Martial Arts World News Magazine - Volume 22 | Issue 3
The #1 Business Resource for the Martial Arts Industry
The #1 Business Resource for the Martial Arts Industry
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<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com<br />
VOLUME <strong>22</strong> | ISSUE 3<br />
The #1 Business Resource for the <strong>Martial</strong> <strong>Arts</strong> Industry<br />
CHIEF MASTER<br />
MIKE<br />
BUGG<br />
FROM OFFICER IN THE<br />
DEATH CHAMBER<br />
TO MARTIAL ARTS SCHOOL OWNER<br />
LIFE CHANGER<br />
Samuel L. Jackson<br />
Paws of Fury:<br />
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CONTENTS<br />
FEATURES<br />
24 AFKA <strong>Martial</strong> <strong>Arts</strong> Retreat<br />
28 Anouncing: The Official <strong>Martial</strong><br />
<strong>Arts</strong> <strong>World</strong> <strong>News</strong> <strong>Magazine</strong> App<br />
34 Chief Master Mike Bugg: From<br />
Officer in the Death Chamber to<br />
<strong>Martial</strong> <strong>Arts</strong> School Owner Life<br />
Changer<br />
103 FREE Tool of the Month<br />
DEPARTMENTS<br />
14 Industry Insights<br />
15 Birthdays<br />
16 Industry Innovations<br />
20 Social 411<br />
52 School Profiles<br />
63 Classified Ads<br />
99 Advertiser Index<br />
YOUR INPUT<br />
48 Tell Us Your Story<br />
57 Feature Your School,<br />
Organization, Accomplishment,<br />
or Event<br />
COLUMNS<br />
6 Editorial<br />
Summer Student Retention Strategies<br />
Master Toby Milroy<br />
8 <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong> Faculty<br />
12 Ninja Business Tactics<br />
Moving Like a Ninja<br />
An-Shu Stephen Hayes<br />
58 Mind Mastery<br />
The Power of Self-Belief<br />
Grandmaster Jessie Bowen<br />
60 Growth Hacks<br />
Use 3 <strong>Martial</strong> <strong>Arts</strong> Priniciples for Effective Advertising<br />
Mr. Sean Lee<br />
62 Next Level Strategy<br />
Contract or No Contract? That is the Question, Part 2<br />
Shihan Allie Alberigo<br />
66 Pillars of Success<br />
What is a healthy lifestyle? (Part 1)<br />
Grandmaster Y. K. Kim<br />
70 The Way of the Samurai<br />
Children and the Art of the Sword, Part 3<br />
Shihan Dana Abbott<br />
72 Extraordinary Marketing<br />
Don’t You Dare Miss an Opportunity!<br />
Grandmaster Stephen Oliver<br />
74 Mastering Modern BJJ<br />
Add ‘Value’ to Your School<br />
Master Carlos Machado<br />
78 Tactical Self-Defense<br />
Press the Points, Part 2<br />
Grandmaster Tom Patire<br />
80 Complete <strong>Martial</strong> <strong>Arts</strong> Concepts<br />
Teaching the Complex Art of Kung Fu, Part 2<br />
Professor Willie “the Bam” Johnson<br />
4 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
STAFF<br />
82 The Millionaire Smarts Coach<br />
4 Sure-Fire Tips to Take Pressure Off Yourself<br />
Ms. Lee Milteer<br />
86 Budo Philosophy<br />
A Particular Vision, Part 2<br />
Shidoshi Alfredo Tucci<br />
88 Pro Shop Power<br />
You Can Boost Your Income By $12,000 to $24,000 a<br />
Year with Strategic Pro Shop Sales<br />
Mr. Sun Kang<br />
90 Master the Basics<br />
Funding Your Exhibition and Tournament Teams<br />
Master Tina Bane<br />
92 Instructional Excellence<br />
The Value of Stretching<br />
Grandmaster Tim McCarthy<br />
94 Business Buzz<br />
The Top Ten Negative Habits That Keep You From<br />
Achieving Your Goals, Part 2<br />
Grandmaster Lawrence Arthur<br />
96 <strong>Martial</strong> <strong>Arts</strong> Philosophy<br />
A Diary of a Black Belt, Part 5<br />
Sensei Gary Lee<br />
98 Management Excellence<br />
Are You Still Doing Too Many Tasks For Your <strong>Martial</strong><br />
<strong>Arts</strong> School?<br />
Chief Master Kirk Pelt<br />
100 The Warrior Way<br />
The Persistence Factor, Part 1<br />
Grandmaster Bill Clark<br />
102 Staff Development<br />
Mining for Instructors: Planting the Seed, Part 1<br />
Master Zulfi Ahmed<br />
104 Tools & Tactics<br />
Lean On AMS for Your Success<br />
Ms. Chris Lee<br />
VOLUME <strong>22</strong> | ISSUE 3<br />
PUBLISHER<br />
Master Toby Milroy<br />
EDITOR-IN-CHIEF<br />
Mr. Sean Lee<br />
MANAGING EDITOR<br />
Mr. Jeff Reulbach<br />
ART DIRECTOR<br />
Mr. Frank Meyer<br />
GRAPHIC DESIGNER<br />
Mr. Amen Blue<br />
WEB DEVELOPER<br />
Ms. Erin Pham<br />
COLUMNISTS & CONTRIBUTORS<br />
Hanshi Dave Kovar<br />
Grandmaster Bill Clark<br />
Mr. Sean Lee<br />
Shihan Allie Alberigo<br />
Grandmaster Y. K. Kim<br />
Grandmaster Tim McCarthy<br />
Chief Master Kirk Pelt<br />
Grandmaster Stephen Oliver<br />
Chief Master Mike Bugg<br />
Professor Willie Johnson<br />
Grandmaster Zulfi Ahmed<br />
Ms. Chris Lee<br />
Grandmaster Lawrence Arthur<br />
Master Tina Bane<br />
Mr. Sun Kang<br />
Master Carlos Machado<br />
Grandmaster Jessie Bowen<br />
Shidoshi Alfredo Tucci<br />
An-Shu Stephen Hayes<br />
Ms. Lee Milteer<br />
Sensei Gary Lee<br />
Grandmaster Tom Patire<br />
Shihan Dana Abbott<br />
COVER ATTRIBUTION<br />
Samuel L. Jackson photo:<br />
© Glenn Francis, www.PacificProDigital.com<br />
The mission of <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong><br />
<strong>News</strong> <strong>Magazine</strong> is to be the definitive<br />
source for information, news, education,<br />
ethical business practices,<br />
product reviews and innovative<br />
developments in the world of martial<br />
arts business.<br />
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MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3 5
EDITORIAL<br />
Summer Student<br />
Retention Strategies<br />
by Master Toby Milroy<br />
I’ve been tremendously “lucky” in my career in the <strong>Martial</strong> <strong>Arts</strong>. Early on, in fact, even<br />
before opening a school, I learned all the “Dogma”; the current ‘Beliefs’ about how the<br />
<strong>Martial</strong> <strong>Arts</strong> Business was supposed to “be”.<br />
I learned that Summertime always sucked.<br />
I learned that most elementary schools wouldn’t allow <strong>Martial</strong><br />
<strong>Arts</strong> schools to do ‘anything’ with them.<br />
I learned that as long as you have good quality classes, marketing<br />
will take care of itself.<br />
I learned that your ‘area’ determines how much you can<br />
charge, and how financially stable your school will be.<br />
I learned that if you really love what you do,<br />
people will simply ‘feel’ your passion, and will just<br />
enroll because they like you so much.<br />
I learned that people are ‘too busy’ to commit to<br />
a regular class schedule of 2 or 3 times a week.<br />
I learned that people won’t sign agreements/<br />
contracts for <strong>Martial</strong> <strong>Arts</strong>.<br />
I learned that certain ‘styles’ of <strong>Martial</strong> <strong>Arts</strong> made<br />
the school more or less ‘successful’.<br />
Then, after months of struggling,<br />
I was LUCKY enough to learn<br />
that ALL OF THESE Beliefs Were<br />
TOTAL “BS”. Please forgive my<br />
language, and directness, but for<br />
me, this realization was a GAME<br />
CHANGER for my business,<br />
career, and personal life!<br />
ALL the “Dogma”, the<br />
limiting beliefs I’d heard,<br />
preached as ‘gospel’, and<br />
simply ‘how things are’, were<br />
simply WRONG. After that ‘lesson’,<br />
I was finally able to BREAK<br />
these limiting beliefs and start building REAL, SUBSTANTIAL businesses<br />
but ONLY AFTER I reset the way I ‘thought’ about them.<br />
After PROVING this, year after year, with (literally) many HUN-<br />
DREDS of schools all across the world;<br />
I’m often asked:<br />
Why do some school owners fear the dreaded “Summer Slowdown”,<br />
while others see virtually NO DISRUPTION, NO Additional<br />
Cancellations, NO Vacation “Holds”, and actually generate MORE<br />
Revenue and MORE Leads than most other months of the year?<br />
Well, it’s tough for me to condense all that in the 500ish<br />
words that will fit in this column, but here are some IMPOR-<br />
TANT components:<br />
First: You have to ‘dig in’ and ‘work the problem’. You do NOT<br />
have to suffer in the summer. You do NOT have to have high drop<br />
outs, you do NOT have to have a loss in recurring revenue because<br />
students are on ‘hold’. ALL these problems ARE solvable.<br />
Next: Your “membership” structure is critical. If your programs<br />
are ‘month to month’, or have no real ‘goal’ focused programming,<br />
you’re setting yourself up for a difficult summer season.<br />
Using solid ‘outcome’ based ‘programs’ in your school helps<br />
set appropriate expectations and behaviors for your students.<br />
People don’t ‘expect’ to put their mortgage on ‘hold’ when they<br />
go on vacation for 2 months, and if your program is structured<br />
properly, they won’t expect, nor WANT to put their <strong>Martial</strong> <strong>Arts</strong><br />
program on ‘hold’ either.<br />
We just conducted about an hour-long webinar on this topic a<br />
few days ago, filled with strategies and tactics to help you transform<br />
the summer slowdown into a summer jump start!<br />
I’d be happy to give you ABSOLUTELY FREE access to it - simply<br />
visit: TryAtlasSoftware.com/summer<br />
MASTER TOBY MILROY is a 5th degree black belt. Known as “The Master Systemizer,” Master Toby Milroy<br />
has positively influenced more martial arts schools than anyone in our industry. He has built a successful multi-school<br />
organization, led the national trade association for the martial arts industry, and coached some of the most successful<br />
martial arts school operators in the world.<br />
6 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
CHECK OUT OUR<br />
MARTIAL ARTS<br />
BUSINESS<br />
DISCUSSION GROUP<br />
No Egos – No Politics – No Trolls<br />
Just <strong>News</strong>, Tips, Strategies, and Tools to Help You Grow Your School!<br />
facebook.com/groups/<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>
OUR EXPERT FACULTY<br />
6<br />
Master Toby Milroy<br />
is a 5th degree Black Belt, the CEO and<br />
Publisher of <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong><br />
<strong>Magazine</strong>, and the Executive Vice<br />
President for AMS. In addition to building<br />
a successful multi-school organization,<br />
Master Milroy has positively influenced<br />
more martial arts schools than virtually<br />
anyone in our industry.<br />
58<br />
Grandmaster Jessie Bowen<br />
is President of Karate International of Durham,<br />
Inc., a member of the American <strong>Martial</strong><br />
<strong>Arts</strong> Association Sport Karate League<br />
and Hall of Fame, and has been a member<br />
of the Duke University PE Staff for over 25<br />
years. He is the author of Zen Mind-Body<br />
Mindfulness Meditation and Zen Mind-Body<br />
Mindfulness Meditation for <strong>Martial</strong> <strong>Arts</strong>.<br />
12<br />
An-Shu Stephen Hayes<br />
has authored more than 20 books,<br />
worked as a bodyguard for the Dalai<br />
Lama, supervised over 30 school locations<br />
worldwide, and was named, “One<br />
of the 10 Most Influential Living <strong>Martial</strong><br />
Artists in the <strong>World</strong>” by Black Belt <strong>Magazine</strong>.<br />
60<br />
Mr. Sean Lee<br />
is the Executive Director of Sales and<br />
Marketing for hundreds of martial arts<br />
schools and specializes in online and social<br />
media marketing using his extensive<br />
professional experience in sports and<br />
martial arts marketing, contract negotiation,<br />
and investment.<br />
62<br />
Shihan Allie Alberigo<br />
is a 7th degree black belt, the founder<br />
of the L.I. Ninjutsu Centers, one of the<br />
largest Ninjutsu schools on the planet,<br />
the author of 4 books, and an entrepreneur<br />
with one of the first online coaching<br />
companies (TakingItToTheNextLevel.com).<br />
66<br />
Grandmaster Y. K. Kim<br />
is the most successful martial arts business<br />
leader in the US, having written<br />
over 30 books on martial arts, business,<br />
leadership, and success. He has won<br />
numerous public service awards and is<br />
the founder of the leading martial arts<br />
marketing and management company in<br />
the US.<br />
70<br />
Shihan Dana Abbott<br />
is a 7th degree black belt in Kenjutsu,<br />
starting his 14-year education in Tokyo.<br />
He has published five books and designed<br />
a US Patent. Abbott has also<br />
conducted seminars in over 30 countries<br />
and obtained his black belt at the Hombu<br />
dojo in Yokohama. He currently offers<br />
online classes on LearntheSword.com.<br />
72<br />
Grandmaster Stephen Oliver<br />
is a 9th degree black belt and is the<br />
founder and CEO of Mile High Karate<br />
schools, and founder of the <strong>Martial</strong> <strong>Arts</strong><br />
Wealth Mastery Program.<br />
8 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
OUR EXPERT FACULTY<br />
74<br />
Master Carlos Machado<br />
is one of the pioneers of Brazilian Jiu<br />
Jitsu in the United States of America.<br />
Currently a Coral Belt, and promoted<br />
to Black Belt by Carlos Gracie Junior,<br />
Carlos Machado came to the USA in the<br />
early 1990’s with his brothers where they<br />
formed the RCJ Machado Jiu Jitsu Association,<br />
one of the strongest & growing<br />
BJJ organizations in the world today.<br />
78<br />
Grandmaster Tom Patire<br />
is known as “America’s Leading Personal<br />
Safety Expert” and has appeared on<br />
Good Morning America, The CBS Morning<br />
Show, The Colbert Report, Montel,<br />
plus in mainstream publications such as<br />
Family Circle, Redbook, Fortune <strong>Magazine</strong>,<br />
and The Wall Street Journal.<br />
80<br />
Professor Willie “The BAM” Johnson<br />
is a 7th degree black belt and seven-time<br />
sport karate and Kung-Fu world champion.<br />
He has appeared in four movies,<br />
16 plays, and 11 television shows. He is<br />
also the national spokesperson for the<br />
Stronger than Drugs Foundation and the<br />
Champions Against Drugs.<br />
86<br />
Shidoshi Alfredo Tucci<br />
is the CEO and General Manager of the<br />
Budo International Publishing Company,<br />
a leading publisher in the martial arts<br />
with over 35 years in the industry. He<br />
is also author of several books: The<br />
Immaterial Dimension, The Way of the<br />
Warrior, and The Spirit. He currently lives<br />
in Valencia, Spain.<br />
88<br />
Mr. Sun Kang<br />
is the President of Vision <strong>Martial</strong> <strong>Arts</strong><br />
Supply who helps school owners all over<br />
the US maximize their retail sales and<br />
drive more revenue into their schools.<br />
90<br />
Master Tina Bane<br />
is a 6th degree master instructor and<br />
owner of a Top Ten martial arts school<br />
with successful after school and summer<br />
camp programs.<br />
82<br />
Ms. Lee Milteer<br />
is an Intuitive Business Coach, awardwinning<br />
professional speaker, and TV<br />
personality who has counseled and<br />
trained over a million people throughout<br />
her career. Lee is Stephen Oliver’s<br />
<strong>Martial</strong> <strong>Arts</strong> Wealth Mastery’s Millionaire<br />
Smarts Coach and is also a best-selling<br />
author of educational resources.<br />
92<br />
Grandmaster Tim McCarthy<br />
is a 9th degree black belt and is a martial<br />
arts educator with a master’s degree in<br />
education. He has been instrumental<br />
in developing two industry-changing<br />
programs, and has directed and been<br />
featured in hundreds of martial arts videos<br />
and webinars.<br />
MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3 9
OUR EXPERT FACULTY<br />
94<br />
Grandmaster Lawrence Arthur<br />
is a martial artist specializing in Karate,<br />
Kung Fu, Kenpo, Shoto-kan, and Gojurue,<br />
with 40 Super Kick Karate locations,<br />
and founder of AFKA. <strong>World</strong> champion<br />
Lawrence also runs the Black Belt Success<br />
Systems consulting firm, training<br />
martial arts instructors on proper business<br />
practices in schools all over the country.<br />
96<br />
Sensei Gary Lee<br />
the American Samurai, is a 9th Dan black<br />
belt, a USA Karate Federation gold medalist,<br />
winner of five Super Grand National<br />
Titles, a featured actor in the movie Sidekicks,<br />
and is the founder of the National<br />
Sport Karate Museum.<br />
