How Web3 and Competitive Sports Share a Digital Future – SPORTALSUB.NET
The Intersection of Innovation and Athleticism The world of competitive sports—whether it’s taking place in aquatic depths or digital realms—is undergoing a profound evolution. Underwater sports such as finswimming, spearfishing, and underwater hockey have always pushed the boundaries of human endurance and skill. Now, with technological advancements like Web3 reshaping digital landscapes, we are witnessing […]
The world of competitive sports—whether it’s taking place in aquatic depths or digital realms—is undergoing a profound evolution. Underwater sports such as finswimming, spearfishing, and underwater hockey have always pushed the boundaries of human endurance and skill. Now, with technological advancements like Web3 reshaping digital landscapes, we are witnessing a convergence between athletic performance and gamified experiences.
Just as elite divers and swimmers train tirelessly to shave seconds off their times or enhance their breath control, tech-savvy gamers and online competitors are navigating new waters in digital ecosystems. The same drive for excellence, strategy, and adaptation connects these seemingly different worlds.
The Rise of Web3 in the Gaming Arena
Web3, often defined by decentralization, blockchain technology, and user empowerment, is no longer an abstract concept. It is redefining entire industries—especially in gaming and online entertainment. With decentralized platforms, players can now own in-game assets, participate in transparent betting systems, and even earn cryptocurrency through gameplay.
This shift mirrors how underwater sports have embraced technological enhancements in training and competition. Wearable performance trackers, data-driven coaching, and livestream coverage have all contributed to raising the visibility and precision of aquatic sports.
From Underwater Strategies to Digital Games of Chance
There’s a curious parallel between the mental resilience needed for underwater competition and the decision-making strategies in online gaming. Both demand clarity under pressure, swift reaction times, and a keen understanding of the environment—be it a submerged arena or a blockchain-powered betting table.
Take, for example, platforms likeLuckywins, which are leading the way in merging Web3 capabilities with online gambling experiences. These platforms are not just about chance; they require players to navigate fluctuating odds, tokenized systems, and user-owned economies—elements that can resemble the layered decision-making seen in competitive sports.
How Aquatic Athletes Can Relate to Web3 Gamers
Though underwater sports and Web3 gaming might seem distant, they both reward:
Strategic Thinking: Understanding terrain, opponents, and variables is crucial in both fields.
Discipline and Timing: Whether launching a spearfishing dive or placing a wager in a volatile crypto-based casino, timing and self-control are paramount.
Community and Collaboration: Teams in underwater hockey rely on seamless coordination, just as Web3 platforms thrive on strong communities, decentralized governance, and peer collaboration.
The Digital Athlete: A Shared Mentality
We are entering an era where the “athlete” is no longer confined to physical arenas. Digital athletes—gamers, crypto strategists, and platform innovators—are becoming recognized for their skills, much like traditional sports figures. As wearable tech and virtual training environments gain popularity among underwater athletes, the line between physical and digital performance continues to blur.
Moreover, many underwater sport practitioners are already engaging with digital platforms for training analytics, global competitions, and virtual meetups. Adding crypto-based entertainment into the mix is simply a continuation of the digital embrace.
Adapting to Change: What Underwater Sports Can Learn from Web3
The adaptability of underwater athletes is legendary—they thrive in environments with limited visibility, physical resistance, and immense pressure. This adaptability serves as a perfect metaphor for how users must navigate the still-maturing world of Web3.
Here are a few crossover lessons:
Decentralized Ownership = Athlete Empowerment: Just as Web3 allows users to own digital assets, athletes are now advocating for greater control over their data, sponsorships, and digital profiles.
Global Communities: Web3 breaks down borders, and underwater sports have long embraced international camaraderie. Tapping into decentralized tech can amplify global competitions, streaming, and cross-cultural connections.
Transparency and Trust: Blockchain technology offers transparent records—mirroring the fair-play principles that govern sports.
Element
Underwater Sports
Web3 Gaming & Gambling
Strategy
Game plans, diving routes
Betting systems, NFT economics
Environment
Water pressure, visibility limits
Market volatility, decentralized networks
Skill Development
Technique, breath control
User engagement, crypto literacy
Community Involvement
Teams, federations, events
DAOs, online forums, social staking
Bridging the Surface and the Screen
In essence, both Web3 gaming and underwater sports push boundaries—one through physical frontiers and the other through digital innovation. The two domains may seem worlds apart, but their shared values of strategy, precision, and passion create fertile ground for cross-pollination.
As digital ecosystems grow and sports communities evolve, platforms like Luckywins highlight the direction the entertainment world is heading. Whether submerged beneath waves or immersed in blockchain games, the future belongs to those willing to dive deep.
UFC GYM Selects MMA.INC’s BJJLink.com Software as the Technology Engine to Power its Global Brazilian Jiu Jitsu (BJJ) Franchise Growth
MIXED MARTIAL ARTS GROUP LIMITED Highlights Landmark multi-year agreement strengthens UFC GYM and MMA.INC alliance, supporting the global rollout of 45 new gyms in 2025 and accelerating the expansion of UFC GYM’s high-growth BJJ program—powered by MMA.INC’s category-leading software. BJJLink.com is the definitive all-in-one operating system for martial arts-first businesses—optimizing member management, driving revenue growth, […]
Landmark multi-year agreement strengthens UFC GYM and MMA.INC alliance, supporting the global rollout of 45 new gyms in 2025 and accelerating the expansion of UFC GYM’s high-growth BJJ program—powered by MMA.INC’s category-leading software.
BJJLink.com is the definitive all-in-one operating system for martial arts-first businesses—optimizing member management, driving revenue growth, and unlocking scalable monetization for franchisees.
Builds on MMA.INC and UFC GYM’s broader strategic partnership to integrate the Warrior Training Program across a network of 150+ locations worldwide.
