Mixed Martial Arts

(courtesy of martialartsonline.com)




BY SCOTT FISHMAN

Drop by many South Florida sports bars including Hot Shots in Sunrise on Saturday nights and each will be jammed to capacity with fathers and sons. They’re not there watching football, baseball, basketball or even boxing. Instead, they’re watching a sport which combines boxing, kickboxing, wrestling and submission grappling. Mixed martial arts is taking the world by storm.
Companies like the Ultimate Fighting Championship are raking in millions of dollars with sellout events at venues like the Hard Rock in Hollywood. Its recent pay-per-view gross is at $300 million in 2006 alone, making it the heavyweight champ of the mixed martial arts industry.
In addition to events, UFC banks on branded merchandise and other products including its sponsorship deals with supplement companies and South Florida based fast food giant Burger King.
With its mix of hybrid fighting, scantily-clad ring girls and all around flashy presentation, a UFC show resembles more of a music concert than an athletic competition. At least that is the opinion of many including Luis Gutierrez, head coach for the One Dragon Martial Arts in Pembroke Pines.
“I’d love to see the sport as something that is for everyone,” said Gutierrez, 41, who has been teaching fighters of all ages and skill levels for the past 12 years.
“I think the big media blitz to make it popular in the United States has catered more the WWE [pro wrestling] extreme sport manifestation. There are a lot of shows that are basically a lot of blood being cleaned up with rock & roll rap music being played overhead between the bouts, while a stripper walks across the ring in a tight bikini. It’s fine for an adult thing, but I think there can be more than that.”
Marco Provost Heron, 21, is a local movie theater manager who attends classes at One Dragon twice a week. He says it’s a healthy way to relieve the stress of constant crowds and customer complaints. Bored from the routine of regular gyms, Heron sought an alternative. After watching his first MMA event a few years ago he was hooked, but didn’t started training in the sport until last year. He found out quickly that watching fights on television and actually doing it were two different things.
“From the first day I walked through door, my outlook totally changed on MMA,” said Provost-Heron. “Don’t get me wrong, I love watching the fights on television and the buildup for the match-ups are exciting. When you go to a show, it’s like you’re in the Roman Coliseum or something. However, viewers are really getting a false picture of what the sport is really like.”
Before fighters even enter the arena, Provost-Heron says fans believe they hate each other through the video packages promoters push and sponsors advertise to build buzz around the event.
“In reality they’re two conditioned athletes,” said Provost-Heron. “Nine times out of 10, these guys respect each other and are only there to compete. This is why I think the image fans are being exposed to is leading to a negative outlook from the mainstream world that looks at MMA as a low brow sport.”
Joshua Entin represents White Chocolate Management, an MMA sports management agency based in Hollywood, Fl. The company boasts some of the biggest names in the sport as clients including Quinton “Rampage” Jackson and Diego Sanchez. Entin’s job allows him to travel to a number of MMA events held throughout the United States and feels the sport has made tremendous strides in its representation.
“I disagree with the fact the UFC and Elite XC are glorifying violence with its promotions,” said Entin, who has been a fan of the sport since its early infancy in 1992-1993.
During the early 1990s, MMA company’s like the UFC had very little in way of rules and regulations for fights. In 2001 the UFC was purchased by casino executives Frank and Lorenzo Fertitta and boxing promoter Dana White under their Zuffa company for a mere two million dollars. Since then the UFC worked with state athletic commissions and redesigned its rules to clean up the sport and make it more legitimate.
“The original UFC was nothing but glorified violence and pitted fighters against each other with very little rules and no weight classes,” said Entin. “Now the UFC has strict weight classes and specific rules and limitations. It has truly become a sport of technique and endurance, as opposed to one of violence and brutality.”
Of the students at One Dragon, Gutierrez says only three percent are training to become professional fighters. In contrast, the American Top Team school in Coconut Creek is a breading ground for K-1, Pride and UFC competitors.
One of them is Cole Miller, 23, who despite not winning a contract on this past season’s edition of UFC’s Ultimate Fighter reality show, still competes on the pro level under World Extreme Cagefighting, a sister company of the UFC. He says in many of the video packages shown before fights, an audience is educated on the background of the fighter and has a positive inspirational story to what got them to that point.
“MMA has saved me,” said Miller who was a standout baseball player before making the decision to get into combat sports.
“I was always stuck. I spent four years in college and never took a course over 200 level. I never wanted to be anything growing up. When I started training, I knew this was something I wanted to do for the rest of my life. I’ve sacrificed a lot to be in this sport and do the things I’m doing. It’s nice to finally be able to make a living and not have an extra job. Most of the people I train and train with are all success stories. This stuff will make you a better person.”
With the UFC and other MMA companies going after the crucial 18-34 age demographic, Gutierrez sees many of his adult students dissuade their children to watch the sport on television or take them to events.
“It’s unfortunate,” said Gutierrez.
“It’s not the fighters fault, but the sponsors and the promoters who need to take a look in the mirror and make some changes when it comes to advertising their product.”
While Gutierrez and other traditionalists within the sport look for an outlet for their voices to be heard ratings soar, PPV buys reach new highs, the UFC continues to break attendance records around the world and the sounds of packed bars watching fights remain.

AUDIO REPORT:



Luis Gutierrez In Action:


SLIDESHOW:

COLE MILLER IN ACTION:



CNBC DOCUMENTARY ON MMA DECEMBER 13...