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Martial Arts World News Magazine - Volume 22 | Issue 2

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 VOLUME <strong>22</strong> | ISSUE 2<br />

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

MASTER CARLOS<br />

MACHADO<br />

Reveals His Path to Success<br />

The First Ever<br />

Shihan<br />

Allie Albergio<br />

Featured<br />

Columnist: Secrets<br />

of the LI Ninja<br />

Chief Instructor<br />

Juan Villamizar<br />

‘I had to Move to<br />

a Bigger School<br />

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CONTENTS<br />

FEATURES<br />

24 Meet the <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong><br />

<strong>News</strong> Team at the First Ever<br />

U.S. Kukkiwon Expo<br />

28 “I Had to Move Schools Because<br />

of ATLAS”<br />

34 BJJ Trailblazer Master Carlos<br />

Machado Reveals His Path to<br />

Success<br />

103 FREE Tool of the Month<br />

DEPARTMENTS<br />

14 Industry Insights<br />

15 Birthdays<br />

17 Industry Innovations<br />

20 Social 411<br />

52 School Profiles<br />

63 Classified Ads<br />

99 Advertiser Index<br />

YOUR INPUT<br />

48 Tell Us Your Story<br />

76 Feature Your School,<br />

Organization, Accomplishment,<br />

or Event<br />

COLUMNS<br />

6 Editorial<br />

Setting New Records or School Closure,<br />

Which Will Be Your Story?<br />

Master Toby Milroy<br />

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

12 Next Level Strategy<br />

Contract or No Contract? That is the Question, Part 1<br />

Shihan Allie Alberigo<br />

56 Teamwork<br />

Resisting School Owner Burnout<br />

Hanshi Dave Kovar<br />

58 Mind Mastery<br />

Gain Mental Clarity<br />

Grandmaster Jessie Bowen<br />

60 Growth Hacks<br />

Using Road Signs and Brochures<br />

to Promote Your School<br />

Mr. Sean Lee<br />

62 Ninja Business Tactics<br />

Ah-shu Defined<br />

An-Shu Stephen Hayes<br />

66 Pillars of Success<br />

Fight Daily Until You Win and Enjoy a Healthier Life<br />

Grandmaster Y. K. Kim<br />

70 The Way of the Samurai<br />

Children and the Art of the Sword, Part 2<br />

Shihan Dana Abbott<br />

72 Extraordinary Marketing<br />

Is Everyone in Your Boat Rowing in the Same<br />

Direction? (Part 2)<br />

Grandmaster Stephen Oliver<br />

74 After School Excellence<br />

Get Dozens of New Students with the AMSkids<br />

Bully-Proofing Program!<br />

Chief Master Mike Bugg<br />

78 Tactical Self-Defense<br />

Press the Points, Part 1<br />

Grandmaster Tom Patire<br />

4 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


STAFF<br />

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

Teaching the Complex Art of Kung Fu, Part 1<br />

Professor Willie “the Bam” Johnson<br />

82 The Millionaire Smarts Coach<br />

Outstanding or Average?<br />

Ms. Lee Milteer<br />

86 Budo Philosophy<br />

A Particular Vision, Part 1<br />

Shidoshi Alfredo Tucci<br />

88 Pro Shop Power<br />

Get Paid to Advertise Your School<br />

Mr. Sun Kang<br />

90 Master the Basics<br />

Looking for ‘Teachable Moments’<br />

Master Tina Bane<br />

92 Instructional Excellence<br />

The Value of Forms<br />

Grandmaster Tim McCarthy<br />

94 Business Buzz<br />

The Top Ten Negative Habits That Keep You From<br />

Achieving Your Goals, Part 1<br />

Grandmaster Lawrence Arthur<br />

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

A Diary of a Black Belt, Part 4<br />

Sensei Gary Lee<br />

98 Management Excellence<br />

Do You Spend or Invest Your Time?<br />

Chief Master Kirk Pelt<br />

100 The Warrior Way<br />

Twenty Ways To Keep Your Attitude Positive, Part 2<br />

Grandmaster Bill Clark<br />

102 Staff Development<br />

How to Have a Five-Star Curriculum in a Multi-School<br />

Organization<br />

Master Zulfi Ahmed<br />

104 Tools & Tactics<br />

Make Enrollments Fun<br />

Ms. Chris Lee<br />

VOLUME <strong>22</strong> | ISSUE 2<br />

PUBLISHER<br />

Master Toby Milroy<br />

EDITOR-IN-CHIEF<br />

Mr. Sean Lee<br />

MANAGING EDITOR<br />

Mr. Jeff Reulbach<br />

ART DIRECTOR<br />

Mr. Frank Meyer<br />

GRAPHIC DESIGNER<br />

Mr. Amen Blue<br />

WEB DEVELOPER<br />

Ms. Erin Pham<br />

COLUMNISTS & CONTRIBUTORS<br />

Hanshi Dave Kovar<br />

Grandmaster Bill Clark<br />

Mr. Sean Lee<br />

Shihan Allie Alberigo<br />

Grandmaster Y. K. Kim<br />

Grandmaster Tim McCarthy<br />

Chief Master Kirk Pelt<br />

Grandmaster Stephen Oliver<br />

Chief Master Mike Bugg<br />

Professor Willie Johnson<br />

Grandmaster Zulfi Ahmed<br />

Ms. Chris Lee<br />

Grandmaster Lawrence Arthur<br />

Master Tina Bane<br />

Mr. Sun Kang<br />

Master Carlos Machado<br />

Grandmaster Jessie Bowen<br />

Shidoshi Alfredo Tucci<br />

An-Shu Stephen Hayes<br />

Ms. Lee Milteer<br />

Sensei Gary Lee<br />

Grandmaster Tom Patire<br />

Shihan Dana Abbott<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 />

reserves. 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>22</strong> | ISSUE 2 5


EDITORIAL<br />

The Record-Breaking Year,<br />

Behind AND Ahead!<br />

Why have we seen record results in so many schools over the last 12 months??<br />

Well, in part, adults, children and families all over the US, and<br />

across the world have realized how ‘toxic’ lockdowns, and other<br />

COVID responses have been on their physical, mental, emotional<br />

and spiritual health. The negative effects of social isolation, lack of<br />

physical activity, and all the stress that comes with these extreme<br />

circumstances have inspired millions of people all across the world<br />

to take action and get involved in the martial arts.<br />

School owners who’ve been pro-active and aggressively promoting<br />

their programs have been the beneficiary of this increase in<br />

demand while a simultaneous decrease in supply, and many other<br />

youth programs and other ‘competitors’ of ours have gone<br />

out of business.<br />

So, the ‘market’ wants us. They realize more and<br />

more that they ‘need’ us. There is far less competition<br />

for their attention, and even in the face of inflation<br />

concerns the economy is roaring along. Does<br />

this sound like a perfect storm to you?? It sure does<br />

to me, and I’m seeing the ‘proof’ every day here at<br />

<strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong> headquarters!<br />

Every day I speak with school operators who are<br />

setting all time records for new students,<br />

revenue, and profits. NOW is the<br />

time to take action, and catapult<br />

your school to the next level!<br />

Why will 20<strong>22</strong> be a Record<br />

Breaking Year for Many School<br />

Owners?<br />

Not only do we have the<br />

‘macro’ economic forces that<br />

I described above, working<br />

in our favor, but we have<br />

some significant local opportunities<br />

over the next few<br />

months that will springboard<br />

smart, aggressive school owners<br />

past their previous records, and on to new levels.<br />

For example, for family focused schools, Summer Camps this<br />

year will be bigger than ever before. Parents WANT to do something<br />

productive with their children and get them AWAY from the<br />

screens for as long as possible. (I know, I sure do.)<br />

I spent a few days speaking with and coaching a number of<br />

clients who are focused on ‘breaking through’ to the next level.<br />

I found that these operators have ALREADY nearly FILLED their<br />

Summer Camps, and in several cases, are looking for MORE<br />

SPACE to expand their camp!<br />

Chief Master Michael Bugg who operates a beautiful school<br />

in suburban Virginia has already sold ¾ of his available spaces,<br />

and expects to fill the rest of the camp before March. If he fills the<br />

camp, which is a near certainty, this year, his summer camp will<br />

contribute more than $378,000.00 to his revenue.<br />

Chief Master Kirk Pelt in Orlando, Florida, has only 21 spaces<br />

left in his camp, and he’s currently negotiating with 3 alternate<br />

venues nearby where he might be able to expand his camp. This is<br />

some creative thinking, and given his current space limitation, his<br />

summer camp will add more than $240,000.00 to his revenue. I’ll<br />

give you an update if he can get even more space to fill!<br />

In addition to the Summer Camp opportunity, don’t overlook<br />

the fact that our programs are likely one of THE most effective<br />

ways to ‘combat’ COVID. Whether you’re vaccinated or not,<br />

building a stronger cardiovascular system will make people LESS<br />

susceptible to serious disease. Building respiratory capacity and<br />

strength will make people LESS susceptible to serious disease.<br />

Losing fat, gaining lean muscle, balancing your blood chemistry,<br />

lifting your mood….all these benefits of the martial arts are what<br />

our society NEEDS right now…more than EVER!<br />

This is our time to shine folks! Let’s go save the world together.<br />

I’ve had my team assemble a HUGE toolkit of COVID related<br />

marketing and strategy tools for our <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong> readers<br />

– ABSOLUTLEY FREE - Download Here:<br />

www.TryAtlasSoftware.com/covid<br />

MASTER TOBY MILROY is a 5th degree black belt. Known as “The Master Systemizer,” Master Toby Milroy<br />

has positively influenced more martial arts schools than anyone in our industry. He has built a successful multi-school<br />

organization, lead the national trade association for the martial arts industry, and coached some of the most successful<br />

martial arts school operators in the world.<br />

6 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


CHECK OUT OUR<br />

MARTIAL ARTS<br />

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 />

58<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 />

56<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 />

12<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 />

60<br />

Mr. 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 />

62<br />

An-Shu Stephen Hayes<br />

has authored more than 20 books,<br />

worked as a bodyguard for the Dalai<br />

Lama, supervised over 30 school locations<br />

worldwide, and was named, "One of<br />

the 10 Most Influential Living <strong>Martial</strong> Artists<br />

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

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 />

8 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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 />

Ms. 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 />

Mr. Sun Kang<br />

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

Supply who helps school owners all over<br />

the US maximize their retail sales and<br />

drive more revenue 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 />

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 />

MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2 9


OUR EXPERT FACULTY<br />

92<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 />

94<br />

Grandmaster Lawrence Arthur<br />

is a martial artist specializing in Karate,<br />

Kung Fu, Kenpo, Shoto-kan, and Goju-rue,<br />

with 40 Super Kick Karate locations, and<br />

founder of AFKA. <strong>World</strong> champion Lawrence<br />

also runs the Black Belt Success<br />

Systems consulting firm, training martial<br />

arts instructors on proper business practices<br />

in schools all over the country.<br />

96<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 />

100<br />

Grandmaster Bill Clark<br />

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

PKA Fighter of the year. He is widely considered<br />

one of the top experts in martial<br />

arts business with over 40 years of<br />

leadership and innovation, having been<br />

inducted into almost every Hall of Fame<br />

in the industry. He is one of the largest<br />

multi-school owners in the world.<br />

102<br />

Grandmaster Zulfi Ahmed<br />

has amassed acclaim as a world-class<br />

competitor, martial arts educator, and is<br />

most notably founder and designer of<br />

the internationally renowned style, Bushi<br />

Ban. With over 45 years of martial arts<br />

experience and over 300 martial arts<br />

awards, his schools include ten locations<br />

across Texas.<br />

104<br />

Ms. Chris Lee<br />

is a martial arts business development<br />

consultant with a background in online<br />

and social media marketing.<br />

98<br />

Chief Master Kirk Pelt<br />

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

President of a multimillion-dollar, multischool<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 />

We’re Seeking Contributors!<br />

Do you have something to share?<br />

We’d love to hear about it!<br />

CONTACT US:<br />

407-895-1996 Editor@<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com<br />

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

10 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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NEXT LEVEL STRATEGY<br />

Contract or No Contract? That is<br />

the Question, Part 1<br />

By Shihan Allie Alberigo<br />

How top school owners set their school up for success… or failure.<br />

To others, the word “contract” is feared like the Plague. When<br />

I began teaching martial arts in the early ’80s, the very thought<br />

of having yearly contracts was taboo. The talk amongst owners<br />

was much different back then. If you had binding agreements like<br />

health spas and clubs, you were “selling out” as a commercial<br />

school. This mentality amazes me to this day!<br />

The truth of the matter is that if you charge a<br />

single penny for your services, you are, in fact,<br />

commercial. So why not be<br />

professional about it?<br />

However, the question<br />

still arises in a<br />

school’s business<br />

planning:<br />

Contract or no<br />

contract?<br />

Early on in opening my<br />

schools I instituted<br />

yearly agreements. We use<br />

the word “agreement” because<br />

that is exactly what it<br />

is…an agreement between<br />

two people:<br />

owner and buyer.<br />

Since the<br />

word “contract”<br />

has a negative<br />

connotation that<br />

people fear, we<br />

eliminate the word<br />

entirely. Of course,<br />

people aren’t stupid; we aren’t<br />

fooling them! We’re just finding<br />

a more kindly way to explain the arrangement between the school<br />

and student.<br />

I have many competitors in my area that scream proudly in the<br />

streets each time a new student comes through their doors that<br />

they don’t use contracts. Like hundreds of others that have joined<br />

my school, one mother had just come from another school<br />

and was looking into taking classes at Long Island<br />

Ninjutsu Centers.<br />

“I have to ask if you are using contracts,” she<br />

said.<br />

I immediately corrected her: “Agreements.”<br />

“Aren’t agreements a bad thing? Because the<br />

guy down the road talked about them as though<br />

they were. Shouldn’t I be afraid of them?” she<br />

asked.<br />

I explained to her that a membership agreement<br />

defines not only her responsibility as a<br />

member of my school or parent of a member, but it also<br />

defines the school’s responsibility to her and her child. This<br />

not only protects the school, but the investment of her and her<br />

child’s time, training, and even health!<br />

I also explain during the sales process that many schools that<br />

don’t have agreements also don’t have stability. Think about this:<br />

your child joins that school, and along the summer months with<br />

20 other kids, that school doesn’t get paid. Kids eventually quit<br />

due to lack of motivation and attendance. I’ve found this doesn’t<br />

happen in my school. People are more likely to keep their kid coming<br />

if they are paying. So, the end result is a happy child, because<br />

they’re progressing, and a happy parent because the parents sees<br />

their child reaping the rewards.<br />

People in this economy are slightly afraid of commitment. The<br />

media fearmongers are making people think of the future as scary.<br />

We let people know that this helps us stay in business and keep<br />

helping them with their children.<br />

SHIHAN ALLIE ALBERIGO is a 7th degree black belt, the founder of the L.I. Ninjutsu<br />

Centers, one of the largest Ninjutsu schools on the planet, the author of 4 books, and an entrepreneur<br />

with one of the first online coaching companies.<br />

12 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2<br />

Photograph by tumsasedgars


You Don’t Need a Degree in<br />

Education to Teach Children<br />

all you need is one book!<br />

Raising 4 Dimensional Children in a 2<br />

Dimensional <strong>World</strong> is an informationpacked<br />

resource for teachers of all levels<br />

of experience. It takes the latest research<br />

in developmental child psychology and<br />

makes it easy to understand, explaining<br />

how a child’s brain develops, year by<br />

year. Even the youngest members of your<br />

staff will understand which activities are<br />

appropriate for which age groups, which<br />

activities are not, and why.<br />

Take advantage of Grandmaster Tim McCarthy’s research and experience, organized for you<br />

with over 400 age-appropriate activities. It will be the best $5.00 you ever spent.<br />

Order a copy today at 4d-2d.com and share it with your entire staff!


INDUSTRY INSIGHTS<br />

263 Instructors Gather for the<br />

Warrior Masters Gathering<br />

The Masters Gathering took place in Jacksonville, Florida<br />

on January 14th thru the 16th, 20<strong>22</strong>; hosted by Grand Master<br />

Clark and the Warrior <strong>Martial</strong> <strong>Arts</strong> Staff. With 263 instructors<br />

from around the world, the seminar offered networking opportunities,<br />

along with great training seminars to renew participants<br />

passion for martial arts. With classes<br />

taught by Master Eric Alfaro, Master Daniel<br />

Gimenez, Master Jeremy Moore, and<br />

Master Apolo Ladra in Krav Maga and<br />

practical self-defense, participants<br />

were overwhelmed with the amount of<br />

knowledge that was shared. In addition,<br />

Grand Master Clark introduced the<br />

Journey to Warrior Mastership<br />

and the first class of<br />

Warrior Masters started<br />

their journey’s.<br />

What some of our attendees are saying:<br />

”This past weekend I went to Jacksonville Florida to attend<br />

the Warrior <strong>Martial</strong> <strong>Arts</strong> Training weekend. I found myself surrounded<br />

by the most professional and knowledgeable martial<br />

artists in the world. I have trained in martial arts for 49 years<br />

with people from all over the world. I will be bringing my students<br />

back as much as I possibly can. Thank you, Grand Master<br />

Clark, for all you do for everyone.”<br />

–Master D. Overstreet, Plant City Krav Maga<br />

“I just got back from another terrific Masters Gathering<br />

weekend where over 200 instructors trained this year. The<br />

staff was fantastic about covering all the material in a very<br />

professional format. We had plenty of room to spread out at<br />

the training facility. Thank you Grandmaster Clark for hosting<br />

another great event !!!”<br />

–Chief Master Shane Sanders, Sanders ATA <strong>Martial</strong> <strong>Arts</strong><br />

Grandmaster<br />

Bill Clark<br />

14 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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

Celebrity Birthdays<br />

INDUSTRY INSIGHTS<br />

March<br />

March 4 ........................... Jeff Smith<br />

March 7 ...........................Joe Lewis*<br />

March 8 .....................Cynthia Rothrock<br />

March 10 ........................Chuck Norris<br />

March 20 ......................Kurata Yasuaki<br />

April<br />

April 7 .......................... Jackie Chan<br />

April 14 .......................Stephen Oliver<br />

April 15 .......................Chip Townsend<br />

April 23 ...................Dr. Robert Goldman<br />

April 26 ................................Jet Li<br />

*Deceased<br />

They Call Me Master<br />

They Call Me Master is martial<br />

arts writer Karen Eden’s latest<br />

book release.<br />

Known for her long-standing<br />

inspirational writings, Master<br />

Eden does not disappoint with<br />

her 4th book release.<br />

Available through<br />

Century <strong>Martial</strong> <strong>Arts</strong>,<br />

centurymartialarts.com<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2 15


INDUSTRY INSIGHTS<br />

Against All Odds: The Action Mega<br />

Weekend – A Success 21 Years in a Row<br />

Against All odds, Coming out of a 2 year Covid pandemic and Facing one of the largest<br />

snowstorms on the east coast in 10 years, the Action <strong>Martial</strong> <strong>Arts</strong> Mega weekend once<br />

again proved itself to be one of the few 5 star events in the world of martial arts.<br />

