MMA fighters train in various martial arts styles like boxing, wrestling, judo, and jiu jitsu to become well-rounded in combat. The UFC is considered the top promotion for MMA fighting. This document discusses surveys and interviews conducted with MMA fighters at local gyms to understand why they fight and their subculture.

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Spencer Adrian, Anna Spade, Nate Wallner
Joey Larko, Andrew Harman, Kawika Bernal

2. MMA Fighters MMA Fighters
MMA (mixed martial arts) consists of a variety of fighting styles I am a fighter.
from cultures and countries all over the world. Boxing, wrestling,
I am strong and confident.
judo, karate, jiu jitsu, muay thai are just a few of the styles of com-
bat that a fighter must train in to be a rounded fighter. I discipline myself because when I am standing across from the
other guy, I don’t have anyone to depend on but me.
The UFC is the pinnacle of fighting in the world today. There are I have goals and I am willing to work hard to achieve them.
other fight promotions that a fighter can be part of, but once an I am independent, cocky, loud.
athlete has fought in the UFC he (or she now that a 135# women’s I don’t care what you think.
division is being added) can say they have fought at the top level
I can kick your ass.
of MMA fighting.

3. Research Results
What we did:
- Set up a survey on Qualtrics
-Handed out surveys to four different local MMA gyms, 24 of which
were filled out
- Spent roughly 7 hours at North West Training Center immersing
ourselves in the MMA sub-culture and filming for our video
- Conducted face to face interviews with the fighters of North
West Training Center, as well as the gym owner

4. Results Results
Why do you fight ?
- “Because it’s the most challenging thing I can think of.”
- “To see if my hard work and training pays off.”
- “Out of financial necessity.”
- “For the adrenaline rush.”
- “Self protection.”
- “Out of the camaraderie of my teammates.”

5. Results Results
Why do you vote? Why don’t you vote?
“It’s my civic duty!” “No interest.”
“I’m pissed off at the government.” “Missed registration.”
“People throughout our history have paid the ultimate “Electoral college.”
price for the rights many of us take for granted today.” “I believe that man alone cannot solve these problems.”
“It’s more important than ever.” “It’s a media and government fraud.”
“Important issues, both federal and local.” “Not a registered Oregon voter.”

6. Argot Ritual
Argot consists of the language of the sport. The nicknames of the Ritual consists of staying in shape and dieting properly to be as
moves and the styles of fighting are included in the everyday vo- healthy and as fit as possible. Shadowboxing and stretching are
cabulary of the athletes. two important essential habits a fighter must incorporate into their
- “Kimura” daily lives.
- “Rear Naked Choke”
- “Americana”

7. Dress + Music Stereotypes
Dress consists of Tapout and Affliction brands along with the shirts -- The spectator sees two people beating each other up, but to the
that represent the competitions they have been in or the gym that fighters it is a physical game of chess utilizing the techniques and
they train at. Most competitors have been in combat sports and skills they have developed after intense training.
they are happy to highlight their experience via the clothes they -- There are stereotypes that a fighter must face in a non-gym set-
wear. ting that can be detrimental to their work or lives outside of the gym.
Fighting isn’t easy, and being a fighter isn’t always easy either.
Music preference for fighters consists of a variety of styles, mostly --A true fighter must make an extra effort to show others that they
though it is important for it to have a strong beat to move to. Fight- aren’t bullies, and a martial artist knows that peace solves problems
ers must have rhythm to their fight style and training to music with easier than violence.
a strong beat will help you to develop that rhythm more easily.

8. Insights Strategy
Marketing Strategy
--They are willing to put themselves in harm’s way for the love of
TV Slots:
their sport. -Spike
--Combat athletes train with extra discipline and dedication be- -Fox
Strategic Poster Placement
cause their sport is one in which there is no team to rely on, it is -Inside local MMA, Karate and weight lifting gyms
only you and the other guy, and the loser is probably going to get -Supplement Store
-Sporting goods store
hurt.
Web Advertising
--There is extra incentive to work as hard as you can to be fully pre- -Banner ad on MMA forums and equipment sites
pared for battle. -MMA-Core
-Online equipment shops, including Title, Everlast, etc.
--The hard work ethic that comes with fight training and competi-
Social Media
tion can usually be seen in other aspects of that fighter’s life. -Promoted Tweets
--The discipline that it takes to win fights is the same discipline it -Parternships
-Facebook Events
takes to win at anything in life. Individual Fighter promotions/sponsorships
-Swag handouts/clothing promotions for active combat athletes

9. Fight Posters
Knockout
The
Vote
Tuesday November 6, 2012