Glory Kickboxing looks to US growth after Glory 100, blending streaming, fitness and fighter storytelling
Glory Kickboxing, a brand rooted in stand-up combat sports, is stepping into a new chapter with US expansion plans. Following the milestone Glory 100 event in Rotterdam this summer, a 24-hour event featuring four world title bouts and four heavyweight tournaments, the brand is setting its sights on a broader American audience.
For Marshall Zelaznik, Glory’s CEO and a former longtime UFC executive, their main strategy is to make the sport accessible while tapping into the cultural momentum around health and performance.
“The key to any expansion effort and brand building is ensuring your content can be accessed by as broad an audience of likely fans as possible,” Zelaznik told Athletech News. “In the past, that was free-to-air TV—ABC, CBS, NBC, FOX. In the current consumption environment, we look at the streaming platforms and then the creator/streamers community as a critical platform.”
Glory is deepening its presence across platforms like DAZN, the go-to destination for fight fans, while embracing new distribution models through outlets like BETR and social-first content strategies. Clips and highlights are designed to capture attention, build awareness and feed what Zelaznik calls “hungry fight fans.”
Momentum is already visible. Coming off Glory 100, the organization saw a surge of US traffic, marking a turning point for awareness. “With millions of people training in all combat sports and kickboxing specifically, our fighters create the aspiration for fans and fitness-minded people to engage with them,” Zelaznik said.
Glory is also positioning its fighters as ambassadors. “When you watch them perform and see their level of fitness, it inspires fitness fans all over the world,” Zelaznik noted.
The brand has also leaned into partnerships that cross into lifestyle and performance wear. A recently announced collaboration with sportswear brand Castore is set to build new touchpoints with fitness communities. Zelaznik also emphasized that Glory’s athletes are its greatest storytellers. At Glory 100, the roster delivered dramatic narratives: Petch, the featherweight champion, defended his belt for the ninth time, cementing his legacy alongside heavyweight champion Rico Verhoeven. Meanwhile, Mory Kromah’s highlight-reel flying knee KO in the “Last Heavyweight Standing” tournament made waves.
“The delivery of Glory 100 with nineteen bouts, four world championships, including the heavyweight title and four tournaments tied to the ‘Last Heavyweight Standing’ was a platform that allowed our brand to shine,” Zelaznik said. “Our job is to expose these fascinating stories.”
As Glory looks ahead, more US-based events are expected to anchor its expansion. Earlier this year, the organization introduced American fans to its brand of kickboxing with the Glory Underground event in Miami during Formula 1 weekend, a blend of combat sports and nightlife.
For Zelaznik, the path forward is about pairing spectacle with accessibility. “We have the best strikers in the world,” he said. “And when you dive deeper into their stories—their backgrounds, challenges and skills—these stories capture the attention of fans everywhere.”
