HOSTED BY GEORGE FOURIE

142 – Elevate Your Martial Arts Business To The Next Level With Zulfi Ahmed’s Breakthrough Mindset Formula

[powerpress]
Zulfi Ahmed is coming to Australia to share his breakthrough mindset formula that’s responsible for his martial arts business empire.


IN THIS EPISODE:

  • When is the perfect time to scale your martial arts school?
  • How is Purpose defined for martial arts school owners in Partners?
  • The teachings to anticipate from Master Zulfi Ahmed during the Partners Intensive in June 2023
  • Zulfi recounts his martial arts journey from childhood to a master instructor and successful school owner
  • Finding the right balance between your martial arts passion and business purpose
  • A breakthrough formula that will take your martial arts school to the next level
  • And more

*Need help growing your martial arts school? Start Here.

 

TRANSCRIPTION

It's not just the idea. It's not just the clarity. It's the process, procedures, and steps that people need to take to get through to the next level. We might know that I want to get 400 students, but I want to get 600 students. Well, I need to advertise more. No, there's more than that, but I will give you that process.

GEORGE: Master Zulfi Ahmed, welcome back to the Martial Arts Media™ Business Podcast.

ZULFI: My pleasure. Thank you for having me. Happy to be back.

GEORGE: Awesome, so I think it's good for us to just go back down in the history of the journey on the podcast and then we'll jump into the big reason we're chatting today. So, we spoke back, I was looking earlier, in February 2018. We spoke about The Real Secret To Success With Your Martial Arts Business. I believe this was just before Fred DePalma‘s event in San Diego where we met for the first time.

Then in episode 110, we spoke about How To Become A Master Martial Arts Instructor. Actually, just when your book came out, we had a chat about that. And today, we're back. We're back for episode 142 because you're coming to Australia. How good is that?

ZULFI: Yes, I'm excited. Thank you very much for the kind invitation and I'm super excited. I can't wait to get on the plane and go and meet you again and all the friends in Australia. I have some very good friends, and fellow martial artists in Australia. I would love to see them and make new friends. And I am excited, super excited.

GEORGE: I think it'd be good, even though this is the third time around on the podcast, it'd be good to go back to your story. But a story I want to share quickly, which was really, I think a pivotal point where we really connected is at Fred DePalma's event. You spoke at the event and I really loved your chat and your knowledge. 

And I remember you making a lot of Jay Abraham references, which I thought, “Oh, that's really good.” For those of you that don't know Jay Abraham, look him up. And in the morning when we were flying back, we were all waiting down in the lobby at breakfast. We were all waiting for our trip back. 

And we just got into a conversation. And it was one of the most valuable conversations I've had in martial arts and martial arts business, and you just openly shared things that I can do in my business, how I should approach it, and how I should approach the American market differently. Yeah, so I want to thank you for that because I took a lot away from that.

ZULFI: My pleasure.

GEORGE: And so, we've always kept in touch. And so, the conversation came up and I know we mentioned it, somewhere along the line we mentioned, maybe sometime you'll come to Australia. And so, we host this event for our members once a year. We call it The Partners Intensive. We did one in Brisbane last year. 

I just moved to the beautiful Sunshine Coast in Australia and I thought, “If I'm ever going to do a great event in Australia, it's got to be here because it's beautiful.” And we're planning one for the US later in the year. And lucky enough, our dates have aligned well, and I'm really excited that you're going to be joining us for the event.

Zulfi Ahmed Martial Arts

ZULFI: Me too. It's a pleasure. I can't wait to do this. I've been wanting to go to Australia for many, many years. Actually, in 1979, I'm originally from Pakistan, so we had a Pakistani Burmese kickboxing team. We were going to go to Australia for a tournament in 1979. 

And we had some visa problems at that time. So half the members of the team got the visa, half the members didn't get the visa. I was one of the people who could have gotten the visa, but I was very young, so my parents said, “No, we have to have the whole team go otherwise …”

So, lo and behold, the trip got canceled. And we came to find out that the promoter, an Australian promoter, unfortunately, went through a heart attack, so the whole event got canceled, and postponed. So since then, since 1979, I've been looking forward to going to Australia. 

And I have some friends who live in Perth and Sydney, and then you are there. And there are some great martial artists like Ridvan and Hakan who are good friends of mine. And we have Phil and Graham also. I think they're in Sydney.

