Martial Arts World News Magazine - Vol 24 | Issue 2

MartialArtsWorldNews.com VOLUME 24 | ISSUE 2 

The #1 Business Resource for the Martial Arts Industry 

CHIP 

TOWNSEND 

From 50 Students, 

to 1000+ 

Like a Champ 

JASON STATHAM 

is The Beekeeper 

BILL CLARK 

Celebrates 1000th 

Instructor Certified 

DAN SEGARRA 

Introducing 

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CONTENTS 

FEATURES 

30 You Asked For It, You Got – 

Introducing the 

ATLAS Marketing Studio 

34 Masters Gathering Reaches 

1000th Instructor Milestone And 

Counting 

38 Chip Townsend –World 

Champion Martial Artist: World 

Champion School Operator 

105 FREE Tool of the Month 

DEPARTMENTS 

14 Industry Insights 

15 Birthdays 

20 Industry Innovations 

22 Social 411 

56 School Profiles 

67 Classified Ads 

101 Advertiser Index 

YOUR INPUT 

65 Tell Us Your Story 

80 Feature Your School, Organization, 

Accomplishment, or Event 

COLUMNS 

6 Editorial 

Standing Guard at the Gates of Your Own Mind 

Master Toby Milroy 

8 Martial Arts World News Faculty 

12 Complete Martial Arts Concepts 

Beyond Suicide 

Professor Willie “the Bam” Johnson 

60 Teamwork 

How Great Leaders Solve Problems 

Hanshi Dave Kovar 

62 After School Excellence 

One of These Things is Not Like the Others: 

A Child’s Lesson in Marketing 

Grandmaster Mike Bugg 

64 Growth Hacks 

Empowering Martial Arts Schools: 

The Crucial Role of CRM Software 

Mr. Sean Lee 

66 Ninja Business Tactics 

“Ninja sword” Non-Controversy 

An-Shu Stephen Hayes 

68 Extraordinary Marketing 

Separate Your Hobby from Your Business 

Grandmaster Stephen Oliver 

70 Pillars of Success 

3 Steps to Build Corporate Leadership: 

Grandmaster Y. K. Kim 

74 Staff Development 

The 4 Daily Practices for Committed Martial Arts 

Instructors (Part 1) 

Master Zulfi Ahmed 

76 The Way of the Samurai 

The Three Rs of Combative Weaponry (Part 1) 

Shihan Dana Abbott 

78 Mastering Modern BJJ 

Act or Not to Act? 

Master Carlos Machado 

4 MARTIAL ARTS WORLD NEWS VOLUME 24 | ISSUE 2

STAFF 

82 Next Level Strategy 

Shaking the Bushes! (Part 1) 

Shihan Allie Alberigo 

84 Mind Mastery 

Master your Mindset Before you Think About 

Opening a Martial Arts School (Part 1) 

Grandmaster Jessie Bowen 

86 The Millionaire Smarts Coach 

Instant Communication Can Get You into Hot Water (Part 1) 

Ms. Lee Milteer 

90 Budo Philosophy 

Sustainability (Part 2) 

Shidoshi Alfredo Tucci 

92 Master the Basics 

Secrets to Teaching High-Energy Classes 

Master Tina Bane 

94 Instructional Excellence 

Teaching Little Dragons 

Grandmaster Tim McCarthy 

96 Business Buzz 

How to Add Value to Upgrade 80% of Trial 

Students (Part 1) 

Grandmaster Lawrence Arthur 

98 Martial Arts Philosophy 

The Tale of the Forty Brooms (Part 2) 

Sensei Gary Lee 

100 Management Excellence 

You Can’t Become a Millionaire by Working for $10 

an Hour 

Grandmaster Kirk Pelt 

102 The Warrior Way 

Confidence Born of Experience 

Grandmaster Bill Clark 

104 Tactical Self-Defense 

Each Situation Dictates Its Own Response 

Grandmaster Tom Patire 

106 Tools & Tactics 

Bee Buzzing This Spring to Attract Swarms of Leads 

Ms. Chris Lee 

VOLUME 24 | ISSUE 2 

PUBLISHER 


EDITOR-IN-CHIEF 

Mr. Sean Lee 

MANAGING EDITOR 

Mr. Jeff Reulbach 

ART DIRECTOR 

Mr. Frank Meyer 

GRAPHIC DESIGNER 

Mr. Amen Blue 

WEB DEVELOPER 

Ms. Erin Pham 

COLUMNISTS & CONTRIBUTORS 


Grandmaster Zulfi Ahmed 








Professor Willie “The Bam” Johnson 



Ms. Chris Lee 


Mr. Sean Lee 








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arts business. 

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MARTIAL ARTS WORLD NEWS VOLUME 24 | ISSUE 2 5

EDITORIAL 

Standing Guard at the Gates of 

Your Own Mind 

by Master Toby Milroy 

Now that the new year is in full swing, and the market seems to be taking a guarded, but 

somewhat optimistic sigh of relief about inflation and the general economy, we should be 

‘thoughtful’ about how these circumstances can affect our behavior and performance. 

Keep in mind that the general ‘macro’ economy certainly has 

some influence on us, our students and our business, WE have the 

ability to dictate our own ‘micro-economic’ circumstances. 

Even in the toughest of times (ie. COVID, Recession, Inflation, 

etc…), some schools will thrive, while others suffer. It’s IMPORTANT 

to understand why, and to put yourself in the previous category 

rather than the latter. 

Owning your own business is tough. It might be the most 

difficult thing you’ll ever do. It’s like competing in the 

Olympics. You’re out there, on your own, competing 

against others that are the best in the world at 

what they do! 

You can feel isolated. Even if you have a great 

martial arts association or federation, you still have 

all these ‘business’ stresses and decisions you 

have to make, seemingly ‘on your own’, often with 

very little support. 

There is nearly no one you can 

‘talk to’. 

Obviously, you can’t talk to your 

students about business. They 

don’t care how tough it is, nor 

should they. You can’t talk to 

your vendors about business. If 

you’re doing great, they might 

want to raise prices on you, 

if they knew you were doing 

terrible, they might not want 

to do business with you. 

After a while, it can even be a frustration point to talk to your 

spouse or significant other! Being in a long-lasting relationship is 

hard enough, to then layer on all the ‘business’ related stress can 

really be a killer! 

Facing all these struggles, seemingly ‘alone’ can lead to some 

pretty toxic ‘self-talk’. This negativity can then lead to you taking 

limited ‘action’, which then in turn, leads to getting limited ‘results’, 

therefore reinforcing your limited/toxic beliefs! 

This is the death spiral! 

School owners will say things like, “I’ve tried everything and 

nothing works”, or “That will never work in my area”, or “The 

people in this area will never pay that much”, or similar, self-limiting 

affirmations. Most times, all of this, without ever even ‘trying’ a new 

approach, tactic or technique. 

So, you MUST stand guard at the gates of your own mind. You 

MUST monitor and challenge the things you say to yourself, and 

test them. Is this a “real” belief, or am I choosing to believe something 

that simply releases me from personal responsibility? 

One of the things my team and I do that I’m the most proud of is 

working with school operators who need support and assistance 

in this area! Owners that feel ‘stuck’ at a certain level, or who don’t 

have the tools, support, or right strategies to take their schools 

to the next level. We’ve been providing this type of support for 

more than 40 years, so we’ve mostly ‘seen it all’, and have solved 

so many of the problems that limit schools’ growth, that we can 

typically save an owner decades of learning curve, and many hundreds 

of thousands of dollars of mistakes! 

If you feel like this, give my team a call at 1-800-275-1600, and 

we can help! 

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

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

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

martial arts school operators in the world. 


CHECK OUT OUR 

MARTIAL ARTS 

BUSINESS 

DISCUSSION GROUP 

No Egos – No Politics – No Trolls 

Just News, Tips, Strategies, and Tools to Help You Grow Your School! 

facebook.com/groups/MartialArtsWorldNews

OUR EXPERT FACULTY 

6 


is a 5th degree Black Belt, the CEO and 

Publisher of Martial Arts World News 

Magazine, and the Executive Vice 

President for AMS. In addition to building 

a successful multi-school organization, 

Master Milroy has positively influenced 

more martial arts schools than virtually 

anyone in our industry. 

12 

Professor Willie “The BAM” Johnson 

is a 7th degree black belt and seven-time 

sport karate and Kung-Fu world champion. 

He has appeared in four movies, 

16 plays, and 11 television shows. He is 

also the national spokesperson for the 

Stronger than Drugs Foundation and the 

Champions Against Drugs. 

64 

Mr. Sean Lee 

is the Executive Director of Sales and 

Marketing for hundreds of martial arts 

schools and specializes in online and social 

media marketing using his extensive 

professional experience in sports and 

martial arts marketing, contract negotiation, 

and investment. 

66 


has authored more than 20 books, 

worked as a bodyguard for the Dalai 

Lama, supervised over 30 school locations 

worldwide, and was named, "One of 

the 10 Most Influential Living Martial Artists 

in the World" by Black Belt Magazine. 

60 


is an 8th degree black belt and recognized 

as the “Trainer of Trainers.” Hanshi 

Kovar is an internationally acclaimed 

instructor with black belt degrees in ten 

different martial arts styles. His systems 

have been implemented in hundreds of 

schools around the US. 

68 


is a 9th degree black belt and is the 

founder and CEO of Mile High Karate 

schools, and founder of the Martial Arts 

Wealth Mastery Program. 

62 


is a 9th degree black belt and the owner 

of a 1.5 million-per-year location, with one 

of the largest after school and summer 

camp programs in the country. 

70 


is the most successful martial arts business 

leader in the US, having written 

over 30 books on martial arts, business, 

leadership, and success. He has won 

numerous public service awards and is 

the founder of the leading martial arts 

marketing and management company in 

the US. 



74 


has amassed acclaim as a world-class 

competitor, martial arts educator, and is 

most notably founder and designer of 

the internationally renowned style, Bushi 

Ban. With over 45 years of martial arts 

experience and over 300 martial arts 

awards, his schools include ten locations 

across Texas. 

76 


is a 7th degree black belt in Kenjutsu, 

starting his 14-year education in Tokyo. 

He has published five books and designed 

a US Patent. Abbott has also 

conducted seminars in over 30 countries 

and obtained his black belt at the Hombu 

dojo in Yokohama. He currently offers 

online classes on LearntheSword.com. 

78 


is one of the pioneers of Brazilian Jiu 

Jitsu in the United States of America. 

Currently a Coral Belt, and promoted 

to Black Belt by Carlos Gracie Junior, 

Carlos Machado came to the USA in the 

early 1990’s with his brothers where they 

formed the RCJ Machado Jiu Jitsu Association, 

one of the strongest & growing 

BJJ organizations in the world today. 

82 


is a 7th degree black belt, the founder of 

the L.I. Ninjutsu Centers, one of the largest 

Ninjutsu schools on the planet, the 

author of 4 books, and an entrepreneur 

with one of the first online coaching companies 

(TakingItToTheNextLevel.com). 

84 


is President of Karate International of 

Durham, Inc., a member of the American 

Martial Arts Association Sport Karate 

League and Hall of Fame, and has been 

a member of the Duke University PE Staff 

for over 25 years. He is the author of Zen 

Mind-Body Mindfulness Meditation and 

Zen Mind-Body Mindfulness Meditation for 

Martial Arts. 

86 


is an Intuitive Business Coach, awardwinning 

professional speaker, and TV 

personality who has counseled and 

trained over a million people throughout 

her career. Lee is Stephen Oliver’s 

Martial Arts Wealth Mastery’s Millionaire 

Smarts Coach and is also a best-selling 

author of educational resources. 

90 


is the CEO and General Manager of the 

Budo International Publishing Company, 

a leading publisher in the martial arts 

with over 35 years in the industry. He 

is also author of several books: The 

Immaterial Dimension, The Way of the 

Warrior, and The Spirit. He currently lives 

in Valencia, Spain. 

92 


is a 6th degree master instructor and 

owner of a Top Ten martial arts school 

with successful after school and summer 

camp programs. 



94 


is a 9th degree black belt and is a martial 

arts educator with a master’s degree in 

education. He has been instrumental 

in developing two industry-changing 

programs, and has directed and been 

featured in hundreds of martial arts videos 

and webinars. 

96 


is a martial artist specializing in Karate, 

Kung Fu, Kenpo, Shoto-kan, and Gojurue, 

with 40 Super Kick Karate locations, 

and founder of AFKA. World champion 

Lawrence also runs the Black Belt Success 

Systems consulting firm, training 

martial arts instructors on proper business 

practices in schools all over the country. 

98 


the American Samurai, is a 9th Dan black 

belt, a USA Karate Federation gold medalist, 

winner of five Super Grand National 

Titles, a featured actor in the movie Sidekicks, 

and is the founder of the National 

Sport Karate Museum. 

102 


is a 9th degree black belt and a former 

PKA Fighter of the year. He is widely 

considered one of the top experts in martial 

arts business with over 40 years of 

leadership and innovation, having been 

inducted into almost every Hall of Fame 

in the industry. He is one of the largest 

multi-school owners in the world. 

104 


is known as “America’s Leading Personal 

Safety Expert” and has appeared on 

Good Morning America, The CBS Morning 

Show, The Colbert Report, Montel, 

plus in mainstream publications such as 

Family Circle, Redbook, Fortune Magazine, 

and The Wall Street Journal. 

106 

Ms. Chris Lee 

is a martial arts business development 

consultant with a background in online 

and social media marketing. 

100 


is a 9th degree black belt and is the 

President of a multimillion-dollar, multischool 

organization, has a 30-year track 

record of success, and is currently on the 

leading edge of martial arts curriculum 

and business innovation. 

We’re Seeking Contributors! 

Do you have something to share? 

We’d love to hear about it! 

CONTACT US: 

407-895-1996 Editor@MartialArtsWorldNews.com 

MartialArtsWorldNews.com/Ureport 


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COMPLETE MARTIAL ARTS CONCEPTS 

Beyond Suicide 

by Professor Willie “The Bam” Johnson 

No money, major problems, more money and more problems. 

It’s sad that regardless of how low you are or how high 

you are. One thing is true you have to still live with it, you face 

yourself and love yourself. You have to learn to push through 

the choices of how to return true to youself by accepting the 

things you cannot change, changing the things you can and the 

wisdom to know the differences. Today, so many people are suffering 

from depression and some don’t even know what it is and 

some that do feel ashamed and abandoned something about it. 

As a man I was always told that if you don’t man up and 

deal with it yourself you’re not a man. It was taught in the 

hood that man doesn’t get depressed along with not crying. 

You would rather die before you admit the truth. Man is that 

messed up, being raised to fall down, man these suicidal 

thoughts used to play tricks on my mind and all those years 

of loosing my mother, homelessness, selling drugs and 

drug wars, I was lost and had to stay high just to get 

by. When I finally got the courage to surrender to 

my own inner truth I was then about to get honest 

about truly wanting to die. That was in a jail cell 

for me. Each day in that jail cell, getting up to take 

care of myself, wash my face, brush my teeth, 

make my book, pray and workout. These things 

were so hard to do. But if I wanted to 

live I had to push through and I 

did learn to live one second at 

a time. I had to push pass my 

suicidal thoughts and all the 

negatively. 

Still to this day I defeated 

that evening within and make 

thoughts enemies my friend, I 

never can get caught sleeping 

because those thoughts 

can have me caught up doing 

something I refused to do. In 

doing this all things outside of 

you become easy to cope with. 

1. Self love: Wake up early to pray, write and lead with God. 

It gives me pleasure to learn to love me and be true to me 

and God. 

2. Composure: Learning to handle that inner and outer pressure 

and be honest about regaining peace through this inner 

struggle. I have learned to thrive under this type of pressure. 

3. Sacrifice: Confidence is putting it all on the line and not holding 

back. 110% output and input. A warrior without fear is a 

person without passion and it is just equal failure. 

4. Focus: Yes, laser beam focus on a take out a time allows you 

to rhythmically follow to what is next and that is how you succeed. 

5. Self Belief: If you don’t believe in yourself no one else will. So 

it is a must to do this. You have to be your number 1 fan and 

let no adversity rule you instead slip it and believe in yourself 

stronger. 

6. Motivation: Who motivates the motivator to motivate? You 

have to use whatever positive tools you can use and be open 

to the spiritual message that comes in all shapes and forms. 

You just must be open to it. 

7. EGO: Stop easing God out of your life that is what ego spells 

out. So check that ego everyday, like you must do before 

entering the Dojo doors. 

PROFESSOR WILLIE “THE BAM” JOHNSON is a 7th degree black belt and seven-time sport 

karate and Kung-Fu world champion. He has appeared in four movies, 16 plays, and 11 television shows. He is also 

the national spokesperson for the Stronger than Drugs Foundation and the Champions Against Drugs. 

12 MARTIAL ARTS WORLD NEWS VOLUME 24 | ISSUE 2 Photograph (right) by Motortion

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INDUSTRY INSIGHTS 

Jason Statham Unleashes Vigilante Justice 

in a Martial Arts Thriller – The Beekeeper 

For martial arts enthusiasts, 

“The Beekeeper” is an exciting, 

action packed story, that cleverly 

blends engaging action with 

social commentary and humor. 

