125 – Ross Cameron: The Evolution Of The Ultimate Martial Arts Gym

Ross Cameron from Fightcross MMA has built the ultimate, world-class martial arts gym and lifestyle center. We do a deep dive on the planning, contracts, insurances and marketing that have made this a success.


IN THIS EPISODE:

  • What sets this world-class martial arts gym in its own league?
  • Ross’s unconventional ways of building a thriving community
  • Details often overlooked when opening up a new location
  • Timing and changing the frame with martial arts campaigns
  • How branding helps the business of martial arts
  • And more

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

TRANSCRIPTION

I'm a big believer in doing this anyhow, it is to learn every job. I don't need to do it, but I need to understand how every job works. Then if someone's not doing their job, I can point it out and I can just tell them how I want it done or, but I've got to know every job.

GEORGE: Hey, George Fourie here! Welcome to the Martial Arts Media™ business podcast. Today's special guest is Ross Cameron from Fightcross MMA in Brisbane, Australia. Now, Ross and I go way back, we've been working together for quite some time, and I've been fortunate enough to witness his business explode from the sidelines.

Just recently, he's opened up his new location, and let me tell you what, it's not just any location. We were on one of our Partners Power Hour calls, our coaching calls, and Ross took us on a virtual tour through the location – we're going to include a virtual tour on this page as well. But he took us through the whole location, and just the multiple floors, the different aspects, the bar, the coffee shop, and of course, the world class gym.

So, we break down just the whole process of the two to three years that it took to put this together, the obstacles that he faced, with obviously things like COVID, things that weren't expected. And we do a deep dive into the technicalities of how to set up your contracts, how to structure your staffing, and a lot of the details that often go missed when opening up a new location. And then we do a bit of a deep dive on marketing and how he's gone about marketing this new location and the plan on filling it up to 500 to 1000 members over the next 12 months. Jump in, this is a good one.

Also, if you – head over to martialartsmedia.com/125 – where this podcast episode is hosted. So, no matter where you're listening or watching, you can check out the full transcript of the show. And you can also grab a download of our new ebook, Ultimate Facebook™ Ad Formula for Martial Arts Schools.

So, check that out, and make sure you subscribe to the show wherever you're listening, just to make sure that you get notified when our next show comes up. All right, let's jump in. Ross, what's been the top marketing strategy or campaign that you've run lately? What's been the highest performance?

ROSS: So, the best one we've had recently, because we've been moving into a new gym, has been our foundation membership drive, with Facebook and video and all the rest of it. And based around that, was a box that we gave away that had different items inside it. We had samples from some of our suppliers, we had a towel from the gym, we had a water bottle, we had a mouth guard, all the little bits and pieces to make them feel comfortable and give them some added value to signing on.

GEORGE: Great! So, what was the offer for the foundational membership?

ROSS: So, they got a discounted rate on the membership for 12 months. They got a – foundation sign-on fee was $99, and in that, they got this box that had a t-shirt, a mouth guard, a water bottle, a towel, samples, a card that actually had a link to some extra video content we'd done on how to tie a belt, welcome to the gym, how to do a mobility flow, all sorts of bits and pieces.

GEORGE: Perfect. So, I guess we can now give some full context, why the foundational membership, so, just a shorter intro. Ross Cameron from Fightcross in Brisbane, Australia. If you've been following the podcast, Ross has also been on the podcast before, we spoke about lockdown, which is their event… What do you call it? Modified jiu jitsu?

ROSS: It's submission grappling. Yeah. MMA in the cage without the strikes.

GEORGE: That's the tagline I've been looking for! So, you can – want to backtrack on that, which was episode 37.

So, Ross, you know, we chat every week, every so often when you're not busy evolving this new… What do we call it? It's like the evolution of the martial art school, is almost the way I look at it. You gave us a bit of a video tour and showed us what you've got going there, but why don't you give us a bit of a background, the vision and how this all came about?

ROSS: So, when I first started teaching martial arts here in Australia, I'd moved from having three clubs in New Zealand, with coaches and school halls and all the rest of it, to moving over to Australia.

And then I started teaching in my garage, and then quickly from that I went to a tin shed, and over a period of about 20 years, we've gone from the tin shed to what we have now, as I see it a very professional, high-end martial arts academy.

We've put in Fuji mats, we've put in a cage, we've got top-level cardio equipment, we've got top-level weights equipment, recovery center – so, ice pods, infrared sauna, massage therapists, physiotherapists, fitness rooms, the private PT studios, the lot. It's not just a martial arts school in the school hall, it's taking it to the next level of professionalism.

And in doing that, we've had to look at staff contracts, insurances, all the different things that you don't actually take into account when you're in a school hall. And sure, you have to have insurances and things in place, but do you need this type of insurance or this type of insurance?

Do you need to have 20 million public liability insurance or 10 million public liability insurance? Do you have to have product insurance? Do you have to have insurance to cover your income? Do you have to have insurance to cover fidelity? All sorts of bits and pieces. Do you cover your staff for all sorts of weird and wonderful things? So, it's taken a lot of time to go through and get to that point… But we're there now.

GEORGE: You there? Yeah, I remember we started having this conversation… Jeez, how long ago? It's been a few years, right?

ROSS: Yep. Yeah.

GEORGE: So, how many years in the making? I mean, not the planning – the physical actually putting it together?

ROSS: Ah, well, it's probably two to three years of actually putting it all together. It's not a quick process.

GEORGE: I'd love to dive into all the technicalities and details of, like, if you're a school owner, and you're looking at taking your business to the next level and elevating your brand, and upgrading your facilities, and being this premier school, and the process you've taken, like, the technicalities that often get overlooked. Just take us again through the facility because you left out one big part. What's in the gym, right?

ROSS: Right. So, we have a building that’s ours. Our gym is about 650 square meters. Below that is a high-end bar. Behind us is a five-star French restaurant, we have a coffee roaster, a brewer, a French patisserie kitchen, coffee shop, all in the facility.

GEORGE: Right. So, now that brings up a lot of questions. First up is – how many students arrive to class and never get up to the gym, because they are stuck in the bar?

