Zou Shiming insisted that he has no plans to hang up his gloves despite his increasing business commitments.

The two-time Olympic gold medallist announced on May 18 during his 36th birthday party at the InterContinental Shanghai Expo Hotel that he has established a new company called Zouxuan (Shanghai) Sports Culture Development Co Ltd which will focus on promoting boxing as a means of keeping fit.

When asked if his new venture signalled an intention to wind down his boxing career, Zou was clear that retirement is not yet on the cards.

"I will still focus on being in the ring but I have to set aside some time to work on what I have to do in the future. I can't possibly fight till I'm 60 or 80," said the 36-year-old, who shot to fame by winning Olympic light-flyweight gold at the 2008 Beijing Games and London 2012.

"What I'm doing now is simply laying the groundwork for life after boxing.

"I don't know how long more I will be in the ring. I guess I'll retire when I feel that my body just cannot take it any more.

"But right now I feel as if I can still fight, so I'm not going anywhere."

Zou revealed that the company's projects include a boxing tournament and a fitness center in Shanghai that will focus on boxing-related activities.

The establishment of the company comes on the back of news in November that he had joined Chinese boxing tournament the League of Fists as a promoter.

Zou is a hugely popular celebrity in China. Last year, he starred in reality television show "Where Are We Going, Dad?" which boasted around 75 million viewers per episode.

Ninety million homes tuned in to his WBO title-winning fight in Las Vegas last year.

"I felt I had achieved my greatest ambition when I won the Olympic gold," Zou said.

"Today, winning or losing does not matter that much anymore.

"Rather, I want to use my upcoming title defense to promote boxing in China and the development of the sport.

"Being able to achieve this will be like winning a title belt. When I'm in the ring, I must strive to achieve glory for China.

"Outside of it, however, I will do my best to help more people learn about boxing to stay fit and healthy."

Zou, who was crowned the WBO flyweight champion in November after taking a unanimous decision against Thailand's Prasitsak Phaprom in Vegas, also confirmed he will defend his title at the Shanghai Oriental Sports Center on July 28.

The challenger will be announced at a later date following confirmation from the WBO.

According to WBO regulations, a champion must vacate his title if it is not defended within nine months of winning it.

The bout will be backed by Alibaba Sports Group, which will be working with Zou's new company on a series of other projects, including sending a team of young boxers signed under Zou's brand to compete in an IBF youth tournament.

alywin@chinadaily.com.cn