98<br />
Chief Master Kirk Pelt<br />
is an 8th degree black belt and is the<br />
President of a multimillion-dollar, multischool<br />
organization, has a 30-year track<br />
record of success, and is currently on the<br />
leading edge of martial arts curriculum<br />
and business innovation.<br />
100<br />
Grandmaster Bill Clark<br />
is a 9th degree black belt and a former<br />
PKA Fighter of the year. He is widely considered<br />
one of the top experts in martial<br />
arts business with over 40 years of<br />
leadership and innovation, having been<br />
inducted into almost every Hall of Fame<br />
in the industry. He is one of the largest<br />
multi-school owners in the world.<br />
102<br />
Grandmaster Zulfi Ahmed<br />
has amassed acclaim as a world-class<br />
competitor, martial arts educator, and is<br />
most notably founder and designer of<br />
the internationally renowned style, Bushi<br />
Ban. With over 45 years of martial arts<br />
experience and over 300 martial arts<br />
awards, his schools include ten locations<br />
across Texas.<br />
104<br />
Ms. Chris Lee<br />
is a martial arts business development<br />
consultant with a background in online<br />
and social media marketing.<br />
WE’RE SEEKING CONTRIBUTORS!<br />
Do you have something to share? We’d love to hear about it!<br />
CONTACT US:<br />
407-895-1996 Editor@<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com <strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com/Ureport<br />
10 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
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NINJA BUSINESS TACTICS<br />
Moving Like A Ninja<br />
The martial art of To-Shin Do is an up-dating of the ancient art of Japan’s ninja.<br />
1500s Japan had its own distinct culture, legal system, social<br />
formation, ways of moving, and codes of morality – all quite different<br />
from those of 2020s America. I took the practice forms and<br />
guiding principles of historical ninja taijutsu and adapted them to<br />
better fit the 21st century in the West.<br />
Modern attackers use a distinctive approach to causing trouble.<br />
They have a predictable verbal lead-up. They move quickly<br />
and erratically, throwing looping punches and ducking in for full<br />
body takedowns. Street scrappers are likely armed with a knife, if<br />
not a handgun.<br />
The goals, form, and appearance of high level To-Shin Do do<br />
not differ from classical ninja taijutsu. We grow beyond reliance<br />
on speed when we learn to apply timing. We advance beyond<br />
crude power when we learn to utilize leverage. We no longer rely<br />
on complex techniques once we grasp perceiving what<br />
our attacker is trying to do and going with it to<br />
defeat him.<br />
The original Togakure ninja were intelligence<br />
gatherers. Their goal was to find out<br />
what an enemy was planning, and then get<br />
their findings back to their superiors. As an<br />
intelligence gatherer, the last thing a ninja<br />
would want is to have their cover blown<br />
and then have to fight with those who made<br />
the discovery. To defeat an adversary would<br />
draw everyone’s attention to the fact that a<br />
spy had gotten into their midsts.<br />
Today, To-Shin Do training purpose and<br />
methods are very different from<br />
most other martial arts that emphasize<br />
willing competition<br />
to defeat an adversary.<br />
We aim to get out and<br />
away with the least<br />
amount of effort.<br />
In the beginning<br />
stages of<br />
training, however,<br />
we do allow students<br />
to believe in speed, power, and technique. One, this is what<br />
most people expect when studying a martial art. And two, this is all<br />
that most people are capable of in the beginning.<br />
After a few years of practice, students gradually come to appreciate<br />
the sneaky subtleness of timing over speed, leverage over<br />
power, and responsiveness over set techniques. They recognize<br />
how much more effective smart fighting is over crude struggling.<br />
They then have more experience allowing them to move with the<br />
more advanced approach.<br />
After even more years of practice, To-Shin Do students see<br />
themselves as “above, looking down” on the fight as a whole. They<br />
know what a conventional fighter is likely to do, and they are able<br />
to fit in in such a way that their attacker gives them the means<br />
to defeat them. At this stage, the To-Shin Do student needs less<br />
energy, and yet the results are definitive.<br />
Decades into the training, students are able to embody the<br />
Togakure Ryu Soto Tonko no Kata approach to fights, amusingly<br />
translated as “escaping rat method”. At this extreme level of skill,<br />
the student is able to feel the attacker’s movements at such a<br />
subtle level that he or she can effortlessly blend and actually lead<br />
the attacker to defeat through knowing exactly what they are trying<br />
to make happen.<br />
So, in the beginning, we allow students to use their muscles<br />
and some tension to get things done. It is what they are capable<br />
of, it makes sense to them, and they really are incapable of the<br />
more advanced movements anyway. Fitting what they expect is<br />
a good idea in the beginning. Eventually they move on to higher<br />
skill levels.<br />
By the time the student reaches older age through decades of<br />
training, skills have progressed to where the little-effort ways just<br />
naturally mirror the reduced energy of older age, and yet provide<br />
an increasingly amazing ability to handle violence.<br />
Contrast this skill and age parallel progression with more<br />
athletic martial arts, such as judo or kickboxing. In those arts,<br />
skill levels definitely give way to age, and most retire from active<br />
cutting edge performance by early middle age. With the unusual<br />
To-Shin Do system, based on the ancient ninja combat method,<br />
age is no barrier. Indeed, the older one grows, the more effective<br />
he or she becomes.<br />
AN-SHU STEPHEN HAYES has authored more than 20 books, worked as a bodyguard for the Dali<br />
Lama, supervised over 30 school locations worldwide, and was named “A legend; one of the 10 most influential<br />
living martial artists in the world” by Black Belt <strong>Magazine</strong><br />
12 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
You Don’t Need a Degree in<br />
Education to Teach Children<br />
all you need is one book!<br />
Raising 4 Dimensional Children in a 2<br />
Dimensional <strong>World</strong> is an informationpacked<br />
resource for teachers of all levels<br />
of experience. It takes the latest research<br />
in developmental child psychology and<br />
makes it easy to understand, explaining<br />
how a child’s brain develops, year by<br />
year. Even the youngest members of your<br />
staff will understand which activities are<br />
appropriate for which age groups, which<br />
activities are not, and why.<br />
Take advantage of Grandmaster Tim McCarthy’s research and experience, organized for you<br />
with over 400 age-appropriate activities. It will be the best $5.00 you ever spent.<br />
Order a copy today at 4d-2d.com and share it with your entire staff!
INDUSTRY INSIGHTS<br />
<strong>Martial</strong> <strong>Arts</strong> Training the Farlek Way<br />
Of course, martial arts uses explosiveness in techniques, but<br />
every aspect of training is not carried out in this way. With that<br />
in mind, you not only have to train muscle for anaerobic activity,<br />
but also for the aerobic system in the body. Sometimes situations<br />
require fast-twitch explosion and others rely more on slow-twitch<br />
endurance, so differing kinds of training are often needed to bring<br />
the intended results.<br />
Enter Fartlek training which is a mix of interval and continuous<br />
training. Basically it mixes from the least explosive activity to the<br />
most: walking, jogging,<br />
and sprinting.<br />
Because of this combination<br />
the Fartlek<br />
method trains all of<br />
your different muscle<br />
fibers. An example<br />
could be jogging for<br />
a couple of minutes,<br />
followed by 10 to 15<br />
seconds of sprints with<br />
several intervals, then<br />
a return to the jogging<br />
pace combining all the<br />
activity in a continuous<br />
fashion.<br />
<strong>Martial</strong> arts training<br />
can use the Fartlek<br />
method in the following<br />
way. Begin with continuous<br />
slow and low intensity<br />
form movements<br />
like Tai Chi for two minutes. Next perform 5 to 10 second intervals<br />
of explosive intensity kicking like front snap kicks or side kicks.<br />
Finally, return to moving around at the lower intensity form pattern<br />
training for a few minutes.<br />
Many different styles of martial arts use this kind of training so<br />
it is not stylistically confining, it is really up to your imagination, but<br />
can add some flavor to an already great curriculum.<br />
Paws of Fury<br />
On July 15, 20<strong>22</strong> Samuel L Jackson teams up with a star studded<br />
crew in voice for the upcoming animation martial arts<br />
movies: Paws of Fury: The Legend of Hank. The plot is about a<br />
down and out-on-his-luck hound dog who finds himself in a town<br />
full of cats that need a hero to defend them from a ruthless villain’s<br />
evil plot to wipe their village off the map. Through the help from a<br />
reluctant trainer (Jackson), the underdog must assume the role of<br />
heroic samurai and team up with the cats to save the day. Check<br />
out the trailer: https://youtu.be/A_hkjvjx2ek<br />
Chuck Norris Holds the 29th<br />
Annual Boots and Black Belts Gala<br />
On April 9, 20<strong>22</strong>, Chuck and Gina Norris along with Keith and<br />
Alice Mosing celebrated the Kickstart Kids 29th Annual Boots<br />
and Black Belt Gala in Houston Texas. This year’s event featured<br />
an exciting Kickstart Kids <strong>Martial</strong> <strong>Arts</strong> Demonstration and a concert<br />
by Country Music performer Pat Green.<br />
Every year the Gala recognizes individuals that embody the values<br />
of the martial arts organization in the everyday curriculum as<br />
well as their long-term commitment and support of Kickstart Kids.<br />
Those traits include honesty, loyalty, courage, discipline, respect,<br />
dedication, kindness, and responsibility. Recipients are chosen for<br />
their positive impact on the communities they serve.<br />
This year the Character Award recipient was Squire Patton<br />
Boggs, LLP and the Founder’s Vision Award recipient was Dr.<br />
Charles Dupre. Check out these video clips:<br />
Character Award: https://youtu.be/hvg2yjZqyu4<br />
Founder’s Award: https://youtu.be/iPyCTEuBWkg<br />
14 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Photographs by Ulza (top left), JackF (top right)
<strong>Martial</strong> <strong>Arts</strong><br />
Celebrity Birthdays<br />
INDUSTRY INSIGHTS<br />
May<br />
May 5 ..............................Jim Kelly*<br />
May 12 ..........................Jerry Trimble<br />
May 21 ...........................Dave Kovar<br />
June<br />
June 17 .........................Scott Adkins<br />
June 17 .......................... Sho-Kosugi<br />
June 20 ......................Benny Urquidez<br />
May 25 ..............................Cung Le<br />
*Deceased<br />
“Did We Miss Someone?<br />
Is There a Someone Who’s Been Influential in the <strong>Martial</strong><br />
<strong>Arts</strong> that isn’t Listed? Send in the Information for Consideration!<br />
Email: Editor@<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com<br />
Or Visit: <strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com/uReport<br />
They Call Me Master<br />
They Call Me Master is martial<br />
arts writer Karen Eden’s latest<br />
book release.<br />
Known for her long-standing<br />
inspirational writings, Master<br />
Eden does not disappoint with<br />
her 4th book release.<br />
Available through<br />
Century <strong>Martial</strong> <strong>Arts</strong>,<br />
centurymartialarts.com<br />
MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3 15
INDUSTRY INNOVATIONS<br />
Take Advantage of ATLAS <strong>Martial</strong> <strong>Arts</strong><br />
Software Automation<br />
The automation platform provided by the ATLAS <strong>Martial</strong> <strong>Arts</strong><br />
software will make you more productive, save your valuable<br />
time, and make sure things don’t ‘slip through the cracks’.<br />
ATLAS Automation will work for you 24 hours a day, 7 days a<br />
week, 365 days a year. It’s like having an entire staff working for<br />
you, without a day off, or a lunch break!<br />
Here are a few examples:<br />
Missed Class Automation<br />
It’s not uncommon for students to miss class from time to time<br />
for one reason or another. With this tool, you will be able to create<br />
follow-up messages for students whose attendance has declined<br />
and they will be sent automatically, which is very convenient. You<br />
can also set up ‘reminders’ for your staff to follow up with these<br />
students, to keep your retention high, and your students more<br />
engaged.<br />
Automatic Referral and Parent Add-On Reminders<br />
This tool will allow you to set up referral and parent add-on<br />
campaigns where your students will receive engaging messages<br />
that inspire them to share their martial arts journey with their<br />
friends and family, and can even be rewarded for it!<br />
This feature alone makes the ATLAS <strong>Martial</strong> <strong>Arts</strong> software<br />
worth many, many times its investment.<br />
Upgrade/Renewal Automation<br />
Some schools have an incredibly high upgrade rate, while<br />
others struggle to fill their higher level programs. With the ATLAS<br />
Automation platform, you’ll be able to educate your students<br />
about your higher level programs, and inspire them to qualify, on<br />
autopilot!<br />
You can deliver sequential multi-media messages when a student<br />
earns a new rank, as their agreement approaches its expiration<br />
date, and much more. This can be a massive breakthrough for<br />
your upgrade programs and your school.<br />
Report Automation<br />
The most successful school owners alway ‘know their numbers’!<br />
Imagine having the key performance indicators for your school<br />
not only at your fingertips, but automatically sent to you inbox<br />
when you want them most.<br />
Get your A, B, C, MIA Student lists every Monday, get your revenue<br />
reports every evening, or get a list of all the agreements that<br />
will expire this month on the 1st. It’s all up to you!<br />
Student Reactivation Campaign<br />
If you haven’t had communication with former students in<br />
a while, it may be time to reach out! The student reactivation<br />
campaign can automatically send useful and valuable content to<br />
communicate with former students and open the door to a return<br />
through the doors of your school.<br />
These are only a few of the automation options ATLAS Mar tial<br />
<strong>Arts</strong> software provides. There’s also social media automation,<br />
which will save you a ton of time, follow-up automation so students<br />
can receive automatic and personalized communications at the<br />
right time, and much more. TryAtlasSoftware.com<br />
16 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Photograph by anyaberkut
Our Goal is to Help Young Minds<br />
GROW Stronger and EMPOWER<br />
them through Stories that will:<br />
• Inspire Their Imagination<br />
• Develop Their Moral Compass<br />
• Set Positive Examples Both Visually and Verbally<br />
• Prepare Them for Life’s Challenges<br />
Sarah B. Tucker, Author of<br />
The Adventures of Harry & Friends<br />
Book Series<br />
AdventuresOfHarryAndFriends.com
INDUSTRY INNOVATIONS<br />
Point MMA Programs Equip<br />
The Whole Person<br />
Point MMA provides exciting new programs for martial arts<br />
school owners and instructors to add some dynamic techniques<br />
and skills to their curriculum. Currently, there are three<br />
programs: Krazy Athletic, Kids Point MMA 37 Skills, and Warrior<br />
Mindset. The primary purpose of these programs is to teach<br />
