When Fighting Became Business.

Three eras. Three generations of greatness.

From the purity of the early days with legends like Brock Lesnar, Anderson Silva, Nick Diaz, and Georges St-Pierre… to the superstar era of Conor McGregor, Khabib Nurmagomedov, Jon Jones, and Daniel Cormier… and now into the modern era with Islam Makhachev, Ilia Topuria, Khamzat Chimaev, Israel Adesanya, Alex Pereira, and more.

Each era redefined the UFC. Each gave us fighters who changed the sport forever. But has something shifted? Today, fighters aren’t just chasing greatness inside the Octagon — they’re building brands, launching podcasts, and generating content outside of it. Maybe it’s necessary in this day and age… but the purity of fighting feels different.

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