58 – Chris Nott – Family, Knowledge And Action Through Teaching Martial Arts

Chris Nott lives his passion through teaching martial arts. Here's how he got the business guidance that made that possible.

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IN THIS EPISODE, YOU WILL LEARN:

  • How martial arts business owners can benefit from martial arts events
  • The struggles Chris Nott underwent while starting his martial arts school
  • The importance of having a mentor for martial arts success
  • How Chris Nott was able to turn his passion into a career
  • Why it’s not yet too late for you to live your dreams
  • And more

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


TRANSCRIPTION

CHRIS: I think you, like any event that you go to, but especially for me The Main Event, because again it's run by people that already run successful schools … So there's a lot of events going on in our industry, and I like to go everywhere because that's where you learn, but specifically, if you run a martial arts school … An event run by somebody that runs multiple martial arts schools is for me a good thing already.

GEORGE: This podcast episode is the audio version of a video interview I had with Chris Nott. To get the full episode, access to the video, and to download the transcript, please go to martialartsmedia.com/58, that's forward slash 5 8. Here's the episode. Enjoy.

Hi, this is George Fourie, and welcome to another Martial Arts Media business podcast. Today, I am with Chris Nott, all the way from Mount Margate, Florida. How are you doing today, Chris?

CHRIS: I'm doing great, George. Good morning, buddy.

GEORGE: Awesome, and from FKA Martial Arts, and we're going to have a bit of a chat. We also are going to be meeting Chris officially at The Main Event in San Diego, so depending on when you're listening to this podcast episode, that is between the 26th and the 28th of April.

That's going to be a lot of fun, if you're a business martial arts school owner or instructor, you want to learn a little bit more. Going to be a great event to attend to. We'll probably speak a little bit about that, but first I guess we got to start right from the beginning. Who is Chris Nott?

CHRIS: Well, hi. So like the rest of you guys, martial arts is my passion, always has been. When I came to the US, I turned what was I guess a hobby in the UK, because I think back in the day that's more how martial arts was perceived, at least in England, but it's obviously changed now, but in America it was already run as a structured professional business, it was a way to, I guess, do something that you love, but also make a living at that and support your family at the same time.

So I'm very fortunate to do what I do for a living. My passion is teaching anybody, kids, adults, doesn't matter, but I would say mainly I really enjoy teaching children.

GEORGE: How did this journey all begin? You immigrated from the UK, came to the United States, where did it all sort of originate?

CHRIS: Yeah, that's a great question. As a kid, I dabbled in martial arts at different clubs, or youth clubs, I guess, in England. Played a lot of other sports, as well, you know. Football, what we know as soccer, but martial arts was always a passion. I think, I guess like everybody else around my age, when you once saw a Bruce Lee movie, you were like that's it, I want to be Bruce Lee. That's I guess kind of what drew me to martial arts.

And to the states in '87. I trained in a couple of different styles and systems, and kind of settled on a school up here and managed to find an instructor for Jeet Kun Do, which was my passion. That's where I started looking at the opportunity to, I guess, get involved in martial arts more as a career than something as a hobby.

At the time, actually my background, I was a French polisher. I went to London College of Furniture, so when I first came to the States that's what I was doing for a living. I actually worked down here on the yachts and boats, refurbishing, doing that kind of thing.

Eventually, when I got married and had kids, I kind of looked at that career path and said, you know, do I want to be around all those chemicals and dust and all that kind of stuff? Looking at my young family, I kind of want to grow up in a healthier lifestyle.

I got the opportunity through my training to go on to become an instructor, and then just decided to make a complete career change. That was I was probably, I came to this a lot later than most people, I was probably 29, 30 when I started. Most people have been doing this since they were children, at least involved in schools or living in the US.

I started my school, I stayed with that instructor for a while teaching, and eventually, I guess like we all do, you have a sort of yearning to jump out on your own and give it a shot, you know… I actually opened my school ten or twelve years ago in a community center located in the City of Margate.

I started with two students, and over the course of three or four years, we grew that to about 100-150 students in the school, and I'm like hey, man, I could actually make a living doing this thing, you know? So I did a couple of Hail Mary’s, and we invested in the facility and the school. Be careful what you ask for because the first few years were a little harrier than I thought it was going to be. With perseverance and time, and studying and learning from people in our industry that have been there before us, we I think now got a really solid school, a good system. We have a good business.

