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Martial Arts World News Magazine - Volume 22 | Special Edition

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

SPECIAL EDITION<br />

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

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

GRANDMASTER<br />

H.K. LEE<br />

The First Ever<br />

Chuck Norris<br />

Presents UFAF Induction<br />

Ceremony & Awards<br />

Jackie Chan<br />

Commences Shoot For His<br />

<strong>Martial</strong>-arts Comedy ‘Ride On’<br />

GRANDMASTER<br />

OF THE YEAR!


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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 />

UFAF International Training Conference<br />

and <strong>World</strong> Championships<br />

Beginning July 18th UFAF<br />

students, instructors, and<br />

school owners from all over<br />

the world enjoyed a weekend<br />

filled with camaraderie,<br />

connection, and learning.<br />

The event featured<br />

business training sessions, Instructor<br />

Development Series,<br />

and the Black Belt Judges<br />

Meeting & Certification.<br />

Attendees enjoyed training<br />

in The Chuck Norris System,<br />

Bunkai, Striking Technique, Kama Fundamentals and more!<br />

One of the highlights of the training sessions was a special<br />

session with UFC <strong>World</strong> Champion George St-Pierre.<br />

Competitors participated in<br />

the UFAF <strong>World</strong> Championships<br />

for Kata, Weapons, Fighting,<br />

and Demo Teams.<br />

The Gala culminated in a<br />

formal awards banquet that<br />

included the Masters Rank<br />

Induction Ceremony and<br />

awards by Grandmaster Chuck<br />

Norris, which notably highlighted<br />

Crosby Broadwater III who<br />

received the award for Most<br />

Inspirational Member.<br />

To see more highlights watch: youtu.be/J6N8eq6TmjU and to<br />

learn more about the UFAF visit UFAF.com<br />

Look Out For Jackie Chan’s<br />

Latest Feature, “Ride On”.<br />

J<br />

ackie Chan who is still one of the world’s most exciting action movie stars, but<br />

has recently been making Chinese-language movies. His latest movie is “Ride<br />

On,” which is loosely translated from Chinese to mean “Dragon Horse Spirit.”<br />

In “Ride On,” Jackie plays a martial artist named Lao Luo, who although past<br />

his prime still has a great affection for his longtime stunt horse, Chitu. Lao Luo has<br />

some financial difficulties and the people he owes money threaten to take Chitu<br />

away as payment. Chan’s character sets out on a cross-country trip to see if his<br />

daughter and her boyfriend will help with the dire situation. The film is a feel good<br />

comedy portraying a man’s love for his horse.<br />

Ride On is produced by Alibaba Pictures and directed by Larry Yang Zi who is<br />

well known for good feel movies about animals. The project officially finished filming<br />

back on Thursday, November 11, 2021. and celebrated with a huge cake and a<br />

large carrot as a treat for Chan’s horse co-star.<br />

So the next question is when will Ride On premiere? Currently an official<br />

release date has not been set, but Variety reported that the movie will premiere in<br />

20<strong>22</strong>. They say that a post-production phase ordinarily takes about half a year, so<br />

the soonest “Ride On” might premiere would be in May 20<strong>22</strong>.<br />

Since the movie has an English-language title, although there is no theatrical release<br />

date in the United States it’s a good sign that the film will be released stateside.<br />

If it never gives a theatrical release, most likely it will be available in the U.S.<br />

on a streaming service like Hulu or Amazon Prime like Chan’s movie Vanguard.<br />

Here’s a preview in Chinese with English subtitles -<br />

https://youtu.be/e-6YN7uQx_o<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


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And MUCH More!<br />

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


EVENTS<br />

The First Ever<br />

U.S. Kukkiwon Expo<br />

Open Forum with Kukkiwon’s president Grandmaster Dr. Lee, Dong Sup.<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<br />

