Archives for June 2019

79 – A Different Approach To Running Self-Defence Courses For Corporates

Dave Friedman takes a unique approach for sharing his passion for running Krav Maga based self-defence courses for corporates.


  • What is personal safety really
  • About Live Safe Education, which aims to teach a spectrum of self-protection strategies to schools, companies, and businesses
  • How not to be more vulnerable or prone to becoming a victim of a crime
  • The advantages of learning self-defence and self-protection techniques in the workforce 
  • And more

*Need help growing your martial arts school? Learn More Here.


No matter how good you are, no matter what degree of black belt or dan you might be in your martial arts, if in the moment you freeze, and you're unable to physically act, it doesn't matter how good you are.

GEORGE: Good day, this is George Fourie, and welcome to another Martial Arts Media business podcast. Today, I am joined with Dave Friedman.

Dave Friedman, he's going to do the official, good intro, but he's from Krav Maga Australia, and something we're also going to talk about today is Live Safe, which is their company based on personal safety, and working with corporates and schools. Welcome to the call, Dave.

DAVE: Thanks, George. We appreciate you having me on.

GEORGE: Yeah, cool. This is the first time I actually have a South African guest on the podcast, other than myself, which is pretty cool.

DAVE: So now there are two accents that people won't understand.

GEORGE: Two accents, and I mean, we're not as good as the Kiwis, because apparently we're second best in the world. I don't know how that stat works. And I don't know why the Kiwis got it. It's not like they already have the All Blacks, you know? They have the All Blacks and now they've got the best accent as well. But anyway.

DAVE: That's right.

GEORGE: Yes, so I hope you can decipher the two accents. Well, I guess you're used to one, so now you've got two. Awesome, Dave. Thanks for being on.

I guess, just to kick off, if you can give sort of a bit of a background, just I guess also your background, all the way from South Africa; how you ended up in Australia, and then what you do in the martial arts space.

DAVE: Sure. I'm from Cape Town in South Africa, which is the good part of South Africa. I grew up doing judo as a kid, I represented my province, which is the equivalent of my state, up until about the age of 10. I then actually took quite a break from martial arts. I focused on soccer, I played soccer at quite a high level. And about the age of 18, 19, I got back into martial arts through Muay Thai and through Krav Maga.

So I trained quite a lot of Muay Thai, I competed in a few tournaments in South Africa, in Cape Town. At the same time, I was also training Krav Maga. I've been teaching Krav Maga since 1997, so 22, 23 years now, more so on the side. It wasn't my main, professional form of income, up until about a year ago.

I moved from Cape Town to Melbourne in 2008 with my wife. Most reasons, obviously just crime was on the up in South Africa. Also, more so for education, in terms of starting a family and just wanting my kids to be in a better education system. I've now got two boys, both born in Australia; a nine year old, and a six and a half year old. They both train at my Krav Maga school with me as well. So the bigger they get, the more nervous I get.

And yeah, so been in Australia, now teaching Krav Maga full time. And as mentioned, we've got two companies. Our first company is called Live Safe Education, and that does most of our work in schools and in corporate or businesses, where we teach a spectrum of self-protection, or personal safety, not just self-defense. And then Live Safe Education also owns a Krav Maga Dojo called Krav Maga Australia.

There, we have about 120 students currently, growing. We've owned Krav Maga Australia for seven months, and we've doubled the student base in that time. So we've gone from 70, from about 65 to 120 in seven months and still growing, which is great. We run kids and adult classes there, 11 sessions a week. And then during the workday, we focus on the schools and the corporates under the Live Safe banner.

GEORGE: All right, awesome. So I'm going to backtrack here, and I might have spoken a bit about this, but because … and we've got listeners from the United States, from New Zealand, a lot in Australia as well. Give a bit of context. I mean, it's always good for me to say Australia is great, but for different reasons that other people might see. And I think when people live here, it's easy to complain about minor things. Whereas when you come from a different perspective, you see things with different eyes.

DAVE: Sure.

GEORGE: What is your take? How different is it for you living in Australia versus South Africa?

DAVE: Look very, different. In South Africa, I think the difference being in South Africa, crime is literally or can be around the corner at any time. Whether you're at home, whether you're out having a coffee, or having a meal, walking in the street. There is a 24/7 concern of crime, and therefore, the average person growing up in South Africa, you have this 24/7 always a level of concern.

If you talk about Cooper's Color Code of Situational Awareness, he was a sergeant in the American army which came up with these color codes. He speaks about code white, yellow, red and black. Code white being where you're just oblivious, your situational awareness is almost at zero, and you're unaware of what's happening around you. And that's how many Australians live, because thankfully, we can afford to live like that. And that's one reason why we live here.

In South Africa, everybody is constantly in a code yellow at least, and code red at certain times. So you're never fully relaxed. You're always aware that, at any time, something could happen. When you stop at a red traffic light, you're looking for someone coming to carjack you. When you're getting out your car, you park in a spot, you first look up, you make sure there's no one close by, and then you get out of your car. Every part of your life in South Africa is governed by the constant threat of crime.

Although the concern or worry about crime in Australia is on the up at the moment, it's still nowhere near the levels of South Africa. Unfortunately … well not fortunately or unfortunately, but your average Australian is more often than not in that code white in terms of the level of situational awareness, which makes them more vulnerable, or prone to becoming a victim of crime, whether it be a very low level crime, like a mugging, or having something stolen, or something more severe.

Self-Defence Courses

Whereas what we do at Live Safe is just try and give people some very basic strategies and techniques, without affecting their daily life, but just where they can be close to that code yellow, particularly in transitional spaces, where they are more prone to becoming a victim of crime, in order to keep themselves safe from both the physical, but also the psychological aspects of becoming a victim of crime.

GEORGE: Yeah, cool. So we will definitely dive a bit deeper into that, but I was speaking to one of my friends the other day, and now if you bring this up, it's sort of … and I don't know if I'm accurate in saying it this way, but something when you grow up in South Africa and you're talking about the situational awareness, it is a different thing. I know it took me a couple of years to really drop my guard, until they broke into our house at the end of last year.

Now that situational awareness is right back where it was, but it's a different type of way of life. As you say, you're always assessing, you're always judging, you're always looking why you're standing there, why are you doing this? What's your intention? You're always trying to summarize a situation. And something that, when I grew up in South Africa, you'd never hear of things like you hear in Australia, like the king-hit. You know, where people get punched and they just … they die.

I've always thought about that, like is that just because, well, I mean, I'm used to just the report they live off crime, which also is a whole another story. But partly, the discussion came about, is it that when you grow up in a situational … like in a country where crime is not that on the forefront, that a king-hit catches you off-guard that you actually stumble down and die, whereas when people are more aware of their situation, it's less likely to happen. What are your thoughts on that, Dave?

DAVE: Great. No, I think again, In South Africa, because you … and again, one reason why we left there is because you have this natural level of aggression, concern, suspicion, and that's your base norm to anybody you meet or see, almost until proven otherwise.

Where I think in Australia, your base norm is that everyone's a good mate and a good bloke, and just wants to have a drink with you, and therefore, the person who is on that extra level of aggression, whether it be mental health, personality, drug-induced, or alcohol-induced … it isn't the assumed position. So yes, you're walking out of a club and you bump shoulders with somebody, in South Africa, you actually both turn around and you kind of make sure that there's no escalation, and then you turn and leave.