students the tenets of the martial arts like respect, perseverance,<br />
self-control, integrity, humility, and indomitable spirit.<br />
With the help of these powerful programs, school owners or the<br />
instructors can help students in building up their mental, emotional<br />
and spiritual well-being with a Kung Fu flavor. All of the programs<br />
use unique methods and techniques that students might not be<br />
able to learn anywhere else. Being equipped with these skills can<br />
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and in the future respectively.<br />
It is Point MMA’s motto to empower youth against bullying,<br />
abuse, addiction, obesity, drug dealing and help them navigate<br />
their energy towards positive and healthy activities.<br />
To find out more visit: pointmma.com<br />
Vision MA: For ALL You <strong>Martial</strong> <strong>Arts</strong><br />
Supply Needs<br />
It’s just part of the martial arts business to need a good supply<br />
company to rely on. Looking to get the best quality martial<br />
arts gear and clothing. Vision MA is a great online resource with<br />
east and west coast warehouses for fast delivery of the product<br />
you need. Vision is not just an ordinary e-commerce store<br />
where you shop for quality products, but it also offers various<br />
other services.<br />
If you need to remodel your martial arts school or need help<br />
with setting up a new one, Vision can help you. They are an ideal<br />
platform for martial arts school owners and instructors supply<br />
needs and have been committed to providing high-quality and<br />
affordable martial arts products for over seventeen years. Vision<br />
understands martial arts practitioners’ needs and provides solutions<br />
to them with an easy to use interface.<br />
Vision provides: high-quality, durable, and affordable brand<br />
new uniforms, training gears, sparring gears, shoes, equipment<br />
bags, training mats, and much more.<br />
Visit visionma.com.<br />
18 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
FINALLY, GET RID OF YOUR<br />
BIGGEST<br />
Put Our 30 Years of Tuition Management<br />
Experience to Work for You!<br />
You didn’t open a martial arts school so you could<br />
waste your time being a bill collector…right?<br />
Call one of our friendly Tuition Management<br />
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HEADACHE
SOCIAL 411<br />
The Core Components of a Strong SEO<br />
Strategy: Technical Setup<br />
strong SEO strategy is defined by three core components—<br />
A technical setup, content, and links. When you focus on these<br />
areas, your martial arts marketing will become more and more<br />
effective. Today, we are starting a series of articles where we will<br />
explore each core component individually. So, continue reading<br />
and don’t miss the next two articles!<br />
An Introduction to Technical Setup<br />
Three things need to happen for your website to rank on<br />
Google. The search engine needs to be able to<br />
find your pages so it can scan them (this is<br />
called ‘crawling’ and ‘indexing’ your site)<br />
to identify what your site is ‘about’ and<br />
add the site (using keywords and<br />
other content) to the index. From<br />
there, the algorithm will consider<br />
displaying your website when a<br />
relevant search is done. This is<br />
how SEO works.<br />
It sounds easy enough,<br />
but there’s a catch. No matter<br />
how carefully you design the<br />
look and feel of your page(s),<br />
the search engine can only see<br />
your text, links and other content<br />
if you structure it appropriately.<br />
Enter technical setup, also known<br />
as on-site optimization! This is what<br />
ensures that search engines can scan<br />
your website so the pages can be indexed<br />
successfully. Of course, there are lots of factors<br />
that Google takes into consideration. In fact, more<br />
than 200 factors are evaluated to determine how your site should<br />
rank. We’ll discuss some of the key factors below.<br />
Some Key Ranking Factors<br />
1. The Content<br />
As we’ll discuss in more detail in this series, the content of the<br />
pages is a critical ranking factor. Google is essentially ‘reading’<br />
your pages. If the page is ‘about’ Kids <strong>Martial</strong> <strong>Arts</strong> Lessons, then<br />
the page should have those words, and words like it in the content<br />
(likely in several places) and should have other words and phrases<br />
that reinforce them. You don’t want to un-naturally ‘stuff’ your<br />
target keywords all over your page(s), but you need to make sure<br />
that Google, and human visitors can easily understand what your<br />
page is all about, and that it matches what human visitors are likely<br />
to search for.<br />
2. Website Navigation and Links<br />
Search engines crawl sites by following their links because<br />
that’s how they find the pages and content they need to analyze.<br />
Using meaningful link anchor text helps Google understand<br />
what your links are ‘about’. For example, “Click Here”<br />
doesn’t really tell Google much, but “Kids <strong>Martial</strong> <strong>Arts</strong> Classes”<br />
is far more meaningful.<br />
“Backlinks”, or links “to” your site from other sites with a high<br />
relevance and reputation will give Google even more confidence<br />
in your site.<br />
3. URL Structure<br />
If there’s one thing search engines don’t like is to<br />
read through lengthy and complex URL structure.<br />
That’s why it’s important to keep your<br />
URLs short and sweet, so make sure they<br />
don’t include much beyond the main<br />
keyword that you used to optimize<br />
your page.<br />
4. Page Speed<br />
Search engines will measure<br />
load time so they take page<br />
speed into account and it’s<br />
a relevant ranking factor you<br />
shouldn’t neglect. Load time is<br />
a big indicator of quality for the<br />
algorithm. The faster your website<br />
is, the better. Many elements<br />
can affect page speed, so we<br />
recommend you check out Google’s<br />
tool, Page Speed Insights, to learn to<br />
improve load time.<br />
5. Dead Links or Broken Redirects<br />
Dead links send people to nonexistent pages<br />
while broken redirects lead to resources that no longer<br />
exist. As you can imagine, both of these things affect user experience<br />
and they are a big no-no for search engines. If they are present<br />
on your website, your pages won’t rank.<br />
6. Sitemap and Robots.txt Files<br />
Sitemaps are files that list all the links available on your website,<br />
which is what search engines use to choose which pages<br />
to crawl and index. Robots.txt files tell the search engine what to<br />
ignore, which speeds up the crawling and indexing process.<br />
7. Repeated Content<br />
Last but not least, search engines notice repeated content<br />
and it makes it very difficult to identify what to index. This is a<br />
negative factor and the search engine will choose not to display<br />
any of the pages.<br />
If you are a martial arts school owner and you want your online<br />
marketing to succeed, you need to hit these three SEO hotspots.<br />
Don’t miss the next two articles, where we will explore the other<br />
core components for a strong SEO strategy.<br />
20 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Image by Mohamad Faizal Bin Ramli
The Latest Guide<br />
All <strong>Martial</strong> <strong>Arts</strong> School Owners<br />
NEED TO READ<br />
Grandmaster Zulfi Ahmed’s<br />
newest book, “The Science & Secrets<br />
of Becoming a Master <strong>Martial</strong> <strong>Arts</strong><br />
Instructor,” is the latest must-have<br />
industry guide for martial arts school<br />
owners and instructors.<br />
The world of martial arts is a very<br />
complicated one, where you can soar<br />
to the heights of the profession or<br />
quickly hit rock bottom, all depending<br />
on your mindset, discipline, and skills.<br />
“The Science & Secrets of Becoming<br />
a Master <strong>Martial</strong> <strong>Arts</strong> Instructor” is<br />
designed to teach you everything<br />
you’ll need to know to avoid the pitfalls<br />
and succeed as an instructor in the<br />
modern era.<br />
Featuring contributions from<br />
some of the best martial arts minds,<br />
including Grandmaster Ernie Reyes,<br />
Grandmaster Stephen Hayes, and<br />
Hanshi Dave Kovar, “The Science &<br />
Secrets of Becoming a Master <strong>Martial</strong><br />
<strong>Arts</strong> Instructor” will no doubt help you<br />
take your career to the next level!<br />
To get your copy today for $29.95,<br />
simply go to Lulu.com and search by author.
SOCIAL 411<br />
To Get More Emails Opened Use Human<br />
Instinct Subject Lines (Part 2)<br />
Once again, it shows wisdom<br />
when a martial arts school<br />
owner can attract new students<br />
through email marketing by utilizing<br />
human instinct to get recipients to<br />
open your marketing emails. As<br />
mentioned previously, our instincts<br />
are powerful and make us react in<br />
conscious and even subconscious<br />
ways because of how we are wired<br />
as humans. If you can wisely trigger<br />
instinct with your email subject<br />
lines, you can bring out the desired behavior of opening your email<br />
and have prospects responding to offers for martial arts training.<br />
Here are 2 more instinctive ideas for subject lines that are<br />
proven to increase email open rates:<br />
We All Enjoy Laughing<br />
If you can create subject lines that make people laugh, then<br />
they can’t stop themselves from<br />
opening an email because it puts<br />
them in a good mood.<br />
Ex. Lose Weight And Get In<br />
Shape The Fun Way While Learning<br />
<strong>Martial</strong> <strong>Arts</strong>.<br />
Anybody Can Be Vain<br />
Subject lines that promise something<br />
that makes a person look<br />
better to peers, or invokes the fear<br />
of being shamed by others tend to<br />
get open at high rates.<br />
Ex. <strong>Martial</strong> <strong>Arts</strong> Training Will Give Your The Body And Skills That<br />
Turn Heads<br />
To bring martial arts school growth from your email marketing,<br />
you have to consider people’s instincts because they can’t resist<br />
what innately moves them to respond! Check out our next issue for<br />
a few more attention grabbing headline ideas.<br />
Instagram Has Expanded Its Reels<br />
Now that Instagram has extended its reels length limit from 30<br />
seconds to 60 seconds for users, it is great news for martial<br />
arts school owners. This will allow you to provide more information<br />
in one Reel, connect with followers through their creative content<br />
and see a spike in conversion.<br />
This is quite interesting for Instagram as all its other components<br />
do allow longer video uploads. Videos that appear in the<br />
regular feed can be up to 60 seconds long, but you also can<br />
upload 15 seconds videos to Stories, and 60 minutes clips to<br />
IGTV if you are uploading from the web. Now Reels clips are also<br />
becoming popular in other Instagram functions, which could make<br />
it become a less unique option within the overall IG experience.<br />
Whatever it may be, one thing is certain, this option will provide<br />
users with more freedom to create longer clips or upload the same<br />
Tik Tok clip or Youtube Shorts to Instagram as well. With this new<br />
development, Instagram is likely signaling that they are open for<br />
more cross-posting, which will boost the amount of Reel content<br />
shared on the platform but probably also increase the repetitive<br />
experience across apps.<br />
(Note: Make sure that your short video clips do not have watermarks<br />
when cross-posting because Instagram will penalize your<br />
reach for that).<br />
While this expansion is a great thing, all these options are starting<br />
to look the same. The question then arises; why do you need<br />
different video upload processes for every option? Why not allow<br />
users to just upload their clips, edit them how they want and finally<br />
organize them all together?<br />
By doing so, Instagram would have more content to show<br />
within Reels, which in turn could increase the engagement on the<br />
site and also assist in boosting views within the different components<br />
of the app, instead of separating the different video types.<br />
Perhaps that is the new route as Instagram is now testing a<br />
new TikTok-like display format for exploring that puts all content<br />
in one format. This is a good thing as it could help the content get<br />
seen more easily while giving Instagram’s algorithms more video<br />
inventory and further streamlining the user experience instead of<br />
making each element single.<br />
<strong>Martial</strong> arts school owners should consider trying out longer<br />
Reels as it can be an improved way to promote your school.<br />
<strong>22</strong> MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Photographs by sdecoret (top) and Hamster3d (bottom)
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LAWRENCE ARTHUR<br />
FOUNDER & GRAND MASTER<br />
It gives me great pleasure to invite you to the AFKA <strong>Martial</strong> <strong>Arts</strong><br />
Retreat. We are hosting this retreat to give our students, instructors<br />
and colleagues the opportunity to train together in a friendly,<br />
respectful atmosphere that will create a great experience and fond<br />
memories.<br />
106 Pheasant Ridge Rd.<br />
Lynchburg, Virginia 24502<br />
434-665-2497<br />
Afkalawrence.arthur@<br />
gmail.com<br />
This retreat will have something for everyone to take your skills to the<br />
next level. We have assembled the very best Master Instructors to<br />
share their experience with you. With three tracks of training options<br />
on Sport Karate, Self Defense and iKali, you will be able to earn your<br />
certification and develop yourself as a martial artist.<br />
Natural Bridge is a great vacation location in the Blue Ridge Mountains<br />
full of history and great family entertainment with the Caverns, Zoo,<br />
Safari Park, Hiking Trails and of course the Natural Bridge right next<br />
to a beautiful newly renovated Hotel and Convention Center to<br />
accommodate our event. You don’t want to miss this opportunity to<br />
meet new friends, expand your knowledge, and have fun with your<br />
school team mates.<br />
Be sure to get registered by June 15th. There will be no registration<br />
at the door. This will ensure that we will have a well coordinated<br />
and organized event. Please complete the application in this<br />
brochure and mail it directly to AFKA Headquarters postmarked by<br />
June 15th or online at AFKARetreat@MyUventex.com. You have<br />
my 100% Money Back Guarantee.<br />
Your presence will contribute to the success and prestige of<br />
our Retreat. We sincerely look forward to seeing you there.<br />
Best regards,<br />
Grand Master Lawrence Arthur<br />
Page 2
NATURAL BRIDGE HOTEL AND CONFERENCE CENTER 15 APPLEDORE LN,<br />
NATURAL BRIDGE VA 24578 540-291-2121<br />
JULY 27-31, 20<strong>22</strong><br />
SIGN UP TODAY!<br />
AFKARetreat.MyUventex.com | www.AFKA<strong>Martial</strong><strong>Arts</strong>.com<br />
SPORT KARATE<br />
COMPETITION<br />
SELF DEFENSE<br />
1 2 3<br />
Take your game to the top as<br />
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FROM OFFICER IN THE<br />
DEATH CHAMBER<br />
TO<br />
MARTIAL ARTS SCHOOL OWNER<br />
LIFE CHANGER<br />
For almost 3 decades Chief Master Mike Bugg has<br />
been the undisputed champion and king of martial<br />
arts after school and summer camp programs. He is<br />
the leading authority on children’s programs and is sought<br />
out regularly for his understanding, methods, and advice<br />
on them. In this interview, Chief Master Bugg explains what<br />
were the driving forces that lead to him becoming one of<br />
the leading mentors and role models for children in these<br />
kinds of programs in the U.S. From humble beginnings, his<br />
school has become the blueprint for achieving financial<br />
freedom with after school and summer camps that truly<br />
prepares tomorrow’s leaders to become life champions.
