Joe Silva doesn't like attention. After 21 years spent crafting the UFC into a promotional machine beyond compare in the world of combat sports, the brains of the operation wanted simply to disappear into retirement by the end of the year.
When I told him my intention to share his story with the world, he texted back immediately.
"Please don't. I would prefer to quietly ride off into the sunset."
For once, Silva isn't going to get his way. He may not like it, but he deserves a spot in MMA lore.
You may have never heard of Silva, the UFC's vice president of talent relations, and that's just the way he wants it.