Poom/Dan Examiner Course, an Open<br />

Forum and Banquet with the Kukkiwon<br />

President, an exciting performance of the<br />

world famous Kukkiwon Demo Team and a<br />

powerful dojang business growth seminar<br />

- Leading Through a Crisis (open to school<br />

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

why there is so much anticipation and excitement<br />

in the martial arts industry!<br />

We’re proud to support the Kukkiwon’s efforts<br />

to professionalize their schools, update<br />

their curriculum, help each school operator<br />

become more successful, and spread the<br />

benefits of high quality martial arts training<br />

throughout the world.<br />

Here are a few more details:<br />

The Presidents Cup Championship is an<br />

open competition for all ages and levels of<br />

Tae Kwon Do practitioners. The competition<br />

categories will be in Forms, Sparring,<br />

Breaking, and Demo Team presentation.<br />

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

International Championship Title.<br />

The Kukkiwon Academy will feature<br />

two certification courses. It will consist of<br />

a 7 day Certification Course that will be<br />

for International Taekwondo Master and<br />

Taekwondo Poom/Dan Examiner. Also, the<br />

recently published Kukkiwon practical selfdefense<br />

course will be showcased as well.<br />

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

seminar, designed to help school operators<br />

recover from the COVID crisis, and<br />

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

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

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

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

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

Grandmaster Lee, Dong Sup. The forum will be an open discussion<br />

covering the development of Taekwondo in which Grandmaster<br />

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

further improve relations with Taekwondo leaders in the west.<br />

The <strong>World</strong> famous Kukkiwon Demo Team will put on a performance<br />

to be remembered. They will be presenting the new<br />

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

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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 />

LEADING THROUGH A CRISIS<br />

It’s time for dojang owners to rebuild<br />

their school that COVID-19 has shaken<br />

July 3–July 4<br />

KUKKIWON DEMO TEAM<br />

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International Master and/or<br />

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June 27–July 4<br />

OPEN FORUM/BANQUET<br />

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Dinner Banquet with<br />

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July 1<br />

“I look forward to meeting all<br />

Taekwondo families at the 20<strong>22</strong><br />

USA Kukkiwon Taekwondo Expo”<br />

President of Kukkiwon,<br />

Grandmaster Dr. Lee Dong Sup<br />

• HONORARY CHAIRMAN Gregory Murphy - US Congressman<br />

• KUKKIWON PRESIDENT Grandmaster Dr. Lee Dong Sup<br />

• CHAIRMAN OF THE ORGANIZING COMMITTEE: Grandmaster H. K. Lee<br />

• CONTACT Grandmaster Jun Lee, Kukkiwon Spokesperson for International Affairs<br />

info@kukkiwonexpo.com<br />

www.kukkiwonexpo.com<br />

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 />

School Because of ATLAS’<br />

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

Atlas <strong>Martial</strong> <strong>Arts</strong> Software system helped him move into a new location and helped<br />

him retain his adult students.<br />

MAWN: You’ve had some<br />

tremendous growth in the past few<br />

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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GRANDMASTER<br />

H.K. LEE<br />

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

to announce our 20<strong>22</strong> Grandmaster of<br />

the Year is Grandmaster H.K. Lee.<br />

You are worthy of this award due to more than 55 years<br />

of dedication to teaching excellence through the martial<br />

arts. You are internationally known and respected as an<br />

exceptional Taekwondo technician, competitor, teacher,<br />

philosopher, and promoter. You have been a great<br />

leader for our industry, for your students, and for your<br />

community. Thank you for your service to the industry<br />

and congratulations on being named the <strong>Martial</strong> <strong>Arts</strong><br />

<strong>World</strong> <strong>News</strong> <strong>Magazine</strong> 20<strong>22</strong> Grandmaster of the Year.


GRANDMASTER<br />

OF THE YEAR!


