Legends MMA & Fitness

What Legends MMA & Fitness does

Legends MMA & Fitness is a privately held, single-location martial arts training facility founded in 2018 and operating from Level 1, 362 Little Collins Street in Melbourne CBD, Australia. The company delivers in-person instruction across Brazilian Jiu-Jitsu (Gi and No Gi), Mixed Martial Arts, Muay Thai, and Just Flow (a yoga/mobility recovery modality), running more than 50 weekly classes. Its customer base consists of adult consumers — students, engineers, financial professionals, healthcare workers, tradespeople, and complete beginners — rather than competitive fighters; the gym explicitly positions martial arts as accessible to non-athletes. Head coach and owner David Younan holds a BJJ black belt under Professor Ninos Dammo of the Australian Elite Team and has competed internationally; the Muay Thai program is led by Kru Ting (30+ years experience from Southern Thailand, WBC National champion coach). Additional credentialed instructors include John Wilkinson (trained at Marcello Garcia and Renzo Gracie academies), Dean Memedovski, Anthony Koochew, Anthony Fouesnant, and Chris.

The business runs a tiered subscription membership model on top of third-party SaaS rather than proprietary technology. Four pricing tiers — Lightweight (A$60/week, 6 months), Middleweight (A$55/week, 12 months, most popular, includes Adidas starter pack), Welterweight (A$1,430 prepaid, 6 months), and Heavyweight (A$2,600 prepaid, 12 months) — all provide unlimited access to every class; a A$19 seven-day unlimited trial pass (capped at 25 per month, with satisfaction refund guarantee) drives customer acquisition. Booking, scheduling, and membership management run on MINDBODY; email marketing uses Mailchimp; web analytics runs on Google Analytics. There is no mobile app, no proprietary training platform, and no AI/ML capability.

Revenue is generated entirely from in-person service delivery at the one Melbourne CBD site. Legends MMA has no disclosed funding rounds, no parent company, no subsidiaries, and no second location. Brand equity is built on UFC fighter appearances at the gym (Al Iaquinta, Tai Tuivasa, Beneil Dariush), hosted seminars and tournaments, and the Australian Elite Team affiliation, which the company self-claims as the '#1 BJJ team in Australia.' Distribution is direct-to-consumer with no third-party channel, franchise, or partnership network; the active member base is described only qualitatively as 'hundreds,' and no financial disclosures are available.

Name

Legends MMA & Fitness

Legal name

Legends MMA

Website

https://legendsmma.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Short description

Legends MMA & Fitness is a privately held, single-location martial arts gym in Melbourne CBD, Australia, offering in-person instruction in Brazilian Jiu-Jitsu, MMA, Muay Thai, and mobility yoga to adult consumer members through weekly and prepaid subscription memberships.

Ownership category

akta.pro rank

Product category

Martial Arts Fitness Services

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Mixed Martial Arts (MMA) Training (HSADADAD)

akta.pro secondary industries

Grappling & Submission Arts Training (Judo, BJJ, Wrestling) (HSADADAC), Combat Sports Gyms (Boxing, Kickboxing, Muay Thai) (HSADADAB)

Keywords

• Martial arts training
• Mixed martial arts
• Brazilian jiu-jitsu
• Muay Thai classes
• Fitness gym membership

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Gym Membership Subscriptions: Weekly-paid or prepaid memberships providing unlimited access to 50+ weekly classes across Brazilian Jiu-Jitsu, Muay Thai, MMA, and Just Flow. Four tiers ranging from $55-$60/week for weekly plans, with prepaid options offering 10-20% savings. 12-month membership includes complimentary Adidas starter pack.
2. Trial Pass Sales: Seven-day unlimited access trial passes for $19 (normally $65) serve as customer acquisition. Limited to 25 passes per month. Refund guarantee if customer trains 3+ times and doesn't feel satisfied.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Legends MMA & Fitness is a martial arts gym located in Melbourne CBD that offers training in Brazilian Jiu-Jitsu (Gi and No Gi), Mixed Martial Arts (MMA), Muay Thai, and a yoga/mobility program branded as Just Flow. The gym operates more than 50 scheduled classes per week and sells membership tiers plus trial passes to individual members.

