Which ventures of the legendary Caucasian fighter have turned to dust, and which are still thriving?
Khabib Nurmagomedov is one of the most successful Caucasians of our time. Through his own example, he has demonstrated how one can rise from the very bottom to the heights of global fame—and make quite a fortune along the way.
Throughout his sports career, Khabib Nurmagomedov earned nearly $22 million. But what is the fighter doing now after leaving the Octagon?
Let me reveal a little secret right away: our Dagestani hero is far from struggling. And he is actively involved not only in coaching but also in major business ventures. Here are the key business projects of the famous fighter.
Food Industry
I guess Khabib is sellin' his meat now!🤘😠I wonder if it's any good. Has anyone tried it yet?#MeatByKhabib pic.twitter.com/UjdKLgxinc
— JustADude (@BeardsAndInk) March 6, 2023
Back in November 2022, Khabib launched a chain of halal fast-food restaurants in Moscow called “M-eat by Khabib,” featuring signature slow-cooked meat in a bun, chicken, and horse meat. However, the business struggled—by 2023, almost all of the restaurants had closed. The reasons? High costs and a lack of demand—after all, horse meat isn’t exactly a popular choice in central Russia. The only remaining restaurant is located in the “City of Capitals” tower in Moscow City.
Khabib also launched another venture: he acquired a stake in the production of protein bars, cookies, and snacks under the brand “Fitroo by Khabib” in various flavors. These snacks can still be found in some major retail stores.
The Khabib hustle never stops. ‘Fitroo by Khabib’ protein cookies and bars for 99 rubles (98p) and 59 rubles (58p) a pop in the supermarket. I went for the vanilla biscuit bar, tastes the same as any of the others on the market. pic.twitter.com/sjwM6a5cd7
— Danny Armstrong (@DannyWArmstrong) November 20, 2020
In December 2021, Nurmagomedov opened his own restaurant, “Papakha”, in Makhachkala, which is still in operation today. However, the prices here are quite steep: how do you feel about mashed potatoes and okroshka (a traditional cold soup) priced at nearly 1,000 rubles?
What an outstanding restaurant!
— Le Lion (@leliondecali) December 21, 2021
Papakha Restaurant
The latest business project by Khabib to open here in Dagestan, Russia. The interior is designed by my friend and I’m definitely feeling a bit prideful!
But seriously, the attention to finite detail is stunning. 1/2 pic.twitter.com/7ZkTrfVtdo
In the same 2021, Khabib also started selling alkaline water called PH Top by Khabib. The water is produced in the United Arab Emirates and is marketed as a completely natural product that boosts immunity.
PH Top Bottled drinking water filled with minerals For Healthy Lifestyle By Khabib Nurmagomedov – https://t.co/PMyxj9umYV pic.twitter.com/XAL0ZMXkbU
— Daily Scanner (@Daily_Scanner) July 15, 2021
In 2020, Khabib also created his own unique app, OctaZone, which automatically generates personalized training plans for fighters, taking into account their weight, strength, and schedule. Notably, Khabib himself recorded the instructional video course for the app. The app is still functioning.
Additionally, Khabib became a co-owner of a small mobile operator, Eagle Mobile, purchasing about a quarter of the company’s shares. Subscribers could even receive souvenirs featuring Khabib. However, this didn’t help—the mobile operator shut down in 2023, and all of its subscribers were transferred to other networks.
Khabib also invested in real estate, particularly in a Turkish luxury housing project called Al Firdaus Residence & Hotel. The project features exquisite high-end apartments with private pools on luxurious terraces.
Lectures and Advertising Contracts
Khabib Nurmagomedov also earns from lectures and appearances on topics like martial arts and finance. He shares with audiences how he achieved success in life and how he successfully combines sports and business. One of his appearances at a major forum or seminar can cost up to $300,000.
In 2019, Khabib Nurmagomedov signed lucrative multi-million dollar advertising contracts with global brands such as Reebok, Toyota, the scooter company Kugoo, and even the black seed oil manufacturer Allhadaya. He maintained strong advertising partnerships with Toyota, though currently, all the Toyota ads featuring Khabib are aired outside Russia.
Interestingly, Khabib Nurmagomedov always strictly refuses to endorse alcohol, tobacco products, betting companies, and online casinos. He refuses to promote them for any amount of money.
Martial Arts, Gyms, and Coaching
In 2020, Khabib Nurmagomedov purchased a small Russian mixed martial arts league, Gorilla FC, for $1 million. He renamed it Eagle FC and planned to hold successful fights in the U.S. However, after 2022, he has been limited to holding a few matches in Kyrgyzstan and Kazakhstan.
In 2021, Khabib launched his own chain of fitness clubs, Khabib Gym, in Russia, London, the UAE, and Istanbul. Currently, only one club is open and operational, located in Abu Dhabi.
In Makhachkala, Khabib Nurmagomedov opened a martial arts school named after his late father, Abdulmanap Nurmagomedov, which can train up to 200 fighters at a time. The school teaches mixed martial arts, Muay Thai, and grappling to children and teenagers. Needless to say, Khabib is proud of this legacy left by his father.
In 2021, Khabib, together with former Netherlands footballer Clarence Seedorf, opened the Seedorf Khabib Performance Club in Dubai, a football and martial arts academy. However, the fate of this school remains uncertain, and none of the planned branches in other cities worldwide ever opened.
Coaching
Khabib Nurmagomedov is also an accomplished coach, training renowned fighters such as Tagir Ulanbekov, the recent UFC lightweight champion Islam Makhachev, and his own brother Umar Nurmagomedov.
“Khabib is an excellent coach. He’s created and developed a bunch of real killers, and personally, I’d be cautious about meeting them in the Octagon,” joked American fighter Dan Ige.
And to wrap it up, Khabib Nurmagomedov is still only 36 years old, so there’s plenty ahead for him.
Some of Khabib's business ventures:
— 𝕽𝖆𝖎𝖓𝖒𝖆𝖐𝖊𝖗❂ (@Sa_Gwang) May 3, 2021
▪️MMA promotion "EFC"
▪️Telecom operator "Eagle Mobile"
▪️Fitness app "Octazone"
▪️Protein bar "Fitroo by Khabib"
▪️Water "PH top by Khabib"
Business is booming to say the least 🔥 pic.twitter.com/vGuIPcaaH4