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UFC, Tapout Expand Into Fitness Industry

With its ascent from obscurity to mainstream success, mixed martial arts has morphed into a cultural phenomenon. Perhaps appropriate with the sport’s constant re-invention and attempts to fit that widening niche, the two biggest brand names in MMA are now looking to make inroads in the fitness industry. Translation: you might find an Ultimate Fighting Championship or Tapout gym in your area in the coming months and years.

With both organizations representing the flagship brand in promotions (UFC) and MMA-related clothing (Tapout), the fitness angle is something that represents the kind of aggressive, forward-thinking mentality that has allowed both to prosper during the MMA explosion in recent years, even while many a competitor came and went.

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The UFC currently has two gyms opened, both in California (Concord and Rosemead), with plans for anywhere from 300 to 500 worldwide. Tapout, meanwhile, has five Tapout Training Centers either in place or in the works, with several more planned in the immediate future. Both companies have tapped firms to help with their entry into the fitness business; the UFC works with New Evolution Fitness Company, while Tapout has teamed up with True Sport A&E, Ltd -- both firms’ personnel have extensive experience in the fitness industry.

After the first UFC gym in Concord began enrolling members in June, Adam Sedlack, Senior Vice President, UFC Gyms, said the public interest in MMA-style training was obvious.

“You have all the other machines you have and don’t have in health clubs,” Sedlack said. “It’s functional fitness, which is the ability to manipulate all 600 muscles in your body. You really can’t do that with [standard] machines. For people that just want the normal workout, we’ll have that. It’s also for people that really want to get into learning about what is so incredible about MMA.”

Memberships are available at two levels: basic, at about $35 a month, and “Ultimate,” for about $90-$100 per month.

“The basic gets you access to all the equipment, all the cardio, locker room, showers,” Sedlack said. “The Ultimate gets you all that, plus all the MMA classes and training.”

With the success of the Bay Area Concord location -- Sedlack estimates the 40,000 square-foot facility employs 150 people -- the UFC is opening a second gym in Rosemead, located some 30 miles inland from downtown Los Angeles. With the tone and vibe as a “non-fighting” gym, Sedlack believes it important to educate local community leaders on what exactly will be happening at the facility.

“I would say we’re a little bit more focused on safety inside the programs. You can go out and get beginners in there,” Sedlack said. “In our Concord gym, members are working together, and it’s a great environment. For a majority of our customers, they don’t like being in that [grappling-intense] environment. They like introducing themselves to the sport, respecting it and getting better at it.”

The Rosemead facility is scheduled to open in June, into a location just off Interstate 10 that used to be a Leavitt’s furniture outlet before the firm went of business.

Rosemead City Manager Jeff Allred said it took a bit of education and familiarization with what the UFC gym was going to be so city leaders could approve the project. Given California’s exceptionally tough economic climate and statewide budget deficits hammering local revenues, especially in redevelopment funds, Allred said the gym was a welcome addition.

“They are putting in about $4 million in tenant improvements. The UFC draws different reactions from different people and draws across age lines,” Allred said. “We made it very clear that there will be no fighting, just sparring, always with a coach there. It was approved by our planning commission and our city council. The city and the West San Gabriel Valley will be responsive.”

Sedlack said the educational aspect -- that the gyms are there to provide a cutting-edge approach to fitness -- is an increasingly easy sell given his own experience understanding the sport.

“It’s a non-fighting gym. But once people see it and our Web site, and I show them the concepts and tools it has, it works. That’s what happens at places like Rosemead. People are initially concerned, and I use myself as a parallel process,” he said. “Two years ago, I didn’t know a lot about MMA. I was a basketball and football player in high school and college. I was an ignorant person with regard to MMA. I started learning about UFC, MMA, and, to me, it’s the best sport in the world. My job now is to go out and educate the mainstream on why this sport is so great -- and make a safe environment.”

Sedlack said the UFC has about four to five locations in the immediate works, with the company finalizing agreements before locations will be announced. When asked about the simultaneous Tapout effort, as well as the possibility of the new gyms encroaching on existing fighter-run facilities, he was not concerned.

“Tapout is a cool gym. They have an Octagon and have some things in their gym that are similar to ours, but they are catering more toward the person that wants to be a fighter,” Sedlack said. “From a business model perspective, what they’re doing is completely different. It’s more about fighting. We’re more about training like your favorite UFC fighter and taking on that [regimen]. We’re not about taking you and making you the next fighter. We’re not in the business of creating fighters. That being said, Anthony Johnson, he trains at the one at Concord, and his striking coach is one of our main trainers there. UFC athletes will actually train at these gyms.

“But we’re not gonna have an environment where you have that direct combat fighting,” he added. “We’ll have very controlled sparring with workout routines, endurance classes … everything that’s great about MMA and UFC will allow us to get the mainstream audience. Probably five percent of the people at our gyms will want to be fighters, and that will only drive them toward the fighter-owned gyms.”

For information on UFC and Tapout facilities, visit www.ufcgyms.com and www.tapouttc.com.

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