New markets
ixed martial arts (MMA), a blend of combat sports such as wrestling, Brazilian Jiu-Jitsu and kick-boxing, is one of the fastest growing sports – even to rival that of boxing. Thanks to the success of the Ultimate Fighting Championships, or UFC, and the elite training regimes of its fighters, it has begun to attract a worldwide audience which has also transcended into fitness. MMA specialist and developer of Ultimate Fighting Fitness, MMA for fitness professionals, Richard Brewin, says, “With the ever increasing popularity of the sport more and more people want to train like their favourite fighters, so many traditional martial arts clubs are now offering MMA training. Not only do people want to learn the moves of these modern day warriors, but also follow their fitness and training regimes. The men and women who take part in this tough sport are some of the fittest athletes around, which people are starting to aspire to”. And it’s not just martial arts clubs that are picking up on the trend, as new leisure operators are beginning to follow suit. Stars Gym, which launched in June 2011, is one such club which has incorporated MMA into its fitness offering. Since opening, the independent gym has already attracted over 120 full-time members with nearly 100 more opting for pay-as-you-go usage. Director Richard Coates says, “The emphasis is on four strands of health and fitness: cardiovascular, strength and conditioning, well-being and fitness through martial arts. Our aim is to provide something that will suit everyone who walks through the door, so we split our marketing into segmented markets. Classes range from high-intensity martial arts sessions from Thai boxing world champion Mati Parks, and three-time ladies Muay Thai world champion Alexis Rufus, to prenatal and beginner yoga classes with highly respected instructors”. Combined with the latest technology such as integrated iPads on the wall where members can look up training tips online, the club also has a very different design and concept based around martial arts, which has made them a unique proposition in a crowded London market place. While catering for different markets is a strong selling point for Stars Gym, they have found getting the basics of good service right is still a principal part of their business. “Part of the
membership process involves each prospective member informing us why they decided to join. Members have revealed the reason has been the reception and encouragement they received from staff when they came to look around. We therefore make service a priority to ensure that this view continues once the member has signed up,” adds Coates. “We’ve found that industrial-scale facilities offering 24-hour availability with minimal contact with staff doesn’t foster a sense of sociability – a key motivator for many uncommitted exercisers – and providing access to exercise facilities does not guarantee their use. We therefore launched Stars Gym because we want the emphasis to be on the individual and the community that is created through the gym.” These sentiments are echoed across the pond, as senior vice president of US-based UFC GYM Adam Sedlack comments, “To me, success is measured by the customer and the community around your facilities. After opening our first location, we realised there was a demand to diversify our offerings to target not just the typical UFC fan, but women and youths as well”. Much like Stars Gym, as UFC continued to grow, Mark Mastrov and Jim Rowley, founders of New Evolution Ventures (NeV) and long-time UFC fans, saw the demand and the potential to offer the innovative training techniques of these athletes to the traditional fitness consumer. “Not only does mixed martial arts bring incredible physical benefits, it also adds an intense, empowering, yet fun aspect to working out, all of which are provided at each and every UFC GYM,” says Sedlack. However, this has not been without its challenges, as he adds, “The challenges we face are driven by the fact that the traditional fitness customer perceives UFC GYM as a fight club, although this couldn’t be further from the truth as we offer an array of programming for the entire family and every fitness level. We have close to a 50% male/female ratio and the average club houses 450 youth members under the age of 12”. Yet UFC GYM has become a great extension of the UFC brand, reaching not only the UFC fan, but every fitness enthusiast. “We are seeing people get into the best shape of their lives while their self-confidence improves, positive mental attitude changes, and overall outlook on life gets better as a result of what they are learning within the four walls of a UFC GYM.
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We realised there was a demand to target not just the typical UFC fan, but women and youths as well
“Our initial business model didn’t focus on youth programming and ancillary sales such as retail or merchandise, so these are the areas where we’ve seen the most expansion. We’ve also leveraged the UFC brand appeal to increase our retail presence by offering authentic apparel, branded merchandise and a café. It’s these brand identifiers that build awareness in our communities and beyond,” says Sedlack. “My belief is that it’s not necessary to go after a certain ‘niche’ to be successful. You can take a great idea and make your operating system accessible to everyone. That’s how I feel about the UFC GYM and every company that has passionate leaders and team members that truly make up the brand.” fpb
Adam Sedlack’s six tips for starting in a niche market
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Establish what you are going to be great at and do not compromise
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Develop your brand association
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Listen to your customers and your team
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Learn the power of social media
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Engage your community
Never have secrets and always be transparent
For more information on Ultimate Fighting Fitness, MMA for fitness professionals, contact training@fitpro.com
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