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THE MAIA REPORT 24

Goal-Setting and the Power of Positive Thinking

I BY MELISSA TORRES

MAIA DIVISION MANAGER

“YOU ARE THE ONLY ONE IN CONTROL OF YOUR THOUGHTS, SO WHY NOT TRAIN YOUR BRAIN TO THINK POSITIVELY ALL THE TIME. NOW, APPLY THAT POSITIVE THINKING TO YOUR GOALS.”

t was February in Oklahoma City when I was listening to news reports of an ice storm heading my way. I had a flight scheduled to take me to my first MAIA Elite event in sunny Orlando, Florida. And, fortunately, I was able to escape the city just before the storm hit. It was perfect weather in Florida. But I wasn’t there for vacation, I was there to work. I had the opportunity to hear the MAIA consultants speak and I realized why I’m so thankful I took this job. Each day, I left the sessions inspired and motivated, along with a number of school owners in attendance to focus on their growth and financial future. One thing that really hit home for me was the importance of setting goals for myself. I got home and decided to dig deeper into goal-setting and the concept of positive thinking to achieve those goals. I started reading a book by success coach and karate black belt Brian Tracy, titled Change Your Thinking, Change Your Life. I think some of this information is stuff we all know, but need to be reminded about so we don’t get stuck in our daily ruts and routines. As humans, we can tend to automatically fill our minds with negative thoughts because we are afraid of failing. But the great thing about failing is that the more it happens, the closer we are to succeeding. The first step to getting rid of negative thoughts about your abilities, goals and dreams is to starve the negativity.

Every time you find yourself thinking, “I can’t,” then immediately change it to “I can” and “I will.” Replace the negative thoughts with positive ones. You are the only one in control of your thoughts, so why not train your brain to think positively all the time? Now, apply that positive thinking to your goals. Challenge yourself to figure out your goals and repeat to yourself — and to others — that you can and will accomplish them. Here are seven foolproof steps to achieving your goals, according to Tracy: Step #1. Decide exactly what you want. Set real goals that are specific and quantifiable. Don’t focus on wishes or hopes that can’t be measured. Step #2. Write down your goals. You need to be able to see these goals daily and be reminded of what you need to do to work toward accomplishing them. Step #3. Be willing to pay the price. Determine how far you’re willing to go to achieve your goals. Are you willing to sacrifice and do anything and everything it takes to succeed? Step #4. Make a detailed plan. Plan out how you’re going to accomplish these goals. What are your next steps? Make a list of everything possible that you need to do to meet these goals. Step #5. Take action on your plan. Take your goals seriously and take action immediately. Review your list of next steps and start on it now. Tomorrow you will wish you started yesterday. Step #6. Do something every day. Do something (every single day) that is moving you toward one of your goals. With every decision you make, ask yourself if this will help you achieve your goals. Step #7. Never give up! If you dream big and have lofty goals, don’t ever give up on them. It will take hard work and dedication. But remember the price you determined you would pay and be patient. Once you fully commit to your goals, you are guaranteed to succeed. So, keep going and don’t give up. And definitely don’t let your negative thoughts stand in the way of what you want. You deserve great things in life. Don’t let anything or anyone stand in your way! I’ll leave you with a quote from one of our past MASuperShow keynote speakers, renowned life-coach Tony Robbins: “Setting goals is the first step in turning the invisible into the visible.” e

mM elissa Torres is the Martial Arts Industry Association Division Manager and can be reached at mtorres@masuccess.com.

MASUCCESS

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BOA had happened in the Southeast. We were successful in that regard. The word went out that this was a fighters’ tournament, where your training would pay off on tournament day. maSUCCESS: At what point did you know that the BOA had transitioned from a simple karate tournament to the international “goto” event status it enjoys today? Corley: We held the tournament the first three years in the gymnasium at Oglethorpe University and had the pleasure of having Chuck Norris join us there. Then, in 1973, we moved to the Georgia Tech Colosseum, where Chuck, Mike Stone, Pat Johnson, Tadashi Yamashita and Mike Foster joined us as head officials. We had 850 competitors on that day and 6,500 spectators. Pat Johnson had devised for us a unique “tournament of champions,” which was executed beautifully. It ended up with Jeff Smith facing Howard Jackson for the grand championship. I would say it was this event that truly catapulted the Battle into the national prominence that it began to appreciate. Its reputation was further enhanced in 1975, when Bill Wallace was kind enough to let me challenge him for the PKA World Middleweight kickboxing title in Atlanta’s Omni, in front of 12,000 fans. In the ensuing years, as a supplement to the regular tournament, kickboxing champions Jeff Smith, Jeff Gripper, Earnest Hart, Jr., Richard

