Martial Arts World News Magazine - Volume 20 | Issue 2

MartialArtsWorldNews.com 

The #1 Business Resource for the Martial Arts Industry 

VOLUME 20 | ISSUE 2 

Grandmaster 

Jessie Bowen 

The POWER of 

Creating a Personal 

BRAND 

Why Even 

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CONTENTS 

FEATURES 

26 Why Even Bother Making Social 

Media Videos? 

30 How One School Owner Used the 

‘Force’ to Find Success 

40 The Power of Creating a Personal 

Brand 

99 FREE Tool of the Month 

DEPARTMENTS 

14 Industry Insights 

17 Birthdays 

20 Social 411 

22 Industry Innovations 

50 School Profile 

61 Classified Ads 

97 Advertiser Index 

YOUR INPUT 

13 Share Your Story 

76 Feature Your School, 

Organization, Accomplishment, 

or Event 

COLUMNS 

6 Editorial 

Filling the Emotional Bank Account: 

The Keys to Ironclad Student Retention, Part 2 

Master Toby Milroy 

8 Martial Arts World News Faculty 

12 Teamwork 

Ten Thoughts on Parenting as a Martial Artist 

Hanshi Dave Kovar 

54 The Warrior Way 

Managing the Krav Maga Curriculum, Part 1 

Grandmaster Bill Clark 

56 Next Level Strategy 

Put Some Magic into Your Retail Strategies, Part 2 

Shihan Allie Alberigo 

58 Growth Hacks 

Your Ads Must Have Speed, Power, and 

Accuracy 

Mr. Sean Lee 

60 Ninja Business Tactics 

Teaching Child Students in 2020 

An-Shu Stephen Hayes 

64 Pillars of Success 

Is the UFC Helping Martial Arts Schools? 

Grandmaster Y. K. Kim 

68 Management Excellence 

Do You Spend or Invest Your Time? 

Chief Master Kirk Pelt 

72 Extraordinary Marketing 

The 10 Things You MUST Do to Thrive, Part 3 

Grandmaster Stephen Oliver 

74 After School Excellence 

Start Your Summer Camp Now (Yes, Now)! 

Chief Master Mike Bugg 

4 MARTIAL ARTS WORLD NEWS VOLUME 20 | ISSUE 2

STAFF 

76 Tactical Self-Defense 

Press The Points 

Grandmaster Tom Patire 

78 Complete Martial Arts Concepts 

Kung-Fu Curriculum Development, Part 1 

Professor Willie “the Bam” Johnson 

80 The Millionaire Smarts Coach 

Prescriptive Behavior 

Educational Contributor Ms. Lee Milteer 

84 Budo Philosophy 

The Reverse Side of Intelligence Is 

Arrogance 

Shidoshi Alfredo Tucci 

86 Pro Shop Power 

Build Retention Through Innovation & Safety 

Mr. Brandon Kim 

88 The Way of the Samurai 

The Three Rs of Combative Weaponry, Part 2 

Shihan Dana Abbott 

90 Master the Basics 

Three Secrets to a Great Beginner’s Class 

Master Tina Bane 

92 Instructional Excellence 

The Good, the Bad, and the Ugly 

Grandmaster Tim McCarthy 

94 Tools & Tactics 

The Secret to Success 

Ms. Mandy Andrade 

96 Martial Arts Philosophy 

American Samurai, Part 1 

Sensei Gary Lee 

VOLUME 20 | ISSUE 2 

PUBLISHER 


EDITOR-IN-CHIEF 

Sean Lee 

MANAGING EDITOR 

Sandra Mirocha 

ADVERTISING DIRECTOR 

Jeff Reulbach 

ART DIRECTOR 

Frank Meyer 

GRAPHIC DESIGNER 

Amen Blue 

WEB DEVELOPERS 

Erin Pham 

Manuel Huerta 

COLUMNISTS & CONTRIBUTORS 


Mr.Sean Lee 


Supreme Grandmaster Y. K. Kim 



Chief Master Mike Bugg 

Professor Willie Johnson 




Grandmaster Jessie Bowen 



Ms. Lee Milteer 




The mission of Martial Arts World 

News Magazine is to be the definitive 

source for information, news, education, 

ethical business practices, 

product reviews and innovative 

developments in the world of martial 

arts business. 

Martial Arts World 

News does not accept 

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com. Paper manuscripts 

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MARTIAL ARTS WORLD NEWS VOLUME 20 | ISSUE 2 5

Editorial 

Filling the Emotional 

Bank Account 

The Keys to Ironclad Student Retention, Part 2 

MASTER 

TOBY MILROY 

is a 5th degree 

black belt. Known 

as “The Master 

Systemizer,” 


has positively 

influenced more 

martial arts schools 

than anyone in our 

industry. He has 

built a successful 

multi-school 

organization, 

lead the national 

trade association 

for the martial 

arts industry, and 

coached some of 

the most successful 

martial arts school 

operators in the 

world. 

➽Last time, we talked about 

building our relationship with 

our clients and creating more 

value in our program than we 

“sold” in the initial enrollment. 

This time, we will discuss some 

powerful, proven strategies for 

making deposits in a student’s 

(or parent’s) emotional bank 

account. 

As a quick recap, the essential 

keys to “locking the back door” for 

long-term student retention are: 

1. Over-delivering on the expectations 

of customers at every turn 

2. Clearly communicating the benefits of ongoing training 

your school—not only to the student, but to the 

entire family unit 

3. Creating a positive community within your school 

4. Exciting, valuable, productive classes that the client 

perceives to be valuable 

#1.) Over-delivering on the expectations of the 

customer: 

The “Emotional Bank Account” 

The balance in the “Emotional Bank Account” is the 

level of relationship you have with your customers. This 

is something that is very hard to measure, but it’s VERY 

easy to see in a client and in a school. Are your customers 

annoyed when they come into your school, knowing that 

something will go wrong? Or are they excited to see you, 

and enthusiastic to help out in any way that they can? 

Are they reticent to come into your school because they 

know they are going to be sold something, do they feel 

like they are ignored in the lobby, do they feel uncomfortable 

in the facility, are they put off by the smell, are they 

annoyed with the undisciplined behavior they see in the 

classes? 

Or are they an evangelist of your program, telling everyone 

they meet about the amazing, positive 

impact you’ve had on their children? 

Now, of course, there will always be that 

ten percent who will NOT be happy, no 

matter WHAT you do, and the ten percent 

who would live in the school if you’d let 

them, and frankly, there isn’t much you 

can do about either group. But, what does 

the “average” client relationship “feel” 

like? 

The key is to always be making many, 

many more deposits into this “Emotional 

Bank Account” than withdrawals. When 

your client “bought” your services, when 

they enrolled in your school, you made 

them a promise. You told them that in exchange for X, 

you’d provide Y. The VERY MINIMUM you absolutely 

MUST do is fulfilling Y. Any and every time you fail to accomplish 

that in the perception of the client, you damage 

the relationship. (Keep in mind that what you perceive to 

be adequate service, your customer may not.) 

I believe in the 5-to-1 Principle. I believe we need to be 

delivering five dollars in value for every one dollar in tuition 

we charge—at MINIMUM. In my schools, we charge 

between $197 and $359 a month for different programs, 

so I have to be confident that we’re delivering AT LEAST 

between $1,000 and $1,800 a month in value. Frankly, 

I believe I’m delivering MUCH, MUCH more and our 

students agree. 

EVERY time you end a class 15 minutes late, little 

Johnny is overlooked in class, you ask your customers for 

money, or in some way violate the trust that the client puts 

in you, you make a small withdrawal from that account. 

(Now, I’m not suggesting that you can never ask your clients 

for money, but you must always be delivering MUCH 

more value than they are paying for; no one likes to be 

nickeled and dimed to death.) 

Next month, we’ll tackle making deposits in the account 

and more! 

6 MARTIAL ARTS WORLD NEWS VOLUME 20 | ISSUE 2 

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OUR EXPERT FACULTY 

6 


is a 5th degree Black Belt, the CEO and 

Publisher of Martial Arts World News 

Magazine, and the Executive Vice 

President for AMS. In addition to building 

a successful multi-school organization, 

Master Milroy has positively influenced 

more martial arts schools than virtually 

anyone in our industry. 

12 


is an 8th degree black belt and recognized 

as the “Trainer of Trainers.” Hanshi 

Kovar is an internationally acclaimed 

instructor with black belt degrees in ten 

different martial arts styles. His systems 

have been implemented in hundreds of 

schools around the US. 

58 

Mr. Sean Lee 

is the Executive Director of Sales and 

Marketing for hundreds of martial arts 

schools and specializes in online and social 

media marketing using his extensive 

professional experience in sports and 

martial arts marketing, contract negotiation, 

and investment. 

60 


has authored 20 books, worked as a 

bodyguard for the Dalai Lama, supervised 

over 30 school locations worldwide, 

and was named, "One of the 10 

Most Influential Living Martial Artists in 

the World" by Black Belt Magazine. 

54 

Grandmaster Bill Clark 

is a 9th degree black belt and a former 

PKA Fighter of the year. He is widely considered 

one of the top experts in martial 

arts business with over 30 years of 

leadership and innovation, having been 

inducted into almost every Hall of Fame 

in the industry. He is one of the largest 

multi-school owners in the world. 

56 


is a 7th degree black belt, the founder 

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

largest Ninjutsu schools on the planet, 

the author of 4 books, and an entrepreneur 

with one of the first online coaching 

companies (TakingItToTheNextLevel.com). 

64 


is the most successful martial arts business 

leader in the US, having written 

over 30 books on martial arts, business, 

leadership, and success. He has won 

numerous public service awards and is 

the founder of the leading martial arts 

marketing and management company in 

the US. 

68 


is an 8th degree black belt and is the 

President of a multimillion-dollar, multischool 

organization, has a 30-year track 

record of success, and is currently on the 

leading edge of martial arts curriculum 

and business innovation. 



70 


is a 9th degree black belt and is the 

founder and CEO of Mile High Karate 

schools, and founder of the Martial Arts 

Wealth Mastery Program. 

72 

Master Mike Bugg 

is an 8th degree black belt and the 

owner of a 1.5 million-per-year location, 

with one of the largest after school and 

summer camp programs in the country. 

76 


is known as “America’s Leading Personal 

Safety Expert” and has appeared on 

Good Morning America, The CBS Morning 

Show, The Colbert Report, Montel, 

plus in mainstream publications such as 

Family Circle, Redbook, Fortune Magazine, 

and The Wall Street Journal. 

80 

Educational Contributor Lee Milteer 

is an Intuitive Business Coach, awardwinning 

professional speaker, and TV 

personality who has counseled and 

trained over a million people throughout 

her career. Lee is Stephen Oliver’s 

Martial Arts Wealth Mastery’s Millionaire 

Smarts Coach and is also a best-selling 

author of educational resources. 

84 


is the CEO and General Manager of the 

Budo International Publishing Company, 

a leading publisher in the martial arts 

with over 35 years in the industry. He 

is also author of several books: The 

Immaterial Dimension, The Way of the 

Warrior, and The Spirit. He currently lives 

in Valencia, Spain. 

86 


is the President of Vision Martial Arts 

Supply, Los Angeles Branch, who helps 

school owners all over the US maximize 

their retail sales and drive more revenue 

into their schools. 

78 

Professor Willie “The BAM” Johnson 

is a 7th degree black belt and seven-time 

sport karate and Kung-Fu world champion. 

He has appeared in four movies, 

16 plays, and 11 television shows. He is 

also the national spokesperson for the 

Stronger than Drugs Foundation and the 

Champions Against Drugs. 

88 


Is a 7th degree black belt in Kenjutsu, 

starting his 14-year education in Tokyo. He 

has published five books. Abbott has also 

conducted seminars in over 30 countries 

and obtained his black belt at the Hombu 

dojo in Yokohama. He currently offers 

online classes on LearntheSword.com, his 

unique swordsmanship academy. 



90 


is a 6th degree master instructor and 

owner of a Top Ten martial arts school 

with successful after school and summer 

camp programs. 

94 


is a martial arts business development 

consultant with a background in online 

and social media marketing. 

92 

Grandmaster Tim McCarthy 

is a 9th degree black belt and is a martial 

arts educator with a master’s degree in 

education. He has been instrumental 

in developing two industry-changing 

programs, and has directed and been 

featured in hundreds of martial arts videos 

and webinars. 

96 


the American Samurai, is a 9th Dan black 

belt, a USA Karate Federation gold medalist, 

winner of five Super Grand National 

Titles, a featured actor in the movie Sidekicks, 

and is the founder of the National 

Sport Karate Museum. 

Thousands 

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Teamwork 

Ten Thoughts on Parenting 

as a Martial Artist 

HANSHI 

DAVE KOVAR 

is an 8th degree 

black belt and 

recognized as the 

“Trainer of Trainers.” 


is an internationally 

acclaimed instructor 

with black belt 

degrees in ten 

different martial 

arts styles. His 

systems have been 

implemented in 

hundreds of schools 

around the US. Visit 

KovarSystems.com 

➽Raising kids today is arguably harder than 

ever before, but there are some ways to help 

ease the stress and strain of raising your little 

ones and prevent behavior problems through 

good parenting. 

Here is a list of things any parent can do to raise their 

children to be confident, successful individuals: 

1) Establish “together time.” 

Establish a regular weekly routine for doing something 

special with your child, 

even if it’s just going out 

for ice cream. 

2) Don’t be afraid to 

ask where your kids 

are going and whom 

they’ll be with. 

Get to know your kid’s 

friends—and their 

parents—so that you’re 

familiar with their 

activities. 

3) Be a better listener. 

Ask and encourage 

questions. Ask for your 

kid’s input about family 

decisions. Showing your 

willingness to listen 

will make your child 

feel more comfortable 

opening up to you. 

4) Be a living, day-to-day 

example of your value 

system. 

Show the compassion, 

honesty, generosity, and 

openness you want your 

child to have. 

5) Reward good behavior 

consistently and 

immediately. 

Expressions of love, appreciation, 

and thanks 

go a long way—even for kids who think themselves too 

old for hugs. 

6) Accentuate the positive. 

Emphasize what your kid does right. Restrain the urge 

to be critical. Affection and respect will reinforce good 

(and change bad) behavior. Embarrassment or uneasiness 

won’t. 

7) Create rules. 

Discuss in advance the consequences of breaking them. 

Don’t make empty threats 

or let the rule-breaker 

off easy. Don’t impose 

harsh or unexpected new 

punishments. 

8) Get involved in your 

child’s school, your 

neighborhood, and 

your community. 

You, not the teachers 

and other authority 

figures in your child’s 

life, are responsible for 

parenting your child. 

9) Set clear rules and 

limits for your children. 

Be flexible and adjust 

the rules and limits as 

they grow and are able to 

set them for themselves. 

10) Be a guide for your 

children. 

Offer to help with 

homework, in social 

situations, and with 

concerns about the 

future. Be there to 

help them direct and 

redirect their energy 

and to understand 

and express their 

feelings. 


BE RECOGNIZED in future editions of 

Martial Arts World News Magazine. 

Our goal at Martial Arts World News Magazine is to 

support our industry and help you grow your martial 

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

about YOUR specific experiences and results. 

You are part of a wonderful industry and community with 

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

able to share and contribute to that community in a more 

rich and meaningful way than ever before! 

You could Share Stories About: 

• Achieving a New Rank 

• Opening a New Location 

• Winning an Award 

• Discovering a Successful Marketing Strategy 

• Building a Retention System that Works Well 

• Tournament Results 

• Anything else that our readers might find valuable! 

MartialArtsWorldNews.com/Ureport 

Or send your story ideas to Editor@MartialArtsWorldNews.com

INDUSTRY INSIGHTS 

Who is Kukkiwon’s New President 

Chi Young-Ryul? 

Last October, Grandmaster Choi Young-Ryul was sworn in as the newest Kukkiwon President. He was appointed 

by the President Election Committee, which is comprised of several Korean Taekwondo 

groups and organizations. The Board Recommendation Committee elects board 

members. 

Young-Ryul is the youngest representative of the national Korean Taekwondo team and 

a professor of Taekwondo at Kyunghee University, and served as the dean of the College 

of Physical Education at Kyunghee in 2009. 

At the beginning of 2020, he published a letter addressed to members of the organization. 