My wife now works at the school. I have a few full-time employees. We run an afterschool, a summer camp program, a pretty strong kids martial arts program, and a good adult class at night. I guess that was the 100-mile-an-hour overview of how did I get involved with where I am now.

GEORGE: That's cool. What were those early obstacles? You say you started late. I mean I'm a complete latecomer, 36 when I finally started training martial arts because my son was training, so I thought it was a cool dad-son thing to get going. That got me into in super late, what I think is super late, although it's now my full-time passion. If you look at those early stages, what were the biggest obstacles you faced to really make that switch from taking your career into making that shift into full-time martial arts school?

CHRIS: I think always when you give up one career… I mean the career I was actually in was a career that generated very good revenue, so I mean I won't be cliché, but yes by giving up that kind of revenue that I was making to go into a business that I didn't have that at the time, I was lucky enough to have a wife that was super supportive. She had a good job, so that definitely, I guess, was like a good insurance policy, an umbrella for us, while we made that transition.

But yeah, you know, man, like everybody, when you start out, you struggle. There are some hairy months. You're like, oh my God, are we even going to be able to pay the bills? We went through all of that stress. But again, I think if you're able to do something in your life where you can line up your passion, and also turn that into something that generates a revenue, come on, man, that's the greatest thing, right? You get to wake up and do what you love. Again, not to sound cliché, but I guess the finances, in the beginning, were the obstacle and realizing maybe I didn't have all the tools to execute and do what it is I need to grow the school.

I think a lot of that comes down to if you, probably, if you start martial arts at a young age, and you're in a school, I don't know, I use Fred as an example, but if you're in a school like that where they're already successful, they have systems in place, the kids are going to come up through that structured system, and so they've already got all the tools to succeed.

You know what I'm saying? Versus you talk about you and I’m coming to the industry later, yeah, super passionate about martial arts, I think very lucky to have some awesome martial arts instructors, but maybe not the best business coaches in the world. So here you are like man, I got this great martial arts skill program I want to teach, and now how do I get the students, what's that all about? I'm sure people can relate to that.

GEORGE: That's an interesting topic because it's something that's been coming up a lot. Actually, I was writing an email about this about an hour ago, about advice within the industry. I think there's, I guess, and you see this in business and then you see this in martial arts, people get this superhero syndrome thing, that because you're successful in one thing, you assume that that advice applies to everything else.

I think because especially in martial arts when people reach such a high state of martial arts, that often we share business knowledge and things that they might not be that on top of, and people buy into that, they go the wrong way, get the wrong advice, and there's a lot of repercussions, of course.

CHRIS: Yeah, sure. Yeah.

GEORGE: How did you sort of getting to finding the right people to listen to, and the right business advice to move you forward?

CHRIS: First of all, by making lots of mistakes, unfortunately, I have to say. We learn I think more often, a lot more, from our mistakes than we do from the things that we do right. Then just sort of coming to a point where you're like oh, but I just don't know how to do this, or I don't know how to do that, I'd a better study. Right? Education is how we improve anything we do. If you don't know how to do something, you need to read or study. I guess in this day and age, Google it and watch it on YouTube. But even then, it's a good start.

I think at the end of the day, whatever kind of coaching you're going to get, my advice would be just simply this. Take a good look at the people you're about to go mentor and study under and look at what they've done. If they've been successful with that particular thing, there's a pretty good chance as long as you pay attention and listen to them and do what it is they ask you to do, you're going to have that same success, because it's proven. Does that make sense?

GEORGE: Yeah.

CHRIS: Versus hey, my friend told me this chap over there is doing this, let's try this, and now you're kind of just pissing in the wind, and you really don't know what kind of result you're going to get.

GEORGE: All right. Awesome. What sort of developed as your strength in the martial arts space?

CHRIS: Let's see, that's a good question. I mean I'm super passionate about teaching. I love to teach. If you're going to be doing your job, you better love what you do, you know? So I love to be on the mat, impart knowledge, see people learn and grow, and be a part of people's lives. I like to think I'm a pretty good people person. I wouldn't say accounting and bookkeeping is my strong suit.

