Dana White, the president of the UFC, and wrestling icon Hulk Hogan have teamed up to launch a new fitness venture that is already generating significant buzz in the health and wellness space. The duo plans to open a series of gyms across red states, branding them as “non-woke” fitness centers. This bold move has attracted attention for its strong stance against what the two perceive as the increasing politicization of the fitness industry, aiming to create spaces that promote traditional values and a no-nonsense approach to fitness.
This announcement comes at a time when various industries, including fitness, are seeing the influence of social and political movements. While many brands are adopting progressive stances on issues like inclusivity, diversity, and “wokeness,” White and Hogan have chosen a different direction. Their gym chain, set to open in conservative-leaning states, is designed for individuals who are tired of what they view as the excessive political correctness and progressive ideologies that have become more prominent in public spaces, including gyms.
For Dana White, this new venture is a natural extension of his established persona as a figure who values hard work, discipline, and an uncompromising approach. White has been an outspoken critic of “woke culture” in the media and often uses his platform to express his views on modern-day social and political movements. With a proven track record of building successful businesses, especially in the world of mixed martial arts, White sees this gym venture as a way to provide a space for people who feel alienated by the increasing trend of inclusivity and political correctness in many areas of society.
Hulk Hogan, a legend in the world of professional wrestling, adds significant star power to the venture. Like White, Hogan is unapologetically conservative and has built his personal brand around traditional values such as masculinity, strength, and personal responsibility. With decades of fame and influence in both fitness and entertainment, Hogan brings a massive following, which could attract wrestling fans as well as those who admire his commitment to fitness and discipline.
The gyms themselves are expected to feature top-of-the-line workout equipment, state-of-the-art facilities, and a straightforward, no-frills approach to fitness. The emphasis will be on physical toughness, hard work, and personal accountability. White and Hogan envision creating an environment where individuals can focus entirely on their fitness goals without the distractions of political correctness or “woke” culture, which they feel has permeated other gyms across the country.
The founders of the gym have made it clear that their approach will be focused on traditional fitness values. Their gyms will prioritize physical results over “feel-good” programs, and they plan to avoid trends like gender-neutral language or overly inclusive practices that have become more common in other fitness centers. White and Hogan have expressed their belief that these inclusivity movements can sometimes dilute the core objective of fitness—improvement and personal growth. Instead, their gyms will unapologetically push individuals to their limits, encouraging members to step outside their comfort zones and strive for progress without the influence of progressive ideologies.
Critics of the “non-woke” gym concept argue that it may create an exclusionary environment that deepens the political and cultural divide within the fitness world. They argue that fitness spaces should be inclusive, welcoming all individuals regardless of political views or social ideologies. By branding the gyms as “non-woke,” White and Hogan risk alienating potential customers who are looking for a more open-minded, inclusive approach to fitness.
However, supporters of the concept argue that there is a growing demand for spaces where people can work on their fitness without navigating a political or ideological agenda. Some believe that the rise of “woke” fitness culture has made certain individuals feel uncomfortable or out of place. The new gym chain, focusing on traditional values and fitness goals, could attract those who feel that the fitness industry has become overly concerned with political correctness and social inclusivity.
The gyms will initially open in red states, where their “non-woke” approach is likely to resonate most with the local population. These areas, which tend to be more conservative, may be more receptive to a fitness brand that promotes traditional values. The success or failure of the gym chain will depend largely on how well it is received by these communities and whether its branding as a non-woke space can attract enough members to sustain the business.
While the gym concept is certainly stirring conversation, its long-term success will ultimately depend on its ability to build a loyal customer base. If White and Hogan can provide a high-quality fitness experience that meets the needs of their target audience, their gym chain could transform the fitness industry. However, if the focus shifts too much toward the ideological aspects of being “non-woke” rather than providing an excellent workout environment, they may struggle to maintain a broad and diverse customer base.
As Dana White and Hulk Hogan prepare to launch their gyms in red states, the fitness industry will be watching closely. Whether or not this bold approach is embraced by a wide audience remains uncertain, but it is clear that the conversation surrounding fitness, politics, and public spaces is evolving. This new venture represents a significant shift in the fitness industry, and its impact could be far-reaching as more brands and businesses navigate the complexities of social and political movements in the modern world.
