By Dean Parr
Gary Cross is the forefront figure of G4 MMA Fighters, an MMA management company which seeks to look after fighters and act in their best interests, with the aim of them fulfilling their potential and getting as far as they can in the sport. Cross caught up with BritMMA for a Q&A to discuss numerous topics, including what has turned out to be a boom period for the organisation, during which a lot of promising talents having recently been signed.
Q: For those who don't know or haven't yet understood, what exactly is the role you play with fighters?
A: The service that G4 MMA Fighters provides makes fighters lives far simpler, as they can focus on preparing to fight, fight without any distractions, and then start preparing for their next fight. Plus, I negotiate their rewards, review their contracts and collect their money and rewards after the shows.
Coaches see the value in the service as they can focus on coaching and understand that they are included in the matchmaking and fight preparation process.
Finally, the promoters like working with me because they know that as business people we get everything agreed and signed before the show, which in turn make the payment process much easier.
Q: What in your opinion, makes your job important and worthwhile to your clientelle?
A: As I said previously, the fighters and coaches are able to concentrate on what they do, while the commercial matters are all taken care of. Managing involves organising and making key decisions for the fighter’s future. Fighters tend to be more emotional which can cloud their judgement, whereas I do my best to make rational decisions that will achieve the best outcome for the fighter.
Q: Recently, G4 has hit a bit of a boom period. Who have you signed recently, and how far do you see them going?
A: Yeah, it's been manic lately with gyms inviting me along to see their fighters. We’ve signed contracts with Bradley Scott, David Round, Costas Doru, Kiel Tucker and Dale Wood. While Josh Ramage, Lew Long and Kent Kauppinen are reviewing their contracts with the intention (I hope) of signing in the near future.
Every fighter on that list has great potential, they all work extremely hard on every aspect of their game. Bradley (6-1-0) has a hand injury but is working his ground game, having already established himself as one of the most promising fighters in the welterweight division at 21 years of age. Kent Kauppinen (4-1-0) just beat the experienced Paul Rocha for the Extreme Brawl interim Title with amazing composure, as he’s only 18. Kent previously stepped into the cage with Ali Arish went three rounds. David Round wins fight of the night almost every time I watch him and his ground game is starting to come on thanks to Ollie Ellis. Costas Doru is unbeaten (4-0-0) and is reducing his working hours to spend more time training, and Kiel and Dale are tipped by Alex ‘The Boy’ Owen as great prospects. Lew Long is taking a short break but will start training again in November where my aim is to get his MMA career back on track.
Q: Who did you have on your roster anyway before this? How do you see them doing in the sport?
A: Until recently it looked like I only worked with Welsh fighters, as Tim Newman, Nathan Beer, Rus Smith and Mathew Ross-Francombe are all from South Wales. My other fighter is Rodolfo Amaro da Silva a black belt BJJ and former LHW Shooto champion based in Sao Laurenco, Brazil. If all goes to plan Rodolfo will be working in the UK by the end of Nov as the Head Coach at a top UK gym, with me managing his fight career. Again they all have massive potential and work ethics to sign with big US shows.
Q: What was your background before coming into MMA management? How long have you been doing it now, and how do you feel you've adapted to it? Were there any surprises?
A: I started out in Telecommunications and held several Senior Executive positions, and then worked for a Government Agency in the Middle East for 10 years, and then set up my own consulting agency 8 years ago delivering multi-million dollar projects for my clients. My last assignment was at the Celtic Manor Resort helping them prepare for the Ryder Cup for two year prior to the event. It was at this time that I met Tim Newman and was introduced to MMA, as my fitness and boxing instructor we became friends and Tim asked me to manage him. G4 MMA Fighters was founded in July 2009 with Tim as my first signing, by May 2010 I transitioned to full time MMA management, and as of this month we now have 11 professional fighters and 2 semi pro prospects with several young fighters working their way through the amateur and semi ranks ready to sign with us as they turn professional.
I feel I’ve adapted extremely well, which could be down that I try to be fair with the promoters, organised with the fighters, and I love working in the industry.
We had a couple of shock defeats which came as surprises, I really expected Nathan to beat Matt Sellars, and Tim to beat AJ Wenn on BAMMA 4 recently, but I’ve learned that anything can happen in MMA on the night.
Q: What are your personal goals in MMA? Is it the dream to get one of your guys in the big organisations?
A: Yes, I would be thrilled for any of my guys to get on the big US shows. We’ve already had four fighters across two BAMMA shows, Tim’s fought on OMMAC and Josh recently fought on the revived Cage Warriors Show in London. And Kent’s Title Belt win on Extreme Brawl was great. I have communication with Joe Silva and frequently send him footage and information about the guys, and he writes back with advice.
I’m achieving a personal goal each day as I entered MMA at the bottom and I’m working my way closer to the top every day, in terms of the roster and my reputation in the sport.
It’s not possible right now, due to the economic climate and the mainstream perception of domestic MMA, but my aim is to get sponsorship for my fighters in the future that will enable the to become full time professionals, and not have to supplement their fight career with a job.
Q: Are you still recruiting and taking on fighters?
A: Again, its been manic in October signing new fighters, but I’m always interested in looking at new fighters for the future. Jamie Hughes of Celtic Pride and Rikki Fortuna of Newport MMA are both working under their coaches until they turn pro and then we can look at signing them up.
More than ever, I’m getting fighters asking me for advice and more people recommending me to fighters, which is nice as it shows that I’m getting recognition for the effort I put into the sport.
Q: Is there anything else you'd like to say?
A: Just thanks really to everyone in the industry that has welcomed me and that I’ve had the pleasure of getting to know. I just want my guys to fight on the best shows for the best rewards, and the shows that will get them taken seriously by the US promotions, because thats the only way the UK fighters will make a living out of the sport as professionals.
For more information on G4 MMA Fighters, please visit http://www.g4mmafighters.com.
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