The latest Jason Statham 

“chop ‘em up” flick has been in 

theaters since it’s January 12th release 

date, and has grossed more 

than $134.7 Million so far. Statham 

takes on the role of Adam Clay, 

a mysterious ex-commando who 

happens to be a beekeeper with a penchant for Old Testamentstyle 

justice seeking revenge against tech-savvy criminals. 

Adam’s tranquil life raising bees takes a dark turn when his 

close friend Eloise falls victim to a phishing scam, leading to 

financial ruin, and subsequent suicide. This leads to a vengeful 

fury transforming the peace loving beekeeper into an uber skilled 

operative, to take on the criminal 

underworld to dole out justice 

where the law falls short. 

The film cleverly keeps 

Adam’s past shrouded in mystery, 

emphasizing his enigmatic 

nature as a super-secret commando 

operating outside established 

government structures. It 

captivates the audience with his 

matter-of-fact minimalism, making 

even philosophical musings 

about society and the beehive compelling. 

“The Beekeeper” prompts reflection on real-world scams and 

injustices, striking a chord with those who yearn for a vigilante like 

Statham’s character to bring swift justice to wrongdoers. Statham’s 

portrayal of Adam Clay is a dynamic edge of the seat film, making 

“The Beekeeper” engaging for fans of his movies. 

Video Marketing Creates A Powerful 

Human Touch To Increase Leads 

While AI is all the rage, it does have some current limitations. 

With this in mind, marketing through video has been and 

continues to be an incredibly powerful tool for martial arts school 

owners looking to grow their business. Although AI can assist in 

marketing, there is a human touch that video has that can reach 

your market that is extremely advantageous to generating leads 

and growing your school’s enrollment. 

5 Ways Video Marketing Can Help Grow Your Martial 

Arts School: 

1. Visual Appeal: Video content is highly engaging and 

provides a visual representation of the martial arts experience. 

Potential students can see techniques, instructors, and the overall 

atmosphere, making it more appealing than text or images alone. 

Show quality video to your prospects so that they can almost feel 

what your school is like to attract them into your classes. 

2. Storytelling and Connection: Video allows you to effectively 

tell your school’s story and help to build an emotional connection 

with the audience. Your martial arts schools should make use of short 

videos to showcase success stories, testimonials, and the experiences 

of students to create a narrative that connects to your audience. 

3. Demonstration of Expertise: Videos offer a platform to 

showcase the skills and expertise of the instructors. This builds 

trust and confidence among prospective students, encouraging 

them to choose your school over others. Use tutorial videos to 

position your school as the place to go to truly learn martial arts. 

4. Social Media Dominance: As you know, Instagram, Facebook, 

TikTok and YouTube heavily utilize video content that 

are viewed by countless numbers of potential students every 

hour. These platforms must be taken advantage of effectively to 

increase the reach of your marketing efforts and to help you stay 

ahead of the competition for prospects in your community. 

5. SEO Benefits: Video content enhances your online presence 

and can positively impact your search engine rankings. 

Search engines often prioritize video content, making it easier for 

potential students to find your martial arts school online. Be sure 

to have video content not only on social platforms, but also on 

your school website to generate more leads 

Remember, while AI can assist in aspects of marketing, the 

human touch in storytelling, creativity, and genuine connection remains 

crucial. Combining the strengths of both can lead to a robust 

and effective marketing strategy for martial arts school owners. 



Martial Arts Celebrity Birthdays 

March 

March 4 ........................... Jeff Smith 

March 5 ......................... Zulfi Ahmed 

March 7 ...........................Joe Lewis* 

March 8 .....................Cynthia Rothrock 

March 10 ........................Chuck Norris 

March 20 ......................Kurata Yasuaki 

April 

April 7 .......................... Jackie Chan 

April 10 ........................Steven Seagal 

April 14 .......................Stephen Oliver 

April 15 .......................Chip Townsend 

April 23 ......................Robert Goldman 

April 26 ................................Jet Li 

April 29 .........................Willie Nelson 

*Deceased 



Martial Artist Daniel R. Segarra 

Releases “Budo the Mouse and the 

Quest for Courage” 

Lawrence Martial arts expert Daniel R. Segarra is proud to 

announce the release of “Budo the Mouse and the Quest for 

Courage,” a captivating tale infused with timeless life lessons and 

martial arts wisdom. Drawing upon his extensive background in 

Karate & Tang Soo Do and decades of teaching at the renowned 

Warrior Scholar Academy, Segarra weaves a compelling narrative 

that resonates with readers of all ages. 

Established in 1968, the Warrior Scholar Academy holds the 

esteemed title of being the oldest martial arts school of its kind in 

the United States. With a legacy rooted in tradition and excellence, 

Segarra channels the spirit of Karate & Tang Soo Do into “Budo the 

Budo Can Be a Profit Center for School Operators, 

and Great Value Add to Your Programs 

School Owners Can Use “Budo” the Mouse to Reinforce Classroom Lessons and the 

Important Values We Teach. 

Mouse,” enriching the story with the values of courage, resilience, 

and personal growth. 

Inspired by Segarra’s own journey in the martial arts world, 

“Budo the Mouse and the Quest for Courage” follows the adventures 

of Budo, a small gray field mouse living in a forest and finds 

his way inside a martial arts school. As Budo embarks on a quest 

to overcome his fears and insecurities, readers of all ages will be 

drawn into a world of courage, friendship, and self-discovery. 

Reflecting on the significance of his martial arts journey, 

Segarra remarked, “Martial arts has been a guiding force in my life, 

shaping not only my approach to martial arts but also my outlook 

on personal growth and development. Through ‘Budo the Mouse,’ 

I hope to share the wisdom and spirit of Martial Arts with readers 

around the world.” 

In addition to the book’s release, Segarra is excited to announce 

the upcoming launch of a special Studio Owners Program 

in March. Tailored for martial arts schools seeking to enhance 

their curriculum and community engagement, the program offers 

exclusive opportunities to integrate “Budo the Mouse” into their 

programs, host lead generating events, and collaborate with public 

and private school systems. Participating schools will also be 

featured on the official Budo the Mouse website as recommended 

training facilities. 

“We’re thrilled to introduce this unique opportunity for martial 

arts schools to inspire their students and expand their reach within 

their communities,” Segarra shared. “With the Studio Owners 

Program, we aim to empower schools to incorporate the timeless 

lessons of ‘Budo the Mouse’ into their teachings.” 

The author invites martial arts enthusiasts 

of all styles and school owners 

alike to join him on this transformative 

journey. For more information about 

Daniel R. Segarra, “Budo the Mouse and 

the Quest for Courage,” and the Studio 

Owners Program, email mastersegarra@ 

gmail.com 

The book is available here 

https://budothemouse.com 

https://facebook.com/budothemouse 



Cobra Kai Season 6 Is Going To Be Epic 

Ok, to begin with, no one knows exactly when season 6 of 

Cobra Kai will actually be released for viewing. The good and 

exciting thing is that a year ago, nothing was happening because 

of the writers’ strike, but now that it’s over things are moving. It is 

a fact, that the actors are actually filming scenes for season 6, but 

details have been tight-lipped currently. 

Previous seasons took about 2 months to do all of the filming, 

but apparently this time it will take more time to do all of the shooting. 

It has been suggested that season 6 will be the grand finale 

and they want to go out with a bang. With this being the case, it has 

been leaked that this time the filming will take closer to 6 months 

because the producers want the final season to be epic. 

As little peaks begin to be leaked in trailer videos, some exciting 

insights as to what is coming in season 6. It appears that Academy 

Award winning actress Hilary Swank will be part of the fun reprising 

the role of Julie Pierce. If this proves to be a reality, then all of the 

main characters from the original Karate Kid Movies from the 80’s 

and 90’s will have taken part in the Cobra Kai series. In addition, 

there also has been some teasers of Jayden Smith finding his way 

into this finale season. If all these teasers mean what they seem to 

be pointing, Cobra Kai Season 6 is going to be epic! 

Kung Fu Panda 4: 

Set to Hit Theaters on March 8, 2024 

On the March 8, 2024 release, there 

will be an exciting twist in the upcoming 

Kung Fu Panda 4 as the Dragon 

Warrior, Po, steps out of the familiar Valley 

of Peace into the bustling big city. His 

urban adventure comes with a new and 

formidable adversary – The Chameleon, a 

villain who brings a unique danger to Po’s 

doorstep. 

The Chameleon, the personification of evil in the city, possesses 

the ability to summon enemies from Po’s past, including one 

of Master Shifu’s previous students and a crane with a vendetta 

against pandas. Po’s journey takes an unexpected turn as he 

grapples with these revived foes, showcasing the depth of challenges 

that await him. 

To make matters more complicated, Po finds himself tapped 

to become the Spiritual Leader of the Valley of Peace, a role for 

which he is entirely unprepared. With the paleo diet and spiritual 

leadership on an equal footing in Po’s knowledge, he must swiftly 

locate and train a new Dragon Warrior before assuming this 

elevated position. 

Adding to the chaos, a wicked sorceress named Chameleon, 

brilliantly portrayed by Oscar® winner Viola Davis, emerges on 

the scene. This tiny lizard can shapeshift into any creature, large 

or small, and has set her sights on Po’s Staff of Wisdom. With the 

potential to re-summon defeated villains, 

Chameleon poses a significant threat to 

the Valley of Peace. 

In his quest to face these challenges 

head-on, Po reluctantly joins forces 

with Zhen, a crafty and quick-witted 

thief portrayed by Golden Globe winner 

Awkwafina. Despite their differences, 

the comedic odd-couple duo must work 

together to protect the Valley of Peace from Chameleon’s reptilian 

claws. Through this partnership, Po learns that heroes can 

emerge from the most unexpected places. 

As “Kung Fu Panda 4” promises a thrilling blend of action, humor, 

and unexpected alliances, fans can anticipate a fresh and dynamic 

chapter in the beloved franchise. Po’s journey into the big city is set 

to redefine the boundaries of martial arts mastery, showcasing the 

Dragon Warrior’s resilience against new and powerful adversaries. 

Get ready for an adventure that will leave you on the edge of your 

seat, as Po discovers that true heroes can indeed be found in the 

most unexpected corners of the martial arts world. 

School owners should take note of the outrageous success 

of this franchise, and leverage it to benefit their business. We’ve 

had LOTS of experience helping schools generate dozens or even 

hundreds of leads with KungFu Panda in the past, and this time will 

be no different! 


www.ElitePublications.org

INDUSTRY INNOVATIONS 

Unleashing Potential: The Power of After 

School Martial Arts Programs 

Parents are constantly searching for opportunities that not only 

occupy their children’s time but also contribute to their complete 

development. After school martial arts programs accomplish 

this and then some. One such program is called AMSkids which 

is a Transported After School Martial Arts Program designed to 

shape young minds into confident leaders. 

For martial arts school owners, a distinctive aspect of 

AMSkids lies in its done-for-you curriculum, a comprehensive 

package that imparts physical, social, and moral activities. These 

are the building blocks that make it an invaluable resource for 

millions of children nationwide. 

For working parents, AMSkids is a source of reassurance. 

Beyond a mere after-school activity, it provides a safe and enjoyable 

environment with exceptional role models. Parents can 

rest easy, knowing that their children are not just passing the 

time, but actively engaging in a program that instills essential life 

skills. 

The program goes beyond being a service for parents; it 

becomes a catalyst for filling schools with new students. The 

positive impact of this martial arts program is not only evident 

in the lives of participating children but also in the growth and 

vibrancy it injects into the school environment. 

What sets AMSkids apart from other programs? It’s not 

just about the martial arts; it’s about the transformation. This 

program equips school owners with insights on how to fill their 

schools with students faster than ever imagined. The blueprint 

provided includes guidance on motivating staff, structuring 

programs for maximum impact, and unlocking the potential for 

substantial additional income. 

In fact, one school owner successfully went from flat broke to 

over $1.5 million a year with the AMSkids program. 

The AMSkids Transported After School Martial Arts Program 

isn’t just a program; it’s a gateway to unlocking the potential 

within every child and a roadmap for school owners looking to 

experience a tremendous growth financially. 

Learn more at: ourams.com/afterschool 

Zebra Athletics: Elevate Your Training Space 

with Premium Flooring and Equipment 

Discover the epitome of quality and innovation in martial arts 

flooring and equipment at Zebra Athletics. As a leading provider 

in the industry, Zebra Athletics is committed to transforming 

training spaces into cutting-edge environments that inspire and 

motivate. 

Explore a diverse range of top-notch 

products designed to meet the unique 

needs of martial arts schools. Zebra Athletics 

specializes in premium mats and flooring 

solutions that not only prioritize safety and 

durability but also redefine the aesthetic appeal 

of your space. 

With a keen focus on customer satisfaction, 

Zebra Athletics offers customizable 

options, allowing you to tailor your training 

area to match your vision. Whether 

you’re outfitting a martial arts studio, gym, 

or home workout space, Zebra Athletics provides the perfect 

foundation for a safe, comfortable, and visually stunning environment. 

Navigate through their user-friendly website to explore 

an extensive product catalog featuring 

high-performance mats, striking bags, 

and essential accessories. Benefit from 

the expertise of a company that has established 

itself as a trusted partner for fitness 

professionals and enthusiasts alike. 

Zebra Athletics goes beyond mere products; 

it’s a brand synonymous with excellence. 

Elevate your martial arts training room with 

the industry’s finest flooring and equipment – 

check out Zebra Athletics for a transformative 

fitness experience. 

Visit: zebraathletics.com 

20 MARTIAL ARTS WORLD NEWS VOLUME 24 | ISSUE 2 

Photograph (top right) by JackF

We teach Character through Karate 

Kickstart Kids is an award winning in-school 

character development program that uses 

karate to teach life-changing values to middle 

school and high school students. The non-profit 

organization was founded in 1990 by martial 

artist, actor, and philanthropist Chuck Norris. 

For employment opportunities or to find out 

how you can help support this great cause, visit 

kickstartkids.org 

KickStartKids.org

SOCIAL 411 

5 Reasons a Lead-Generating Website is 

Critical for School Growth 

While an informative “online brochure” type website is a valuable 

asset, martial arts school owners can truly revolutionize 

their online presence by embracing the power of funnel optimized, 

lead-generating websites. Let’s explore why having a website that 

generates leads is not just preferable but essential for thriving in 

today’s competitive martial arts industry. 

1. Connect with Prospective Students in Real-Time 

A lead-generating website acts as a dynamic gateway to 

your martial arts school, allowing you to connect with potential 

students in real-time. Through strategically placed call-to-action 

offers, buttons and forms, you can capture valuable information 

from visitors interested in your programs. This direct interaction 

creates a seamless channel for converting website traffic into 

prospective students. 

2. Nurture Relationships and Build Trust 

Beyond providing static information, a lead-generating 

website enables you to nurture relationships with potential 

students. By implementing email marketing campaigns, live 

chat, SMS text messages and other targeted follow-ups, you 

can consistently engage with leads, sharing valuable insights, 

success stories, and upcoming events. This ongoing communication 

builds trust and positions your martial arts school as the 

go-to choice in a competitive market. 

3. Efficient Enrollment Process 

Gone are the days of tedious enrollment processes. A leadgenerating 

website streamlines the journey from inquiry to 

enrollment. Integrated online registration forms and automated 

workflows simplify administrative tasks, ensuring a seamless 

and efficient enrollment process. This convenience is not only 

appreciated by prospective students but also enhances the 

overall professionalism of your martial arts school. 

4. Data-Driven Decision Making 

One of the most significant advantages of a lead-generating 

website is the wealth of data it provides. Analytical tools 

offer insights into user behavior, allowing you to understand 

what works and optimize your online strategy. By leveraging 

data analytics, you can make informed decisions to enhance 

user experience, refine marketing efforts, and ultimately 

boost enrollment. 

5. Stay Ahead in a Competitive Landscape 

In a saturated martial arts market, having a lead-generating 

website gives you a competitive edge. It demonstrates your 

commitment to staying current and accessible to the evolving 

preferences of your audience. By adopting innovative digital 

marketing strategies, you position your school as a forwardthinking 

institution that understands the needs of today’s techsavvy 

consumers. 

The shift from an informative website to a lead-generating 

powerhouse is not just a modern trend; it’s a strategic necessity. 

Martial arts school owners who embrace this transformation 

empower their schools to thrive in a competitive landscape. By 

connecting with prospective students, building relationships, 

streamlining enrollment, leveraging data, and staying ahead of 

the curve, you’re not just attracting leads – you’re fostering a 

community of dedicated martial arts enthusiasts. 


Photograph by Ingenious Buddy

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SOCIAL 411 

Is Your Martial Arts School’s Personality 

REALLY Engaging? 

People have all kinds of personalities. Some of those personalities 

go unnoticed and others you just can’t ignore. In 

sports they say, “Good teams are an extension on the coaches 

personality on the field or court.” Martial arts schools are no different 

and social media is a HUGE avenue to allow for a school’s 

personality to shine. So the following are a few ways to bring out 

your school’s engaging presence and personableness through 

social media presence. 

Brand Voice: 

Before diving into social media, identify the personality you 

want your martial arts school to project. Are you a traditional dojo 

with a disciplined tone, or do you lean towards a more modern and 

casual vibe? Define your brand voice, ensuring consistency across 

platforms to create a recognizable and memorable presence. 

