In what appears to be either a dramatic confrontantion or a well-orchestrated marketing stunt, Australian jiu-jitsu star Craig Jones was captured on security footage destroying a Gordon Ryan poster before being escorted out of the FloSports offices by security personnel.
The brief but dramatic video, which has amassed nearly 800,000 views on Instagram, shows Jones aggressively approaching the Gordon Ryan promotional poster, exclaiming,
“What the f*** is this s*** still doing out?”
before smashing it with his knee, causing glass to shatter across the floor. Security guards then appear to remove Jones from the premises.
Following the incident, Jones issued a statement on social media:
“Quick update guys, everything’s totally fine. There’s been a massive miscommunication. I’ll be able to update you guys tomorrow. My lawyer said I can’t speak any further about this, but I’m okay.”
Alex Wendling, a close associate of Jones, provided further context, saying,
“Today has been one of the most hectic days ever. A lot of people have been reaching out to me checking on Craig… I doubt that he’ll have to spend the night in jail.”
Wendling indicated that business partner Seth Belisle is “handling everything” but declined to elaborate further.
FloSports released an official statement regarding the incident:
“While we respect humor, we cannot tolerate trespassing or disruptions to the workplace. We are reviewing the matter internally and have referred the incident to local authorities.”
The timing of this incident has raised eyebrows across the BJJ community, particularly as it comes during a period of shifting alliances and business relationships. Gordon Ryan, long considered Jones’ rival, recently began creating content for UFC, a direct competitor to FloSports’ Flograppling platform.
Jones has recently come out swinging against UFC contracts which are not only exclusive but also structured with show/win bonuses.
Adding to the intrigue, Jones has a documented history of orchestrated viral pranks and marketing stunts. His crew previously staged videos including a fake gym dispute and other dramatized confrontations that successfully generated social media buzz.
The BJJ community’s response has been mixed, with many openly speculating this is simply another marketing tactic. Seth Daniels commented,
“Craig teaching everyone how to market Jiu Jitsu,”
while others praised both parties for generating attention for the sport.
Further fueling speculation about the video’s authenticity is a purported statement from Jones:
“People will believe anything if you put a security camera filter on the video.”
The incident comes during a turbulent period for FloSports. Recently appointed general manager Ben Kovacs has been attempting to address longstanding community criticism about subscription pricing, characterizing the annual $150 subscription as “just $12.50 per month” – messaging that has not resonated well with customers. Mainly due to the fact that Flograppling (and other flosports verticals) disable the monthly subscription any time there’s a major event like ADCC happening so that fans would be shoe horned in a yearly subscription for $150 instead of the $30 for that month alone.
Interestingly, despite past tensions between Jones and Ryan, Kings Way (Ryan’s gym) is reportedly participating in the upcoming CJI2 event organized by Jones. This apparent reconciliation has led many to question the legitimacy of their rivalry and whether this latest confrontation is genuine or manufactured.
As Jones has promised more information will be forthcoming, the BJJ community remains divided on whether this represents a genuine dispute or simply the latest chapter in the sport’s increasingly theatrical approach to marketing and promotion.