COVER STORY<br />
Chief Master Bugg works extensively in his community, growing deep roots in the local school systems and businesses.<br />
MAWN: You have a law enforcement and corrections background<br />
prior to getting into the martial arts industry. Can you tell us<br />
what led to you changing careers and deciding to open a martial<br />
arts school?<br />
MB: I grew up in a small town in Virginia and I spent 13 years in<br />
law enforcement and corrections. I was really happy in my career,<br />
even though my passion was to do martial arts full-time. I wanted<br />
to have a martial arts school because in my career I saw a lot of<br />
troubled kids and I personally thought I could change a lot of<br />
people’s lives through a martial arts program.<br />
I had a pivotal moment while I was working on death row. I met<br />
this kid who was soon to be executed and we had a conversation<br />
about why he got involved in crime, and how he got locked up? He<br />
told me he wished there was a program that would have put him<br />
on the right path when he was in elementary school. He wished<br />
that he would have had some positive mentors and role models<br />
that could have changed his life around middle school, so he could<br />
have been a better citizen.<br />
He told me that he grew up with his single mother. His father<br />
was randomly in and out of his life. His mother married another<br />
man, who was a present stepfather, but he really didn’t understand<br />
him or guide him in the right direction. The youngster would<br />
frequently lash out violently at the family and others, seemingly<br />
unable to control his anger.<br />
He further explained that he now realized that he didn’t understand<br />
fundamental values and principles. As a result, one night<br />
he fell into a fit of rage because he was not allowed to go to his<br />
girlfriend’s house, and ultimately killed his mom and stepfather.<br />
This conversation had a deep impact on me, and afterwards, I<br />
really became more certain that I could change a lot of lives, with<br />
the right kind of program, and perhaps prevent some of these<br />
senseless tragedies in the future. At the time I was still processing<br />
inmates to go to the death chamber, so this realization really hit<br />
me hard. I had this kid that was going to be executed in 30 days,<br />
and maybe, just maybe I could make a positive impact on kids just<br />
like him in the future. I then realized that this profession wasn’t my<br />
passion anymore.<br />
MAWN: Wow, that must have a very challenging type of career.<br />
So how did you transition from the death chamber to a life changing<br />
<strong>Martial</strong> <strong>Arts</strong> School?<br />
MB: I was now certain that my passion was the <strong>Martial</strong> <strong>Arts</strong>, so I<br />
quit the corrections career path and started down the road of running<br />
a <strong>Martial</strong> <strong>Arts</strong> School. My first experience was to take over a<br />
small school in Chester, Virginia. I really struggled with that opera-<br />
36 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
COVER STORY<br />
“…you have to realize that<br />
just because you’re a black<br />
belt in the martial arts,<br />
doesn’t mean that you’re a<br />
black belt in business…”<br />
tion and truthfully, I thought I made a huge mistake. The school did<br />
not do well financially, and I didn’t have the skills, or attitude at that<br />
time to rescue it. I lost my house, my car, and my family. It pretty<br />
much destroyed my marriage and everything.<br />
After so much trauma, I was to the point of quitting and giving up<br />
on my dreams, but I had a wonderful mentor, Grandmaster Y.K. Kim.<br />
He helped me to set my goals and focus on all the little details that<br />
really make a school work well. He said, “If you stick with and focus<br />
on your goal, then you will overcome all these obstacles!” So I literally<br />
lived in the school, built a new operation from the ground up<br />
and started an afterschool program. I initially resisted doing an after<br />
school program, because I was already struggling and I felt like<br />
now I was being asked to “babysit all day”. But I took on the challenge<br />
because Grandmaster Y.K. Kim was my mentor, my coach,<br />
and essentially the father figure I never had growing up. I decided<br />
to suspend my skepticism, did exactly what he told me to do, stuck<br />
by it every day, set my goals, followed, believed, and just went for it.<br />
Chief Master Bugg Receives Award for Service to His Community.<br />
That was the beginning of a massive transformation for me.<br />
MAWN: So you got into a location that was already operating,<br />
but was really tanking. What were some of the lessons that you<br />
had to learn and things you had to implement to get that school to<br />
be successful?<br />
MB: The most important thing you have to realize is that just<br />
because you’re a black belt in the martial arts, doesn’t mean that<br />
you’re a black belt in business, and that’s the hardest thing I had<br />
to learn. Having a mentor telling me what to do was very crucial.<br />
I’ve talked to a lot of school owners and the hardest thing you have<br />
to do is look at the business part, because you may be a great<br />
instructor, but we’re often not great business people. So, we need<br />
a coach in the area of business. Once I got the coaching in that<br />
continued on page 40<br />
MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3 37
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COVER STORY<br />
“The after school <strong>Martial</strong> <strong>Arts</strong> program<br />
pretty much saved my school”<br />
continued frorm page 37<br />
area, I started to have the right goals, set plans, and learned to<br />
execute the plans on a daily basis.<br />
At the start, it’s hard work. You have to promote every single<br />
day, do exhibitions, work with local businesses, create relationships<br />
with elementary schools and more. Sometimes, you get very<br />
few prospects, maybe one that’s interested, or at best two to three.<br />
That can be discouraging and stressful, and I took those feelings<br />
home. I really had to take care of the business side of things which<br />
is different from teaching, but with a coach and a good plan, I started<br />
doing things that bring in more leads and then I learned how to<br />
sign people up. I spent tons of hours in the community, passing out<br />
flyers, and performing lots of exhibitions. It’s a lot of hard work.<br />
MAWN: So how did you take that single first location from<br />
essentially zero to having the kind of success you’re experiencing<br />
these days?<br />
MB: The after school <strong>Martial</strong> <strong>Arts</strong> program pretty much saved<br />
my school, but my adult programs were not flourishing to the same<br />
level. My career change and faith in what my mentor was directing<br />
me to do was paying off in a big way.<br />
MAWN: How did you eventually end up overcoming<br />
the struggle that you were having with the<br />
adult programs growth in your school?<br />
MB: Around 2017, we began using a system<br />
that had a radically different approach in marketing<br />
to the adult market. Since so many of our schools<br />
have been losing the adult market to other pro-<br />
Chief Master Mike Bugg receives the Outstanding Financial Speaker Hall of Fame Award presented by Y. K. Kim at the 2006 <strong>Martial</strong> <strong>Arts</strong> Leaders Summit.<br />
40 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
COVER STORY<br />
Chief Master Bugg has literally built his school from the ground up, building and all.<br />
“Our after school program took us<br />
to grossing $800,000 a year. We<br />
were up to $1.5 million a year and<br />
still growing.”<br />
grams like Yoga, we really needed to change our method to find<br />
a system that was designed to attract the adult market. We knew<br />
that adults were seeking fitness and mind body solutions as we<br />
saw the Yoga industry swell from 9 million to more than 28 million<br />
practitioners.<br />
The ATLAS Software and iEnroll Marketing Systems provided<br />
the answers I was looking for. It provided an easy way for us to<br />
specifically market to and enroll more adult students. It was very<br />
unique in that it combined ‘done for us’ marketing on social platforms<br />
and brought leads to my school through a lead generating<br />
website. It was almost like I didn’t have to do anything and I was<br />
getting qualified adult prospects and we were enrolling them and<br />
growing our adult programs.<br />
MAWN: What were the results like for your school with a thriving<br />
after school martial arts program and the growth in your adult<br />
programs?<br />
MB: Ok, we started out with zero and struggling.<br />
Then our school saving after school program took us<br />
to grossing $800,000 a year. Then with a growing<br />
adult program added to an already successful after<br />
school program we were grossing $80,000 a month<br />
and got up to $1.5 million a year and it was still growing.<br />
I was not satisfied seeing the gaps in our markets<br />
and martial arts school, then recognized the opportunity<br />
to grow big and basically doubled income. In<br />
addition, I went from just one location to sponsoring<br />
With a tight regulatory environment in Virginia, Chief Master Bugg adapts.<br />
MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3 41
COVER STORY<br />
Chief Master Bugg is Not Only an Inspirational Leader, but Also a Talented <strong>Martial</strong> Artist<br />
five locations in Virginia.<br />
MAWN: So you’re a multi-school operator as a result of the new<br />
approach of social marketing and online marketing. What were<br />
the mental and logistical shifts you had to make to get this all to<br />
happen?<br />
MB: A lot went to the planning, teamwork, and how we were<br />
going to do our promoting and enrollment process. Of course, we<br />
also discussed what the goals were going to be for maximizing our<br />
after school program and the adult program as well. Every week<br />
we meet to go over what we’re doing? How many leads do we<br />
have this week? How many appointments do we have this week?<br />
And how to follow up. Not only did we work with our team here,<br />
but we also worked with our business consultant team at AMS to<br />
make sure that we were on track for success.<br />
MAWN: After school <strong>Martial</strong> <strong>Arts</strong> has been a godsend for many<br />
schools, but it also can have its own challenges. You’re in one of<br />
the tougher areas in the nation to make all this happen so what are<br />
some of the big lessons and big obstacles you had to overcome to<br />
find success?<br />
MB: Sure there are a lot of obstacles to get into the schools be-<br />
42 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
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COVER STORY<br />
“I went from just one location<br />
to sponsoring five locations in<br />
Virginia.”<br />
cause our program is <strong>Martial</strong> <strong>Arts</strong>. Some schools are of the mindset<br />
that “We don’t want that in our school”, so sometimes just getting<br />
past the front door is difficult. Whatever it is, I’ve been there, done<br />
that, and have found ways to work with the school systems.<br />
You have to find ways you can contribute to what they are<br />
doing in their school, and learn to communicate with the staff well<br />
to find a way to get into the system. Now Chesterfield County is<br />
one of the toughest in the state to get into, but there’s not a school<br />
that I cannot walk into right now without an ID or with anything.<br />
That’s how it is for all our locations around the Richmond area, we<br />
can get into the schools with no problems. It’s all about building a<br />
win-win relationship.<br />
Simply put, you first have to make up your mind that you are<br />
going to be a partner in education. We are going to be partners<br />
with elementary schools. We explain what we are going to do, how<br />
we’re going to do it and what the benefits are for the school, the<br />
students, the teachers and the families of the students. Right. Really,<br />
it’s all about showing them what’s in it for them.<br />
MAWN: You had been so focused on the transported after<br />
Full Classes are a Ton of Fun at This “Super School”<br />
school martial arts program for children, but you saw a need and a<br />
gap in the adult market, right. Why did you then feel it was time to<br />
refocus on adults and what are the results like?<br />
MB: Well, most of the time inbound phone calls were for the<br />
children’s program. We might have had 10 adults in class. We’d<br />
lose a few, then we’d get three or four more and have the same<br />
cycle happen over and over. We saw a need to really have a focus<br />
on the adult market. With the social media marketing strategies<br />
with ATLAS Software and the iEnroll System, it uses pinpointed<br />
marketing to reach the right people. The marketing campaigns use<br />
the right marketing messages that are attractive to adults, which<br />
“…we can get into the [public/<br />
private] schools with no<br />
problems. It’s all about building<br />
a win-win relationship.”<br />
Treating Your Staff Well is Something Woven Into the Culture of This School<br />
was something that I struggled with. Most people might think, just<br />
focus on children, but now we’re packed with adults. It’s unbelievable<br />
and we’re still getting new leads daily. So this was the right<br />
marketing strategy to help our location with the adults.<br />
MAWN: Operating multiple schools can be challenging. One of<br />
the challenges multi school operators face is recruiting and developing<br />
staff members.<br />
MB: The instructor recruiting process is doing really well now<br />
because we are constantly getting more and more adult students.<br />
With children it can take many years before they are able to be<br />
competent instructors and staff members, but adults can get there<br />
much faster.<br />
This is due to very high quality prospects coming into our<br />
school who have already set an appointment to come in and see<br />
44 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
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COVER STORY<br />
you. They are excited about the lesson and in many cases,<br />
they bring a friend or family member to train with them from<br />
the start. We’re really excited about this because we’ve<br />
expanded to more locations, expanded our instructor base,<br />
and didn’t have to wait for children to grow up.<br />
MAWN: What do you see as the major benefits from the<br />
iEnroll way of marketing in contrast with some of the previous<br />
kinds of traditional marketing that you used to use?<br />
MB: It has actually saved me a lot of money as opposed<br />
to the old style of marketing. In relation to some of our<br />
other marketing tactics, it’s actually very cost effective. For<br />
example: we have a team that goes out Tuesdays and Thursdays<br />
to promote four or five hours a day. So you’re paying each person<br />
$12 an hour. I have an event planner who goes out on a weekend<br />
to promote and I have to pay her. They’re not paid solely commission<br />
on all those things, they need motivation, and still have<br />
to come in to teach class. I also spend close to $800 a month on<br />
marketing materials.<br />
Now we have appointments in the morning and the money<br />
that used to be spent, I used to give my staff a raise. Also, we use<br />
that money to have a staff meeting once a week and they all go<br />
to lunch. So now my instructors are motivated, I never really knew<br />
“School owners need to figure out how<br />
to move themselves into the CEO role<br />
rather than just the head instructor,<br />
marketer, manager, janitor, etc.”<br />
“…we’ve expanded to more<br />
locations, expanded our<br />
instructor base, and didn’t have<br />
to wait for children to grow up.”<br />
how much they hated going out there to promote.<br />
MAWN: You have kind of touched on it, but how has your role<br />
in the organization changed?<br />
MB: Well I’ve been elevated to a position of CEO in my organization<br />
from being a frontline operator of a <strong>Martial</strong> <strong>Arts</strong> School<br />
who did everything including the janitorial tasks. Now I can<br />
focus on enrollments, renewals, retention, and quality. Before<br />
I had to spend too much time on<br />
tasks that are being done for me<br />
even while I’m sleeping or on vacation.<br />
With automated marketing, we<br />
get better results and my staff is<br />
not burnt out. School owners need<br />
to figure out how to move themselves<br />
into the CEO role rather than<br />
just the head instructor, marketer,<br />
manager, janitor, etc.<br />
MAWN: When you’re a part of<br />
a team that’s growing, that’s pretty<br />
exciting. Do you have any advice to<br />
give school owners that might be<br />
sputtering, but really want to be on a<br />
growth curve?<br />
MB: First, you have got to ask<br />
yourself, “Am I a black belt in business?”<br />
If you’re not, you have to get<br />
on the right path and get with a mentor,<br />
somebody that’s going to help<br />
you focus on growing. This will help<br />
you grow. You also want to work on retention within your school,<br />
and focus on motivating your team, because if your instructors are<br />
not motivated, the back door is wide open in your school. It doesn’t<br />
matter if you get one or two enrollments coming in each day,<br />
they’re going to go right back out.<br />
I noticed that once we leveraged all these<br />
lead generation and marketing systems, the<br />
instructors could focus more on classes. Now<br />
the classes are more fun and beneficial as well.<br />
Daily we have 4 to 5 new appointments, so we’ll<br />
keep on growing. We are still growing so much<br />
that we went from a 10,000 sq. ft. to a 20,000<br />
sq. ft. building.<br />
MAWN: Thank you for sharing these great experiences,<br />
ideas, and strategies for our readers.<br />
46 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
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about YOUR specific experiences and results.<br />
You are part of a wonderful industry and community with<br />
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SCHOOL PROFILE<br />
Master Renard Beaty<br />
All Roads Lead to Black Belt at<br />
Kick Start <strong>Martial</strong> <strong>Arts</strong><br />
Master Renard Beaty is the owner of Kick Start <strong>Martial</strong> <strong>Arts</strong> which has been in business<br />
for 12 years serving the community of Atlanta, Georgia. For the first 8 years the school<br />
operated as a traditional brick and mortar type of business, but experienced growth that<br />
currently has produced an active student enrollment of more than <strong>22</strong>0 happy students.<br />
MAWN: What would you say is the major contribution that your<br />
school is bringing to its community?<br />
RB: We are conscientious about developing civic minded,<br />
accountable, leadership skills in students so they can be productive<br />
in society and to our community. I use a 2 year management<br />
training program I used to administer when I worked at a former<br />
corporation to aid in the process.<br />
MAWN: What are the best producing marketing strategies you<br />
use and what are the lead numbers like per month?<br />
RB: I use a digital media vendor and social media platforms<br />
(website, Facebook, Instagram, Google Business, Yelp) to get the<br />
word out about our school. Those platforms are thriving for us and<br />
give us about 100 leads every month. The average conversion<br />
the leads produces 16 new student enrollments a month. We have<br />
good growth and quality control which gives our current students<br />
a good experience.<br />
MAWN: What are your most significant programs you provide<br />
and their benefits to participants?<br />
RB: My school has two 12 month programs; the Little Ninja and<br />
Basic program. I also have three 24 month programs; the S.W.A.T.,<br />
Master, and Black Belt training. Here is a general overview:<br />
Little Ninja: has students ages 5-7 and develops foundation<br />
skills like developing the body, emotional, social, and critical thinking<br />
skills. It’s 2 classes a week and includes sight teaching.<br />
Basic program: the students are ages 8 years and older. Also<br />
develops the body, emotional, social, and critical thinking skills. It’s<br />
2 classes a week and helps students to learn standard requirements<br />
for Tang Soo Do to earn a black belt to complete it.<br />
