🏋️ Jon Jones Ends UFC Reign and Shifts to Business
Jon “Bones” Jones has officially retired from the UFC after a 16-year mixed martial arts career and nearly 30 fights. UFC President Dana White confirmed the news following the recent event in Baku, Azerbaijan (source).
Instead of stepping back, Jones jumped right into the business world—revealing he’s joined Ketone-IQ as a co-owner and Chief Performance Officer.
🔧 What’s His New Role?
Jones took to Instagram to announce his new position, saying that Ketone-IQ “has been a game-changer in my daily life, giving me more mental clarity, focus, and fuel.” He called the company “a perfect next step” and confirmed he’s a part-owner, not just a brand ambassador.
💼 Business Moves Begin Immediately
Jones isn’t waiting around. He shared that this venture launched just days after calling it quits in the cage. Notably, he also mentioned “two new businesses in the books” when he responded to critics on social media.
⚖️ Criticism, Legacy & Legal Matters
Even in retirement, Jones hasn’t shied away from controversy. Fans questioned why he avoided a unification bout with Tom Aspinall, prompting Jones to respond with cryptic posts calling detractors “silly lies and distractions.”
He’s also dealing with a recent charge for leaving the scene of a crash in New Mexico—a woman in the car alleges Jones fled the accident. Jones claims she was intoxicated and uncooperative.
📊 Why This Matters to Distinct Athlete
At DistinctAthlete.com, we focus on what defines modern elite athletes—on and off the field. Jones’s pivot from UFC GOAT to wellness entrepreneur is a textbook example of post-career transformation:
- Strategic business alignment: Going from fighter to performance executive
- Brand stacking: Launching multiple ventures immediately at retirement
- Legacy control: Reinventing public image amid controversy and legal issues
This shift highlights how athletes can leverage their platform to build lasting financial and brand equity.
🔭 What’s Next for “Bones”?
- Ketone-IQ leadership: How active will Jones be in shaping product strategy and marketing?
- Other new ventures: What are the “two new businesses” Jones hinted at?
- Legal resolution: Will his recent crash charge affect his brand image?
- Post-UFC presence: Will he enter media, training, or entertainment next?
💬 What’s Your Take?
Do you think Jon Jones made the right move by retiring at his peak and going into business? Let us know in the comments or join the discussion on Instagram and X (@distinctathlete).
