The Business of Jiu Jitsu

JP Levesque
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  • Entrepreneurship
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The business behind the gentle art - Conversations with gym/academy owners and industry leaders who are doing something unique and special to stand out.

  1. Aug 28

    Ep. 119 - Staffing: Who to Hire, How to Manage Them, and When to Let Them Go

    This episode is about staffing your academy, start to finish. I break it into three parts. First, who to hire when you're still wearing all the hats, and why your first real hire off the floor is an admin, not another coach. Second, how to actually manage staff once you've got them: roles and tasks, SOPs, objective standards, incentives, and quarterly reviews. Third, hiring and firing, how to grow coaches from inside your own room, how to onboard them, and how to know when somebody has to go. The through line: if your staff is underperforming, it's usually because you never made it clear what "performing" looks like. That's on you, not them. Why an admin is your first hire, not a coachThe math on paying somebody $1,500/month and what you have to go generate to justify itHead coach + assistant for every program (two layers of redundancy, always)Roles and tasks vs. SOPs — two different documents, and why you need bothTake a picture of the clean front desk. Seriously. Put it in the SOP.Making everything objectively measurable so reviews aren't "I feel like you're not trying"Bonuses and incentives that get profiles filled out and waivers signedQuarterly reviews as a relationship deposit, and knowing each person's actual motivationReviewing coaches by walking a student's experience through the classHow to give feedback without making somebody cry (learned that one the hard way)Gino Wickman's GWC screen: do they Get it, Want it, and have the Capacity? Run it. You'll find a lot of people in the wrong seat.Farming your own coaches with a paid "how to teach" courseOnboarding staff the same way you onboard students — 30/60/90 with real touch pointsHire slow, fire fast. And a don't-shit-where-you-eat policy.Roles, tasks, and SOPs. If it's not written down, it's not their fault it didn't happen. It's yours.Buy back your time. Read The E-Myth by Michael Gerber. Audiobook counts. Just do it.Onboard and review your staff on a cycle. You don't find your best staff members — you make them. Same as your students.Grab The Unstuck Academy, free ebook, quick read, goes deeper on a lot of this. There's also a podcast episode where I read the whole thing to you if that's more your speed. 👉 https://growjitsu.com/free-book/

    Ep. 119 - Staffing: Who to Hire, How to Manage Them, and When to Let Them Go

  2. Aug 14

    Ep. 118 - What BJJ Academy owners about increasing revenue, and how to fix it.

    If your adults program and kids program aren't where they need to be, adding a fitness kickboxing class or a kettlebell program isn't going to fix your revenue problem. It's just going to split your attention. This episode is JP's breakdown of where academy owners actually need to focus to grow monthly recurring revenue and why the answer is almost never "start something new." In this episode: The unfinished wheel analogy and why adding new programs before your core is dialed is a losing moveWhy fitness kickboxing, yoga, and extra class types almost always fizzle out and what to do with that time insteadThe front end offer that works: a paid intro program that charges $500+ upfront and gives new students a clear outcomeWhy confidence in your offer comes from reps and how to get there fastThe full student journey broken down: leads, trials, onboarding, retention and what needs to be in place at every stepWhy the sales conversation isn't scary when you prefame it before class even startsThe 30, 60, and 90-day onboarding handouts that build trust and set realistic expectationsThe student scorecard, a 90-day check-in that coaches your students through their own progressWhat at-risk student follow-up actually looks like when it's documented and done consistentlyWhy word of mouth is a gift, not a strategy and what dependable lead generation actually requiresThe reactivation bucket: what to do with leads who didn't join after their trialWhy most gyms aren't doing any of this consistently and how one Google Drive folder changes thatWant to go deeper on all of this? Download the free Unstuck Academy ebook at -htts://growjitsu.com/free-book or listen to the audiobook version right here on this podcast. Link below. https://open.spotify.com/episode/3XrZoaKELM5gSrrsnpcrRo?si=vhJvpSdgQ8uF7sHE6jAXYA

    Ep. 118 - What BJJ Academy owners about increasing revenue, and how to fix it.