Here, you don't think about it. You keep leaving, and the next thing, if the person you bumped into turns around, and just king-hits you from behind, and you're taken completely by surprise, because the average Australian doesn't think that that's actually a possibility to happen. So they're not aware of it, so they're not taking that extra step to maybe just look over their shoulder, and just look at the reaction of the person you bumped into, as innocent as it may be, before actually determining that, “Yes, there's no concern. Yeah, I could carry on walking.”

It's small things like that. We're not saying you need big, impactful things to your life, but if you do bump into someone by mistake, just look over your shoulder, have a half a second look. Even if you smile, put your hand up and go, “Sorry, mate.” It doesn't affect your life, but it just gives you that ability to make a quick analysis, “Is there something going escalate here that I need to maybe take some sort of preventative action, or can I just carry on?” It's half a second, but it can make a big difference, as you've as you mentioned.

GEORGE: Yeah. That's awesome. Well, let's dive a bit more into something you mentioned before we spoke, which I found kind of fascinating, as in the differentiation in the definition of what you do. Where most people approaching corporates go the self-defense aspect, and they promote their-

DAVE: It's correct.

GEORGE: …as self-defense. You've chosen to go the opposite, which is personal safety. What's the reason behind that?

DAVE: Right. So number one, again, obviously just with my background, growing up was Africa and having these natural intuitions. What I never said earlier is that when I was working professionally before teaching Krav Maga, I was in the security environment, and particularly sort of high-level counter-terrorism security. Again, even when you're consulting on counter-terrorism, you're not consulting on what to do when there's a gunman inside your venue, you want to know what can you do to prevent the gunman getting into your venue in the first place. 

I say, “Avoidance and prevention, which is much better than the cure.” So I take that, my learnings, that analogy from counter-terrorism, combine it with my self-defense skills, and now I teach what we call personal safety. So we've come up with what we call the Live Safe model of personal safety, which talks about avoidance, prevention, effective escape.

That's what we teach people, so it's not just about self-defense. Yes, we need to learn how to punch and kick and defend ourselves from being held or grabbed or whatever, but we never ever want to use it. On one hand, I strongly believe in learning self-defense, because the confidence you gain from learning self-defense is very often enough to ensure that you don't become a victim of crime, because knowing you can defend yourself, you actually portray this aura of confidence that doesn't make you an easy victim.

But even before that, we want to talk about avoidance and prevention, so that we never have to even think about self-defense in the first place. So I can zoom in on each of those quickly.

GEORGE: Yeah, please.

DAVE: We talk about avoidance. So avoidance, we talk about making safe decisions in the first place. That can be something as simple as you're getting ready to leave the work day, it's 16:35, 17:30, sun's down. You've got a 20 minute walk to the train station, it's dark. Before you leave work, just lift your head up and ask your colleagues, is anybody else leaving in the next few minutes? If someone leaving in two, three minutes, hang back, take the three minutes, walk together in a group. It's just safer than walking by yourself.

Self-Defence Courses

You're going for an exercise, run or a walk in the mornings or evenings when it's dark. You have an option between a dark, unpopulated park, or a well-lit populated streets, take the well-lit populated streets. It might not seem like the best choice at that time, because you're late, you're urgent, we've all got to rush somewhere, the three minutes through the park is quicker at the time, but it's not the safe decision.

So in safe decision, we talk about avoid potentially dangerous environments altogether. Stay in a group, stay in well-lit areas, no matter what might seem pressing at that time. And the way I talk about it is always think of the two extremes of either choice.

Now hopefully, you never come to any extreme, but if the extreme is something happens to me, the park and instead of being five minutes late, I'm in hospital, versus staying in a populated area and I'm 15 minutes late, nevermind five minutes late … which of those two consequences would I prefer to deal with afterwards? And I would hope to think that being 15 minutes late is an easier consequence to deal with than being a hospital. And as I said, dealing with not only the physical, but also the psychological aspects of being involved in a crime. So that's where we talk about avoidance, making a safe decision to avoid an unsafe or a potentially dangerous situation altogether.

Under prevention, we talk about, if you can't avoid an environment altogether, at least have increased situational awareness that will allow you to make an early decision. And that can be simple things, again, these things don't have to impact your life. It can be just listening to gut-feel. So you are walking down the street, you see three, four guys walking towards you. Maybe you can see by body language, you can see they're maybe a bit intoxicated or affected by drugs, alcohol, mental illness, whatever it is. You just get that intuition, “Something doesn't feel, I don't feel safe.”

Why walk past them with a sense of saying, “Oh, I hope they don't hurt me.” Just cross the road, walk into a shop. Let them walk past you. Just make a safe decision, or an early decision to avoid becoming a victim of crime within an environment you can't necessarily avoid altogether. But you cannot make an early decision without situational awareness. And obviously, the biggest killer to date of situational awareness is our smartphones. When we walk and looking at our phones, we need to understand that we have zero to no situational awareness at that stage, and we are more prone to becoming a victim of crime. I'm going to talk about this further. I can talk a lot about this.

GEORGE: Yeah, man. It's great, and yeah, so the last one, effective escape.

DAVE: Yeah, that's great.

GEORGE: That's correct, yeah?

DAVE: And then effective escape means that if I'm either about to be or in a situation where I have become a victim of crime, then it's about an effective escape. And that word effective escape is very important, because if I'm by myself and I back my martial arts … never when I'm by myself, I'm pretty fit and active. I know that if someone's trying to attack me, maybe I can give them one kick or one punch. I can slow them down for a few seconds, and I can turn and run and get to safety.

But if I'm with my six year old kid, I can't run so fast. So maybe one little kick and running away, what am I going to do? Leave my six year old kid behind? My mother-in-law? Maybe we can discuss that, but my six year old kid? No. And I make that joke, my mother-in-law's listening. It's just a joke.

GEORGE: Love you, mother-in-law.

DAVE: If you're with your wife, if you're with your partner, if you're with your mother, if you're with your kids, you can't run so fast. The last thing you want to do is pick up your kid and run, but being chased now, and be caught by a potential criminal, three, four, 5 minutes later, when you're exhausted, and now you can't fight, and now you've got to deal with a fight.

That might take maybe one, two strikes, three strikes, four strikes. It might be putting him on the ground and sit on him until the police arrive, until backup arrives to assist you. But that is your effective escape, because running may not be an option for you, depending on your environment, who you're with, how far you are from a safe venue.

Escape has a whole range itself. It could be a distraction technique, it could be throwing something behind them and you running in one direction, because you're by yourself and you're a good runner. But it could be full strikes and techniques and everything else to go to full restraints on the ground, because there is no other effective way to escape. So an effective escape is a really important aspect of that.

GEORGE: Love it. That's awesome. Cool, Dave. A couple of questions, just steering towards our business owner listeners over here. So Live Safe, now, I really like how you define the personal safety aspect. What is typically your foot in the door with corporates, and how do you go about approaching them?

Thank you. Yeah. Thankfully, a lot of corporates are now coming to us, which is obviously great. What's interesting is they come to us for one of two reasons, either because they have decided there's a need for increased staff-wellness, and more and more so, staff wellbeing and staff-wellness is becoming a bigger priority for companies, and that's obviously good for us. That involves both companies assisting their staff with mental wellness, as well as physical wellness, and one impacts the other. We can talk about that as well.