A 4 day event held in the Tropicana Casino Resort in Atlantic City NJ. With over 18<br />

Major events going on during the weekend, consisting of parties, an Expo and trade<br />

show, Celebrity signings, 50 Free seminars by the worlds best, 6 Tournaments, and<br />

to finish the festivities The Action M A hall of Honors , known as the academy awards<br />

of <strong>Martial</strong> <strong>Arts</strong>. Over 2,000 of the brave made the trip from all over the world for this<br />

great weekend, with over 31 countries represented.<br />

The Banquet was at full capacity once again. Plans for next year are under way for<br />

January 2023. As it stands now, it looks like another sell out crowd. Feel free to contact<br />

us at: (718) 856-8070 or email ActionMA4@gmail.com<br />

Sifu Goldberg Knighted by Italian Duke Fabio Bevilacqua<br />

The 20<strong>22</strong> Action Mega Weekend was a Who’s Who of<br />

<strong>Martial</strong> <strong>Arts</strong> Celebrities and Enthusiasts<br />

16 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


INDUSTRY INNOVATIONS<br />

How to Create an ULTRA Productive<br />

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

In today’s world, virtually no business can survive without some<br />

kind of online presence. Social media profiles and websites are a<br />

must, but you have to make sure you create them for success.<br />

Today, we are focusing on productive websites and if you want<br />

to make sure your martial arts school has one, you need to understand<br />

what factors need to be present.<br />

If your website is to succeed, it needs to be dynamic, fast, mobile<br />

responsive, and be designed to generate leads because that’s<br />

the lifeline of your martial arts school.<br />

Your martial arts school website needs to be designed to attract<br />

and convert leads so your business can grow and scale like<br />

you want it to.<br />

Websites are more than online brochures; they’re not only<br />

meant to provide information, they are also meant to convert. A<br />

carefully crafted website that leverages engaging videos, persuasive<br />

copy, and SEO-optimized, valuable content, all of which turns<br />

visitors into prospective martial arts students.<br />

Amazing <strong>Martial</strong> <strong>Arts</strong> Websites provides websites with all the<br />

tools, resources, and tips you need. Such as:<br />

Mobile Responsive Design<br />

According to research, almost 74% of searches are made using<br />

a mobile device. This is why your website needs a mobile responsive<br />

design. Your website has to be able to run smoothly on mobile<br />

devices, so you have to follow Google’s and Bing’s guidelines to<br />

make sure they are responsive. Otherwise, you’re losing 74% of<br />

potential new students.<br />

Easy to Edit<br />

Our websites are very easy for you to edit, so you can make<br />

changes to posts and offers whenever you need without too much<br />

effort. Our Page Editor is user-friendly and it allows you to make<br />

changes to pages, make updates to your content, and change offers<br />

or promotions, which gives you more control of your marketing<br />

and the website’s aesthetic.<br />

Social Media Syndication<br />

It is very important that you’re able to connect your social media<br />

profiles to your website. That’s why social media syndication is so<br />

important, as it allows you to automatically share your social media<br />

pages and groups. Additionally, it allows visitors to share your<br />

content as well.<br />

Engaging Video Landing and Sales Pages<br />

Your landing pages can become much more powerful if you<br />

include engaging video content. It will allow you to increase<br />

conversions by as much as 80%, if not more. We offer a rich<br />

library of whiteboard, live-action, animation, and cartoon videos<br />

you can use to make your landing and sales pages more interactive<br />

and effective.<br />

Customizable Website Designs<br />

Last but not least, we have a library of customizable website<br />

designs that will allow you to create a martial arts school website<br />

that’s appealing and engaging, according to your taste and the<br />

unique story of your school. This will allow you to attract more and<br />

more students!<br />

Don’t hesitate to check out Amazing<strong>Martial</strong><strong>Arts</strong>Websites.com<br />

to learn more about school websites that work and help your business<br />

grow..<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2 17


INDUSTRY INNOVATIONS<br />

The Adventures of Harry & Friends:<br />

Character Building Stories<br />

Sometimes it takes extra effort and attention<br />

to get kids to learn something.<br />

When you can use creative and interesting<br />

methods it can make the task of learning<br />

something a lot easier. With this in mind, The<br />

Adventures of Harry & Friends provides an<br />

interesting and fun book for kids to learn life<br />

skills. This is might be an ideal book for <strong>Martial</strong><br />

<strong>Arts</strong> school owners and instructors who<br />

are teaching young kids. From the book, children<br />

can develop their moral compass and<br />

get prepared for the life challenges ahead.<br />

The Adventures of Harry & Friends can<br />

help children learn the martial arts tenets like<br />

respect, patience, discipline, courtesy, and<br />

perseverance. The book revolves around the adventures<br />

of Harry that will take kids on a delightful journey<br />

and give them important life lessons along<br />

the way. <strong>Martial</strong> arts school owners and<br />

instructors can also give this book to their<br />

young students who seem less interested<br />

in martial arts to inspire and motivate them.<br />

Although children will relate to Harry’s<br />

good nature, delightful character, and inner<br />

superhero, instructor’s will benefit from the<br />

simplicity of the tools for teaching. Not only<br />

are there books in the package, but there<br />

are also teacher’s guides to help bring the<br />

lessons to life and help kids move towards<br />

positivity and becoming good humans.<br />

Check it out “Harry and Friends” at<br />

adventuresofharryandfriends.com.<br />

A Touch Of Zen:<br />

<strong>Martial</strong> <strong>Arts</strong> Training Supplies<br />

Looking for an online store with a wide variety of martial arts<br />

training supplies? Every <strong>Martial</strong> arts school owner and instructor<br />

often needs to find a reliable source for equipment, clothing,<br />

and gear they need to aid instruction and students. A Touch of Zen<br />

provides an online supply resource from one of the industry’s leading<br />

experts, Allie Alberigo.<br />

At A Touch of Zen you will find the finest quality products<br />

needed for martial arts training. Any thing you need from martial<br />

arts uniforms, training equipment, sparring gear, books, DVD’s,<br />

CD’s, and all kinds of weapons. Here you will find complementary<br />

supplies at a great value for your money. Whether you are a beginner<br />

or an expert; follow traditional or modern styles, A Touch of<br />

Zen has something for everyone.<br />

A Touch of Zen is committed to providing its customer with their<br />

best with hundreds of exciting products - Visit “A Touch of Zen” to<br />

learn more at atouchofzen.com<br />

18 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


Finally, Get Rid of Your<br />

BIGGEST Headache<br />

You didn’t open a martial<br />

arts school so you could<br />

waste your time being a<br />

bill collector…right?<br />

Put Our 30 Years of Tuition Management Experience to Work for You!<br />

Call one of our friendly Tuition<br />

Management experts to discuss<br />

your specific situation.<br />

(800) 275-1600<br />

OurAMS.com/headache


SOCIAL 411<br />

What Is SEO and How Do Websites Rank?<br />

Where do you turn to when you need to know something?<br />

My best bet is that you turn to Google. And that’s what<br />

everyone else does, including the audience you’re trying to reach.<br />

When people have an issue, a challenge, or a choice to make, they<br />

do a Google search.<br />

That’s why your martial arts marketing efforts need to focus on<br />

building an online presence. Without it, your business will miss out<br />

on huge opportunities to grow your school, attract new students,<br />

and create a better reputation in your community. Today, we will<br />

introduce you to SEO and show you how websites rank so your<br />

martial arts school can thrive.<br />

A Simple Introduction to SEO<br />

In simple terms, SEO is a marketing strategy that increases the<br />

chances that when someone searches for your service or product<br />

category, they “find” your website. Now, SEO is a bit more complicated<br />

than that and there are many factors to consider, but that’s<br />

the essence of it.<br />

SEO has one main objective and that’s to make your business<br />

visible in the organic search results by ranking higher so your website<br />

comes up on the first page. Ranking is the process by which a<br />

search engine determines where to place a website on the Search<br />

Engine Result Pages.<br />

Visibility and rankings are responsible for leading traffic to<br />

your website, which in turn increases conversions. This is why<br />

SEO is vital for your business. According to a HubSpot Research<br />

survey, 77% of people research brands before engaging with<br />

them. If you don’t have an online presence, that’s the kind of<br />

exposure you’re missing.<br />

How Do Websites Rank on Google?<br />

Search engines are focused on providing users with the most<br />

relevant information at all times. Every time we do a search, the<br />

algorithm chooses the pages that are relevant to the search, it will<br />

rank them, and display them in order of the most authoritative or<br />

popular ones.<br />

So, what do algorithms look for to rank websites on Google’s<br />

search results page? Well, they look for relevancy between the<br />

search and the content of the webpage, which is determined, in part,<br />

by keywords. Google also looks for authority, which is determined<br />

by the popularity of the page, the age of the site, and other factors.<br />

Though search engines make sure their algorithms are secret,<br />

SEO experts have been able to identify the factors that they take<br />

into consideration. These are known as ranking factors, and they<br />

are the foundation of any good SEO strategy.<br />

If you want to improve your martial arts marketing, your website<br />

is a critically important tool. When you create valuable content,<br />

optimize the content with targeted keywords and phrases, ‘structure’<br />

your pages correctly (ie, manage heading tags well, optimize<br />

page load speeds, manage the code well), optimize the file names<br />

of the images you use, use appropriate internal links, and other<br />

important strategies, your visibility will increase.<br />

Conclusion<br />

If you are a martial arts school owner and you want to bring<br />

more people to the door, focusing on your SEO efforts is critically<br />

important. We hope this introduction is helpful and that you<br />

continue to back for more insight into the world of SEO for martial<br />

arts schools.<br />

20 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2<br />

Image by Sompong Lekhawattana


The Latest Guide<br />

All <strong>Martial</strong> <strong>Arts</strong> School Owners<br />

NEED TO READ<br />

Grandmaster Zulfi Ahmed’s<br />

newest book, “The Science & Secrets<br />

of Becoming a Master <strong>Martial</strong> <strong>Arts</strong><br />

Instructor,” is the latest must-have<br />

industry guide for martial arts school<br />

owners and instructors.<br />

The world of martial arts is a very<br />

complicated one, where you can soar<br />

to the heights of the profession or<br />

quickly hit rock bottom, all depending<br />

on your mindset, discipline, and skills.<br />

“The Science & Secrets of Becoming<br />

a Master <strong>Martial</strong> <strong>Arts</strong> Instructor” is<br />

designed to teach you everything<br />

you’ll need to know to avoid the pitfalls<br />

and succeed as an instructor in the<br />

modern era.<br />

Featuring contributions from<br />

some of the best martial arts minds,<br />

including Grandmaster Ernie Reyes,<br />

Grandmaster Stephen Hayes, and<br />

Hanshi Dave Kovar, “The Science &<br />

Secrets of Becoming a Master <strong>Martial</strong><br />

<strong>Arts</strong> Instructor” will no doubt help you<br />

take your career to the next level!<br />

To get your copy today for $29.95,<br />

simply go to Lulu.com and search by author.


SOCIAL 411<br />

To Get More Emails Opened Use Human<br />

Instinct Subject Lines (Part 1)<br />

<strong>Martial</strong> arts school owners have to be smart to attract new<br />

students through email marketing, so you need to understand<br />

human instinct to get recipients to open your marketing<br />

emails. Our instincts are powerful and make us react in conscious<br />

and even subconscious ways because of how we are<br />

wired as humans. If you can wisely trigger instinct with your email<br />

subject lines, you can bring out the desired behavior of opening<br />

your email and have prospects responding to offers for martial<br />

arts training.<br />

Here are 2 instinctive ideas for subject lines that are proven to<br />

increase email open rates:<br />

1. People Fear Missing Out<br />

It’s hard to resist the fear of missing out from subject lines that<br />

include scarcity or urgency that use words like “urgent”, “breaking”,<br />

“important” ,“alert”, etc.<br />

Ex. For A Limited Time Get 4 Weeks of <strong>Martial</strong> <strong>Arts</strong> Classes<br />

FREE – Take Advantage Now<br />

2. Everybody Is Curious<br />

Our natural desire for closure can be peaked through subject<br />

lines that are open-ended, ask questions, promise interesting<br />

things, or sound strange or unusual.<br />

Ex. Could <strong>Martial</strong> <strong>Arts</strong> Training Be The Answer To Your Child’s<br />

Lack Of Confidence?<br />

Look for more attention grabbing headlines that prospects must<br />

open in our next issue for your martial arts school marketing success!<br />

Facebook ‘Campaign Ideas Generator’<br />

Will Assist with Promotions<br />

Feeling short on ideas for new Instagram and Facebook campaigns?<br />

Here’s something that can help, the Facebook Campaign<br />

Ideas Generator mini-site. It aims to boost inspiration for your<br />

promotional strategies through different insights, suggestions, and<br />

templates specific to business types and seasonal events. This can<br />

be tremendously useful for your martial arts school’s marketing<br />

and save you precious time.<br />

Here’s how Facebook explained it: “The Campaign Ideas Generator<br />

provides campaign ideas, pre-made assets, and resources<br />

that are specific to your small business needs.” This might be just<br />

what you need as a martial arts school owner – especially if you<br />

are not well versed in social media marketing.<br />

You can test it out by going to the Campaign Ideas Generator<br />

website and choose your business type and the time of year you<br />

want to run your promotion. Once you have the correct details and<br />

click ‘Get Campaign Ideas’, then Facebook gives you a plethora<br />

of notes and pointers to direct you into making the best decision<br />

for your campaign. Then you’ll see the recommendations’ listing<br />

consists of three parts - ‘Campaign Ideas’, ‘Data and Insights’ and<br />

‘Resources’.<br />

Campaign Ideas touch on numerous cues to make you think.<br />

In the Insight and Data tab, you’ll find different data points based<br />

on your selected specifications. You can find more specific and<br />

relevant insights for your campaigns by using the filters to specify<br />

your search. When you click the Resource tab, you’ll find reports<br />

and case studies to help you cultivate your best approach.<br />

Apart from this, Facebook also included its ‘Organic Post Pack’<br />

in every single result. This ‘Organic Post Pack’ consists of several<br />

post templates which you can utilize on your Facebook page. This<br />

approach may feel generic at first and we all know that the best<br />

approach is to create your content. Some martial arts school owners<br />

do not have the resources to do so, that’s when these tools and<br />

templates can be a great alternative to help propel their Facebook<br />

presence and improve your relationship with your audience.<br />

Check out Facebook’s Campaign Ideas Generator at<br />

www.facebook.com/business/m/campaign-ideas-generator.<br />

<strong>22</strong> MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2<br />

Photograph by Inside grinvalds


THE #1 SOURCE FOR DAILY<br />

MARTIAL ARTS<br />

BUSINESS NEWS<br />

• Instructor Tips and Tricks<br />

• Class Management Skills<br />

• <strong>Martial</strong> <strong>Arts</strong> Events<br />

• Classified Marketplace<br />

• Social Media Marketing Tactics<br />

• Marketing Breakthroughs<br />

• Industry <strong>News</strong><br />

• <strong>Martial</strong> <strong>Arts</strong> School Profiles<br />

And MUCH More!<br />

SUBSCRIBE FOR FREE!<br />

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


EVENTS<br />

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

<strong>News</strong> Team at the First Ever<br />

U.S. Kukkiwon Expo<br />

Under the progressive leadership of its new president Grandmaster<br />

Lee, Dong Sup, Kukkiwon is truly advancing its reach<br />

throughout the world as evidenced by the upcoming historical<br />

event. There is much anticipation in the martial arts industry in<br />

relation to the 20<strong>22</strong> Kukkiwon Taekwondo EXPO, which will be the<br />

first of its kind to take place in the U.S. This unprecedented event<br />

will take place during the week of June 27 through July 4, 20<strong>22</strong> at<br />

the Hyatt Regency Dulles in Virginia and <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong><br />

<strong>Magazine</strong> will be there covering all of the exciting components of<br />

the EXPO.<br />

The event is billed as an International Symposium of the Kukkiwon<br />

Taekwondo program and will be hosted by the current<br />

Kukkiwon president Grandmaster Dong Sup Lee.<br />

This first of its kind U.S. EXPO will feature 5 important events:<br />

The Presidents Cup Championship, the International Taekwondo<br />

Master Certification Course, Taekwondo Poom/Dan Examiner<br />

Course, an Open Forum and Banquet with the Kukkiwon President,<br />

an exciting performance of the world famous Kukkiwon<br />

Demo Team and a powerful dojang business<br />

growth seminar - Leading Through a Crisis (open<br />

to school owners of any style or art!). It’s easy<br />

to see why there is so much anticipation and<br />

excitement in the martial arts industry!<br />

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

proud to be part of this event where our<br />

publisher Master Toby Milroy, and our editor<br />

in chief Mr. Sean Lee will be facilitating school<br />

business growth sessions during the business<br />

seminar, and throughout the event!<br />

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

headquarters at: 407-895-1996 if<br />

you’d like to meet with our team,<br />

or attend the business session.<br />

We’re proud to support the<br />

Kukkiwon’s efforts to professionalize<br />

their schools,<br />

update their curriculum,<br />

help each school operator<br />

become more successful,<br />

and spread the benefits<br />

of high quality martial<br />

arts training throughout<br />

the world.<br />

Mr. Sean Lee<br />

Here are a few more details:<br />

The Presidents Cup Championship is an open competition for<br />

all ages and levels of Tae Kwon Do practitioners. The competition<br />

categories will be in Forms, Sparring, Breaking, and Demo Team<br />

presentation. Each category will be for the coveted Kukkiwon<br />

International Championship Title.<br />

The Kukkiwon Academy will feature two certification courses.<br />

It will consist of a 7 day Certification Course that will be for International<br />

Taekwondo Master and Taekwondo Poom/Dan Examiner.<br />

Also, the recently published Kukkiwon practical self-defense<br />

course will be showcased as well.<br />

Don’t miss the school (Dojang) management seminar, designed<br />

to help school operators recover from the COVID crisis,<br />

and drive their business to new levels of performance and profitability<br />

even in these challenging times. The Leading Through a<br />

Crisis Seminar will get your school back on its feet, and ready to<br />

set new records in 20<strong>22</strong>.<br />

The Open Forum / Banquet will be led by Kukkiwon<br />

president Grandmaster Lee, Dong Sup. The forum<br />

will be an open discussion covering the development<br />

of Taekwondo in which Grandmaster Lee<br />

wishes to hear what he can do to help support<br />

and further improve relations with Taekwondo<br />

leaders in the west.<br />

The <strong>World</strong> famous Kukkiwon Demo Team will<br />

put on a performance to be remembered. They<br />

will be presenting the new developed practical<br />

self-defense from the approved curriculum.<br />

So begin preparing now to be a<br />

part of this historical event so you<br />

can be a part of the crowd that<br />

will one day be able to say, “I<br />

remember being present for<br />

the first ever Kukkiwon EXPO<br />

in the U.S.” The EXPO will be<br />

at the Hyatt Regency Dulles<br />

in Virginia during the week<br />

of June 27 through July 4,<br />

20<strong>22</strong> so register early at<br />

www.kukkiwonexpo.com.<br />

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

looks forward to being<br />

there with you!<br />

Master Toby Milroy<br />

24 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


EVENTS<br />

Eagle Bank Arena<br />

4500 Patriot Circle | Fairfax, VA <strong>22</strong>030<br />

PRESIDENTS CUP<br />

Competition In Sparring, Form,<br />

Team Demo, Breaking<br />

July 1 & 2<br />

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MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2 25