  3. Aug 7

    Ep. 117 - Systemize Your Academy Before September

    JP's back after a big move from Calgary down to the Coeur d'Alene area and he's got a timely reminder for every academy owner heading into the back half of summer. The jiu-jitsu side of your business is the cart. But without wheels and a track, you're just pushing a heavy ass cart at a snails pace. Now is the time to fix that. In this episode: The minecart analogy, why your coaching ability alone isn't enough to create growthA real gym JP is working with right now: best July on record, no paid marketing, just systems built during the summerWhy you should NOT start paid ads for the first time in June, July, or AugustThe QR code system that answers your most-asked questions so you don't have toHow to build a leave-behind for prospects who say "I need to think about it"The full student journey broken down: lead → trial → onboarding → retention — and what needs to be documented at every stageWhy you make great students, you don't find themWhat onboarding actually looks like — and why one bad roll can lose a white belt foreverThe retention cadence: what you should be doing daily, weekly, monthly, and quarterly to keep students engagedWhy following up with your own leads is still the highest-leverage thing you can do (and why nobody else will ever care as much as you)Google reviews: the most underrated free marketing move most gyms are leaving on the tableHow to use AI to format your SOPs without letting it write them for youWant a head start on building the backend of your academy? Download JP's free ebook — The Unstuck Academy — https://growjitsu.com/free-book. It's the starting point for leaning into the business side of your gym and getting those wheels on the cart.

    Ep. 117 - Systemize Your Academy Before September

  4. Jun 18

    Ep. 116 - Chris Haueter - "It's not who's the best, it's who's left" applied to business, life, and training as you age.

    "I can tell almost instantly if an academy is going to be successful or not, and it almost rarely has to do with the aesthetics." — Chris Haueter In this episode I sit down with Chris Haueter one of the original American BJJ black belts and a coach who's taught at academies all over the world, from packed warehouses to hole-in-the-wall strip malls. We get into what actually separates a successful jiu jitsu academy from one that folds: healthy leadership that still rolls and competes, why "location, location, location" only half-applies to a BJJ school, and how a welcoming room quietly absorbs students fleeing toxic, culty academies down the street. Chris breaks down how to give white belts the best shot at surviving the early humps, why one unchecked person can poison a mat, and his rules of engagement for keeping people healthy and coming back. Then we go deep on training for the long game, what jiu jitsu feels like through your 30s, 40s, 50s and 60s, and his "relax, frame, flow" and "dance, don't fight" approach to rolling for decades without breaking yourself. Chris is a true pioneer of the art, one of the famed "Dirty Dozen," the first generation of Americans to earn a BJJ black belt, on the mats since the sport's earliest days outside Rio. He's coached black belts who've gone on to build successful academies of their own, and he carries the kind of perspective you only get from 30+ years of doing this and watching schools rise and fall around him. When he talks about what makes a room work, it's worth shutting up and listening. Connect with Chris here: Website: https://combatbase.com/ Instagram Combat Base Club: https://www.instagram.com/combatbaseclub/Combat Base Podcast: https://www.instagram.com/combatbasepodcast/Chris Haueter (main, "Dirty Dozen" account): https://www.instagram.com/chrishaueter96/Chris Haueter (art): https://www.instagram.com/chrishaueterart/Combat Base Podcast on Spotify: https://open.spotify.com/show/0oEX16lMu5v9AVRUA7d2nt Free resources for BJJ Academy owners:The Unstuck Academy (free book): https://growjitsu.com/free-book/BJJ Business Scorecard (free metrics sheet): https://growjitsu.com/bjj-business-scorecard/

    Ep. 116 - Chris Haueter - "It's not who's the best, it's who's left" applied to business, life, and training as you age.

  5. Jun 12

    Ep. 115 - If running your BJJ Academy feels like a gamble listen to this.

    "Opening a jiu jitsu academy is a gamble." Students come, students go, and you never know what's going to happen — at least, that's the story a lot of academy owners tell themselves. But if a skilled operator took over your academy tomorrow, would it still be a coin flip? If they could grow it with 100% certainty, it was never a gamble. It's a skill deficit. In this episode, I break down why "it's a gamble" thinking keeps BJJ academy owners stuck — and lay out an eight-week summer plan to take back control before the July–August slump: metrics, pricing, website and Google reviews, lead follow-up, the trial and sales experience, onboarding and retention, internal marketing, and running your own paid ads. There's no magic bullet — it's a hundred golden BBs. Stack enough things in your favor and you're not gambling anymore. You're the house. Three to four hours a week, working ON the business instead of in it. My name is JP, I'm the founder of Grow Jitsu. I help BJJ academy owners clean up their business model, student journey, and simple owner-run marketing so they can grow past the 80–150 student ceiling without selling out the art or burning out. Links mentioned in this episode:The Unstuck Academy (free book): https://growjitsu.com/free-book/BJJ Business Scorecard (free metrics sheet): https://growjitsu.com/bjj-business-scorecard/ Want help applying this to your academy? Book a free BJJ Growth Plan Call: https://growjitsu.com/call/

    Ep. 115 - If running your BJJ Academy feels like a gamble listen to this.

