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ALL BUSINESS: Interview With Strikeforce Top Contender Marloes Coenen - A Business Perspective On Women's MMA
Jan 22, 2010 - 8:42:53 AM ALL BUSINESS: Interview With Strikeforce Top Contender Marloes Coenen - A Business Perspective On Women's MMA

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By Alvin Benjamin Carter III, MMA Torch Specialist

The sport of Mixed Martial Arts is experiencing a surge of women fighters that are bringing great fights while expanding the industry as a whole. Women are not just fighting; they are becoming stars (Gina Carano) and making devastatingly fierce reputations (Cris Cyborg). Currently, Strikeforce is the largest promotion to showcase women MMA fighters. In August 2009 Gina Carano vs. Cris "Cyborg" Santos was the main event a Strikeforce card on Showtime and during that bout the ratings peaked at 856,000 viewers.

Women's MMA broadens the overall MMA fan base and expands marketing and business opportunities for promotions, sponsors, and fighters. Basically there is another pool of talent to work with.

To gain a better perspective on the business side of women's MMA, I interviewed Dutch fighter Marloes Coenen via email. Currently, she is Strikeforce's female lightweight top contender.


Alvin: How did you get started in MMA?

Marloes: As a teenager I had to go to school by bike. My friends went to a different school, so often I had to go by myself. The thing was that the road went through a forrest, and there were stories about scary men who did do nasty things to girls. After playing tennis and volleyball I wanted to learn how to defend myself. The only thing nearby was BJJ. My current trainer, Martijn de Jong (who is also the Golden Glory MMA coach of Alistair Overeem), had just started teaching. He has a background in karate and the combination of the two sports got him into MMA. In the Netherlands it was called freefight at the time. While fighting in Japan he was asked to become the president of Shooto Europe and at his first amateur event he asked me to join. I was 18 years old.

Alvin: You started at a young age, did you always plan to make a career out of fighting?

Marloes: No, I absolutely never saw myself as a fighter. Like I said I played tennis and volleyball and in the Netherlands there is no wrestling of boxing culture like in the US. Soccer, hockey and tennis are big. Martial arts is becoming bigger over the last couple of years.


Alvin: The rapid growth of women's MMA is undeniable, and it is becoming more marketable everyday. What is your experience as a fighter who has been doing this for 10 years and is now fighting on what is currently the main stage for women's MMA in Strikeforce?

Marloes: Pfffff! It's such a difference. The only market out there was Japan and that declined big time. And, it never was big too. Now in the US with all the media attention, I love it. I hope I can make a career out of it.

Alvin: Do you think that sponsors could play a bigger roll in promoting women fighters in marketing campaigns?

Marloes: Well, I have a background in communications and even if you don't, you can imagine that a sponsor is not a maecenas (a generous patron). If they spend money, they want something back for it. Media attention, fans buying the product and so on. So as an athlete you have to get enough media attention and second the target group should be able to identify with you. I think women fighters (who look at least a bit normal) are great ambassadors for any brand because they embody a lot of values women a striving for.

Alvin: Do you think fight cards featuring a majority of women's fights is in the future for Strikeforce, and either way what are some of the fights you would like to see on card like that?

Marloes: Scott Coker is, besides a good business man, a martial artist himself. He naturally understands that it is a sport that everyone can do- Man, women, young and older persons. That also makes the audience bigger. If you can also reach the women (who can identify with the women on the card) your audience increases by 50%. Megumi Fuji is a good fighter to watch. And if you wait a few years a lot of Ducth muay thai fighters will enter the MMA scene. That will guarantee a lot of stand up fireworks.

Alvin: Do you think MMA can afford you business opportunities outside of fighting? If so what might some of them be?

Marloes: I am not interested in other things besides MMA related business. To me it is important that as many girls/women as possible start working out in MMA. They do not have to become professional fighters. Even if they do not want to sparr, I'm fine with it. If they only learn techniques it'll increase their self esteem and that will work through in their daily lives. They will discover that they have more mental and physical strength then they thought they had. It worked for me, and I know it will work for every girl/women out there.

Alvin: Do you think a female version of the Ultimate Fighter reality show could work, and would you consider coaching if asked?

Marloes: Well they already taped it. They asked me to be a participant and Cristiane Cyborg was the coach. Hahahaha!

Alvin: You have a big fight coming up on January 30 with Cristiane "Cyborg" Santos. How have you prepared for the fight, and do you think Cyborg's high level of aggression gives her an advantage or disadvantage?

Marloes: I worked as a communication employee for an internet agency. Now, I fully focus on my fight and do not do office work anymore. So, that's a big change for me. Of course we also have a strategy and techniques for the fight prepared.


See Marloes Coenen fight the current champion Cris "Cyborg" Santos for the women's lightweight title at Strikeforce: Miami on January 30.

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Follow Alvin on Twitter: @AwwwSnap

Alvin Benjamin Carter III is an MMATorch Specialist columnist focusing on the business and statistic side of the sport of MMA. He trains in SanDa / Shan Shou (Chinese Kickboxing) and has started training in MMA. He also has a business background in music production, management, and clothing. He has launched two companies which cater to niche markets, giving him experience in examining trends and attitudes that can affect a particular business model, which he applies in his weekly column for MMATorch to the sport of MMA.