ROSS: None, thank God.

GEORGE: Great!

ROSS: Although, they do go to the bar after.

GEORGE: Right. Their special punishment, if you're late, if you don't make it… begs the question, right? Why a bar? Why a coffee shop? What's the whole idea behind all the add-ons?

ROSS: It's trying to build a community, alright? And it's trying to have things that link into what will connect people to what we do. So, the bar is the social aspect. The coffee shop provides high-end coffee, cold brew, things that are really good for pre-workout and things like that.

And again, it's providing us a social atmosphere, where we can take the guys downstairs and have a coffee, have something to eat. People come in and spend the whole day around the gym, without actually having to go out anywhere.

GEORGE: Right. So, can you give us insight on a bit of the vision, and I think what we'll do, if it's okay with you, Ross; if you can do a bit of a video walkthrough after sometime and we'll add it onto this page where the podcast is hosted.

So, you could go to martialartsmedia.com/125 and catch the video there, because that will give you a… We were on one of our Partners coaching calls and Ross was there and he took us through the whole gym. Took up most of the coaching call, but everyone was really wowed, just by its… I mean, there's nothing I can compare to, which is just what makes it so fascinating.

So, what was the whole vision behind it? You mentioned community and it brings the whole community together, but what's the whole vision behind the new Fightcross?

ROSS: Well, martial arts as a way of life? So, the whole vision is actually that whole encompassing community. So, that's why we have a recovery center, as well as why we have the physios and the message therapists. That's why we have the PTs.

People can come in the door and do a workout, they can recover, they can eat good food, and it's all organic. It's not rubbish food, like the average pub food. It's all organic food. We've got the microbrewery on site that actually brews here with, again, organic, that whole encompassing vision is where we've gone.

GEORGE: Gotcha. What are you doing differently now, with the new – the whole new environment than you used to do just with running classes and so forth?

ROSS: Well, I'm trying to get out of doing all the work – hiring staff and doing those things. So, we have multiple styles in the gym. So, we have boxing, kickboxing, Muay Thai, wrestling, Brazilian jiu jitsu, Japanese jiu jitsu, judo, taekwondo, karate we have, and then MMA, and everyone's got to fit in, we have like 72 classes a week, including pilates and yoga and so.

We've got a lot more of a community pull, because we have all these other add-on sessions.

GEORGE: Is there something you do differently to build the community when you've got all these various styles, and you attract a different caliber or type of person that resonates to these different styles?
 

ROSS: Yeah, you have to be more on the ball with the community building, as in… I spend a lot of my time now actually, just talking to people, that connection between them and me, it has to be really good because if I'm not taking all the classes, they lose contact with who you are and what you do, and all that sort of stuff.

So, you've got to spend the time around the facility, meeting with people, talking with people, building the community by organizing, like we're doing David Goggins' 4x4x48 as part of a team, we'll have a barbecue the whole weekend, we'll do all those things. And just constantly doing that sort of stuff, rather than just here I'm at the class, here's the grading barbecue and away we go.

GEORGE: Gotcha. And that's where a bar just works well as well, right? Because it brings the community together.

ROSS: Yep, yep, yep. So, even some of our little social club meetings, a Friday night sparring session, Friday nights, lots of the guys just go downstairs have a beer and a burger and then toddle off on home.

GEORGE: Love it. Alright, so, let's get into the nuts and bolts, right? I mean, what goes into this? So, first up, you have this, you have this vision, and now you have to get work, and turn the vision into reality, right? So, what sort of, what are some of the first few steps and how do you go about all this?

ROSS: Besides all the planning, dreaming and sketching, and all that sort of stuff, you get a building or you lease a building or whatever. The first thing you should do; we were finding the zoning, and making sure you have council zoning to be able to run a sport and rec facility. Step one. If you don't have sport and rec, you can be closed down by the council at any moment. Any moment.

GEORGE: Before you continue, I think, and you pointed at it, right? After the planning? So, I think we shouldn't just brush over that part, right? You've got this vision, what goes into the planning? And you've got a bit of experience in this type of thing as well.

ROSS: Yep, I'm an engineer by trade. So, planning is the key to everything. So, planning out how your building's going to look, the layout of your building, your color schemes, which mats you're going to have, what cage you're going to have, what staff you're going to require, what classes you're going to have, how you're going to get the stuff into the building, when you have to get the stuff into the building…

When you have to have your insurances in place, when your staff has to come on board, what contracts you need for your staff, whether or not you've got enough insurance to cover your product in your pro shop, and the equipment on the floor – whether or not you've got enough to handle the – if it all goes bad. Having a game plan B, C, and D. Yeah, there's lots to go into it – many moving parts.

GEORGE: Right, now there – plan B, C, and D played a big role, right? Because…

ROSS: Oh, yeah!

GEORGE: We were expecting the big old COVID to come around.

ROSS: Yep. So, we had an eight-month delay in actually getting into the building, due to building issues, due to COVID. So, in that time, we've had to, to go to game plan B, C, and D. We were doing things like running out of one of my franchises, we were running out of the coffee shop next door taking classes.

So, we had a local community, we were doing stuff in the park, we were doing bootcamp type stuff. All these bits come into play, so that we could keep community involvement here in the natural area where the gym is.

GEORGE: Alright, let's continue the journey, we’ve done the planning, we're getting all the infrastructure set up. Where do we go from here?

ROSS: So, I still think the first thing you should make sure is your building has got, one; before you sign the lease, or before you buy the building, check the zoning! Make sure that you have the correct zoning, because if the council comes along and shuts you down? You're shut down. Happened to one of my franchises, that the zoning got changed once, and they had to go and get an environmental impact study done on the traffic coming to the gym, to prove that they could stay. And it cost him about $25,000 just to do that.

So, I would make sure that that's a big tip to start with. Once you've got that, then you can start the nitty gritty into, like, what classes do you want to run, because that'll tell you what equipment you require. What sort of a gym you want to be – if you want to have weights, and you want to have, we want to be a CrossFit, box, and a martial arts gym – or if you want to be a health and fitness center, and a martial arts studio.

