Renato Laranja (Heh-nah-toh La-rahn-ja) is the smartest man on the internet, but you probably wouldn’t know who he is unless you trained Brazilian Jiu-Jitsu (BJJ) and frequented grappling blogs, read Jiu-Jitsu magazines and geeked-out on MMA videos on YouTube.

BJJ is easily the fastest growing martial art on the planet, so much so that its practitioners are advocating a petition to formally induct the sport into the 2016 Olympic games. Formal recognition by the Olympic committee in 2016 would thrust BJJ into the international limelight in symbolic fashion, being that Rio De Janiero is the city where the Gracie family first developed the art over 80 years ago.

But Mr. Laranja doesn’t care about the Olympics—in fact, he only really cares about himself, which is one of the reasons why he’s so appealing. He’s an absolute caricature of South American machismo with an unflappable, self-celebratory ego reminiscent of boxer Floyd Mayweather or NFL wide-receiver Terrell Owens.