Martial Arts World News Magazine Vol. 19 No. 1 by Martial Arts World News Magazine

MartialArtsWorldNews.com

The #1 Business Resource for the Martial Arts Industry

VOLUME 19 | ISSUE 1

Shooting fo

The Greatest Disruption in Martial Arts Marketing History

W orld Record !

Grandmaster Y. K. Kim

Business Success Secrets of the American Ninja,

Stephen K. Hayes

Master Toby Milroy

Grandmaster Jun Lee

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CONTENTS

FEATURES

COLUMNS

6 Editorial

Are You Taking Advantage of the Massive Disruption in Martial Arts Marketing?

Interview: Grandmaster Jun Lee

Business Success Secrets of the American Ninja, Stephen K. Hayes

DEPARTMENTS 16 22

Industry Insights Tech News

Product Spotlight

School Profiles

YOUR INPUT 15

Share Your Story

Seeking Writers and Stories

Feature Your School, Organization, Accomplishment, or Event

4 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

Welcome to the ALL NEW Martial Arts World News Magazine! Master Toby Milroy

Martial Arts World News Faculty

The Warrior Way

The Power of Attitude Grandmaster Bill Clark

The Satori Way

Guidelines for Keeping Your Team in Sync Hanshi Dave Kovar

Growth Hacks

Get the right Tools, Tactics, and Timing in One Place Sean Lee

Next Level Strategy

Teaching Commitment Shihan Allie Alberigo

Pillars of Success

What is Your Definition of True Success? Grandmaster Y. K. Kim

Management Excellence

Which Type of Martial Arts School Owner are You? Chief Master Kirk Pelt

Extraordinary Marketing

Just Sell Something Grandmaster Stephen Oliver

STAFF 70

After School Excellence

One Easy Step that Changed a School Owner’s Life Chief Master Mike Bugg

Instruction Excellence

Are You Serving Your Students’ Needs . . . or Yours? Chief Master Tim McCarthy

Complete Martial Arts Concepts

Developing Leaders Around You Professor Willie “The Bam” Johnson

Tools & Tactics

Your Ads Must Have Speed, Power, and Accuracy Helene Reiver

Diamonds from Down Under

Your Services are Available: You Need to Raise Your Profile Master Graham Slater

Master the Basics

3 Secrets to Great Beginner’s Classes Master Tina Bane

Pro Shop Power

You Can Boost Your Income By $12,000 to $24,000 a Year with Wise Pro Shop Sales Brandon Kim

Budo Philosophy

Time Excerpt from The Immaterial Dimension Shidoshi Alfredo Tucci

VOLUME 19 | ISSUE 1 PUBLISHER Master Toby Milroy EDITOR IN CHIEF Sean Lee MANAGING EDITOR Master Tim McCarthy ADVERTISING DIRECTOR Jeff Reulbach ART DIRECTOR Frank Meyer GRAPHIC DESIGNER Amen Blue WEB DEVELOPERS Erin Pham Christina Paik COLUMNISTS & CONTRIBUTORS Hanshi Dave Kovar Sean Lee Shihan Allie Alberigo Grandmaster Y. K. Kim Chief Master Kirk Pelt Grandmaster Bill Clark Grandmaster Stephen Oliver Chief Master Mike Bugg Chief Master Tim McCarthy Professor Willie Johnson Helene Reiver Master Graham Slater Master Tina Bane Brandon Kim Shidoshi Alfredo Tucci 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 any responsibility for unsolicited submissions. Our preferred method of submission is email to editor@ martialartsworldnews. com but paper manuscripts and photos will only be returned if a self-addressed postage-paid envelope is provided. All rights for letters submitted to the magazine will be accepted as unconditionally assigned for publication and copyright purposes, with the stipulation that editorial staff has the right to edit and comment. Martial Arts World News Magazine, its owners, directors, officers, employees, subsidiaries, successors, and assigns are not responsible in any way for any injury that may occur by reading or following the recommendations herein. As publisher, Martial Arts World News makes no endorsements, representations, warranties, or guarantees concerning any products or services advertised or otherwise provided herein, and we expressly disclaim any and all liability arising from or relating to the manufacture, sale, distribution, use, misuse, or other act of any party in regard to said products or services. This magazine is a copyrighted product of Martial Arts World News. All rights reserves. Reproduction in whole or in part is expressly prohibited without written permission from the publisher.

MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1 5

Editorial

Welcome to the ALL NEW

Martial Arts World News Magazine!

MASTER TOBY MILROY is a 5th degree black belt. Known as “The Master Systemizer,” Master Toby Milroy 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.

➽I’m truly honored to announce this new, valuable resource for my fellow martial arts school owners and instructors! The goal 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. To achieve this, we’ve assembled an unrivaled team of martial arts business and instruction experts with the proven ‘in the trenches’ experience and track record of success to help our readers achieve a new level of performance and profitability in their career in the martial arts. Finally, a martial arts business magazine with no politics, fluff or ‘untested theory’, just hard hitting, relevant, uplifting and inspiring stories and strategies that can help any martial arts school owner or instructor get to the next level in their teaching and their business. By reading Martial Arts World News Magazine you’ll be “plugged into” some of the greatest martial arts instructors and business owners in the world, and learn the cutting-edge teaching, management, marketing and operational strategies that can help you build a more substantial career as a Martial Arts Professional. In addition, we’re very focused on demystifying the seemingly endless deluge of technological advancements that can benefit you and your school. From websites, to social media marketing, to search engine optimi-

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zation, to chat bots, we’ll help you sort fact from fiction, and peel away the layers of complexity. One of the most valuable breakthroughs I’ve had in my own career in the martial arts, and in my life in general, that has contributed to the level of success I’ve attained is the intentional strategy of surrounding myself with other smart, successful people, who are all on the same mission.

People who are smarter than I, more experienced, those who have “been there and done that”. The concept of the ‘Mastermind’ as Napoleon Hill would describe. This is one of the most powerful strategies you can deploy in your business and in your life. It can help you dramatically shorten your learning curve, save you tons of time, energy, money and headaches by avoiding expensive mistakes and learning what other proven successful colleagues have discovered in their careers. So, with Martial Arts World News Magazine, you’ll have the opportunity to do just that! Imagine having your finger ‘on the pulse’ of the industry, giving you the knowledge and confi-

dence to make good quality decisions in growing your business. As our industry evolves, grows and matures, we believe that there is a largely unserved need for a more robust, thoughtful and keener perspective on the martial arts business. With the advent of social media, and the ease of self-publishing content, we’re deeply concerned that today ‘anyone’ with a Facebook account or a cell phone, is now an “instant expert” with no real depth of experience, and can negatively influence hard working school owners and damage our industry. As Martial Arts professionals, we are a community. We are stronger together than we are apart. With Martial Arts World News Magazine, this community is for YOU! You now have a ‘voice’. You now have the opportunity to contribute to your industry and help other hard working, ethical, honest school owners and instructors grow their schools, teach better classes and advance their careers by sharing YOUR stories, breakthroughs, challenges and lessons learned. We’ve created several channels for you to contribute to the magazine, and to share with our community. Visit MartialArtsWorldNews. com/Ureport or email us at Editor@MartialArtsWorldNews.com to communicate with our staff, and have your stories and ideas considered for publication.

Check out ou r new MARTIAL ARTS BUSINESS D I SC USS I O N

G RO U P

No Egos – No Politics – No Trolls

Just News, Tips, Strategies, and Tools to Help You Grow Your School!

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OUR EXPERT FACULTY 6

Master Toby Milroy

Shihan Allie Alberigo

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.

Grandmaster Bill Clark

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 (www.takingittothenextlevel.com).

Grandmaster Y. K. Kim

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.

Hanshi Dave Kovar

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.

Chief Master Kirk Pelt

is an 8th degree black belt and recognized as the â&#x20AC;&#x153;Trainer of Trainers,â&#x20AC;? 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.

is an 8th degree black belt and is the President of a multi-million dollar, multschool organization, has a 30 year track record of success, and is currently on the leading edge of martial arts curriculum and business innovation.

Sean Lee

Grandmaster Stephen Oliver is the Executive Director of Sales and Marketing for hundreds of martial arts schools, who specializes in online and social media marketing using his extensive professional experience in sport and martial arts marketing, contract negotiation, and investment.

8 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

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, formerly Extraordinary Marketing.

OUR EXPERT FACULTY 70

Chief Master Mike Bugg

Sensei Graham Slater

is an 8th degree black belt and the owner of a 1.5 million-dollar-a-year location, with one of the largest after school and summer camp programs in the country.

Chief Master Tim McCarthy

is a 7th Degree Black Belt, 30+ year veteran successful school owner, chairman of the International Martial Arts Alliance, where he communicates with over 1200 international martial arts instructors every month. He also founded the Martial Arts TV Channel in Australia and publishes Martial Arts Business News Australia.

Master Tina Bane

is an 8th 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, plus has directed and been featured in hundreds of martial arts videos and webinars.

Professor Willie “The Bam” Johnson

is a 6th Dan master instructor and owner of a Top Ten martial arts school with successful after school and summer camp programs.

Brandon Kim

is a 7th degree black belt and 7-time sport karate and kung-fu world champion. He has appeared in 4 movies, 16 stage plays, 11 television shows and two videos. He is also the national spokesperson for the Stronger than Drugs Foundation and the Champions Against Drugs.

Helene Reiver is a martial arts business development consultant with a background in personal training, nutrition, education, marketing, and management of multiple successful fitness studios.

is the President of Vision Martial Arts Supply, Los Angeles Branch, who helps school owners all over the U.S. maximize their retail sales and drive more revenue into their schools.

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, including: Budo International Magazine and author of several books, The Immaterial Dimension, the Way of the Warrior and the Spirit. He currently lives in Valencia, Spain.

MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1 9

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The Warrior Way

The Power of Attitude ➽Positive attitude is critically impor-

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.

tant. Super Bowl Champion quarterback Bart Starr said, “If there were just one word I could use to describe a successful person it would be attitude.” Getting someone to admit they actually have a bad attitude is about as rare as finding a business that admits to a bad reputation. Over the years I have met thousands of instructors and students, but I have never met an instructor or student who thinks he or she has a bad reputation or a bad attitude. Strangely enough, however, they can always tell me about a competitor down the street who has a terrible reputation and a poor attitude! That’s the same story I hear from Realtors, insurance agents, gardeners, mechanics and many other occupations. They’re never the ones with the bad reputations or poor attitudes. It’s always someone else! Do you know someone with a bad attitude? I’ll bet you do. What do you think of that person? Is he or she a happy, balanced, fun-to-be-around individual? I think not! You can tell a lot about a person’s attitude by the way other people relate to him, whether acquaintances greet him with a smile or merely nod in his general direction. Attitude has been defined as “the belief or bearing of an individual as it indicates thoughts, feelings, or actions.” Our attitudes and moods determine to a very large degree the actions, beliefs, and moods of our family, friends, peers, and coworkers. Your attitude is like a flashing sign telling the world at large exactly what you expect. If it’s a happy, cheerful, positive attitude, there is little doubt that is what you will get in return. If it’s sullen, dull, and negative, there is little doubt that’s what you will get back. Success depends not only on your attitude toward others, but also on your attitude toward yourself. The successful person knows that attitude, more than aptitude, has again and again proven to be the most important ingredient to success in any endeavor. Attitude is what holds us back or propels us forward. When things seem to be going well, it is easy to have a positive attitude. It is when things are not going so well that keeping a positive attitude really makes a difference. I love the words of William James who was an American philosopher and psychologist who also a trained as a physician. He said, “The greatest discovery of my generation is that a human being can alter his life by altering his attitude.”

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Managing Your Outlook for Personal Success He was not alone. The number of great leaders who pegged attitude as the key factor to success is huge. Clement Stone, author of the classic book Success Through a Positive Mental Attitude said, “There is a little difference in people that makes a big difference. The little difference is attitude. The big difference is whether that attitude is positive or negative.” Your attitude is like a powerful magnet. A friendly, happy, and light-hearted attitude creates an environment of good luck. It attracts good people and good things to you. But beware, for the reverse is also true. A negative attitude will very often produce negative results. Since your actions reflect your attitudes, you will not be inclined to make strong efforts to accomplish something if your attitude is negative and you do not believe it can be done. Many people will base their reactions to you based on their perceptions of you - the person they are dealing with - rather than your point of view, expertise or actual product or service offered. Attitude is a way of thinking about, and looking at, the people and things around you, as well as yourself. It includes your point of view of the way things are now as well as your expectation of the way things are going to be. Because a solidly positive attitude is the necessary foundation for success, your attitude is one of your most valuable personal possessions. Protect it from anything that might harm it, just as you would a priceless treasure. For more information visit TheEvolutionOfKrav.com

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Teamwork

Guidelines for Keeping Your Team In Sync

HANSHI DAVE KOVAR is an 8th degree black belt and recognized as the “Trainer of Trainers”. Master Dave 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.