God bless my wife for taking care of that side of our business. I enjoy, I guess, building our business, like day by day looking at what can we do next. I love the challenge of what are we going to do for our marketing this month, how are we going to grow the business, how can we impact more lives in our community by getting more students into the school. I would say those are my strengths.

GEORGE: Cool. I'm going to change gears. This just is a question I picked up looking at your website, fkamartialarts.com, but before we get to that, I think I just want to, I don't want to lose track from where we are…

CHRIS: Actually the site is familyknowledgeaction.com.

GEORGE: Family, Knowledge, Action.

CHRIS: Dot com. FKA, that's what it stands for, is Family, Knowledge, Action. So when we chose our school name, our philosophy is basically embracing families in our community and imparting knowledge through an action philosophy, and that's what became the name of our school.

GEORGE: Okay, because there's two. There's fkamartialarts.com.

CHRIS: Yeah. We actually for marketing, we have like a ton of different websites…

GEORGE: Right, okay.

CHRIS: Websites, but if you really want to kind of get a feel for who we are as a school, familyknowledgeaction.com will give you a good overview of all the different programs. I don't say that as a plug. I know you can edit that out, just so that you have the right address if people are looking at it, you know?

GEORGE: Okay, that's good, because that's the website I was looking at. I did because we develop websites for martial arts schools, so it's obviously always one thing I look at, and always look at just what people are doing.

CHRIS: Yeah.

GEORGE: Internal critique, is that good, could we do better…

CHRIS: Yeah, oh. Yeah, for sure, all the time.

GEORGE: Just I found it very cool, and I don't want to get into a big technology talk, but I found it very good the way, the style that you had on fkamartialarts.com, just with using the sort of WordPress blog type template, but really good strong headline, really talking to your audience, parents and kids. Really good keyword structure and so forth. Is that something that you pay a lot of attention to with your school marketing?

CHRIS: I really can't take credit for that, the websites. I'm involved in many different groups in our industry. I consult … Again, I basically like to think we have two companies running out of one location. We run a martial arts program for children and adults, and as I mentioned earlier we also have an afterschool and a summer camp program. Well, I think the confusion for a lot of people is they try to run them like they're the same business. They're really not. They're two separate companies, I have two separate staff teams, et cetera, et cetera, and therefore you need two separate kinds of marketing strategies for those programs.

I'm not trying to plug here, but I do mentor with an afterschool and summer camp program called Mast, and actually Dwayne, Dwayne Spries is the chap that runs that, and he's the one that I have to credit for the website. I can tell you that for us they work. We generate lovely. They may not look like the fanciest website on the planet, you know what I mean.

I know there's a lot of other sites out there with many more bells and whistles, but sometimes I think less is more, right? Simplistic. As you just mentioned, big, bold headlines, hit you in the face. Looks more like a newspaper with some cheesy pictures on it.

GEORGE: Yeah.

CHRIS: It gets the job done. At the end of the day, our websites are … You know, I think we used to think that they were like oh, we got to show who we are, and all of our cool stuff, and look at all … No, we don't. They just want to know who you are, what are you going to … exactly, what.

GEORGE: All the bling at the back.

CHRIS: Yeah, but what do people really care about? What's in it for them, what are you doing for them, what services can you offer them. They don't care about your history, and I was born on the top of a mountain, and whatever that nonsense is. Anyhow, the sites work well for us. Yes.

GEORGE: Yeah. It's something we always talk about because we're always talking about conversions and websites. I just noticed that it really ticked the boxes, which was really good in the simplicity of it, which I think vouches for I think people get way too carried away with technology, and that's really web developers' fault because most web developers don't understand marketing and strategy, so they come to the party with the design aspect, how can we make this look flashy, and it actually just distracts from the user experience, which means not easy, people leave, get frustrated, they're not getting the actual message to fulfill their need, what they're actually looking for.

CHRIS: Yeah. I think, George, I 100% agree with you, mate. You know, at the end of the day, we look at our schools, and we have these opportunities, what we call our pillars of marketing, what do you have that's going to help you grow your school. Well, that's what your website, in my opinion, for whatever it's worth, should be, something that's going to help generate or explain who you are with a good sort of lead capture to get people interested, and as you said a good hook to get people to jump on and say hey, let me check this place out, man. For what it's worth, that's what I think, but what do I know? I'm no expert on websites and all that kind of stuff.

