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Martial Arts World News Magazine - Volume 20 | Issue 1

The #1 Business Resource for the Martial Arts Industry

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<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com<br />

The #1 Business Resource for the <strong>Martial</strong> <strong>Arts</strong> Industry<br />

VOLUME <strong>20</strong> | ISSUE 1<br />

Grandmaster<br />

BILL CLARK<br />

What Will Your School Look Like<br />

When It’s Done?<br />

Chuck Norris<br />

Celebrates 80th Birthday<br />

<strong>20</strong>19 Think Tank<br />

An Epic Meeting of the Minds<br />

Why (And How)<br />

You Should Respond to<br />

Online Criticism


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CONTENTS<br />

FEATURES<br />

26 Why You Should Respond to<br />

Online Criticism<br />

30 Think Tank <strong>20</strong>19: An Epic<br />

Meeting of the Minds<br />

40 What Will Your School Look<br />

Like When It’s “Done?”<br />

53 FREE Tool of the Month<br />

DEPARTMENTS<br />

14 Industry Insights<br />

17 Birthdays<br />

<strong>20</strong> Social 411<br />

22 Industry Innovations<br />

54 School Profile<br />

63 Classified Ads<br />

99 Advertiser Index<br />

YOUR INPUT<br />

13 Share Your Story<br />

13 Everyone Has a Story<br />

76 Feature Your School,<br />

Organization, Accomplishment,<br />

or Event<br />

COLUMNS<br />

6 Editorial<br />

Locking a Steel Cage Around Your Student Body:<br />

The Keys to Ironclad Student Retention, Part 1<br />

Master Toby Milroy<br />

8 <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong> Faculty<br />

12 Teamwork<br />

The 8-Step Student Progress Check<br />

Hanshi Dave Kovar<br />

56 The Warrior Way<br />

The Three Rs of<br />

Combative Weaponry, Part 1<br />

Shihan Dana Abbott<br />

58 Next Level Strategy<br />

Put Some Magic into Your Retail Strategies, Part 1<br />

Shihan Allie Alberigo<br />

60 Growth Hacks<br />

Following Up is the Key<br />

Sean Lee<br />

62 Ninja Business Tactics<br />

Teaching “Tricks” to Our Students Makes Them<br />

Better People<br />

An-Shu Stephen Hayes<br />

66 Pillars of Success<br />

Resources of Energy<br />

Grandmaster Y. K. Kim<br />

70 Management Excellence<br />

What Is the Future of the <strong>Martial</strong> <strong>Arts</strong>?<br />

Chief Master Kirk Pelt<br />

72 Extraordinary Marketing<br />

The 10 Things You MUST Do to Thrive, Part 2<br />

Grandmaster Stephen Oliver<br />

74 After School Excellence<br />

Make Dollars or Make a Difference?<br />

Chief Master Mike Bugg<br />

4 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


STAFF<br />

78 Tactical Self-Defense<br />

One Shot to Survive<br />

Grandmaster Tom Patire<br />

80 Complete <strong>Martial</strong> <strong>Arts</strong> Concepts<br />

The Frustration of Helping Those That Do<br />

Not Want Help<br />

Professor Willie “the Bam” Johnson<br />

82 The Millionaire Smarts Coach<br />

The Real Reason We Make Money<br />

Lee Milteer<br />

86 Budo Philosophy<br />

The Boundaries of the Plausible<br />

Shidoshi Alfredo Tucci<br />

88 Pro Shop Power<br />

Three Tips for Effective Partnering<br />

Brandon Kim<br />

90 Mind Mastery<br />

The Keys to a Successful Mindset in<br />

Business, Part 1<br />

Grandmaster Jessie Bowen<br />

92 Master the Basics<br />

Take a Lesson From Bank Robbers<br />

Master Tina Bane<br />

94 Instructional Excellence<br />

Don’t Let Your Dogma Get Run Over by<br />

Your Karma<br />

Grandmaster Tim McCarthy<br />

96 Tools & Tactics<br />

Think a Billing Service Will Cost You<br />

Money? Think Again<br />

Mandy Andrade<br />

98 <strong>Martial</strong> <strong>Arts</strong> Philosophy<br />

Master Aaron Banks<br />

and Old School (Osu)<br />

Sensei Gary Lee<br />

VOLUME <strong>20</strong> | ISSUE 1<br />

PUBLISHER<br />

Master Toby Milroy<br />

EDITOR-IN-CHIEF<br />

Sean Lee<br />

MANAGING EDITOR<br />

Sandra Mirocha<br />

ADVERTISING DIRECTOR<br />

Jeff Reulbach<br />

ART DIRECTOR<br />

Frank Meyer<br />

GRAPHIC DESIGNER<br />

Amen Blue<br />

WEB DEVELOPERS<br />

Erin Pham<br />

Manuel Huerta<br />

COLUMNISTS & CONTRIBUTORS<br />

Hanshi Dave Kovar<br />

Sean Lee<br />

Shihan Allie Alberigo<br />

Supreme Grandmaster Y. K. Kim<br />

Chief Master Kirk Pelt<br />

Grandmaster Stephen Oliver<br />

Chief Master Mike Bugg<br />

Professor Willie Johnson<br />

Mandy Adrade<br />

Master Tina Bane<br />

Brandon Kim<br />

Grandmaster Jessie Bowen<br />

Shidoshi Alfredo Tucci<br />

An-Shu Stephen Hayes<br />

Lee Milteer<br />

Sensei Gary Lee<br />

Grandmaster Tom Patire<br />

Grandmaster Bill Clark<br />

The mission of <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong><br />

<strong>News</strong> <strong>Magazine</strong> is to be the definitive<br />

source for information, news, education,<br />

ethical business practices,<br />

product reviews and innovative<br />

developments in the world of martial<br />

arts business.<br />

<strong>Martial</strong> <strong>Arts</strong> <strong>World</strong><br />

<strong>News</strong> does not accept<br />

any responsibility for<br />

unsolicited submissions.<br />

Our preferred method of<br />

submission is by emailing<br />

the editor at editor@<br />

martialartsworldnews.<br />

com. Paper manuscripts<br />

and photos will<br />

only be returned if<br />

a self-addressed,<br />

postage-paid envelope<br />

is provided. All rights<br />

for letters submitted<br />

to the magazine<br />

will be accepted as<br />

unconditionally assigned<br />

for publication and<br />

copyright purposes,<br />

with the stipulation<br />

that editorial staff has<br />

the right to edit and<br />

comment.<br />

<strong>Martial</strong> <strong>Arts</strong> <strong>World</strong><br />

<strong>News</strong> <strong>Magazine</strong>, its<br />

owners, directors,<br />

officers, employees,<br />

subsidiaries,<br />

successors, and assigns<br />

are not responsible in<br />

any way for any injury<br />

that may occur by<br />

reading or following<br />

the recommendations<br />

herein. As publisher,<br />

<strong>Martial</strong> <strong>Arts</strong> <strong>World</strong><br />

<strong>News</strong> makes no<br />

endorsements,<br />

representations,<br />

warranties, or<br />

guarantees concerning<br />

any products or services<br />

advertised or otherwise<br />

provided herein, and<br />

we expressly disclaim<br />

any and all liability<br />

arising from or relating<br />

to the manufacture,<br />

sale, distribution, use,<br />

misuse, or other act<br />

of any party in regard<br />

to said products or<br />

services.<br />

This magazine is a<br />

copyrighted product<br />

of <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong><br />

<strong>News</strong>. All rights<br />

reserved. Reproduction<br />

in whole or in part is<br />

expressly prohibited<br />

without written<br />

permission from the<br />

publisher.<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 5


Editorial<br />

Locking a Steel Cage Around<br />

Your Student Body:<br />

The Keys to Ironclad Student Retention, Part 1<br />

MASTER<br />

TOBY MILROY<br />

is a 5th degree<br />

black belt. Known<br />

as “The Master<br />

Systemizer,”<br />

Master Toby Milroy<br />

has positively<br />

influenced more<br />

martial arts schools<br />

than anyone in our<br />

industry. He has<br />

built a successful<br />

multi-school<br />

organization,<br />

lead the national<br />

trade association<br />

for the martial<br />

arts industry, and<br />

coached some of<br />

the most successful<br />

martial arts school<br />

operators in the<br />

world.<br />

➽It’s an unfortunate reality in our business<br />

that, despite our best intentions, students quit,<br />

whether for good reasons or not. It is an even<br />

more unfortunate reality that many schools do<br />

very little to prevent attrition.<br />

I remember buying a car once. At that time, I did not<br />

have a very sophisticated understanding of the sales<br />

process. Needless to say, I probably overpaid for the car<br />

by at least ten percent. But I<br />

learned something from the<br />

experience that, in retrospect,<br />

was a valuable lesson<br />

to me.<br />

First of all, I didn’t do<br />

enough research to clearly<br />

define exactly what my<br />

current car was worth, what<br />

my current payoff was, and<br />

what the current wholesale<br />

value of the car that I wanted<br />

to buy was. But, all that<br />

aside, the on-the-floor salesman said something to me that<br />

stuck with me.<br />

He said, “I can do a lot of things to make the deal happen,<br />

but I can’t change the laws of math.”<br />

In a martial arts school, the same principle very much<br />

applies: You cannot change the economics of marketing.<br />

Without getting into all the dry details, the more successful,<br />

profitable, and sophisticated a martial arts school<br />

operation becomes, the more you’re willing to spend on<br />

acquisition per new student. Some of our member schools<br />

are willing to pay $500 to $700 per new student acquisition<br />

(or more), which can indicate a very deep understanding<br />

of ROI (return on investment).<br />

But even if your cost-per-new-student acquisition is<br />

considerably less than this, it’s easy to see that it becomes<br />

much more cost effective to keep an existing student<br />

than it is to go find a new one. So, certainly, we<br />

should be focusing just as much effort on increasing the<br />

student retention as we are on our marketing activity.<br />

Do the math for yourself. Take all of your marketing<br />

expenses for last year and divide it by the number of<br />

students that you enrolled, and you’ll see your cost per<br />

acquisition. When you look at this number, it is very easy<br />

to see that it’s much less expensive to do whatever you can<br />

to keep the students that you’ve already got.<br />

Not only is this a business and economic issue for your<br />

school, this is an ethical and<br />

moral issue as well. If you’ve<br />

spent any time with me, or<br />

we’ve worked together for any<br />

amount of time, I’d think you<br />

would easily understand how<br />

deeply passionate I am about<br />

the martial arts and what it can<br />

do for people, not to mention<br />

what it’s done for me.<br />

So, when we talk about<br />

student retention and keeping<br />

our students’ loyalty high, we’re<br />

really talking about how we can have a more substantial<br />

positive impact on our students’ lives, and a deeper impact<br />

in our communities. It’s not just about dollars in the bank,<br />

but more about serving our students and our communities<br />

in a richer and more impactful way.<br />

The essential keys to “locking the back door” for longterm<br />

student retention are:<br />

1. Over-delivering on the expectations of customers at<br />

every turn<br />

2. Clearly communicating the benefits of ongoing<br />

training at your school, not just only to the student, but to<br />

the entire family unit<br />

3. Creating a positive community within your school<br />

4. Exciting and valuable, productive classes (classes that<br />

the client perceives to be valuable)<br />

Over the next few months, we’ll drill into each of these<br />

keys to help you build a proverbial “steel cage” around your<br />

student body, and ensure that they never want to quit.<br />

6 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


Check out our<br />

MARTIAL ARTS BUSINESS<br />

DISCUSSION GROUP<br />

No Egos – No Politics – No Trolls<br />

Just <strong>News</strong>, Tips, Strategies, and Tools to Help You Grow Your School!<br />

facebook.com/groups/<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>


OUR EXPERT FACULTY<br />

6<br />

Master Toby Milroy<br />

Is a 5th degree Black Belt, the CEO and<br />

Publisher of <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong><br />

<strong>Magazine</strong>, and the Executive Vice<br />

President for AMS. In addition to building<br />

a successful multi-school organization,<br />

Master Milroy has positively influenced<br />

more martial arts schools than virtually<br />

anyone in our industry.<br />

60<br />

Sean Lee<br />

is the Executive Director of Sales and<br />

Marketing for hundreds of martial arts<br />

schools and specializes in online and social<br />

media marketing using his extensive<br />

professional experience in sports and<br />

martial arts marketing, contract negotiation,<br />

and investment.<br />

12<br />

Hanshi Dave Kovar<br />

is an 8th degree black belt and recognized<br />

as the “Trainer of Trainers.” Hanshi<br />

Kovar is an internationally acclaimed<br />

instructor with black belt degrees in ten<br />

different martial arts styles. His systems<br />

have been implemented in hundreds of<br />

schools around the US.<br />

62<br />

An-Shu Stephen Hayes<br />

has authored <strong>20</strong> books, worked as a<br />

bodyguard for the Dalai Lama, supervised<br />

over 30 school locations worldwide,<br />

and was named, "One of the 10<br />

Most Influential Living <strong>Martial</strong> Artists in<br />

the <strong>World</strong>" by Black Belt <strong>Magazine</strong>.<br />

56<br />

Shihan Dana Abbott<br />

Is a 7th degree black belt in Kenjutsu,<br />

starting his 14-year education in Tokyo.<br />

He has published five books and designed<br />

a US Patent. Abbott has also<br />

conducted seminars in over 30 countries<br />

and obtained his black belt at the Hombu<br />

dojo in Yokohama. He currently offers<br />

online classes on LearntheSword.com,<br />

his unique swordsmanship academy.<br />

58<br />

Shihan Allie Alberigo<br />

is a 7th degree black belt, the founder<br />

of the L.I. Ninjutsu Centers, one of the<br />

largest Ninjutsu schools on the planet,<br />

the author of 4 books, and an entrepreneur<br />

with one of the first online coaching<br />

companies (TakingItToTheNextLevel.com).<br />

66<br />

Grandmaster Y. K. Kim<br />

is the most successful martial arts business<br />

leader in the US, having written<br />

over 30 books on martial arts, business,<br />

leadership, and success. He has won<br />

numerous public service awards and is<br />

the founder of the leading martial arts<br />

marketing and management company in<br />

the US.<br />

70<br />

Chief Master Kirk Pelt<br />

is an 8th degree black belt and is the<br />

President of a multimillion-dollar, multschool<br />

organization, has a 30-year track<br />

record of success, and is currently on the<br />

leading edge of martial arts curriculum<br />

and business innovation.<br />

8 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


OUR EXPERT FACULTY<br />

72<br />

Grandmaster Stephen Oliver<br />

is a 9th degree black belt and is the<br />

founder and CEO of Mile High Karate<br />

schools, and founder of the <strong>Martial</strong> <strong>Arts</strong><br />

Wealth Mastery Program.<br />

74<br />

Master Mike Bugg<br />

is an 8th degree black belt and the<br />

owner of a 1.5 million-per-year location,<br />

with one of the largest after school and<br />

summer camp programs in the country.<br />

78<br />

Grandmaster Tom Patire<br />

is known as “America’s Leading Personal<br />

Safety Expert” and has appeared on<br />

Good Morning America, The CBS Morning<br />

Show, The Colbert Report, Montel,<br />

plus in mainstream publications such as<br />

Family Circle, Redbook, Fortune <strong>Magazine</strong>,<br />

and The Wall Street Journal.<br />

82<br />

Lee Milteer<br />

is an Intuitive Business Coach, awardwinning<br />

professional speaker, and TV<br />

personality who has counseled and<br />

trained over a million people throughout<br />

her career. Lee is Stephen Oliver’s<br />

<strong>Martial</strong> <strong>Arts</strong> Wealth Mastery’s Millionaire<br />

Smarts Coach and is also a best-selling<br />

author of educational resources.<br />

86<br />

Shidoshi Alfredo Tucci<br />

is the CEO and General Manager of the<br />

Budo International Publishing Company,<br />

a leading publisher in the martial arts<br />

with over 35 years in the industry. He<br />

is also author of several books: The<br />

Immaterial Dimension, The Way of the<br />

Warrior, and The Spirit. He currently lives<br />

in Valencia, Spain.<br />

88<br />

Brandon Kim<br />

is the President of Vision <strong>Martial</strong> <strong>Arts</strong><br />

Supply, Los Angeles Branch, who helps<br />

school owners all over the US maximize<br />

their retail sales and drive more revenue<br />

into their schools.<br />

80<br />

Professor Willie “The BAM” Johnson<br />

is a 7th degree black belt and seven-time<br />

sport karate and Kung-Fu world champion.<br />

He has appeared in four movies,<br />

16 plays, and 11 television shows. He is<br />

also the national spokesperson for the<br />

Stronger than Drugs Foundation and the<br />

Champions Against Drugs.<br />

90<br />

Grandmaster Jessie Bowen<br />

is President of Karate International of Durham,<br />

Inc., a member of the American <strong>Martial</strong><br />

<strong>Arts</strong> Association Sport Karate League<br />

and Hall of Fame, and has been a member<br />

of the Duke University PE Staff for over 25<br />

years. He is the author of Zen Mind-Body<br />

Mindfulness Meditation and Zen Mind-Body<br />

Mindfulness Meditation for <strong>Martial</strong> <strong>Arts</strong>.<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 9


OUR EXPERT FACULTY<br />

92<br />

Master Tina Bane<br />

is a 6th degree master instructor and<br />

owner of a Top Ten martial arts school<br />

with successful after school and summer<br />

camp programs.<br />

96<br />

Mandy Andrade<br />

is a martial arts business development<br />

consultant with a background in online<br />

and social media marketing.<br />

94<br />

Grandmaster Tim McCarthy<br />

is a 9th degree black belt and is a martial<br />

arts educator with a master’s degree in<br />

education. He has been instrumental<br />

in developing two industry-changing<br />

programs, and has directed and been<br />

featured in hundreds of martial arts videos<br />

and webinars.<br />

98<br />

Sensei Gary Lee<br />

the American Samurai, is a 9th Dan black<br />

belt, a USA Karate Federation gold medalist,<br />

winner of five Super Grand National<br />

Titles, a featured actor in the movie Sidekicks,<br />

and is the founder of the National<br />

Sport Karate Museum.<br />

Thousands<br />

Of <strong>Martial</strong> <strong>Arts</strong> School Owners And Instructors<br />

Could See Your Ad Right Here!<br />

10 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Visit <strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com/Sponsors<br />