Showcase Authenticity: 

People are drawn to authenticity. Share behind-the-scenes 

glimpses of your classes, instructors, and even the challenges you 

face. Authenticity fosters a genuine connection with your audience 

and showcases the human side of your martial arts school. 

Interactive Content: 

Elevate engagement by incorporating interactive content. 

Polls, quizzes, and challenges encourage participation and create 

a sense of community. Ask for feedback on training techniques, 

favorite martial arts movies, or upcoming events. Make your audience 

feel like active contributors to the martial arts journey. 

Storytelling Through Visuals: 

Leverage the power of visuals to tell compelling stories. Share 

photos and videos that capture the essence of your school – 

from intense training sessions to moments of camaraderie. Visual 

storytelling enhances engagement and provides a window into 

the unique experience your martial arts school offers. 

Respond and Engage: 

Actively participate in conversations on your social media 

platforms. Respond to comments, acknowledge feedback, and encourage 

discussions. Engaging with your audience not only builds 

a sense of community but also demonstrates your commitment to 

fostering meaningful connections. 

Exclusive Offers and Challenges: 

Create a sense of exclusivity by offering promotions or challenges 

exclusively for your social media followers. Whether it’s a 

special discount, a virtual fitness challenge, or exclusive content, 

providing unique opportunities encourages people to stay connected 

and invested in your martial arts school. 

The best ways to have a successful social media presence 

for your martial arts school lies in infusing it with an engaging 

personality. Then your social media marketing becomes not just 

a promotional tool but a genuine extension of the vibrant and 

personable spirit of your martial arts school. 

24 MARTIAL ARTS WORLD NEWS VOLUME 24 | ISSUE 2 

Photograph by PeopleImages

Our Goal is to Help Young Minds 

GROW Stronger and EMPOWER 

them through Stories that will: 

• Inspire Their Imagination 

• Develop Their Moral Compass 

• Set Positive Examples Both Visually and Verbally 

• Prepare Them for Life’s Challenges 

Sarah B. Tucker, Author of 

The Adventures of Harry & Friends 

Book Series 

AdventuresOfHarryAndFriends.com

SOCIAL 411 

5 Simple Keys To Prevent Your Emails 

From Becoming White Noise 

In today’s fast-paced digital world and a competitive martial arts 

industry, email communication is still a viable means of marketing 

interaction. However, prospects are inundated with a barrage 

of offerings to the point having overflowing inboxes. This makes it 

challenging to ensure that your emails stand out from all the white 

noise. Here are five valuable keys to prevent your emails from 

getting lost in the shuffle and opens doors of connectivity to make 

them resonate with your recipients. 

1. Craft Clear and Concise Subject Lines: This is the first 

impression your email makes. Keep it succinct, compelling, and 

relevant. It should be specific and action-oriented for the recipient. 

A well-crafted subject line grabs attention, making it more likely 

that your email will be opened and read. 

2. Prioritize Relevance and Personalization: Be sure your 

emails meet the recipient’s needs and interests. Use a personalized 

greeting and address the recipient by name. Clearly articulate 

the purpose of your email and how it benefits the recipient. 

Presenting how martial arts changes lives through confidence and 

better health with an offer can be powerful in this regard. 

3. Optimize Formatting for Readability: Break up your content 

into short paragraphs, bullet points, and subheadings. Since 

people often just skim through emails, this will make it easy for 

them to grasp the main points quickly. Utilize white space effectively 

to avoid overwhelming your prospects make what you want 

them to read stand out. 

4. Include a Clear Call to Action (CTA): Clearly state what 

action you want the recipient to take. Avoid a purely informational 

email by giving an invitation and engaging recipients to move them 

into your martial arts school through a specific and desirable offer 

and how to get it. 

5. Mind Your Timing and Frequency: Consider the timing of 

your emails to maximize visibility. Sending emails during peak 

hours when recipients are likely to check their inboxes can enhance 

your chances of being noticed. Additionally, be mindful of 

email frequency; avoid overwhelming recipients with a barrage of 

messages. Quality over quantity is key. 

Standing out in the email landscape requires a thoughtful and 

strategic approach. By focusing on clear communication, personalization, 

readability, actionable content, and strategic timing, you 

can ensure your emails rise above the white noise and become 

impactful messages that resonate with your target audience for 

marketing success and rapid school growth. 


Photograph by Barriography

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HEADACHE

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SPECIAL FEATURE 

Finally, a SIMPLE Way to Create Beautiful, 

Professional Marketing Campaigns 

– Introducing the ATLAS Marketing Studio 

Always There For School Owners Needs 

For over four decades, AMS has been at the forefront of the 

martial arts industry providing proven and comprehensive business 

solutions to empower martial arts school owners’ success. 

With a commitment to excellence, AMS has consistently evolved 

its services to meet the ever changing needs of the martial industry 

in general and more specifically, its customers. After all, the 

company’s motto is “At AMS Your Success Is Our Success.” 

So, for more than forty years, AMS has been listening to school 

owner’s needs and keeping a watchful eye on the direction of industry 

and business trends. With this in mind, AMS has been dedicated 

to ensuring the success and growth of martial arts schools 

through services that encompass a wide range of business needs, 

spanning management, marketing, and instructional support. 

Martial arts school owners partnering with AMS gain access to a 

wealth of resources aimed at enhancing their operational efficiency 

and profitability. There are Thousands of school owner success 

stories to validate and prove the effectiveness of this commitment. 

Throughout these years, AMS has provided networking to get 

successful leaders together to share their own business strategies 

with upcoming school owners through conventions and seminars. 

Let’s be clear, from the start of AMS marketing was of a more 

traditional style with printed kind of promotional tools, and AMS 

provided that for school owners. When the internet took off, websites, 

texting, and social media became the new style of marketing 

that dominated the industry and AMS adapted to provide these 

tools for the expansion of the industry. By any means necessary 

AMS has and will serve. 

As a result of understanding the industry and listening to school 

owners, one of the top services of AMS is the monthly support kit. 

This comprehensive kit includes invaluable tools and tips covering 

many professional needs of a school owner, but focuses on: 

management, instruction, and marketing. 

Accordingly, management tips and tools have been developed 

to equip school owners for streamlining administrative tasks, 

enabling efficient day-to-day operations. From attendance tracking 

to billing and scheduling, AMS ensures that martial arts school 

owners are freed up from cumbersome tasks so they can focus on 

what they do best – teaching. 


SPECIAL FEATURE 

Regarding instruction, AMS has always recognized the significance 

of high-quality instruction, so they have provided expert tips 

and resources to enhance teaching methodologies. This ensures 

that martial arts instructors are equipped with the latest techniques 

and strategies to keep students engaged and satisfied to build 

exceptional retention. 

Lastly, and relevant to this discussion, AMS understands the 

importance of effective marketing in attracting and retaining 

students. The monthly support kit includes marketing strategies, 

promotional materials, and guidance to help martial arts schools 

promote themselves successfully within their communities to bring 

more leads, build enrollment, and experience continuous growth. 

So these things were the past and present. But through 

constant contact and attentive listening, AMS is ready once again 

to take on another need and desire for the industry and school 

owners growth. By way of varied sources of communication and 

gathering feedback, we have heard what you want and need – so 

here it is! 

Introducing the ATLAS Marketing Studio 

Responding to the needs expressed by martial arts school 

owners, AMS is proud to introduce the ATLAS Marketing Studio. 

School owners have often found themselves constrained by the 

lack of time, skills, and budget for customizing marketing tools. 

AMS heard these concerns and took decisive action. 

With the this Groundbreaking New Tool You’ll Have: 

Customization Power in Your Hands: The ATLAS Marketing 

Studio puts the power of customization directly in the hands of 

martial arts school owners. Now, with a user-friendly interface, 

school owners can easily tailor marketing tools to suit their unique 

branding and messaging requirements. 

Easy and Inexpensive: Recognizing the challenges faced by 

school owners in the past, AMS has made the ATLAS Marketing 

Studio both user-friendly and cost-effective. Say goodbye to the 

daunting task of learning sales copywriting or graphic design – the 

ATLAS Marketing Studio simplifies the process, making it accessible 

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Your Voice, Your Brand: With the ATLAS Marketing Studio, 

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banners, or social media posts, the ATLAS Marketing Studio empowers 

school owners to showcase their unique identity. 

The introduction of the ATLAS Marketing Studio is a testament 

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AMS continues to be a driving force in the success of martial 

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presenting 

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Author Stephen K. Hayes presents the Ninja "Five Elements" system to explain fundamental aspects of self-defense. 

According to Japanese Buddhist belief, human nature is connected to the natural world and is made up of five elements. By 

understanding that connection, essential responses to any threat become clear: 

EARTH—Remain grounded in your thinking and footing to repel attempts to distract or deceive you 

WATER—Shift, angle and move fluidly to tactically confuse attackers and put them off balance 

FIRE—See where a situation is going as it develops and intercept it at the critical moment 

WIND—Stay light on your feet and move nimbly to evade and escape attempts to pin you down 

VOID—Control a fight's direction by changing dynamics to confuse your attacker 

“Ninja Fighting Techniques” explains how the five elements can 

become automatic, unconscious responses for fighters who 

train the Ninja way. Through study and practice they become 

instinctive, effectively employed precisely when you need them 

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teach you to develop a better understanding of human behavior 

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SPECIAL EVENTS 

During Record Setting Training 

Event Warrior Martial Arts 

Certifies it’s 1000th Instructor 

The January Masters Gathering: A Pioneering Event in Martial Arts 

The January Masters Gathering stands as a monumental event 

in the martial arts community, marking a significant milestone in the 

journey of martial arts mastery and education. This year’s gathering 

was not just another event; it was a celebration of passion, dedication, 

and the relentless pursuit of excellence. With over 200 instructors 

in attendance, the gathering was a vibrant confluence of knowledge, 

skill, and tradition, showcasing the rich tapestry of martial arts. 

Grandmaster Bill Clark Lead the Latest Successful “Master’s Gathering” Event 

in Jacksonville, Fl. 

The Scale of the Event 

The sheer number of over 200 instructors gathering in one 

place brought an unparalleled level of energy and enthusiasm to 

the event. This wasn’t merely about the numbers; it was about what 

these numbers represented – a growing, thriving community of 

martial arts practitioners committed to their craft and to each other. 

More than 200 Instructors Participated in High Level Training 

at Warrior Headquarters 

A Milestone Achievement 

Among the event’s highlights was the certification of the 

1000th instructor, Grand Master Cedric Robinson. This momentous 

occasion was more than just a milestone; it was a testament to the 

event’s profound impact on the martial arts world, symbolizing the 

growth and spread of knowledge within the community. 

The Warrior Mastership Class 

The journey towards becoming extraordinary continues with 

the Warrior Mastership class, a program that embodies the spirit 

of inclusivity and growth. Here, the ethos is simple yet profound: 

“All are Welcome - New Beginning for people at the top. Dare to 

be great or greater than you are.” This principle invites individuals 

from all walks of life, regardless of their current level of mastery, to 

embark on a path of continuous improvement. It’s a call to action 

for those who are at the pinnacle of their journey as well as those 

just beginning, challenging everyone to strive for greatness and 

surpass their current selves. 

April Certifications Preview: Expanding Horizons 

As we edge closer to the April Certifications in Jacksonville, 

Florida, the excitement within the martial arts community is palpable. 

This event is not just a follow-up to the remarkable January 

gathering; it is a stepping stone to 

broader horizons, offering an even 

wider array of certification opportunities. 

Participants should mark their 

calendars and prepare for an enriching 

experience that will include 

certifications in Krav Core, Krav Adv 

B, Fight Club (all levels), and Kali, in 

addition to previews of the Warrior 

Traditional Martial Arts Program and 

Warrior XFit 2.0. 

A Closer Look at the 

Certifications 

• Krav Core and Krav Adv B: 

Delving into Krav Core and 

Krav Adv B certifications, 

participants will discover an 

organized approach to martial 


SPECIAL EVENTS 

arts education. It’s not just about learning the techniques; 

it’s about understanding how to teach them. This structured 

method ensures that learners gain not only the skills necessary 

for self-defense but also the ability to pass on this 

knowledge effectively. It’s an enriching process that enhances 

both personal proficiency and the collective expertise of the 

martial arts community. 

• Fight Club (All Levels): The Fight Club certification, open to 

participants of all levels, now comes with an additional challenge: 

Black Belt Testing for Fight Club. This opportunity is 

designed for those ready to test their skills and commitment at 

the highest level. It’s a testament to the program’s dedication 

to excellence and the personal growth journey within martial 

arts. By integrating Black Belt Testing, the Fight Club certification 

provides a comprehensive experience that goes beyond 

basic training, inviting martial artists to push their boundaries 

and achieve new heights of mastery 

• Kali: Known for its fluidity and precision, Kali is a martial art 

that emphasizes weapon-based fighting. This certification will 

introduce participants to the fundamentals of Kali, with a focus 

on developing agility, coordination, and a deeper appreciation 

for this traditional martial art form. 

Why You Shouldn’t Miss Out 

The April Certifications 

promise to be a 

landmark event for martial 

arts practitioners of 

all levels. By expanding 

the range of certifications 

offered, the event 

not only caters to a 

broad spectrum of interests 

and disciplines but 

also reinforces the community’s 

commitment to 

fostering diversity and 

inclusivity within the 

martial arts. Whether 

Lifelong Colleagues - Grandmaster(s) Bill Clark 

and Sergio VonSchmelling Share their Wisdom 

and Knowledge with Attendees. 

you’re looking to embark on a new martial arts journey, elevate 

your existing skills, or simply immerse yourself in a community of 

like-minded enthusiasts, the April Certifications in Jacksonville, 

Florida, are an opportunity not to be missed. 

April Warrior Certifications - 

Jacksonville, Florida 

Hey Warriors! Get ready to elevate your martial arts 

journey this April 26-28 in Jacksonville, Florida! 

We're thrilled to announce an action-packed weekend 

where you can certify in a range of disciplines: 

Krav Core - Master the fundamentals of Krav Maga. 

Krav Adv B - Take your Krav Maga skills to the 

next level. 

Fight Club Adv B - Dive deeper into advanced 

combat strategies. 

Kali - Explore the dynamic world of Filipino martial arts. 

But wait, there's more! This event will also mark the 

special introduction of: 

Warrior XFit 2.0 - Experience the next evolution of 

our fitness program, designed to push your limits. 

Warrior Traditional Black Belt Training & Testing 

Curriculum - A prestigious opportunity for dedicated 

martial artists aiming for their black belt. 

Don't miss out on this incredible opportunity to 

grow, learn, and connect with fellow warriors. Space 

is limited, so secure your spot and be part of this 

transformative experience. 

Next Warrior Certification Event: 

April, 26-28 

Go to warriorkravmaga.com/events 


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COVER STORY 

MAWN: You’ve developed a successful multi-school organization. 

For folks who aspire to build multiple locations, and ‘organizations’, 

a key core factor is ‘culture’. How do you think about that, 

and what advice might you give to a school owner who wants to 

accomplish the same? 

CT: Well, culture is everything. I was a young guy when I got 

the opportunity to take over our school. It is the school I grew up in 

as a teenager and when I had turned 23 when we actually bought 

the school. We had like 50 students in a little rented building with 

a lot of worn-out equipment. That was a time of pre-internet, social 

media, and all those things so we were kind of isolated. Yet, I had 

a mindset of… I’m just going to focus on our students and our business 

and make it work. You know, we get what we believe in and 

think about. I ‘burned the ships’ so to speak, I had no exit strategy, 

I invested our ENTIRE savings in the business and never even 

began to think that it would fail. 

I was a hungry young guy and newly married. In the process, 

I realized that being a good martial artist was only the beginning, 

and that there were SO MANY things I needed to learn to build a 

successful business, so I sat down at my desk and began to read 

and study anything I could to better myself and to try to figure out 

how to get people on my mat so that I could pay my bills. 

Infused with passion for being a martial arts instructor and having 

martial arts as a platform with a belief in what I was doing. Feeling 

there’s nobody we can’t touch in the areas of health, fitness, 

stress relief, and all these areas of life. Also, it’s super important to 

us that our school is family friendly and focused. I think it’s important 

that we not only talk about being family focused and family 

oriented, but we live it. Although it’s always hard work to survive, 

passion and belief makes it easier to survive. 

MAWN: So with a strong belief, passion, and martial arts school 

Intense Focus and Discipline is Part of the Formula for Chip's Success. 

culture, what is the order of your priorities for success? 

CT: I picked this one up from Kyoshi Dave Kovar, it’s an order 

of priorities that I really love. I’m a martial artist first and foremost, 

a teacher second, and a business person third. This doesn’t mean 

that I don’t take business seriously. 

I think that for us to impact other people, we have to lead by 

example and in our industry, I think it’s important that if we’re going 

to stand in front of a group of people, we need to stand there and 

have people seeing us train too. So students say, “He practices 

alongside us”, and I think that’s what gains trust and respect. So 

we’re martial artists first. 

Then we get on the mat, and we do the very best we can to 

physically show and audibly teach things that inspire people to 

new levels. 

