Combat skills alone may not be enough to reach the pinnacle of success in MMA. UFC star Islam Makhachev recently touched on this reality in a recent interview with Ushatayka.
During the interview, Makhachev addressed the surprise departure of welterweight Rinat Fakhretdinov from the UFC, a competitor with solid skills but little public visibility. According to Islam, the issue wasn’t talent.
“Rinat is a good fighter with good skills, but the UFC needs fighters they can sell, who can make money,” Makhachev explained. He followed that statement with a message he says he regularly gives to younger competitors in his gym .
“The UFC doesn’t need just guys who win everyone and keep quiet,” Islam said. “Learn English, learn to sell yourself, learn to be interesting to the public.”
For international competitors, especially those coming from non-English-speaking countries, language remains one of the biggest barriers to stardom. Makhachev emphasized that learning English isn’t about trash talk alone, it’s about access.
The ability to communicate directly with media, fans, and promoters can dramatically change a fighter’s career trajectory. Fighters who can explain their mindset, tell their story, and express emotion are far more likely to get main card slots, media attention, and higher paydays.
Islam’s advice reflects a hard truth many fighters learn too late: silence doesn’t sell matches.
Perhaps the most eye-opening moment came when Makhachev drew a comparison between MMA and professional wrestling, a comparison that explains the UFC’s promotional priorities better than any business breakdown.
“All of America loves wrestling. WWE,” Makhachev said. “We understand what’s going on there, how it all works. They love the show.”
His point wasn’t to dismiss MMA as fake or scripted, but to underline the importance of presentation. WWE has mastered storytelling, characters, and emotional investment, elements that keep fans watching long after the bell rings.
“They love the show, and because of that, you just need to learn how to put on a show,” Islam added.
Makhachev isn’t suggesting competitors abandon who they are or manufacture fake personalities. In fact, forced attempts at becoming “the next Conor McGregor” often backfire, something Islam also addressed earlier in the interview.
The key, as his advice suggests, is authentic amplification. Fighters don’t need to pretend to be villains or loudmouths, they need to learn how to express their real selves in a way fans can connect with.
