MMA matchmaker Rich Chou teams up again with Scott Coker on a fresh $60 million venture.

Rich Chou reunites with Scott Coker on a significant new project, this time valued at $60 million.

In the early 2000s, following Zuffa's acquisition of Pride Fighting Championships, a significant number of fighters were absorbed into the larger organization, sparking widespread discontent among fans.

The phrase "Pride Never Die" echoed through the early days of MMA, a sentiment that preceded the widespread adoption of social media and its hashtag culture. Six short months after its inception, nostalgia began to creep in as fans looked back on the fledgling sport's rapid growth.

The MMA landscape has matured significantly over time, making nostalgia a palpable sentiment. Thirteen and a half years have passed since the final Strikeforce event, yet its legacy endures undiminished.

Tuesday morning brought word that a familiar partnership was being rekindled. Rich Chou, Strikeforce and Bellator's veteran matchmaker, is once again teaming up with Scott Coker, founder of Strikeforce, on their new MMA project. With $60 million in backing, the promotion can start strong from day one when it launches in 2027.

The MMA scene is experiencing a déjà vu moment reminiscent of 2008, but with one key difference: the industry has undergone significant transformations since Strikeforce's rise from regional roots in San Jose, California to national prominence. The dynamics have shifted dramatically, and veteran fighters now navigate new landscapes.

Rich Chou recalls Scott Coker's rekindled interest in a new project roughly a year prior to their current collaboration. "He'd casually mention his growing enthusiasm, hinting at working on something," Chou recounts, sharing the initial conversation with Uncrowned. Meanwhile, despite not actively promoting events, Chou remained engaged within various aspects of the fight game, providing Coker with industry insights whenever asked. Their connection remained strong throughout, with regular discussions about their shared passion.

Rich Chou initially thought Scott Coker's involvement in a new venture stemmed from boredom, but it appears Coker was indeed engaged in something substantial. Typically, affluent individuals with excess time on their hands pursue various projects or hobbies, such as perfecting their golf swing. Fortunately, this particular situation has turned out to be more meaningful than anticipated.

Strikeforce's early days are still fondly remembered by many. Founded in the 1980s as a kickboxing promotion, it eventually evolved under Scott Coker's leadership. By 2010, the organization had built a diverse roster featuring trailblazers in women's MMA and notable fighters like Fedor Emelianenko, who would later be enshrined in the UFC Hall of Fame.

Strikeforce's glory days were marked by iconic figures like Mauro Ranallo and Frank Shamrock, alongside rising stars Ronda Rousey and Nick Diaz, who made headlines with their unorthodox behavior - as seen when Robbie Lawler dozed off during a press conference. Showtime events and innovative formats helped combat Octagon fatigue for fans.

The scene outside the nearby venue was electric, mirroring the energy that often precedes a major event like the one hosted by the UFC.

Chou chuckles, recalling the roster's exceptional quality. "It was a whirlwind," he says. The team's success had an unexpected consequence: it led to their downfall. Their own triumphs ultimately sealed Strikeforce's fate. A remarkable run came to an abrupt end as fighters' talents were showcased elsewhere, earning them widespread recognition.

The curtain closed on Strikeforce's Oklahoma City show in early 2013, when it was clear that its fate had been sealed for some time. Zuffa's acquisition of Strikeforce in 2011 marked a turning point, as they began to carefully curate their remaining events. The atmosphere at the last show felt eerily similar to a clearance sale - a sense of finality hung in the air. Daniel Cormier faced Dion Staring in one bout, while Tarec Saffiedine, bearing an uncanny resemblance to comedian Bobcat Goldthwait, clashed with Nate Marquardt in the main event.

The event unfolded in isolation initially.

A chapter in history has finally closed down.

Rich Chou's entrepreneurial background has provided him with valuable expertise. He's founded companies and constructed rosters from the ground up. In contrast, Strikeforce absorbed EliteXC assets when it was already an established entity. When partnering with Bellator, they integrated Bjorn Rebney's roster into their existing framework. This diverse experience has given Chou a unique perspective to draw upon in his current venture.

The current landscape of MMA has undergone significant changes, entering what can be described as the "Big Biz Era." Characterized by a substantial influx of venture capital, this era is marked by the involvement of major public entities. The sport has evolved dramatically since its inception, and Rich Chou's latest venture with Scott Coker embodies this shift, boasting a $60 million investment.

Scott Coker's latest endeavor faces stiff competition from established powerhouses like the UFC and Jake Paul's MVP MMA, which debuted in May. The new promotion will also contend with the PFL's revamped leadership. In the coming months, key decisions will be made regarding the venture's direction. One primary goal is to rekindle enthusiasm among MMA fans, a challenge that Rich Chou believes his team, including Kevin Kay as Chief Content Officer, is well-equipped to tackle. With a $60 million investment, the new promotion aims to make its mark on the industry.

Rich Chou emphasizes the evolution of circumstances in the current MMA landscape. "Circumstances have shifted significantly," he notes. A familiar pattern is emerging, reminiscent of past experiences.

The new venture is not a mere revival of Strikeforce or Bellator. Rich Chou and Scott Coker aim to create something fresh and impactful, with a $60 million budget that promises big results. Their mission remains unchanged: to deliver electrifying fights and uncover top talent worldwide. However they're aware that the landscape has evolved since their previous endeavors, and they're determined not to get bogged down by nostalgia for past successes.

Returning to the same endeavor after a previous attempt offers a distinct benefit: accumulated knowledge. Rich Chou, now 46 years old, began his career as an athlete in 2002, with one bout under his belt and a record that stands at 0-1. Since then, he has explored various roles within the combat sports industry.

Rich Chou's livelihood has been built around matchmaking.

Rich Chou's career in MMA matchmaking began with Rumble on the Rock in the mid-2000s, followed by stints at Elite XC before teaming up with Scott Coker on multiple occasions, adapting to the rapidly changing industry landscape.

Rich Chou's enthusiasm for MMA stems from its inherent value, not just financial prospects. He and Scott Coker are rekindling their partnership on a new $60 million venture, driven by their genuine passion for the sport. This approach is a departure from the current business landscape, where investors prioritize returns over the sport itself. The influx of VC money has transformed MMA into a market-driven industry, with many viewing it as a commercial opportunity rather than an athletic pursuit.

Starting a new venture requires careful planning, but our primary focus remains rooted in our passion for mixed martial arts. We're committed to being accountable business owners while staying true to our core values: a deep affection for the sport and an unwavering respect for its athletes.

Rich Chou believes Scott Coker's involvement is about more than just financial gain; it's about staying connected to his legacy and reaching out to a growing fan base that may not be familiar with the sport's rich history.

New beginnings unfold slowly.

Rich Chou attributes their partnership to a shared passion for mixed martial arts, which he believes has been their driving force throughout. This genuine affection for the sport is what brought them together and remains at the heart of their collaboration. As they navigate the current landscape, Chou notes that this era differs significantly from previous ones, with many competitors lacking a deep understanding of the sport's origins and traditions.

The stakes are elevated with Rich Chou and Scott Coker joining forces once more on a substantial $60 million endeavor, driven by their enduring passion for the sport. Their commitment is genuine, rooted in a deep understanding of what makes MMA tick.

Chou chuckles,recallingthe roster's exceptional quality. "It was a whirlwind," he says. The team's success had an unexpected consequence: it led to their downfall. Their own triumphs ultimately sealed Strikeforce's fate. A remarkable run came to an abrupt end as fighters' talents were showcased elsewhere, earning them widespread recognition.