GEORGE: That's awesome. Cool, so getting back to I guess The Main Event. You're going to be speaking about a few things. If people had to come down to San Diego, which I think I'm travelling 25 hours to get there, so I think anybody in America could definitely make the trip, but what would you be … Sorry to cut you off there, but what are you going to be speaking about? What can people expect from your perspective?

CHRIS: Actually, I'm not speaking. I mean I will speak, but I'm teaching, so I'm not speaking so much as standing up there to give a dissertation or a speech about any particular topic. I wouldn't say speaking is my strong suit. Again, I love to teach, and I've been lucky enough to teach at The Main Event for the last three or four years, and again I just enjoy it. I'm going to teach a seminar. I know Fred said last year it might be an hour or two hours.

I'm not quite sure how long it's going to be, but I'm going to do my best in the time I teach to just share some of the core weapons-based drills that we do at our school, give a value to some of the instructors that come train, and if they have a good time that's awesome. Also, if they can take some of that information back and apply it to their schools, so whether they use it to help a weapons class, maybe a seminar, can use it in a birthday party, buddy days, add it to a little bit of the self-defense classes for adults, I'm going to try and quickly touch on a lot of different topics, and just give some value, I guess. That will be the goal. Make sure everybody has a good time, work out, and learn something.

GEORGE: Awesome. For you, as you have mentioned you've been to The Main Event the last four times, what do you feel as a school owner, what do you feel a school owner and an instructor would get out of going to an event like The Main Event?

CHRIS: I think like any event that you go to, but especially for me The Main Event, because again it's run by people that already run successful schools, so there's a lot of events going on in our industry, and I like to go everywhere because that's where you learn, but specifically if you run a martial arts school, an event run by somebody that runs multiple martial arts schools is for me a good thing already, because you know the content that you're going to get is going to be super relevant to what you do on a day to day basis, I guess, in your own school.

So whether you're looking to learn more about the business side of your school, learn a little bit more about the marketing side of your school, get some great tips on how to teach better classes, student retention, I've found that all of that is packed into the event, and again it's being given to you by people that have already done this over time. That to me is, again, you're going to learn, go study from people that already do it and have been successful with it, I would say.

GEORGE: Good point. Awesome. Hey, Chris, been great speaking to you. Is there anything that I should have asked you that I haven't asked you? It's the cliché question, but I'm asking it.

CHRIS: Would you like a pint, mate?

GEORGE: Well…

CHRIS: You didn't ask. You're an Aussie, that's just so rude.

GEORGE: It's twenty to eleven. I could probably pass. If you said yes, I would have some concerns.

CHRIS: Yeah, think of coffee, mate, it's too early for that. Maybe when I see you in San Diego, definitely we'll grab a beer together and chat. That would be awesome.

GEORGE: That'll be fantastic. All right, awesome. Chris, great speaking to you. If anybody wants to find more details about you, you mentioned the website that you corrected me on.

CHRIS: It's familyknowledgeaction.com. That's our school website. If not, people can message me on Facebook or whatever. I'm pretty accessible most of the time, so there you go.

GEORGE: All right. Awesome. Good stuff, Chris. I look forward to seeing you in San Diego and see you soon.

CHRIS: Alright, brother. Thanks, mate. Have a good one. We'll talk soon, okay?

GEORGE: Cheers.

CHRIS: See you.

GEORGE: Fantastic. I hope you enjoyed the interview. As mentioned, Chris and I will both be at The Main Event, so depending on when you're listening to this interview that is between the 26th and the 28th of April, and that will be in San Diego. For more details, you can go to the-main-event.com.

Otherwise, if you need help with your marketing, if you need help growing your school, if you are begging to get moving with your online campaigns, whether that's Facebook, Google, if you need to know how this whole search engine optimization thing works, it's one thing to hire a company, the other is to actually have the understanding yourself, and have a bit of a strategy before you hire someone.

That way you're a bit more in control of your business, and know what the right things are to do, and save a lot of money just on wasting time with people that might not be onboard with your martial arts business.