GEORGE: They'd be both in Perth.

ZULFI: Perth. So, they came and visited Bushi Ban headquarters and I just connected with my Aussie friends. So yes. And again, thank you for this kind invitation and I look forward to that.

GEORGE: So on that, and thanks for the brief intro, but I think even though you've been on the podcast before, I know a lot of martial artists that I mentioned were really excited that you're coming to Australia for the first time. And then there are a few that aren't that familiar with you and what you do in the space. So I think it'd be good to just recap on that. Just give us a bit of a background, your history in martial arts, Bushi Ban International, and so forth.

ZULFI: Sure, happy to. So, I'm originally from Pakistan. Most of you know where Pakistan is. But at age 23, I migrated to the United States and I grew up in martial arts. My history in martial arts is wrestling, Indo-Pakistani wrestling. As a little kid, it's like soccer in America, baseball, and almost everybody is exposed to Indo-Pakistani wrestling.

Actually, my father was a patron, and a big fan of wrestling, and my grandfather was a patron and fan of wrestling. The Great Gama, one of the greatest wrestlers who ever lived, my grandfather's family sponsored him, and they had a special pit, the akhara, we call it akhara wrestling pit, in my grandfather's land, where Gama would come and do what we call ZOR, wrestling, wrestle away. And my grandfather's family sponsored him through some of his fights. So it goes back into my history, my ancestors. And one of my uncles was a wrestler.

Then as a young kid, my father would take me to Pakistan, the Bholu wrestling pit and we would go see the matches and they would take me as a five, six-year-old, go, just roll around in the pit and hang out with the wrestlers and learn a few tricks and take-downs and all this cool stuff. And then as you get older, you get into other sports, hockey, and cricket and all this stuff. 

Zulfi Ahmed

Then I started at a very early age judo. My brother was a military cadet and he would come and beat me up from the military college when he would come home and do judo and boxing. And then I got into neighborhood boxing and my brother's friend was a judo brown belt. So he would teach us judo and we would take comforters from the house. We didn't have mats, so we put them down in the backyard and they were my judo mats.

And we learned some basic judo from him. And then in 1975, a Burmese grand master, Grand Master Ma Tai, migrated from Burma to East Pakistan, which is Bangladesh now and into Pakistan, and he started teaching Burmese Bando, Burmese martial arts. Lethwei is bare-knuckle kickboxing. Naban is the Burmese wrestling, Bando, Banshay, Thaing. He's still around, he still teaches, and he's still my teacher. 

And so I enrolled in his school. That was the first official school that I enrolled in Eastern martial arts. My father didn't care much for boxing, so I would have a few boxing matches when he found out I was doing boxing, he didn't think it was good for me, too much trauma. Bando Lethwei was even worse. But we didn't know back home, it was new. Nobody knew, we said it's karate, we're doing Bando karate. So okay, karate is good, you go train.

So I started training at a very early age, actually nine years of age. And then I'm still his student to this day. Whenever I go back, I of course give my love and respect to him and learn and visit with him. I was very fortunate to be on the Pakistani team, the martial arts team the first time we ever went outside Pakistan, the national team. 

We went to Malaysia to compete in the Keijo Hanan International Karate Championship, in 37 countries. I was the youngest competitor ever, and I won a gold medal in kata and weapons. And I got disqualified from fighting because our style of fighting was different from traditional karate. We were more Bando contact people. 

So I broke somebody's nose, and I got disqualified. So 14 years, little bitty, stinky little kid. And so from that time when we went to Malaysia, I was exposed to other martial arts, Shotokan, Ken Shin Kai, Goju-Ryu, and Malay Silat, and we were there for two months, Singapore, Malaysia.

And we traveled. All we did was soaked in martial arts, the whole team was a five-member team. We would train in the morning at the Kung Fu Kwoon up on the rooftop. We would go to GT Mings Dojo, learn Goju-Ryu, we would go to the Ken Shin Kai dojo, we'd go to KBI, Karate Budokan International, which by the way I believe has a big following in Australia. 

KBI, Karate Budokan International. And the Grand Master was Chew Choo Soot. So I would go train at his dojo in Malaysia. We were ranked in Shotokan, Ken Shin Kai under his organization. We became black belts under his certification ranking.