So sometimes, it's a company that says, “We want to do this for our staff.” Whether it be as a general concept, and might be … We did a session last week as the company was having a staff-wellness week. As part of their staff-wellness week, they brought us in for one session, along with whatever other activities they did for their staff in that week. We did a session for the Sussan Group, which is quite a big retail clothing group, with the head office in Melbourne. And there, that actually came to us because their staff are 97% female, and their staff approached the manager of HR saying, “We don't feel safe walking to or from work. Is there something the company can do for us, or facilitate us doing some sort of training?”

DAVE: The company then researched a number of self-defense companies. They came across us, and again, they phoned a number of companies, but we're the only company they actually brought in for an interview, and ultimately got the work, purely based on the fact that we're the only company that spoke about the overall model of personal safety, and not just self-defense.

Self-Defence Courses

I think that's really important, that's what companies want. They don't just want to know that their staff can punch and kick, but they want to know that their staff can avoid becoming victims of crime through non-physical strategies and techniques that they can implement, and obviously, it has a range of benefits to staff members: confidence, empowerment, physical confidence, also helps with mental wellbeing, and mental confidence. It comes with loyalty to companies, staff know the companies are looking out for them, that they build loyalty amongst their staff members. And certainly, it has, even though it's not primary, it has a really good team building aspect.

When you have a number of staff from different divisions, different levels of seniority, all doing something for the first time, I'd know who's who, I'd know who's the janitor, or who's the CEO. I'd see the faces in front of me, and suddenly, they're all doing something at the same time, our sessions are very fun. If you look at some of our videos, there's always laughter and they're enjoying it. It's serious, but we learn it in a fun way to make sure that our participants enjoy being there.

Obviously, if you enjoy doing something, you're always more open to learning more of it. And we get a lot of positive feedback about how our sessions help increase general team building, staff engagement among staff that maybe work inside the different divisions, or departments that don't ordinarily talk to each. But suddenly now in the coffee room, they have something common to talk about and laugh about the next day or the next week. So that's kind of a side benefit for our clients as well.

GEORGE: That's awesome, because you're touching with some of the aspects there. I guess it comes down to the whole sell them what they want and give them what they need. Because most people … in my mind, because we do a lot of Facebook marketing for schools and just general marketings, and campaigns and copy, and it's like different exercises and things. We've got a group we call Partners, which is a group of school owners I work with, and we always sort of testing different ideas and things. You're talking, I'm like, in my mind, I'm thinking of different approaches that really go well, but I mean, I think the typical approach for a school owner would always be, can your staff defend yourself? Can they defend themselves?

But let's face it; that brings up a lot of resistance in a lot of people, because, “Ah, I don't want to fight. I don't want to punch people. I don't want to …” That it could be that whole mindset, that whole frame of thinking. Whereas, does your staff feel safe walking home at night? … is a whole completely different story. How you would combat that is the same avenue, but how you defined it is just, sets a whole different tone.

DAVE: Good, absolutely. And again, what we do, and I mentioned the example of walking down the street and just seeing a group of people that make you feel uneasy, and you walk into a shop across the road. Or asking some staff members before you leave, “Is anybody leaving soon?” These are very simple, basic things which they don't affect or significantly affect your life in any way. You said it to people, and you can kind of see the bells going off at the top of their head going, “But that's so simple.” But it is simple. And security doesn't have to be rocket science, or personal safety isn't rocket science. It's just a matter of having someone put it in your head, and these are things that can be very easily implemented.

I talked a lot about, obviously Melbourne, there's a lot of trams, and there's a number of incidents across Melbourne where people get attacked or sexually abused or whatever, on trams, because very often, you're on tram with a group of people, and if you towards the end of the tram stops, very often there's women who are situation where they're one-on-one on a tram with one other passenger. And if you read all the case studies again, all the time they say, “Yes, the passenger, he made me feel uneasy. 

It was the way he was looking at me, or maybe I could see he had mental health issues. The way he was talking to himself or shouting or swearing, or even getting angry and engaging the other passengers.” So then as the tram's getting emptier and emptier and emptier, again, if your head's not buried in your phone, but you have the situational awareness of going, “I can see that he's … not is, but potentially, or has the potential to become a problem.” Don't wait for a problem to manifest itself.

But if you can see that the potential is there for it to maybe, and definitely not, but may become a problem going forward, don't put yourself in a situation where either something may happen. Or even if it doesn't, if you feel vulnerable, no one deserves that, that feeling of vulnerability. So as people are getting off the tram, make an early decision. Whereas getting down to just three or four of you left on the tram, get off early. It doesn't matter if it's three, four, five stops prior to your stop. Don't be in a situation where you're one-on-one on that tram, just in case you are that 0.000001% of the person who might be attacked or abused. Now, to you, it's another percentage, but tell anybody who is that 0.000001%, how they feel, and it's their 100%.

So get off the tram early, wait for the next tram. Be 15 minutes late, take an Uber, spend an extra 10 or 15, $20, whatever it is. But it's an early safe decision to make, to avoid a situation. Even if it's not guaranteed, but potential, why be there? Why have even the possibility of becoming violent? Get off two stops early, three stops early. Find another way home. There's enough options out there for you. It's just having that situational awareness of being able to … 

I call it Analyze, Evaluate and Act. Analyze your environment, analyze the situation, analyze what's happening in front of you. Make an evaluation, threat or no threat. Danger or no danger. Danger, potential danger or no danger. And once you've made that evaluation, then act upon that, and make the safe, responsible early decision under that and act. So we're talking about Analyze, Evaluate and Act.

GEORGE: Awesome, love it. So just quickly, before we start sort of wrapping it up, if you had advice for any school owners that would think, all right, they want to start running self-defense-type programs for different corporates in their area, how would you go about starting the whole journey?

Self-Defence Courses

DAVE: I think similar to what we do at Live Safe, and obviously, our actual self-defense teaching is around the Krav Maga model, and through our Krav Maga Australia School. But don't just think of your striking, your punches, your kicks, even your releases from chokes, your holds and that kind of stuff as personal safety. That's an aspect of it. But also think of everything around it and what value-add you can give to people, almost un-sell your own product. 

Say, “I want to teach you self-defense, or I can teach you self-defense, but more importantly, I want to teach you how to never have to use self-defense in the first place.” Because if you're involved in a fight, somebody's going to lose. Somebody gets hurt, it's as simple as that. In a fight, somebody gets hurt. You just hope it's the other person, less so than you. And even if you win the fight, you might still get hurt. And there's still psychological effects after that as well.

It's a matter of what can we do beforehand to avoid ever having to be in a fight, but also, what can we do afterwards? You know that effective escape means running to safety, well, how do you define what is a safe place to run to? Or why are you walking? Are you constantly assessing what is the nearest safe place for you? Is it an open shop? Is it your house or a friend's house that might be nearby? 

If something were to happen now, where would you run? So there's this thinking in the moment, the more you can just have it sort of front of mind, or just in our subconscious, generally the less thinking there is. And we all know, when the actual event happens, and the adrenaline dump hits, and the stress level is increased, and the heart rate increases, our ability to think and make judgment calls becomes harder and harder.