If you need any help, reach out to us. You can find more details, get in touch with us at martialartsmedia.com, or if you want to inquire about our martial arts academy program, you can go to martialartsmedia.academy. Thanks. I'll speak to you soon.

 

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

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57 – Zulfi Ahmed – The Real Secret To Success With Your Martial Arts Business

After 45 years, Grandmaster Zulfi Ahmed from Bushi Ban International has discovered the real secret to martial arts business success, and it's not what you might think.

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IN THIS EPISODE, YOU WILL LEARN:

  • The ‘real secret’ behind Master Zulfi’s success and longevity in the martial arts industry
  • The ‘ONE’ thing that he would have done differently at the start of his career in the USA
  • What keeps his passion in martial arts thriving
  • The importance of attending martial arts events to meet like-minded people
  • More details about Bushi Ban International, a comprehensive martial arts system that Master Zulfi founded
  • And more

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


TRANSCRIPTION

GEORGE: Hey this is George Fourie and welcome to another Martial Arts Media Business podcast. I have a fantastic guest with me today, all the way on the other side of the world in Texas, Master Zulfi Ahmed. How are you today Zulfi?

ZULFI: Wonderful George, thank you. Appreciate you contacting me and pleasure to be on your show.

GEORGE: Alright, awesome. So we've got, just to give this conversation a bit of context: Zulfi is the Grandmaster from Bushi Ban International, 10th degree black belt, 45 years’ experience in martial arts. There's a lot that we can obviously gain from this call. So I guess we've got to start just from the beginning, to give a bit of context: how would you, if someone has to ask you who is Zulfi Ahmed, what would be your answer?

ZULFI: Well, Zulfi Ahmed is a short little man, who was born and raised in Pakistan, a third world country and I migrated to the USA in 1985 and I've been studying martial arts since I was 9 years old, so 45-46 years in the martial arts. And I studied all over the world, I've competed, fought, trained in almost every part of the world, except Australia.

So that's where I need to be heading soon! And I have my organization, which is an international organization called Bushi Ban International. Our headquarters is in Houston Texas, Pasadena Texas to be precise. We have 9 locations in the Pasadena Greater Houston area and we have 2 more in Connecticut and few affiliates in the US and several schools, affiliates in Pakistan, Bangladesh, India, in that part of the world.

The system which I teach is called Bushi Ban, it’s my system of development. I've studied many styles throughout my years and I'm still a student of the martial arts, I consider myself an ever-going, ongoing student, everlasting student of the martial arts. In the beginning, I studied the system called Bando. Burmese Bando, it’s a system from Myanmar and it has different branches, it’s called Lethwei, which is the bare knuckle kickboxing, Banshay, which is the self-defense and weapons art, Thaing which is the animal style and classical art, Naban which is the grappling art of Burmese martial arts and then I studied wrestling, Pakistani Indian wrestling when I was young, I studied Muay Thai, Shotokan karate… many, many styles.

And after studying for about 20+ years, I developed my own system and it’s an ever evolving system and that's the brief background. I've competed all over the United States in many different circuits from point type tournaments to full contact to MMA, to grappling, to Jiu Jitsu, to kickboxing, boxing, you know. So I've had a very well rounded learning experience. I've had people from all different disciplines took turns beating me up, so I've learned a lot.

GEORGE: Alright, fantastic. So Zulfi, did all this start… because I mean, you've got your own system and you've got nine locations in the United States: how did that all start? Because you came from Pakistan: was that the goal of the immigration, or were you already that far in your career when you were based in Pakistan?

ZULFI: Great question. I've already had many thousands of students in Pakistan. I came to the USA for higher education, so I was enrolled in college and university here. I was enrolled in Bernard M. Baruch College of Business in New York City, Lexington Avenue. I had a little, mini international scholarship.

Plus, I had an immigrant status. My sister, she's a pediatric on colleges, a specialist for children and my brother in law were citizens of the United States. They sponsored me for a green card. When I came to the USA, I was already a green card holder as an immigrant, but I came here to go to school and I really didn't have much intention on staying for any longer than I needed to and going back.