Jackson, Paul Vizzio and Brad Hefton fought for ESPN, NBC and CBS at the Battle. We selected high-profile venues, from the Georgia Tech Coliseum where Olympic Boxing was staged, and the 22,000-seat Omni and its replacement, Philips Arena. The 70,000seat Georgia Dome was home of the Olympics and the Super Bowl, and the World Congress Center. maSUCCESS: Let’s shift to you, Greg. You’ve been around martial arts for 30-plus years. When did you become involved in the BOA and what drew you to become its current driving force? GREG RUTH: I attended my very first Battle in 1988 with my son, Brian, at Georgia Tech. He was competing in only his second national tournament. He won first in fighting that day at the age of 11. I began helping with the Battle as coordinator for the black belt divisions in 2000. However, it was after 9/11 that my passion for the Battle came full circle. The following year, as Joe and I spoke about a tribute at the Battle to all the fallen, honoring New York City Police Commissioner and black belt Bernard Kerik, I knew the Battle was very special to me. The next year, my granddaughter, Mariah, held the flag on stage and my son, Toby, sang Alan Jackson's Where Were You When the World Stopped Turning. I realized then that I wanted to have a much larger role in the Battle.

The belief and faith that Joe Corley had in me to carry on his legacy and to preserve the storied history of the Battle is the driving force to carry the torch. The Battle is an icon in all of sport karate. I’m truly blessed to have the opportunity to provide the leadership needed to promote such a great event. maSUCCESS: Joe, over the years, what was the consistent draw that lured in top-notch competitors? Corley: It was the obvious sense of fairness that had been our initial mission. The best fighters in the country would naturally always want to face the other best fighters on a level playing field. Each year, we would see champions from various parts of the country become grand champions, and we truly didn’t have any vested interest in who won. We also invested in having high-profile, highly respected, highly competent officials that the fighters trusted for their fairness. The Tournaments of Champions drew big attention from fighters who aspired to be included and gave them a chance to be in the company of the best competition in the world. I believe there was a long period of great synergy that grew from the efforts of the promotion. From the competence of and confidence in the officials, and from the fighters and their instructor/coaches. It was the best of our American Karate dream. maSUCCESS: Greg, you currently have

1975 6th BOA at Omni Arena

Corley challenges Bill “Superfoot” Wallace to defend his PKA World Middleweight kickboxing title in a 9-round fight. This marked the first world title defense in the new sport. It was also the first time a kickboxing fight was incorporated into the finals of a karate tournament. Other major tournament promoters soon followed suit. Master Jhoon Rhee introduces his creation of “Martial Ballet,” a martial arts form done to classical background music. Five Rhee students (brothers John and Pat Worley, Larry Carnahan Gordon Franks and Gary Hestilow) performed the demo to the classical Beethoven’s 5th. Martial Ballet quickly became known as “musical forms” and “creative forms,” with performers expanding their use of background music to include all genres. Creative forms later evolved into the spectacular “tricking” employed in forms competition today. The Battle draws 1,500 competitors and 12,000 fans. JUNE 2018

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Lifetime Achievement Award In the film industry, Fumio Demura is best known as Pat Moritaâ&#x20AC;&#x2122;s stunt double in the Karate Kid films, his expertise key to bringing the character of Mr. Miyagi to life. In the martial arts world, however,

Fumio Demura

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MICHAEL KRAMP

TWO PART-TIME SCHOOL OWNERS REVEAL WHY AND HOW THEY DO IT 50

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SIFU ROB CAMPBELL

Juggling life as a part-time school owner while also working a full-time day job is no easy matter, if you intend to keep your doors open for any length of time. In todayâ&#x20AC;&#x2122;s world, parttime martial arts schools can no longer be considered a hobby. You have to treat them like a real business and draw enough students to pay the bills. Meet two enthusiastic parttimers from our own Century family who explain their motives. BY TIFFANY ROSS

JUNE 2018

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PART-TIME SCHOOL OWNERS

MASUCCESS

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“THE FACT IS PART-TIME SCHOOL OWNERS STILL REPRESENT A SIGNIFICANT PERCENTAGE OF THE NORTH AMERICAN MARTIAL ARTS INDUSTRY TODAY. SOME CLAIM THE NUMBER IS AS HIGH AS 50% OF THE MARKET. BUT THAT’S FINE. WHETHER YOU’RE TEACHING FOR PROFIT OR FOR PASSION, WE’RE ALL A KEY PART OF THE COMMUNITY.”

hen most people wake up in the morning, they mentally prepare themselves for an eight-hour workday. They arrive at their job and watch the clock until quitting time, then head home, eat dinner and enjoy their time off. But for part-time martial arts school owners, there’s no such thing as quitting time or time off. School owners head from one full-time day job to their side business, putting in way more than the conventional eight-hour workday and 40-hour work week. This kind of dual career requires high energy, strict self-discipline, dedication and regimentation. You have to show up and do each job. Also, there’s a sizeable degree of sacrifice. Due to the time commitments, there are a lot of things you’re unable to do or pursue. The fact is part-time school owners still represent a significant percentage of the North American martial arts industry today.