Then thirdly, we go into the office, and you check things off and 

make sure that the, you know, things are getting paid. 

MAWN: Those are great priorities. Now how do you transfer 

your belief systems and culture down to your instructors and then 

down to the students? 

CT: We teach traditional programs and we’re very clear about 

that upfront. We teach a traditional TaeKwonDo program. We 

teach traditional martial arts across the spectrum in our schools. 

So everyone wears a uniform or appropriate attire. We don’t allow 

inappropriate language in the school and I reiterate to the families 

all the time in belt ceremonies, testings, and whenever I have a 

captive audience that we are very much family focused and we 

want to be the kind of place that is safe for your kids to go. 

We’re also very firm with structure and discipline, but that 

doesn’t mean punitive. I tell my instructors, if there’s a time where 

you’re feeling like you need to discipline a kid or even an adult 

a little bit in class, maybe you’ve had to tell them to keep their 

hands to themselves 4 times. First, go into your mind and think to 

yourself, if that was my child, would I be okay with what I’m about 

to do and check that off first? So we really grind hard in our culture 

to propagate appropriateness. Also with an epidemic of homes 


COVER STORY 

minus fathers, children sometimes need candid conversations that 

benefit the child and give them a good guide for their future. So we 

heavily reinforce that all the time. 

MAWN: What are some ways that you ensure that this focus 

becomes a reality throughout your school? 

CT: T.E.A.M. C.h.i.p. is actually an acronym we use as a guide. 

So TEAM Chip is actually an acronym we use as a guide. At every 

leadership team meeting, we flash through that acronym. The T 

stands for teachable. Teachable means you leave your ego at the 

door. We’re teachable. We strive for excellence in everything we 

do and hold ourselves highly accountable so they can trust and 

believe in us which represent the E and A. Lastly, we’re motivated. 

When I walk on the mat it’s to teach the best class ever. I strive to 

always be courteous, honest, and an inspiration. 

So that acronym is really powerful, and we grind on that. I call 

them timeless truths. I really work with our team on sticking to that 

acronym, you know, as well as our traditional tenants of courtesy, 

integrity, perseverance, self-control, and so on to help build a culture 

that is again, family friendly for everybody. I don’t want anyone 

to feel left out. 

MAWN: To maintain high quality 

standards, what are some of the systems 

and strategies that you’ve implemented to 

produce high quality students? 

CT: First I start with that order of priorities, 

martial artists first, teachers second, 

business third. Next in terms of checks 

and balances we run a 12 week cycle to 

watch our students progress. During that 12 

weeks they’re learning form, one step sparring, 

self-defense kickboxing combinations, 

and traditional movements up and down 

the floor. The students are earning stripes 

between testings and those stripes are 

some of those checkpoints. A person does 

not earn a Stripe unless they have really, 

truly put in the work. 

One of the things we emphasize is to 

learn how to outwork everybody in the 

room. I try to drill this into our leadership 

team and instructors. I just think many 

times in our society, what’s missing is 

parents and leaders in business don’t set 

appropriate expectations. They’re just kind 

of going, but without expectations. I think 

kids want, need and desire, expectations. 

They desire high expectations, but we 

have to strike a balance between those 

high expectations and making classes 

enjoyable so they want to come back and 

do it again. 

Then we can express, “You did awesome 

because you work hard” and edify 

their work ethic. In other words you know, 

if we constantly tell a kid, Hey, you’re just 

naturally good. If they’ve always been told you’re good at this 

because of the work ethic you put in and how hard you train, then 

when they come across something that’s tough, they go, okay, I’ll 

just work a little harder. My parents taught me as a kid that I can accomplish 

anything if I’m willing to put in the work. So we’re creating 

a mindset of hard work which I personally think is something our 

society needs. 

MAWN: These strategies and this culture reminds me of Angela 

Duckworth’s concepts that she describes in the book “Grit”, do you 

have any thoughts about her research and how it relates to what 

you’re doing? 

CT: Her research has some really powerful statistical information 

and illustrations from studies she’s done on high achievers. 

Much of the time they are not naturally talented or get the highest 

grades in school. The people who are high achievers have what 

she calls grit and grit is the willingness to set a goal high, stick to it, 

fight for it, work for it, and do whatever it takes to get there. 

So with our leadership we’re constantly emphasizing the rule 

of three. We make eye contact, say a kid’s name, and give them 

continued on page 44 

Chip and His Wife Glyn Ann Lead the Team Chip Organization 


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COVER STORY 

Chip has Successfully Integrated Machado BJJ Into His Traditional TKD Curriculum 

Chip Earning 1 of 14 ISKA and 7 World Championship Titles 

continued from page 41 

some appropriate physical contact, like a high five. For 

example we’ll say, “You did that sidekick so awesome 

because you’re always working hard on your side 

kicks” and just kind of walk away and leave it at 

that. We plant the seed in their mind that hard work 

leads to awesomeness. It’s about grit and the ones 

who find the challenge and figure out how to overcome 

it rather than shrink from it. 

MAWN: It takes a great staff of instructors to run 

successful multi-schools. Can you share some other 

specific things you do with your leadership team to 

develop them? 

CT: So our instructor requirements are 

pretty high. We have a specific 

leadership team class 

for our young and our adult 

leadership team separately 

so that I can customize the 

atmosphere to fit a younger 

mindset or the more mature 

mindset appropriately. They 

have weekly leadership 

team meetings that they 

have to be in. We also have 

a monthly second degree 

and up training class. It’s a 

two hour session where I 

work out and train with my 

black belts. We specifically 

work on a lot of the material 

they teach in classes, so that we’re inspecting what 

we expect. We’re showing them this is how, but I’m not 

saying that to them, we’re physically doing it with them. 

Also some of the most powerful stuff we’ve done 

is integrate some classroom time geared towards 

actual concepts of leadership and doing roleplaying 

to make that leadership real. So when they 

walk on the mat it’s not as foreign to them, but in 

everything we do our efforts are to lead by example 

because A players like to hang with A players. 

MAWN: You touched on it earlier, but can you 

remind our readers of the significance that passion 

must play in teaching the martial arts? 

CT: Whenever I was a kid and even 

still today, it’s hard to watch a UFC fight 

or a decent martial arts movie and 

sleep that night because I want to go 

hit something now. Right. So I try to 

get my instructors to understand that 

if we stand in front of our people, 

we’ve already hit on some and demonstrate 

things in a way that makes 

them have that sensation inside 

of them. Also if I’m a teacher 

and I don’t absolutely believe 

in what I’m doing, it’s kind of 

like trying to sell lemons, but I 

hate lemons. When you have 

no passion, people can see 

through that. If you’re an 


COVER STORY 

instructor that’s on the mat that firmly believes in the martial art 

that you teach and what you do, then the impact that it has makes 

everything else fall into place. 

MAWN: How do you relate this to the business side of things 

because sometimes school owners’ passion is solely on teaching 

and the business suffers? 

CT: Yeah sometimes as instructors, we get on the mat and 

that’s where our passion is at, but we fail to run the business. Then 

we realize, “Oh, I’ve got a business to run” and it pulls us off the 

mat. Now we’re working on our business all the time and this may 

take away from being that example leader. Also as the business 

grows, people begin to look at you and sometimes say things like, 

“Oh, it’s just not the same without you.” 

Ok, so I believe God put me here to do what I do and to make 

the most of the gifts he gave me is the best thing I can do back. 

If I’m only running one small location with a handful of students 

that’s great, but I can only really touch so many lives. Now if I want 

to go beyond that and truly change the world, which is our dream 

well, we’re going to have to reach out and expand locations, which 

means systemize and take personality off the mat a little bit while 

maintaining a really high-quality product. 

So it’s a tough thing to balance, but I think it helps to find a men- 

Team Chip is a Family Affair. 

1st left: Glyn Ann Townsend, Top left: Ethan Brookey, Slade Townsend, Baby: Iris 

Brookey, top back: Lexi Brookey (our oldest daughter, front Trinity Townsend, Chip 

Townsend 


COVER STORY 

tor who has been there and done that. It’s beneficial to find people 

to lift your level of your martial arts skills personally and from a 

business perspective in every way. So then when you come back 

to your people it reignites you, you’re on fire, and you’re able to 

share it with your people and help them to grow. 

MAWN: Right. If you really believe in what you do and you want 

to share it, finding a lot of people to share it with is totally congruent 

with your culture and goals, right? 

CT: I heard about a study that said like 85% of doctors interviewed, 

said they truly went into medicine to help people and it 

wasn’t about money. See It was about a passion to help people, 

right? If that doctor is passionate about helping children, he’s going 

to fight tooth and nail to find a way to make that happen. It’s like 

us on the mat. Every student that walks in my front door, I teach 

and work with my guys on this. You should see every student that 

walks in the door of your building as your next potential best black 

belt and your next potential best instructor. 

When I’m checking out at the local grocery store, I should be 

looking at the young bagger who’s looking at my t-shirt saying, 

“Oh, you’re that karate guy.” I should be thinking to myself, “I am, 

and I would love to have you as well because you might be my 

next best instructor”. If we see people this way and that kind of 

passion oozes out of us, it makes the sales a whole lot easier 

because now in essence you’re not selling, you’re just sharing your 

passion. 

If I asked my guys in our program director meeting, “Do you 

regret someone inviting you to our school?” 

They would most likely say, “Absolutely not, it’s one of the best 

things I’ve ever done.” So I tell them when we’re asking for referrals, 

we’re not asking for something from them, we’re asking you 

to share a gift with them. Since we believe so much in what we do 

as being a gift, you should feel good about saying, “Do you know 

somebody I could reach out to that would benefit from this?” Passion 

is such a key in everything that we do on the mats and we’re 

truly passionate about changing lives, so we do whatever it takes 

to make it happen. 

MAWN: Can you share with our readers, what marketing strategies 

have been big hits for you, and they might model? 

Chip Says, Focusing on Training Staff and Instructors Is One of the Keys to Success. 


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COVER STORY 

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CT: Social media is huge and Facebook is massive for us. 

So we encourage our students to constantly check in. We do 

something that we got from Kyoshi Dave Kovar called the eight 

step progress check. It’s basically a conversation you 

have with your students that you can do in group 

settings or individual settings where you ask 

them for referrals and reviews, and it works 

phenomenally well. If you go to the Team 

Chip Facebook page, we have close to 

400 reviews on our business page. And 

it’s just because we asked. We have 

a check in for parents where we give 

free water to them when they check in 

at the school. We get tons of check-ins at 

our school and our main business page had 

about 40,000 check-ins recently, which is pretty 

good. So we’re constantly encouraging with simple 

cost-free effective social media marketing and community 

connection. 

The next thing is to get connected in your community. I’m a part 

of the chamber of commerce and I also volunteer in some nonprofits 

locally. Our demonstration team puts on demos that give a 

good visual of what we do, what our culture is, and who you are. 

I’ve been able to speak to and demonstrate in front of over 6,000 

local people during the year. 

I get to speak in front of several hundred people at something 

called the buddy walk. The buddy walk was held at a church and 

it was an event to recognize children with down syndrome as well 

as kids with other disabilities. We never pass up an opportunity 

to get in front of any group as long as we can fit it in the schedule, 

we make it happen. By doing this, we’re keeping ourselves in the 

forefront of everyone’s mind and also showing people indirectly 

that we care. We just want to be there to serve the community. 

Even the local independent school system had me speak to 

the schoolteachers for the school district and do three different 

presentations on leadership in the classroom on how to motivate 

unmotivated students, all things kind of based on what we teach 

on the mat here. 

Those are some of the ways we market, and we ask for referrals. 

We stay in the public’s eye as much as possible. I have had an 

amazing opportunity to start a program on the local NBC affiliate 

which I do for a Monday morning show. This came about because 

they loved the videos we were doing on Facebook. So they actually 

ended up giving me six minutes every Monday with the host of 

the show. I have almost free reign to share leadership, motivationals, 

and a little bit of physical stuff to make it kind of fun. 

I just can’t emphasize enough staying connected in your 

community. I think you can just go join up with the chamber of 

commerce and begin to interact with them. But don’t just join, you 

actually have to engage and take some action. 

MAWN: Next can you share with us about how you systematize 

and develop staff for a multi-school organization and how you 

replicate yourself? 

CT: We do instructor meetings, staff meetings, program, director 

meetings, and a book review meeting once a month to try to 

encourage positivity, try to encourage growth, and self-improvement 

because I always believe if we can’t be better ourselves, we 

can’t help somebody else be better. My main location is in Abilene, 

Texas, which is this little Island of a town. Our next 

corporate location is 80 miles down the road and 

our other locations are spread out. My guys 

can’t meet weekly for meetings per se, but 

we have found ways to work around the 

distance. 

We use Google Hangouts every 

two weeks to have a program director 

meeting that are specific to the issues 

they’re dealing with. We discuss talking 

to prospective clients, how we are going 

out, collecting information, and collecting 

potential clients. We do role playing to improve 

phone calls. We work through these issues like; a 

PR program, directing perspective, P and L for the locations. 

We talk about things like; What was your traffic last month?, How 

many did you close?, How many trials did you get out of that?, Why 

was your traffic low?, What could you do in your community to get 

a little more engaged and get more traffic in the door? So we’re, 

we’re constantly working on those things. On the other hand, staff 

meetings are weekly, which are separate from the instructor training 

program and director meetings that are every two weeks. 

Another thing we do each month is have a book review meet- 


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COVER STORY 

ing with all my inner circle guys. I assign a book and also take 

recommendations from everybody and for an hour meeting we 

discuss what each of us got from the book. We’ve done grit, 

mindset, leadership, and all kinds of books and I feel like we truly 

benefit our guys and help them to grow and better themselves in 

their businesses. 

MAWN: Some school owners will argue that they don’t want to 

spend that much time training their staff because they think, “What 

if they leave?” What are your thoughts about this kind of thinking? 

CT: Well the first question really should be, “What if they stay?” 

I’m trying to help people to have a better life, that’s what I’m here 

for. So if you’re not training your staff and they do leave, you may 

have to look at your own culture and ask, “What am I doing or not 

doing to push them out the door.” When they leave for a better 

opportunity that you can’t match, you have to ground yourself. If I 

contributed to them getting a better opportunity, I’ve done what 

I was supposed to do and let it go. But what’s worse, trained staff 

members leaving from time to time or untrained staff members 

sticking around. At least in the first case, you’ve helped someone 

get better, but in the second place you’ll have some problems 

in the building. 

MAWN: Definitely. Learning the skill of managing 

your state is critically important because we 

want to run a high-high-performance organization 

so how do you facilitate that? 

CT: In several ways, but first we talk 

about it fairly regularly. As instructors, we 

have to personify what we are teaching 

our students. We teach our students, when 

you take your shoes off, put your problems 

from your bad day in your shoes and get on 

the mat with an open mind. When you bow, 

pour yourself out and you’re empty and ready to 

receive. We talk about things like this and we have an 

instructor’s creed, “I will teach this class like it is the most 

important class I’ll ever teach. I’m courteous, patient and enthusiastic. 

I’m strong. I lead by example. I empower people through the 

pursuit of personal martial arts excellence.” The whole idea is for 

Chip is an Amazing Motivational Coach for Children and Adults Alike. 

Despite Losing an Eye at Age 3, Chip Shatters Records in Competition 

them to learn, to walk to the edge of the mat and put themselves in 

the best mindset possible. 

We also talk about ourselves. An example of this was when I 

severed my achilles tendon in 2006, and I had a couple 

world titles at that point, and everybody was like, 

your career is over. I was in Atlantic city, doing a 

show, and I had a couple of days to think about 

it before I flew back home. I was thinking that 

everyone will be looking at me going, “Your 

career’s over because you have to be physically 

healthy to teach martial arts. 

So what I did is I thought, “What can I 

do?” At that point I was about a year away 

from completing my bachelor’s degree in 

college. I thought, if I can’t work with my body, 

I can work with my brain. When I came back 

from Atlantic city, I immediately enrolled and 

finished my last year of school and got my bachelor’s 

degree. So I’ve tried really hard to personify. It ‘s hard, but 

I’ve tried to personify this, no matter what goes wrong, there’s a 

lesson, let’s learn it and let’s move forward. 

Again, we discuss it in meetings and talk about that mindset 

all the time with my staff. Sometimes it’s just being emotionally 

intelligent in the moment and seeing them on an off day and trying 

to help take that up for them. So that’s how we deal with it. The 

systemized pieces are every week we repeat that instructor creed, 

I have a program director creed, and we walk through that. And 

again, it’s just to try to create the right mindset and get them in the 

right place. 

MAWN: We really appreciate all you have shared, is there anything 

you might want to finish with for our readers? 

CT: Honestly just keep your head up because no matter what the 

weather is like, each one of us chooses our own attitude. I think the 

biggest thing we can all do is choose our attitude, how we respond, 

and to quit blaming the economy or blaming politics. Just be your 

best and go get busy. You know, If I’m going to have a good day or a 

bad day, it ultimately ends up being on me. 

MAWN: Very true ! I think our readers will get a lot out of these 

strategies.. Thank you, Sir. 


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Black Dragon Martial Arts 

Academy LLC: Nurturing 

Tradition and Growth 

Black Dragon Martial Arts Academy LLC has been a location for martial arts excellence 

in the state of Connecticut since its establishment in 1994. Under the visionary 

leadership of Daniel Jenkins, this academy has fostered a community of growth, 

discipline, and tradition. 

