UFC Opens First UFC Gym in Concord, California

The desire to capture the attention of the mainstream, soften it's image through a focus on fitness and imprint their brand in the minds of hoi polloi is what UFC Gyms are all about. The San Francisco Gate has the story on the opening of the very first UFC Gym:

"This was the natural evolution for our brand. UFC revolutionized traditional martial arts. It's a perfect fit to us to expand into the fitness area," said UFC Chairman and CEO Lorenzo Fertitta.

The facility's operators think they can make a strong case. UFC Gym reveals exactly what you would expect to find: music blaring in the background, metal dropping on metal clanging from the weight-lifting machines, and eager instructors on the floor. Even promotional banners feature everyday women breaking a sweat and kids training for martial arts in karate uniforms.

"We're not looking to train or create fighters. We're looking to create a fun family environment," Fertitta said.

While the Octagon with the black wire fence is certainly an unusual element, this is not a fighting gym. Jim Rowley, co-founder of New Evolution Fitness Co., which launched the venture with the UFC, said the gym is a place for those who want to be fit like martial arts athletes but aren't interested in the bruises. Instead of finding muscular types beating each other inside the ring, you'll find ordinary members kicking into the arm pads of supportive Thai boxing instructors.

"You probably never want to get into the Octagon and get choked or punched in the face," Rowley said, "but why not get trained like the best-conditioned athletes in the world?"

This vicarious experience cannot be understated. Not only are the selling the visceral, rugged aspects of MMA training, they're dovetailing it with an evolution in how we get fit as a society. If they can really make something of this effort - the UFC plans to open between 300 and 400 UFC Gyms in the next five years - then this could make huge inroads in how MMA is viewed within deeper concentric mainstream circles.