The Business of Jiu Jitsu

"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...

"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,...

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 t...

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...

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...

Most BJJ academy owners think the answer to growth is hiring a marketing agency. They skip straight to paid ads and end up on the agency treadmill — burning thousands a month for leads they can't convert. In this episode of The Business of Jiu Jitsu, JP Levesque breaks down the 7 levels of marketing every academy owner should be running before they spend a dollar on paid ads. Starting with the...

AI for Jiu-Jitsu Academy Owners What's Actually Useful Right Now !!Warning!! I had so many thoughts about AI and business and you did so during this episode. It took me three or four takes to record it. So it's not as streamlined as I would like. I will do an AI update in the future, but I think is a point of reference, it's a good place to start, even if it is a little bit jumbled. AI...

Why Marketing Agencies Don't Work for Jiu-Jitsu Academies Almost every academy owner JP talks to has tried a marketing agency. Most of them got burned. This episode breaks down exactly why, and what you should be doing instead. In this episode: Why "50 students in 50 days" promises are flat-out lies, and why agencies keep making them What agencies actually do (hint: it's just top...

How to Hire (and Fire) for Your BJJ Academy If a coach is costing you students, that coach needs to go. Doesn't matter how many medals they have. This episode is JP's full breakdown on staffing your academy, who to hire, when to hire them, and how to run a process that doesn't blow up in your face. In this episode: Why toxic, overly strict, or incompetent coaches are a retention killer...

The Simplicity of Growing Your Academy Summary Growing a gym isn't complicated, but it does require you to actually develop the skills. In this episode, JP breaks down the two levers every academy owner needs to master: retention and marketing. Most gyms aren't stuck because they lack leads. They're stuck because they're bleeding students out the back door while ignoring the fundam...

Summary In this episode of the Business of Jiu Jitsu Podcast, JP Levesque breaks down a real-world case study to show how academy owners can use their numbers to actually grow their business. Instead of guessing what to fix next, this episode walks through how to interpret your metrics, set realistic targets, and make better decisions based on what’s actually happening inside your gym. JP covers h...

In this episode of the Business of Jiu Jitsu Podcast, JP Levesque sits down with Mark Millare from Hart Jiu Jitsu to talk about what actually makes a gym stand out today. They dive into the importance of building a strong culture, creating a fun but pressure-tested training environment, and using social media consistently to attract and retain students. Mark shares how Hart Jiu Jitsu approaches cl...

In this episode of the Business of Jiu Jitsu Podcast, JP Levesque breaks down four simple systems that can dramatically improve the way you run your academy. Many gym owners feel busy all the time but still struggle to see real progress. JP explains how small weekly habits like calendar blocking, reviewing your metrics, and consistent lead follow-up can shift your business from chaotic to controll...

On this episode we get some great gym owner insights from Jason Khalipa. We explore the journey of turning passion into a sustainable business, focusing on lessons learned from Jason Khalipa's extensive experience in fitness, CrossFit, and Jiu-Jitsu. Whether you're an academy owner or aspiring entrepreneur, discover actionable tips on business mindset, class structure, community building,...

In this episode of the Business of Jujitsu podcast, JP Levesque discusses essential best practices for jujitsu academies, focusing on retention, onboarding, sales, lead generation, and business metrics. He emphasizes the importance of tracking student attendance, creating effective onboarding processes, simplifying sales techniques, nurturing leads, and understanding business metrics to foster gro...

Summary: How to Grow Your Gym with Simple StrategiesIn this episode, JP Levesque breaks down straightforward marketing tactics that any gym owner can implement to boost growth. From Google reviews to internal engagement and paid advertising, learn how to create a sustainable and effective marketing system without relying on agencies. Key Topics:The importance of Google reviews and how to automate...

Summary In this special 100th episode of the Business of Jiu Jitsu Podcast, JP Levesque reflects on the lessons learned from building GrowJitsu, coaching hundreds of academy owners, and recording 100 episodes of the show. He shares 10 key insights that every gym owner should hear — whether you're brand new or trying to get to the next level. This episode is both a thank-you and a roadmap, pack...

Summary In this episode, JP Levesque shares a strategic month-by-month blueprint for gym owners to boost enrollment, retention, and operational systems during the peak growth season. Whether you're a seasoned owner or just starting out, discover actionable steps to crush it in the first half of the year. Key Topics Importance of tracking business metrics monthly and how to interpret them Timin...

In this episode, JP talks about the ten most common mistakes made by Jiu Jitsu academy owners, drawing from his personal experiences. He emphasizes the importance of tracking metrics, creating standard operating procedures, maintaining student engagement, and managing finances effectively. The conversation also covers the significance of hiring practices, communication strategies, and the necessit...

In this episode, JP Levesque discusses the four levels of Jujitsu Academy business, providing insights into the challenges and strategies at each stage. He emphasizes the importance of balancing artistic integrity with business acumen, and outlines practical steps for growth, retention, and systemization. The conversation is structured around the journey from the initial proving grounds to becomin...

Summary In this episode of the Business of Jujitsu Podcast, host JP Levesque talks with Andrew Green from Innovative Martial Arts in Winnipeg about the basics of running a successful kids' jiu jitsu program. They discuss the importance of marketing, community events, the impact of martial arts on children, and strategies for growing a kids' program. Andrew shares insights on staff training...

In this episode of the Business of Jiu Jitsu podcast, JP Levesque discusses strategies for opening a new jiu jitsu academy with a focus on becoming cashflow positive from day one. He emphasizes the importance of pre-selling memberships, having a solid business plan, and differentiating your academy in a competitive market. JP shares insights on pricing, marketing, and creating a strong student jou...

Summary In this episode, JP Levesque discusses the four buckets of growth essential for jujitsu academies, emphasizing the importance of generating leads, effective onboarding, long-term student retention, and the role of staff in business success. He provides actionable insights and strategies for academy owners to implement systems that ensure growth and sustainability in their businesses. Takea...

In this episode of the Business of Jiu Jitsu podcast, I break down a full month-by-month marketing and operations plan for your academy in 2026. If you ever feel like you’re just reacting to whatever’s in front of you, this gives you a clear structure to follow. I walk through what to focus on in each month, from pricing reviews and onboarding in January, to marketing kickoffs in February, to rete...

In this episode, I walk through what it really takes to grow a Jiu Jitsu academy — and why lead generation should never be the first step. We cover how to tighten up your retention, onboarding, and sales process before you worry about running ads or chasing new leads. I also talk through simple but effective ways to build trust during trials, communicate better with your students, and use basic to...