S.W.A.T. Club: For students who want to take part in my leadership<br />
development program. They learn how to teach in order to<br />
support the school. Get two extra classes a week (weapons and<br />
sparring) along with a special uniform. Learn 4 extra forms. The<br />
goal is to continue training as black belts. An invitation is given<br />
based on the student drive.<br />
Master Club: is for students that completed S.W.A.T. and want to<br />
learn sword. They can continue to take part in S.W.A.T.<br />
Black Belt Training: I found, in the past, that when I wanted every<br />
student to do S.W.A.T., some quit. They did not want the pressure.<br />
They just wanted to get a black belt and move on to another<br />
activity. So I offer two paths of enjoyment.<br />
MAWN: Do you have a lead generating website and what<br />
about it has been most productive regarding leads?<br />
RB: All my websites have a lead capture component. I get some<br />
leads from them and I recently updated one to have a better SEO<br />
experience. My leads come from many sources, including word<br />
of mouth. I am located in a major metropolitan area with only one<br />
competitor. We have two very different business models. For<br />
example, I am full time, they are part-time. I am for profit. They are<br />
not for profit.<br />
MAWN: Do you use management software and what features<br />
are providing the best benefits for running your school more efficiently?<br />
RB: I use AMS for school management. This is helpful for transfering<br />
my student body’s financial payment to another vendor so I<br />
don’t have any issues with payments.<br />
MAWN: Thanks for your example.<br />
52 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
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Universal Warrior Mixed <strong>Martial</strong><br />
<strong>Arts</strong>: An Eclectic System of<br />
Traditional <strong>Martial</strong> <strong>Arts</strong><br />
Grandmaster Austin Wright’s Universal Warrior Mixed <strong>Martial</strong> <strong>Arts</strong> has been in business<br />
since 1985. It was started with the United States Air Force <strong>Martial</strong> <strong>Arts</strong> Club at Seymour<br />
Johnson Air Force Space, located in North Carolina. It continues to spread traditional<br />
martial arts to kids and adults of all ages with more than 200 students!<br />
MAWN: What is the major contribution(s) that your school is<br />
bringing to its community?<br />
AW: Through our teachings of traditional Okinawan and Isshin-<br />
Ryu style karate, American Kickboxing, Kung Fu, and Japanese<br />
Judo Jujitsu combative arts, we provide a safe place for people<br />
of all ages. We help at risk kids, veterans and adults build confidence,<br />
lose weight and feel great! Our goal is to help our students<br />
evolve themselves spiritually, mentally, and physically!<br />
MAWN: What are the best producing marketing strategies you<br />
use and what are the lead numbers like per month?<br />
AW: ATLAS! Through AMS I have discovered new and innovative<br />
marketing tools that have helped us increase our revenues<br />
astronomically within less than 6 months with anywhere from 15<br />
to 30 leads per month! And with the help of ATLAS I opened up<br />
international dojos in Kishanganj, India, Sicily, Italy, and La Vega,<br />
Dominican Republic. Thanks to ATLAS I can not only spread<br />
traditional martial arts in the United States, but in various 3rd world<br />
countries world-wide!<br />
MAWN: What are your most significant programs you provide<br />
and their benefits to participants?<br />
AW: Within our Mixed <strong>Martial</strong> <strong>Arts</strong> Dojo Academy we provide<br />
self defense, mixed martial arts fitness, and traditional mixed martial<br />
arts programs, through which we have been able to produce<br />
two generations of champions and grand champions winning<br />
students. Aside from teaching our students how to strive and<br />
achieve greatness on a competitive level, through these programs<br />
we are also able to teach our students Japanese terminology, build<br />
self defense and confidence, get fit and strong, build a growth<br />
mindset, learn how to focus, build social skills, and most importantly<br />
have fun!<br />
MAWN: Do you have a lead generating website and what<br />
about it has been most productive regarding leads?<br />
AW: ATLAS gives us a huge lead generating website that<br />
provides multitudes of leads. Aside from our walk-ins and word of<br />
mouth leads, the website is a great way to boost leads and spread<br />
the word.<br />
MAWN: Do you use<br />
management software<br />
and what features are<br />
providing the best benefits<br />
for running your<br />
school more efficiently?<br />
AW: ATLAS works<br />
wonders with their<br />
various administrative<br />
and financial management<br />
features. Features<br />
such as the attendance<br />
taker, billing organizer,<br />
and welcome feature<br />
allow me to easily keep<br />
track of my students’<br />
attendance as well as<br />
Grandmaster Austin Wright<br />
progress and tuition dues.<br />
Alongside providing me with management organizational features,<br />
AMS provides me with other fun innovative, creative strategies to<br />
help maintain and increase student retention! “And you can take<br />
that to the Bank!”<br />
MAWN: What advice do you have for other martial arts school<br />
owners for having success in business?<br />
AW: Success is built through student retention and solid<br />
marketing, which is why I use and highly recommend the usage of<br />
ATLAS! With their multitude of resources ranging from account billing,<br />
marketing, and fun and innovative strategies, student retention<br />
has never been better! With AMS online’s amazing organizational<br />
features, I have been given more time to spend with my family as<br />
well as being a life coach to these kids and adults who struggle<br />
with anxiety and low self esteem to help build a more spiritually,<br />
mentally, physically and more confident version of themselves. At<br />
the end of the day, ATLAS allows me time to achieve our ultimate<br />
goal of taking the ordinary student and creating an extraordinary<br />
student through our martial arts studies!<br />
54 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
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Book Y. K. Kim at www.ykkim.com<br />
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practices, product reviews and innovative developments in<br />
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We are always on the lookout for notable, engaging and<br />
valuable stories for our readers!<br />
If you, your school, organization, event, product, or service<br />
has a story that might be of value to our readers, we’d love to<br />
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MIND MASTERY<br />
The Power of Self-Belief<br />
By Grandmaster Jesse Bowen<br />
Now in approaching the “Power of Success”, the power of self-belief is that if you<br />
don’t believe you can, then you won’t. Remember, you should note or highlight any<br />
ideas or strategies to implement your success plan.<br />
If you believe in yourself, there<br />
is little to stop you in whatever you<br />
want to accomplish. It gives you<br />
the power to push forward and to<br />
defy the odds. You will be able to<br />
handle any roadblocks that come<br />
your way. You will also brush off<br />
the naysayers. It gives you peace<br />
of mind when you stick to your<br />
self-belief.<br />
To keep that self-belief strong,<br />
you need to define your goals. You<br />
wouldn’t expect a general to fight<br />
a war without a map.<br />
You, too, need a<br />
map to guide you on how to proceed. Too many<br />
people skip this step and wonder why they aren’t<br />
getting anywhere.<br />
Goals are your guides, but carrying through<br />
with them is only done when you believe that it’s<br />
possible. Belief is the energy you need to take<br />
action. It helps you to focus on getting<br />
your tasks completed.<br />
You will also build confidence<br />
when you have selfbelief.<br />
It’s a powerful tool,<br />
as others will be attracted<br />
to that confidence. They<br />
will follow your lead<br />
and you will help show<br />
them what is possible.<br />
When you run into any<br />
stumbling blocks (and you will),<br />
that confidence will help you<br />
see them through. You will know<br />
how to take alternative action<br />
when necessary. The people<br />
following you will respect that<br />
as well.<br />
Several forces will try to beat<br />
you down. You may even find<br />
yourself letting it happen. You<br />
need to get centered on why<br />
you started your journey in the<br />
first place. Use affirmations to<br />
reinforce your message. Be consistent<br />
with your affirmations.<br />
Unfortunately, many of the negative forces are going to be<br />
from your family and friends. They will see it as helping you avoid<br />
mistakes. Many people will succumb to this negative pressure and<br />
give up. One way to prevent this is to join groups of like minded<br />
individuals. It can be related to your business, or it can be groups<br />
that focus on self-help. These organizations exist to try and push<br />
the negative forces out. It’s great to go to meetings and get encouragement<br />
from the group.<br />
Attending these groups can sometimes lead to friendships with<br />
people where you can extend the encouragement of each other.<br />
You may even form business partnerships from these friendships.<br />
It’s good to know that you have the support of these people when<br />
these relationships form. They understand when everyone else<br />
around you doesn’t. Your self-belief will strengthen considerably<br />
from this arrangement.<br />
Okay, it’s time to go to work! I believe the power of self-belief is<br />
the key to rapid success.<br />
GRANDMASTER JESSIE BOWEN is president of Karate International of Durham, Inc., a member of the<br />
American <strong>Martial</strong> <strong>Arts</strong> Association Sport Karate League and Hall of Fame, and has been a member of the Duke University<br />
PE Staff for over 25 years. He is the author of Zen Mind-Body Mindfulness Meditation and Zen Mind-Body Mindfulness<br />
Meditation for <strong>Martial</strong> <strong>Arts</strong>, as well as several other books, programs, and audio CDs on meditation and success training.<br />
58 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Photograph by BrianAJackson
All books are available on www.Atouchofzen.com<br />
or to place your order over the phone.
GROWTH HACKS<br />
Use 3 <strong>Martial</strong> <strong>Arts</strong> Principles for<br />
Effective Advertising<br />
by Mr. Sean Lee<br />
You realize the importance of speed, power, and accuracy<br />
when attacking an adversary. The principles are second nature to<br />
you when you are sparring, but did you know that speed, power,<br />
and accuracy are just as important in advertising and promotion<br />
to attack your town’s market successfully? If you want to enroll<br />
25 to 50 new students every month you must understand how to<br />
advertise properly on social media or with a traditional method.<br />
As in the martial arts great skill comes through great effort, to<br />
be great at advertising and promotion much training is required.<br />
Do you have the time to focus all your energy while operating<br />
your school on learning advertising and promotion? If you answered,<br />
“Yes” are you planning on making a career<br />
change? The correct answer is “No” to both questions,<br />
but you still have to advertise and promote<br />
your school effectively.<br />
So what’s the solution to gaining the<br />
speed, power, and accuracy needed to<br />
reach more prospects than you thought possible<br />
without getting a degree in advertising?<br />
The answer is found in the professional<br />
products and services that AMS develops for<br />
martial arts school owners just like you. Every<br />
month well trained experts prepare the kind<br />
of speed, power, and accuracy in advertising<br />
and promotions<br />
designed to deliver a knockout.<br />
1. Speed – From an advertising<br />
and promotional standpoint,<br />
speed primarily has<br />
to do with hitting the target<br />
market at the right time.<br />
Experience leads to good<br />
timing and AMS has been<br />
providing school owners<br />
with marketing solutions<br />
for close<br />
to forty years. Each month tools like posters, flyers, tent cards,<br />
door hangers, emails, social media posts, etc. are designed with<br />
this kind of advertising speed in mind.<br />
2. Power - The idea of power with regard to advertising and<br />
promotion means to have impact. One key to powerful ads is<br />
eye-catching designs with images and a layout that appeals to<br />
prospective students. Another key is the use of words that capture<br />
the attention and move the reader to act. AMS has a team of<br />
expert graphic designers and writers eager to provide you with<br />
penetrating ads sure to increase your enrollment each month.<br />
3. Accuracy - Getting your advertising and promotions to the<br />
right people is what is meant by accuracy.<br />
Targeting the children, teen, adult, or even the senior market<br />
requires the appropriate kind of ads and<br />
promotions for each individual market. Many of these kinds of<br />
impactful tools can be found in the MA Biz Academy from AMS to<br />
hit the bull’s-eye in your city.<br />
To do your best in every way sometimes requires help<br />
along the way. You need your advertising and promotion to<br />
have the speed, power, and accuracy for great impact, so visit<br />
MaBizAcademy.com<br />
and find out how it can aid you in taking your school to the<br />
next level for skyrocketing enrollment each month.<br />
SEAN LEE is the Executive Director of Sales and Marketing for hundreds of martial arts schools<br />
and specializes in online and social media marketing using his extensive professional experience in<br />
sports and martial arts marketing, contract negotiation, and investment.<br />
60 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
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NEXT LEVEL STRATEGY<br />
Contract or No Contract? That is<br />
the Question, Part 2<br />
By Shihan Allie Alberigo<br />
Of course, if I need more justification, I simply talk about colleges. No college allows<br />
month-to-month payments with an open-ended agreement. If they did, they would<br />
also be out of business.<br />
I end the conversation with example after example<br />
of people who joined these “no contract” schools only<br />
to later on find one day that they’re out of business.<br />
Sadly, this has happened to 99% of my competition.<br />
She knew nothing of what an agreement<br />
represented, and my competitor<br />
had used the very fact that he<br />
didn’t have them as a selling<br />
tool.<br />
At Long Island Ninjutsu,<br />
we do exactly the opposite,<br />
and it’s quite obvious that in most cases<br />
it worked to Long Island Ninjutsu’s benefit<br />
and not his. We use yearly agreements as<br />
a selling tool, and it has indeed<br />
helped me take my studios<br />
from 50 to well over 1,000<br />
students in less than a<br />
decade!<br />
Remember,<br />
an agreement<br />
outlines the<br />
student-parent<br />
commitment<br />
As in any<br />
school, at Long<br />
Island Ninjutsu<br />
Centers, there have<br />
been students that have contemplated<br />
dropping out for one<br />
reason or another at some time. Having a membership<br />
agreement helps this situation. By directing the student<br />
to the martial arts billing company, where they’ll be<br />
told that, regardless of attendance, the payments must<br />
continue, you have an added tool for motivation. The<br />
school owner is able to reinforce the idea of continued<br />
commitment to training to the parent/student. Aside<br />
from that, what parent wants to pay for something they<br />
aren’t utilizing? Even if the parent/student ultimately<br />
decides not to continue with their training, or needs to<br />
take an extended period of time from training, having a<br />
membership agreement helps maintain steady cash flow.<br />
During the summer, many people take vacations or are involved<br />
with other activities. The buyer will justify that if they’re taking off<br />
two weeks for vacation, they may as well take the entire month<br />
off. We realize that breaks can demotivate students, causing them<br />
to never return to class at all. With an agreement in place, you’re<br />
allowing the payments to continue even if the student or their child<br />
isn’t actually training. An extension of time added to the end of the<br />
agreement will allow the parent to not feel as though they’re losing<br />
out on time that they’re paying for!<br />
Having an agreement guarantees growth and a stable income<br />
for your martial arts business<br />
If I have 200 students on yearly agreements, then I know<br />
that 200 people are paying for their tuition. This stable income<br />
allows me to focus my energy on building onto that 200. Schools<br />
that boast of not having agreements will experience moderate<br />
to extreme fluctuations during summer, holidays, and inclement<br />
weather. Steady cash flow guarantees you the time, focus, and<br />
revenue to increase enrollment and other areas of your business.<br />
SHIHAN ALLIE ALBERIGO is a 7th degree black belt, the founder of the L.I. Ninjutsu<br />
Centers, one of the largest Ninjutsu schools on the planet, the author of 4 books, and an entrepreneur<br />
with one of the first online coaching companies.<br />
62 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Illustration by Oleksandr Hruts
CLASSIFIED<br />
Browse the <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong><br />
Community Marketplace<br />
Do You Have Items to Sell?<br />
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For A Career In The <strong>Martial</strong> <strong>Arts</strong>?<br />
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MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3 63
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kickstartkids.org<br />
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PILLARS OF SUCCESS<br />
What is a healthy lifestyle? Pt. 1<br />
by Grandmaster Y. K. Kim<br />
E.E.R.T: The four wheels of physical fitness:<br />
Eat and drink wisely: Healthy food brings a healthy body.<br />
Exercise daily: Release stress and get in shape.<br />
Rest properly: Recharge your energy.<br />
Think positively: A positive mind creates a positive body.<br />
In my experience, physical fitness depends on the kind of<br />
lifestyle you lead:<br />
When you have an unhealthy lifestyle, you become weak,<br />
tired, overweight, and more vulnerable to illness. When you<br />
lead a healthy lifestyle, it is easy to control your weight and<br />
get in shape, and live a stronger and more energetic life. Put<br />
E.E.R.T. into action to build a healthier life.<br />
Your body is the best medicine for your body, which<br />
means that if you have a strong body, you<br />
have a strong immune system. Build<br />
physical fitness with E.E.R.T.<br />
The E.E.R.T. habits are like the<br />
four wheels of a car: Without all four<br />
wheels working in harmony, the car will<br />
crash. If you don’t discipline yourself<br />
to develop all four habits simultaneously,<br />
you will crash as well. Therefore,<br />
balance is the key to achieving great<br />
physical fitness.<br />
Only you have the power to put E.E.R.T.<br />
into action to change your life.<br />
E.E.R.T. Leads to Harmony and<br />
Balance<br />
1) Eat and drink wisely:<br />
The healthier your diet, the<br />
healthier you will be. Eating<br />
and drinking properly is<br />
critically important in<br />
building physical fitness.<br />
2) Exercise daily:<br />
The best way to get in<br />
shape, build physical<br />
muscle, and burn physical<br />
fat while releasing toxins, stress, and tension is to work up a<br />
sweat. Exercise is a very important part of physical fitness.<br />
3) Rest properly: Recharge your energy through proper sleep<br />
and rest. Properly recharging your body is critical to achieving and<br />
maintaining good physical fitness.<br />
4) Think positively: The body and the mind are intimately connected.<br />
The body follows the mind, because the mind controls<br />
the body. They exist in harmony as a part of you. If this harmony is<br />
interrupted, you become unbalanced. As a result, positive thinking<br />
is the key to eating and drinking wisely, exercising daily, and recharging<br />
energy properly. It allows you to create good habits while<br />
