Dana White's firm leadership of Zuffa is undeniable.

Since acquiring the UFC five years ago with Lorenzo Fertitia, White has worked like a man possessed. And the results show. The UFC has exceeded even its own agenda. Consider this: There's been enormous Pay-Per-View numbers, sold-out stadiums, a television show, endorsements and big paydays for fighters.

And White's wheeling and dealing is generating interest in mixed martial arts beyond the beer-slugging WWE-style fan. In fact, 95.7 million viewers saw at least one minute of UFC programming (live fights, "TUF," "Unleashed," "Ultimate Knockouts") in 2005. According to Spike and UFC stats, this translates into 34.4 percent of the U.S. population or one in three Americans.

Whether you view these numbers liberally or not, the fact remains that mixed martial arts will be familiar to America and its athletes will become stars outside of their hometowns and Vegas. And, considering the roll the UFC is on, it should not surprise you that White is also expanding into the music and entertainment industry. With a hush-hush deal in the making with an L.A.-based music house, White's vision for Zuffa Inc. is exponential.

Q: Did your original strategy for the UFC include all that has happened in the past few years?
A: Yes, it did. We had a five-year plan in mind when we bought the company, and we did everything in four years.

Q: How did you execute your plan?
A: It's been a lot of trial and error. When we were watching the first show we had ever seen, which was in New Orleans, we sat there saying, "Imagine if we did this and changed that." The previous owner, SEG, didn't care about the live event inside the house. All they were focused on was the television, and we disagreed with that. We thought the live shows could be taken to another level and increase ticket sales, which would generate more revenue. One of the biggest challenges we had was to tweak the production right to where we wanted it. I think you saw that in the earlier shows. You would watch a show in September and two months later things would be completely different. From the entrance to the opening to the music to the lighting-we kept changing stuff over and over.

Q: You used each show to learn how to do a better job the next time?
A: Yes, we would change the way the interviews were done, the features, the show opening and the graphics. People don't really think about stuff like that. Even the announcers. Think about how many different announcers we have had throughout the last four years. Throughout the last couple of years it has been pretty solid.

Q: How long do you think the UFC can stay on top?
A: We haven't even scratched the surface.

Q: You really don't think so?
A: No, no. Nobody really knows what the UFC is right now. It hasn't even scratched the surface.

Q: Are you referring to the mainstream?
A: We've taken it to another level every year, and you haven't seen anything yet. Wait until the end of this year and the beginning of next year.

Q: To help you set goals, is there a barometer you use to determine success, such as viewership, number of Pay-Per-Views, gross revenue or gates?

A: All of it! New arenas that we go into and sell out. Pay-Per-View numbers that we hit. The distribution that we continue to get, through Spike TV and DVD sales.

Q: Is there one barometer that you are going to use more than another? For example, everyone knows that the Chuck vs. Randy III fight ended up beating all previous events. It was also the largest-grossing fight at about $3 million.
A: We will beat that this year.

Q: Whose fight?
A: Matt Hughes and Royce Gracie.

Q: The company has expanded into movie production and music. Explain some of the goals you have with these types of expansions. Do those two facets of business benefit the UFC as an entity or is it just to grow Zuffa?

A: I dabbled in the music. I signed unsigned bands and brought them into Zuffa records. We have used a lot of their music over the past three years. I put out an album. It didn't flop, but it didn't do as well as I wanted. It was fun and a good experience. Actually, I just had a meeting in L.A., and I am building a partnership with a music company. And once again, it is one of those things that is just going to be huge. When we make the announcement, it will be big. And people will say, "These ******* guys are unbelievable; they keep taking it to another level."

Q: Are you going down the rock route or toward rap and hip-hop?
A: Both and all of it. A lot of times I will ask these guys [UFC fighters] their opinion of the music. Most of the time I will let them use the music they want. The thing that is cool about it is that it shows their personality. It could be rap, rock, classical. If we hear it and like how it sounds, we use it.