Call Jeff @ 800-275-1600<br />

Sponsors@<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com


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Teamwork<br />

The 8-Step<br />

Student Progress Check<br />

HANSHI<br />

DAVE KOVAR<br />

is an 8th degree<br />

black belt and<br />

recognized as the<br />

“Trainer of Trainers.”<br />

Hanshi Dave Kovar<br />

is an internationally<br />

acclaimed instructor<br />

with black belt<br />

degrees in ten<br />

different martial<br />

arts styles. His<br />

systems have been<br />

implemented in<br />

hundreds of schools<br />

around the US.<br />

Who doesn’t want their students to get the best<br />

martial arts training possible?<br />

The 8-Step Student Progress Check was developed at<br />

our schools to verify the quality of training and to offer an<br />

excellent method for improving communication with students<br />

and parents. It’s a powerful tool for strengthening<br />

your retention, adding new white belts with confidence,<br />

and dramatically increasing the percentage of students<br />

who will train to black belt and beyond.<br />

Below is the eight-step structure we use at our<br />

own schools<br />

1. Thank them for being a student.<br />

2. Ask them what they enjoy most about training.<br />

3. Ask them how the program can be improved.<br />

4. Talk to them about where they were and what they<br />

were like when they began training.<br />

5. Talk about how far they’ve come since they began.<br />

6. Talk about how much they’ll continue to grow as they<br />

keep training and have them picture themselves as a<br />

black belt.<br />

7. If appropriate, ask them for a referral.<br />

8. If appropriate, ask them to review the program on<br />

Yelp or social media.<br />

This simple Student Progress Check meeting can make<br />

for a very strong case in favor of remaining committed to<br />

your program. If you have meetings like this at least once a<br />

year for every student at your school, you’ll find that many<br />

more of your students will train with you for the long run.<br />

12 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photograph by Ancika


GET RECOGNITION in future editions of<br />

<strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong> <strong>Magazine</strong>.<br />

Our goal at <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong> <strong>Magazine</strong> is to<br />

support our industry and help you grow your martial<br />

arts school. It’s incredibly useful for our readers to hear<br />

about YOUR specific experiences and results.<br />

You are part of a wonderful industry and community with<br />

<strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong> <strong>Magazine</strong>, and now, you’ll be<br />

able to share and contribute to that community in a more<br />

rich and meaningful way than ever before!<br />

Share Stories About:<br />

• Achieving a New Rank<br />

• Opening a New Location<br />

• Winning an Award<br />

• Discovering a Successful Marketing<br />

Strategy<br />

• Building a Retention System that<br />

Works Well<br />

• Tournament Results<br />

• Anything else that our readers might<br />

find valuable!<br />

Visit <strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com/Ureport<br />

Or send your story ideas to Editor@<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com


INDUSTRY INSIGHTS<br />

How Wheelchair Jeet Kune Do<br />

Discovered Me<br />

One man’s story of how a horrific injury led to changing the martial arts industry.<br />

By Instructor Colm Whooley<br />

I started training in Kenpo Karate in<br />

1975, but this was put on hold in 1980<br />

when I was involved in a motorcycle accident<br />

that broke my back, left me paralyzed,<br />

and forced me to use a wheelchair<br />

to get around.<br />

Following my accident I thought martial<br />

arts were no longer an option. However,<br />

an article in a martial arts magazine<br />

reintroduced me to Jeet Kune Do and<br />

introduced me to the possibility that selfdefense<br />

could be an option for wheelchair<br />

users.<br />

I met with numerous martial art instructors<br />

but, regrettably, most of them<br />

couldn’t see beyond my wheelchair.<br />

Thankfully, this changed when I met head<br />

instructor Martin O’Neill of Jeet Kune Do Ireland in Lurgan,<br />

Northern Ireland.<br />

Over the next <strong>20</strong> years, Martin and I trained together,<br />

analyzing and refining what would work for a wheelchair<br />

user; this included training in Jeet Kune Do, Wing Chun,<br />

Jun Fan Gung Fu, Krav Maga, Silat, Kali, combatives, and<br />

Defence Lab fighting methods.<br />

I also travelled and trained with various instructors and<br />

attended seminars in Ireland, the UK, and Europe. I am<br />

now a Senior Associate Instructor with Jeet Kune Do Ireland,<br />

a full Instructor in the O’Neill <strong>Martial</strong> <strong>Arts</strong> System, and<br />

Head Instructor and founder of Wheelchair Jeet Kune Do.<br />

Initially I just wanted to learn to defend myself, but in<br />

1993 I set up the charity Spinal Injuries Ireland, where I<br />

worked as CEO for 21 years. I realized the broader benefits<br />

of the program and introduced the program to wheelchair<br />

users in the National Rehabilitation Hospital and out in the<br />

community for over <strong>20</strong> years.<br />

I was also influenced by reports of increased violence<br />

against people with disabilities. Such reports included a<br />

survey released by the US Department of Justice, which<br />

reported that one in five violent crime victims with disabilities<br />

believed they were targeted due to their disability,<br />

and a survey in Britain which stated that the number of<br />

reported disability hate crimes had risen by 75 percent in<br />

one year alone.<br />

The key elements we addressed in my program included<br />

defending yourself from a sitting position while<br />

not compromising your balance, looking at the<br />

best striking tools and targets, and positioning<br />

your wheelchair during a confrontation.<br />

For me, personally, the benefits of learning<br />

self-defense was not just about learning<br />

how to defend myself, it also really helped<br />

my confidence. And, of course, what I really<br />

hope is that by taking part in the program,<br />

wheelchair users can become more active participants<br />

in their local martial arts community.<br />

To educate instructors around the world,<br />

the program has been featured in Irish Fighter,<br />

UK magazine Combat, European magazine<br />

Budo Blackbelt and recently in the Italian-<br />

English magazine International Kung Fu.<br />

However, more importantly, I wanted to<br />

make the Wheelchair Self-Defence program available to<br />

wheelchair users around the world, which is where global organization<br />

Defence Lab comes into the evolution of the program.<br />

I felt Defence Lab had a lot to offer wheelchair users<br />

because of its close combat element. Following many emails,<br />

phone conversations, and video chats, I travelled to Valencia,<br />

Spain to meet, work, and brainstorm with Andy and Grek on<br />

how we could best make the Defence Lab Wheelchair Program<br />

available and easy to access for wheelchair users.<br />

We looked at three options: An online program that<br />

wheelchair users can access online and train at home;<br />

a program tailored especially for instructors, which<br />

means a wheelchair user can attend their local Defence<br />

Lab knowing that the instructors there are familiar<br />

with the different dynamics of defending yourself in a<br />

wheelchair. And, finally, we looked at a program tailored<br />

so that a wheelchair user can qualify as an Instructor<br />

themselves in the Defence Lab Wheelchair Program and<br />

teach other wheelchair users how to defend themselves.<br />

Over the coming months we will be finalizing the various<br />

programs. If you are interested in being kept up to<br />

date on the launch of the various programs or have any<br />

questions, you can contact me directly at<br />

info@wheelchairjeetkunedo.com,<br />

colmwhooleyjkd@yahoo.com, or check out<br />

wheelchairselfdefence.com for more information on the<br />

program.<br />

14 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


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INDUSTRY INSIGHTS<br />

Chuck Norris to Celebrate<br />

80th Birthday with Kickstart<br />

Kids Fundraiser<br />

The man, the myth, the legend, Chuck Norris, will<br />

celebrate his 80th(!) birthday with a fundraising event for<br />

Kickstart Kids, his non-profit organization which “builds<br />

character through Karate.” The event will be held at Topgolf<br />

in Dallas, TX on Sunday, January 26th. Described as a<br />

“private, family-friendly event,” the event will also include<br />

“delicious food, drinks, Topgolf play, mini golf, batting cages,<br />

and a silent and live auction,” and is from 2 to 5 p.m.<br />

If you would like to register, contact Brittany Horine<br />

at (713) 868-6003 ex. 113 or bhorine@kickstartkids.org.<br />

Bullying is Still Parents’ Top Fear<br />

The annual survey by the University of Michigan’s C.S. Mott Children’s Hospital has<br />

found that among over two thousand parents, bullying and cyberbullying is a concern<br />

for 61 percent of all parents surveyed.<br />

Insufficient exercise is a concern for 60 percent of parents,<br />

while unhealthy eating is a worry for 57 percent.<br />

The survey asked parents to rank each risk by whether<br />

they felt “very concerned,” “somewhat concerned,” or “not<br />

concerned.” Thirty-four percent of parents claimed they<br />

were “very concerned” by bullying or cyberbullying, and 21<br />

percent of parents were “very concerned” about insufficient<br />

exercise.<br />

African-American parents were most worried about their<br />

children experiencing racism and violence at school.<br />

Parents are particularly concerned about cyberbullying<br />

and online predation, as cyberbullying has been<br />

linked to “increased incidences of depression and<br />

anxiety, trouble sleeping, with some victims even resorting<br />

to suicide. Bullied children are also at a higher risk of<br />

suffering from chronic disease later in life,” says Daniel<br />

Steingold of Study Finds.<br />

Many martial arts schools have taken a proactive stance<br />

against bullying by offering free anti-bullying seminars that<br />

include nonviolent deescalation strategies when faced<br />

with confrontation and self-defense techniques.<br />

MMA champion and Conor McGregor’s training partner,<br />

Peclat responded with<br />

“two punches and a kick.”<br />

Dillon Danis, made headlines recently when he publicly offered<br />

to pay for Brazilian Jiu-Jitsu classes for a bullied teen<br />

after a video of the teen being brutally beaten in a school<br />

bathroom in Baltimore went viral.<br />

Danis claimed that BJJ “saved his life” after having been<br />

bullied throughout his childhood. The teen, Keyday Oungan,<br />

took Danis up on his offer and is currently enrolled in<br />

classes.<br />

16 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photogragh by Moore Media


<strong>Martial</strong> <strong>Arts</strong><br />

Celebrity Birthdays<br />

December:<br />

Bill Wallace ...................December 1<br />

Hwang Jang Lee ..............December 21<br />

January:<br />

Yuen Woo-ping ................January 1<br />

Richard Norton ................January 6<br />

Sammo Hung .................January 7<br />

Michael Worth ................January 13<br />

Ernie Reyes, Jr. ................Jnuary 15<br />

Lorenzo Lamas ................January <strong>20</strong><br />

Sonny Chiba ..................January 23<br />

INDUSTRY INSIGHTS<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 17


INDUSTRY INSIGHTS<br />

Bruce Lee Heralded As Symbol for<br />

Protests in Hong Kong—While Jackie<br />

Chan Seen as Villain<br />

It’s a tale of two martial arts icons: One is revered as a symbol, with his famous words<br />

printed on t-shirts and signs, while the other is vilified and seen as out of touch.<br />

Bruce Lee’s famous catchphrase,<br />

“be water, my friend,” has become<br />

the slogan of Hongkongers protesting<br />

the extradition bill proposed by<br />

Hong Kong Chief Executive Carrie<br />

Lam, which would potentially<br />

undermine Hong Kong’s independent<br />

legal system and put resident<br />

suspects at risk of being sent to<br />

mainland China for trial rather than in<br />

their own country.<br />

The protesters are known for their<br />

unpredictable guerilla tactics, including<br />

spontaneous roadblocks and<br />

occupying the Hong Kong airport,<br />

making up a “formless” protest.<br />

Lee is something of a local hero,<br />

even having his own statue in Tsim<br />

Sha Tsui.<br />

Meanhwile, Jackie Chan, who has<br />

long been reviled by Hongkongers, continues disappointing<br />

his countrymen. During a trip to Taiwan to promote<br />

his new pop album, I Am Me, Chan, amid police<br />

brutality against the two million unarmed protesters,<br />

stated that, “I only found out yesterday there was<br />

a big march in Hong Kong. I don’t know anything<br />

about it.”<br />

Chan also angered Hongkongers in <strong>20</strong>14 during<br />

the Occupy movement by taking Beijing’s side, asking<br />

for a “return to rationality.”<br />

Chan is a member of Beijing legislative advisory<br />

body, the Chinese People’s Political Consultative<br />

Conference, which is “largely made up of members<br />

of the Chinese Communist Party,” according Nick<br />

Atkin of the South China Morning Post.<br />

While Chan is adored worldwide by martial arts<br />

and action movie fans that are largely unaware<br />

of Chan’s troubled personal life and pro-Beijing<br />

political stance, he has long been criticized and<br />

despised in his native homeland as well as Taiwan.<br />

In <strong>20</strong>09, he said, “I’m not sure if it’s good to have<br />

freedom or not. I’m really confused<br />

now. If you’re too free, you’re like<br />

the way Hong Kong is now. It’s very<br />

chaotic. Taiwan is also very chaotic,”<br />

at a conference, in response to fellow<br />

panel members urging Chan to speak<br />

out against mainland China’s strict<br />

control of the media and censorship in<br />

the Chinese film industry.<br />

This is in stark contrast to Bruce<br />

Lee’s philosophy of embracing chaos,<br />

famously stating that, “In the middle<br />

of chaos lies opportunity,” and, “Out<br />

of chaos, find simplicity. From discord,<br />

find harmony.”<br />

The protesters in Hong Kong are<br />

embracing this philosophy by working<br />

tirelessly to establish harmony in China<br />

by coming together to fight against the<br />

steadily increasing oppression of the<br />

Chinese government on residents’ freedoms.<br />

This widely disseminated still from Enter the Dragon is another symbol of the Hong Kong protests<br />

18 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photogragh by Mary Hui, Twitter (top)


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SOCIAL 411<br />

Three Big Social Media Trends You Need<br />

to Watch in <strong>20</strong><strong>20</strong><br />

Vanessa Paech, social media specialist for consulting<br />

firm Quiip, has published her predictions for the biggest<br />

social media trends of <strong>20</strong><strong>20</strong>—and<br />

three of them could impact you directly<br />

as a martial arts school owner.<br />

Likes will keep disappearing<br />

While we know that Facebook has<br />

been testing the removal of likes for<br />

a while now, we can expect to see<br />

likes disappear entirely from Facebook<br />

in <strong>20</strong><strong>20</strong>. Facebook claims to<br />

have removed likes to mitigate mental<br />

health and addiction issues surrounding<br />

social media, but it’s also very<br />

likely that the company will also begin<br />

“monetiz[ing] access and similar metrics for business and<br />

influencers down the track,” Paech says. This development<br />

means that you may have to pay to play if you want to<br />

keep seeing your school page’s like, reach, and engagement<br />

counts.<br />

The resurgence of ‘gated communities’<br />

Some of us remember the earlier days of the internet,<br />

when one would typically socialize in chat<br />

rooms and forums aimed at a specific demographic<br />

or interest. As our current social<br />

media landscape becomes more toxic and<br />

tiresome, it’s likely that <strong>20</strong><strong>20</strong> will see a<br />

return to the smaller, more niche communities<br />

of yesteryear once again. Currently we<br />

can see this in the form of messaging apps<br />

and chat channels like Discord and Twitch.<br />

Smaller online communities could also make<br />

it easier for you to communicate with current<br />

students and people in your area interested<br />

in signing up for martial arts classes.<br />

E-commerce will become less traditional<br />

The trend of shopping online is going to adapt even<br />

more to our social media habits. Instagram will likely continue<br />

expanding as an e-commerce venue, meaning that<br />

you may eventually be able to sell memberships or gear<br />

through your school’s Instagram profile.<br />

How Do Emojis, Caption Lengths,<br />

and Hashtags Affect Your IG Posts’<br />

Performance?<br />

A study published in September by Quintly has presented<br />

new, useful findings in their latest survey of Instagram<br />

posts.<br />

One such finding is that image posts are still king when<br />

it comes to content, leading the way over video and Carousel<br />

posts. Quintly found that image<br />

posts were 68 percent more popular<br />

than video posts, which only saw<br />

18 percent of user engagement.<br />

Another finding was that the<br />

ideal length of image captions<br />

for smaller businesses was<br />

between one and 50 characters,<br />

so keep your captions short and<br />

sweet.<br />

When it comes to the number<br />

of emojis used in a post,<br />

the study found that “the<br />

higher the number of emojis<br />

used, the higher the amount<br />

of interactions.” Captions with<br />

ten or more emojis saw the<br />

highest engagement, while posts<br />

with zero emojis saw the lowest.<br />

Quintly also found that for smaller businesses, posts<br />

with ten or more hashtags saw better engagement rates<br />

per post; which makes sense, as hashtags improve your<br />

post’s visibility. The study also showed that using hashtags<br />

in the caption, not in your first comment, was the most effective<br />

way to drive engagement.<br />

<strong>20</strong> MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Illustrations by Jane_Kelly (top) and Janoj (bottom)


Join a Winning Team!<br />

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INDUSTRY INNOVATIONS<br />

MA Biz Academy Gives You Everything<br />

You Need to Promote Your School Online<br />

and Offline<br />

These days, handing out flyers and hanging up posters isn’t enough. Word of mouth is<br />

great, but not necessarily something you can control. With MABizAcademy.com, school<br />

owners have all the tools they need to market their schools with unprecedented results.<br />

While MA Biz Academy does provide high-quality, expertly<br />

designed editable flyers and posters, it also provides<br />

step-by-step guides for running your promotion smoothly<br />

and effectively, including email templates and social media<br />

posts, so that school owners can spend less time worrying<br />

about marketing and more time running their businesses.<br />

The MA Biz Academy suite also includes AMSkids.<br />

For school owners looking to start or improve their after<br />

school program, AMSkids is an invaluable tool. You’ll not<br />

only get promotional materials, but you’ll also receive a<br />

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lesson plans, and worksheets that children can complete<br />

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School owners also have exclusive access to tips, tools,<br />

and strategies from industry giants that you can’t get anywhere<br />

else, and receive one-on-one attention from highly<br />

trained <strong>Martial</strong> <strong>Arts</strong> Business Analysts who work around<br />

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School owners who are interested in giving MA Biz<br />

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call (800) 275-1600 to chat with a Marketing Consultant<br />

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22 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

MaBizAcademy.com


INDUSTRY INNOVATIONS<br />

Champions Education Fund Brings<br />

Awareness to Educational Needs of<br />

Young <strong>Martial</strong> Artists<br />

Based out of Carbondale, Colorado, the Champions Education Fund is a<br />

non-profit organization dedicated to raising funds which are awarded at martial<br />

arts tournaments to young martial arts students to enable them to further<br />

their educational goals, honoring their hard work and discipline.<br />

Champions Education Fund believes that a black belt should be allowed to<br />

continue the hard work of their youth and teens into college.<br />

CEF’s ultimate goal is to raise $<strong>20</strong>0,000 to distribute across four divisions:<br />

Demonstration Team, Power Breaking, Creative Form, and Creative Form with<br />

Weapons, and is currently seeking partners, who will secure a unique place in<br />

the martial arts world.<br />

CEF was featured back in February on CBS’ The <strong>World</strong>’s Best after the<br />