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MARTIAL ARTS SOFTWARE<br />

‘I had to Move to a Bigger<br />

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Chief Instructor Juan Villamizar of <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> Lake Mary describes how the<br />

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MAWN: You’ve had some<br />

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years, but let’s start off with your history.<br />

You opened a school in a prime<br />

location but it was fairly expensive,<br />

wasn’t it?<br />

JV: Absolutely. We were at a<br />

prime location next to a Target and<br />

Publix, and the rent and the energy<br />

was high. It was a great time to open<br />

up a school.<br />

MAWN: Publix is in the South;<br />

here in Florida it’s the premium<br />

supermarket, so a Publix plaza is a<br />

prime location.<br />

JV: Yes, we were paying<br />

$8,000.00 a month for a space of<br />

2,400 square feet.<br />

MAWN: So, that’s a good point<br />

of reference for other schools. And<br />

you did a lot of pre-promotion before<br />

you opened the school. Can you<br />

describe that?<br />

JV: It was totally one thousand<br />

percent intense. Seven days a week<br />

about 12 hours a day. Me and my team<br />

of three were out hitting the pavement, talking to anybody and<br />

everybody about martial arts, hitting up small businesses, big businesses,<br />

parking lots, any events that were occurring we were there<br />

just trying to make a name for ourselves.<br />

MAWN: I would guess you made a lot of contacts and set up a<br />

lot of appointments or contacts.<br />

JV: Absolutely. We actually had about 1,400 leads within the<br />

first few weeks.<br />

MAWN: Wow, that’s fantastic. I understand you had a little<br />

trouble getting those doors opened.<br />

JV: Yes. We got delayed about a month and a half before our<br />

grand opening, so the challenge was some of the contacts that<br />

we first started with were not interested anymore. We had to really<br />

ramp up the promotion again.<br />

MAWN: So, when you first opened, you weren’t running an<br />

The ATLAS System continually brings in new students<br />

after school program at first, is that correct?<br />

JV: Correct. We had a strictly traditional martial arts program<br />

and were teaching about seven classes per day.<br />

MAWN: How were you doing financially before the after school<br />

program started?<br />

JV: It was rough. We were just making bills, not a lot of profit,<br />

so everything was ‘why’ and ‘how’— how to get the numbers up.<br />

Things were fluctuating a lot so we were just focusing on how we<br />

can make a solid profit and keep it stable.<br />

Then, once we opened up the after school program, that totally<br />

gave us less stress and covered our bills so that the evening<br />

program was bringing in the profit money.<br />

MAWN: So, a struggling school, even in a prime location,<br />

started an after school program, jumped into profit fairly quickly.<br />

JV: Yes.<br />

28 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


MARTIAL ARTS SOFTWARE<br />

MAWN: That was one major breakthrough. I understand<br />

the next major breakthrough was you implemented<br />

more ‘systems’ in your school, including the ATLAS<br />

<strong>Martial</strong> <strong>Arts</strong> Software system.<br />

JV: Yes, we were hovering at about 100 total<br />

students, and only about $14,000 a month gross. We<br />

kind of ‘stalled’ there. We knew that we needed to ramp up<br />

more growth, so we began utilizing the ATLAS platform, and had<br />

them run our Social Media ad campaigns to drive more traffic into<br />

the school.<br />

MAWN: So that was your baseline, then you jumped to the<br />

Atlas system. Now, did the Atlas system work right away or did you<br />

have to have a little bit of patience?<br />

JV: Definitely a little bit of patience. It took about one month<br />

before it really started kicking in. The Atlas program sends a message<br />

about our promotions, and recipients send a little text to our<br />

cell phone, which we call the opt-in. We just started getting opt-ins<br />

daily and nightly as well. While we were finishing up work, I was<br />

getting opt-ins at one in the morning, 2 a.m., 6 a.m. So it was a<br />

really exciting time because the next day of business we were just<br />

focused on getting them in and teaching a quality class.<br />

MAWN: So, it took a little while for the ATLAS marketing team<br />

to test and tweak your campaigns to get them optimized. After the<br />

initial optimization was done, how were the results?<br />

JV: After the first few weeks, we were getting at least 1 new<br />

lead a day. Some days were really good where we would have like<br />

five or six, but a minimum of one a day.<br />

MAWN: Fantastic. Now, what difference does that make as far<br />

as your income?<br />

JV: We quickly added another $6,000.00 to the bottom line,<br />

then, I maxed out on my after school program, so the after school<br />

program was packed. The only stress I had now was that I had to<br />

get another van.<br />

MAWN: So the Atlas program literally filled your school and you<br />

had to start looking for another place to move?<br />

JV: Yes.<br />

MAWN: What did you find?<br />

JV: Well, luckily my lease was coming to an end. The landlord<br />

wanted to up our rent, so I started looking for another location,<br />

but because the Atlas program was working really well for us, we<br />

didn’t really need a prime spot, so I found a secondary location just<br />

about one mile down the road. Four thousand dollars, half the rent,<br />

and the space was almost double the size at 3,400 square feet.<br />

MAWN: Wow. That’s quite a difference. And now, once you got<br />

the bigger location, you got more after school students and more<br />

evening students?<br />

JV: Yes. We started after school maxed out, but now we’ve<br />

got a waiting list. That pretty much capped the space for our after<br />

school program. We got another van. And our traditional program<br />

started booming.<br />

MAWN: School owners say the Atlas program brings adults<br />

back, what’s been your experience?<br />

JV: Yes. The biggest challenge we had was—we have a saying:<br />

‘try not to leave the back door open, a lot come in and go.’<br />

But because of the Atlas program, more families are coming in,<br />

more adults<br />

are coming in,<br />

they get to try the program.<br />

We have specials<br />

where they get one month<br />

in; by their second or<br />

third week they love it,<br />

and they signed up. So<br />

we doubled our traditional<br />

program.<br />

MAWN: Fantastic. This must<br />

have relieved a lot of stress from you<br />

and your team?<br />

JV: Oh, big time. The staff gets to really understand the Atlas<br />

program. It’s really easy to manage; the system works really well so<br />

now we get to concentrate on the quality and instruction of class.<br />

We’re not hitting the pavement anymore, we’re focusing on bringing<br />

in the new students, making sure they have a great time, that<br />

way we keep them and that way we are making black belts.<br />

MAWN: Wonderful. Has all this social media advertising actually<br />

made a difference in your school’s reputation?<br />

JV: Oh, yes. We’ve been getting calls from our little town here<br />

from schools wanting us to come in and do teach-ins, local businesses<br />

wanting us to come in for their events to do some exhibitions;<br />

people that call in already know about us. We’ve gotten<br />

really good results on Yelp and on Facebook. It’s been quite an<br />

amazing journey.<br />

MAWN: So, since you’ve started the Atlas program you’ve had<br />

to move to a bigger location, you’ve increased your income six<br />

thousand dollars, you’ve maxed out your after school program,<br />

your staff is less stressed, your reputation has improved, and<br />

you’re getting adults back in the classroom. If somebody out there<br />

who has heard about the Atlas program has some doubts about it,<br />

what would you say?<br />

JV: I’d say give it a try. The same money that you are putting<br />

into promotions on the pavement, into exhibitions, and setting up<br />

booths, put that focus into the Atlas program. Learn it well so that<br />

you can really make it work for you. Give it a month and you’re<br />

going to start seeing results, that way you can get that mindset<br />

change. Less stress and focus more on quality instruction so that<br />

everybody is having a really good time while teaching martial arts.<br />

Bring it back to old school, the way it was back then when everybody<br />

had a blast teaching class.<br />

MAWN: Wow. All right. Thank you, for sharing with us. We look<br />

forward to your future success and talking to you in the future.<br />

JV: Thank you so much. It was a pleasure and honor speaking<br />

with you.<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2 29


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BJJ TRAILBLAZER<br />

MASTER CARLOS<br />

MACHADO<br />

Reveals His Path to Success<br />

Master Carlos Machado has revolutionized Brazilian Jiu-Jitsu in the<br />

United States and around the world, by blending practical, proven<br />

techniques with the latest teaching strategies and business operational<br />

principles. This has made Machado BJJ more consumable for kids,<br />

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quality standards, and providing high level programs for competitors.


COVER STORY<br />

MAWN: Master Machado, you have been gracious to spend<br />

some time during the COVID crisis to really help the industry think<br />

a little differently about running a martial arts school and operating<br />

their businesses through this time.<br />

One of the things that you’ve contributed to the industry in a<br />

very meaningful way is that you’ve built a way to teach a robust,<br />

eclectic, and some would say a complex Brazilian Jiu-Jitsu curriculum<br />

to kids, adults who are professionals, seniors, and people<br />

who can’t go to work with a black eye or with broken fingers. What<br />

do you think the ‘magic sauce’ is? Why do you think you’ve been<br />

so successful at teaching?<br />

CM: I have this thought that less is more. And whether it’s kids<br />

or adults, you have one technique. The difference is that for kids I<br />

make the goals more attainable. An adult can think it out and see<br />

things ahead. They might have more expectations. Kids are in the<br />

moment. A lot of people have challenges in terms of keeping the<br />

attention span of the kids, and that’s one of the challenges. Kids<br />

are not about teaching; kids are about show and tell and exciting<br />

them. It’s not so much just the entertaining aspect of the teaching,<br />

because we’ve got to be entertaining to a certain degree, but it<br />

comes to a point that we have to also incorporate the role of an<br />

instructor: input the discipline, input the mindset with a mat chat<br />

and create a structure.<br />

I feel kids are visual and they don’t hear much sometimes because<br />

their attention is not there. They sometimes have a year difference<br />

between one kid and another; a seven year<br />

old to a six year old is like a mountain of difference.<br />

So it’s kind of funny because you’re putting them all<br />

in the same group. I believe you have to hit the endorphins,<br />

so when I teach, the kids are in constant<br />

motion even when they are watching a technique,<br />

because as long as they are focused on their body,<br />

it’s easier for me to keep their minds wherever I need them to be.<br />

If they’re left idle and just listening, it’s really hard. I think, for<br />

instance, other martial arts like Karate and Taekwondo have a<br />

better experience in regards to the teaching aspect because you<br />

Master Machado receives the coveted coral belt in Jiu-Jitsu<br />

do kicks in the air<br />

and you can do all<br />

the demonstrations<br />

with the mirror. The<br />

kids have more<br />

things they can<br />

focus on. But in<br />

Jiu-Jitsu, you have<br />

the instructor and<br />

another training<br />

partner or body<br />

for you to practice.<br />

One teaching<br />

technique I use is<br />

Chuck Norris studied with the Machados and<br />

animals to illustrate different<br />

characteristics that I want them to<br />

rekindled his passion for martial arts.<br />

incorporate.<br />

For example, if I wanted to grab and squeeze, you’re going to<br />

be like an anaconda or a big bear. You start to stimulate the kid’s<br />

imagination.<br />

So how do we integrate that with the curriculum? The curriculum<br />

is kind of streamlined. You have a list of the techniques,<br />

the lesson plan, the warm ups, how much you repeat, how many<br />

minutes you spend on each drill, what intensity of the sparring<br />

and all the rules of engagement. Every school nitpicks what works<br />

best for them, but I think the key here is triggering the imagination.<br />

“…but I think the key here is triggering<br />

the imagination. That’s how I feel I<br />

can get to them the most.”<br />

That’s how I feel I can get to them the most.<br />

We do constant motion. For instance, if I teach my kids how to<br />

do a Jiu-Jitsu guard pass, I break it down into two groups: one half<br />

the passers, the other half the finishers. I teach them, first, how to<br />

be in their position. We do a little running<br />

around, like musical chairs; they<br />

run around and you pick a spot on the<br />

mat. If you don’t do it, you do squats or<br />

push-ups; we make a big deal in a fun<br />

way out of it. Then, I teach them the<br />

rules of engagement.<br />

They’re having fun and understanding<br />

what is asked of them at the same<br />

time. I think the challenge with kids<br />

is not the teaching, it’s how clear the<br />

instruction is for them to interpret. Now,<br />

if there are five to eleven year olds,<br />

the language that I’m explaining in this<br />

illustration is universal. I don’t care what<br />

degree they are or if they have a learning<br />

disability, they’re going to get it.<br />

I have autistic kids and kids that have<br />

handicaps. They still figure things out.<br />

36 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


COVER STORY<br />

They’re not as fast as some of the other ones, but<br />

they still figure things out. For me, whenever they do<br />

that, there’s a spark. You know why? Because you<br />

make a big deal one day when they know where to<br />

find their spot, they know what’s asked of them and<br />

perform what’s expected of them. We clap and then<br />

I tell the parents to get them engaged, ‘Parents, give<br />

it up!’ With kids, they are a reflection of their parents.<br />

I know some schools don’t even like the parents<br />

around, they put up barriers, a wall with a one-way<br />

mirror because the parents can be disruptive.<br />

They can behave in ways that undermine the<br />

kid’s performance by putting too much pressure<br />

or expectation on their kids. They treat the training<br />

session like the world championships, you know? So<br />

I don’t blame some instructors that try to put some<br />

barriers up so they can have the peace of mind for<br />

the kid, and so they can run the classroom without<br />

interference. But if that’s not possible, I like the<br />

parents to be on the same page, being enthusiastic,<br />

giving little pats on the back or acknowledgement<br />

every time there’s a little detail that the kid gets<br />

through. But anyhow, for me, this is it: endorphins,<br />

imagination, and making sure you’re clear about what<br />

you’re asking, what the expectations are for each of the things you<br />

want the kids to do.<br />

MAWN: You also had some other innovations in your space<br />

where you maybe borrowed some ideas perhaps from other styles<br />

where you’ve built forms and flows, ways to teach chunks of curriculum<br />

in a way that makes it much more easy to consume and<br />

much easier to learn faster. And I know you took a lot of heat for<br />

some of that too. What was your thinking, what were you trying to<br />

accomplish, and how have the results been?<br />

CM: You have to think outside the box.<br />

At one point in time, you have to step out<br />

of your comfort zone. I’ve been blessed to<br />

have incredible students that have been<br />

successful in their own right teaching<br />

different martial arts. I think that business<br />

principles apply to martial arts instruction<br />

in terms of the structure, the consistency,<br />

the way you look at things from a larger perspective. It has to do<br />

with touching the three aspects that I consider essential. A lot of<br />

times when people come to your gym, if it’s a kid, the parent wants<br />

the kids to develop discipline and self-confidence, primarily in the<br />

beginning. Adults, they want to be enthusiastic about a new hobby<br />

and also learn some self-defense, and some others, they are more<br />

acquainted with the martial art itself.<br />

I think the first part is the lifestyle change. I cannot tell you to do<br />

something that I don’t do. I have to live the lifestyle because then<br />

whatever I tell you has a little more weight. If I just tell you what to<br />

do, but then I’m doing something opposite when I’m outside the<br />

academy…you know, we separate the personal from the business.<br />

I think you should be friendly with students, but be careful how<br />

you carry on your relationships. The worst thing that can happen<br />

Master Machado has created a modern, effective Jiu-Jitsu program for children, parents,<br />

professionals, and competitors alike.<br />

is instead of being an instructor that has a degree of authority that<br />

you can expect to implement within your group, you become a<br />

peer where everybody feels everybody’s the same; That’s a very<br />

undermining culture.<br />

I think this was the biggest challenge. Initially, the culture was<br />

seen as very laid back with high fives. We didn’t treat anybody<br />

with any reverence. We started whenever we wanted; we finished<br />

the class whenever we wanted. It was all about the rolling and the<br />

flowing. But then, when you come to the United States, you realize<br />

“I feel that when you make changes,<br />

you’re not making changes for now;<br />

you’re making changes for the future.”<br />

that people have a life that is structured. They have work, they<br />

have family, they have all their businesses they have to attend to.<br />

If you don’t have a structure within your school, you’re out of sync<br />

with everything else that’s happening outside of the school. I think<br />

every instructor experiences that when you want to implement<br />

changes: it’s not the new crowd that you recruit on a daily basis, it’s<br />

the old crowd that has been with you for a while that are used to<br />

things being done in a certain way.<br />

I feel that when you make changes, you’re not making changes<br />

for now; you’re making changes for the future. If you’re thinking<br />

in terms of a legacy or a mission, you can’t be held back by a few<br />

individuals who maybe feel entitled or spoiled, or are stuck in their<br />

own ways. They don’t see the same way you see. The worst thing<br />

continued on page 40<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2 37


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COVER STORY<br />

Machado BJJ has helped add a whole new dimension to the skills of Black Belts in many other styles.<br />

continued from page 37<br />

for me is to try to show somebody a vision that they cannot see<br />

yet. A lot of times when it has happened, I didn’t burn my bridges.<br />

I let people go to the door if they need to, if they don’t agree with<br />

what I’m trying to do, and always leave the door open depending<br />

upon if they are ready to come back at a point in time. This has<br />

happened quite frequently, but with that said, you as an instructor<br />

have a mission.<br />

A lot of people have tried to do things in a certain way. Like<br />

when you boil the frog, raising the temperature a little bit at the<br />

time, they should do a price change. You don’t change the price to<br />

the existing members, but you make the new price sheets for any<br />

new members. Then as you increase your student base, you trickle<br />

down to everybody else. By that time, you won’t affect the bottom<br />

line of your business. When you have a vision, you have to stick to it.<br />

For us, Brazilian Jiu-Jitsu is such an amazing art because it<br />

becomes a lifestyle for most practitioners. It becomes a second<br />

chance for martial artists that may have been burned out or have<br />

accomplished most of their goals in a certain discipline to go<br />

into something else. Chuck Norris, for instance, when he started<br />

with me, he’s a tremendous Karate black belt, has been a serious<br />

student of Judo who trained with Gene LeBell. He’s always open<br />

to more. I think for him, Jiu-Jitsu kind of hit the right spot. He was<br />

in his prime as an actor, but he didn’t want to get hit on the face<br />

before going to the movie set.<br />

Doing Jiu-Jitsu became a longevity factor. You can do this type<br />

of martial arts for a much longer period of time. Many of my Karate<br />

black belt students didn’t change their school from Karate to Jiu-<br />

Jitsu, but they make Jiu-Jitsu somewhat of a requirement for that<br />

Karate black belt. If you’re testing for your Karate black belt, you<br />

have to be a blue belt in Jiu-Jitsu. So it was not uncommon that<br />

many of those black belts would pursue a new hunger for more<br />

training in a new discipline. Jiu-Jitsu became somewhat of a lifeline<br />

in regards to retaining those guys.<br />

It takes such a long time for you to produce a black belt, or not<br />

everybody that starts with you becomes a black belt. They say 3%<br />

is the average, I hope it’s more now, but it doesn’t change the fact<br />

that for many of those guys, the opportunity was there for them to<br />

still stick to the lifestyle. The bottom line is martial arts and lifestyle.<br />

