UFC GYM is bullish on growth in the sector as more people recognize the mental and physical benefits of activities like boxing and Jiu-Jitsu
The fight is on in fitness. Combat sports have become a dominant fixture in entertainment for years, and their growth as a workout format has quickly followed. Offering mental benefits, engagement-boosting factors and more, the category has become a go-to for individuals eyeing a physical challenge paired with a physiological release.
Much of that can be attributed to UFC, the world’s leading mixed martial arts (MMA) promotion. The organization’s events have popularized MMA among the masses, catapulting them from niche to mainstream.
“When we started, UFC was still on VHS tapes,” said Donnie Oliver, EVP of fitness and international franchise at UFC GYM. “Then, when our first gyms opened, UFC was on Spike . Then, we were on FOX. Then, we had the ESPN deal. It was this massive acceleration — once it was mainstream, more people were talking about it. There’s less hesitation. People are signing their kids up for Jiu-Jitsu, boxing or kickboxing.”
UFC GYM, the global fitness franchise, has naturally benefited from this phenomenon. The MMA-style training brand currently has over 171 locations with 940 additional gyms in development.
However, Oliver and UFC GYM understand that the growth of combat sports extends far beyond any single brand or league. More importantly, they know we’re still in the early rounds when it comes to their acceleration as well.
Accelerating Interest
Oliver attributes the rise of combat fitness to a variety of factors. Along with fight sports becoming more socially acceptable, he argues other societal factors are playing into the concept’s increased popularity. That includes the public’s desire to be self-sufficient if they find themselves in an emergency.
“I think there’s a narrative out there that if you call 911, it’s going to take them a while to get there,” Oliver said. “It’s not Star Trek. They can’t just beam in and save you in a matter of seconds. So, people are thinking it’d be a good idea to at least have some knowledge on how to defend yourself.”
But even for those who never need to employ their skills outside the gym, the gains are plentiful — and even more so for those who start early. A recent study showed youth MMA participants have lower depression scores and higher resilience scores. Parents likely are becoming aware of these benefits as well.
Fostering Focus
The focus that combat sports require also means participants need to be completely present, allowing them to disconnect from their lives and stresses outside the gym.
“In a world saturated with information and sensory overload, people are enjoying how mixed martial arts training forces them to turn all that off for at least an hour,” Oliver said. “You don’t get with other fitness formats.”
UFC GYM’s programming also offers additional engagement boosters. The brand promotes students in combat classes by adding stripes to member belts as they progress.
“That drives long term adherence and loyalty,” Oliver said. “We just had several of our members at gyms in Rosemead and Honolulu receive their black belts in Jiu-Jitsu. That can take 9 to 12 years. So, those members have been going to those gyms two, three or four times a week for 9 to 12 years. That’s a hard stickiness to achieve when you’re just a generic, transactional, commoditized fitness product.”
Reducing Intimidation
While the idea of boxing or Jiu-Jitsu could be intimidating initially, UFC GYMs’ intentional layout serves to put new members at ease.
“The first thing you’re going to see are things you’re familiar with,” Oliver said. “You’re not going to walk in and see people punching each other in the face and tackling each other. You’re going to walk in and see people doing cardio, using dumbbells, selectorized weights or on our turf area.”
Of course, UFC GYMs feature a bag area for kickboxing and a mat area for Jiu-Jitsu, but by positioning them deeper into the gym, they make the environment far easier to step into for individuals with little-to-no fighting experience.
The environment also allows members to warm up to combat-style training naturally. Someone who feels intimidated might start on a treadmill for a few weeks, observing combat classes from a distance. But over time, that exposure lowers the barrier, builds familiarity and often sparks the confidence required to put on the gloves.
“You’re getting desensitized to these things,” Oliver explained. “You’re going to see people who are the same age as you, the same body type as you, taking those classes. You’ll think in your head, ‘I can do that.’”
Charting a Path Forward
Looking ahead, Oliver expects combat sports to enjoy even greater exposure through UFC’s new historic media rights deal with Paramount. He also credits UFC GYM’s forward-thinking approach for beginning to incorporate more wellness offerings.
UFC GYMs now include cryotherapy, red light, percussion and compression therapy. Members can also receive peptides and IV drips at brand locations.
“Mark and Adam are doing a fantastic job at pushing the envelope of what the fitness space used to be versus where it’s evolving, to serving this holistic health consumer, not somebody who’s just coming to the gym to lift weights, get a six pack of abs, do cardio and be skinny,” Oliver said.