Some claim the number is as high as 50% of the market. But that’s fine. Whether you’re teaching for profit or for passion, we’re all a key part of the community. Two such part-time school owners work right here at Century Martial Arts headquarters in Midwest City, Oklahoma. Century is the world’s largest martial arts equipment supplier and parent company of this magazine. From eight to five o-clock, you’ll find Michael Kramp and Rob Campbell working in separate capacities. Kramp is the Vice President of Sporting Goods and E-Retail. Campbell is the custom shipping agent. Both work full eight-hour shifts five days a week. When five o’clock hits, they switch gears. Instead of heading home like most folks, they commute directly to their second jobs as school owners. We sat down with them to see how they make it all work. JUNE 2018

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PART-TIME SCHOOL OWNERS

MEET MICHAEL KRAMP, WHO WORKS THREE JOBS! Michael Kramp is very well-established with his school. He has owned and operated CORE Martial Arts and Fitness in Yukon, Oklahoma, since 2013. Over the last five years, his school has tripled in both physical size and student count. With this growth, Kramp will be the first to tell you it’s not easy juggling a full-time job and being a part-time school owner. Instead of a typical eight-hour day, he easily puts in a good 12 to 14 hours. “I wake up about 6:00 a.m.,” says Kramp. “I generally have a sizeable breakfast that keeps me going. I eat about five or six times a day. I always try to get in a minimum of a 30-minute workout by myself. I don’t normally train here at Century [which has a workout/ training room for its employees]. I have to put on some headphones and just go lift weights. I try to do that at lunch. “I’m out of here at 4:30 p.m. I call it changing into my super-suit, which means get my gi on. I teach until about 8:00 p.m. I get home at 8:30 or 8:40. I make my dinner and I eat standing up in my kitchen. I’m in bed by 9:45. Wash, rinse, repeat every day until the weekend!”

On top of working full-time at Century Martial Arts and running his school in the evenings, Kramp is a reserve deputy for his local sheriff’s department. “This year, I might have bit off more than I can chew, because I went to work for the sheriff’s office as a reserve deputy,” Kramp explains. “It took six months to complete the academy [requirements]. It was every Tuesday and Thursday night from 6:00 to 10 p.m. and all day Saturday from 9:00 a.m. to 6:00 p.m. For six months, I had to do that and I’m still working patrols.” Kramp admits his schedule is hectic. But, instead of getting bogged down with the enormous workload, he uses each job as motivation for the other. “In my case, I think one helps the other infinitely,” he says. “You’ve got Century, which is a martial arts equipment company. Then, CORE helps me innovate new ideas both in training and how I run my business — and even new product ideas, which feeds back to Century. “Since I teach police officers and military personnel in krav maga, that helped me get into the sheriff’s office. Being in the sheriff’s

MASUCCESS

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office, I serve in those capacities. This allows me to get new ideas for training and new ideas for products, which feed both Core and Century. So, it’s a happy little triad of things that are in my life where one feeds the other.” Working three jobs can take a toll on anybody, but Kramp focuses on the positives and his passion keeps him going. “The reason why I do it is because I need to do it,” Kramp explains. “I have a brotherhood both in martial arts and the law enforcement community. They are my best friends. I look forward to seeing them, to training with them, and I look forward to serving with them. “I dare say that sometimes it’s a shame. I mean, I get paid to be here at Century, and sometimes I can’t believe I get paid to be over where I’m at with my school. I don’t get paid anything to be over at the sheriff’s office because that’s volunteer. So, I don’t know. . . I just love the things I do.” Being a school owner for so many years, Kramp can tell you, first-hand, that the days are long, hard, and tiring — but well

worth it if you’re doing what you love. He has this advice to offer other school owners: “This is going to sound very cliché, but eat that elephant one bite at a time. If the school is more important than your job, focus a lot on the school and do what you can, bare minimum, on your job. Because, if the goal is for your school to be your job, that’s where you need to spend a large majority of your time. Then, do what the bare minimum is to survive. “If your main job is your main job, your school will always be your sideline and not your main job. In that case, you need to make sure you’re focusing where the money comes in from. Too often, people get sidetracked and they lose their main job or they quit their job too early. They want to go out and be a school owner and don’t realize it’s a hand-to-mouth struggle sometimes. “For example, one month I added 55 students. In another month, I lost 19. If you’re not ready, don’t make that jump. Do it in bits and pieces.” JUNE 2018

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PART-TIME SCHOOL OWNERS

MEET ROB CAMPBELL, WHO TEACHES TO PRESERVE HIS ART Rob Campbell is new to the ownership side of the martial arts industry. He opened his school, Kung Fu San Soo in Oklahoma City, within the last six months. It took a lot of time and hard work just to get the doors open. But now that they are, he couldn’t be happier. “It’s been great!” Campbell gushes. “It’s been really great to see all the people come together and see them enthusiastic about it, to see a few more students come in and everybody progressing. It’s really a dream come true!” But that dream comes with a lot of sacrifice. Campbell works all day at Century Martial Arts, then heads out to his school, where he easily puts in an additional six hours. Asked when he sleeps, Campbell laughs and says, “Never! I try to when I can — the few hours I can. Once I get home, there’s stuff I have to do there. I have to keep the house clean and make sure I eat good and everything. It’s a lot. It can be very tiring at times, but