➽Without a doubt, one of the most important ingredients to having long term success in the martial arts industry is having a cohesive team. As you know, the total is always more than the sum of its parts. When a team is working well together, more gets done and the process is more enjoyable. In essence, everybody benefits. Following are some simple guidelines that we have found helpful in keeping our team in sync. Be Loyal To Those Not Present – Stick up for your teammates. No one likes to be talked about behind their back and we should not tolerate people talking bad to others in our presence. Do More Than Your Fair Share – No one appreciates working with someone that says “That’s not my job.” Develop a reputation for being someone that will do “Whatever it takes” to get the job done. Be Dependable – Get in the habit of being where you are supposed to be, when you are supposed to be there, and ready to do the job. Anticipate Your Teammate’s Next Move – Good teammates rarely need to tell the person what to do next because their partner is already doing it. Don’t Vent Out or Down…Only Up. Then Don’t Vent…Explain – Nothing is worse for morale than whining or venting to people who aren’t in a position to solve the problem. Go to the source and then explain your viewpoint in a logical, unemotional manner. Be Flexible – Sometimes it is okay to do a task someone else’s way. When Giving an Assignment, “Ask, Don’t Tell” – No one likes to be told what to do, but most everyone is glad to help out when asked. When Getting an Assignment, Have an “I’ll Be Glad To” Attitude – Be open to input. Practice Non-Judgment – We are all different, with varied strengths and weaknesses. Being judgmental undermines individuals. Pick Your Battles – Pope John XXIII once said, “See Everything, Overlook A Lot, Correct A Little” – If you always have to be right, people will tend to resent you and be resistant to your ideas.

14 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

When At Work, Put Your Game Face On – We all have personal challenges that we deal with on a regular basis, but when you get to work, leave them at the door. When Resolving Challenges and Giving Feedback to Teammates, use the following guidelines: Be Unemotional – Logic and emotion are like oil and water…they don’t mix. If you speak calmly and logically, chances are the other person will respond in turn. Have A Solution In Mind – Go into the discussion already having a potential solution that the other person will see the value of, but be flexible and willing to adjust. Try To See The Other Person’s View Point Before Expressing Your Own (Seek First To Understand And Then To Be Understood) – This is important because people can sense when you are trying to understand how they feel and are therefore much more receptive to understanding yours. Secondly, you might see the validity of what they are doing. Don’t Be A Nit Picker – Avoid bringing up unrelated stuff that is not necessary. It tends to make people defensive and never helps to resolve anything. Resist The Temptation To Argue – If you are not sure what to say or how to respond, say nothing. Be Sensitive to Other Peoples’ Needs – To a hammer, everything is a nail. Each situation is different, each person is different, and so each situation and person should be treated accordingly. Keep It Impersonal – Discuss the actions that you are concerned with, not the person. In conversation, use “feel”, “felt”, “found” whenever possible. Restate Their Value And Strengths – People are much more receptive to input when they know you appreciate their other qualities. (Praise, correct, praise) Agree To Disagree – Sometimes it is okay to have a different viewpoint, as long as there is mutual respect and a way to work around it. If these suggestions make sense, you might try to use one or more as a discussion point for your next team meeting. For More Information Visit KovarSystems.com

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 very useful for our readers to hear about YOUR specific experiences and results.

Here are some ideas on stories you could share: • New Rank Achieved • Opened a New Location • Award Won

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!

• Discovered a Successful Marketing Strategy • Built a Retention System that Works Well • Tournament Results • Anything else that our readers might find valuable!

MartialArtsWorldNews.com/Ureport Send your story ideas to Editor@MartialArtsWorldNews.com

INDUSTRY INSIGHTS New York judge lifts ban on nunchucks, declares them covered by the Second Amendment Recently, Judge Pamela K. Chen of the U.S. District Court for the Eastern District of New York ruled that New Yorkers have a constitutional right to own nunchucks. The ruling comes after James A. Maloney, a lawyer and nunchucks enthusiast, launched a complaint over the state’s 40-year ban on the traditional martial arts weapon in 2003. According to the New York Times, New York decided to criminalize nunchucks in 1974 while the “United States was in the middle of a kung fu fever” inspired by martial arts movies. It was in the seventies that Maloney first developed a passion for the instrument, which is formed of two batons connected by a chain or cord. Maloney told NYT that his first legal sparring over nunchucks came in 1981, when he was arrested in New York City while doing a public nunchucks demonstration. Maloney, who is self-taught, first learned about the ban during that arrest. Along with being a lawyer and teaching at the State University of New York’s Maritime College, Maloney has developed his own system of martial arts called “Shafan Ha Lavan,” Hebrew for “white rabbit.” That system heavily utilizes nunchucks. When Maloney originally challenged the state on the legality of nunchucks, he was told by the Nassau County district attorney’s of-

fice that “the dangerous potential of nunchucks is almost universally recognized” and therefore they were not protected by the Second Amendment (the right to keep and bear arms). In Judge Chen’s ruling, on the side of Maloney, she disagreed with Nassau County stating, “The centuries-old history of nunchaku being used as defensive weapons strongly suggests their possession, like the possession of firearms, is at the core of the Second Amendment.” The origins of nunchucks is somewhat unclear. Some believe that the weapon is derived from a tool once used in South-East Asia to thresh rice and soybeans. Other theories are that they were derived from an Okinawan muge (horse bridle bit) or a wooden clapper that nightwatch members would use to warn of fires and other dangers. Nunchucks have been a staple in pop culture since at least the 1970s, when Bruce Lee featured them in a number of his movies. One of Lee’s most notable nunchuck scenes can be found in 1973’s Enter The Dragon. New Yorker’s buoyed by the news they can legally own nunchucks would be well served to check out local laws before traveling with their nunchaku in tow. The weapon is still illegal in some US states, as well as Canada, Norway, Russia, Poland, Chile, Spain, and Germany. The weapon is legal in the UK for those over 18, but is only allowed at private addresses and martial arts centres.

Martial arts expert thwarts alleged kidnapping

Martial arts maneuver the future in trauma emergencies

CHARLOTTE, NC (NBC) - A North Carolina woman is safe from an alleged kidnapping after seeking help from a group of karate experts. The unidentified woman was walking along the road when all of a sudden, she was approached by a man named August Williams. Authorities say the man charged towards the woman, so she started to run away which is when he began chasing her. That’s when the woman ran inside a karate dojo. Head instructor Randall Ephraim was holding a class when she told him she was being chased. Randall performed a basic selfdefense move and waited for police to arrive. According to police, Williams appeared to be on drugs and believe the attempted kidnapping was not random. Authorities say they’re still investigating whether there was any prior relationship between Williams and the woman.

SEATTLE, Idaho (KMVT/KSVT) An emergency medical professor from the University of Washington School of Medicine was subdued during a Jiu Jitsu class when he realized he just found a way to save the lives of trauma victims. Dr. Nathan White was being held in a knee mount move and recognized the pressure applied to his abdomen might decrease blood flow to his legs. After researching the technique on multiple healthy subjects, ultrasounds confirmed that performing the maneuver at the abdomen, shoulder and groin reduced blood flow to the brachial and femoral arteries. This easy to learn move may be the best option for traumas where tourniquets are not available. The findings were published in the emergency medical journal Sunday, January 6th. “This also allows you to keep your hands free while applying pressure and decreasing bleeding at the same time, in case you have other things that you need to be doing with your hands at the same time,” said Dr. White. White also said that with more research this may be able to be named “Drop the Knee” and compliment the “Stop the Bleed” national initiative.

16 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

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INDUSTRY INSIGHTS

CFORCE Chuck Norris 5K Shooting for a

W orld Record !

Chuck Norris' CFORCE Premium Artesian Water will be hosting a 5K event for charity on May 4, 2019 at 9AM in Bryan/ College Station Texas. Beside the walk or run, the event is an attempt to set a world record for the most people in one place dressed as Chuck Norris. In addition, there will be a Chuck Norris costume contest immediately after the race with prizes.

ChuckNorris5k.com Costume Contest Prizes will be given in categories like: • Best male Chuck Norris costume • Best female Chuck Norris costume • Best kid Chuck Norris costume The event will also include an after party with food and drinks, music, face painting, and bounce houses. It is sponsored by CFORCE and Candy 95.1 as the Official Radio Station. 100% of the race proceeds will be split between Kickstart Kids and Mercy Project. Kickstart Kids is an in-school character development program that uses Karate to middle school and high school students. The Mercy Project is an nonprofit working to free children from slavery in Ghana, Africa. To learn more about these programs visit kickstartkids. org and mercyproject.net respectively. It will be an exciting charity event and a chance for participants crossing the finish line of the 5K to get a High Five from Chuck Norris. 18 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

INDUSTRY INSIGHTS

Martial Arts Celebrity Birthdays February

Tony Jaa Ernie Reyes, Sr. Joe Corley

Happy 43 on February 5 Happy 72 on February 12 Happy 72 on February 21

March

Cynthia Rothrock Happy 62 on March 8 Chuck Norris Happy 79 on March 10

April

Steven Segal Jet Li

Happy 67 on April 10 Happy 56 on April 26

MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1 19

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TECH NEWS Is Your Online Marketing Causing Friction?

Your Events May Soon Get More Reach on Facebook

Customers tend to be impatient. In this vein, Facebook reports that shoppers click away from purchasing when they are forced to take extra steps in the process online (friction). “80% of consumers say that the experience a business provides is just as crucial as its goods or services.” The main types of friction points for customers fall into three categories: awareness, information gaps, and technology optimization. Aware friction can be things like no brand or product recognition which can lead to too much time searching, etc. Information friction is things like no expert advice, risk perception, not addressed, no price information, etc. Technology optimization friction can be ads not linking correctly, loading time too long, content not optimized for all platforms, etc. These are key points to consider in processes for doing business online. Your websites should be developed with what Facebook is calling its “Zero Friction Solution’s”. Facebook notes, future business success will be determined by removing friction for their customers. According to the report plenty of income is at stake and lost due to friction – more to come on this in future tech news.

Facebook in the foot steps of Snapchat’s book, put out Stories back in 2017. Facebook is now playing with the idea of integrating Events with Stories. Facebook remains popular thanks partially due to its usefulness in planning and notifying friends about events. Now the Stories feature will start to lean on that popularity. Facebook will test this new feature in the US, Brazil, and Mexico in the near future. When the test becomes live, users can add event details to their Stories with stickers so friends can tap to learn more or express their interest in attending. There is no set date yet, but once the test is live it should be available to mobile users on both iOS and Android, so the experiment should include a lot of people right from the very start.

Will Google’s “Mobile First” Index Hurt Your School? Google announced that it is now using mobile-first indexing for over half the web pages shown in its research results globally. That means if you want to rank high in Google searches, your website better be mobile friendly. Originally, Google ranked sites based on the desktop website and content. As mobile searches became more common, beginning in 2016, Google started “testing” favoring mobile search results over desktop results. Now the testing is over, and Google is moving sites over to the mobile-first indexing, which means it ranks the search based on the information on your mobile site. If your school website is only desktop friendly, then it has NO information for Google’s mobile-first search, so you will probably rank lower than other schools in your area that are more mobile-friendly. Your school website needs to be responsive, so that it ranks highly in mobile and desktop content. 22 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

Join a Winning Team!

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Visit VisionMA.com for more information or Call 800.424.5425 24 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

INDUSTRY INNOVATIONS

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n Martial Arts Marketing History? By MAWnews Magazine Trend Watcher Team Right now, we are experiencing the greatest transition in marketing power weâ&#x20AC;&#x2122;ve seen in the history of the martial arts. Weâ&#x20AC;&#x2122;ve lived through some pretty big shifts in our industry: The Karate Kid era, which changed the perception of the martial arts and made family martial arts possible; the advent of after school martial arts with summer camp, which brought us a whole new market at a whole new price point; and then the Great Recession, which made the martial arts an unaffordable luxury to many struggling households.

MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1 29

Marketing Today, we are witnessing a massive shift in power away from big national media outlets (like television stations, newspapers, and the Yellow Pages) to individuals and small business owners like you through social media. Right now, the eyeballs we can buy, the consumers we can get in front of, is radically underpriced. It’s like being able to buy Google stock for 1 cent a share. We’re seeing the ability to attract new students at costs lower than we’ve ever seen before. Years ago, the Yellow Pages were the staple of advertising. You had to have a big Yellow Pages ad because when people were looking for a product or service, they would go to the Yellow Pages to find it. A successful school owner could spend $1,000 a month or more per location on Yellow Pages ads, which might only generate an average of about 3 new students a month. Because an average enrollment might be worth about $4,500 or more over the next few years, you’d be happy to pay $300 to get $4,500. It was a no-brainer. Now with our new approaches to social media, we are getting new students for as low as $40, $30, $20, and even $13 each. We now have access to the market directly – no longer through Cox Media, Comcast, AT&T or other giant media outlets. Social media providers like Facebook have significantly underpriced access into our marketplace. Here are some important trends and stats relevant to social media marketing demonstrating the impact it can have on how you promote your school: 1. Social Media General Stats: •• 3.3 billion people are on some form of social media •• Internet users worldwide spend an average of 135 minutes a day on social media •• Mobile phones account for nearly 80% of time spent on social media •• 40% of all mobile users are searching for a local business or interest 2. Facebook Stats: •• Total number of monthly active users: 2.27 Billion •• Total number of mobile monthly active users: 1.15 Billion 30 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

•• Total number of desktop daily users: 1.368 Billion •• Total number of mobile daily active users: 1.57 Billion •• 100 Million hours of video viewed daily on Facebook • • More then 50 million businesses are using a Facebook Business Page •• More than 2 million businesses are advertising on Facebook •• Facebook generates 21.57 billion in U.S. Ad revenues, which is 83% of social media ad spend 3. Other Platform's Stats: •• 1.1 billion users on Instagram •• More than 91% of Instagram posts are pictures •• The majority of Instagram users fall between 18-29 •• On Twitter tweets with images are 150% more likely to get retweets than text only tweets •• 1.57 billion YouTube users watch about 5 billion videos per day Please understand that time is limited. Eventually, large multi-national marketers will figure this out and costs will increase. Right now local marketers like us have the advantage and we need to strike while we have the opportunity. The catch is that if you don’t have the knowledge or the right set of skills, the costs can actually be higher than the old ways of advertising. You have to have good photos, be able to write good copy, know the ad specifications for each social media provider, know which markets to approach, and how to structure your ads, how much to spend, and how often. If you need help with that, we’ve dedicated an entire division of our organization to do this kind of work for you. You won’t have to deal with building websites, designing a funnel with squeeze pages separate from sales pages, building followup sequences, deciding which ad campaign to use on which social network, and then monitor them several times a day. Quite frankly, you have better things to do with your time, so my staff will do it for you. It’s part of our mission to help the martial arts industry grow. You can find out more about this amazing new program at iEnrollStudents.com or just give us a call at 1-800-275-1600 and a member of our team will explain how it works.

Exclusive Interview

Maintaining High Traditional Taekwondo Standards for 21st Century Students

Grandmaster Jun Lee is an innovative Taekwondo master who maintains the foundational traditions that the style was built on. His accomplishments are tremendous and he has been described as “a leader for the next generation”, “undeniably traditional”, and “a great example of the new leadership emerging in the martial arts that combines traditional values of the East with modern innovations of the West” by Martial Arts World Magazine. Taekwondo News, published in Korea, referred to Grandmaster Lee as “a pioneer, a scholar, a passionate teacher and a skilled master”. Jun Lee is part of a very prominent Taekwondo family from South Korea, with 6 brothers carrying on the family legacy by dedicating their lives to practicing and developing the art and sport of Taekwondo. He has received his 9th Degree Black Belt from the Kukkiwon organization in Korean. As the CEO & Founder of Black Belt World Grandmaster Lee now impacts the lives of mankind in various parts of the world. Over the years, Grandmaster Lee has run charities that have raised thousands for important causes in his efforts to spread the Taekwondo tradition of benefitting society.

32 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

Exclusive Interview MAW News: Grandmaster Lee can you give me a quick background of your martial arts lineage and how you got started here in the United States running martial arts schools? JL: I was born in South Korea and I came to the USA in 1982. Initially, my purpose was to continue my college education, but after I came to the USA I saw the possibilities and so much potential in becoming a professional Taekwondo instruction master. After 2 years, I decided to commit myself to being a full time Taekwondo instructor. I have a dojang in Raleigh, North Carolina and I have 6 brothers teaching Taekwondo in different places. We are the largest family of Taekwondo masters teaching and running professional Taekwondo Schools. I have a Ninth Dan Kukkiwon certification and am currently working with the United States Taekwondo Committee as a secretary general for the organization. MAW News: You expressed a concern for Taekwondo’s value system slowly fading. So what do you believe are the really important things to focus on, and where do you think we’re heading? JL: I am concerned the traditional Taekwondo martial arts values are fading away from society and my goal is to preserve them and to keep them on our training floor. I’m working to specifically bring back those lost values. In the past, when people came to see the sport of Taekwondo at a martial arts center,

they came in to find the profound meaning behind it. They wanted to see the proper attitude, people sweating and just trying hard to improve their energy capacity physically and mentally. But currently, I’m not even sure whether it’s a good idea for sports Taekwondo to be in the Olympics, as a Taekwondo practitioner. As an example, sport Taekwondo in the past had the master, student and disciple – a student/teacher relationship with loyalty. But today it’s the coach/athlete relationship with the athletes willing to switch their coach any time they want to and they are leaving all the time. Traditional things like uniforms, respect, and ranking systems are becoming less important and in many instances dismissed. For example, instead of saying, “Yes, Sir” in some schools the students respond, “Yeah.” T-shirts and shoes have replaced traditional uniforms also. The values we had for centuries are being destroyed by the sporting side of things. MAW News: How would you respond to somebody who thinks that the culture of uniforms, bowing and ranks

Grandmaster Jun Lee’s Beautiful Black Belt World Headquarters MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1 33

Exclusive Interview

Inside Black Belt World Headquarter's impressive dojang

were ego stuff to empower the Master, why continue it? JL: First, the main purpose of training in Taekwondo is not only for you, but also for the society and the community as well. We’re trying to benefit everybody. When someone is bowing to you or when you say “Yes, sir” or “Yes, ma’am” to somebody, you are showing respect and that makes other people happy. Culturally, in the Taekwondo tradition respect for elders and love for juniors has always been important for the benefit of society. This kind of respect also needs to be in the student/teacher relationship – it’s not ego, just respect. It’s also about guiding people in the right way like a father does for his children. So the culture and traditional guidelines in Taekwondo are respect, discipline, hard work, integrity, and self-control to the benefit of society and not just about the having powerful fighting skills. MAW News: Martial arts has so much more to offer than just the skills that come from participating in a martial art or sport for society as a whole – could you further elaborate? JL: As society becomes more civilized, the profound concepts and the profound spiritualities are really fading away, but that’s the reason why people are seeking

out martial arts programs. They are coming into our dojang because they can’t find those concepts or spiritualities in the society. When someone comes to a dojang where the instructors, programs and students are not carrying out these traditions, it’s not really what they were looking for. It’s very important when people come in they have fun, but we also must teach the values they are looking for with the profound spirit. Again, I cannot emphasize enough how important it is to bring back the lost values that I’ve been talking about, the traditional martial arts values. Lately, not only am I working with the US Taekwondo Committee

Black Belt World builds a tremendous “community”

34 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

to preserve the traditional Taekwondo values, but also I am voicing my opinions to Kukkiwon in Korea. Kukkiwon is another organization that is trying to preserve the traditional martial arts values in sports Taekwondo. These days Taekwondo’s population is more diverse so we have to provide good programs in order to show how effective training in Taekwondo can be for changing their lives. So, I’m voicing my opinion to Kukkiwon in the hopes that they reform and have a new direction too. MAW News: Since you have stressed benefitting society, what type of community outreach events do you find to be the most productive? And how did they help you grow your schools? JL: From the first day I opened my dojang, I was determined that my programs connect with the community. Ever since I started, every year, sometimes three times a year, but at least once a year, I have done a local community event. We do fund-raising for charitable organizations in our area. In the beginning, I did fund-raising for the Muscular Dystrophy Association, Easter Seals Society, hospitals, Make a Wish Foundation, you name it. I did most of the fund-raising events every year, until I found out that 80% of the donations went to the employee’s salary and less than 20% went to the actual cause. I wanted to get into a deeper area and I believe in education which is a very important part of my teaching and beliefs. Education is a very important part of Tae-

Exclusive Interview

So we continue the kind of endeavors that build a good reputation, and this is something I’m hoping every instructor continues. I’d like to see all the martial arts instructors and masters and school owners out there making sure they behave as a role model in the society. Be educated, ethical, and part of the society and your community. Again, our organization is no different than a big business, a political party, or religious organization: We’ve got to be careful what we do, this is very important. We have to pay attention to it now and in the future.

Grandmaster Jun Lee leads students as part of community outreach

kwondo and everyday life education should be from the martial arts. So I organized my own 501-C3 nonprofit organization within my organization to do the same thing. I organized the 501-C3 organization for a brighter future to raise funds to send people to college. At this time, I’m doing this mostly to send my members to finish their education with our support to make sure they go to college free. We’re giving thousands of dollars every year, but eventually my goal is to expand into the local community as well as the county and state level.

MAW News: That’s fantastic. What are some concluding thoughts you have for everyone in the industry? JL: Again, going back to the community involvement. This is actually a very important way to build our infrastructure for the future. You are with the community, you are making a difference in your community and looking for ways to contribute to society. That way people will recognize that what we do is not only for our own profit, but also that we are for the community. MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1 35

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Grandmaster Jun Lee giving some personal instruction

Cover Story

Business Success Secrets of the

American Ninja,

Stephen K. Hayes An-shu Stephen K. Hayes is everyone’s image of the iconic master warrior sage. Black Belt Magazine calls him “A legend; one of the ten most influential martial arts masters alive in the world today” for good reason. He is peerless in his ability to share real and honest ninja combat secrets enriched by unparalleled insights from the Himalayan meditative mind sciences. His genius is his ability to translate exotic esoteric concepts from ancient cultures into practical useful understanding for Western seekers. His gift is his ability to deliver a complete and all-inclusive approach to personal security and personal power, not to mention, leading a highly successful multi-school operation. MAW News: Let’s start with something that you said that I think is really important for school operators to understand. In the martial arts there are some folks who think in order to be successful financially you must have in some way sold out, or in some way sacrificed the integrity of your art, or whatever the case is, in order to be more profitable, and you described a concept of this idea of living with dignity, and this idea of so much abundance in the universe and with the opportunity that we have to serve other people, and creating this turning your passion into a profession, where might you take that? If I were a school operator and maybe that’s in my head, maybe I’ve come from this almost a poverty mind-set, how would you address that and what perspective would you take on that? SH: Well you know that’s quite a long discussion. I mean, seriously it really haunts so many people’s operation. They get in their mind - oh we shouldn’t charge money, this is martial arts - I would very patiently advise them, well that’s interesting. Martial arts is so important and so crucial to people that you shouldn’t charge any money or just charge a little teeny money. I’d say, well, how about if you were in the world and you needed a heart operation and you were going to go to the best possible hospital for heart care, wherever that would be, do you think they’d be charging you $25.00? No, you’d have to pay for the best healthcare. And if you wanted to go to a university, let’s say, oh maybe you set your sights on the top university, you want to go to Harvard, would you pay $25.00 to go to Harvard? And ironically with health concerns in mind, you know to buy the best quality food, organically raised vegetables and meats, 38 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

that’s actually more expensive than the conventional food, so there again you’re spending more money. So we could go on and on with this, the point being that it’s recognized in every situation you have to spend to get the best. Except for the martial arts??? MAW News: If I were a school operator and maybe that’s in my head, maybe I’ve come from almost a poverty mindset, how would you address that and what perspective would you take on that? SH: I understand this poverty mentality, I don’t know, I think that possibly it’s an excuse. Maybe I’m not as good an instructor as I thought I was.

Cover Story

An-shu Stephen Hayes Built His Curriculum on Practical Tactics

be honest, have these guys who are successful, have they given up, are they teaching watered down martial arts, are they teaching thrown together systems? I don’t think so, personally. Isn’t that quite the challenge to give that mindset up? To say I spent 28 years believing in luck and other people have it made, and we can even find on social media, we can even find proof of that, well look at the Kardashians - they just created this multi million dollar thing, or look at Nicki Minaj - we can find rare examples of people who came from nothing and became multi millionaires, with negligible stuff to offer, and that seals it in. “See, it’s all luck.” And we don’t look around at the millionaire next door. Pizza - I just saw yesterday there’s a person who has a small chain of pizza restaurants in Dayton like 9 restaurants, earned $21 million last year with just a couple of these pizza restaurants. Talk to that guy. I mean, he’s the guy who just started with some dough and cheese and he’s going to tell you about luck. Just finding those stories that we overlook can become a habit. Oh yeah, I’m a poverty case and therefore I attract poverty people so I put poverty prices on my service. MAW News: For our readers who may not know, not only living what I would call the ultimate martial arts lifestyle, but An-Shu Hayes is responsible for 31 locations - 31 schools in the U.S. and 4 or 5 other countries. So he knows a little bit about running multiple locations and a little bit about influencing the leaders, including other leaders, executive leadership, to help other school operators raise their standards and produce a higher quality product, have higher expectations for themselves and their families and their students. Sir, you’re on a quest to sort of raise the expectations and raise the standards of your people, and you had described that goes all the way down to decor and layout and things like that, so what are you focused on that right now?

