Mixed Martial Arts Group

What Mixed Martial Arts Group does

Mixed Martial Arts Group Limited (NYSE American: MMA), operating as MMA.INC, is a publicly-traded Australian technology company building operating infrastructure for the global combat sports industry. The platform combines four core products — BJJLink (gym management, payments, and student-tracking SaaS for combat-sports academies), TrainAlta (consumer subscriptions for coach-led training programs including the Warrior Training Program and UFC Fit), MixedMartialArts.com (a Top-3 global MMA media and fan-engagement site with 5M+ social followers), and Hype (a mobile marketing and website-builder CRM) — unified by an XP Passport participation-identity layer that the company intends to underpin a blockchain-based token economy with World Liberty Financial.

The business monetizes through B2B SaaS subscriptions to gym operators ($49-$149/month), B2C subscriptions and digital content ($9-$550/month), transaction fees on payments processed through the ecosystem (currently $1.5M+ monthly), revenue-share agreements with UFC GYM (70/30 in favor of UFC GYM) and Precision Peptide (50/50 in Year 1, transitioning to 25/75), and advertising/sponsorship across owned media properties. The company reports an annualized run-rate of $16.2 million (subscription revenue plus transaction volume) as of February 2026, having grown at 145% year-on-year in subscriptions and 141% in transaction volume.

Growth has been built primarily through acquisition: MixedMartialArts LLC and Steppen Pty Ltd (2023), Hype Kit Inc. (May 2024), and BJJLink (December 2024, up to $13 million consideration). An exclusive UFC GYM channel partnership covers 150+ locations in 40 countries, and high-profile strategic backers — Conor McGregor (investor, board member), Donald Trump Jr. (strategic advisor with a $23 million investment commitment), John Kavanagh (co-founder), and Laura Sanko (director) — provide brand, audience, and distribution reach exceeding 60 million combined social-media followers. The company is headquartered in Manly, Sydney, and trades on NYSE American with 11-50 employees.

Name

Mixed Martial Arts Group

Legal name

Mixed Martial Arts Group Limited

Website

https://mma.inc

Company type

Public

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Mixed Martial Arts Group is an Australian-listed technology company building a unified combat-sports platform combining gym-management SaaS (BJJLink), consumer training subscriptions (TrainAlta), MMA media (MixedMartialArts.com), and a blockchain-based XP Passport participation economy serving gyms, athletes, coaches, and 700M+ global MMA fans.

Ownership category

akta.pro rank

Product category

Combat Sports Technology Platform

NAICS

Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Finance Services (6199)

akta.pro primary industry

Combat Sports Sanctioning Bodies & Commissions (Boxing/MMA/Kickboxing) (MPAKAFAI)

akta.pro secondary industries

Mixed Martial Arts (MMA) Training (HSADADAD), Web3/Blockchain Game Studios (MPAFAAAO)

Keywords

• Combat sports platform
• Gym management software
• Martial arts subscriptions
• Athlete training programs
• Sports participation rewards

Headquarters

HQ city

Manly Vale

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. B2B SaaS Subscriptions (BJJLink): Recurring subscription revenue from gym management software. BJJLink supports 800+ verified gyms with payment processing, marketing, student engagement, website building, and content monetization tools.
2. Consumer Subscriptions (TrainAlta, MMA.com): Subscription revenue from athletes, coaches, and fans for training programs, fight content, and community access. B2C subscription prices range from $9 to $550 per month.
3. Transaction Revenue: Revenue generated from every payment processed through the ecosystem including memberships, programs, gear, and events. Currently processing $1.5M+ monthly.
4. Revenue Share Partnership (Precision Peptide): MMA.INC receives 50/50 share of net revenue from peptide product sales in Year 1, transitioning to 25/75 in favor of Precision thereafter. No capital investment required, provides exposure to peptide recovery and wellness market.
5. UFC GYM Partnership Revenue: Revenue sharing from Warrior Training Program and Hype platform deployments across UFC GYM's global network. UFC GYM receives 70%, MMA receives 30% of program revenue.
6. Advertising and Sponsorship: Revenue from advertising, sponsorships, and promotional partnerships across the platform's 5M+ social media followers and 530,000 user profiles.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

MMA.INC sells a multi-platform combat sports technology ecosystem: B2B gym management and payments SaaS (BJJLink) for martial arts academies, B2C consumer subscription training programs and fight content (TrainAlta and MixedMartialArts.com), mobile marketing and website builder tooling (Hype), and a unified XP Passport participation/rewards layer that is being built on blockchain infrastructure with World Liberty Financial. Supporting revenue comes from transaction fees on payments processed across the ecosystem and revenue-share partnerships such as UFC GYM (70/30) and Precision Peptide (50/50 Year 1).

