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| Demographic & Research Numbers Why Hybrid Fighting Makes Sense |
Driven by the phenomenal success of the Ultimate Fighting Championships (UFC) bouts on pay-per-view television,
Mixed Martial Arts (MMA) is now the fastest growing sport in the United States. As its name suggests, MMA
combines techniques of various other fighting systems, including Boxing, Ju Jitsu, Wrestling, Judo, Karate, Kickboxing,
Kung Fu, Tae Kwon Do and others.
In the past few years, mixed martial arts has enjoyed remarkable commercial success. Some fans imagine that its
popularity is a result of its vast technical superiority over traditional martial arts styles. Philosophically speaking, today’s
MMA is more an expression of rebellion, a rejection of traditions gone stale. As such, this modern style has attracted
many of the best and brightest fighters: men and women who, in an earlier age, might have practiced a purer
form of Judo, Karate or some other “Traditional Art”. But neither MMA techniques nor training methods are
particularly innovative; much of what you see in the competition ring was pioneered decades or even centuries ago.
MMA is more than a martial art, or combination of arts; it is a multi-million dollar industry. It is a product sold on
pay-per-view television and in training halls across the United States and the world. The popularity of MMA among 18- to
34-year-old males, a demographic coveted by advertisers, is overwhelming: Statistically, these individuals are younger,
richer, and more risk-tolerant than the marketplace as a whole. They prove a product’s potential, escorting it from
obscurity to commercial success. according to Sports Illustrated, the UFC scored pay-per-view revenues of $223 million
in 2006, compared to $177 million for boxing and $200 million for WWE (World Wrestling Entertainment). Various smaller
leagues such as the World Combat League and the International Fight League also draw audiences. A UFC reality show,
The Ultimate Fighter, began airing in 2005. The sixth season of “The Ultimate Fighter” currently airs and averages over
1.5 million viewers each week.
As the novelty and quality associated with MMA starts to fade, you begin to notice a transitioning out of the growth stage
into maturity (market saturation), MMA will then be directed by a very different psychology and you will see a return to the
familiar. These are the consumers of “traditional” martial arts products, and MMA producers will adapt to suit their tastes.
To do anything less would be bad business. So, industry marketing teams will re-discover the values of “discipline,
respect and honor”—as profitable euphemisms for non-threatening social stability.
In 2007, seven live UFC fights on Spike TV have averaged more young men in the coveted 18-34 demographic
(869,000) on cable than the more established ‘major’ American sports of basketball, baseball, football, hockey, and
NASCAR including:
62% more than the NLCS on TBS
143% more than the NBA playoffs on ESPN
24% more than the NBA playoffs on TNT
123% more than MLB Sunday Night baseball on ESPN
48% more than NASCAR on TNT
31% more than NASCAR on ESPN
81% more than the NFL on NFL Network
An estimate 18.1 Million American took part in some form of Martial Arts last year. Included in that estimate are.
9.4 Million Adults
5.5 Million Teens
3.2 Million Kids
Of the 9.4 million adults 63% were between the ages of 18-34 years old ( Hybrid Fighting's target market )
Of the 63% MMA and Kickboxing type events proved to be significantly more popular.
Why is this so important ? Statistically, these individuals are younger, richer, and more risk-tolerant than the
marketplace as a whole. For example in a recent independent poll of MMA demographics.
Age
between 18-40
House Hold Income
$100,000 + 20%
$75,000+ 27%
$60,000+ 22%
$50,000+ 12%
$30,000+ 20%
Average Household Income $65,000
Education
High School -21%
College -57%
Professional -22%
Out of the people polled
72% purchase Martial Arts Equipment or Supplies
70% Purchase Apparel related to MMA
60% Attend Seminars
75% Purchase DVD, Books
82% Have attended an MMA event
76% Read MMA related magazines
68% Watch 2 or more hours of MMA related programming a week
57% read MMA related forums and blogs
91% Said they would attend a MMA type exposition if one was held in their area
Mixed Martial Arts (MMA) is now the fastest growing sport in the United States. As its name suggests, MMA
combines techniques of various other fighting systems, including Boxing, Ju Jitsu, Wrestling, Judo, Karate, Kickboxing,
Kung Fu, Tae Kwon Do and others.
In the past few years, mixed martial arts has enjoyed remarkable commercial success. Some fans imagine that its
popularity is a result of its vast technical superiority over traditional martial arts styles. Philosophically speaking, today’s
MMA is more an expression of rebellion, a rejection of traditions gone stale. As such, this modern style has attracted
many of the best and brightest fighters: men and women who, in an earlier age, might have practiced a purer
form of Judo, Karate or some other “Traditional Art”. But neither MMA techniques nor training methods are
particularly innovative; much of what you see in the competition ring was pioneered decades or even centuries ago.
