Our ever-evolving landscape of modern society, the concept of masculinity finds itself at a crossroads. Traditional ideas of manhood—once defined by stoicism, physical strength, and the provider role—are increasingly questioned, reframed, and reshaped by cultural, economic, and technological changes. Amid this upheaval, the rise of Mixed Martial Arts (MMA) as a global phenomenon reflects an intriguing intersection of tradition and transformation, providing both a mirror and an outlet for men grappling with their identity.
Masculinity in modern context
Masculinity has been a deeply debated topic in recent years, with researchers highlighting both its historical constructs and contemporary challenges. The transition from industrial economies to knowledge-based ones has shifted societal expectations. In the past, physical labor and direct contributions to family provision were markers of manhood. Today, as the economy increasingly prioritizes intellectual and emotional labor, many men find their traditional roles diminished or obsolete.
Dr. Scott Galloway, a renowned academic and commentator, has frequently discussed the “crisis of masculinity,” pointing to indicators such as declining educational attainment, shrinking labor force participation among young men, and a disproportionate representation in mental health crises. According to Galloway, modern society has failed to create new rites of passage for men, leaving many feeling unmoored and alienated.
Masculinity is now grappling with an identity that values vulnerability and collaboration, alongside a culture that still idolizes strength and dominance. This duality creates a vacuum, with men seeking spaces where they can reconnect with a sense of purpose, discipline, and achievement. Enter MMA.
The rise of MMA: A global phenomenon
Mixed Martial Arts, once a niche and often misunderstood sport, has grown into a billion-dollar global industry. The UFC (Ultimate Fighting Championship) has transformed MMA into a mainstream spectacle, attracting millions of viewers and sparking the emergence of local leagues across the globe. In 2021 alone, UFC generated over $1 billion in revenue, driven by record-breaking pay-per-view events and lucrative broadcasting deals.
The appeal of MMA lies in its primal and universal language of combat. Unlike traditional sports, MMA requires participants to master a diverse set of disciplines, including wrestling, Brazilian jiu-jitsu, boxing, and Muay Thai. For viewers, it offers a visceral connection to a timeless human activity: the fight for survival. In a world dominated by virtual interactions and intangible achievements, MMA’s physicality resonates deeply.
For men especially, MMA serves as a modern arena—a space where they can test limits, channel aggression constructively, and cultivate resilience. Training in MMA emphasizes
discipline, respect, and self-control—qualities that align with both traditional and emerging definitions of manhood. The sport also provides a sense of community, offering mentorship and camaraderie in an age when social isolation is increasingly common.
Opportunities for marketers: segmenting and targeting the male consumer
The growing popularity of MMA presents unique opportunities for marketers and advertisers, particularly in effectively segmenting and targeting male consumers. Leveraging AI-driven segmentation methods can enhance these strategies significantly:
● Behavioral segmentation AI can analyze patterns such as pay-per-view purchases, gym memberships, or MMA training enrollment to segment male audiences based on their engagement with the sport. For example, targeting high-engagement viewers with premium content or exclusive merchandise can drive loyalty and sales.
● Predictive segmentation By analyzing past behaviors, AI can predict future consumer actions. For instance, a fan who frequently watches MMA events may be likely to purchase related products, such as fitness supplements or apparel. Marketers can use this insight to create tailored campaigns promoting these items during major MMA events.
● Emotion-based segmentation MMA evokes intense emotions, from the thrill of victory to the respect for an athlete’s discipline. AI tools can assess sentiment on social media or review platforms to segment consumers based on emotional connections. Advertisers can craft emotionally resonant ads, such as stories highlighting fighters’ journeys, to build deeper connections with fans.
● Lifestyle segmentation MMA fans often share common lifestyle traits, such as a focus on fitness, resilience, or camaraderie. AI can group consumers who frequent gyms, follow healthy living influencers, or participate in martial arts classes. Brands like fitness equipment companies or health food providers can target these segments with relevant products.
Let’s consider some examples in practice:
- A fitness brand could use behavioral data to promote a limited-edition line of MMA-branded workout gear to consumers who attend live fights or follow fighters on social media.
- A sports drink company might use predictive algorithms to identify and advertise to fans likely to attend MMA training camps.
- Emotion-based AI could assist in creating ads that emphasize the shared struggle and triumph of fighters, aligning the brand with core MMA values.
Dricus du Plessis: A proud moment for South African sport
The story of MMA’s rise would be incomplete without mentioning its cultural heroes, and South Africa recently gained one of its own. In a historic win, Dricus du Plessis, a South African
middleweight fighter, captured the world’s attention with his stunning performance in the UFC. Representing both personal triumph and national pride, his victory highlights the potential for South African athletes to excel on the global stage.
Du Plessis’ win is more than a sporting achievement; it’s a moment that reflects South Africa’s enduring spirit. The country has long been a breeding ground for exceptional athletes, from rugby to cricket. However, MMA represents a new frontier, one that combines individual tenacity with strategic brilliance—qualities that resonate with the modern South African narrative of resilience and innovation.
Du Plessis’ journey to the top wasn’t easy. Training in an environment with limited resources compared to his counterparts in the U.S. and Europe, his success underscores the value of grit and determination. His victory is a rallying cry for young South Africans, showing that global dreams can be achieved despite local challenges.
MMA and the redefinition of masculinity
The rise of MMA isn’t merely about sport—it’s part of a broader societal dialogue about what it means to be a man in the modern world. The sport’s core values—discipline, humility, respect, and perseverance—offer a counter-narrative to toxic masculinity. Rather than glorifying unchecked aggression, MMA channels it into constructive expression, emphasizing the importance of control and sportsmanship.
Moreover, MMA’s growing popularity among women has also contributed to a more inclusive definition of strength and resilience. Female fighters like Amanda Nunes and Valentina Shevchenko have shattered stereotypes, proving that the qualities traditionally associated with masculinity are not the exclusive domain of men. This evolution pushes society to rethink gender roles in general, creating a more expansive view of identity.
The road ahead
As masculinity continues to evolve, platforms like MMA offer valuable lessons for navigating the complexities of the modern world. They remind us that strength isn’t merely physical—it’s the ability to adapt, persevere, and connect with others meaningfully. For men facing uncertainty about their roles in an ever-changing society, the discipline and community found in MMA can be a powerful antidote to alienation.
In South Africa, the success of fighters like Dricus du Plessis could spark a renaissance for the sport, inspiring a new generation to embrace its values. Beyond the octagon, this moment can catalyze broader conversations about what it means to be strong, vulnerable, and human.
In a world grappling with the plight of masculinity, MMA emerges not just as a sport but as a cultural touchstone. It bridges the gap between tradition and modernity, offering a path forward for those willing to step into the ring and confront themselves. The fight for identity, after all, is one we all share.
By Musa Kalenga, Author, Marketer and CEO of Brave Group