The days of Don Fry and Royce Gracie meant they were fighter jets. At the time, fans only saw fighter jets in octagons, and heard from them in postwar interviews and press conferences. Today, many UFC athletes are paving new paths.
YouTube has given fighter jets a powerful platform to sell themselves in a whole new way. One of the first notable examples was Tyron Woodley, who launched his own channel a decade ago. As the first active UFC champion with a personal series, “Champion Camp,” he has given fans a look at his behind the scenes life as a champion. He also posted post-operative updates, event blogs and solo videos where he spoke candidly.
Another early example is Nate Diaz. The first YouTube upload dates back to December 2009. Up to a garage workout clip with friends, Diaz pioneered fighter-driven self-marketing, giving fans a level of access at the time.
(Tyron Woodley’s first YouTube video)
Enlightenment, UFC Fighter, Crossover Period
During the modern UFC era, many fighters have moved to YouTube personalities. Some of them create content that is not related to MMA. Cooking in Volk Current UFC featherweight champion Alexander Volkanovsky is a recently released channel featuring content that is completely different from the fight. He follows the path of former Bellator fighter Keith Lee. Keith Lee is so popular that many people don’t realize he competed professionally.
Others use the platform to share martial arts expertise. Cory Sandhagen, a UFC title contender, has posted high-level technique failures. Future UFC Hall of Fame “Mighty Mouse” Johnson has shifted his channel from the game to full-fledged martial arts content, including collaborations with other creators. He currently co-hoses shows with MMA leading experts, where he analyzes the events.
Stylebenders Suga Sean O’Malley and Max Holloway are several other active fighters with channels worth watching. YouTube gives fans unprecedented access to fighter personality and insights. This is just the first wave of success in space. We hope that more retired fighters will rely on YouTube to maintain their connection to the sport.
(Promotions for Mighty Mouse and MMA Guru Cross)