A “propulsive and wildly engrossing” (Brad Stone, author of The Everything Store) account of how the UFC turned mixed martial arts into a multibillion-dollar business and global pop culture phenomenon.Decried as “human cockfighting” by Senator John McCain and dismissed by the New York Times as a “pay-per-view prism” onto the decline of Western civilization, the UFC seemed by 2000 to be bleeding out. The cage fighting promotion had been banned in thirty-six states and was struggling to cover production costs for its next event. But three buddies in Las Vegas—an ambitious personal trainer and two young casino heirs—saw something else in the a vision of the future. Over the next two decades, the trio would transform the company into one of the most valuable sports properties in the world, worth more than the Beatles catalog or the New York Yankees. And along the way, they would also transform the lives of some of the sport’s biggest stars, both for better and worse.