The Business of Jiu Jitsu

Jaksot

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  Ep. 120 - Keep students longer, build a better team with a SIMPLE onboarding process 10.09.2026 20min

  Onboarding: The 90 Day Process That Turns a New White Belt Into a Long-Term StudentBack to school season means new students walking through your door. This episode is about what you do with them once they're there.Onboarding is the piece in the middle. Lead gen and sales get people in the door. Retention is what you do with them week after week. Onboarding is the bridge between the two, and it's the part most academies skip entirely.I walk through the BJJ Retention Pyramid and the 90 day process that sits on top of it: safety and help, clarity and expectations, community and belonging, then the cycle of improvement that turns a member into a super fan. Then I show you how to actually run it, which is three sheets of paper and a couple of reminders in your CRM.Also worth doing this month if you run kids classes: an anti-bullying campaign. Good for enrollment, and it's a genuinely good service.Where onboarding sits between lead generation and retention, and why the middle is where you're losing peopleThe BJJ Retention Pyramid: safety and help, clarity and expectations, community and belongingDays 1 to 30 is safety and help. You're not going to get wrecked, and there are no stupid questions.Days 31 to 90 is a heavy dose of expectation setting plus communityWhy clarity and expectations is the biggest lever of the whole thingLooking at a client's churn report and finding the saveable losses hiding in itInjured students: most of them can keep training, and nobody ever told themThe homework sheet for students who can only watchSetting expectations around slumps and the blue belt blues before they hitScorecards for adults, report cards for kids, on a 90 day cycleWhat comes after 90 days: the cycle of improvement, then super fans who recruit for youThe actual system: three sheets of paper at day 1, day 30, and day 60Keep it to one page front and back, and bring a pen so you can personalize itWhy you need two versions, one for adults and one for parentsPutting a flagship event in every quarter so new students hit one inside their first 90Attendance is the number one predictor of retentionBuild the 30 day welcome sheet first. Five minutes after their first class, sit down and walk them through what the early days look like. It's the easiest win in your business and there's no excuse not to do it.Tell them what's coming before it happens. They can train through most injuries. They're going to hit a slump where they feel like they suck. Say it out loud on day one and you save people who would have quietly disappeared.Put the 60 and 90 day touch points in your CRM. You'll remember the first one. You will not remember the other two.Grab The Unstuck Academy, my free ebook. Quick read, goes deeper on retention and the systems behind it. There's also an episode where I read the whole thing if that's easier.👉 https://growjitsu.com/free-book/
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  Ep. 119 - Staffing: Who to Hire, How to Manage Them, and When to Let Them Go 28.08.2026 29min

  This episode is about staffing your academy, start to finish.I break it into three parts. First, who to hire when you're still wearing all the hats, and why your first real hire off the floor is an admin, not another coach. Second, how to actually manage staff once you've got them: roles and tasks, SOPs, objective standards, incentives, and quarterly reviews. Third, hiring and firing, how to grow coaches from inside your own room, how to onboard them, and how to know when somebody has to go.The through line: if your staff is underperforming, it's usually because you never made it clear what "performing" looks like. That's on you, not them.Why an admin is your first hire, not a coachThe math on paying somebody $1,500/month and what you have to go generate to justify itHead coach + assistant for every program (two layers of redundancy, always)Roles and tasks vs. SOPs — two different documents, and why you need bothTake a picture of the clean front desk. Seriously. Put it in the SOP.Making everything objectively measurable so reviews aren't "I feel like you're not trying"Bonuses and incentives that get profiles filled out and waivers signedQuarterly reviews as a relationship deposit, and knowing each person's actual motivationReviewing coaches by walking a student's experience through the classHow to give feedback without making somebody cry (learned that one the hard way)Gino Wickman's GWC screen: do they Get it, Want it, and have the Capacity? Run it. You'll find a lot of people in the wrong seat.Farming your own coaches with a paid "how to teach" courseOnboarding staff the same way you onboard students — 30/60/90 with real touch pointsHire slow, fire fast. And a don't-shit-where-you-eat policy.Roles, tasks, and SOPs. If it's not written down, it's not their fault it didn't happen. It's yours.Buy back your time. Read The E-Myth by Michael Gerber. Audiobook counts. Just do it.Onboard and review your staff on a cycle. You don't find your best staff members — you make them. Same as your students.Grab The Unstuck Academy, free ebook, quick read, goes deeper on a lot of this. There's also a podcast episode where I read the whole thing to you if that's more your speed.👉 https://growjitsu.com/free-book/
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  Ep. 118 - What BJJ Academy owners about increasing revenue, and how to fix it. 14.08.2026 23min