Then, as a 14-year-old, traveling, and competing just opened my mind. And I just fell in love even more with martial arts. And thanks to my father's support, and my family's support, I started traveling all over the Southeast Asian countries, Philippines, Thailand, Burma, India, you name it, I've been to the Far East and competed, trained, learned, and sometimes taught also. 

So my journey started internationally at age 14. Then I moved, and I migrated to the United States, to Houston, Texas. In 1985, I came to New York and then from New York to Texas, went to school here, San Jacinto College, Texas Southern University. But I had been teaching professionally starting at age 14. I used to teach in my school, my junior high school as a young person and I had 60, 70 students.

So I would teach, of course with the blessing of my teacher, Grand Master Tai. Then in 1979, I got the youngest title of black belt in Burmese Bando. And then I got permission to travel more from my teacher. And then in 1980 – '81, I opened my own school and started my own system called Bushi Ban and started Zulfi's Academy of Martial Arts. 

It was a blend of different styles, which I'd learned throughout my years, traveling all over competing, but at the same time connected to my teacher with his blessing. He was very open-minded and even though very traditional, yet open-minded. He gave me his blessing. I opened my own style, Bushi Ban. The evolution of Bushi Ban started in '80 – '81. And I'm still learning. It's evolving, it's a live system. We always learn, incorporate, and improve.

I was also fortunate to fight on the undercard where in 1976 or 75, Antonio Inoki, the great god of wrestling from Japan, and the great Akram, Akram Pahalwan. They had a freestyle fight in the National Stadium in Karachi, and there were like 42,000 spectators live broadcast. 

You can still find that match on YouTube Inoki versus Akram. That was my first-time exposure to mixed martial arts. Mixed Martial Arts in that part of the world have been around, but it was not called MMA, it was called freestyle wrestling.

And it would be all strikes. And there's the first time in public, somebody got arm barred. So Inoki beat Akram and broke his shoulder with an arm bar. Okay, so now for that fight, the wrestlers came and trained in Burmese Bando with my teacher. So my teacher was the striking coach, but unfortunately, Inoki arm-barred Akram, because Inoki was really good at grappling. 

Zulfi Ahmed Martial Arts

So that's when we started doing judo. And our exposure to jiu-jitsu started in 1977. There's a family in India called the Barodawalla family, which has a very, very cool history. It's just like the Gracie family. 

Parallel to Gracie family, the same story because the Indian army, the Japanese came to India in the Second World War and created some spies and they taught jiu-jitsu to some of those Indian spies. So they also started teaching and recruiting martial artists. So Dr. Barodawalla was a judo master, so he was also taught jiu-jitsu.

So his sons came to Pakistan for a visit and we were introduced to jiu-jitsu close to the way it started in the Gracie tradition. And that was my first exposure to jiu-jitsu. And they were teaching in the police academy. Anyway, I was exposed to grappling, wrestling, and judo, at an early age. So I continued training. 

When I came to America, I was under the mentorship of the Great Grand Master, Dr. Maung Gyi. He is the head of the American Bando Association, a highly respected, worldwide authority in martial arts. He introduced kickboxing to the United States. He's a mentor, was a mentor to the great Joe Lewis, and worked with Ed Parker and Robert Trias. His history is amazing. 

So he's still alive, 94 – 95 years of age. I just saw him last October. He's still my teacher. He's my mentor. He's the one who awarded me a 10th-degree black belt in 2017 under the American Bando Association.

So currently my own system is called Bushi Ban. I hold a 10th-degree black belt under the American Bando Association flag. I train every day as much as I can. I  teach every day. I oversee about 40 plus, 50 martial arts schools. They're not mine, but I guide them, I mentor them, and I coach them all over the world, not only in the United States. 

We have 13 Bushi Ban schools in America. We have many affiliate schools in America. They use my curriculum methodology system, and they have their own unique brand, but they incorporate the Bushi Ban system. From the financial part of it, which is just a byproduct, I don't know if you know what EFC, Educational Funding Company, is part of our billing company. And my headquarters was number one in EFC collections, for over 10 years. Number one grossing school in the United States.

And then other schools come up with this wonderful evolution. We are still with EFC, and we're still a very high-grossing school, but now we don't share all our numbers with everybody. Each one of our schools is very profitable. We believe our system, our style, and our curriculum is very robust and very timely. 

