August 2018 by MASuccess

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To Sir, With Love:

AN HOMAGE TO THE LATE GRANDMASTER JHOON RHEE

Shortly after this cover story was written, Grandmaster Jhoon Rhee, the “Father of American Taekwondo,” passed away on April 30, 2018. He was 86. This article is based on the last recorded interview Grandmaster Rhee gave during his life. It examines his stellar achievements and pioneering contributions during a career spanning over 61 years. Remarkably, Rhee’s many innovations have had a global impact on just about every aspect of modern martial arts. By Tom Callos Lyrics from the song, To Sir, With Love, by Don Black and Mark Londo

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“It’s plausible to estimate that Rhee’s students, and students of his students through multi-generations, number in the millions and include martial artists all over the globe.”

“If a picture is worth 1,000 words, then an action is worth 1,000 pictures.” —Jhoon Rhee Here’s the bottom line readers should grasp: As I write this article in the spring of 2018, there may not be any other person still living, who has contributed more to the very fabric of the entire modern martial arts industry than 86-year-old Korean-American grandmaster, Jhoon Goo Rhee. Now that he has passed, as an addendum I maintain my same belief. It’s not an exaggeration to say that some part of Grandmaster Rhee’s genius, curiosity, creativity and experimentation is present, in one way or another, in nearly every professional martial arts school in the world. Whether modern day school owners are aware of it or not, what instructors say and do on their mats very likely has Jhoon Rhee’s fin-

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gerprints somewhere on it. This includes: • What comprises their curriculum and how it is written and implemented. • What their students wear when they spar. • How they kick. • How they perform their creative/musical forms. • How their tournaments are run. • How they approach their advertising and promotions. • How they charge for lessons. • And their very idea of what a master is — or is not. Younger school owners and black belts who have heard of Jhoon Rhee probably did so through his connection to the late, great Bruce Lee. They were close friends and exchanged techniques in the mid1960s. Lee adopted some of Rhee’s flamboyant kicking techniques and would later use them in his movies.

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GRANDMASTER JHOON RHEE

Taekwon-WHAT!

When Jhoon Rhee first arrived in the United States on June 28, 1956, Americans had never heard of the word “taekwondo.” That’s no surprise, since the name for the native Korean martial art had only been adopted the year before, on April 11, 1955, in South Korea. Nevertheless, Rhee began teaching taekwondo at Gary Air Force Base in San Marcos, TX (see the sidebar story, “Grandmaster Jhoon Rhee’s Career Timeline). Rhee had arrived in Texas with just a few hundred dollars in his pocket. But more valuably, he arrived with the ability to get and keep students through his skills as a communicator, his talents as an athlete, and his passion for the practice of the martial arts. Besides the two suitcases he carried, Rhee came to America with an innate ability to inspire others to action. To make a very long story short, a number of people he taught, including his first black belts, American martial arts icons Allen Steen and Pat Burleson of Dallas, TX, went on to teach many, many others. They, in turn, taught thousands of others, who, in turn, have taught tens of thousands more. It’s plausible to estimate that Rhee’s students, and students of his students through multi-generations, number in the millions and include martial artists all over the globe.

Climbing to Martial Arts Prominence

Jhoon Rhee relocated to Washington, DC, in 1962. It was there, in the nation’s capital and political center, that Rhee established his base and would launch a successful career climb remarkable for its speed and diversity. By the end of the decade, he would be nationally recognized as one of the most famous masters in our industry. There were two main qualities — and one timely pop culture bonus — that accounted for Rhee’s highly unusual success. Unusual because “karate” — the most common “catch-all” word used to promote the martial arts back in the early 1960s — was in its infancy. Schools and black belts were scarce. It was a time when most Americans thought karate was something you ordered along with fried rice! But that was about to radically change. Here’s how Grandmaster Rhee excelled: Pop culture trend. The release of Dr. No in 1962, the first James Bond movie starring Sean Connery, launched a Bond Mania/spy phenomenon that drove pop culture for the entire decade. Books, films and, especially, television shows with a spy/espionage theme saturated the entertainment landscape. And, imitating Bond, almost all of the TV-show’s heroes were karate “experts” who used the art in each episode’s fight scenes. This quickly introduced karate to millions of Americans. Personality and skill. Jhoon Rhee was blessed with a wide range of innate personality traits. He was charismatic, charming and exuded confidence. He smiled a lot and it was genuine. He was also educated, articulate and mannerly. These traits captivated people — from strangers to famed celebrities and jaded politicians — that met him. It caused them to drop their guard and listen when he spoke. He could often win them over to whatever point of view he was conveying. Those of us who were fortunate enough to know him personally