  6. Jun 4

    Ep. 114 - Ryan Hurst - The Mobility Master from GMB Fitness

    Movement, Mobility, and Martial Arts: Insights from Ryan Hurst Ryan offers a free guide on mobility and strength for BJJ click here to check it out: https://gmb.io/bjj-mobility/ In this episode, Ryan Hurst of GMB Fitness shares his unique approach to movement training that enhances mobility, strength, and injury prevention—key for martial artists and fitness enthusiasts alike. Discover practical techniques you can incorporate into your routine, whether you're on the mats or in the gym. Key Topics: Ryan's journey from martial arts in Japan to founding GMB Fitness focused on movement independence. The importance of animal movements (bear walk, monkey, frog, crab) for building joint mobility and control. How mobility and movement quality impact martial arts performance and long-term health. Practical advice for warm-ups, emphasizing purposeful movement over traditional calisthenics. Differences in martial arts culture between Japan and the US, including training and teaching philosophies. Specific exercises like shrimp squats for strength and balance, and the significance of single-leg movements. The role of joint integrity and how it supports injury prevention in martial arts. Strategies for gym owners and instructors to foster mutual respect and effective teaching. The impact of cultural behavior changes in Japan post-COVID and how respect influences training environments. Ryan's tips for integrating functional movement practice into busy training schedules. Timestamps: 02:15 - Ryan's background in martial arts and time in Japan 06:00 - The core philosophy of GMB Fitness: movement education 08:30 - Animal movements: bear walk, monkey, frog, crab explained 11:20 - How mobility influences martial arts success 15:00 - Practical warm-up routines for martial artists and trainers 20:30 - Tips for gym owners: efficiency and mutual respect 23:50 - Cultural dynamics of martial arts training in Japan versus the US 29:00 - The role of joint health and injury prevention 33:00 - Ryan's thoughts on traditional warm-ups in BJJ classes 37:00 - Structuring effective martial arts curriculums with movement principles 48:00 - Living in Japan: cultural insights and training culture shifts 56:00 - How to find Ryan online and incorporate his movement practices Learn more about and connect with Ryan here: IG: https://www.instagram.com/gmbfitness/ YT: https://www.youtube.com/@gmbfit Interested in working with GrowJitsu? If you're looking to grow your BJJ Academy and are tired of churn and burn marketing agencies. Book a free BJJ Growth Plan Call: https://growjitsu.com/call