Super Bowl when Kukkiwon’s Demonstration Team won their competition, and<br />

has regularly been featured on the multitude of prime time promotional commercials<br />

for the show.<br />

By partnering with CEF you’ll help increase exposure to the martial arts, attracting<br />

educational institutions, potential employers, sponsors, and philanthropists,<br />

and will allow the State Hanmadang Championships to offer educational<br />

prize money at a wider range and on a greater scale.<br />

If you are interested in partnering with the Champions Education Fund,<br />

please call (970) 319-8313 or email Info@ChampionsEducationFund.org.<br />

Grandmaster Doug Fuechsel, founder of Champions<br />

Education Fund<br />

Amazing <strong>Martial</strong> <strong>Arts</strong> Websites Has a<br />

New Theme, And It’s Awesome<br />

Amazing <strong>Martial</strong> <strong>Arts</strong> Websites—which provides school owners<br />

with a sleek, modern, and customizable martial arts school<br />

web site—has released a new, amazing theme: Rock-Solid Red.<br />

AMAW gives users a streamlined, scrollable experience<br />

as they go down the page. With Rock-Solid Red, school<br />

owners can now even feature “social proof” on their<br />

pages, so that visitors can see positive reviews and<br />

recent inquiries that will attract them to your<br />

school.<br />

Whether you offer Brazilian Jiu-Jitsu for<br />

children or Kung Fu for serious practitioners,<br />

AMAW has a theme for you.<br />

If you’re interested in a site that’s proven to<br />

generate leads and drive traffic, please give<br />

AMAW a call at (800) 275-6900 or email<br />

Support@Amazing<strong>Martial</strong><strong>Arts</strong>Websites.com.<br />

Photograph by master1305 (top)<br />

Amazing<strong>Martial</strong><strong>Arts</strong>Websites.com<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 23


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Marketing<br />

WHY YOU SHOULD<br />

RESPOND TO<br />

ONLINE CRITICISM<br />

It’s reported that 70 percent of Americans use social media, which is why it’s become<br />

increasingly important to respond to comments online—both good and bad.<br />

You’ve put your heart and soul into building your school. It’s like a child<br />

that you’ve nurtured and cared for since before your lobby doors even<br />

opened. So, when you receive negative feedback on something that<br />

means so much to you, it can hurt—a lot.<br />

It happens to the best of us; after all, we can’t always be perfect,<br />

no matter how hard we try. The most effective step to take when<br />

receiving criticism online is to respond.<br />

Why it’s important to respond to negative feedback online<br />

It’s necessary to respond for several reasons, the most important of which being that it shows the public<br />

that you truly care about your business and your students. Ignoring negative online comments shows<br />

indifference and a lack of empathy and integrity. Furthermore, acknowledging a customer’s negative<br />

experience allows you the opportunity to fix an issue and potentially net you a student for life.<br />

Rebecca Kowalski, a social media expert for the Forbes Agency Council, says that, “In this day<br />

and age, ignoring feedback—whether positive or negative—on your brand’s social media platforms<br />

is the same as letting the phone ring inside the store and not answering it.”<br />

Edison Research social media pro Jay Baer found that not responding to comments on<br />

social media showed a 43 percent decrease in “customer advocacy,” while those who did<br />

respond to comments had a <strong>20</strong> percent increase. Meanwhile, a study conducted by The<br />

Manifest found that 74 percent of people follow brands on social media (and your school<br />

is a brand), and a whopping 96 percent of those following those brands also interact<br />

with them on social media, while 67 percent of people claim to have made a purchase<br />

26 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Illustration by Varijanta


Marketing<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 27


Marketing<br />

after seeing an ad on social media.<br />

Responding to online feedback can do wonders for establishing<br />

a positive relationship with both current and potential students and<br />

parents.<br />

Elaine Fogel from Social Media Today states that, “People view<br />

online interactions as they do in-person discussions, and value<br />

brands that interact with them on social media. Businesses can<br />

open a door to their brand, and instill in customers a sense of trust<br />

when they interact with people on social media.”<br />

The Manifest’s study also found that the second most common<br />

way for people to interact with brands on social media is by leaving<br />

reviews, according to 31 percent of participants—second only to liking<br />

posts (51 percent).<br />

How to respond to negative feedback<br />

If you’ve found yourself in a position in<br />

which someone has left a negative comment,<br />

whether on Yelp or Facebook, there<br />

are, fortunately, quite a few approaches<br />

you can take where everyone comes out a<br />

winner. Obviously, responding is a necessary<br />

first step. After you’ve hit the “reply” button,<br />

Kowalski recommends using the customer’s name in your response<br />

and rephrasing their feedback in a way that shows them that you’re<br />

listening and you care.<br />

A response like, “Hi, John! I’m sorry that our receptionist hung up<br />

on you; I can understand how that might be frustrating. I’ve spoken<br />

with her and it turns out it was just a connection issue, which has<br />

since been fixed. I’d like to offer you a free week of classes as our way<br />

of apology,” can do wonders for your public image.<br />

Be sure to use empathy when responding, but be sincere in doing<br />

so, even if the complaint seems exaggerated or overblown. Many<br />

potential customers can see for themselves if a person is being<br />

unreasonable in their criticism, and it’ll reflect positively on<br />

you if you don’t acknowledge it yourself. If you believe that<br />

someone is a troll, such as a competitor or someone with too<br />

much time on his or her hands, correct any factual errors and<br />

remain cool, calm, and collected. If necessary, block the person<br />

and move on.<br />

For issues that may be more complicated and require<br />

more communication, acknowledge their concern publicly,<br />

and then ask whether you can take your correspondence private<br />

via email, DM, or phone call. Commenting publicly first<br />

before reaching out privately shows genuine concern.<br />

Baer recommends not replying more than twice publicly,<br />

because you don’t want the public to “watch the blow-by-blow<br />

action,” adding that, “with two reply posts, you’ve achieved the<br />

primary goals of showing the aggravated person and the public<br />

that you care.”<br />

Lizzy Duffy from Social Media Today states that, “Even asking<br />

someone to get in touch offline looks better than allowing a criticism<br />

to hang on your Facebook page unchecked.”<br />

Although you want to respond with a clear head, it’s essential<br />

to respond to negative feedback as soon as possible. The longer you<br />

allow a negative comment to stay in the public eye without being<br />

addressed, the less control you have over the public’s reception of<br />

that comment.<br />

Responding to positive feedback<br />

It’s important to give love to your fans as<br />

well, especially since you’ll encounter more<br />

praise than criticism for your school, even if<br />

the criticism is what sticks out to you the most.<br />

Duffy suggests that, “Instead of giving your<br />

comment a simple ‘like,’ you should consider<br />

ways in which to thank them for their support through<br />

surprise and delight activation. A free sample, discounts, or even just<br />

a GIF will help show your dedicated fans that you care about them as<br />

much as they do about you.”<br />

Ultimately, negative feedback gives us the opportunity to grow<br />

and improve our schools and ourselves. If negative comments address<br />

the same things in particular over and over again, like a rude<br />

staff member or poor phone etiquette, it’s essential that you fix those<br />

issues instead of maintaining a haters-gonna-hate mentality. Keeping<br />

a track record of those comments can be helpful as well, as you<br />

can use them as a reference tool for your staff, and you can mention<br />

them during your next staff meeting as well.<br />

It’s important—perhaps even more so—to do this with praise, too.<br />

If you’re receiving feedback about your amazing staff and beautiful<br />

facility, track those comments and mention them to your staff, and<br />

reward them for a job well done.<br />

28 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Illustrations by Tetiana Lazunova (top) and Mykyta Dolmatov (bottom)


January 14th<br />

February 11th


Think Tank<br />

THINK TANK <strong>20</strong>19:<br />

An Epic Meeting<br />

of the Minds<br />

If you didn’t attend our Think<br />

Tank seminar in Raleigh,<br />

NC in October, you missed<br />

out on powerful business<br />

and instructional advice, an<br />

inspirational Hall of Honors<br />

award ceremony, and, of<br />

course, some great times.<br />

If you couldn’t make it, here’s<br />

what you missed:<br />

30 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


Think Tank<br />

Grandmaster Byung Seok Lee won first prize with this<br />

presentation, “Brilliant Ways to Apply Poomsae (forms)<br />

in a Practical Way.”<br />

CEO and founder of <strong>20</strong><strong>20</strong> Armor Master Ali Ghafour,<br />

won second prize with his presentation, “<strong>20</strong><strong>20</strong> Armor<br />

Sparring Gamification.”<br />

Master Hyejin Amy Park won third prize with, “How to<br />

Be a Champion in Teaching Three- to Six-Year-Olds.”<br />

Master Timothy Greathouse placed fourth with, “How<br />

to Use Taekwondo Hanmadang in an Everyday Classroom<br />

Setting,” and was awarded with the Hall of Honors<br />

Hanmadang Award.<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 31


Think Tank<br />

SEMINAR<br />

Attendees from all over the world gathered together to learn cutting-edge, new<br />

martial arts business strategies, teaching tactics, and student service systems.<br />

With successful contributors and attendees from the United States, Canada, Costa<br />

Rica, Korea, China, the Philippines, and more, there was a palpable sense of<br />

community and generosity among the diverse group.<br />

Joined by some of the most successful martial arts school owners in the world,<br />

and some of the most influential and powerful figures in the Taekwondo world, the<br />

seminar sessions were a vast wellspring of knowledge, systems, and strategies for<br />

the attendees.<br />

The Think Tank Event was co-sponsored by Atlas <strong>Martial</strong> <strong>Arts</strong> Software<br />

Think Tank attendees traveled from as far as China to attend this historical event<br />

Guest speaker Grandmaster Y.K. presents a motivational talk about the “Ten Laws<br />

of a Successful <strong>Martial</strong> <strong>Arts</strong> School”<br />

One of the event’s organizers, Master Toby Milroy, presents “The Six Most Important<br />

Systems You Must Have in Your School to Thrive in the New Digital Age”<br />

32 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


Think Tank<br />

Industry legend Grandmaster Tom Patire presents, “How to Make an Extra<br />

$5–10,000 a Month Teaching Real Self-Defense”<br />

Master Brian So engages the audience with his practical approach to growing his<br />

schools into a powerful, multi-location brand<br />

Shihan Allie Alberigo presents his workshop, “Integrity-Based School Operations 101”<br />

From left to right: AMS Marketing Consultant Joe Nguyen, Shihan Allie Alberigo,<br />

<strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong> <strong>Magazine</strong> publisher Master Toby Milroy, Grandmaster<br />

Tom Patire, and MAWN’s Editor-in-Chief Sean Lee<br />

Grandmaster Lawrence Arthur lends his deep<br />

operational insight and boundless energy to our Think<br />

Tank attendees<br />

USA Taekwondo martial artist Bruce Harris shared his<br />

vision for the future of Taekwondo<br />

There was something for everyone at the Think Tank,<br />

whether you have <strong>20</strong> students or <strong>20</strong> locations<br />

Grandmaster Jun Lee, co-host of Think Tank, reveals how he built a hugely<br />

successful multi-school organization over four decades<br />

Sean Lee tests out a light sword from Sifu Edward Armstrong’s program,<br />

Saberation<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 33


Think Tank<br />

The GGDTKD & USTC Memorandum of<br />

Understanding Signing Ceremony<br />

Gyeong gi-do Taekwondo Association and United States Taekwondo Committee usher in a<br />

new era of cooperation and opportunity between the largest and most successful Taekwondo<br />

organization in Korea (with more than 2,<strong>20</strong>0 locations), and the USTC. Instructors and Masters<br />

will benefit from new cultural and training exchanges and organizational collaboration.<br />

Grandmaster Jun Lee facilitates the MOU signing<br />

Members of Gyeong gi-do Taekwondo Association and the US Taekwondo Committee meet to discuss the new<br />

opportunities for collaboration and camaraderie<br />

A great partnership is created to benefit all martial artists<br />

Grandmaster Sang Lee, Grandmaster Kyun Duk Kim, and the GGDTKD Dignitaries<br />

from Seoul, Korea<br />

Master Toby Milroy and Sean Lee with Grandmaster Sang Chul Lee and<br />

Grandmaster Duk Kyun Kim<br />

With the signing ceremony a success, committee members celebrate together<br />

34 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


Think Tank<br />

Sean Lee sits down with Grandmaster Duk Kyun Kim,<br />

chairman for the Gyeong gi-do Taekwondo Association,<br />

the largest Taekwondo association in Korea<br />

The Memorandum of Understanding between the USTC and Gyeong gi-do Taekwondo Association in Korea<br />

The Chinese Connection<br />

Some of the most successful school owners in China brought their vast wisdom to Think<br />

Tank to share with our attendees. From operating schools with more than <strong>20</strong>,000 active<br />

students to operating more than 40 locations, attendees were awestruck by how similar<br />

the martial arts business is all over the world.<br />

Our <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong> team creates strong international relationships to<br />

benefit the martial arts community<br />

Master Seqiong Wang enrolled two thousand students within one year in his<br />

organization<br />

Master Lixiang Wang built his organization to over<br />

10,000 active students<br />

Master Xuhua Zhang, owner and master of 40 schools<br />

in China with over 15,000 members<br />

Master Qing Song Liu, who built a mega school in<br />

China with over <strong>20</strong>,000 active students<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 35


Think Tank<br />

AWARDS<br />

The unique Hall of Honors award trophies were each handmade by a local artist who wanted to represent the thousands of hours of training it takes to become a martial<br />

arts master<br />

Shihan Allie Alberigo holds his Hall of Honors<br />

award for “Outstanding Contribution to <strong>Martial</strong> <strong>Arts</strong><br />

Business,” while Grandmaster Tom Patire is honored<br />

with the Grandmaster Teacher Award<br />

Think Tank first place place award-winner<br />

Grandmaster Byung Suk Lee<br />

The Think Tank contest finalists and the distinguished<br />

judging panel<br />

Grandmaster Tom Patire and Grandmaster Kyun Duk<br />

Kim receiving the Grandmaster Teacher and Lifetime<br />

Achievement Awards<br />

Susie Jang receives the <strong>Martial</strong> <strong>Arts</strong> Ambassador Award<br />

Javier Rubi Ramirez receives the “Outstanding<br />

Instructor Teacher” Award<br />

Grandmaster Kyun Duk Kim, Grandmaster Sang Lee,<br />

Grandmaster Y.K. Kim, and Grandmster Hak Sun Ahn<br />

After an inspiring and powerful weekend, our attendees gather and cement their newfound friendships<br />

36 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


Think Tank<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 37


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Cover Story<br />

What Will Your<br />

School Look Like<br />

When It’s DONE?<br />

Grandmaster Bill Clark<br />

discusses being on vacation<br />

since 1976, and treating life<br />

as an appointment.<br />

40 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


Grandmaster Bill Clark is a founding voice in one of the world’s largest martial arts<br />

organizations, the American Taekwondo Association (ATA). Under his advice and tutelage,<br />

hundreds of ATA schools have found amazing success over the last 40 years.<br />

He currently owns and directly oversees over <strong>20</strong> schools.<br />

MAWN: A core component of developing multiple<br />

locations is focusing on developing staff, which, in many<br />

cases, means you really have to focus on the adults in your<br />

school. You’ve cracked the code that many other martial<br />

arts schools haven’t. How are you focusing on adults and<br />

developing staff in your martial arts schools?<br />

BC: When I left Omaha to come to Jacksonville, that was the<br />

instruction I was given: To create staff and replace<br />

yourself ASAP. I was given that from Master Dick Reid<br />

and Grandmaster H.U. Lee. So, your first job is not<br />

creating white belts or creating champions, or even<br />

making money—your first job is to create instructors<br />

and replace yourself; and that’s what I’ve done the whole time.<br />

Now, in those days—I opened my school here in 1971—martial<br />

arts were all adults. A lot of people think adults have left martial arts,<br />

but the truth of the matter is that the martial arts left adults.<br />

We started doing Karate for kids because it was easier and there<br />

was more money, but the adults have always been there and we’ve<br />

just ignored them. Of course I added Krav and Kickboxing back<br />

into my Taekwondo<br />

program and into my<br />

schools, and we started<br />

attracting adults<br />

. . . and they’ll come<br />

back in traditional<br />

martial arts, too; but<br />

you’ve got to wear a<br />

different hat teaching<br />

adults than you do<br />

teaching kids. But the<br />

key to adults is to put<br />

them on the floor and<br />

put them in front as<br />

soon as possible. If<br />

you think they can<br />

just be a student for<br />

the next five years<br />

you’re wrong.<br />

My job when<br />

I have any adult<br />

student with a great personality is to put them in front with me,<br />

regardless of their rank; and I mean from 16 to 60, anybody with a<br />

great personality—not a great sidekick, not able to fight like Master<br />

Jeff Smith, but a great personality. I put them in front with me.<br />

The guy that was my first instructor in Omaha, the very first<br />

class, he told me, ‘You’re going to be one of my instructors one day.’<br />

Cover Story<br />

Now, I’ve said it to my students a thousand times and it changed my<br />

life. One sentence. And my question will always be what if we told<br />

every student, ‘You’re going to be one of my instructors one day,’<br />

and they believed us? You would never have an instructor problem<br />

again. It’s so funny that I run into my own people who have been<br />

with me for 15–<strong>20</strong> years, and they’ve lost that vision because the<br />

only job is to replace yourself. Once you get that you can expand<br />

like mad.<br />

“A lot of people think adults have left martial arts, but the<br />

truth of the matter is that the martial arts left adults.”<br />

MAWN: Now, one of the things that you’re doing that is<br />

pretty attractive to adults is the Evolution of Krav Maga.<br />

How does it work and how are you ‘curriculizing’ that?<br />

BC: I had my instructors study Krav Maga. We had our first seminar<br />

in Jacksonville on September 11th when the big blow-up happened<br />

in New York. We<br />

had great people in from<br />

across the world and we<br />

got a big book filled with<br />

all the Krav Maga techniques<br />

in it, but it wasn’t<br />

organized like I was used<br />

to with Taekwondo.<br />

You also had to teach it<br />

as quickly as possible,<br />

almost like the students<br />

were in boot camp. My<br />

average student was<br />

35- to 65-years-old and I<br />

couldn’t teach them like<br />

they were 18-year-old<br />

military combatants.<br />

So, I had to stretch the<br />

program out and put it in<br />

Grandmaster Chuck Norris, Grandmaster Bill Clark, and Grandmaster Allen Steen<br />

a format that I could easily<br />

explain and teach to<br />

the civilian population without it being dangerous; and we’ve managed<br />

to do that in a way that’s easy for anybody to teach and learn,<br />

because if it’s not easy to teach and easy to learn, you can’t build. And<br />

it’s easy to stay in the program because it’s incrementally learned,<br />

kind of like traditional martial arts, and if you can teach something<br />

new all the time, peoples’ interest is changed.<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 41