We learn to adjust to what are the needs, wants, desires, and fears of our clients. And we cater to our philosophy, students first, martial arts second, and business third. So first there is always the student, their wants, needs, desires, and what we can do for the student by way of martial arts. And then because we have the business, the business of martial arts changes lives. So students are always first. 

I continue my journey. I've competed all over the world. I've competed in grappling tournaments. I'm no world champion in grappling or Muay Thai. I've been beaten more than I've won, but I've been to over 300 competitions, tournaments, matches, and fights from all different styles.

I've fought in Thailand. I've done grappling, jiu-jitsu tournaments, boxing tournaments, sports karate tournaments, kickboxing tournaments, kata, and weapons. I've had two world titles in weapons and kata and lightweight sparring. So I believe I'm a well-rounded martial artist, but I still continue to learn and grow. 

Zulfi Ahmed Martial Arts

And my system, the Bushi Ban system, is what we call a supra system. It's a mega system with many integrated concepts, principles, and philosophies. So it's an eclectic integrated system with a traditional value base. So we have the traditional values, we have the traditional structure, but the modern approach. 

Now I know a lot of schools nowadays are claiming the same thing, but I believe that we are one of the pioneers of this mindset and this structure, which we started many, many, many years ago. And if we've gone through a lot of trials and errors and where we are, I believe many schools are starting where we were 20 years ago.

And I help a lot of schools refine and define their brand and their presence and their methodologies because I feel there're many multi-program schools, but they are kind of confused about how to integrate, how to layer, how to structure, how to bring the chain of difference, so their schools are doing programs. There'll be a school doing Muay Thai, Brazilian jiu-jitsu, and Krav Maga. 

Wonderful, but it's not system-based, it's program-based. We take pride in that we are a system-based organization where our system, and structure are eclectic and timely with traditional values. I don't know if that makes much sense. This is a tradition for modern times.

GEORGE: Yeah, I'd love to just dive a bit deeper into that. But first just congratulations on the journey.

ZULFI: Thank you very much. And still learning, still growing.

GEORGE: You say you're still learning, you're still evolving every day. So it's not like every day you reach a plateau, in a comfort zone where you're at. Just to dive a bit deeper into that, you were referring to a brand identity where schools can be confused. 

We got guys in our group that are one style and that's what they do and that's their focus. And then multiple styles, multiple demographics, and so forth. How do you feel about the difference between being able to brand yourself as a multi-style school? And do you feel that there's a point where you should kind of delay it before you add too many styles so that you create a culture and an identity for your brand first? Or how do you approach that generally?

Zulfi Ahmed Martial Arts Media

ZULFI: So there are actually two schools of thought. One is the linear school. That means that they have their brand, style, and system as one. For example, Taekwondo, they know what they know, they are good at it, they're experts at it and they are successful with that, more power to them. 

Then there's a school, which is a multi-dimensional school with different products. If you go to banking, they say different products. They have jiu-jitsu, they have Muay Thai, they have whatever they do, fitness. And which is another model, which one is better? 

I've seen mega success in model A and I've seen mega success in model B. So the key is what is the leadership mindset? How clear is the leadership on the journey on the route they're taking? If you are a linear school, that means one style with multiple functions.

So you can have Taekwondo, but you can have fitness Taekwondo, self-defense Taekwondo. But it all depends on the leader, their stage, and the phase of their life where they are. So if you are a mature school, in which you've grown up with a mature brand and you are successful, more power to you. 

Keep doing what you're doing if you're successful and if you're happy. People can be successful, but they might not be content. And people can be content, but they might not have the success of “hundreds of students and thousands of dollars.” 

So you find your bliss, you find where it makes you tranquil, where you feel harmony with your brand and your success and what you are comfortable with. What is your key lifestyle comfort zone? Or are you constantly ambitious, constantly wanting more, more, more?

So that is a very private personal in-depth question, which when I work with my students, like coach a lot of school owners, let's define that. Let's find out where you are, where you want to be, and how we are going to get there. So you need to know your inner self first before the external extrinsic, we need to define that. 

Okay, I need 500 students, I need to make a quarter million dollars. You might be doing that but might not be content. You might be in turmoil, stressed away all day, and can't sleep. Or you might have 100, or 200 students. You make good enough money, you have a beautiful family, and you are happy.