there’s no moment I don’t enjoy.” Still being new to the game, Campbell is trying to figure out what works and what doesn’t. Being so new to this lifestyle, he admits learning to juggle it all is difficult. But he thoroughly understands that’s what it takes to be successful. “It’s just something that’s got to be done and I’m willing to step up and make sure it gets done,” Campbell says. His strong passion for kung fu is what made him want to be a school owner. “The purpose of the school is to carry on the ancient art of kung fu san soo,” he says. “You don’t see a lot of traditional kung fu around nowadays. So, at our school, we’re an old-school-type of place. That means the school is not about me or any of the other instructors. It’s about the art of kung fu and making sure the art lives on. Our main goal is to pass the art on, even if we had to open our own school to do so.” It’s that same passion that keeps him going after those 14-hour days and sleepless nights.

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“To see what kung fu has done for my life and really how it’s helped me out and changed my life, that’s something I want to pass forward to the next guy.” Campbell credits a lot of his success to working at Century and at the big annual convention/tradeshow, the Martial Arts SuperShow. “Century has been a huge influence and a big motivator,” he says. “I actually got to go to the SuperShow in 2016. I really got to learn a lot about opening a school, what it really takes, and was really inspired by the people around me.” Campbell has already learned so much on his journey as a school owner and continues to learn more daily. Yet, there is one key lesson that holds true with both his job at Century and at his school. “What you put into something is what you get out of it,” Campbell explains. “So, if you put in the time, effort and discipline, great things will come with that. Whatever I do, I do my best. I always give 110%.” Although Michael Kramp and Rob Campbell are at different points in their school-ownership careers, both have more in

common than they have differences. Both can attest to the crazy, tiring, yet rewarding life that comes with working full time and running their own schools on the side. Above all, they both can truly mutually agree on two important things. The sacrifice of having very little down time in exchange for owning a school — and being able to teach the lessons of their beloved arts — are worth it! e m Tiffany Ross is the MAIA Associate Publications Editor and can be reached at tross@masuccess.com. To read hundreds of articles and columns vital to your school business, visit the Martial Arts Industry Association’s website at www.maiahub.com. Through this constantly-enhanced website, members can access an enormous quantity of useful information on just about any topic from A to Z.

JUNE 2018

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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

• 401K savings plan with company match

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• Free on-site martial arts classes

• Employee Assistant Program {EAP}

• Free on-site weight gym

• Short/long-term disability

• Near-site care clinic

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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MAKING IT

BIG BY KEITH D. YATES IMAGES BY SHELBIE & KODI FUJII

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What George Fujii, a former member of Ernie Reyes, Sr.â&#x20AC;&#x2122;s West Coast Demo Team, built in the rural town of Gardnerville, NV, is pretty amazing. His modern 5,500-square-foot facility, which he owns outright, offers many family-oriented programs and boasts everything from trampolines to a complete nutrition store. Sound business practices, combined with the good karma from his very extensive community-charity work, has rewarded Fujiiâ&#x20AC;&#x2122;s school with some 275 active students.

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M AK ING IT BIG IN A SM AL L T OW N

George Fujii’s grandfather immigrated from Japan to America in 1912, and went to work on the railroad. He served as a cook and gardener and, in the style of a real-life Mr. Miyagi, would go on to open the first commercial nursery in Reno, NV. His four children and many grandchildren would learn the Asian cultural values consisting of personal discipline and hard work. “All of us kids worked at a young age carrying plants in the nursery and getting our hands dirty,” remembers Fujii. “My Japanese father and uncles taught me how to use my hands, how to work hard, and how to be courteous and respectful of others. My grandfather was a strong and healthy man who lived to the age of 98. “Interestingly, in those days, immigrants wanted to become part of America when they got here,” Fujii muses. “So, we didn’t learn much Japanese language at all.” The renowned, hard-core work ethic, however, certainly got passed on, and it served Fujii well the rest of his life. “Dad was a boxer in the 1950s,” says Fujii. “But in some ways, mom was even tougher. Together, they shaped me into a respectful and hard-working individual.” Even though he didn’t learn karate or judo from his grandfather, Fujii got into wrestling when he was in middle school and it soon became apparent he had a natural gift for the sport. He wrestled all through high school and won several zone and state championships. When he traveled to a seminar in Reno, given by wing chun kung fu master William Cheung, Fujii discovered a new passion for the Asian martial arts. “I remember that the wing chun guys could kick my butt when we were training in their stand-up style, but I was kicking their butts when I got down to wrestle,” he explains. “So, early on, I decided that a combination approach to the martial arts was the most effective way.”