In the letter, Young-Ryul admitted, “Kukkiwon was plagued by various 

issues over the last few years, which inevitably scathed Kukkiwon’s stature,” 

and that he would like to “put the highest priority in rebuilding the status of 

Kukkiwon by reforming it into the World Taekwondo Headquarter that would 

lead the future of Taekwondo.” He further urged that in the new year, “all 

efforts will be put into stabilizing the internal system of Kukkiwon and 

establish the foundation for Kukkiwon’s reformation.” 

Young-Ryul later made the promise that “every member of Kukkiwon 

will put in ceaseless efforts to make Kukkiwon a trustworthy and shining 

organization. I will listen to the voice of the Taekwondo Family with the 

humblest mind, and work tirelessly for the bright future of Kukkiwon.” 

2020 will be an interesting year for Kukkiwon, to be sure. 

USTC’s Newest President, GM Doug 

Fuechsel, Addresses Members in New 

Year’s Letter 

Former Executive Director of the US Open Taekwondo 

Hanmadang, Grandmaster Doug Fuechsel, has been elected 

president of the US Taekwondo Committee. In a letter 

addressed to members on December 23, 2019, Fuechsel 

thanked members for their unwavering love of Taekwondo. 

In regards to the USTC’s future in 2020, Fuechsel asserted 

that “we have a responsibility to continue to uphold 

the honor of Taekwondo,” and that “our goal is to honor 

and respect [Taekwondo] as the treasure it is and care for 

its future,” before going on to thank Hanmadang supporters 

for their contributions. 

In closing, Fuechsel said he looks “forward to 2020 and 

beyond,” and “together we will do great things.” 


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AMAA’s Who’s Who in the Martial Arts 

Legends Awards Banquet to be Held 

June 26 in Las Vegas 

This year’s annual American Martial Arts Alliance Who’s 

Who in the Martial Arts Legends Awards Banquet will be 

held June 26–27 at the Gold Coast Hotel & Casino in Las 

Vegas. Co-founder Grandmaster Jessie Bowen, who has 

proclaimed June “Proud to be a Martial Artist” month, will 

also be releasing the latest edition of the Who’s Who in the 

Martial Arts book at a release party. The awards banquet 

is a dinner honoring inductees and nominees of the 2020 

edition of Who’s Who, and includes a tribute to Grandmaster 

Chuck Norris, who will be celebrating his 80th birthday 

this year. 

To register, nominate someone, or purchase a book, 

please visit WhosWhointheMartialArts.com. 

You can be included in the new edition honoring Chuck Norris. 

Visit WhosWhointheMartialArts.com! 


Martial Arts 

Celebrity Birthdays 

Russell Wong .................March 1 

Joe Lewis (D. 2012) ............March 7 

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

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

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

Jee Ja Yanin ..................March 31 

Wu Jing .....................April 3 

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

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

Gina Carano .................April 16 

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

Ron Smoorenburg .............April 30 




The Martial Arts History Museum 

Launches First Children’s Book 

The Martial Arts History Museum in Burbank, CA is proud to release its first of a series 

of children’s books to stimulate interest in the history, art, culture, and physical benefits 

of the martial arts. Entitled The Adventures of Ichi & His Friends, this unique storybook, 

designed for kids 8–12, is a fun way to learn about life’s lessons in connection with the 

martial arts. 

Since the 1980s release of the Karate Kid films, a whole 

new door of opportunity opened for the martial arts community 

as young people found martial arts an alternative to 

outdoor sports. The term “soccer 

moms” slowly became “karate 

moms” as more and more children 

discovered they could have fun 

while learning to defend themselves. 

In a martial arts nationwide 

survey, it noted that two out of 

every three children have enrolled 

in a martial arts program or knew 

someone who had. 

The Adventures of Ichi is a 160- 

page storybook that follows the 

journey of the Martial Arts History 

Museum’s primary characters. They 

include Ichi, Kekoa, Shinji, Lalo, 

and Sifu as they face different life 

experiences, and by depending upon each other, they are 

able to overcome many of life’s obstacles. 

“There aren’t a lot of martial arts books for children on 

the market, and with so many of our young kids learning 

the arts, I thought it would be nice to have something 

they could read that they would be able to relate to,” 

notes museum president and author of the book, Michael 

Matsuda. “I have written over a dozen books, but this is my 

first children’s book. One of the most impressive series I 

ever saw was the TV show, ‘Avatar: The Last Airbender.’ It 

provided a number of wonderful messages, and I felt that 

was important, especially for our children. With this book, I 

hope to reopen that door into learning.” 

Although set in a different world, The Adventures of Ichi 

has many similarities to a variety of Asian countries and 

traditions. 

“I also wanted the book to focus on culture, but I didn’t 

want to focus on a particular country, but to develop an appreciation 

of different cultures and traditions,” adds Matsuda. 

This is the first of a series of books focusing on the 

museum’s characters. Subtitled, “The Journey to Mountain 

Temple,” this book follows the children as they journey 

from their home to their final destination, Mountain 

Temple. Children will learn about each character and 

the exciting encounters they will have along the way. 

“Like Disney has Mickey Mouse, Donald Duck, 

and so many more wonderful representatives of 

the Disney world,” notes Matsuda, a former Disney 

graphic artist, “I wanted our characters to represent 

the Martial Arts History Museum. This book will introduce 

the world to their story.” 

The official release was held on Dec. 14 at the 

Martial Arts History Museum, with free entry. The 

book is also available for purchase on Amazon. 

“This book is not limited to just children. It is my 

hope that all who come to the Martial Arts History 

Museum will have a copy of this book so that they 

can learn the backstory of the role the characters 

play in the Museum,” adds Matsuda. “I originally drew each 

of the characters and hired my friend, a terrific artist, Eleazar 

Del Rosario, to add his 

amazing touch and [make] 

them come to life.” 

Because the goal is to 

make the book a long-term 

venture, an index of the 

villages, relatives, and how 

each character connects to 

each other is listed in the 

Grandmaster 

Michael Matsuda 

back. A page at the end of 

the book has a number of 

interesting questions for 

book reports. 

For information about the 

Martial Arts History Museum, visit their website at 

MAmuseum.com or visit them at 2319 W. Magnolia Blvd., 

Burbank, CA 91506 or call (818) 478-1722. 


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SOCIAL 411 

The Best Times to 

Post on Facebook & 

Instagram 

Have you ever wondered whether it’s worth writing that 

Facebook post during your morning coffee or tea? It turns out 

that you can probably wait until lunchtime. 

Social media firm Sprout Social has found that for 

Facebook, Wednesday is the best day of the week for post 

engagement, particularly between the hours of 11 a.m. and 

1 p.m. (Eastern time). Facebook sees the least amount of 

engagement before 7 a.m. and after 5 p.m., with Sunday being 

the least popular day of the week to engage. 

Wednesday is also the most popular day of 

the week on Instagram, although you can 

confidently post any weekday between 

9 a.m. and 11 a.m., according to online 

publication Later. For Wednesday, peak 

times are 5 a.m., 11 a.m., and 3 p.m. 

However, posting any time between 

9 a.m. and 5 p.m. is also a safe bet to 

post on Instagram. 

Your School Could 

Soon be a Pokéstop 

Niantic, the mobile gaming company 

that helms Pokémon GO, has opened 

their platform to small businesses who 

want to become “sponsored locations.” 

A sponsored location is a spot 

officially recognized in game as a place 

where players can catch Pokémon or duel, 

driving foot traffic. In the past, mega-corporations like Mc- 

Donald’s and Starbucks turned their stores into sponsored 

locations during the heyday of Pokémon GO back in 2016. 

Now, Niantic is allowing small and medium-sized business 

to have a turn. Businesses interested in being a sponsored 

location need simply submit an application to Niantic and 

wait, as the company has been rolling out their beta program 

on a regional basis. The perks of being a sponsored 

location include exclusive bonuses for players, and for a 

business to schedule “raids” and competitions while offering 

special deals for players, which could be a boon for 

business during slow hours. $30 per month will get you one 

Pokéstop, while $60 will get you a “gym.” Small businesses 

can have one stop or gym per 30 physical locations. 

The Most Popular Way to Interact 

Digitally is Texting 

A study by Pew Research Center has revealed that 

sending text messages is the most popular activity for 

smartphone users. The study spanned several continents 

and the result was the same across the board: The majority 

of people use their phones to text, as opposed to other 

activities like taking photos or posting on social media. 

So, what does this mean for the martial arts school owner? 

CRM software for martial arts schools that allows for automated 

texting (like Atlas Martial Arts Software) will be your 

best bet when it comes to answering prospects’ questions 

or following up on leads and receiving responses (read our 

interview with Grandmaster Troy Dorsey on page 50 if you 

don’t believe us!). 

Furthermore, with the rise of anti-robocalling measures 

such as iPhones blocking unknown numbers, and with 

people being just plain busy, there’s a better chance of 

receiving a response from a prospect when they can see 

who is contacting them and the reason why, and when 

they can read an inquiry on their own time. 

Another marketing strategy to consider implementing 

would be a tool like a chatbot, which can be enabled on 

your school’s Facebook page. The chatbot will automatically 

respond to inquiries, even after school hours. Many 

martial arts site-building services also offer a chatbot, such 

as Amazing Martial Arts Websites. 

20 MARTIAL ARTS WORLD NEWS VOLUME 20 | ISSUE 2 

Photograph by Prykhodov (bottom)

Join a Winning Team! 

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INDUSTRY INNOVATIONS 

Get Exclusive Samurai Sword Training 

Online With World-Renowned Martial 

Artist Shihan Dana Abbott 

Shihan Abbott has shared 

his expertise from the Hombu 

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of instructors worldwide—and 

now he’d like to 

share it with you. For just $1 a 

day, you can take advantage 

of his expertise in Kenjutsu, 

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His website LearnTheSword.UniversityMartialArts. 

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to LearnTheSword.com. 

wood, bamboo, synthetics, and 

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approach to mastering the sword. 

For more information, head 

Rock Steady Defies Parkinson’s Research 

Jeff and Renee Battenberg’s Kingwood, Texas school 

is seeing astonishing results with their martial arts school’s 

program, Rock Steady. Designed for patients diagnosed with 

Parkinson’s disease, students see improvements in their motor 

skills and balance immediately. 

“Our goal is [for] everybody [to] realize that you can stave 

off the progression of Parkinson’s through forced, intense 

exercise, and the biggest hurdle we have is somebody 

thinking that they can’t do it,” Jeff explains. “For somebody 

with Parkinson’s, it’s a matter of explaining to them to just 

come to one class. You don’t think that they can experience 

anything in one class because it’s just one class, but when 

they get to that class and they feel the synergy of the class… 

and we tell them ‘bring your knees high,’ all of a sudden they 

stand up taller and march; by just saying the word ‘march,’ or 

thinking of ‘march’ instead of telling somebody ‘you’re leaning 

over,’ it triggers a different response and they walk better 

in five seconds—the change is almost instant.” 

If you’re interested in being a Rock Steady school, visit 

RockSteadyBoxing.org. 


INDUSTRY INNOVATIONS 

AMSkids Has Everything You Need For 

a Smashing After School Program & 

Summer Camp 

It’s no secret in the martial arts school industry that an 

after school program and summer camp can be huge 

sources of income. However, implementing these programs 

can be far from easy; from logistics, to staff, to 

marketing materials, it can be daunting to know just where 

to start. 

Luckily, AMSkids provides everything the school owner 

needs for crazy-successful after school and summer camp 

programs. While AMSkids does provide high-quality, 

expertly designed editable flyers and posters, they also 

provide hour-by-hour, minute-by-minute Instructor’s Guides 

so that every minute spent in your school is utilized to its 

fullest. In addition, AMSkids subscribers also receive a 

newsletter to send home to parents, complete with activities, 

and worksheets that children can complete during 

pick-up time. 

School owners also get exclusive access to interviews 

with industry giants that you can’t get anywhere else, and 

receive one-on-one attention from Marketing Consultants 

who work around the clock to help you succeed. 

School owners who are interested in giving AMSkids 

a try can head over to MABizAcademy.com or call (800) 

275-1600 to chat with a marketing consultant and receive 

a “guided tour” of the program. 

Photograph by master1305 (top) 


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Why Even Bother Makin 


Illustration by axel2001

Marketing 

g Social Media Videos? 

By Sandra Mirocha 

You’re missing out on 

reaching billions of internet 

users if you’re not posting 

videos on your social 

media pages. If you aren’t 

posting videos, you need 

to start—yesterday. 


Marketing 

Why Video Posts Are So Successful 

Studies show that viewers retain 95 percent more information 

from video content, compared to a measly ten percent when just 

reading text. Studies have also shown that brands (and you should be 

thinking of your martial arts school as a brand) using video marketing 

see a 49 percent faster growth of their yearly revenue. It’s estimated 

that this year videos will account for a whopping 82 percent of 

internet traffic, so you’ll risk missing out on a huge swath of internet 

users by not using video marketing. As if that’s not enough, video 

content sees 1,200 percent more shares than text and images combined. 

Furthermore, 75 percent of users visit a company’s website 

after viewing a video they posted, with 64 percent of users saying 

they’re more likely to purchase a product or service after watching a 

video. Adults are also more likely than other demographics to interact 

with video ads than any other type of marketing, which means 

that video ads are a great way to reach prospective adult students. 

Finally convinced? Here are the most popular video formats on 

social media: 

Vertical Videos 

Because 60 percent of online 

video plays are through mobile 

devices, it’s essential 

to use vertical video as 

phone users hold their 

phones vertically 94 

percent of the time. By 

using vertical videos, 

your videos will appeal 

to 4.8 billion people 

using mobile internet. A 

Facebook study reported 

that 65 percent of users 

find brands using vertical 

videos more innovative, 

while 79 percent said 

they found the format 

more engaging 

than horizontal 

videos. 

Live Stream Videos 

“Live social video offers a real-time perspective of your business, 

which viewers connect with. This unedited format builds trust and 

gives your audience a chance to engage with you directly, ask questions, 

and react to your video as it’s filmed so you can see how it’s 

landing,” social media strategist Maxwell Gollin says. 

Facebook and Instagram’s algorithms also give live videos the 

most weight on a newsfeed, meaning that your video will reach 

many of your followers. While live stream videos are a great way 

to engage with users in a sincere, meaningful way, you’ll still want 

to plan ahead for your video to be as effective as possible. Let your 

followers know ahead of time that you’ll be going live so that they 

can join you when you start. Keep an outline of what you would like 

to discuss with viewers so you don’t forget anything vital like an 

upcoming event. Address users by name as they enter the chat and 

interact with you. 

Facebook recommends streaming for a minimum of ten minutes. 

You can also save the video when you’re finished and add it to your 

Story so that everyone can watch it. 

Story Videos 

Speaking of Stories, this is another video avenue you’ll want to 

explore. It’s reported that 400 million Instagram users watch Stories, 

so you’d be remiss not to take advantage. If you’re unfamiliar, Story 

videos disappear after just 24 hours, but Instagram users can save 

them and add them as a “highlight” to their profile. Users view 

stories as more organic and genuine content compared to a more 

impersonal photo ad post. Story videos are highly customizable, 

allowing users to add music, text, geotags, stickers, GIFs, filters, and 

more, so you can really make them your own. There are also question 

stickers, with which viewers can send you their questions, as well as 

poll stickers and quiz stickers so that you can truly interact with your 

followers in a fun, memorable way. 

Nona Blackman of Envato 

recommends these tips for making 

your videos as effective 

as possible: 

Have a goal in mind 

for your video. Accomplish 

this by figuring 

out what you want 

the video to do for your 

school. Do you want to 

increase brand awareness? 

Inform prospective 

students? Interact 

with current students? 

Determine your 

target audience. 

Tailor your video 

formats and social 

media platforms to 

that audience. Younger 

people favor Instagram, while older users hang out on Facebook. If 

you’re unsure of what to do, scope out your biggest competitor and 

see what they post. 

Determine the type of video you want to create. Blackman suggests 

that “if you want to increase brand awareness, you might want 

to create a short demonstration video…but if you want to increase 

sales revenue, you many want to create a product video with an irresistible 

offer. The important thing is to think about what you want 

your audience to feel, think, or do after they’ve watched your video 

and let that guide you.” 

Know the specifications for the social media site. Instagram, 

Facebook, and YouTube are the most popular sites for viewing video 

content. Each site has its own video specs to keep in mind when posting. 