Cover Story<br />

We’ve taken all the traditional techniques<br />

in Krav, and we’ve evolved them with<br />

DefenceLab from Europe, and it is the most<br />

exciting thing I’ve ever seen. It’s something<br />

that every martial artist out there might<br />

have heard a little inkling about it, but they<br />

don’t know what it is. And we’re starting to<br />

teach instructors online. I mean, for years I<br />

bought DVDs and VHS—whatever they were,<br />

I watched every technique from everybody<br />

in the world that I could find trying to get<br />

one thing, and I learned so many things. The<br />

first Jiu-Jitsu I looked at was Rickson Gracie<br />

on VHS. So, people can learn. <strong>Martial</strong> arts<br />

are very visual. It’s easy to learn online if you<br />

have an interest.<br />

We developed a product that every Krav<br />

school in the world, without changing their<br />

affiliation, will get a lot of lessons that will<br />

dramatically change your classes: Stuff<br />

you’ve never seen before, especially in Krav<br />

or traditional martial arts, or even in Jiu-<br />

Jitsu. Our ground stuff with the Evolution<br />

of Krav is something no Jiu-Jitsu instructor<br />

ever saw and they would like to learn.<br />

MAWN: I think there are two<br />

things in there that are worth unpacking.<br />

First of all, the EvolutionofKrav.<br />

com is the site that you’ve set up where<br />

folks can actually go and study some<br />

of these curricula. The second is that<br />

Krav is a very exciting style of martial<br />

arts for adults; it has all the street<br />

self-defense applications that we really<br />

MAIA Executive Director Frank Silverman presents<br />

Grandmaster Clark with a Lifetime Achievement Award<br />

Grandmaster Bill Clark, Grandmaster John Chung, Grandmaster Stephen Oliver, and Master Toby Milroy<br />

like, and a lot of the high impact,<br />

high-energy action with exciting high<br />

endorphins, and you get a really great<br />

workout. Perhaps, even if you were to<br />

parallel it with the traditional<br />

Taekwondo class or traditional martial<br />

arts class, it’s a lot higher impact,<br />

frankly. Has that been your experience<br />

with your adult students?<br />

BC: Obviously, Krav is very high impact. I<br />

use a lot of target training, pad training, and<br />

a lot of bag training. My Taekwondo training,<br />

since Kickboxing in the ’70s, was already<br />

going in that direction. I don’t teach classes<br />

that aren’t 30 percent to 40 percent impact<br />

training. That’s where I get my feedback. If<br />

I want my traditional forms to be better, I<br />

make sure people can really hit pads and hit<br />

a bag, because you get instant feedback every<br />

time you strike the pads: Is my body right? Is<br />

my posture right?<br />

When I want my forms to be better for<br />

my students, I use impact training and it<br />

translates very well, so the Krav gives us<br />

a way to organize it for self-defense. But I<br />

really believe in impact training; if it’s not<br />

25 percent to 30 percent of your class, it’s<br />

not fun, it’s not exciting, and students don’t<br />

learn to hit. And they can’t hit in sparring or<br />

really beat each other up—I mean it doesn’t<br />

make sense.<br />

If you look at the greatest fighters in the<br />

world, which I think are Muay Thai fighters,<br />

and you watch them train, they never spar<br />

with impact. They don’t get hurt training.<br />

They strike with impact on bags and pads,<br />

and maybe baseball bats and banana trees,<br />

but when they spar each other, they’re very<br />

careful to move in a manner that’s very<br />

deliberate, target-centric, and they don’t<br />

beat each other up like we do in traditional<br />

martial arts or Kickboxing, where they have<br />

to really fight before the fight.<br />

None of that makes sense. Impact training<br />

should be where you get your contact,<br />

and you should be training your eyes, your<br />

techniques, hitting everything right.<br />

So, that’s how my Taekwondo is. That’s<br />

also how my Krav is. My Krav is different<br />

than other Krav because of the language<br />

skills my instructors develop, and also because<br />

of the way it’s organized over a certain<br />

period of time so that everybody can get it,<br />

not just the young athletes.<br />

MAWN: OK, so let’s drill into the<br />

curriculum management component<br />

of it because I’ve looked at a lot of<br />

Krav organizations and their gap has<br />

traditionally been that their curriculum<br />

hasn’t been really well organized,<br />

42 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


Cover Story<br />

hasn’t been very well structured.<br />

One of the things that you’ve been<br />

a big influence with the ATA is within<br />

the curriculum management realm, so<br />

you probably have a deeper sense of<br />

that than almost anybody in our industry.<br />

How do you apply that to Krav<br />

and what does that look like?<br />

BC: We had a founding group of people,<br />

four or five of us, from Grandmaster H. U.<br />

Lee, to Master Allemeir, to Master Reid, that<br />

were constantly organizing the curriculum<br />

where it could be delivered kind of like you<br />

take medicine: You don’t pour a gallon of<br />

medicine down your throat; you take it teaspoon<br />

by teaspoon, kind of spread it out over<br />

a long period of time. In the ATA we have<br />

a curriculum from white belt all the way to<br />

ninth degree black belt, and that makes us<br />

have very high retention in our black belts<br />

because, as Grandmaster Lee said, ‘There’s<br />

always more to learn.’<br />

If you’re not learning, you’re not still an<br />

instructor, because instructors are learning<br />

all the time. That’s why I like the Krav. It was<br />

kind of like, here’s all the stuff you need in<br />

six weeks to go in the street and a war. But<br />

my school’s got to be open for more than six<br />

weeks—five to ten years—so I need to teach it<br />

in an efficient way without watering down<br />

any of the technique, but making it where<br />

everybody could do it. They didn’t have to be<br />

a fifth degree black belt, and it’s organized in<br />

such a way that if you come to the seminar,<br />

you can teach it Monday when you get back<br />

to your school.<br />

MAWN: You hold periodic events at<br />

your headquarters in Jacksonville. Is<br />

this a certification process where they<br />

learn the entire curriculum?<br />

BC: Most people who come already have<br />

a curriculum because they are Krav instructors.<br />

There are so many great Krav organizations,<br />

so it’s mainly people from them that<br />

want to learn how to teach better, or have an<br />

organized way to test, or have an organized<br />

way to do Krav as a business, not just because<br />

they love Krav Maga. Krav already stripped it<br />

down where they have essentials of self-defense—I<br />

love that. So many guys have created<br />

curricula around it, none of it with the business<br />

of martial arts in mind like I did, because<br />

mine is made where a guy in three days, if<br />

you already have some basic skills through<br />

martial arts, you’re going to learn to be fairly<br />

efficient-sounding and deliver the product.<br />

The layout is just so unique; there are<br />

three certifications, and somebody recently<br />

made a smartass remark on Facebook, ‘I<br />

don’t know how anybody can learn to be an<br />

instructor in three days.’<br />

I don’t know either, but they used to do<br />

it in seven, and it wasn’t organized at all, so<br />

it’s just very well laid out. And the evolution<br />

part gives you something in your school that<br />

no other Krav school has. That’s what’s really<br />

unique is the evolution part of it, because<br />

theirs is like boom, boom, boom, run away. I<br />

can go on YouTube right now, and Facebook<br />

every day, there are very few one-on-onefights.<br />

People are attacking in groups and<br />

gangs and acting like, I’m focused on you,<br />

and a guy from over here hits me, and it’s<br />

all over before I know what’s going on. The<br />

Evolution of Krav addresses that every time<br />

there is any altercation. And that’s what’s so<br />

unique about it that I’m amazed myself.<br />

MAWN: And I think it’s one of the<br />

solutions to the problem that a lot of<br />

schools are dealing with: We’ve kind<br />

of left the adult market. Yoga has gone<br />

from three million to about 36 million<br />

practitioners in the last eight or ten<br />

years and many of those people might<br />

have been martial arts prospects for us.<br />

BC: When I opened up my school there<br />

were less than three thousand yoga schools<br />

in the United States, now there are over<br />

30,000. And there are not 30,000 great<br />

martial arts schools. We already had the<br />

stretching market; we should have done<br />

everything yoga does. They got all the adults;<br />

we should have them. It’s better and you<br />

learn something useful for the rest of your<br />

life. I’m not putting yoga down . . . I also do a<br />

lot of stretching and do yoga.<br />

continued on page 46<br />

Who says adults won’t do martial arts? Grandmaster Clark trains hundreds at his adults-only school in Jacksonville, FL<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 43


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Cover Story<br />

continued from page 43<br />

MAWN: It’s wonderful but that<br />

market share was ours.<br />

BC: It was ours.<br />

MAWN: You mentioned something,<br />

Grandmaster Clark, that I think is<br />

pretty important for everybody to be<br />

thinking about, and I’d like to ask you<br />

to expand on it. You spoke a little bit<br />

about the language of teaching and the<br />

skills that the teachers actually have<br />

to have in order to be able to deliver<br />

the curriculum, and I would like to<br />

ask, how might a school operator be<br />

thinking about that right now?<br />

The Four living Grandmasters of the ATA<br />

BC: Before someone comes to the<br />

certification, we send them the language<br />

homework first. First, you’ve got to learn<br />

all the commands and what each command<br />

means. That alone, and it’s a small part of<br />

our language skills, takes you from a good<br />

instructor to a fantastic instructor because<br />

you’re able to articulate why you’re doing<br />

things, not just what you’re doing.<br />

That’s the biggest deal. I mean, a student<br />

knows, why am I doing this? Why am I doing<br />

this drill? It’s very short and brief; concise;<br />

it’s the most professional language I’ve ever<br />

seen in martial arts. Not because my guys<br />

all got together<br />

and we wrote it<br />

together, but<br />

because it wasn’t<br />

easy to transmit the<br />

information except<br />

through technique.<br />

For adults,<br />

they really want<br />

to know what and<br />

why they’re doing<br />

it, not just what<br />

technique. When<br />

they get it here, it’s<br />

much easier for<br />

me now to get it up<br />

here. Whatever I’m<br />

doing, it’s much<br />

easier to get. I want<br />

to know why. I<br />

don’t just want to<br />

down block, down<br />

block, down block,<br />

down block, kick<br />

the pad, kick the<br />

pad—it’s not like that<br />

for adults. Adults really want to have an<br />

intellectual knowledge without a bunch of<br />

talk.<br />

I’m not talking about a long lecture, I’m<br />

talking about brief language skills that they<br />

can repeat back and now they know why<br />

you’re doing everything in class. That’s one<br />

of the components. The other is something<br />

called a ‘knowledge domain.’ Every week for<br />

36 weeks, we will cover a small part of the<br />

knowledge you need to defend yourself on<br />

the street. Very concisely we’ll go through<br />

questions. It’s almost like a mat chat, except<br />

that it only deals with self-defense. We’re<br />

not trying to be Tony Robbins and do any of<br />

that stuff; we’re not doing that at all. We’re<br />

saying, ‘This is what happens before contact<br />

is made.’<br />

Next week it might be, ‘This is what happens<br />

after contact. This is what happens if<br />

you’re knocked to the ground; how you feel.<br />

How do you act? Any questions?’ What you<br />

should do. Every element of self-defense is<br />

covered, and you become an actual expert.<br />

We just give you all the scripts, you write<br />

them on your mirror, you read them, and<br />

you ask questions about them. It’s designed<br />

where each knowledge domain lasts a week.<br />

Nobody has anything like it.<br />

Grandmaster Joe Corley, Grandmaster Jeff Smith, and Grandmaster Bill Clark<br />

Any Krav in any organization in the<br />

world can come and learn it and make their<br />

Krav organization better. That’s what the<br />

Evolution of Krav is for. It’s not for an association<br />

I’m creating. It’s just the warrior<br />

training system to help other warriors in<br />

their training. That’s all. I’m not trying to<br />

start an association. I already belong to a<br />

great association. I’m just trying to help<br />

other instructors because nobody practices<br />

teaching. All they do is they practice<br />

techniques: They train, they get good kicks<br />

or they don’t; they get old. Nobody practices<br />

teaching and how to teach; that’s the missing<br />

element.<br />

MAWN: Completely. And I think<br />

that translates into virtually any<br />

style, whether it’s the child market or<br />

the adult market. Teaching skills are<br />

one of those pieces of the puzzle that is<br />

often neglected in our industry, but it<br />

makes such a big difference.<br />

BC: Language. I mean, anybody can<br />

sound like a coach, but to be a real instructor<br />

you have to understand the essence of<br />

self-defense; emotionally when someone<br />

gets into your car with a gun. I mean, these<br />

46 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


Cover Story<br />

Grandmaster Bill Clark, Grandmaster Soon Ho Lee, Grandmaster Richard Reed, Grandmaster Robert Allemier<br />

things, you have to talk about it and ask<br />

questions about it long before it happens.<br />

The technique is one thing, but it’s a small<br />

part of the Krav we teach. Most of the Krav<br />

techniques and all the associations—you look<br />

at the video and it all looks the same—but the<br />

application of what happens in the middle<br />

of it when you get hit is something none of<br />

them address.<br />

You’re in the middle of defending<br />

against a knife and the guy hits you in the<br />

back of the head. You’re in the middle of<br />

defending against a choke or a side headlock<br />

and somebody kicks you in the face. None of<br />

them address that, and they’re not prepared<br />

for the real streets today. The streets today<br />

are so different than when you and I were<br />

kids. When I was a kid it was two guys. Now,<br />

there’s never going to be one person hitting<br />

you. Everybody is hitting you at the same<br />

time, and they don’t have any feeling at all<br />

about hurting you. Where you may be civilized,<br />

if you don’t know how to respond in<br />

that environment, you’ve got a big problem<br />

coming.<br />

Go to the Evolution of Krav, sign up for<br />

30 days free, and you’ll say, ‘Wow, I’ve never<br />

heard of this before.’ You’ll see some<br />

great stuff on there.<br />

MAWN: And the evidence is all<br />

around. Like you said, just go to You-<br />

Tube or Wreck.com. It’s unbelievable!<br />

Let’s change subjects now.<br />

Your perspective on running multiple<br />

schools is probably deeper than<br />

almost anybody else in our industry.<br />

What do you think are the biggest two<br />

or three lessons you’ve learned in over<br />

40 years of running multiple locations<br />

that might benefit somebody who<br />

might be in that realm?<br />

BC: I think the<br />

first question I ask<br />

people, and nobody<br />

ever gives me a<br />

decent answer to,<br />

is, what does your<br />

school look like<br />

when it gets done?<br />

When this project is<br />

finished, what does<br />

it look like?<br />

MAWN: An<br />

exit strategy?<br />

BC: Not ‘exit,’<br />

just what does it<br />

look like when<br />

you’ve finished? If<br />

I ask a martial arts<br />

instructor, ‘How<br />

much do you want to make?’ They’ll all go, ‘I<br />

want to make more.’<br />

‘How much work do you want to do?’<br />

‘I want to do less.’<br />

None of that has anything to do with running<br />

a martial arts school. I can tell you exactly<br />

what my school looks like: It’s got 225<br />

students, it generates $40–60,000 a month,<br />

it pays one instructor $100 –<strong>20</strong>0,000 a year,<br />

and it’s a career opportunity for one fulltime<br />

person and maybe another full-time<br />

person, and one or two part-time people.<br />

I don’t try to run a thousand students.<br />

My model looks like 225 students and two<br />

to three thousand square feet. And I know<br />

when a school is done: When they have<br />

<strong>20</strong>0 active memberships. Then we are in<br />

maintenance and we’re opening another<br />

school. I don’t keep trying to grow so I can<br />

tell somebody I’ve got the most students in<br />

this space. I’m not trying to prove how much<br />

money I make per square foot . . . while that’s<br />

a great retail concept.<br />

How long do I have to do this? Until you<br />

get to <strong>20</strong>0 active accounts—actually, about<br />

225 active students. When I have <strong>20</strong>0 active<br />

accounts, that school is finished and it’s time<br />

to open up another school in that area and<br />

they maintain that. I’m not trying to grow<br />

for the sake of growth. I’m not trying to<br />

beat somebody else. I’m in competition with<br />

what I can do: Creating an instructor that<br />

has a great lifestyle like me. What I want for<br />

Grandmaster Clark brings the Evolution of Krav to thousands of students<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 47


Cover Story<br />

myself I want for them. That means I know<br />

the model.<br />

The model is not never-ending work for<br />

the rest of your life; it’s finish the model in<br />

one to five years then maintain that model.<br />

Don’t overwork it, don’t overthink it, and<br />

don’t over-try to compete with somebody<br />

else. This is the model we run. There is no<br />

other model. And it works every single time<br />

and with almost every single demographic if<br />

the people follow the scripts.<br />

“If you don’t know your per<br />

diem you don’t have a chance<br />

of ever being happy!”<br />

The best one, I think, is know what your<br />

model is and know what it looks like when<br />

you’re finished. Most people don’t. They go,<br />

‘What do you mean when it’s finished? I’m<br />

never going to get out!’<br />

My exit strategy is to die somewhere after<br />

giving a great meeting or teaching class.<br />

That’s my exit strategy. I wouldn’t retire; I’m<br />

on vacation now. What am I going to stop<br />

doing? Not that I’m teaching every class, but<br />

in 1976 Master Reed talked me through my<br />

retirement plan. I retired the Monday I got<br />

back from Las Vegas after talking to him and<br />

that’s the secret. Know what your model is,<br />

know what you need to retire. I knew my per<br />

diem at that time was less than about $300<br />

a day. My per diem now, even 42 years later,<br />

is only $1,000 a day. His per diem before he<br />

passed was $10,000<br />

a day. He wanted<br />

to do more things<br />

than I did. I want to<br />

live on vacation and<br />

I have since 1976.<br />

That’s the key. I<br />

don’t need to take a<br />

vacation; I’m on it.<br />

MAWN:<br />

Knowing what<br />

the model is<br />

and how that<br />

facilitates your<br />

lifestyle, and the<br />

lifestyle of those<br />

whom you’re responsible<br />

for, is a<br />

really good place<br />

to start.<br />

BC: When I ask owners, they don’t know.<br />

I say, ‘What’s your per diem? What do you<br />

need to be able to spend per day to make<br />

your life complete?’<br />

They go, ‘I don’t know.’<br />

And if you don’t know your per diem<br />

you don’t have a chance of ever being happy!<br />

Once you do there’s no need to overwork<br />

it. I know what I want for my guys, I know<br />

what I want for my students, what I’m trying<br />

to produce. The main thing is if you know<br />

what kind of students you’re producing,<br />

you know what your school looks like when<br />

it’s finished, and you know your per diem,<br />

Grandmaster Bill Clark, Grandmaster Stephen Oliver, Grandmaster Jeff Smith and<br />