  If your adults program and kids program aren't where they need to be, adding a fitness kickboxing class or a kettlebell program isn't going to fix your revenue problem. It's just going to split your attention. This episode is JP's breakdown of where academy owners actually need to focus to grow monthly recurring revenue and why the answer is almost never "start something new."In this episode:The unfinished wheel analogy and why adding new programs before your core is dialed is a losing moveWhy fitness kickboxing, yoga, and extra class types almost always fizzle out and what to do with that time insteadThe front end offer that works: a paid intro program that charges $500+ upfront and gives new students a clear outcomeWhy confidence in your offer comes from reps and how to get there fastThe full student journey broken down: leads, trials, onboarding, retention and what needs to be in place at every stepWhy the sales conversation isn't scary when you prefame it before class even startsThe 30, 60, and 90-day onboarding handouts that build trust and set realistic expectationsThe student scorecard, a 90-day check-in that coaches your students through their own progressWhat at-risk student follow-up actually looks like when it's documented and done consistentlyWhy word of mouth is a gift, not a strategy and what dependable lead generation actually requiresThe reactivation bucket: what to do with leads who didn't join after their trialWhy most gyms aren't doing any of this consistently and how one Google Drive folder changes thatWant to go deeper on all of this?Download the free Unstuck Academy ebook at -htts://growjitsu.com/free-book or listen to the audiobook version right here on this podcast. Link below.https://open.spotify.com/episode/3XrZoaKELM5gSrrsnpcrRo?si=vhJvpSdgQ8uF7sHE6jAXYA
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  Ep. 117 - Systemize Your Academy Before September 07.08.2026 33min

  JP's back after a big move from Calgary down to the Coeur d'Alene area and he's got a timely reminder for every academy owner heading into the back half of summer. The jiu-jitsu side of your business is the cart. But without wheels and a track, you're just pushing a heavy ass cart at a snails pace. Now is the time to fix that.In this episode:The minecart analogy, why your coaching ability alone isn't enough to create growthA real gym JP is working with right now: best July on record, no paid marketing, just systems built during the summerWhy you should NOT start paid ads for the first time in June, July, or AugustThe QR code system that answers your most-asked questions so you don't have toHow to build a leave-behind for prospects who say "I need to think about it"The full student journey broken down: lead → trial → onboarding → retention — and what needs to be documented at every stageWhy you make great students, you don't find themWhat onboarding actually looks like — and why one bad roll can lose a white belt foreverThe retention cadence: what you should be doing daily, weekly, monthly, and quarterly to keep students engagedWhy following up with your own leads is still the highest-leverage thing you can do (and why nobody else will ever care as much as you)Google reviews: the most underrated free marketing move most gyms are leaving on the tableHow to use AI to format your SOPs without letting it write them for youWant a head start on building the backend of your academy?Download JP's free ebook — The Unstuck Academy — https://growjitsu.com/free-book. It's the starting point for leaning into the business side of your gym and getting those wheels on the cart.
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  Ep. 116 - Chris Haueter - "It's not who's the best, it's who's left" applied to business, life, and training as you age. 18.06.2026 47min

  "I can tell almost instantly if an academy is going to be successful or not, and it almost rarely has to do with the aesthetics." — Chris HaueterIn this episode I sit down with Chris Haueter one of the original American BJJ black belts and a coach who's taught at academies all over the world, from packed warehouses to hole-in-the-wall strip malls. We get into what actually separates a successful jiu jitsu academy from one that folds: healthy leadership that still rolls and competes, why "location, location, location" only half-applies to a BJJ school, and how a welcoming room quietly absorbs students fleeing toxic, culty academies down the street. Chris breaks down how to give white belts the best shot at surviving the early humps, why one unchecked person can poison a mat, and his rules of engagement for keeping people healthy and coming back. Then we go deep on training for the long game, what jiu jitsu feels like through your 30s, 40s, 50s and 60s, and his "relax, frame, flow" and "dance, don't fight" approach to rolling for decades without breaking yourself.Chris is a true pioneer of the art, one of the famed "Dirty Dozen," the first generation of Americans to earn a BJJ black belt, on the mats since the sport's earliest days outside Rio. He's coached black belts who've gone on to build successful academies of their own, and he carries the kind of perspective you only get from 30+ years of doing this and watching schools rise and fall around him. When he talks about what makes a room work, it's worth shutting up and listening. Connect with Chris here:Website: https://combatbase.com/InstagramCombat Base Club: https://www.instagram.com/combatbaseclub/Combat Base Podcast: https://www.instagram.com/combatbasepodcast/Chris Haueter (main, "Dirty Dozen" account): https://www.instagram.com/chrishaueter96/Chris Haueter (art): https://www.instagram.com/chrishaueterart/Combat Base Podcast on Spotify: https://open.spotify.com/show/0oEX16lMu5v9AVRUA7d2ntFree resources for BJJ Academy owners:The Unstuck Academy (free book): https://growjitsu.com/free-book/BJJ Business Scorecard (free metrics sheet): https://growjitsu.com/bjj-business-scorecard/
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  Ep. 115 - If running your BJJ Academy feels like a gamble listen to this. 12.06.2026 48min