New York, NY, July 10, 2025 (GLOBE NEWSWIRE) — Mixed Martial Arts Group Limited (NYSE American: MMA) (“MMA” or the “Company”), an NYSE American listed innovator at the intersection of combat sports and digital transformation, has announced an expansion of its strategic technology partnership with UFC Gym Group who are selecting BJJLink.com as the official gym management software platform for all new UFC GYM BJJ franchise studios.
This extension of the existing Software-as-a-Service (SaaS) agreement follows UFC GYM’s landmark global expansion announcement in February and solidifies a deeper alignment between UFC GYM’s fast-growing Brazilian Jiu-Jitsu (BJJ) program and MMA.INC’s category-leading gym software. This announcement capitalizes on the growth in BJJ, reinforced by UFC’s recent launch of their new premier BJJ live event series, UFC BJJ 1.
BJJLink.com, powered by MMA.INC’s Martial Arts Technology, will serve as the digital backbone of UFC GYM’S new BJJ franchise studios. Designed specifically for martial arts-first businesses, the platform equips franchisees with a modern, all-in-one operating system that streamlines member management, drives revenue, and unlocks new monetization opportunities. Key features include:
Mobile check-in and self-service kiosk systems to reduce front-desk friction and enhance member experience
Curriculum and belt progression management with digital tracking tools aligned to structured programs
Smart class and staff scheduling with real-time attendance and performance visibility
Payment infrastructure, including recurring billing, retail sales and a customizable in-app transaction layer that supports Stripe and a growing list of other global processors
Referral tracking and affiliate logic to power grassroots growth and incentive campaigns
Built-in CRM and e-commerce automation, enabling franchisees to engage leads, sell merchandise, and convert visitors, all from one centralized platform
Under the terms of the expanded agreement, UFC GYM franchisees will gain access to BJJLink Admin+, a powerful all-in-one platform designed to simplify operations and drive growth. UFC GYM BJJ Studio Franchisees will benefit from streamlined class scheduling, automated billing, digital curriculum tools, and built-in referral tracking, removing administrative overhead and enabling staff to focus on member experience. Standardized pricing across locations and centralized reporting through a master admin dashboard provide both flexibility and oversight, helping franchisees scale confidently while staying aligned with brand standards.
“The BJJLink platform offers an intuitive and powerful back-end that empowers our coaches and BJJ studio franchisees to focus on what matters most, training and community,” said Adam Sedlack, CEO of UFC GYM. “This agreement gives us the technical scalability and operational consistency needed to support our ambitious rollout of new BJJ studios globally.”
The new UFC GYM BJJ studios, purpose-built spaces dedicated to Brazilian Jiu-Jitsu, are part of UFC GYM’s mission to redefine fitness and martial arts for modern athletes. The brand plans to open more than 45 new gyms in 2025, with many of the BJJ-first models ranging from 2,000 to 5,000 square feet and featuring advanced mat spaces, recovery zones, and family-friendly programming.
“This extension validates our shared belief that the future of martial arts training is both physical and digital,” said Nick Langton, CEO of MMA.INC. “We’re proud to be the technology engine behind UFC GYM’s BJJ studio model and to deepen our long-standing relationship with the preeminent name in martial arts training.”
BJJLink is already used by hundreds of martial arts academies around the world and has seen increased demand from franchise operators seeking more streamlined onboarding, revenue analytics, and student engagement tools.
MMA.INC and UFC GYM intend to co-launch the new BJJLink-powered UFC GYM BJJ studio software at select international locations during H2 of 2025.
MMA.INC’s recently announced an international push, expanding BJJLink into Latin America and launching a marquee partnership with Gracie Allegiant HQ and Brazilian Jiu-Jitsu legend Clark Gracie.
About Mixed Martial Arts Group Limited
MMA.INC (Mixed Martial Arts Group Limited) is revolutionizing the combat sports industry by driving participation and engagement across fans, athletes, coaches, and gym owners. The company operates four core business units:
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TrainAlta: A platform that transforms MMA fans into active participants through structured training programs.
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Hype: A marketing platform helping gym owners, coaches, and athletes grow revenue from their audiences.
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MixedMartialArts.com: The go-to resource for MMA news, fighter data, fight schedules, and the legendary Underground forum.
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BJJLink: A leading gym management platform designed for BJJ academies, offering tools for payment processing, marketing, student engagement, and content monetization.
With over 5 million social media followers, 530,000 user profiles, 50,000 active students, 18,000 published gyms and 800 verified gyms across 16 countries, MMA.inc continues to transform the martial arts landscape and deliver unparalleled value to its stakeholders.
For more information, visit www.mma.inc or follow us on social media:
ABOUT UFC GYM®
UFC GYM® is the first major brand extension of UFC®, the world’s premier MMA organization, created in alliance with New Evolution Ventures™ (NeV), developers of many of the world’s most successful fitness brands. As the first to unite the benefits of MMA with fitness, the brand is not what you expect, and more than you can imagine. UFC GYM’s TRAIN DIFFERENT® approach provides members with the ultimate fitness experience and programming that secures results for all ages and training levels. With over 150 locations opened and 700 additional locations currently in development globally, UFC GYM has revolutionized the fitness industry and positively impacted countless lives worldwide. UFC GYM offers the opportunity to own and operate a franchise domestically and internationally. For more information, please visit www.ufcgym.com.