Make sure to research the permitted file formats, minimum and 

maximum video lengths, and aspect ratios of each site. 

Statistics from Platform Solutions Resources and Envato. 


Illustration by SiberianArt

March 10th 

April 14th 

May 12th

Exclusive Interview 



How One School Owner Used 

the ‘Force’ to Find Success 

Sifu Edward Armstrong of Virginia Beach, VA, operates Saberation, a unique light 

sword martial arts curriculum that’s showing amazing results. 

MAWN: Tell us a little bit about your background with 

regard to the martial arts. 

EA: I have received Eskrima training, as well as other training, 

through Nathan Young, who has basically been my personal mentor 

and instructor in other 

various martial arts such 

as Kempo, western style, 

and Tang Soo Do as well. 

So, that’s where all of this 

started in regards to honing 

the sports element 

of light sword into more 

of a martial art. So, some 

stick fighting, as well as 

some sword-related kind 

of stuff as well. 

MAWN: What does 

it feel like having had 

Saberation operating 

for almost two years 

now? 

EA: Having Saberation 

operational for a 

little over two years 

has been amazing. We 

have experienced a lot 

of results that were 

unexpected with it, and 

that’s with regard to how 

efficiently our students 

Saberation Founder and CEO Sifu Edward 

Armstrong and MAWN’s own Sean Lee 

show off a Saberation light saber 

are reaching their personal fitness goals, as well as the benefits that 

we are observing with social interaction skills. We tend to have quite 

a number of students who are known as introverts, and when they 

come into our academies, and they start studying and becoming 

students of light sword martial arts, we quickly find them within a 

matter of weeks—if not a couple of months—leading the charge and 

becoming the leaders of the group, and becoming very outgoing, 

expressing themselves in various manners. Just being able to observe 

that has been a blessing, and seeing the confidence levels increase in 

all of our students. 

We teach students from ages as young as eight to, I believe, our 

oldest student is 66-years-old now. So, we’ve seen it through the 

development stages, all the way through the teens, to the early 20s, 

and 30s, and so on. We’ve also seen increased cognitive awareness, 

fitness goals, and confidence levels. This is another surprising aspect: 

We’ve even seen benefits present themselves within the autistic 

community in dealing with 

Asperger’s and things of 

that nature. It’s just been 

absolutely amazing. We 

continue to learn new things 

about this, and the positive 

effects of martial arts and 

Saberation every day. 

MAWN: How has the 

light sword training 

helped you personally? 

EA: Personally, I’ve 

found myself becoming 

more physically active than 

normally. Prior to Saberation 

and really focusing all 

of my attention and efforts 

into the martial arts, I was 

really pinned down to the 

desk a lot; a lot of computer 

work. Sometimes, I would 

have, unfortunately, 14-, 

16-, 18-hour days in front 

of a computer, so physically 

that was not very beneficial 

to me. The more I became 

involved in light sword training and martial arts, the more active I 

personally became physically. I find myself losing weight, having 

more energy. I even did a 30-day challenge and I broadcast it as a 

video on Facebook. Within 30 days I had actually lost over 28 pounds 

just by doing light sword fitness exercise routines daily, and also a 

little bit of dietary changes as well—almost 30 pounds in 30 days! We 

recorded everything on video and I’m very proud of that example. 

Shortly thereafter, I was like, ‘What was I thinking?’ 

But, I wanted to, for lack of a better term, become a poster child 

for the fitness and health benefits that we’ve been able to prove, time 

and time again, are a result of doing light sword martial arts. 

MAWN: How did you manage to get four schools using 



the light sword martial arts curriculum? 

EA: Well, before we started Saberation, we were part of a previous 

franchise that dealt with light swords more along the lines of a sport, 

and as we participated in light sword, we started seeing things that 

we would personally like to see improved 

upon. 

So, when we created Saberation, we 

looked at our experience and said, ‘If we 

were to create an instructor, or if we were 

to go out and train other people to teach 

light sword martial arts, what are some of 

the things that we would want to have to 

help us and assist us in being successful in 

that endeavor?’ 

So we created a training and certification 

system that allows martial art academies 

to incorporate light sword martial 

arts into their existing curriculum as an 

add-on module, and that would allow us 

to add additional revenue to their bottom 

line while also providing something new 

and exciting to their students that would, 

in turn, still be able to provide the additional benefits often associated 

with martial arts. 

Basically, we created our online training system, which is a 

hybrid between online and offline certifications, then we picked 

up the phone and started calling our local martial art academies, 

and we invited the masters and their instructors to come out to our 

academy and take a class so that they could experience it firsthand to 

see if it was something that they felt would be compatible with their 

school. And that’s where it started, and it 

kind of took off from there. 

MAWN: What can Saberation 

do for a school owner as far as their 

enrollment, retention, income, and 

profits? 

EA: The beautiful thing about the enrollment 

part is that the light swords kind of 

sell themselves. I’ve had several meetings, 

not only with the military, but also with 

municipalities, different city officials, 

where we’ve offered this. For example, during 

our initial meeting with the city of Virginia 

Beach, I had these spreadsheets and 

A couple of Sifu Ed Armstrong’s 

students train at his VA Beach dojo 

the PowerPoint presentation ready to go, 

and I was prepared to stand at this podium 

and give this big presentation, and what it 

really boiled down to was that all I really 

had to do was turn the light sword on and put it in their hands. That 

was it. The experience of seeing people hold that light sword in their 

hand, you can see their eyes light up and a smile go across their face, 

and they are instantly finding themselves living that experience that 



they’ve so often seen in the Star Wars movies. 

That, and being able to show them that 

you don’t have to just aimlessly wave this 

thing around—we can train you to actually 

use this and learn it as a form of martial arts, 

both inside and outside the arena. So, with 

regards to enrollments, having them hold it 

is a big part of it. 

Being able to deal with other alliances, I 

call it ‘Operation Plug-In,’ where you actually 

find other entities or organizations that 

have a similar base to what you’re looking 

for in regards to your ideal clients, and you 

offer to provide the service to them, and it 

becomes a win-win situation because they 

can help provide you with the bodies and 

you’re providing them with a new service. 

Training in how to do the enrollments is offered 

through the MA Biz Academy, which 

is part of our system now, thanks to our 

alliance with AMS. As far as when it comes 

to the different types of activities that you can do to increase your 

enrollment, or even to start your enrollment process, that would 

be offered in the back office of the alliance that we have with AMS 

through the MA Biz system. With regard to retention, again, this 

is also included in our back office on different programs you can 

implement to get your students involved with bringing in not only 

more associates, but also other types of classes. 

Sifu Ed Armstrong and ??? 

their clientele, we’re not asking for a piece of that. We’re not asking 

for royalties—you now have ten, 15, 20 more students; we want five 

percent or ten percent of each new student that you bring in—mentality 

like that, which is often common in a franchise-type situation. 

We train and help instructors increase their number of enrollments 

and retention, which often rolls over into great profitability, and we 

also have different programs they can offer that normally wouldn’t 

be offered in a standard martial art setting. Just by changing the 

rules a little bit and being able to increase the amount of services that 

you can provide to the community, and the amount of things that 

you participate in to get your academy more well-known, these are 

some of the benefits that we try and teach in the back office of the 

light sword martial arts. 

If you are interested in becoming a Saberation school, 

visit Saberation.com or call (757) 689-7963. 

Sifu Ed Armstrong and ??? 

We have the martial arts, but we also have the fitness aspect of it. 

And then, from the martial art and fitness side, you build on that and 

offer different levels of accomplishments, which is also part of the 

reason we have the belt ranking system: Because people are always 

going to want to continue, go, grow, and achieve the next level of 

mastery. With profitability, we only focus on when it comes to training 

new instructors and helping the masters incorporate this into 

their existing curriculum. There’s also a licensing fee that we receive 

in exchange. When it comes to coaches and instructors increasing 

??? 


Transform Your School 

Transform Your School 

with Grandmaster Y. K. Kim 

The most successful martial arts 

business leader in the world 

Y. K. Kim 

• Author of a best seller 

and 14 other books 

• Producer, writer, director, 

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film Miami Connection 

• Publisher of Martial Arts 

World Magazine 

• Motivational Speaker 

• Recipient of Y. K. Kim 

Day in Central Florida 

• Founder of Martial Arts 

World 

• Chairman of a consulting 

company on marketing 

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Meet Modern Educator and 

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Grandmaster Jun Lee giving some personal instruction

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Cover Story 


Cover Story 

The Power of 

Creating a Personal 

BRAND 

The great Grandmaster 

Jessie Bowen chats 

with us about branding, 

Who’s Who in the Martial 

Arts, and the Who’s Who 

event in June. 


Cover Story 

MAWN: You’ve built an approach to 

personal brand marketing that’s really 

unique in our industry. The advent 

of social media and proliferation of 

Facebook, Twitter, and Instagram have 

given us platforms where we can build 

a real brand around ourselves and our 

schools, and you have some unique approaches 

to that. The first place to start 

is your background and martial arts 

lineage. You started training in 1975 

in North Carolina, and you’ve been in 

North Carolina for a fair amount of 

your martial arts career. And it sounds 

to me from our discussions before that 

martial arts were more of a survival 

mechanism for you than anything 

else. Can you walk us through the 

beginning of your martial arts career, 

why you decided to train, and what 

your motives were at the time? 

JB: I got involved in the martial arts 

because I grew up as an only child and was 

picked on, and in my day it was called being 

a ‘coward.’ So if you couldn’t defend yourself 

and you didn’t fight back, you were the 

coward. I went through elementary, middle, 

and high school picked on and beat up. My 

senior year in high school I had a gun pulled 

on me and had to run for my life. It wasn’t 

that I couldn’t fight back. As I was approaching 

21 I decided I needed to be a man. A guy 

at my job started something called ‘Taekwondo.’ 

I had no idea 

what Taekwondo was 

and Karate was really 

new. After I left eastern 

North Carolina and 

moved into the Raleigh 

area, I would drive by and 

see a Karate school every 

day and never thought 

about it until the night 

this guy wanted to beat 

me up. I remember I 

had gone to see Enter 

the Dragon when it first 

came out. I knew what 

Bruce Lee did to all of 

these guys, he never lost 

a match, he was throwing 

around a ton of guys, 

and I just envisioned this 

guy throwing me around 

and beating me up, and it 

looked so painful that the 

next morning I started 

calling every Karate 

school I could find in the 

telephone book. There 

was only one school that 

answered the telephone 

and that was Karate International 

Raleigh. You 

have to realize this was 45 or more years 

ago that this happened, and as a business 

owner, the importance of answering the 

telephone really 

stuck in my mind. No 

matter who answered 

the telephone I was 

willing to take their 

classes. Fortunately, 

there was only one 

school that answered 

the telephone and that 

was my lifeline to help 

me improve my life 

and start on this path. 

When I started the 

martial arts, becoming 

a master, grandmaster, 

owning a school, 

none of these things 

were things that I was 

thinking about. I only 

wanted to learn how to 

defend myself. 

Grandmaster Jessie Bowen and the 

Honorable An-Shu Stephen Hayes 


and kickboxing champion 

Bill “Superfoot” Wallace 

MAWN: I can’t tell you how many 

stories at AMS, with Atlas Martial 

Arts Software and websites, and all 

these other things they do to help 

school operators, it’s still shocking 

how few phones get answered to this 

day. If you’re in the family market 

most parents have time to ‘shop’ 

between 9 to 11 a.m., then from about 

2 to 4 p.m., and it’s almost impossible 

to catch martial arts schools owners 

at their schools during those hours. 

I think what was true in the ’70s and 

’80s might still unfortunately be true 

for our businesses today. 

JB: If you think about it as a business 

owner—I didn’t say ‘martial artist’—what is 

the value of every time the phone rings? If 

you look at the value and if your school is 

run on a value basis, then you have to realize 

that that’s important. I had my truck 

wrapped so that became my big billboard. 


Cover Story 

Grandmaster Jessie Bowen presenting 

world karate and boxing champion Daisy 

Lang with the Who’s Who Legend Award 

People would be riding behind me and calling 

the school number—and I’m not at the 

school, I’m driving down the street having a 

conversation— and they say, ‘Well, I’m looking 

at your truck,’ and I’m like, ‘Where are 

you?’ But the ability to answer the telephone 

is truly the lifeline to any martial arts school. 

MAWN: The value of a student, 

certainly there’s a financial value to 

the school and what they can contribute 

in tuition and to the business of 

the school, but this is another human 

being. How many Grandmaster Jessie 

Bowens might be calling around their 

area right now, ready to start martial 

arts, looking for something like this; 

but if you’re not the guy who answers 

the phone and the next guy does, what 

does that do for that human being? 

Not just in financial terms, but in life 

terms? 

So, you’ve written over 18 books: 

Mind-Body Personal Development 

Training, Zen Bowling, 

The Psychology 

of Better Bowling, 

The New You Self 

Discovery System, 

Zen Mind-Body 

Mindfulness Meditation 

Training and 

many others. This 

led you into this 

realm of taking concepts, 

training, and 

putting it into print 

or on CD, creating 

a product so that 

other people could 

acquire these skills 

without having to 

go through all the 

pain and suffering it 

takes to do it directly. 

Can you describe 

how you found that 

transition and what 

were your goals in 

publishing these 

types of books? 

JB: Well, it all 

started with the Blog 

Radio. I started Blog 

Radio in 1989, or some place along the early 

part of the ’90s, and I was enjoying that 

so much. I then started writing, putting 

some things together. I just started reading, 

studying, and putting 

things together. The 

Who’s Who book was 

not designed to be 

the blessing that it is. 

I wrote that book in 

2015 only to show my 

teacher gratitude. His 

partner passed away. 

They actually wrote 

one of the first Who’s 

Who books in the 

early ’80s; it was 

called Who’s Who 

in American Karate. 

They published that 

for about four or five 

years. So, I was doing 

that to say thank 

you. Then, I got with 


honors Tuhon Apolo Ladra 

several other people, and they thought it was 

a great idea. 

They said, ‘Why don’t we try this in 

2016?’ and that was Grandmaster Joe Lewis, 

and Grandmaster Jeff Smith, and I said, ‘OK, 

let’s try it.’ 

At their black belt testing we had black 

belts from all over the country that had not 

seen each other in 15, 20 years. Bringing 

that much positive energy into the room was 

incredible. So, we decided to do the book in 

2016 and bring all these people together in 

Charlotte at the AMAA Nationals and the 

AMA Hall of Fame. I started doing the Halls 

of Fame in 2004; that was the first event 

that I did, it turned out to be great, and then 

in 2017 we decided to do it. We honored 

Grandmaster Jhoon Rhee, the year after that 

we honored Grandmaster Pat Johnson, and 

last year we honored Grandmaster Stephen 

Hayes in Vegas. Notice what I’m saying 

is that we’re honoring these people; they 

deserve to be honored. We have so many unsung 

heroes in the martial arts that we really 

don’t know of, so that was the spinoff of the 

books to where we are now. 

MAWN: So you got into publishing—let’s 

call it ‘self-help,’ probably 

an overgeneralization and not 

a great moniker—but let’s say if you 

were going to put it in a category in 

a bookstore that’s probably where it 

would live. 

Continued on page 42 


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Cover Story 

Bill “Superfoot” Wallace gets inducted 

into the Who’s Who Hall of Honors 

Continued from page 39 

JB: That’s what we wanted. This is the 

place it needs to be and this is why we are 

really working hard. It’s about a story, not 

about a martial arts champion. We were 

writing about the martial arts champions 

for three years, giving great honor, and 

we still do, but the direction of the book, 

for it to have value, is to solve problems. If 

the book can now solve a problem, it can 

now have value, so that’s why we began to 

emphasize that it’s a story about individuals 

that got involved in the martial arts 

because they want the martial arts to solve 

a problem. For me, it was about self-defense 

and confidence. For someone else, it could 

be that ‘our family was involved and I got 

involved,’ but to solve their problem it was 

to make sure that you were protected. Everyone 

has a reason and they grow their 

experience from that reason. 

MAWN: With Who’s Who in the 

Martial Arts, you’re trying help folks 

who haven’t had their story told, now 

have the opportunity and ability to 

be next to their martial arts heroes, 

nominate their martial arts heroes 

for recognition they might not have 

received otherwise, and this could be 

a great public relations tool for them. 