  "Opening a jiu jitsu academy is a gamble." Students come, students go, and you never know what's going to happen — at least, that's the story a lot of academy owners tell themselves. But if a skilled operator took over your academy tomorrow, would it still be a coin flip? If they could grow it with 100% certainty, it was never a gamble. It's a skill deficit.In this episode, I break down why "it's a gamble" thinking keeps BJJ academy owners stuck — and lay out an eight-week summer plan to take back control before the July–August slump: metrics, pricing, website and Google reviews, lead follow-up, the trial and sales experience, onboarding and retention, internal marketing, and running your own paid ads. There's no magic bullet — it's a hundred golden BBs. Stack enough things in your favor and you're not gambling anymore. You're the house. Three to four hours a week, working ON the business instead of in it.My name is JP, I'm the founder of Grow Jitsu. I help BJJ academy owners clean up their business model, student journey, and simple owner-run marketing so they can grow past the 80–150 student ceiling without selling out the art or burning out.Links mentioned in this episode:The Unstuck Academy (free book): https://growjitsu.com/free-book/BJJ Business Scorecard (free metrics sheet): https://growjitsu.com/bjj-business-scorecard/Want help applying this to your academy? Book a free BJJ Growth Plan Call: https://growjitsu.com/call/
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  Ep. 114 - Ryan Hurst - The Mobility Master from GMB Fitness 04.06.2026 56min

  Movement, Mobility, and Martial Arts: Insights from Ryan HurstRyan offers a free guide on mobility and strength for BJJ click here to check it out: https://gmb.io/bjj-mobility/In this episode, Ryan Hurst of GMB Fitness shares his unique approach to movement training that enhances mobility, strength, and injury prevention—key for martial artists and fitness enthusiasts alike. Discover practical techniques you can incorporate into your routine, whether you're on the mats or in the gym.Key Topics:Ryan's journey from martial arts in Japan to founding GMB Fitness focused on movement independence.The importance of animal movements (bear walk, monkey, frog, crab) for building joint mobility and control.How mobility and movement quality impact martial arts performance and long-term health.Practical advice for warm-ups, emphasizing purposeful movement over traditional calisthenics.Differences in martial arts culture between Japan and the US, including training and teaching philosophies.Specific exercises like shrimp squats for strength and balance, and the significance of single-leg movements.The role of joint integrity and how it supports injury prevention in martial arts.Strategies for gym owners and instructors to foster mutual respect and effective teaching.The impact of cultural behavior changes in Japan post-COVID and how respect influences training environments.Ryan's tips for integrating functional movement practice into busy training schedules.Timestamps:02:15 - Ryan's background in martial arts and time in Japan06:00 - The core philosophy of GMB Fitness: movement education08:30 - Animal movements: bear walk, monkey, frog, crab explained11:20 - How mobility influences martial arts success15:00 - Practical warm-up routines for martial artists and trainers20:30 - Tips for gym owners: efficiency and mutual respect23:50 - Cultural dynamics of martial arts training in Japan versus the US29:00 - The role of joint health and injury prevention33:00 - Ryan's thoughts on traditional warm-ups in BJJ classes37:00 - Structuring effective martial arts curriculums with movement principles48:00 - Living in Japan: cultural insights and training culture shifts56:00 - How to find Ryan online and incorporate his movement practicesLearn more about and connect with Ryan here:IG: https://www.instagram.com/gmbfitness/YT: https://www.youtube.com/@gmbfitInterested in working with GrowJitsu?If you're looking to grow your BJJ Academy and are tired of churn and burn marketing agencies. Book a free BJJ Growth Plan Call: https://growjitsu.com/call
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  Ep. 112.5 - 10 Years of Academy Owneship - The FULL Episode with - CJ Hollet 21.05.2026 40min

