Why UFC GYM Builds Communities Within Communities 

The fitness franchise builds brand loyalty by fostering cohorts according to member goals and preferences

The term “community” has become one of the fitness and wellness industry’s favorite buzzwords, especially when the topic is member engagement and retention. Everyone agrees it’s important to cultivate, yet few know how to actually do it.

UFC GYM, the rapidly growing global fitness franchise, argues community starts with intention and numerous opportunities for members to engage. Relying on “vibes” alone won’t get the job done. 

“We’ve intentionally designed multiple touchpoints that bring members together,” said Adam Sedlack, CEO of UFC GYM. “From hundreds of group fitness classes each week to our signature gym-wide workouts, where an entire facility participates in a shared training experience, we create moments of connection every day.”

Now with more than 170 locations and plans to add 900 more, the brand is focused on preserving the ethos that made it meaningful in the first place.

Built on Micro-Communities

Sedlack believes strong communities are modular rather than static. UFC GYM builds its own communities with micro-communities, which have their own culture centered around different programming, like Brazilian Jiu-Jitsu, recovery, IV therapy and standard weights or cardio. 

By establishing these different groups, all with different communal appeal, UFC GYM attracts a broad range of consumers and keeps them invested over time. 

“We’ve built a member journey that encourages exploration,” Sedlack said. “New members can experience multiple modalities before deciding where they want to invest more time and energy. Once they find an area they’re passionate about, they naturally begin building relationships with coaches and fellow members who share similar interests.”

Even then, the programming is flexible enough to allow members to incorporate new modalities or switch up their routines by joining different likeminded communities within the gym. 

“What’s exciting is that those communities don’t operate independently,” Sedlack went on. “The boxer starts utilizing recovery services. The BJJ practitioner joins a strength program. The weight-loss member discovers group fitness. The result is a connected ecosystem where members continuously expand their experience and deepen their engagement with the brand.”

Multi-Faceted Connections are Stronger

Sedlack said this movement between modalities is crucial to establishing long-term loyalty. Multiple connections to different micro-communities fortifies the bond between members and the gym. 

“As relationships develop and members discover new experiences, their engagement naturally increases,” he said. “Someone who initially joins for fitness may eventually participate in recovery services, nutrition programs, personal training, BJJ, boxing or wellness offerings. This creates a much deeper connection to the brand…The more value members experience, the stronger their loyalty becomes.”

Sedlack and UFC GYM also expect more consumers will gravitate toward gyms that allow them to vary their workouts as holistic health becomes even more of a priority in the coming years. 

“Consumers today are more educated than ever,” he said. “They understand fitness, recovery, nutrition, performance and overall wellness. While many start by looking for a great gym, they quickly recognize that achieving long-term results requires much more than access to equipment. What consumers increasingly want is convenience, expertise and results — all under one roof.”

Keeping Everything Internal, Even What’s External

UFC GYM also connects with members beyond gym walls. Through partnerships with wearable brands like Myzone and other brand activations, it reaches members remotely with an abundance of fitness challenges and competitions. 

“These give members opportunities to support, motivate and celebrate one another,” Sedlack said. 

With its breadth of offerings—both in the gym and beyond—UFC GYM understands it’s also important to provide a cohesive experience across modalities and communities.  

“Our coaches, technology platforms, member communication strategies and service standards all work together to deliver a consistent experience regardless of where a member enters the ecosystem,” he said. 

This guarantees that no matter their focus, all UFC GYM members remain connected to the same core principles. 

“The UFC brand has always represented performance, discipline and self-improvement,” Sedlack said. “Whether someone is taking a strength class, learning Brazilian Jiu-Jitsu, receiving recovery treatments or working with a coach, they’re still participating in the same mission: empowering the fighting spirit within themselves.”