was a bit of a surprise. Byrd was once a capable referee, but his performance in recent years has been erratic. The most egregious example of this was his mishandling of the June 15 World Boxing Super Series cruiserweight semi-final bout between Mairis Briedis and Krzysztof Glowacki.
Byrd is past the point where he can move nimbly around the ring and was out of position for much of Briedis-Glowacki. His judgment was also faulty. In round two while the fighters were in a clinch, Glowacki hit Breidis in the back of the head with a rabbit punch. Briedis retaliated by flagrantly smashing an elbow into Glowacki’s face, driving the Pole to the canvas. In a post-fight in-the-ring interview on DAZN, Briedis acknowledged the foul, saying, “I did a little bit dirty.”
Glowacki, for his part, noted, “The elbow was really strong and clear to the chin. I did not know what happened. I do not remember a lot after that.”
Byrd deducted a point from Briedis but didn’t give Glowacki additional time to recover. Still hurt, Glowacki was knocked down fifteen seconds later by a two-punch combination that ended with a right hand to the back of the head. He rose. The bell rang to end the round. And Byrd didn’t hear it.
“The bell’s gone,” DAZN blow-by-blow commentator Jim Rosenthal shouted. “They’re carrying on. Come on, referee. I can hear it. Get in there.”
But Byrd allowed the action to continue. With people at ringside waving their arms and screaming at him that the round had ended, he allowed Briedis to batter Glowacki for another eight seconds until Mairis scored another knockdown.
“He’s gone down after the bell,” Rosenthal proclaimed. “What is occurring in there? What is occurring? That bell was ringing for ages. It’s farcical. He’s saying he couldn’t hear the bell. He must have been the only one in the arena.”
A badly damaged Glowacki was allowed out of his corner for round three but the fight was stopped twenty seconds later. In the same post-fight interview on DAZN, Briedis conceded that he’d heard the bell ending round two but kept punching.
As for Plant-Lee, the fight lived down to expectations. Lee tried to fight aggressively but didn’t have the tools to do it. Plant was the faster, stronger, tougher, better schooled fighter. He dropped Lee with a lead left hook late in round one, dug effectively to the body throughout, and put Lee on the canvas thrice more in the third stanza. After the final knockdown, Byrd stopped the mismatch. According to CompuBox, Lee landed just eight punches in the entire bout.
It will be interesting to see how Plant progresses from here, in and out of the ring. In that regard, it should be noted that writer Jeremy Herriges talked at length recently with Carman Jean Briscoe-Lee (Alia’s mother, who was once Caleb’s companion). Thereafter, Herriges wrote a thought-provoking article for NY Fights that calls portions of Plant’s narrative into question.
Meanwhile, Caleb remains a work in progress.
“I’m not a grown man,” he said during a July 1 media conference call. “I’m a growing man. So I’m going to continue to become better in the ring. I’m going to continue to become a better man outside the ring. Thus far, I think I’ve done a good job of handling that responsibility. If I just continue to follow what I’ve done, I think I’ll be on the right path.”
Let’s see how the journey unfolds.
Thomas Hauser’s new email address is thomashauserwriter@gmail.com. His next book – A Dangerous Journey: Another Year Inside Boxing – will published this autumn by the University of Arkansas Press. In 2004, the Boxing Writers Association of America honored Hauser with the Nat Fleischer Award for career excellence in boxing journalism.
Check out more boxing news on video at The Boxing Channel
To comment on this story in The Fight Forum CLICK HERE
Featured Articles
A No-Brainer: Turki Alalshikh is the TSS 2024 Promoter of the Year
Years from now, it’s hard to say how Turki Alalshikh will be remembered.
Alalshikh, the head of Saudi Arabia’s General Entertainment Authority, isn’t everyone’s cup of tea. Some see him as a poacher, a man who snatched away big fights that would have otherwise landed in places like Las Vegas, New York, and London, and planted them in a place with no prizefighting tradition whatsoever merely for the purpose of “sportswashing.” If that be the case, Alalshikh’s superiors, the royal family, will turn off the spigot once it is determined that this public relations campaign is no longer needed, at which time the sport will presumably recede into the doldrums from whence it came.
Be that as it may, there is no doubt that boxing is in much better shape today than it was just a few years ago and that Alalshikh, operating under the rubric of Riyadh Season, is the reason why.