If I’m running a martial arts school in 

Kentucky and I’ve never had the opportunity 

to train with Bill Wallace, 

I now have the opportunity to be a coauthor 

or be featured 

with Bill Wallace; 

and that can’t do 

anything but help 

my level of credibility 

in my community, 

right? You’ve got 

this concept of being 

included in the book 

by being nominated 

by your peers. How 

does that process 

work and what does 

that look like behind 

the scenes? 

JB: What we tried to 

really build is a nomination 

process, then it’s an 

evaluation process, and 

then an approval process. Someone would 

ask whether anyone could be in the book. 

Yes. Anyone can be in the book. This book 

is about a story. I’m not challenging your 

credibility; I am challenging your story. I 

try to look at every bio that comes in, and 

I can look at the truth in it because I know 

that I may be on the top end of achievers, so 

as I read your story I begin to see that. But, 

in many cases, individuals are not aware 

they have a story. The most powerful part 

of moving you from where you are in this 

speaking business to the publishing business 

is that ability to realize you have a story. The 

people who are in mega places because of 

their story would surprise you, and the way 

they were able to cultivate their story and 

create success from that self-made person. 

The thing that we’re trying to focus on is 

being proud to be a martial artist. Are you 

proud to be a martial artist? Do you feel that 

the martial arts have impacted your life? 

Well, how do you tell someone else? Because 

in growing a successful school, of course 

it’s about marketing. If I’m a great teacher 

and I’ve got a story becoming a certified 

life coach, I don’t just look at my martial 

arts business as a Karate school. I look at my 

school as a leadership and self-improvement 

institution. So, I had to go out and take 

other courses: Courses in meditation, NLP 

[neuro-linguistic programming], hypnosis, 

life coach certification. I had to gather all of 

these things, because why be just a speaker 

when you can be a life coach? It goes as a 

part of your marketing and branding. It’s 

the same thing with the book; if you truly 

feel that your purpose as a martial artist is 

to help individuals, then the question is how 

do I get them to know about me, that I’m 

here available to help them? How do I let the 

parent know that, as a martial artist, I have 

experienced what your son or daughter has 

experienced, and if you come and train in 

Grandmaster Mark Glazer recieves the Who’s Who Legends Award 

from Grandmaster Jessie Bowen and Grandmaster Jeff Smith 


Cover Story 

Literally the Who’s Who Grandmaster Joe Corley, 

Grandmaster Jessie Bowen, and Grandmaster Jeff Smith 

my martial arts school, I can help support 

them to become stronger? 

But how are they going to know that? Are 

they going to pick up the telephone? They’re 

not going to the Yellow Pages. Well, I’m not 

a real big technology person; I don’t have my 

Facebook page up to date, I don’t understand 

marketing, but if someone reads about you 

in a doctor’s office, that’s what we’re trying 

to do. I don’t know if martial artists are into 

buying this book or not. I want the non-martial 

artists to read my book. I want them to 

read the stories because that’s going to cause 

them to look at martial arts schools. If I have 

someone, let’s say, in Raleigh that’s featured 

in that book, and this book is now available 

in the library, dental office, doctor’s office, 

car dealership, all these places, people pick 

them up and begin to read it, and I’m in that 

book as the instructor and I put in there, 

‘Thank you for reading my bio, come to my 

martial arts school and I’m going to give you 

a free week of martial arts,’ in many cases 

that may be the trigger to get that person to 

seriously look at martial arts. You have now 

become prequalified because the average 

person calls three to four schools before 

actually making a decision on going to that 

school. They also read the reviews on that 

martial arts school. We have a lot of smart 

people that are making good decisions on 

where they’re going to take their students, 

and the book is one of those tools to help the 

martial artist tell their stories, show their capabilities, 

their qualifications, why someone 

should bring their child, or why they should 

go and take their martial arts program. 

MAWN: Being 

positioned next to 

some of the people 

folks might recognize 

from movies or 

television, it’s a huge 

deal. I had the honor 

to interview Chuck 

Norris a decade or so 

ago and he told this 

story that I thought 

was interesting and 

sounds exactly like 

what we’re describing. 

He told this 

story about when 

he was running his 

school, and every time he would go 

compete in a tournament and win he’d 

have a lot more students. Many people 

would seek him out because they saw 

him win this tournament and they 

wanted to learn from the best. One 

of the things he said that was very 

insightful, especially for that era, was 

that he identified it wasn’t that he was 

winning the tournament that made 

the big difference, it was that he was 

building a brand. He was building 

this culture of excellence around him 

and his school, and he was just getting 

exposure. He was getting peoples’ 

eyeballs on what he does. It didn’t have 

much to do with the event itself; it was 

the media exposure. 

He was building 

that personal 

brand. How would 

you define your 

personal brand, 

and how would 

a school owner 

best benefit from 

executing that? 

JB: You have to 

look at your personal 

brand. You have to 

look at what you 

have of value and 

how to build that. If 

you’re going to have 

someone come in 

and market you, you 

“Dr. Bob” Robert Goldman inducted 

into the Who’s Who Hall of Honors 

have to look at what you have that is marketable. 

That’s a very difficult job because 

we have been taught that we should not even 

talk about ourselves. But as a consumer who 

is trying to define or find you, you have to 

let them know who you are as the martial 

artist. Now, if there’s a chain of schools and 

those schools have a good reputation, a great 

brand, then you go there expecting the same 

thing. You may not know the instructor 

but you know the brand of that martial arts 

school and what they’ve done. But you can 

probably go back and find the founder of 

that school, and that founder is the core of 

the brand of his martial arts program. He’s 

going to show up for the testing and all of 

that. So, when you’re thinking about your 

personal brand, you have to start by asking, 

‘What makes me that person of value?’ 

I do corporate coaching and it all 

stemmed from my martial arts. I coached 

for Corporate Education, which is rated as 

the number one custom corporate training 

program in the world, so I get shipped all over 

the place. But my brand is that I’m a tenth 

degree black belt, world Karate champion 

and so my presentation is always in my 

Karate uniform. I’m standing in front of a 

blackboard talking to everyone, and what 

they’re seeing is Jessie Bowen the Grandmaster, 

so we better sit still and be quiet. But I 

created my brand ‘as I am the Grandmaster,’ 

but I’m also a life coach and that’s what got 

me the job. I wasn’t just a Karate guy, but I’ve 

also written books, and my books are my big 


Cover Story 

Grandmaster Bowen and Grandmaster Pat Burleson honor the late Great Grandmaster Jhoon Rhee 

business cards that open the door; all of that, 

again, to brand me as a smart martial artist 

they could bring in. I could have a conversation; 

I had that ability to motivate. If you’re 

going to be involved in the martial arts 

business, one of the attributes you must have 

is that you are a good motivator. If you’re 

not a good motivator, then your students 

are not going to stay with you anyway. So, I 

took a whole lot of years to build what I could 

offer through the radio and everything else. 

Building your personal brand is about your 

achievements, the things that you do, the 

knowledge that you have, so there’s a lot of 

things that really will go into you. The book is 

to help you sit down and think about it; you’ll 

be surprised at the number of martial artists 

that thank me for being in the book that 

never had that opportunity to sit down and 

think about what they had to offer. They had 

not thought about their martial arts life, had 

not thought about their martial arts career, 

and when they began to write about themselves, 

they realized all the things they have 

of value through their own life experience. 

MAWN: If you’re not out there 

promoting yourself, if you’re not the 

biggest advocate for your program, the 

mouthpiece, who is? Certainly your students 

are going to help you, but you’ve 

got to be a product of the product. If 

you could walk me through some logistics, 

if I go to WhosWhointheMartial- 

Arts.com, this is where you’re describing 

how the nomination process works, 

how you can nominate your martial 

arts hero, or how your students or colleagues 

can nominate you for inclusion 

in the book. 

JB: Right. That’s where the process 

starts. Just go in there and put that person’s 

name in, we ask you several questions 

about them, then, once you submit, it’s an 

automatic process that the person receives 

a nomination letter and you also receive 

a thank you letter for nominating that 

particular person. Once they are nominated 

they are taken to a questionnaire form. 

We designed it to help the person and take 

away all of the ‘I don’t know how to do this,’ 

and all they have to do is just answer the 

questions on the form. The form is only two 

key things that I really want to know for the 

story, then everything else. The first one is 

why did you get involved in the martial arts? 

That is the first part of the story right there. 

The second part of the story is how have the 

martial arts impacted your life? That’s part 

number two. That’s difficult, and I’ve actually 

sent bios back to people because they 


Cover Story 

couldn’t answer them and they decided not 

to resubmit. But you really have to be able to 

answer those. That’s important to you. Why 

did you get into martial arts, how have the 

martial arts impacted your life, and what 

does that actually mean? Well, impact in 

your life—if I wasn’t doing martial arts, what 

would I be doing now? What would I actually 

be doing? I know from my perspective as a 

business owner, I have no idea what I would 

have been doing in my life if I had not been 

a great teacher. I say this also, not meant 

to be negative, but martial arts don’t really 

do anything for you. It’s really the martial 

artist, that teacher, is the one that represents 

that organization, represents their styles. It’s 

the teachers and their knowledge and skill. 

When someone comes in and asks, ‘Do you 

teach taekwondo?’ 

‘Sure, I do.’ 

‘Do you teach Kung Fu?’ 

‘Sure, I do.’ I realize that they don’t really 

know what they’re asking for. They’ve been 

given a brand or name, depending on who 

was what. They don’t know me, the teacher, 

but if I can get you to come in to demonstrate 

what it is we do and how, they’d see my 

school was not a Karate school, it was a leadership 

academy. We’re helping people. Over 

on the right-hand side is a little telephone; 

they can actually call in when they have 

issues, just click that button and make a call 

to me. I answer that phone. We started off 

with that story; my cell phone always stays 

with me. Now, my voicemail is a little poor, 

I’ve got to work on that. I’m always trying to 

answer the telephone. 

MAWN: So the process is pretty 

simple. The concept is this: You are 

Shihan Dana Abbott inducted 

into the Legends Hall of Honors 

either nominating a martial arts hero 

of yours, perhaps your instructor, a 

fellow competitor, somebody you feel 

could deserve some recognition they 

haven’t received yet, or someone can 

do that for you as well. Then, you’re 

presented with a survey form; it’s very 

easy to fill out, answer a few questions, 

type in a paragraph or two about your 

individual story, and that’s all vetted 

and analyzed for inclusion in the book. 

And if you and your team feel like this 

is a story that’s compelling and worth 

telling, and it helps to further the 

objectives of you in your martial arts 

schools, then you could be included in 

the book. This positions you next to 

some of the greatest martial artists in 

history and their stories. Imagine the 

power of that type of promotional tool. 

The 2019 Legends Banquet was certainly the “Who’s Who.” Will you be there in 2020? 


Cover Story 

Grandmaster Jessie Bown and actor, 

producer, and director Art Commacho 

Again, some of the greatest martial 

artists that we’ve ever seen tell a story 

about how it impacted their lives, and 

now this is a tool that you can use to 

promote your school. 

JB: That’s exactly what it’s about: Being 

proud to be martial artists. June is ‘Proud to 

Be a Martial Artist Month.’ We’re going to 

be doing a lot of promotions for people who 

are trying to connect with that. What does 

that actually mean, ‘Proud to be a martial 

artist’? The AMAA Legends Awards Banquet 

is going to be at the Gold Coast. This year 

we’re going to be honoring our first year 

of people coming into the book, but we’re 

also going to honor past inductees who have 

continued to grow and thrive in the martial 

arts. These are our martial arts ambassadors. 

We have an honor roll section in the book; 

we are also going to be honoring our 50-year 

achievers. Again, for our inductees, we really 

don’t want them to pay to come to the 

event. A lot of times we hear, ‘Well, I don’t 

want to buy an award.’ 

We’re not selling an award; we’re claiming 

ourselves to be an awards formulation. 

But the book is our marketing tool to help 

people grow their schools. In fact, when 

people sign up, we give you books for your 

students to purchase to sponsor you to come 

to the banquet. We’re not asking to let us 

into your pocket 

and you pay money, 

nope. Think about 

this for a second: 

Let’s say you are an 

inductee and we’ve 

given you 6 to 20 

books for being a 

part of the program. 

You walk in front 

of your classroom 

and say to your 

students, ‘Well, 

guys, I’m going to 

be featured in the 

Who’s Who Martial 

Arts Masters & Pioneers 

book. They’ve 

actually given me 

only six books for 

my book signing 

and the books are 

$49.95. Who would 

like to have a copy?’ 

They want to get a copy of the book their 

teacher is featured in. One of the key things 

we talk about in humility is that if you do 

not want to talk about yourself then do a 

better job getting your students and parents 

to talk about you. You want to talk about 

yourself, because if your parents 

are telling every parent in the 

carpool that my son goes to Mr. 

Johnson’s school, the greatest 

school in the world, then that’s 

what you want to do. When 

your students can now tell their 

friends, ‘My teacher is featured in 

the book, and I want to invite you 

to come in and try our introductory 

program, and if you join our 

school my teacher is going to give 

you a free uniform, and when he 

does his book signing we both can 

go to the pizza party.’ 

You host your own book 

signing. We have created the narrative 

that ‘this book is not about 

me’—it’s about every person 

that’s in the book. And so that 

person joins your school and, let’s 

say, your fees are 1,200 dollars a 

year. You’ve got ten books out, 

do the math: You have ten people 

that come in because they read 

your bio in the book, that’s 12 thousand 

dollars worth of revenue that came into your 

school through this marketing tool. Because 

you published your bio in the book, they 

had a chance to get firsthand knowledge of 

you as they read about your story. So, that’s 

pretty powerful when it comes down to 

someone making a decision as to whether 

or not they want you to be their martial arts 

instructor. 

MAWN: It’s a brilliant credibility 

tool. There’s just nothing better in 

media today. There’s still such gravitas 

and respect for authors and people who 

are featured in books. Let’s walk through 

the logistics again one final time here. 

So, WhosWhointheMartialArts.com, 

and if you go to the Legends Award 

Banquet, there’s the information about 

that evening. Those included in the 

book, and those who are nominated 

are included as well, are invited to this 

event. This event is in the evening on 

Saturday, June 26-27 in Las Vegas at 

the Gold Coast Hotel & Casino. It’s a 

lovely event. In addition to that, AMS 

is sponsoring a business seminar that 

morning and afternoon. So, you can fly 

in on Friday the 26th and on Saturday 

Sensei Gary Lee and 



Cover Story 

Martial Arts icon Cynthia Rothrock 

recieves the Legends Award 

morning we’ll spend four or five hours 

together working on some fundamental 

business processes in your martial arts 

school—some marketing, online and 

social marketing tactics, community 

marketing tactics, and many more, and 

then, that evening, you can stay for the 

banquet as well. The great news about 

our business seminar is that because of 

Grandmaster Bowen and the generosity 

of the sponsors of this event, you can 

come to our event absolutely tuitionfree. 

It’s all paid for. What a fantastic 

model to follow and, again, being 

included in a book like this is really 

unparalleled in its ability to create credibility 

in the marketplace. And, by the 

way, this thing is like 328 pages, hardbound. 

If somebody picked this up at a 

bookstore or your book signing at your 

school, it’s really something that’s going 

to look great on the bookshelf; it’s a 

very high-perceived value, it’s not like 

a thin paperback that’s 20 pages—this is 

a legitimate thing, and I think it really 

does a great job telling the story of the 

value of the martial arts. Certainly for 

your students to anchor them into what 

you’re doing, but I think a really good 

tool for prospects to get them thinking 

about the martial arts, and about you 

and your school specifically. 

JB: Anyone can feel free 

to give me a call and ask me 

any questions. The other 

thing is that our organization 

is trying to help you 

get better. We’re actually 

offering coaching, looking 

forward to working with 

your organization. We 

have several other coaches 

we are bringing in, not 

only about the business, 

but we discovered some 

of the problems in the 

martial arts really stem 

from when a student leaves 

their instructor and don’t 

have any place to go. So 

they’re working out on 

their own, making it up, 

they’re thinking about it, 

creating something totally 

different. We’re actually going to have technical 

coaches you can go to that can help you 

continue your development, like a Karate 

systems style or Taekwondo systems style. 

