Michael Thomsen joins Cole in this episode to discuss his book, Cage Kings: How an Unlikely Group of Moguls, Champions & Hustlers Transformed the UFC into a $10 Billion Industry. Michael’s book highlights the cast of characters who built the UFC from the ground up. The conversation covers why these executives believed in mixed martial arts despite going through a variety of hurdles, how television broadcasting and streaming deals put the UFC on the map, and the fighters who made the sport mainstream.