And then you can start planning out your equipment. Once you've got your equipment, then you can start planning out what sorts of insurances you need, what classes you're going to need, the staffing you're going to require for those.

And then you start going into if you need new staffing – are they casual? Are they permanent? How are they… are you going to pay PAYG? Are you going to have to pay supers? Are you going to have to do all those things? Are you going to… and your contracts that you require for those? Each one takes time, takes energy and takes effort. Even if you have good lawyers, and I've got good lawyers, you still have to make sure that you check all your T's and dot all your I's. So…

GEORGE: What issues did you run into that were completely unexpected, and that you particularly hadn't planned for? Or planned for?

ROSS: COVID?

GEORGE: Right. We didn't see that one coming, right?

ROSS: Yeah. And the effect COVID had on delays meant that the staff that I had organized, a lot of them were not here, not available when we actually got to moving into the gym. So, I've had that reshuffle of staffing and organizing things that has taken me longer, because of the fact that the delay was there.

Council approvals took longer than expected, building compliance took longer than expected. All those things that you think, “Oh, yeah, we'll just get it ticked off and it's… Oh no, these Braille signs are not in the right place. This fire exit needs another sign. That door swings the wrong way.” All those little bits and pieces just take time and take energy.

GEORGE: How do you go about your employment contracts and accounting and so forth? And I mean, if we can talk about budgeting as well, how did you go about all that?

ROSS: Accountants are great. If you have a good accountant, they'll make your business. We did a whole financial modeling. So, we sat down and we went through and we worked out, you know, our cash flow, our spending, funding the equipment, not funding the equipment, funding staff, how long that's going to take to ramp up the numbers to get to where we want to be…

So, we did a 2 to 5-year cash flow, then we could sit down and go, “Right. What other issues do we have here? As an accountant, what do you see?” And they always go, “You know, the next level is your staffing is going to cost you.” You got to make sure that you get your contracts right, you got to make sure that you are planning to hire slow, fire fast.

Make sure that you're looking after your people, but make sure that they're not costing you money. And contracts for your staff – again, it's that – are they casual? Are they permanent? Getting the technicalities of your employment contracts correct. I'm lucky, I've got – not only do I have good lawyers, I actually have an employment contract lawyer as a member in the gym, so I was able to go, “Tell me what I need to look at. Now go to my lawyers and say, ‘now write this'.”

And it's interesting to see all the little intricacies that you've got to have in there. And then you've got to worry about your contractors. So, if you have a guy who takes two BJJ classes a week, and if he's a contractor, you need to have a contract with him. It's not just, “Hey, mate, I know you're a BJJ black belt, can you take a couple of classes for me?” “Ah, yeah, it's 50 bucks a class.” “No worries.” It's not that easy these days, because if you do it wrong, it bites you on the ass.

GEORGE: And what could go wrong with that, because I think a lot of people do that, right? They just, you've got the top guy at the school and you're like, “Alright, we'll give you a couple of bucks to run the classes.” What's the downside?

ROSS: Well, number one, he could open a gym down the road, even though that's technically a breach of what's called fiduciary duties. So, they're not allowed to do that, but they do.

GEORGE: … because that's never happened before, has it?

ROSS: Never happened at all! That, if you have your contracts in place, that's going to cover your bum for that sort of thing. You can't stop them from opening a martial arts school, but you can stop them opening a martial arts school within a certain area to compete with you. So, there's the, sort of the fine line of understanding what they're allowed to do and what they're not allowed to do. And you only know that through experience or lawyers.

GEORGE: Very important, yeah.

ROSS: And as the contractors, you know, do they have their insurance? Do they have their first aid certificate, do they have…? And by signing the contract, you get them to agree that they have all these things in place. And then when there's verbal involved, it never lasts. If it's written, you can go back to that writing. Contracts, contracts, contracts!

GEORGE: Right.

ROSS: Like an engineer does it.

GEORGE: Now, how did you decide between… because you've got this massive organization that runs, I mean, morning, you said from 6am to?

ROSS: 5:30am to 9pm.

GEORGE: 5:30 to 9. Alright, and there's lots happening, so, you've got permanent staff, you've got casual staff, contractors. How did you decide on who you need? And did you work on a ratio, or like the ratio of students? How do you determine what staff you really need?

ROSS: What I worked on is actually the skill bases that I require to cover the multiple disciplines. So, my boxing coach that I have as a contractor, he's a boxing coach, he's a CrossFit coach. He used to fence for Australia at an Olympic level. He's done Muay Thai and karate. So, he covers multiple bases. The same with my BJJ coach. The BJJ coach, I haven't, he's, not only is he a BJJ black belt, he's also a karate black belt.

My PTs that I have, they tend to have boxing or kickboxing backgrounds, as well as being PTs. So, we've got even down to some of the reception sort of staff. I have one receptionist, a remedial massage therapist, so he can cover multiple angles for me. Sit down, work out the skill bases, then try and find the people that will fit those skill bases.

GEORGE: And then what about culture?

ROSS: That's a huge thing. Culture is a huge thing – and culture comes from the top. So, you have to drive the culture and what you want and how you want people to act and behave and talk – even down to talking. So, all the boys have their locker talk and things like that – if I catch them having locker talk anywhere in the gym, I shut that down straight away. You know, I want a large percentage of my clients to be female.

So, I'm not letting the locker talk go on in the gym and things like that. So, I set the rules, and I'm told I'm pretty hard on people. But I think it will be hard to see the culture that you want from the beginning. Tell people how you expect to be treated, and then expect them to come up to that standard.

GEORGE: And what's your strategy with that? Are you just, I mean, you just, I know you're pretty straightforward with a smile on your face, right? But is that just your approach? You just go out and tell people, “That's not cool,” pull them aside?

ROSS: That's it. I like the military principle. I don't tell people off in front of other people. I'll pull them aside and have a word with them. But I pick when I do it as well, and try not to do it so it's too obvious, or if they're making a fool of themselves, when they shouldn't be and something's dangerous? I'll say something then.