You know, your best relationships are forged within the walls of<br />

your school. I think the influence the instructor has on kids these<br />

days is very critical to their success in their adult lives because he<br />

builds their self-esteem. It’s an amazing opportunity all of us have<br />

within our reach. If we make it right and keep people long enough<br />

we can make an impact.<br />

MAWN: A few of the things you did to make Brazilian Jiu-Jitsu<br />

‘palatable’ to the typical suburban community was that you made<br />

it systemized so that you could teach it. You sort of integrated<br />

things like what a Karate or Taekwondo stylist would consider a<br />

form, where there were patterns of movements that were taught<br />

in chunks. I think you took some heat for that. How do you feel<br />

that that has been a benefit or a detriment, and what other sort of<br />

mechanisms like that do you feel helped bring Brazilian Jiu-Jitsu to<br />

the reach of more people?<br />

CM: When you talk about ‘lifestyle,’ you’re talking about joining.<br />

When you talk about joining, you talk about attainable goals and<br />

structure with lesson planning; curriculum gives perspective. When<br />

a student starts, there’s an ending in sight. You have a timeframe;<br />

you have a number of lessons. We borrow a lot from approaches<br />

that have been standard in the martial arts industry. Although I do<br />

have a certain concern in regards to being overly zealous and excited<br />

about making it available to the masses and watering things<br />

down just to make it easy. My concern is that the integrity of the art<br />

remains so the foundation is strong. We have a strong foundation,<br />

you can always add more, but we try to use whatever curriculum<br />

we lay out.<br />

We give that all the way and make rotating curriculums. We try<br />

to make sure that nobody’s lost, nobody’s out of touch with what<br />

40 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


COVER STORY<br />

they need to obtain. It doesn’t matter when you start; you’re going<br />

to know where you’re going to end up. There are some rules<br />

that we follow in regards to how the students interact, not just in<br />

relation to the instructor, bowing, the procedure when you arrive,<br />

when you leave—every academy has this set of rules—but also<br />

how you become a training partner in the real sense. You help<br />

build your group and we share.<br />

If there’s somebody that develops a certain knack for a certain<br />

move, they become potential staffers and become very involved<br />

in the progress of everybody else. If a student has someone else<br />

in a submission, he or she shares what they did to that person and<br />

helps that person to either learn the technique or counter that<br />

technique. It’s easy for you to build that up from scratch, because<br />

when you have a bunch of newbies, they learned the culture from<br />

the start, but when you have people that are transplanted, a lot of<br />

times they have different habits or cultural backgrounds that conflict<br />

with the way we do things. So there’s a transition period and<br />

it’s a group effort. I don’t do things alone.<br />

I have, besides myself, my partner Adam Carl, who helps<br />

people in the business and marketing. We try to leverage from<br />

each other and within our group. We can go from a guy that has a<br />

garage dojo to a guy that has multiple schools with thousands of<br />

students. You have the whole range that we can tap from. In our<br />

group, they help each other out. I ask<br />

advice from some of my affiliates and<br />

students who are successful in their<br />

businesses. In a lot of the things we<br />

do, there’s a reflection of the input we<br />

received from them.<br />

I don’t know it all, nor entertain that<br />

I’ll ever know at all. ‘Leave your ego at<br />

the door’ is not just for training; it’s a motto for life. So we’re always<br />

receptive to new suggestions and always willing to help. A lot of<br />

times when you learn a technique, it’s not enough. You have to<br />

learn how to train. That’s the part that we try to emphasize and<br />

makes the most difference, because it helps your longevity. It<br />

helps you achieve your goals, we break down things. A lot of times<br />

we will have that challenge: how can you cater to the 40+ crowd<br />

that wants to join an adult class? What if the guy’s a surgeon or a<br />

lawyer? He’s somebody who is a professor. He can get hurt. If a<br />

surgeon or a dentist, God forbid, they hurt their hands. They can<br />

be off work for a while. We divide the group into the areas that they<br />

feel are more comfortable, but everybody knows the intensity,<br />

which they push it. We will always work with safety in the way we<br />

train. I emphasize as much how to train as I do what to do when<br />

you’re training. So, those two elements are there.<br />

MAWN: Let’s talk a little bit more about specifically schooloperations.<br />

You have a multi-school operation and then affiliates<br />

that teach your curriculum. What do you think has been the biggest<br />

challenge or the biggest challenges that you faced in developing<br />

that organization over the years, and how have you overcome that?<br />

CM: In my opinion, it’s the relationship aspect that you develop.<br />

You build a good staff, you develop good relationships, it’s usually<br />

very seldom that I see staff that goes or students that break away.<br />

The relationship remains a small, neat circle. I feel the thing that I<br />

learned, and I’m still learning so much, is the accountability factor.<br />

Me being the owner of a business does not give me the right to<br />

infringe on the expectations in relation to the people that I work<br />

with. For instance, if I tell everybody to be on time and I’m late, it<br />

takes away my authority to enforce what I expect of them, because<br />

they’re going to look at me thinking that’s hypocritical.<br />

I want to be able to reach out to as many people as possible,<br />

so I have to be adamant about how much time I’m willing to put<br />

into each area of my business. I feel you don’t have to be overzealous.<br />

I think you should have a structure in your academy. I have a<br />

head instructor, a manager, and three part-time instructors, so this<br />

is my structure. This is what I need at the moment. We do have<br />

plans to expand and once we do, there’s always that growth they<br />

call ‘growing pains.’ Then you realize that you need more people<br />

in order for you to keep up with what’s happening, right? A school<br />

that has 100 students has different problems than a school that has<br />

1,000 and for one instructor that has multiple schools.<br />

Learning from my mistakes off the mat is more important to<br />

your business than your time on the mat. A lot of instructors stack<br />

up a lot of their schedule and spend so much time on the mat<br />

teaching classes at the expense of spending time planning their<br />

business marketing, doing a staff meeting, developing their marketing,<br />

and so on.<br />

“Consider the amount of time that you<br />

can do business or be with your family,<br />

and have a better quality of life.”<br />

Another thing is I’m a fan of the ‘slow to hire quick to fire.’ I was<br />

the opposite before: I was quick to hire and slow to fire. It’s so<br />

much more costly. I don’t hire anybody permanently until the 90<br />

days out, because you can use personality tests. You can do background<br />

checks, you can drug test people, but people will not show<br />

that they might have underlying issues for a while. So, I always like<br />

to give it enough time to develop somewhat of a relationship to<br />

see if there’s anything to be seen in that regard.<br />

I feel that the title ‘business owner’ is a misnomer because the<br />

business owns you. That is how it works and people nowadays still<br />

don’t take time into consideration. For instance, how many of us<br />

are blessed to have billing companies or software companies doing<br />

the legwork for us in regards to performing our billing, collecting<br />

tuition for our students, sending templates for emails, text messages,<br />

reminders, and so on? Ironically, you have people that still<br />

are caught up with the old-fashioned way, paper and pen, which I<br />

don’t have a problem with, but they want to do all the menial tasks.<br />

They do their own billing. I can’t fathom that because time is<br />

such a currency that you choose how to spend it. Why spend more<br />

time on billing rather than paying the small percentage of transaction<br />

fees or the monthly fee for the service? Consider the amount<br />

of time that you can do business or be with your family, and have<br />

a better quality of life. I remember a time when I had one business<br />

and then I opened a second location. It doubled my work, but<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2 41


COVER STORY<br />

didn’t necessarily double my income. So<br />

I’d rather operate one school than two or<br />

three and not have a life.<br />

MAWN: You have a really good reputation<br />

for maintaining very high quality standards<br />

for your students, for your instructors,<br />

for the affiliates, and the operators.<br />

What do you think the core systems are<br />

that you have in place to be able to maintain<br />

the high quality standards you’re trying<br />

to accomplish with affiliate schools?<br />

CM: I can only say that we have recommendations<br />

in regards to vendors that we<br />

have had great experience with. I get to<br />

meet a lot of people in the industry that offer<br />

services and products that are amazing<br />

in many ways. So, despite any personal<br />

benefit that I may have, if it’s a good product,<br />

I’ll more than happily try to encourage<br />

the people to take advantage of it.<br />

In regards to systems, the whole thing is a<br />

job is never done; it’s always a work in progress. Like when you<br />

bought a laptop two years ago, and then you go to the same shop<br />

two years later. All the current software, all the new apps are up<br />

there, I need to add more memory, and this and that.<br />

There are certain things at the core. I think tracking your students,<br />

being engaged from a customer service standpoint, you<br />

have to give more than what’s expected of you. I have issues with<br />

staff at different points in time because they came from different<br />

backgrounds. A lot of people have what I call ‘the poor man mentality’<br />

because they had bad experiences in their upbringing. They<br />

never grew out of it. No matter what system you have in place, they<br />

can’t really integrate themselves with it because they have that<br />

bias, that self-limiting thought process that came a long way back.<br />

A lot of people have the before and after experience when<br />

they do martial arts in a way supposed to and it becomes a<br />

lifestyle. Without question, it becomes a life changing experience.<br />

Then people don’t ask questions about price when the value is<br />

clear, the decision is easy. If I do an intro class and price becomes<br />

an issue after the introduction, I didn’t do my job. When someone<br />

takes an intro class, I want him to look for my staff and say, ‘I want<br />

to join right now.’ He’s not going to ask how much it is. That’s out<br />

of the question.<br />

You can make all the promises, but if what we deliver is not<br />

beyond somebody else’s expectations, price is going to always be<br />

an issue. They’ll say, “I’m not sure, I’m going to ask my wife, or I’m<br />

going to go and check the market”. I don’t want that client. I want a<br />

client that says, ‘Oh, my gosh, I’m ready.’<br />

I have to do my part to add value. Part of the system is your posture,<br />

having clean gear, presenting everything well, nails trimmed,<br />

and a nice haircut. Brush your teeth before you start talking to your<br />

students, get a mint before you go to teach, all the small details.<br />

You’ve got to believe in what you’re doing. I can’t have somebody<br />

with me that doesn’t believe in what they’re doing, because he’s<br />

not going to be able to replicate the quality.<br />

The Machado family have been a powerful influence in expanding the reach of BJJ throughout the world.<br />

I’ve seen success stories amongst some of our affiliates. One<br />

gentleman was married with two young kids and he wanted to run<br />

a dojo. That was his dream, but he was working a full-time job in<br />

a manufacturing plant. You know how it is, you work full time and<br />

you’re going to go for the rest of your day and still do the martial<br />

arts and run the business. Then what energy are you going to have<br />

left for anything else in your life? When you go home, you don’t<br />

want to play with your kids. You don’t want to spend time with your<br />

wife because you’re too tired. You just want to go to bed. So, he<br />

said, ‘I can’t wait for the day that I don’t have to do my daytime job.<br />

I can’t be 100% dedicated to the school business.’<br />

Six months later, he was able to refrain from doing the full-time<br />

job and be a full-time martial arts owner-instructor. It still took another<br />

year for him to be really successful because he was resisting<br />

everything that we were trying to tell him. My partner and I have<br />

Zoom sessions every single week where I talk about the martial<br />

arts mindset with marketing and business principles. Finally, after<br />

a loss, he said, ‘You know what, I’m going to just shut up and do it,<br />

not question it. I’m going to just see what happens.’ It was his most<br />

successful month, not only of the entire year, but in that month<br />

alone, he made as much money as he did all the months prior.<br />

From that point on, he said, ‘I don’t question it anymore.’<br />

The other thing is really to apply the principles of those who<br />

know more than you. You can accumulate knowledge, but if you<br />

don’t use it, it becomes wasted.<br />

MAWN: You’re very proud of and meticulous about maintaining<br />

the standards of your teaching and in the art. What are some of the<br />

mechanisms that you use to make sure that you have high instructor<br />

quality?<br />

CM: I think that you’ve got to communicate consistently and<br />

service them in what they need, whether you do direct instruction<br />

or long-distance training. I think that applies to whatever the case<br />

might be in regards to your customers. I feel structure is important.<br />

continued on page 44<br />

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continued from page 44<br />

You have a pattern in terms of what you teach, how you teach,<br />

what it takes for growth for, everything needs to be clear. We do<br />

our weekly calls where we talk to everybody. Even if you cannot<br />

make it, you can always see what was recorded at your leisure. We<br />

also do two camps a year. We used to do them at my academy, but<br />

we have so many schools and participants that we need to be in<br />

a hotel, and it creates a greater experience because most of the<br />

participants stay in the same hotel.<br />

We tried to build our family. It’s a family environment because,<br />

even for the newcomers, it’s welcoming. It doesn’t matter if you’re<br />

a brand-new martial artist or somebody who is a proficient black<br />

belt in Brazilian Jiu-Jitsu; everybody experiences the camaraderie.<br />

We are there for one another, so it’s really a magical experience in<br />

terms of a human experience. It becomes a remarkable event. Of<br />

course, there’s business involved: we have lecturers, people we<br />

invite that come and give their spiel on their knowledge in the industry<br />

and how to make things better. My partner talks about marketing<br />

and we also talk about our experiences working together<br />

and do Q and A sessions with everybody.<br />

It’s always a work in progress which is why you have to leverage<br />

good people around you for a strong team. We need to have<br />

a support structure and I can comfortably say that we feel with the<br />

group that we have from affiliates to the staff, to our management,<br />

and partnerships it has a really strong foundation. People try to<br />

copy you, they’ll try to see what’s the secret sauce. They can try to<br />

copy whatever sauce recipe you have, but they cannot copy the<br />

human aspect of it, your personality is key too.<br />

This is really a strong element and I feel that if I’m the same<br />

person a year from now, I failed. If I’m not a better version of myself<br />

in 12 months, I’m not doing my job, because that’s the nature of<br />

how things go: you have to evolve. By the time people want to be<br />

like me, hopefully I’m already a more evolved version of myself.<br />

The worst fear is not fear of others pushing past you, but fear of<br />

not becoming who you can be. The man in the mirror is always a<br />

measure, in my opinion.<br />

There has to always be some notable<br />

improvement, even in our events. If you go<br />

to an event that’s the same every time or it’s<br />

not as good as the previous one, it leaves a<br />

bad taste in people’s mouths. But whenever<br />

they go and feel, ‘Man, this was even<br />

better than the last one,’ then at the end of<br />

next week, they say, ‘Oh, my gosh, how did<br />

they make that even better?’ So that’s the<br />

other thing that I feel: you cannot settle for<br />

less. It’s always a work in progress.<br />

MAWN: As you described earlier, with<br />

Chuck Norris and his team, you had a really<br />

interesting relationship with those guys<br />

from the standpoint of running a martial<br />

arts school. What are some of the things<br />

that you learned from him or he learned<br />

from you that might be interesting to our<br />

readers as far as being great martial artists?<br />

CM: He was and still is one of my best friends and an amazing<br />

individual. He is like a hero on and off screen. He has been a blessing<br />

to so many people and to my family in particular, a very amazing<br />

guy. With that said, I think at that time, the industry already had<br />

a lot of things going on, but it had not evolved to the degree that it<br />

is now. But he did have quite a few very successful academies.<br />

I went there more with the mentality of a coach. I went there to<br />

teach. I just wanted to show them my product. I was not yet mature<br />

enough to see a larger horizon with all the different things that<br />

could be available to me.<br />

I’m very respectful of everybody else’s business. You’re not going<br />

to see me using the approach of trying to solicit a student from<br />

another instructor or a school from another organization, because<br />

I don’t feel it’s right to infringe upon other persons’ livelihood. I<br />

should do my own marketing and earn my own customers. Let the<br />

market judge for themselves. If you have good service, people will<br />

see what you’re doing. They’ll come gravitate to you.<br />

Of the few MAIA shows that I’ve attended, I came across a lot<br />

of instructors who have been burned out and wronged by different<br />

organizations, which I’m not going to say names. I’m not actually<br />

asking him to come to me. He’s already out; he’s orphaned,<br />

and I call it ‘the orphans of the industry.’ I felt that I don’t agree<br />

when somebody who has knowledge to help somebody, not only<br />

doesn’t do it, but also wrongs that person. He doesn’t deserve<br />

that customer.<br />

So I talked to my partner and I changed my policy. Now I’ll never<br />

approach anybody for anybody else. But if I know for a fact there’s<br />

somebody who’s being wronged, I’m going to extend my services<br />

to that person, because I feel it’s the right thing to do. Remember,<br />

time is a currency. A lot of times we’re stuck in a situation where<br />

you are following the structure or organization for a long period<br />

of time, and your fear is not leaving the organization, but how you<br />

are going to be perceived by all the other members who are going<br />

to still continue to be part of the organization. They might be your<br />

continued on page 46<br />

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44 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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COVER STORY<br />

Master Machado has mastered the art of high quality instruction.<br />

continued from page 44<br />

peers, or partners, or friends, and look at you as a traitor. In Jiu-<br />

Jitsu, we have the term ‘creonte’ which means ‘traitor.’<br />

This holds people back more; not so much because they know<br />

it’s in their best interest to leave an organization or instructor,<br />

but they are afraid of the repercussions in regards to how they’re<br />

going to be perceived by their peers or still going to be part of<br />

that group. I tell them, ‘Man, your number one priority is with<br />

your family. What’s in your best interest is in the best interest of<br />

your family, so you shouldn’t undermine that at the expense of<br />

somebody else. So this was really a soul searching moment for<br />

me because I realized we have a mission to rescue people, and<br />

not just to help people.<br />

MAWN: Some of the largest organizations in the industry are<br />

fracturing and having all sorts of internal struggles. Some organizations<br />

forget, if they ever knew it, that loyalty is a two-way street.<br />

CM: Loyalty is a handshake. Loyalty is, ‘I’m loyal to you because<br />

you’re serving my best interest.’ The minute you’re not serving my<br />

interests, what do I owe you, then? I do not believe in blind loyalty.<br />

You cannot ask somebody to be loyal to you when that person is<br />

being wronged by you or deceived.<br />

MAWN: One hundred percent it’s a handshake. What would<br />

you say, if you were advising somebody who maybe is new to the<br />

industry, or maybe they’re just opening a school now, what are<br />

one or two of the best business lessons or the biggest lessons that<br />

you’ve learned in the last 24 months that you’d want to make sure<br />

they took with them in their new venture?<br />

CM: Everybody went to virtual training. Their instructors had<br />

been doing that for ages. I think that was a very critical part of<br />

multiplying the delivery process of your classes. Even now, in<br />

California, a couple of my brothers are still doing classes via Zoom,<br />

and they’ve been able to keep a certain number of their students<br />

engaged. Even if they don’t take advantage of it, it’s a must that<br />

you provide a service.<br />

I think it’s always good to have a component that’s fitness<br />

based, so that way they’ll log in and do the six-feet distance, you<br />

just would have to grapple. It’s really hard to keep your students<br />

coming all the time. If they have to do shadow Jiu-Jitsu, they need<br />

to have another body to move with. Thinking in terms of longevity<br />

of your business, what can you offer your students as the reopening<br />

happens? What else can you offer them? When we reopened,<br />

we had extra classes that we gave them, some were semi-private<br />

packages to spice things up; they got some more value for the fact<br />

that they were continuing as members through the whole pandemic<br />

and helping other schools to stay afloat in the midst of the<br />

whole crisis.<br />

For some of the schools, I kind of stopped the operations of my<br />

after school program that had a quite large group of students. You<br />

can imagine how much that costs; they pay more than the average<br />

student for that service. Anyhow, we decided to just eliminate<br />

the after school altogether. We diminished the dimensions of our<br />

school because we didn’t need all the extra space that we were<br />

using. We had a fleet of 70 vehicles and we sold all the vans and<br />

buses and stuff.<br />

Sometimes you need to make strategic decisions that sound<br />

like you’re losing, but it’s kind of like a fight. In a 12-round match,<br />

I’m not going to go hard all the time. I’m going to slow down round<br />

8 and 9 so I can be up for round 10 and 11. If it goes to 12, then I<br />

have what it takes to finish the job. So, from a strategy perspective,<br />

you’ve got to think in more ways than one. A lot of times, some<br />

guys did really well by just cutting down their expenses and still<br />

being able to keep up with it.<br />

MAWN: That’s pretty comprehensive. Is there anything else<br />

you wish to share with the industry leaders?<br />

CM: From an instructor’s perspective, I feel life is more fun if you<br />

have time for yourself. If you invest in yourself, whether you’re reading<br />

good books, you’re doing good seminars, workshops, eating<br />

healthy, or using hacks. I started the carnivore diet. That has been<br />

a major thing for me because I come from the Gracie diet, which<br />

was based on vegetables and fruits, a lot of carbs, and transitioned<br />

from there to the keto diet, and then now the carnivore diet. I have<br />

seen amazing results for me in terms of weight loss, in terms of<br />

health, on my joints, and I feel a lot better overall. If you’re not well,<br />

it doesn’t matter how much you do for your business or everybody<br />

else in the end. You’re not going to be able to enjoy it. We owe it to<br />

ourselves and our family to take good care of ourselves.<br />

A lot of times, it’s hard when you have everything coming at<br />

you, being an entrepreneur, whether you have one school, multiple<br />

schools, or run an organization. Time is the currency. You’ve got<br />

to have time for yourself. I still have to go to the gym. After I teach<br />

my classes, I’m a member of one of the gyms here. I go down and<br />

do my hour workouts six days a week. It’s not because I want to<br />

compete at the world championships or anything like that. It has<br />

nothing to do with pursuing anything other than being healthy. Last<br />

point is, when I do a seminar, I have a rule: whether I have one or a<br />

thousand, I’m going to give my best. If I can save them by preaching<br />

Jiu-Jitsu to them, I did my job. I’m humbled because I’m there<br />

for them first. My time, my energy, my knowledge is for them.<br />

MAWN: Thank you for sharing your time currency and your<br />

business savvy, Sir.<br />

46 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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• Tournament Results<br />

