When Dana White calls Tom Atencio ‘T-Shirt Guy’, it’s an insult   that implies that Atencio isn’t a promoter at all, he’s just a guy who makes clothes. A lot of people like to counter that Dana White was just a boxercise coach with rich friends, which is just as true. And while Dana likes to say that throwing MMA events is ‘all he does’, now it looks like he’s starting to get back to his own roots:

“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.”

I dunno … being the MMA hipster that I am, I don’t think I’d be caught dead going into a ‘UFC Gym.’ Then again, walking into any gym kinda reeks of effort, and I’m way too cool for that.