Product overview

MMA.INC operates a multi-platform ecosystem for global combat sports, consisting of four core platforms: BJJLink (gym management and payments SaaS), TrainAlta (consumer fitness/subscription programs), MixedMartialArts.com (fan community and fight content), and Hype (mobile marketing and website builder for gyms). These are unified by the XP Passport rewards layer, which creates a single participation identity across all products, underpinned by a planned blockchain token economy built with World Liberty Financial. Supporting offerings include the Warrior Training Program, UFC Fit Program, MMA Academy online content, and peptide wellness commerce via a Precision Peptide partnership. Acquired assets include BJJLink itself (December 2024), MixedMartialArts.com (October 2023), Hype (May 2024), and the Steppen fitness app (September 2023). The company processes over $1.5M monthly in transactions across its ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• BJJLink: Gym management and payments platform for combat sports academies, including tools for payment processing, marketing, student engagement, website building, and content monetization
• TrainAlta
• MixedMartialArts.com
• Hype
• XP Passport
• Steppen

Products and services

• BJJLink B2B gym management and payments SaaS platform powering 800+ combat sports academies worldwide. Provides payment processing, student tracking, class scheduling, website building, marketing automation, content monetization, and (from 2026) AI-powered member acquisition and digital storefront creation. Built specifically for martial arts businesses.
• TrainAlta B2C consumer fitness subscription platform offering licensed martial arts and combat sports training programs including the Warrior Training Program and UFC Fit Program. Delivers coach-led training via digital and in-gym channels, deployed at UFC GYM locations in North America and Australia, targeting athletes seeking structured progression.
• MixedMartialArts.com (The Underground) Fight news, community, and fan engagement platform for 5M+ social followers across the sport. Originally launched in 1998 as The Underground MMA forum; integrated into MMA.INC ecosystem following the 2023 acquisition and positioned for paid community relaunch around UFC International Fight Week in July 2026.
• Hype Subscription-based mobile marketing platform blending a mobile website builder, email and SMS marketing CRM, and integrated payment system. Designed for combat sports gym owners, coaches, and athletes to manage their online presence and grow revenues through social media.
• XP Passport Single unified identity and participation record across all MMA.INC products. Participants earn Experience Points (XP) through training, coaching, competing, and engaging; XP is logged on-chain and redeemable for rewards, access, and economic value through the Get Paid to Train participation economy.
• Warrior Training Program Coach-led structured training system designed to progress participants from entry-level to advanced martial arts capability. Operates through a revenue-sharing model with gym owners, deployed at UFC GYM locations and SBG Ireland, and has historically attracted 700+ new members at SBG Ireland and transformed 800+ beginners at City Kickboxing.
• UFC Fit Program Structured fitness training program delivered through the TrainAlta platform at UFC GYM locations, combining digital content with in-gym participation experiences for combat sports fitness enthusiasts.
• MMA Academy Online training platform offering digital martial arts content including the Warrior Training Program digital syllabus and masterclasses across MMA, jiu-jitsu, boxing, wrestling, and Muay Thai. Features elite coaching talent such as Rafael Cordeiro, Mike Angove, and Nikki Lloyd-Griffiths.
• BJJLink AI Member Acquisition Platform AI-powered digital growth infrastructure launched in June 2026, expanding BJJLink beyond gym management into customer acquisition. Includes AI Website Review, AI Start From Scratch, and AI Inline Assistant capabilities that enable academy owners to create and manage professional digital storefronts without technical expertise.
• Ticketing Services Ticketing services for live MMA events and seminars, including Warrior Training Program finale events such as those driven by Conor McGregor's UFC return.
• Steppen Acquired fitness mobile app with over 395,000 downloads predominantly from the U.S., over 1.8 million impressions on the Apple App Store, and a database of over 270,000 accounts. Designed to inspire, guide, and support users on their fitness journey.

Quantifiable outcome

• 145% year-on-year subscription revenue growth as of February 2026
• +5 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature7 records

Partnerships

Twelve partnerships are on record, tiered core, flagship and minor.