Maybe my martial art doesn’t have as much to offer as I thought it did, I’m just dogged in my pursuit and I’m just real loyal and I don’t have many students because I’m not that good of an instructor and my martial art isn’t that impressive. I’m not going to take responsibility, I run into nobody who says I’m a pretty mediocre teacher. Everybody thinks they’re a great teacher. Nobody says eh I’m pretty mediocre but I just do what I like to do. Maybe it’s kind of an excuse. I turn it around and say oh I’m not interested in commercialism, I want a few students, I don’t’ care about the money, it sounds so noble, but is it the truth? MAW News: Yeah, you know, this is some deep psychological stuff, I think this gets wired in really early in life. Most folks who own martial arts schools, we grew up and maybe didn’t have a lot of money and maybe only paid $25, $30 or $40 a month for lessons, or whatever the case is. Does that seem right? SH: I think you really are onto something there. I never thought about that before, but I think you’re onto something. Tennis, golf, these are like upper class activities, I mean generally speaking, martial arts is not so much thought of as high class. I had a person point out to me one time, he said, “Well take a look through the golf magazine and martial arts magazine and look at who advertises.” Golf magazine you’ve got Porsche advertising, Breitling watches, and great scotches, and you look through martial arts magazines and it’s all these companies with animal names on it, oh gosh, it’s kind of embarrassing to me. But I think maybe a lot of us came in with this poverty mentality, and idea that some people are lucky, and they have a great lifestyle, I’m not so lucky. But you can create luck, it’s a skill you can learn if you’re willing to set aside an emotional bias against prosperity and you’re willing to empty your cup and just look at the guys who are successful. What do they do? And in fact, An-shu Stephen Hayes Focuses on His Senior Leaders 40 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

Cover Story SH: I think certainly the decor is a crucial element. Again, if you’re aiming at upper income people, these are people who maybe to go to a country club, their dentist office that they go to is beautiful, where they work may be nice, and then they come to your martial arts school and it’s just an empty room with a couple of mats and white walls and a couple of slogans painted on the walls - whoa - this is not what I’m used to! And so it can set up a disconnect already with the person. So our training hall is - we have it painted in maroon and a deep gold with green walls in certain areas - it’s very colorful - lot’s of wood. There’s a traditional now this is controversial - but there’s a traditional Japanese shrine - kind of like this here - I’m in my house dojo right now, this isn’t my city dojo, this is my private house dojo, and some people say gosh, you’ve An-shu Stephen Hayes Teaches Thousands of Students around the World got a shrine up there doesn’t that offend Christians, or humanists? I say, no we just explain that it’s like the mantle at your grandma’s house, you’ve got a picture of grandad up Becky in. I’m her granddad” and somebody comes up and greets me, there and a couple of souvenirs and maybe your diploma - people I don’t know this person, they don’t know me, but there are certain accept that. But you’ve got to set up your place, and by all means, things we can say. “Are you with somebody here?” I’ll say, “Yeah, I get rid of the folding chairs! That’s an expectation thing some say. brought Becky in she’s my granddaughter.” “Oh, great!” And then Well we had folding chairs in my place when I was learning, yeah, just start a conversation like that, or it will be a new person, “No I just but you learned in a crummy little basement from a hobbyist. Get came in for some information.” “Oh, wonderful!” So you’ve right rid of the folding chairs! It doesn’t cost that much more money to away found out who they are, but you’ve gotten over that awkwardbuy nice padded chairs. I’m kind of controversial and I say, get rid of ness. If you’re the head teacher you should know who the parents the droopy flags, the droopy American flag and droopy Korean flag. and grandparents are, but gosh if you’ve got 250-350 students, that’s Make a nice display. Put up other inspiring things, but that’s just my not reasonable. So that would be number one - a warm greeter type opinion. of a person. People volunteer - you don’t pay them - they just volunMAW News: How does all that tie together for you and for your teer. And they might just wear regular clothes rather than a gi, that school operators when you get to the culture of the school, the types type of a thing. of habits and behaviors that you’re trying to accomplish along with The second thing that I think is important when people are the appearance of the schools? coming in is that in martial arts these days people are doing it for SH: Well, this is a really important topic because a lot of us are so all kinds of reasons. Obviously, there’s a fitness crowd that - “Hey familiar with our martial art, if we have an Asian background, we’re I’m bored at the gym, I just want to lose some weight.” We don’t familiar with that Asian background, the language and then a new really deal with that a lot in our school. We’re qualified, we’ve tried person comes in they know nothing, so they can be intimidated by fitness programs with very personable instructors and our people are all of that. We wear different clothes, they are bowing before they interested in something a little deeper. If you want to go lose weight go on the mat, they’re using strange words, I don’t know what that go to the gym. And even self-defense, as obvious as that is, you know means, but everybody else seems to know. We can kind of shrink with all the laws these days regarding self-defense and getting into back from that. Now that’s in an Asian oriented martial art, I think fights - just carry a little shocker thing or something - you’ve got selfthere are a lot of Americans, younger, much younger than me, defense handled, why are you really here? Why are you really here? Americans running schools where it’s run as an American operation, So there’s a deeper level of what people are experiencing, and, now, they use English, they might have a suit that they wear, they might I don’t know, this could be my schools and the emphasis that I put have certain practices, but I think two things: I think number one, on personal development using the martial arts curriculum as a way if we can reduce that impression on people when they first come in, to set up parallels for conflicts people have at home or at work or at make it accessible. This relates back to who you have greeting people. school, or wherever they go. You have real people making real greetings to individuals. So in our MAW News: So, you touched on it a little bit. Describe how you schools we borrowed from some of the more liberal fundamentalist mold your curriculum in order to accomplish those objectives. You churches in our area - and they recruit people from the church to be talked a lot about the application of your curriculum as it applies to greeters. They might do it for three months, they even wear a little student retention, how do you deal with that? How do you solve that pin, and a real person looks around and just greets everybody that problem in your operation? comes in. So I think that’s one way to start, a warm, cheerful person SH: We really are kind of radical. When I look around at martial greets you. So there are going to be two people who come in, one arts schools in general, I think we’re pretty radical. We took the ninja somebody who is just coming in with somebody. “I’m bringing little continued on page 44 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1 41

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Cover Story

An-shu Stephen Hayes

martial art that I studied in the 1970’s, how people fought in Japan in the 1500’s and there are certain principles, and over some years I took those principles and overlaid those with modern American street protection needs. So it’s a very pragmatic martial art. So when people come in we have a Level 1, we call it Level 1, it lasts from 8 months to a year, depending on how often people come in and so forth, we have 12 “fights”, 12 different situations and people practice against padded targets, they practice with themselves in a mirror and they practice with a training partner. We tell them when you practice with a training partner that’s just for your timing, when you practice with the pads that’s for your power and speed so that we don’t have injuries, It could be a hook punch, straight punch, a kick, a grab from behind slam up against the wall, grab from beside where they get you off balance, kind of brag that of these 12 common scenarios only 5 you would find in an MMA ring. An MMA ring is very different - it’s two consensual athletes vying with each other, on the street it’s totally different. I have a book, The Ninja Defense that has all of these 12 fights illustrated in them. Of course, they also learn such skills as how to hit the ground and basic striking skills and so forth. They also learn a part of our ethics code, there are 14 of these points of ethics, and they learn one for each belt that they go through. The first part of our ethics code would be - I protect life and health, I avoid violence whenever possible - and we just ask people, check it out, do you know of a person who lives the other way? No, I rely on “predator” tactics and I count on violence whenever possible. What kind of life did they live? We don’t require they live that way, we just require they study it and examine it, but that’s a sneaky way of getting in that we are protectors not predators. In the MMA ring, we have a lot of fun with predators in there, but realistically you’re a protector. You walk into a place, a restaurant, coffee shop or something - I have this one friend, who says I look around so if I had to fight 44 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

this guy here’s what I’d do. I said wow how do you get a date on Saturday night? We would go in to that restaurant and we’d say OK, this is the safest place in town because I’m here. Here’s how I would protect this person, here is the exit over there. It’s a very different attitude. How can I help? And that’s all covered in our first part of the curriculum. To speed through there’s a Level 2 where we add some footwork, closing in, get inside fights, or pulling out and repositioning, so these are the next 12 most important things to know for street self defense. So that includes somebody getting around a head and slinging you, some throws in there, basic throws, and we usually teach a principle - I say, well, this is why this is the ninja martial art and not jiu jitsu or aikijutsu, it is it’s own unique approach. You take the center and you move a person just slightly off balance, so I say we take their balance first and then we throw them. As opposed to throwing them in order to take their balance. So it’s a little sophisticated and it takes people a little while to get it. We have a Level 3 which is all green and brown belts. Now we’re getting into some of the grappling where I am changing my position in relation to them changing their position and doing a technique at the same time. So it’s a little challenging, but people have gone through the Level 1, they’ve gone through the Level 2, and now they’re ready for this Level 3, and we call Level 4 black belt. So it’s very important that the curriculum relies on hitting targets, mirror work, personal work and working with a training partner and the movements themselves are not stylized. It’s not like my Tang Soo Do, it’s kind of stylized. A person would punch this way and we would intercept the punch this way - people don’t do that on the street, so it’s my shifting, cutting over, it’s very pragmatic, and I think that appeals to people. They can do it. On their first lesson they can take home something that night, I can really do this. Maybe I’ll do it better tomorrow or better in three months, but I can at least access this. So, I’m a kind of outspoken

Mental Discipline is a Core Tennant of Great Curriculum

Cover Story advocate of, who are the people studying with you, and as you indicated, what are they expecting to get for this pricey service and how do they feel when they leave your place every night? Very important. We’ve got to give them something they can relate to and that they can do and what looks like what they see on YouTube. I mean, when we were starting out there were a couple guys who would say this is what happens in a real fight, and you’d hear this kind of stuff, but now with YouTube, you just type in street scrap, or whatever, you can spend the whole evening just watching these, everybody takes with their cell phone, so use that. Provide instruction in how to handle those kind of attacks. People enjoy that, it seems realistic. The last thing I’ll say is that a person who is paying, what I call a reasonable price, for their martial art, they’re busy. They’re not just hanging around the apart- An-shu Stephen Hayes Blends 15th Century Ninja Tactics with Modern Needs ment at night wondering what to do. No they are busy, they’ve got the kids they’re schlepping around to different places, Sometimes my wife will comment, oh gosh I wish we were teaching they’ve got clients to meet, they’ve got their country club they’re Tang Soo Do, it would be easier! This is upper block, this is the punch. going to, they’ve got all sorts of things and martial arts becomes like But what we do is we have created exercises where we have to be so one piece of this mosaic that is their life. This is different from me, careful, you’d think a 9 year old - you don’t want to scare them - but this is all I do. I live this and I love it, and I’ll be 70 years old this year you do know more than they do and they’re going to be driving in a and I’m already worried, man I’ve only got 30 more years, I’m going couple of years, and they’re going to be out on their own in a couple to run out of lifetime before I run out of lessons. But I’m weird. I’m of years, and they could be victimized, they could go away to college not running a school for a guy like me. So I get them a couple hours and go to a party and could be victimized, and so we’re really training a week, I’ve got to make that time truly uplifting like nowhere else. the way the person thinks. I’ve had a couple of people say to me over the years (this is kind of Because a young woman goes to her first fraternity party, she scandalous to say this), but they say you know this is more spirituthinks she’s all grown up, she’s 19, she’s probably not going to get ally uplifting than church. And if you run things that way, it’s that into a fist fight with some guy, but things are going to be offered personal, it’s that real. That’s what it takes. let’s say, and for her to be confident enough in herself and know, no MAW News: In your specific curriculum, how would you say this is of more benefit to you than it is to me, no thank you. That’s a that you focus on translating those lessons to the younger student? If major thing you know. So we can emphasize that kind of thinking. you’re teaching this type of radical curriculum, this type of curricuA person is coming in and we might say, this kid gets mad, they lum that’s much more applicable on the street, how do you translate run out of words, they don’t know what to say because you’re smartthat to the much younger audience? er than they are, so they are positioning to the side you can guide SH: In my Dayton school, we’re located in Centerville, Ohio, I them away and get out of there. We have a series of 4 elements, earth, mean it is middle class, upper middle class, nobody gets in fights! water, fire and wind that come from the ninja tradition. So earth is Kids don’t’ get in fights. This is all abstract to them, and yet it’s a very holding your ground. And some people are just naturally that way if pragmatic self-defense system. Oh man, how do we approach youth? they get into a conflict or confrontation - they just hold their ground - no, no, no hold it, let’s stop - they want things to go back to where it was before the conflict started - so holding your ground. Then there’s water, which is being overwhelmed, the person comes in and I can’t hold my ground so I tactically position myself. So we would 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. So these principles we use, and we’re constantly emphasizing to kids, hey, you’re little! What if a big An-shu Stephen Hayes Has Been a Key Figure in the Martial Arts Since the 1970s kid comes around and pushes you around MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1 45

