UFC Performance Institute

UFC Performance Institute

Product Design

In partnership with the UFC Performance Institute we built a single destination website to support the launch of their yearly journal. This website’s main purpose is to build an audience around exclusive UFC content to serve as an opportunity for expansion in the future.

Research & Discovery

The UFC Performance institute has primarily been an internal facing unit within the UFC portfolio. Its primary mission has been to serve and optimize the performance of the 700+ UFC fighters that participate at the professional level. In turn, this had made the institute an internal cost center vs. a revenue driver for the UFC brand.

My Role

I served as the lead designer on this project. I worked in tandem as part of a cross-functional team in order to deliver a solutions for our client’s problem and needs.

Main Problem

UFC PI does not have a digital destination to build a global audience around their content. This limits their ability to create new revenue opportunities and maximize the reach of their expertise.

Main Objective

Build a digital landing page to capture more audience around the the UFC PI content to support the opportunity to drive a larger UFC PI business strategy, brand, and revenue opportunity in the long term.

Primary Customer

Combat Sport Athletes

To reach this segment at scale, the goal is to launch a digital experience to support content and programs they care about.
Combat sport coaches

We have to ‘influence the influencers’ as ultimately it is the coaches who direct all the training-related activities.
Professional performance specialists working with combat athletes

Strength & conditioning coaches, dietitians, therapists, and medical providers. This is a very influential group in the performance world, but as technical experts/professionals, it is also a group that are educated and aware of the standard of content the PI provides.
Professional performance specialists outside the combat sport field

Individuals from other sporting codes or military/tactical units seeking world-class insights and education relating to human performance optimization.
Amateur trainers and coaches

Audience that looks to the ‘best in class’ UFC PI for information that they can then replicate with their amateur/junior athletes.
Personal Trainers

Group thats seeks out general health and fitness information.

Product Strategy

The goal of this initial website and strategy will be to build the largest audience list possible and gain as many insights around the audience that downloads the UFC PI journal. This initiative will allow the UFC PI org to understand next steps and where they should invest a larger strategy for content monetization. Starting with a data capture around their popular journal allows the business to avoid investment in products that don’t fit their largest opportunity segment.