Rich Chou has been a stalwart behind the scenes in the world of mixed martial arts and is applying what he knows resonates in the sport, but also mapping out what connects currently, and by proxy for the future, for Ki MMA. Rich Chou is the executive vice president for Ki MMA, and after referencing the familiar faces who are involved with Ki MMA like Scott Coker as well as CJ Tuttle, Chou said [via Bowks Talking Bouts],
“Yeah. Look, a good mix, as you mentioned, kind of some of the band members coming back. A good mix of people that have worked together before. We’ve been in the trenches before, especially Scott and I. This is our third [promotion]. We’ve been together for some time now, collaborating and working together. This will be our third go-around. You mentioned CJ [Tuttle], who’s just, he’s an all-star, he’s the man. Then we have several new people in the mix.”
“So, it’s just really interesting and I feel like after all these years you’re in the business, some things remain the same, but man, there are so many things that are absolutely different. So you have to be on your toes, you have to evolve, and you just have to really be aware and conscious of where we’re at today on many levels. Not only in the fight game, but in terms of social media, in terms of entertainment and broadcasting. So, great to have familiar faces and old friends in the building. But we definitely need that new fresh perspective as well.”
After inquiring about who he has onboarded to Ki MMA to spearhead that effort to bring fresh perspectives to the sport, Chou stated [via Bowks Talking Bouts],
“I think as we look at what it’s going to take to really get our message out there, right? What I mean by that is I feel good about our format. I feel like we’ve done a great job of differentiating ourselves and establishing ourselves. The concept and the format and the fights basically, right? I feel like what’s going to happen in the ring for us is going to be special and spectacular, but we need to find the right way to amplify that message. To share that message with the world, to grow our brand and showcase what we’re doing.”
“So that being said, I think we’re now working with several people that specialize in that. That are excellent at that and we’re trusting them to guide us. That’s really around, this next or this initial, this inaugural broadcast deal and where we end up being streamed or televised and all that. That’s to me equally as important because if you have an amazing product, so to speak, in the ring, you’re putting on great fights and you’ve got compelling storylines and you’re building stars and having these fantastic fights, but no one can watch or see you, then that’s a tough one.”
Expounding upon the differentiation efforts with Ki MMA by way of utilizing the ring as well as a 32-fighter tournament filed in the vein of ‘what’s old is new’, Chou quipped [via Bowks Talking Bouts],
“Yes. Look, I think some fans will see what we’re doing and it’s a new thing for them. I’ve had some people reach out and comment, ‘multiple fights in one night. You must be crazy.’ Just not knowing how that’s in the history of our sport. That’s our roots, but they’re likely a new fan and that concept is foreign to them. Even though again, it’s how we got started, right, as a sport. So I think some people will look at what we’re doing, our format, our presentation as new and innovative.”
“Others will see it as old is new, bringing it back, roots, heritage and yeah to me that’s very interesting. To me that is what we wanted something new and fresh, right? If it’s brand new to somebody that’s a newer fan, fantastic. If it’s a great time to refresh and bring back some really great things that have helped shape the sport, old can be new. We’re going to put our twist on it. We still have some things that we’re working on that we’re going to share soon. Some more surprises in store, some more tricks up our sleeve.”
“But it was very important for us to be not just different but authentically different and different with intent. It wasn’t like we looked at what everyone’s doing in the industry and just said, “Let’s just do the exact opposite without really thinking about it and and without making sure that it lined up with our values and our core philosophy and mission statement. So, those two things were extremely important and that’s what’s been guiding us and will continue to guide us. Being authentically different and just really staying true to ourselves.”
With discourse around the media rights for Ki MMA, when asked to give some teases on the heels of mentioning some massive announcements that are looming for Ki MMA soon, Chou said [via Bowks Talking Bouts],
“Well, look, there are a lot I think that are obvious, right? Some really big obvious ones are our schedule, right? When are we launching, where are we launching? Not only for the live event experience, like what cities are you going to be in, but also, yeah, where can we watch you? But I think really for what falls into my wheelhouse, I think from a competition and fight standpoint, it’s just more surprises there.”
“In terms of, perhaps rules. We are having some very interesting conversations. I hate to be so cryptic and tease you and your listeners, Dylan. But yeah, we are really looking at rules and really great things we can do there to make competition more interesting and exciting for fans and for the fighters as well, of course. I think we’re also looking into other things we can do in the ring.”
“We’ve done kickboxing before and we love that sport. Just there’s a lot going on in the competition and fight department. So, we hope to have that all dialed in and ironed out soon. But, it’s exciting. I think fans are ready for something new and fresh. It’s our goal to deliver that.”
Tapping into the shared history with Scott Coker that marries together building up elite-level prospects from scratch but also being able to integrate widely established names, with the new aim being to bolster Ki MMA at this juncture, Chou stated [via Bowks Talking Bouts],
“Yeah. I think you just laid out our strategy pretty well there. It’s doing what I feel like we do best. Develop young talent, recruit, develop, and set them on a path towards stardom. I think we have a good track record of that, but we’ve also been pretty disruptive in free agency. So, those are kind of the two; I guess a two-prong strategy, so to speak. We’re going to focus on youth. It’s a youth movement with the Grand Prix.”
“But if somebody becomes available that we’re interested in, we feel like is a good fit, that can move the needle for us and put on exciting fights, we’re going to go out and talk to them. We’re going to tap into that war chest that you alluded to. So, it’s I guess I liken it to us being pretty versatile in terms of I guess from a; perhaps a mainstream sports perspective.”