  We had technical difficulties on the previous recording so this is a NEW recording and the full episode.Most BJJ academy owners burn out somewhere between year 3 and year 7. Not because the jiu jitsu is hard — because the people part is. The communication, the boundary-setting, losing core members, staying in one piece, knowing who to let through the door.Heads up: this is a shorter episode — we ran into some technical difficulties partway through the recording, but the conversation was too good to shelve.In this episode of The Business of Jiu Jitsu, JP Levesque sits down with his own professor, CJ Hollett, who just crossed the 10-year mark running his BJJ academy. CJ breaks down what actually keeps an academy owner in the game a decade in, how jiu jitsu training methodology has evolved over the past 10 years (and where the "let them work" mentality came from), how to coach white belts and women so they don't quit, and the #1 attribute every great BJJ coach needs.The conversation also gets into the personality side of running an academy — why some people probably shouldn't be coaches at all, why patience and communication matter more than technique when it comes to retention, what CJ would tell himself 10 years ago about losing core members, how to pick your rolls and keep your body in one piece as an owner on the mat every day, and the red flags students should watch for when picking a jiu jitsu academy.If you run a BJJ academy, are thinking about opening one, or want an honest look at what a full decade of academy ownership actually feels like — this one's for you.JP Levesque is the founder of Grow Jitsu. He helps BJJ academy owners clean up their business model, student journey, and simple owner-run marketing so they can grow past the 80–150 student ceiling without selling out the art or burning out.Timestamps:00:00 – Intro: 10 years in the game with CJ Hollett01:00 – What keeps you going a decade later02:30 – How jiu jitsu training has evolved04:30 – The rise of the "let them work" mentality05:55 – Coaching white belts so they don't quit08:20 – The #1 attribute of a great coach10:20 – Why some people shouldn't be coaches at all11:50 – Proudest moments after 10 years of ownership12:40 – How to keep your body in one piece as an owner15:00 – Red flags in an academy17:20 – Green flags of a good academy19:00 – What CJ would tell himself 10 years ago21:30 – Why losing a core member never stops hurting22:30 – Advice for anyone opening an academy today25:00 – Who actually sticks with it long-term28:00 – Belt promotions and how to structure them34:30 – Teaching structure: curriculum vs. organic37:00 – Merch, gis, and not forcing students to buy yours39:00 – How to make a new student feel like part of the teamWant help applying this to your academy? Book a free BJJ Growth Plan Call: https://growjitsu.com/call
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  Ep. 112 - 10 Years of BJJ Academy Ownership with CJ Hollett 14.05.2026 15min

  Most BJJ academy owners burn out somewhere between year 3 and year 7. Not because the jiu jitsu is hard — because the people part is. The communication, the boundary-setting, losing core members, staying in one piece, knowing who to let through the door.Heads up: this is a shorter episode — we ran into some technical difficulties partway through the recording, but the conversation was too good to shelve.In this episode of The Business of Jiu Jitsu, JP Levesque sits down with his own professor, CJ Hollett, who just crossed the 10-year mark running his BJJ academy. CJ breaks down what actually keeps an academy owner in the game a decade in, how jiu jitsu training methodology has evolved over the past 10 years (and where the "let them work" mentality came from), how to coach white belts and women so they don't quit, and the #1 attribute every great BJJ coach needs.The conversation also gets into the personality side of running an academy — why some people probably shouldn't be coaches at all, why patience and communication matter more than technique when it comes to retention, what CJ would tell himself 10 years ago about losing core members, how to pick your rolls and keep your body in one piece as an owner on the mat every day, and the red flags students should watch for when picking a jiu jitsu academy.If you run a BJJ academy, are thinking about opening one, or want an honest look at what a full decade of academy ownership actually feels like — this one's for you.JP Levesque is the founder of Grow Jitsu. He helps BJJ academy owners clean up their business model, student journey, and simple owner-run marketing so they can grow past the 80–150 student ceiling without selling out the art or burning out.Timestamps:00:00 – Intro: 10 years in the game with CJ Hollett01:00 – What keeps you going a decade later02:30 – How jiu jitsu training has evolved04:30 – The rise of the "let them work" mentality05:55 – Coaching white belts so they don't quit08:20 – The #1 attribute of a great coach10:20 – Why some people shouldn't be coaches at all11:50 – Proudest moments after 10 years of ownership12:40 – How to keep your body in one piece as an owner15:00 – Red flags in an academy17:20 – Green flags of a good academy19:00 – What CJ would tell himself 10 years ago21:30 – Why losing a core member never stops hurting22:30 – Advice for anyone opening an academy today25:00 – Who actually sticks with it long-term28:00 – Belt promotions and how to structure them34:30 – Teaching structure: curriculum vs. organic37:00 – Merch, gis, and not forcing students to buy yours39:00 – How to make a new student feel like part of the teamWant help applying this to your academy? Book a free BJJ Growth Plan Call: https://growjitsu.com/call
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  Ep. 111 - The 7 levels of marketing for BJJ Gyms and how to get to the final boss! 30.04.2026 36min

