The brand’s combat-inspired programming shows how progression, accountability and coaching are driving retention and global expansion
In the Octagon, intensity is non-negotiable. UFC GYM, an official extension of the Ultimate Fighting Championship, takes a similar approach to expansion. The global fitness franchise offering MMA-style training already carries over 171 locations and reports 940 additional gyms in development.
However, there’s far more to the brand’s growth than focus and determination. Consumer demands are evolving — favoring elevated fitness opportunities that guide and propel users rather than collecting and forgetting about them.
“Members want a journey, not just a membership, one that includes challenges, progression and meaningful experiences,” said Adam Sedlack, CEO of UFC GYM. “The next decade of fitness won’t be won by who opens the most gyms, but by who changes and impacts the most lives.”
Adam Sedlack (credit: UFC GYM)
With unique programming formats both new and old, UFC GYM has been able to meet those demands, fuel growth and position itself to “win” in the years ahead. It’s not only staying competitive in an increasingly saturated market, but highlighting what other brands need to nail if they hope to avoid getting knocked out.
Where Others Go Wrong
Sedlack argues that fitness brands struggling today are likely to focus on the member entry point above all else.
“The biggest disconnect is simple: legacy gyms sell access, while modern consumers buy desired outcomes,” he said. “Traditional models are still rooted in a transactional mindset — focused on enrollment volume with very little relationship to what happens after someone joins. There’s often low emotional connection, limited progression and almost no focus on mindset.”
credit: UFC GYM
These misguided vendors put too much thought into equipment density and price, and in the process, forget about coaching, culture and accountability. Solely focusing on selling memberships also diverts attention from emerging concepts like recovery and wellness.
Maintaining these short-sighted priorities is a crucial mistake and its negatives will only multiply as elevated consumer demands become a widespread standard.
“Today’s members value guidance over guesswork, coaching and community, and a holistic fitness journey that includes training, classes, recovery, challenges, technology and purpose,” Sedlack said. “People don’t quit gyms because of price. They quit because nothing changes.”
Creating Change
UFC GYM draws on the principles embodied by athletes in its parent brand, UFC, to offer that path to progression which legacy gyms do not.
“Combat sports didn’t just influence our workouts — it shaped our entire philosophy,” Sedlack explained. “MMA is one of the most honest training cultures in the world: you show up, you earn it and you evolve. That mindset drives our programming, which is built with purpose so every class develops skill, confidence and resilience.”
Across its HIIT, Boxing and Kickboxing Conditioning, Jit-Jitsu, youth and group fitness classes, UFC GYM offers skill-based workouts where members repeat practical movements to progress over time. They include defined entry points and advancement tiers, which make improvement attainable and visible.
“Clear progression paths take members from beginner to advanced, from student to athlete, while mental toughness is embedded into the experience rather than posted on the walls,” Sedlack said. “The result is deep emotional engagement. Members don’t just get fitter, they feel stronger, sharper and more capable in life.”
Coaches are also present to correct form and reinforce discipline, which Sedlack called the “single biggest differentiator” with regard to member engagement and retention.
“People want specialization without isolation and depth without giving up access to a full gym experience,” Sedlack added. “This shift reflects the rise of skill-based fitness over random workouts, the power of smaller communities with stronger identity and hybrid models that allow members to train, recover and cross-train intelligently.”
The brand’s most recent launch, UFC GYM Jui-Jitsu, a signature studio model specifically focused on the MMA style, resembles an even more direct response to today’s more intentional consumers. The format is designed for both first-time students and seasoned athletes, offering programs for adults and youth.
Worldwide Proof
Early evidence suggesting UFC GYM’s programming leads to profitability and growth isn’t hard to come by, regardless of where you look.
In October 2025, the brand reported to be opening gyms at a rate of one per week. Notable additions to its network include locations in India, Kazakhstan, Germany, Ireland and Mexico, as well as domestic studios in Phoenix, AZ, Murfreesboro, TN, Houston, TX, Fresno, CA and Puerto Rico.
UFC GYM also has sites under development in Ecuador, Pakistan, Qatar, Saudi Arabia and China. UFC GYM Jui-Jitsu also just opened its first site in Hollywood, FL, being the first of 10 locations planned for the Miami/Orlando area.
credit: UFC GYM
“Culture changes, but human needs don’t,” Sedlack said. “Language, music and rituals may differ across different countries, but what people want from fitness is strikingly consistent: results, belonging and meaning. Members want to feel something — not just burn calories.”
The brand also reported in October that it logged more than one million workouts every month across its locations worldwide, while its innovative online enrollment process drove a 290% increase in new member acquisitions compared to a same period from last year.
“When you empower the fighting spirit, geography stops mattering,” Sedlack said. “Our global growth has shown that experience layered on top of strong workout floors is what truly dominates a trade area. The future belongs to operators who stop thinking like landlords and start thinking like leaders.”
