UFC’s fitness subsidiary has launched operations in mainland China, bringing its mixed martial arts-inspired training model to a market where premium wellness concepts are gaining traction among middle-class consumers.
The expansion into China adds a strategic market to a brand that now operates over 150 locations across 37 countries. According to a press statement released Feb. 5, UFC Gym plans to establish facilities in major Chinese cities with professional training zones, functional fitness areas, and recovery services.
Adam Sedlack, CEO of UFC Gym, said China “represents a critically important growth market” for the brand, which was created through a partnership between the Ultimate Fighting Championship and New Evolution Ventures, a private equity firm founded by Mark Mastrov, the entrepreneur behind 24 Hour Fitness.
The announcement positions UFC Gym to compete in China’s evolving fitness landscape, where international brands have increasingly entered to capture demand for premium wellness services. China’s fitness club market has expanded significantly in recent years, with consumers seeking alternatives to traditional gym models.
From California launch to global footprint
UFC Gym opened its first location in 2010, a 40,000-square-foot facility in Concord, California, that established the brand’s hybrid model combining conventional fitness equipment with MMA training zones. The company accelerated expansion in 2013 by acquiring LA Boxing, which provided access to over 80 locations for conversion and franchising. The brand has since expanded into the UK, India, and now mainland China, operating from corporate headquarters in Newport Beach, California.
MMA-inspired training model
UFC Gym’s facilities blend traditional strength training with mixed martial arts techniques, offering both non-contact conditioning classes and technical skill instruction in disciplines including Muay Thai, Brazilian Jiu-Jitsu, and wrestling.
The brand’s signature Daily Ultimate Training program delivers high-intensity interval training using functional equipment like battle ropes, plyo boxes, and suspension trainers. Classes are designed to accommodate all fitness levels while maintaining connection to UFC’s competitive training methods.
Typical locations feature conventional weight rooms alongside specialized MMA zones with octagon rings and extensive bag racks. Many premium facilities also include recovery labs offering physical therapy, cryotherapy, and group exercise studios for yoga and cycling classes.
This hybrid approach differentiates UFC Gym from both traditional big-box fitness chains and boutique studios, positioning the brand in the premium segment where members pay for specialized programming and coaching expertise.
China market strategy
UFC Gym plans to enter China through a master franchise model, the brand’s typical structure for international markets. This approach allows local partners to scale operations rapidly while maintaining global brand standards and training protocols. Boni Wang’s group will operate as the master franchisee, responsible for site selection, partner recruitment, and service delivery across mainland China.
The brand enters China with institutional advantages that competitors lack. The UFC Performance Institute Shanghai, which opened in 2019, already serves as the official high-performance advisor to the Chinese Olympic Committee. This existing relationship provides scientific credibility and government connections that could accelerate licensing and partnership development.
UFC’s collaboration with China’s Leisure Sports Administrative Centre on national fitness initiatives further positions the gym brand within government-backed wellness programs. China’s national fitness policy mandates increased physical activity in schools and communities, creating regulatory tailwinds for operators aligned with state objectives.
China’s fitness market has attracted significant investment from international operators seeking exposure to the country’s growing wellness sector. Domestic competitors including Keep and SuperMonkey have also expanded rapidly, creating a competitive environment for new entrants.