COVER STORY<br />

Grandmaster H.K. Lee’s Accomplishments Have Been Featured in Virtually Every <strong>Martial</strong> <strong>Arts</strong> Publication of Note.<br />

Grandmaster H.K. Lee was born in South Korea and later immigrated<br />

to the United States where he made Herndon, Virginia<br />

his second home. He received his U.S. citizenship in 1981. Since<br />

then, Grandmaster Lee has dedicated himself to being a strong<br />

community-minded citizen of his new country. He travels around<br />

the USA and many other countries in order to help those in need<br />

and promote the benefits of TaeKwonDo for everyone. He has<br />

helped many organizations raise hundreds of thousands of dollars<br />

for charity and his own TaeKwonDo Academy has raised tens of<br />

thousands of dollars for worthy charities.<br />

Internationally known and respected as an exceptional Tae-<br />

KwonDo technician, a top competitor, a caring, talented teacher<br />

and a deep philosopher, Grandmaster H.K. Lee is an incarnation<br />

of <strong>Martial</strong> <strong>Arts</strong> excellence. As stated in USA Today: “In the world of<br />

TaeKwonDo H.K. Lee is a super star.” Here are some of his impressive<br />

credentials below:<br />

● Korean National President’s Award, received at the Grand<br />

Opening of TaeKwonDo Won (world hub of TaeKwonDo in<br />

Korea) Only eight grandmasters in the world have received<br />

this honor! 9/4/2014 #194901<br />

● Outstanding Citizen Commendation by Virginia House of<br />

Delegates (2006 House Resolution #503)<br />

● U.S. TaeKwonDo Grandmaster’s Society Hall of Fame (Ambassador<br />

Category)<br />

● International <strong>Martial</strong> <strong>Arts</strong> Hall of Fame for Education Leadership<br />

● Former Chairman of Education for <strong>World</strong> TaeKwonDo Headquarters<br />

Kukkiwon 3/16/2010 #1010817<br />

● Former Vice Chairman of Education for the <strong>World</strong> TaeKwon-<br />

Do Federation 9/8/2005 #2005-403<br />

● Former Chair of the USTU (now USAT) National Education/<br />

Certification Committee for ten years.<br />

● 9th Degree Black Belt by the Korea Moo Duk Kwan Association<br />

● 9th Degree Black Belt by the <strong>World</strong> TaeKwonDo Headquarters<br />

