UFC Expands Brand With Opening Of First UFC Gym In California

Inaugural UFC Gym Opens In California As First Of What Is Expected To Become Large Chain

The inaugural UFC Gym opened Saturday in Concord, California, as part of the "latest extension of the [UFC] brand," according to Dave Meltzer of YAHOO SPORTS. The location is the first of "what is expected to become a large chain of UFC Gyms." The UFC Gym "features the traditional assortment of weights, treadmills, exercise bikes and other aerobic equipment, along with television monitors and blaring music." However, an octagon in the center of the gym is "used for martial arts classes," and "huge wall photos of UFC Hall of Famers and life-sized cardboard cutouts of current stars decorate the interiors." The gym "also features the type of training equipment that fighters use, like various punching bags." UFC Gyms also will serve as "new venues to market the company's stars and major events, as part of the concept includes regular appearances by fighters at the gyms." One of the marketing concepts is to "use the names of major star fighters in their home areas, such as the plans for a Georges St. Pierre UFC Gym in Montreal and a B.J. Penn UFC Gym in Honolulu." The concept for the branded gyms was first thought of about 18 months ago after meeting between UFC President Dana White, Chair & CEO Lorenzo Fertitta and former 24 Hour Fitness execs Mark Mastrov and Jim Rowley. The result of those meetings was a "merger of the 24 Hour Fitness-type of gym with a traditional martial arts gym." The goal is to "open 10 locations before year's end, with the next facility scheduled to open in a few months" outside L.A. Meanwhile, Meltzer noted "another change in the UFC landscape for 2010 is the addition of a second English-language U.S. cable television deal with Versus." The new deal "will include two live television specials, the first on March 21" in Broomfield, Colorado (SPORTS.YAHOO.com, 1/25).