How do you turn a local eBay shop into a multi-million-pound global sports brand entirely through organic growth (p. 1)? In this episode of the DM-Mi Podcast, host Sukh Hayre sits down with Ray Qudos, Fractional Chief Marketing Officer (CMO) at RDX Sports, recorded live on the ground during International Fight Week in Las Vegas
Ray breaks down the exact strategies RDX Sports used to scale from a £4 million UK brand to an £89 million global powerhouse without any external funding or raises. Moving entirely direct-to-consumer (D2C) and maintaining absolute control over manufacturing and logistics, RDX outlasted massive early-2000s competitors like Tap Out and Affliction by prioritizing pure product quality over cheap discount gimmicks.
In this wide-ranging conversation, Ray launches a fierce defence of creative marketing, arguing that modern corporate teams are stifling growth by obsessing over daily ROAS, reach, and impression metrics. He explains how RDX masters "guerrilla marketing hacks" by identifying rising combat sports athletes early, from Amir Khan and Anthony Joshua to pulling off a massive studio activation with Conor McGregor for a fraction of corporate prices.
Finally, they dive into behavioural economics, the narrative appeal of the fight game, and why artificial intelligence should only ever be a "junior apprentice" in your marketing department rather than a decision-maker.
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