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That led to his own stand-up ground-fighting methods he teaches in his school today. That eclectic approach was further refined when Fujii started training with the legendary showman, Ernie Reyes, Sr. of San Jose, CA, in 1980. “Master Reyes reinforced my ideas because, of course, he is all about incorporating martial arts from all over the world,” Fujii says. Fujii became a senior member of Reyes’ famous West Coast Demo Team that gave performances all over the world. He also trained and traveled with Reyes black belt Tom Callos. They helped each other develop ideas and methods of both practice and teaching. He also earned a black belt in Brazilian jiu-jitsu from the Machado brothers. In addition, Fujii was an assistant highschool wrestling coach for 13 years. He has studied many Asian martial styles as well as boxing, firearms and survival training.

$50,000 DEAL ON A HANDSHAKE! In 1989, Fujii opened his first school in Nevada. “We’ve moved a couple times over the years,” he explains, “and we’ve been in our current facility about three years now.” The way they got there is a fascinating story of luck, perseverance and determination. “We had been in our previous facility for 15 years and had just put several thousand

dollars into it. [Yet, we] still had years left on the lease,” he remembers. “It was owned by wealthy local landowners with whom I had a great working relationship. But they decided to tear down the building. We had just another nine months before we had to vacate the building. It was a shock.” So, Fujii had to start from the ground up and find a new location in the small town of Gardnerville, NV. He was having a difficult time finding a place with the right location, the right square footage, and at the right price. “A chain of events that I couldn’t have predicted led me to this place,” he says. “Some local businessmen with whom I had worked in the past came to me and told me how much they were grateful for what I had done for their families and children. “One of them wanted to help me write up a business plan. I told him that my goal was to purchase my own building and not just lease space. I wasn’t sure how to do that, but a few high-level guys said, ‘Let’s see what we can do.’” At one point, it seemed like everything was lining up for Fujii. But then, he discovered that he would still need at least $50,000 to close the deal. “So, these guys came in and said, ‘If you agree to pay us back in a reasonable time frame, then we’ll loan you the money.’ We did it all on a handshake basis,” Fujii says. “My jaw was on the floor! But, it was because they had seen what we do and how we had

helped not just their families but everyone else in the community. We were off to the races.” The unusual story doesn’t stop there. The new building Fujii had found had the right location, the right square footage and the right price. But, it had previously been a sports bar and restaurant. The previous tenants had just gone belly up and walked out. They abandoned the place and left everything as it was. “There were booths, refrigerators, ovens, soda machines, a bunch of stuff on the walls — all just abandoned,” Fujii explains. “We came in and looked in the refrigerators. There was old, moldy food still just sitting there. It was a total mess!” Fujii was looking at having to tear out the equipment, clean it up, and try to sell it himself one piece at a time. One of Fujii’s friends was restoring an old casino in town. He came over to say that maybe the whole kitchen set-up would be a good fit for his redo. “So, these same guys that had helped me buy the building asked, ‘What do you think this stuff is worth?’ “I gave them a figure and they wrote me a check for even more than that. “The day after we closed escrow,” he remembers, “there was a crew there to tear out everything and load it up into a bunch of big trucks. So, I went from being evicted from a facility that I had just put money into and still had a lease on, to having a great, stateof-the-art place that I own myself.

“George’s wife, Shelbie, is his partner and, he gushes, 'She’s amazing.' Between them they have six kids — one son and five daughters — all of whom have trained in the martial arts, with five of them becoming black belts. Between work and college, they all come by regularly to help maintain the school and to teach classes.”

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M AK ING IT BIG IN A SM AL L T OW N

“Zig Ziglar [the famed motivational speaker] said that you can have anything you want in life if you will just help others get what they want,” Fujii states. “Many martial artists complain that people just don’t see the value in what we do. But then, something like this happens and we — at least, I do — realize that we really have made a difference in the community and in people’s lives. It does come back to benefit us.”

BUILDING A FIRST-CLASS FACILITY Now, obviously, besides Fujii’s benefactors, he had a whole army of dedicated students who helped build the new facility. “I had a background in construction myself, from the old days of working with my father and grandfather, and having built my own house,” he explains. “I drew up blueprints and had contractors, construction crews, and many of my students to help make it a reality.” The building housing Fujii’s school is over 8,000 square feet, and the martial arts studio and nutrition shop take up about 5,500 of it. He named his school West Coast World Martial Arts/RCJ Machado, based on his two main martial arts instructors. (RCJ stands for the initials of the first names of BJJ’s renowned Machado brothers.) That’s a mouthful, so, for condensed purposes, Fujii calls it “West Coast/ Machado.” As it turned out, the neighboring space was occupied by a Thai restaurant, established before he bought the building.

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“It had been voted number one in its category for several years in a row,” Fujii says, “and they had kept it up meticulously.” Fujii had them sign an extended lease. So now, he’s got a high-quality renter who’s paying a large chunk of the mortgage and they are locked in for many more years.