But I fell in love with the country, with the people and the opportunity presented itself, because I still had thousands of students in Pakistan and the opportunity presented itself for me because martial arts is my love – it’s my passion, it’s my fire, it’s my fuel. So, of course, I wanted to be in the USA to compete with the top of the line martial artists at the time in the whole wide world. So I jumped on the competition circuit. At that time, we had sports karate more prevalent, about 34 years ago. Very few other disciplines, but very scattered.

So whatever I could find, I jumped into that arena and then I opened my own little club teaching in daycares, with little children. And then, one thing led to another and I started with a small school, went to a bigger school, bigger school, bigger school and finally, built and bought my own building of 24,000 square feet, which is the headquarters now. And as time went by, we had more schools.

At one time, we had up to 17 schools and some of those schools are still active, but we don’t license them anymore. So they chose their own path. And to make a long story short, I came with the intent of finishing education and then see where my destiny leads me and my destiny kept me here and never looked back. Don't regret it for a single day. Love it, love the people, and love the country. I love my students and I love the martial arts. I’m a blessed, blessed human being.

GEORGE: Fantastic. I always love hearing an expat success story, as I'm from South Africa and I'm living in Perth. It’s always good to hear people who succeed. I call it the expat advantage because expats normally go and go with a different mission, because they've just got to make it work.

ZULFI: We have to make it work.

GEORGE: Yeah. So I want to learn from you: how did you go from… we always talk on the show about schools, and then marketing and so forth: but I think the topic we don’t explore that much is, how do you take that next jump? You've created this school and you've got a business: how do you scale to the next level that you can open the next locations and I guess in a way start removing, taking a step back and letting other people lead?

ZULFI: So, you know, if a person has a deep belief, deep conviction, deep faith, deep passion, deep fire, you know, of what you do, you love, and then you keep doing that, things happen organically and things happen with planning. So you must let your destiny lead you and don't question it. You must be led by your passion to a point where you are willing and ready to sacrifice and I'm a big believer in fate and destiny and karma and you know, recreate your own luck.

So what happens if one is passionate about and they believe strong enough and they're resilient and they don't give up and they are not greedy in the process. Then automatically, the universe opens doors. Sometimes, people come into your life because you attracted them and sometimes you go into people’s lives who you attracted. And they attract you.

And as long as you are aware of where your endpoint needs to be, things will manifest themselves as long as you are true, honest, hardworking and you are committed to your goals and dreams – you've got to have a dream. Then, things will happen. Don't doubt, things will happen.

When I came here, I was passionate about my martial arts. Schooling was my parents’ directive to me more than my own, even though schooling is very important and I did schooling and I recommend everybody does get their schooling and degree, because that's your plan A.

But fortunately, my plan B became my plan A, because I'm born to be a martial artist, my calling in life is martial arts. And I've known that since I was an orange belt since I was 9 years old. That this was what I wanted to do throughout the rest of my life. And that comes through my mentors, my teachers who inspired me to live a lifestyle of martial arts.

And then, being at the right time, right place with the right people, with the right mission, right purpose, opens doors. So I wish I could give you a more strategic, tactical answer: do this, do this, do this, do this, but to me, the best answer is just to follow your dreams and don't give up and don't quit and keep believing. And the right things will happen if you have the right intent. If your intent is good, if your intent is sincere, the doors will open yourself, just don't give up. That’s the answer.

GEORGE: Yeah, that's the better answer, because it’s always, you know, there's tactical change and it could be different for everyone and I think everyone has different strengths in what tactical things they need to do and not do. So yes, that's the better answer, thanks, Zulfi. So, at which point – I’ll get to this question in a minute, but when you feel martial arts school owners are going wrong in their path?

I mean, we've spoken about following their dreams and setting that intention and goals, but with the martial arts industry just being at a big booming stage. Where do you feel the school owners are missing the boat on their journey, with their schools?

ZULFI: I can't answer for the martial arts individual industry, I speak a lot in many different forums with the Martial Arts Industry Association, Educational Funding Company, MA1st. BTW, I’ll be speaking to our mutual friends, Fred DePalma’s event in April. I think it’s 26th-27th-28th if I'm not mistaken.

GEORGE: That's correct.