• Precision Peptide Company (BPC)coreGTM or Marketing Partner · 8 May 2026Exclusive strategic marketing partnership granting Precision marketing rights across MMA.INC's ecosystem of 5M+ social followers, 530,000 user profiles, and 800+ verified gyms. Revenue shared 50/50 in Year 1, transitioning to 75/25 in Precision's favor thereafter. Products manufactured in USA with FDA compliance. Advisory roster includes Conor McGregor and Donald Trump Jr.
• World Liberty Financial (WLFI)coreStrategic or Co-development Partner · 30 December 2025Strategic MOU to build blockchain-based token economy in combat sports. Collaboration includes WLFI's USD1 stablecoin integration, joint development of MMA.INC utility token, token architecture, global market activation, and on-chain governance. WLFI joins MMA.INC Strategic Advisory Board. Implementation planned to begin Q2 2025 with global rollout through 2026.
• Laura SankocoreStrategic or Co-development Partner · 15 July 2025UFC broadcaster and former professional fighter appointed to Board of Directors (July 2025). Previously served as brand ambassador since 2021. First female color commentator in modern UFC era (2023). Brings deep technical insight and industry influence to support Warrior Training Program, UFC GYM partnership, and Community & Commerce Platform launch.
• Clark Gracie / Gracie Allegiance HQcoreStrategic or Co-development Partner · 28 April 2025Strategic partnership to expand BJJLink gym management platform across Gracie Allegiance affiliate network covering over 5,700 students. Clark Gracie co-develops content and helps shape the Community & Commerce Platform launching in Q2 2025. Aims to unlock revenue streams through subscriptions, transaction fees, and advertising.
• Mark MastrovcoreStrategic or Co-development Partner · 1 September 2024Founder of 24-Hour Fitness and UFC Gym joined MMA Advisory Board (September 2024) alongside UFC Gym CEO Adam Sedlack. Expected to leverage fitness industry expertise to help scale MMA's products and programs globally.
• UFC GYMflagshipStrategic or Co-development Partner · 1 September 2023Revenue-sharing agreement for Warrior Training Program and Hype platform deployment across UFC GYM's global network of 150+ locations in 40 countries (including 80 in the US). UFC GYM receives 70%, MMA receives 30%. Initial phase includes US, Middle East, UK, Germany, Mexico, India, and Central Asia. Effective for three years with renewal options.
• John KavanaghflagshipStrategic or Co-development PartnerCo-founder of MMA.INC and Conor McGregor's long-time Head Coach. Leading development of structured training frameworks for law enforcement, military, and first responder communities leveraging global network of 800+ verified gyms across 22 countries. Initiatives focus on control, discipline, and de-escalation principles from Brazilian Jiu-Jitsu.
• Daniel CormiercoreStrategic or Co-development PartnerFormer UFC Light Heavyweight Champion serving as advisor and ambassador. Provided wrestling instructional videos for MMA Academy. Combined social media reach of ambassador network exceeds 60 million followers.
• Zebra AthleticsminorGTM or Marketing PartnerCombat sports gear and equipment partner visible on MMA.INC partnerships page.
• SBG IrelandcoreGTM or Marketing PartnerConor McGregor's home gym in Dublin, Ireland. Warrior Training Program historically attracted over 700 new members. Key partner for program delivery and content creation.
• City KickboxingcoreGTM or Marketing PartnerPremier MMA gym in Auckland, New Zealand. Warrior Training Program transformed over 800 beginners into cage-ready athletes, significantly boosting gym memberships and community engagement.
• NZBJJF (New Zealand Brazilian Jiu-Jitsu Federation)minorGTM or Marketing PartnerNational federation partnership for Brazilian Jiu-Jitsu development in New Zealand.

Scale indicators20 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• Mindbody: Large, established SaaS platform for fitness and wellness business management (gym scheduling, payments, marketing). It is comparable as a broad incumbent addressing the same SMB gym-owner customer with overlapping SaaS functionality, though it serves the broader fitness industry rather than specializing in combat sports.
• Active Network: Large event registration and activity-management platform serving endurance sports, camps, and recreation organizations. Comparable as a broad incumbent addressing sports operators with technology infrastructure — an analog but not a head-to-head competitor.
• Peloton: Consumer fitness subscription platform combining content, hardware, and community. Comparable to TrainAlta/MMA Academy as a consumer-facing fitness subscription business with content monetization, though operating in cardio/cycling rather than combat sports.
• FloSports: Subscription-based sports media platform covering combat sports (via FloGrappling, FloCombat) and other niche sports. Comparable to MixedMartialArts.com as a fan-engagement and content destination in combat sports, though MMA.INC positions for community/identity rather than broadcast rights.

Direct peers

• GymMaster: Cloud-based gym management software for fitness studios and gyms worldwide, offering member management, scheduling, payments, and access control — the same core functionality as BJJLink, but without a combat-sports specialization or consumer subscription layer.
• ClubReady: Boutique-fitness studio management SaaS with scheduling, billing, and member engagement tools. It is a direct peer to BJJLink in the gym-operations software category, serving similar SMB studio customers with subscription-based SaaS pricing.
• WellnessLiving: All-in-one fitness business management platform offering scheduling, billing, marketing, and a consumer app — directly comparable to BJJLink/Hype as an integrated SaaS for SMB fitness operators, but oriented toward general fitness rather than combat sports.
• Glofox: Boutique-fitness studio management software with billing, member engagement, and branded apps — comparable to BJJLink as a SaaS targeting SMB gym owners, with similar per-location subscription pricing and a payments revenue layer.

Emerging players

• FightCamp: Connected home fitness platform for combat sports (boxing, kickboxing) with subscription content and hardware — comparable to TrainAlta Warrior Training Program as a consumer combat-sports fitness subscription, but focused on at-home boxing rather than gym-based martial arts.
• Chiliz / Socios.com: Blockchain-based fan engagement and fan-token platform for sports teams and leagues. Comparable to the XP Passport/World Liberty Financial partnership as a sports-focused Web3 fan-participation economy, though focused on token-driven voting rather than participation rewards.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/MMA_NYSE
• LinkedInlinkedin.com/company/mma-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries4 records

Funding overview

Funding rounds5 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mixed Martial Arts Group