/ Kukkiwon<br />

● Certified 1st Class International Grandmaster by Kukkiwon<br />

● Certified High Rank Examiner by Kukkiwon<br />

● Author of “Tae Kwon Do Instructional Reference and Curriculum<br />

Book”<br />

● Cover story of Black Belt <strong>Magazine</strong> (January 1996)<br />

● Two times cover story of TaeKwonDo Times (1992 yearbook,<br />

April 1995)<br />

● 1984 Hall of Fame in the <strong>World</strong> by Traditional TaeKwonDo<br />

magazine<br />

● 1984 Master Instructor of the Year by the American TaeKwon-<br />

Do Federation<br />

● 1985 Man of the Year by American TaeKwonDo Federation<br />

● 1986 Man of the Year by <strong>World</strong> TaeKwonDo magazine<br />

● Former President of the first combined Virginia AAU (now<br />

USAT) TaeKwonDo Association<br />

● First President of the Washington, DC, Area TaeKwonDo<br />

Masters Association<br />

At this time, I would like to thank Grandmaster H.K. Lee, who,<br />

even with his very busy schedule, made time to interview with us<br />

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


COVER STORY<br />

today! Also, I am very confident that what he is about to share with<br />

us can give so much benefit to many TaeKwonDo families!<br />

MAWN: Grandmaster Lee, why did you choose to come to the<br />

USA and how long have you been in the USA?<br />

HKL: As you know, the USA has the most opportunity and is the<br />

fairest country. Also, I really appreciate this country. I was born in<br />

April. 1947, two years after Korea’s independence from Japanese<br />

occupation and three<br />

years before the Korean<br />

Civil War. Without the<br />

sacrifices of the United<br />

States and the <strong>World</strong><br />

Freedom Fighters, I<br />

might not be here today<br />

and all of Korea would<br />

be ruled by communist<br />

dictators.<br />

So for the last 46 years, while I am giving TaeKwonDo instruction,<br />

I have been promoting the true meaning of TaeKwonDo, and<br />

at the same time, even if it’s a small thing, I believe I returned many<br />

favors to the USA!<br />

MAWN: What do you mean by returning favors to the USA<br />

through TaeKwonDo instruction?<br />

HKL: Because of what I taught<br />

to our community through Tae-<br />

KwonDo instruction. First of all, I<br />

have mentored good character<br />

and citizenship, such as humility,<br />

respect, self-discipline, patience<br />

and care for others, to accomplish<br />

greater things in students’ lives<br />

and make a difference in<br />

the world. I have also<br />

promoted healthy<br />

minds and bodies<br />

while teaching selfdefense<br />

skills that<br />

build confidence<br />

and freedom from<br />

fears.<br />

MAWN: Can<br />

you give me some<br />

specific examples<br />

of some ways you<br />

would teach these<br />

qualities through<br />

TaeKwonDo instruction?<br />

HKL: 1st: practice<br />

attention stance to build<br />

active listening skills in<br />

everyday life.<br />

2nd: train to be<br />

strong in mind and<br />

body, while at the<br />

same time practicing how to<br />

be humble and gentle to become a respectable individual.<br />

3rd: practice speed and proper timing for everyday life, when<br />

and how fast and the right time to take actions.<br />

4th: practice cooperating while performing offense and<br />

defense with one’s partner to help improve each other’s selfdefense.<br />

Expand this idea to become a great servant for others in<br />

our society.<br />

“I really appreciate this country…Without the<br />

sacrifices of the United States and the <strong>World</strong><br />

Freedom Fighters, I might not be here today…”<br />

Taekwondo is a Family Affair - Grandmaster Lee here with his youngest daughter<br />

Janelle Pham, Grandson Teddy, Granddaughter Sadie.<br />

5th: teaching the use of precision techniques and proper use<br />

of timing for better self-defense. Build habits of taking the right<br />

actions, at the right time.<br />

6th: teaching how to take proper actions from different directions<br />

for defense and offense to learn how<br />

and where to stand. Apply this to daily<br />

life to establish clear guidelines while<br />

performing different tasks.<br />

Of course, there are many other<br />

ways where TaeKwonDo action<br />

philosophy can be applied to daily life.<br />

These are just a few examples.<br />

MAWN: Someone said the United<br />

States America is very different<br />

from 50 years ago right before<br />

you came to the USA.<br />

What do you think about<br />

America today?<br />

HKL: When I was<br />

in Korea I thought<br />

that Americans are<br />

the most polite, well<br />

dressed, and disciplined<br />

people in the<br />

world because I saw<br />

all of them showing<br />

lots of confidence<br />

through saying “Sir”<br />

or “Ma’am” to each others,<br />

shaking hands with warm<br />

smiles, as well as taking care<br />

of all the needy people, etc.<br />

But I think today our young<br />

people have become too<br />

casual with health, dress and<br />

language, and they are losing<br />

lots of self-discipline as well<br />

as confidence!<br />

MAWN: How do you think we<br />

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


COVER STORY<br />

At the Taekwondo Won Training Facility in Korea - Left to Right - Dr. Ji bang Yang (President of Korea TKD Association), Dr. Jung won Choe( President of <strong>World</strong> TKD<br />

federation), Dr. Sang Wook Lee( President of TKD Won), Grandmaster H.K. Lee, Professor Kuk Hyun Jung (Secretary General for TKD Won)<br />