    Ep. 114 - Ryan Hurst - The Mobility Master from GMB Fitness

  7. May 21

    Ep. 112.5 - 10 Years of Academy Owneship - The FULL Episode with - CJ Hollet

    We had technical difficulties on the previous recording so this is a NEW recording and the full episode. Most BJJ academy owners burn out somewhere between year 3 and year 7. Not because the jiu jitsu is hard — because the people part is. The communication, the boundary-setting, losing core members, staying in one piece, knowing who to let through the door. Heads up: this is a shorter episode — we ran into some technical difficulties partway through the recording, but the conversation was too good to shelve. In this episode of The Business of Jiu Jitsu, JP Levesque sits down with his own professor, CJ Hollett, who just crossed the 10-year mark running his BJJ academy. CJ breaks down what actually keeps an academy owner in the game a decade in, how jiu jitsu training methodology has evolved over the past 10 years (and where the "let them work" mentality came from), how to coach white belts and women so they don't quit, and the #1 attribute every great BJJ coach needs. The conversation also gets into the personality side of running an academy — why some people probably shouldn't be coaches at all, why patience and communication matter more than technique when it comes to retention, what CJ would tell himself 10 years ago about losing core members, how to pick your rolls and keep your body in one piece as an owner on the mat every day, and the red flags students should watch for when picking a jiu jitsu academy. If you run a BJJ academy, are thinking about opening one, or want an honest look at what a full decade of academy ownership actually feels like — this one's for you. JP Levesque is the founder of Grow Jitsu. He helps BJJ academy owners clean up their business model, student journey, and simple owner-run marketing so they can grow past the 80–150 student ceiling without selling out the art or burning out. Timestamps: 00:00 – Intro: 10 years in the game with CJ Hollett 01:00 – What keeps you going a decade later 02:30 – How jiu jitsu training has evolved 04:30 – The rise of the "let them work" mentality 05:55 – Coaching white belts so they don't quit 08:20 – The #1 attribute of a great coach 10:20 – Why some people shouldn't be coaches at all 11:50 – Proudest moments after 10 years of ownership 12:40 – How to keep your body in one piece as an owner 15:00 – Red flags in an academy 17:20 – Green flags of a good academy 19:00 – What CJ would tell himself 10 years ago 21:30 – Why losing a core member never stops hurting 22:30 – Advice for anyone opening an academy today 25:00 – Who actually sticks with it long-term 28:00 – Belt promotions and how to structure them 34:30 – Teaching structure: curriculum vs. organic 37:00 – Merch, gis, and not forcing students to buy yours 39:00 – How to make a new student feel like part of the team Want help applying this to your academy? Book a free BJJ Growth Plan Call: https://growjitsu.com/call

    Ep. 112.5 - 10 Years of Academy Owneship - The FULL Episode with - CJ Hollet

  8. May 14

    Ep. 112 - 10 Years of BJJ Academy Ownership with CJ Hollett

    Most BJJ academy owners burn out somewhere between year 3 and year 7. Not because the jiu jitsu is hard — because the people part is. The communication, the boundary-setting, losing core members, staying in one piece, knowing who to let through the door. Heads up: this is a shorter episode — we ran into some technical difficulties partway through the recording, but the conversation was too good to shelve. In this episode of The Business of Jiu Jitsu, JP Levesque sits down with his own professor, CJ Hollett, who just crossed the 10-year mark running his BJJ academy. CJ breaks down what actually keeps an academy owner in the game a decade in, how jiu jitsu training methodology has evolved over the past 10 years (and where the "let them work" mentality came from), how to coach white belts and women so they don't quit, and the #1 attribute every great BJJ coach needs. The conversation also gets into the personality side of running an academy — why some people probably shouldn't be coaches at all, why patience and communication matter more than technique when it comes to retention, what CJ would tell himself 10 years ago about losing core members, how to pick your rolls and keep your body in one piece as an owner on the mat every day, and the red flags students should watch for when picking a jiu jitsu academy. If you run a BJJ academy, are thinking about opening one, or want an honest look at what a full decade of academy ownership actually feels like — this one's for you. JP Levesque is the founder of Grow Jitsu. He helps BJJ academy owners clean up their business model, student journey, and simple owner-run marketing so they can grow past the 80–150 student ceiling without selling out the art or burning out. Timestamps: 00:00 – Intro: 10 years in the game with CJ Hollett 01:00 – What keeps you going a decade later 02:30 – How jiu jitsu training has evolved 04:30 – The rise of the "let them work" mentality 05:55 – Coaching white belts so they don't quit 08:20 – The #1 attribute of a great coach 10:20 – Why some people shouldn't be coaches at all 11:50 – Proudest moments after 10 years of ownership 12:40 – How to keep your body in one piece as an owner 15:00 – Red flags in an academy 17:20 – Green flags of a good academy 19:00 – What CJ would tell himself 10 years ago 21:30 – Why losing a core member never stops hurting 22:30 – Advice for anyone opening an academy today 25:00 – Who actually sticks with it long-term 28:00 – Belt promotions and how to structure them 34:30 – Teaching structure: curriculum vs. organic 37:00 – Merch, gis, and not forcing students to buy yours 39:00 – How to make a new student feel like part of the team Want help applying this to your academy? Book a free BJJ Growth Plan Call: https://growjitsu.com/call

    Ep. 112 - 10 Years of BJJ Academy Ownership with CJ Hollett
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The business behind the gentle art - Conversations with gym/academy owners and industry leaders who are doing something unique and special to stand out.

Information

  • Creator
    JP Levesque
  • Years Active
    2024 - 2026
  • Episodes
    119
  • Rating
    Explicit
  • Copyright
    © JP Levesque
  • Show Website
    The Business of Jiu Jitsu

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