Dana WhitePresident and CEO

Absolutely. I always believed the sport had massive potential. We went from struggling to get on television to signing multi-billion-dollar media deals. The journey took years, but I always believed mixed martial arts could become a mainstream global sport and that I would be part of making it happen.

Combat sports always had a unique energy. Growing up, boxing matches, Bruce Lee movies, and martial arts films created excitement that I became addicted to. There is something special about competition and fighting that you don't find in many other sports.

I boxed and competed, but eventually I understood there were levels to the sport. I knew I wasn't going to become a world champion. Once I accepted that reality, I shifted my focus toward staying in the fight business in another capacity.

Knowing when someone is finished is one of the hardest conversations in sports. Many athletes want one more fight or one more paycheck. Great leaders sometimes have to make difficult decisions and tell people things they don't want to hear.

Many times. The fight business is incredibly difficult. We struggled to secure television deals, gain regulatory approval, and attract mainstream acceptance. There were moments when we were losing millions and seriously discussing selling the company.

The Ultimate Fighter finale featuring Forrest Griffin and Stephan Bonnar changed everything. The energy in that building was unbelievable. That night I realized the sport was going to succeed somewhere, regardless of what happened with television negotiations.

It was critical. We invested heavily to get the show on television. It introduced fans to the athletes, created stars, and gave the UFC mainstream exposure. Without it, the growth trajectory would have looked very different.

Success never means you've made it. Every milestone creates a new challenge. Whether it's a television deal, a partnership, or a new market, you have to prove yourself again. The work never stops if you want to stay successful.

Most people underestimate how hard it is to build and run a business. A lot of smart people with money have tried to compete in this industry and failed. Passion helps, but execution, discipline, and persistence are what determine success.

I'm obsessed with building things. I want to win, break records, solve problems, and create new opportunities. Every time I achieve one goal, I'm already thinking about the next challenge. That's just how I'm wired.

I actually enjoy criticism. People constantly tell me what won't work or what we're doing wrong. I've heard it for decades. The criticism motivates me. I focus on results and let the performance of the business speak for itself.

Legacy isn't something I focus on. I'm focused on what we're building right now. My kids are my legacy. Beyond that, I care about creating great businesses, solving problems, and making things bigger and better while I'm here.

The moment you think you've made it is when you start falling behind. Every achievement creates new expectations. You have to keep improving, keep innovating, and keep delivering. There is no finish line in business.

Competition. I love building things, proving people wrong, and pushing limits. Success is great, but the process of competing and growing is what keeps me energized every day.

Be prepared to work harder than you think. Building a successful company takes years of persistence, setbacks, and constant learning. If you're waiting for things to get easy, you're in the wrong business.

Honestly, I don't know how to stop. I love what I do. I wake up every day wanting to build something, improve something, or chase the next challenge. Even if I left the UFC, I'd probably become obsessed with building something else.