Cover Story and you’ve already described today the 14 point ethics code and the 4 elements that you use as teaching mechanisms, but you also described to me this 6 point hero code and 8 keys to personal development. Can you maybe walk me through that? What role does that play in developing students and I know those are tools for your instructors to use to teach those lessons. How do you implement all of that and what was the catalyst for all of that, and how does that help your team? SH: Well, you know, very briefly when people come in as An-shu Stephen Hayes Integrates Many Facets of the Ninja Arts into His Curriculum, Including Many Weapons white belts they have a three part student code, or student or somebody tries to grab you - hey kid come on over here. Now this creed, and we tell them right up front. These are going to be the three is like from 6 or 7 on up, we have a very different program for 4, 5 things you should check out whenever you’re doing anything dangerand 6 year olds. There we use a lot of obstacle courses, we use bright ous. Ski jump or a bungee jump, or jump in the cage with a tiger, or colored pool noodles, so they don’t look threatening, but we use them martial arts lessons, anything that’s dangerous. like swords, and kids have to get out of the way and we try and wrap Number one, I believe in myself, I’m confident and I can accomthat around their head and they get away from that, so little teeny plish my goals. People memorize that, and you say, well have you ever kids is a different program than the youth. And I’ll be honest, I’m had a day when you didn’t believe in yourself? Yeah, well say it twice looking for more ways to relate to kids with what we have. It’s so on that day! You have a right to believe in yourself, your potential. I pragmatic and yet kids don’t see violence in the school, I’m thinking look at something and oh man I can’t do that, there’s no way I can do where they do run into violence is keyboard stuff. that - then I’m not going to be motivated to try it, and no matter how You know. Cyberbullying that’s a big deal. A little kid is forming much my teacher tries to coach me, I’ve already decided I can’t do their identity and they’re cheerfully reaching out to their friends that. So no, I believe in myself, I can do this. and getting that kind of feedback and mom tells them she loves Number two, I believe in what I study. I’m disciplined, I’m them, well that’s just mom, dad says I’m proud of ya, oh that’s just ready to learn and advance. We ask people, “hey have you ever dad. I want positive feedback from my friends at school and then it done anything like a job, or a relationship and you just didn’t goes haywire. I think that would be a challenge that we’re going to develop now, some techniques for cyberbullying, so here’s the technique, but secretly the technique transmits a state of mind. We have to teach these kids, who you are, the value you provide, the gift you are, so when they come up against this inevitable onslaught they can believe in themselves, they can believe that they have a value, and we have to teach them some tricks, some ways of dealing with that. Oh, I’ve got my tricks ( I call them tricks) you could call them techniques or methods or whatever, but I call them tricks, this is how I deal with it. 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. So I think we’re going to work on developing some of those aspects as we go into the future. MAW News: We’ve been talking a fair amount An-shu Stephen Hayes and Wife An-shu Rumiko Hayes about culture and how that sort of fills in the gaps 46 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

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Cover Story porate self-development thing. When they get their black belt and going for second degree, we have 8 points of personal development. Now this is where we look at ourselves. The way we think. There’s a mechanical way that every one of us thinks and there’s maybe a better way, a more effective, efficient way. You learn to think when you were two and three and four, and now you’re twenty six, you think you could upgrade that a little bit? I had a young guy working for me and he would say, somebody would thank him, and he’d go oh, “no problem”. And so I just said to him you know that’s cool among your social peers, but older people don’t like to hear “no problem.” I’m not a problem, I’m the customer! So, I said, just say something - oh OK, he said I’ll do that. So a couple of weeks later I overheard him, somebody said thank you and he said “oh it’s my pleasure”. I said, whoa that was amazing! He goes, well you told me to say that. I said, oh OK, you’re paying attention. So we focus on the way we use our language. And how we dress and how we appear, I mean, I look the way I look. I’ve looked this way since 1967. My beard was darker and I had more hair up here, but there are some funny looks. People with weirdly shaped beards and funny half shaved heads with little sprouts of hair, and I mean, certainly express yourself, do what works for you, but bear in mind the people who are coming in to you have a certain expectation of what they’re looking for and you could, just by your appearance, put some people ill at ease. So I’m just saying An-shu Stephen Hayes’ Curriculum Covers All “Ranges” of Defense consider that. Then going for third degree there’s a six point hero code. Six specific things that people look at that makes for heroic living and if one believe in it?” Some hands go up - why did you do it? Well, I needed of those is missing, it’s not heroic. This is very interesting to people, the money, or I was scared that I couldn’t find another way, or especially this day when we talk whatever, - oh OK, fear. So the third is I believe in my …very subtly, is effecting their actual character, about a basketball player being a hero, no I just play basketball. Well, teachers, I show respect for all who who they are, we’re opening up their potential, I make a lot of money and I express help me progress. Now that inmy opinions and people listen to cludes negative teachers too. Were and at the deepest level, we’re altering who my opinions, not a hero. He’s just a you able to learn anything positive fortunate genetic example. from a negative relationship? Oh they are, they’re changing as a human being. There are six ways to actually be gosh, everybody says yes. So those a hero. As I said I kind of borrowed are the three things we start with this from Buddhism. The wonderful thing about Buddhism is you and we say, if you don’t believe in yourself and you haven’t studied how to do it and you don’t have a good coach, you’re crazy just to go in there. The only time you would ever do that would be a sporting event. Um, I’m mediocre at tennis, but I think I’ll take on this person, I might learn. You’re not going to die if you come in second place. Then we have a 14 point code of mindful action that is our ethics code. For each belt they learn one of these 14 point codes of how to behave and I jokingly say, well, at worse this is just how to stay out of jail. We’re not predators, we don’t steal, we don’t lie, we don’t sexually abuse people. We have a lot of kids in our schools, so we don’t refer to sexuality, but we say I cultivate positive relationships, I avoid harming others for selfish gain, and little kids say what does that mean - well you don’t use other people. Do you ever notice anybody who used somebody? They’d pretend to be their friend and they’d get something from them, we don’t do that. We’re adults, we can make the reference. I don’t know if I should say this or not, but all this stuff comes from Buddhism. An-shu Stephen Hayes Travels the Globe Learning and Teaching But we just changed the wording a little bit so it sounds like a cor48 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

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Cover Story don’t’ have to believe in anything! This stuff just works! Buddhism is easy going with that kind of stuff, so we just import all of that. I’ll just say this to wrap up, it’s very interesting when I talk with our successful adults who are involved in the program and I say, “What’s something you used this past week? Can you really relate to this?” They always bring up the code and the creed. Because these are the conflicts that successful people are having, they’re not in dangerous parts of town, they’re not robbed at knife point. They run into the office bully, they run into the superior who doesn’t know how to lead, and it’s just - you know, they use these tactics that they learned at the martial arts school to bend things around to work for them, and I think I’m not going to argue with that. Let’s go with that. People are learning things at the martial arts school, they’re using them in their real life, and they’re generating the results that they want to get, and they come back and thank us for it. MAW News: So there is a heavy emphasis on the practical impact in a person’s everyday life and not just in theory. I guess you’re curriculum is really about changing people and putting things into real life practice? SH: Oh yeah, we can teach “tricks”, again I use that word “tricks”, to kids like their little workbook, their reading through the workbook and they’re not comprehending, so the parent says well read slower or read it three times. I always say ask the laziest, cheapest person how to get something done, they’ll come up with the best way! So I say, no go to the back and they always have questions in

An-shu Stephen Hayes leading Q & A at a Quest seminar 50 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

A lighter moment with An-shu Stephen Hayes

the back of the chapter, read those questions and now read the chapter and you know what to look for. Oh wow, I could do that. Yeah, it’s easy and cheap. So there’s a trick. But, what we are doing, very subtly, is effecting their actual character, who they are, we’re opening up their potential, and at the deepest level, we’re altering who they are, they’re changing as a human being. We might even ask them, the adults, hey, you know, we’re requiring you to change as a human being in there, is that OK? And people go - uh, I don’t know. It’s like the office bully is devaluing you and you now see where they’re coming from and understand that this is a tactic that works for them, but I’m above that and you can counter that and it almost amuses you. Would that be OK if you were like that? Oh gosh, yes, yes! Some knucklehead cuts in front of you in traffic and you used to get mad, but now you know, it’s just a poor knucklehead who didn’t allow himself enough time to get somewhere. I’m above that. Would that be OK if you didn’t respond in anger? Oh, gosh yes! That’s really what we’re looking at. We tell people right up front, no you are changing as a human being through your martial art training - you’re bigger now, you’re expanding your capabilities, your possibilities, you’re not 3 anymore, you’re 28, you’re 42. People are happy with that. MAW News: Sir, I really appreciate the time you spent with me for this interview, thank you so much again. Any higher lesson you think would be useful to finish up with? We’ve covered so much territory today. SH: One thing I emphasize to my teachers over and over again is like a two fold thing: Number one, people come in and you’re the teacher, they expect at least on the floor, for you to command yourself with some dignity and some higher vision. And when you’re 28 years old running a martial arts school, or 33, that can be a little intimidating. So put your head in that place. What does this person expect? I’m not their buddy, I’m not just a cool guy they know. I am wisdom, you can’t lie or fake it, but bear in mind how am I behaving? Am I an inspiring person? The second thing I’ll mention is when it comes to teaching, fewer words that really mean something are - I see so many people over teaching - so we have a saying, if the person, the student, has enough time to get all of their weight on to one leg you’re talking too much.

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Cover Story

Developing Other Leaders is a Core Focus for His Organization

I had a friend who said, oh we have a rule in our school for every degree of black belt that you are, you get one sentence. Third degree, he can go for three sentences. He has a lot more to teach than a first degree. So those would be two things. Just give them bare minimums, give them a big grin, let’s see how

it goes, and let the people learn the lesson through their body rather than through listening to you. MAW News: Yeah, most times when you find yourself over explaining it’s because you haven’t planned your class well enough, the teacher doesn’t know what the next exercise/ drill component of the class is supposed to be so they’re actually being lazy. I have exactly the same - my rule - from my own experience - my rule is nobody walks onto the floor - my instructors, my staff, nobody, my team - nobody walks onto the floor without the class plan. And that includes me. So if I jump in to teach a class, I place my class planner on the board in the front, everybody knows what I’m doing. All of the assistant instructors know what’s going to happen at 7 minutes past the hour. It’s just a matter of that executive level of leadership, right? SH: Absolutely, we’ve got a big book, it’s the third week of October, here’s how we do it. We allow the people to interpret that their own way, that creativity, but nope we’re all teaching the same thing. Yes, I’m totally onboard with you on that. We’re fellows of the same cause there.

Seeking Stories! Martial Arts World News Magazine is the definitive source for information, news, education, ethical business practices, product reviews and innovative developments in the world of martial arts business. We are always on the look out for notable, engaging and valuable stories for our readers! If you, your school, organization, event, product, or service has a story that might be of value to our readers, we’d love to hear about it!

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52 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

School Profile

Sun City Martial Arts Han’s Martial Arts has been operating in El Paso, TX, for over 40 years and has over 400 students. Last February, Master Abraham Han left the security of his father’s family school to open his own branch school. Master Han has chosen a challenging pursuit since he is also an active competitor in both boxing and kickboxing, so he spends a lot of time training for his fights. He is a 2-time amateur Ringside World Boxing Champion and 3-time amateur IKF World Kickboxing Champion. Then, as a professional, he became the UBS Inter-Continental Middleweight Champ. In his “spare” time, he has chosen to open his own martial arts school. In the first 100 days of operation, despite all the time demands of training for his fights, he has built up his enrollment to 85 students, which is pretty impressive considering he is managing the school as a one man show, with no other staff. Master Han suggests, “I’m just a fighter . . . and you look at how many fighters in the world have successful schools. . . it’s very rare.” So in an attempt to avoid the same fate of so many others, he decided to depend on a management support company. He said, “I have a hard time checking up on who’s paying and who’s not. Having AMS' full service tuition billing has been a great assistance. The knowledge they have is amazing.”