ZULFI: Fred is a great friend of mine and you know, I have the utmost respect for him and I’ll be speaking at his event. I’ll be speaking at many other events, EFC event in England also in April, the week before that I’ll be in the UK, speaking at the EFC, European Convention. So, basically, what I want to say, the answer is, you know the phases of learning and maturity is… the four phases of learning are unconscious incompetence, conscious incompetence, conscious competence and unconscious competence.

So, you don't know what you don't know and that's where a lot of martial arts school owners, there’s so much out there, they just don't know what they don't know, you know? I still don't know what a lot of things are about. Then there are martial artists who know that they don't know, which is a great stage to be at. And then there are martial artists who know that they don't know and they want to pursue that, which is wonderful, and that comes to a point where you know what you know, and then you don't know what you know because it becomes second nature.

So I believe our industry is going through that second and third phase. We have a lot of martial artists, they don’t know that there's information, knowledge of business development, personal development, martial arts entrepreneurship exists, you know? I’ll give you an example: tomorrow I have a mastermind here in Texas, I've got Ken Pankiewicz, and he’s travelled all the way from the UK. He's got five schools there, I've got people coming from all over and I've got local martial arts schools owners coming in, who have never been to a martial arts business development event.

They just didn't know that something like this existed. So I think once you figure out that there is information there that could prove us and we take steps to go out and learn and implementation is the key. Everybody learns it, everybody knows it, everybody sits and takes notes, but can you go and implement?

So I think one thing which martial artists in this time and age, there's one school, one group, they don't know that we even exist, martial arts business educators. The second group is that they re information junkies: they love information, but they don't do anything with that. The third group is, they go and they take what fits in the model and they implement it right away, like my friend Ken, Ken is sitting here. He is soaking up and implementing. Then there are guys who already have implemented, they just need reassurance. They need to know they're doing it right; you know?

I go to these events to learn and I go to these events, let me give you a very honest answer: I go to these events to be humbled. When I see people who are doing much better than I am, it brings me back down to earth, because we are all kings in our own little kingdom, but when we go outside and we see, wow! These guys are kicking butts and taking names and they are way beyond my aptitude and it humbles me. And that humbleness makes me come back and say, hey, I thought I was this, you know, bad ass – excuse my French. But I've got a lot of work to do.

So to me, it humbles me, because you know, I believe most of us, me included, we are driven by ego. Martial artists have big egos. So once we let go of egos, we will come back to earth and we will do what we need to do to prove ourselves. So I don't know if that answers your question, but that's my feeling for it.

GEORGE: I love it, I love it, that’s fantastic. So, Zulfi, there’s a lot of unconscious competence that I think I can't tap into and it’s hard for me to actually get those questions, because I think you’ve got so much knowledge over 45 years, that things are common knowledge to you, it might be hard to extract all that information from you. So let’s put it this way: if you had to start this journey from the beginning, what do you think you would do different, or which paths would you go on? What would you change?

ZULFI: Great question. I would get myself a mentor ASAP. A mentor, or a group of mentors, or I would, these times and days are not times and days of lone rangers. Those days are gone. You have to be part of a bigger mission, bigger vision, bigger purpose, bigger group, bigger entity than yourself. Because the student is more aware of what the martial art is and it represents and represents and can benefit now than 30 years ago.

30 years ago, as a lone ranger, I could have hundreds of students, but now as a lone ranger, I can not compete with a stronger group of people who are united and they have more strength than you. So I would utilize, see, a lot of this, where I’m at today, I did a lot on my own trial and error and failures, more failures than victories. And then, when I found some mentors, one of my great mentors is the great grandmaster Dr. Maung Gyi. He is 87 years old and he is the father of American Bando Association. He mentored me, guided me and that was a blessing to me. Plus, other mentors in other fields.

So you've got to get yourself somebody who you respect and you feel can share with you through experience. Anybody can read a book and say what's in the book, but the years of knowledge, the experience, cannot be replaced by what you read in a book, or what you buy in a $2.99 program. It has to be lived and they have to live through trial and error, through victory and failure and that's the mentor I would get immediately if I could find one. If I could have someone who… that's the first thing I would do.

Because when I came to America, my teacher was 10000 miles away. I learned through trial and error and I learned to get beaten up. I would go to these tournaments, which I had totally different, I came from a different background and I went to do Texas style point karate with groin kicks who I love and I got beaten up every weekend.