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understand what I’m describing. That charm, coupled with his superb TKD skills and a savvy approach to acquiring publicity, made him what’s known as a “media darling” in the magazine trade: someone you could rely on to follow through with anything you might need. His many appearances in Black Belt magazine during the 1960s made him a household name in our field. Yet, Rhee was also tough and demanding when it called for such behavior. Despite his diminutive size, he was a formidable fighter. Remember, as mentioned above, he had taught Steen and Burleson, the two most ruthless karate fighters in Texas, who respected Master Rhee back then and throughout his entire life. He did everything in the martial arts and always thought big. The reason Jhoon Rhee’s legacy looms so large is because, first, he was involved in so many aspects of the martial arts. He was a teacher, a multi-location school owner, a major tournament promoter, an author, an inventor; and even starred in a foreign martial arts film. Think about that for a moment. Ask yourself how many of those aspects could you honestly handle today. The man had a tireless work ethic. Second, Rhee was a visionary and, like his friend Bruce Lee, was devoted to promoting the martial arts to the American public in major ways. Some of the big things he did were way ahead of their time (again, see the sidebar story, ““Grandmaster Jhoon Rhee’s Career Time-

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line,” for numerous examples). He used some of the profits from one enterprise to promote something else. Because of his goal to make his projects bigger and better, as he did with his annual national tournaments in the 1960s, he frequently lost money. (He openly admitted such losses to close friends.) But that never deterred him. He’d move forward the following year and invest even more money to make that one bigger and more prestigious! Fortunately for him, he was successful enough at several things that he was able to keep it all going. His role as a teacher is perhaps the core of all his success. Rhee, as an instructor, was a consummate technician. Through his love of correct form and diligent repetition, he gave birth to generations of some of the toughest fighters produced during the 1960s, ‘70s, ‘80s and beyond, and, a solid batch of renowned forms world champions, too. Starting with one small school in 1962, Rhee eventually expanded into a virtual empire of 11 locations in DC and surrounding states — all of them thriving businesses.

The Accident That Launched an Industry

When one of his top black belts, Pat Worley, had his eye socket broken in a tournament bout, it inspired Jhoon Rhee to seek a solution to martial arts competition injuries. Trained as an engineer, he promptly went about the work of turning rubber-coated foam material into safety gear for fighters in the early 1970s.

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GRANDMASTER JHOON RHEE

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GRANDMASTER JHOON RHEE’S CAREER TIMELINE By MASuccess Managing Editor John Corcoran

Editor’s Note: The following information is excerpted from John Corcoran’s book-in-progress, 10,000 Facts You Should Know About the Martial Arts. All of the facts cited here are historically accurate and were verified by Grandmaster Rhee himself before his death. Jan. 7, 1932 — Jhoon Rhee is born in South Korea. June 28-Dec. 1956 — Rhee begins teaching his art at Gary Air Force Base in San Marcos, TX. Rhee had arrived in America on June 1, 1956, to honor the U.S. portion of his service in the Korean military. He stayed until December 1956, when he returned to Korea, but would permanently return to the U.S. the following year. March 1958 — Rhee starts teaching taekwondo classes at Texas State University at San Marcos, where he enrolled as a freshman on Feb. 1. Rhee had returned to the U.S., after retiring from the Korean military, on Nov. 21, 1957. At the end of February, he had given his first martial arts demonstration at a freshman talent show, and won. Feb. 1960 — Rhee begins teaching his art for two years on campus at SW Texas Teachers State College in San Marcos. June 28, 1962 — Rhee, who had become the “Father of American Taekwondo” when he started teaching the art in Texas in June 1956, opens his first commercial school at 2035 K. Street NW in Washington D.C. This was the first of a large chain of 11 successful schools he established locally. To promote his expanding empire, Rhee creates the first sustainable television-advertising campaign in history for a martial arts school, complete with a jingle and the savvy tagline, “Nobody Bothers Me.” The commercial features two of his children, Chun and Meme Rhee, ages five and four, respectively, announcing the slogan. It reportedly aired for about 15 years, until the advent of cable TV. The long-running ad was seen by everybody in the Washington, DC Metropolitan area and made Jhoon Rhee and his schools household names. It also currently appears on YouTube and, at press time, had amassed 497,555 views! March 29, 1964 — Rhee produces the U.S. National Karate Championships in Washington, DC, the first national tournament held in the mid-Atlantic region. Texan J. Pat Burleson wins the black belt fighting championship. April 10, 1965 — The U.S. National Karate Championships, produced by Rhee in Washington, DC, became the first tournament in American karate to be filmed by ABC’s Wide World of Sports, the reigning network TV sports show of the era. But the complete footage was reportedly never broadcast, allegedly due to the violence and bloodshed displayed in the grand championship match between Mike Stone and Walt Worthy. Wide World executives were appalled and subsequently broadcast just a few excerpts of select matches. Television’s mainstream sports programs then ignored sport karate for the next nine years. On February 2, 1974, the U.S. Karate Championships, produced by Allen Steen in Dallas, TX, became the first American karate tournament to receive coverage on a network sports program as a “featured” event. There were three ironies here, all related to Master Rhee: 1. Promoter Allen Steen was Rhee’s senior student. 2. The program was once again ABC-TV’s ABC’s Wide World of Sports, which broadcast certain bouts in this tournament’s finals. 3. The aforementioned champion, Mike Stone, whose rugged

