Earlier this morning, Ultimate Fighting Championship (UFC) President Dana White took off his shirt and did the polar bear plunge into the icy Atlantic Ocean off the east coast with his sidekicks Matt Serra and "Nick The Tooth."
It was part of the plan to promote his upcoming Internet-based road show entitled, "Lookin' for a Fight," which follows White and Co. around the United States as they hunt for young, talented mixed martial arts (MMA) up-and-comers like Sage Northcutt (more details here), among others, including (possibly) the first opponent for former WWE star, CM Punk.