can improve and reinforce positive traditional values?<br />

HKL: Take TaeKwonDo classes! You will realize TaeKwonDo is<br />

an action philosophy as described above! TaeKwonDo practice will<br />

give you all of those answers!<br />

MAWN: I can see why all around the world TaeKwonDo practitioners<br />

highly respect you! Would you mind giving<br />

some advice to all our TaeKwonDo practitioners<br />

around the world?<br />

HKL: I am sharing what I practice daily and try to<br />

follow these famous wise remarks…with my humble<br />

advice:<br />

“Always bear in mind that your own resolution<br />

to succeed is more important than any one thing.”<br />

(Abraham Lincoln)<br />

“Success is not final, failure is not fatal, it is the courage to continue<br />

that counts” (Winston Churchill)<br />

“Success is simple, do what’s right, the right way, at the right<br />

time” (Arnold Glasgow)<br />

“Superior technique is realized through a strong desire to<br />

achieve your goals!” H.K. Lee (unknown original author)<br />

“Dreams come not by thinking and wishing, but from hard work<br />

and earnest effort.” H.K. Lee (unknown original author!)<br />

“Perfection is not attainable, but if we chase perfection we may<br />

catch excellence!” (Vince Lombardi)<br />

“leaders never wait for things to<br />

happen, but make things happen!”<br />

MAWN: Do you mind giving us some advice on how to follow<br />

these examples?<br />

HKL: Of course, first, I would like to suggest to everyone, if you<br />

want to become experts at anything, you must practice repeatedly<br />

over and over again until that becomes your second nature! You<br />

can make your dream a reality!<br />

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


COVER STORY<br />

Dr. Kyung Duk Kim (<strong>World</strong> Kukkiwon 9th Dan, Assocition President presenting<br />

Association’s Vice President Certificate to Grandmaster H. K. Lee at the<br />

President’s office)<br />

<strong>World</strong> TKD Federation Headquarters with: Il Chool Kim (Director of Office),<br />

Young Won Jun (President of Global TaeKwonDo Support Foundation for Peace,)<br />

Dr. Jung Won Choe (President of <strong>World</strong> TaeKwonDo Federation),<br />

Grandmaster H. K. Lee<br />

Taekwondo Plays a Significant Role in the Culture and Politics of Korea: Grandmaster Seong Wan Lee (Ji Do Kwan Supreme President), Grandmaster H.K. Lee, Ha Jin<br />

Song (Governor of Jeon Buk province Korea), Jung Soo Hwang( Mayer of Mu Ju County, Jeon Buk, Korea), Hyung Hwan You (President of Jeon Buk TKD Association),<br />

Dong young Jung (former Congressman and Korean Presidential Candidate)<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2 39


COVER STORY<br />

Grandmaster SaeHyuck Kim (<strong>World</strong> renown Korean Olympic and many times National Team Head Coach),<br />

Grandmaster H.K. Lee, Dr. Dong Sup Lee (president of Kukkiwon)<br />

Also I would like to see all of the TaeKwonDo family members<br />

practice to eventually become confident and great leaders rather<br />

than followers! Remember leaders never wait for things to happen<br />

but make things happen! Also Leaders are never afraid to make<br />

mistakes!<br />

Goethe said, “Whatever you can do<br />

or dream you can, begin it; boldness has<br />

genius, magic and power in it!”<br />

MAWN: Lastly, I hear that you are organizing<br />

a 20<strong>22</strong> USA Kukkiwon Expo in your<br />

area! Would you like to explain to us what<br />

that is about and why you decided to host<br />

this big event?<br />

HKL: first, to promote the authentic<br />

martial art, Kukkiwon TaeKwonDo, through<br />

the Expo!<br />

When Kukkiwon President Dongsup<br />

Lee stopped by my dojang for a short<br />

greeting visit, he shared with me about his<br />

trip to the USA, on his way home to Korea<br />

(after presenting an honorary black belt<br />

to Donald Trump, former president of the<br />

USA).<br />

At that time he thoughtfully expressed<br />

how he wanted to have some of the biggest<br />

Kukkiwon events at the hub and world<br />

capital - Washington, DC. He asked me to<br />

thoroughly research the possibilities. Then,<br />

if possible, he said he would like to humbly request that I would<br />

consider organizing the Kukkiwon Presidents Cup TaeKwonDo<br />

Championship in Washington, DC!<br />

At first I was very hesitant because the preparation time was<br />

too short, as well as I considered that I may be too old to be con-<br />

Grandmaster Lee and His Students Take a Trip to the Korean Presidential Palace (The Blue House)<br />