We have online training from Dana Abbott, 

Grandmaster Hayes, for MMA classes; it’s 

pretty huge. But what I talk a lot about is 

the mental aspect, so we’re also going to be 

releasing my mindfulness course. I’m doing 

some articles for you guys because before 

you can begin to fix someone, they have 

to be ready to be fixed. We 

now integrate mindfulness 

meditation into the martial 

arts program—not just having 

to do meditation, but a course 

with an outcome to it. We 

already have Zen Mind-Body 

Mindfulness Meditation, 

so the new book is called 

Zen Mind-Body Meditation 

for Martial Artists and this 

program is for your students 

to learn how to do meditation. 

Your students can do 

it by themselves or they can 

come into your program. This 

can now be another standalone 

program in your martial 

arts schools and another 

way to keep parents coming 

into your classes. I’ve found that in many 

cases, kids don’t quit—parents quit. So, not 

only are you trying to keep the kids motivated, 

but you also have to do things to keep 

the parents motivated to continue coming in 

and spending money. That’s our big push in 

2020, the mindfulness part of education. 

MAWN: Grandmaster Bowen, thank you 

so much for your time today. WhosWhointheMartialArts.com 

is the URL for information 

about the book, how to be included, the 

nomination process, all of that stuff, and 

also the awards ceremony that evening. And 

then MAManagementSummit.com is the 

business event we’re doing in the daytime 

before Grandmaster Bowen’s dinner and 

event. There are two things I’d mention: One 

is something we mentioned earlier, which 

is surrounding yourself with the best of 

the best. This is the type of event here—I 

mean Bill Wallace, Steve Hayes, Jeff Smith, 

yourself, Cindy Rothrock, some of the most 

successful martial arts competitors in the 

world are going to be there; how can you not 

want to be in that room? How can you not 

want to be surrounded by some of the best 

people in your field? The second piece would 

be that there is no greater credibility tool 

we can use in anything we do than a glowing 

testimonial in a book. Not because we have 

such a good sales pitch, but because our story 

is so compelling. 

JB: Thank you. 

Grandmaster Jessie Bowen honored with the 

Joe Lewis Eternal Warrior Award 


Cover Story 

Grandmaster Jessie Bowen is the author of dozens of 

martial arts and self-help books, and programs. 


American Martial Arts Alliance Foundation 

2020 AMAA Legends Weekend 

Become a part of martial arts history as we pay 

tribute to Grandmaster Chuck Norris! 

Martial Arts Masters & Pioneers 

Book Release 

June 26th – 27th, 2020 

Gold Coast Hotel & Casino, Las Vegas, NV 

A Special Tribute to Chuck Norris 

GIVING BACK FOR A LIFETIME 

You can be 

featured in the 

book with Chuck! 

AMAA Alumni Ring 

Returning Ambassadors 

FREE Ring 

AMAA Legends Ring 

1st-time Inductees 

Make your Black Belt Nomination to be published in the 2020 AMAA 

Martial Arts Masters Biography Book at 

WhosWhoInTheMartialArts.com. 

Additional FREE Bonus! 

Attend the MA Management Summit to Grow Your School! 

Saturday, June 27th @ 9:00 A.M. 

2020 AMAA Legends Awards Banquet: A Tribute To 

Grandmaster Chuck Norris & Benny Urquidez 

2020 

MARTIAL ARTS 

MANAGEMENT

School Profile 

How I Turned Leads Into Students 

Grandmaster Troy Dorsey, whose Mansfield, TX martial arts school has been 

operating for 37 years, describes his powerful follow-up system 

MAWN: You’ve had a great record 

over the last year of getting people taking 

advantage of an offer online and 

following up with them in a way that 

gets them in for their appointment, and 

then their appointment goes well and 

they enroll. What might you say to a 

school struggling with that? What do 

your systems look like and how seriously 

do you take new opt-ins, leads, and appointments? 

TD: That’s exactly how we have to keep our 

schools open. We’ve tried locking the back 

door many times but it just keeps swinging 

open somehow. You’ve got to follow up on 

those. I’m with you all for one reason: Hillary 

Sandoval. He recommended you to us about a 

year ago, and we’ve been with you a year now. 

He talked to me about communicating with 

prospects. I would try to call these people, but after a day or two of 

that Hillary told me, ‘You just have to text them.’ 

So, we were texting these people until they came in, pretty much. 

We don’t speak with them a lot. The people coming in off the Atlas 

Martial Arts Software system are by texting. It’s kind of amazing to 

me. It seems like they would want to speak to somebody, but obviously 

they don’t. I want to encourage anybody out there using the 

system to make a call first. 

MAWN: I’d like our readers to please understand we’re 

deeply invested in our students and people. When a new 

student walks into the front door, Troy does not just see 

dollar signs. This is a human being whose life we can positively 

change. You’ve created some very successful children, 

families, adults; that’s why you’ve been doing this for 37 

years. You don’t have a 37-year track record of success if all 

you’re trying to do is cash everybody out and not care about 

service. 

TD: They’re going to feel that really quickly if you’re in it for the 

money. I have to make money, so I don’t want anybody to get the 

message wrong because, yeah, we have to make money, but if that’s 

what you’re doing it for, you have to take a step back and know that 

you’re trying to help these people. And there are a lot of people out 

there that need help. The martial arts—what a tool it is to help people. 

MAWN: What you’re saying is right. It’s about this 

multistep, multimedia follow-up that’s so important. Some 

people are never going to answer the phone, or open up a 

piece of mail, or respond to a text, or check Facebook. But 

Texting is an essential marketing tactic 

for GM Dorsey’s hugely successful school 

if I do them all, most people are going to do at least one of 

those things. When you were eight-time world champion, 

did you ever walk into the ring with just one technique? 

TD: Oh, no, Sir. It was a lot of preparation. 

MAWN: Exactly, it’s never the same attack in the same 

direction, the same way every time. This is a human being 

whose life we can change forever, wouldn’t you do anything 

you can to get a hold of them? If their financial contribution 

to the life of the school is four to six thousand dollars, 

that’s worth a little effort, right? Any last words that you 

might leave our readers with? If you were them and you were 

struggling, or haven’t been in business for 37 years and have 

deep roots dug into the community like you have, what 

might be the best pieces of advice you might leave them 

with? 

TD: Make sure you’re doing what you’re supposed to be doing. 

You’re not just teaching people how to kick and punch, you’re 

teaching people how to lead better lives, learn about respect and 

confidence. We’re going to help people get the confidence they need 

to survive at their job. Everybody is going through something—everybody. 

Maybe not today, but in the next day or three everybody is 

going to go through something, so if you can, try to pour into their 

lives kindness, not try to reach into their pocket. We have to make 

money but if that’s the main drive of what you want to do, people can 

sense that pretty quickly. I would say, also, be more of a giver because 

we have nuggets of gold we can give our students throughout their 

martial arts program. 


School Profile 

How to Gain A New Student Every Day 

With Facebook 

Grandmaster Felix Ayensu, who runs Milton’s Martial Arts in Ontario, Canada, talks to us 

about how he relies on Atlas Martial Arts Software to drive up his enrollment numbers 

MAWN: What is the size 

of your latest school? 

FA: The school is about eight 

thousand square feet. My goal 

here is to produce anywhere 

between 350 to 450 active students 

in the evening martial arts 

program, and probably also about 

120 to 130 in the after school 

program and increase my summer 

camps. I used to do about 

$100 thousand in summer camp 

in my old school. I think the 

population here is bigger than my 

old school so I can do very well. 

MAWN: How many active 

students do you have at that 

location? 

FA: About 150 in the evening program and about 60 in the after 

school program. 

MAWN: Tell us a little bit about your experience with 

the Atlas Software. 

FA: I have experience with a few industry management programs. 

I’ve been with PerfectMind, I used to be with MAST (Martial Arts 

Success Team). I was with EFC (Educational Funding Company) in 

the United States in the ’90s. Atlas is very unique. They are not hard 

on my clients. If you are delinquent or a little bit behind they are 

flexible. The online support in Atlas, financially, is a lot better—others 

are all money, money, money. I don’t see Atlas like that. I see 

Atlas like, oh, maybe he’s tight, he’ll make it up; just like all of us, 

some of my parents sometimes are tight, but I’m not going to tell 

them because they’re going to give it to me anyway. 

I see Atlas as very flexible and really, really wanting to help everybody 

to make money. The Atlas software is amazing. Their marketing 

tools are very amazing and the education is amazing. It doesn’t 

matter who you are; we share, we gather information, and Atlas is not 

selfish at all. I’m talking from experience. I’m very grateful to Atlas; 

the staff is amazing. Sean and Mandy are very accommodating and 

very patient, too. I think Atlas has a human touch. Of course it’s about 

money, but they are helping. When you are tight I can tell Atlas; 

they’re not nickel and diming you. When you don’t have the money 

they’re cool with it, when you have it, you pay—they are flexible. 

MAWN: Do you, through Atlas, make use of the Martial 

GM Ayensu values Atlas’ flexibility in running Milton’s Martial Arts 

Arts Biz Academy, the student newsletters, and staff newsletters? 

FA: Yes, yes, yes. 

MAWN: How have they benefited you? 

FA: Very well because it makes it easier for me. Everything is 

created already. Just copy and paste. So the blueprint is done already. 

It’s good. 

MAWN: With regard to website and lead generation, do 

you have an Amazing Martial Arts Website from the Atlas 

program? 

FA: Yes, but I think recently, not too long ago, they launched another 

style of website. Probably I would like to go that way and take 

the old website down and do the new one. And I’d also like to add the 

before-and-after program; I don’t only do the after school program, 

but also the before-and-after school program, meaning parents who 

are going to work can drop their kids off here and I drive them to 

school and pick them up. So, there are a few additions I would like to 

request to the website. I haven’t done that yet, but I’ll make notes on 

that and I want to do that. 

MAWN: What have been some of your best breakthroughs 

in growing your schools over the years? 

FA: With AMS I can strictly say Atlas Martial Arts Software and 

the Facebook ads. It looks like with Facebook every single day I get 

at least one person. So, in martial arts schools, if every single day you 

get one person, that’s 30 people in a month. That’s amazing. 


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The Warrior Way 

Managing the Krav Maga 

Curriculum, Part 1 

GRANDMASTER 

BILL CLARK is a 

9th degree black 

belt and a former 

PKA Fighter of 

the Year. He is 

widely considered 

one of the top 

experts in martial 

arts business with 

over 30 years of 

leadership and 

innovation, having 

been inducted 

into almost every 

Hall of Fame in the 

industry. He is one 

of the largest multischool 

owners in 

the world. 

➽In order to create the curriculum for the 

Evolution of Krav Maga program, I had my 

instructors study Krav Maga. 

We had our first seminar in Jacksonville on 

September 11th when the big blow-up happened in 

New York. We had great people in from across the 

world and we got a big book filled with all the Krav 

Maga techniques in it, but it wasn’t organized like I 

was used to with Taekwondo. You also had to teach 

it as quickly as possible, almost like the students 

were in boot camp. My average student was 35- to 

65-years-old and I couldn’t teach them like they 

were 18-year-old military combatants. 

So, I had to stretch the program out and put it in 

a format that I could easily explain and teach to the 

civilian population without it being dangerous; and 

we’ve managed to do that in a way that’s easy for 

anybody to teach and learn, because if it’s not easy 

to teach and easy to learn, you can’t build. 

We’ve taken all the traditional techniques in Krav and 

we’ve evolved them with DefenceLab from Europe, and 

it is the most exciting thing I’ve ever seen. It’s something 

every martial artist out there might have heard a little 

inkling about it, but they don’t know what it is. 

Martial arts are very visual. It’s easy to learn online if 

you have an interest, so we developed a product such that 

every Krav school in the world, without changing their affiliation, 

gets many lessons that will dramatically change 

their classes; stuff you’ve never seen before, especially in 

Krav, or traditional martial arts, or even in Jiu-Jitsu. Our 

ground stuff with the Evolution of Krav is something no 

Jiu-Jitsu instructor has ever seen but would like to learn. 

My experience with my adult students has been this: 

Obviously, Krav is very high impact. I use a lot of target 

training, pad training, and a lot of bag training. My Taekwondo 

training, since Kickboxing in the ’70s, was already 

going in that direction. I don’t teach classes that aren’t 30 

percent to 40 percent impact training. That’s where I get 

my feedback. If I want my traditional forms to be better, I 

make sure people can really hit pads and hit a bag, because 

you get instant feedback every time you strike the pads: Is 

my body right? Is my posture right? 

When I want my forms to be better for my students, 

I use impact training and it translates very well, so the 

Krav gives us a way to organize it for self-defense. But I 

really believe in impact training; if it’s not 25 percent to 

30 percent of your class, it’s not fun, it’s not exciting, and 

students don’t learn to hit. And they can’t hit in sparring 

or really beat each other up—I mean it doesn’t make sense. 

If you look at the greatest fighters in the world, which 

I think are Muay Thai fighters, and you watch them train, 

they never spar with impact. They don’t get hurt training. 

They strike with impact on bags and pads, and maybe 

baseball bats and banana trees, but when they spar each 

other, they’re very careful to move in a manner that’s very 

deliberate, target-centric, and they don’t beat each other 

up like we do in traditional martial arts or Kickboxing, 

where they have to really fight before the fight. 

None of that makes sense. Impact training should be 

where you get your contact, and you should be training 

your eyes, your techniques, hitting everything right. 

So, that’s how my Taekwondo is. That’s also how my 

Krav is. My Krav is different than other Krav because of 

the language skills my instructors develop, and also because 

of the way it’s organized over a certain period of time 

so that everybody can get it, not just the young athletes. 

Visit TheEvolutionOfKrav.com 


Illustration by amenic181

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Next Level Strategy 

Put Some Magic in Your 

Retail Strategies, Part 2 

SHIHAN 

ALLIE ALBERIGO 


black belt, the 

founder of the L.I. 

Ninjutsu Centers, 

one of the largest 

Ninjutsu schools 

on the planet, the 

author of 4 books, 

and an entrepreneur 

with one of the 

first online coaching 

companies. 

➽I was once on a martial arts business Facebook 

group thread and saw all these people talking 

about retail, so I said, “Show me your retail.” 

Some people with gorgeous schools had, like, two or 

three different varieties of t-shirts with a hat and a hoodie, 

and that was their entire retail! That was it! I wondered, 

Why are we so afraid of retail? Why are we afraid to actually 

go out and do it? Why are we afraid to add in some 

items for Christmas, or do some special order items on a 

regular basis? 

We have to change our mindset in regards to retail 

when it comes to what retail is all about. 

For example, in my Little Warrior curriculum, we 

have the sticker reward systems and all this other really 

cool stuff, and it’s connected to a concept I came up with— 

little character. We have Eagle, Bear, Wolf, Owl, Fox, and 

Cheetah. The Little Warriors are Eagle, Bear, and Wolf: 

Eyes of an eagle, ears of a wolf, and heart of a bear. I have 

a little plush toy of each and they have jackets and other 

accessories. I even wrote a fictional book for the parents to 

read to their kids. 

I had all this stuff sitting on shelves and not many 

people were buying it, so over the last year and a half, 

when someone joins, I decided that I would send them a 

series of two-, four-, six-, eight-, and ten-week emails that 

talk about the product and why it’s important for parents 

to actually get them—because they tie in with the lessons. 

It’s almost like a kid who plays little league baseball with 

a dad who is a baseball fan. He’ll take him to the game, 

he’ll buy him a jacket, he’ll buy him a hat, he’ll buy him a 

glove, they’ll watch it on TV. Why are we not getting that 

same buy-in from our martial arts students, and why 

don’t we have product to support their enthusiasm? 

And then we wonder why retention is so low—it’s because 

we don’t have enough to put into their lives to keep 

them involved! They go to the dojo, and they come home. 

They train, they do their kickboxing or whatever it is, and 

they go home. Why not tie it in and really build a lifestyle 

around that brand? 

A good friend of mine, Dawn Barnes, runs very successful 

schools in Los Angeles. When I went out to California 

and visited her, I ended up spending $140 in products for 

my daughter. She had these cool little egg toys; they had a 

chisel and a hammer and inside were dinosaur bones, and 

you’d brush off the thing. You’re discovering a dinosaur! 

So I bought it and my daughter and I did it together. And I 

was happy to spend $45 or $50 on these little items because 

they were good for my kid. 

So why are we not thinking like that as school owners? 

Why are we always thinking retail is a pain in the butt? 

Why do we bother? 