So we need to find it from the top. It's defined from the top. The school methodologies and the school structure is secondary. First, let's see what the leadership is looking for, searching for, and where they find it. Then we break down, okay, linear school or multidimensional school. And in that, there are some pros and cons in both of them also. 

So we decipher that. We find out, I know some people who are mega-successful with linear schools and I know people who are mega-successful with multidimensional schools, but it depends on the stage and age and phase of their life also. So this is a question that is customized to each individual. I cannot give you a general question, it has to be customized.

GEORGE: 100%. Interesting that when we take people through the audition process in our Partners group, we always start with a purpose. And the way I always mention to school owners the purpose can be vague, but everyone's purpose is different because you might want to have multiple schools, multiple styles, or you just want the lifestyle business. 

We break the purpose down into three levels, the income you desire, the impact you want to create through your martial arts, and the lifestyle you want to live. And it's different for everyone because you'll get some that say, “Look, well, I've had this job forever, this other business, I need the income to do this thing.”

And others are just, “Well, I really want the impact. I want to make a difference in my martial arts.” And then others want the lifestyle, someone to live, eat, breathe, and sleep on the mats and others want balance. So I love how you define that starting with the end in mind.

Zulfi Ahmed Martial Arts Media

ZULFI: The key is clarity. Are you clear about it? We all have a purpose. Our purpose might be to make a lot of money. Nothing wrong with that. I love to make a lot of money and make a big impact. I love to make a big impact. I love this lifestyle. 

But how clear are we with our framework? How clear are we with our vision? How clear is the vision? How clear is the mission? How clear are our values which align with the business? How clear are we where we are in the stage and phase of our development and our maturity, our capabilities, our abilities, our roadblocks, our challenges, and our ambitions? How hot is the fire? Where is the fire taking us?

So some people are super ambitious but have no clarity. Some people are very clear, but they don't have the fire and desire. They want this but they don't want to work hard. So we have to find that balance. And if the balance is not there, we have to create leverages to build that balance. 

So we need to find, okay, your passion is this, your purpose is this. Let's be clear there's your ambition and let's find out the mechanics of how we align that. So clarity is very important.

GEORGE: I love that. So Master Zulfi, twofold question, when did you get that clarity? Was it from day one, you knew that this was going to be where you wanted to go or did it evolve? And then once you knew where you wanted to go, and you already had that first location, how did you develop that to scale it from two all the way to 13 the way you did? That's probably a loaded question.

ZULFI: I was very clear at orange belt level, I was nine or 10 years old or 11, I was very clear that this is going to be my lifestyle because I was influenced and I was around people who inspired me, influenced me, motivated me, not by telling me that you'll become a martial arts master or grand master or school owner just by the way of life, the role model which I had, it inspired me and it gave me a living model of where I wanted to be, who I wanted to be, who would be my example of lifestyle. 

So I saw that at a very early age because Grand Master Tai's school had hundreds of students in one class. There was a class that had 800 students in one session. It's unheard of for 800 students. People might be saying this guy is lying. No, I have photographs of proof.

And this was 1975, 1976. I saw how successful a martial artist can be, but it was not the money. I was very young. It was the impact and it was the respect that person was receiving the love that person was receiving and the love he was giving back to his students by way of him being a mentor master, a grand master, and the way he taught students and changed lives. 

One of them is me, even though I come from a very educated, high-value, accomplished family, very academic, and very high-minded. I have doctors, engineers, and lawyers, but I chose martial arts because that man inspired me by being a role model.

So it was at a very early age. And then I pursued and as I grew older and as I traveled early at an early age, 14, 15, 16, 17, and I was exposed to martial arts in the early '70s, mid-'70s, late '70s, all over the southeast Asian continent, I just fell in love and I knew this is what I was going to do, even though I went to college, university, but this has been my passion. 

The clarity of my purpose has been there. The structure has come through learning as well as trial and error. A lot of it was trial and error, experimentation, creative thought process, and then aligning myself with the right mentors.

Great Grand Master Maung Gyi is extremely learned. He has a double Ph.D. He taught at Harvard University. He's an intellectual extreme. So his guidance, my parents' guidance, my other teacher's guidance. Who we are is a product of our surroundings and our influences plus what we do on our own journey of inquisitiveness, experimentation, learning, and discovery. 