Black Dragon Martial Arts Academy LLC specializes in the art of 

Shaolin Kempo Karate and Self-Defense, catering to both children 

and adults alike. The academy’s dedication to its craft and community 

has resulted in a thriving student body and deep roots in the 

community.. 

Spanning across a spacious 3000 square feet, the academy 

stands proudly in a vibrant strip plaza alongside other businesses. 

As the academy continues to flourish, its goal remains unwavering: 

to expand its influence and become an integral part of the town. 

At the heart of this journey is Master Daniel Jenkins, a martial 

artist with over three decades of experience. His journey in Kempo 

began over 30 years ago, and he has since risen to the rank of an 

8th-degree black belt. Master Jenkins’s journey is adorned with 

accolades, including induction into the Martial Arts Hall of Fame 

in 2006 as Kempo Master of the Year. His commitment to tradition 

while making learning enjoyable has defined his approach, keeping 

the spirit of Kempo alive and thriving. 

Beyond martial arts, Master Jenkins’s journey extends to serving 

in the U.S. Army, a testament to his dedication to discipline 

and service. 

Black Dragon Martial Arts Academy LLC’s success story is 

woven with the growth of its students. Witnessing the transformation 

of young learners into accomplished adults, from school 

to military service or parenthood, stands as a testament to the 

academy’s impact. As a testament to Master Jenkin’s leadership, 

even during the challenging times we’ve been through, COVID, 

stagflation, and uncertainty, he’s maintained an inspiring retention 

rate. 

This can serve as a great lessons to school owners; the quality 

of the RELATIONSHIP you have with your students is a KEY 

factor in the success of the school. 

Master Jenkins deploys a diverse marketing strategy to keep 

the school growing, including local radio ads and content, social 

media campaigns on platforms like Facebook and Instagram, 

and a strong culture of student referrals. These strategies have 

helped keep the school growing, and expanding. 

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marked by a community-centric approach. Over the next five 

years, Black Dragon Martial Arts Academy LLC aims to deepen its 

roots within the community, expanding its footprint while continuing 

to positively impact as many lives as possible. The academy’s 

commitment to nurturing both individual growth and community 

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Cantrelle’s Martial Arts: 

Fostering Community Growth 

Through Martial Arts Mastery 

In the heart of San Jose, California, resides a gem that has been quietly shaping 

individuals’ lives since 2007. Meet Dave Cantrelle, the driving force behind Cantrelle’s 

Martial Arts, a dojo that has not only brought the dynamic artistry of Kenpo Karate and 

Arnis to the forefront but has also nurtured a sense of community and growth among 

its diverse student base. 

A Legacy of Dedication: For Dave Cantrelle, 

mastering all the facets of martial arts has been a 

lifelong journey that began in 1970 with his training 

in Judo under the tutelage of Robert Wilson. With 

his unwavering dedication, he earned a 5th Degree 

Black Belt from the prestigious FKKA (Flaherty’s 

Kenpo Karate) in 2013 and a 4th Degree Black Belt 

from Sifu Rolan Gonzales in 2011. His commitment 

to continuous improvement led him to train under 

the esteemed SGM Alfredo Bandalan in the arts 

of Arnis and Escrima. Dave’s martial arts journey 

spans over five decades, a testament to his passion 

and expertise. 

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Arts isn’t just a place for physical training; it’s a 

sanctuary for personal development. The dojo provides 

a welcoming and well-equipped environment 

for both children and adults. With pristine mats and air conditioning, 

students can focus on their techniques while experiencing 

comfort throughout their journey. 

Caring for the Community: Dave Cantrelle and his team have 

not only mastered martial arts but also the art of community 

integration. With a strategic location neighboring a local pizzeria 

and a nail salon, Cantrelle’s Martial Arts has firmly entrenched 

itself in the neighborhood. This dojo is not just a training ground; 

it’s a place where bonds are formed, and the community comes 

together. 

This has also been a primary marketing focus for the school. 

Collaborating with other local small businesses has been a huge 

marketing opportunity to generate new students, and create 

wider relationships with community leaders. 

Crafting Success Step by Step: The accomplishments of 

Cantrelle’s Martial Arts are a testament to its impact. Under Dave’s 

leadership, the school has achieved remarkable growth. With 

Master Dave Cantrelle – a Master of Community Engagement, Marketing 

approximately 190 active students, the dojo has reinvigorated a 

space that was previously overlooked. By embracing innovative 

approaches, such as pinpoint advertising and partnerships with 

local establishments, they have seamlessly woven themselves 

into the fabric of the community. 

Looking Ahead with Purpose: Dave Cantrelle’s vision extends 

beyond the present. Over the next five years, he envisions 

expanding the dojo’s reach by opening another location, all while 

ensuring the continuity of his legacy. By empowering one of his 

accomplished Black Belts to take over the existing location, he 

aims to spread his ethos of martial arts excellence and community 

enrichment to a broader audience. 

In a world that often moves at a frenetic pace, Cantrelle’s Martial 

Arts has been a place providing life changing tradition, growth, 

and unity. Dave Cantrelle’s commitment to fostering martial arts 

mastery and community bonds continues to inspire, making 

Cantrelle’s Martial Arts a true gem in San Jose’s landscape. 


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TEAMWORK 

How Great Leaders 

Solve Problems 

by Hanshi Dave Kovar 

In pretty much every group or organization, there is inevitably going to be a difference 

of opinion from time to time. As a leader, you may be called upon to keep everyone 

on the same page in order to continue to act as a cohesive unit. 

Here are a few tips that might come in handy when 

this happens: 

• Be Unemotional – Logic and emotion are like oil and 

water… they don’t mix. If you speak calmly and 

logically, chances are the other person will 

respond in turn. 

• Have a Solution in Mind – Go into 

the discussion already having a potential 

solution that the other person will hopefully 

see the value of. But be flexible and 

also willing to adjust. 

• Try to See the Other Person’s 

Viewpoint Before Expressing Your 

Own (Seek First To Understand And 

Then To Be Understood) – This is 

important! People can sense when 

you are trying to understand how 

they feel and are therefore 

much more receptive to understanding 

your views, opinions 

and ideas. Secondly, you just 

might see the validity of what 

they are doing. 

• Don’t Be a Nitpicker – 

Avoid bringing up unrelated 

stuff that is not necessary. It 

tends to make people defensive 

and never helps to resolve 

anything. 

• Resist the Temptation to Argue – If you are not sure what to 

say or how to respond, say nothing. 

• Be Sensitive to Other Peoples Needs – To a hammer, everything 

is a nail. Each situation is different, each person is different, 

and so each situation and person should be treated accordingly. 

• Keep It Impersonal – Discuss the actions that you are concerned 

with, not the person. In conversation, use “feel”, “felt” or 

“found” whenever possible. 

• Restate Their Value and Strengths – People are much more 

receptive to input when they know you appreciate their other 

qualities. In other words, remember to praise, correct, praise. 

• Agree to Disagree – Sometimes it is okay to have a different 

viewpoint, as long as there is mutual respect and a way to work 

around it. 

HANSHI DAVE KOVAR is an 8th degree black belt and recognized as the “Trainer of Trainers.” Hanshi 

Dave Kovar is an internationally acclaimed instructor with black belt degrees in ten different martial arts styles. His 

systems have been implemented in hundreds of schools around the US. 


Photograph (right) by Prostock-Studio

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Martial Arts World News Magazine is the definitive source 

for information, news, education, ethical business 

practices, product reviews and innovative developments in 

the world of martial arts business. 

We are always on the look out for notable, engaging and 

valuable stories for our readers! 

If you, your school, organization, event, product, or service 

has a story that might be of value to our readers, we’d love to 

hear about it! 


Contact us at: 407-895-1996 

or Email Editor@MartialArtsWorldNews.com

AFTER SCHOOL EXCELLENCE 

One of These Things 

is Not Like the Others: 

A Child’s Lesson in Marketing 

by Grandmaster Mike Bugg 

Sometimes the greatest lessons are the ones we learn early in life. 

This particular tip in dynamic marketing goes all the way back to 

childhood lessons. You may remember a certain children’s television 

program featuring a song that said, “One of these things is not like the 

others.” They would show you four items and three of them would be 

exactly the same, while one was completely different. For example, 

there might be three letter “C”s and one letter “B”. The idea was for 

kids to identify which item was different than the others. This was a 

fun game for kids, but it was also extremely easy! With three things 

that were identical, it wasn’t hard to see which one was different. 

The Lesson 

How is this a lesson in marketing and not just a trip down 

memory lane? The lesson is this: it is important to make your 

martial arts school stand out from the others! Just like “C” and 

“B” are both letters, you and your competition all run 

martial arts schools. There can be dozens of martial 

arts schools in your area. So, you need to stand out 

from the competition and be easily identified as the 

school that students want to attend. 

How do you differentiate yourself? 

By now, most martial arts schools have caught 

on to the great income and enrollment advantages 

of having an after school program and a martial arts 

summer camp. Just having one of these programs 

that teaches martial arts for an hour and then 

lets the kids have free time is not going to 

separate you from your competition. What 

you need to differentiate yourself is a 

complete curriculum of martial arts related 

activities that develop character and 

leadership, like the AMSkids Program! 

So How is AMSkids Different? 

Parents want value in an after school or summer camp program. 

They want to know that their children are getting life-lessons 

and participating in character-building activities. AMSkids is the 

front-runner in the after school market when it comes to instruction! 

AMSkids is the only after school and summer camp program 

that provides day-by-day, hour-by-hour lesson guides with fun 

activities that are based on monthly themes that teach children 

values and reinforce the principles of the martial arts like honor, 

respect, and discipline! Your school will not stand out if you simply 

offer martial arts and dodgeball. AMSkids activities are designed 

to provide the best instruction outside of martial arts class. Many 

after school programs lack an educational component where kids 

get physically and mentally fit. AMSkids’ objective-based lesson 

activities are developed the same way as the academic curriculum 

used in the school system. Every activity has an objective for the 

students. It’s the highest-level instruction around! 

How Does This Help Your Marketing? 

Every successful brand has something unique that attracts 

people to the brand. With AMSkids in your school’s arsenal, you 

can advertise the unique benefits of AMSkids in your marketing 

and promotional materials. Using clever language and colorful 

imagery in marketing is great, but what really sells your program 

is your leadership, your staff, and the quality of the AMSkids program! 

When a parent comes into your school, you can show them 

the Teacher’s Guides of professionally designed activities as proof 

that your program is different and will achieve better results. 

For more information on the unique assets of AMSkids, contact 

a friendly AMS marketing consultant today at 1-800-275-1600, or 

check out a sample of the materials and a free video on Summer 

Camp at ourams.com/tools/summer-camp-after-school-video . 

GRANDMASTER MIKE BUGG is an 8th degree black belt and the owner of a $1.52 million-peryear 

location, with one of the largest after school and summer camp programs in the country. 


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GROWTH HACKS 

Empowering Martial Arts Schools: 

The Crucial Role of CRM Software 

by Mr. Sean Lee 

In the dynamic landscape of martial arts schools, effective 

management is key to success. As a senior marketer for a Martial 

Arts Software (CRM) company, I understand the challenges and 

opportunities that exist in this industry. In this article, we will delve 

into the reasons why martial arts schools need CRM software to 

thrive in today’s competitive environment. 

Streamlining Student Management: 

Martial arts schools often have a diverse student base with 

varying skill levels and training needs. A robust CRM system allows 

for efficient student management, enabling schools to organize 

classes, track progress, and personalize instruction. This not only 

enhances the overall learning experience but also contributes to 

student retention. 

Automated Communication: 

Communication is the backbone of any successful 

martial arts school. With CRM software, schools 

can automate communication processes, 

including sending class reminders, promotions, 

and updates. This ensures that students stay 

engaged and informed, fostering a sense of 

community within the school. 

Lead Generation and Conversion: 

As someone well-versed in running Facebook, 

Instagram, and Google Ads, you understand 

the importance of effective lead 

generation. CRM software complements 

your advertising efforts by 

capturing leads and providing 

tools for efficient follow-ups. This 

seamless integration between 

marketing and CRM accelerates 

lead conversion and 

boosts enrollment rates. 

Personalized Marketing Campaigns: 

Tailoring marketing campaigns to specific student segments 

is crucial for success. CRM software allows martial arts schools to 

analyze student data and preferences, facilitating the creation of 

targeted and personalized marketing campaigns. This approach 

not only attracts new students but also strengthens the connection 

with existing ones. 

Billing and Financial Management: 

Managing finances is a significant aspect of running a martial 

arts school. CRM software simplifies billing processes, allowing 

schools to automate invoicing, track payments, and manage financial 

transactions seamlessly. This not only reduces administrative 

burdens but also ensures financial stability for the school. 

Enhanced Staff Collaboration: 

A martial arts school’s success relies on effective collaboration 

among staff members. CRM software provides a centralized platform 

for staff communication, task management, and collaboration. 

This streamlines internal processes, leading to increased efficiency 

and a more cohesive team. 

Data-Driven Decision Making: 

As a writer for the Martial Arts school business, you understand 

the importance of data in making informed decisions. CRM software 

provides valuable insights into student behavior, marketing 

performance, and overall school operations. Armed with this data, 

martial arts schools can make strategic decisions that drive growth 

and success. 

In conclusion, CRM software is not just a tool; it’s a catalyst for 

the success of martial arts schools. From student management to 

marketing, finance, and staff collaboration, CRM software empowers 

schools to navigate challenges and capitalize on opportunities. 

As a senior marketer in the field, integrating CRM into your strategy 

will not only streamline operations but also elevate the overall success 

of martial arts schools in today’s competitive landscape. 

SEAN LEE is the Executive Director of Sales and Marketing for hundreds of martial arts schools 

and specializes in online and social media marketing using his extensive professional experience in 

sports and martial arts marketing, contract negotiation, and investment. 


BE RECOGNIZED in future editions of 

Martial Arts World News Magazine. 

Our goal at Martial Arts World News Magazine is to 

support our industry and help you grow your martial 

arts school. It’s incredibly useful for our readers to hear 

about YOUR specific experiences and results. 

You are part of a wonderful industry and community 

with Martial Arts World News Magazine, and now, you’ll 

be able to share and contribute to that community in a 

richer and more meaningful way than ever before! 

Share Stories About: 

• Achieving a New Rank 

• Opening a New Location 

• Winning an Award 

• Discovering a Successful Marketing Strategy 

• Building a Retention System that Works Well 

• Tournament Results 

• Anything else that our readers might find valuable! 


Or send your story ideas to Editor@MartialArtsWorldNews.com

NINJA BUSINESS TACTICS 

“Ninja sword” Non-Controversy 

by An-Shu Stephen Hayes 

My friend Scott W. found a 20-year old issue of a ninja magazine with a quote from 

Masaaki Hatsumi that supports what I have said about ninja swords for decades. I do 

not own a copy of the magazine, and I had long ago forgotten about the article. 

A few silly people envious of the attention my work has gotten 

over the past 30 years have tried to use a debate over ninja 

swords to discredit my authority. “If you can’t beat him, at least 

cheat him,” might be their battle cry. 

One of the “reputation-killer arguments” put out by those critics 

has been an attack on my reference to choku-to straight-blade shinobi-gatana 

ninja swords as part of the stereotypical ninja image. 

“No such thing existed,” some like to insist in dismissal of me. 

Do I believe that all ninja of feudal Japan carried straight-blade 

short swords as some sort of badge of official ninja-ness? No, of 

course not, and I never said anything like that. 

Many ninja may not have even thought of themselves as ninja. 

They called themselves Iga no Mono “men of Iga” and rappa 

“grass-roots” and the like. Many or most carried standard curvededge 

swords of the times. 

Nonetheless, in Iga Castle and Odawara Castle and even the 

New York Metropolitan Museum of Art, you can see straightblade 

Japanese swords on display. 

My teacher used to do public demonstrations with 

such straight-blade swords back in the 1970s and 

early 1980s (before my most severe critics were 

even around to see such things). 

My first books in the early 1980s were an introduction 

to the ninja tradition of Japan. I chose not to 

conflict with stereotype at that stage. Later, once the 

practice was established, I mentioned on page 22 of 

my 1988 book Ninja Vol 5; Lore of the Shinobi 

Warrior that the straight sword was a stereotype, 

and that indeed many ninja 

did not carry such a weapon. 

My original ninjutsu teacher 

Masaaki Hatsumi had this to say 

on the subject: 

“The shinobi-gatana was little more than a straight slab of 

heavy steel with a single ground edge; the tsuba was a hammered 

thick steel square barren of ornamentation, but it could also be 

used as a prying device or by leaning the sword against a wall or 

tree as a booster step for climbing; the saya was usually longer 

than the short blade.” 

by Dr. Masaaki Hatsumi 

Ninja Magazine – Winter 1987 

Translated by Masaru Hirai 

That’s what Scott found, and here’s a comment of his own: 

“I thought this was interesting. I know some people try to 

say that because Mr. Hayes was a ghost writer translator on the 

book Ninja History and Tradition by Mr. Hatsumi, that some of the 

stuff about swords in the book is not correct. But this article was 

not translated by Mr. and Mrs. Hayes. I wonder what reason Mr. 