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fighting style at Rhee’s event had so appalled the Wide World execs, was hired by ABC as the color com mentator for the Dallas tournament’s television broadcast. May 6, 1965-2010 — Rhee begins teaching taekwondo free of charge to U.S. Congressmen at the Capitol Hill gymnasium in Washington, DC. He continues these classes for over 45 years. In that timeframe, over 350 members of the U.S. Congress attend his classes, 19 of whom earn black belts. One of his first member students is Joe Biden, who later serves two terms as Vice President of the U.S. in 2008-12 and 2012-16. May 7, 1966 — Heavyweight Joe Lewis becomes an overnight sensation when he enters his first karate tournament, the U.S. National Karate Championships produced by Rhee in Washington, DC, and wins both the black belt fighting and forms championships. Even more remarkable, he wins every fighting match using just one technique, the side kick! Prior to this, Lewis had never competed in nor even seen a karate tournament! July 7, 1973 — Master Rhee’s invention, foam protective equipment for the hands and feet, is for the first time made a mandatory part of the rules in black belt point-fighting competition, at the Top Ten Nationals, produced by Mike Anderson in St. Louis, MO. Also the publisher of the pioneering sports magazine, Professional Karate, Anderson uses the power of his publication to set the new trend in motion. The equipment quickly leads to the development of “semi-contact” competition, a term coined by martial arts journalist John Corcoran, and adds new excitement to point-fighting, safely permitting moderate contact to the face and body. The innovation ends the old “Blood-‘n’-Guts” Era of American karate competition and revolutionizes the way point fighting in karate tournaments is conducted to this day. May 3, 1975 — At the annual Battle of Atlanta, Master Rhee introduces Martial Ballet, a martial arts form done to classical background music. Demonstrating Martial Ballet that night are five Rhee students: brothers John and Pat Worley, Larry Carnahan, Gordon Franks and Gary Hestilow. The team performed to the classical Beethoven’s 5th. Martial Ballet quickly becomes known as “musical forms” and “creative forms,” with performers expanding their use of background music to include all genres. Creative forms later evolves into the spectacular “tricking” employed in forms competition today. Sept. 14, 1975 — Master Rhee organizes a taekwondo tournament at the Washington, DC, Armory, uniquely featuring six of his congressmen students in a three-person Republican vs. Democrat team-sparring match. The matches end in a draw, but the event creates a positive image of taekwondo. It draws a live audience of over 5,000, airs on national television and is covered by the foreign press. It was also featured as a cover story in Parade magazine, the Sunday newspaper supplement whose weekly circulation was 30 million at the time. Jack Anderson, the renowned political columnist, wrote the article. Jan. 17, 1976 — Master Rhee is named “Martial Arts Man of the Century” by the Washington, DC, Touchdown Club. The Touchdown “Timmies,” the club’s trophies, are given each year to American football athletes who excelled in their respective arenas including professionals, college and scholastic players. Rhee received a special award outside of the standard football Timmies. July 4, 1982 — Master Rhee is named co-chairman, along with singer/entertainer Wayne Newton, of the nation’s most prestigious Independence Day celebration in the nation’s capital, Washington, DC. For his signature event for the celebration, he devises a massive human Stars & Stripes formation, composed of 229 taekwondo students wearing red, white and blue uniforms. The 229 students represented America’s population of 229 million at the time. An

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additional 206 students stood for the 206th Independence Day. The whole group led the celebration’s parade march and later performed a synchronized martial arts form to the patriotic song, God Bless America. Nov. 1989 — Nov. 9, 1989, marked the fall of Communism in Eastern Europe when German citizens destroyed the Berlin Wall separating East and West Berlin. Later that same month, Grandmaster Rhee visits Russia with his family members, a trip sponsored by The Washington Film Company. The Rhees were part of a group of entertainers touring key cities in the Soviet Union. During this trip, Rhee met Russian martial artists who told him the martial arts (karate and taekwondo) were outlawed in the Soviet Union. They had been forced to practice secretly in “underground” gatherings. Dec. 1989 — Jhoon Rhee revisits Moscow one month after his initial trip to the Soviet Union. He brings several of his taekwondo students to perform martial arts ballets at an event for both Russian and American dignitaries. During the visit, Rhee also conducts a martial arts philosophy seminar at Moscow University. Afterward, he meets with officials of the State Sports Committee to discuss the possible legalization of martial arts as an official Soviet sport. Soon after Rhee’s visit, the Committee passes a law legalizing all Asian martial arts activities in the Soviet Union. Jan. 9-20, 1991 — Rhee returns to Moscow to conduct an 11-day seminar on martial arts philosophy and business practices. At the

