The Story of Niina Carita
From Film Industry To The Muay Thai Ring
The story of Niina Carita as a brand began in 2002 when its roots were planted through the discovery of Aikido. While studying radio and TV, Niina, the face behind the brand, was invited by her Aikido coach, Jari, to train after school. Having always dreamed of becoming a ninja, she eagerly embraced the opportunity. Her dedication and passion for martial arts flourished, and her next coach, Esa, quickly recognized her enthusiasm—especially her willingness to be thrown around on the tatami.
In 2010, the path of Niina Carita took a pivotal turn when a friend asked Niina to help photograph the Finnish Muay Thai Championships in her hometown. Watching women in her weight class fight in the ring ignited a spark within her—she knew she wanted to become a fighter herself.
The very next day, she called a local Muay Thai gym and spoke with her future coach, Tuure. When she asked if she could become a fighter, his suggestion to simply "come and train first" left her feeling dismissed. Determined to prove herself, she threw herself into training—starting four times a week and eventually working up to twice a day.
Her hard work and dedication paid off. After just two years of relentless training, Niina became the Finnish Muay Thai Champion and earned her place on Finland’s National Muay Thai Team.
This milestone marked the beginning of Niina Carita as more than just an athlete—it became a symbol of resilience, passion, and inspiration for aspiring martial artists around the world.
Niina with her coach Tuure Mutanen, 2012 Muay Thai Champion, Finland
In 2019, after a decade of working in the Finnish film industry as a film commissioner, Niina Carita evolved into something more.
Knowing she would soon be moving to the U.S., Niina wasn’t sure what her next career step would be. But one thing was clear: her passion for Muay Thai, which she had been training in and competing in since 2010, would be at the heart of her journey.
In January 2020, she arrived in Los Angeles. Shortly after, the pandemic struck, and Niina turned to social media to share her love for Muay Thai with the world. Starting with just 1,000 followers and a single channel, she made a commitment: post every day, stay consistent, and see where it might lead.
Three years later, that dedication has paid off. Today, Niina Carita is a thriving brand with three active channels, over 600,000 followers, and a YouTube Shorts channel that receives more than 100 million views. Beyond the numbers, the brand has cultivated an incredible online martial arts community, transforming a personal passion into a global platform that inspires and empowers others.
Niina Carita an official brand ambassador for Century Martial Arts, demonstrates a flying knee strike with a BOB boxing bag, 2024 California
"Muay Thai is an amazing martial art," says Niina. "I believe every woman should learn how to throw knee strikes and spar." Through its story and mission, Niina Carita inspires others to embrace Muay Thai, whether for competition, fitness, or personal empowerment.
Niina and Ramin Sohrab attend the YouTube Shorts summer party on August 18th 2022 Los Angeles, California
It’s still surreal that creating content as a Muay Thai athlete has become the core of Niina Carita. Since 2020, the brand has had the incredible opportunity to collaborate with amazing partners, including Century Martial Arts USA and Europe, Gatorade, ESPN+, Disney, Foxhound Fuel, Azuna, Copper Fit, Karate Combat, Finnair, and more.
Niina Carita is also an active member of the YouTube Shorts community, connecting with other creators and learning directly from YouTube employees to further refine the brand’s craft.
Life has proven to be an unexpected adventure for Niina Carita—a journey that began with quitting a job, leaving a home country, and starting over. But this is the story of the brand: one built on resilience, passion, and a commitment to inspire.
Thank you for being part of this incredible community and supporting Niina Carita every step of the way!