Global brand UFC (Ultimate Fighting Championship) is on a phenomenal growth curve. After buying the company for US$2 million in 2001, brothers Lorenzo & Frank Fertitta, alongside school friend and UFC president Dana White, sold the business to global sports management company IMG for $3.77 billion in 2016.
UFC currently has over 300 million fans worldwide making it the most popular mixed martial arts brand in the world.
Global fitness company Dyaco holds the global licence to manufacture and distribute UFC-branded fitness equipment and is leveraging the popularity of the iconic brand to provide a diverse offering of premium equipment for both commercial and retail markets.
The wide range of equipment available will enable health clubs to create bespoke ‘UFC Zones’ on the gym floor and engage their members with a brand which is synonymous with elite-level performance.
Something for everyone
The UFC offering is split into four key pillars:
UFC Ultimate Kombat
Combat training equipment including UFC-branded gloves, mitts and punchbags. Products suitable for beginner level right through to professional UFC athletes.
UFC Ultimate MXS (Strength Series)
Premium commercial UFC strength equipment suitable for health clubs of all sizes. Products include selectorised strength and plate-loaded machines, as well as benches.
All machines are in the instantly recognisable red and black UFC colourway.
UFC Ultimate Training
A range of functional training equipment, ranging from rigs to accessories including ab wheels and battle ropes.
The equipment has been designed so it’s synonymous with the UFC brand. For example, the functional training rigs are available in an octagon shape, as well as the weight plates on the free weights and barbells also boasting the iconic octagonal design.
UFC Training and Programming
Complementing the range of UFC equipment are bespoke training programmes to simulate the strength and conditioning of an elite UFC athlete. These will be available to health clubs and individuals in written and video formats.
A specific training programme in development is ‘Championship Rounds’, which consists of 5 x 5-minute rounds (with 1-minute rests) of training, replicating the intensity of championship competition in the UFC.
Exciting times
The commercial line will be available from autumn this year, along with a range of accompanying programming.
“With the ever-growing popularity of functional fitness, we’re excited to see the uptake of the UFC commercial range,” says Dyaco managing director David Hughes.
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