UFC to Open Network of "UFC Gyms"

Our good friend Beau Dure of USA Today brings us the interesting news:

UFC is partnering with Mark Mastrov, founder of the 24 Hour Fitness chain, to build UFC Gyms, offering a blend of traditional and modern workouts with a healthy dose of UFC atmosphere.

For UFC President Dana White, who worked in the fitness industry before moving into mixed martial arts, the gyms are a chance to extend UFC's brand as the company goes global. White, not one to keep his ambitions quiet, thinks the new business can make an impact.

"The fitness industry has gotten stale, much like the fight industry had gotten stale," White says. "A lot of it hasn't changed much since the 60s — a lot of the same equipment, a lot of the same stuff going on. We're going to have treadmills and weights for people who still want that, but there's going to be a lot of different things."

Those different things may include flipping tires, lifting chains, swinging sledgehammers or lugging bricks.

"If you look at the world today when it comes to training, everybody's starting to morph off into what I call nontraditional training," Mastrov says. "What UFC Gyms is going to do is leverage that."

Workouts can also include classes in mixed martial arts disciplines such as jiu-jitsu, taekwondo or Muay Thai fighting. But Mastrov and White see their gyms as a lively workout facility for all types of people, not as a breeding ground for new fighters.

...

The atmosphere, though, may feel like a fight night. The gyms will have flat-screen TVs offering UFC footage as well as the usual cable choices, and Mastrov says they'll have plenty of music with "nice bass."

"When you're working out, it's going to almost be like being at an event — how visually stimulating an event is," White says.

An intriguing idea. If the UFC's gamble on this is correct, it could do wonders not just for the UFC brand, but for MMA and local MMA as well. Being able to associate MMA with fitness or gyms increases opportunity for local shows to market their product through partnership efforts with local gyms and organizations. As for the gyms, I hope they succeed, but part of me also worries about potential UFC overreach. I don't think the brand itself will be affected if the gyms do poorly, but for what they are offering I'm guessing the price point might need to be high. Additionally, they are offering the sort of workouts that people say they want, but can never commit to. I've spent a huge portion of my life in gyms, so how that intense and non-traditional push can squared with a relaxed atmoshpere will be a very tricky play. Then again, never underestimate the appeal of vicarious living. Best of luck, UFC.

UPDATE: A reader points me to a website the UFC has already set up for this venture.