Follow UFC GYM through the below platforms:
FACEBOOK – Facebook.com/UFCGYM
YOUTUBE – Youtube.com/UFCGYM
INSTAGRAM, TIKTOK & X – @UFCGYM
Forward-Looking Statements
This press release may include forward-looking statements. Any statements contained herein regarding our strategy, future operations, financial position, future revenues, projected costs, prospects, plans and objectives of management, other than statements of historical facts, are forward-looking statements. The forward-looking statements included herein include or may include, but are not limited to, statements that are predictive in nature, depend upon or refer to future events or conditions, or use or contain words, terms, phrases, or expressions such as “achieve,” “forecast,” “plan,” “propose,” “strategy,” “envision,” “hope,” “will,” “continue,” “potential,” “expect,” “believe,” “anticipate,” “project,” “estimate,” “predict,” “intend,” “should,” “could,” “may,” “might,” or similar words, terms, phrases, or expressions or the negative of any of these terms. Any statements contained in this press release that are not based upon historical fact are based on current expectations, estimates, projections, opinions and/or beliefs of the Company. Such statements are not facts and involve known and unknown risks, uncertainties, and other factors. Prospective investors should not rely on these statements as if they were facts. Actual revenue may vary to current sales due to factors such as participant churn, cancellations, and changes in payment schedules, membership terms or pricing changes. Any references to verified gyms, partner gyms, user profiles refer to a profile that has been claimed or created across the MMA.inc platform, which includes TrainAlta.com, BJJ Link, Hype, MixedMartialArts.com and Steppen. Forward-looking statements involve a number of known and unknown risks and uncertainties, including, but not limited to, those discussed in the “Risk Factors” section of the Form 20-F for the fiscal year ended June 30, 2024 filed with the SEC. Given the risks and uncertainties, readers should not place undue reliance on any forward-looking statement and should recognize that the statements are predictions of future results which may not occur as anticipated. New risk factors emerge from time to time, and it is not possible for management to predict all such risk factors, nor can it assess the impact of all such factors on the Company’s business or the extent to which any factor, or combination of factors, may cause actual results to differ materially from those contained in any forward-looking statements. You should carefully read the factors described in the “Risk Factors” section of the Form 20-F for the fiscal year ended June 30, 2024 filed with the SEC to better understand the risks and uncertainties inherent in our business and industry, and any underlying forward-looking statements. Except where required by law, the Company assumes no obligation to update, withdraw or revise any forward-looking statements to reflect actual results or changes in factors or assumptions affecting such forward-looking statements.
Tacoma Public Schools, LeMay Plan Hub for Students | Culture + Life
The red arrow marks the site where Tacoma Public Schools and LeMay — America’s Car Museum are partnering to build a regional hub for immersive, real-world learning in fields that include robotics, e-sports, design, and technology amplification. The museum, with its silver roof, is at left, and a portion of the Tacoma Dome can be seen […]
The red arrow marks the site where Tacoma Public Schools and LeMay — America’s Car Museum are partnering to build a regional hub for immersive, real-world learning in fields that include robotics, e-sports, design, and technology amplification. The museum, with its silver roof, is at left, and a portion of the Tacoma Dome can be seen at right.
Courtesy of LeMay — America’s Car Museum
Tacoma Public Schools and LeMay — America’s Car Museum have signed a formal agreement to co-develop a state-of-the-art innovation and technology center designed to prepare students for the careers of tomorrow, the museum announced today.
The facility will be built on the museum’s campus in downtown Tacoma and is expected to open in fall 2027. It will serve as a regional hub for immersive, real-world connected learning, according to a news release.
Programming will include competitive robotics, e-sports, technology innovations through application, as well as automotive-connected audio engineering, customization, and modification. These experiences are designed to ignite curiosity, build technical skills, and connect students to future careers in engineering, technology, and a landscape grounded in the future of work, the released noted.
“This partnership represents a bold step forward in connecting education to industry,” Tacoma Public Schools Superintendent Josh Garcia said in a statement. “This will be a launchpad for student innovation, rooted in Tacoma’s industrial legacy and built for the future.”
The announcement follows a similar deal between Tacoma Public Schools and the Port of Tacoma, where the school district is building Maritime | 253 to teach maritime-related skills and more with course tracks in manufacturing, skilled trades, maritime sustainability, transportation, technology, and logistics.
“This partnership reflects our deep commitment to both preserving automotive heritage and inspiring the next generation of innovators,” David Madeira, vice chair of America’s Automotive Trust and CEO of LeMay — America’s Car Museum, added in the release. “By integrating this innovative hub into our campus, we’re not only expanding the educational reach of the museum — we’re helping shape its future.”
The museum is acquiring 1 acre along D Street, a parking lot between the museum and Tacoma Dome, from the city as an option under the original agreement that gifted 7.75 acres in the early 2000s to build the museum, which later opened in 2012. The new site, where the innovation and technology center will be built, will bring the museum’s total footprint to almost 9 acres, according to a museum spokesman.
Tacoma Public Schools has released a Request for Qualifications to select a design-build team, while the museum begins its master-planning process. The new building will not be attached to the museum, but its design is expected to complement it. The partners will begin the design phase together.
The center is funded by 2024 Tacoma Public Schools bond dollars. The museum will own the land and building. Tacoma Public Schools is paying for the construction of the building and will lease and occupy it for at least 30 years once the construction is finished, the museum spokesman explained.
“We’re not just designing a building — we’re delivering a launchpad for the next generation of thinkers, makers, and doers,” said Adam Kulaas, director of innovative learning for the school district. “This is where Tacoma’s grit will come to life through relevant, real-world application. It’s bold, it’s hands-on, and it’s exactly the kind of disruption for better that education needs right now.”
Major League Soccer is Driving Innovation Through the Future of The Game Showcase
The 2025 MLS All-Star Week Puts Emerging Tech on the Field NEW YORK (July 10, 2025) Major League Soccer is redefining the intersection of sports and technology by actively piloting innovations that are transforming fan engagement, athlete performance, match officiating and content production. The league’s long-term strategy focuses on embedding AI, advanced wearables, immersive digital […]
The 2025 MLS All-Star WeekPuts Emerging Tech on the Field
NEW YORK (July 10, 2025) Major League Soccer is redefining the intersection of sports and technology by actively piloting innovations that are transforming fan engagement, athlete performance, match officiating and content production. The league’s long-term strategy focuses on embedding AI, advanced wearables, immersive digital tools, and data-driven analytics directly into the fabric of the sport—positioning MLS as a proving ground for technologies shaping the future of soccer and the broader sports industry.
This leadership will be on full display during MLS All-Star Week in Austin, Texas, where the league will host its Future of the Game Showcase on July 22 and 23 at Q2 Stadium. The Showcase offers a rare in-game demonstration of breakthrough technologies and direct access to the innovators shaping the next generation of the sport.