end of the seminar, 65 of the attending school owners decide to join the Jhoon Rhee system of schools. Consequently, Master Rhee becomes the “Father of Taekwondo in Russia.” April 22, 1998 — One piece of the martial arts protective equipment Grandmaster Jhoon Rhee created in the 1970s, Safety-Face, is displayed in New York City’s Museum of Modern Art. It is placed on permanent display in the museum’s 1991 exhibit of Modern Masks and Helmets. Jan. 2000 — Grandmaster Jhoon Rhee is the only American of Korean descent to be recognized as “one of the top 200 immigrants of all time” by the National Immigration Forum (NIF). Founded in 1982, the NIF advocates for the value of immigrants and immigration to America. April 26, 2007 — Master Rhee receives the Russian International Peace Award at a ceremony in Moscow. April 30, 2018 — Grandmaster Jhoon Rhee, the Father of Taekwondo in America and in Russia, dies. Born on Jan. 7, 1932, he was 86.

m MASuccess Managing Editor John Corcoran is a veteran karate black belt and the recipient of the 2004 “Funakoshi Award,” the elite award of the Martial Arts History Museum Hall of Fame. He has written millions of words about the martial arts in a 45-year body of work encompassing books, magazines and movies. He can be contacted at jcorcoran@masuccess.com.

He filed for and owned the patents on the first functional martial arts safety gear, including head protection, hand and feet gear, and shin and forearm pads. Because Grandmaster Rhee’s children were involved in skateboarding at the time, he also designed a product that had the working title of “Safe-T-Butt,” to protect. . .well, the obvious.

Another Extraordinary Achievement

It is here, at this juncture, that we need to pause and start to look more deeply at who Jhoon Rhee was — as a person, as a teacher and as a creative innovator. Why pause here? Because by the late 1970s, Rhee had genuinely achieved the coveted “American Dream.” He was rich and he was famous. Many equally successful American entrepreneurs in every industry opt to rest on their laurels when they reach this elite status. The abundant financial rewards they earn, typically after years of hard work and personal sacrifices, give them a new sense of security and comfort. These entrepreneurs normally tend to enjoy the fruits of their labors. They significantly reduce their workload and delegate the running of their business to trusted, skilled employees. They fish, they travel, they spend lots of time with family, and they purchase luxuries. Although Grandmaster Rhee did some of those things, he never slowed down. He delegated the management of his businesses to staff and family members, and he bought a beautiful home. He once told a friend, “Money doesn’t solve all your problems, but it gives you a lot of security.” So, just as he did earlier in his career, Rhee moved on to other things that interested him. Wherever Jhoon Rhee went, wherever he focused his attention, things — interesting and good things — happened. But his newfound affluence now gave him the freedom and the financing to fully pursue his new goals. But here’s what did not change: He worked just as hard as before to make them happen. And at this point,

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he had built a legion of influential contacts, movers and shakers both in and outside of the martial arts. That network included dozens of powerful Washington politicians who studied taekwondo under him and with whom he had cultivated a personal relationship. His pursuits led Rhee to another landmark achievement. In 1980, he began traveling the world to deliver presentations of his taekwondo philosophy. Meanwhile, under the iron fist of Communism, karate and taekwondo had been banned by the Russian government and was practiced in secret. With the fall of Communism in late 1989, Rhee visited the Soviet Union and learned about the government ban. From that point forward, he revisited Moscow many times, building his influence with Russian politicians, sports officials and academic educators. Through his sustained efforts, the practice of all Asian martial arts was legalized in the Soviet Union. Further, following an 11-day seminar in Moscow for martial arts school owners in 1991, 65 of them joined the Jhoon Rhee system. It made Jhoon Rhee the “Father of Taekwondo in Russia.” He had conquered what one martial arts journalist called “The Last Frontier.”

To Sir, With Love

I’d like to draw a compelling analogy between Grandmaster Rhee and the lead character in the 1967 film, To Sir, With Love, which is based on a true story. Actor Sidney Poitier plays Mark Thackeray, an aspiring engineer who isn’t able to nail down an engineering job, and so turns to teaching in a secondary school in the tough East End of London to make ends meet. Poitier’s character deals with a group of rough misfit kids who he, with love, patience and a good deal of charm and wisdom, turns around. By the end of the film, those students express a level of love, appreciation and affection for him that can make even the toughest movie viewers shed some tears. I’d like to suggest that Grandmaster Rhee bears some noteworthy resemblance to Poitier’s Mark Thackeray. Like the character, Rhee was an immigrant to a new country. He was trained as an engineer and was looking for work in his field. He couldn’t find an engineering job, so he turned to his other love to make a living, the martial arts. Rhee, even at a young age, possessed the traits of a Poitier-like gentleman. An educated, measured and distinguished sort of man, who, despite being born in Korea, often spoke better English and knew more about U.S. history than many of his American students. Like Thackeray, Rhee often faced a fairly rough-and-tumble community of fighters: young people, like myself, who were still a bit rough around the edges, and who, with love, patience and a good deal of charm and wisdom, he helped shape into ladies, gentlemen, and some of the greatest martial arts athletes and teachers of our era. Grandmaster Rhee, who for all of his adult life lived as an example of martial arts health and fitness, had, over the last few years of his life, suffered from shingles. It’s a viral infection that often causes its sufferers debilitating nerve pain. Due to his condition, he had to stop teaching, training and traveling. What Grandmaster Rhee meant — and will always mean — to our