Now 13, we've had more schools, some schools changed the brand and went to a different style, which is okay, and some schools closed down in COVID. So we have 13 locations right now in America and many, many in Pakistan, Bangladesh, and India, we have affiliates in Thailand, also Canada, and we are all around and have a lot of affiliates.

So to answer, it's been a journey. It's been a constant evolution. Constant breakthrough. So when you get stuck with 200 students, you’ve got to learn what your next breakthrough point is. So you discovered it through experimentation, learning, and going to seminars. 

And then you found that breakthrough, then you go to 300 students, then there's another breakthrough, then you go to two schools, then you go to three schools. So each stage and phase, we must come through a breakthrough realization of processes, procedures, philosophies, mindsets, values, systems, and of course actions. That is what gets us to the next level. But first, we have to be clear about where we want to go.

GEORGE: Love it. So if we were to take that into a seminar and a workshop for those that'll be attending us in Australia on the Sunshine Coast, 2 to 4 June 2023, depending on when you're listening to this. What can people expect on the day?

Zulfi Ahmed Bushi Ban

ZULFI: I'm going to give you one big claim, all right? I don't like to give big claims. I'm going to share with your attendees a massive breakthrough mindset, which people might know but never have seen or heard of clearly. They might practice it, but without this structure which I'm going to give them. 

I'm going to break down how they can break through if they are stuck in one level or one stage. And I promise you that they will have an epiphany, a realization that they've never had before. And I'm going to give them a formula, an actual formula which they can go and start applying the next day into the business. 

And I can almost, I'm not going to give a written guarantee, assure you and guarantee that if we meet next year and if they apply what I'm giving them, the secrets, the breakthrough secrets, realizations, their school will be on a whole other level. Their whole culture will be at another level. I promise you that.

GEORGE: Love it.

ZULFI: I know it is because when I teach this to my schools, the people who've been in business 30 years, and when they hear this structure, this methodology, they say, “Oh my goodness, now I understand. I knew it, but now I see it clearly. Oh my goodness, I never thought of it like this. Wow, what a great realization. Why didn't I think of it before?” But it's not a thought, it's a process.

I will share step one, step two, and step three processes. We are going to roll up our sleeves, and we're going to do a workshop. It'll take about two hours to get the whole system down. And I promise you, by the time we are done with this system, the attendees, whoever the lucky person is attending, he or she will have epiphanies, and clarity they've never had before. It's a big claim and I'll stand behind that claim.

GEORGE: I love that. And just to back that up, I just want to illustrate that or put emphasis on that. It's a workshop environment. We are a small high-level group.

ZULFI: I love it.

GEORGE: Interactive. I know sometimes, maybe not in the martial arts space, but you go to these events and there's one guy standing at the top and telling you this big hero's journey story and then three little things that you can do and you never get the context. This is not that. In a workshop environment, it's interactive. It's going to be structured for you to get the breakthroughs and be able to ask questions and work on your business.

Zulfi Ahmed

ZULFI: And it's going not only on for martial arts, this system, which I've created and I've learned through my trial and errors, pains and hurts and successes, which when I share, people might have heard or seen it in some form of way, but not in this methodology, not in this way. And we'll do an actual exercise per each dimension of this system. And by the time we get to the final stage, they will realize, wow, I'm going to start doing this tomorrow. 

Some of them might be doing this in some way or form, but the way clarity's going to happen and it's going to become a system for them. And that system is a secret to the next level of breakthrough. It's not just the idea, it's not just the clarity. It's the process, procedures, and steps that people need to take to get through to the next level.

We might know that I want to get 400 students, I want to get 600 students, and I need to advertise more. No, there's more to it than that. But I will give you that process. And when you start applying that process, you will see a systematic rise in your numbers, improvement in your lifestyle, and satisfaction in your lifestyle. 

Your staff retention is going to grow by leaps and bounds. Your staff loyalty is going to grow by leaps and bounds. Your staff commitment is going to grow by leaps and bounds because staff retention, staff loyalty, and staff commitment are one of the biggest areas that martial arts schools are faced with. And I will give you the secret to how to deal with that. I have students, I have staff that has been with me 20 plus years. Happy staff. The guy who made their deal, he's been with me 20, 22, 23 years, I've got people with me 30 years, students will be with 40 plus years.

