BJJLink Fuels MMA.inc’s Vision to Transform Mixedmartialarts.com into the Global Epicenter for Martial Arts targeting an $18 billion industry

Rhea-AI Summary

Mixed Martial Arts Group (NYSE American: MMA) announces the integration of newly acquired BJJLink into Mixedmartialarts.com, aiming to create a global epicenter for martial arts. The integration aligns with MMA.inc's 2024-2026 strategy focusing on utility, earnings, and community growth.

The merger introduces subscription tiers ($49/month for Admin+ and $149/month for Admin+ Black) and targets 92,000 platform users by 2025 with 2,800 verified academies. BJJLink's integration provides academy management tools, payment processing, and content monetization capabilities.

MMA.inc currently maintains 5 million social media followers, 530,000 user profiles, 50,000 active students, 18,000 published gyms, and 802 active locations across 16 countries. The company operates through four business units: TrainAlta, Hype, MixedMartialArts.com, and BJJLink, serving various stakeholders in the martial arts ecosystem.

Positive

• Introduction of subscription-based revenue model with Admin+ tiers
• Large existing user base with 5M social media followers and 530K user profiles
• Extensive network of 18,000 published gyms across 16 countries
• Integration of BJJLink's management tools enhances platform functionality

Negative

• Heavy reliance on successful integration of BJJLink for future growth
• Transition from traditional ad revenue model carries execution risks

Insights

Market Research Analyst

MMA.inc's strategic integration of BJJLink into Mixedmartialarts.com marks a pivotal move to consolidate the highly fragmented $18 billion martial arts industry. The company is executing a classic platform strategy: creating a digital ecosystem that connects multiple stakeholders (academies, coaches, practitioners and content creators) while generating recurring revenue through subscription services.

The business model transformation is particularly noteworthy. By shifting from traditional advertising to a subscription-based model with BJJLink's Admin+ tiers ($49/month and $149/month), MMA.inc is positioning itself for more predictable revenue streams. This 'gym-in-a-box' solution addresses a critical pain point in the martial arts industry: the lack of professional management tools for academy operations.

Key competitive advantages emerge from this integration:

• Network Effects: With 2,800 verified academies and 92,000 projected platform users by 2025, each new participant increases the platform's value for all users
• Data Monetization: The platform's comprehensive user base (530,000 profiles across 16 countries) creates valuable opportunities for targeted services and marketing
• Operational Efficiency: BJJLink's tools for payment processing, attendance tracking and timetable optimization address critical business needs for academy owners

The strategy mirrors successful digital transformation patterns seen in other fragmented industries, where technology platforms have created value by standardizing operations and connecting stakeholders. The key challenge will be maintaining growth momentum while ensuring platform adoption among traditional martial arts academies that may be resistant to digital transformation.

Financial Analyst

The BJJLink integration represents a strategic pivot from traditional advertising revenue to a more valuable SaaS (Software-as-a-Service) business model. This transformation has significant financial implications:

Revenue Diversification:

• Subscription Tiers: Two-tiered pricing strategy ($49 and $149 monthly) provides flexibility for different academy sizes
• Transaction Revenue: Additional income from payment processing and marketplace transactions
• Content Monetization: New revenue streams from digital content creation and distribution

Market Opportunity: With 18,000 published gyms in the database and 2,800 verified academies, the immediate addressable market is substantial. Even a conservative 30% conversion rate to paid subscriptions could generate significant recurring revenue. The platform's broad reach (5 million social media followers, 530,000 user profiles) provides a strong foundation for upselling and cross-selling opportunities.

The transition to a subscription model should improve key financial metrics including:

• Higher Customer Lifetime Value (CLV)
• More predictable revenue streams
• Improved gross margins compared to advertising-based model
• Better cash flow visibility for investors

New York, NY, Jan. 22, 2025 (GLOBE NEWSWIRE) -- Mixed Martial Arts Group Limited (NYSE American: MMA) (“MMA.inc” or the “Company”), a leading technology company uniting passion and participation in the global mixed martial arts (MMA) and combat sports industry proudly announces the integration of newly acquired BJJLink into its ecosystem, a ground-breaking step that is set to position Mixedmartialarts.com as the cultural and commercial epicenter for martial arts worldwide. By merging BJJLink’s proprietary digital tools with Mixedmartialarts.com’s platform, this partnership has the potential to unlock exponential industry growth, strengthen community connections and expand monetization opportunities for practitioners, coaches, academies, and content creators.