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industry is immeasurable. What he accomplished, the lives he touched, and the methods, ideas and practices he spread around the world leave a lasting impression. He made his life’s work about improvement of our work, he planted ideas and gave tools to countless instructors, and he served as a role model for what a martial arts master does, how he behaves, and what he or she is capable of. The theme song from the film To Sir, With Love was a Top-40 hit in pop music. It plays at the movie’s touching end scene. Here, Poitier’s students had to wish their teacher a fond farewell as they graduated. The lyrics, in part, read as follows — and they reflect my own feelings about Grandmaster Jhoon Rhee as my mentor: I am leaving my best friend A friend who taught Me right from wrong And weak from strong That’s a lot to learn What, what can I give you in return? If you wanted the moon I would try to make a start But I would rather you Let me give my heart To Sir with love e

Visit www.JhoonRhee.com for his full biography. m Tom Callos is a 7th-degree black belt in taekwondo and a brown belt in Brazilian jiu-jitsu. He resides in Northern California. His website is www.tomcallos.com.

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M s s te n h

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Weâ&#x20AC;&#x2122;re seeking writers MASUCCESS is looking for freelance writers to join our dynamic team of U.S. correspondents. We pay some of the best rates in the industry and all payments are upon acceptance. Writers should have some knowledge of the martial arts school business. When responding, please feel free to pitch your story ideas (4 to 5 paragraphs including the type of photos/images that you can supply to accompany your idea). We prefer email responses. Do NOT send any completed manuscripts. We do NOT have time to read completed articles and they typically do not t our standards or editorial format. Please email your reply or story pitch to John Corcoran, Managing Editor, at jcorcoran@masuccess.com

Weâ&#x20AC;&#x2122;re seeking story leads MASUCCESS is seeking reader tips and leads to nd successful school owners in the U.S. and Canada. If you know of a highly successful single- or multi-school owner who you believe can teach our readers the tricks of the trade, please submit his or her name, a brief description of his or her degree of success and his or her contact information. We will follow up on all legitimate leads. Please email your leads to John Corcoran, Managing Editor, at jcorcoran@masuccess.com. jc

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Booth #

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August 2018

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Don’t let dirt and germs chase your business away.

Getting new students and keeping the ones you have is always on the mind of a martial arts school owner. Kenclean Plus Athletic Surface Disinfectant Cleaner kills germs with a fresh scent that will let your students know your school is clean. Kenclean Plus is a concentrated “hospital use” disinfectant formulated to be used in more athletic sites than any other disinfectant product. It can be used to clean and disinfect mats, floors, walls, training tables, protective headgear and even athletic shoe soles. It’s effective for locker rooms, exercise rooms and equipment, bathrooms, whirlpools and much more. In today’s environment of drug resistant bacteria, super staph, viruses and fungi, you have to do all you can to protect your athletes.

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STATE-OF-THE-ART

RECRUITING

5 WAYS BY MARIO AVILA

TO GR OW YOUR SCHO OL WITH DIGITA L M AR KETING

With todayâ&#x20AC;&#x2122;s digital capabilities, you can now distinguish yourself from your competition and reach out exclusively to your target audience. In this article, an expert explains the top trends in digital marketing and shows you how you can effectively target new recruits for your martial arts school.

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DIGITAL MARKETING

If you are doing what everyone else is doing, you’re doing it wrong. —Casey Neistat, YouTube Personality

egendary Texas karate pioneer Allen Steen opened one of the first karate schools in the U.S. in Dallas in 1962. In the 1960s, there were only three main ways to reach an audience through advertising: television, radio and newspaper. Advertising marketing has, of course, come a very long way since then. During the 1960s, a person saw an average of 500 ads per day. Today, the average person is exposed to over 5,000 ads per day. With so many ads, it has become more and more difficult to fight through the clutter and separate your business from everyone else. Advertising was pretty much unchanged until 2007, the year the first iPhone was invented. Smartphones changed the world not only by the speed in which we consumed data, but how we viewed advertising as well. Thankfully, with the progression of digital marketing and its targeting capabilities, you can do two great things to help your

business. You can now distinguish yourself from your competition, and you can now reach out exclusively to your target audience. No more wasting money paying to reach people that might never do business with you. Keep in mind that these are just some of the ways that people are being tracked today. As creepy as these data may seem in terms of privacy matters, they are also opening the door to new ways for people in the martial arts industry to track potential new students and instructors. The most common digital marketing tactics being used today are: Retargeting, Geo-Fencing, Geo-Conquesting, Historical Retargeting, and Behavioral/Contextual Targeting. Martial arts school owners and entrepreneurs should be aware of and start using them today. Here, I’ll explain why and how to apply them.