So the more we plan for these and prepare for these, the easier we are to make a safe and responsible decision in the moment. But it's also about avoiding that moment. And also again, when we focused on, and both very much in our Krav Maga Australia the school, whenever we teach techniques, we don't only talk about the physical aspects of the street fights, but we also talk about the psychological aspects of the street fight. 

So as owners, do your research. What happens to the body when you experience an adrenaline dump? What are the effects that you have? Things like the elevated heart rate, the tunnel vision, auditory exclusion, the time slowing down, et cetera. What actually happens to the person, and how can we train to counteract those things?

It doesn't matter how good you are at any martial art. People ask me, “What's the best martial art in the world?” I'll say, “Whichever one you train the most.” It's simple, whichever one you train the most, whichever is your muscle memory and go-to, that's the best martial art. It's simple as that. But no matter how good you are, no matter what degree of black belt or dan you might be in any martial arts, if in the moment you freeze and you're unable to physically act, it doesn't matter how good you are.

So we also have to train the psychological aspect of not … making sure we don't go into that freeze mode, and we are in the fight mode, that we can fight. It might be a psychological fight or a mental fight, but we have to train our students in how to realistically understand and cope with what might happen to them in a street fight, in terms of them talking about their personal safety when they're not inside the gym. And therefore, so that they can deal with the psychological aspect in order to enable their physical training to actually be useful in that moment.

And that, to me, is a lot of surprise drills, high-heart elevation drills, et cetera. We do a lot of work, we'll train techniques in our gym, for example, we might train a technique on a choke release, whether it be someone's got one hand or two hands around your neck and they're choking you. We'd go through the technique, we'd train it, slowly. Then we train it at a bit more of a faster pace, and then we'll always do a surprise exercise. So eyes closed, and you don't quite know exactly when that choke's going to come on. 

Or we make them turn the lights off in the dojo, we make our students just walk around the dojo with 10, 15, 20 other people on the mats, and at some point, one of them suddenly going to just put the choke on them. It's a matter of trying to deal with the element of surprise and how quick they can go through that, Analyze, Evaluate and Act loop, to get to action, have a good, quick reaction and get out of it before they get into that freeze mode.

GEORGE: All right. Dave, that was really good. That was really helpful. You've got such a lot of cool little one-liners as snippets from this, from this interview. If somebody wants to hire you or perhaps get your advice on this, how can people get a hold of you? And how should they get in touch?

DAVE: All right, thanks, George. Yes, we do have the two websites, so for Live Safe, the website is And for the Krav Maga Australia, it's kravmagaoz, are the two different websites, or on my phone number, 0424 184 618.

And again, as you say, it'd be nice if anybody wants to sort of hire us as a client, but again, unfortunately, my passion for teaching personal safety outweighs my passion for business. I'm more than happy to offer any advice, any tips that I have, both to other school owners or just to members of the public. Don't be shy, give me a call. I'm more than happy to offer whatever knowledge and assistance in whatever way I'm able to add value. I'm more than happy to.

GEORGE: That's awesome. Yeah, and if you're listening and you got great value out of this and it's spearheading perhaps a portion of your business that you've been trying to get going, yeah, do just reach out to Dave, even if it's just to say, “Hey, thanks. Thanks for the tips.” And yeah, that'd be great. Awesome. Dave, thanks again for being on. 

DAVE: George, appreciate you having me.

GEORGE: Yeah, you're welcome.

DAVE: Thanks, George, appreciate it.

GEORGE: Yeah, and good to have a similar sounding accent on board.

DAVE: Yeah, absolutely. I've got-

GEORGE: It means a lot.

DAVE: I could be at home.

GEORGE: Exactly. Awesome. Speak soon.

DAVE: Great. Thanks, George.

Awesome. Thanks for listening. If you want to connect with another top, smart martial arts school owners, and have a chat about marketing, lead generation, what's working now, or just have a gentle rant about things that are happening in the industry, then I want to invite you to join our Facebook group.

It's a private Facebook group and in there, I share a lot of extra videos and downloads and worksheets – the things that are working for us when we help school owners grow and share a couple of video interviews and a bunch of cool extra resources.

So it's called the Martial Arts Media Business Community and an easy way to access it is, if you just go to the domain named, so, g-r-o-u-p, there's no .Com or anything, That will take you straight there. Request to join and I will accept your invitation.

Thanks – I'll speak to you on the next episode – cheers!

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78 – Geordie Lavers-McBain – Living & Breathing The Martial Arts Lifestyle

Geordie's life is 24/7 martial arts! We discuss creating your own style, tournaments, optimising KPI's and more.


  • How Geordie was able to develop his own martial arts style and why he refers to it as the best style
  • How he started teaching combat sports in the Australian army
  • The three battles one must win in self-defence
  • How to host successful martial arts tournaments
  • How to optimise key performance indicators in your school
  • And more

*Need help growing your martial arts school? Learn More Here.


If you can put those sorts of things together and you can work out what makes an elite athlete, what things should you focus on and you apply it to your business, OK, what makes a really good class? What makes a really good ad?

And even if the ad is to a completely different thing, or your classes are a completely different style, you can just put those key factor and key components together and work out what it is that's really important.

GEORGE: Hey, George here – welcome to another episode of the Martial Arts Media business podcast. This episode is going to be a little bit different. We’re busy driving in a car, we just finished an event in Sydney and I've got with me Geordie and Giorgio.

GIORGIO: How's it going guys?

GEORGE: Good, and I'm speaking today to someone I've been trying to interview for quite a long time and he's been hard to track down, but I'm finally in a car with him and he can't escape. So, welcome to the show Geordie Lavers McBain.

GEORDIE: Thanks for having me on George.

GEORGE: Cool, so just for the sound, I'm going to be passing the phone up and down. So we might sound like we’re going in and out, but here we go.

So first up Geordie – thanks for being on the call. Just for everyone that doesn't know who you're, you own multiple schools, you've got a long history in martial arts – give us the two-minute take – who's Geordie Lavers McBain?

GEORDIE: Ok, that's a complicated question. I'm a martial artist, I like just about all styles of martial arts. I teach my own style of martial arts in my school and I have a lot of combat sports that I also teach. I teach wrestling, Brazilian jiu-jitsu, Muay Thai, MMA, I have guys who fight in Kyokushin, boxing – lots of different styles of combat sports, but I also have my own style of martial arts, which I've sort of combined with all the different styles that I've done over the years.

Geordie Lavers McBain

I've done a variety of different things, and have black belts in different things, so… yeah, so that's what I do there. Also, around jiu-jitsu tournaments in Queensland and wrestling tournaments in Queensland and I also am a defence force contractor with the army. I go on base two times a week and teachgrappling, close quarters grappling and different things like that, so it's pretty much me I guess.

GEORGE: Pretty much, but that's quite a full plate. So there's a lot of places we could start. I guess just starting – how did you get around to developing your own style?

GEORDIE: Yeah, so my own style was a combination, so basically what happened was, many years ago I've trained in a lot of different styles of martial arts, so I started teaching Zen Do Kai way back in the day and my instructor ended up leaving Zen Do Kai and then he sort of went on a different path, so I started doing my own system. And Zen Do Kai was the best of everything in progression, but I really sort of took that to heart.

