(Who wants to have their weight proportional to their f*ckin’ height? Image courtesy of UFCGyms.com.)
Don’t renew your Curves membership just yet. From a new press release on UFC.com:
The fastest growing sports organization in the world, the Ultimate Fighting Championship® (UFC®) in partnership with New Evolution Fitness Company (NEFC), today announced plans to launch a nationwide and global network of UFC gyms.
“UFC Gyms is something we’ve been looking at for a long time, it completely made sense to me when we found the right partner in Mark Mastrov — this is the guy who has created some of the most powerful fitness brands in the world,” said Dana White, UFC President. “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.”
“UFC Gyms” will be the first major brand extension for the Ultimate Fighting Championship, the all-time industry leader in the sport of mixed martial arts. In alliance with NEFC owners Mark Mastrov and Jim Rowley, developers of many of the world’s most successful fitness brands, UFC Gyms 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
With a diverse, loyal fan base of millions in the United States and abroad, UFC Gyms will become the fitness destination of choice, providing all-around training, conditioning and health options for men, women and children of all ages.
Most notably, Mark Mastrov founded 24 Hour Fitness in 1983 and became its chairman of the board in 2006; he resigned from the company a year ago. "New Evolution Fitness Company" doesn’t really exist on the Internet right now, so it might be more of a theoretical entity that only exists for the purposes of the UFC/Mastrov partnership. But let’s not lose sight of what’s important — your town may one day have its own UFC Gym, where Affliction-clad meatheads get their grunt on in the Dana White Powerlifting Master Class, while the housewives are toning up in Cardio Jiu Jitsu. And UFCGyms.com mentions that "Octagon discipline instruction" will be offered, whatever that is. But hey, the UFC’s first major brand extension could have been a lot worse. I wonder if they’ll be legal in New York…