UFC veterans Khalil Rountree, Dominick Cruz, and Jeremy Stephens have been linked to a controversial organization called Choice Center, which has been described by some as a “cult” and an MLM scheme. The allegations came to light after Sean Strickland mentioned it on Joe Rogan’s podcast in 2023, prompting further investigation from MMA ITP.
Martial artists may be prone to joining cults because both martial arts and cults often share a strong emphasis on hierarchical structures. In many martial arts, students are conditioned to respect and follow the guidance of a master or sensei, creating a dynamic where authority and discipline are central to progression.
This system of rank and unquestioned obedience can make practitioners more vulnerable to similar structures outside the dojo, especially when presented with a charismatic leader who promises higher levels of mastery or enlightenment.
Cults, like martial arts schools, often rely on strict hierarchies where the leader assumes an almost divine status, demanding loyalty and submission. For martial artists accustomed to these dynamics, it may be easier to fall into the patterns of devotion and deference that cults exploit.
Choice Center, founded in 1998 by Robin Williams (not the actor), bills itself as an emotional intelligence development program. While the concept of emotional intelligence is widely accepted as beneficial, Choice Center’s practices and pricing structure have raised eyebrows.
The organization offers various courses with steep price tags. For instance, their “Teen Leadership 66” course costs $644 for 20 hours of training, while the “Journey Within 15” program is priced at $5,000 for three weekends. Private coaching sessions can run up to $1,500 per hour.
Rountree, Cruz, and Stephens appear to be deeply involved with Choice Center. A 2022 Instagram post by Williams herself revealed that Rountree had reached “level 126” in the program. Cruz and Stephens were featured in Choice Center’s marketing materials, with Cruz at level 171 and Stephens at level 175 as of May 2020.
However, the organization’s practices have come under scrutiny. Multiple online reviews accuse Choice Center of employing cult-like tactics, including sleep deprivation, meal restriction, and pressuring members to recruit others. Some reviewers claim that participants are told the organization is their “only family” and are subjected to questionable psychological practices.
While there are positive reviews praising Choice Center’s impact on members’ lives, critics argue that these testimonials often sound scripted and fail to address the program’s high costs and recruitment emphasis.
The involvement of high-profile UFC fighters in such a controversial organization has sparked debate within the MMA community. While Rountree, Cruz, and Stephens seem to have found value in the program, its practices and structure have left many questioning the true nature of Choice Center and its impact on its members.