• Anything else that our readers might find valuable!<br />

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SCHOOL PROFILE<br />

Rifkin Professional Karate<br />

Center: 21 Years of Success;<br />

Empowering the Community<br />

Master J.D. Rifkin has done just about everything from dedicated<br />

student to competitor in traditional tournaments and kickboxing<br />

events, from Master Instructor to actor, fight choreographer, fitness<br />

trainer, and school owner.<br />

His school “Professional<br />

Karate Cen ter” has been in<br />

business for 21 years serving<br />

the people of the community, and helping them empower<br />

their lives. Established in Los Angeles, the school served the<br />

LA area for 11 years, and now, has been in Columbia, MO for<br />

almost 10 years, serving more than 200 active students.<br />

MAWN: What is the major contribution(s) that your school<br />

is bringing to its community?<br />

JR: RPKC provides a program dedicated to creating<br />

skilled martial artists. During 2020, throughout the<br />

pandemic, we continued to offer in-person classes with<br />

safety precautions. Because parents and adult students<br />

were looking for something live and not virtual learning, our<br />

school grew in numbers during the pandemic. Through this, we<br />

brought our community something that many of our children<br />

students were lacking: social interaction and an organized quality<br />

in-person program.<br />

MAWN: What are the best producing marketing strategies you<br />

use and what are the lead numbers like per month?<br />

JR: The only marketing we do is our website and word of<br />

mouth. We average about 30 leads per month between online info<br />

registrations and phone calls.<br />

MAWN: You mentioned a website. Do you have a lead<br />

generating website and what about it has been most productive<br />

regarding leads?<br />

JR: Yes we have a very effective website. The lead generation<br />

tools attract a steady stream of leads. We find that using real photos<br />

of our school and students rather than stock photos adds an<br />

authenticity to our site and seems to be more effective at producing<br />

results.<br />

MAWN: What are the most significant programs you provide<br />

and their benefits to participants?<br />

JR: We teach a unified, blended curriculum to a variety of class<br />

ages and skill levels, from our Little Warriors to Juniors to Teen/<br />

Adults. It’s a blend of Karate, Tae Kwon Do, Kickboxing and Aikido.<br />

It’s Important to RPKC to Provide a Modern, Safe, Clean,<br />

Professional Environment for it’s Students and Families.<br />

Our student benefits range from self-defense skills, fitness,<br />

weight loss, increased self-confidence, and athletic performance<br />

improvement.<br />

MAWN: Do you use a student management software and what<br />

features are providing the best benefits for running your school<br />

more efficiently?<br />

JR: Yes we use ATLAS Software for school management and<br />

billing with AMS. The use of the lead information widgets on our<br />

website integrated with the automated emails/texts feature allows<br />

us to focus more on current students, knowing that leads are going<br />

to automatically receive the information they requested. The simplicity<br />

of only adding a student agreement once into the software<br />

is a time saver as well.<br />

MAWN: What advice do you have for other martial arts school<br />

owners for having success in business?<br />

JR: Teach the best classes you possibly can. Your school is only<br />

as good as the quality of the last class. To create a culture of referrals,<br />

your students have to know they’re getting the best training<br />

possible and have absolutely chosen the right school for themselves<br />

or their child. If they’re excited about what<br />

your school has to offer, they can’t help but refer their friends<br />

and family.<br />

52 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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SCHOOL PROFILE<br />

Tae Kwon Do Training Center:<br />

Providing Traditional <strong>Martial</strong><br />

<strong>Arts</strong> In An Ever-Changing <strong>World</strong><br />

Master Rick Wiest began his martial arts journey by joining his children in their Tae<br />

Kwon Do classes. He found such a deep passion for it, that he established his own<br />

school, Tae Kwon Do Training Center LLC in upstate New York and has been providing<br />

services to his community for 21 years. The school provides a traditional foundation in<br />

Tae Kwon Do, but also prepares students interested in competing at a national level.<br />

Rick teaches a dedicated student base of more than 150 active students.<br />

MAWN: What is the<br />

major contribution(s) that<br />

your school is bringing to<br />

its community?<br />

RW: We provide a<br />

solid, long-standing,<br />

professional Tae Kwon Do<br />

program for both youth<br />

and adults in our community.<br />

In addition, our school<br />

is involved in several community<br />

service projects<br />

which includes a Tae<br />

Kwon Do program for Fort<br />

Drum’s BOSS program,<br />

self-defense training in<br />

local schools and for nonprofit<br />

organizations. We<br />

Master Rick Wiest<br />

also have a moral building feature during classes to get students<br />

thinking about the good things in their day rather than COVID<br />

related restrictions.<br />

MAWN: What are the best producing marketing strategies you<br />

use and what are the lead numbers like per month?<br />

RW: We have developed several marketing strategies that<br />

have been beneficial. First is social media! We post pictures and<br />

verbiage that support getting through COVID and how we keep<br />

pushing forward. We see these result in happy faces on kids,<br />

adults staying fit or getting back to working out, through the Tae<br />

kwon Do training.<br />

We have enhanced website features, like bots to pass on direct<br />

real time texting between prospective clients and me. Above all<br />

we stay open and never let up, we kept our program running at<br />

100%. That generated a feeling with our student base that if Master<br />

Wiest can do it so can we. In our small upstate NY market we get<br />

an more than 20 highly qualified leads a month.<br />

MAWN: What are your most significant programs you provide<br />

and their benefits to participants?<br />

RW: Our most significant program is by far worldwide KUK-<br />

KIWON Tae Kwon Do certification. Military families want their time<br />

and money spent to mean something no matter where their next<br />

duty station may be in the world and local families want the same<br />

thing for themselves and their children. This program gives them<br />

that consistency and continuity of quality.<br />

MAWN: Do you have a lead generating website and what<br />

about it has been most productive regarding leads?<br />

RW: Our website features lead generators like a direct real-time<br />

texting bot, that gets answers and a response within minutes of<br />

questions being asked. With the auto call scheduling, prospects<br />

and students can choose to set up a call with us at their convenience.<br />

Once I accept the time, the feature automatically schedules<br />

a call to answer questions or schedule an intro.<br />

MAWN: Do you use a management software and what<br />

features are providing the best benefits for running your school<br />

more efficiently?<br />

RW: We use ATLAS from AMS. The best benefit for us is being<br />

able to monitor completed agreements. In addition, running the<br />

paid-out report is a great benefit as well.<br />

MAWN: What advice do you have for other martial arts school<br />

owners for having success in business?<br />

RW: Lead by example during these tough COVID restricted<br />

times and adapt to what can be done within your states COVID<br />

restrictions, so that your program provides the most possible benefits<br />

to your students. Be a moral builder for students and word of<br />

that will get around - we call it making smiling faces!<br />

54 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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TEAMWORK<br />

Resisting School Owner Burnout<br />

By Hanshi Dave Kovar<br />

I remember it like it was yesterday. It was the mid ’90s. My good friend had just<br />

opened up this gorgeous martial arts school and invited me down for a visit.<br />

Upon entering, I was blown away. It was fully matted, long<br />

before the average school even had mats. It had great equipment,<br />

a gorgeous lobby, and a state-of-the-art pro shop. It was one of the<br />

nicest schools I had ever seen.<br />

What happens when you combine a state-of-the-art facility with<br />

a knowledgeable, enthusiastic, and charismatic instructor? Success—and<br />

lots of it. Over the next decade, my friend thrived. When<br />

it came to business, he could do no wrong. Classes were always<br />

packed, the energy was great, and the paycheck solid.<br />

Over the years, our lives moved in different directions and we<br />

sort of lost contact. I would see him from time to time at conventions<br />

where we would exchange pleasantries,<br />

but we never seemed to have time<br />

for a deep conversation. Each time I saw<br />

him, his light was a little less bright and<br />

his smile seemed a little more forced.<br />

A couple of years ago, I was doing<br />

a seminar in his area and I had the<br />

chance to go to his school to say hello. It<br />

was the same location and the same guy,<br />

but it wasn’t the same experience.<br />

What was once a state-of-the-art<br />

facility was now a worn-down,<br />

battered, and smelly dojo.<br />

His youthful enthusiasm<br />

had been replaced with<br />

cynicism based on years<br />

of challenges. His hunger<br />

had been replaced<br />

by lethargy and compromise.<br />

To put it bluntly, he<br />

was suffering and so was<br />

his business. He was just<br />

plain burned out.<br />

I’m certainly not insinuating<br />

that he did anything wrong. Life<br />

has a way of humbling everyone. It was not the first time I’ve seen<br />

someone be slowly broken down by their school. It could happen<br />

to anyone. But nevertheless, it still broke my heart. Here was this<br />

capable, competent, amazing person who had become a shell of<br />

the person he once was.<br />

Although I’m still extremely enthusiastic about my career, I myself<br />

have had my moments of near burnout, to be sure. And after<br />

seeing my friend, I have doubled my efforts to avoid burnout by<br />

trying to do the following four things on a regular basis as a martial<br />

arts school owner. Perhaps these things might be valuable to you<br />

as well.<br />

1. Create a vision of what you want your school to be, then visit<br />

that vision often. I once read that burnout only happens when you<br />

lose sight of your vision. There certainly can be other things that<br />

come into play that could cause burnout, but losing sight of your<br />

vision is certainly near the top of the list.<br />

2. Constantly train your team. My friend in the story above had<br />

a philosophy that if you wanted something done right, you had to<br />

do it yourself. Because he was a hardworking guy, he was able to<br />

push himself and do virtually everything on his own, year in and<br />

year out, for over a decade before it caught up to him.<br />

3. Maintain a love for the arts. It’s been my observation that the<br />

people I see in our profession that have maintained a high level of<br />

success over time have been people that have kept their passion.<br />

People on the outside think that if you teach martial arts, you get to<br />

train all the time. We know that’s not the case. I believe that this is<br />

one of the X factors for a successful martial arts school and should<br />

not be neglected.<br />

4. Savor the moment. In a Japanese tea ceremony, there’s a<br />

phrase: “Ichi-go ichi-e.” Roughly translated, it means “one encounter,<br />

one chance.” It means that this moment with these people will<br />

never happen again the same way, so we should savor it. Every<br />

day I should consciously try to savor each class I teach, each staff<br />

meeting I participate in, and each student I converse with, because<br />

when I do this, I maintain a higher level of present focus, which allows<br />

me to be at my best and maximize the situation.<br />

HANSHI DAVE KOVAR is an 8th degree black belt and recognized as the “Trainer of Trainers.” Hanshi<br />

Dave Kovar is an internationally acclaimed instructor with black belt degrees in ten different martial arts styles. His<br />

systems have been implemented in hundreds of schools around the US.<br />

56 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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practices, product reviews and innovative developments in<br />

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We are always on the look out for notable, engaging and<br />

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If you, your school, organization, event, product, or service<br />

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MIND MASTERY<br />

Gain Mental Clarity<br />

By Grandmaster Jessie Bowen<br />

Gaining mental clarity in this new environment is easier said than done. We have so<br />

many distractions and too much time to think about them.<br />

If you feel your world is chaotically cluttered with stuff that you<br />

need to get rid of, then this column is for you.<br />

In my personal coaching classes, I teach the law of attraction<br />

and life concepts. What is the law of attraction? Think of it in the<br />

simplest terms: whatever you think about most is what you draw<br />

into your life. Before you read this, I recommend getting a pen and<br />

paper and making notes about how not having mental clarity is<br />

affecting your life.<br />

Letting Go of the Past<br />

While the present can plague our minds when we have a lot on<br />

our plate, the past can take a hold of our mental facilities when it<br />

comes to dealing with people around us. Additionally, it’s safe to<br />

say that we all have had bad things happen to us in the past that<br />

we wish we could forget. Life can sometimes leave the emotional<br />

body with scars, but then it’s up to us to heal them in the best way<br />

we can. Letting go of the past is important because when you can’t<br />

let go of the past, it can dictate how you GAIN MENTAL<br />

CLARITY react to things in the future.<br />

Recognize Why Letting Go is Important<br />

Say a friend hurt you in the past, and you feel<br />

as though they left an emotional mark on you. Because<br />

of what happened, you don’t feel as though<br />

you can trust anyone now. This general<br />

sense of distrust, while you believe<br />

it’s protecting you from getting<br />

hurt again, is limiting your ability<br />

to form positive relationships<br />

with the people around you.<br />

You continuously go back<br />

to the situation and can’t let<br />

go. In turn, this creates emotionally<br />

driven mental clutter<br />

that dictates how you live your life. Therefore, letting go of the<br />

past is so important, and recognizing this fact is the first step when<br />

you’re looking to let go of negativity from the past. This way you<br />

can start thinking about letting go of the past as a positive thing for<br />

yourself. To this end, thinking about some of the following aspects<br />

should be able to help you deal with any issues about your past.<br />

Releases You of a Burden<br />

Carrying around the weight of something in that past that has<br />

hurt you can be incredibly tiring emotionally. By forgiving these<br />

circumstances and letting go of the hurt caused by the situations,<br />

you allow yourself to strengthen your own psyche.<br />

Releases You of Resentment<br />

It’s crucial that you understand that when you choose to let go<br />

of a hurtful past situation, it doesn’t mean you have to mend the<br />

relationship with the person that hurt you. Instead, you need to<br />

focus on letting go of your sadness, anger, and pain. This will help<br />

you become a better version of yourself without having to focus on<br />

the other person.<br />

Brings You More Understanding<br />

Many people who cause others pain are often hurting themselves.<br />

If you can recognize this fact and find it in your heart to be<br />

a bit more compassionate to others who hurt you, it might end up<br />

being easier for you to let the past go.<br />

Requires You Forgiving Yourself<br />

When you hold onto the past, there’s a chance that you also<br />

blame yourself for the circumstances that occurred. Similar to<br />

finding compassion for the people who hurt you, it’s also essential<br />

to find compassion for yourself. Relationships are complex, and<br />

it’s entirely possible that you could be the victim, as well as having<br />

some responsibility in the matter.<br />

GRANDMASTER JESSIE BOWEN is president of Karate International of Durham, Inc., a member of the<br />

American <strong>Martial</strong> <strong>Arts</strong> Association Sport Karate League and Hall of Fame, and has been a member of the Duke University<br />

PE Staff for over 25 years. He is the author of Zen Mind-Body Mindfulness Meditation and Zen Mind-Body Mindfulness<br />

Meditation for <strong>Martial</strong> <strong>Arts</strong>, as well as several other books, programs, and audio CDs on meditation and success training.<br />

58 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


All books are available on www.Atouchofzen.com<br />

or to place your order over the phone.