Hayes’ critics would come up with to explain away this one.” 

A friend asked me why this was important enough to put on my 

website. He was concerned that it made me look defensive arguing 

back against my inferiors. Why would a master need to justify 

what he teaches? 

I post it because the “no straight blade ninja sword” argument 

makes me look wrong. If you just follow the foolishness on those 

critical internet sites, you could assume that others who know 

more than I do proved me wrong. And if I were wrong, I would 

expect my best students to be alarmed over what else I might be 

teaching wrong. 

This kind of educational integrity has nothing to do with loyalty. 

It is intelligence. If I am wrong, I expect my students to be concerned. 

I expect to be held accountable for the veracity of what I 

teach. I would certainly be the first to hold my own teacher to the 

same standards. 

But I am not wrong, and my teacher quoted above is not wrong, 

and you need to be very confident in that. 

AN-SHU STEPHEN HAYES has authored more than 20 books, worked as a body guard for the Dali 

Lama, supervised over 30 school locations worldwide, and was named “A legend; one of the 10 most influential 

living martial artists in the world” by Black Belt Magazine 


CLASSIFIED 

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COMMUNITY MARKETPLACE 

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Career in The Martial Arts? 

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Looking to Hire Instructors? 

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EXTRAORDINARY MARKETING 

Separate Your Hobby 

from Your Business 

by Grandmaster Stephen Oliver 

Most school owners end up running a school, as their hobby gradually evolves into a 

job, then into a career. 

Maybe they were recruited to teach by their instructor,then had 

their “entrepreneurial seizure” and ended up self-employed. 

This is, of course, considerably different from the more pedestrian 

career path of most professionals: complete high school; go 

to college to pursue a degree in a field expected to produce an 

interesting and lucrative career; find the job and pursue career advancement 

and consistently improve salary and benefits. Certainly 

in the new economy that model is becoming increasingly less 

common. However, I walk through this to point out how different 

our industry usually is. 

Although there is a newer generation, many like myself 

actually trained to improve their teaching skill, 

pursued a degree in business and additional 

training in marketing, and really approached 

the martial arts as a career. Generally that’s 

the exception in the martial arts. 

If you are really interested in running a 

quality school and making a reasonable income, 

then you must approach your business 

as a career, and not as a way to pursue your 

hobby full-time. 

I’ve always held myself to 

a standard of matching my 

income opportunities in any 

other pursuit by plus or minus 

10%. I’ve always planned on 

consistently matching my 

other choices. 

A quick lesson in economics 

versus accounting: 

If your revenue exceeds your 

expenses, you will end up with 

what your accountant calls net 

profit. Although certainly having a positive bottom line is a good 

thing, it misses an important component: 

Opportunity Cost 

Opportunity cost is, in simple terms, what you could have made 

doing something else. Example: If you could earn $50,000 per 

year in some other career, and you make $40,000 running your 

school, your accountant will tell you that you made $40,000 profit; 

but an economist would tell you that you lost $10,000 compared to 

your other opportunities. 

If you made $50,000 from the school, then actually you have 

broken even compared to your other opportunities. 

The next issue to always pay attention to is your classroom and 

curriculum: 

Do you teach what you like or teach what your clients 

want to learn? 

Many, many martial artists pursue their own interests and hobbies 

in martial arts — then immediately convert their curriculum 

into these areas. Example: The ultimate fighting challenge takes 

the martial arts community by storm. School owners around the 

country take up grappling and pursue any of the Gracie clan or 

Machado family to teach them this kick-ass Brazilian martial art. 

Convinced that this was the ultimate fighting method, and enamored 

of the viciousness of the telecasts, they immediately begin 

teaching grappling classes on a regular basis and expose their 

entire student body to this new curriculum. 

Ultimately, the moderately successful school, that previously 

had a solid children’s and family clientele, erodes. The owner 

has great fun with this new curriculum, but the students don’t 

share his new found interest. The owner convinces himself that 

the kids and parents just love this new curriculum,yet his active 

count slowly dwindles. 

GRANDMASTER STEPHEN OLIVER, is a 9th degree black belt and is the founder and CEO of 

Mile High Karate schools, and founder of the Martial Arts Wealth Mastery Program. 


Photograph (right) by Mohamad Faizal Bin Ramli

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PILLARS OF SUCCESS 

3 Steps to Build 

Corporate Leadership 

by Grandmaster Y. K. Kim 

Corporate leadership requires self, attractive, necessary, network, and corporate 

leadership. In the last four sections, we discussed self, attractive, necessary, and 

network leadership. In this section we will discuss the details of corporate leadership 

so you can become a corporate leader. 

In order to build a competitive organization, the CEO has to have 

powerful vision, financial ability, and the ability to create a winning 

team, which is corporate leadership. 

Create Powerful Vision 

An organization needs a positive direction. 

Powerful vision is the ability to see important and 

valuable or unimaginable things for the future that 

ordinary people can’t see. Vision is the root of competitiveness. 

Vision is thought, which is imagination 

in the form of a mental picture or a mental movie. It 

is the ability to see what others can’t see because of 

the third eye. 

The third eye is invisible because it is a mental 

eye, which is like an X-ray, MRI, binoculars, or highpowered 

telescope; you are filtering, analyzing, and 

understanding what you see, or mentally envisioning 

your desire. 

Look at things with three eyes, and 

right away you can see a different world. 

For example, you can picture oil and 

other valuable resources underground; 

you can envision traveling to the 

moon; you can invent household appliances, 

high-speed transportation, 

or communication tools, etc. 

Vision and the third eye: 

The way you look at the world is 

critically important, because depending on how you choose to see 

the world, it will be different. 

Close your eyes: You can’t see anything. As a result, you can’t do 

anything properly. 

Use one eye: You can see only half of things, therefore you 

become biased. Consequently, you make the wrong decisions in 

whatever you do in life. 

Use two eyes: You can see the whole of things, but only on the 

surface. You can’t see the real value, or important things like positive 

or negative qualities under the surface, so it is easy to make mistakes, 

especially when making important decisions. 

Use three eyes: You can see both the surface and the inside. You 

can see positive and negative, good and bad, valuable and trivial 

things that other people can’t see. You have an advantage over others, 

and you can make the right decisions for your future. 

Special note: If you don’t have eyes or you have only one eye, follow 

the principle and you will see things the same as with three eyes. 

GRANDMASTER Y. K. KIM is the most successful martial arts business leader in the US, having written 

over 30 books on martial arts, business, leadership, and success. He has won numerous public service 

awards and is the founder of the leading martial arts marketing and management company in the US. 


Photograph (right) by jacoblund

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STAFF DEVELOPMENT 

The 4 Daily Practices for 

Committed Martial Arts 

Instructors (Part 1) 

by Grandmaster Zufi Ahmed 

1. TRAIN. TRAIN. TRAIN. 

Yes, TRAIN. 

Take at least 20 minutes per day for personal, private training. 

This is where you isolate yourself completely from distractions 

and only focus on your personal training. 

You can train with a partner or even with a small group of likeminded 

individuals who are also pursuing the same objectives. 

Personal training without distractions. 

Remember, this training is for you to enjoy your Martial Arts, as 

well as to find peace and personal empowerment through your art. 

This is where you enjoy what you have come to love. 

This is where you connect at a higher level with 

what has brought you success and personal satisfaction. 

Never lose sight of why in the first place you 

had started your training, and that it is through 

your training and learning, you are now at this 

stage and level of skills. 

Never lose the desire to train. Continue your 

training with a passion! 

2. Teach. Pass On Your Knowledge. 

Teaching is what brings you meaning, 

status and purpose. 

Teaching might also be your vocation, 

or through teaching you live a higher 

purpose in life. You might be teaching to 

make a living or you might be teaching 

just as a hobby, which brings you joy 

and happiness. Whatever the reason! 

Teach with purpose. 

Teach so that you can make an impact on your students’ lives. 

One of your rewards is to watch your students grow. It brings 

you pleasure to watch their progress. It makes you proud. That you 

have been an important influence in their life. 

Experiencing their success brings you joy . 

Also teach to learn. 

It is said that when we teach we learn twice. 

One of the fastest ways to improve your personal skill is to 

teach it to someone. 

GRANDMASTER ZULFI AHMED has amassed acclaim as a world-class competitor, martial 

arts educator, and is most notably founder and designer of the internationally renowned style, Bushi Ban. 

With over 45 years of martial arts experience and over 300 martial arts awards, his schools include ten 

locations across Texas. 


Photograph (right) by PeopleImages

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THE WAY OF THE SAMURAI 

The Three Rs of 

Combative Weaponry (Part 1) 

by Shihan Dana Abbott 

Retail, Retention, and Renewal 

School owners have witnessed many changes in the martial 

arts and sports industries over the past 50 years. Schools have 

gone from producing the traditional rough and tough; I can take a 

beating martial artist to a safe, family-oriented atmosphere utilizing 

professionally tested curriculums, programs, and polishing tools; 

nothing like the old mom-and-pop schools of yesteryear. 

The martial arts industry has given way to a larger, big-box 

building approach, allowing for massive school enrollments and a 

wider selection of programs with reasonable pricing. Schools are 

being managed better; spacious workout areas with pro shops 

offer stronger retail presence. 

In this world of instant gratification, following a comprehensive 

program designed for school owners is difficult at times. There’s 

a lot of stuff out there and one can spend countless 

hours poring over new fads that vanish before 

you finish reading this article. That is why 

school owners rely on trade magazines, 

training aids, and programs 

to see what is currently 

being offered in schools 

throughout the martial art 

community. 

Even though the percentage 

of children enrolled 

in youth programs has skyrocketed, 

offering a simple-tofollow 

and easy-to-understand 

program that provides your 

school with immediate 

profits and student retention 

has been elusive at 

times. That’s all now in the 

past and new market potential 

is on the horizon: Combative padded weaponry programs and 

polishing tools. 

School owners immediately recognize the value of combative 

weaponry used in the “ultimate physical game of chess.” Student 

retention and sign-ups are generated by the excitement of going 

in for the point or shot, depending on the style or school. Combative 

weaponry has something for everyone. Knives, short swords, 

long swords, sticks, and staves flail and slash at blinding speeds 

while your retail sales work overtime with a strong 45–60 percent 

markup. Advances in science and technology coupled with the finest 

materials available to the martial arts community offer professional 

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76 MARTIAL ARTS WORLD NEWS VOLUME 24 | ISSUE 2 Photograph (right) by Kichigin

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MASTERING MODERN BJJ 

Act or Not to Act? 

by Master Carlos Machado 

Every action we take or refrain from taking has an impact on future events. 

Looking back, I never understood how 

often I took and endured a long bus ride from 

my apartment to the academy I used to teach 

in Brazil, about 40 yrs ago. It was a bit over 

an hour of bus ride each way, going along the 

scenic route, as the bus calmly rode through 

the beachfront main avenues. It was a daily 

test of my resolve to stay in the bus, as I looked 

through the window towards the crowded 

beaches. I thought then I was missing out on 

life, as I watched many of the young like me 

bathing in the sun and diving into the warm 

Atlantic waters, in a more than perfect weather. 

My deal was completely different, riding through 

many stops until I finally made it to the station 

a few blocks from my work. I had to cross an 

overpass which was often a place where 

people got mugged by street thieves 

at knife or gun point. I looked athletic enough that 

nobody paid much attention to me as a victim, plus I 

never wore watches or jewelry, nor looked too fancy. 

I was not an obvious target for the punks that used to 

harass some of the pedestrians in that part of town. 

Getting to the academy was where the magic 

all happened, taking hours on the mat sharing 

knowledge, getting knowledge, and being 

physically pushed to my limits. I never 

thought the hardship of spending so 

much time on the mats was something 

difficult or not normal for the average 

person, I did have my moments 

of soul search, where I felt the 

support of coaches were not 

there for me, and every thing 

that I had to get on, thankfully I 

had my brothers and some of my 

cousins who were my peers to count on and help me through. 

As time went by, and with the gradual maturity of my ability to 

instruct and mentor others, the initial sense of regret of missing out 

going to the beach was replaced by a feeling of purpose of knowing 

the sacrifice was worth the cause. I realized I was changing the 

lives of my students at each class I taught. That was such an eye 

opening realization. 

In today’s world, with all the additional distractions of technology 

and digital devices, it is almost a miracle to keep someone 

focused long enough on anything. I feel very fortunate I made the 

choice to stay on the bus when in many instances I was tempted 

to get off at the station near the best beach spots. Those were 

moments which I had no idea would forge my mission of remaining 

consistent long enough to prepare for what would become a much 

larger task, of helping spread jiu-jitsu throughout the world. And 

staying on the bus was the right choice, or maybe the road less 

traveled, but it made and still continues to make all the difference 

in my life and the lives of many more! 

MASTER CARLOS MACHADO is one of the pioneers of Brazilian Jiu Jitsu in the United States of America. 

Currently a Coral Belt, and promoted to Black Belt by Carlos Gracie Junior, Carlos Machado came to the USA in the early 

1990’s with his brothers where they formed the RCJ Machado Jiu Jitsu Association, one of the strongest & growing BJJ 

organizations in the world today. 

78 MARTIAL ARTS WORLD NEWS VOLUME 24 | ISSUE 2 Photograph (right) by gustavofrazao

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As professional martial arts school 

owners and instructors, it’s important 

that we stay up to date with the 

latest tools, tactics, and strategies 

for operating a successful martial 

arts school or organization. 

We here at Martial Arts World News 

Magazine are on an unstoppable 

mission to help our industry grow, 

and one of the best ways to do that 

is by sharing “what’s working” and 

what’s not. 

So, we want to feature schools, 

school owners, instructors, 

organizations, students, and industry 

contributors that might have a story 

our readers would find valuable! 

No story is too small or too big for 

consideration so long as there is 

value to our readers. 


Send your Story Idea to us. 

Email Editor@MartialArtsWorldNews.com 

Or Contact us at: 407-895-1996 

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NEXT LEVEL STRATEGY 

Shaking the Bushes! (Part 1) 

by Shihan Allie Alberigo 

During my travels to Japan over the last 20 years and 27 trips, I have learned some 

incredible life lessons. 

Some were taught to me by mystics, teachers, others by monks 

and some were self-discovery. All in all the knowledge was amazing 

and I am happy to share it whenever and wherever I can. So 

here is a quick story that I hope will serve you well in fact, many of 

my client’s use the term while running their businesses. 

My ritual of traveling to Japan was quite unique - the minute I 

touched down in Narita airport I started to plot how I was going 

to make my first stop. For over 10 years when I arrived in Saitama, 

which was a slight bit out of Noda City and settle into my apartment. 

I would unpack my toiletries and get right on my bicycle to my favorite 

Sushi Place “Sushi Dai.” It was one of those sushi places that 

had a water moat around the sushi chefs and as they would make 

the fresh sushi, they would place it down on a plate that 

floated in the revolving water. You would reach down 

and pick whatever you chose. The plates were color 

coordinated by price. So at the end of the night 

when you checked out, the wait staff would just 

total your plates and add up your bill. The sushi was 

always fresh and the place was always packed. 

I jumped on my bike and started to make 

my way there as I had done so many times 

before. I had been going to Japan to train 

with my teacher for over 15 years at that 

point. I was pedaling fast and on 

my way when I could see the 

building in the distance. I put 

my pedal to the metal and I was 

on my way. As I approached I 

saw this rather unique change 

to the building: the parking lot 

was filled with outside canopies 

just like the ones you would use for 

an outside thrift sale or camping trip. I 

pulled quickly into the parking lot and to my 

amazement I saw the tents were filled with 

exotic hawks, eagles, White owls etc. I was astounded! I saw a 

Caucasian person standing there tending to one of the birds and 

I approached him. I had asked him what his place was and he 

immediately replied by asking “are you here to train with another 

specific Sensei.” I replied no – “I am actually not part of the that 

system but a student of this one.” That reply was met with a giggle 

and a quick cold immediately brushed over the man. I asked more 

questions and even though his answers were short and cold eventually 

he started to open up. 

What I found out was that he was a high ranking student of my 

teacher’s rival and most of the Shihan’s high ranking instructors 

had to train and keep their own hunting birds. They had to teach 

themselves how to hunt and learn to care for them. They of course 

also sold them and it appeared this was a big thing in Japan at the 

time. I was in awe and expressed how I would love to come back 

and if I could do anything to help I would love to learn more. He 

was very open and said okay. Over the next two weeks almost 

every day I would visit the shop and even at one point was able 

to have a red tailed hawk on my arm and feed it. It was amazing, 

the talons were wrapped around the leather glove I had on, and 

just from gripping my arm to steady itself, the strength in its talons 

and the grip on my arms would cut off all circulation to my fingers. I 

would never want to be in its claws. 

Here is how the title of my article came about. I asked my new 

friend how they used the birds to hunt and he explained that a few 

hunters would go out into the field or forest and release their birds. 

They would then walk on the outer edges and shake the bushes, 

making loads of noise and scare out all resting and hiding wildlife. 

The minute they did that and a rabbit or other animal ran the birds 

would sit in, scoop down and make their kill. They called it “shaking 

the bushes.” It was quite amazing to me and it resonated in 

many areas of my life. 

