Claims of positive youth development: a content analysis of mixed martial arts gyms’ websites

Abstract

ABSTRACT Mixed martial arts (MMA) is a newly established and rapidly growing sport. Given questions surrounding claims of developmental outcomes for youth through MMA broadcasted on gym websites, coupled with parents’ practices to gather and utilize website information, it is important to explore the content of MMA gym websites. This study describes the content of MMA gyms’ youth programs’ websites, examining proposed developmental outcome claims for youth and processes of facilitation. Using a quantitative content analysis of 18 MMA youth gym websites in Toronto, Canada, a 37-item coding manual was developed to categorize content. MMA gyms drew upon popular media, anecdotal evidence and selective academic research findings to promote the benefits of their youth programs to parents. The claims of developmental outcomes and facilitation of positive youth development appear misguided and raise concerns for parents seeking information on child MMA programs. Findings highlight potential implications for parents interested in enrolling their children in MMA.