BIG SERVICE IN A SMALL COMMUNITY Gardnerville, Nevada, is a rural community located 49 miles south of Reno and 20 minutes south of the state capital, Carson City. The population was 5,656 at the 2010 census. Estimated median household income in 2016 was $47,399. Median resident age is 48.8. As many martial arts school owners are aware, building a bustling school business in a small town presents its own unique challenges. The very nature of a vast rural setting, as in Fujii’s case, comprises a different financial picture than running a school in a big city. “In a big city, you might have 30- or 40,000 people in a few square miles,” Fujii points out. “But here, you have that many spread out over 20 or 30 miles in every direction.” But, first and foremost, Fujii says that demographic fits in perfectly for what he and his family want for their lifestyle. “I can jump on my four-wheeler and travel cross-country and up to the mountains, too,” he says. In addressing the business nature of such a location as Gardnerville, Fujii explains, “By their nature, rural folks are a little more frugal.

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MARKE TING Some of my students have to come from as much as an hour away.” Nevertheless, he says he wouldn’t have it any other way. “I want to have one amazing school, instead of three or four where I have to keep traveling around putting out [operational] fires and keeping up with all the demands that entails.” Fujii’s school is amazing indeed. First of all, he currently has 275 active students. This number does not include his “cross-overs” — those clients in the traditional family programs that also participate in their MMA program. These clients, Fujii, explains, pay tuition for both programs. Then there’s the school itself. There are separate areas for karate, mixed martial arts, weight-training, acrobatics and the aforementioned nutrition shop, called Nutrishop (see sidebar story, “The Nutrition Connection”). “Sometimes, we’ll have 45 people in the house,” he says. “Fifteen are doing karate, 20 in the fitness class, five more doing MMA, and another five guys on the weights.” He’s able to handle that because of his multi-tiered approach and a great staff of instructors and also because everyone respects the other groups. “Even our MMA guys have to fit in with our traditional, family-oriented approach. If you’re too tough or too cool to do that, then there are other places to go train and work out,” he pointedly adds. There’s a 40-foot, tumble-track trampoline, plus, an in-floor trampoline, complete with a suspended bungee-backflip harness that allows students from five-years-old and up to practice their flips without fear of injury. In fact, Fujii conducts a special “Flipz-and-Kicks” program using the equipment. “The in-floor trampoline is great because there is no danger of falling off and we keep it extra clean for the kids,” he explains. There’s a 40-foot air-tumble track used for fun at the end of classes and a new custom cross-fit rig built right in. There are dumbbell racks, sandbags and MMA bags, kettlebells, Swiss balls and weighted backpacks. “On top of all that, we clean and sanitize the whole place every day, because no one wants to train in a smelly environment,” he rightly points out.

SCHOOL IS A FAMILY — A BIG FAMILY — AFFAIR! George’s wife, Shelbie, is his partner and, he gushes, “She’s amazing.” Between them, they have six kids — one son and five daughters — all of whom have trained in the martial arts, with five of them becoming black belts. Between work and college, they all come by the business regularly to help maintain the school and to teach classes. “I do the business-oriented stuff and Shelbie is the program director,” George says. They have two additional paid instructors, although most of the other black belts also help out. “I’ve got black belts who have been with me for 15 or 20 years,” Fujii says proudly. “Anyone who is helping teach has been here for 10 years or more and fully understands our standards and family-oriented culture.”

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IN A SMALL TOWN Even though he keeps certain things about his West Coast/Machado school low key, George Fujii realizes the value of marketing. He has a Facebook page, ad cards, flyers and a website. “I can’t say that any one thing is our major source of new students,” he admits. “One month, it might be that we’ll get a dozen students as referrals, but the next month just a couple. Then, some new folks come in because of the Nutrishop or because of a program we did at a local elementary school.” So, Fujii says, it’s a combination of many things that keep new students enrolling. He doesn’t mind admitting that the thousands he spent on outdoor signage was actually a good investment. In a state and town bearing huge casino signs, his ranks right up there with them. “I cannot tell you how many folks come in and say, ‘I saw your sign!’” he exclaims. He also invested in a full-graphic wrap for his truck. “It was pricey, too, but it goes everywhere I go and everyone in town knows it. It even has a QR code printed on it. Folks can just point their phones at it and go directly to our website.” Then, there’s his school address, which follows the signature real-estate credo, “Location, location, location.” It’s occupies a location at the main intersection of his town. Therefore, if you head to the local grocery or drugstore, you have to go by his school. Because of that, too, Fujii has to keep regular business hours. “Before I had the Nutrishop, I used to go in to work at three o’clock [in the afternoon], like a lot of martial arts school owners,” he explains. “But when someone wants to buy vitamins on his/her lunch hour, you have to be there. I was amazed at how many folks come in all day long.”

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M AK ING IT BIG IN A SM AL L T OW N George and Shelbie always have something going on. Besides the usual rank promotions and inner-school competitions, there are field trips, community demonstrations and special seminars and classes. “Right now, we have a raffle going on,” he explains. “We spent over $300 on a hover board and students and customers can earn tickets for the upcoming raffle for it.” Bring in a friend and get a couple tickets. Spend $100 in the Nutrishop and get some tickets. Make good grades on your report card and earn tickets. In the past, his raffles have included sparring gear and $50 gift cards. “It’s amazing to even see the adults clamoring to get their tickets,” he says. Although the martial arts curriculum includes the typical self-defense techniques, George and Shelbie have designed a special, 10-week, women’s self-defense program. It’s for non-martial artists, although many of their regular female karate students have also signed up, wanting to get more in-depth instruction. “We just finished one with 30 women,” he says. At the end of the program, the graduates receive a symbolic pink belt. If they attend at least nine of the 10 classes, they get a raffle ticket for a Victoria’s Secret gift card.