Of course running a martial art school I thought of this from a 

personal side and a business side. That is why this lesson is universal 

for students and school owners. 

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

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

with one of the first online coaching companies. 


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MIND MASTERY 

Master your Mindset Before you 

Think About Opening a Martial 

Arts School (Part 1) 

by Grandmaster Jessie Bowen 

What does it mean to master your mindset? Getting a handle on your mindset means 

you can fight back the fear, take action, and achieve the success you deserve. 

I remember back in the day as a new black belt you are excited 

for the possibility of opening your own school. Many martial artists 

left their teacher’s side and ventured off to find a better way of 

teaching the martial arts. And pretty much 99% of them failed. 

Why is it, you may wonder? They were thwarted by their own 

mindset, which believed that all they had to do was open their 

doors and students would pour in. There were no 

actual objectives, vision, business or marketing 

strategies in place. 

“If you fail to plan, you are planning to 

fail” — Benjamin Franklin. 

To run a martial arts school in the twentyfirst 

century while also dealing with the aftermath 

of a pandemic, you must first figure out 

who your target clientele is and 

how they prefer to learn. 

You must be willing to 

adjust your teaching 

methods; I did 

not mean you must 

change your martial 

arts styles or system, 

but you must 

be more open to 

the learning methods 

employed by 

today’s students. 

The first thing you must remember when beginning a martial 

arts business is that it is a business. I understand that you are 

passionate about teaching martial arts and helping people, but 

it is a business at the end of the day. The government, as well 

as your local and state governments, will expect you to pay 

taxes and obtain a business license. One of the key contrasts at 

the start of the epidemic was that the martial arts schools that 

survived and were able to stay in business were able to do so 

thanks to the PPP loans. 

Schools that operated as businesses and filed taxes, had current 

business licenses, and all of the required paperwork could 

apply for government financing, which was their saving grace. And 

this was a valuable lesson in running a professional business and 

maintaining up-to-date records. 

Mindset for Success Through Practice 

These are some of the issues you should think about. In your 

mind’s eye, you should be able to visualize a thriving school. 

What is the minimum number of students required for your 

school to be successful? What do you think your monthly income 

will be? Is the school a stand-alone building? Is it located in a 

shopping mall? What types of classes do you intend to provide? 

Is there a program offering after-school classes? Who do you 

have on your business and instructional team? Who are the instructors 

and assistant instructors? Have you ever worked in the 

office and sales? These are just a few of the questions to which 

you’ll need answers. 

To Be Continued... 

GRANDMASTER JESSIE BOWEN is president of Karate International of Durham, Inc., a member of the 

American Martial Arts Association Sport Karate League and Hall of Fame, and has been a member of the Duke University 

PE Staff for over 25 years. He is the author of Zen Mind-Body Mindfulness Meditation and Zen Mind-Body Mindfulness 

Meditation for Martial Arts, as well as several other books, programs, and audio CDs on meditation and success training. 


Adult Black Belt 

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July 4-6, 

2024

THE MILLIONAIRE SMARTS COACH 

Instant Communication Can Get 

You into Hot Water (Part 1) 

By Lee Milteer 

Who created this crazy rule that all communications have to be instant? Burn it in your 

brain that instant communications can instantly get you into HOT WATER. Particularly 

when you overreact to signals you may not be reading correctly, you’ll thank yourself 

for stepping away from the Send button. 

I am known for my straight-shooting style. It’s tempting for me 

to assume that everyone is on my page with being direct and to 

the point. It’s the style of communication I prefer because it saves 

time! No one ever accuses me of being too sensitive and, frankly, 

often asks me to be more sensitive (I am a work in progress). But 

the reality is, many of the people we have to communicate with 

are sensitive people. And if you’re discussing a sensitive subject 

with a sensitive person, well, you’ve got even more reason to 

consider what you say very carefully. 

Danger: Text, Messenger, & email ahead 

When we type out our thoughts and hit the 

send button, we often have not stopped to 

consider how the other person will interpret 

our message. Like most people who use 

Texts, Messenger, and Email, I sometimes 

forget that it lacks tone of voice, eye 

contact, compassion, understanding, 

and human kindness. Electronic 

communications are often just 

words on a screen, us telling it 

like it is. 

We lose sight that even 

the very form of a short, 

abrupt reply often insults 

people, nevermind what 

words were used. And we 

can be in such a selfish hurry to send an instant message that we 

say things that, in reality, should not be said at all. But in the fast, 

take-no-prisoners world of instant communications, we just blurt 

out a short burst of words, mowing down the folks on the receiving 

end. 

Subject: You’re Fired 

Most of us are guilty of not thinking about the impact or consequences 

of our thoughtless instant communications. I actually 

know people who have bragged they have fired a staff person 

with an email or broken off a romantic relationship with a text. For 

some reason, that lack of sensitivity seems 

acceptable in today’s culture. And when I 

say thoughtless, I mean that. We are not 

thinking at all when we respond too 

quickly about an important topic 

or subject. Shooting from 

the hip to say things that 

are often insensitive, 

emotionally driven, and 

reactive never fails to 

get us in trouble. The time 

you were hoping to save with an 

instant message ends up costing you 

much more time and energy trying to 

FIX the damage your thoughtless communication 

caused. 

MS. LEE MILTEER is an Intuitive Business Coach, award-winning professional speaker, and TV 

personality who has counseled and trained over a million people throughout her career. Lee is Stephen Oliver’s 

Martial Arts Wealth Mastery’s Millionaire Smarts Coach and is also a best-selling author of educational resources. 

Visit www.milteer.com 


Photograph (right) by AaronAmat

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BUDO PHILOSOPHY 

Sustainability (Part 2) 

by Shidoshi Alfredo Tucci 

“Don Juan said it was a very safe place because it was too shallow to be a den for 

lions or any other predators, too open to be a nest for tars, and too windy for insects. 

He laughed and said that it was an ideal place for man, because no other living 

creature could stand it.” Carlos Castaneda 

“Getting angry at people means you consider the actions of 

others important. It is imperative to stop feeling that way. The acts 

of men cannot be as important as to counteract our only viable 

alternative: our immutable encounter with the infinite.” Carlos 

Castaneda 

The Japanese phrase that reads “when you reach the top keep 

climbing”, does not refer to the physical movement, but to the 

spiritual one, because, obviously, to every top follows 

a valley. Humanity is probably on that frontier, 

where the only way up transcends the material, 

because on this specific level, the unsustainable 

Universal laws leave no alternative. 

We are too many, I’m afraid, and from what 

one sees these days with the climatic summit, 

also quite idiotic. The plague of the planet is 

humans, but, call me sentimental, it’s as if I had 

taken a liking for at least a part of that group. 

Individual, family, tribe, country, culture, and even 

humanity, the spiral of affection is logically 

decreasing. 

Ecology is nothing more than the 

pendular movement, the reaction 

to the big polluters and usurpers 

of the common and, of course, to 

the infinite greed that nests in the 

human soul. Like all extremes, it 

arises to balance its opposite, but 

it too is subject to the laws of the 

Universe, when to every action 

there is an equal and opposite 

reaction. 

Framed as well as the two sides of the same coin, I look at 

the parcel, with its fronts and backs, to prevent its constant and 

hysterical public address system from annulling my lucidity. And to 

all of you, fellow readers, let me invite you to this exercise, because 

there is nothing totally pure, in every pole there is something of its 

opposite and all truth is therefore only half truth. 

Maintaining equanimity in the face of such media fuss will not 

be easy; I know that by these writings many will want to anathemize 

me, suspend me a divinis and even the boldest, burn me at 

the stake. 

In spite of all this, as a man of the time that I have had to live, I 

don’t want to fail providing a personal vision, even if that is swimming 

upstream, and perhaps especially because of it, because 

someone has to say, as in the story, that the King’s going naked, for 

I am already fed up with the new sanctimonies of this inquisitorial 

religion, which every day imposes its catechism and morals on us, 

getting into my daily life, yes, but not in my soul, which will not be 

for sale as long as I can think freely. 

Beware of the saviors and their siren songs! C’mon! ... Tell me 

another one! 

SHIDOSHI ALFREDO TUCCI is the CEO and General Manager of the Budo International Publishing 

Company, a leading publisher in the martial arts with over 35 years in the industry. He is also author of several 

books: The Immaterial Dimension, The Way of the Warrior, and The Spirit. He currently lives in Valencia, Spain. 


Photograph (right) by Khanchit Khirisutchalual

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MASTER THE BASICS 

Secrets to Teaching 

High-Energy Classes 

by Master Tina Bane 

How does a martial arts instructor know when the energy is high in her classroom? 

Simple, when she sees her pupils sweat! She can see them 

sweat physically, mentally, and morally! Why? So, her students will 

feel better, both physically and mentally. 

Number 1: To sweat physically is easy to tell. The students will 

sweat all of the bad toxins out of their sweat glands through the 

pores of their skin. You can physically see the sweat dripping from 

their bodies. Then they will shower and clean the bad toxins away 

and feel so much better. Their bodies will be in better physical 

shape and the students will feel stronger and cleaner and significantly 

better, inside and out, physically! 

What does it mean to sweat mentally and morally? 

Number 2: To sweat mentally is more difficult to tell. I tell my 

students to smile repeatedly, while motivating them to practice 

with no fear! The best defense to any confrontation or 

obstacle in life is to face it with a smile! Confidence 

is instilled within the students. The more times a 

person smiles, the better he or she will feel. If a 

person is pessimistic, then bad things will happen. 

The happier my students are, the more good 

things happen. So, as a Master of the martial 

arts, I must stay full of positive energy to 

keep the students full of explosive, upbeat 

energy! That is how to make them sweat 

mentally! The best teacher is in the 

form of example, so smile and 

be full of HIGH ENERGY! 

Number 3: The 

students must think 

rationally, not emotionally 

to sweat morally. 

Your students must remain 

focused and think with a 

clear head when someone is making 

him or her angry. When sparring with 

each other, the students must remain 

absolutely focused and calm mentally, yet energized and motivated 

physically. You can see their attitude and their spirit simply 

skyrocket! As a teacher, I pick a theme for the day, like, ‘I’m happy’ 

or ‘Smile’ or ‘No fear!’ to shout as the students are sparring with 

each other. This keeps them focused and builds their confidence. 

The sparring, while being completely focused, is morally cleansing 

to their system and makes them feel great! The students will 

go home with a better attitude and more respect for themselves 

and others! 

Number 4: The benefits that come from having high-energy 

classes are astronomical! 

You will increase the intensity level in your classes as well as 

the fitness level, the motivational level, and the confidence level of 

each and every one of your students! 

The parents will appreciate that their children are in better 

shape and have more respect for themselves and others! The 

word of mouth advertising alone will be a great benefit and your 

profits will increase! The students will be in such great shape 

physically, mentally, and morally, that they will want to keep coming 

back. This will increase your classroom retention and your school’s 

success rate will dramatically improve! 

For more classroom strategies, visit MaBizAcademy.com 

MASTER TINA BANE is a 6th degree master instructor and owner of a Top Ten martial arts school 

with successful after school and summer camp programs. 


Photograph (right) by hxdbzxy

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INSTRUCTIONAL EXCELLENCE 

Teaching Little Dragons 

by Grandmaster Tim McCarthy 

It should be no secret to any instructor of the martial arts that students have different 

needs at different ages. 

If you teach preschoolers the same way you teach adults, 

you will not have a very well-attended preschool class. With that 

understanding in mind, here are some things you may not have 

realized about teaching Little Dragons/Little Tigers (the 3 to 5 year 

old students). 

First of all, these kids have a very short attention span. You 

have to keep an eye on them to see when they are getting bored 

or mentally losing the ability to focus, and then move on to the next 

activity. I suggest thirty minute classes with at least four different 

activities. Most martial arts schools agree that the average kids 

aren’t ready to attend a regular martial arts children’s 

class until they are five years old so that is why, if 

you want to serve children this age group, you 

need a separate class designed around their 

needs and abilities. 

Physically, they need to develop gross motor 

skills, which means moving the arms and legs. 

Do a lot of running with relay races, jumping and 

ducking by having them form a circle around you 

and slowly swinging a bo staff around for them to 

jump over or duck under. Create obstacle courses 

and change them every day to require them 

to adapt to the different activities while 

learning the different sequences. 

Throw in some sit-ups and pushups, 

squat jumps, jumping jacks, 

and other strength and coordination 

building exercises either in 

your warm-up or as part of the 

obstacle course. Add some balance 

beam like exercises with 

a rope or tape on the floor, or 

possibly a two-by-four laying 

on the floor to walk across. Of 

course, you can teach basic 

kicks, punches, and blocks, but not for very long in each class. Add 

fun by using targets. Grappling is also a fun gross motor activity 

but due to lack of fine motor control the risk of injury can be high. 

In my opinion, joint locks are too risky because of the level of fine 

motor control needed not to hurt your partner. 

Stretching seems like a good activity because you want them 

to keep the flexibility of a child before they start tightening up as 

they grow older. However, don’t expect them to stay focused on 

stretching for more than a few seconds for each pose. 

Meditation is a great mental/focus activity, but will take some 

practice. Start with just staying completely still for ten seconds. 

Increase to twenty seconds when the whole class is ready or after 

a belt or stripe test. Memorizing a short form or a few self-defense 

moves is also a great mental activity in addition to teaching gross 

and even some fine motor skills. 

For confidence, just learning to speak loudly is a simple confidence 

builder. Take roll at the beginning or end of each class by 

asking each student to jump up from a seated position when their 

name is called and answer loudly, “Yes, Sir!” (or “Yes, Ma’am!”). 

Loud ki-haps throughout class also help to develop this confidence. 

Throughout the class ask students to demonstrate different 

skills for the rest of class to build their confidence of performing in 

front of others. 

As far as moral education, learning to inhibit automatic responses 

is an important skill, so playing SabumNim/Sensei/Sifu Says 

is a great, fun activity. In addition, do a short mat chat at the end 

of class and possibly have them act out different scenarios they 

might encounter on how to handle the bully without fighting, how 

to help mom and dad at home, how to make a friend, how to show 

respect to others, etc. 

The pre-school market can be a solid financial opportunity for 

your school as long as you meet the needs of the students and 

their parents. If you can get them hooked on your school and your 

classes, you can create life-long students of the martial arts and 

highly dedicated future instructors for your school. 

GRANDMASTER TIM MCCARTHY is a 9th degree black belt and is a martial arts educator with 

a master’s degree in education. He has been instrumental in developing two industry-changing programs, plus 

has directed and been featured in hundreds of martial arts videos and webinars. 


Touch The Future 

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REPORT 

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schedule any of the 

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whenever you wish. 

MARKETING 

AUTOMATION 

• Generate new 

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will find new 

prospects, 

collect their 

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funnel them into 

your school. 

• Guide new 

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with automated 

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messages. 

FORMER STUDENT 

AUTOMATION 

• Reactivate lost 

and former 

students with 

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about special 

events and special 

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school. 

SOCIAL MEDIA AUTOMATION 

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BUSINESS BUZZ 

How to Add Value to Upgrade 

80% of Trial Students (Part 1) 

by Grandmaster Lawrence Arthur 

Warren Buffett says “Price is what you pay, Value is what you get”. Price is never a 

concern until the value is understood. 

Add value and the price will be insignificant. 

Add value by making sure everything was done correctly 

for them during the enrollment process. (that’s 

another article) Schedule their free birthday party 

at the front desk, before you begin the intro tour. 

Review the citizenship form and ask what specific 

improvement they need to accomplish in 

order to earn their white belt next class. 

Add value by scheduling their 

first 5 classes when you enroll 

them. Give them an index 

size card with the first 5 

classes laid out so they know 

what will happen on each of 

their classes. Have them bring 

the card with them to each class and 

have the instructor initial it so he knows what 

should happen each class. Example 1st 

class Earn their white belt with their 

name on it and/or first stripe, 2nd 

class earn their school patch 

by bringing a friend or parent 

to take class and review 

Setting and Achieving Goals 

by describing the time and 

classes required for belts 

through black belt. 3rd 

class take the black belt 

portion of their class, 4th 

class sponsor them to take a specialty class or black belt training 

class, 5th class will be a progress check, and explanation of 

the black belt program. Schedule their Progress Check 

and Upgrade Conference when they enroll. 

Add value by Scheduling and Confirm all 

classes during the “Basic Trial” program. 

Confirm, Confirm, Confirm every class and 

or event for the first 30 days. Confirm every 

class and appointment for at least the first 

month of classes to avoid “White Belt Flight”. 

Use Video Texting for all messaging, but you 

MUST speak to them directly on the phone to 

confirm. Each time you confirm, let them know 

that you think they are doing well and they will be 

a great candidate to become one of your black belts. 

Mention on the second call that they always try their hardest 

and they have a great attitude and that will insure their success. 

Let them know on the third confirmation call that the right to be 

invited into the black belt training program is earned and they are 

earning that right. Ask them if they are nominated, are they willing 

to try their best . Also have the same conversation with their 

parents and ask if they are willing to support their child’s hard work 

to become a black belt. The fourth call should confirm that due to 

their outstanding attitude and effort, that they will be nominated 

for the black belt training program during class. The fifth confirmation 

call should mention that they are doing great and it’s time for 

you and your husband and I to sit down and discuss their progress 

and see if it makes sense to set their goal for black belt. Explain it 

will take 30 to 45 minutes so plan accordingly. 