Grandmaster Bill Wallace<br />

there is nothing else to know, everything else<br />

is logistics, and they all work. I don’t know<br />

if they all take you to my model but they<br />

all take you to some model, and if the guy<br />

telling you do this, do this, do this doesn’t<br />

tell you what your school looks like when it’s<br />

finished, I wouldn’t do that.<br />

MAWN: You’ve had the opportunity<br />

to work with school operators of<br />

every type, size, creed; you name it. If<br />

one of our readers is in the bottom 50<br />

percent of the industry—let’s say he’s<br />

got fewer than 100 students, has been<br />

doing this for a fair amount of time,<br />

and is looking to break through to the<br />

next level—where would you start?<br />

Advanced warrior training at Karate America world headquarters<br />

BC: I would start with the front door. If you<br />

can’t get people through the front door then<br />

you can’t build business and you cannot make<br />

a profit. I started my school with what everybody<br />

hates: VIPs. I stood at the gas station<br />

three blocks from my house and VIPed every<br />

morning before I went to work out. When I<br />

had two appointments for that day, I stopped<br />

VIPing. I did it for about four and a half years.<br />

I built one of the largest schools you’ve<br />

ever had. The largest testing I had, at a school<br />

on Atlantic BLVD in Jacksonville that had<br />

935 square feet on the floor, was 742 people<br />

at one testing, and my instructor Grandmascontinued<br />

on page 50<br />

48 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


Cover Story<br />

Grandmaster Bill Clark, Grandmaster Mark Glazer, and PKA founder Grandmaster Joe Corley<br />

continued from page 48<br />

ter H.U. Lee sat there all day long without<br />

taking a break. I’d say, ‘Sir, they’re all standing<br />

outside in the dirt and it’s hot,’ it’s in<br />

Florida, and it’s hot! ‘Can we do more than<br />

four at one time?’<br />

He’d go, ‘Four.’<br />

Three hours later I said, ‘Sir, we just got<br />

through the white, orange, and . . .’<br />

He said, ‘We’re going to do four.’<br />

I said, ‘Do you need a break?’<br />

He said, ‘No, take a break if you need it.’<br />

He never went to the bathroom, he never<br />

ate, he never blinked, and he never stopped<br />

testing students. It took about 11 hours.<br />

I said, ‘Do you have to go?’<br />

He said, ‘Yeah, but I don’t want them to<br />

know.’<br />

He had so much discipline and I learned<br />

so much from that man. The ATA was built<br />

because of great people, not because of me.<br />

You know how if you ever get up on a good<br />

wave it rides a long time? I caught that wave<br />

right in the beginning and it’s fantastic.<br />

MAWN: So, if I’m under that<br />

100-student mark, I’m definitely starting<br />

at the front door and driving.<br />

BC: You can’t afford to do anything else<br />

except recruit; whatever that means to you,<br />

whatever you can do. I’d spend eight hours<br />

recruiting and two hours teaching. Start<br />

with cards in your pocket, walk around, meet<br />

somebody and give them your card, make an<br />

appointment.<br />

People don’t understand. I had this meeting<br />

with my people on Monday. I try to break<br />

it down to the lowest common denominator.<br />

I run my business by appointments. The<br />

common element of an appointment is it has<br />

a specific time, has at least two people, we<br />

both know the purpose of the appointment,<br />

and every appointment is confirmed. Now,<br />

if you can say that you’ve got 40 students<br />

coming to your class tonight at 6 p.m., in my<br />

mind, you have 40 appointments. I don’t<br />

know if you’ve got a purpose for all those<br />

students. I don’t know if you confirmed all<br />

those appointments but you should.<br />

And if I’ve got ten students, I damn sure<br />

should confirm them because that’s all<br />

I’ve got to work with. And I need to know<br />

my purpose for each student in the class.<br />

That’s what an appointment has. Every<br />

single thing, like this appointment between<br />

you and me today, you confirmed it before<br />

we met. Without that confirmation, I had<br />

already totally forgotten because a thousand<br />

things had happened.<br />

I used to come to my school at 6 a.m.<br />

to teach doctors private lessons and they<br />

didn’t show up before I learned to confirm<br />

appointments, every single one. If you look<br />

at everything, from the date with your wife<br />

on Friday night to the next staff meeting as<br />

an appointment, and you know the purpose,<br />

you know who is going to be there and you<br />

confirm it with everybody, your life will be<br />

different.<br />

You don’t have to micromanage just<br />

to have an appointment tonight with 1<strong>20</strong><br />

students. Some are coming at 4 p.m., some<br />

are coming at 5 p.m., and some are coming<br />

at 6 p.m. All the ones coming at 4 p.m. I’m<br />

going to confirm and I’m going to tell them<br />

the purpose. Tonight, we’re going to do this,<br />

and I’m looking forward to seeing everybody<br />

because if they are not confirmed, they don’t<br />

show up, just like other appointments.<br />

If you don’t treat your school like you<br />

have an appointment, you won’t show up<br />

until five minutes till class. But you really<br />

have an appointment about 11 a.m. to come<br />

in and start doing all the things necessary<br />

for a school. You’re the owner. If you call in,<br />

you know you’re lying. That’s the biggest<br />

problem.<br />

MAWN: My wife has this salon that<br />

she likes to go to and it’s beautiful, and<br />

they do not ever have a chair sitting<br />

empty in that place because once that<br />

hour is gone it’s gone. So, they are text<br />

messaging, and emailing, and calling,<br />

voice broadcasting, everything! If<br />

they can do it and the customer is only<br />

worth $400 there and our customers<br />

are worth $3–5,000 thousand or more,<br />

why the heck aren’t we treating them<br />

that well?<br />

BC: I went in to have a procedure at the<br />

Mayo Clinic that was a life-and-death procedure<br />

if I didn’t show up. They confirmed<br />

me two weeks before and about eight times<br />

before I got there. I mean life-and-death<br />

people don’t show up for their appointments<br />

Monday morning if they’re out drinking all<br />

weekend?<br />

It’s got to be important! If you treat every<br />

single thing you have in a day like an ap-<br />

50 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


Cover Story<br />

pointment, including your lunch—I have an<br />

appointment for lunch at 2:30 today, I know<br />

the purpose is for me to eat nutritionally so I<br />

can try to stay somewhat young at 71. I know<br />

the purpose of the appointment, I know<br />

whom it’s with, and we’re going to confirm<br />

it. I mean, everything.<br />

Life is an appointment, with health or<br />

not! If you treat it like that and you know the<br />

purpose, this thing is easy. Our schools are so<br />

easy and I’m going to have this meeting for<br />

the next six months with my staff because I<br />

found out some of them forgot the purpose<br />

of living life like it’s an appointment: That<br />

way you have purpose.<br />

MAWN: If you have a plan, that’s<br />

just a dream, but when you put it on<br />

the calendar that makes it real.<br />

BC: And you confirm it. And you have<br />

to know what you’re going to do at work. I<br />

mean some people just show up. They think,<br />

‘I’m a millenial. I get paid so that’s why I’m<br />

showing up.’ It doesn’t work in many places.<br />

MAWN: I think that’s exactly right.<br />

Grandmaster Clark, I think we’ve covered<br />

a lot of ground today. Are there<br />

any last items that you might leave us<br />

with before I end our appointment?<br />

BC: I think that if you understand the<br />

real purpose of the business, why you’re<br />

teaching, and it’s not for money because<br />

money happens automatically when you do<br />

all the simple things. You don’t worry about<br />

money when you do everything. When you<br />

don’t do everything is when you better start<br />

worrying about money.<br />

So, I think if you know your per diem,<br />

and you’re living on vacation, you’re never<br />

going to burn out; but you have to know<br />

your per diem. You have to know what your<br />

model looks like when you finish and it’s got<br />

to be worthwhile for you.<br />

I mean you’ve got to have an appointment<br />

with yourself for the future. What’s it<br />

look like? I know what mine looks like; I’ve<br />

been living it since 1976. I’d say live on vacation.<br />

How well do you plan your vacations?<br />

Pretty intensively, right? Every day is like<br />

that in the martial arts business when you<br />

do it right.<br />

MAWN: And you’re living on vacation<br />

so what’s the difference, right?<br />

BC: I never want a job I have to take a vacation<br />

from. That’s the dumbest thing in the<br />

world, in my opinion, because our business<br />

works anywhere. If you’ve always wanted<br />

to live in France, guess what? Go there now,<br />

you’ll need martial arts in some places and<br />

you can make a living everywhere in our<br />

business once you know what to do. And you<br />

do it with purpose. Money is automatic if<br />

you do the things that we know to do. Some<br />

people do them and don’t do them any more.<br />

I have people now that say, ‘If people did<br />

what you told us 40 years ago, they’d go out<br />

of business.’<br />

I say, ‘Well, I’m still doing almost $10<br />

million a year; I’m doing exactly what I did<br />

with a few changes of the way I treat business.’<br />

Treat it like an appointment, know my<br />

per diem, try and make my instructor live<br />

the same lifestyle I live. That simple.<br />

MAWN: Let me echo and exemplify<br />

what you’re describing. I think tactics<br />

change; tactics change as technology<br />

changes.<br />

BC: Right.<br />

MAWN: And the internet didn’t exist.<br />

Google is different, things change,<br />

but the principles never change. We’re<br />

still dealing with human behavior.<br />

We’re dealing with people who have a<br />

need, want, pain, or desire and want to<br />

try to solve that, and we have a product<br />

or a service that solves so many<br />

of those things and produces such<br />

amazing results for so many different<br />

people, that you can pop one of these<br />

things up anywhere you want to and<br />

live the lifestyle you choose to live.<br />

BC: Business works if you don’t complicate<br />

it. Many people complicate it so<br />

that they can have something to tell you.<br />

Someone said, ‘Master Clark, when are you<br />

going to change?’<br />

I said, ‘The problem is the truth doesn’t<br />

change that much.’ And that’s the real<br />

problem. Of course there’s Facebook, and<br />

Instagram, and telephones; I mean there<br />

weren’t even telephones when I first opened<br />

up. Nobody had a phone in their hand. This<br />

is the biggest change in the whole world,<br />

right here, and that means you can reach<br />

everybody, any time, all day long.<br />

MAWN: We’ve essentially cut out<br />

the middleman in the martial arts,<br />

right? We used to have to go through<br />

Cox Cable to get a television commercial,<br />

we used to have to go through<br />

Clear Channel to get radio commercials<br />

to run; we used to have to go through<br />

the Yellow Pages. Now, it’s kind of de-<br />

Grandmaster In Ho Lee, Grandmaster Y. K. Kim, Grandmaster Bill Clark, Grandmaster Soon Ho Lee, Mrs. Lee,<br />

Grandmaster Robert Allemier, and Grandmaster Nominee M. K. Lee<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 51


Cover Story<br />

Grandmaster Bill Clark: An avid competitor and official for decades<br />

mocratized; it’s now sort of in the palm<br />

of our hand. Now, we have to crack the<br />

code to get to them, but now we can go<br />

direct to consumer. That’s what we’ve<br />

been doing in martial arts forever: You<br />

go out and stand on the corner with a<br />

VIP card. The principle hasn’t changed<br />

even a little bit, but the tactic has.<br />

“If you knew they are going to<br />

quit that day, what would you do<br />

differently?”<br />

BC: I think you still need people through<br />

the door. You don’t get to teach if you don’t<br />

get people coming in tonight. If I don’t have<br />

appointments tonight there is no need for<br />

me to show up. That means appointments<br />

with students, appointments with staff, appointments<br />

for new students. If I treat every<br />

one of those like an appointment that means<br />

they’re important. I’ll show up at least 30<br />

minutes early because 30 minutes early is on<br />

time, ‘on time’ is late. That 30 minutes gives<br />

me just the right amount to get mentally<br />

ready for whatever appointment it is. Class<br />

coming in, I’ve got these ten students, I know<br />

all their names, and I’m going to teach like<br />

it’s the last class before everybody quits. If<br />

you knew they are going to quit that day,<br />

what would you do differently?<br />

MAWN: Grandmaster Jeff Smith’s<br />

description of that is, if you picture a<br />

student walking in the door as having<br />

a binary mind and their mind is<br />

either, ‘I’m going to quit today’ or ‘I’m<br />

going to earn my black belt at this<br />

school,’ wouldn’t you teach classes a<br />

little differently? Wouldn’t you think<br />

about all those ones that are going<br />

to quit today in their mind?<br />

BC: I use a rating system. I’ve<br />

taught a lot of people. If you use it<br />

you’ll know who is going to quit this<br />

month and you might treat them differently.<br />

You’ll know who wants to<br />

be an instructor and you might treat<br />

them differently just by rating. The<br />

people that aren’t willing to spend<br />

two hours to save their students—not<br />

only the people out there, but also my<br />

own people—I try to force it. Sit down<br />

with them. What’s the rating on this<br />

student? The good ones always know<br />

and the ones that can’t figure out<br />

why they don’t have it all together . . . they<br />

don’t know.<br />

MAWN: One location may be<br />

converting 80–85 percent from intro<br />

to enrollment and the other school is<br />

only converting 50 percent. When you<br />

really look at it it’s that they really<br />

care about the students. They discipline<br />

themselves to know everybody’s<br />

story and really be into the person, not<br />

just the process.<br />

BC: Without the process it’s all hard.<br />

Once you get the process rolling you don’t<br />

try to change it. You don’t try to figure out<br />

some magic thing to do this month. I go to<br />

the conventions, so now I do this. No, this<br />

is a process. Keep doing it; it always works.<br />

People want to change it and I always think<br />

people want me to sprinkle pixie dust on<br />

their staff so they don’t have to do what’s<br />

necessary. It’s simple. It’s fun once you<br />

realize it, and it’s very profitable, and it’s<br />

rewarding personally. For me, I love it when<br />

my staff has everything they want in life.<br />

That’s the key for me. The students are their<br />

problem. The staff is my problem.<br />

MAWN: Grandmaster Clark,<br />

thank you again for your time today.<br />

It’s critical for our readers who’ve<br />

been running martial arts schools<br />

for any period of time to think about<br />

what the bigger vision should look<br />

like; think whether it’s even possible<br />

to run <strong>20</strong> locations, 30 locations, 50<br />

locations.<br />

Grandmaster Clark and his lovely wife, Nancy<br />

And again, if you’re interested in serving<br />

the adult market and energizing your classes<br />

with higher-energy curriculum and components<br />

that can help you with adult retention<br />

and adult attraction, check out TheEvolutionOfKrav.com.<br />

BC: Thank you.<br />

52 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


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School Profile<br />

Light-Years Ahead<br />

Sifu Edward Armstrong discusses the challenges of developing a light sword<br />

curriculum and the help he found along the way.<br />

MAWN: Along the way, how has AMS helped you with<br />

Saberation?<br />

EA: AMS has helped out tremendously. Oh, my goodness;<br />

when putting together the systems of Saberation and light sword<br />

martial arts, initially, we had software in multiple spectrums. We<br />

had a software for this action, a software for that action, a software<br />

for this action, and we had to make it all communicate with<br />

each other; and then, after we made it communicate with each<br />

other, we had to duplicate it so that all of the other academies<br />

that were joining had the same systems that they could use for<br />

their success as well.<br />

As the systems grew and<br />

the training became more and<br />

more [involved], it became challenging<br />

to try to keep everything<br />

organized, not only from<br />

a software standpoint, but also<br />

from a marketing standpoint.<br />

So, we had to figure that out<br />

and how to come up with something<br />

that was consistent, uniform,<br />

and had a proven track<br />

record of success that we could<br />

offer to the other academies<br />

that were entrusting us to give<br />

them a turn-key system that is<br />

successful.<br />

Thank goodness we found<br />

AMS. We have worked very<br />

closely with them and have<br />

created a very close relationship<br />

whereby we have incorporated<br />

the Atlas Software into our systems<br />

in a cobranded type way,<br />

working very closely with Master Toby Milroy and Mr. Sean Lee; and<br />

by incorporating the Atlas Software, as well as the iEnroll system,<br />

that helps us with bringing in the targeted marketing—as well as the<br />

business marketing systems with their flyers and brochures—they<br />

have given us the liberty of being able to take the exact same systems,<br />

and templates, and processes that they use and customize them for<br />

light sword martial arts, so that it’s more tailored and specific to<br />

what we are doing.<br />

And by AMS allowing us to do that, we can, in turn, now offer a<br />

consistent, proven-success system to all of the academies that sign up<br />

with light sword martial arts, and they will all have these tools available<br />

all the way down to the billing services so that they don’t have<br />

to worry about being bill collectors and instructors at the same time.<br />

It’s been a blessing working with AMS.<br />

MAWN: Being able to put all of those systems that you’re<br />

working with independently and trying to tie them together,<br />

you find Atlas and the MA Biz Academy system centrally located<br />

in a way that makes it a lot simpler for a school owner. How<br />

does a school owner go about subscribing to your curriculum?<br />

EA: We’ve created a website that basically walks the school owners<br />

through the sign-up process and explains what they’re signing up<br />

for. The process when you sign up is based on a subscription model,<br />

so you are subscribing for your certification and your ongoing continuing<br />

education. All of that would be on LightSword<strong>Martial</strong><strong>Arts</strong>.<br />

com, and they’ll be able to go through and get a better understanding<br />

of how this whole process works.<br />

Not only does it work for existing martial art academies, but it<br />

also works for people who may not have a martial art academy but<br />

would like to get into the business or would like to become a martial<br />

art instructor. Whether on a smaller scale or a larger scale, we are<br />

providing them with the tools to jump right in with both feet and<br />

still be successful.<br />

For more information about the Saberation curriculum,<br />

please visit LightSword<strong>Martial</strong><strong>Arts</strong>.com.<br />

54 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1


The Warrior Way<br />

The Three Rs of<br />

Combative Weaponry, Part 1<br />

SHIHAN DANNA<br />

ABBOTT Is a<br />

7th degree black<br />

belt in Kenjutsu,<br />

starting his 14-year<br />

education in Tokyo.<br />

He has published<br />

five books and<br />

designed a US<br />

Patent. Abbott has<br />

also conducted<br />

seminars in over<br />

30 countries and<br />

obtained his black<br />

belt at the Hombu<br />

dojo in Yokohama.<br />

He currently offers<br />

online classes on<br />

LearntheSword.<br />

com, his unique<br />

swordsmanship<br />

academy.<br />

➽Retail, Retention, and Renewal<br />

School owners have witnessed many changes in the<br />

martial arts and sports industries over the past 50 years.<br />

Schools have gone from producing the traditional rough<br />

and tough; I can take a beating martial artist to a safe, family-oriented<br />

atmosphere utilizing professionally tested<br />

curriculums, programs, and polishing tools; nothing like<br />

the old mom-and-pop schools of yesteryear.<br />

The martial<br />

arts industry has<br />

given way to a larger,<br />

big-box building<br />

approach, allowing<br />

for massive school<br />

enrollments and a<br />

wider selection of programs<br />

with reasonable<br />

pricing. Schools are<br />

being managed better;<br />

spacious workout<br />

areas with pro shops<br />

offer stronger retail<br />

presence.<br />

In this world of<br />

instant gratification,<br />

following a comprehensive program designed for school<br />

owners is difficult at times. There’s a lot of stuff out there<br />

and one can spend countless hours poring over new fads<br />

that vanish before you finish reading this article. That is<br />

why school owners rely on trade magazines, training aids,<br />

and programs to see what is currently being offered in<br />

schools throughout the martial art community.<br />

Even though the percentage of children enrolled in<br />

youth programs has skyrocketed, offering a simple-tofollow<br />

and easy-to-understand program that provides<br />

your school with immediate profits and student retention<br />

has been elusive at times. That’s all now in the past and<br />

new market potential is on the horizon: Combative padded<br />

weaponry programs and polishing tools.<br />

School owners immediately recognize the value of<br />

combative weaponry used in the “ultimate physical game<br />

of chess.” Student retention and sign-ups are generated by<br />

the excitement of going in for the point or shot, depending<br />

on the style or school. Combative weaponry has something<br />

for everyone. Knives, short swords, long swords, sticks,<br />

and staves flail and slash at blinding speeds while your<br />

retail sales work overtime with a strong 45–60 percent<br />

markup. Advances in science and technology coupled with<br />

the finest materials available to the martial arts community<br />

offer professional quality sparring equipment within<br />

the budget of any<br />

student. A patented<br />

piston system is used<br />

to provide superior<br />

durability, weight,<br />

feel, and action.<br />

Practice basic<br />

to highly advanced<br />

strikes, takedowns,<br />

and joint techniques<br />

that will keep students<br />

well-polished<br />

and motivated with<br />

unbelievably high<br />

retention levels.<br />

Outfitting the<br />

average school is so<br />

easy to accomplish. Padded weaponry is reasonably priced,<br />

guaranteed against breakage, and designed to replicate the<br />

real weapon. Combative and traditional training methods<br />

can be used together or separately, eliminating the need<br />

for keeping a huge stock on hand.<br />

Combative weapons offer school owners the chance to<br />

capture the rigors of real combat without having to experience<br />

pain, suffering, and long hours of injurious training.<br />

Cage fighters against reality enthusiasts, tradition<br />

against eclecticism—it’s the martial art and sport that pits<br />

complete opposites together. Tall or short, big or small,<br />

there are no physical advantages and limitations.<br />

Enjoy the excitement of safe and easy combative<br />

activity, matching wits while honing your speed, balance,<br />

motor skills, reflexes, and power. In a few short breaths<br />

of trial and error you can experience the reality of being a<br />

warrior in the 21st century.<br />

56 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photograph by oorka


We provide integrity-based coaching and<br />

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MAKE AN APPOINTMENT TODAY<br />