So I started sort of thinking about, what other things I can incorporate into what we do. I looked at different ways to test that, so I bounced for about 15 years, so I sort of worked at a few things that worked in that environment. Also, I sort of was just looking at different ways that we could test things, such as like, how do we work out if body punctures were effective for multiple areas.

So, if I'm doing boxing and I’ve got a big glove on, I punch someone in the stomach and that works, then I put on say, a smaller glove in the Thai boxing sort of arena and I punch him in the stomach and it still works. Then I get a smaller glove, like in MMA glove and punch him in the stomach and it still works and then I put on like a little padded piece of felt, like in Kudo, and you still punch someone in the stomach and it works. Then you go in  Kyokushin, you punch them in the stomach it works, it's kind of like, well that punch is probably universally going to work because it's worked against fully resisting opponents, so we’ll incorporate that into our martial arts system.

But anything which only really sports specific, or only sort of works in one environment, we tend not to focus on that in our core curriculum and that's something that if people want to do, then they're going to learn that as an extra. So if someone becomes like an elite level jiu-jitsu player, and they want to learn some inverted guard or something, that's fine, that's something we’ll teach to them.

But in the context about martial arts curriculum, we’re not going to do that, because it’s not going to work in other environments, it's not going to work against someone in the streets, it's not going to work against multiple people, it’s not going to work when someone's armed, we’re probably not going to worry about incorporating an inverted guard in that sort of scenario, so we take that out of our curriculum. So we just try to have something which is really practical.

GEORGE: Got to say, how do you prioritize all that? Because I mean, that's a lot going on, is your own style sort of the top priority or what you focus on in the school? How do you juggle in between them all?

GEORDIE: Yeah, so my own style is kind of like my legacy I guess because it’s my style. People say what's the best style in the world and the normal answer is there isn't one. But when you have your own style and you have complete control over what the curriculum is, then it should be your style. So I believe that my style is the best style in the world because it's the best style for me. And if it wasn't, there was something that wasn't practical or something I didn't agree with, I could change it immediately and then it becomes the best style again.

So, that is my kind of hope for my legacy, our future generations and so on. It's my pressure testing and constantly re-evaluating through all the different combat sports we do, plus the stuff I do with the army. Plus different other groups of people that I teach in different contexts and environments, we sort of look at that. But as far as… basically we have grappling without a Gi, grappling with a Gi, striking without a Gi, striking with one and combine them together, with a Gi, without. In combat sports, sort of scenarios. And it comes together that way.

GEORGE: What a perfect… so just to give it some context as well, the question I haven't asked: so you're running multiple schools, right?

GEORDIE: Yeah, that's correct. So I have two full-time schools, which I run myself and I also have a part-time school, which I also teach at, because I train during the day near that school, so I work there. And I also have 10 other schools that my students run in different locations.

GEORGE: Cool. So, jumping over to the military – how does that fit into all this in the schedule?

GEORDIE: So, yeah, I'm there 2 days a week, so that's sort of how it fits into my personal schedule – is that what you meant?

GEORGE: Let's rephrase: first up, tell me a bit more about working with the military and how that got started.

Geordie Lavers McBain

GEORDIE: Ok, yeah. So, I've always been interested in that style of things, so I've done a lot of training with different people over the years and combative training and stuff like that and tried to find the truest sources of that sort of information, first-hand knowledge and so on. And anyway, what really happened was, when Kudo first sort of started growing up in Australia, Paul Cale who is in special forces and a commando introduced me to a heap of other soldiers that were all in the special forces still, they were soldiers that were involved in that combative style thing on base and on different bases all around. And through that, I got to meet these different people and then I eventually got invited onto a base to teach a seminar.

From that seminar, I got invited back again. They seemed to feel that the direction that I was teaching and the skillset which I was trying to impart, was much more along the lines of what they were after in developing with soldiers. And so from that, basically I ended up getting a defence force contract. I’ve got a pass which lets me on base any time of the day or night and I can go there all the time and train and teach and we run tournaments and competitions, with a variety of different rule sets, that sort of try to reflect the same features of what's going to happen out in the battlefield.

So what's important, how should you know that, what should people be able to do, what shouldn't they be able to do. If you've got all your gear on and you're rolling around on the ground, there are certain positions that just aren't going to work for you. If someone is… essentially, you've got your primary weapon, you've got your secondary weapon, which is both firearms. Then you've got a knife, which is usually on your hip, and you got to the last resort knife on your chest and how do we incorporate those sorts of things in close quarters and what stuff is happening from there.

Paul Cale worked the Australian combative program, so the army can use his program, which everybody in the Australian army has to know. And this sort of stuff is a continuation training, so away soldiers, once they’ve got their basic force down, they can continue on with those same goals and mindsets in place, of, be aggressive, push forward, never give up and other features of that.

For example, we don't do leg locks whatsoever in the army when we’re grappling, because… a few things. One, you've got boots on, too, if I'm playing with your legs, you can stab me or shoot me and usually when you go for a leg submission, you have to give up top domination to go to the bottom. In those sorts of circumstances, it's really not advantageous. So we’ve just got to make sure that were always staying with that mindset of, how do we get back on the Gi that we’re meant to be using and rather than make it into a mixed martial arts match or something like that, everything has to be always focused towards moving towards your objective in that situation.

We try to do our finals in a cage, because when you're doing room clearance drills and in urban warfare, if you kick a door and you have to go in and get someone, what's going to happen if you're going to be up against a wall. You're going to be up against something in that, they might put you against it, or you might put them against it. So we have to do a lot of drills that sort of relate to that and a lot of different martial arts styles have drills, they fight people against a wall, but you really can't go beyond things like, the information that the MMA has pulled out and the tactics and knowledge of that.

And then if you weaponise that and then you also have other people in your team doing the techniques, then you can really start to develop some really good tactics and then you can practice them against live people and develop competitions for them. That's what basically my role is to help do. We wear things like plate carriers, armed plate carries, which we put rubber inside of for PPE. And what happens is, you can throw people and choke them and use that against them and it becomes a little bit more realistic. And we just try to work out what tactics and what ways that can work, so… yeah. So that's pretty much how I got there and the stuff we do, I think.

GEORGE: OK. So, I mean, working at that high level of self-defence, you know, if you look at everyday martial arts schools, everybody likes to promote the aspect of self-defence: what do you feel is missing in that? I mean, if you're working on that type of level, where it has to be so realistic because it’s a life and death situation, how do you feel martial arts… What do you think martial arts schools can do better to make things a bit more realistic, or you know, up to the game with self-defence?

Geordie Lavers McBain

GEORDIE: Yeah, so pressure testing is really important.  Creating dynamic simulations, where you're recreating the environment in which you're hoping to defend yourself is important. Putting people under duress and stress and seeing how they perform. Also, like for me, there are three battles you've got to win in self-defence. So the first battle you have to win is an immediate physical battle, which is right now. There are enough techniques out there in the martial arts world to understand that.

Certain situations are going to be more extreme, a lot of people don't practice defending another person, or defending against somebody else with somebody else, but that sort of stuff probably isn't as important as making sure you've got some more fundamental, physical skills. And if you want to win the physical battle, that's anywhere from an hour to three seconds to two minutes, or you know, it really depends on how long it goes. Some self-defence situations can take a long time, others are over in a split second.