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User

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RETARGETING PROCESS EXPLAINED

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#1 RETARGETING Diligent follow-up and follow-through will set you apart from the crowd and communicate excellence. — John Maxwell, Leadership Author/Speaker

Have you ever heard of this online commerce website named pair of shoes from Amazon that keeps following you around the Amazon.com? Have you ever searched for something on its website web, you can now follow anyone, no matter where he or she goes and not purchased whatever you were looking at? online, after they leave your website. What usually happens next? Say that there you are checking out This is done by placing a tracking pixel on your site. A pixel is a simple your Facebook feed, when what appears on your feed? Yep! That HTML code that can be placed on any page of your website. If you want exact same thing you were shopping for on Amazon. This is what to be even more sophisticated with your website retargeting, create a is known as “retargeting.” different type of display ad for each last page visited. Most martial arts schools have a For example, let’s say the last website. It’s a fact that while most page someone visited on your The most recent stats show people searching for a school begin school’s website was your page that 97% of people who visit their search online, most won’t take about your anti-bullying program. It action or contact a school the first would make more sense if he or she a website for the first time time they visit a website. saw anti-bullying retargeting ads. That’s because most people If they last visited your enrollment will not contact the business. who visit your school’s website are page, they could be retargeted with researching. Even if they were a enrollment ads. But, rather than wait for referral, they will do as much research Next to having a website, a prospect to reach out to as they can before they contact you retargeting is the most important and schedule an appointment. type of marketing you should you, you can now [through The most recent stats show that 97% be doing. If someone is on your of people who visit a website for the website, regardless of how he or she a tracking pixel] ‘follow’ first time will not contact the business. got there, they are a “warm lead.” Rather than wait for a prospect to They wouldn’t be on your website anyone who visits your reach out to you, you can now “follow” if they weren’t interested. So, take anyone who visits your website after advantage of every warm lead you website after he/she leaves.” he or she leaves. Much like that new have by using retargeting.

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DIGITAL MARKETING

#2 GEO-FENCING Luck is being at the right place at the right time, but location and timing are to some extent under our control. — Natasha Josefowitz, Author

This technique is one of my favorites. The ability to track a person’s location has been around for a long time. The ancient Greeks used the triangulation of the stars to calculate their location. While the technology has evolved considerably, the philosophy of geo-fencing remains the same today. Think of geo-fencing as a digital “fence” that you can place around any location in the world. Not just a circle radius, but an exact-detailed fence around any specific location. Once the “digital fence” is in place, anyone using a GPS-enabled device that enters that “digital fence” can then be tracked with ads after they leave the geo-fenced location. A great example of how a martial arts school can use geo-fencing is by targeting an industry event. Let’s say there’s an upcoming sporting event where hundreds or thousands of people you want to target will be attending. In the past, if you wanted to try to reach those attendees, a martial arts school would have to:

city or a neighborhood. The technology is getting so advanced that there are now certain areas where digital “trip wires” can be placed in front of doorways. The geo-fencing industry is already seeing annual revenues over the $300 million per year mark. Experts predict an increase of 27% by the year 2020.

• print thousands of flyers • hire a “street team” to hand them out • then have no way of really tracking the response rate Today, using geo-fencing, you can draw an exact digital fence around any martial sports event. Anyone that attended the event could be targeted on his or her mobile device. Not only could they see an ad at the event, but more importantly, they could be retargeted on their mobile phones with display ads for weeks after the event was over. When using geo-fencing, you can choose an area as wide or as narrow as you like. You can geo-fence the entire country, a state, a

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#3 GEO-CONQUESTING If my competitor were drowning, I’d stick a hose in his mouth and turn on the water. — Ray Kroc, Founder of McDonald’s

This marketing tactic is very similar to geo-fencing, except when you target direct competitors. The most common use of geoconquesting is among car dealerships. When a potential car buyer visits one dealership, he or she will see an ad from a competing dealership down the street. A famous real-life example is when Dunkin’ Donuts, with great success, geo-conquested nearby Starbucks with a compelling offer for coffee. They offered existing Starbucks customers a simple coupon offer worth $1.00 off a coffee purchase. They were able to take a significant amount of market share away from the local Starbucks. Martial arts schools can and should be using geo-conquesting. A great example of this would be if a martial arts school decided to geo-conquest another type of gym or fitness center. Because a person visiting your competitor might have an interest in your business, it would make sense to advertise to them. People who have been attending a regular gym for years might be getting bored with their daily routine and looking for something different. Since they attend a gym, they are active and care about their physical fitness. This person is probably a better prospect than the person who is a couch potato and has never worked out regularly. When you geo-fence your competitor, you not only serve the ads while their clients are in that location. They are also targeted and