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Next Level Strategy<br />

Put Some Magic into Your<br />

Retail Strategies, Part 1<br />

SHIHAN<br />

ALLIE ALBERIGO<br />

is a 7th degree<br />

black belt, the<br />

founder of the L.I.<br />

Ninjutsu Centers,<br />

one of the largest<br />

Ninjutsu schools<br />

on the planet, the<br />

author of 4 books,<br />

and an entrepreneur<br />

with one of the<br />

first online coaching<br />

companies (TakingIt-<br />

ToTheNextLevel.<br />

com).<br />

➽The first strategy to<br />

selling in your school is to<br />

change the thought pattern<br />

that retail is a hindrance<br />

or an annoyance. People<br />

see it as something that<br />

bothers them. I ask many<br />

people, “What do you<br />

retail?” Well, people don’t<br />

have an idea; they haven’t<br />

studied the industry.<br />

Let me give you a perfect example.<br />

I used to train the brother<br />

and family of Criss Angel, the<br />

magician. He was world famous,<br />

one of the best illusionists ever. I was fortunate that his<br />

brother J.D. was my student. He was a great guy and he<br />

said, “Shihan, everything you do on the floor is amazing,<br />

but this lobby area just isn’t cutting it.”<br />

And I have a gorgeous lobby—but it wasn’t neat—so I<br />

asked, “What do you mean?”<br />

He said, “It just doesn’t have the feel.”<br />

I was actually going to speak at a show in Vegas and he<br />

said, “When you come out we’ll hang out, we’ll go to the<br />

show, and I want to take you to all of our retail outlets.”<br />

When I did, he said, “Ready? Go ahead and take the first<br />

step in.”<br />

I walked in and looked around and he asked, “Well,<br />

what do you think?<br />

I said, “It’s amazing.”<br />

He said, “This is our world. The minute people step in,<br />

they’re in the world of this feeling: the Criss Angel Experience.<br />

His logo, the smell, the sales, the DVDs, the music<br />

that’s playing.”<br />

They created an environment where I didn’t think<br />

about anything but his products while I was in there. We<br />

don’t do that in our schools enough. You’ve got to learn to<br />

have things available for people to buy.<br />

Now, whether you tie your retail into your curriculum,<br />

that’s a whole other discussion we could have, or you sell<br />

required weaponry or fighting gear per belt level so that<br />

you have automatic mandatory sales every single month—<br />

that’s tying it into your curriculum. But school owners are<br />

afraid to sell. It goes back to that stigma of, Oh my God, if I<br />

retail I feel bad about it.<br />

I’ll give you another quick story. Years ago for<br />

Christmas we had all these little action figures, just a<br />

tchotchke that a parent can buy and stuff in a stocking.<br />

Why shouldn’t I sell it if they’re going to go to a Toys “R”<br />

Us down the road and buy it? But certain martial artists<br />

would say, “I’m not a sellout. I’m not about that.”<br />

I’d say, “Why wouldn’t you?”<br />

I still had a little bit in my mind that worried me: Am I<br />

a sell out?<br />

So, one time, this kid is crying hysterically in my lobby,<br />

“I want this Hulk doll!”<br />

I walked up to the mom and I apologized, and she said,<br />

“For what?”<br />

I said, “If I didn’t have that here, he wouldn't be bothering<br />

you to get it.”<br />

She said, “Yeah, but then I’d have to drive to Toys<br />

“R” Us. You didn’t make him want it. He’s wanted that<br />

and you just happen to have it! I’m thankful now I can<br />

buy it, maybe not now, but I’m going to buy it from<br />

you. Why wouldn’t I? You’re saving me the trip and<br />

the time.”<br />

It opened up my mind to say why are we all afraid to<br />

sell certain things? Why are we afraid to actually have a<br />

retail outlet?<br />

58 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Illustration by RomoloTavani


Growth Hacks<br />

Following Up is the Key<br />

SEAN LEE is<br />

the Executive<br />

Director of Sales<br />

and Marketing<br />

for hundreds of<br />

martial arts schools<br />

and specializes in<br />

online and social<br />

media marketing<br />

using his extensive<br />

professional<br />

experience<br />

in sports and<br />

martial arts<br />

marketing, contract<br />

negotiation, and<br />

investment.<br />

➽If you want your school to grow, you need<br />

to go after the customer with follow-up calls,<br />

emails, text messages, and direct mail marketing.<br />

If you’ve sent out a direct mail or text message promotion<br />

and received calls regarding the promotion, allow<br />

your martial arts school management software, such<br />

as Atlas, to run its automatic emailing function to email<br />

the prospects, then call those prospective students back.<br />

Your customers will appreciate your friendly, cheerful<br />

attitude and remember receiving the email prior to<br />

speaking with you.<br />

A direct call is an excellent way to sell your school with<br />

the prospective student while developing immediate rapport.<br />

The key is to convey an effective and positive message<br />

to turn that prospective student into an active student.<br />

One of the best sales techniques when talking to people<br />

is being empathetic to their needs. Always attentively<br />

listen to what they have to say.<br />

Your customer’s needs are so important. You should do<br />

your best to accommodate a meeting time for them so that<br />

you can find a solution to make their lives healthier, more<br />

fun, and less stressful—not more stressful. If they have a<br />

scheduling problem, try determining a class that might fit<br />

their schedule. If it’s for a family, mention the kids’ and<br />

adults’ classes and which are available. Always keep things<br />

on a positive note. Being in the martial arts is always a<br />

positive thing!<br />

The easy thing about making follow-up calls is that<br />

when prospective students make the initial call from your<br />

promotions, whether from emails, flyers, or posters, your<br />

phone sheet in Atlas will store everyone’s information<br />

once inputted. Even after someone responds to the emails<br />

and logs into Atlas, the system retains their information<br />

and sends out follow-up emails. One of Atlas’ best features<br />

is the phone sheet. It’s user-friendly and keeps track of<br />

all prospects and students. With one push of a button, a<br />

prospect becomes an enrolled student!<br />

Just think: If you follow up with a phone call, the<br />

chances of that person or their entire family signing up<br />

for lessons will be that much greater. Just invite the family<br />

or prospective student over for a free lesson or two so<br />

they can see what you have to offer firsthand. Chances are<br />

you’ll have a new student and many more sign up.<br />

So, don’t wait on the customers to come to you, go and<br />

get them!<br />

Follow-up is the secret to elevating your enrollment<br />

regardless of the promotion you use. With AMS and Atlas<br />

in your corner, success will be yours! Don’t have a martial<br />

arts school management software that makes following up<br />

a breeze?<br />

Call (1-800) 275-1600 or visit MyAtlasApp.com<br />

to speak with a Marketing Consultant to tell<br />

you why Atlas is the only software that does it<br />

all for you.<br />

60 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photograph by Inside Creative House


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Ninja Business Tactics<br />

Teaching “Tricks” to Our Students<br />

Makes Them Better People<br />

AN-SHU<br />

STEPHEN HAYES<br />

has authored <strong>20</strong><br />

books, worked as<br />

a bodyguard for<br />

the Dalai Lama,<br />

supervised over 30<br />

school locations<br />

worldwide, and<br />

was named, "One<br />

of the 10 Most<br />

Influential Living<br />

<strong>Martial</strong> Artists in<br />

the <strong>World</strong>" by Black<br />

Belt <strong>Magazine</strong>.<br />

➽And I’ve got some<br />

tricks for instructors,<br />

too.<br />

We can teach tricks to<br />

kids—like their little workbook;<br />

they’re reading through<br />

a workbook and they’re not<br />

comprehending, so the parent<br />

says, “Well, read slower or<br />

read it three times.”<br />

I always say ask the laziest,<br />

cheapest person how to get<br />

something done; they’ll come<br />

up with the best way. So, I say<br />

to that kid, “No, go to the end<br />

of the chapter where they<br />

always have questions, read<br />

those questions, and now read the chapter so you know<br />

what to look for.”—Oh wow, I can do that.<br />

Yeah, it’s easy and cheap!<br />

What we are doing, as instructors, is very subtly affecting<br />

our students’ actual character, who they are; we’re<br />

opening up their potential and, at the deepest level, we’re<br />

altering who they are. They’re changing as a human being.<br />

We might even ask the adults, “We’re requiring you to<br />

change as a human being in here, is that OK?” And they’ll<br />

say, “Uh, I don’t know.”<br />

But then you explain that it’s like the office bully is<br />

deviling you, and you now see where they’re coming from<br />

and understand that this is a tactic that works for them,<br />

but I’m above that—you can counter that, and it almost<br />

amuses you—Would it be OK if you were like that?<br />

“Oh gosh, yes, yes!”<br />

Some knucklehead cuts in front of you in traffic and<br />

you used to get mad, but now you know that it’s just a poor<br />

knucklehead who didn’t allow himself enough time to<br />

get somewhere. I’m above that. Would that be OK, if you<br />

didn’t respond in anger?<br />

“Oh, gosh, yes!”<br />

So, that’s really what we’re looking at. We tell people<br />

right up front, “No, you are changing as a human being<br />

through your martial art training. You’re bigger now,<br />

you’re expanding your capabilities, your possibilities;<br />

you’re not three anymore; you’re 28, you’re 42.” People are<br />

happy with that.<br />

One thing I emphasize to my teachers over and over<br />

again is a twofold idea: Number one, people come in and<br />

you’re the teacher; they expect, at least on the floor, for<br />

you to command yourself with some dignity and some<br />

higher vision. And when you’re 28-years-old running a<br />

martial arts school, or 33, that can be a little intimidating.<br />

So, put your head in that place. What does this person<br />

expect? I’m not their buddy, I’m not just a cool guy they<br />

know. I am wisdom; you can’t lie or fake it, but bear in<br />

mind, how am I behaving? Am I an inspiring person?<br />

The second thing I’ll mention is when it comes to<br />

teaching, I see so many people over-teaching, so we have<br />

a saying: If the student has enough time to get all of their<br />

weight onto one leg, you’re talking too much. I had a<br />

friend who said, “We have a rule in our school: For every<br />

degree of black belt that you are, you get one sentence.”<br />

Third degree, he can go for three sentences. He has a lot<br />

more to teach than a first degree.<br />

Comport yourself with a friendly, open, natural<br />

dignity but just give them bare minimum; give them a big<br />

grin and let the people learn the lesson through their body<br />

rather than through listening to you.<br />

62 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photograph by dusanpetkovic


CLASSIFIED<br />

Browse the <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong><br />

Community Marketplace<br />

Do You Have Items to Sell?<br />

Is There Something You Need?<br />

Selling Your School?<br />

Looking To Buy A School?<br />

Are You An Instructor Looking<br />

For A Career In The <strong>Martial</strong> <strong>Arts</strong>?<br />

Are You A School Owner<br />

Looking To Hire Instructors?<br />

<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 63


Are You Overwhelmed and Confused<br />

About How Social Media Can Help Grow Your School?<br />

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<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com/Social


Pillars of Success<br />

Resources of Energy<br />

GRANDMASTER<br />

Y. K. KIM is the<br />

most successful<br />

martial arts<br />

business leader<br />

in the US, having<br />

written over 30<br />

books on martial<br />

arts, business,<br />

leadership, and<br />

success. He has<br />

won numerous<br />

public service<br />

awards and is the<br />

founder of the<br />

leading martial<br />

arts marketing<br />

and management<br />

company in the US.<br />

➽What is the resource of energy? Nature!<br />

Nature has three main energy sources:<br />

Ji-Ki (Ground Energy),<br />

Dae-Ki (Air Energy), and<br />

Chun-Ki (Sky Energy).<br />

All natural energy is Woo-Ki (universal energy, which<br />

is Ji-Ki, Dae-Ki, and Chun-Ki together).<br />

Ji-Ki (Ground Energy)<br />

The earth has remarkable energy; it has so many<br />

resources (minerals, water, fire, dirt, plants) and so much<br />

power. None of us can survive without ground energy.<br />

We are a part of nature. We all need ground energy for<br />

survival.<br />

Dae-Ki (Air Energy)<br />

You can’t see air energy (between the ground and the<br />

sky) most of the time because it is invisible. However, the<br />

true meaning of empty is full of energy. Let me prove to<br />

you what I mean. The air has incredible energy like wind,<br />

rainbows, water, and the most important thing in our<br />

lives: Oxygen. Without oxygen no one can survive. Therefore,<br />

we all need air energy.<br />

Chun-Ki (Sky Energy)<br />

The sky has infinite energy. Typically you can see sun<br />

and moon energy. Without sky energy no one can survive.<br />

That’s why we all need sky energy.<br />

Woo-Ki (Universal Energy)<br />

We are all mini-universes. Meditation represents the<br />

principles of life, which are based on nature. The key principle<br />

of nature is harmony and balance; without either one<br />

nothing works in our lives. True success requires harmony<br />

and balance, which is a way of life. We are part of nature<br />

and we all need universal energy for survival.<br />

In my book I show you the energy centers of your body,<br />

proper posture, and how to receive energy from nature<br />

into your energy centers.<br />

To learn more about practicing these kinds of meditation,<br />

visit ykkim.com.<br />

66 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Illustration by pixelparticle


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What Is the Future of the<br />

<strong>Martial</strong> <strong>Arts</strong>?<br />

CHIEF MASTER<br />

KIRK PELT<br />

is an 8th degree<br />

black belt and<br />

is the President<br />

of a multi-million<br />

dollar, multi-school<br />

organization, has<br />

a 30-year track<br />

record of success,<br />

and is currently<br />

on the leading<br />

edge of martial<br />

arts curriculum<br />

and business<br />

innovation.<br />

➽We are standing at a crossroads. The direction<br />

we choose will determine the future of<br />

the martial arts for the next generation. That’s<br />

a pretty heavy responsibility when you think<br />

about it.<br />

One road is the way of the UFC. The other road is the<br />

way of traditional martial arts. Which path should we, as<br />

the leaders of the martial arts industry, follow?<br />

Unquestionably we should follow the way of traditional<br />

martial arts. If we want to preserve our 5,000-year-old<br />

tradition, we should respect that tradition. If we want to<br />

preserve the business that feeds our families we should go<br />

home with the partner that brought us to the dance.<br />

Sure, the UFC is exciting. It has great ratings and a<br />

powerful promotional machine behind it. It’s tempting<br />

to jump on the bandwagon, but how many students do<br />

you think want to get grounded and pounded? How many<br />

students do you need to support a successful martial arts<br />

school? Do you really believe a UFC-style school can be<br />

financially secure? How many successful boxing gyms<br />

do you see in your city? How many successful wrestling<br />

schools do you see in your city?<br />

These are Olympic sports with long histories but they<br />

do not represent a viable business plan. On the other hand,<br />

there are probably several successful martial arts schools<br />

in your city . . . hopefully yours is one of them.<br />

What’s the difference? When you focus on winning<br />

championships, whether a belt or a medal represents that<br />

championship, you can only have one champion. On the<br />

other hand, when you focus on self-development everyone<br />

can be a champion. Only one person can become the Olympic<br />

Champion or the UFC Champion, but every student<br />

can become a Life Champion.<br />

The physical techniques are important but only as a<br />

means to develop the internal person. Traditional martial<br />

arts schools focusing on the philosophy of the martial arts<br />

will be more successful than schools that focus only on the<br />

physical techniques. Grandmaster Y. K. Kim’s philosophy<br />

of the “Five Kinds of Fitness” creates a simple way to<br />

incorporate this philosophy into the classroom. Can we<br />

create a martial arts competition that is more in line with<br />

traditional martial arts values? We hope so.<br />

One possibility is to have exhibition competitions,<br />

which show all the beauty and excitement of the martial<br />

arts without the violence. Another is to create team sparring<br />

competitions, possibly tag team competitions, to<br />

increase the action.<br />

We are the current leaders of the martial arts. We are<br />

standing at the crossroads. It’s up to us which road we<br />

follow. It just makes sense that we follow the path that<br />

brought us here: The way of traditional martial arts. Both<br />

economically and philosophically, it is the right choice.<br />

70 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photographs by Antonio_Diaz (left) and Wavebreakmedia (right)