More than a vision, this work is already in motion. MLS is piloting emerging technologies in high-profile, live environments, accelerating the sport’s evolution and delivering real value to fans, players, and clubs. From personalized fan experiences to new performance insights and advanced production tools, these efforts are expanding what’s possible both on and off the field.
Through its Innovation Lab and direct partnerships with emerging startups and technology pioneers, MLS is cultivating a robust pipeline of innovation that is delivering meaningful impact and strengthens MLS’ role as a sports tech incubator This work reinforces the league’s leadership in global soccer and provides tangible benefits to clubs, players, and fans—enhancing performance insights, creating more personalized and immersive experiences, and unlocking new opportunities at every level of the sport.
MLS’ efforts complement the league’s landmark partnership with Apple. Together, MLS and Apple are global trailblazers in sports streaming, driving innovations in production and fan experience while deepening connections with the league’s young, digitally native audience.
“We believe that through innovation we can define the future of soccer and sport,” said Chris Schlosser, SVP of Emerging Ventures, Major League Soccer. “At MLS, we are committed to testing and integrating emerging technologies that elevate athletes, transform fan experiences, and push the game forward. The Future of the Game Showcase is a unique opportunity to see this work in action—through live demonstrations and partnerships with some of the most forward-thinking companies in sports technology.”
Future of the Game Showcase — Participating Technologies and Companies:
**EDGE Sound Research**: Intelligent audio infrastructure for live entertainment that automatically isolates sound objects to create personalized, immersive experiences. Throughout the showcase EDGE Sound Research will be showing a live demo of immersive sound that is designed to enhance the stadium experience.
**OLIVER Sports**: GPS trackers powered by AI that capture athletic and soccer-specific metrics—including ball interactions—to deliver actionable insights that help coaches optimize training and scout top talent, while enabling players to enhance performance and reduce injuries. Players participating in the MLS NEXT All-Stars Game presented by Allstate will be wearing the devices that will show data and insights from the match.
**Soccerment**: A sports technology company leveraging AI, wearable devices, and advanced analytics to enhance player development, scouting, and performance analysis. Soccerment will showcase their connected devices, data from the MLS NEXT All-Star game presented by Allstate, and AI Content Generation capabilities.
**Wicket**: Facial authentication platform leveraging computer vision technology to enable seamless event experiences with facial ticketing, payments, access control, and credentialing. Onsite at the Future of the Game Showcase, Wicket will be demoing their facial ticketing and payments systems for guests.
**AI**: AI dubbing platform that instantaneously translates content into any language while preserving the original speaker’s voice and tone—bringing any game to life for global audiences. Camb.AI will be providing real-time audio translation into multiple languages throughout the MLS All-Star Skills Challenge presented by AT&T and MLS All-Star Game.
**Lubu Technologies**: AI-powered wearable solutions that track force impacts, cleat performance, and foot pressure to improve athletic performance and recovery in real time. Lubu Technologies will be supporting the MLS NEXT All-Star game and showing output from the match.
**Sportec Solutions**: MLS’ Data Creation Partner will present AI-driven technologies designed to enhance fan engagement and storytelling including AI Live Ticker and Data Story Finder tools along with innovative broadcast visualizations.
**OneCourt**: A tactile broadcast that transforms gameplay into trackable vibrations, allowing fans with visual disabilities to experience the game through touch. OneCourt’s system will be showcased live during the MLS All-Star Game.
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About the 2025 MLS All-Star Game The 2025 MLS All-Star Game will take center stage this summer in Austin, Texas, as the MLS All-Stars face off against the best from Mexico’s top soccer league, LIGA MX. The highly anticipated match is set for Wednesday, July 23 at 8 p.m. CT at Austin FC’s Q2 Stadium. Tickets for the MLS All-Star Game and the MLS All-Star Skills Challenge presented by AT&T are available at MLSsoccer.com/AllStar or by clicking here.
Blue-skying ruled the day at “The Global Game: The Future Of Soccer, Tech & Media,” a conference featuring stakeholders in the sport as it approaches a milestone in 2026. Speakers throughout Thursday’s event had to invent new superlatives to describe their expectations for next summer’s World Cup, to be held in the U.S., Canada and […]
Blue-skying ruled the day at “The Global Game: The Future Of Soccer, Tech & Media,” a conference featuring stakeholders in the sport as it approaches a milestone in 2026.
Speakers throughout Thursday’s event had to invent new superlatives to describe their expectations for next summer’s World Cup, to be held in the U.S., Canada and Mexico. New Jersey Gov. Phil Murphy proclaimed that the championship game next July will be “the most watched event in human history – not sporting event. Event.”
Before dismissing the buzz inside Newark, NJ’s Prudential Center as just so many industry vuvuzelas, consider the reasons for the optimism of government officials, broadcasters and tech companies. Next summer’s World Cup will be the first quadrennial edition to feature 48 teams, up from 32. The tournament’s 104 games will be hosted by 16 cities across the three countries, which will boost ratings, certainly here at home on Fox. Eight matches, including the July 19, 2026 championship, will also be played at MetLife Stadium in the media mecca of greater New York, bringing millions of visitors to the area.
New Jersey will see an economic boon in the mid-single-digit billions, adding 14,000-15,000 jobs and drawing 1 million-2 million visitors during the Cup, Murphy said. The state’s hosting of the FIFA Club World Cup, which culminates Sunday in the final between Paris-Saint Germain and Chelsea, has served as a warm-up for the main global spectacle. “There’s nowhere on the planet, in my humble opinion, that’s more prepared for next year than we are now,” he said. “We actively sought out a major role in the Club World Cup this year to make sure we could take whatever we’re doing around the track.”
Fox Sports is among those expecting records — not only in terms of viewership, but also its own promotional campaign. The network’s marketing chief, Robert Gottlieb, was asked during one of today’s panels for a budget estimate for what Fox is spending on the blitz. He declined to offer a number but promised that it would be “the largest and most expensive campaign we have ever done at Fox Sports.”
