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Asked what it’s like to run the Ultimate Fighting Championship, the ruling franchise of the mixed martial arts world, Dana White doesn’t mince words. “This job is insanity,” he says. “Every morning when I wake up, bad shit happens.” It may sound insensitive to say as much, White adds, “but when human beings are your product, bad things happen.”
Then again, for a brand built on men climbing into a ring and mauling each another, bad things are supposed to happen—it’s what fans pay to see.