GROWTH HACKS<br />

Using Road Signs and Brochures<br />

to Promote Your School<br />

By Mr. Sean Lee<br />

With summer break coming and the new school year ending, it’s about to be a lively<br />

time of the year.<br />

That means it’s also time to get busy<br />

and make the money your school<br />

deserves. As a way to get the word out<br />

about the various programs and camps<br />

your school offers, and to make sure<br />

you get every use out of your marketing<br />

tools, it’s time to bring out the road signs<br />

and brochures to promote your programs<br />

and summer camps.<br />

What information<br />

is best to have on<br />

road signs?<br />

One of the easiest things<br />

about marketing with road<br />

signs is that ‘simpler’ the<br />

design, the better. People will<br />

be driving by the sign at speed,<br />

so you’ll have to make your message<br />

simple, and large enough to be read/<br />

seen easily. You’ll want to use a<br />

short, catchy, benefit focused<br />

headline that is easy to understand<br />

and read. You’ll want to<br />

include an easy to remember<br />

website URL and phone<br />

number in some highly visible<br />

way, and perhaps an<br />

‘arrow’ or some directional<br />

mechanism that (literally)<br />

‘points’ people to<br />

your school.<br />

What is the main purpose of<br />

road signs?<br />

In general terms, people are creatures<br />

of habit. I’m sure you’d agree, we ‘tend’ to<br />

drive the same route to work or school day<br />

after day, with very little variance if any.<br />

Snipe signs on the side of the road ‘get<br />

noticed’ at a very high rate, because they<br />

are ‘unusual’ and tend not to blend into<br />

their typical surroundings. This will get<br />

your school noticed, and if well crafted,<br />

can stimulate interest in your programs.<br />

Updating your school<br />

brochures<br />

A benefit<br />

focused school<br />

brochure is also<br />

a useful tool for<br />

promoting your programs.<br />

Throughout the year, they’re<br />

maintained outside of local businesses<br />

that display them for you, and<br />

of course, outside your own school. In the<br />

months of March–August, more brochures<br />

will be taken than during the other times of the<br />

year. Be sure to fill up your brochure racks and<br />

make any necessary changes to them that you see fit.<br />

If you’re in need of professionally designed road signs, brochures,<br />

or other promotional materials designed by the industry’s<br />

leading experts, please give me a call 1-800-275-1600. I’d love to<br />

help your school reach its true potential.<br />

SEAN LEE is the Executive Director of Sales and Marketing for hundreds of martial arts schools<br />

and specializes in online and social media marketing using his extensive professional experience in<br />

sports and martial arts marketing, contract negotiation, and investment.<br />

60 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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NINJA BUSINESS TACTICS<br />

Ah-shu Defined<br />

People have asked about the meaning of the An-shu title that Rumiko and I use.<br />

Though the world knows our school as SKH Quest Center for <strong>Martial</strong> <strong>Arts</strong> in Dayton,<br />

the original Japanese name for our dojo is Kasumi-An.<br />

I have used that name since the 1980s to describe my dojo and<br />

the training method of that dojo, way before we founded the current<br />

SKH Quest network in the mid-1990s.<br />

The Kasumi-An is specifically the house I live in and the dojo<br />

and meditation halls in my house. People come to that Kasumi-An<br />

for private lessons with me. By extension, Kasumi-An also refers to<br />

the training curriculum system program taught in all dojos across<br />

the globe that operate as branches furthering my work in the world.<br />

Kasumi translates from Japanese to “haze” in English. There<br />

is the obvious homonym where “haze” sounds like “Hayes”, but<br />

beyond that, ancient legends from Japan’s warrior past<br />

often give kasumi an association with the lore of<br />

the ninja. For example, the recluse mountain<br />

yogi Kasumi Gakure Doshi was the teacher of<br />

Daisuke Togakure in the historical Japanese<br />

tradition I studied on my way to developing<br />

To-Shin Do. Kasumi implies that the enemy<br />

thinks he sees and knows what and who<br />

we are, but he is deluded and we encourage<br />

him to hold that delusion.<br />

The An is a place of refuge, usually a<br />

small cottage temple on the grounds of a<br />

larger temple to which warriors or monks<br />

could retreat in the old culture of Japan. The An<br />

is a place you can go to get a break<br />

from all the craziness in life, all<br />

the heartbreak and heartache,<br />

the frustration, the<br />

overdone pointless<br />

competition, all the<br />

meanness, all the<br />

compelling distraction<br />

from what is<br />

truly important.<br />

Taking refuge in<br />

the An, you get your batteries re-charged, your juices re-bubbled,<br />

your vision re-focused, your intentions re-calibrated. You get back<br />

in connection with the touch of life itself. On retreat, you get back<br />

to what is real for you, or you practice arts or meditations that allow<br />

you to expand to new broader horizons what is real. After your time<br />

in the An, you are ready to re-enter your community refreshed and<br />

renewed and re-pledged to making the world a better, healthier,<br />

saner, safer place for all.<br />

Shu in Japanese means one who runs an operation or facility of<br />

some sort. The common translation is “master”, but it really implies<br />

more like “facilitator”, in the sense of being the stable master<br />

where horses are trained, or range master where firearms are<br />

taught. An-shu is then retreat master, or “one who facilitates the<br />

retreat cottage”. I hyphenate the title so the English hints at the two<br />

Japanese kanji letters for An and Shu that form the word; it could<br />

just as well be written Anshu.<br />

An-shu is a very humble title of service, deliberately chosen in<br />

my mid-40s when I went from 30 years as a self-oriented student<br />

of the martial arts to a new focus on assisting others to find the<br />

martial truths that I had attained. An-shu is not a ninja title as such.<br />

Yes, I am aware that a few individuals pretending to a past of “secret<br />

ninja training” have adopted my An-shu title in imitation; that<br />

is so predictable that there is little I can say about it. You cannot<br />

properly be titled An-shu if you are not head of an An.<br />

Others suggested I use an impressive title like soke, which<br />

means “original founding family”, or saiko shihan, which means<br />

“top-ranked master”, or kan-cho, which means “training hall headmaster”.<br />

Those are oft-used titles for head of a martial group, but<br />

those seemed to miss the mark of what I wanted to communicate.<br />

I want to be on record as a person who vowed to devote himself<br />

to assisting others as a guide on the path. An-shu as “custodian<br />

of the spiritual inn” seems warmer and more in line with my focus<br />

these days in my 60s. No need for a grand and formal high-falutin’<br />

title, because as I have often commented before, my real rank is<br />

“Stephen K. Hayes”, the most honest and powerful title I could use.<br />

AN-SHU STEPHEN HAYES has authored more than 20 books, worked as a body guard for the Dali<br />

Lama, supervised over 30 school locations worldwide, and was named “A legend; one of the 10 most influential<br />

living martial artists in the world” by Black Belt <strong>Magazine</strong><br />

62 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


CLASSIFIED<br />

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MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2 63


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PILLARS OF SUCCESS<br />

Fight Daily Until You Win and<br />

Enjoy a Healthier Life<br />

By Grandmaster Y.K. Kim<br />

Quit Smoking and Get in Shape!<br />

It is shameful as a martial arts instructor, but I have to confess to<br />

you: I could have been a chain smoker because I enjoyed smoking.<br />

When I woke up in the morning, the first thing I was looking for was<br />

a cigarette. After every meal, I had to smoke. I was smoking before<br />

going to bed, and whenever I was stressed out, I chain smoked. On<br />

top of that, without smoking, I couldn’t focus on whatever I did, because<br />

my body was asking for nicotine. Smoking was part of my life.<br />

One day, 30 years ago, I had a very important meeting. For<br />

some reason I couldn’t think properly, and I couldn’t have the right<br />

judgment, so I could not talk well. As a result, I<br />

made a big mistake and lost a very important<br />

deal. I got so disappointed and depressed<br />

that I started to dig out why I couldn’t think,<br />

couldn’t talk right, and lost this very important<br />

deal. I realized I needed nicotine<br />

for the meeting, but I didn’t have time<br />

to smoke, so I lost the deal. I started to<br />

get angry with myself because the damn<br />

cigarettes controlled me; how weak and<br />

stupid I was! I was a slave to cigarettes! This<br />

is how cigarettes impacted me: I abused my<br />

body and made myself sick. My mouth<br />

was like an ashtray and smelled<br />

terrible, and I wasted money and<br />

time. I felt that if I didn’t quit<br />

smoking, I would be a failure<br />

in life. Therefore, I decided<br />

to quit smoking right away.<br />

I was committed: I threw<br />

away all the cigarettes<br />

in my home and at my<br />

office, and I told myself<br />

that I was a nonsmoker<br />

forever.<br />

On the first day, I was so strong. The second and third days<br />

were OK. Then, wow, starting on the fourth and fifth days my<br />

cravings were crazy. My body wanted nicotine so badly, I was<br />

looking for cigarette butts everywhere, but I couldn’t find anything<br />

at my home, so I started drinking lots of water. I practiced martial<br />

arts nonstop to make myself busy. After two weeks, it was a little<br />

better. I fought hard for 21 days like I was really crazy. Finally, my<br />

body no longer craved cigarettes. After six months, I became a<br />

new and confident person, and my decision transformed my life. I<br />

was so happy because I saw that the government made rules and<br />

regulations that a warning must be included on cigarette packs.<br />

However, I was shocked that still over 480,000 people were dying<br />

every year and over 36 million people were vulnerable to cancer<br />

and heart attacks because of smoking. I believe together we can<br />

create a smoke-free America. Therefore, <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> and I<br />

challenge 36 million people to quit smoking and get in shape, so<br />

America can become smoke free and enjoy healthy living.<br />

5 Steps to Quit Smoking and Get in Shape!<br />

1. Commitment: Throw away all cigarettes from your home and<br />

office, and never buy any again.<br />

2. Do my U.S. National Exercise every day.<br />

3. Fight for 21 days: Fight for control of your body and your life,<br />

and never give in until you make things happen. You can control<br />

cigarettes.<br />

4. Keep going for six months: You are a nonsmoker. You will get<br />

in shape.<br />

5. Help other people quit smoking: When you help others, you<br />

help yourself.<br />

You are not alone! 36 million people will motivate one another. I<br />

strongly believe that together we can turn this obstacle into a stepping<br />

stone. Cigarettes are your enemy, my enemy, and health’s<br />

enemy. <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> will continue to fight for healthier living<br />

and research new ways to make it happen.<br />

GRANDMASTER Y. K. KIM is the most successful martial arts business leader in the US, having written<br />

over 30 books on martial arts, business, leadership, and success. He has won numerous public service<br />

awards and is the founder of the leading martial arts marketing and management company in the US.<br />

66 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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to develop the moral fitness to turn obstacles into<br />

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THE WAY OF THE SAMURAI<br />

Children and the Art of the<br />

Sword, Part 2<br />

By Shihan Dana Abbott<br />

Ages 3 to 6<br />

Children in the 3- to 6-year range look for attention and approval.<br />

A small class size for these age groups is suggested to<br />

help give each student personal attention. Only the short sword<br />

is recommended for 3 to 6 year olds. Unless modified for these<br />

children’s sizes, longer weapons such as the bo staff or long sword<br />

are too hard for the children to control. These weapons tend to be<br />

heavier, possibly causing injury to small wrists. They are also longer,<br />

which can increase potential injury to other children in range.<br />

Three to 6 year olds can be instructed in basic safety. They<br />

should be taught not to hit someone outside of class with the<br />

swords. I’ve learned the hard way that horseplay<br />

around the house with the Chanbara<br />

equipment, even with adults who have<br />

a lot of control, usually ends up with<br />

someone getting<br />

their eyes<br />

watered, or their<br />

nose literally “out<br />

of joint.” You certainly<br />

don’t want<br />

Johnny going home<br />

and beating away on<br />

his sister with his newfound<br />

sword techniques.<br />

The 3- to 6-year-old<br />

children can also be<br />

taught to hit another<br />

student only when<br />

that student has<br />

put on a protective<br />

helmet and gloves.<br />

Good safety behavior<br />

can be rewarded with<br />

small prizes. Because<br />

children of this age group have fairly short attention spans, the rewards<br />

will need to be given as soon as the good behavior appears<br />

in order to be properly related in their minds. Another reward can<br />

be assigning someone to be the “safety monitor,” such as the<br />

child who best exemplifies safe behavior. You can also rotate the<br />

assignment of safety monitor for each class, which helps instill the<br />

safety message.<br />

Optimally, children in this age range can be taught the proper,<br />

basic grip of the sword and the four basic strikes: head, wrist,<br />

body and legs. These strikes should be the simple 12-to-6-o’clock<br />

technique, i.e. raise the sword above the head and swing straight<br />

down. The techniques may be sloppy, but the beginnings of understanding<br />

how to swing and where to strike can be understood. The<br />

strikes can be practiced using a dummy.<br />

Another method of teaching the strikes is to use an X-ray<br />

picture as a target, or something that makes enough noise when<br />

hit. For example, to teach striking the head, have the kids line up all<br />

facing forward. Hold the X-ray in one hand and walk quickly down<br />

the line, holding the X-ray at the students’ head height. Instruct<br />

each child to hit the X-ray as you walk by.<br />

The advantage of the X-ray is that it produces a noise when<br />

struck, something the kids seem to enjoy. You can vary the height<br />

of the X-ray to teach wrist, body, and leg strikes also. Additional<br />

advantages of this simple technique are: patience (the student<br />

must learn to wait his or her turn to strike the X-ray); accurate striking<br />

distance (correct distance produces a better, louder sound);<br />

awareness (both timing awareness from hitting in sequence and<br />

awareness of the location of other students, so as not to strike the<br />

student next to them).<br />

Adapted from Lin Conklin<br />

Samurai Sports, Inc.<br />

Children’s Curriculum development<br />

SHIHAN DANA ABBOTT Is a 7th degree black belt in Kenjutsu, starting his 14-year education<br />

in Tokyo. He has published five books and designed a US Patent. Abbott has also conducted seminars in<br />

over 30 countries and obtained his black belt at the Hombu dojo in Yokohama. He currently offers online<br />

classes on LearntheSword.com, his unique swordsmanship academy.<br />

70 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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EXTRAORDINARY MARKETING<br />

Is Everyone in Your Boat Rowing<br />

in the Same Direction? (Part 2)<br />

By Grandmaster Stephen Oliver<br />

What Else Could I Do To Improve Results?<br />

What could I do to make sure that I generate more leads,<br />

more intros, and more students, not just “exposure”?<br />

In most cases “exposure” or “branding” is the byproduct, not<br />

the primary objective.<br />

The key is to be a constant whirlwind of activity; to constantly<br />

look for new ways to share the benefits of your<br />

program with your community, and to be VERY, VERY focused<br />

on turning EVERY activity into IMMEDIATE and long-term new<br />

student enrollments.<br />

If you must have 20 or 30 marketing activities<br />

a month to generate 20 or 30 new<br />

students, fine—get busy!<br />

As a very simple observation,<br />

your effort for growing your school<br />

will likely require 50–75% of your<br />

personal time. With proper systems in<br />

place, much of the rest can run efficiently<br />

without your personal involvement. The<br />

marketing will typically be the hardest to<br />

delegate and the most valuable aspect.<br />

ALMOST EVERYONE I talk to<br />

is missing two components of<br />

marketing: first, they aren’t<br />

doing enough “stuff.” You<br />

truly need the Parthenon<br />

approach to your efforts.<br />

Make sure you have<br />

strong systems for generating<br />

referrals; strong<br />

systems for effectively<br />

getting family add-ons.<br />

Strong efforts on many<br />

different aspects of community<br />

outreach actively<br />

(host-parasite relationships).<br />

Work consistently to generate publicity in the local press—television,<br />

radio, newspaper, as well as various online sources. Be great<br />

at online marketing, certainly, and include today’s version of the<br />

Yellow Pages: Google Local, Google SEO, Google Pay-Per-Click.<br />

Today’s version of Val-Pak and Money Mailer: Groupon, LivingSocial,<br />

Amazon, etc. Today’s version of hyper-targeted newspaper<br />

or magazine ads: Facebook and similar. And don’t forget all of<br />

the “low-tech” stuff that works just fine, like door-to-door flyers,<br />

rack cards, lead boxes, “bandit signs,” etc. SECOND, follow up on<br />

leads and dropouts. Just about everyone is anemic on this front.<br />

How long should you continue communicating with someone who<br />

expressed some interest or who attended then dropped out?<br />

As a rule of thumb I’d say for AT LEAST two years multiple times<br />

per month.<br />

How should you follow up with prospects or lost students?<br />

Outbound telemarketing; direct mail; text messaging; broadcast<br />

voicemail; email; Facebook (paid advertising), and more.<br />

To conclude, market more than you think you should need to.<br />

Over-communicate in order to not get lost in the flood.<br />

GRANDMASTER STEPHEN OLIVER, is a 9th degree black belt and is the founder and CEO of<br />

Mile High Karate schools, and founder of the <strong>Martial</strong> <strong>Arts</strong> Wealth Mastery Program.<br />

72 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2<br />

Photograph by chaiyon021


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AFTER SCHOOL EXCELLENCE<br />

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Every successful business fills a need for its clients. Your school is in the business of<br />

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You can never be too sure about your children’s safety. One<br />

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Don’t think a kid’s program is for you?<br />

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CHIEF MASTER MIKE BUGG is an 8th degree black belt and the owner of a $1.52 million-per-year<br />

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74 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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As professional martial arts school<br />

owners and instructors, it’s important<br />

that we stay up to date with the<br />

latest tools, tactics, and strategies<br />

for operating a successful martial<br />

arts school or organization.<br />

We here at <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong><br />

<strong>Magazine</strong> are on an unstoppable<br />

mission to help our industry grow,<br />

and one of the best ways to do that<br />

is by sharing “what’s working” and<br />

what’s not.<br />

So, we want to feature schools,<br />

school owners, instructors,<br />

organizations, students, and industry<br />

contributors that might have a story<br />

our readers would find valuable!<br />

No story is too small or too big for<br />

consideration so long as there is<br />

value to our readers.<br />

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

Send your Story Idea to us.<br />

Email Editor@<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com<br />

Or Contact us at: 407-895-1996<br />

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TACTICAL SELF-DEFENSE<br />

Press the Points, Part 1<br />

By Grandmaster Tom Patire<br />

In the past, I’ve talked about control tactics and how they are a necessity in the world<br />

of professional bodyguarding.<br />

Facts being facts, you hope to avoid confrontations most of<br />

the time, but if you do get into a physical confrontation, the use of<br />

force in many cases will be low-level or what many of us call “softhanded<br />

force.”<br />

A reader asked me via email what I personally thought of pressure<br />

points or pressure point-based techniques. As I’ve stated<br />

before, all aspects of training have their place and time in certain<br />

situations that you may or may not run across while working as a<br />

private protector. Pressure points are definetly something that fit<br />

the bill in full-circle training regarding the EP profession.<br />

Now, pressure point-type techniques are a debatable<br />

topic among many in the security and law<br />

enforcement professions. Some swear by them,<br />

while others swear against them.<br />

As in anything, it depends not only on the<br />

situation that you are dealing with, but it also<br />

depends on how you apply the technique and<br />

the state of the person you are applying it on.<br />

With that being, said let’s look at a few<br />

variables:<br />

Situations<br />

When you talk situationbased<br />

scenarios, you need to<br />

address what type of force is<br />

needed.<br />

In this case, since we<br />

are addressing pressure<br />

points, let’s look<br />

at specific situations or<br />

attacks on the principal<br />

that would warrant the<br />

use of a pressure point<br />

technique. Scenarios that<br />

involve restraining an aggressor that could or would do harm to<br />

not only your client, but to you and your team as well, would be a<br />

common one.<br />

Situations like overaggressive fans that grab or attempt to grab<br />

your client, like at a rock concert or autograph session, or when<br />

protesters lock onto stationary objects like doors, each other, or<br />

vehicles, and you, as the on-premise agent, need to remove them<br />

quickly so the client can get through.<br />

These scenarios and many others like them give you the option<br />

of using a soft-handed technique like a pressure point. And yes,<br />

when done right, they do work (I have used them).<br />

GRANDMASTER TOM PATIRE, is known as “America’s Leading Personal Safety Expert” and has appeared<br />

on Good Morning America, The CBS Morning Show, The Colbert Report, Montel, plus in mainstream publications such as<br />

Family Circle, Redbook, Fortune <strong>Magazine</strong>, and The Wall Street Journal. He has written several books and has personal<br />

safety programs that can be incorporated into your martial arts school, available at TomPatire.com.<br />

78 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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COMPLETE MARTIAL ARTS CONCEPTS<br />

Teaching the Complex Art of<br />

Kung Fu, Part 1<br />

By Professor Willie “the BAM” Johnson<br />

Teaching Kung Fu is artwork: it’s truly a display of a painter painting a beautiful portrait.<br />