Fox mobilized Jon Hamm to play Santa Claus in promos for the 2022 Cup in Qatar, which had to be played in the late-fall due to the summer heat in Doha. Gottlieb said this year the entire U.S. Men’s National Team would be the focus of marketing efforts. “It’s such a huge moment in the country and for us as the broadcaster, it’s really important for us to be out there and own a piece of it in the psyche of the American public.”
Gottlieb also said Fox and others carrying soccer have had to be “a little cautious about the glut” across pay-TV and streaming. “Everybody wants in on this soccer market now, so you have Club World Cup, you have CONCACAF Gold Cup, you have the women’s Euros happening,” plus MLS and NWSL matches. “It’s a little tough for the non-core fan to discern the difference. … It may be a little confusing for the casual fan, but next summer of course it will crescendo with the World Cup.”
Tom Gorke spent a long stint as an exec at Viacom before taking his current position as Google’s Managing Director, M&E Content Partnerships. Due to his focus on helping Android and Google TV users find the programming they want, he said he is keenly aware of how confounding sports can be for the average viewer. “Sports rights are highly fragmented,” he said during a panel focused on streaming soccer. “Even World Cup rights, Telemundo’s got Spanish-language rights, English-language rights sit elsewhere.”
Social media can provide a more unified experience for soccer fans, a number of panelists observed.
Tim O’Mahony, director and head of international content for X, called the Elon Musk-owned social network “the world’s most powerful cultural signal.” It recently teamed with subscription streamer DAZN to present dozens of livestreamed matches during the Club World Cup and has a similar partnership with FIFA in the works for 2026. “People go to X first” for many things, chief among them major sporting events. “They interact with it. It’s felt, it’s debated, it’s memed.”
Fielding a question for the whole panel about how AI is influencing the live sports experience, O’Mahony didn’t go anywhere near the current controversy surrounding the company’s Grok chatbot. “Our company is now an AI company,” he said, alluding to xAI’s purchase of X last March. “Why it’s so exciting is, they have an incredible use case, like an everyday use case of how to train the AI model to improve it, to get better experiences for advertisers, for users, more brand-safe.” Musk, he added, “is getting heavily involved with it now. So, we are learning with him.”
Fighting piracy is one way AI has been a boost, O’Mahony said. The process of successfully getting an illegal stream taken down from X used to take an average of three-and-a-half hours. Now, with AI, the average is 40 minutes.
Not all of the talk was of this summer and next. The question of what comes afterward arose. Ricky Engelberg, a veteran marketing exec who is now a partner at Ryan Reynolds’ Maximum Effort, has seen the surge of soccer interest firsthand since coming aboard in 2023. The company’s investment in Wrexham A.F.C., a once-struggling Welsh club since promoted to the Championship (the second tier of UK soccer), has provided storybook fodder for FX docuseries Welcome to Wrexham.
While the U.S. is in “a peak football moment right now,” Engelberg said, Cup fever will eventually break.
“There’s just going to be a natural moment of feeling that it’s less of the energy than the ’24, ’25, ’26 buildup to it,” he said. The key for everyone banking on soccer, he continued, will be figuring out “how you navigate what ’27 and ’28 look like. … I’m a big fan of compounding. This will be a big deposit in the bank for compounding, but then the next leap will take more time than people probably think.”
Then again, another key date is already on the horizon: the 2031 Women’s World Cup will be hosted by the U.S. and Mexico.
UFC GYM Selects MMA.INC Software to Power 45 New BJJ Franchises
Mixed Martial Arts Group (NYSE:MMA) has expanded its strategic partnership with UFC GYM, making BJJLink.com the official gym management software platform for all new UFC GYM BJJ franchise studios. The multi-year agreement supports UFC GYM’s global expansion plan to open 45 new gyms in 2025. BJJLink.com will provide UFC GYM […]
Mixed Martial Arts Group (NYSE:MMA) has expanded its strategic partnership with UFC GYM, making BJJLink.com the official gym management software platform for all new UFC GYM BJJ franchise studios. The multi-year agreement supports UFC GYM’s global expansion plan to open 45 new gyms in 2025.
BJJLink.com will provide UFC GYM franchisees with BJJLink Admin+, an all-in-one operating system featuring mobile check-in, curriculum management, smart scheduling, payment infrastructure, and built-in CRM capabilities. The new BJJ-first studios will range from 2,000 to 5,000 square feet, featuring advanced mat spaces and recovery zones.
This partnership builds on MMA.INC’s existing relationship with UFC GYM across 150+ locations worldwide and aligns with UFC’s recent launch of their premier BJJ live event series, UFC BJJ 1.
Mixed Martial Arts Group (NYSE:MMA) ha ampliato la sua partnership strategica con UFC GYM, rendendo BJJLink.com la piattaforma ufficiale di gestione delle palestre per tutti i nuovi studi in franchising UFC GYM BJJ. L’accordo pluriennale supporta il piano di espansione globale di UFC GYM, che prevede l’apertura di 45 nuove palestre nel 2025.
BJJLink.com offrirà ai franchisee UFC GYM il BJJLink Admin+, un sistema operativo tutto-in-uno con check-in mobile, gestione del curriculum, programmazione intelligente, infrastruttura per i pagamenti e funzionalità CRM integrate. I nuovi studi, dedicati principalmente al BJJ, avranno una superficie compresa tra 2.000 e 5.000 piedi quadrati, con aree tatami avanzate e zone di recupero.
Questa collaborazione si basa sul rapporto già esistente di MMA.INC con UFC GYM in oltre 150 sedi nel mondo e si allinea al recente lancio da parte di UFC della loro serie di eventi live BJJ di punta, UFC BJJ 1.
Mixed Martial Arts Group (NYSE:MMA) ha ampliado su asociación estratégica con UFC GYM, convirtiendo a BJJLink.com en la plataforma oficial de software de gestión para todos los nuevos estudios franquiciados de UFC GYM BJJ. El acuerdo plurianual respalda el plan global de expansión de UFC GYM para abrir 45 nuevos gimnasios en 2025.