GEORGE: Alright, are you going to open a big center like this again? Another one?

ROSS: Oh, yes.

GEORGE: Oh, yes. Right, cool. Great. What would you do differently this time, if anything?

ROSS: Avoid COVID. Probably more planning, more control over certain parts that I just let other people do. One of the big things that I've learned out of this, and I'm a big believer in doing this anyhow, is to learn every job. I don't need to do it, but I need to understand how every job works.

Then if someone's not doing their job, I can point it out and I can just tell them how I want it done or, but I've got to know every job. Handy being an engineer, because that means I look at all those things and get most of it. So, yeah, but that would be more planning and more understanding of every bit that goes into it, before I get the person to look after it.

GEORGE: That means marketing too, right?

ROSS: Absolutely. Yep. Marketing is one of the things that I've had other people do before. And I'm a believer in that I should show you your job, tell you your job, let you do it. And if you don't come up to the tee, I'm going to crack across the knuckles.

I've had a few guys that have done that for me, where they've come up and then just disappeared, or they've gone and hidden from me, because they know that the knuckle breaks are coming. You've got to be able to hand over the job to somebody at some point. Otherwise you spend 24 hours a day doing every job. You still need to understand every job, you just don't need to do every job.

GEORGE: Yeah, and so, I mean, that's something that I deal with a lot, just with marketing. And I think it's, obviously if you're a school owner and you've got all this on your plate, and now you've got to handle marketing…

I mean, it's just easier to hand it off to someone and say, “Can you do it?” That's great. The problem is, if you don't know the strategy, you've actually just handed over the drive and the growth of your business to a person or foreign entity. And if they don't perform, as they do, your business is crippled right there.

And this is, I guess, my big pet peeve with, sometimes with agencies, because they can start out, you know, or the go-to guy that is doing all these great things, decides to do your marketing for you, and he does well…

But then he realizes, “Alright, well, I'm going to make a business out of this. I'm a good marketer. Maybe I'm not a good business owner.” And most agency owners would know when you get about 10, 20 clients – you better have your systems in place. So, the person that was your go-to guy becomes your not so go-to guy. And again, you're looking for the new one.

ROSS: Yep. Yeah. And exactly it with agencies – it's exactly the same as if you have – and every martial arts school works the same sort of way. They all work on their community. So, Joe Bloggs knows how to do this stuff, “Can you give it a crack for me?” And then later down the track, it doesn't work.

So, you've got to know how to do the job and then have some KPIs in place that you can check and all the rest of it and have control over it all. You don't want to hand that control over to somebody, so you get an agency doing it, and they're doing everything for you. You've got no control over it at all. Suddenly, you've got no data, you've got no information that you require to keep your systems moving.

GEORGE: Yeah, and I think there's a special place in hell for agency owners that set up your accounts on their business – their own Google accounts, their own Facebook business managers, and they run your ads or keep your data and your accounts hostage. And so, you walk away with nothing. And that's a real thing. I couldn't believe that was a real thing, but that's actually a real thing.

ROSS: Yeah, I've seen it on multiple levels, and the same sort of thing. Not just Facebook marketing, but in other areas of marketing, where they just keep everything and keep it hostage until either you pay them what they want to get paid, or they just take it and go.

GEORGE: Crazy stuff, right? So, Ross, I mean, it's, I feel it's always the lame question, right? But it's such a topic that, you know, you've got such an extensive knowledge on all this, and I just want to make sure I get all the information from you. Is there something I should be asking you that I haven't asked yet?

ROSS: No, I think sort of the next thing for us will be our ongoing marketing campaigns and planning out our year. Month by month by month, week by week by week by week, when we have to have our marketing running by, when we're having our campaigns and how we're planning those little bits. Sounds funny, but the artwork and the copy, once you've got it right, it's easy.

The planning and execution of when you need to execute it at the right time, because you can always put out an ad, and whether that ad is actually beneficial for the timing is the issue. So, if you run it, run your Christmas special in August, it's not going to work. But if you run your Christmas Special, four weeks, six weeks out from Christmas, you've got a bit of lead time up and you've got the groundswell hit just before Christmas, it's perfect timing.

Same with your February fitness or your New Year's resolution stuff. If you're trying to do that, July, it doesn't work, you know, everyone's hunkering down for the winter and they're not thinking about getting out and moving and doing all those bits and pieces.

So, timing is the important part for your marketing, understanding your market, understanding when you have to hit the go button. And then having a process from that, that says, I need my artwork ready by this date. I need my wording by this date, I need to have my flyers printed on this day. I need them distributed by hand by here to be able to get the result I want on this date.

So, all that sounds, and it sounds very easy. But you've got to have the systems in place to make it happen, because if you don't have the systems in place, you just won't do it.

GEORGE: Yeah, totally. I want to ask you, just because you touched on design, how important do you feel is the design from top-level through to your social media? And how do you combine it?

ROSS: So, design's really important. So, I go down to, and this is a bit old, I don't have business cards anymore, but it used to go down to how the business card felt in your hand – the paper, the weight, the gloss, if it was embossed or not. So, your design and everything being the same image, the same look, the same feel is so important.

Because if you haven't got an even playing field when it comes to that, and you drop the ball on an ad that doesn't look anything like what you actually do? And I see it quite a bit in, well, the classic is you see ads out there that don't have their phone number, or their email address, or… there was a fight show here in Queensland that wrapped up a whole bus with just their name and all the rest of it, and didn't have a website, didn't have a phone number, didn't have when the event was, no details on the bus.

The bus drove around for about eight weeks before the fight show with no real marketing material on. So, it's that, little things. I'm quite lucky I have a graphic designer that I use in Japan. He's been a student of mine for many years, and he always looks at the little things and goes, “Oh, you've missed out your phone number here,” or, “You can't notice where your address is,” or… And everything you do, say, leaving off your website on a flyer.

GEORGE: Yeah, we were just chatting about this on the coaching call, Partners coaching call yesterday. But I think what, just to add to that, things that are so important, we were talking about timing, you know, your frame. We always say change the frame, you know, don't necessarily have to change your offer, just change the frame – that your frame is relevant.