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The 10 Things You MUST Do<br />

to Thrive, Part 2<br />

GRANDMASTER<br />

STEPHEN OLIVER,<br />

is a 9th degree<br />

black belt and is<br />

the founder and<br />

CEO of Mile High<br />

Karate schools,<br />

and founder of the<br />

<strong>Martial</strong> <strong>Arts</strong> Wealth<br />

Mastery Program.<br />

6. “<strong>Martial</strong> arts without philosophy are just<br />

street fighting”<br />

The move towards mixed martial arts has allowed<br />

many to abandon the underlying personal development<br />

aspects of martial arts training. Certainly simple things<br />

like having a student creed make a huge difference. Teaching<br />

weekly character development lessons, having a leadership<br />

team, and sharing positive life skills are essential.<br />

Reinforcing mental development as well as physical skills<br />

is essential to developing really high-quality students.<br />

It’s essential that you institute or maintain the many<br />

formal rituals of martial arts training. Bowing in and<br />

out of class. Full uniforms that maintain formality and<br />

uniformity are extremely valuable. Proper titles of respect<br />

used for all instructors help students maintain respect and<br />

discipline in their training.<br />

7. Focus on Retention<br />

The least expensive sale you’ll ever make is the second<br />

or third sale to the same student. Unfortunately, in most<br />

every case, it’s expensive either in time or money to enroll<br />

a new student. You may spend $500 to $1,000 or more in<br />

paid advertising to get a new student, or you may average<br />

several hours of time in community outreach activities to<br />

generate each new student.<br />

To grow your student body it’s infinitely easier to lose<br />

fewer students than to enroll more students. The best<br />

way to ensure quality student retention is to improve<br />

your ratio of renewals. A student who has set their goal<br />

and committed to training to their black belt is much less<br />

likely to drop out. So, the best way to retain a student is to<br />

renew them to their black belt (or beyond).<br />

What’s a benchmark? You should always be at fewer<br />

than five percent per month dropping out (for example,<br />

out of 300 active students, 15 students per month drop out<br />

for any and all reasons). What’s doable? I’ve seen schools as<br />

low as one to two percent loss per month. One of the most<br />

profitable schools I’ve ever seen was running at a bit less<br />

than four percent dropout per month. If you are over five<br />

percent, it’s a huge crisis.<br />

8. The Marketing Parthenon<br />

Relying on only one or two methods for generating<br />

new students is not only lazy but also inherently dangerous.<br />

You must develop a wide range of systems and methods<br />

for creating introductory traffic consistently.<br />

72 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photograph by Ghing


After School Excellence<br />

Make Dollars or<br />

Make a Difference?<br />

An after school program can change your life.<br />

CHIEF MASTER<br />

MIKE BUGG is an<br />

8th degree black<br />

belt and the owner<br />

of a $1.52 millionper-year<br />

location,<br />

with one of the<br />

largest after school<br />

and summer camp<br />

programs in the<br />

country.<br />

➽There are many contradictions in our lives,<br />

opposites that compete for our time and resources.<br />

The martial arts offer a good metaphor<br />

for this: The yin and yang.<br />

You can think of the need for your business to make<br />

money as the yin. You have to increase your profits to<br />

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streams of income are more important now than ever.<br />

Now, let’s take a look at the yang side: Emotional compensation.<br />

Nobody works for a paycheck alone. As an entrepreneur<br />

you want the satisfaction of making a positive<br />

impact in your community. In many ways this seems like<br />

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you a better place?<br />

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Is AMSkids some kind of magic potion? How<br />

does it work?<br />

With outstanding features designed by education<br />

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It’s easy to run.<br />

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Reach new markets.<br />

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74 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photograph by dusanpetkovic


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Have Your School, Organization,<br />

Accomplishment, or Event Featured in<br />

<strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong> <strong>Magazine</strong>!<br />

As professional martial arts school owners and<br />

instructors, it’s important that we stay up to date with<br />

the latest tools, tactics, and strategies for operating a<br />

successful martial arts school or organization.<br />

We here at <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong> <strong>Magazine</strong> are<br />

on an unstoppable mission to help our industry grow,<br />

and one of the best ways to do that is by sharing<br />

“what’s working” and what’s not.<br />

So, we want to feature schools, school owners,<br />

instructors, organizations, students, and industry<br />

contributors that might have a story our readers would<br />

find valuable!<br />

No story is too small or too big for consideration so<br />

long as there is value to our readers.<br />

• One of your students<br />

overcame great obstacles<br />

to achieve their black belt?<br />

Awesome!<br />

• You’ve opened a new<br />

location? We’d love to hear<br />

about it!<br />

• Your martial arts association<br />

just set a new record? Great!<br />

Send us some information!<br />

<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com/Ureport<br />

Send your Story Idea to us Email Editor@<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com<br />

Or Contact us at: 407-895-1996


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Tactical Self-Defense<br />

One Shot to Survive<br />

GRANDMASTER<br />

TOM PATIRE,<br />

is known as<br />

“America’s Leading<br />

Personal Safety<br />

Expert” and has<br />

appeared on Good<br />

Morning America,<br />

The CBS Morning<br />

Show, The Colbert<br />

Report, Montel,<br />

plus in mainstream<br />

publications such<br />

as Family Circle,<br />

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<strong>Magazine</strong>, and The<br />

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and has personal<br />

safety programs<br />

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➽With the massive increase in demand for<br />

quality, skilled EP agents with a martial arts<br />

background, specific training needs have<br />

come to the forefront—training that specializes<br />

in different aspects of defense. One of<br />

the key EP defenses to learn is the ability to<br />

disarm an assailant who has a firearm locked<br />

and loaded on your client.<br />

Many systems preach different tactics for disarming<br />

a person with a gun, but most of those disarms were not<br />

made to disarm a gun that’s being held at a third party.<br />

When a weapon is pointed at or on another person and<br />

you have to intervene to disarm that weapon, many different<br />

factors come into play, such as getting to the weapon<br />

with precise movement, redirecting it out of the way, or<br />

getting your client out of the direct line of fire as you disarm<br />

the assailant, which can mean the difference between<br />

life and death.<br />

Should you get close enough to the weapon itself the<br />

key to survival is to stop, or at least limit, the discharge<br />

of the firearm since many handguns (the choice of most<br />

shooters) have the capacity to shoot six to 16 rounds and<br />

can hurt or kill a whole lot of innocent people including<br />

you and your client. So, my philosophy is simple when it<br />

comes to in-close weapon disarms—you get one shot to<br />

survive, so make it count!<br />

Experts will say that it is impossible to beat a bullet—<br />

truce! But it’s not impossible to redirect the weapon or<br />

stop the weapon from discharging. What many don’t realize<br />

is that each weapon situation dictates its own response.<br />

Most shooters that go after clients in the private sector<br />

target them because of work-related situations or obsessions,<br />

thus wanting to get up close and personal before<br />

firing their first shot. And, in certain situations, they want<br />

to vent and say what’s on their mind before blazing away.<br />

These types of shooters often miss their target completely<br />

from the first shots, and if they hit them, it’s usually in a<br />

non-vital area.<br />

Remember: Most of these so-called killers usually<br />

never practice with the weapon on a regular basis, so<br />

nerves combined with indecision usually means you may<br />

catch a break and he will be off his mark on the first shot.<br />

With this being the framework for an assassination attempt,<br />

let’s look at the word GUN and break it down into<br />

a positive term so the chances of your survival, as well as<br />

that of your client’s and team’s, increase.<br />

G is for GET<br />

GET the client or loved one out of harm’s way. GET<br />

your vitals out of the shooter’s direct line of fire. GET to<br />

the weapon as quickly as you can. GET your hands onto the<br />

mass of the weapon and redirect it towards the ground or<br />

towards the gunman, but away from you and your client.<br />

GET control of the weapon as fast as you can. GET the<br />

shooter distracted and off balance. GET to the shooter and<br />

apply your disarm as quickly and precisely as you can so he<br />

doesn’t GET you or your client! GET the gun at all costs!<br />

U is for UNDERSTAND<br />

As the situation unfolds, you need to UNDERSTAND<br />

all the variables. UNDERSTAND that your mind will<br />

be racing and your body will be filling with adrenaline.<br />

UNDERSTAND that you have trained for this moment<br />

and you are ready. UNDERSTAND your client is scared,<br />

surprised, and confused. UNDERSTAND what you do will<br />

decide who may live or die. UNDERSTAND that you need<br />

to maintain focus and act out your skills. UNDERSTAND<br />

that the entire situation will feel like it’s in slow motion<br />

but will be over in a few seconds. UNDERSTAND you have<br />

what it takes, so do the deed and live on!<br />

N is for NOW!<br />

When a gunman appears the time is NOW. Know the<br />

situation and act on it NOW. NOW, make sure the client<br />

is out of the line of fire when you make your move to<br />

disarm or redirect. NOW is the time your training has to<br />

take over. NOW is when speed counts and cooler heads<br />

prevail. NOW is the time to execute your ONE SHOT TO<br />

SURVIVE!<br />

78 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photograph by Manuel-F-O


Complete <strong>Martial</strong> <strong>Arts</strong> Concepts<br />

The Frustration of Helping<br />

Those That Do Not Want Help<br />

PROFESSOR<br />

WILLIE “THE<br />

BAM” JOHNSON<br />

is a 7th degree<br />

black belt and<br />

seven-time<br />

sport karate and<br />

Kung-Fu world<br />

champion. He has<br />

appeared in four<br />

movies, 16 plays,<br />

and 11 television<br />

shows. He is<br />

also the national<br />

spokesperson for<br />

the Stronger than<br />

Drugs Foundation<br />

and the Champions<br />

Against Drugs.<br />

➽I was born at John Hopkins Hospital and<br />

raised in the east Baltimore neighborhoods<br />

within the Lafayette Projects. As a kid some of<br />

Baltimore’s most historical sights were a part<br />

of my upbringing. The Hippodrome Theater,<br />

where I saw my first Bruce Lee Movie, Old<br />

Town Mall, where I laid several of the bricks,<br />

and the Inner Harbor, where I fished, swam,<br />

and saw it become established as a Volunteer<br />

of America.<br />

Yes, I was one of those bad kids that sold and used<br />

drugs and lived on the dangerous Baltimore Streets. I<br />

was also a resident of the famous Baltimore City Jail and<br />

Department of Corrections. I also opened one of the first<br />

professional martial arts training centers right on North<br />

Avenue during the era of Odell’s Nightclub at the age of<br />

17. I was one of City Paper’s premier “Local People on the<br />

Rise” while being featured on many news stations about<br />

my martial arts success.<br />

And after many setbacks and over 14 years of a new<br />

way of living, I was recognized as a martial arts prodigy<br />

all over the world. I began writing and publishing books.<br />

I also starred in films and TV, produced more world<br />

champion martial artists than anyone else right now, and<br />

produced and directed a childhood fantasy of mine: My<br />

own film project.<br />

But I never gave up on going back to the city of Baltimore<br />

to amend my wrongs, a desire that will never leave.<br />

And after being told by many great, successful businessmen<br />

not to go back and open up a business there, I refused<br />

to listen and went back anyway.<br />

Thanks to a friend I attended a community meeting at<br />

City Hall with then-Mayor Martin O’Malley. At that time<br />

I made connections with several leaders of the Parks and<br />

Recreations department and, when speaking with them,<br />

saw that they really cared about helping kids avoid the<br />

road I traveled, with my help. But with all the unprofessional<br />

mistakes and lack of support, we had to close down<br />

a community operation that helped build character<br />

for kids through the practice of Kung Fu and produced<br />

miracles by changing many lives.<br />

To top it all off, I found out exactly what people meant<br />

by “you can’t help those that don’t want to be helped,<br />

even after you’ve bent over backwards.” I have seen<br />

parents that would rather buy their kids a $175 pair of<br />

tennis shoes before they would pay $150 or so for martial<br />

arts and life skills and character development training.<br />

Through my own personal experience of this lifestyle, I<br />

know that there is definitely a better way of life and I will<br />

never give up my quest to make a difference.<br />

You see, I should have been dead a long time ago but<br />

my mother, a poor woman, told me that with God you can<br />

always stand back up. And just like with selling drugs on<br />

the streets of Baltimore, I learned to watch my back from<br />

all the so-called friends that said they cared but were really<br />

trying to undermine me. People of power operate the<br />

same way. I must remember that if I wanted to get rich, I<br />

would still be selling drugs.<br />

The money, power, and fame are not my quest in life,<br />

only inner peace, which is achieved by seeing a little kid<br />

smile, or by raising my son singlehandedly to the age of<br />

19. And what a blessing it is to see him without a prison<br />

record, smoking blunts—and being recognized as the<br />

future of the martial arts.<br />

So, to the negative influences in our society, many<br />

thanks for, once again, trying to break the Stronger than<br />

Drugs people; but you can’t because God is Stronger than<br />

Drugs.<br />

80 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photograph by Vito Palmisano


The Millionaire Smarts Coach<br />

The Real Reason<br />

We Make Money<br />

LEE MILTEER<br />

is an Intuitive<br />

Business Coach,<br />

award-winning<br />

professional<br />

speaker, and TV<br />

personality who<br />

has counseled<br />

and trained over<br />

a million people<br />

throughout her<br />

career. Lee is<br />

Stephen Oliver’s<br />

<strong>Martial</strong> <strong>Arts</strong><br />

Wealth Mastery’s<br />

Millionaire Smarts<br />

Coach and is also a<br />

best-selling author<br />

of educational<br />

resources.<br />

➽I want to tell you a big secret: You don’t get<br />

paid to work! If you spend weeks perfecting<br />

that mail piece, or weeks perfecting your next<br />

webinar, or months redoing your web site,<br />

guess what? No one but you cares and no one<br />

is going to pay you for any of that effort.<br />

When we went to school we were conditioned to expect<br />

that there would be a big reward for the successful completion<br />

of tasks. We think that if we do the work results are<br />

guaranteed. But you are an entrepreneur. Your prospects<br />

and clients do not care how many thousands of hours you<br />

put into the perfect graphics for your video or how often<br />

you rewrote the copy for your website or blog.<br />

Heads up: This is super important. As a business owner<br />

you don’t get paid for task completion. You get paid based<br />

on the value you contribute to the well being of your<br />

clients, customers, and patients.<br />

If you have forgotten this important concept, today<br />

is the day to set a new course of action that will result in a<br />

better reality for you and your business. You should also<br />

evaluate your staff’s time and energy output. I suggest educating<br />

your staff that their real boss is all your students,<br />

parents, and families, and it is their jobs to make sure they<br />

get total value working with your school.<br />

Here is a suggestion to get you and your team<br />

on the same page for your business goals<br />

I have several coaching groups and one of the projects I<br />

get them all to do to successfully stay on track is to create<br />

a business vision board. A vision board helps you reach<br />

your goals by tapping into the visual side of your brain; the<br />

pictures on the board are a visual representation of what<br />

you want your goals to look like at the end of the year.<br />

Plan a day where you and your staff can get together<br />

and work on this project. You want to create very clear<br />

pictures or representations of the end result of what you<br />

want. The pictures you put on your Business Goal Vision<br />

Board help your brain look for references and information<br />

that are already stored in your subconscious to help you<br />

bring your vision into reality.<br />

When I presented vision boards to my personal coaching<br />

groups, an interesting thing happened. Some of the<br />

business owners, as they were trying to find pictures of<br />

what they wanted, realized they didn’t actually know what<br />

they wanted.<br />

We spent a couple of hours going through pictures<br />

and discussing this and people realized that, on several<br />

occasions, they’d picked up goals that weren’t even theirs.<br />

They were holding onto goals they had a long time ago or<br />

that someone suggested they should strive for. They found<br />

they were going for goals that had just gotten stuck in their<br />

brains but had no motivation to fulfill.<br />

Delete the old goals you don’t really want and replace<br />

them with a clear image and clear direction of the goals<br />

you do want. I highly recommend that everyone in your<br />

office create a mutual vision board so you can get your<br />

team to have the same business goals as you.<br />

It’s a bonding experience for you and your team to<br />

work together on creating a visual representation of what<br />

you want to become a reality. The advantage of this exercise<br />

is that you will have a tangible reminder of your focus<br />

and goal, which will keep you on track. When it hangs in<br />

sight every day, even though you might not look at it, your<br />

subconscious mind is constantly reminded that this is the<br />

focus; this is the focus.<br />

82 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Illustration by wasan prunglampoo


