Jan-27-2009

ULTIMATE FIGHTING CHAMPIONSHIP® ANNOUNCES LAUNCH OF UFC® GYMS™

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ULTIMATE FIGHTING CHAMPIONSHIP® ANNOUNCES LAUNCH OF UFC® GYMS™

Las Vegas, NV (USA) – The fastest growing sports organization in the world, the Ultimate Fighting Championship® (UFC®) in partnership with New Evolution Fitness Company (NEFC), today announced plans to launch a nationwide and global network of UFC gyms.

“UFC Gyms is something we’ve been looking at for a long time, it completely made sense to me when we found the right partner in Mark Mastrov – this is the guy who has created some of the most powerful fitness brands in the world,” said Dana White, UFC President. “UFC gyms are going to shake up the fitness industry the way UFC shook up the sports industry. All the energy and excitement that we have brought to the fight business we are now going to bring to the fitness business. There is going to be something for everybody at all levels – from first timers to world class athletes – we’re going to get people excited and motivated to work out and get in great shape.”

“UFC Gyms” will be the first major brand extension for the Ultimate Fighting Championship, the all-time industry leader in the sport of mixed martial arts. In alliance with NEFC owners Mark Mastrov and Jim Rowley, developers of many of the world’s most successful fitness brands, UFC Gyms will give UFC enthusiasts and fitness seekers alike the opportunity to practice the training techniques of famed UFC athletes, such as Georges St-Pierre and BJ Penn.

With a diverse, loyal fan base of millions in the United States and abroad, UFC Gyms will become the fitness destination of choice, providing all-around training, conditioning and health options for men, women and children of all ages.

“I have been a long time fan and admirer of the UFC. An introduction from a friend, Perry Rogers, to Lorenzo Fertitta and Dana White of the UFC, immediately sparked the idea of combining the strength of the UFC with our expertise in the fitness industry," said Mark Mastrov, co-Founder, New Evolution Fitness Company. "The manner in which we approach business, the style in which we run our companies and the passion we share for fitness has made this an easy decision and a natural partnership. The fitness industry needs innovation, it needs something to get excited about and we all agree that UFC Gyms will deliver on that in every way."

Estimated by Forbes Magazine as a $1 billion enterprise, the UFC organization has grown into one of the most successful sports brands in history in less than eight years. Purchased in 2001 for approximately $2 million, the UFC is the world’s largest pay-per-view content provider and has programming in over 100 countries and territories around the world in 17 different languages. Last year, Anheuser-Busch, Inc. and Harley-Davidson Motor Company forged core sponsorships of UFC events, which have a viewership base of millions globally.

For more information about UFC Gyms, please visit UFCgyms.com.

About The Ultimate Fighting Championship®
The Ultimate Fighting Championship® is the world’s leading professional mixed martial arts organization and offers the premier series of MMA sports events. Owned and operated by Zuffa, LLC, and headquartered in Las Vegas, Nev., UFC® produces over twelve live pay-per-view events annually that are distributed residentially through North American cable and satellite providers including iNDEMAND Networks, DIRECTV, DISH Network, TVN Entertainment, Bell ExpressVU, SaskTel Max™, Shaw Pay-Per-View, Viewers Choice, and WOWOW in Japan, and via the Internet worldwide on Yahoo! Sports, and commercially through Joe Hand Promotions in the U.S. and Canadastar in Canada. In addition to its North American distribution, UFC programming is distributed in over 100 countries and territories throughout the world. For more information, or current UFC fight news, visit ufc.com or uk.ufc.com or ufcespanol.com.

Ultimate Fighting Championship®, Ultimate Fighting®, UFC®, The Ultimate Fighter®, Submission®, As Real As It Gets®, Zuffa™, The Octagon™ and the eight-sided competition mat and cage design are registered trademarks, trademarks, trade dress or service marks owned exclusively by Zuffa, LLC in the United States and other jurisdictions. All other marks referenced herein may be the property of Zuffa, LLC or other respective owners.

About New Evolution Fitness Company
Based in Northern California, New Evolution Fitness Company (NEFC) is a private equity firm focused on the Health and Fitness industry, providing capital and operating partnerships, management oversight, and expertise to emerging brands around the world. NEFC was founded by Mark Mastrov, an industry visionary and developer of some the world’s most successful fitness brands and Jim Rowley a long time fitness professional.