  Most BJJ academy owners think the answer to growth is hiring a marketing agency. They skip straight to paid ads and end up on the agency treadmill — burning thousands a month for leads they can't convert.In this episode of The Business of Jiu Jitsu, JP Levesque breaks down the 7 levels of marketing every academy owner should be running before they spend a dollar on paid ads. Starting with the work nobody talks about — buying into your own business as the CEO — and building out through staff buy-in, student retention, referrals, your physical location, B2B relationships inside a one-mile radius, and a strong local online presence (website, SEO, Google reviews, blogs, AI search).The episode also covers the prerequisite most academies miss: getting churn under 5% before paid ads can ever pay back. Plus the agency treadmill math ($4,000 a month = 23.5 sign-ups just to break even) and why learning to run your own ads beats hiring an agency for almost every BJJ academy.If you're a BJJ academy owner stuck around 80–150 students, this is the foundational episode on academy marketing — what to do, in what order, and what to fix first.About the host:JP Levesque is the founder of Grow Jitsu. He helps BJJ academy owners clean up their business model, student journey, and simple owner-run marketing so they can grow past the 80–150 student ceiling without selling out the art or burning out.Timestamps:00:00 – Why most owners skip straight to paid ads02:30 – Level 1: You (your buy-in as the CEO)05:00 – Level 2: Your staff07:00 – Level 3: Your students (5–7x cheaper to keep than acquire)12:00 – Level 4: Referrals14:30 – Level 5: Physical location16:50 – Level 6: B2B19:00 – Level 7: Online presence (website, Google, reviews, blogs, AI search)26:30 – The prerequisite: churn under 5%31:30 – The agency treadmill story ($4K/month math)33:50 – Why running your own ads beats hiring an agency36:00 – How to get helpWant help applying this to your academy? Book a free BJJ Growth Plan Call: https://growjitsu.com/call
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  Ep. 110 - Should you care about AI as a BJJ Academy Owner? 23.04.2026 36min

  AI for Jiu-Jitsu Academy Owners What's Actually Useful Right Now!!Warning!! I had so many thoughts about AI and business and you did so during this episode. It took me three or four takes to record it. So it's not as streamlined as I would like. I will do an AI update in the future, but I think is a point of reference, it's a good place to start, even if it is a little bit jumbled.AI is moving fast and the noise is loud. This episode cuts through it. JP breaks down the real state of AI, what it can and can't do for you as an academy owner, and exactly where to invest your time right now so you're ahead of the curve, not chasing it.In this episode:Where AI actually is right now, and why most people are still using it like a chatbotWhy domain expertise matters: AI is only as useful as the context you give itWhy you're needed more than ever , and why demand for what you do is only going upThe difference between AI bolt-ons and AI-first tools, and what's coming to gym management softwareWhy human touch points aren't going anywhere, and which ones you should protectThe master prompt concept: going from stranger to context-rich collaborator instantlyHow to build skills inside Claude, email copywriter, ads analyst, social media manager, and why that's the best use of your time right nowThe Cowork feature and what it means to have AI working inside your actual files and foldersWhy blogs are making a comeback, and how AI search makes local SEO more important than everThe marketing foundation stack: good product → good business model → internal marketing → win local search → paid ads. In that order.Why churn under 5% is the real unlock before anything else makes senseWant to know exactly where your academy is stuck and what to fix first?Book a free 45-minute Growth Plan Call. JP will look at your numbers, map out where you're stuck, and tell you exactly what to do next. Link below.https://link.growjitsu.com/widget/bookings/bjj-growth-plan-call
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  Ep. 109 - Why Paid Ads Don't Work For Most BJJ Academies 16.04.2026 27min