You know, what is the talk? What are people talking about right now? Is it Mother’s Day, Easter, etc.? And then one of the mistakes we always see on any ad or any promotion is no call-to-action. It's like, here's the ad, but like, what the hell do I do to get this thing?

And then, just lastly, the wrong call-to-action on the wrong platform, because if you've got this super spanky flyer, that's really great when you hold it in your hand, and it's got a phone number. But when you see it on social media, you look at the phone number. If I'm on my phone, I can't click it. I can't type. I can't write it down. There's nothing I can do. So, it goes into the “I'll check it out later” basket, which means there goes your lead.

ROSS: Yep, exactly. On social media, you've got to have your links on your email address, on your email campaigns, have your links to things. Big mistake, I see it all the time, and not just martial arts businesses, you see it by some big businesses doing, making huge mistakes.

GEORGE: And so, just what Ross was mentioning on branding, I think what's important here – just to add on that aspect – if you're running campaigns back to back, and you have a brand identity and people can see, can you see this… I always look at Apple, you know. You don't have to know, you don't have to see an Apple logo to know it's Apple. It's just got this; the colors and the design speak for itself.

If people are seeing your ads all the time, you know, and they might not respond to this month's campaign, next month, the third month. But if you've got a design and a concept that people resonate with, and they see – when they're ready, whenever that is and they see your ad, there's a bit of a trust factor that's been built, just because they're familiar, the familiarity of your brand. So yeah, definitely important to keep that congruent from top down.

ROSS: Yeah, the classic with that is Coca Cola. You know, they don't have to change a lot, but they still have to market. So, yeah, you know what, you know what's a Coca Cola brand. You know, what's – the colors, the look, the flow. But, yeah.

GEORGE: So, Ross, what's next? 

ROSS: What's next? 

GEORGE: What's next for Ross and Fightcross? 

ROSS: So, for the next 12 months, it's consolidation. We're aiming to have somewhere between 500 and 1000 members of the facility here. And then I'm looking to purchase some more buildings and expand. So, that's the plan. 

GEORGE: Now, if you don't mind sharing, wrapping some numbers around this, what budget do you set aside? I mean, what budget did you set aside for your current location and when people see the video, they'll get a good aspect of what it's about, and how would you be budgeting for the next round? 

ROSS: So, I've spent, and fitout-wise, I've spent about $250,000 in fitout. So, it's not a cheap fitout. 

GEORGE: So, everyone will see why. Yep, yeah.

ROSS: Yeah. And it's what you're trying to achieve with your building and your fitout, like I say, even down to choosing the mats. I chose the Firmimats, and I chose the traditional Tammy Green matte finish, and all the rest of it, for the right look. So, I've spent extra dollars to make sure I got the right look and the right feel, because it's so important. 

GEORGE: Epic! Well, Ross, great catching up again, and would love to catch up again when, yeah, maybe not in the next location, but just in between and just chat about your experience with running the business and how things are going. Any last words? How can people find out more about you? We haven't even spoken about the events and things that you run. But where can people find out more about you?

ROSS: I'm all over social media so ‘Ross Cameron MMA' on Instagram, ‘Fightcross Ross Cameron' on Facebook, Aftershock, lockdown, hammer fight nights. They're there. They're all over social media. So, at one stage I did a lot of social media work. 

GEORGE: That's cool. Awesome. Great. Thanks so much. I'll speak to you soon. 

ROSS: No worries, yes!

 

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37 – Ross Cameron from Lockdown: How To Host Martial Arts Events & Tournaments

Ross Cameron shares how to run martial arts events and details about their exciting grappling tournament, Lockdown.

Martial Arts Events

IN THIS EPISODE, YOU WILL LEARN:

  • How to manage remote employees and martial arts school effectively
  • The importance of having established business systems and processes across your martial arts schools
  • The prerequisites to running a successful martial arts event
  • When and why you need an event insurance
  • What makes Lockdown a big attraction compared to other grappling tournaments
  • And more

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

If you're putting on an event, at the end of the day, you don’t want to be turning around and saying, sorry about it, but I can't afford to pay you. You don't want to be standing around the official, saying, sorry, we can't afford to pay you.

Hi, this is George Fourie and welcome to another Martial Arts Media business podcast, episode number 37. Today I speak to another gentleman, with multiple hats, which is Ross Cameron. And Ross, a former engineer, I’d say a serial martial arts entrepreneur, who is the owner of Aftershock, Fightcross gyms, multiple Fightcross gyms across Australia and an exciting new grappling tournament event called Lockdown. And we talk a bit about that, we also go into detail about hosting events, how you can host your own events, and everything that goes with it and doesn't sound like an easy process, but obviously doable. So lots to chat about, lots to discover in this episode.

So if you need help with your martial arts marketing, the digital side of things: Facebook, Google, email, converting, having a website that converts: we just created a Facebook group, which is a support group for a lot of the information that we are putting out, so I've been doing a series of online web classes, which you can find more about at martialartsmedia.com/workshop and we pretty much over-deliver in giving away the strategies and methods that we use for top martial arts schools around the country and America and so forth.

So the Facebook group is sort of a support group for that and we share bits of information and I'm starting to upload snippets of videos, things that really help you build your business. So if you want in, it’s a closed group, all that you've got to do is go to martialartsmedia.group, so martialartsmedia.group and request to join. And if you're nice, I’ll let you in – which, I'm sure you're nice. I've had to remove a few people that want to spam this service, that service, and funny stuff so yeah, I'm very on to keeping it clean and keeping it of value and not being one of those groups where people harass you and spam you and just use it for the purpose of marketing. I go with value first, marketing if you need it.

So that's what we're up to. I would like to see you in the group, that would be awesome, log in, say hi, introduce yourself. It would be great to see you and connect with you there. For this episode, the show notes will be on martialartsmedia.com/37, the number 37. And that's it for now – enjoy the episode, lots of great value to share. Please welcome to the show, Ross Cameron.

GEORGE: Good day everyone. Today I'm with Ross Cameron, all the way from Brisbane, how are you, Ross?

