The meteoric rise of Ilia Topuria in the UFC has created what Spanish-American Ana Mayordomо calls “the Topuria effect” — a dramatic surge in Brazilian Jiu-Jitsu participation across Spain that has transformed the country’s martial arts landscape.
Mayordomо, who recently captured gold at the ADCC European Trials and No-Gi Pans, witnessed this transformation firsthand during her frequent visits to her homeland. As someone who travels to Spain “two to four times a year,” she has observed the dramatic shift in both MMA recognition and jiu-jitsu participation since Topuria‘s UFC dominance began.
Google trends shows a rise in popularity for BJJ in the past two years but the growth doesn’t seem to correlate to Topuria‘s UFC journey.
“When I started jiu-jitsu, MMA was still very niche,” Mayordomо explained during a recent interview. “Some people knew about it, like around the Conor versus Khabib era, but it was difficult to find and very niche.”
The landscape has changed dramatically since then with Topuria‘s success serving as a catalyst for mainstream martial arts interest.
The impact became starkly apparent during Mayordomо‘s most recent trip to Spain following her ADCC Trials victory. At the gym she regularly visits, she encountered an unprecedented scene:
“There were like 60 people on the mat for a jiu-jitsu class, and I know plenty of American gyms where that’s impossible.”
This surge in participation occurred despite the timing — September in Spain traditionally marks a busy period with students returning to school and workers resuming their routines after August vacation season.
The growth extends beyond mere numbers. Mayordomо notes that Spanish culture inherently supports their athletes on the international stage, creating a unique environment for combat sports development.
“Spaniards show up for their people,”
she observed, explaining how Spanish fans rally behind any athlete representing their country in sports where they have limited representation.
The “Topuria effect” represents more than just increased gym memberships — it signifies a fundamental shift in how Spanish audiences view and engage with combat sports. What was once a niche interest has become mainstream entertainment driving young Spaniards to explore jiu-jitsu training in unprecedented numbers.
For a country where Fernando Alonso and Rafael Nadal have traditionally been the primary international sports heroes, the emergence of MMA through Topuria‘s success has opened an entirely new pathway for athletic achievement.