  Why Marketing Agencies Don't Work for Jiu-Jitsu AcademiesAlmost every academy owner JP talks to has tried a marketing agency. Most of them got burned. This episode breaks down exactly why, and what you should be doing instead.In this episode:Why "50 students in 50 days" promises are flat-out lies, and why agencies keep making themWhat agencies actually do (hint: it's just top of funnel) and why that's not enoughThe real math: paying $1,500–$2,500/month in retainer plus ad spend when you're doing $10-12K MRR is a losing equationWhy cold Meta traffic is so much harder to convert than referrals or Google leadsThe retention problem that makes agencies pointless, if you're losing 5 students and gaining 5, you're at net zeroWhy the leads problem is real, but the churn problem is biggerWhat a proper onboarding and nurture system actually looks like when you own it yourselfRunning your own Meta ads as a learnable skill, and why it's worth the 15–20 hours to figure it outThe skill gaps and systems gaps that agencies will never fix for youThe big caveat: ads work, agencies are the problemWant to know exactly what systems and skills your academy is missing to see consistent growth?Click thelink below to book a free 30 min growth audit, we'll look at the numbers, find out where you are stuck and make a plan to move you forward - https://link.growjitsu.com/widget/bookings/bjjgrowthengineaudit
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  Ep. 108 - Who to hire first, when to fire, and how to build a great team. 09.04.2026 24min

  How to Hire (and Fire) for Your BJJ AcademyIf a coach is costing you students, that coach needs to go. Doesn't matter how many medals they have. This episode is JP's full breakdown on staffing your academy, who to hire, when to hire them, and how to run a process that doesn't blow up in your face.In this episode:Why toxic, overly strict, or incompetent coaches are a retention killers and why academy owners keep them anywayThe exit interview move that tells you exactly why students are leavingWho your first hire should be (and it's probably not who you think)Staffing by revenue stage: under 70 students, 10–20K, 20–30K, and beyondWhy fewer coaches with more hours usually beats a big part-time rosterThe friction concept applied to hiring — how many hoops is the right amountWhy asking for a video submission in your job post is one of the best screens you can runDo's and don'ts: hiring for attitude first, defining the role on paper, running trial shifts, giving early feedbackRed flags and green flags to watch for in the interview processThe GWC screen from Traction, do they Get it, Want it, and have the Capacity to do it?Want help building the operating system for your academy?JP will look at your numbers and tell you exactly where you're stuck and what to fix. Link below.https://link.growjitsu.com/widget/bookings/bjjgrowthengineaudit
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  Ep. 107 - The two most important growth levers for BJJ gyms 30.03.2026 17min

  The Simplicity of Growing Your AcademySummaryGrowing a gym isn't complicated, but it does require you to actually develop the skills. In this episode, JP breaks down the two levers every academy owner needs to master: retention and marketing. Most gyms aren't stuck because they lack leads. They're stuck because they're bleeding students out the back door while ignoring the fundamentals. Until you fix that, more marketing is just pouring water into a leaky bucket.This episode walks through a practical, no-BS framework — fix your retention first, raise your prices, then put that money into ads you run yourself. It's simple. Not easy. But it works.Key TopicsWhy retention is always the first thing to fix — and what "doing more" actually looks likeThe Committed Club: using attendance-based incentives to keep students engagedAt-risk attendance tracking and why a simple phone call changes everythingOnboarding as a retention tool — the 30/60/90 day student journeyHow a 15–20% price increase funds your marketing budgetWhy you should run your own ads instead of paying an agencyThe 20-hour rule: how long it actually takes to get competent at a new skillPutting CEO time in your calendar every week — and why it's non-negotiableReady to grow your academy?Book a free 30-minute Growth Engine Audit — JP will look at your numbers and tell you exactly where you're stuck and what to fix. Link below.https://link.growjitsu.com/widget/bookings/bjjgrowthengineaudit
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  Ep. 106 - Stop Guessing: How to Use Your Gym’s Numbers to Grow 19.03.2026 40min