MMA is more than a martial art, or combination of arts; it is a multi-million dollar industry. It is a product sold on
pay-per-view television and in training halls across the United States and the world. The popularity of MMA among 18- to
34-year-old males, a demographic coveted by advertisers, is overwhelming: Statistically, these individuals are younger,
richer, and more risk-tolerant than the marketplace as a whole. They prove a product’s potential, escorting it from
obscurity to commercial success. according to Sports Illustrated, the UFC scored pay-per-view revenues of $223 million
in 2006, compared to $177 million for boxing and $200 million for WWE (World Wrestling Entertainment). Various smaller
leagues such as the World Combat League and the International Fight League also draw audiences. A UFC reality show,
The Ultimate Fighter, began airing in 2005. The sixth season of “The Ultimate Fighter” currently airs and averages over
1.5 million viewers each week.
As the novelty and quality associated with MMA starts to fade, you begin to notice a transitioning out of the growth stage
into maturity (market saturation), MMA will then be directed by a very different psychology and you will see a return to the
familiar. These are the consumers of “traditional” martial arts products, and MMA producers will adapt to suit their tastes.
To do anything less would be bad business. So, industry marketing teams will re-discover the values of “discipline,
respect and honor”—as profitable euphemisms for non-threatening social stability.
In 2007, seven live UFC fights on Spike TV have averaged more young men in the coveted 18-34 demographic
(869,000) on cable than the more established ‘major’ American sports of basketball, baseball, football, hockey, and
NASCAR including:
62% more than the NLCS on TBS
143% more than the NBA playoffs on ESPN
24% more than the NBA playoffs on TNT
123% more than MLB Sunday Night baseball on ESPN
48% more than NASCAR on TNT
31% more than NASCAR on ESPN
81% more than the NFL on NFL Network
An estimate 18.1 Million American took part in some form of Martial Arts last year. Included in that estimate are.
9.4 Million Adults
5.5 Million Teens
3.2 Million Kids
Of the 9.4 million adults 63% were between the ages of 18-34 years old ( Hybrid Fighting's target market )
Of the 63% MMA and Kickboxing type events proved to be significantly more popular.
Why is this so important ? Statistically, these individuals are younger, richer, and more risk-tolerant than the
marketplace as a whole. For example in a recent independent poll of MMA demographics.
Age
between 18-40
House Hold Income
$100,000 + 20%
$75,000+ 27%
$60,000+ 22%
$50,000+ 12%
$30,000+ 20%
Average Household Income $65,000
Education
High School -21%
College -57%
Professional -22%
Out of the people polled
72% purchase Martial Arts Equipment or Supplies
70% Purchase Apparel related to MMA
60% Attend Seminars
75% Purchase DVD, Books
82% Have attended an MMA event
76% Read MMA related magazines
68% Watch 2 or more hours of MMA related programming a week
57% read MMA related forums and blogs
91% Said they would attend a MMA type exposition if one was held in their area
Why adding Hybrid Fighting to your school's curriculum not only make sense but will
make you DOLLARS !
make you DOLLARS !
By adding Hybrid Fighting to your school you will be able to tap into the ever growing popularity of Mixed Martial Arts. What
will this mean for you ? First an increased income by reaching the huge 18-34 yr old market (more on that in the next
paragraph). Secondly, A stronger retention by keep those Teenage Students who may start looking for a little more of an
edge in their training. Also the ability to offer a harder edge program to the parents of your existing student base and
competitive oriented professionals who may not be interested in your Traditional Martial Arts Program.
will this mean for you ? First an increased income by reaching the huge 18-34 yr old market (more on that in the next
paragraph). Secondly, A stronger retention by keep those Teenage Students who may start looking for a little more of an
edge in their training. Also the ability to offer a harder edge program to the parents of your existing student base and
competitive oriented professionals who may not be interested in your Traditional Martial Arts Program.
Hybrid Fighting By The Numbers
Hybrid Fighting IS More Than Just An MMA Class
It is not enough to just offer an MMA class in your school. Hybrid Fighting was developed by Shihan Jason DeLucia and
Shihan Eric Kearns with an understanding that most people, although they may love the competition and fighting
experience, do not make their living as professional fighters and cannot afford to be out of work due to fighting related
injuries. Hybrid Fighting provides Martial Artist with a curriculum proven to enhance the application of skills through
in-class sparring and a venue to test their abilities against various schools and styles through tournament competition.
Shihan Eric Kearns with an understanding that most people, although they may love the competition and fighting
experience, do not make their living as professional fighters and cannot afford to be out of work due to fighting related
injuries. Hybrid Fighting provides Martial Artist with a curriculum proven to enhance the application of skills through
in-class sparring and a venue to test their abilities against various schools and styles through tournament competition.
Getting Started