But you've got to move on to the next one, which is your legal battle. Even in the military, there are rules of engagement. Everyone is sort of obliged to follow some rules. And you have to follow those rules, if you don't, you're in breach of that. And in the real world, as a civilian, if we don't follow those rules, we might go to jail for the next 25 years.

And then, of course, you've got to win the moral battle, which is the last battle. Which is the battle of, are you happy with what you did? So, uncle Bob is there at Christmas time, he's had too much to drink and he grabs the butter knife and he threatens you with it. You know, it's a lethal weapon and you poke him in the eye with your finger and he's blind and every Christmas, you have to go back and see uncle Bob and your grandma won't talk to you anymore, because he's wearing a patch over his eye. Your mom won't speak so much to you, because you blinded Uncle Bob.

You're having a bit of trouble sleeping because you never really thought you're going to poke someone in the eye. It was a bit squishy and you sort of feel that every time you pick up something which is a bit squishy and it gives you nightmares. You're sort of losing that moral battle and if it's really full on, maybe that's going to be… Your life is now upset by that, you can't sleep every night, you're getting nightmares, it’s coming back to you, all because of something you did, which you might not have really meant to do.

So the reality is, you have to already be sure of what you're going to be able to do morally before you worry about what you're going to do. And then you also have to understand legally what you're going to have to do. So realistically, the last thing is actually the physical. You have to be morally prepared for what you're going to do. You have to be legally understood, what would a reasonable person do in that situation. Did you actually fear the… In correspondence to what you actually did to the person, was there? And then, physically, were you capable of actually doing it? So, I think that probably would be a good thing to start within focusing on self-defence.

GEORGE: Awesome. So just looking at the time we have, tell me a bit more about your tournaments and that side of your martial arts?

GEORDIE: Sure. I ran my first grappling tournament in 2003 and that was like shoot wrestling, combined with Brazilian jiu-jitsu and just some guys were doing different styles, sort of submission style wrestling back then in Queensland and we just wanted to get everyone together to do a tournament, there weren't really many tournaments around then. Mat Cooper was running tournaments, but there was no Internet really, telling anyone anything, so it was all word of mouth.

So I started then and then, that sort of moved forward to Daniel Lemoore, who was my jiu-jitsu coach and I decided to form a partnership and start running jiu-jitsu comps, try and lift the level of the Queensland competitors. We weren't doing so well in jiu-jitsu tournaments up here. I was actually taking students in a state 3-4 times every year, to go and compete in other states, so that we could lift our competition game. And we just figured, if we could run more comps here, we’d lift our end level locally, we wouldn't have to travel.

So that started out slow, the Queensland Brazilian jiu-jitsu, that's the name of our association, our circuit. We’re now affiliated with the Australian Federation of Brazilian jiu-jitsu, we did that about 4 years ago. So we run the state champions for that up in Queensland. This year, we've got 16 tournaments, next year we've already got 22 tournaments planned. We've got a regional Queensland, so… a lot of the other states, the state bodies who run the tournaments will only stay in their major cities.

So if they're in Victoria, the Victorian federation only really runs competitions in Melbourne, whereas we’re running competitions in Cairns, Townsville, Rockhampton, Gladstone, Mackay, up on the sunshine coast, Ipswich, Brisbane, Gold Coast – we’re trying to run competitions all over, we really want to be a circuit for the whole state. You know some of the competitions are quite small, some of the competitions took us 2-3 years before we actually made the money back on the flights and we try to have to best quality referees on our tournaments as well, so it took a bit of time.

The other thing we do is none of our staff are volunteers, everybody's paid. You give someone a t-shirt, we pay you for that, we pay everybody, we make sure we’re paying them above minimum wage and we try and look after our staff because our staff are important. We give our referees really good money because if you have bad referees, you have a bad tournament. So that's kind of the jiu-jitsu.

Geordie Lavers McBain

Also, we run wrestling tournaments, I've run a lot of Kudo tournaments as well and I run, even within my own club, because we do multiple styles, we run our own internal tournaments twice a year. I enjoy running tournaments, I find that once you've got a good system in place, it’s really, really easy to just continue on. I've got some really good staff members now, some of them are getting paid really well, some of them are almost on a wage, because what we're doing is, we're just making sure that they’re constantly able to organise the things that we need them to organise, so we can really offer a really good product to people who want to compete. We want to make sure it’s the smoothest and the easiest tournament.

We don't charge spectators at our tournaments either, especially jiu-jitsu, because to me, if you go watch jiu-jitsu, it's generally because your mom, your dad, your son, your daughter, your niece, your nephew – someone related to you, or some close personal friend is competing. You're not going there for the spectacle of it. No one is saying, “Hey, what are you doing Saturday or Sunday? Oh nothing. Oh, let's go watch a jiu-jitsu tournament,” – no one is doing that unless they're doing jiu-jitsu.

There are people who might go watch boxing or kickboxing or something, but no one is doing that for jiu-jitsu. It's probably pretty boring to watch, to be honest. The rules are really complicated, it's hard to sort of understand what's happening and the best guys in the world are the most exciting if you understand that when he changed his grip from the left lapel to the right lapel, that was really complex and something’s about to happen. But mom and dad don't get that, so why should we charge these people a spectator fee? So we also just make sure that everyone has the… We try to make everyone have the best experience that they can possibly have in our competitions.

We were doing really big customised medals, probably about 7 years before anybody else was doing that around. Really spent the money on things that we felt were important and we’re re-investing all the time, we’re actually sponsoring a movie, a Netflix level quality movie, to come out, a history of jiu-jitsu in Queensland. We’ve decided that we’re going to sponsor that. We don't have any credit control over it, so we’re just sort of hoping that it makes everyone look really good, hope it makes us look really good.

But the thing is, it might not. We've hired an independent director who's won multiple awards, and we’re like, OK, let's show everybody this. So we’re trying to put back in and the way we can do that is by running really good tournaments and people support it and we try to support the community back ourselves, so this is one of the things we're doing.

GEORGE: Awesome. So, on the business side, you've got lots going on. You're a man of few words, but your actions speak super loud of the things that you're doing. If we're talking on the business side, what do you feel is your big thing, your sort of zone of what you're doing in business that makes you really successful?

Geordie Lavers McBain

GEORDIE: I just really like teaching martial arts and teaching classes, so I think if you're passionate about what you do, people pick up on that. I can't even walk past a class that I'm not meant to be teaching and not want to get in there and teach. I think if you're genuine, people feel that genuineness and they want to follow on. I really love structure and systems. I really like analysing curriculums and developing systems for things and really trying to work out what the truth of something is and get the most result from that.

I'm lucky, I've trained a lot of champion athletes and my wife has 67 titles in 8 different combats. She's a world Muay Thai champion, Australian boxing champ, Australian Kyokushin champ, a high-level jiu-jitsu champion, multiple different things like that, national titles and so on. World combat wrestling champion, Kudo champion, MMA fighter… Heaps of different things like that. And basically, it’s just working out what works. And the business is exactly the same. So you sit there and go: how do I make something work?