One of the most persistent cavils lobbied against professional boxing is that the best match-ups never get made or else languish on the backburner beyond their “sell-by” date, cheating the fans who don’t get to see the match when both competitors are at their peak. This is a consequence of the balkanization of the sport with each promoter running his fiefdom in his own self-interest without regard to the long-term health of the sport.
With his hefty budget, Alalshikh had the carrot to compel rival promoters to put down their swords and put their most valuable properties in risky fights and he seized the opportunity. All of the sport’s top promoters – Frank Warren and Eddie Hearn (pictured below), Bob Arum, Oscar De La Hoya, Tom Brown, Ben Shalom, and others – have done business with His Excellency.
The two most significant fights of 2024 were the first and second meetings between Oleksandr Usyk and Tyson Fury. The first encounter was historic, begetting the first undisputed heavyweight champion of the four-belt era. Both fights were staged in Saudi Arabia as part of Riyadh Season, the months-long sports and entertainment festival instrumental in westernizing the region.
The Oct. 12 fight in Riyadh between undefeated light heavyweights between Artur Beterbiev and Dmitry Bivol produced another unified champion. This wasn’t a great fight, but a fight good enough to command a sequel. (Beterviev, going the distance for the first time in his pro career, won a majority decision.) The do-over, buttressed by an outstanding undercard, will come to fruition on Feb. 22 in Riyadh.
Turki Alalshikh didn’t do away with pay-per-view fights, but he made them more affordable. The price tag for Usyk-Fury II in the U.S. market was $39.99. By contrast, the last PBC promotion, the Canelo vs. Berlanga fight on Amazon Prime Video, carried a tag of $89.95 for non-Prime subscribers.
Almost half the U.S. population resides in the Eastern Time Zone. For them, the main event of a Riyadh show goes in the mid- to late-afternoon. This is a great blessing to fight fans disrespected by promoters whose cards don’t end until after midnight, and that goes double for fight fans in the U.K. who can now watch more fights at a more reasonable hour instead of being forced to rouse themselves before dawn to catch an alluring match anchored in the United States.
In November, it was announced that Alalshikh had purchased The Ring magazine. The self-styled “Bible of Boxing” was previously owned by a company controlled by Oscar De La Hoya who acquired the venerable magazine in 2007.
With the news came Alalshikh’s assertion that the print edition of the magazine would be restored and that the publication “would be fully independent.”
That remains to be seen. One is reminded that Alalshikh revoked the press credential of Oliver Brown for the Joshua-Dubois fight on Sept. 21 at London’s iconic Wembley Stadium because of comments Brown made in the Daily Telegraph that cast a harsh light on the Saudi regime.
There were two national anthems that night, “God Save the King” sharing the bill, as it were, with the Saudi national anthem. Considering the venue and the all-British pairing, that rubbed many Brits the wrong way.
The Ring magazine will always be identified with Nat Fleischer who ran the magazine from its inception in 1922 until his death in 1972 at age 84. It was written of Fleischer that he was the closest thing to a czar that the sport of boxing ever had. Turki Alalshikh now inherits that mantle.
It’s never a good thing when one man wields too much power. We don’t know how history will judge Turki Alalshikh, but naming him the TSS Promoter of the Year was a no-brainer.
To comment on this story in the Fight Forum CLICK HERE
Featured Articles
The Ortiz-Bohachuk Thriller has been named the TSS 2024 Fight of The Year
The Aug. 10 match in Las Vegas between Knockout artists Vergil Ortiz Jr and Serhii Bohachuk seemingly had scant chance of lasting the 12-round distance. Ortiz, the pride of Grand Prairie, Texas, was undefeated in 21 fights with 20 KOs. Bohachuk, the LA-based Ukrainian, brought a 24-1 record with 23 knockouts.
In a surprise, the fight went the full 12. And it was a doozy.
The first round, conventionally a feeling-out round, was anything but. “From the opening bell, [they] clobbered each other like those circus piledriver hammer displays,” wrote TSS ringside reporter David A. Avila.
In this opening frame, Bohachuk, the underdog in the betting, put Ortiz on the canvas with a counter left hook. Of the nature of a flash knockdown, it was initially ruled a slip by referee Harvey Dock. With the benefit of instant replay, the Nevada State Athletic Commission overruled Dock and after four rounds had elapsed, the round was retroactively scored 10-8.