eliminating bad ones.<br />
Without positive thinking, you cannot maintain physical fitness<br />
because negative thinking blocks your ability to keep up a diet<br />
and exercise routine as well as interferes with your ability to get<br />
enough sleep. Negative thinking also breeds stress, which is<br />
the stem of sickness. Without the power of positive thinking you<br />
cannot set or accomplish goals. As a result, to truly build physical<br />
fitness you need to think positively in order to get rid of mental fat<br />
and build mental muscles. Positive thinking is the key to building<br />
physical fitness.<br />
GRANDMASTER Y. K. KIM is the most successful martial arts business leader in the US, having written<br />
over 30 books on martial arts, business, leadership, and success. He has won numerous public service<br />
awards and is the founder of the leading martial arts marketing and management company in the US.<br />
66 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Photograph by natasaadzic
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THE WAY OF THE SAMURAI<br />
Children and the Art of the<br />
Sword, Part 3<br />
By Shihan Dana Abbott<br />
Ages 7 to 9<br />
Ages 7 to 9 are still best kept to the short sword. These students<br />
have better muscle control than the 3 to 6 year olds, but can<br />
still be prone to forgetting to be careful about accidentally hitting<br />
someone. They still need to stay aware that someone might be<br />
standing beside or in back of them while they are swinging the<br />
sword. These children’s wrists, from a strength perspective, may<br />
still be a concern.<br />
The ability of the individual student must be taken into account.<br />
The Chanbara bo staff may be introduced, especially for the<br />
students that have studied the bo outside of sword class. If longer<br />
weaponry or nunchaku are allowed, caution<br />
the students to temper the strength<br />
they use in their strikes. The 7 to 9 year<br />
olds don’t always realize how hard they<br />
are hitting one<br />
another.<br />
Because 7 to<br />
9 year olds are<br />
able to stay more<br />
conscious about<br />
safety, the reward<br />
system will need to<br />
change. For example,<br />
rewards can be tickets or<br />
points that can be saved<br />
up and turned in for<br />
prizes.<br />
This age group<br />
can improve on<br />
the basic techniques<br />
(head, wrist,<br />
body and leg strikes)<br />
by adding diagonal<br />
strikes. For the head<br />
this would mean strikes to just<br />
above the temple area (obviously<br />
while wearing a helmet).<br />
For the body, the strikes would<br />
be from just under the arm across<br />
the body and down to the waist.<br />
Simple blocking techniques can also<br />
begin to be taught. The 7 to 9 year<br />
old has good reactions and teaching<br />
blocking will help<br />
to improve their<br />
reaction time.<br />
A simple game<br />
for this age group is<br />
“capture the flag”. Place<br />
a red flag on one side of<br />
the deck. Place a white flag on<br />
the other side of the deck. Divide<br />
the kids into two teams of equal<br />
size and ability. The white team<br />
must protect the red flag from<br />
capture while trying to obtain<br />
their white flag from the red<br />
team. Conversely, the red team<br />
must protect the white flag from being<br />
captured while trying to obtain their red flag from the white team.<br />
Each student has one sword each. if struck in the arm, they must<br />
put that arm behind their back. If struck in the leg, they must drop<br />
down onto that leg (and, thus, can’t move around the deck). If they<br />
are struck in the head or body, they are “dead” and need to get off<br />
to one side. The first team to get their team’s flag is the winner.<br />
Adapted from Lin Conklin<br />
Samurai Sports, Inc.<br />
Children’s Curriculum development<br />
SHIHAN DANA ABBOTT Is a 7th degree black belt in Kenjutsu, starting his 14-year education<br />
in Tokyo. He has published five books and designed a US Patent. Abbott has also conducted seminars in<br />
over 30 countries and obtained his black belt at the Hombu dojo in Yokohama. He currently offers online<br />
classes on LearntheSword.com, his unique swordsmanship academy.<br />
70 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Photograph by IJdema
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EXTRAORDINARY MARKETING<br />
Don’t You Dare Miss an Opportunity!<br />
by Grandmaster Stephen Oliver<br />
“It’s not what you don’t know that kills you, it’s what you know for sure that ain’t true.”<br />
― Mark Twain<br />
They used this quote in the excellent movie “The Big Short.”<br />
If you are in any way interested in how the Mortgage market<br />
collapsed the economy, it’s a great way to learn more about how<br />
things really worked. It’s not the full story but it’s a pretty good<br />
chunk of the “untold story,” behind what really happened.<br />
The Mark Twain quote also very much applies in my mind to<br />
how most of our industry is absolutely sure about wrong ideas.<br />
How the majority of school owners including those selling them<br />
“stuff” – ideas, software, websites, etc. Get it wrong so much of<br />
the time.<br />
There’s another great quote by Earl Nightingale<br />
I believe, that’s something to the effect of if<br />
you don’t know what to do, just look around<br />
at what everyone else is doing and do the<br />
opposite. Look at how most schools (by<br />
definition the broke guys) are running<br />
their school and do the opposite. This is<br />
why I have a tendency to yell at clients<br />
who tell me what everyone else in town is<br />
charging, by the way.<br />
Opportunity lost… makes<br />
me physically ill…<br />
seriously.<br />
You may or may not<br />
know, but one of the ways<br />
that Jeff Smith influenced<br />
my life is he got me<br />
hooked on Movies while<br />
I was in college and a<br />
branch manager and he<br />
was VP/Head Instructor for<br />
the Jhoon Rhee Institute.<br />
He and I used to hit two<br />
movies on Friday night.<br />
I’ve since passed this<br />
on to my kids and, now especially my 7-year-old son, Chase<br />
must see everything the moment it’s released, Thursday night.<br />
Over the holiday’s we saw 3 movies in three different theaters.<br />
In each of the lines we’re outside the door. Showings were<br />
sold-out. The Theaters were “beat-up”, out of concessions, and<br />
overwhelmed. That weekend broke EVERY standing record.<br />
Guess how many <strong>Martial</strong> <strong>Arts</strong> Schools or other similar businesses<br />
were in the lobby marketing to that crowd?<br />
Right. None.<br />
VERY close to two of these theaters is a former Franchisee of<br />
mine who was constantly complaining of having difficulty getting<br />
enough students. Guess what, no sign of him. And, this is<br />
someone who I personally taught how to do it, stood by his side,<br />
showed him how to make appointments, guided him on how to set<br />
up and organize the booth.<br />
Then I ended up in Tulsa for 8 days. The Big AMC Theater<br />
there was packed – all showings sold-out. The coke machines<br />
were sold-out, concessions overwhelmed, theater PACKED with<br />
people. Not far from there is one of the wan-a-be “industry guru’s”<br />
who was with me a few years ago for about a month. He had<br />
about 90 students in Tulsa last I knew but sounds really enthusiastic<br />
pitching his latest sales and marketing ideas to school<br />
owners. He’s always bragging about how he’s mastered email and<br />
Facebook marketing.<br />
Think he had anyone at that Theater (or, any in town?) No.<br />
How about a kiosk at the local shopping mall? Nope. How about<br />
rack cards, bandit signs and other “gorilla marketing” around the<br />
area, nope.<br />
Opportunity lost forever.<br />
I’m sure he’s having a holiday camp and charging $20 a day for<br />
it. Thinks he’s rich. Doesn’t know what he doesn’t know. Well, the<br />
cost of living is pretty low in Tulsa.<br />
Don’t complain about your active count and miss opportunities<br />
like these. There’s opportunity EVERYWHERE. Go talk and take<br />
advantage of that opportunity.<br />
GRANDMASTER STEPHEN OLIVER, is a 9th degree black belt and is the founder and CEO of<br />
Mile High Karate schools, and founder of the <strong>Martial</strong> <strong>Arts</strong> Wealth Mastery Program.<br />
72 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Photograph by chaiyon021
www.ExtraOrdinaryMarketing.com
MASTERING MODERN BJJ<br />
Add ‘Value’ to Your School<br />
By Master Carlos Machado<br />
In regards to systems, the whole thing is a job is never done; it’s always a work in<br />
progress. Like when you bought a laptop two years ago, and then you go to the same<br />
shop two years later, you look at yours saying, “Man, this thing is crap now. I need to<br />
add more memory,” and this and that.<br />
The same applies to business, but I think there are certain<br />
things at the core. Whether you’re tracking your students or being<br />
engaged with the customer service aspect, you have to give more<br />
than what’s expected of you. Often staff have a problem with following<br />
a sales script. They worry about the price. They almost challenge<br />
their students. And I have issues with staff at different points<br />
in time because they come from different backgrounds.<br />
Many people have what I call the “poor man mentality” because<br />
they had bad experiences in their upbringing. They<br />
never grew out of it. No matter what system you<br />
have in place, they can’t really integrate themselves<br />
with it because they have that bias;<br />
that self-limiting thought process that came a<br />
long way back.<br />
Digital makes a difference in the quality<br />
of your school. There’s no question about<br />
price when the value is clear; the decision<br />
is easy. I quote Dan Pena on that.<br />
If I do an intro class and price<br />
becomes an issue after the introduction,<br />
I didn’t do my job<br />
because what I want is that<br />
when a guy has an intro<br />
class, I want him to just<br />
look at my staff on the<br />
desk and say, “I want<br />
to join right now.”<br />
He’s not going to ask<br />
how much it is. That’s<br />
out of the question.<br />
This is the part that, in my opinion, people miss out on: you can<br />
decorate all the sales scripts. You can make all the promises. But<br />
if what we deliver is not beyond somebody else’s expectations,<br />
price is going to always be an issue.<br />
They’ll say, “I’m not sure, I’m going to ask my wife,” or “I’m going<br />
to go and check what the market says.”<br />
And I don’t want that client. I want a client that says, “Oh, my<br />
gosh, I’m ready!”<br />
I have to do my part if I don’t add value. Part of the system is<br />
your posture, being clean with your gear, being presented well,<br />
having your nails trimmed, and a nice haircut.<br />
MASTER CARLOS MACHADO is one of the pioneers of Brazilian Jiu Jitsu in the United<br />
States of America. Currently a Coral Belt, and promoted to Black Belt by Carlos Gracie Junior, Carlos<br />
Machado came to the USA in the early 1990’s with his brothers where they formed the RCJ Machado<br />
Jiu Jitsu Association, one of the strongest & growing BJJ organizations in the world today.<br />
74 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Photograph by designer491<br />
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Have Your School, Organization,<br />
Accomplishment, or Event Featured in<br />
As professional martial arts school<br />
owners and instructors, it’s important<br />
that we stay up to date with the<br />
latest tools, tactics, and strategies<br />
for operating a successful martial<br />
arts school or organization.<br />
We here at <strong>Martial</strong> <strong>Arts</strong> <strong>World</strong> <strong>News</strong><br />
<strong>Magazine</strong> are on an unstoppable<br />
mission to help our industry grow,<br />
and one of the best ways to do that<br />
is by sharing “what’s working” and<br />
what’s not.<br />
So, we want to feature schools,<br />
school owners, instructors,<br />
organizations, students, and industry<br />
contributors that might have a story<br />
our readers would find valuable!<br />
No story is too small or too big for<br />
consideration so long as there is<br />
value to our readers.<br />
<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com/Ureport<br />
Send your Story Idea to us.<br />
Email Editor@<strong>Martial</strong><strong>Arts</strong><strong>World</strong><strong>News</strong>.com<br />
Or Contact us at: 407-895-1996<br />
• One of your students<br />
overcame great obstacles<br />
to achieve their black belt?<br />
Awesome!<br />
• You’ve opened a new<br />
location? We’d love to hear<br />
about it!<br />
• Your martial arts<br />
association just set a new<br />
record? Great! Send us<br />
some information!
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"It doesn't matter the size of your school, the demographics or<br />
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-Justin Cuellar, Owner of Atalla County <strong>Martial</strong> <strong>Arts</strong>
TACTICAL SELF-DEFENSE<br />
Press the Points, Part 2<br />
By Grandmaster Tom Patire<br />
Application<br />
Like in all training, applying the right technique at the right time<br />
is the key to success. Also, applying it in real-world conditions is<br />
what makes you invaluable to your client, as well as your team.<br />
What I have found in my training is that many people that fail at<br />
pressure point techniques fail not because of the technique itself,<br />
but because of the missed application. See, a pressure point has to<br />
be “cleared” before you apply it. For example, you attempt to apply<br />
a point to, let’s say, in the region of the clavicle, where<br />
there are numerous, very effective points that can<br />
immobilize an aggressor in seconds. Where this<br />
point, and many like them, goes wrong is when<br />
the applicator tries to apply it directly through<br />
the clothing. When that happens, the clothing<br />
jams the point and creates a buffer so that<br />
the aggressor never feels the full effect of the<br />
point, allowing him to resist or, in some cases,<br />
break out of the technique. Some helpful advice<br />
when applying a point to the clavicle region is to<br />
slide your finger down along the neck so that it<br />
goes under the shirt or jacket, and once<br />
directly on the targeted point,<br />
use another finger to activate<br />
the pressure point.<br />
This technique is called<br />
“clearing” and works<br />
most of the time in most<br />
situations.<br />
Body Types<br />
Body type often<br />
dictates the effect of<br />
a pressure point. For<br />
example, a person<br />
with less body<br />
density (fat and/or<br />
muscle), in most cases,<br />
is easiest to apply.<br />
That does not mean that the other body types can’t be targets with<br />
pressure points. What it means is that you need to read a body and<br />
apply the best point that shows itself during the altercation/situation.<br />
In a situation where a person is irate and swinging his hands<br />
violently, many seasoned professionals I work with like to target<br />
facial points or points that lie in the arms like the radial nerve. If a<br />
person is on the attack and an agent enters from his rear, many<br />
favor points in the neck, back, or lower legs. What it really comes<br />
down to is what is accessible at the time. In many cases, you take<br />
what is given to you instead of trying to go after a point that may<br />
not be accessible at the time.<br />
At the end of the day, the training you choose is your choice,<br />
but the law dictates what we can do and what we can’t. Make<br />
sure you are skilled in all aspects of use of force, and when you<br />
have the choice, make sure you use less force instead of more.<br />
Less means fewer problems and fewer headaches, especially if it<br />
involves any type of civil and criminal repercussions.<br />
GRANDMASTER TOM PATIRE, is known as “America’s Leading Personal Safety Expert” and has appeared<br />
on Good Morning America, The CBS Morning Show, The Colbert Report, Montel, plus in mainstream publications such as<br />
Family Circle, Redbook, Fortune <strong>Magazine</strong>, and The Wall Street Journal. He has written several books and has personal<br />
safety programs that can be incorporated into your martial arts school, available at TomPatire.com.<br />
78 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
CUTTING-EDGE<br />
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Visit Amazing<strong>Martial</strong><strong>Arts</strong>Websites.com or Call (800) 275-6900
COMPLETE MARTIAL ARTS CONCEPTS<br />
Teaching The Complex Art Of<br />
Kung Fu, Part 2<br />
by Professor Willie “The Bam” Johnson<br />
Each class must be taught with a teaching plan that must be<br />
organized before each class. I mean everything must be written<br />
down in detail. It is your map for progress; it helps your instructor<br />
not to lose the point of what is important for the student. The<br />
“class agenda” as we call them should be made up based on the<br />
student’s struggle in and outside of class. You see class is not just<br />
about the physical skills needed, but life skills and philosophy as<br />
well. It covers individual basics such as strikes, footwork, stances,<br />
kicks and sweeps and then blocks on trapping skill at least three<br />
days a week. Then there are the forms, two person fighting<br />
sets, weapons, sparring grappling and self-defense<br />
for the next three days.<br />
Also warm ups, cardio, strength, and flexibility<br />
are a part of every class. The tempo of<br />
each class varies from high intensity to medium<br />
intensity all the way down to slow. Each of<br />
these levels of class serve a purpose. For<br />
example the high intensity is to exhaust them to<br />
a point where they can’t think about the<br />
next move, but just flow at a<br />
medium pace. One, it allows<br />
them to work hard and<br />
think in the present, while<br />
the slow pace allows the<br />
student to correct their<br />
skill and work on the<br />
small details.<br />
Detail notes on each<br />
student should be kept<br />
along with good job<br />
cards that should be<br />
mailed daily along with<br />
the student’s attendance.<br />
Compliments on<br />
a student’s progress in activities<br />
in and outside the school, showing them how they complement<br />
one another is important to a student’s longevity.<br />
These things make Kung Fu a way of life and it can not be<br />
taught any other way. Constant calls and regular private lessons<br />
along with group ones are key to help the student feel confident<br />
about the learning process of this complex art. The key to helping<br />
the students’ learning process remain enjoyable is keeping them<br />
in the now, helping them to not let their minds wonder what could<br />
be or what is going to happen, only on what is going on at that<br />
moment. They have to think about nothing, so therefore the mind<br />
must be empty and allow that present moment to fill it up.<br />
You see, the true secret of teaching Kung Fu is having all<br />
the things needed for class but not at the expense of losing the<br />
freedom of creative expression. This is what makes class fun, your<br />
ability to be open to the new as a teacher in order to experience<br />
what the students are presenting you with. It is like a dance and<br />
you follow their steps and lead them to the goal in a harmonious<br />
manner.<br />
Through this method of teaching we promote the growth<br />
process of true human potential and through their every effort<br />
and action inner strength is gained. As teachers we must recognize<br />
that the student’s emotions that are expressed through the<br />
technique, is about reading their body language, facial expression<br />
and eyes. You see, Kung fu can not be learned or taught in a lazy<br />
manner or with a closed mind because then everything becomes<br />
rigid and stiff. Kung Fu is free flowing and must flow to bring forth<br />
the students’ great spirit from within. A spirit that is greater than<br />
ambition, confidence, determination, vision, etc. Everything is transcended<br />
by it. It is the chi of life, a true expression of one’s inner<br />
self expressed outwardly.<br />
As teachers we must remember that we are only guided by<br />
and to inner truth and are never the giver. So as a catalyst we<br />
must continue to strive for the true expression of this complex art.<br />
And what is art; an expression of life that transcends both time<br />
and space.<br />
