Jiu-jitsu and MMA have always had a close relationship. After all, it was the creation of the UFC and Royce Gracie's dominant performance that put jiu-jitsu on the map in the United States. As MMA grew into a popular sport, jiu-jitsu also grew. 

MMA grew by attracting many spectators and a few participants. Jiu-jitsu grew with many participants but only a few spectators. Spectators are the key to bringing money into any sport, and we can see how well the MMA business is doing. Every year the UFC is seeing bigger profits and it has grown tremendously over the past decade. 

Maybe this is why professional jiu-jitsu events commonly mimic the marketing strategies we see in MMA. We have seen a big increase in pro jiu-jitsu events with ring announcers, walkout songs and judges' decisions. 


Professional jiu-jitsu event Fight To Win Pro, which provides high production values and entertainment. 

This might be a good strategy for increasing viewership among people who enjoy watching MMA events… But is it driving jiu-jitsu competitors to adopt the mentality we see in MMA, where artificial rivalry, disrespect, and internet hype are common marketing tools used to generate interest in their matches? 

Jiu-jitsu competitors participate in MMA, and MMA competitors compete in jiu-jitsu -- but I don't think it means jiu-jitsu events need to mimic MMA to draw viewership. People who love jiu-jitsu will watch jiu-jitsu.

What we need as we attempt to make jiu-jitsu grow is, simply, more participants. 

I believe that the sport jiu-jitsu community will grow with an increase in positive and inspirational leaders and respectable role models. We don't need the MMA-style theatrics and douchebaggery. 

Unbecoming for real martial artists 

There are ongoing discussions of whether or not this behavior is good for the growth of sport-oriented Brazilian jiu-jitsu. 

Many people argue that publicly calling out opponents and trash talking to build hype is good for the sport because it builds spectator interest and viewership. 

Others argue that this behavior is unbecoming of a martial artist and is neglectful of the basic tenants martial artists have traditionally obeyed, including respect, discipline, and humility. 



There is little need to debate whether trash talk builds interest in athletes and their matches, because it obviously does (to a certain degree). 

The question is whether this behavior is good for the growth of jiu-jitsu. 

I believe we can all agree that we want jiu-jitsu to grow as an activity that all individuals across the world can enjoy. But with growth comes change, and it seems that not everybody within the jiu-jitsu world appreciates the WWE trash talk and callout mentality.  

Letting results speak for themselves 

Most jiu-jitsu athletes and instructors like to believe that their work and efforts make a positive contribution to the jiu-jitsu world. 

This can come in many forms, such as the innovation of a new guard style or submissions that takes the world by storm, by becoming an avid competitor who inspires others with a dare-to-be-great mentality, or just being a positive and encouraging teammate to an individual who wants to quit training out of sheer frustration. 

I struggle to understand how hyping up one's own jiu-jitsu match with flagrant arrogance and disrespect for one's opponent is good for the sport. 

I understand that it may be good for viewership, may be good for selling tickets and website memberships, may be good for the event promoters, and may be good for the bank account of the athlete who stirs up the most drama. But good for the growth of jiu-jitsu? I think not. 


Gordon Ryan and Garry Tonon, two athletes notorious for their trash talk, but also for their impressive competition resumes. Photo: Blanca Marisa Garcia 

Holding our athletes to a higher standard 

What I am noticing is that a select few jiu-jitsu competitors are attempting to be the villains of the sport similar to the way Chael Sonnen, Connor McGregor, and the Diaz brothers became the villains of MMA. 

These MMA fighters had great success with their bad boy attitudes and disrespectful mentalities. In my humble opinion, the difference is that when high-level MMA fighters create a big hype around their fights, it does attract new viewership. 

But when BJJ competitors use the same strategy, I believe the increased viewership is negligible. It's not as if BJJ events have mainstream media covering pre- and post-fight conferences. Most small events just have Facebook and Instagram. 

A barrage of keyboard warrior-style word vomit in order to bring attention to one's self can maybe generate a small spike in viewers, but the feelings of the jiu-jitsu community is often closer to that of disappointment than that of shock-and-awe. 

After all, don't we all kind of expect MMA fighters to act like D-bags? And don't most of us in the jiu-jitsu community hold our professional athletes to a higher standard of integrity? If we wanted to watch a trash talk battle, wouldn't we just tune into the WWE? 