Bohachuk had Ortiz on the canvas again in round eight, put there by another left hook. Ortiz was up in a jiff, but there was no arguing it was a legitimate knockdown and it was plain that Ortiz now trailed on the scorecards.
Aware of the situation, the Texan, a protégé of the noted trainer Robert Garcia, dug deep to sweep the last four rounds. But these rounds were fused with drama. “Every time it seemed the Ukrainian was about to fall,” wrote Avila, “Bohachuk would connect with one of those long right crosses.”
In the end, Ortiz eked out a majority decision. The scores were 114-112 x2 and 113-113.
Citing the constant adjustments and incredible recuperative powers of both contestants, CBS sports combat journalist Brian Campbell called the fight an instant classic. He might have also mentioned the unflagging vigor exhibited by both. According to CompuBox, Ortiz and Bohachuk threw 1579 punches combined, landing 490, numbers that were significantly higher than the early favorite for Fight of the Year, the March 2 rip-snorter at Verona, New York between featherweights Raymond Ford and Otabek Kholmatov (a win for Ford who pulled the fight out of the fire in the final minute).
Photo credit: Al Applerose
To comment on this story in the Fight Forum CLICK HERE
Featured Articles
Women’s Prizefighting Year End Review: The Best of the Best in 2024
Women’s Prizefighting Year End Review: The Best of the Best in 2024
It’s the end of the year.
Here are our awards for the best in women’s boxing. But first, a rundown on the state of the sport.
Maybe its my imagination but it seems that fewer female fights of magnitude took place in 2024 than in previous years.
A few promoters like 360 Promotions increased their involvement in women’s boxing while others such as Matchroom Boxing and Golden Boy Promotions seem stagnant. They are still staging female bouts but are not signing new additions.
American-based promotion company Top Rank, actually lost 50 percent of their female fighter roster when Seniesa Estrada, the undisputed minimumweight champion, retired recently. They still have Mikaela Mayer.
A promotion company making headlines and creating sparks in the boxing world is Most Valuable Promotions led by Jake Paul and Nakisa Bidarian. They signed Amanda Serrano and have invested in staging other female fights
This year, the top streaming company Netflix gambled on sponsoring Jake Paul versus Mike Tyson, along with Amanda Serrano versus Katie Taylor and hit a monster home run. According to Netflix metrics an estimated 74 million viewers watched the event that took place on Nov. 16 at Arlington, Texas.
“Breaking records like this is exactly what MVP was built to do – bring the biggest, most electrifying events to fans worldwide,” said Nakisa Bidarian co-founder of MVP.
History was made in viewership and at the gate where more than 70,000 fans packed AT&T Stadium for a record-setting $17.8 million in ticket sales outside of Las Vegas. It was the grand finale moment of the year.
Here are the major contributors to women’s boxing in 2024.
Fighter of the Year: Amanda Serrano
Other candidates: Katie Taylor, Claressa Shields, Franchon Crews, Dina Thorslund, and Yesica Nery Plata.
Amanda Serrano was chosen for not only taking part in the most viewed female title fight in history, but also for willingly sacrificing the health of her eye after suffering a massive cut during her brutal war with Taylor. She could have quit, walked away with tons of money and be given the technical decision after four rounds. She was ahead on the scorecards at that moment.
Instead, Serrano took more punches, more head butts and slugged her way through 10 magnificent and brilliant rounds against the great Taylor. Fans worldwide were captivated by their performance. Many women who had never watched a female fight were mesmerized and inspired.
Serrano once again proved that she would die in the ring rather than quit. Women and men were awed by her performance and grit. It was a moment blazed in the memories of millions.
Amanda Serrano is the Fighter of the Year.
Best Fight of the Year – Amanda Serrano versus Katie Taylor 2
Their first fight that took place two years ago in Madison Square Garden was the greatest female fight I had ever witnessed. The second fight surpassed it.
When you have two of the best warriors in the world willing to showcase their talent for entertainment regardless of the outcome, it’s like rubbing two sticks of dynamite together.
Serrano jumped on Taylor immediately and for about 20 seconds it looked like the Irish fighter would not make the end of the first round. Not quite. Taylor rallied behind her stubborn determination and pulled out every tool in her possession: elbows, head butts, low blows, whatever was needed to survive, Taylor used.