Product overview

Legends MMA & Fitness is a martial arts and fitness gym offering a unified product portfolio centered around combat sports training. The core offerings include Brazilian Jiu-Jitsu (Gi and No Gi variants), Mixed Martial Arts (MMA), Muay Thai, and Just Flow yoga/mobility classes, with 50+ weekly classes available. The gym operates on a membership model with tiered subscription plans (Lightweight, Middleweight, Welterweight, and Heavyweight) providing unlimited class access, complemented by a 7-day introductory pass for new members. The company positions itself as a community-focused training facility catering to all skill levels from beginners to competitors.

Differentiator

Problem solved

Functional benefit

Brands

• Just Flow: A mobility and yoga class offered at Legends MMA that focuses on breathing, balance, and strength, designed to complement martial arts training.

Products and services

• Brazilian Jiu-Jitsu (Gi & No Gi) Brazilian Jiu-Jitsu training in both Gi and No Gi formats, for adult members of varying skill levels seeking grappling and self-defense instruction.
• Mixed Martial Arts (MMA) Mixed Martial Arts classes combining striking and grappling for members who want full-scope fight training.
• Muay Thai Stand-up striking classes in Muay Thai (the art of eight limbs), taught by a Kru-level coach, for members seeking authentic Thai boxing training.
• Just Flow (Yoga & Mobility) Yoga and mobility sessions branded as Just Flow, intended to support recovery, flexibility, and movement quality for martial arts practitioners.
• Membership Tiers (Lightweight, Middleweight, Welterweight, Heavyweight) Recurring monthly memberships named after combat-sports weight classes (Lightweight, Middleweight, Welterweight, Heavyweight) that grant members access to scheduled classes at varying levels of usage.
• 7-Day Trial Pass A seven-day trial pass priced at A$19 that allows prospective members to try the gym's classes before committing to a full membership.

Named customers13 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Serra-Longo Fight TeamminorOthers · 6 October 2019UFC Lightweight Al Iaquinta is part of Serra-Longo Fight Team based in New York, headed by UFC Hall of Fame member Matt Serra and coach Ray Longo. Al Iaquinta and his team trained at Legends MMA during fight week for UFC 243 in Melbourne.
• Australian Elite Team (Ninos Dammo)coreStrategic or Co-development Partner · 9 November 2018David Younan received his Black Belt under Professor Ninos Dammo of the Australian Elite Team, which is described as the #1 Brazilian Jiu-Jitsu team in Australia. Ninos Dammo also attended Legends MMA's inaugural grading event to promote four new blue belts. This affiliation provides legitimacy and connection to Australia's top BJJ competition team.

Scale indicators4 records

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Fernwood Fitness: Australia-wide women's-focused fitness chain. Adjacent rather than directly competitive, but draws from the same Melbourne CBD female professional demographic Legends targets.
• UFC GYM Melbourne: Global franchise offering MMA, BJJ, boxing, and conditioning under the UFC brand. Competes for the same Melbourne fitness customer but with a wider portfolio, broader brand, and franchise scale.
• F45 Training Melbourne: Global functional-group-fitness franchise with several Melbourne CBD studios. Competes for the same time-poor professional customer seeking community-based group training, though without the combat-sports specialization.

Direct peers

• Integrated MMA: Multi-discipline combat sports academy in Melbourne offering BJJ, MMA, Muay Thai, and wrestling with a community-driven membership model — a close functional peer to Legends in both curriculum and customer profile.
• Melbourne Martial Arts Academy: Melbourne-based martial arts school offering traditional and combat disciplines with a membership-driven, beginner-friendly model — overlapping with Legends' target customer and pricing band.
• Absolute MMA Melbourne: Melbourne-based MMA, BJJ, boxing, and Muay Thai gym with multiple instructors and a similar subscription model. Directly comparable offering, location market, and target customer to Legends MMA.
• Gracie Melbourne: Melbourne-based Brazilian Jiu-Jitsu academy under the global Gracie brand. Comparable in BJJ instruction depth and Melbourne customer base, with a lineage-driven credibility angle similar to Legends.
• Australian Elite Team Combat Centre: Headquartered by Professor Ninos Dammo — Legends MMA head coach David Younan's black-belt professor — and explicitly described as Australia's #1 BJJ team. Highly comparable lineage, curriculum, and competitive positioning.

Regional players

• Resilience Training Centre: Leading Australian combat-sports gym based in Sydney offering BJJ, MMA, and wrestling with strong community positioning. Comparable operating model and brand voice, but in a different Australian metro.

Others

• MINDBODY (parent vendor): Business management software used by Legends for scheduling and member management. Not a competitor but an enabling infrastructure provider common to most boutique fitness and martial arts studios.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/legendsmma

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Legends MMA & Fitness