As noted, WWE and Tapout announced a new relationship, launching in 2016, earlier this year. During the WWE third quarter conference call last week, the subject of the Tapout relationship did come up, and while WWE CFO George Barrios did admit excitement for the new deal, he was very tight lipped about details of the relationship.
According to PWInsider.com, one of WWE’s main goals for its relationship with Tapout is to build the brand to become more of a total fitness brand to compete with the likes of Under Armour in the years the come. WWE plans on helping refocus the old MMA-themed Tapout brand to reach a wider audience. The partnership comes after a big planned investment from WWE into Tapout, giving WWE an equity stake in the clothing brand.
Another plan for the relationship includes the opening of Tapout Fitness Centers, and current location ideas include Brooklyn, Las Vegas, Portland, Phoenix, Los Angeles, and Houston among others. Part of the strategy here is that WWE will lend talents to the Fitness Centers for personal appearances and public workouts.
As noted, WWE will be holding a fitness class hosted by Ryback and Seth Rollins on 11/7 in Leeds, during their UK tour. The class will be used to test the waters for the Tapout deal, and the class will feature the WWE talents leading a 55-minute workout, with a meet-and-greet opportunity.