Revolutionizing the Martial Arts Ecosystem

This strategic integration represents a monumental leap in unifying the fragmented martial arts industry. Leveraging BJJLink’s cutting-edge infrastructure, the upcoming release of Mixedmartialarts.com will serve as a fully connected platform that streamlines academy operations, empowers coaches and creates revenue opportunities for all participants.

Nick Langton, CEO of MMA.inc, highlights the transformative vision:

"We’re reimagining Mixedmartialarts.com as a living, breathing ecosystem for the martial arts community. By integrating BJJLink, we’re combining operational excellence with community engagement, providing practitioners and coaches with tools to thrive. This is such an exciting step when world class gym software combines with the most important community platform in combat sports."

Strategic Alignment with MMA.inc’s Growth Plan

The integration of BJJLink aligns seamlessly with MMA.inc’s 2024–2026 strategy to fuel growth across three key areas:

1. Utility & Efficiency

BJJLink’s tools provide academy owners and coaches with advanced management capabilities, from payment processing, attendance tracking and timetable optimization, enabling them to operate more profitably. This positions MMA.inc as the premier operational partner for martial arts academies worldwide.

2. Earnings & Monetization

Through BJJLink’s Admin+ features, academies, coaches and practitioners can monetize content and services, turning their expertise into sustainable income. Mixedmartialarts.com’s marketplace now empowers Jiu Jitsu creators to earn, while providing academies with “gym-in-a-box” solutions tailored for growth.

3. Community & Ecosystem Growth

This partnership enhances Mixedmartialarts.com’s role as a global hub for martial arts by integrating BJJLink’s infrastructure. Features like white label tools, real time analytics and scalable solutions, empower academies, athletes and brands to thrive throughout the MMA and Jiu Jitsu landscape.

Revenue-Driven, Subscription-Based Success

The merger advances MMA.inc’s transition to a subscription and transaction-driven model. By embedding BJJLink’s subscription tiers ($49/month for Admin+ and $149/month for Admin+ Black) into Mixedmartialarts.com, MMA.inc diversifies its revenue streams while delivering unparalleled value for gym owners and coaches.

Key growth metrics underpinning MMA.inc’s exciting financial trajectory include:

• 92,000 projected platform users by 2025
• 2,800 verified academies within the network

This shift reduces reliance on traditional ad revenue and ensures sustained, scalable growth.

Cultural Impact and Community Empowerment

Mixedmartialarts.com is now becoming so much more than just a media platform—it’s a comprehensive ecosystem uniting martial arts culture with innovative digital tools. BJJLink bridges traditional practices with modern, tech-enabled solutions, fostering deeper connections, which in turn drives student engagement and grows customer lifetime value. 

Academy owners are already experiencing transformative results:

“BJJLink has completely streamlined our operations. I can track payments, attendance, and performance with ease. It’s been a game-changer for our three academies.” — Riptide BJJ

“Their customer service is unmatched, and the tools have made our academy more profitable. We highly recommend BJJLink to anyone in the industry.” — Shoreline Jiu Jitsu

By combining BJJLink’s operational excellence with Mixedmartialarts.com’s community-first approach, MMA.inc is creating a thriving, interconnected network that empowers everyone involved in martial arts.

ABOUT MIXED MARTIAL ARTS GROUP LIMITED

Mixed Martial Arts Group Limited (MMA.inc) is a technology company dedicated to increasing consumer participation in martial arts and combat sports while enhancing community offerings within the sector.

With a rapidly growing presence, across the platform, MMA.inc has:

• over 5 million social media followers,
• 530,000 user profiles,
• 50,000 active students,
• 18,000 published gyms, and
• 802 active locations across 16 countries,
  

creating significant opportunities for increasing engagement and driving monetization within the global MMA ecosystem. MMA.inc currently operates four business units designed to serve and monetize all key stakeholders, including fans, participants, coaches, gym owners, and athletes.