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Budo Philosophy<br />

The Boundaries<br />

of the Plausible<br />

SHIDOSHI<br />

ALFREDO TUCCI<br />

is the CEO and<br />

General Manager<br />

of the Budo<br />

International<br />

Publishing<br />

Company, a<br />

leading publisher<br />

in the martial arts<br />

with over 35 years<br />

in the industry.<br />

He is also author<br />

of several books:<br />

The Immaterial<br />

Dimension, The<br />

Way of the Warrior,<br />

and The Spirit. He<br />

currently lives in<br />

Valencia, Spain.<br />

➽“I don’t think that consciousness is generated<br />

by the brain. I think the brain is a receiver<br />

of consciousness.”<br />

– Graham Hancock<br />

The fact that things are hidden from view doesn’t<br />

mean they are invisible. Even what is invisible to the eye<br />

will not necessarily be so by other means. But the blindest<br />

person is the one who refuses to see. From childhood we<br />

are conditioned by the consensus of the environment and<br />

the people who educate us to accept a Universe of realities,<br />

which is coherent in its own premises.<br />

It is therefore natural that we learn to simply refuse to<br />

consider anything else. In extreme cases when people are<br />

very sensitive to the invisible, this denial generates such<br />

maladjusted contradictions that the individual, prisoner<br />

in a bipolar sea, feels completely unable to move between<br />

both worlds: The one of personal feelings of the invisible<br />

and the one of the group consensus, so it’s not unusual<br />

that the person ends up committed to an insane asylum<br />

with a mental breakdown or stuffed with pills, completely<br />

baffled and at the limit of stupefaction.<br />

Reality is a preconditioned description passed throughout<br />

the filter of the senses and the sieve of the group<br />

preconceptions. Dealing with the invisible requires a leap<br />

in the void or what is the same, an initiation into some sort<br />

of paradigm so contrary to ours that it generates a rupture<br />

in our perception of the world. That same break up is the<br />

door that opens up the possibility of a consciousness jump<br />

big enough as to open ourselves to the unthinkable—but<br />

for that it’s necessary to close that distance with a new<br />

frame of references that accepts, beyond ambivalence, a<br />

new concept of the Universe and of life.<br />

For not continuing to skate in the subjective, consciousness<br />

paradigms shouldn’t be based exclusively on<br />

faith because we have all been educated in reason. Otherwise,<br />

there will be a substitution (religion versus reason)<br />

or, in the best case, a bipolar cohabitation stretching us<br />

like chewing gum to the limit of what is acceptable for the<br />

most elementary of consistencies and, without it, there is<br />

not, nor there will ever be, real power in such positioning.<br />

Cohesion is so indispensable to confront the winds of the<br />

life like its sobriety to confront the infinite.<br />

The advantage I have found in the study of e-bunto, the<br />

science of Shizen shamans, is that it deals precisely with<br />

this point; that is, the ability to interact with the invisible<br />

through tools and findings perfectly objective in a “science”<br />

of the invisible but necessarily disturbing for our<br />

consensus.<br />

Probably the most striking thing in this trip was<br />

to meet up along the path with companions, a priori<br />

absurd, and improper of such an ancient route. Chemists,<br />

engineers, quantum physicists find excitingly stimulating<br />

and consistent the principles and formulations of the<br />

Miryoku, the Shizen shamans. The way in which those<br />

men, without the tools of modern science, managed<br />

to reach such knowledge empirically is a question that<br />

cannot be answered here. That requires diving into their<br />

world and that’s what it means to be initiated.<br />

We know that time and space are permeable dimensions<br />

but we don’t conceive that we can transcend them<br />

because real magic, the one that plays with the Magnus the<br />

Great, requires that we ourselves become great.<br />

When shamans, from the inner-strength of their<br />

certainty, became fire, air, water, or land they managed<br />

to shake the Universe transcending the confines of the<br />

space-time continuum, because beyond matter we are conscience,<br />

spirit, and we are made of all of what constitutes<br />

the Universe.<br />

The lesson of the ancients: Moving at-will the dial of<br />

our being to tune up the necessary bands and touch these<br />

frequencies, far from impossible, is something demonstrable.<br />

But the science of the occult is a border that can be<br />

only trespassed through the transformation of our being<br />

and the first step is to really want to do it because, believe<br />

me, it takes work! A lot of work!<br />

86 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Illustration by primipil


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Pro Shop Power<br />

Three Tips for Effective<br />

Partner Drills<br />

BRANDON KIM<br />

is the President<br />

of Vision <strong>Martial</strong><br />

<strong>Arts</strong> Supply, Los<br />

Angeles Branch,<br />

who helps school<br />

owners all over the<br />

US maximize their<br />

retail sales and<br />

drive more revenue<br />

into their schools.<br />

➽You may have heard the phrase “no man<br />

is an island” before. The phrase applies to<br />

everyone and is a lesson you should be teaching<br />

students in your classroom. It’s extremely<br />

important that your students learn how to get<br />

help from others, as well as to offer their assistance<br />

to their peers. This is very helpful for<br />

you, too, because you can’t be everywhere at<br />

once. If you keep up your effective promotions<br />

and relentless advertising, your classes will<br />

grow to sizes that will make it difficult to provide<br />

students with the individual attention you<br />

know they deserve. By encouraging partnering<br />

in your classes, you will help your students<br />

help themselves and make your classes more<br />

manageable. Having your students partner up<br />

is helpful because it:<br />

• Takes strain off you to spend quality time with each<br />

student<br />

• Builds leadership skills in your students<br />

• Helps students work through challenges on their own<br />

• Builds teamwork in your classes<br />

• Establishes trust between your students<br />

• Helps you deal with the challenges of teaching different<br />

age groups in the same class<br />

• Helps students develop martial arts techniques as<br />

they face different partners<br />

Here are some tips to using effective partnering tools<br />

to take your classes to the next level:<br />

Explain the importance of partnering up. Explain<br />

to your students that you believe in their ability, and<br />

this is why you are partnering them up with each other. It’s<br />

important that your students don’t feel like you are abandoning<br />

them, but that you are giving them an opportunity<br />

to grow and develop as martial artists and students.<br />

Assign partnerships based on the unique needs<br />

of each activity. Due to the diversity of age groups in<br />

your classroom, you will have some very young students<br />

performing activities with older kids, which can lead to<br />

younger students feeling completely lost on assignments,<br />

or older students feeling like your activities are childish<br />

and boring. Some activities, like worksheets where students<br />

are required to write a short story, work best when<br />

you partner your students in pairs, like a young student<br />

with an older student. In this scenario, your older students<br />

develop their leadership abilities and younger students get<br />

the attention they need to help them develop their reading<br />

and writing skills. For arts and crafts activities, you can<br />

partner your students in groups of three or more, and your<br />

students will develop their teamwork and their trust for<br />

one another.<br />

Rotate your partners from activity to activity.<br />

Everyone has their comfort zones and kids are no different,<br />

but it is crucial that you rotate your partnerships and<br />

don’t allow them to buddy up with the same people all<br />

the time. By rotating partners, your students will develop<br />

a sense of camaraderie as a group, and it will minimize<br />

the danger of your class breaking off into little cliques or<br />

gangs. In sparring, each new partner teaches your students<br />

how to adapt to different styles and prevents them from<br />

falling into lazy sparring habits.<br />

It’s crucial that you have the best quality sparring<br />

equipment money can buy available for purchase in your<br />

school. Not only will this provide you with extra revenue,<br />

but you can also be sure that your students have the proper<br />

equipment they need for class. To see how Vision can<br />

help you provide your students with top-quality<br />

sparring gear, head over to MyKick.com!<br />

88 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photograph by dusanpetkovic


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MIND MASTERY<br />

The Keys to a Successful<br />

Mindset in Business, Part 1<br />

GRANDMASTER<br />

JESSIE BOWEN<br />

is president of<br />

Karate International<br />

of Durham, Inc.,<br />

a member of the<br />

American <strong>Martial</strong><br />

<strong>Arts</strong> Association<br />

Sport Karate<br />

League and Hall<br />

of Fame, and has<br />

been a member of<br />

the Duke University<br />

PE Staff for over<br />

25 years. He is the<br />

author of Zen Mind-<br />

Body Mindfulness<br />

Meditation and<br />

Zen Mind-Body<br />

Mindfulness<br />

Meditation for<br />

<strong>Martial</strong> <strong>Arts</strong>, as well<br />

as several other<br />

books, programs,<br />

and audio CDs on<br />

meditation and<br />

success training.<br />

➽Welcome to my second lesson on the Successful<br />

Mindset. In this lesson, I will be talking<br />

about the keys to a successful mindset in business.<br />

These principles apply to any business,<br />

whether it is a martial arts school or a shoe<br />

store. In this article, I’m going to discuss focus,<br />

self-assessment, thinking like an entrepreneur,<br />

believing in your products or service, avoiding<br />

an “I’ll try” attitude, and the importance of<br />

having total commitment towards your business.<br />

Before you begin reading the article, I<br />

recommend having a pen and paper handy so<br />

that you can write down any thoughts, ideas, or<br />

personal strategies.<br />

When it comes to having success in<br />

business, your mindset has more to do<br />

with your success or failure than you<br />

realize. You may also have a negative<br />

mindset and not even be aware of it. In<br />

working with many business owners<br />

and managers, I’ve found that they are<br />

influenced by their past experiences. For<br />

example, for a martial artist that goes<br />

on to open their own school, success will<br />

be influenced through money, based<br />

on the prior belief of their teacher. If<br />

their mindset is that it’s wrong to charge<br />

for martial arts lessons, the likelihood<br />

the instructor will have a thriving and<br />

successful program is threatened by a<br />

poverty mindset.<br />

This is where having a business<br />

coach, mentor, or mastermind group with other successful<br />

individuals is an asset. A statement that I find is true is, “If<br />

you want to know how you’re doing in life, look at your<br />

five closest friends.” Here are some keys to achieving and<br />

maintaining a successful business mindset.<br />

Focus<br />

Focus is definitely a key to achieving a successful mindset.<br />

Continually remind yourself of what your business is<br />

about, what its purpose is, and why you’re doing what you<br />

do. Keep focusing on your goals by having them somewhere<br />

that you can see them, like a vision board.<br />

Self-Assessment<br />

To achieve a successful mindset, you need to assess<br />

your current mindset. Here are some things to watch out<br />

for that may indicate a negative mindset:<br />

• Having excessive back up plans and being over-cautious<br />

may mean you are doubtful about your success.<br />

Safety nets are understandable, but they can become<br />

a tempting escape when things are less than perfect.<br />

To be successful, you need to press through those<br />

imperfect times, not run from them.<br />

• Believe you deserve it. You may think that you don’t<br />

deserve to succeed in business. You just aren’t “that<br />

type.” To be successful, though, you need to believe<br />

you are that type!<br />

• Uncertainty can be a manifestation of a negative<br />

mindset—you are not sure of yourself. There are<br />

resources out there; you can learn what you need to<br />

succeed. You just have to go for it.<br />

90 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Illustration by IvelinRadkov


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Master the Basics<br />

Take a Lesson<br />

From Bank Robbers<br />

MASTER<br />

TINA BANE<br />

is a 6th degree<br />

master instructor<br />

and owner of a<br />

Top Ten martial<br />

arts school with<br />

successful after<br />

school and summer<br />

camp programs.<br />

➽The story goes that when Willie Sutton, the<br />

FBI’s Most Wanted criminal, was captured, a<br />

reporter asked him why he robbed banks.<br />

He replied, “That’s where the money is.”<br />

Although you may not agree with his morality, it’s<br />

kind of hard to argue with his logic.<br />

When I opened my school I had a choice and I wanted<br />

to go where the money was. I didn’t decide I would only<br />

teach rich clients but I saw a clear difference. As I was<br />

working for my master instructor in his school, I knew<br />

what “regular” martial arts students were paying for their<br />

classes and I knew what after school martial arts students<br />

and summer campers were paying for their classes.<br />

Don’t get me wrong: I am a firm believer that if you<br />

offer a superior product you can charge a premium price.<br />

Our curriculum is awesome and we offer benefits most<br />

other schools cannot, so we can ask for a higher tuition<br />

than our competitors; but that raises another question:<br />

Exactly who is your competitor?<br />

If you look at the market of prospective students who<br />

want to take martial arts classes, you’ll find martial arts<br />

schools charging $150 a month or so in my community.<br />

However, if you look at the market of parents who need<br />

after school care for their child, you’ll find day care centers<br />

charging $80 a week or so, which comes out to over $300<br />

a month and that can go up to $500 a month during summer<br />

camp. That’s where the money is.<br />

The AMSkids program offers you a tremendous<br />

advantage in that market. When a parent can choose<br />

between a day care program that offers to babysit<br />

their child or a martial arts education program<br />

that teaches their child self-confidence, self-discipline,<br />

and leadership for the same price, it really<br />

is a no-brainer. You can have the superior product in a<br />

market that has been strong in economic ups and downs.<br />

Even during the <strong>20</strong>08 recession,<br />

schools that had an AMSkids after school<br />

martial arts program managed to thrive<br />

when other schools around them closed.<br />

After the economy rebounded my school<br />

was doing even better.<br />

Because AMSkids students pay two<br />

to five times as much as regular martial<br />

arts students, it takes fewer students to<br />

provide a solid financial base for your<br />

school. You can very quickly generate<br />

$50–100,000 per year in extra income. I<br />

was able to be profitable in the first three<br />

months of operation.<br />

Make no mistake about it; I teach<br />

quality martial arts. I have my students<br />

in class five days a week so I can have a<br />

bigger effect on their lives. On average<br />

my after school students quickly develop better technique<br />

and martial arts etiquette because they spend more time in<br />

class, and even more time in the school, than my evening<br />

students.<br />

If your martial arts school needs more income to stay<br />

financially strong, it’s hard to argue with the logic go<br />

where the money is.<br />

Start an AMSkids after school martial arts program to<br />

provide a valuable service to your community while getting<br />

paid better for teaching quality martial arts.<br />

Call my friends at AMS at (1-800) 275-1600 to<br />

find out how they can help you get started without<br />

making beginner mistakes.<br />

92 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photograph by vwalakte


Instructional Excellence<br />

Don’t Let Your Dogma Get<br />

Run Over by Your Karma<br />

GRANDMASTER<br />

TIM MCCARTHY<br />

is a 9th degree<br />

black belt and<br />

is a martial arts<br />

educator with a<br />

master’s degree in<br />

education. He has<br />

been instrumental<br />

in developing two<br />

industry-changing<br />

programs, plus<br />

has directed and<br />

been featured in<br />

hundreds of martial<br />

arts videos and<br />

webinars.<br />

➽One of the most important things the UFC<br />

did, in my opinion, was to show dogmatic martial<br />

artists that their art wasn’t all they thought<br />

it was. Kickers got taken to the ground for a<br />

nasty surprise and grapplers got knocked out<br />

before they knew what hit them. I had my own<br />

personal experience when I got the opportunity<br />

to practice with someone skilled in an internal<br />

art—much of what I “knew” didn’t apply. It was<br />

a mind-opening opportunity.<br />

When you are in your school or in your organization<br />

it’s easy to think your school, your team, your organization,<br />

or your art is the best. Rah! Rah! After all, everyone<br />

you know and respect agrees with you . . . but your world<br />

isn’t the whole world. There are other schools, other teams,<br />

other organizations, and other arts that think they are the<br />

best. Are they wrong while you are right, or are they right<br />

while you are wrong?<br />

Well, everybody’s wrong and everybody’s right . . .<br />

that’s my personal theory of relativity.<br />

Your school is the best for your students because it<br />

works for them. My school is the best for my students because<br />

it works for them. Your school is not perfect and neither<br />

is mine. If one of my students joins your school will it<br />

be valuable for him? I hope so. Your school has many good<br />

points and my student will learn some great new things. If<br />

he stays, I would hope he soon says, “My new school is the<br />

best.” If he can’t say that, he really has no business staying<br />

and should find another school that is the best for him.<br />

My point is that because we advanced through the<br />

ranks as fighters we sometimes want to compete too much.<br />

Once we get out of the ring and the competition is over<br />

it’s time to learn and evaluate. What did my opponent (or<br />

my partner) do that was effective? What can I learn from it?<br />

During the fight he is my competitor, but after the fight, he<br />

can become my partner in learning. My discipline teaches<br />

me to bow and respect him before the fight, fight like hell<br />

during the fight, then bow and respect him after the fight.<br />

Why can’t I have the same attitude toward the martial<br />

arts school down the street or any martial arts organization<br />

that is not mine? I believe I should respect all martial<br />

arts and all organizations unless they have done something<br />

specific to earn my reproach. I believe that my art<br />

and my organization are not perfect and I still have much<br />

to learn.<br />

Those who are dogmatic about their art will one day<br />

have a rude awakening. After all, pride goeth before a fall.<br />

It’s just karma.<br />

Those who are more interested in learning than in<br />

being right will continue to learn and grow to the point<br />

where “their world” can actually become the whole world.<br />

Instead of being an event, winning becomes a way of life.<br />

94 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photograph by Artur Didyk


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96 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photograph by designer491


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<strong>Martial</strong> <strong>Arts</strong> Philosophy<br />

Master Aaron Banks<br />

and Old School (Osu)<br />

SENSEI<br />

GARY LEE,<br />

the American<br />

Samurai, is a 9th<br />

Dan black belt,<br />

a USA Karate<br />

Federation gold<br />

medalist, winner<br />

of five Super<br />

Grand National<br />

Titles, a featured<br />

actor in the movie<br />

Sidekicks, and<br />

is the founder of<br />

the National Sport<br />

Karate Museum.<br />

➽It was 1993. The vision of the Sport Karate<br />

Museum was already in my head and the<br />

legendary Master Johnny Kuhl had given<br />

me Master Aaron Banks’ phone number, so I<br />

called him. I spoke with Grandmaster Banks for<br />

almost two hours about everything and everybody,<br />

from his breaking all those boards on the<br />

Mike Douglas Show<br />

to his being the super<br />

promoter he was.<br />

At the end of the conversation<br />

he said, “I like you,<br />

Gary. Normally I charge by<br />

the minute to talk on the<br />

phone, and we have spent<br />

quite some time on the<br />

phone, but this time I will<br />

let it slide.”<br />

I didn’t call Master<br />

Banks again until the Michael<br />

DePasquale roast. We<br />

wanted to honor Mr. Banks<br />

and give him a beautiful<br />

Pioneer Award for his<br />

service to the martial arts.<br />

When I called and told him<br />

what we wanted to do, he said we could honor him; however,<br />

we would have to pay him $1,000 for the privilege of<br />

honoring his greatness!<br />

Another great story about my involvement with<br />

Grandmaster Banks is how I met Joe Hess, the heavyweight<br />

champion fighter, and Master Johnny Kuhl. It was<br />

the early ’70s and I was hitchhiking everywhere, chasing<br />

karate and adventure, and I ended up in New York City on<br />

a Greyhound bus headed towards Wenham, Massachusetts<br />

to meet a girl. Out of the window of the bus I saw a<br />

huge billboard promoting Aaron Banks’ Oriental <strong>World</strong> of<br />

Self-Defense at Madison Square Garden.<br />

I made the bus driver stop so I could get off the bus. I<br />

stopped passerby after passerby and asked for directions<br />

to Madison Square Garden. I was so raw and uneducated<br />

about life and I wanted to go perform at his event. Heck,<br />

I even thought every martial artist did the same Karate I<br />

learned in Hawaii. I was carrying my surfboard, sais, nunchucks,<br />

kamas, and a jo, along with my backpack. I finally<br />

got a ride to the Garden and, by this time, it was pouring<br />

down rain.<br />

I went to the back of the Garden and knocked on the<br />

door. When the door opened there stood two of the biggest<br />

men I had ever seen. It was<br />

Joe Hess and Johnny Kuhl.<br />

They asked me, “What<br />

are you doing standing in the<br />

rain with all those weapons,<br />

and why do you have a surfboard<br />

here in the city?”<br />

I told them, “I’m here for<br />

the show, bra—to perform!”<br />

They explained nicely<br />

that it was a professional<br />

show and they closed the<br />

door.<br />

I left hurt. I was ignorant,<br />

young, and wet, and now I<br />

was stuck in the middle of<br />

New York City.<br />

Years later I would honor<br />

Joe Hess at a Living Legends<br />

event, but my reunion with Master Kuhl always sticks in<br />

my mind. It was 1999 and Grandmaster Allen Steen’s 60th<br />

birthday party in Dallas, Texas. I was greeting the guests<br />

at the door and the guest list was truly a who’s-who in the<br />

martial arts. One of my friends pointed to a big guy across<br />

the room that was asking questions about me.<br />

I approached the guy and asked, “Sir, may I help you?”<br />

He asked me if I was that scrawny little kid with all<br />

those weapons and the surfboard at the Oriental <strong>World</strong><br />

of Self-Defense. I remembered Johnny Kuhl. He was one<br />

of the BIG security guys who answered the back door at<br />

Master Banks’ event at Madison Square Garden.<br />

Great Grandmaster Banks, you were and are one of the<br />

reasons I do what I do: Record and celebrate Sport Karate<br />

history. Rest in peace, Great Grandmaster Aaron Banks,<br />

and thank you for being “Old School.” (Osu.)<br />

98 MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1<br />

Photograph by Maurice Elmalem


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MARTIAL ARTS WORLD NEWS VOLUME <strong>20</strong> | ISSUE 1 99


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