So there's a system. The first thing has to come from the heart. It cannot be artificial, it cannot be fake, and it has to be from the heart. And I'll share that with you. So I look forward to sharing this and much more. Many, many more breakthrough ideas, which I guarantee will take your schools to the next level. 

No matter where you are, no matter if you're making a quarter of a million dollars a month, you will increase that by 20 to 30%. No matter if you're making $20,000 a month. You'll increase there by 20 to 30%, but you have to apply the system. I have to give you the system that you have to apply.

GEORGE: I love that, Zulfi. I'm now more excited than I was when we first had the chat.

Zulfi Ahmed Bushi Ban

ZULFI: I'm coming all the way to Australia, I'm not going to come and waste your time or my time. My time is gold, and valuable. I want to share what has worked for me. I want to share what I've shared with a lot of top promoters, and top producers in the martial arts industry. 

I'm honored to help them, grow them, guide them, and it helps them every day. I'm excited. So they'll be my gift to my Australian fellow martial artists and friends. And for whatever it's worth, if you apply, I know because it's changed my life. 

These systems, these ideas, these principles, practices, and philosophies have changed my life and I'm happy to share because when I travel so far and when you invest so much in me, and when I invest so much in you, it has to be worth everybody's time. It has to be valuable, enriching, nurturing, productive, and transformational. Otherwise, it's a waste of everybody's time. And I value my time as much as I value your time and I want to give as much as I can.

So again, thank you for inviting me, and thank you for doing all that you do. And I really look forward to it. I know we have a few people who have asked for me to go and do private mentoring for them and coaching, and I'm really looking forward to some tough guys out there, some from Australia. 

I said, “Wow, man.” And I'm honored, the guys who you connected me with, and I'm honored and I can't wait to go and share whatever I can with them. And some very good martial artists out there, I'm just really looking forward to being part of your organization.

GEORGE: That's awesome. Zulfi, thanks so much for your time. And yes, so if you like what you've heard today and you want to join us, we started this event as an exclusive members-only event. We've opened it up to the public for only a few tickets available for that. 

So we are looking at 2 to 4 June, right on the beach, Mooloolaba on the Sunshine Coast. Beautiful location. Reach out to me, george@martialartsmedia.com, if you would like to host LF at your school for a private workshop. Anything from instructor training to parent workshops. Give us a quick snippet on that, Zulfi, just so that everyone's familiar.

Zulfi Ahmed

ZULFI: So the structure which I have, I do for my affiliate schools or people who invite me into their school. I have a day or day and a half schedule where I do one-on-one private mentoring with the owner only or the key owners or the key. It's a private, two-hour brainstorming mastermind session with them and we try to find out, investigate and then see how we can improve, tweak, and start to start with the leadership. 

Then I also do group instructor training from instructor to master level or from junior instructor depending on the maturity of the school. We also do martial arts training for their student body. It could be from weapons to self-defense to striking to the ground. You name it. We can work with them. We also do children's workshops with what we call combative games and it’s really, really fun. The kids love it.

We also do a parent workshop and that is one of the keys which I want to share with the school owners, how to conduct a powerful parents' workshop or parents' teacher meeting in social. That in itself is immensely valuable when the schools start doing structured, properly organized parent-teacher meetings, workshops, and social, and I'll share that with you. 

So I do that for some schools also where the parents come in and I motivate them and inspire them to get into the martial arts. I show them the values and benefits of keeping their kids, not that they don't know it, but when it comes from a third party, from another authority, or from outside your school, it just creates a bigger impact. It just creates a bigger story. And we get the parents to connect with the school.

So my job is to help you build your brand to even the next level, to even take it to the next level. I'm not there to sell me, I'm there to sell you even more to your student body. So they see you as the ultimate authority, the ultimate brand, the ultimate go-to source. 

So my job is to be your aid to grow your school and grow your student body and bring them closer to you, the parents and the students, and the staff so that you all can create a bigger, stronger brand.

GEORGE: Awesome. Zulfi, thanks so much for your time, and really looking forward to having you over. If anyone wants to host Zulfi at their school, just email me, george@martialartsmedia.com. Thanks so much. Really looking forward to seeing you and we'll chat soon.

ZULFI: Thank you, everyone. Thank you, George.

GEORGE: Thanks, Zulfi.

ZULFI: And stay in touch soon. All the best. OSS.


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