So, once you work it out, if you get someone who’s a world Muay Thai champion, you can make them the world combat wrestling champion. She's hoping to get in the Olympic games for freestyle wrestling, coming up in Tokyo. If you can put those sorts of things together and you can work out what makes an elite athlete, what things should you focus on and you apply it to your business, OK, what makes a really good class? What makes a really good ad?

And even if the ad is to a completely different thing, or your classes are a completely different style, you can just put those key factor and key components together and work out what it is that's really important. What are the things that actually matter? Because there's a lot of fluff and there's a lot of other stuff out there that will get you a 1% return, or a 2% return here. But the reality is if you can get something that gives you a 25% return on effort, why spend time and effort on something that's going to give a lower yield result?

And then at the top end, you've got to be prepared to change so much of what you do. So I've done a lot of traditional martial arts styles and if you're saying to pure traditionalists that you can improve an aspect of what they do by, say, 80% if they change 2% of what they do, they won't do it. Like, my personal experience is that they just won't do it, because it's not traditional, it's not what they do. But if you say to an athlete, if you change 80% of what you do, I can give you a 2% return and you're at the top level – he'll change 80% of what they do.

Geordie Lavers McBain

And if you take that sort of association across to business, if someone could say to you, I can improve your bottom line by 2% if you change 80% of what you do – that's an improvement. Why not do that? Because it's never going to be the other way around, it's never going to be if you change 2%, you're going to get 80% in return. Sometimes you've got to make big changes and look at those sorts of things, how do I get that slight, different improvement? And you've got to take risks and you've got to try and see what's the most up-to-date thing out there.

The first set of kettlebells I ever got, I imported from… I think it was the Czech Republic, somewhere over in Eastern Europe and no one had them in Australia. And I got this really old wrestling book that was actually written in Russian and they had kettlebells there. And they had a lot of pictures and I thought, that looks like a really good thing, how do I get those things? Took me ages to find out what they were called – and now you can buy them from K-mart.

So if you want to stay cutting edge too, you can't just rest on your laurels and say, yep, we've worked that out. You've got to be always like, well, what's changing, what's the next most proven, effective thing that you can do. And a lot of fads end up being not very good. Even people who do ice cold baths, research has now shown that just stretching lightly after training gives you the same result in recovery, but because all the football teams are doing it, everyone just assumed it was the way you should do it. So don't always just jump on fads either, try and do a bit of research and try and really work it out. Just because the good guys do it, doesn't mean it's actually giving any effect.

GEORGE: Cool. So on that, on optimising, you're talking about optimising little, making little changes that really optimise your business etc: is there something that you… You know, with optimising, sometimes it's easier to remove stuff than to just add stuff. Because I think we always want to… there's a danger in always wanting the best thing, because you end up kind of going halfway in a lot of things. You major in minor tasks type of thing. So is there sort of a couple of things that you really focus on to optimise your results, and are there things that you've kind of just eliminated from your school that you don't do, that maybe the everyday martial arts school would do?

GEORDIE: That's a good question. Things, I guess the key performance indicators are really important to see what's happening, but culture is pretty important. So I sort of look at, like I'm a little bit of a, what do I want my martial arts school to look like, as far as, is this somewhere I’d want to train, is this somewhere I’d want to do it. Sometimes that can be a mistake, because really, then you just start marketing to yourself. You know, someone who's doing martial arts for 8 years old, that's pretty tricky, because there are not too many of those other guys out there. But on the same take, you've got to sort of look and go, what do I want it to look like? What do I want it to feel like? And how do I cut those things out that I don't like?

Like, I don't do birthday parties at my club, because I don't want to do that. It’s something where I'm like, for me, it doesn't feel like it's something that I want to do, so I don't do it. But I know people who are way more successful, who do them. But it's just not the culture that I want to do. So I get success not because I don't get those people who do the birthday party to join up, but because maybe the culture that I'm trying to instil in my students is one where they feel that that's not what we do here, so they like that and they stay a bit longer. I'm not sure, I'm not sure a 100% on that, but there's little things where I know I'm doing different to a lot of other schools, but I kind of feel like that is kind of helping.

GEORGE: Hey Geordie, thanks for being on. And if… Any last words if people want to find out more about you? Where do they go?

GEORDIE: Probably Facebook would be the easiest. I'm Geordie Lavers McBain, G-E-O-R-D-I-E, Lavers McBain. I'm sure if you write the first one, the second one will turn up. Yeah, if you want to reach out, my club is called Black Dragon Kai and yeah, I really appreciate you wanting to interview me – thank you very much, you’ve had some amazing martial artists before, so to be grouped with those people, it's a bit of an honour, so thanks heaps George.

GEORGE: You're welcome. Awesome – thanks a lot Geordie and thanks Giorgio for driving us and keeping the podcast running.

GIORGIO: You're welcome!

GEORGE: All right, awesome – cheers.

Awesome. Thanks for listening. If you want to connect with another top, smart martial arts school owners, and have a chat about marketing, lead generation, what's working now, or just have a gentle rant about things that are happening in the industry, then I want to invite you to join our Facebook group.

It's a private Facebook group and in there, I share a lot of extra videos and downloads and worksheets – the things that are working for us when we help school owners grow and share a couple of video interviews and a bunch of cool extra resources.

So it's called the Martial Arts Media Business Community and an easy way to access it is, if you just go to the domain named, so, g-r-o-u-p, there's no .Com or anything, That will take you straight there. Request to join and I will accept your invitation.

Thanks – I'll speak to you on the next episode – cheers!

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Links to Other Site

We sometimes provide referrals to and links to other World Wide Web sites from our site. Such a link should not be seen as an endorsement, approval or agreement with any information or resources offered at sites you can access through our site. If in doubt, always check the Uniform Resource Locator (URL) address provided in your WWW browser to see if you are still in a site or have moved to another site. is not responsible for the content or practices of third party sites that may be linked to our site. When provides links or references to other Web sites, no inference or assumption should be made and no representation should be inferred that is connected with, operates or controls these Web sites. Any approved link must not represent in any way, either explicitly or by implication, that you have received the endorsement, sponsorship or support of any site or endorsement, sponsorship or support of, including its respective employees, agents or directors.

Termination of This Agreement

This agreement is effective until terminated by either party. You may terminate this agreement at any time, by destroying all materials obtained from all Web site, along with all related documentation and all copies and installations. may terminate this agreement at any time and without notice to you, if, in its sole judgment, you breach any term or condition of this agreement. Upon termination, you must destroy all materials. In addition, by providing material on our Web site, we do not in any way promise that the materials will remain available to you. And is entitled to terminate all or any part of any of its Web site without notice to you.

Jurisdiction and Other Points to Consider

If you use our site from locations outside of Australia, you are responsible for compliance with any applicable local laws.

These Terms of Use shall be governed by, construed and enforced in accordance with the laws of the the State of Western Australia, Australia as it is applied to agreements entered into and to be performed entirely within such jurisdiction.

To the extent you have in any manner violated or threatened to violate and/or its affiliates’ intellectual property rights, and/or its affiliates may seek injunctive or other appropriate relief in any state or federal court in the State of Western Australia, Australia, and you consent to exclusive jurisdiction and venue in such courts.

Any other disputes will be resolved as follows:

If a dispute arises under this agreement, we agree to first try to resolve it with the help of a mutually agreed-upon mediator in the following location: Perth. Any costs and fees other than attorney fees associated with the mediation will be shared equally by each of us.