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then tracked for weeks after they leave your competitor on both their desktop computer and mobile device. Geo-conquesting is not just for the obvious competitors. If you’re a martial arts school, put yourself in the shoes of your target audience. Say you’re teaching more than just traditional martial arts classes, such as anti-bullying classes or you have a great program for kids under age 15. In these cases, your competition is anywhere that would attract moms who have kids in school under age 15. Your geo-conquesting campaign might include targeting youth soccer fields, shopping malls, hair salons, grocery stores, etc.

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DIGITAL MARKETING

#4 HISTORICAL

RETARGETING

Nothing is more expensive than a missed opportunity. Think of this as geo-fencing on steroids. Knowing where your potential customers have been is just as important as knowing where they are going. Knowing their past locations also gives us an indication of pattern and helps us determine where they will go next. It’s now possible to not only geo-fence a future location, but you can also time travel. It’s now possible to go back in time and target someone today based on where they were up to six months ago. Using GPS historical data, you can track down the exact day and time of an event that previously happened and retarget someone with an ad today. You can even “day part” the event. Meaning, only track people that were at an event during a certain time frame of that day.

— Jackson Brown, Author

For example, say you want to target people that were at a major event that started at 2:00 p.m. in the afternoon. Rather than target people who may have been in the area at midnight, you can track just the people who were there during the actual event. For martial arts schools, you can historically retarget events such as wrestling tournaments, professional MMA events, WWE live events, local boxing matches and much more. So, remember that sporting event, concert or industry trade show that you weren’t able to attend or have a booth present? Wouldn’t it be cool to be able to go back in time and target those people who attended with an ad? Now you can.

APPS ARE ALSO TRACKING MECHANISMS! Knowledge is of no value unless you put it into practice. Today, everywhere we go, everything we search and everything we do is tracked online. In case you didn’t know it, all those free apps on your smart phone are free for a reason. When you agree to use most of the apps you have, you are also agreeing to share information about you. Information such as your location, search habits and many more things. Even the simplest app, such as the weather app on your phone, require your location service be activated and turned on for you to be able to use the app. The advertising each of us sees online is different because what we see is based on what we do. All of our search habits, app

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downloads, and locations and websites we visit each play a part in what type of ads we are served. To illustrate one example of how what we do and where we go are tracked, I’d like to walk you through an educational exercise. It’s just one of many data points used by marketing companies to acquire the data of where you have been. It’s also something that 99% of people have probably never seen on their phone. This GPS-tracking data can be used to target people who have visited certain stores, restaurants, sporting events and many other locations. The first question I’m

usually asked when I show this to people is, “Can my spouse see this information?” See it for yourself. On your iPhone, click through the following steps in this precise order: • Settings • Privacy • Location Services • System Services • Significant Locations You will see a blue dot of a precise location you’ve been at, along with the exact day and time you were in that area. It’s that simple. And I think it answers the question about your spouse.

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#5 BEHAVIORAL/

CONTEXTUAL TARGETING Human behavior flows from three main sources: desire, emotion and knowledge.

Remember when I said everything we search online is tracked? Google and YouTube aren’t the only websites with search engines. There are millions of websites with some kind of search bar. Pinterest, Ebay, Amazon and millions of other sites have search bars. The search bars are intended to help users easily find things from that particular website. However, these searches can leave behind digital breadcrumbs that allow other companies to track people’s search habits. Behavioral targeting uses these breadcrumbs and clues and will serve ads based on your search patterns. If you show a pattern of searching for similar things on different websites across the web, then a behavioral targeting algorithm can determine what ads are relevant to you. Contextual targeting also looks at the content of the website someone visits when deciding what kinds of relevant ads to serve. For example, let’s say you’re visiting a website that features a moviereview blog. The contextual ads that serve on that website could be an ad from Fandango to buy movie tickets. It could also be an ad from Redbox showcasing a movie you can rent that features that same actor in the movie you were reading about on the movie-review website. You can now target a person who has typed in martial artsspecific keywords or phrases on almost any website. The websites that someone visits may not have a search bar, but it may be filled with relevant content that relates to martial arts. Even if a person didn’t type in and search for martial arts information, he or she may be reading articles about martial arts, meditation, self-defense and bullying prevention. Now, that person can be targeted based on the articles they read online. Another example of this is when we post to social media. We might make a relevant post asking for recommendations for a

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— Plato, Greek Philosopher

martial arts class. This type of post can lead to targeted ads based on social media posts. I recently took a trip with my family to Italy over spring break. It was a great trip and, like many others would do, we posted plenty of pictures of our vacation on Facebook, Instagram and Snapchat. One day during that vacation, I mentioned having rented a Vespa and I tagged my location as being in Rome, Italy. The week after I returned home, I was on CNN’s website reading the latest news articles. I was then targeted by a Japanese airline specifically stating, “Next time, Japan.” I was targeted by this airline based on my recent travel and social media post. The Japanese airline was targeting international travelers and I happened to fit their ideal target demographic. The same technology can be used to target anyone searching websites, reading articles or posting on social media about martial arts.