BJJLink.com proporcionará a los franquiciados de UFC GYM el BJJLink Admin+, un sistema operativo todo en uno que incluye registro móvil, gestión curricular, programación inteligente, infraestructura de pagos y capacidades CRM integradas. Los nuevos estudios, enfocados en BJJ, tendrán un tamaño entre 2,000 y 5,000 pies cuadrados, con áreas avanzadas de tatami y zonas de recuperación.
Esta asociación se basa en la relación existente de MMA.INC con UFC GYM en más de 150 ubicaciones en todo el mundo y se alinea con el reciente lanzamiento por parte de UFC de su serie principal de eventos en vivo de BJJ, UFC BJJ 1.
Mixed Martial Arts Group (NYSE:MMA)는 UFC GYM과의 전략적 파트너십을 확대하여 BJJLink.com을 모든 신규 UFC GYM BJJ 프랜차이즈 스튜디오의 공식 체육관 관리 소프트웨어 플랫폼으로 지정했습니다. 다년 계약은 UFC GYM의 2025년에 45개의 신규 체육관 개설이라는 글로벌 확장 계획을 지원합니다.
BJJLink.com은 UFC GYM 프랜차이즈에게 BJJLink Admin+를 제공하며, 이는 모바일 체크인, 커리큘럼 관리, 스마트 스케줄링, 결제 인프라, 내장 CRM 기능을 포함한 올인원 운영 시스템입니다. 신규 BJJ 중심 스튜디오는 2,000에서 5,000 평방피트 규모로 고급 매트 공간과 회복 구역을 갖추게 됩니다.
이번 파트너십은 MMA.INC가 전 세계 150개 이상의 UFC GYM 지점과 이미 구축한 관계를 기반으로 하며, UFC가 최근 선보인 프리미어 BJJ 라이브 이벤트 시리즈인 UFC BJJ 1 출범과도 일치합니다.
Mixed Martial Arts Group (NYSE:MMA) a renforcé son partenariat stratégique avec UFC GYM, faisant de BJJLink.com la plateforme officielle de gestion des salles pour tous les nouveaux studios franchisés UFC GYM BJJ. Cet accord pluriannuel soutient le plan d’expansion mondial d’UFC GYM visant à ouvrir 45 nouvelles salles en 2025.
BJJLink.com fournira aux franchisés UFC GYM le BJJLink Admin+, un système d’exploitation tout-en-un comprenant l’enregistrement mobile, la gestion des programmes, la planification intelligente, l’infrastructure de paiement et des fonctionnalités CRM intégrées. Les nouveaux studios axés sur le BJJ auront une superficie comprise entre 2 000 et 5 000 pieds carrés, avec des espaces de tapis avancés et des zones de récupération.
Ce partenariat s’appuie sur la relation existante de MMA.INC avec UFC GYM dans plus de 150 emplacements dans le monde et s’aligne avec le lancement récent par UFC de leur série d’événements BJJ en direct de premier plan, UFC BJJ 1.
Mixed Martial Arts Group (NYSE:MMA) hat seine strategische Partnerschaft mit UFC GYM erweitert und macht BJJLink.com zur offiziellen Softwareplattform für das Management aller neuen UFC GYM BJJ Franchise-Studios. Die mehrjährige Vereinbarung unterstützt den globalen Expansionsplan von UFC GYM, 45 neue Studios im Jahr 2025 zu eröffnen.
BJJLink.com stellt UFC GYM-Franchisenehmern BJJLink Admin+ zur Verfügung, ein All-in-One-Betriebssystem mit mobilem Check-in, Lehrplanverwaltung, intelligenter Terminplanung, Zahlungsinfrastruktur und integrierten CRM-Funktionen. Die neuen, BJJ-fokussierten Studios werden zwischen 2.000 und 5.000 Quadratfuß groß sein und verfügen über fortschrittliche Mattenbereiche und Erholungszonen.
Diese Partnerschaft baut auf der bestehenden Beziehung von MMA.INC mit UFC GYM an über 150 Standorten weltweit auf und steht im Einklang mit dem kürzlichen Start der erstklassigen BJJ-Live-Eventserie UFC BJJ 1 von UFC.
Insights
MMA.INC’s expanded UFC GYM partnership signals strong SaaS revenue growth potential through BJJLink software powering 45+ new BJJ studios globally.
This partnership expansion represents a significant growth catalyst for MMA.INC’s SaaS business. The multi-year agreement positions BJJLink.com as the technology foundation for UFC GYM’s ambitious global BJJ franchise expansion, starting with 45 new locations in 2025.
The deal’s strategic value extends beyond immediate revenue. BJJLink’s comprehensive platform—including mobile check-in, curriculum management, payment infrastructure, and CRM capabilities—creates multiple recurring revenue streams while establishing high switching costs for franchisees once integrated. This creates a defensive moat for MMA.INC’s software business.
UFC GYM’s selection validates BJJLink’s product-market fit in the martial arts management software vertical—particularly significant as UFC recently launched its premier BJJ event series (UFC BJJ 1), indicating strong market momentum. The partnership leverages perfect timing with growing mainstream BJJ interest and UFC’s brand power.
The deployment model appears scalable and replicable, with standardized pricing across locations and centralized reporting. MMA.INC is demonstrating an ability to land and expand within major fitness ecosystems, having already secured hundreds of independent academies and now capturing franchise operations—a classic enterprise software growth pattern.
MMA.INC’s parallel international expansion into Latin America and partnership with Brazilian Jiu-Jitsu legend Clark Gracie suggests a coordinated global strategy rather than opportunistic deal-making, positioning BJJLink as the emerging category leader in a specialized but growing SaaS vertical.
Highlights
Landmark multi-year agreement strengthens UFC GYM and MMA.INC alliance, supporting the global rollout of 45 new gyms in 2025 and accelerating the expansion of UFC GYM’s high-growth BJJ program—powered by MMA.INC’s category-leading software.
BJJLink.com is the definitive all-in-one operating system for martial arts-first businesses—optimizing member management, driving revenue growth, and unlocking scalable monetization for franchisees.