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Again he said, “AMS is a big part of why I even opened up a school, because I don’t think I would have without the confidence AMS gives me to be successful.” We know that fighting careers don’t last forever, but as his father has shown, a quality martial arts school can last for decades. We wish him good luck and a lifetime of learning in the martial arts for him and his students.

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School Profile

Martial Arts World of Eustis Chief Instructor Chris Nelson opened his 2100 sq. ft. school in a small, rural community of about 20,000 people 4 years ago. Now, he's doubled his school and his gross income too! MAWnews: Chief Instructor Nelson, let’s start with a baseline . . . considering last year – what was your enrollment in after school and in your evening classes, and what was your income? CN: At the start of the year we had 30 in our after school program and approximately 50 to 60 in our traditional program, which was generating around $16,000.00 a month.

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CN: Absolutely! MAWnews: Wow! And I understand you even reduced your rent? CN: I reduced my rent by $1,000.00. MAWnews: So did the Atlas Pro System work for you right away? CN: For the traditional program it worked right away. We got people to come in literally the next day after we started. It worked really well. With the after school program it took a little bit of time for things to get rolling – as far as the after school and making sure we were getting quality – it took about 3 months, but after that it just started to snowball and continue. That’s when we got all the way to 60. MAWnews: This sounds really, really good. So you went from a 2100 sq. ft. facility to a 5500 sq. ft. facility, increased your income $7,000.00, you doubled your after school program, and you’ve gotten a better reputation, all thanks to the Atlas Pro System. CN: Yes, Sir. MAWnews: Well, thank you for sharing your success with us. We’ll look forward to checking back with you in a couple of months or so to see how you’re doing!

MAWnews: Then, you made some changes that caused dramatic and quick growth... what were the results? CN: Right away the increased enrollment forced us to move – which is a good thing – from a 2100 sq. ft. building to a 5500 sq. ft. building. So we had a lot more room. Our enrollments continued to increase and by six months later we increased from $16,000.00 to $23,000.00 a month. MAWnews: Wow! That’s pretty impressive! Let’s talk about the after school program specifically: You said you had about 30 when you started a new system. What happened through summer camp and now? CN: Through summer camp we continued to use the new system and it got us up to about 50 during the summer time. And the start of this school year we’ve been at the most we’ve ever had with 60 after schoolers. MAWnews: So it has literally doubled You can Still Have Full Classes in a Small Town your after school program? 56 MARTIAL ARTS WORLD NEWS VOLUME 19 | ISSUE 1

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Growth Hacks

Choose the Right Tools, Tactics, and Timing to Win!

SEAN LEE is the Executive Director of Sales and Marketing working with hundreds of martial arts schools, who specializes in online and social media marketing using his extensive professional experience in sport and martial arts marketing, contract negotiation, and investment.

â&#x17E;˝As a martial arts expert, you understand the importance of the right tools, tactics, and timing for success in a combative situation. In the same likeness, business is also an extremely competitive and combative set of circumstances in which your tools, tactics, and timing are crucial. In both arenas, one mistake could cost you dearly! Of course, the human anatomy and brain has everything you need for survival in a battle, but is there a perfect weapon that has all the tools, tactics, and timing you need to survive in business? Tools Think about how difficult it would be if you had a hammer instead of an axe for chopping wood. Your business can experience similar difficulties if you try to operate with the wrong tools. For clarification, it would be like taking attendance with a clipboard, paper, and a pencil instead of using an iPad or a fingerprint reader with the software to make things a snap. Without the right, rather the best tools, you would be making your life more difficult than it needs to be. Tactics Again, you must strongly consider the tools you're using because you don't want to be bashing with a hammer when you need to be cutting with an axe in your business; it can be fatal. The tactics you use in school operation must be right to run a profitable business. For example, let's say you're in need of a boost in enrollment, but you focus on managing your staff rather than professional marketing and promotional materials with good copy, pictures, and offers to attract new students. Timing Finally, if you're using a hammer to do the job of an

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axe, you'll end up wasting too much time. You know that time is money and it also can be the difference between turning a profit or going belly-up in your business. Since I work with hundreds of school owners, I often see some who were still taking attendance with a clipboard and pencil and others who were missing their appointments and follow-ups because they were written on paper that got lost in the shuffle. For schools that want to systemize their operation AND attract more students, I recommend the ATLAS Pro System. The Atlas Pro System is like a Swiss Army Knife that equips you with management software, a lead generating website, marketing tools, a profitable after school program, and social media automation. In other words, everything is already available and done for you to find success easily. With Atlas Pro: You can build a strong internet presence with your own professional website and social media marketing. Take advantage of the after school market to earn an additional $100,000 or more this year Even tap into the huge adult market with the MA Biz Academy to double your enrollment. Plus, you will also have immediate unlimited expert consultation when you need answers right away. The new Atlas Pro management system does all these things and more to provide school owners with the best tools, tactics, and timing to double income, enrollment, retention, and profits. To find out more call AMS and ask for Sean at 1-800-275-1600 and I explain it all or visit AtlasMartialArtsSoftware.com.

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Next Level Strategy

Teaching Commitment

SHIHAN ALLIE ALBERIGO 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 (www. takingittothenextlevel.com).

➽There is something that I tell my students continuously “there is no try, just do.” This is simple to read and simple to say, but many of us fall short of actually doing it. If I had a dollar for every parent and student that has come to me and said “I want my child to develop self-confidence, self-esteem, self-discipline, self-control, focus and learn self-defense. My child really enjoyed their classes but I don’t want to commit for a year. I want my child to overcome their shyness or they need to listen more. I personally always wanted to learn the martial arts.” I would be a millionaire. A week goes by and the excitement is still there. A month goes by and the excitement is growing but the student is falling into the routine. A year goes by and it is becoming a routine and the newness is not there so the excitement is starting to fade slightly. Renewal time comes around and the student or the parent asks themselves, “Do I want to commit to another year? Do I want to spend the money? Maybe I need to do something else, that excites me like when I first started the martial arts.” Well, the hard true fact is that unless you develop a skill like self-discipline, then everything you do in life will have the same results. It just takes some adjustment and realization that life is not just about fun and excitement. You cannot let your mind wonder and look for a new fix every time the initial thrill wears off. This is your self-control and focus. For every parent that has told me, “I don’t force my children to do anything. Why should I make them go when they are not enjoying it? I don’t think that the martial arts are like regular school.” I have to disagree. Martial arts if taught properly is not about kicking and punching: it is about life. For every child that has quit I feel bad. Not for the child but for all that the child loses.

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No one will ever know what they have lost, because they have not put a value on what they have given up. It is only the people that achieve that truly know what people lose. For every parent that says they do not force their child or encourage them to do things, I say when was the last time you let them stay up all night, not eat correctly, or stay out all night drinking. Every day you make decisions based on what you feel would be in their best interest or yours. Don’t you? Well the truth is as school owners we need to make the student and the parents understand that the martial arts will change their lives for the better. How do I do that? Most of all I talk about it, then I teach it and thirdly I live it. If the student is not present the lesson is not heard. That is why it is important to exercise your focus, self-control and selfdiscipline and make it to class. To teach the student when they least expect it. To train them in techniques of success without them really even knowing it, to help them achieve Black Belt Excellence as an everyday occurrence. Today is only what you have. There is no past. The future is only a dream. Make the most out of the moment. For more information visit TakingItToTheNextLevel.com

Pillars of Success

What Is Your Definition of True Success? 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 U.S. For more information visit YKKim.com

felt better temporarily because I wasn’t alone, my pain ➽I get many different answers, depending on their ethnicity, religion, age, gender, job, never went way. I soon realized that too many people were education, level of wealth, and personal situasuffering, including the rich, the famous, and even the tion. However, a majority of people think that well educated, because they didn’t know what ingredients success is being rich and famous, and having a make for true success. dream career…what we traditionally called the Finally and fortunately I found the right answer: Why I American Dream. had a painful life, not a successful life, even though I achieved However, when I ask, regardless of age or gender – they the American Dream. To make a long story short, I discovwill pause, and almost no one will answer right away. I was ered that true success requires harmony and balance; withno exception. For a long time I was just like the people in out harmony and balance nothing works well in our lives. the audience. I thought that success was to be rich and faWe live in an information and automation age: Within mous, or to have a successful career, to own a dream house, seconds, we can find anything, any time, any place with and drive a dream car. I believed in the American Dream. a smart phone, tablet, or computer. In addition, artificial The American Dream is the main reason why so many intelligence will automate almost everything. Our society people immigrated to the is rapidly changing; we live in United States of America an advanced and competitive “I discovered that true success from all over the world… world, but thanks to modern including me! So, I left my requires harmony and balance.” technology, we are starting to homeland of Korea in 1976, live increasingly sedentary and and when I arrived in America, I worked painfully hard, passive lives, with catastrophic results. shedding blood, sweat, and tears to overcome humonTo survive and thrive, we need to maintain a balance of gous obstacles, including cultural shock, financial diftechnology and lifestyle. If we don’t improve our lifestyle ficulties, and a language barrier, in order to achieve the at the same rate as technology, we will be enslaved by American Dream. modern technology. Finally, my long and hard work paid off. I was so happy In the U.S. today, you can see that this is already hapand proud that I achieved the American Dream. I felt sure pening. Over 70% of the population, including 21 million that from then on, I would have freedom from a painful children, is suffering from being overweight. These people life, and I would live a fulfilling life. However, that fantasy are our family and friends! Modern stress is another sigwas short-lived, and a certain mental anguish and physical nificant issue, because it leads to death from heart disease, pain never went away. cancer, diabetes, accidents, and even suicide. Furthermore, Although I had financial freedom, I had a miserable over 80% of the population experiences chronic back pain, life. I was in pain and had more frustration because I didn’t neck and shoulder pain, and many other ailments. know what to do. The pressure was getting worse, and I acThese factors contribute to rising health care costs. tually fell down and went to the hospital emergency room This problem doesn’t just affect individuals; these probfor the 7th time when my body became rigid like a corpse lems are destroying the health of America. They are no from severe stress. I was desperately in need of something longer personal problems; we now have a national crisis. to end this painful life, so I sought high and low, asking Plus many medical experts say one in three people will doctors, reading everything I could find, and experimenthave cancer – that person can be one of your family meming on my body for many years. bers, or you, or me. I didn’t understand, and I asked over and over why I If we don’t change our lifestyle, we will be crippled and was the only one suffering and what I did wrong. I was face disaster. We have to change our lifestyle to match the shocked to discover that too many other people were development of modern technology, so we can enjoy it and also suffering – some even worse than me. So although I live truly successful lives.

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Management Excellence

Which type of Martial Arts School Owner are You? ➽From my 30 years of

CHIEF MASTER KIRK PELT is an 8th degree black belt and is the President of a multi-million dollar, multi-school organization, has a 30 year track record of success, and is currently on the leading edge of martial arts curriculum and business innovation.

experience in the martial arts industry, interacting with business leaders and running my own large multi-school organization, I have noted two primary management styles used by school owners. I have seen the Solitary Samurai and the Delegation Master and their focus for professional success. 1. The Solitary Samurai: If you want a job done right, you do it yourself. For this style, martial arts is about control, and you extend that control to your business. You teach all the classes, enroll all the students, meet with students and parents when they have problems, write all the checks to pay the bills, and personally supervise all your advertising and promotion. There are not enough hours in the day to get everything done, but you are not afraid to work hard, and at least you know the job is being done right. 2. The Delegation Master: If you want something done right, you hire a professional. For this style, martial arts is about using the right technique for the right situation. You realize that the success of your school depends more on your ability to lead than on your ability to do. You teach your classes, but you get professionals to collect your tuition, write and design your advertising, program software and build websites. Sure you could try to do it all yourself, but why not focus on the things you do well, and delegate the rest to someone who does those things well? Leaders know how to leverage their time so they work smarter, not harder.

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Leverage Your Time If you’ve been a Solitary Samurai and reached the point where you can’t seem to get it all done, take the next step in school management and delegate. Remember, in history that the samurai became obsolete with the advance of technology. Don’t follow their path. Adapt, learn, and become a Delegation Master. I have learned the art and benefits of delegation with AMS in my corner. Since delegating much of the “heavy lifting” to the leaders in their field, I have stopped doing the $10 an hour jobs so I can now focus on the $100 an hour jobs. You don’t have to go it alone. AMS has a team of pros there to help with proven programs and practices that have helped schools like yours break through to the next level of professionalism and income. It seems incredible that you can actually make more by doing less, but AMS can show you how. Just call 1-800-275-1600 to talk with Chris to get a friendly explanation, and you'll also receive the special report, “Ten Ways to get Your Martial Arts Program into the Public Schools.” For more information visit ourAMS.com or call 1-800-275-1600

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Extraordinary Marketing

Just Sell Something

GRANDMASTER STEPHEN OLIVER, 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, formerly Extraordinary Marketing.

