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‘Xtreme Couture’ Launches in Toronto
Monday, June 02, 2008
by John Lee (Photos by Freddie DeFreitas)

TORONTO --- Though mixed martial arts remains outlawed in Ontario, the Canadian province welcomed the addition of one the sport's leaders on Saturday when six-time UFC champion Randy Couture (Pictures) opened the doors of his newest Xtreme Couture training facility.

Located in the quiet suburbs about fifteen minutes from downtown Toronto, the gym's wooden exterior looked quaint and serene. Inside, though, the building was bustling with nervous energy as various media crews queued to get their ten minutes with the gym's eponym, who patiently and invariably with a beaming smile answered the same repetitive questions over and over again.

The event was like a star-studded gala. A svelte and heavily tattooed Robin Black -- Canadian rock star, TV personality and upcoming MMA fighter -- greeted guests and handled logistics.

A quick tour of the spacious 30,000-square-foot facility during the wait showcased a fleet of running, spinning and weight machines, a section for free weights, an expansive mat area, a menacing looking cage, and…dry wall panels.

Preparations, it was explained, were almost complete, but not quite 100 percent. The grand opening was apparently rushed to coincide with Saturday night's Elite XC "Primetime" event that night and to ride the event's exposure.

In partnership with Doug and Robert Urch, who own a chain of fitness centers in Toronto, the facility is an amalgam of health, fitness and MMA training. The result is a more palatable version of MMA that appeals both to the fitness buffs as well as the traditional taekwondo and karate-going households in the area. A little brand confusion caused by the existence of a large local chain of "Extreme Fitness" centers shouldn't hurt business either.

The idea that MMA is garnering greater awareness in Canada's largest city is an exciting proposition. The group that looks to profit the most from all this attention is the local fighters.

During the tour, wo-time UFC veteran Mark Bocek (Pictures) could be seen exchanging banter with former IFL lightweight standout Chris Horodecki (Pictures). Along with Mark Hominick (Pictures), these three will make up the higher profile Brazilian jiu-jitsu (Bocek) and striking instructors (Horodecki and Hominick) at the gym.

The center is also looking to tap into the rising popularity of women's MMA by bringing in Jenypher Lanthier, an accomplished Canadian muay Thai fighter.

There is a certain amount of irony, however, in that one of the most state-of-the-art MMA facilities exists in a province where MMA is illegal. Ontario Athletics Commissioner, Ken Hayashi, is intransigent in his opposition to MMA.

Hopefully, though, with increased public awareness, there will be greater pressure on Hayashi to get with the times. This budding hope is also what the new Xtreme Couture represents for many MMA supporters in the city.

The Toronto facility is the seventh edition to the Xtreme Couture chain.

Please visit www. xtremecouture.ca for more information.









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