Phillip B. Wilson: You are a character, aren’t you?

Dana White: I wouldn’t call myself a character. I’m honest and people aren’t used to that.

PBW: You’re married, the father of three. Do you still always start the day making breakfast for your kids?

DFW: I get them breakfast and take them to school.

PBW:But then there’s the outspoken extrovert, so passionate that you’re an insomniac? How have you been sleeping lately?

DFW: Not much. It’s not that I don’t get a lot of sleep, it’s that I don’t require a lot of sleep.

PBW: How do you pull that off, from years of being an athlete?

DFW: Nah, I swear to God this is true, my life is so good, I don’t want to waste any minute of it sleeping. I hate sleeping.

PBW: Were you a good fighter?

DFW: That’s why I’m a promoter.

PBW: Seriously, any skills?

DFW: You want to know the truth? At one point in my life, I believed that’s what I wanted more than anything. I was so into it. And one day, I was in the gym, and this guy walked in. Locally, a lot of people knew him. He was 35 years old, his career was over and he was shadow boxing around the gym and I looked at him and thought, “Oh my God, what if that’s me when I’m 35?” That was the day I realized I wasn’t a real fighter. Real fighters are different from you and me. They’re made differently, man. That’s what they were put on this Earth to do.

PBW: You ever doubt yourself?

DFW: I always believed in the sport. The question is, is the timing right? It could be the right idea at the wrong time.

PBW: What is the estimated worth of the company?

DFW: The company is worth about $2.5 billion.

PBW: Exceeded expectations?

DFW: No, it hasn’t. I’ve been saying this since day one, and people really thought I was a lunatic, that this could be the biggest sport in the world. What I am surprised about is how fast this has happened.

PBW: Scratching the surface?

DFW: We haven’t even scratched the surface for how big this thing is going to be. I don’t consider us mainstream yet. Mainstream, to me, is if you walked out into the main street of any major city in America and asked them what “American Idol” is. Everyone can tell you what “American Idol” is. Not everyone can tell you what UFC is.

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