I get it though. The jiu-jitsu community wants to be more popular among the general public. 

Potentially, more viewership would lead to more interest, which would lead to more students in the academies, and ultimately more competitors, more tournaments, and more prize money. And, to become more popular, drawing from the MMA industry makes the most sense since many MMA fans have a very basic understanding of the grappling game. 

What I've always loved about the BJJ training room is that it is composed of people from all walks of life. It is not a room full of people who want to be MMA fighters, but instead it is full of people that are medical professionals, lawyers, teachers, entrepreneurs, university professors, construction workers, musical engineers, professional gamers, and so on. Jiu-jitsu doesn't need to draw from the MMA fan base to expand -- it can appeal to anyone and everyone as it is. 


Jul 17, 2016; Portland, OR, USA; Jake Shields (top) competes with Chris Lytle in Submission Underground at the Roseland Theater. Shields won the match. Photo Credit: Troy Wayrynen-USA TODAY Sports

Becoming more and more like MMA 

More jiu-jitsu competitions are adjusting their rule sets to mimic something closer to that of an MMA match. 

The Grappling Pro Championships uses three five minute rounds with a one-minute break, a format that was created as a means to help competitive grapplers transition to MMA. 

Submission Underground takes place in an octagon and is MC'd by Bruce Buffer, and most shocking of all, EBI has announced an event allowing open-hand strikes on the ground. 

With all of these MMA-inspired adjustments, are we going to see more MMA-inspired douchbaggery among jiu-jitsu competitors? I certainly hope not. 


The confrontation at ADCC Trials, where Dillon Danis exchanged heated words with the 'Danaher Death Squad'

But unfortunately, this seems to be the case. Last month, we witnessed some of the East Coast's top black belt competitors lose their cool at the ADCC Trials. Marcelo Garcia and 'Danaher Death Squad' competitors almost came to blows after an exhaustive amount of internet trolling and poorly-timed comments pushed Dillion Danis to breaking point. 

Prior to that, we saw Gracie Barra's AJ Agazarm literally get kicked off the stage by Vagner Rocha after months of tasteless internet trash talk. 

Sure, these less-than-professional mishaps made for some funny internet memes, but did it help the growth of jiu-jitsu? Absolutely not. 

Building a legacy the right way 

They say the squeaky wheel gets the grease. That's what I think of when I see jiu-jitsu competitors calling out athletes who would be a dream match for most other competitors (assuming all competitors want to fight against the best of the best). 

But what these guys seem to forget is that you have to claw your way to the top of the contenders list in order to fight the champion. 

If I win a couple MMA fights, can I call out the UFC champion and then say he's scared when he ignores my challenge? 

This is rubbish. Legacies are not built by running one's mouth. They are built by showing up on game day, dealing with the rules as they are, and destroying everyone else who showed up. And then doing it again, and again, and again. 

Trash talking one's opponent, arrogantly calling out other athletes and being a keyboard warrior is everybody's right. We all have the right to act as classless as we wish should we choose that type of marketing strategy for our competitive careers. 

But let's not be so foolish as to believe that this is good for our sport, or good for the growth of jiu-jitsu in general. 


Josh Hinger (left) with Andre Galvao at the 2015 No-Gi World Championships. 

Being a great and inspiring leader is what's good for the sport. Great coaching and great leadership will bring positive growth to the sport. Trash talk might bring more viewership to a certain super fight, sure. 

If that's all we are after, let's just get all WWE about it and start hitting each other with chairs. Isn't that where the real big bucks are made? We could even have fake jiu-jitsu matches that are thrilling beyond belief. I like to believe that we as a jiu-jitsu community are not trying to sellout our ideals for a paycheck. 

People like to watch sports with which they can relate. People watch baseball and American football because they were raised playing these sports. The rules of jiu-jitsu are far simpler than that of baseball or American football, and the sport can grow into something greater. 

What we need more than cheap theatrics are great coaches who can inspire and nourish their students, and professional athletes who can act like positive and respectable role models.

Josh Hinger is an IBJJF 2016 black belt no-gi world champion representing Atos Jiu-Jitsu. Follow him on Instagram and Facebook.

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