It reminded me of an old world title fight in 2005 between Jose Luis Castillo a master of fighting dirty and Julio Diaz. I asked about the dirty tactics by Castillo and Diaz simply said, “It’s a fight. It’s not chess. You do what you have to do.”
Taylor did what she had to do to win and the world saw a magnificent fight.
Other candidates: Seniesa Estrada versus Yokasta Valle, Mikaela Mayer versus Sandy Ryan, and Ginny Fuchs vs Adelaida Ruiz.
KO of the Year – Lauren Price KO3 Bexcy Mateus.
Dec. 14, in Liverpool, England.
The IBO welterweight titlist lowered the boom on Bexcy Mateus sending her to the floor thrice. She ended the fight with a one-two combination that left Mateus frozen while standing along the ropes. Another left cross rocket blasted her to the ground. Devastating.
Other candidates: Claressa Shields KO of Vanessa LePage-Joanisse, Gabriela Fundora KO of Gabriela Alaniz, Dina Thorslund vs Mary Romero, Amanda Serrano KO of Stevie Morgan.
Pro’s Pro Award – Jessica Camara
Jessica Camara defeated Hyun Mi Choi in South Korea to win the WBA gold title on April 27, 2024. The match took place in Suwon where Canada’s Camara defeated Choi by split decision after 10 rounds.
Camara, who is managed by Brian Cohen, has fought numerous champions including Kali Reis, Heather Hardy and Melissa St. Vil. She has become a pro fighter that you know will be involved in a good and entertaining fight and is always in search of elite competition. She eagerly accepted the fight in South Korea against Choi. Few fighters are willing to do that.
Next up for Camara is WBC titlist Caroline Dubois set for Jan. 11, in Sheffield, England.
Electric Fighters Club
These are women who never fail to provide excitement and drama when they step in the prize ring. When you only have two-minute rounds there’s no time to run around the boxing ring.
Here are some of the fighters that take advantage of every second and they do it with skill:
Gabriela Fundora, Mizuki Hiruta, Ellie Scotney, Lauren Price, Clara Lescurat, Adelaida Ruiz, Ginny Fuchs, Mikaela Mayer, Yokasta Valle, Sandy Ryan, Chantelle Cameron, Ebanie Bridges, Tsunami Tenkai, Dina Thorslund, Evelin Bermudez, Gabriela Alaniz, Caroline Dubois, Beatriz Ferreira, and LeAnna Cruz.
Claressa Shields Movie and More
A motion picture based on Claressa Shields titled “The Fire Inside” debuts on Wednesday, Dec. 25, nationwide. Most boxing fans know that Shields has world titles in various weight divisions. But they don’t know about her childhood and how she rose to fame.
Also, Shields (15-0, 3 KOs) will be fighting Danielle Perkins (5-0, 2 KOs) for the undisputed heavyweight world championship on Sunday Feb. 2, at Dort Financial Center in Flint, Michigan. DAZN will stream the Salita Promotions fight card.
“Claressa Shields is shining a spotlight on Flint – first on the big screen and then in the ring on Sunday, February 2,” said event promoter Dmitriy Salita, president of Salita Promotions. “Claressa leads by example. She is a trailblazer and has been an advocate for equality since she was a young lady. This event promises to be one of the most significant sporting and cultural events of the year. You don’t want to miss it, either live, in person or live on DAZN.”
Shields is only 29 years old and turns 30 next March. What more can she accomplish?
To comment on this story in the Fight Forum CLICK HERE
-
Featured Articles3 weeks ago
R.I.P Israel Vazquez who has Passed Away at age 46
-
Featured Articles2 weeks ago
A Shocker in Tijuana: Bruno Surace KOs Jaime Munguia !!
-
Featured Articles4 weeks ago
Fighting on His Home Turf, Galal Yafai Pulverizes Sunny Edwards
-
Featured Articles4 weeks ago
The Noted Trainer Kevin Henry, Lucky to Be Alive, Reflects on Devin Haney and More
-
Featured Articles2 days ago
The Ortiz-Bohachuk Thriller has been named the TSS 2024 Fight of The Year
-
Featured Articles3 weeks ago
Introducing Jaylan Phillips, Boxing’s Palindrome Man
-
Featured Articles4 weeks ago
Avila Perspective, Chap. 306: Flyweight Rumble in England, Ryan Garcia in SoCal
-
Featured Articles6 days ago
Usyk Outpoints Fury and Itauma has the “Wow Factor” in Riyadh