Visit TakingItToTheNextLevel.com 


Illustration by RomoloTavani

Growth Hacks 

Your Ads Must Have Speed, 

Power, and Accuracy 

MR. SEAN LEE 

is the Executive 

Director of Sales 

and Marketing 

for hundreds of 

martial arts schools 

and specializes in 

online and social 

media marketing 

using his extensive 

professional 

experience 

in sports and 

martial arts 

marketing, contract 

negotiation, and 

investment. 

➽You realize the importance of speed, power, 

and accuracy when attacking an adversary. 

The principles are second nature to you when you are 

sparring, but did you know that speed, power, and accuracy 

are just as important in advertising and promotion 

to attack your town’s market successfully? If you want 

to enroll 25 to 50 new students every month, you need 

to understand how to advertise and promote properly. 

As in the martial arts, great skill comes through great 

effort; to be great at advertising and promotion, much 

training is required. Do you have the time to focus all 

your energy while operating your school on learning 

advertising and promotion? If you answered “yes,” are you 

planning on making a career change? The correct answer is 

“no” to both questions, but you still have to advertise and 

promote your school effectively. 

So, what’s the solution to gaining the speed, power, 

and accuracy needed to reach more prospects than you 

thought possible without getting a degree in marketing? 

The answer is found in the professional products and 

services that AMS develops for martial arts school owners 

just like you. Every month, well-trained experts prepare 

the kind of speed, power, and accuracy in advertising and 

promotions designed to deliver a knockout. 

Speed 

From an advertising and promotional standpoint, 

speed primarily has to do with hitting the target market at 

the right time. Experience leads to good timing, and AMS 

has been providing school owners with marketing solutions 

for close to 30 years. Each month, tools like posters, 

flyers, tent cards, door hangers, and emails are designed 

with advertising speed in mind. 

Power 

The idea of power with regard to advertising and promotion 

means having impact. One key to powerful ads is 

eye-catching designs with images and a layout that appeals 

to prospective students. Another key is the use of words 

that capture attention and move the reader to act. AMS 

has a team of expert graphic designers and writers eager 

to provide you with powerful ads sure to increase your 

enrollment each month. 

Accuracy 

Getting your advertising and promotions to the right 

people is what is meant by accuracy. Targeting the child, 

teen, adult, or even the senior market requires the appropriate 

kinds of ads and promotions for each individual 

market. AMS marketing solutions, through AMSnews, 

AMSkids, Leaders EDGE, and AMSonline will hit the 

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To do your best in every way sometimes requires 

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AN-SHU 

STEPHEN HAYES 

has authored 20 

books, worked as 

a bodyguard for 

the Dalai Lama, 

supervised over 30 

school locations 

worldwide, and 

was named, "One 

of the 10 Most 

Influential Living 

Martial Artists in 

the World" by Black 

Belt Magazine. 

➽If you’re teaching the type of curriculum 

that’s much more applicable on the street, 

how do you translate that to the much younger 

audience? 

Well, that is a very awkward question. Where my Dayton/Centerville, 

Ohio school is located, it is middle class 

and upper-middle class, and nobody gets in fights! Kids in 

general don’t get into fights. Martial arts are all abstract to 

them, and yet it’s a very pragmatic self-defense system. 

How do we approach youth? 

Sometimes my wife will comment, 

“Oh gosh, I wish we were teaching 

Tang Soo Do, it would be easier! ‘This 

is upper-block, this is the punch.’” 

But what we have done is created 

exercises where we have to be so careful. 

With a nine-year-old, you don’t 

want to scare them, but you do know 

more than they do, and that they’re 

going to be driving in a couple of 

years, and they’re going to be out on their own in a couple 

of years, and they could be victimized—they could go 

away to college, go to a party, and be victimized—so we’re 

really training the way the person thinks. Because when a 

young woman goes to her first fraternity party, she thinks 

she’s all grown up; she’s 19, she’s probably not going to 

get into a fist fight with some guy; but things are going to 

be offered, let’s say, and for her to be confident enough in 

herself and know that, “No, this is of more benefit to you 

than it is to me; no thank you,” is a major thing. So, we can 

emphasize that kind of thinking. 

At our school we have a series of four elements—earth, 

water, fire, and wind—that come from the ninja tradition. 

Earth is holding your ground. And some people 

are just naturally that way if they get into a conflict or 

confrontation; they just hold their ground. Then there’s 

water, which is being overwhelmed, so I tactically position 

myself because the person will come in and I can’t hold my 

ground. So, we say, “If you had to fight a shark in the ocean, 

would you punch him in the teeth or would you sneak over 

here and hit him in the gills?” Tactically positioning. 

Then there’s fire, which is interrupting, and wind, 

which is evading. 

We’re constantly emphasizing to kids, “Hey, you’re 

little! What if a big kid comes around and pushes you 

around, or somebody tries to grab you?” We use these 

principles from age six or seven on. We have a very different 

program for four-, five-, and six-year-olds. There, 

we use a lot of obstacle courses and brightly colored pool 

noodles so they don’t look threatening, but we use them 

like swords, and kids have to get out of the way as we try to 

wrap that around their head and they 

get away. It’s a lot of fun and a lot of 

giggling, but every now and then we’ll 

tell them get in line; little, teeny kids 

is a different program than the youth. 

I’ll be honest, I’m looking for 

more ways to relate to kids with what 

we have. It’s so pragmatic and yet 

kids don’t see violence in the school; 

where they do run into violence is 

keyboard stuff—cyberbullying is a 

big deal. A little kid is forming their identity and they’re 

cheerfully reaching out to their friends and getting that 

kind of feedback and Mom tells them she loves them; well, 

that’s just Mom. Dad says he’s proud of you, Oh, that’s just 

Dad. I want positive feedback from my friends at school, 

and then it goes haywire. 

We teach them the technique, but secretly, the technique 

transmits a state of mind. We have to teach these 

kids who they are, the value they provide, the gift they 

are, so that when they come up against this inevitable 

onslaught, they can believe in themselves, that they have 

a value, and we have to teach them some tricks and ways 

of dealing with that. I call them “tricks,” but you could call 

them “techniques” or “methods.” 

They’ll think, “I learned this at the martial arts school! 

I did this, it got the response from the person that my 

teacher told me they would! They’ll be so stunned, they’ll 

laugh and try to call you a name, or something like that, 

but no, that means you got under their skin. You won, 

you won!” We need to work on developing some of those 

aspects as we go into the future. 

Visit NinjaSelfDefense.com 


Photograph by selcebu

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Pillars of Success 

Is the UFC Helping 

Martial Arts Schools? 

GRANDMASTER 

Y. K. KIM is the 

most successful 

martial arts 

business leader 

in the US, having 

written over 30 

books on martial 

arts, business, 

leadership, and 

success. He has 

won numerous 

public service 

awards and is the 

founder of the 

leading martial 

arts marketing 

and management 

company in the US. 

➽Professionally, the UFC 

is doing great. It makes a 

lot of money for the owners, 

and millions of people 

watch the spectacle. It does 

promote the martial arts 

because it generates a lot 

of interest. 

However, the promotion does 

not help martial arts schools 

because it does not encourage 

people to join. You see, nobody 

wants to get hurt. It used to be 

that only certain professions were 

worried that hurting their hands 

would impair their performance 

at work—people like surgeons and 

secretaries. Nowadays, everybody needs dexterity in their 

hands because everybody has a smart phone. Nobody can 

afford a hand injury, so nobody wants to participate in 

UFC-style training. Maybe 0.01 percent likes it. 

Plus, the population in the US is changing. There are 

now more seniors than people in any other age group. 

These elders can no longer jump, and if they participate in 

a contact sport, they risk breaking bones due to osteoporosis. 

That is why yoga schools have been popping up everywhere 

while martial arts schools have been closing down. 

For the martial arts to see a brighter future, we need to 

change our tournament system, and change our classroom 

procedures to appeal to this changing market. 

Traditional martial arts tournaments are great for 

young athletes. Competition provides a relatively safe 

outlet for aggressive urges. But lately, more and more of 

the population avoid these competitions for fear of injury. 

Parents do not want to see their children injured with a 

kick to the head, and adults cannot afford to be injured 

and left unable to work. We need to redesign our tournament 

system to eliminate injury as much as possible. 

What would a modern tournament look like? 

The Hanmadang is a step in the right direction, where 

students of all ages can compete safely. We could also 

include sparring in a modern tournament if we change 

the focus from individuals to teams. Two students from 

the same school would cooperate with each other as a team 

to put on the most exciting action movie-style show of 

sparring skills. Their competitors would be a team from 

another school, who also put on a cooperative show of skill. 

The judges would decide which team puts on the best show 

based on technique and entertainment value. 

These matches would actually be more exciting to the 

audience, increase the skill level of our students, promote 

cooperation over violence, and—most importantly of all— 

would prevent injuries. Students could continue participating 

in the martial arts at any age. We would not lose students 

as they get older and we would not lose students to yoga. 

Once they join our schools, they would stay with us forever. 

We also need to modernize our classrooms. Instead 

of pitting two students against each other in a fight, we 

should be teaching them a more valuable skill for our 

civilized society: Cooperation. In class, they can learn to 

cooperate by alternate sparring. In alternate sparring, 

students take turns practicing their techniques on a live 

target, with the discipline of self-control that prevents 

contact. We can reduce the risk of injury to almost zero in 

the classroom and in tournaments. 

Visit YKKim.com 


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edge of martial 

arts curriculum 

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innovation. 

➽Motivational speaker Brian Tracy is fond of 

citing the Pareto Principle, which is basically 

the 80-20 rule. In a martial arts school, the rule 

can be applied to tuition billing in that 20 percent 

of your students will take up 80 percent of 

your time with billing problems. 

In any group, there is always that bottom 20 percent 

who cause trouble—some may actually be troublemakers, 

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Regardless of the reason, they have problems, and 

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It just makes sense to separate tuition billing from 

instruction. The master should focus his attention on 

helping students improve, not on being a bill collector. 

Students who have a financial problem should speak to a 

financial counselor, not their master instructor. 

Many schools assign a member 

of the school staff to take on the 

role of bill collection to insulate the 

master. However, this situation still 

creates an adversarial relationship 

between the student and the school. 

It is far better to have a middleman 

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Now, some people will say that 

hiring a middleman is too expensive. 

In reality, hiring a professional saves 

you money. AMS account representatives 

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Even more important is the fact that AMS is not just 

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and keep them longer, and manage your school better. 

Think about it—if you took the time you and your staff 

spend dealing with those problem accounts and turned 

that into time spent recruiting new students, how much 

more income would you make? 

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Extraordinary Marketing 

The 10 Things You MUST Do 

to Thrive, Part 3 

GRANDMASTER 

STEPHEN OLIVER, 


black belt and is 

the founder and 

CEO of Mile High 

Karate schools, 

and founder of the 

Martial Arts Wealth 

Mastery Program. 

9. Separate your hobby from your business 

The vast majority of school owners confuse their 

interests as a “hobbyist” with their role as a professional 

educator. You must not forget that your interests and 

needs as a black belt are different than the interests and 

needs of most of those who are interested in taking lessons 

from you. 

While you should never lose your zest for personal 

training, you must structure an appropriate curriculum 

for your target audience. Once that’s done, you basically 

teach the same thing over and over to a constantly 

changing group of students (i.e. new students coming in all 

the time). Beginners turning into intermediates, intermediates 

turning into advanced students, and advanced 

students turning into black belts. 

10. Eliminate self-defeating thinking and elevate 

your expectations 

Just like in the bestselling book The Secret, ultimately 

you get what you expect and attract what you focus on 

intently. It’s important to look for references supporting 

your goals and objectives and to ignore the naysayers. 

Be very careful that you pay attention to the top 10 

percent of our industry and ignore the opinions, pricing, 

and results of the rest. You must be careful to surround 

yourself with people who have achieved what you want 

to achieve. 

The great sales trainer Tom Hopkins put it this way: 

“Never take advice from someone more screwed up than 

you are.” 

If you watch the news, you will know that in the United 

States, a very small percentage of the population earns 

most of the income. One statistic I found shows that about 

5.4 percent of the population earns over $100 thousand a 

year, and about 1.5 percent earns more than $250 thousand 

a year. 

So, looking at that number alone, you know that if you 

want to earn over $100 thousand a year, then 95 percent 

of the people (and probably a higher percentage in the 

martial arts business) are doing the wrong things and have 

opinions that are not useful to you. If you want to earn 

$250 thousand or more, then 98.5 percent of everyone is 

wrong about how to get there. 

I’ve been in the top one percent in our industry for over 

31 years. Most of the “experts” really haven’t grossed more 

than $300 thousand per year, and much fewer had net 

profit of that much or more consistently. 

Visit MartialArtsWealth.com 


Photograph by Ghing

After School Excellence 

Start Your Summer Camp 

Now (Yes, Now)! 

CHIEF MASTER 

MIKE BUGG is an 


belt and the owner 

of a $1.52 millionper-year 

location, 

with one of the 

largest after school 

and summer camp 

programs in the 

country. 

➽That’s right! A profitable summer camp with 

lots of enrollments begins right smack in the 

middle of winter. Are you surprised? 

Well, so are the many school owners who get excited 

about running an exceptional summer camp and begin in 

March or April, only to be disappointed in June and July. 

On the other hand, schools that begin summer camp now 

can earn $100 thousand to $250 thousand for their camps. 

Great Competition 

Why should your summer camp start now? Just go and 

take a look at your local newspaper’s upcoming events 

or social section and you’ll find out why the beginning 

of spring is the time to begin your summer camp. You’re 

bound to see a whole bunch of competition: The YMCA, 

sports camps, music camps, traditional camps, and of 

course, other martial arts summer camps. If you think 

you can wait until the spring to start your summer camp, 

you’ll be giving an edge to all of your competition and they 

will take advantage. The saying “the early bird catches the 

worm” is true with regard to running a successful summer 

camp. 

Proven Path 

Maybe you’re not quite so sure how to begin a summer 

camp now. Ever heard the expression “you don’t have to 

reinvent the wheel”? AMS-guided school owners achieve 

tremendous success in their summer camps by following 

a simple step-by-step path that works no matter what style 

you teach. In other words, there is a proven path that will 

help any school owner earn $100 thousand or more with 

their camp. 

Success Secrets 

There are lots of secrets within the AMS Summer Camp 

Guide to give you the edge you need over the competition. 

Here are just some of the topics covered in the kit: 

How to Prepare to Succeed – Everything from facility, 

staff, equipment, field trips, ads and form, etc. 

How to Promote Successfully – Ideas like internal 

and external promotions, brochures, signs, sales presentations, 

getting into the public school system, etc. 

How to Operate for Success – All the direction you 

need from organizing students and staff, to scheduling 

and specific activities. 

It’s imperative that you start summer camp now. 

It’s a big undertaking that is well worth the effort in the 

financial and enrollment rewards you’ll receive. But you 

can breathe a sigh of relief because with the AMS Summer 

Camp Guide you’ll have an easy to follow step-by-step outline 

of activities and customizable ads to begin a successful 

promotion right away! 

Find out about the guide today by calling AMS at 

(1-800) 275-1600. 


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Have Your School, Organization, 

Accomplishment, or Event Featured in 

Martial Arts World News Magazine! 

As professional martial arts school owners and instructors, 

it’s important that we stay up to date with the latest tools, 

tactics, and strategies for operating a successful martial arts 

school or organization. 

We here at Martial Arts World News Magazine are on an 

unstoppable mission to help our industry grow, and one of 

the best ways to do that is by sharing “what’s working” and 

what’s not. 

So, we want to feature schools, school owners, instructors, 

organizations, students, and industry contributors that might 

have a story our readers would find valuable! 

No story is too small or too big for consideration so long as 

there is value to our readers. 

• One of your students overcame 

great obstacles to achieve 

their black belt? Awesome! 

• You’ve opened a new location? 

We’d love to hear about it! 

• Your martial arts association 

just set a new record? Great! 

Send us some information! 


Send your Story Idea to us Email Editor@MartialArtsWorldNews.com 

Or Contact us at: 407-895-1996

the 

like a champ 

experience 

breaking 

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training 

leadership 

C H I P T O W N S E N D 

14x ISKA World Champion, Multiple World Record Holder 

"I knew Break Like a Champ could really help our school. We 

had been doing several things incorrectly in regards to 

breaking, with material selection and holding techniques. 

BLAC has made such a huge difference in our school! In a few 

months, we will have made back what we spent just by being 

associated with BLAC! I really believe BLAC will add 

tremendous value to any school!" 