  SummaryIn this episode of the Business of Jiu Jitsu Podcast, JP Levesque breaks down a real-world case study to show how academy owners can use their numbers to actually grow their business. Instead of guessing what to fix next, this episode walks through how to interpret your metrics, set realistic targets, and make better decisions based on what’s actually happening inside your gym.JP covers how to reduce churn, improve conversions, and reverse engineer your growth goals using simple math. If you’ve ever felt stuck or unsure what lever to pull next, this episode gives you a clear, practical framework to move forward with confidence.Key TopicsHow to read your gym’s numbers and understand your true growth potentialWhy churn is one of the most important metrics (and how to reduce it)Improving lead → trial → member conversion ratesCost per lead vs cost to acquire a customer (CAC)Using Google reviews to build local trust and authoritySimple, consistent marketing strategies that actually workReverse engineering growth targets using real dataOnboarding and communication strategies to improve retentionCommunity events and engagement to reduce drop-offSetting realistic expectations for growth (120–150 students and beyond)Balancing growth with sustainability and avoiding burnoutResources & LinksWant help identifying what to fix in your academy and building a clear plan for growth?Book a free Growth Engine Audit here:https://link.growjitsu.com/widget/bookings/bjjgrowthengineaudit
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  Ep. 105 - Mark Millare - Hart Jiu Jitsu - How to make social media content that doesn't suck for your BJJ Gym 13.03.2026 42min

  In this episode of the Business of Jiu Jitsu Podcast, JP Levesque sits down with Mark Millare from Hart Jiu Jitsu to talk about what actually makes a gym stand out today. They dive into the importance of building a strong culture, creating a fun but pressure-tested training environment, and using social media consistently to attract and retain students.Mark shares how Hart Jiu Jitsu approaches class structure, onboarding, and community building to create an environment where people want to train long-term. The conversation also covers simple ways to create engaging content, build gym pride among students, and use branding and merchandise to strengthen your academy’s identity.Key TopicsWhy culture and environment matter more than fancy facilitiesHow consistent social media builds visibility and attracts studentsBatching and planning content around training schedulesBalancing fun training with pressure-tested techniqueCreating a welcoming trial experience that convertsBuilding gym pride and community through inside jokes and shared identityStructuring classes and warmups to improve retention and engagementUsing branding and merchandise to strengthen your academy’s identityFollow Hart Jiu Jitsu on Instagram here: https://www.instagram.com/hart_jiujitsu/If you want to grow your Jiu Jitsu academy and you're stuck but not sure why click the link below to grab a free 30 min growth engine audit.We’ll look at your academy by the numbers, help you find the holes and give you a plan to move forward and start seeing growth.Book your audit here:https://link.growjitsu.com/widget/bookings/bjjgrowthengineaudit
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  Ep. 104 - The Essential Weekly Activities for BJJ Academy Owners 06.03.2026 31min

  In this episode of the Business of Jiu Jitsu Podcast, JP Levesque breaks down four simple systems that can dramatically improve the way you run your academy. Many gym owners feel busy all the time but still struggle to see real progress. JP explains how small weekly habits like calendar blocking, reviewing your metrics, and consistent lead follow-up can shift your business from chaotic to controlled.You’ll also hear why tracking attendance is one of the most overlooked retention strategies, and how setting aside time each week for growth planning can help you move from reactive to proactive as an owner. If you want practical systems you can start implementing immediately, this episode lays out a clear and simple framework to help you grow your academy sustainably.Want help figuring out what’s actually holding your academy back?Book a free Growth Engine Audit and we’ll walk through your leads, onboarding, retention, and systems together.Just clarity and direction.https://link.growjitsu.com/widget/bookings/bjjgrowthengineaudit
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  Ep. 103 - Jason Khalips - Embracing your BJJ Gym as a Business 27.02.2026 46min

  On this episode we get some great gym owner insights from Jason Khalipa. We explore the journey of turning passion into a sustainable business, focusing on lessons learned from Jason Khalipa's extensive experience in fitness, CrossFit, and Jiu-Jitsu. Whether you're an academy owner or aspiring entrepreneur, discover actionable tips on business mindset, class structure, community building, and growth strategies.Key TopicsThe parallels between CrossFit and Jiu-Jitsu industry evolution (2010–2020)Treating your gym as a business, not a hobbyImportance of formal partnership agreements to prevent conflictsThe significance of class structure, curriculum planning, and relaying content effectivelyHow to create positive member experiences and reduce dropout ratesThe role of professionalism, punctuality, and cleanliness in gym qualityStrategies for owners of 100–120 students feeling stuck and scaling upThe mindset shift from hobbyist to business owner for sustainable growthPersonal growth, discomfort in expansion, and maintaining health as an ownerBuilding community with men's programs and online digital appsConnect with Jason on the links below:⁠Th.fit ⁠ — Free parking lot workouts for menNC Fit — Jason's Gym'sInstagram - Check out Jason on IGIf you are serious about growing your BJJ academy and you want a road map on how to do it, click the link below to schedule a free 30 min BJJ Growth map call. Click here to schedule your 30 minute call
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  Ep. 102 - Best Practices for BJJ Gyms 20.02.2026 22min

