Kids and Hot Chicks Help Soften UFC Gym's Image

So UFC Gym, that place people go to become ultimate fighting machines, has decided to soften their image and appeal to a broader audience. They approached IdeaWorks Studios who helped with the repositioning.

The agency came up with a concept that centers on "Train Different." Executions included the headlines, Burn DIfferent," "Tone DIfferent," "Sweat Different," "Move Different" and "Focus Different."

A TV spot highlights the fact it's a place for women and children, not just buff box-heads who talk like Sylvester Stallone.