Ffion Davies, multiple-time world champion in grappling and UFC athlete recently opened up about the effect of PED use on the wider BJJ community as well as the perception of the sport. As jiu-jitsu continues its journey toward mainstream acceptance, Davies has identified several factors that may be hindering the sport’s growth potential, particularly in attracting major brand partnerships.
During a candid conversation with John Gooden for “Up Close,” Davies shared her perspective on what could propel jiu-jitsu further into the public consciousness. Among these factors, she pinpointed a significant concern: the prevalence of PEDS within the sport.
“There are some things in the sport like the heavy use of ster*ids, for example, that can be unfortunately associated with jiu-jitsu,” Davies explained. “It does have this like negative connotation with the sport.”
This association creates a substantial barrier for mainstream commercial growth. As Davies articulated,
“If things like this can start to be peeled back and removed, I feel like it’ll be a big push in the right direction to have bigger brands and things interested in it.”
The problem, according to Davies, is that corporate sponsors seeking athletes and sports with clean images may hesitate to align with jiu-jitsu due to these perceptions.
“Right now with that negative association or like the normalization of it, I think it can be fairly off-putting for the more mainstream brands to want to be associated with it,”
she noted.
Davies represents a new generation of jiu-jitsu athletes who understand that the sport’s growth depends not only on athletic excellence but also on professional standards that align with mainstream values. Her insights come at a pivotal moment when jiu-jitsu is experiencing unprecedented growth, with organizations like the UFC bringing the sport to wider audiences.
The conversation around performance enhancement in jiu-jitsu remains complex. Unlike many traditional sports with rigorous testing protocols, grappling competitions have historically had inconsistent approaches to testing. This has created an environment where, in some circles, performance enhancement has become normalized rather than stigmatized. Many of sport’s biggest names are open about their PED use. Including those signed by UFC like Gordon Ryan. Ryan has been promoting the use of PEDs in the sport forever and implying that lack of testing means it’s in fact allowed.
Davies herself has taken a different path, focusing on technical excellence and clean competition.
What makes Davies‘ perspective particularly valuable is her understanding of jiu-jitsu’s commercial potential.
“There’s more money than ever in jiu-jitsu,”
she observed, highlighting the sport’s growth. However, to fully capitalize on this momentum, the sport needs to address issues that might deter corporate partnerships.
“With the UFC and how it’s like the professionalism of the UFC and the things it’s associated with, I think that will take it to the next step,” Davies said.
Jiu-jitsu stands at this crossroads between niche combat sport and mainstream athletic pursuit, the decisions made by its governing bodies, promoters, and athletes regarding performance enhancement will likely play a crucial role in determining its commercial future. Davies‘ advocacy for a cleaner image represents not just an ethical stance, but a strategic vision for the sport’s continued growth and mainstream acceptance.
For potential sponsors evaluating entry into the jiu-jitsu market, addressing these concerns could create a more welcoming environment for investment.
“Like, I find it so funny. People are like, ‘There’s no money in jiu-jitsu,’ and I’m like, there is. There absolutely is.”
“Eventually — like before all these opportunities like the UFC contract and now Armor — it was like, okay, I had to do seminars. But like, that’s the best lifestyle ever: getting around to travel the world teaching seminars.”
“And people are like, ‘I want to learn the moves you did in a tournament.’ That’s the coolest thing ever. Like, that’s the best job in the world, I think.”
“And now, having to teach at the gym — obviously, yes, okay, you’re not purely an athlete — but you can purely be an athlete if you want to. There’s athlete sponsorships, way more interest in the sport as a whole. And now organizations like UFC — that’s only going to draw more brands that want to be associated with you because you’re part of a huge organization.”
“The growth of the sport is actually so exciting to see.”
“I feel like there’s something — like lifestyle brands are associated with it in the way that has, like, the gi sponsorships and things like that. And I feel like there’s more money than ever in jiu-jitsu.”
“Like before, it was like you have to go into MMA.”
“Now, I don’t think that’s the case anymore. I mean, you can — for sure — it’s still a great segue. But if that’s not what you want to do, you can stay in jiu-jitsu and still thrive, for sure.”