Builds on MMA.INC and UFC GYM’s broader strategic partnership to integrate the Warrior Training Program across a network of 150+ locations worldwide.
New York, NY, July 10, 2025 (GLOBE NEWSWIRE) — Mixed Martial Arts Group Limited (NYSE American: MMA) (“MMA” or the “Company”), an NYSE American listed innovator at the intersection of combat sports and digital transformation, has announced an expansion of its strategic technology partnership with UFC Gym Group who are selecting BJJLink.com as the official gym management software platform for all new UFC GYM BJJ franchise studios.
This extension of the existing Software-as-a-Service (SaaS) agreement follows UFC GYM’s landmark global expansion announcement in February and solidifies a deeper alignment between UFC GYM’s fast-growing Brazilian Jiu-Jitsu (BJJ) program and MMA.INC’s category-leading gym software. This announcement capitalizes on the growth in BJJ, reinforced by UFC’s recent launch of their new premier BJJ live event series, UFC BJJ 1.
BJJLink.com, powered by MMA.INC’s Martial Arts Technology, will serve as the digital backbone of UFC GYM’S new BJJ franchise studios. Designed specifically for martial arts-first businesses, the platform equips franchisees with a modern, all-in-one operating system that streamlines member management, drives revenue, and unlocks new monetization opportunities. Key features include:
Mobile check-in and self-service kiosk systems to reduce front-desk friction and enhance member experience
Curriculum and belt progression management with digital tracking tools aligned to structured programs
Smart class and staff scheduling with real-time attendance and performance visibility
Payment infrastructure, including recurring billing, retail sales and a customizable in-app transaction layer that supports Stripe and a growing list of other global processors
Referral tracking and affiliate logic to power grassroots growth and incentive campaigns
Built-in CRM and e-commerce automation, enabling franchisees to engage leads, sell merchandise, and convert visitors, all from one centralized platform
Under the terms of the expanded agreement, UFC GYM franchisees will gain access to BJJLink Admin+, a powerful all-in-one platform designed to simplify operations and drive growth. UFC GYM BJJ Studio Franchisees will benefit from streamlined class scheduling, automated billing, digital curriculum tools, and built-in referral tracking, removing administrative overhead and enabling staff to focus on member experience. Standardized pricing across locations and centralized reporting through a master admin dashboard provide both flexibility and oversight, helping franchisees scale confidently while staying aligned with brand standards.
“The BJJLink platform offers an intuitive and powerful back-end that empowers our coaches and BJJ studio franchisees to focus on what matters most, training and community,” said Adam Sedlack, CEO of UFC GYM. “This agreement gives us the technical scalability and operational consistency needed to support our ambitious rollout of new BJJ studios globally.”
The new UFC GYM BJJ studios, purpose-built spaces dedicated to Brazilian Jiu-Jitsu, are part of UFC GYM’s mission to redefine fitness and martial arts for modern athletes. The brand plans to open more than 45 new gyms in 2025, with many of the BJJ-first models ranging from 2,000 to 5,000 square feet and featuring advanced mat spaces, recovery zones, and family-friendly programming.
“This extension validates our shared belief that the future of martial arts training is both physical and digital,” said Nick Langton, CEO of MMA.INC. “We’re proud to be the technology engine behind UFC GYM’s BJJ studio model and to deepen our long-standing relationship with the preeminent name in martial arts training.”
BJJLink is already used by hundreds of martial arts academies around the world and has seen increased demand from franchise operators seeking more streamlined onboarding, revenue analytics, and student engagement tools.
MMA.INC and UFC GYM intend to co-launch the new BJJLink-powered UFC GYM BJJ studio software at select international locations during H2 of 2025.
MMA.INC’s recently announced an international push, expanding BJJLink into Latin America and launching a marquee partnership with Gracie Allegiant HQ and Brazilian Jiu-Jitsu legend Clark Gracie.
About Mixed Martial Arts Group Limited
MMA.INC (Mixed Martial Arts Group Limited) is revolutionizing the combat sports industry by driving participation and engagement across fans, athletes, coaches, and gym owners. The company operates four core business units:
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TrainAlta: A platform that transforms MMA fans into active participants through structured training programs.
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Hype: A marketing platform helping gym owners, coaches, and athletes grow revenue from their audiences.
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MixedMartialArts.com: The go-to resource for MMA news, fighter data, fight schedules, and the legendary Underground forum.
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BJJLink: A leading gym management platform designed for BJJ academies, offering tools for payment processing, marketing, student engagement, and content monetization.
With over 5 million social media followers, 530,000 user profiles, 50,000 active students, 18,000 published gyms and 800 verified gyms across 16 countries, MMA.inc continues to transform the martial arts landscape and deliver unparalleled value to its stakeholders.
For more information, visit www.mma.inc or follow us on social media:
ABOUT UFC GYM®
UFC GYM® is the first major brand extension of UFC®, the world’s premier MMA organization, created in alliance with New Evolution Ventures™ (NeV), developers of many of the world’s most successful fitness brands. As the first to unite the benefits of MMA with fitness, the brand is not what you expect, and more than you can imagine. UFC GYM’s TRAIN DIFFERENT® approach provides members with the ultimate fitness experience and programming that secures results for all ages and training levels. With over 150 locations opened and 700 additional locations currently in development globally, UFC GYM has revolutionized the fitness industry and positively impacted countless lives worldwide. UFC GYM offers the opportunity to own and operate a franchise domestically and internationally. For more information, please visit www.ufcgym.com.
