Boxstar, a newly established boxing shop in Newport city centre, has attracted several high-profile visitors since opening three weeks ago.
Television personality Calum Best and former heavyweight boxer Joe Egan, who once sparred with Mike Tyson, have both visited the premises.
Best, 45, is the son of Manchester United footballer George Best.
His television work has included appearances on Celebrity Love Island, Celebrity Big Brother and Celebs Go Dating.
The business is owned by Newport-born Naeem Hussain, who established Boxstar from the ground up.
He designs and produces his own boxing equipment with the aim of making the sport more affordable for young people.
The shop stocks gloves, punching bags, hand wraps and clothing, with gloves priced from £25.
Customers are able to test the shop’s punching bag without making a purchase.
Hussain also works with St Joseph’s and Shaftesbury ABC to provide young people with equipment and training.
During his visit, Best tried the boxing equipment and recorded videos outside the shop.
Hussain said their connection had developed through their shared interest in boxing and that Best had enjoyed using the equipment.
Joe Egan has also spent time at Boxstar.
Hussain is seeking to arrange visits from Welsh boxing figures Joe Calzaghe and Joe Cordina, with efforts being made to contact Cordina through the shop’s boxing coaches.
Hussain, who was formerly a boxer, wants to welcome a celebrity or boxing figure every month or every two months.
He believes such visits could benefit Newport city centre and present a more positive image of the city.
His wider objective is to use the prominence of notable visitors to encourage young people and bring greater positivity to the area.
Best has invited Hussain to a celebrity football event in Tottenham.
Hussain hopes the visit will provide opportunities to meet further stars and establish contacts who may be persuaded to travel to Newport, with the possibility of covering the cost of train tickets.
Hussain believes prominent visitors can have a significant effect because many young people look up to them.
He sees role models as a means of promoting positive change and potentially having a lasting influence on people’s lives.