PROFESSOR WILLIE “THE BAM” JOHNSON is a 7th degree black belt and seventime<br />
sport karate and Kung-Fu world champion. He has appeared in four movies, 16 plays, and 11 television<br />
shows. He is also the national spokesperson for the Stronger than Drugs Foundation and the Champions<br />
Against Drugs.<br />
80 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
www.budointernational.com
THE MILLIONAIRE SMARTS COACH<br />
4 Sure-Fire Tips to Take Pressure<br />
Off Yourself<br />
By Lee Milteer, Performance & Productivity Coach<br />
WE live in an unprecedented time for sure, where people seem<br />
to be beyond stressed and easily offended. How often do you put<br />
unnecessary pressure on yourself by trying to do and say the right<br />
thing? Most likely this occurs daily. Fortunately, you can avoid this<br />
kind of stress.<br />
Give yourself PERMISSION to plan what you’ll say when future<br />
stressful situations pop up. Here are four jewel statements I<br />
personally use that always work for me. I hope you will add them<br />
to your tool bag of coping strategies for dealing with the endlessly<br />
changing reality we live in. Try them, I promise they work!<br />
Learn to Say These Four Phrases at the Appropriate<br />
Time to Help You Lighten Up and Stop Putting Pressure<br />
on Yourself.<br />
1. I Don’t Know.<br />
Many times, you won’t say, “I don’t know,”<br />
because you’re afraid others will think you’re<br />
incompetent. Hey, you’re just human and<br />
can’t possibly know everything – and<br />
that’s okay, no one does. And you can<br />
always say, “I can find out and let you<br />
know later.” Sometimes you can say,<br />
“I don’t know” when dealing with<br />
people who are highly combustible<br />
and just looking for trouble. In that<br />
kind of situation, being neutral<br />
prevents conflict that you<br />
cannot win anyway.<br />
2. I need help.<br />
Everyone needs<br />
help from time to time.<br />
Unfortunately, you’re<br />
going to burn out without<br />
a support system.<br />
Saying, “I need help”<br />
must be done at the appropriate<br />
time. Most of us<br />
really strong-minded folks often take on too many responsibilities<br />
and fear we will look weak if we ask for help. As a business owner,<br />
I have learned it’s important to ask for help, to keep myself from<br />
burning out.<br />
There is one place I recommend that you rephrase “I need help”<br />
and that is at home. When you ask for help with the housework or<br />
yard work, you’re implying that it’s your entire job. Since we teach<br />
people how to treat us, be careful not to set yourself up for taking<br />
on more responsibility than necessary. Instead, try saying, “I need<br />
you to share responsibility for the housework or yard work.”<br />
3. I Was Wrong.<br />
When you’re wrong, admit it. If you don’t, someone else will be<br />
pointing their finger and saying it for you. I recommend that you<br />
only apologize once, then take your energy and go right into problem<br />
solving. Ask, “What can we do to fix this situation?”<br />
4. Learn to Say “NO” at the appropriate time.<br />
How many times have you overbooked yourself? Gotten involved<br />
with a project that you didn’t have time for and didn’t want to<br />
do in the first place? Here’s a time management tip: go through your<br />
calendar and write “BOOKED” on your weekends and free time.<br />
Now when people ask you to do things and you’re not sure if you really<br />
have time or want to get involved, you tell them, “I have to check<br />
my calendar, I might be booked, I’ll get back to you.” This strategy<br />
allows you to choose what activities you really want to become<br />
involved with instead of being a reactor and overbooking yourself.<br />
It’s hard saying “NO” to people because you want them to like<br />
you. You end up giving too much of yourself because you don’t<br />
want to disappoint anyone. Better to suffer the sixty seconds it<br />
takes to decline with kindness such requests of your time than suffer<br />
way much longer doing things you don’t have time for.<br />
So LIGHTEN up folks! Allow yourself to have more of a sense of<br />
Humor in life and give yourself a break. After all, you are HUMAN –<br />
a work in progress!!!<br />
BEST,<br />
Lee Milteer<br />
Performance and Productivity Coach<br />
Millionaire Smarts Coach<br />
MS. LEE MILTEER is an Intuitive Business Coach, award-winning professional speaker, and TV personality<br />
who has counseled and trained over a million people throughout her career. Lee is Stephen Oliver’s <strong>Martial</strong> <strong>Arts</strong><br />
Wealth Mastery’s Millionaire Smarts Coach and is also a best-selling author of educational resources.<br />
82 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
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BUDO PHILOSOPHY<br />
A Particular Vision, Part 2<br />
By Shidoshi Alfredo Tucci<br />
Paniagua was a Master in directing the group energy flows, based on his idea of<br />
cycles of rupture, expansion, stillness. People came out refreshed from classes. Even<br />
today, the idea of training in combat for an hour and a half, and then finishing the class<br />
doing Yoga and meditation is an absolute transgression.<br />
Another surprising finding was his way of teaching kicks<br />
from the ground, taking out the need to maintain balance, but<br />
generating enough muscle memory and tone so that once the<br />
basics were mastered, they could be performed standing up.<br />
Divide and rule! Therefore, people with lesser motor<br />
skills learned much faster this way than in<br />
any other gym.<br />
His perception of some learning problems,<br />
such as “the dizzy duck complex,” and the<br />
problems of transference and countertransference<br />
in the Master student relationship,<br />
were just some of his revolutionary observations,<br />
in an activity that rarely had a bigger<br />
judgment than that of “repeating what another<br />
had taught you”, because it had always<br />
been done like that.<br />
For José Luis Paniagua, <strong>Martial</strong> <strong>Arts</strong><br />
were a vehicle, a tool of balance, health<br />
and adaptation to the environment,<br />
which he knew how to adapt to his<br />
own needs, which, on the other<br />
hand, were those of the overwhelmed<br />
urban dwellers of a<br />
modern age, in which alienation,<br />
lack of mind-body balance,<br />
were beginning to point out<br />
intensely, and which today are<br />
a widespread and pathological<br />
reality.<br />
The essential thesis of<br />
Paniagua was that from<br />
the moment in which man gave up his natural activities in the<br />
environment as hunter-gatherer, his psychophysical balance was<br />
compromised in formulas, which resulted in instability affecting<br />
several poles, mind and emotion, body and spirit, which always interact<br />
with each other. <strong>Martial</strong> <strong>Arts</strong>, when well oriented, were the<br />
necessary medicine to rediscover this balance. Our bodies were<br />
made to move, and the “couch surfing”, the apathy and inactivity,<br />
were only the entrance door for self-destructive behavior of every<br />
kind.<br />
For almost a decade, I participated actively in that experiment,<br />
even as a non-profit teacher. I made great friends, such as<br />
Lorenzo Castro and Tomás de Santiago, who to this day they remain<br />
so. In addition to all this, Paniagua’s vision allowed me later<br />
to develop my work as editor of books and Budo International<br />
<strong>Magazine</strong>, and do it in an inclusive way, without ever judging the<br />
diversity of styles and <strong>Arts</strong>, to which I had to give fair space on<br />
our pages. An inclusive vision that went beyond the details and<br />
that gave me the intelligence, the intuition and the insight of a<br />
teacher and a friend, who will always remain in memory, feeling<br />
gratefulness.<br />
Of him still remain his books, some I published them myself,<br />
others my brother, also editor; his children and his widow María<br />
González Garzón, who still teaches Tai Chi; but above all, he left us<br />
an imprint that touched intensely those who, like me, frequented<br />
the Pyrenees Street, in the best of environments, in order to sweat,<br />
clean and balance our lives.<br />
It’s still modern. Very modern! Watch out! If you are in the<br />
<strong>Martial</strong> <strong>Arts</strong> thing, no matter what your style, his books can be an<br />
extraordinary additional contribution. José Luis went out of the<br />
path, to help us get back to it.<br />
Thank you, Master.<br />
SHIDOSHI ALFREDO TUCCI is the CEO and General Manager of the Budo International Publishing<br />
Company, a leading publisher in the martial arts with over 35 years in the industry. He is also author of several<br />
books: The Immaterial Dimension, The Way of the Warrior, and The Spirit. He currently lives in Valencia, Spain.<br />
86 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
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There are two huge reasons that sales from your pro shop can<br />
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88 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
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MASTER THE BASICS<br />
Funding Your Exhibition and<br />
Tournament Teams<br />
by Master Tina Bane<br />
One of the secrets to long-term<br />
student retention is forming teams.<br />
Your regular classes have to be<br />
designed for all your students, of all<br />
ages and ability levels. Teams allow<br />
students with outstanding ability to<br />
focus on their area of interest and<br />
develop their fullest potential. Two<br />
teams no school should do without<br />
are the Exhibition Team and the<br />
Championship Team.<br />
The Exhibition Team,<br />
which is sometimes called your Demo Team,<br />
practices exciting techniques to use during<br />
exhibitions. We call ours the Dream Team, and<br />
we dedicate one special class a week to them.<br />
They prepare exhibitions for our belt tests, plus<br />
any other exhibition opportunities we get during<br />
the year to promote our school. We give them<br />
special training in higher level techniques,<br />
exciting breaking, crowd-pleasing falls<br />
and throws, and exceptional team<br />
coordination.<br />
To give our team a sense of<br />
being special, we buy special<br />
exhibition uniforms<br />
that make their show<br />
more exciting. We<br />
invest in music and<br />
special props for their<br />
exhibitions and help<br />
with travel expenses<br />
and entry fees for competitions.<br />
We also provide some team<br />
identity items like equipment bags,<br />
t-shirts, and warm-up suits.<br />
The students, both adults and<br />
children, are proud to be members<br />
of our Dream Team, and the<br />
parents are extremely supportive.<br />
They feel like they have ownership<br />
in a special part of our school,<br />
and when they feel ownership,<br />
they naturally give more time and<br />
receive more satisfaction.<br />
At this point, you are probably<br />
asking, “Where do we get the<br />
funds for all those expenses?”<br />
Our major fundraiser is our annual<br />
Breaka-thon. It works great because we use the money we raise<br />
to pay for the expenses of the event, and then divide the profits<br />
equally between the ICG, an international charity, and our student<br />
teams. We have raised $10,000 before, so our Exhibition Team<br />
budget was really good. We are looking forward to raising more in<br />
the future, because the students and parents work harder to raise<br />
money when they know that a large percentage of the money is for<br />
their own team.<br />
Our Championship team works the same way. In our tournament<br />
system we have championship tag-team matches, which – if<br />
you’ve ever seen them – are unbelievably exciting. Our competitive<br />
athletes train hard, and spend many extra hours focusing on<br />
sparring. We just can’t do that much sparring in our regular classes,<br />
so we created a special class that provides a great outlet for<br />
students who really love to spar. Plus, they get to compete on our<br />
Championship Team, win trophies and medals, and receive travel<br />
subsidies from our fundraising efforts.<br />
I highly recommend you develop your own Exhibition Team and<br />
Championship Team, and fund them with a Break-athon. You can<br />
get all the materials and guidance you need setting up a Breakathon<br />
included for AMS marketing consultants as with your other<br />
martial arts school needs.<br />
Schedule a Breaka- thon this year, so your teams will be better<br />
equipped, and your students and parents will be more loyal<br />
than ever!<br />
MASTER TINA BANE is a 6th degree master instructor and owner of a Top Ten martial arts school<br />
with successful after school and summer camp programs.<br />
90 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Photograph by SerhiiBobyk
Lee Milteer is an Internationally known and celebrated<br />
Entrepreneur, Visionary, Best Selling Author, Award winning<br />
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INSTRUCTIONAL EXCELLENCE<br />
The Value of Stretching<br />
by Grandmaster Tim McCarthy<br />
Do you have your students stretch at the beginning of classes?<br />
Perhaps you have a warm-up routine for the beginning of each<br />
class. If you don’t, you might consider adding one.<br />
There are many values to a good warm-up. First of all, you<br />
literally warm-up your students’ bodies. They go from a state of<br />
calm to a state ready for action. You increase their blood flow,<br />
heart rate, and body temperature to prepare them for the strenuous<br />
activities in class. Without a warm-up you risk unnecessary<br />
injury. The warm-up is also a good time for some basic conditioning<br />
like push-ups, sit-ups, etc. to develop body strength. Most<br />
beginners need some conditioning, and more advanced students<br />
can benefit from advanced conditioning. Finally, stretching<br />
can be included to prevent injury and, if done properly, to<br />
increase flexibility.<br />
Stretching is also a great way to develop confidence<br />
because it develops bravery. Now, I want<br />
to distinguish right here the difference between<br />
stretching and loosening-up. I have known<br />
some very flexible people who never stretch.<br />
They plop down into a front split or a side split,<br />
then stand up and begin to do amazing kicks.<br />
To me, that’s not stretching; that’s loosening-up.<br />
Both are good, but there is a difference.<br />
Stretching hurts. Loosening-up doesn’t hurt.<br />
Stretching involves extending your muscle<br />
to its limit, where it hurts. At that point,<br />
your natural tendency is to back off.<br />
It doesn’t take a rocket scientist to<br />
know that if something hurts, you<br />
stop. A martial artist knows that<br />
sometimes pain is the price of<br />
progress, and stretching is an<br />
easy way to not only learn, but<br />
practice that principle. Pain is<br />
an important component.<br />
As you lead your students<br />
through a stretching<br />
session, first make sure<br />
they have warmed-up<br />
sufficiently. Cold muscles do not stretch easily nor do they<br />
stretch as far as warm muscles. When stretching to develop<br />
bravery, I recommend showing your students proper form and<br />
then encouraging them to stretch to the point where the muscle<br />
hurts. Some simple guidelines to use are (1) light muscle pain is<br />
OK, but intense muscle pain is not. Don’t be stupid and pull a<br />
muscle to show how brave you are. (2) Light muscle pain means<br />
you are stretching the muscle, but joint pain usually means you<br />
are damaging the joint. Avoid joint pain. (3) Don’t bounce. Move<br />
slowly and deliberately.<br />
As you are at the point where the muscle hurts, simply stay<br />
there for about 30 seconds or so. You will probably notice that<br />
if you don’t back away from the pain, the pain backs away from<br />
you. Your muscles will stretch a little and hurt less. When your<br />
muscle no longer hurts, chase the pain by stretching a little<br />
deeper until you find that point of light pain again, and then wait.<br />
If the pain backs away again, chase it again. When you reach the<br />
point that the pain no longer backs away, simply stay there and<br />
endure the pain for about 30 seconds at your maximum stretch,<br />
and then relax. Of course, follow the same routine for your other<br />
leg or on your other side.<br />
The process of not only enduring the pain but chasing the<br />
pain is what creates bravery. People who react emotionally will<br />
want to flee from the pain. By intentionally staying at the pain<br />
point, you help your student move out of their emotional mind<br />
and into their rational mind. You help them learn how not to<br />
react instinctively (emotionally) but react rationally. You teach<br />
them bravery and self-control that goes a long way in conflict<br />
management. A student who can control her instinct to avoid<br />
pain can more easily control her anger or jealousy, and take a<br />
few seconds to respond rationally to insults, accidents, or even<br />
physical threats.<br />
Some people want to measure martial arts by their effectiveness<br />
in the ring. I choose to measure my teaching by its<br />
effectiveness in everyday life. Full splits may not help you win<br />
the UFC, but stretching with a goal in mind can help you learn to<br />
be brave, control your emotions, and delay gratification toward<br />
longer-term goals. I will choose those lessons for my students<br />
any day of the week.<br />
GRANDMASTER TIM MCCARTHY is a 9th degree black belt and is a martial arts educator<br />
with a master’s degree in education. He has been instrumental in developing two industry-changing<br />
programs, plus has directed and been featured in hundreds of martial arts videos and webinars.<br />
92 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Photograph by NeilLockhart
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BUSINESS BUZZ<br />
The Top Ten Negative Habits<br />
That Keep You From Achieving<br />
Your Goals, Part 2<br />
by Grandmaster Lawrence Arthur<br />
…and what to do about them.<br />
It might seem like the most successful schools are just lucky,<br />
or in the right location, or were born under the right zodiac sign,<br />
or whatever other excuse you can come up with to keep from<br />
looking at what YOU are doing, or not doing, to build a successful<br />
school. I have the opportunity to coach many schools<br />
in all types of demographics, from small-town,<br />
part-time clubs to big-city, full-time operations<br />
with hundreds of active students, and I’ve<br />
identified several key components that the<br />
most successful schools are willing to do<br />
that the unsuccessful schools don’t do. Take<br />
a close look at this list and ask yourself how<br />
you can improve your school by taking action<br />
in each area. Here are the last 5 habits that are<br />
deterrents to achieving your goals.<br />
5. You’re not training to be a better<br />
salesman.<br />
Our business is sales and<br />
marketing! There are lots<br />
of resources for sales<br />
scripts and formulas to<br />
follow to enroll students<br />
and upgrade them.<br />
Find and study them<br />
to improve your<br />
closing ratios and<br />
professionalism.<br />
Stop prejudging<br />
everyone<br />
and everything like you think you know their financial ability. Lower<br />
your expectations and raise your effort to communicate the value<br />
of your program. Be focused on collecting money. Make a daily<br />
plan on who you’re going to enroll, upgrade, or ask for a bigger<br />
commitment from. You only get paid just after you ask for it.<br />
6. You don’t look professional.<br />
Don’t follow trends, don’t try to look cool with earrings, tattoos,<br />
spiked hair, etc. You’re setting an example of what it’s like<br />
to become a black belt leader in your school. Parents want their<br />
children to emulate success and conservative values. Wear a polished,<br />
clean uniform with a new belt instead of your old tattered<br />
belt that you’re so proud of.<br />
7. You think great classes will make you successful.<br />
Don’t get me wrong: great classes are very important; however,<br />
they only represent a third of your business. Marketing and sales is<br />
another third, and operations and paperwork is another third.<br />
8. You’re over sensitive to comments from others.<br />
Don’t accept what they think of you. It’s their thoughts, not<br />
yours, and it’s really none of your business what they think. Have<br />