It is a complex art form, and to truly be good at it, the small<br />

details must be learned and displayed.<br />

Therefore, it makes the learning process truly difficult,<br />

but effective when learned and displayed properly.<br />

This could be the reason why there are more Karate<br />

schools than Kung Fu schools: because Karate is<br />

simple and easy to learn. And some of the so-called<br />

Kung Fu schools around have had to sacrifice<br />

one or the other—focusing more on<br />

the big moves and less on the small<br />

details to keep students longer, or<br />

focusing on details and having a handful<br />

of students.<br />

You see, most Americans want things<br />

fast and right away, so you lose them when<br />

it becomes hard and difficult. That’s a shame,<br />

because that’s when the real learning<br />

begins. So, over the years,<br />

we’ve had to adapt and<br />

change the required curriculum<br />

taught in order to<br />

keep students for long<br />

periods of time. And this<br />

approach, which has<br />

allowed martial arts as<br />

a whole to thrive, has<br />

affected the quality of<br />

black belts, since the<br />

requirements are not as<br />

high. To get even more<br />

detailed, if the students<br />

are not being rewarded,<br />

they will move on to<br />

another school—so there goes loyalty. Nine out of every 100<br />

students are truly dedicated to the value of Kung Fu and<br />

will stay around regardless of what occurs. And every<br />

good school needs a few strong human beings to be an<br />

example to the masses.<br />

The teacher’s mission is ongoing. It’s so hard today,<br />

because in the old days, you gave your heart and<br />

soul to the student and left a legacy to your senior<br />

disciple. But not today: students just jump from school<br />

to school when personal growth gets tough, and that<br />

party is disrespecting the instructor. So, l learned to<br />

become thick skinned and to not take their departure personally,<br />

but it still hurts if you’re truly a dedicated instructor.<br />

The long-term teaching plan always has to be the goal along<br />

with the personal expression of the student’s true self. The<br />

teacher must use their expression of the traditional techniques<br />

taught in order to bring life to the curriculum. Because Kung Fu<br />

is moving and adaptive in nature, it is alive and well. And, among<br />

100 students in a class, each must be taught personally.<br />

The traditional protocol allows the instructor to control the<br />

class structure and have everyone moving as one, but growing<br />

as an individual internally. The rules of protocol are things like<br />

bowing before entering and leaving the school, meditating before<br />

class, showing a respectful attitude and body language at all<br />

times. Do not interrupt instructors during class—hold questions<br />

until first executing the drill—and, most importantly, no chitchatting<br />

during class.<br />

This is from the old school of thought. Forget that first-name<br />

basis stuff, it should be Shifu, Sir, or Ma’am, used by everyone,<br />

even the two-and-a-half-year-old kids. Also, when the students<br />

are taught to show respect, the instructor must give respect in<br />

return by starting class on time, not teaching past the time, and<br />

not asking them to do things they would not do themselves.<br />

PROFESSOR WILLIE “THE BAM” JOHNSON is a 7th degree black belt and seventime<br />

sport karate and Kung-Fu world champion. He has appeared in four movies, 16 plays, and 11 television<br />

shows. He is also the national spokesperson for the Stronger than Drugs Foundation and the Champions<br />

Against Drugs.<br />

80 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2<br />

Illustration by Andrii Koltun


www.budointernational.com


THE MILLIONAIRE SMARTS COACH<br />

Outstanding or Average?<br />

By Ms. Lee Milteer<br />

As entrepreneurs, it’s in our nature to see possibilities, but the main difference<br />

between outstanding and average income earners is the ability to take action even<br />

when conditions aren’t perfect.<br />

Ask yourself right now, and be brutal about the truth: do you<br />

have challenges, problems, and obstacles in your life due to the<br />

fact that you procrastinate on taking the right actions? Do you allow<br />

circumstances to best you instead of managing your time and<br />

being happy? How many good ideas, income streams, and market<br />

shares have you lost because of your unproductive attitudes and<br />

work habits?<br />

Will you admit to yourself that you could move toward the<br />

ultimate success you know you want and deserve, but instead you<br />

allow the negative news media to derail your plans? Or do you let<br />

shiny objects or fearful attitudes distract you from taking<br />

risks and achieving your goals?<br />

Let’s get honest and admit we all could<br />

make more money, be more productive,<br />

improve our performance, and have a<br />

lot more time for fun if we were more<br />

conscious of how we use our mental,<br />

emotional, physical, and financial life<br />

energy.<br />

To achieve top performance, one<br />

of the first things you must do is<br />

get real and get out of denial<br />

of where you spend your<br />

time, money, and creative<br />

resources. “Time is<br />

money” is true, and you<br />

have 1,440 minutes per<br />

day and 168 hours a<br />

week to manifest your<br />

life the way you want<br />

to live. You can replace<br />

everything except time.<br />

If you want to overcome<br />

unproductive behaviors, habits, and attitudes that have held you<br />

back, you must become brutally accountable for how you’re using<br />

your time and life energy. And, even more importantly, what is the<br />

caliber of information you are allowing into your brain to program<br />

you daily of what is possible?<br />

Remember this: we all have LIFE-GIVING personal life habits<br />

such as exercising, eating right, and taking time to relax to reenergize<br />

our minds and bodies. For business, LIFE-GIVING habits<br />

would be activities such brainstorming in a real coaching group for<br />

knowledge to attract new business, finding better ways to use your<br />

resources, marketing that brings you income, acquiring exceptional<br />

staff, updating technology skills, and looking for new avenues to<br />

expand your income streams without working harder.<br />

We also have LIFE-REMOVING personal life habits, such<br />

as working too hard, not taking care of our bodies, not taking<br />

time with our loved ones, losing our temper, blaming others,<br />

negative thinking, excessive spending, overuse of mindless<br />

TV or computer time, procrastination, being late, and various<br />

other unwanted habits that detract you from enjoying life. Life-<br />

Removing business habits would be spending too much time<br />

on email or social media, not training staff, being close minded<br />

about what is possible, pricing too low, not creating new<br />

products and services, trying to reinvent the wheel, or having<br />

unclear boundaries.<br />

Are you guilty of any of these? It’s time to habit bust!<br />

Let me give you a big secret: first, admitting that you have the<br />

problem is part of the solution. Seeding your mind with other successful<br />

people’s wisdom or the habits of the wealthy is, without a<br />

doubt, one of the most important skills of success to overcome any<br />

unproductive behaviors or negative attitudes that have prevented<br />

you from becoming the creative, solution-oriented person you<br />

want to be, earning the money you want to earn, and living the<br />

type of lifestyle you want to live.<br />

MS. LEE MILTEER is an Intuitive Business Coach, award-winning professional speaker, and TV personality<br />

who has counseled and trained over a million people throughout her career. Lee is Stephen Oliver’s <strong>Martial</strong> <strong>Arts</strong><br />

Wealth Mastery’s Millionaire Smarts Coach and is also a best-selling author of educational resources. Milteer.com<br />

82 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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BUDO PHILOSOPHY<br />

A Particular Vision, Part 1<br />

By Shidoshi Alfredo Tucci<br />

“<strong>Martial</strong> art is the art of the mobilization and correct use of vital energy.<br />

Its techniques, positions, dances, and fights produce deep<br />

stimulations in the energy meridians of the internal organs and<br />

chakras, awakening our deeper and most unconscious feelings<br />

and sensations. Through that vibrational resonance with the primary,<br />

the movement of martial art revives in us our capacity to live<br />

in the present moment, as well as forgotten behavioral mechanisms,<br />

so necessary and balancing, as it happens in the case of the<br />

inhibition of aggressiveness and screaming, while making it easier<br />

for us to make an instant and intuitive assessment of reality.” –José<br />

Luis Paniagua Tébar<br />

Much of my training in martial practices was with a very special<br />

teacher, a man ahead of his time and a full-fledged transgressor.<br />

Back in the ’80s, José Luis Paniagua Tébar had a courageous<br />

experience, which, as expected in any revolution, didn’t satisfy<br />

anyone except, of course, those of us who lived it and<br />

participated in it.<br />

“Traditionalists” from both Taekwondo and<br />

Karate often looked at him with squinty eyes,<br />

and psychotherapists, who sent many of their<br />

clients to his classes, observed him with resentment,<br />

and I would even say with some envy.<br />

His heterodoxy led him to include in his classes<br />

Yoga, Tai Chi, middle-distance running (13 km),<br />

and especially a type of physical training in which<br />

particular attention was paid to the movement<br />

of energy flows.<br />

You had to learn the Taekwondo Hyons<br />

and their techniques, and of course,<br />

the Shotokan Kata forms and their<br />

techniques. But, above all, Paniagua<br />

put great emphasis in certain points<br />

generally ignored by other persons<br />

and systems, considering martial arts<br />

as a whole original that had been<br />

broken down into differences of<br />

cultural nuances behind which prevailed<br />

a holistic sense, long before<br />

that term began to be used.<br />

A supporter of the correct inclusion of Yin and Yang techniques<br />

in their right order and sequence, he maintained that this<br />

specialization was a DENATURALIZATION of <strong>Martial</strong> Art, with<br />

capital letters, an inclusive idea which led to a personal and very<br />

well-structured syncretic vision of an activity, which for others was<br />

nothing more than a sport, combat system, or cultural practice. He<br />

described it for the first time in a book whose title says it all: “<strong>Martial</strong><br />

<strong>Arts</strong>: Body-Mind Balance.”<br />

The idea of seeing martial arts as a practice focused on this<br />

purpose was very encouraging for a young Alfredo Tucci, hungry<br />

for knowledge and willing to reach the very core of things. I<br />

wasn’t the only one. An interesting group of practitioners joined<br />

the classes, a heterodox group without a doubt because, except<br />

for a few exceptions, probably none of them would have ever<br />

thought of wearing a kimono, much less kicking and punching;<br />

renowned psychologists, noted characters from the art world,<br />

financial aristocracy, medicine doctors, engineers, sociologists,<br />

many college students, and some occasional “thrill seeker” as<br />

the present writer.<br />

The TEAM—acronym for Taller Experimental de Artes Marciales<br />

(<strong>Martial</strong> <strong>Arts</strong> Experimental Workshop), formerly TEPAM,<br />

Taller Experimental y Psicodinámico de Artes Marciales (Experimental<br />

and Psychodynamic <strong>Martial</strong> <strong>Arts</strong> Workshop, the P fell<br />

with the early departure of a group of psychotherapists)—was<br />

a spectacular experience. To start, it didn’t look like a gym. In<br />

the no. 45 Pirineos St. of Madrid, the leaves of the Dehesa de la<br />

Villa Park trees practically slipped through the windows, and the<br />

park, crossing a quiet street, became on Mondays our training<br />

place, where we jogged under pines in that beautiful and welllooked-after<br />

haven of peace surprisingly located in the center of<br />

the capital of Spain.<br />

Paniagua was a master in directing the group energy flows<br />

based on his idea of cycles of rupture, expansion, stillness. People<br />

came out refreshed from classes. Even today the idea of training<br />

combat for an hour and a half, and then finishing the class doing<br />

Yoga and meditation, is an absolute transgression.<br />

SHIDOSHI ALFREDO TUCCI is the CEO and General Manager of the Budo International Publishing<br />

Company, a leading publisher in the martial arts with over 35 years in the industry. He is also author of several<br />

books: The Immaterial Dimension, The Way of the Warrior, and The Spirit. He currently lives in Valencia, Spain.<br />

86 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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or Call Jeff @ 407-895-1996


PRO SHOP POWER<br />

Get Paid to Advertise Your School<br />

By Mr. Sun Kang<br />

Many longtime school owners are aware of the three classes of advertising:<br />

1. Paid advertising<br />

2. Free advertising<br />

3. Profit advertising<br />

Everyone is familiar with paid advertising:<br />

you pay someone to advertise your school. You<br />

can pay a newspaper, television station, radio<br />

station, or printer who prints your flyers, but<br />

you pay someone real money to advertise your<br />

school.<br />

Many school owners are also aware of free<br />

advertising in the form of publicity, but not many<br />

schools use it. You can get publicity by submitting<br />

news stories to local newspapers, magazines,<br />

and radio and television stations. If you<br />

get a half-page article in the newspaper, that’s<br />

literally hundreds—maybe thousands—of dollars<br />

of advertising the paper is giving you for “free”<br />

(in exchange for giving them an interesting story). Likewise, if you<br />

get a two-minute video segment on the local news station, that’s<br />

definitely worth thousands of dollars, and again, you get it for free.<br />

How can you get more publicity? First, establish a relationship<br />

with your local media (newspaper, radio, TV) staff. The small-town,<br />

weekly papers and magazines are easier to work with, because<br />

they have less news and a smaller budget, so they generally<br />

appreciate any help you can give them. They like human-interest<br />

stories about local people, so all you have to do is supply them<br />

with a good story about your students. Some schools have their<br />

local paper print the results of each of their belt tests, tournaments,<br />

etc. They’ve also established themselves as<br />

local experts on safety, submitting a regular safety<br />

column.<br />

Larger, big-city daily papers are a little tougher<br />

to establish this kind of friendly relationship<br />

with, but they’re still interested in good stories<br />

that sell papers. All you have to do is create that<br />

story. A great way to become friendly with larger<br />

staffs like daily papers or TV news is to sponsor<br />

a charity event.<br />

The kind of advertising that we referred to in the title is profit<br />

advertising, where someone actually pays you to advertise your<br />

school. How can you get in on this great deal? You may already be<br />

doing some of it, but why not do more?<br />

You make a profit by advertising your logo on items for sale in<br />

your Pro Shop like school t-shirts, sweatshirts, jackets, equipment<br />

bags and back packs, etc. You can order them easily and inexpensively<br />

from Vision USA (1-800-424-5425), and then sell them at<br />

a profit. Every time your student wears the clothes or carries the<br />

bag/back pack, he advertises your school.<br />

Of course, you can compound the power of profit advertising<br />

with VIP cards, where the student gives them out to friends<br />

who ask about your school when they see the clothing or bag.<br />

The friend gets a free week, and the student earns a reward<br />

from your pro shop, like a t-shirt, jacket, or bag, and you continue<br />

the cycle.<br />

We strongly recommend that you take advantage of all three<br />

classes of advertising to promote your school. If you haven’t been<br />

using free publicity and profit advertising, be sure to add them to<br />

your toolbox to increase your enrollment this year! You have nothing<br />

to lose and everything to gain!<br />

MR. SUN KANG is the President of Vision <strong>Martial</strong> <strong>Arts</strong> Supply, Los Angeles Branch, who helps school owners all over<br />

the US maximize their retail sales and drive more revenue into their schools.<br />

88 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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MASTER THE BASICS<br />

Looking for ‘Teachable Moments’<br />

By Master Tina Bane<br />

While their academic schools may be students’ biggest source of education, that<br />

doesn’t mean your martial arts school is all about kicking and punching.<br />

Your school is an essential source of education of all types:<br />

physical, academic, social, etc. You may not realize it, but every<br />

day there are “teachable” moments just waiting to be shared with<br />

your students.<br />

A “teachable moment” is an opportunity during an activity or<br />

event where you can teach by example or use the activity as an<br />

illustrative example to help your students learn and grow. There’s<br />

an infinite number of teaching opportunities that occur every day.<br />

Think how impressed your students’ parents would be if their<br />

children came home saying, “You know what I learned in martial<br />

arts class today?”<br />

Having this kind of impact on students will pay<br />

dividends when it comes time for parents and students<br />

to renew their memberships, and will have<br />

a positive impact on your retention. Here are four<br />

foundational strategies for taking advantage of<br />

teaching moments and improving the quality of<br />

your school’s instruction:<br />

Discipline<br />

When children become unruly,<br />

discipline becomes necessary. It<br />

may seem like discipline is all<br />

about maintaining order and<br />

control, but it provides<br />

you with some great<br />

teachable moments<br />

as well. When two<br />

students are arguing,<br />

disciplining them gives<br />

you an opportunity to<br />

teach social skills and why<br />

it’s important to listen to other<br />

people’s points of view and not<br />

get into arguments. The social skills<br />

necessary to operate in society can<br />

be difficult for kids to grasp, but are very important aspects of their<br />

development nonetheless.<br />

Teaching Outside of the Field<br />

You may not think there’s much room for exploring things like<br />

math or English in your class, but there are also many teachable<br />

moments for these areas. Every drill is accompanied with counting,<br />

and this can be turned into a math exercise by having students<br />

count by twos or having them multiply and divide their drills. Students<br />

can also learn vocabulary words that you teach them during<br />

class games and activities.<br />

Stop and Demonstrate<br />

Repetition in the martial arts is essential to students perfecting<br />

their form and their practice. However, just because students have<br />

performed a movement over and over, doesn’t mean they’ve mastered<br />

the technique. When you can see that a student is performing<br />

a drill or activity incorrectly, stop the class and demonstrate the<br />

correct way for them. This is often the most effective ways to teach<br />

children as they get<br />

to model your<br />

movements.<br />

Field Trips<br />

Plan trips<br />

outside of the school<br />

so that you’re visiting<br />

a diverse range of<br />

events and locations.<br />

The local science<br />

center, art museum,<br />

and zoo all provide<br />

great places for<br />

students to learn and<br />

develop their core<br />

knowledge.<br />

MASTER TINA BANE is a 6th degree master instructor and owner of a Top Ten martial arts school<br />

with successful after school and summer camp programs.<br />

90 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2<br />

Photograph by SerhiiBobyk


Lee Milteer is an Internationally known and celebrated<br />

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INSTRUCTIONAL EXCELLENCE<br />

The Value of Forms<br />

By Grandmaster Tim McCarthy<br />

There are some who say the ultimate way to judge a martial arts technique is its selfdefense<br />

or street application. I respectfully disagree.<br />

Why? Because, to me, self-defense is only one aspect of the<br />

martial arts. In my martial arts, the best self-defense is NOT fighting.<br />

If I have to fight, I fight to win…but if I can avoid a fight with<br />

patience and cooperation, I think that’s a much more valuable skill.<br />

Of course, it all depends on your goals. If you have an MMA<br />

gym whose goal is to produce successful ring fighters, then the<br />

practical application of ring results is the ultimate judge of your<br />

success. On the other hand, if you have a family martial arts school<br />

where building confidence and respect are more useful to your<br />

students in their everyday lives than high kicks and<br />

submission holds, then the practical application<br />

becomes something entirely different.<br />

I consider myself a martial artist, not a fighter.<br />

I enjoy the art more than the martial. I haven’t<br />

been in a street fight in over 45 years, and even<br />

then it wasn’t much of a fight. If I spent those last<br />

45 years training only for street effectiveness,<br />

I would’ve wasted a lot of time. However, in my<br />

training, I developed strength, flexibility, balance,<br />

endurance, and self-control by practicing forms. I<br />

enjoyed my art like a dancer enjoys dancing,<br />

and pursued perfection in my expression.<br />

That pursuit led to the development<br />

of dedication, concentration, and<br />

indomitable spirit that bled over<br />

into other areas of my life, including<br />

huge dividends in health and<br />

fitness over the years. I’m not<br />

sure I would’ve gained all those<br />

“outside the ring” benefits had<br />

I only focused on fighting, and<br />

probably would’ve sustained<br />

a lot more injuries.<br />

I understand that what<br />

works for me may not work<br />

for you—we’re all different with different needs. My question to you<br />

is what are your students’ needs? Do they need to be the best street<br />

fighters in the city, or do they need to learn discipline, respect, confidence,<br />

and indomitable spirit? If your students are like mine, they’re<br />

in the second group, and the traditions of the martial arts are just as<br />

important as the effectiveness of the techniques—maybe more so.<br />

Some forms’ training actually does teach valuable self-defense<br />

techniques. I’ve heard that the older forms disguised the techniques<br />

because they were so deadly that students were only<br />

taught the true application after many years of study and achievement<br />

of sufficient rank. Some forms even disguised the techniques<br />

by separating them by one or two moves, so that what appears to<br />

be a series of blocks was actually a throw. Perhaps that’s why the<br />

techniques don’t always make sense to someone who thinks they<br />

know more than they actually do. To me, the martial arts are not<br />

about fighting, but about self-improvement using techniques that<br />

also have a self-defense application. Sparring is valuable because<br />

it helps reveal weaknesses in my techniques and improves my<br />

spirit of competition, but it’s only one aspect of a complete program.<br />

I would rather spend the bulk of my time focusing on how to<br />

make myself better through forms practice than on how to defeat<br />

someone else through sparring.<br />

I believe in the traditions of bowing and treating each other with<br />

respect because the attitude also works outside the ring. I believe<br />

the discipline in one-step sparring helps not only teach technique,<br />

but teach children to take turns, cooperate, and control both their<br />

gross and fine motor skills. I believe breaking teaches undeniable<br />

lessons about the power of our techniques. I believe forms practice<br />

is an artistic expression that challenges us in the relentless<br />

pursuit of perfection.<br />

In short, I believe in a complete martial arts program that has<br />

proven effective for generations over the opinion fighters who<br />

say their area of expertise is the only one that counts. If that line<br />

of reasoning were accurate, shouldn’t Mike Tyson have become<br />

president of the United States…or at least secretary of education?<br />

GRANDMASTER TIM MCCARTHY is a 9th degree black belt and is a martial arts educator<br />

with a master’s degree in education. He has been instrumental in developing two industry-changing<br />

programs, plus has directed and been featured in hundreds of martial arts videos and webinars.<br />