-Chance Burleson, owner Chance Legends Dojo 

h a m p i o n p a c k a g e 

c 

1 Hour - Beginner Level Class 

- Basic Kicks 

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1 Hour - Intermediate/Advance Level Class 

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- Boxing/Kick Combos 

1 Hour - Leadership Team & Instructor 

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"It doesn't matter the size of your school, the demographics or 

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of running a successful martial arts school!" 

-Justin Cuellar, Owner of Atalla County Martial Arts

Tactical Self-Defense 

Press The Points 

GRANDMASTER 

TOM PATIRE, 

is known as 

“America’s Leading 

Personal Safety 

Expert” and has 

appeared on Good 

Morning America, 

The CBS Morning 

Show, The Colbert 

Report, Montel, 

plus in mainstream 

publications such 

as Family Circle, 

Redbook, Fortune 

Magazine, and The 

Wall Street Journal. 

He has written 

several books 

and has personal 

safety programs 

that can be 

incorporated into 

your martial arts 

school, available at 

TomPatire.com. 

➽In the past I’ve talked about control tactics 

and how they are a necessity in the world of professional 

bodyguarding. Facts being facts—you 

hope to avoid confrontations most of the time, 

but if you do get into a physical confrontation, 

the use of force in many cases will be low-level or 

what many of us call “soft-handed force.” A reader 

asked me via email what I personally thought 

of pressure points or pressure point-based 

techniques. As I’ve stated before, all aspects of 

training have their place and time in certain situations 

that you may or may not run across while 

working as a private protector. Pressure points 

are definetly something that fit the bill in fullcircle 

training regarding the EP profession. 

Now, pressure point-type techniques are a debatable 

topic among many in the security and law enforcement 

professions. Some swear by them, while others swear 

against them. As in anything, it depends not only on the 

situation that you are dealing with, but it also depends on 

how you apply the technique and the state of the person 

you are applying it on. With that being, said let’s look at a 

few variables: 

Situations 

When you talk situation-based scenarios you need to 

address what type of force is needed. In this case, since we 

are addressing pressure points, let’s look at specific situations 

or attacks on the principal that would warrant the 

use of a pressure point technique. Scenarios that involve 

restraining an aggressor that could or would do harm to 

not only your client, but to you and your team as well, 

would be a common one. Situations like overaggressive 

fans that grab or attempt to grab your client, like at a rock 

concert or autograph session; or when protesters lock onto 

stationary objects like doors, each other, or vehicles, and 

you, as the on-premise agent, need to remove them quickly 

so the client can get through. These scenarios and many 

others like them give you the option of using a soft-handed 

technique like a pressure point. And yes, when done 

right, they do work (I have used them). 

Application 

Like in all training, applying the right technique at the 

right time is the key to success. Also, applying it in realworld 

conditions is what makes you invaluable to your 

client, as well 

as your team. What I have found 

in my training is that many people that 

fail at pressure point techniques fail not because 

of the technique itself, but because of the missed application. 

See, a pressure point has to be “cleared” before you 

apply it. For example, you attempt to apply a point to, let’s 

say, in the region of the clavicle, where there are numerous, 

very effective points that can immobilize an aggressor 

in seconds. Where this point, and many like them, goes 

wrong is when the applicator tries to apply it directly 

through the clothing. When that happens, the clothing 

jams the point and creates a buffer so that the aggressor 

never feels the full effect of the point, allowing him to 

resist or, in some cases, break out of the technique. Some 

helpful advice when applying a point to the clavicle region 

is to slide your finger down along the neck so that it goes 

under the shirt or jacket, and once directly on the targeted 

point, use another finger to activate the pressure point. 

This technique is called “clearing” and works most of the 

time in most situations. 

Body Types 

Body type often dictates the effect of a pressure point. 

For example, a person with less body density (fat and/or 

muscle), in most cases, is easiest to apply. That does not 

mean that the other body types can’t be targets with pressure 

points. What it means is that you need to read a body 

and apply the best point that shows itself during the altercation/situation. 

In a situation where a person is irate and 

swinging his hands violently, many seasoned professionals 

I work with like to target facial points or points that lie 

in the arms like the radial nerve. If a person is on the attack 

and an agent enters from his rear, many favor points in 

the neck, back, or lower legs. What it really comes down 

to is what is accessible at the time. In many cases, you take 

what is given to you instead of trying to go after a point 

that may not be accessible at the time. 

At the end of the day, the training you choose is your 

choice, but the law dictates what we can do and what we 

can’t. Make sure you are skilled in all aspects of use of 

force, and when you have the choice, make sure you use 

less force instead of more. Less means fewer problems and 

fewer headaches, especially if it involves any type of civil 

and criminal repercussions. 

Visit TomPatire.com 


Photograph by Indysystem

Complete Martial Arts Concepts 

Kung-Fu Curriculum 

Development, Part 1 

PROFESSOR 

WILLIE “THE 

BAM” JOHNSON 



seven-time 

sport karate and 

Kung-Fu world 

champion. He has 

appeared in four 

movies, 16 plays, 

and 11 television 

shows. He is 

also the national 

spokesperson for 

the Stronger than 

Drugs Foundation 

and the Champions 

Against Drugs. 

➽This is the production, vehicle, and style 

used to empower others by teaching. Kung 

Fu is like painting a beautiful portrait. It is one 

of the only completed art forms that realize 

its effective execution as the small details 

lead with the big picture. But this can destroy 

students’ self-worth and add stress to their 

lives and force them to quit. Remember, these 

students have a life, jobs, and so many other 

things. Only a very small percentage of people 

want the whole cultural experience forced on 

them; instead, they want to be free to use what 

enhances their lives. 

When the curriculum is taught in this manner, you 

develop students for life and more balanced human beings; 

and, as a matter of fact, this approach is congruent 

with everything else in their life. Lessons should be about 

working smarter by using one’s time wisely by focusing 

on their strengths, and use a guiding curriculum that 

will eventually enhance their weaknesses the longer they 

stay around. This is the reason for introducing students 

to a more simplified curriculum for the first one to four 

years and set the goal of attaining their black belt. There 

must be a goal, and a black belt signifies a strong basic 

foundation in society. It is the stage that the real martial 

arts training begins because, before then, they were just 

remembering a curriculum. 

Over the next three to four years 

they will be evaluated as black belts, 

and then as an artist over the next five 

to ten, eventually developing into black 

belts for life as their Kung Fu training 

is now a way of life. At my schools, to 

protect the art, it takes three to four 

years to achieve a first level black belt, 

and if you stay around, in another 

three to four years you qualify for 

first-degree black belt, which is the real 

black belt. 

This process works well in teaching 

the complete art of Kung Fu, with 

a curriculum best broken down by 

age group for comprehension. For example, at the Kung 

Phooey level, it’s all disguised as nursery rhymes, ABCs, 

counting, life skills, and personal safety. 

There is also the additional program called “Magnificent” 

that enhances the complete Kung Fu program, and 

helps the students progress faster. We have classes like 

Martial Fusion, Kids Fu Fit, Combat Fitness, Street Combat, 

Tai Chi, grappling, Street Calisthenics, and more. 

We also offer summer camps, workshops, and events 

that expose the students to other hot styles, sports, and so 

on, which will enhance their curriculum development. 

Then there is the SWAT competition team and demo 

team that they qualify for if they are in the Black Belt 

Club and Masters Club, which are just long-term commitment 

programs that reinforce goal setting and accomplishments. 

There are additional classes and curriculums 

that go along with all of this that include weapons 

training, fighting sets, full contact, MMA, and anything 

that we know will help develop top-quality Kung Fu artists 

over time. Also, these programs inspire students to 

commit more time to their training which, as now there’s 

no wasted time in any class because every second is accounted 

for. 

What goes with all of this is to improve competition, 

the entertainment industry, the fitness industry, academics 

and more. It is a win-win all around. 

Visit PointMMA.com 


Photograph by Tuned_In

The Millionaire Smarts Coach 

Prescriptive Behavior 

EDUCATIONAL 

CONTRIBUTOR 

MS. LEE MILTEER 

is an Intuitive 

Business Coach, 

award-winning 

professional 

speaker, and TV 

personality who 

has counseled 

and trained over 

a million people 

throughout her 

career. Lee is 

Stephen Oliver’s 


Wealth Mastery’s 

Millionaire Smarts 

Coach and is also a 

best-selling author 

of educational 

resources. 

➽It is better to be over-rehearsed than 

ambushed! 

You must have visionary thinking when it comes to 

your future. I call this, “flying into the future with your 

mind,” so you can acknowledge the possible changes happening 

in your world. 

When you know something might come your way, 

prepare yourself so you aren’t caught off-guard. You must 

arm yourself with information that keeps you balanced 

and conscious to prevent stress and panic, regardless of 

whatever little mess you find yourself in. No one makes 

good decisions when they’re trapped in a non-resourceful 

state of mind or caught off-guard. In fact, most of us can 

trace bad decisions back to when we reacted to a situation 

instead of acting in a manner that served us. 

I want to remind you of the importance of prescriptive 

behavior, or arming yourself with the tools and information 

that will help you deal with whatever changes come 

your way so you can achieve your goals. 

When you decide to choose your response to circumstances, 

you powerfully affect the outcome. By taking 

responsibility of the decisions in your life and business, 

you change the circumstances and the outcome. When you 

focus on the highest and best outcome possible, you don’t 

allow challenges to make you a victim. You go from being a 

victim to being powerful. When you give yourself permission 

to let go of what doesn’t work and make a decision on 

what you want, you clearly start taking control of your life 

and future. 

Instead of dreading change, reframe your life. Think 

about the possibility of new, exciting opportunities for operating 

your business so you can be happy instead of being 

afraid and dreading what might happen. Remember, you’re 

always a self-fulfilling prophecy. You design your future 

with your thoughts, expectations, behaviors, and actions. 

If something has not worked well for you in the past, it’s 

TIME TO CHANGE IT. Shift your mind to get new results. 

The old saying, “Success in life is 80 percent attitude and 

20 percent aptitude,” is true. You can learn anything you’re 

willing to spend the time and energy to learn. It’s your attitude 

that will make the difference if you are open to change. 

So, ask yourself what your attitude is toward change. 

No matter what kind of business you run, there are 

going to be days that are filled with problems. The news 

is negative, employees let you down, and competition is 

beating you up. You feel exhausted from making decisions 

and challenging things constantly happen. In the end, the 

people who thrive and prosper are the ones who have the 

prescriptive attitude. The people who succeed are the ones 

who take charge of the caliber of information that reaches 

their brain. 

In other words, a habit of the wealthy is having the skill 

of awareness to stop negative self-talk and keep from having 

a negative view of life that will impact your future and 

keep you from reaching greatness. 

You get in life what you focus on. If you dwell on limitations, 

you will reach them. You will have a better life in 

every way if you make the least of the worst while making 

the most of the best. 

Visit Milteer.com 


Photograph by NirutiStock

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Budo Philosophy 

The Reverse Side of 

Intelligence Is Arrogance 

SHIDOSHI 

ALFREDO TUCCI 

is the CEO and 

General Manager 

of the Budo 

International 

Publishing 

Company, a 

leading publisher 

in the martial arts 

with over 35 years 

in the industry. 

He is also author 

of several books: 

The Immaterial 

Dimension, The 

Way of the Warrior, 

and The Spirit. He 

currently lives in 

Valencia, Spain. 

➽There is a mechanism that is intrinsic to 

the human being and to the way his thinking 

is organized, to the way his brain works, 

which is analogy. With great success analogy 

has led us to succeed as a species even 

though we are not really a paragon of virtue 

or physical talents. 

With analogy, starting from something known, we 

infer from similar conclusions as we respond to the unknown. 

Then, we apply reasoning to verify the discovery 

and pass it to the next generation; a great system, no 

doubt. However, this positive aspect of our peculiar way 

of being thinking animals bears hidden on the bottom of 

itself a terrible reverse side, which is the root of arrogance. 

Forced by need, the aforementioned process of trying 

to know what we ignore by means of comparison, 

which forces us to position ourselves before the unknown 

through challenges, carries in it implicitly a terrible trend 

of believing that we are the exclusive possessors of the 

truth, and definitively the owners of a throne that doesn’t 

fit us, because it will always be more what we don’t know 

than what we do know. 

As the real challenges are less than the imaginary ones, 

it’s easy to reverse the positive of that procedure and fall 

into its dark counterpart. That’s why the most protected 

generations, less contrasted with difficulties, accuse much 

more this defect. And that is also why certainties and 

security in personal history are frequently strong points of 

a temper in which arrogance has installed itself. 

Only the one who has fallen knows about his limits, 

measures his smallness; although there is no better antidote 

to arrogance than defeat, learning from it is quite 

another thing. 

Those of us who have a tendency towards arrogance 

perceive the change when years mature us because we become 

temperate (not lukewarm), and we look at the world 

and our reactions with perspective. Tolerance is a first 

symptom, understanding is one even better, and compassion 

is the final one. These are the unmistakable signs that 

something has changed and modulated our nature, but 

without forgetting that we are what we are. 

At the end, a goat will always be drawn to the mountain 

or, as they say, a leopard never changes its spots. 

Visit BudoInternational.com 


Photograph by Khosrork

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Visit MartialArtsWorldNews.com/Sponsors 

Email Sponsors@MartialArtsWorldNews.com 

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Pro Shop Power 

Build Retention Through 

Innovation & Safety 

MR. BRANDON KIM 

is the President 

of Vision Martial 

Arts Supply, Los 

Angeles Branch, 

who helps school 

owners all over the 

US maximize their 

retail sales and 

drive more revenue 

into their schools. 

➽There was a time when many 

styles of the martial arts were limited 

almost solely to punches and kicks. 

If a person could not perform big 

kicks, then they usually weren’t considered 

a well-rounded martial artist. 

Many schools didn’t teach grappling 

because it wasn’t a part of their traditional 

style. 

Now, thanks to puzzle mats, martial arts school 

owners can provide students with cushioned surfaces 

that not only allow for sure-footed support for stepping 

and kicking drills, but are also great shock absorbers for 

jumping and falling drills, as well. Puzzle mats also have a 

non-slip surface that increases safety for your students, no 

matter which drill they’re performing. 

When you use puzzle mats, you can teach grappling 

and throwing techniques. By adding new techniques and 

practices into your martial arts training, you offer more 

for your students. Adding the variation of grappling into 

your curriculum can even boost your retention. Those 

students who don’t feel as confident in their kicking 

techniques might feel much stronger with grappling. 

Even those students who are strong in kicking 

techniques should learn 

the usefulness of grappling. 

By knowing more 

techniques, the student 

becomes a more knowledgeable 

martial artist. 

Puzzle mats can also lead to 

more enrollments, too. Grappling 

and throwing techniques are things that 

people look for when they are searching for a 

school specifically for self-defense purposes. On top 

of that, when someone is looking for a martial arts school, 

they want to know that they (or their child) will be safe. 

Puzzle mats will show them that you are concerned for 

your students’ safety. 

Grappling involves students hitting the floor more 

often. With puzzle mats, students will be safe when they 

fall. Puzzle mats also provide a safe surface for a student 

who 

missteps 

and falls 

during any drill. An added bonus of the puzzle mats is 

less fatigue on the body. Standing on a firm yet cushioned 

surface puts less stress on the bones and joints. That means 

that your students can train longer and more safely! 

Puzzle mats are a reasonably inexpensive way to boost 

your retention and vary your curriculum. Puzzle mats are 

worth the investment compared to the gains that your 

school will make. 

If you’d like to get an idea of how much a puzzle mat 

floor would cost in your school, simply divide 

your total square feet by 11.09. This will 

give you the total number of mats 

your school will need. Then, you 

simply multiply that number by 

the cost of each mat. 

At MyKick.com/mat, Vision can 

provide you with a free quote. We also offer 

several different price points for puzzle 

mats. We offer Platinum and Deluxe puzzle 

mats, as well as a “high profile” surface or a “low 

profile surface,” in addition to a variety of colors 

(long gone are the days of the bright red, blue, yellow, and 

green puzzle mats!). Vision even offers a World Taekwondo 

Federation-approved TUSAH puzzle mat that is 

odorless and made with high density EVA foam. 

For your free quote and to peruse our numerous options, 

visit MyKick.com/mat today! 


Learn the Sword 

with Shihan Dana Abbott 

Learn Samurai swordsmanship online with Shihan Dana Abbott! 