➽Peter Drucker said the purpose of a busiformula more or less. It was 22 enrollments a month, each ness is to create and keep a customer. That’s ultimately worth $5,000 each. Therefore $110,000 gross right. Our job is go find someone who’d love revenue per month. Way over $50,000.00 a month NET to do what we do and get them enrolled. Once profit. Not bad for one school? enrolled then it’s sweat blood to keep them The secret? engaged, happy, and training. 1 enrollment a day. Keep them A LONG time. Charge Strange how often I talk to owners who think there’s enough to average $200+ per month per student. That’s more to it than that. What should you go to bed thinking the formula. It’s enough to make you rich in the martial about and wake up and immediately work on – to the exclu- arts school business. Sadly, for some it has nothing to do sion of all else? How to I get a new student? How to I keep with XMA, Hyper, adding “cage-fit” or Krav Maga to your the ones I have longer? (and, how to I ratchet up my tuition) traditional school. Really that’s it. We’re in an incredibly simple business. Want to be very successful? Develop OCD (Obsessive For years my life boiled down to, “I need 12 intros and Compulsive Disorder) about 2 (and, only 2) things: 6 enrollments a day (across 6 schools.)” That was really First: What am I doing RIGHT NOW, to create new it. Each month I needed 240 intros and 120 enrollments. students? Did I create AT LEAST 2 intros today? Every day started with thinking about marketing and Second: What else can I do to keep students longer? student retention. Every day ended thinking about – that’s Oh, and by the way. The answer to the second question. right – marketing and student retention. Want to know “THE SECRET?” Hire only NICE people. For a single school, you can gross $100,000+ per month Train them how to be nice to the students and the parents. with 2 intros, 1 enrollment each day. Each day you wake Treat each student like a cherished friend or family up and figure out what you could do – today – right now to member. generate at least 2 intros – today. See, that’s pretty simple. At our recent member Martial Arts Wealth Meetings, And, certainly I’d rather it be “set up and create 252 I was listening to a lot of really sharp people. Seemed like appointments, which turned into close to 100 enrollments everyone was focused on doing a bunch of stuff in prepabetween August and September 2018,” like Jan Lappin did ration to sell things. Most were very focused on email during recent “Back-Tofollow-up and, maybe For a single school, you can gross $100,000+ some form of internet School” – Orientation Days. But, hell if you marketing. Eventually I per month with 2 intros, 1 enrollment each day. got a bit agitated. need to, take a right out the front door of your Finally, I got up on school and start knocking on doors. How many would you the paper pad and in the middle of a bit of a rant…. Said: have to knock on to generate 2 intros? Really, if it took 2 “Gee, just sell something!” hours let’s say 1 yes and a BUNCH of nos per hour. And Then proceeded to explain from my perspective that that 2 hours turned into 1 enrollment at $400 down and the easiest way to sell something was face-to-face…. Next $200 a month X 12 – that means that those two hours in line on the phone. WAYYYY down the list is sending generated $2,800 in contract amount and $400 cash right them an email. away. Let’s see that’s $200 an hour for the labor of knockWhat you’ve got to do is move people from “suspect” to ing on doors. Not bad, right? “prospect” – in other words get them to “raise their hand” And, seriously I’ve rarely had my staff knocking on and express interest in what you do. Interest is a big deal. doors, or “VIP’ing” however, it works just fine. And, let’s You can shout all day long to get the attention of someone see $200 an hour X 40 hours X 4.2 = $33,600 a month from who’s not interested. It’s mostly a waste of time. However, one person’s labor. Not bad. moving them from a little bit interested to a student is Really, what’s your excuse? typically not all that hard over time and through education. Just make sure that EVERY day you create a minimum of 2 Intros and that at least 1 end up enrolled. The most For more information profitable single school I’ve ever seen was running on that visit MartialArtsWealth.com

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After School Excellence

One EASY Step That Changed a Martial Arts School Owner’s Life

CHIEF MASTER MIKE BUGG is an 8th degree black belt and the owner of a 1.5 million-dollar-a-year location, with one of the largest after school and summer camp programs in the country.

An Inspiring Turnaround See if you recognize this story: A dedicated martial artist, we’ll call him “Master T” to protect his privacy, opened a modest martial arts school. He had a very high level of skill in the martial arts, but his school wasn’t doing very well. He had a day job, and taught martial arts at night. His few students barely covered the bills of the school, and he couldn’t seem to get ahead. He wanted to quit his day job and focus on his school, but he just couldn’t afford it. Does that story sound remotely familiar? Do you know anyone like that? In addition, his wife was pregnant with their first child, and he couldn’t lose the insurance coverage from his job. Then, one day he attended a seminar about after school martial arts. He had to borrow the money to start the program, but he believed he could do it. He believed in this program so much that he quit his day job (and the insurance) so he could start the after school program full time. He followed the instructions in the Start-up Kit and took the advice of his coaches, and quickly earned enough to make up for his salary and to pay his hospital bills. Within a few months he was taking home $10,000 a month. He rented more space with the extra income he earned, which allowed him to enroll more students. Soon he was taking home $20,000 a month. When asked how he became so successful, he answered that he simply followed the plan. He didn’t try to re-invent the wheel or do it his way. He simply followed the plan and got much more than he hoped for. What’s your situation? Are you working a day job to pay for the school you love? Or maybe you are a full-time martial artist, but you

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are having trouble paying the bills? Or maybe you already have a successful school, but would like to add an extra $5,000 to $20,000 a month in additional income. I also have followed the program, which has been the backbone of my $1.5 million a year martial arts school. Whatever your situation, the AMSkids Program of after school martial arts with summer camp can change your future, just like it did for Master T. The Start-up Kit will show you what to do and when to do it. The AMS marketing consultants will coach you so you avoid common costly mistakes. The monthly support will give you day-by-day, hour-by-hour activities for the kids. You get everything you need. Call 1-800-275-1600 to take the one easy step that can change your school and your life. Just for calling, we’ll send you the 19 Ways to Get into the School System. Seriously, what have you got to lose? My friends at AMS can help you… Call now! Visit OurAMS.com/AfterSchool or Call 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 to 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? Great! We’d love to hear about it! • Your martial arts association just set a new record? Great! Send us some information!

MartialArtsWorldNews.com/Ureport Send your Story Idea to us Email Editor@MartialArtsWorldNews.com Or Contact us at: 407-895-1996

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CHIP TOWNSEND 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

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Instruction Excellence

Are You Serving Your Students’ Needs. . . or Yours?

CHIEF MASTER TIM MCCARTHY is an 8th 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, plus has directed and been featured in hundreds of martial arts videos and webinars.

➽I love to hear and even tell some stories about “the old can expand our self-defense curriculum to teach Physical days” when we used to do this or that in class. Nostalgia Self-Defense from things like bad eating habits and laziis fun, but it’s not reality. That was then, and this is now. ness. Students will face these temptations every day, and Some of the things our masters did still work, but many do practicing at your school gives them the discipline to resist not. Times change and warriors adapt to change. temptation. Why not add Verbal Self-Defense to your In my opinion, the future of martial arts is less violent curriculum, to defend themselves from verbal assaults and more practical for everyday living. Think about it . . from classmates, co-workers, and even family? That will . how many physical fights have you gotten into over the be used much more often than a roundhouse kick. Why last 5 years? How many verbal confrontations have you not practice Emotional Self-Defense, to give them practice gotten into in the last month? Most people have more defending against debilitating emotions like self-doubt, verbal confrontations in a month (a week? a day?) than fear, depression, and anxiety? These skills require practice, physical confrontations in 5 years. It’s just a benefit of livwhich requires continued attendance. ing in a civilized society. I am not recommending that you throw out your If we want to survive as an industry, we must adapt traditional self-defense curriculum. It provides healthy traditional martial arts principles to 21st Century needs. exercise, is fun to practice, and more importantly, it For example, one of the hottest issues of the past few years provides an exciting framework to teach these other skills. has been health care. While the politicians argue about I am recommending you distinguish yourself from your who pays how much for competition by expanding the what kind of care, martial The philosophy behind what we do principles behind your self-defense arts instructors have the curriculum to incorporate the kinds opportunity to help our stu- separates us from sports like soccer of challenges your students face on dents prevent problems by a daily basis. If your competitor’s and activities like video games. staying healthy. The cost of school teaches violence and your insurance matters less when school teaches how to stay healthy you never need to use it. We can teach physical fitness not and successfully handle situations they face every day, only from an exercise standpoint, but through healthy which school do you think they will choose? Which school eating, proper breathing, and stress management. If we will they stay with? emphasize these added values in our classes, we become The philosophy behind what we do separates us from less of a hobby and more of a necessity, with tangible, even sports like soccer and activities like video games. You financial benefits. can choose to be a sport – even an Olympic sport – or you Traditionally, the stock and trade of martial arts incan choose to be an art. The “do” in the name of most arts struction has been self-defense. Whether you teach kicks means it is a “way,” a set of principles to guide your life. and punches, joint locks, or take-downs and chokes, the I believe if you stick to those principles, and show how end result is that your student learns to handle a physical they apply to everyday living, your students will see more confrontation. However, most of us teach our students tangible benefits from your classes and stay with you that physical self-defense is a last resort – instead we longer. Keep your school on the cutting edge of martial should first diffuse the situation or just walk away. Now, arts instruction by teaching the skills your 21st Century why should our students continue to train in the martial students need today, tomorrow, and in the future. arts when we teach them not to use the skills we practice? We are actually encouraging them to quit if self-defense is To Find Powerful Class Management Tools our primary value. and Instruction Videos visit Why not teach them skills they can use every day? We MaBizAcademy.com

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San Francisco (Alamo Drafthouse Mission) (Alamo Drafthouse Sloans)

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Complete Martial Arts Concepts

Developing Leaders Around You Your Road Map for Success PROFESSOR WILLIE “THE BAM” JOHNSON is a 7th degree black belt and 7-time sport karate and kung-fu world champion. He has appeared in 4 movies, 16 stage plays, 11 television shows and two videos. He is also the national spokesperson for the Stronger than Drugs Foundation and the Champions Against Drugs.

In the old days, I was a strong proponent of “the ranks staying in the ranks” because I felt they simply could not get things done. I used to take pride in “wearing all the hats”. I believed I was outstanding and could do it ALL effectively and anyone that worked with me could not keep up or surpass me. If someone did the opposite of this, I criticized them and considered them a sell out. Stuck on myself, ego tripping, and the last of a dying breed – a common role for many Superstar Martial Artists. Since then, I have willingly “thrown in the towel” surrendering in order to win. As a result, our stats have doubled and the joy of teaching has dramatically increased to the highest degree. The key to our success has been my willingness to step up my game to be a true teacher – a teacher of teachers and a trainer of trainers. I have come to understand that things will work even more effectively when I properly oversee my staff, train them to be better leaders, and help them become more responsible team players. Now I hold the team together and pull them up to greater heights. I’ve learned to feel how they feel; think like they think and apologize when I fall short. We operate with one heartbeat and when things go wrong I take responsibility (before I used to blame them.) When things go really well, I give them the credit. Today I realize they complement me, where I am weak they are strong and vice versa, so the results are better. Too many school owners are afraid to surround themselves with the best and most talented people. By choice they surround themselves with average people, work hard striving to bring out the best, but are actually limiting themselves. The problem lies in the fact that the owners always remain KING OF THE HILL without growing beyond their present level in order to have a greater impact! The greatest leadership principle I've learned is that those closest people to a leader will determine how far that leader will climb or fall down. In other words, the people closest to me will “make me or break me”. So I take

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the responsibility as a leader to develop those closest to me and value their contributions to the organization. When they grow, so do I because they lighten my load, which frees me up to advance their training, reward them more and create new goals. Before, my feelings were that I hated and dreaded if I HAD to go to school. Everyday there were fires to put out and it seemed like I was the only one armed with two buckets; one with gasoline which enticed the fire to blaze more and the other filled with water to put the fire out. Now, all of my upper level staff have the same buckets, and are trained to put the sparks out before the fire ever ignites. My duty everyday is to raise up successors – to multiply. I used to feel the school was more important than people, but today my perspective is the opposite. As Henry Ford once said, “You can take my factories, burn up my buildings, but give me my people and I'll build the business right back again.” People are what make our organizations go and grow from both an employee and customer base. It's about producing people who do what is needed even when they don't feel like it. Real leadership is an inside job that must be worked at daily through education from spiritual reading, one on one communication, audio, video, books, seminars, etc. These tools stimulate me and help me to create an atmosphere that makes it easier for all of us to be successful. In reality, the inside job I'm talking about is not about developing a personality driven organization, but rather a character based company that allows actions to determine the atmosphere. In closing, developing leaders around you is a life long process in which you must invest time and money, but it's worth the internal rewards you will gain. Remember, you must build your staff and recall how powerful the staff has been through the ages. After all Moses used the staff to part the Red Sea and to perform other miracles. For more information visit PointMMA.com

Tools & Tactics

Your Ads Must Have Speed, Power, and Accuracy Enroll 25 to 50 New Students a Month with the Principles of Speed, Power and Accuracy

HELENE REIVER is a martial arts business development consultant with a background in personal training, nutrition, education, marketing, and management of multiple successful fitness studios.