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DIGITAL MARKETING

SUMMARY If you could get up the courage to begin, you have the courage to succeed. — David Viscott, Radio Therapist

These are just a few of the ways of how digital targeting can be used for martial arts schools across the country. There are many uses of the new digital technology, so get creative. Make compelling ads that tell a great story about your school. Don’t spend too much time worrying about which digital strategy to implement first. Just start by retargeting people who are already visiting your website. Then go from there. Once you begin using highly targeted digital marketing and you’re able to track the results from each campaign, it will be hard to go back to your traditional ways of recruiting new students. e m Mario Avila of Oklahoma City is considered an expert in his field and has won numerous awards for his success in digital marketing and sales. He’s a highly sought-after trainer and speaker and enjoys helping students whenever possible. He can be reached at mario@ bigthinkersmedia.com. To read many more insider tips about becoming a better instructor and successful school owner, visit the Martial Arts Industry Association’s website at www.maiahub.com. Through this constantly-enhanced website, members can access a massive amount of useful information on just about any topic from A to Z.

HOW TO TRACK YOUR MARKETING RESULTS Reporting is a key element when implementing any of the five digital marketing strategies. If you’re really trying to recruit new students to your martial arts school, it’s important to know if it’s actually working. Before starting any of these strategies, make sure you have Google Analytics set up on your website first. It’s cost-free to set up and pretty easy to do. If you’re new to Google Analytics, I’d recommend hiring someone to do it for you. You can find freelancers on many websites, such as Fiverr.com. Once your analytics are set up correctly, you can track the results of your digital marketing campaigns. You’ll be able to see

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how many impressions (views), CTR (clickthrough rate) and conversions. If you set up a “Click to Call” action, you can even see how many people called your business from your digital marketing. For best results with recruiting ads, I highly recommend a good call to action. The better the offer, the better the response will be. A lot of martial arts school owners might offer a low-cost introductory class or first month at a discount. I would also suggest designing more than just one ad for each offer. This is known as a/b testing. Sometimes, the smallest change in an ad can make a big difference in performance.

Finally, remember to know your audience and cater the messaging directly to them. What good is all this cool targeting if you’re only going to serve up generic branding ads? Think about your target demographic and speak directly to them. The message to an active man you’re geo-conquesting from another gym should be completely different from the historical retargeting ad you’re serving to a mom with kids who attended a soccer tournament.

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BY SHANE TASSOUL MAIA CONSULTANT

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ARE YOU A PASSIONATE, DRIVEN, AND CREATIVE INDIVIDUAL?

CENTURY WANTS YOU! Century Martial Arts is looking for new people to join our growing company! We’re the world’s largest martial arts supplier, and an industry leader in innovation.

Do you love martial arts?

So do we! Here, you’ll be part of a team that shares the same values – courage, respect, humility – as you. You’ll have the opportunity for personal and professional growth, and the chance to make your mark in a thriving, ever-changing industry.

Sound exciting?

Check our website for a list of open positions or reach out to our HR Recruiter to make a proactive application! • Health, dental, and vision insurance plans

• Paid time off and 8 paid holidays

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• Free on-site martial arts classes

• Employee Assistant Program {EAP}

• Free on-site weight gym

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Check out all available Century careers at http://www.centurymartialarts.com/careers Send your resume to aleewright@centurymartialarts.com and mention this ad! Join the Century Martial Arts Talent Network today and stay up-to-date on our openings as they continue to become available! Please visit http://www.jobs.net/jobs/centurymartialarts/en-us/

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Sword Focused Group Fitness

Let the Sword Speak Jungshin FitnessÂŽ -A global movement, an authentic meeting of body and mind. Martial arts meets modern fitness for cutting-edge health. We believe that everyone has a warrior within. We honor our sacred lineage. Receive a FREE complete Jungshin Athletic Flow workout and a warrior teacher t-shirt with your purchase of a Jungshin long and short sword (2 short swords) combo pack. Your discounted price = $189.

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Are you interested in learning the FLOW of Jungshin Fitness, teaching, leading, and launching a New fun group class format in your studio and dojo? Please join us for the next teacher training at CENTURY headquarters in Oklahoma on August 4th and 5th, 2018. Use SWORDFITNESS to redeem your 25% discount, warrior! For your VIP sword package and/or teacher training, please visit, www.jungshinfitness.com/centurymartialarts

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