If it proves impossible to arrive at a mutually satisfactory solution through mediation, we agree to submit the dispute to binding arbitration at the following location: Perth . Judgment upon the award rendered by the arbitration may be entered in any court with jurisdiction to do so. may modify these Terms of Use, and the agreement they create, at any time, simply by updating this posting and without notice to you. This is the ENTIRE agreement regarding all the matters that have been discussed.

The application of the United Nations Convention on Contracts for the International Sale of Goods, as amended, is expressly excluded.

Privacy Policy

Your privacy is very important to us. Accordingly, we have developed this policy in order for you to understand how we collect, use, communicate and make use of personal information. The following outlines our privacy policy. When accessing the website, will learn certain information about you during your visit. Similar to other commercial websites, our website utilizes a standard technology called “cookies” (see explanation below) and server logs to collect information about how our site is used. Information gathered through cookies and server logs may include the date and time of visits, the pages viewed, time spent at our site, and the websites visited just before and just after our own, as well as your IP address.

Use of Cookies

A cookie is a very small text document, which often includes an anonymous unique identifier. When you visit a website, that site”s computer asks your computer for permission to store this file in a part of your hard drive specifically designated for cookies. Each website can send its own cookie to your browser if your browser”s preferences allow it, but (to protect your privacy) your browser only permits a website to access the cookies it has already sent to you, not the cookies sent to you by other sites.

IP Addresses

IP addresses are used by your computer every time you are connected to the Internet. Your IP address is a number that is used by computers on the network to identify your computer. IP addresses are automatically collected by our web server as part of demographic and profile data known as “traffic data” so that data (such as the Web pages you request) can be sent to you.

Email Information

If you choose to correspond with us through email, we may retain the content of your email messages together with your email address and our responses. We provide the same protections for these electronic communications that we employ in the maintenance of information received online, mail and telephone. This also applies when you register for our website, sign up through any of our forms using your email address or make a purchase on this site. For further information see the email policies below.

How Do We Use the Information That You Provide to Us?

Broadly speaking, we use personal information for purposes of administering our business activities, providing customer service and making available other items and services to our customers and prospective customers.

will not obtain personally-identifying information about you when you visit our site, unless you choose to provide such information to us, nor will such information be sold or otherwise transferred to unaffiliated third parties without the approval of the user at the time of collection.

We may disclose information when legally compelled to do so, in other words, when we, in good faith, believe that the law requires it or for the protection of our legal rights.

Email Policies

We are committed to keeping your e-mail address confidential. We do not sell, rent, or lease our subscription lists to third parties, and we will not provide your personal information to any third party individual, government agency, or company at any time unless strictly compelled to do so by law.

We will use your e-mail address solely to provide timely information about .

We will maintain the information you send via e-mail in accordance with applicable federal law.

CAN-SPAM Compliance

Our site provides users the opportunity to opt-out of receiving communications from us and our partners by reading the unsubscribe instructions located at the bottom of any e-mail they receive from us at anytime.

Users who no longer wish to receive our newsletter or promotional materials may opt-out of receiving these communications by clicking on the unsubscribe link in the e-mail.


Our site provides users the opportunity to opt-out of receiving communications from us and our partners by reading the unsubscribe instructions located at the bottom of any e-mail they receive from us at anytime. Users who no longer wish to receive our newsletter or promotional materials may opt-out of receiving these communications by clicking on the unsubscribe link in the e-mail.

Use of External Links

All copyrights, trademarks, patents and other intellectual property rights in and on our website and all content and software located on the site shall remain the sole property of or its licensors. The use of our trademarks, content and intellectual property is forbidden without the express written consent from .

You must not:

Acceptable Use

You agree to use our website only for lawful purposes, and in a way that does not infringe the rights of, restrict or inhibit anyone else”s use and enjoyment of the website. Prohibited behavior includes harassing or causing distress or inconvenience to any other user, transmitting obscene or offensive content or disrupting the normal flow of dialogue within our website.

You must not use our website to send unsolicited commercial communications. You must not use the content on our website for any marketing related purpose without our express written consent.

Restricted Access

We may in the future need to restrict access to parts (or all) of our website and reserve full rights to do so. If, at any point, we provide you with a username and password for you to access restricted areas of our website, you must ensure that both your username and password are kept confidential.

Use of Testimonials

In accordance to with the FTC guidelines concerning the use of endorsements and testimonials in advertising, please be aware of the following:

Testimonials that appear on this site are actually received via text, audio or video submission. They are individual experiences, reflecting real life experiences of those who have used our products and/or services in some way. They are individual results and results do vary. We do not claim that they are typical results. The testimonials are not necessarily representative of all of those who will use our products and/or services.

The testimonials displayed in any form on this site (text, audio, video or other) are reproduced verbatim, except for correction of grammatical or typing errors. Some may have been shortened. In other words, not the whole message received by the testimonial writer is displayed when it seems too lengthy or not the whole statement seems relevant for the general public.

is not responsible for any of the opinions or comments posted on is not a forum for testimonials, however provides testimonials as a means for customers to share their experiences with one another. To protect against abuse, all testimonials appear after they have been reviewed by management of . doe not share the opinions, views or commentary of any testimonials on – the opinions are strictly the views of the testimonial source.

The testimonials are never intended to make claims that our products and/or services can be used to diagnose, treat, cure, mitigate or prevent any disease. Any such claims, implicit or explicit, in any shape or form, have not been clinically tested or evaluated.

How Do We Protect Your Information and Secure Information Transmissions?

Email is not recognized as a secure medium of communication. For this reason, we request that you do not send private information to us by email. However, doing so is allowed, but at your own risk. Some of the information you may enter on our website may be transmitted securely via a secure medium known as Secure Sockets Layer, or SSL. Credit Card information and other sensitive information is never transmitted via email.

may use software programs to create summary statistics, which are used for such purposes as assessing the number of visitors to the different sections of our site, what information is of most and least interest, determining technical design specifications, and identifying system performance or problem areas.

For site security purposes and to ensure that this service remains available to all users, uses software programs to monitor network traffic to identify unauthorized attempts to upload or change information, or otherwise cause damage.

Disclaimer and Limitation of Liability

makes no representations, warranties, or assurances as to the accuracy, currency or completeness of the content contain on this website or any sites linked to this site.

All the materials on this site are provided “as is” without any express or implied warranty of any kind, including warranties of merchantability, noninfringement of intellectual property or fitness for any particular purpose. In no event shall or its agents or associates be liable for any damages whatsoever (including, without limitation, damages for loss of profits, business interruption, loss of information, injury or death) arising out of the use of or inability to use the materials, even if has been advised of the possibility of such loss or damages.

Policy Changes

We reserve the right to amend this privacy policy at any time with or without notice. However, please be assured that if the privacy policy changes in the future, we will not use the personal information you have submitted to us under this privacy policy in a manner that is materially inconsistent with this privacy policy, without your prior consent.

We are committed to conducting our business in accordance with these principles in order to ensure that the confidentiality of personal information is protected and maintained.


If you have any questions regarding this policy, or your dealings with our website, please contact us here:

Martial Arts Media™
Suite 218
5/115 Grand Boulevard
Joondalup WA

Email: team (at) martialartsmedia dot com

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