Former aerobics instructor and current president of the fastest growing sports organization in the world, Dana White, is going back to his roots.
Ultimate Fighting Championship (UFC) today announced that it would soon unleash a global network of fitness centers dubbed, "UFC Gyms." It’s being hailed in a recent press release as "the first major brand extension" for the promotion.
Here’s a snip from White:
"UFC gyms are going to shake up the fitness industry the way UFC shook up the sports industry. All the energy and excitement that we have brought to the fight business we are now going to bring to the fitness business. There is going to be something for everybody at all levels – from first timers to world class athletes – we’re going to get people excited and motivated to work out and get in great shape."
The report did not indicate when the first UFC Gym would open its doors nor did it announce a list of possible locations. However, the home base of the Zuffa-owned promotion, Las Vegas, Nevada, would appear to be the most logical start.
UFC has partnered with fitness brand experts Mark Mastrov and Jim Rowley to roll out the ambitious project, which will "give UFC enthusiasts and fitness seekers alike the opportunity to practice the training techniques of famed UFC athletes, such as Georges St-Pierre and BJ Penn."
For more on UFC Gyms visit the Web site right here.