WIDE MENU OF PROGRAMS, PLUS COMMUNITY SERVICE Another way Fujii helps keep the students motivated is by regular goal-setting. He has everyone fill out a list of goals. “I don’t care if it’s one of the MMA fighters or a Lil’ Dragon,” he insists “I require them to compose a sheet of 10 goals.” For some kids, and even adults, that’s sometimes hard to do. “I had one girl who came in with such great and thoughtful goals that I gave her five raffle tickets. Then in the next class, everyone had filled out their goal sheets!” he laughs. In addition, he asks questions like, “What’s your favorite food? Or movie? Or hobby?” “I discover all kinds of interesting things, such as one student was into origami sculpture,” Fujii says. In this way, Fujii also discovers their physical goals and physiological challenges. “I find out if they want to earn a blue belt or be able to do a back-flip,” he says. “In addition, I might also learn about their fears, such as not being able to keep up in class because of a bad back.”

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GIVING BACK — GENEROUSLY — TO THE COMMUNIT Y A considerable part of George Fujii’s commercial success, he feels, is how often and extensively his family, along with his staff and student-volunteers, engage in charity events in his Gardnerville community. He holds regular donation drives all year round for food and clothing for the underprivileged. “We also do lots of stuff with special-needs kids,” he adds. “My wife has epilepsy, so we have a special place in our hearts for that kind of thing.” Whether it’s ADD, MS, cerebral palsy or epilepsy, the Fujiis have successfully dealt with those kinds of needs with their individualized approach. In fact, they just finalized a program with the local school district to teach a PE class each month for all special-needs kids in the entire area free of charge. The local community is well aware of the Fujii’s commitment to helping special-needs kids, their participation in recycling, organic gardening, childhood obesity prevention, anti-bullying, veteran support, fitness and nutrition counseling. And the list goes on and on! Annmarie Bourgeois says West Coast/Machado has provided an extraordinary experience for her family. “There’s an environment of respect, discipline, education, support and fun that permeates through the organization. The team has been kind and supportive to my family, especially following a family tragedy,” she says. Her younger son has been diagnosed with highfunctioning autism, and Annmarie says his progress has been remarkable under George’s wife, Shelbie’s, supportive tutelage. The school also has a program called “Operation SOS” (Save Our Soldiers), where they work with PTSD [PostTraumatic Stress Syndrome) in returning veterans. Raymond Carnwright was a Marine Corps infantry machine-gunner who did three combat deployments. “Like a lot of veterans, I struggled in many areas when my service was over,” he admits.

When he walked into the school in February 2015, he says his life was changed. “I love that jiu-jitsu keeps reality relevant for me,” Carnwright states. “Professor Fujii has shown me again what it feels like to be a part of something bigger than yourself. We started Operation SOS to help veterans in need and this program has and will continue to change lives.” Fujii also proudly proclaims that the school offers all veterans, military police and firefighters a 15% discount on all training as well as nutrition purchases in the Nutrishop. The school’s charity works even extend beyond their town. Fujii often takes students on field trips up to Reno to prepare and serve meals at a homeless shelter. What inspired Fujii’s concern for his fellow citizens goes back to his childhood and upbringing. “Grandpa Fujii taught me, through starting his own business as an immigrant, how important community involvement is,” Fujii explains. Fujii applied that lesson as soon as he opened his first school. “Back in the 1990s, when I first got into business,” he remembers, “there was a kid who committed suicide because of bullying at school. It affected the whole community and I was motivated to create something I call ‘Project Sparrow.’” For this project, still active today, Fujii sets aside a certain amount of the school’s revenue. It’s then applied especially for families that may not be able to afford full tuition at his school. “If a mom brings in a child who has been bullied at school, but they just find it too hard to afford lessons, then we’ll offer them a scholarship. We keep it very low-key,” he adds. “No one knows, but we always have several kids on the program. I just feel like it’s another way I can give back to my community.”

“I don’t care if it’s one of the MMA fighters or a Lil’ Dragon. I require them to compose a sheet of 10 goals. I find out if they want to earn a blue belt or be able to do a back-flip. I might also learn about their fears, such as not being able to keep up in class because of a bad back. This attention to detail gets around in a small community [and shows] that we’re really interested and concerned about the students.”

