Reign Sports started out as a small but promising MMA Brand based out of Western Canada. Today after 5 years, Reign Sports fight gear and fight wear can be seen in some of the most elite gyms across the country. Names like Chael Sonnen, Jamie Huey, Clayton Hires, John Alessio, Chad Mendes and John Wood have all been spotted using the top quality MMA gear brand by choice.
Jason Culley/ CEO of Reign Sports sat down with MMASucka.com to speak about the progression of his company.
With stores across Canada and now the United States carrying the product, what is next for Reign Sports?
We did not intend on distributing to the United States for another 2 yrs, but with such a great response to our equipment and seeing all the big names using our gear and contacting us about opportunities, we opened up to the US. We started seeing Chael Sonnen and his striking coaches using our gear. Not only using it but saying it is the best equipment they have ever used. We were not terribly surprised because we have crafted our equipment to be the best, not just compete with other brands. We began talking with Jamie Huey, of One MMA, formally known as Team Quest. He is Chael Sonnen’s Boxing Coach and Season 17 TUF (The Ultimate Fighter TV Series) Winner. He loved the gear so much that he has now partnered with us and is a United States Distributor of Reign Sports. It has been a fast growing brand lately and we are prepared to expand further and into other countries. We are currently looking into Brazil and the UK.
Why is Reign Sports able to complete with top brands on quality alone? It is no secret that Reign Sports is not a part of the UFC conglomerate?
We have discovered a niche market. All top end brands want the moon for their products. We have, in most cases a superior quality, both in performance and build quality, but we are available on the market at a mid-level price point. This formula has proven to be a very desired commodity and retailers are quickly noticing that our brand is a great fit on their shelves. Reign Sports has the best quality vs cost ratio on the mma gear market. We also offer more margin for retailers than other brands. That is our approach and it works for the retailer and the end user. The fact that our gear is getting in the hands of some of the world’s best trainers and athletes is just a by-product of creating the best gear we know how, and we know how.
How did you learn to make fight gear and have you had any help along the way?
Coming from an 18-year background in martial arts, I had some good knowledge on what makes a great product. Alone the way I listened, I encouraged feedback and utilized ever piece of negative feedback that I could to produce better gear each production. I started local, getting to know John Punt at Nanaimo’s Impact MMA and his whole fight team. I became friends with everyone and got feedback and revised. We also sponsored over 130 athletes in our first 4 yrs and I made sure that I got feedback from those athletes. In the last year we have started working with Jamie Huey who is a world class boxing coach as well as Season 17 TUF (Team Sonnen) Winner. As well, we have worked with John Wood, Owner of Syndicate MMA in Las Vegas and also a TUF17 trainer for Team Jones. John Wood helped us with our new thai pads, which are a huge success and getting amazing feedback. Both these guys have been a great help. They are top notch trainers and we thank them for their help and support.
So Reign Sports has the high grade products covered, do you plan on covering the more affordable range as well?
We just launched the “Recruit” Series which has all the same features as our high end but made with affordable engineered leather. The Recruit Series is where durability meets affordability and its already available in retailers across N. America
What about kids? Does Reign Sports have kids gear or just adult?
We also just launched our Youth “Cadet” Series, which is for kids ages 6-12 years old. We make 8oz boxing gloves, shin guards and head gear in this range.
It seems as though sky is the limit for Reign Sports as they look to enter new countries and continue to work with some of the best trainers in North America on product development. It is truly great to see a local brand that has worked so hard, finally get some top level recognition. To do it without paying their way into the UFC conglomerate is quite impressive to say the least.
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