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


COVER STORY<br />

Mi Ae Choo (Former Korea’s Attorney General, Majority Leader Congresswoman Visits Students at Grandmaster Lee’s Dojang)!<br />

ducting these types of big events!<br />

However, after thinking it over seriously, we realized that however<br />

small our contribution might be, the timing and magnitude<br />

of this event could contribute much to the globalization of Tae-<br />

KwonDo, and give very important guidance and encouragement to<br />

many of our TaeKwonDo families after suffering from the Covid-19<br />

Pandemic.<br />

So after much consideration of how we may have to sacrifice<br />

a lot of time and money, we decided to rent a 1st class arena for<br />

future reference, social standing and the reputation of Kukkiwon as<br />

well as the globalization of Kukkiwon TaeKwonDo!<br />

All TaeKwonDo families please come and join us to witness this<br />

first of its kind event in person! I believe you will be proud to be<br />

Grandmaster Lee and His Oldest Daughter April Myung-Hee Lee<br />

The Lee Brothers have Forged a <strong>World</strong> Class Organization of Taekwondo Schools<br />

- Left to Right: Jung Ho, Sang Ho, Byung Seok, Jun. K.S., H.K<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2 41


COVER STORY<br />

with us at the event site!<br />

We are confident that through this event we can stimulate globalization<br />

of Kukkiwon TaeKwonDo because the diplomats from<br />

most countries in the world are residing in the Washington, DC<br />

area. It is so easy to invite them to attend this event as well as build<br />

high interest in each country’s media groups!<br />

Before we conclude this interview I would like to express my<br />

deepest appreciation to my family and students because without<br />

them l am never able to be who I am today!<br />

My wife Gail chose a very difficult daily life because she married<br />

a first generation immigrant husband obsessed with making<br />

a difference in the world through TaeKwonDo. She supported me<br />

by helping to promote and manage the dojang, starting the area’s<br />

first After School <strong>Martial</strong> <strong>Arts</strong> Program in 1999, and then opening a<br />

very successful Music and <strong>Arts</strong> school in the same building to offer<br />

more after-school opportunities to our students. I am very thankful<br />

to her that, in addition to all this, she raised our three beautiful<br />

children with very little help.<br />

1st child April: she majored in environmental science at Wheaton<br />

College and is currently managing her mother’s Music Spectrum<br />

School for the <strong>Arts</strong>.<br />

2nd child Nathaniel: he is a respectable Doctor of Theology<br />

from Baylor University and Episcopal Priest at both the Church of<br />

the Incarnation and St. Mark’s in the Bowery in Manhattan New<br />

York, plus the father of two preschoolers, our handsome grandsons<br />

Ezekiel and Malachi,<br />

3rd child Janelle: she works in corporate finance and accounting<br />

and assists me as a TaeKwonDo Master and DoJang Business<br />

Manager! She is married to Jason Pham and is raising two<br />

lovely and accomplished children Sadie (7th Gup H.Yellow Belt<br />

in TaeKwonDo and competes in horseback riding) and Theodore<br />

(Deputy Black Belt in TaeKwonDo and plays Ice Hockey)<br />

A million thanks to my dear wife Gail Sue and I am so sorry that<br />

I was not the best husband I could be! Also all of my dear children<br />

and grandchildren: thank you for growing up healthy and becoming<br />

what you want to be!<br />

Keep up the great work! I am so proud of and love you all!<br />

The Lee Family Celebrates the 20<strong>22</strong> New Year wife Gail, and with my mother, our<br />