Follow UFC GYM through the below platforms:
FACEBOOK – Facebook.com/UFCGYM
YOUTUBE – Youtube.com/UFCGYM
INSTAGRAM, TIKTOK & X – @UFCGYM
Forward-Looking Statements
This press release may include forward-looking statements. Any statements contained herein regarding our strategy, future operations, financial position, future revenues, projected costs, prospects, plans and objectives of management, other than statements of historical facts, are forward-looking statements. The forward-looking statements included herein include or may include, but are not limited to, statements that are predictive in nature, depend upon or refer to future events or conditions, or use or contain words, terms, phrases, or expressions such as “achieve,” “forecast,” “plan,” “propose,” “strategy,” “envision,” “hope,” “will,” “continue,” “potential,” “expect,” “believe,” “anticipate,” “project,” “estimate,” “predict,” “intend,” “should,” “could,” “may,” “might,” or similar words, terms, phrases, or expressions or the negative of any of these terms. Any statements contained in this press release that are not based upon historical fact are based on current expectations, estimates, projections, opinions and/or beliefs of the Company. Such statements are not facts and involve known and unknown risks, uncertainties, and other factors. Prospective investors should not rely on these statements as if they were facts. Actual revenue may vary to current sales due to factors such as participant churn, cancellations, and changes in payment schedules, membership terms or pricing changes. Any references to verified gyms, partner gyms, user profiles refer to a profile that has been claimed or created across the MMA.inc platform, which includes TrainAlta.com, BJJ Link, Hype, MixedMartialArts.com and Steppen. Forward-looking statements involve a number of known and unknown risks and uncertainties, including, but not limited to, those discussed in the “Risk Factors” section of the Form 20-F for the fiscal year ended June 30, 2024 filed with the SEC. Given the risks and uncertainties, readers should not place undue reliance on any forward-looking statement and should recognize that the statements are predictions of future results which may not occur as anticipated. New risk factors emerge from time to time, and it is not possible for management to predict all such risk factors, nor can it assess the impact of all such factors on the Company’s business or the extent to which any factor, or combination of factors, may cause actual results to differ materially from those contained in any forward-looking statements. You should carefully read the factors described in the “Risk Factors” section of the Form 20-F for the fiscal year ended June 30, 2024 filed with the SEC to better understand the risks and uncertainties inherent in our business and industry, and any underlying forward-looking statements. Except where required by law, the Company assumes no obligation to update, withdraw or revise any forward-looking statements to reflect actual results or changes in factors or assumptions affecting such forward-looking statements.
Media Contacts
Mixed Martial Arts Group Limited E: peter@mma.inc
FAQ
What is the new partnership between UFC GYM and MMA.INC’s BJJLink.com?
UFC GYM has selected BJJLink.com as the official gym management software platform for all new UFC GYM BJJ franchise studios, supporting their global expansion of 45 new gyms in 2025.
What features does BJJLink Admin+ offer to UFC GYM franchisees?
BJJLink Admin+ offers mobile check-in, curriculum management, smart scheduling, payment processing, referral tracking, and built-in CRM capabilities in one centralized platform.
How many locations will the UFC GYM and MMA.INC partnership cover?
The partnership builds on their existing relationship across more than 150 locations worldwide, with plans to expand through 45 new gyms in 2025.
What is the size of the new UFC GYM BJJ studios?
The new BJJ-first models will range from 2,000 to 5,000 square feet, featuring advanced mat spaces, recovery zones, and family-friendly programming.
When will MMA.INC and UFC GYM launch the new BJJLink-powered software?
The companies plan to co-launch the new BJJLink-powered UFC GYM BJJ studio software at select international locations during H2 of 2025.
REVELYST UNVEILS REVELYST GOLF TECHNOLOGY, A PLATFORM FOR ITS INDUSTRY-LEADING GOLF INNOVATION BRANDS
The Platform Reflects Revelyst’s Commitment To Shaping The Future Of Golf Through Precision, Performance And Connected Technology. SAN DIEGO — Revelyst Inc., a collective of world-class maker brands that design and manufacture performance gear and precision technologies, today unveiled Revelyst Golf Technology, a dedicated platform built around its category-defining golf brands. This move represents a […]
The Platform Reflects Revelyst’s Commitment To Shaping The Future Of Golf Through Precision, Performance And Connected Technology.
SAN DIEGO — Revelyst Inc., a collective of world-class maker brands that design and manufacture performance gear and precision technologies, today unveiled Revelyst Golf Technology, a dedicated platform built around its category-defining golf brands. This move represents a strategic investment in the next generation of golf innovation, bringing the company’s industry-leading technologies under one integrated identity.
The Revelyst Golf Technology platform unites trusted leaders Foresight Sports, Bushnell Golf and PinSeeker, combining leadership across the most advanced launch monitors, rangefinders, GPS devices, simulation software and on-course tools in the game.
“As the game evolves, so do we,” said Jeff Foster, GM and President of Revelyst Golf Technology. “This platform reflects who we are and where we are headed. We are the industry-leading golf technology platform focused entirely on delivering precision, performance and innovation. From top professionals, fitters and coaches to the next generation of players, we are building tools that power the way golf is played, learned and experienced across every format.”
Revelyst Golf Technology marks a new era of integration with greater emphasis on connected data, software development and product collaboration across the portfolio. Revelyst Golf Technology supports golfers at every level, from the course to the studio to the screen, creating a seamless experience across formats, devices and skill levels.
Revelyst Golf Technology operates from its headquarters location in San Diego and is one of three platforms in Revelyst’s collective of category-defining brands.
“The Revelyst Golf Technology platform is more than a collection of world-class products,” said Revelyst CEO Eric Nyman. “It is the most connected ecosystem in the game, designed to give golfers the confidence of precision and the freedom to play anywhere. This platform puts a flag in the ground. Revelyst is not just participating in the future of golf. We are here to lead it.”
About Revelyst
Revelyst Inc. is a collective of world-class maker brands that design and manufacture performance gear and precision technologies. Our category-defining brands leverage meticulous craftsmanship and cross-collaboration to pursue new innovations that redefine what is humanly possible in the outdoors. Portfolio brands include Foresight Sports, Bushnell Golf, Fox, Bell, Giro, CamelBak, Bushnell, Simms Fishing and more. For more information, visit www.revelyst.com.
Media Contact Eric Smith Phone: 720-772-0877 Email: media.relations@revelyst.com
About Revelyst
‘KEEP IT CALM!’ | First Take
