Our Founders

// Jorge Guimaraes

“I love Jiu-jitsu and MMA and I will train until I die.”

Jorge Guimaraes was born into Jiu-jitsu. He grew up in Brazil and at twelve, began training with the first family of the sport, the Gracie’s. Jorge quickly fell in love with the art form. He trained under the late Rolles Gracie, who was known to be the best competitor of the Gracie family. Years later, Jorge earned the opportunity to come to America with Rorion Gracie and be a part of spreading Gracie Jiu-jitsu, which led to the eventual launch of the UFC. “It was a great thing to be a part of, because we essentially proved Jiu-jitsu’s effectiveness and started a revolution that continues to evolve even now,” reflects Guimaraes.

Jorge became an ambassador for Jiu-jitsu and MMA, (a sort of “Larry Merchant” of Mixed Martial Arts). He later received his black belt under Royler Gracie and still trains to this day.

Jorge has worked hand in hand with the top MMA organizations in the world, such as the UFC and PRIDE. He has assisted them in a variety of capacities; from helping find new talent to creating and producing MMA events. With a reputation for being a deal facilitator and ambassador of the sport, Jorge is now one of the most influential businessmen in MMA.

It was through his dealings with various components of the MMA industry that Jorge recognized the opportunity to create sophisticated, information based TV show that covered all angles and organizations of the MMA world. In 1997, Jorge launched “Passing the Guard”, which originally aired in Brazil. The first show of its kind, it became an instant success and offered a well-rounded view of the MMA world including fight highlights, fighter interviews, training tips and team profiles. Jorge not only served as the show’s creator and producer, but hosted the program as well, further cementing his importance in the MMA community.

“I wanted to share the things I knew and experienced in MMA with the world. This sport is really exciting, anything can happen in a fight at anytime!”

// Ed Soares

While the rest of his family was born in Brazil, Ed was born, and currently resides in Southern California. Before Ed started managing MMA fighters he was a nightclub promoter (working at well known establishments like the Roxbury and the Century Club) and also worked with and managed hip-hop groups. Ever an intrepid business man, Soares took over Sinister Brand Clothing in 1998.

Then Ed, always a fan of pro fighting and MMA, got his start in MMA by producing “Passing the Guard” with Jorge Guimaraes, a TV celebrity in Brazil. When Ed and Jorge started “Passing the Guard” for the Los Angeles station KDOC-TV in April of 2004, it was one of the only MMA-related show on free American television, even before “The Ultimate Fighter”. Through his work, Ed developed close relationships with fighters and people within the MMA industry. With Ed’s background in management, it was a natural evolution for him to start representing fighters. Since establishing Tough Media with Jorge Guimaraes, Soares has gone on to represent some of the most skilled and well-known fighters in the world. The two have put together a management team that is the best in the business because they take care of the best in the fight business.

“Our company is more like a family than a business. That’s one of the differences with us, I believe — we’re a very tightly knit group. Eventually, the goal is to be a larger agency.”