92 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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BUSINESS BUZZ<br />

The Top Ten Negative Habits<br />

That Keep You From Achieving<br />

Your Goals, Part 1<br />

by Grandmaster Lawrence Arthur<br />

…and what to do about them.<br />

It might seem like the most successful schools are just lucky,<br />

or in the right location, or were born under the right zodiac sign, or<br />

whatever other excuse you can come up with to keep from looking<br />

at what YOU are doing, or not doing, to build a successful school.<br />

I have the opportunity to coach many schools in all types of demographics,<br />

from small-town, part-time clubs to big-city, full-time<br />

operations with hundreds of active students, and I’ve identified<br />

several key components that the most successful<br />

schools are willing to do that the<br />

unsuccessful schools don’t do. Take a<br />

close look at this list and ask yourself<br />

how you can improve your school by<br />

taking action in each area.<br />

1. You don’t let business happen.<br />

You should make it happen every<br />

day. That means you have to run it like<br />

a real business—by the numbers, not<br />

by emotions. The numbers<br />

you need to be keenly<br />

aware of are: the<br />

number of inquires<br />

per day (10), the<br />

number of appointments<br />

from those<br />

inquires (75%),<br />

the number<br />

of introductory<br />

lessons from<br />

those appointments (50%), the number of enrollments (80%), the<br />

percentage of paid-in-fulls (PIF) from those enrollments (25%), the<br />

number of upgrade nominations made, the number of upgrade<br />

conferences given, the number of upgrades enrolled, and the<br />

number of PIF from those enrollments. There are other numbers<br />

that you need to be aware of, such as your per-day minimum gross<br />

and your daily goals.<br />

2. You think income is owed to you.<br />

If you think income is owed to you, you will fail to fulfill your<br />

responsibilities to your business and earn what you’re worth. You<br />

must create your action steps every day. Plan your marketing efforts<br />

and the income that you’ll ask for from the nine areas of our<br />

business the night before.<br />

3. You don’t have personal income goals.<br />

Decide what you want to earn and make it big enough to<br />

change your lifestyle. The old adage “pay yourself first” means you<br />

have to demand of yourself a wage that will enable you to live the<br />

lifestyle you desire and save for your “old self.” Your goal has to<br />

be motivating enough to get you to do the work necessary to earn<br />

your goal income.<br />

4. You’re way too cool to VIP.<br />

Make it a point to personally invite someone every day to take<br />

classes from you. Just go meet someone! Make them an offer<br />

they can’t refuse: a free month of classes and a free uniform. What<br />

would happen if you only got one person per day to take you up<br />

on your offer and only 50% of them enrolled?<br />

GRANDMASTER LAWRENCE ARTHUR has been a martial artist, specializing<br />

in Karate, Kung Fu, Kenpo, Shotokan, and Goju Ryu, since 1968. He owns 40 Super Kick Karate<br />

locations and is founder of the American Freestyle Karate Association (AFKA). A world champion<br />

and hall of famer, Lawrence also runs the Black Belt Success Systems consulting firm, which trains<br />

martial arts instructors on proper business practices and is used by schools all over the country.<br />

94 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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MARTIAL ARTS PHILOSOPHY<br />

A Diary of a Black Belt, Part 4<br />

By Sensei Gary Lee<br />

Bull in the Ring in Acapulco, Mexico<br />

16 months later<br />

5th Green Belt/Black stripe<br />

I have been an advanced student<br />

now for almost a year,<br />

and today I test for my<br />

black stripe. This<br />

will be a two-part<br />

story of what<br />

I feel now and<br />

how I feel after<br />

the test. I have to<br />

admit it has been<br />

tough. These<br />

classes are harder,<br />

more complicated, and<br />

way over my head. I have to<br />

listen and watch the black belts.<br />

They’re a tight-knit<br />

group, very<br />

friendly but<br />

stern.<br />

I didn’t understand<br />

washing<br />

the toilets and<br />

cleaning the bathrooms<br />

the first three months before I could work<br />

out, but now I do: you earn everything,<br />

and when you do, you appreciate<br />

it so much more. Cleaning<br />

earned me the privilege to<br />

learn more, for it humbled<br />

me in a way you can’t<br />

explain unless you<br />

experience it, and<br />

the black belts<br />

knew that.<br />

Sure, they’d make fun of me, but they would also teach me, guide<br />

me, and beat the crap out of me. They taught me how to love the<br />

pain! My next entry will be after<br />

the test. Five black<br />

belts are going<br />

up in dan rank.<br />

Guess I’m<br />

going to be<br />

fresh meat,<br />

hope not, but<br />

don’t mind<br />

since all of<br />

them beat me<br />

up every night<br />

anyway!<br />

I’m sitting in back<br />

of this Japanese sushi bar<br />

over on the Big Island, and the entry<br />

about the test is pretty short and sweet.<br />

I passed, got my butt kicked all over the<br />

place, broke my first board, and saw one of<br />

the black belts go berserk in Bull in the<br />

Ring. He wasted a couple of dudes; I<br />

mean knocked them out cold. They<br />

had to be revived with smelling<br />

sauce.<br />

I was so nervous when they<br />

called my number to grab him; he<br />

dumped me but didn’t hurt me like he did those black belts. Scary<br />

as hell, real Karate!<br />

I feel it was one of my best tests. Starting to understand how<br />

the animals play their part also didn’t bleed (!). No broken bones!<br />

And my gi didn’t get ripped. I’ve gone though three uniforms,<br />

ripped and torn from my body.<br />

Finally, for my birthday, I got a Tokaido brand 14-ounce canvas<br />

from Japan.<br />

Sensei said I will “grow old with this gi.” Oss!<br />

SENSEI GARY LEE, the American Samurai, is a 9th Dan black belt, a USA Karate<br />

Federation gold medalist, winner of five Super Grand National Titles, a featured actor in<br />

the movie Sidekicks, and is the founder of the National Sport Karate Museum.<br />

96 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2<br />

Photograph by Michael Burrell


Protecting the History, One Warrior at a Time<br />

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MANAGEMENT EXCELLENCE<br />

Do You Spend or Invest Your Time?<br />

By Chief Master Kirk Pelt<br />

Motivational speaker Brian Tracy is fond of citing the Pareto Principle, which is<br />

basically the 80-20 rule. In a martial arts school, the rule can be applied to tuition<br />

billing in that 20% of your students will take up 80% of your time with billing problems.<br />

In any group there’s always that bottom 20% that causes trouble.<br />

Some may actually be troublemakers, but most are suffering<br />

from an accident or bad circumstances. Regardless of the reason,<br />

they have problems, and therefore, you have problems.<br />

What if I told you that you could change the 80-20 rule and<br />

reduce that 20% to zero?<br />

With AMS Billing, you can.<br />

AMS will handle all of your tuition billing, including that<br />

dreaded 20% of problem students, so that you can<br />

invest 100% of your time in better instruction and<br />

promoting your school.<br />

It just makes sense to separate tuition billing<br />

from instruction. The master should focus his<br />

attention on helping students improve, not on being<br />

a bill collector. Students who have a financial<br />

problem should speak to a financial counselor, not<br />

their master instructor.<br />

Many schools assign a member of the school<br />

staff to take on the role of bill collection to insulate<br />

the master. However, this situation still<br />

creates an adversarial relationship between<br />

the student and the school.<br />

It’s far better to have a middleman<br />

absorb the abuse and maintain<br />

a positive relationship between<br />

the student and the school.<br />

Now, some people will<br />

say that hiring a middleman<br />

is too expensive. In reality,<br />

hiring a professional saves<br />

you money. AMS account<br />

representatives are trained<br />

in the latest programs and<br />

techniques to achieve the highest rate of collection in the industry.<br />

They’ll get you more money than your staff would because they<br />

have the knowledge and experience that your staff doesn’t. Plus,<br />

they follow the guidelines of the Fair Debt Collection Act, so you<br />

and your school won’t be subject to lawsuits for unfair practices.<br />

Even more important is the fact that AMS is not just a tuition billing<br />

company. They’re also a marketing and management company,<br />

helping you enroll more students, keep them longer, and manage<br />

your school better.<br />

Think about it—if you took the time you and your staff spend<br />

dealing with problem accounts and turned that into time spent<br />

recruiting new students, how much more income would you make?<br />

Now add to that programs and promotions that have been proven<br />

effective all over the country to add ten or more new students a<br />

month, and thousands of dollars in income, and you have a service<br />

that doesn’t cost you money, it makes you money.<br />

So, the question remains: do you spend your time chasing<br />

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AMS can save you time and make you money. Invest five minutes<br />

in a phone call at (800) 275-1600 to find out more.<br />

CHIEF MASTER KIRK PELT is an 8th degree black belt and is the President of a multimillion<br />

dollar, multi-school organization, has a 30-year track record of success, and is currently on<br />

the leading edge of martial arts curriculum and business innovation.<br />

98 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2<br />

Photograph by Ratana21


59 A Touch of Zen<br />

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MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2 99


THE WARRIOR WAY<br />

Twenty Ways To Keep Your<br />

Attitude Positive, Part 2<br />

By Grandmaster Bill Clark<br />

Physiology Plays a Huge Part in How You Feel<br />

Pay attention to your own body language. Stand up straight,<br />

shoulders back, and smile in this position. It’s impossible to feel<br />

bad. Do the opposite and it’s alarmingly easy to feel bad. I regularly<br />

practice Tai Chi and Qigong. This practice has kept my posture at<br />

the top of my mind. This allows me to look and feel my best.<br />

Exercise Daily<br />

● Workouts of any kind create endorphins, which is a chemical<br />

produced in the body that makes you feel better by creating a<br />

natural high.<br />

● Don’t ride whenever you can walk.<br />

● Walk and bike whenever you can.<br />

● Park in the spots furthest from the store.<br />

● Take the stairs, not the elevator.<br />

● Walk between terminals in airports where possible.<br />

● Do anything to increase your number of daily steps and<br />

calorie burn.<br />

My life has been staying in good physical shape through the<br />

practice of martial arts. Grandmaster Y.K. Kim tells how this was<br />

vitally important to him when he was fighting in the PKA and how<br />

he continues today.<br />

Have a Goal<br />

People with goals are more motivated and positive because<br />

they have a destination and something worthy to accomplish.<br />

People without goals are trying to find a new destination without<br />

a map or GPS and often get frustrated. Turn your dreams into real<br />

goals with plans and deadlines! Mr. Kim set my first goal for me.<br />

This set me on the path of lifetime goal setting, including goals for<br />

opening up my first school. That’s what made it successful.<br />

Use Positive Words to Describe Your Life<br />

When someone asks, “How are you?” instead of answering,<br />

“I’m fine” like most people, use words that open the doors of success,<br />

such as “fantastic,” “stupendous,” “remarkable,” or “brilliant!”<br />

GRANDMASTER BILL CLARK is a 9th degree black belt and a former PKA Fighter of<br />

the Year. He is widely considered one of the top experts in martial arts business with over 50 years<br />

of leadership and innovation, having been inducted into almost every Hall of Fame in the industry. He<br />

is one of the largest multi-school owners in the world.<br />

100 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2<br />

Photograph by phototechno


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STAFF DEVELOPMENT<br />

How to Have a Five-Star Curriculum<br />

in a Multi-School Organization<br />

By Master Zulfi Ahmed<br />

In my multi-school organization, we have an eclectic curriculum. The curriculum is by<br />

itself a unique system: it’s not pieces, it’s a whole all by itself.<br />

My system, Bushi Ban, isn’t described as kicking, punching; it’s<br />

a collective system. Let’s say I’m giving you advice on how to make<br />

your martial arts school a five-star school, which will provide you with<br />

retention, financial success, and integrity-based martial arts teaching.<br />

The first star is people. It’s all about your leaders, personnel,<br />

prospects, population, and students. Leadership has to be ever<br />

evolving. It takes responsibility to lead, but when you lead, lead<br />

for their benefit, not yours. The personnel have to have the same<br />

vision, mission, and thought process as the leader. The prospects<br />

must connect to your system. The population is all about how<br />

we’re catering and servicing populations of people.<br />

The second star is your product. Taekwondo, for example, is<br />

the product. That’s what we give, and it’s always going<br />

to be needed. The martial arts are not going out of<br />

style or need. I tell my students, “You found the<br />

fountain of youth. You found a lifestyle that will<br />

make you healthier, happier, and just give you<br />

life within your life.” The product is what you<br />

teach on the floor, how you teach, when you<br />

teach, why you teach what you teach.<br />

The third star is your business model. Are you<br />

in a sprint or a marathon? Are you there for the<br />

long term? Is your student growing with you and expanding,<br />

or is the student there for only six months,<br />

six weeks, three years? Are they going to go<br />

or grow old with you? You are in a lifelong<br />

relationship. You and your student grow,<br />

evolve, learn, and share together.<br />

Your fourth star is your culture.<br />

What culture are you providing? Are<br />

you providing a militaristic culture like, “I’m the Grandmaster<br />

and you’re my humble student,” or I am equal to you and we’re<br />

friends? We care about each other. We want to benefit each other.<br />

We have to have a win-win situation. Is your culture friendly?<br />

Dry? Warm? Welcoming? Is the atmosphere genuine?<br />

The fifth star is very important: you can have all of the above<br />

four, but if you don’t have the fifth star, then you only have limited<br />

success. The fifth star is becoming a community. Does your school,<br />

your organization, represent a community-based brand? I’ll give<br />

you two different examples: Hell’s Angels, the motorcycle gang,<br />

that’s also community. They’re based on their philosophy and principles.<br />

People who drive a Porsche, they also have a community.<br />

There’s a community at ATLAS. Your organization is a community.<br />

Your martial arts school or organization, do people feel it’s a community<br />

or is it a business? Does the community have a culture, or<br />

do people just come for a business transaction and then they’re<br />

out? Is it business centric or people centric?<br />

People, product, at the end of the day, we can have all of the<br />

above. But if the product is poor or weak, you can only keep<br />

people connected for so long because when people come to you,<br />

they don’t come to you because of who you are or what kind of<br />

culture or community you have; they come to you for the product.<br />

They want to learn something from you, and they’re assuming that<br />

you can fulfill their wants and needs and address their challenges;<br />

you’re a problem solver for them. The balancing act of a successful<br />

business is to put people first, then your product, business model,<br />

culture, and then your community. Is it a community or just a transactional<br />

process? Anybody running any type of business, regardless<br />

of whether it’s martial arts, if they keep the five stars in mind, I<br />

think they will be very successful.<br />

GRANDMASTER ZULFI AHMED has amassed acclaim as a world-class competitor, martial<br />

arts educator, and is most notably founder and designer of the internationally renowned style, Bushi Ban.<br />

With over 45 years of martial arts experience and over 300 martial arts awards, his schools include ten<br />

locations across Texas.<br />

102 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2


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Tools & Tactics<br />

Make Enrollments Fun<br />

By Ms. Chris Lee<br />

All year ’round, you emphasize enrollments. For your business, bringing in new<br />

students is what it’s all about.<br />

You and I both know that without making new enrollments, your<br />

school will eventually tank.<br />

For your staff, driving and motivating them to promote your<br />

school for the business’ benefit is probably easier said than done,<br />

but for good reason. Sometimes it’s hard to stay motivated on<br />

something at all times.<br />

So, as a way to make things more exciting in your martial<br />

arts school, conduct fun competitions to see how many students<br />

each of your staff members can enroll. Usually you look<br />

at your enrollment ratios every month. This<br />

fun and exciting way of getting your<br />

staff more determined would put your<br />

school on a daily check of enrollments<br />

and ultimately boost your<br />

school’s enrollment drastically.<br />

By organizing fun ways to get<br />

your staff more motivated to grow<br />

the school, they will be more<br />

creative in their persuasion, more<br />

savvy in their methods, take more<br />

initiative, be more willing, and<br />

happier on their job.<br />

A normal day of teaching<br />

will become a day of<br />

teaching and recruiting. If<br />

they don’t enroll someone,<br />

they’ll feel guilty and disappointed.<br />

Not that you want<br />

that to affect them, but a<br />

passionate team member<br />

is a good team member<br />

and one that cares.<br />

Now, of course,<br />

they’re not just pushing<br />

for enrollments because<br />

of a competition. There<br />

are awards involved. The added enrollments will allow you to be<br />

more flexible and rewarding a monthly staff winner will set the<br />

bar high for everyone. Such an award can be an “employee of the<br />

month” certificate, photo, or perhaps a minor raise for every one<br />

they win.<br />

There are really so many ideas you could come up with. Your<br />

staff will be urged to arrange their own promotional ideas, and<br />

carrying them out can’t hurt your school. The combination of extra<br />

effort and time for each staff member will add so many enrollments,<br />

and improve student retention so much, that it could push<br />

your school to new heights.<br />

After a period of time, you can upgrade the look of your school,<br />

purchase new equipment or uniforms, or even hire more staff and<br />

add programs to your other curriculums, such as an exhibition<br />

team, sparring tag team, cage fighting class, etc.<br />

It’s all up to you!<br />

If you’d like to learn more about different enrollmentgenerating<br />

promotions, please feel free to give me a call at<br />

1-800-275-1600.<br />

MS. CHRIS LEE is a martial arts business development consultant with a background in online and<br />

social media marketing.<br />

104 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2<br />

Photograph by AndreyKaderov


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