Ahead of Saturday night's UFC 165 event, the promotion officially announced the Canadian launch of their in-home lifestyle program "UFC FIT" at a small media gathering in downtown Toronto on Wednesday.
With an emphasis on training and nutrition, this 12 disc DVD set is designed for everyone at all fitness levels.
"It's not designed to train fighters, it's designed to bring the training disciplines that a fighter would use to get in shape," said UFC Canada President Tom Wright. "It takes you through a 90-day challenge to train like a UFC Fighter."
With UFC FIT's American release back in March, it was important for the promotion to launch in Toronto this week.
"Clearly being able to launch (UFC FIT) in Canada during a major fight week for the UFC makes sense," said Wright.
Heading up the UFC FIT program is world renowned MMA trainer and former UFC fighter Mike Dolce.
"The new school is here, it's 2013 going on 2014 and I'm bringing the most elite, cutting edge, scientific principles of sport and making it available for everybody," said an enthusiastic Dolce.
The big question of course is what makes this program different from other fitness gimmicks? The former TUF Season 7 competitor believes it's his credentials.
"The world's greatest athletes contact me when they need to get in shape to weigh-in, and then perform at career defining levels," said Dolce.
Dolce's client list includes Vitor Belfort, Johny Hendricks and Chael Sonnen, all of whom are coming off wins inside the octagon.
"I'm sharing my secrets, the secrets I use with the world's greatest athletes and I'm bringing it to everybody," said Dolce
Wright believes Dolce is the perfect spokesperson for UFC FIT and the UFC brand in general.
"Mike Dolce is as real as it gets, he's not only a coach of our athletes, he's also a nutrition expert," said Wright and the UFC Canada President also revealed plans of opening official UFC Gyms across Canada in the near future. "We have plans to launch UFC gyms in Canada. We'll look at the big markets first Vancouver Calgary Toronto, Montreal."
It's part of a strategic plan to not only bring in a new audience, but highlight the training regiments of UFC fighters to show that they are legitimate professional athletes just like every other sport.
UFC FIT is now available in select stores and online at UFCFit.com