tenacity and create your own future based on your personal goals.<br />
9. You bring your personal life into the academy or post it on<br />
Facebook.<br />
Your students should not know about your personal life. Your<br />
academy should be a sanctuary of positive energy and encouragement.<br />
There’s no room for gossip or any negative comments from<br />
or about anyone.<br />
10. You break your promises.<br />
Your word is who you are. You show what you are made of when<br />
you keep your promises, agreements, schedule, and appointments.<br />
GRANDMASTER LAWRENCE ARTHUR has been a martial artist, specializing<br />
in Karate, Kung Fu, Kenpo, Shotokan, and Goju Ryu, since 1968. He owns 40 Super Kick Karate<br />
locations and is founder of the American Freestyle Karate Association (AFKA). A world champion<br />
and hall of famer, Lawrence also runs the Black Belt Success Systems consulting firm, which trains<br />
martial arts instructors on proper business practices and is used by schools all over the country.<br />
94 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
Do You Serve <strong>Martial</strong> <strong>Arts</strong> Professionals?<br />
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MARTIAL ARTS PHILOSOPHY<br />
A Diary of a Black Belt, Part 5<br />
By Sensei Gary Lee<br />
21 months later<br />
4th Purple Belt<br />
This was the hardest test I have ever been a part of because of<br />
the bunkai. All bunkai had to be performed for all Pinan,Teki, and<br />
Heian Kata, and then applied. You would start your kata, the board<br />
would stop you, you’d be asked to perform bunkai, and then go on.<br />
I did five rounds of Bull in the Ring and was a Uki for all the black<br />
belts going for higher dan ranks. I believe I was more spent before<br />
my basics than I’ve ever been before, because I had to do all the<br />
bunkai and Bull in the Ring with the black belts. Five bad, bad<br />
dudes beat me up pretty good. Love the pain! The fighting was<br />
normal except that, with this test, the Board seemed to emphasize<br />
that this group needs to know strong, strong BASICS. There were<br />
nine of us going for purple, four going for third brown, and five<br />
black belts testing. I believe the word Kihon, meaning “basic,” was<br />
thrown at us hard, and the other new word is Kime, focusing my<br />
technique with precision as the standard.<br />
Also, after this test, a couple of the black belts came up to me<br />
and said I did good. I was really humbled; after all, I’ve come a long<br />
way in my training, but especially in my attitude.<br />
Sensei came up to me and pulled me to the<br />
side. He was always so polite, but mysterious<br />
at the same time.<br />
He said, “Purple belt is like being at the<br />
ocean’s edge: you’re to venture out into the<br />
water, deep water, full of danger and life.<br />
These are the brown belt years, purple will<br />
prepare you for that encounter, and I hope<br />
you are prepared well, for most brown<br />
belts quit because they just cannot<br />
take the pain!” Oss.<br />
Two years later<br />
3rd Brown<br />
Reaching brown belt was impressive. Basics, basics, basics,<br />
and more basics: Konk Ku Dai, Seisan Kata, advanced Teki Kata, all<br />
Kata Bunkai applications; black belt attackers only. Bull in the Ring<br />
and one on one, two on one, three on one, four on one, five on one<br />
Kumite, no rest between rounds, no water, no excuses, no quitting,<br />
and well, I’ve graduated from cleaning the toilets to sweeping the<br />
front of the matted area every day before the black belt class. Sensei<br />
says he did this so all the black belts can see me all the time<br />
and see I have good technique in sweeping.<br />
I said, with much respect, “They see me enough when they<br />
beat the crap out of me, Sir!” Oss.<br />
SENSEI GARY LEE, the American Samurai, is a 9th Dan black belt, a USA Karate<br />
Federation gold medalist, winner of five Super Grand National Titles, a featured actor in<br />
the movie Sidekicks, and is the founder of the National Sport Karate Museum.<br />
96 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Photograph by Michael Burrell
ActionHeroPhotos.com
MANAGEMENT EXCELLENCE<br />
Are You Still Doing Too Many Tasks<br />
For Your <strong>Martial</strong> <strong>Arts</strong> School?<br />
by Chief Master Kirk Pelt<br />
Wouldn’t you like to have more time in your life and double or even triple the amount<br />
of money you earn?<br />
You can do exactly that with the ATLAS system. It is designed<br />
to do things for you even while you sleep! Much like an avatar,<br />
ATLAS can engage your influence and information to increase<br />
your enrollment, income and retention. This management software<br />
can do virtually everything! You will have more time to teach more<br />
classes to more students and spend less time on the computer,<br />
doing accounting, trying to think of ways to market your<br />
school, and figuring out when your next students are<br />
due for belt testing and which color, etc.? Are you<br />
beginning to get the picture? AMSonline can do all<br />
of that for you!<br />
ATLAS software has an amazing accounting<br />
system that keeps track of your students’ tuition<br />
and your money spent. The financial data can be<br />
exported to QuickBooks software program for<br />
easy compatibility. There is even an HQ application<br />
to monitor multiple schools from your main Headquarters<br />
or main office school.<br />
Are you having difficulties thinking of new<br />
ways to market your school and create<br />
ads for print or social media and to<br />
make them look professional and<br />
customized to your school? AT-<br />
LAS is connected to a resource<br />
that has many ads to choose<br />
from. You can customize each<br />
ad with your school’s information.<br />
Every month ATLAS has<br />
different martial arts ads for<br />
you to use in many different<br />
ways along with promotions<br />
for each month! No<br />
more worrying about what to do next to bring in new students!<br />
These marketing promotions and ad campaigns can be done easily<br />
and at no cost in many cases!<br />
The system is so smart that it can even take attendance! How,<br />
you might ask? The state-of-the-art fingerprint scanner that is<br />
available takes attendance of every student upon entry. The<br />
attendance tracker is linked up with the automated emailer. So<br />
if someone is out, the system will automatically send an email to<br />
them stating, “We missed you!” The feature also includes 2-4-6<br />
week, birthday, holidays, and so many more automated emails. Not<br />
only automated emails, but customized automated emails are sent<br />
out on your behalf! This makes it seem like you are doing so much<br />
when in actuality you have cut your work time in half! This is what<br />
some instructors and school owners say is the secret to retention;<br />
follow-up, follow-up, follow-up!<br />
The FREE lead generating website you will receive when you<br />
sign up with ATLAS will give you an optimum web presence specific<br />
to your market with great SEO and attract more lends for your<br />
school. You will have more prospects than ever and start getting<br />
more enrollments at your school because of the special offers and<br />
the greater ability for exceptional follow-up!<br />
You can have an online Pro-Shop of your own to make more<br />
money 24/7! Students or anyone will be able to purchase items<br />
online from you with your online Pro-Shop. You won’t have to do<br />
anything but set up your free website with ATLAS and you will<br />
begin to make money around the clock!<br />
The ATLAS system will make your life so smooth and easy, you<br />
will not know how you got along without it. You will have so much<br />
more time to do what you love, teaching martial arts to so many<br />
more students! More students means more tuition and that means<br />
more money. ATLAS will handle the rest, you just do what you love<br />
best. To learn more visit TryAtlasSoftware.com.<br />
CHIEF MASTER KIRK PELT is an 8th degree black belt and is the President of a<br />
multi-million dollar, multi-school organization, has a 30-year track record of success, and is<br />
currently on the leading edge of martial arts curriculum and business innovation.<br />
98 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Photograph by Ratana21
59<br />
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85 Kids Point MMA<br />
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2, 38, Atlas <strong>Martial</strong> <strong>Arts</strong> Software<br />
93 Atlas<strong>Martial</strong><strong>Arts</strong>Software.com<br />
55 Kovar Systems<br />
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97<br />
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89 Learn the Sword<br />
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17 Adventures of Harry & Friends<br />
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11, 79 Amazing <strong>Martial</strong> <strong>Arts</strong> Websites<br />
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107 American <strong>Martial</strong> <strong>Arts</strong> Alliance<br />
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19, 68, AMS Billing<br />
108 OurAMS.com<br />
61, 75 AMSkids<br />
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49 The Art of Publishing a Book<br />
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26 Black Belt Principles<br />
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77 Break Like a Champ<br />
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81 Budo International <strong>Magazine</strong><br />
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73 Extraordinary Marketing<br />
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15 Karen Eden<br />
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62 Kick Start Kids<br />
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91 Lee Milteer<br />
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53, 101 MA Biz Academy<br />
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43, 105 <strong>Martial</strong> <strong>Arts</strong> Business Institute<br />
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95 <strong>Martial</strong> <strong>Arts</strong> History Museum<br />
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84 Otomix<br />
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97 Sport Karate Museum<br />
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32 Tom Patire<br />
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30 Warrior Defence Lab<br />
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56, 67 Grandmaster Y. K. Kim<br />
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21 Grandmaster Zulfi Ahmed<br />
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MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3 99
THE WARRIOR WAY<br />
The Persistence Factor PT. 1<br />
by Grandmaster Bill Clark<br />
Reaching your goals, raising children, learning martial arts, running a business, running<br />
your life… is not really easy. It comes with long hours, road blocks, unplanned events, and<br />
a seemingly never-ending roller coaster ride of emotional and financial highs and lows.<br />
Just about every rider has hit the dirt, more than once. Broken<br />
or bruised their bodies, bones and egos but kept going and<br />
found a better way. Just about every parent struggles with raising<br />
their child and making decisions that didn’t turn out well.<br />
Almost every business struggles for survival at some point in<br />
its life. In fact, the average self-made millionaire has been broke,<br />
bankrupt, or financially destitute 3.7 times before becoming a<br />
financial success.<br />
Most people give up easily when things don’t work<br />
right away, or they get frustrated, mad and upset.<br />
So, in my <strong>Martial</strong> <strong>Arts</strong> program we have a<br />
couple of sayings to help you think beyond the<br />
emotional problem. It goes like this:<br />
1. Passive persistence in the proper<br />
position.<br />
2. Stay with it! I’ve never seen it take longer<br />
than two days.<br />
Most people lose patience in<br />
a matter of seconds. When<br />
something doesn’t work,<br />
they get more forceful,<br />
irritated, mad… or they<br />
give up. You often see<br />
that with students<br />
and their lessons!<br />
In fact, that used to<br />
be me too.<br />
Persistence<br />
is probably one<br />
of the weakest<br />
human traits, so<br />
it needs constant<br />
nurturing. You have to persist at persistence! One of my teachers,<br />
Robert Kiyosaki, during a life-changing course I took with him in<br />
the mid 1980s, said: The only failure is the failure to participate.<br />
That’s a really powerful statement because it means you have to<br />
keep showing up in order for something to work.<br />
The only guarantee for failure is to stop trying.<br />
Most success stories are filled with examples of how people<br />
persisted no matter what obstacles were thrown in front of them.<br />
They found a way to get over, through or around it. They got<br />
stronger instead of weaker.<br />
It is truly amazing how many turning points come down to<br />
the same decision: Should we try again, or should we throw in<br />
the towel and settle down to a more normal, “safe” and predictable<br />
life?<br />
There is no better long-term solution to personal or business<br />
success than single-minded determination.<br />
You will need to make changes to deal with fluctuating circumstances<br />
but, even if you have to change strategy, the long-term<br />
goals remain the same.<br />
GRANDMASTER BILL CLARK is a 9th degree black belt and a former PKA Fighter of<br />
the Year. He is widely considered one of the top experts in martial arts business with over 50 years<br />
of leadership and innovation, having been inducted into almost every Hall of Fame in the industry. He<br />
is one of the largest multi-school owners in the world.<br />
100 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Photograph by phototechno
EVERYTHING You’ll EVER Need<br />
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STAFF DEVELOPMENT<br />
Mining for Instructors:<br />
Planting the Seed, Part 1<br />
I believe everyone reading this column can agree that one of the most frustrating and<br />
challenging aspects of running a successful martial arts school is locating, acquiring,<br />
and retaining extraordinary staff at all levels of your business. But the one staff<br />
member who can ultimately make or break a martial arts school is its instructor.<br />
It is a fact that most, if not all, success depends on how well<br />
your floor is operating and the quality of students you are producing.<br />
The development of new and future instructors and the<br />
retention of high-quality instructors has always been a challenge<br />
throughout our industry. I’ll help you gain a better understanding of<br />
the process of obtaining the top 1% of instructors in<br />
your martial arts school.<br />
Start with the mindset that everyone who<br />
walks through your doors is a potential future<br />
instructor. One of the biggest mistakes most<br />
school owners make is waiting too long to<br />
begin looking for someone to fill an instructor<br />
role. The higher the position, the harder<br />
it becomes, and the longer it takes to fill the<br />
position. Only when they are faced with losing<br />
or the loss of an instructor, or if and when they<br />
are motivated to grow their business, do they<br />
begin their search. The instructor development<br />
training and retention process<br />
should always be in effect in your<br />
school. Future instructor and leadership<br />
classes and curriculum should<br />
be yet another ongoing program<br />
or feature that is available to every<br />
student as a normal and required<br />
part of their training.<br />
At Bushi Ban, the seeds of<br />
becoming a future instructor<br />
are planted even as early as their first trial lesson. This mindset is<br />
intrinsically woven into our training culture. Our students routinely<br />
talk about teaching and one day becoming a master instructor.<br />
Beginning with our friendly receptionist staff and continuing all the<br />
way up to our Grand Master, our students and staff are always talking<br />
about teaching and its many rewarding aspects. The students<br />
and parents are constantly being exposed to the thought that one<br />
day they or their child might become an instructor, allowing that<br />
goal to guide their training and reinvigorate their motivation to set<br />
and accomplish their goals while helping to generate a renewed<br />
commitment to their training, your school, and their personal journey<br />
in the martial arts. The culture of higher aspiration and future<br />
instructorship positions is created and displayed throughout the<br />
school in the form of posters, pictures, and other visual elements<br />
as well. This helps further promote and propagate the culture<br />
within our schools.<br />
GRANDMASTER ZULFI AHMED has amassed acclaim as a world-class competitor, martial<br />
arts educator, and is most notably founder and designer of the internationally renowned style, Bushi Ban.<br />
With over 45 years of martial arts experience and over 300 martial arts awards, his schools include ten<br />
locations across Texas.<br />
102 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3
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Tools & Tactics<br />
Lean On AMS for Your Success<br />
by Ms. Chris Lee<br />
Face it, there are numerous threats trying to rob you of success as a martial arts<br />
school owner.<br />
You’ve felt the choke hold of the negative perception MMA can<br />
bring to the martial arts. You’ve been impacted by the blows of<br />
tough economic times and their effect on the martial arts industry.<br />
If you’re almost out of breath and losing consciousness professionally,<br />
there still is hope.<br />
Consider the following adapted lyrics from a well known song,<br />
“Lean on AMS, when you’re not strong. And AMS will be your<br />
friend. AMS will help you carry on.” It’s not a sign of weakness, but<br />
rather a mark of wisdom to seek a helping hand when it’s needed.<br />
Regain consciousness and breathe easy by leaning<br />
on AMS for your success like hundreds of<br />
other successful school owners.<br />
The industry has gone through many<br />
trends plus economic highs and lows during<br />
the forty years AMS has been helping<br />
school owners. AMS can’t control trends<br />
or the economy, but they have successfully<br />
helped many martial arts professionals<br />
maintain their own distinctiveness<br />
while realizing their dreams of<br />
financial freedom. You’re probably<br />
wondering, “How?”<br />
First, many school owners<br />
get a lot of headaches and<br />
heartaches by struggling to handle<br />
their own billing for student<br />
tuition. It can be a draining task<br />
doing the accounting on student<br />
contracts and it steals the<br />
energy you need to teach great<br />
classes. Also doing collection<br />
on student contracts can hurt<br />
retention by giving the perception<br />
you’re a bill collector<br />
rather than a teacher.<br />
When you lean on AMS,<br />
you get reliable, accurate, on-time, and professional billing service<br />
that eliminates the headache and heartache so you can focus on<br />
what you love, teaching the martial arts! You can have peace of<br />
mind that your student contracts are being handled with great care<br />
and professionalism in order for you to get the highest income on<br />
your student tuition.<br />
Next, how can leaning on AMS help with the negative perception<br />
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AMS has been innovative in creating the most profitable after<br />
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$100,000 or more a year in any economy. In addition, AMS has<br />
the most technologically advanced school management software<br />
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retention through its VIP promotion and automated emails.<br />
Leaning on AMS helps your school succeed through higher<br />
professionalism and advice with proven results to bring financial<br />
success in any economy. The famous song adapted would<br />
say, “AMS’ll share your load, If you just call AMS.” So just call<br />
1.800.275.1600 or visit ourams.com and begin leaning on AMS for<br />
your success now!<br />
MS. CHRIS LEE is a martial arts business development consultant with a background in online and<br />
social media marketing.<br />
104 MARTIAL ARTS WORLD NEWS VOLUME <strong>22</strong> | ISSUE 3<br />
Image by LoveTheWind
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