“We can play moneyball and we can also be the Yankees and Dodgers every now and then, too. So, I think that’s what makes us very interesting and just separates us from a lot of other groups out there. The ability to do those two things and not just be a one-trick pony, so to speak, or just have one goal or one endgame in mind.”
Ki MMA is exploring Pride/ Rizin rules and why Scott Coker is the zen master, per rich chou
Amid a follow-up question after expounding upon an openness with the ruleset for Ki MMA and if that looks like utilizing the superior ruleset ala Pride as well as Rizin, Chou quipped [via Bowks Talking Bouts],
“That is in the discussion. We’ve said Pride quite a bit. Yeah, who didn’t love Pride, right? Some of my favorite fights, some of the greatest fights in the history of the sport. There really was no greater spectacle for MMA and for us, it was the same kind of adoration and love for K1 on the kickboxing side. Just really; yeah, pulling but going back to your point on the rules, yeah, looking at what Pride did, looking at what’s going on out there, how can we in our quest to innovate and really again just level up martial arts competition.”
“We’re looking at all those options and then some. Some that I think some people are not thinking about. So we’re in the war room having all these conversations. It’s a lot of fun and we’re fans as well, Dylan. We’re fans first. Scott and I and CJ and the whole crew, we’re fans first. So, we’re always keeping that in mind. It’s not just what we think from a purist perspective would be great and add to competition.”
“But it’s really, what the fans want and obviously talking to the fighters about; they’re the ones in there, what do you think of these rules or how would you like to have these new weapons or how would you like this format? How would you like to be able to utilize that? Does this help your game, you know? So, there’s a lot of these types of discussions going on, Dylan. It’s not just a one-sided thing. We are looking at it as a whole.”
“Again, to me, that’s very exciting to be able to be creative like this. We are quite limited here in the States as we know. I know you alluded to Colorado and we have 50 states. All 50 of them seem to have different nuances and their rules and regs in the sport. So I know we call it the unified rules but it’s not always the case but we are traveling to other parts of the world as you know. [This] would be spread out over four continents and there’ll be certain situations where I think we’ll be able to utilize and just tap into some creativity around rule set.”
Expressing his feelings on the warm reception to the Ki MMA kickoff event with legends such as Nate Diaz, Mark Coleman, Fedor Emelianenko, as well as Cris Cyborg, Chou said [via Bowks Talking Bouts],
“To have all those legends there. A lot of those guys inspired me personally. I came up, I got into jiu-jitsu and ultimately that led me into the business because of Royce [Gracie] to have him there, sitting there, listening to us present Ki MMA, it was very surreal, Dylan. It was very surreal. I think our love and appreciation for the sport, for all these guys just I’m glad you see that and that’s what it’s all rooted in. Like Ki MMA is fighting spirit. It’s fighting force and those guys had it and then some.”
“Those guys were the highest form of it. So, it was a nice moment to pay tribute to them and how they’ve inspired us. For them to be there to support us was just like this; it’s certainly been one of the highlights of my career and my time in the sport. It was really, really special and I think to get those guys, that group together in a room like that, I think Scott’s the only guy that could pull that off. I think it says a lot about him and how these guys appreciate him, respect him.”
“It was a really special moment because Dylan, believe it or not, man, sometimes when you get done doing business with people, they don’t always stick around or stay in touch [laughs]. So, for them to be there for us and really in particular for Scott in this special moment for our company, yeah, it was all the feels, Dylan. It was all these amazing things, all these crazy emotions and thoughts running through my head of that moment. But, it was great. We’ve got the photos and the video to commemorate it, but man, it’s time to get going.”
Further to the prior point of Ki MMA brand differentiation in the context of Chou and Coker having a fighter-first ethos over the years that largely belies the predatory reputations normally attributed to wide swaths of combat sports promoters, Chou stated [via Bowks Talking Bouts],
“As I think about my time with Scott and I’ve learned so much from him and just the way he does business, how he handles himself, how he treats fighters, and I’ve also been surrounded by several other great people during my time in the business that have mentored me and kind of shown me the way. I’ve always gravitated towards, I guess, more of the; I call Scott the Zen master, right? He’s quiet, low-key behind the scenes, but obviously when he moves, he moves with intent and he’s very powerful.”
“That’s just something that I gravitated towards and hopefully I’m picking up some of it. But as I mentioned earlier to have all those legends in there that we’ve worked with in the past to still be around to support, it says a lot about I think the way we treat fighters, how we view fighters. Look, I’m not going to sit here and say we’re batting a thousand, that every single guy we’ve ever worked with.”
“[Not] every single fighter, male or female, that we’ve ever worked with has been completely thrilled with us or we didn’t have tough moments to get through. It’s a very difficult business, Dylan, as I’m sure you know. So, you’re going to have to navigate through a lot of tough times and misunderstandings and difficulties and you name it. So, it’s a tough business, but I feel like whenever you respect fighters, try to operate with integrity, and respect, even when it’s not the outcome that you want, you can usually walk away at least having that intact.”
“That respect in place. I think that’s something I’ve learned from Scott and we still implement that to this day. I think if you ask around, we feel pretty good about our standing in the fight community with managers, fighters, and coaches. But also I think as you talk about the other people out there and their styles, we know who we are. We’re more low-key. Scott’s not the type of guy to cut a promo perhaps like some other promoters might.”
“I think we just; going back to that word authenticity that means a lot to us. Like let’s just be true to ourselves. Let’s not try to be people we’re not. We’re not some of those larger than life loud figures out there that have been very successful in the game. That’s who they are. That’s who; that’s their style and they’re a good fit. there. You know, Dana’s Dana, right? We just know who we are and we just try to be true to ourselves.”