  In this episode of the Business of Jujitsu podcast, JP Levesque discusses essential best practices for jujitsu academies, focusing on retention, onboarding, sales, lead generation, and business metrics. He emphasizes the importance of tracking student attendance, creating effective onboarding processes, simplifying sales techniques, nurturing leads, and understanding business metrics to foster growth. The conversation provides actionable insights for academy owners to enhance their operations and student engagement. TakeawaysRetention is crucial for student engagement.Regularly check student attendance to prevent dropouts.Implement a structured onboarding process for new students.Sales should be straightforward with clear options.Lead nurturing is essential for building trust.Understand the importance of Google reviews for credibility.Track business metrics to make informed decisions.Time block tasks to focus on CEO responsibilities.Utilize paid ads for lead generation effectively.Now is the optimal time for growth in jujitsu academies.Interested in working with GrowJistu? Book a free demo call on this link: https://growjitsu.com/request-a-demoGet your free ads training I mentioned in the video here:Click here to get the doc - FILE > MAKE A COPY
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  Ep. 101 - Marketing 101 for Jiu Jitsu Academy Owners 12.02.2026 24min

  Summary:How to Grow Your Gym with Simple StrategiesIn this episode, JP Levesque breaks down straightforward marketing tactics that any gym owner can implement to boost growth. From Google reviews to internal engagement and paid advertising, learn how to create a sustainable and effective marketing system without relying on agencies.Key Topics:The importance of Google reviews and how to automate collecting themInternal marketing strategies: telling your students about upcoming events and programsBuilding a calendar of mini-events to increase engagement and retentionCreating cost-effective campaigns like Valentine's Day promotions and partner classesThe essentials of setting up a strong foundation before investing in paid adsHow to run and scale Facebook and Meta ads for consistent lead flowThe mindset: inputs (effort) drive outputs (results), not magic tricksTools and resources: automation tips, ChatGPT for content ideas, and a free marketing documentTimestamps:00:00 - Welcome and episode overview: marketing tips for gym owners0:29 - Marketing simplified: do cool shit and tell people about it0:54 - The ideal seasonal window for growth: early February to June1:24 - The crucial first step: boosting your Google reviews1:52 - Why reviews matter: social proof and search rankings2:21 - How to integrate review requests into onboarding and bulk emails3:19 - Using automation and incentivizing reviews with cookies or stickers4:17 - Ensuring your Google My Business profile is accurate and up-to-date5:15 - Tips to improve search visibility: open when you're open6:45 - Internal marketing: sharing what your gym is doing, upcoming programs, and mini-events7:15 - Creative internal campaign ideas: themed rash guards, partner classes, self-defense series8:37 - Planning and promoting your calendar of events and activities9:06 - The "roll with your Valentine" idea and other themed classes10:04 - Keeping your members engaged with consistent messaging and event promotion10:59 - Easy-to-implement automation strategies for marketing campaigns11:56 - The value of dedicated time monthly: content planning with ChatGPT and templates12:55 - The benefits of internal marketing: engagement, retention, lifetime value13:23 - The role of paid marketing: when and how to run effective ad campaigns14:17 - Making a simple, functional course for ad management using Google Docs15:15 - The importance of a consistent ad spend: minimum three months, $30/day16:12 - Foundation matters: lead nurture and onboarding first, then paid ads17:40 - How consistent ad campaigns can stabilize your student base and reduce stress18:10 - Avoiding financial stress by taking control of your marketing19:09 - Long-term approach: seasonal adjustments and persistent effort20:09 - The mindset: keep feeding the ad machine, reviews, and internal promos21:35 - Segmenting your messaging for different audience buckets at your gym22:35 - The power of paid ads for rapid growth and why to start now23:02 - Inputs drive outputs: focus on what actions create results24:02 - Free resources and how to get JP’s marketing document"If you want to download the free Meta ads training guide metnioned in the video: CLICK HERE AND FILE > MAKE A COPY