What Happened to the Kickboxing Promotion “It’s Showtime”?

Once considered a cornerstone of European kickboxing, It’s Showtime was a combat sports promotion based in Amsterdam, Netherlands. Founded by Simon Rutz in 1998, the promotion quickly earned a reputation for delivering high-level striking events across Europe, especially in the Netherlands, which has long been a hub for elite kickboxing talent.

It’s Showtime held its first event in 1999, and over the next decade, it grew to become a respected name within the sport. Known for its focus on entertainment, flashy production, and a strong roster of international fighters, the organization helped spotlight many athletes who later became global stars.

What Kickboxing Rules Did It’s Showtime Follow?

It’s Showtime followed K-1 style kickboxing rules, allowing punches, kicks, and knees, but prohibiting elbows and extended clinching. Fights were typically three rounds of three minutes each. Limited clinch time was allowed only to deliver a single knee. The rule set focused on aggressive striking, fast-paced action, and minimal grappling or stalling tactics.

READ MORE: What is K1 Kickboxing?

Andrew Tate Fight On Its Showtime

One of the notable moments in its history was when Andrew Tate, now a controversial internet personality but then an active professional kickboxer, competed in the promotion. He fought on It’s Showtime 56 against Sahak Parparyan, a highly skilled Armenian-Dutch fighter. Though Tate lost the bout by decision, the fight was a significant step up in competition and remains one of the better-known matchups of his career.

Despite its popularity, the promotion’s run came to an end in 2012. That year, It’s Showtime was purchased and merged into GLORY, a new global kickboxing promotion that aimed to consolidate the best talent and organizations into one unified platform. The merger marked the end of It’s Showtime as a standalone brand, but many of its fighters and staff transitioned into the GLORY ecosystem, continuing their careers on a larger international stage.

SHOP: The Kickboxer Collection

Today, It’s Showtime is remembered as an important chapter in the evolution of modern kickboxing — a promotion that helped elevate the sport across Europe and laid the foundation for what would become GLORY’s global presence.