training techniques – without the trauma –
of famedUFCathletes.
“Our premise is that a martial arts fighter,
pretty much regardless of record, is probably
the most well-conditioned athlete in all of
sports,” Jacobs said. “A fighter doesn’t get in
shape by getting punched in the face. He
gets in condition by working out. So we
took the best parts of their workouts and
applied them to servicing soccer moms,
dads and their kids.”
And the brand’s staying power, he said,
lies in its stimulation factor.
124 | BusinessWorld |
May 2014