For $1 a day, you can take advantage 

of Danna Abbott’s expertise in 

Kenjutsu, known as Japanese 

Swordsmanship, where he 

holds the rank of Shihan 7th 

Degree Black Belt. 

Abbot has shared his expertise 

from the Hombu Dojo in 

Yokohama with thousands of 

instructors worldwide – and 

now he’d like to share it with you. 

Samurai Program Online Training 

You’ll get unlimited access to videos and tutorials 

detailing sword techniques and covering wood, 

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Individual Courses & Self Study 

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Traditional and combative courses allow 

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For more information, head to LearnTheSword.com

The Way of the Samurai 

The Three Rs of Combative 

Weaponry, Part 2 

SHIHAN DANNA 

ABBOTT Is a 


belt in Kenjutsu, 

starting his 14-year 

education in Tokyo. 

He has published 

five books and 

designed a US 

Patent. Abbott has 

also conducted 

seminars in over 

30 countries and 

obtained his black 

belt at the Hombu 

dojo in Yokohama. 

➽Retail, Retention, and Renewal 

Weaponry programs in the past were only practiced by 

the higher ranks and the focused, especially since injury 

was a main concern among school owners. 

Now, with new approaches in marketing traditional 

practices, ActionFlex has designed a turnkey weapons program, 

which is easy to set up and manage while bringing 

new retail profits into your establishment. 

Padded weaponry programs and polishing 

tools were not created yesterday. These 

are all tried and true methods 

with decades of 

results. Recognized 

by 

the Japanese 

Department of 

Education and Recreation, 

these programs 

are geared towards children, 

youth, and adults. 

What was originally created for the elite few 

decades ago are now being taught safely to the 

masses in over 20 countries. Incorporating 

a padded weapons program in your school 

is easier than you think. You just need 

to understand the how-tos of padded 

weaponry programs and how they can be applied to your 

school, system, and style. The following suggestions are all 

you need to make an informed decision. 

Programs and curriculums in your school 

Short and long sword and mixed weaponry programs 

provide excitement among young and adult martial artists. 

Students can’t get enough and they want more. Read 

and view as much information as possible. Go on the internet, 

where you will find hours of useful written and visual 

information, then call and ask questions. Brainstorm with 

your staff and students. Knock around what works best 

today and how to improve for tomorrow. Decide which 

programs work for your school, style, and system. You 

might elect to incorporate an upgrade program for your 

little ninjas. Or teach a sword and staff class utilizing a core 

program. No matter what avenue you use, these programs 

and training tools are jam-packed with drills and marketing 

information; the key to success making an educated 

and informed decision, which costs nothing but your time. 

Equipment in your school 

Instructors who use full contact padded weaponry and 

programs in their schools already know the possibilities. 

Instead of using a pipe taped with rags to construct 

a staff or other weapon, which is a dangerous 

gamble at best, consider this: If you can put a 

man on the moon, shouldn’t you 

be able to have full contact 

weaponry that 

is safe? Correctly designed 

and long-lasting 

equipment is a 

key factor. Test them 

out in school with 

the students and staff. 

Again, ask questions and 

understand the how-tos 

of padded weapons and 

what works best in 

your school. 

Incorporate in your school 

Have one or all of your instructors and staff members 

take a class or intensive course on full contact padded 

weaponry. Have your leadership team or staff assist 

with the various sword, staff, stick, and mixed weaponry 

programs. Incorporate these programs in your school by 

introducing them slowly, but with conviction. Allow all of 

your students to practice with the weaponry in one aspect 

or another, not just the higher-ranking students or black 

belts. Easy-to-find information on classes and courses are 

just a click of the button away. Concerned about a program 

in your school? Talk to another school owner. Chances are 

they already have classes in their school that promote a 

great workout with no fear of injury. 

Online classses available at LearnTheSword.com, his 

unique swordmanship academy. 


Photograph by master1305

Master the Basics 

Three Secrets to a Great 

Beginner’s Class 

MASTER 

TINA BANE 


master instructor 

and owner of a 

Top Ten martial 

arts school with 

successful after 

school and summer 

camp programs. 

➽The beginner’s class is the most important 

class in martial arts training. If you don’t have 

a great beginner’s class, it won’t matter how 

good your other classes are because students 

will quit before they ever get to move up in 

rank. 

For this reason, I strongly recommend teaching a separate 

beginner’s class. When you just throw your beginners 

into your regular class, it can be very frustrating to all the 

students. Beginners have very different needs from more 

advanced students. When you put them both in the same 

class, one or the other will get frustrated, and your retention 

will suffer. 

All your classes must be educational, motivational, and 

practical. Here are three secrets I have discovered over the 

years for my beginners’ classes: 

First, take the time to teach your basics properly 

Beginner’s class lays the foundation of the martial arts 

for these students. The basics we teach provide the foundation 

of every technique the students will learn, even the 

most advanced skills. Just as you cannot build a skyscraper 

on a foundation of sand, you cannot build powerful martial 

arts technique on sloppy basics. The quality of your 

black belts begins here. 

Take the extra time to explain the 

basics, allow the students to practice, and 

then help them improve. I like the PIR 

method of correction, which stands for 

Praise, Improvement, and Result. You 

praise the student for what he is doing 

well, suggest an area of improvement, and 

then tell him the result of following your 

advice. For example, “Good! I like the way 

you snap your kick out and back. If you 

point your knee a little higher, you will be 

able to kick higher.” 

Second, help students set shortterm, 

mid-term, and long-term 

goals 

Students with goals have a reason to 

overcome the inevitable frustrations that come when they 

are pushing their limits. Help them learn to turn obstacles 

into stepping-stones to achieve higher levels of mastery. 

A short-term goal for a beginner is to pass her yellow belt 

test. A mid-term goal would be to receive her black belt. 

A long-term goal would be to become an instructor and 

share what she has learned with others. 

Third, make sure they get a good physical 

sweat and a good mental sweat each class 

The more immediate the benefits they receive, the 

more necessary your classes will become in their lives. 

Physical sweat is a sign that they are getting into better 

shape. They are improving their strength, flexibility, and 

health while reducing stress. At the end of every class you 

can measure your success in gallons of sweat. Mental sweat 

comes from understanding the principles behind the 

basics, which give us direction in our lives. Be sure to point 

out the practical applications of martial arts principles in 

everyday living. For example, we teach verbal self-defense 

alongside of physical self-defense. Chances are your 

students will use verbal self-defense in the next day or so, 

whereas they probably won’t use physical self-defense for 

weeks, months, or even years. When they see immediate 

benefits, they have to come back for more. 


Photograph by uladzimir_likman

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Instructional Excellence 

The Good, the Bad, 

and the Ugly 

GRANDMASTER 

TIM MCCARTHY 



is a martial arts 

educator with a 

master’s degree in 

education. He has 

been instrumental 

in developing two 

industry-changing 

programs, plus 

has directed and 

been featured in 

hundreds of martial 

arts videos and 

webinars. 

➽Over the past 50 years or so, you may 

have noticed some good, some bad, and 

some ugly trends in the martial arts industry. 

Back in the 1960s, all martial arts were mysterious, 

but gaining exposure in the movies 

and TV as exotic super-fighting methods. 

When James Bond did a few chops and some simple 

throws, people were amazed. It’s almost comical to look 

back on those original scenes and see how poorly executed 

those techniques were. Then Enter the Dragon 

was released, showing some truly exciting martial arts 

action to a hungry new audience. The TV series Kung- 

Fu cemented in our minds the image of the wise master 

who seemed to have otherworldly knowledge and abilities. 

Martial arts schools enjoyed a great reputation as a new 

influx of adult students sought Eastern philosophy and 

esoteric abilities. 

In the 1980s The Karate Kid created a whole new marketing 

vehicle for children in the martial arts. Millions of 

parents wanted their children to be taught by someone 

like Mr. Miyagi, and martial arts schools enjoyed another 

decade of a positive image and financial success. 

In the late 1990s, Billy Blanks’ Tae Bo created a separate 

marketing frenzy for aerobic self-defense. Existing 

martial arts schools were getting 50 calls a week asking 

if they taught Tae Bo. Official Tae Bo certification was 

hard to come by, but other programs like Cardio Karate 

and Aerobic Self-Defense were readily available, and 

many schools rode the wave to financial success—but the 

philosophy of the martial arts was not a strong component 

and the popularity did not last. 

In this century, the UFC seems to be the martial arts 

marketing bonanza. The franchise is currently valued 

at $4 billion due to its pay-per-view events, nightly and 

weekly television shows, video games, action figures, and 

clothing. Related clothing like Tap Out is also riding their 

wave of success. 

The UFC has definitely affected the martial arts industry 

as more schools offer a wider variety of techniques 

in their classes. Even traditional Taekwondo schools now 

offer some form of joint locks and grappling in their curriculum. 

The American public truly believes that there is 

more to fighting than kicking and punching. 

However, isn’t there more to martial arts than fighting? 

Are we just martial, or aren’t we also an art? 

The Mixed Martial Arts have gone a long way to strip 

away the image of discipline and respect long associated 

with the martial arts. The problem is that millions of 

people watch MMA action, but no one who has a decent job 

wants to get grounded and pounded and then show up to 

work the next day with cuts and bruises. Nor do they want 

to see their children get grounded and pounded. MMA 

has become an ugly blood sport. UFC-style competition 

is the modern day equivalent of Roman gladiators in the 

Coliseum—everyone wants to watch, but no one wants to 

participate. 

Martial arts training, to be practical for modern 

society, needs practical philosophy. People want to learn 

physical self-defense, but they also need to learn mental 

self-defense. Most of the bullies we face use verbal or 

economic threats, rather than physical attacks, and that’s 

where we need to learn to defend ourselves most often. 

Martial arts training without modern philosophy is 

just highly skilled street fighting. It is really no different 

than gangbanging in the streets of New York, LA, or any 

other urban area. 

If you want your martial arts school to profit from the 

MMA craze, don’t add UFC-style fighting to your classes. 

Instead, differentiate yourself by emphasizing how your 

classes teach students to become Life Champions, not 

octagon champions. Emphasize how your modern philosophy 

can improve their lives on a daily basis. 


Photograph by master1305

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Tools & Tactics 

The Secret to Success 

Ms. Mandy 

Andrade 

is a martial 

arts business 

development 

consultant with 

a background in 

online and social 

media marketing. 

➽Most of the martial arts masters I speak with 

on a daily basis became professional instructors 

because they wanted to share with others 

the benefits they had received from practicing 

the martial arts. 

They remember the close bond they had with their own 

master, and the impact he had on their lives. They hope 

they can earn that kind of respect from their own students 

and have a similar effect on their lives. 

They did not open a martial arts school so that they 

could chase after people for money. That just wasn’t part 

of the game plan. 

Unfortunately, things happen. The primary source 

of income for a martial arts school is the tuition students 

pay for instruction, and that tuition is usually paid over 

time in monthly payments. Not everyone will remember 

to pay on time. Some people will have accidents and other 

unforeseen expenses, and will not want to pay for a month 

or two. At that point, what can you do? 

Here’s a little secret: The right answer is not to become 

the bill collector and ask the students for the money they owe 

you. The right answer is also not to ask your wife or a staff 

member to ask the student for money. Both of these solutions 

create more problems than they solve because they set up an 

adversarial relationship between the student and the school. 

Fortunately, the right answer also takes just one easy 

step: Hiring a professional tuition billing service from the 

beginning to take all those headaches away. You can then 

take all the time you and your staff currently spends on 

sending late notices, calling students on the phone, and 

dealing with frustrated parents in person, and use that 

time to recruit new students instead. 

Every hour you spend collecting current tuition could 

be invested into recruiting new students who are worth 

thousands in additional income. When you try handling 

your billing in-house, you save a nickel and miss out on 

making dollars. 

It’s just not worth it. 

Professional companies also provide additional professional 

services, like accounting. Whenever you want to 

know who has paid and who is late, you can get up-to-date 

reports online anytime. Additionally, the best companies 

offer other valuable services like marketing materials, 

management assistance, and consulting. 

If you or any member of your staff is wasting time 

and ruining your reputation by chasing after students for 

money, I recommend that you trade in your headaches for 

extra time to enroll new students, and earn new income. 

Call the professionals at AMS at (800) 275-1600 or visit 

OurAMS.com to preserve your dignity and the reputation 

of your school. 

AMS is your one-stop-shop for martial arts school owners. 

We do it all, so you don’t have to. 


Photograph by Olivier Le Moal

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Visit: MartialArtsWorldNews.com or Call Jeff @ 407-895-1996

Martial Arts Philosophy 

American Samurai, Part 1 

SENSEI 

GARY LEE, 

the American 

Samurai, is a 9th 

Dan black belt, 

a USA Karate 

Federation gold 

medalist, winner 

of five Super 

Grand National 

Titles, a featured 

actor in the movie 

Sidekicks, and 

is the founder of 

the National Sport 

Karate Museum. 

➽It was a 

clear, crisp morning at 

the docks in the bustling 

port city known 

as Shinbashi. As the 

boats and sailing ships 

began to depart Edo 

Bay, winding their way 

up and down the coast 

of Japan, a mediumsized 

sailing ship known 

as the Maru Mari was 

also traveling the same 

route. There was nothing 

special about this 

vessel. It consisted of 

a twelve-man crew, 

plus 29 passengers. 

Little did they know that 

this was the last time 

they would ever again 

see the shores of Edo. 

Japan is known for its 

many island chains. Their 

destination was to be one of those islands: Hahajima, 

located about 800 nautical miles off the coast of Japan. 

The 29 passengers had been sent by a direct edict of the 

Emperor to colonize Japan’s outer frontier. Select samurai 

families from various clans were occasionally sent to the 

outer frontiers to establish new colonies and posts. The 

samurai clan on this particular ship was traveling east 

towards the rising sun. 

The Emperor’s aim was to colonize a small outpost on 

Hahajima, which takes about ten days when sailing by 

light sailing craft. Unfortunately, as they were getting 

closer to their destination, an ominous storm warning 

appeared on the horizon. When it hit, the storm took them 

off of their designated course for six days. When the hurricane 

winds had exhausted their strength and visibility 

returned they spotted what they believed to be Hahajima. 

Upon debarking the vessel and wading through the last 

few feet of water, they heard not a sound or any activity. For 

weeks they toured, examined, and searched for each and every 

sign of sustainability. The passengers finally realized they 

had landed on the wrong island, but began colonizing and 

preparing it for more samurai to come in the next two years. 

Five years went by and no one had appeared; then, ten 

years, and still no sign of anyone or any help. Meanwhile, 

these stranded samurai and the ship’s tradesmen began 

building a port city for the coming Japanese reinforcements 

that never materialized. 

Although, a few generations later, merchant ships that 

were off course saw their beacon and headed toward the 

light began showing up at their outpost port. When these 

merchants returned to their homeports, bringing home 

exciting stories about the fierce-looking samurai warriors 

they encountered on the island, ship captains and their 

pilots added this island and port to their current nautical 

maps. Thus, the island’s commerce began. 

On the maps and charts, they named the island Katana, 

referring to the fact that everyone there wore a Katana 

sword. What was originally thought to be Hahajima actually 

became the newly charted island of Katana, located off 

the farthest northwestern tip of the Hawaii, and which the 

United States of America annexed. Thus, the inhabitants 

on the island became known as American Samurai. 

Visit SportKarateMuseumArchives.com 


Photograph by boggy22

57 

A Touch of Zen 

ATouchofZen.com 

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87 Learn the Sword 

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81 Action Mega Weekend 

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11 Amazing Martial Arts Websites 

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77, 85, Martial Arts World News 

91, 95 MartialArtsWorldNews.com 

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100 OurAMS.com 

59, 73 AMSkids 

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24 Black Belt Principles 

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75 Break Like a Champ 

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79 Budo International Magazine 

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71 Extraordinary Marketing 

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17 Karen Eden 

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89 Lee Milteer 

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51, 99 MA Biz Academy 

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95 Martial Arts History Museum 

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82 Otomix 

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98 Sport Karate Museum 

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35 Stephen K. Hayes - To-Shin Do 

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69 Tom Patire 

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3 Vision 

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15 Warrior Defence Lab 

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34, 65 Grandmaster Y. K. Kim 

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62 Kick Start Kids 

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Martial Arts World News Magazine - Volume 20 | Issue 2

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