Our Story

One person, one idea

Wootinun (Oak) Sungong graduated with an MA in IT for Manufacture from Warwick University in the UK, then started a business in e-commerce, which was very new at the time, especially in Thailand. He had no business experience and limited funds. He looked for a Thai product that suited e-commerce, and the perfect one was Muay Thai merchandise, which he had enjoyed watching and learning the basics of since he was a little boy.

He started selling on eBay and created the website Muay Thai Stuff with only 4 people in the company. His first office was a small building in Laksi, Bangkok.

Why TUFF?

After selling other brands for a while and collecting customer data and needs, Oak decided to start his own brand. "TUFF" was the first name on his mind. It comes from "Muay Thai Stuff", which has the word TUFF in it. TUFF also means volcanic rock, and it sounds like "tough", which is his character.

He saw the opportunity and designed uniquely outstanding looks for Muay Thai merchandise, starting with a T-shirt, the first-ever TUFF product collection.

London calling

Oak was invited to a sports expo in London, UK, where the name TUFF began to spread through the worldwide Muay Thai industry.

We open our own factory

The business was booming, so a factory was built to serve customers around the world. TUFF Engineering was established as a garment manufacturer and became the main production force for TUFF. It also introduced a new brand, Kombat, which offers cheaper, customized products. The factory had more than 20 people, specialized in Muay Thai shorts and equipment.

The main office moved to Vista Park, a home office where marketing and IT teams were recruited. TUFF's name started to catch the eye of Thailand's Muay Thai promoters and authorities.

On the biggest stages

TUFF shorts were used at the King's Cup Muay Thai Champion in 2009 and 2010. The tournament was crowded with top-class fighters such as:

• Yodsanklai
• Cosmo Alexandre
• Alex Vogel
• Jordan Watson
• Antoine Sianboxing
• Jesse Miles

TUFF also took part in the WMC IFMA in 2009 and 2010, organized by the World Muaythai Council (WMC), the authoritative body that regulates professional Muay Thai in Thailand and around the world.

TUFF Camp opens

TUFF was one of the top online Muay Thai brands in the industry. With the success of Tony Jaa's movie Ong Bak, the whole world suddenly loved Muay Thai, and it became hugely popular in gyms and fitness.

In 2011 the TUFF Camp opened in Laksi, Bangkok, close to the main office, aimed at people who simply wanted to learn Muay Thai. It had bedrooms, training facilities and fitness equipment, at a time when most Muay Thai camps were built for experienced fighters.

Talks With Woody

E-commerce in Thailand was growing, and world-famous platforms such as Google and Amazon started marketing campaigns. Oak was one of the first Thai entrepreneurs to join and use those platforms, so he was nominated as a presenter for Google Thailand and began appearing in the press and in magazines.

Then Thai celebrity and TV host Woody Milintachinda interviewed him on his show "Talks With Woody" (วู้ดดี้ เกิดมาคุย), using the TUFF Camp as the location. The camp began to bring in many beginners and professional fighters, and Muay Thai legend Orono Por Muang Ubon was hired as a trainer.

TUFF Warriors

TUFF's sponsored fighters were introduced to the marketing campaign as "TUFF Warriors" to endorse TUFF products, including:

• Ramazan Ramaznov
• Ali Ahli
• Eduardo Maiorino
• Joe Schilling
• Zidov Akuma
• and more

Then a major incident happened.

The great flood

A major flood hit the Bangkok area and affected more than 12.8 million people. The World Bank estimated the damage at as much as 1.44 trillion baht. TUFF was no exception: our staff had to carry the whole package of paid items on foot to meet the shipping agent's truck on the toll highway.

Rebuilding in central Bangkok

After the flood, TUFF needed to bounce back. The camp moved to the 10th floor of Peter's Mansion in Ekamai, one of the hottest areas in the middle of Bangkok. The whole floor was renovated into a TUFF-themed Muay Thai gym with a swimming pool and fitness facilities.

Fighters, tourists, expats and Thai people came to train at the camp. We held seminars on MMA and Muay Thai and invited Muay Thai legends to run workshops. A Muay Thai team from Brazil came to train and stay at the camp for a long period. We took fighters to fight at legendary stadiums like Ratchadamnoen and Lumpinee, and at smaller venues around Bangkok, Pattaya and Muay Thai rings across Thailand.

TUFF also started a YouTube channel, "TUFF Sport TV", with Muay Thai tips, interviews with Muay Thai fighters and training methods.

Backing MMA

TUFF also wanted to make a name in the MMA scene in Bangkok. We sponsored several programs, including DARE, NAKSU and amateur MMA fights, and supported some MMA teams with TUFF customized shorts and equipment.

Taking Thai Muay Thai abroad

TUFF became a member of The Federation of Thai Industries' Muay Thai & Sports Cluster and is one of the original members and a leader of the cluster. We were invited to many sports expos in Thailand, in China (FIBO 2018, Shanghai) and in Japan (Thai Fashion & Textile Fair, Osaka).