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M AK ING IT BIG IN A SM AL L T OW N

This information helps Fujii be more personal in his approach to teaching and to design a curriculum to fit the person. “This attention to detail is what keeps the students engaged and encouraged,” he emphasizes. “And word gets around in a small community that we are really interested and concerned about the students.” West Coast/Machado offers a wide menu of programs spanning martial arts, fitness and gymnastics. Their base programs start at $59 monthly, with most students paying about $100 to $150 per month, depending on which program or programs they enroll in. Fujii does his own in-house billing and payments. Students can take classes in traditional martial arts, fitness, gymnastics and MMA. They can earn black belts in three different martial styles, including Reyes’ West Coast, goju-shorei karate and Machado Brazilian jiu-jitsu. The school also offers a program taught by 9th-dan weapons instructor Dave McNeil. They have Lil’ Dragons, kids’ gymnastics, a special 40+ executive martial arts, and fitness programs. Extra programs, such as the 10-week women’s self-defense course, and the “Flipz and Kicks” and special fitness challenges are all extra revenue-generators for the school. These include things like holiday parties and

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Mom’s-Night-Out sleepovers. “Last Halloween, we probably had 80 kids in the school,” Fujii states, to back up the proven value of special events. Fujii works hard to keep everyone, students and staff alike, constantly motivated. Things like special classes and raffles certainly help, but he also conducts many other activities outside of the school (see sidebar story, “Giving Back — Generously — To The Community”).

ADVICE FOR NEW SCHOOL OWNERS Asked what advice he might have for other small-town school owners — actually, for all martial arts businesses — Fujii doesn’t hesitate. “Be willing to work your butt off,” he insists. “I know some owners want those four or five schools with hundreds and hundreds of students and a huge staff. But you can be just as successful — or perhaps even more so — by just focusing on being engaged in your community.” According to Fujii, by “becoming an integral part of the lives of its people,” the rewards come back to you through good community karma. Even if you expect nothing in return and perform good deeds strictly from the heart, good things happen. “I would also say that you must have a regular commitment to keeping your students and staff motivated,” he advises. “I think

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THE NU TRITIONAL that’s why our raffles have been so successful, and why everyone actually looks forward to helping out at the homeless shelters.” When everyone feels the commitment to the community, it cannot help but keep people motivated. “Have something at your school that everyone can look forward to every single month,” Fujii adds. “Of course, there are competitions, rank promotions and the like, but you need to find other things as well. For example, when I knew about this article, I informed the whole school. Everyone had ideas for how we could make the facility look even better in photographs. Everyone pitched in and made the school look its very best.” Fujii firmly believes in developing and maintaining a great rapport with each and every student, parent, and customer. “I go around to personally greet and shake hands with as many people as I can,” he says, “including the spectators. They realize they are important to the school and to me. Customer service is one of the best retention tools you have. “I’ve always believed that you must be able to understand and do almost everything yourself,” he says. “That means being on the mat teaching everything you offer, from muay thai to BJJ. It means being a yoga or fitness coach. We all know martial arts business owners who hire an instructor to do an addition to the curriculum. Eventually, when the program grows larger, he takes all the students away to his own new school. Then, the owner is back at square one.” Fujii points out that it takes time and commitment to learn new things. But, he says that, in his 30 years in business, it has paid off time and time again when he learns to do new things himself. “I attended classes to learn Quickbooks and saved money on the accountant. I painted, sheet-rocked and even poured concrete. I learned Photoshop to help in my marketing [materials]. That doesn’t mean you don’t have a life outside of work,” he adds. “But, at least I know enough in many areas to save money and not to let people take advantage of me.”

KARMA Fujii says that Zig Ziglar’s advice rings true: “When you help other folks get want they want and need, you’ll discover they help you get what you want. That’s karma,” he observes. It has certainly proved true for this hard-working, high-energy, community-oriented school owner who made it big in a small town.

CONNECTION The Nutrishop connection to his school, West Coast World Martial Arts/RCJ Machado, in Gardnerville, NV, came about because George Fujii had gotten into nutrition over the years. He had been searching for the right combination of vitamins and supplements. He found Nutrishop, a nationwide company, had just what he was looking for. The company’s website states that it “offers customers a broad spectrum of top-quality nutritional supplements and exceptional individualized service in assisting them in achieving their health and fitness goals.” So, Fujii bought into the licensing program and even attended the company’s training school to learn about nutrition and meal-planning. Today, he says customers can go into his shop not just to buy supplements and organic vitamins. They also can have a personalized, professional nutrition plan drawn up complete with meal evaluations and designs. “It’s a separate area [of my school], with hardwood flooring and professional shelving, and with its own entrance,” Fujii explains. “That way, a [sensitive] overweight soccer mom doesn’t have to be in view of the young guys lifting weights or doing MMA.” Still, Fujii points out, she can see what’s going on in the school itself. Apparently, a number of his nutrition clients were impressed by what they witnessed going on. He says many of his Nutrishop’s clients have enrolled their kids or grandkids in the school’s various West Coast programs [see main article].

m Keith D. Yates has written 15 books and hundreds of articles in his over five decades of martial arts practice and teaching. He can be reached at www.akato.org. To learn more about how hundreds of other successful school owners, both large and small, operate, 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. e

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