• TrainAlta (www.trainalta.com) partners with gyms and coaches to deliver a range of consumer products that drive participation in martial arts for fans and beginners.
• Hype (www.hype.co) is a mobile marketing platform designed to help gym owners, coaches and athlete partners grow revenue from their followers and audiences in today’s age of social media.
• MixedMartialArts.com (www.mixedmartialarts.com) is a leading platform for the MMA community, providing access to MMA news and media, fighter data, fight schedules and access to the legendary Underground forum.
• BJJLink (www.bjjlink.com) BJJLink offers the most complete gym management solution specifically catering to jiu jitsu academy needs around the world including a comprehensive suite of tools for payment processing, marketing, student engagement, website building, and content monetization.

For further information about Mixed Martial Arts Group Limited (NYSE American: MMA), please visit www.mma.inc.

Follow us on social media via

• https://www.facebook.com/trainalta
• https://x.com/altaglobalgroup
• https://www.instagram.com/trainalta/
• https://au.linkedin.com/company/trainalta

Forward-Looking Statements

This press release may include forward-looking statements. Any statements contained herein regarding our strategy, future operations, financial position, future revenues, projected costs, prospects, plans and objectives of management, other than statements of historical facts, are forward-looking statements. The forward-looking statements included herein include or may include, but are not limited to, statements that are predictive in nature, depend upon or refer to future events or conditions, or use or contain words, terms, phrases, or expressions such as “achieve,” “forecast,” “plan,” “propose,” “strategy,” “envision,” “hope,” “will,” “continue,” “potential,” “expect,” “believe,” “anticipate,” “project,” “estimate,” “predict,” “intend,” “should,” “could,” “may,” “might,” or similar words, terms, phrases, or expressions or the negative of any of these terms. Any statements in this press release that are not based upon historical fact are forward-looking statements and represent our best judgment as to what may occur in the future. Actual revenue may vary to current sales due to factors such as participant churn, cancellations, and changes in payment schedules. Any references to active gyms or partner gyms refer to a gym profile that has been claimed or created across the MMA.inc platform. Any references to estimated or targeted revenue per active gym do not guarantee that the gym will generate the specified revenue or any revenue at all. Forward-looking statements involve a number of known and unknown risks and uncertainties, including, but not limited to, those discussed in the “Risk Factors” section contained in our Registration Statement on Form F-1 as filed with the SEC. Given the risks and uncertainties, readers should not place undue reliance on any forward-looking statement and should recognize that the statements are predictions of future results which may not occur as anticipated. New risk factors emerge from time to time, and it is not possible for management to predict all such risk factors, nor can it assess the impact of all such factors on the Company’s business or the extent to which any factor, or combination of factors, may cause actual results to differ materially from those contained in any forward-looking statements. You should carefully read the factors described in the “Risk Factors” section of the Form 20-F for the fiscal year ended June 30, 2024 filed with the SEC to better understand the risks and uncertainties inherent in our business and industry, and underlying any forward-looking statements. Except where required by law, the Company assumes no obligation to update, withdraw or revise any forward-looking statements to reflect actual results or changes in factors or assumptions affecting such forward-looking statements.

Media Contacts

Peter Jarmain
Mixed Martial Arts Group Limited
E: peter@mma.inc

FAQ

What are the subscription tiers and prices for MMA's BJJLink integration?

MMA offers two subscription tiers through BJJLink: Admin+ at $49/month and Admin+ Black at $149/month, providing gym management and monetization tools.

How many users does MMA project to have by 2025?

MMA projects to have 92,000 platform users by 2025, along with 2,800 verified academies in their network.

What is MMA's current global presence in terms of locations and users?

MMA currently has 802 active locations across 16 countries, with 50,000 active students, 18,000 published gyms, and 5 million social media followers.

What are the key features offered through MMA's BJJLink integration?

BJJLink integration offers payment processing, attendance tracking, timetable optimization, content monetization, and comprehensive gym management solutions.

What are the four main business units of MMA?

MMA operates through TrainAlta, Hype, MixedMartialArts.com, and BJJLink, each serving different stakeholders in the martial arts ecosystem.