Q: Since the UFC has grown in popularity, many have observed that it is beating boxing. When do you think MMA fighters will get salaries that reflect the same type of payday that boxers get ... the million-dollar paydays?
A: We had it and have it! Chuck and Randy. I think Chuck got $1.3 and Randy got $1.1.

Q: So Randy went from $225,000 for his first title and his last chance at the title went up to more than $1 million? Do you see that happening more?
A: Yeah. Unlike boxing, we don't scream from the rooftops, "This guy is making millions of dollars!" We are and have been cruising under the radar for a little bit. Boxing is known for being such a blabbermouth type of sport. We are not blabbermouths; we keep our business real quiet. We don't go out there screaming how much we are making or how much the fighters are making. It's not our style.

Q: Do you think your background in boxing and martial arts has contributed to your ability to run this organization?
A: No, but I think my passion for fighting for the business has helped us. Plus, it's not all about me. I have a great staff. All these guys work their asses off, and I have a great team.

Q: If the rules of the MMA reached a level uniformity and sanctioning became a little less difficult, do you see the UFC taking on a similar model as the WWE, such as touring live shows in different cities to build a larger fan base?
A: There is a reason why all the big fights are in casino towns. It makes more sense. But I could see that happening. I would never count that out. Again, our ability to sell tickets has been phenomenal. It has been proven when you look at our model we do better Pay-Per-View buys overall when we are on the West Coast.

Q: Why?
A: Don't know, and it's shown at the same hour.

Q: Who is cooperating with sanctioning now?
A: There are 20 states.

Q: Who else would you like to see sanction MMA fights?
A: All of them. If there is an MMA event held in their states, they [the state] should be sanctioning all fights. And it is completely irresponsible if they don't. As far as I'm concerned and where I am focused-and I will get it done by the end of next year-is New York.

Q: Madison Square Garden?
A: Yep.

Q: Do you think you will add/keep the lighter weight classes?
A: We are now. We are bringing them back.

Q: It's a shame they haven't been showcased much in the past; they are so fast.
A: Let me tell you something ... I agree. But back when I had to make the decision to cut the lightweight division, there just weren't enough fights. I would have preferred to cut the heavyweight decision and keep the lightweights, but we know you can't do that.

Q: Which of the divisions do you feel is truly the creme de la creme?
A: Two hundred and five. Light heavyweight is our rock-star division. With the television exposure right now, the 185-pound division is looking real good, the 170-pound division is awesome and I think 155 will be great.

Q: What is the difference between head butts and elbows? Don't you think they both can stop a fight because of cuts? Plus, many believe that elbows suppress a jiu-jitsu player from really being able to show his colors because so many rely just on ground and pound and using the elbows.
A: You can't just be a jiu-jitsu player; you have got to have the whole game. One guy off the top of my head is Chuck Liddell. You take him to the ground, and you can't elbow him. He gets right back to his feet. These other fighters need to get that part of the game. Get up off the ground and avoid the elbows. It is a real part of the fight.

Q: Wouldn't you rather see them work the ground game than just get right back up?
A: Sure, you can do that. A lot of guys do. They work their ground game. You just need to be a well-rounded fighter and be able to deal with elbows. Elbows are a reality.

Q: Would you consider a unified title match with Pride?
A: I would fight [meaning his UFC fighters] any day of the week.

Q: Who is keeping this from happening?
A: Pride. They can say whatever they want to say, but it is a fact!

Q: Do you have any plans to loan out a fighter like you did with Chuck Liddell?
A: I'm not loaning them anyone. They can bring me a guy. Do you know how many guys I have sent them over the last four years? Like four or five guys. Chuck Liddell has been there three times.

Part II is scheduled for Elite Fighter, Ultimate Grappling's special issue, which is on the newsstands later this year.

The Writer: Katalin Zamiar-Ogren is a freelance writer, entrepreneur and avid MMA fan.