Mixed Martial Arts Has a Lot of Fight

Some may be surprised to learn that their biggest growth in clientele has been kids starting as young as age 5 and women between the ages of 18 and 35. But it hasn't always been easy. How do you market an MMA gym that might conjure thoughts of a dingy, blood-stained training ground for fighters, instead of a family friendly state-of-the-art workout facility. The Santaniellos say word of mouth has been their greatest ally.

"The workout is hard to just give it a name and relate to," says James. "You can say 24 Hour Fitness and your mind has a picture of what it's all about, but your mind doesn't yet have a picture of what a No Limits workout is."

At No Limits, members might find themselves in a ring, a cage, on a mat or in front of a punching bag. Members can take classes in boxing, wrestling, Brazilian jiu jitsu, sambo and other disciplines. In addition, No Limits has standard weight machines, free weights, cardio equipment and fight-specific training gear.

The growth in the number of kids attending No Limits has prompted the creation of a No Limits wrestling club. No Limits is also going to begin hosting live MMA events and has recently started casting and shooting for their own reality TV show, which is scheduled to air in summer 2009.

The show will focus on the day-to-day reality of running No Limits and highlight various people inside the walls of the gym from the owners and instructors to fighters wanting to be the next MMA star and gym members. The show, tentatively titled Life With No Limits, will air on the non-affiliated Southern California television channel KDOC.

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