ROSS: Excellent. Thanks for having me on George!

GEORGE: Awesome, I look forward to chatting with you about a few things that… how I came across Ross initially was speaking to Stuart Grant from Westside MMA and he was telling me about the Lockdown events, which they were having at their location. So we're going to be talking about Lockdown and we're also going to be talking about events in general and Ross is a man with multiple hats, so this is going to be an exciting conversation. Welcome, Ross!

ROSS: Thanks. We've got lots of events that I'm involved with, I'm the promoter for Aftershock MMA, I'm the promoter for Lockdown, especially the grappling series. I run a fight night with boxing and kickboxing, and then I'm involved in Mixed Martial Arts Australasia, which is a sanctioning body as well so…

GEORGE: All right, cool, so lots of hats. Let’s take all the hats off and take a step back: how did you get into the martial arts game, how did this all evolve to where it is now?

ROSS: I started off doing judo when I was four, fought internationally back in the 80's when Karate Kid first came out, so I've been around the game for a long time. I've got traditional schools and a lot of traditional background and MMA is just where the sports hit it and where my passion's sort of been. I've been a ground fighter in the strike and fight and I just thought, it puts it all together, so…

GEORGE: You're originally from Auckland, did this start… I guess the business side of martial arts, did that side start in New Zealand, moving across Australia, or…?

ROSS: I started in Brisbane because I was over here as a student under Grandmaster Young Ku Yun for about five years. Then I went back to New Zealand and opened some martial arts schools over there, then I came back to Brisbane and then started off in my garage with training my daughter and suddenly I had too many people and had to take it out of the garage, so I started a school. And I grew and grew and grew, so now I've got four schools around Australia and I keep promoting the events to back up what we do in the gym.

GEORGE: Ok, cool. So that's Fightcross, correct?

ROSS: Yes, that's Fightcross, yep.

GEORGE: All right, cool. And you said around Australia, so you're not just in Brisbane?

ROSS: No, we have one in Perth, and three in Brisbane.

GEORGE: So a quick question on that: how do you manage a location that's not in close reach, that's pretty much right across, as far from the country as you can be?

ROSS: A lot of it is, you've got to trust the people that you put in the place, you've got to spend time training them and making sure they have all their systems in place and do it properly and then you have to have your checks and balances in place, so you've got to be able to drill down into their systems and see what they're doing. It’s hard work, everyone thinks it’s easy though, to open another center, but it never is.

GEORGE: Ok. So you guys are very tight on the following the exact same structure and same systems in all locations?

ROSS: Yeah, yeah. I’m an engineer by background; when an engineer, everything has to be systematized.

GEORGE: So there’s Fightcross and then it started the events, I guess, afterward. How did that all get started for you initially?

ROSS: All right: I was looking for events for my fighters that were the first step up to a fight to jump in and I couldn't find anything that sort of fitted what I wanted my guys doing. They could either do BJJ, or they could do kickboxing, or they were going to pro-MMA fights, there was no amateur MMA really around the scene at the time. So I started Aftershock as an amateur MMA, what's now considered C class rules, so: padded, no hit strikes on the ground, and limited striking standing up, so no knees to the face, but knees to the body, no elbows.

So it gets them a good start, they can get a feel for what's the sport like before they actually jump in and get an A class and get elbowed in the face – just stepping stones. And that's another reason we started our Lockdown events: we needed another stepping stone to develop the grappling and wrestling side of the sport. We don't have collegiate wrestling in Australia, so we're sort of behind the 8 ball, trying to catch up with the Americans, the Turkish guys, Russians and suddenly, we're struggling a bit.

GEORGE: So just for everyone listening, could you give a breakdown of what is a Lockdown event exactly?

ROSS: A Lockdown is a double elimination submission grappling comp, judged on dominance and submission. You're not scoring points; you're there to submit and finish the person. It's run on a five-minute round and if there's no winner in that five-minute round, they'll do a three-minute round and we're looking for a submission. And the way it works is basically, if you lose, you get put down in the loser's bracket and then you work your way back up into the draw, so you get at least two rolls, compared to the BJJ comps where you're getting one roll or round robin where you are having to roll everybody and carry the injuries.

GEORGE: So there's no striking?

ROSS: It’s done in a cage, so you get to practice your cage wrestling, you get to work cage work, your cage take downs, pressure, cage control – very, very MMA orientated, so we're allowed double leg takedowns to the slams – as long as you're not slamming on the back of the head naturally.

GEORGE: All right. So who has this really been beneficial for as a… I guess, let’s start as a student: would it be for someone who's transitioning to MMA, or would it be for like a BJJ student?

ROSS: We get a huge mix of guys that come in. We get guys that are pure BJJ guys, we get guys that are wrestlers, we get guys that are MMA, Japanese jiu-jitsu guys jump in there as well. Because the rules are not just ground or not just stand-up, we get a huge mix. We get a judo, we get Olympic judo guys in there as well, so it’s a great mix for the students to get in there and actually test their skills. We run different divisions, so we have MMA weight divisions, but we also have beginners, intermediate and advanced.

GEORGE: This has attracted a different crowd of people, so if you host an event, how would it be different to a straight up BJJ tournament, or judo, or so forth?

ROSS: Again, it’s the mix. If you're a classical BJJ guy – and I go to BJJ comps and watch it all the time, and the guys are pulling guard and all the rest of it. And suddenly, they're up against a guy who's a judo guy, who's going to throw them. They start to pull guard and mixing up their throw and they're losing position, so the mix is very interesting. Then you get, say, a BJJ guy up against a wrestler. The wrestler's going to have a dominant body position on top, BJJ guy is going to want to play the bottom game and suddenly you're getting another dynamic in it. It’s really interesting to watch how they play the game and the styles against each other.

GEORGE: Let’s say, Eddie Bravo type tournaments: is this a comparison with that? What would you say the differences are?

ROSS: Not really, that tends to be a very classical BJJ type with 20-minute rounds, they can stall, they can take their time to play the hard card game, they can just inch things out. You've got five minutes and you've got to go, so the pressure is on from the start.