youngest daughter Janelle’s family son in-law Jason, and Grandchildren Sadie<br />

and Teddy<br />

Grandmaster Dai Won Moon (Founder of Mexico MooDuk Kwan, and father of<br />

Mexico TKD), Grandmaster Jhoon Rhee (Founder of American TKD),<br />

Grandmaster H. K. Lee<br />

Grandmaster Lee and wife Gail celebrating our son, Priest Nathaniel Jung-Chul’s<br />

Doctorate ceremony with our grandson’s Ezekiel Sang-Hoon and Malachi Sang Wu<br />

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


COVER STORY<br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2 43


COVER STORY<br />

Reflections of Grandmaster H.K. Lee’s<br />

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


COVER STORY<br />

60 Plus Year Career in the <strong>Martial</strong> <strong>Arts</strong><br />

MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2 45


CERTIFICATION SEMINARS<br />

Hyatt Regency | 2300 Dulles Corner Blvd | Herndon, VA 20171<br />

June 27 – July 4<br />

OPEN FORUM/BANQUET<br />

Hyatt Regency | 2300 Dulles Corner Blvd | Herndon, VA 20171<br />

July 1<br />

www.kukkiwonexpo.com


PRESIDENTS CUP<br />

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

July 1 & 2<br />

KUKKIWON DEMO TEAM<br />

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

July 2<br />

DOJANG MANAGEMENT SEMINAR<br />

Hyatt Regency | 2300 Dulles Corner Blvd | Herndon, VA 20171<br />

July 3 & 4<br />

“I look forward to meeting all Taekwondo families<br />

at the 20<strong>22</strong> USA Kukkiwon Taekwondo Expo”<br />

President of Kukkiwon, Grandmaster Dr. Lee Dong Sup<br />

• HONORARY CHAIRMAN Gregory Murphy - US Congressman<br />

• KUKKIWON PRESIDENT Grandmaster Dr. Lee Dong Sup<br />

• CHAIRMAN OF THE ORGANIZING COMMITTEE: Grandmaster H. K. Lee<br />

• CONTACT Grandmaster Jun Lee, Kukkiwon Spokesperson for International Affairs<br />

info@kukkiwonexpo.com


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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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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 />

Browse the <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong><br />

COMMUNITY MARKETPLACE<br />

Do You Have Items to Sell?<br />

Is There Something You Need?<br />

Selling Your School?<br />

Looking to Buy a School?<br />

Are You An Instructor Looking For a<br />

Career in The <strong>Martial</strong> <strong>Arts</strong>?<br />

Are You a School Owner<br />

Looking to Hire Instructors?<br />

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

MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 2 63


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For employment opportunities or to find out<br />

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


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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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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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 />

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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 />

• One of your students<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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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


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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 />

after students for money, or do you invest your time in acquiring<br />

new students?<br />

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


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61, 75 AMSkids<br />

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26 Black Belt Principles<br />

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77 Break Like a Champ<br />

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81 Budo International <strong>Magazine</strong><br />

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73 Extraordinary Marketing<br />

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15 Karen Eden<br />

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64 Kick Start Kids<br />

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91 Lee Milteer<br />

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53, 101 MA Biz Academy<br />

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105 <strong>Martial</strong> <strong>Arts</strong> Business Institute<br />

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95 <strong>Martial</strong> <strong>Arts</strong> History Museum<br />

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84 Otomix<br />

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97 Sport Karate Museum<br />

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31, 48 Stephen K. Hayes - To-Shin Do<br />

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32 Tom Patire<br />

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3 Vision<br />

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30 Warrior Defence Lab<br />

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49, 67 Grandmaster Y. K. Kim<br />

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21 Grandmaster Zulfi Ahmed<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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