➽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 must 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 advertising? The answer is found in the professional marketing promotions found in the MA Biz Academy AMS develops for martial arts school owners just like you. Every month well trained experts prepare the kind of speed, power,

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and accuracy in advertising and promotions designed to deliver a knockout in the form of new enrollments. 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 we have been providing school owners with marketing solutions for close to thirty years. Each month tools like posters, flyers, tent cards, emails, and social media posts are designed with this kind of advertising speed in mind. Power - The idea of power with regard to advertising and promotion means to have impact. One key to powerful ads is eye catching designs with images and layouts that appeal to prospective students. Another key is the use of words that capture the attention and move the reader to act. We have a team of expert graphic and web designers plus writers eager to provide you with penetrating ads sure to increase your enrollment each month. Accuracy - Getting your adver-

tising and promotions to the right people is what is meant by accuracy. Targeting the children, teen, adult, or even the senior market requires the appropriate kind of ads and promotions for each individual market. In the current market, you must have social media and website marketing strategies to meet people where they are spending their time. Our marketing solutions from the MA Biz Academy will hit the bull’s-eye in your city every month. To do your best in every way sometimes requires help along the way. You want your advertising and promotion to have the speed, power, and accuracy for great impact, so call 1.800.275.1600 and ask for Helene to find out how AMS can aid you in taking your school to the next level for skyrocketing enrollment each month.

Diamonds from Down Under

Your Services Are Valuable: You Need to RAISE YOUR PROFILE ➽A lot of people don’t take the time

SENSEI GRAHAM SLATER is a 7th Degree Black Belt, 30+ year veteran successful school owner, chairman of the International Martial Arts Alliance, where he communicates with over 1200 international martial arts instructors every month. He also founded the Martial Arts TV Channel in Australia and publishes Martial Arts Business News Australia.

to consider raising their profile because they don’t recognize what they do is noteworthy. As martial artists we help the community, we develop the character and confidence of people, we help them understand respect and discipline that empowers them with many other attributes. Isn’t that noteworthy and something to rave about? I opened my first school in June 1981 encouraged by my then girlfriend’s father, who worked at the Herald Sun newspaper. He thought what I was attempting was noteworthy, so he wrote an article about me. The opening night I had 27 people turn up and the following week there was more than 50 on the floor… the article did its job. I was overwhelmed and also inspired to teach more as it appeared that people actually wanted to learn from me. The following year I went full-time working out of a gym and a couple of halls as more newspaper articles drove students my way. The year after, I was in Japan training with some of the world’s best and found a new teacher. All my newspaper articles were just thrown in the cupboard until one day I decided I needed them. For years I often found myself having to explain my teaching qualifications to new students and which organization the clubs were affiliated with, etc. This took up far too much time and I felt very uncomfortable having to brag about my achievements to get them to join. This situation sparked an idea to assemble all my articles (80+ TV appearances over three decades) and laminated them to go on the walls of the dojo. From this point, whenever someone asked me about my qualifications, I just pointed them to the wall and they just signed up with hardly any further questions. Another example of the power of the press was on one of my trips back to Liverpool, UK, to help out my students. My clubs there had pre-booked journalists from two newspapers. The story must have struck a chord with the community because they boosted their students by 100+ over a fortnight. My students were the ones who talked me up with news headlines - ‘A Leading karate expert has

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flown in from Australia this week to impart his skills to enthusiasts in Bootle. Graham Slater of Melbourne is the greatest exponent outside of Japan of an unusual style of karate called Shotokai.” As it was in the paper, I almost believed it myself LOL … Of course, you can’t always believe what you read in the press right?! That said, it was an era where many people believed in what they read, or what they saw on the TV. It’s actually easier to reach and influence people now in the digital age as you can create your own media through blogs and posts. These days my role has changed from student teacher, to business owner enabler. There are so many tools out there that help instructors gain more credibility and for students to find them. Even when these tools are right at their fingertips many don’t see them. MAA offers FREE club listing / landing page and Mobile App (with mirrored website) and many don’t use them. It’s just one hour of your time to put these in place and I’m happy to help you with it. The same could be said when club owners can save thousands of dollars on business services such as insurance, billing, software, etc. Is it because instructors can’t see the wood for the trees or it all looks too hard to change, or perhaps it sounds too good to be true! It’s funny how a few little changes to your business can return great dividends. So in closing, if the source of the provider is trusted, has a long history, clearly has the ability to deliver, why wouldn’t you take a couple of minutes to investigate further! For more information visit MartialArtsAustralia.com.au

PointMMA.com

Master the Basics

3 Secrets to Great Beginner’s Classes

MASTER TINA BANE is a 6th Dan master instructor and owner of a Top Ten martial arts school with successful after school and summer camp programs.

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 that you teach 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 than 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 P-I-R method of

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correction, which stands for: Praise, Improvement, 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 short-term, 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 his or her yellow belt test. A mid-term goal would be to receive their black belt. A long-term goal would be to become an instructor, to be able to share what they have learned with others. Third, make sure they get a good physical sweat and a good mental sweat in each class. The more immediate 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 will probably not use physical self-defense for weeks, months, or even years. When they see immediate benefit, they have to come back for more. For more information, visit MaBizAcademy.com

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Pro Shop Power

You Can Boost Your Income By

$12,000 to $24,000 a Year with Strategic Pro Shop Sales

BRANDON KIM is the President of Vision Martial Arts Supply, Los Angeles Branch, who helps school owners all over the U.S. maximize their retail sales and drive more revenue into their schools.

Every school owner is looking to increase their income for school success and to enjoy a better life. You can generate more revenue by enhancing your pro shop sales which is one more way to bring in that boost of income you desire. There are two huge reasons that sales from your pro shop can deliver a rise in your annual income with the impact of getting $12,000 to $24,000 increase in revenues: 1. Y our students need various training equipment Students need uniforms, sparring gear, shoes, etc. Why should they go any place beyond your school for these kinds of purchases? The answer is they shouldn’t because buying from your pro shop is the most convenient means and it builds loyalty. 2. Create Monthly Sales Promotions One mistake many school owners make is having a pro shop just for the sake of having one. In these instances, the pro shop just sits there stocked with supplies and has slow sales. Wise school owners realize the income generating power a pro shop can have with a little bit of ingenuity through retail promotions. Have a T-shirt day in the summer months, hold a special weapon seminar, or teach how to use a new piece of training equipment. You Must Have a Dependable Supplier For the past twenty-five years, Vision USA has been providing martial arts school owners with competitive prices on quality products and providing quality services like business consulting, sponsoring events, and remodeling and setting up martial arts schools. Vision USA is reliable and has specials throughout the year for school owners. Here are 10 reasons why school owners choose Vision: 1. A Complete Taekwondo Supply Solution under One Roof – One Stop Shopping 2. 25 Years in Business - Proven Track Record and

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6. 7.

8. 9.

10.

Market Reputation - Vision products are known for excellent quality. World Taekwondo Approved / USA Taekwondo Approved: Vision is the exclusive distributor for the World Taekwondo recognized Tusah branded products. Tusah uniforms and gear are World Taekwondo approved. Vision uniforms and gear are USA Taekwondo approved. Full Customization Service Offerings: Send your school logos and designs. Vision will print them on your products with Quick Design Set Up, Silkscreen, Embroidery, Heat Transfer, and Cutting Letter. Faster Shipping Service: Vision has 3 Warehouse Locations, Both in East & West Coasts. We have 2 Day Shipping available anywhere in the Continental United States. Expertise of Sales Team: Deep Product Knowledge Responsive Customer Service: Vision provides Dedicated Customer Support Personnel for Each Individual Customer Account. In addition, we Tailor Product Recommendation Based on School Programs and Events, and Student Demographics. Year-round New Product Introduction Year-round Discount Offers on Regular Items: Including Monthly Special Offers and Seasonal Special Offers. Official Sponsor for all USA Taekwondo Sanctioned Events including National Championships, US Open Championships, and State Championships – Vision has Full Rights to Use USA Taekwondo Logo on All uniforms and gear.

With your ingenuity and Vision USA supplies, you will be on the fast track to turning your pro shop into a “cash cow” that produces $12,000 to $24,000 in additional income yearly. For more information, call 1.800.424.5425 to speak with a representative with Vision to begin increasing your income with your pro shop sales. Visit VisionMA.com for more information

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Budo Philosophy

The Immaterial Dimension Time

➽Faster or slower, time passes, it is an experience we all

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, including: Budo International Magazine and author of several books, The Immaterial Dimension, the Way of the Warrior and the Spirit. He currently lives in Valencia, Spain.

mark of individuals, the peculiarities to which we cling. have. Time gives us our real dimension and measures us The eternal, the spirit that animates our first and ultimate as much as space itself, or even more; it gives and takes nature defines itself indefinable, because even more subtle away without doing anything, because its dimension is than time itself, it has much finer garments; the spirit, as abstract as it is puzzling. Sometimes we look back and like water, seeps into the strainer of the temporal; what it seems that life has slipped away like water through our remains stuck in there, is not the essential. fingers, like sand grains on a windy day. Others, however, Time, more than anything else, is the stage of our work. when observing the changes experienced, we have the Places change, the characters intermingle and confuse impression that eons of time have passed and thousands the passing of the acts and scenes; even the script itself, of things have happened. The way we fill the thousands of subject to change, corrections, cross-outs, studs, side notes moments that are concatenated one after another, most and improvisations, mutatis mutandis, it is reviewed and often unconsciously, is what revisable. But time, ah! Nothing we call life. What it was, no escapes its action on this plane. “Time is the best author: it always longer exists, nevertheless it Bullfighter of vanities, exterremains in our memory and minator of objectives, butcher of finds a perfect ending.” sometimes, for many, it does all personal prominence, time is –Charles Chaplin so as a tyrant anchoring, an a merciless executioner of every antique chest of identified vestige of particularity. Measur“I am interested in the future pains and joys with no more ing rod for everything and every because it is the place where I will being, Kronos devours its children power than that we grant it. The future, the arcane without exception, for we all spend the rest of my life.” secret that the most experibelong to it. Sublime monster, –Woody Allen enced in occultism and even divine executioner, is in its gallows the most ignorant beings try where everything takes its right to decode, is an empire where dwells a single certainty: measurement; where, pious at times, pain ends; where the finitude. At each step, hidden, fate is pressing; at each step, certainties are diluted. hidden, free will, wise or ignorant, imposes its limited but Time doesn’t pass, we pass through it. We leave strips determining designs. of ourselves in each encounter, sculpted by its blows or We choose, we opt for a path, when in fact what we are polished in its sandstorms; the strength of its dimension aldoing is dismissing millions of them and in doing so, the ways shapes us, models us and, at the last moment, finishes stone in the pond doesn’t make waves, but tsunamis that us. But without it, what would it change? Nobody volunreverberate hitting the confines of infinity; so in the end, teers to the way of consciousness, because “carrots” have cause and effect get entangled creating a sense of continumore supporters than the “stick”. It’s a king with bad press, ity, which is but one more deceit to disturb our lucidity. but only time provides us with the opportunity for change. Time is the greatest deception and the most imperative of His designs, far from being cruel, are great, because evil the realities that frame us. As inevitable as elusive, as peralso surrenders to its power. The immaterial dimension ishable as eternal; tempus fugit, time goes fast, flees, fades, What has a beginning has an end. What’s important in because its dimensional reality is immaterial and through all this? Everyone answers this question his own way, but it, even the most ordinary of the mortals experiences the none can ignore the question. Herein lies its power, herein confrontation with the transcendent. lies its command. That expiry is what compels us, persuades us and urges us to fulfill the intended purposes. That which is eternal For more information, in us is not what gives us the stamp of continuity, the hallvisit BudoInternational.com

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