GEORGE: Ok. And then you were saying, submission or dominance: how would you actually score the dominance, based on…

ROSS: Ok, so it's scored very much like MMA. So in MMA, a dominant body position is side control, so dominant body position – the guard is not dominant. Ok? In BJJ, they score guard as being a good position – it’s not dominant in an MMA fight, so we score that the other way around.

GEORGE: Right.

ROSS: It’s just those little things, we're looking at it, scoring it as if striking was involved, but without the striking.

GEORGE: I guess the flipside of that is, what is the downside of it? For a student that wants to go into tournaments and so forth, what would you say is the downside?

ROSS: Downside? The downside is just having another rule set to play with. And I've got a very successful young fella who goes into BJJ comps and Lockdown BJJ comps, because he will do a kneebar and he’ll go, whoops, sorry, that's not allowed in that division – ah, OK. So that's the thing. It’s just about those, keeping that school basis within the rule sets that they're actually working on.

GEORGE: Anything else about the Lockdown events?

ROSS: We’re expanding a lot down around Australia and we're running them sort of in each state and now the idea is that we'll have… over the year, we run points, but not only for fighters, but we also run points for the gyms. So we have the top ten ranked gyms in each state and then we have the top ten ranked fighters for each state for each weight division. And then, later on, this year, we’re having a Grand Prix, where we're actually going to have the best from each of the state rolling into each other for a price and were going to stream that live.

GEORGE: All right. And the price? Any…?

ROSS: Cash!

GEORGE: Cash! Alright, awesome, it sounds like an exciting tournament. Now, for… let’s say martial arts school owners, how would school owners get involved with something like this? How would it be beneficial for them?

ROSS: Ok, they can look on lockdownsubmissiongrapplingseries.com and the benefit to them is, one, it’s a team building exercise. Two, it helps them teach their guys how to corner their fighters. Three, they get involved in growing a sport and developing the skill basics of their crew in an area where we’re lacking. So there's good reason to be involved.

GEORGE: Let’s talk a bit more about events. Let’s say, what's your advice to a school owner that wants to get started in running an event? You laugh!

ROSS: It sounds silly, but everyone looks at events and goes, they're very easy, look what you just have to do. They don't see the hours of work that goes behind it. I have a full-time crew that run my events. We put on… maybe 14 Lockdowns this year. There are 4 aftershocks and there are three HAMMA fight nights that I have got planned this year.

So there are events on just about every weekend that we're involved in. The plan and the preparation to make an event run smoothly is huge! The funding behind it is so important. The understanding that you've got to have insurances. I get phone calls from other promoters constantly asking me how do we get insurance for this and that and I'm like going, you're actually on your 10th or 12 or 13th event and you haven't had insurance? You guys are crazy! And event insurance is not cheap: looking after you fighters, looking after your staff, making sure everything’s good – it’s not as easy as people think it is and there's a lot more to it than is perceived.

So it’s worthwhile for your local martial arts school to run events; it’s at what level they want to run their events. I would suggest that most of them look at something local that they can support, that will help grow their team and get their name out into the community as marketing, develop their social media as their team is involved in different events – that's the smart way to play it.

GEORGE: If you break it down into components, I've had a few guests on board, like a few things that have come up: using their event psychology actually for marketing, I know Darryl Thornton in Melbourne had a good strategy for actually, his open day is an hour event and it’s great for just getting people in an hour, being able to… I guess that confined time of having people in one area for one hour and then giving people a good, irresistible offer, in the end, to join in and he gets about 70+ sign ups on the day by having this whole strategy. So I guess school owners can learn a lot from that component, but going from your knowledge and what you do with events, and being an engineer of course: how do you break it down into components? What's the first thing that you've got to get down first and then move from that point?

ROSS: Ok, really the biggest thing is funding, OK? If you're putting on an event, at the end of the day, you don't want to be turning around to a fighter and saying, sorry, but I can't afford to pay you. You don't want to be standing around the officials saying, sorry, we can't afford to pay you, you know? You need to have your funding, your sponsors, your venue, your day confirmed and then your main card and start working backward. The biggest issues that I find in Australia with events for MMA events is keeping that card together.

Being a Kiwi, and I have a joke with a lot of Kiwi guys together and we keep it down is that Australians don't like to fight, where the Kiwis love to fight. It’s not too hard to get Kiwi boys that will stick on a card, it’s a lot harder to get some of the Australians to stick on a card. And one of the biggest issue we have in Australia is pull outs to go fight in another card. So they'll come up with an excuse like, I hurt my toes, I can't fight this week, but I'm fighting the next week, is this OK then?

GEORGE: The core part of the event then is who's the main card, because that's got to be the attraction, right?

ROSS: Yep, correct, yep. And a good venue – and it sounds silly, lots of people think going to a pub is the way to go. Most fighters don't want to fight in a pub show. Most fighters want to fight on an event and there's a big difference between a pub show and an event. So if you're running an event, you've got to have good sponsors, you've got to have entertainment, you've got to have good lighting, you've got to have good access, so there's a lot of little bits that go together. And then you've got to have a good team to make it work.

GEORGE: All right, cool, so a lot of components then. How do you go about the marketing? Where does the marketing start? Do you typically go through different clubs?

ROSS: Yeah, your marketing is broad based, so you've actually got to go through, you've got to do a lot of social media stuff, Facebook, Instagram, Twitter. You've got to go through the clubs and get clubs involved behind you, newspaper and-  it sounds silly, it’s not actually the fact that you're in the newspaper that's going to get you the explosion that you want; it’s the fact that then you can release that to social media.

GEORGE: Yes.

ROSS: There's a lot to it that marketing wise, the average person doesn't get, so it’s knocking on the doors, it’s the hours, it’s going out late at night, putting flyers up through club areas and just drumming up interest.

GEORGE: It sounds like there's a lot of work in just the infrastructure. I actually read once that event organizing was the most stressful job in the world.

ROSS: I would believe it, a lot of greys here!