GRANDMASTER LAWRENCE ARTHUR has been a martial artist, specializing 

in Karate, Kung Fu, Kenpo, Shotokan, and Goju Ryu, since 1968. He owns 40 Super Kick Karate 

locations and is founder of the American Freestyle Karate Association (AFKA). A world champion 

and hall of famer, Lawrence also runs the Black Belt Success Systems consulting firm, which trains 

martial arts instructors on proper business practices and is used by schools all over the country. 


Illustration by Rudzhan Nagiev

MARTIAL ARTS PHILOSOPHY 

The Tale of the Forty Brooms (Part 2) 

By Sensei Gary Lee 

I finally got to the hardware store, soaking wet and scared because I didn’t know 

what to expect. Mr. Williams had received a phone call and was expecting me when 

I walked in the store. He had put duct tape around both ends of the handles of the 

brooms so I could drag them back to the dojo. 

I could see Mr. Williams felt sorry for me. I was a big kid, 

but I was only nine years old and a major storm had hit 

Honolulu. Mr. Williams said, “Kid, I will let you take the wheel 

barrow. Just bring it back. I don’t know what you did to make 

Sensei Kishi so upset!” 

Well, it helped a little, but not a lot. Sand, rain, hard rain, a wheel 

barrow and a kid pushing it for ten miles . . . well, you can imagine. 

I was tired and mentally wasted. I cried a lot that day. I learned 

the lesson: Never talk back and always respect 

your peers, but most importantly, never question 

or raise my voice to Sensei, for he is 

the teacher. Osu! 

I finally got back to the dojo and was 

met by Sensei at the door. He looked at 

me and I broke down and cried again. I 

said I was sorry for my attitude and it 

would never happen again. 

I believe that day changed my life. I 

can’t remember ever getting upset 

since that walk in the rain. Sensei 

Kishi and I bonded that 

stormy day like father 

and son. Oh, by the 

way, what happened 

to the 

forty brooms? 

That 

night 

Sensei 

Kishi 

demonstrated Kyoshi-Jujitsu. He gave the brooms one at a time 

to each black belt present. Then he instructed each black belt 

to attack him with an overhead or thrusting strike, broom handle 

forward. 

What I saw next I have never seen again in all my world travels: 

He broke the brooms in half. The punch from the arm symbolized 

the attacking blow. He was so precise that he would break it 

low symbolizing the wrist and then high which would be the elbow 

breaking. 

He stopped at thirty-nine and said, “Gary, get the last broom 

and bring it to me now!” I was so scared, and it was so silent you 

could hear a pin drop on the sand. Remember there were over 

thirty black belts there plus all the students. No one knew what 

my day had been like or the lesson that I had learned, but that was 

okay because I did learn. 

So, I took the last broom, got into attack position and waited 

for Sensei to Kia for my attack. I waited and waited. It seemed 

like forever. He moved, I screamed and thrust the broom forward 

as hard as I could with my body and soul. He caught the handle, 

flipped it over, swept me to the floor and was sweeping my face 

and body in about three seconds from the time I had thrust the 

broom at him. Wow! He could have broken my arm and taken me 

out of the picture. He helped me up, hugged me, and we both 

said, “Osu.” For the very first time, I realized what “osu” meant: RE- 

SPECT, RESPECT, RESPECT! 

Then he gave me the unbroken broom and said, “Gary you will 

not forget this day for I would like for you to sweep the front area of 

the dojo every day after school or until you leave.” 

The front of the dojo area was sand! 

I took the broom and said, “Yes, Sir, Sensei.” I swept the front 

area every day until I was fourteen and left for the mainland. 

SENSEI GARY LEE, the American Samurai, is a 9th Dan black belt, a USA Karate 

Federation gold medalist, winner of five Super Grand National Titles, a featured actor in 

the movie Sidekicks, and is the founder of the National Sport Karate Museum. 


MANAGEMENT EXCELLENCE 

You Can’t Become a Millionaire 

by Working for $10 an Hour 

by Grandmaster Kirk Pelt 

Martial artists are strong and independent. They don’t like to depend on anybody 

else. Most believe, “If you want something done right, you have to do it yourself.” 

Unfortunately, every martial artist I know has only two hands. 

Many of them have very talented feet, too, but there is a definite 

limit to what they can do by themselves. There are only so many 

hours in a day. 

So when it comes to running a school, too many masters and 

instructors are just working too hard to get rich. They are answering 

the phones, teaching class, enrolling new students, cleaning 

the bathrooms, and collecting tuition. Even if they have a partner or 

a staff member to help out, there just aren’t enough hours 

in the day to get everything done, and then do what it 

takes to grow. 

Well, if this describes your situation, I have news 

for you. In the modern world, if you want something 

done right, you don’t do it yourself, you hire 

a professional. You probably don’t know how to 

fix your air conditioner, change the transmission 

in your car, or write software for your computer. 

You probably do know how to clean the bathroom 

at your school, but that is not the best way to spend 

your time. You may feel you have to collect your 

student’s tuition, but you don’t. 

You can’t become a millionaire by 

doing the $10 an hour jobs. You have 

to do the $100 an hour jobs, and 

maybe the $1,000 an hour jobs to 

get ahead. Then, you can afford to 

pay somebody else $10 or even 

$15 an hour to do the other work. 

What are the $100 an hour 

jobs? Teaching class. Promoting 

the martial arts. Attracting 

dozens of new students every 

month and enrolling them in long-term courses. 

If that sounds like the situation you would like to have, here’s 

what to do: 

Get a school website with high ranking SEO that funnels prospects 

into your school 

Post professionally designed pictures, ads, and offers regularly 

on social media like Facebook 

Send follow-up texts and emails to all prospects until they join 

Continue to motivate students with weekly emails about the 

martial arts 

If that sound like a lot of work . . . well, it can be. Or you can hire 

a professional system for less than $2 an hour that does all of that 

for you and more. It’s like hiring several new staff members for 

pennies on the dollar. 

To find out more, call my friend Chris at 1-800-275-1600 and ask 

how ATLAS Pro can free you to do the $100 an hour jobs you are 

qualified to do and take a giant step toward becoming a millionaire. 

For more information visit ourAMS.com 

or call 1-800-275-1600 

GRANDMASTER KIRK PELT is an 8th degree black belt and is the President of a multi-million 

dollar, multi-school organization, has a 30-year track record of success, and is currently on the leading 

edge of martial arts curriculum and business innovation. 


ADVERTISER INDEX 

Action Mega Convention 

ActionMegaHoh.com/. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 

Atlas Martial Arts Software 

AtlasMartialArtsSoftware.com ...............2, 42, 95 

Action Hero Photos 

ActionHeroPhotos.com ............................99 

Adventures of Harry & Friends 

AdventuresOfHarryAndFriends.com ................25 

Amazing Martial Arts Websites 

AmazingMartialArtsWebsites.com. . . . . . . . . . . . . . . . 11, 83 

An-Shu Stephen K. Hayes 

NinjaSelfDefense.com .............................49 

AMS Billing 

OurAMS.com ..............................27, 72, 110 

AMSkids 

OurAMS.com/AfterSchool .......................37, 87 

Break Like a Champ 

TeamChipTKD.com ................................81 

Budo International Magazine 

BudoInternational.com .............................52 

Extraordinary Marketing 

ExtraordinaryMarketing.com ........................77 

Master Karen Eden 

CenturyMartialArts.com ............................15 


ElitePublications.org and RevPublish.com ........19, 109 

Kick Start Kids 

KickStartKids.org ..................................21 

Kids Point MMA 

PointMMA.com ....................................89 

Kovar Systems 

KovarSystems.com ................................51 

Learn the Sword 

LearnTheSword.com ...............................29 

Lee Milteer 

Milteer.com ........................................93 

MA Biz Academy 

MABizAcademy.com .......................... 57, 103 


MaBusinessInstitute.com ......................33, 105 

Martial Arts History Museum 

MAMuseum.com ..................................97 

Ninja Fighting Techniques 

tuttlepublishing.com ...............................32 

Otomix 

Otomix.com .......................................13 

Sport Karate Museum 

SportKarateMuseumArchives.com ..................99 


4d-2d.com ........................................88 


TomPatire.com ....................................36 

Warrior Certification 

WarriorKravMaga.com/events ......................63 

Warrior Defence Lab 

TheEvolutionOfKrav.com ...........................79 


YkKim.com .....................................47, 71 


Lulu.com ..........................................28 


THE WARRIOR WAY 

Confidence Born of Experience 

by Grandmaster Bill Clark 

Experience is the second factor in building self-confidence. Self-confidence, like 

any other ability, is learned. Through repeated and educated risk taking, you gain 

experience and your confidence in your own judgment grows. Eventually, you are 

guided by the desire for achievement, rather than the avoidance of what you fear. This 

increase in confidence is the product of practice and experience. 

You can gain experience easily: 

• Involve yourself-in your industry’s trade association 

• Coach a local soccer, baseball or football team 

• Volunteer your services to a local charity organization. 

• Join a local Toastmasters, Rotary Club or fraternal organization. 

• Get on the homeowners committee, PTA board, or Save the 

Trees committee. 

Opportunities to take a leadership position and gain experience 

are all around you. All you have to do is pick one, 

then lift up the phone, and take action. The experience 

you gain in the politics, process, and problems of 

leadership will form the groundwork for dealing with 

situations you will face on a grander scale as a leader 

in your organization. 

As Lee Iacocca, the famed CEO who brought 

Chrysler back from the brink in the late 80’s 

once said, “My overnight success, like 

most overnight success, was 20 years 

in the making.” 

Indeed, there can be no longterm 

success without practice 

and experience. Once success 

is achieved on one level, it 

cannot be maintained or 

surpassed without more 

practice. 

Become an Expert 

The third factor in building confidence is not just to acquire 

knowledge and experience, but to become really good at something. 

Demonstrate a measure of achievement in some field. 

Everyone can be good at something. 

I was told I was good at Tae Kwon Do when I first began to 

train. This was the first time in my life I had been told I was good at 

something as an adult and this changed my life. Use the confidence 

you derive from things you do well to carry over to other 

aspects of your life. Focus your thoughts on a hobby or pastime at 

which you excel. 

Now consider what conditions or circumstances allow you to 

excel at this particular pursuit. How could you recreate some of 

these conditions to help you excel in other areas of your life? As 

the great scientist Marie Curie said, “Life is not easy for any of us. 

But what of that? We must above all have confidence in ourselves. 

We must believe that we are gifted for something, and that this 

thing, at whatever cost, must be attained.” 

GRANDMASTER BILL CLARK is a 9th degree black belt and a former PKA Fighter of 

the Year. He is widely considered one of the top experts in martial arts business with over 50 years 

of leadership and innovation, having been inducted into almost every Hall of Fame in the industry. He 

is one of the largest multi-school owners in the world. 


Photograph (right) by EtiAmmos

TACTICAL SELF-DEFENSE 

Each Situation Dictates 

Its Own Response 

By Grandmaster Tom Patire 

Looking at today’s volatile, unpredictable world one can see that real-world selfdefense, 

situational awareness, and personal preservation are needed more than ever. 

People are being victimized not only on the streets but in their 

homes, schools, places of worship and businesses as well. Most 

attacks happen at random with the underlying majority being hate 

crimes, robberies, car-jackings or wrong-place wrong-time scenarios. 

The only common element of being targeted is extensive 

physical harm to the victim(s), making headlines while stealing their 

personal possessions. 

I personally don’t believe that any material possession is worth 

risking your life over and yet there are some people that disagree. 

That’s why in defense of oneself you have a choice, and that choice 

should be considered if you are alone (not protecting a 

loved one), and you want to risk your own personal harm. 

Never forget that training in classrooms (no matter how 

hard you go at it) still has controlled variables like rules 

or guidelines. It must be that way otherwise people 

would be severely hurt, maybe even killed, while training 

in a martial arts classroom. 

In today’s world rules, guidelines and laws go out 

the window when it comes to malicious based attacks. 

Criminals or physical abusers don’t respect 

your personal welfare or the laws that 

govern it, and the lack of care allows 

them to be more ruthless and vicious 

because they fear nothing. With that 

in play it all comes down to each 

situation dictates its own response. 

Proficient self-defense skills are a 

tool in your toolbox of personalized 

protection. That along with 

situational awareness, readability, 

de-escalation techniques as well 

as a variety of physical defensive or offensive martial arts-based 

skills can aid or save you or a loved one from possible injury or 

death. Many variables can dictate the survival outcome of an altercation 

in one’s life as long as the mind and body are a cohesive 

unit and undeniable team. Momentary judgement or lack thereof 

what to do and when to do it along with proficiency and accuracy 

help or hinder surviving the situation that presents itself. 

To buy yourself some time and create a greater element of 

surprise (if you’re looking to execute your defense skills) one must 

be able to adapt to the events taking place if the time window of 

survival is there. In certain cases, a street-minded attacker expects 

you to be in full disarray, scared and emotionally unsettled. Listen to 

what he says and how he says it. Give him what he wants and as you 

play up your emotions try to get him to continually speak. Speaking 

is a thought process that can help delay his reaction time and temporarily 

sidestep his thought process, opening the survival window 

a bit more. Remember movement hides movement so use it to your 

advantage to get to your best angle of defense or to put you closer 

to disabling him by targeting a vulnerable part of his anatomy. 

In executing your strike remember to stick to “Parallel Body 

Striking”. This is defined as the proper use of equating your legs 

to strike his lower limb joints and your upper body hands/elbows 

to strike his most vulnerable targets in your direct path. As we all 

know from training, the human body is a great machine but has 

many flaws that a skilled defensive artist can take advantage of, like 

disabling the base or disrupting air or blood flow. Anyone of them 

will offset stability and can open the door to escape or take-out. 

Remember life is made up of choices and how we avoid or defend 

is a personal choice. If avoidance is not an option, then do what you 

have been trained to do without hesitation, regret, or remorse! 

Until next time Be Safe Always! 

GRANDMASTER TOM PATIRE, is known as “America’s Leading Personal Safety Expert” and has appeared 

on Good Morning America, The CBS Morning Show, The Colbert Report, Montel, plus in mainstream publications such as 

Family Circle, Redbook, Fortune Magazine, and The Wall Street Journal. He has written several books and has personal 

safety programs that can be incorporated into your martial arts school, available at TomPatire.com. 


FREE 

TOOL 

OF THE MONTH 

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Students at your school can 

hand this card out to their 

friends as a Valentine’s Day gift 

which will bring new students 

in your door. 

Get this FREE sample of the creative 

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Tools & Tactics 

Bee Buzzing This Spring to 

Attract Swarms of Leads 

by Ms. Chris Lee 

Spring is almost here, and it’s time for your martial arts school to create a loud buzz! 

Like bees buzzing around flowers producing honey, your marketing efforts should 

captivate and attract a swarm of potential students. 

In this article, I’ll discuss lead magnets and some inventive ways 

they will have your market buzzing about your school to generate 

leads and propel your martial arts school to new heights. 

First off, a good lead magnet is a powerful marketing 

tool designed to attract potential customers and convert 

them into leads by offering something of value in exchange 

for their contact information, usually their email address. 

The main purpose of your lead magnet is to grow a list of 

qualified leads that you can connect with and convert into longterm 

students. 

Effective lead magnets include content that is 

highly valued by your target audience. This usually 

means solving problems, meeting needs, 

or satisfying interests. 

Of course, it must 

resonate with prospects’ 

interests, challenges, and 

aspirations in order to 

maximize the magnet’s 

effectiveness. All of this builds a perceived 

value that moves a swarm of leads to 

take action. 

Once again, the lead magnet has an 

objective of getting contact information 

and to get prospects to take up 

a special offer at your school. Metaphorically, it’s like the flower 

attracting buzzing bees (leads) and generating(converting them) 

honey (long-term students). To have impact, timing 

and being engaging are keys, so here are some ideas 

for the spring: 

Use a buzz-worthy headline like: Spring Into Action: 

Claim Your FREE Martial Arts Trial Now! Limited 

Spots Available 

Design eye-catching flyers that draw prospects to your martial 

arts school’s spring special. Include a QR code directing potential 

leads to a landing page where they can claim a free trial class by 

providing their contact info. 

Use the power of social media for further and quicker reach to 

attract leads to your special spring trial offer. To take advantage, 

they would just click on a link that sends them to a landing page 

and to submit their contact information for the special. 

These are just a few ideas to help your martial arts school to 

create a huge buzz this spring. Of course, some of you might not 

be interested in writing copy for ads and creating website pages 

with contact forms. You like the sound of what a lead magnet 

would do for your school by creating a big buzz and swarm of new 

prospect, but you need some help. Fortunately, you can reach 

out to me and my team at AMS where we regularly produce these 

types of promotions done for you – just call 1-800-275-1600 or 

email me at marketing@ourams.com 

MS. CHRIS LEE is a martial arts business development consultant with a background in online and 

social media marketing. 


Photograph (flowers) by vaitekune. Photograph (bees) by DanielPrudek

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Martial Arts World News Magazine - Vol 24 | Issue 2

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