GEORGE: Ross, I feel were sort of touching the surface, I think there's still a lot that we can talk about here. Anything else in the event spectrum that we can cover, especially thinking about the martial arts school owner here? How can martial arts school owners really get involved, what's the best way to get something from events?

ROSS: As a school owner myself, I really pick the events I put my guys on. I pick the events I put my guys on for two reasons: one, I want to make sure that they're sanctioned and they're well run, controlled events, for the safety of my guys. Two, it means that my men are associated with good brands, OK? I won’t put my fighters on a few shows just because of the fact that their reputation precedes them – in a bad way. I don't want my guys being put in a bad spot, I don't want my guys to chase their money, I don't want all those things. Have you heard of Nitro?

 

GEORGE: Yeah.

ROSS: So my guys fight on Nitro, they fight on Aftershock, they'll fight on Fightworld Cup, they'll fight on Eternal – they'll fight in good, reputable brands just to make sure that that's the way it is – well controlled. And don't get me wrong, over the years I've learned this, so I've turned up there for a fight and gone, where's the doctor? Well, we don't have a doctor. Oh, OK, so… I guess I'm a one-minute man, am I? And I say, over the years you learn that there are certain things that have to fall into place to make a good event.

And those are the things: I want to make sure that my fighters are looked after by having medical, making sure that they're looked after by having financial backing, making sure that there's insurance in place, making sure that the event is not going to fall over, making sure that there's no criminal element involved, you know? It’s all those little things that have to be in line before I’ll put a guy on a show.

GEORGE: Now how would you – because you've had all this experience and you know the event scene. But how would you as a school owner, if you're entering into this arena, how would you go by assessing the risk elements of entering?

ROSS: I’d be talking to other coaches and other reputable gyms around the area. Like you talked about Stuart Grant: Stuart is a great guy and he knows what he's doing. Stuart and I talk, we can discuss what's going on in the industry, we can discuss what shows are happening, he gets it. If people want to talk to people, that's how you build awareness in the game. I've seen it where you've got a guy who walks up to an event, his coach doesn't actually know what he's doing, the fighter’s got no idea what he's doing, and you go, OK, so have you talked to anybody in the industry? Nah Nah, I've just come from Shukokai Karate, or I've come from a traditional school and I've thought of going into an MMA event, a fight.

Do you know how to wrap hands? No, I don’t know how to wrap hands. Do you know how to do this; do you know what you're supposed to be doing? So the best I can do is get on the phone and talk to them, talk to other people. Either that: when I first got involved in MMA, I started ringing other coaches, talking to them, discussing what was going on and now those guys ring me back and we’re still having conversations about where the sport is going, what's going on with people, is this gym any good, do they have the right mentality behind it – all those things.

GEORGE: Cool Ross. It’s been awesome chatting to you. If people want to – because you've got Lockdown and you've got access to a lot of type of events. If school owners want to get you involved, and I don't know at which level you're available to be involved with events, but what's the process they would take?

ROSS: Basically, they can just shoot me an email on my website, so aftershockmma.com, lockdownsubmissiongrapplingseries.com, fightcross.com – they can shoot me an email, I’ll pick it up somewhere. If I don't, someone will get them to me. And the other thing that I'm involved with that'll help all these guys is the fact that Mixed Martial Arts Australasia is a governing sanctioning body, set up by Chris Haseman and Peter Hickmott and myself – if they don't know who Chris Haseman is, just Google him.

Peter Hickmott referees in the UFC, and he's involved in training with the DSR, trains sports combat in Tasmania as well, so he's well known within the governing bodies throughout Australia. We run courses, we run courses on Cornerman courses, Cutman courses, we run officials courses, we run how to wrap hands courses, so we cover the lot and we’re here to help train these guys that want to get involved as well.

GEORGE: Good stuff. Ross – great chatting to you and I hope to be seeing you at a Lockdown event pretty soon.

ROSS: Of course, cheers George, thanks!

GEORGE: All right, cheers, thanks.

There you have it – thank you, Ross Cameron. Don't those Lockdown events sound awesome? I know they do for me – look, obviously, it depends on what martial arts you specialize in. I think it’s exciting, it’s got lots of potentials and I really hope that it all goes well for Ross and they'll be able to grow this into something substantial, which it definitely looks like they are.

So that's it from me, again, if you want to join us in the Facebook group, martialartsmedia.group, so come and connect with us there, come and say hi. We look forward to seeing you there, having a chat and see how we can possibly help your business. Awesome – have a great week, I’ll be back here next week with an awesome episode and chat with you then. Cheers!

 

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HOWEVER, IN ANY EVENT, OUR LIABILITY TO YOU FOR ALL LOSSES, DAMAGES, INJURIES, AND CLAIMS OF ANY AND EVERY KIND (WHETHER THE DAMAGES ARE CLAIMED UNDER THE TERMS OF A CONTRACT, OR CLAIMED TO BE CAUSED BY NEGLIGENCE OR OTHER WRONGFUL CONDUCT, OR THEY’RE CLAIMED UNDER ANY OTHER LEGAL THEORY) WILL NOT BE GREATER THAN THE AMOUNT YOU PAID IF ANYTHING TO ACCESS OUR SITE.

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 MartialArtsMedia.com-operated site or have moved to another site. MartialArtsMedia.com is not responsible for the content or practices of third party sites that may be linked to our site. When MartialArtsMedia.com provides links or references to other Web sites, no inference or assumption should be made and no representation should be inferred that MartialArtsMedia.com 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 MartialArtsMedia.com site or endorsement, sponsorship or support of MartialArtsMedia.com, 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 MartialArtsMedia.com Web site, along with all related documentation and all copies and installations. MartialArtsMedia.com 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 MartialArtsMedia.com 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 MartialArtsMedia.com and/or its affiliates’ intellectual property rights, MartialArtsMedia.com 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.

MartialArtsMedia.com 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 https://martialartsmedia.com 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.

Choice/Opt-Out

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 https://martialartsmedia.com. 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 https://martialartsmedia.com – 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.

Contact

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
6027
Australia

Email: team (at) martialartsmedia dot com

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