But I didn't give up, I kept going back and going back and going back, so I learned through real failure and then, you know, if I would have had a coach, mentor, teacher in the business, I would have been maybe ten steps ahead. You know? So that's what I would recommend everybody: to get yourself a group of great people, a mentor. Build a little sphere of influence, build your own inner circle of friends and mentors, of like-minded pursuit, or get somebody who you believe can guide you. That's what I would do.

GEORGE: Fantastic. Zulfi, I'm just looking at the time and we’re running close, I know you've got another appointment to get to. One question just behind this: at what point did you decide to start your own style and to start your own program?

ZULFI: The decision to start my style was when I was living in Pakistan and I saw a rich cultural heritage of martial arts in Pakistan, which comes from India, Pakistan and that region. And I was training in a foreign style Burmese style. And I trained in Japanese style, I trained in Korean style, I trained in Thai style. And as a young person, I loved it.

I still love training in every style, Brazilian, Thai, and Mongolian – every style. But I saw that there was really nothing which was representing the rich cultural martial arts of the region where I came from, on an international level. Plus, I saw a gap of modern approach in those martial arts.

So you know, some people are creative by nature, some people are practical by nature, so I feel that my personal creative invocation, creative longing made me realize that I needed something. Number one, to fulfil my needs in what I was getting through that system was great, still great, I still train with it.

But there was something I wanted to improve and enhance. And when I saw the other system, it was like pieces of a puzzle. So I was making my own puzzle with different pieces and putting my puzzle together. And one of the key reasons for putting the puzzle together was at that time, the national pride that I wanted, a system which could be internationally recognized, which hails from that region of the world.

And then, I wanted to give back to that part of the world a more modern approach to what was going on in the other parts of the world where I was traveling, to Hong Kong, the Philippines, Thailand, Malaysia, Singapore, Sri Lanka, Nepal, India, when I was living in Pakistan and I was accumulating this information and putting my pieces together and that was done on a selfish basis and it grew into a wonderful system called Bushi Ban. And my students loved it and it became a, we call it a supra, multi-dimensional system.

It was not a linear system, like Taekwondo might be linear, just kicks, but Bushi ban, in those days, before MMA, we were – and I'm not taking any credit, but we were incorporating wrestling with Muay Thai. We were incorporating karate with point karate, with kickboxing and we were incorporating Pakistani wrestling with point karate, takedowns. We were incorporating Naban, Burmese Naban with Taekwondo.

So it was evolving into what is MMA now, it was kind of evolving in that manner and it was becoming a multidimensional system and what I used to call it, I used to say, this is the tradition of the future. Traditional martial arts are the future, one day, people will adapt this martial art because it has the past and the future combined together in a multidimensional way and we used to say, you know, modern practices, traditional wisdom, and ancient wisdom, compiled together.

Of course, inspired by the late great Bruce Lee's thinking, as a child, as a young person I was reading that, and my own personal longing. So Bushi Ban became born, was born. And it keeps evolving because I'm still evolving. I’m the founder, I'm the creator and I’m still evolving and my goal is to keep bringing that evolution and innovation and creation into my students’ lives, wherever they are.

GEORGE: I love that, awesome. Master Zulfi, it’s been awesome speaking to you and I'm looking forward to meeting you in San Diego this year, so depending on when you're watching this video. So that's 26th to 28th I believe in San Diego at The Main Event. And Master Zulfi, where else can people find out more about you and your networking and everything that you have going on?

ZULFI: I would love to connect with people, I love people and I'm honoured when somebody calls me, I like to share. So if anybody who's hearing this, give me a shout out. You can email me at masterzulfi@gmail.com, or bushiban-hq@juno.com.

And if you don't mind, if I can plug in, put a plugin for an event we’re doing in Thailand, I've been hosting what we call the World Martial Arts Summit for the past two years and it’s in conjunction with the Thai martial arts games and Thai festival, which starts on the 12th of March this year and goes to the 18th of March. So in the World Martial Arts Summit, which I run that aspect, we have a sports karate tournament, we have a grappling tournament, No Gi grappling tournament.

We have a mastermind, where people like Fred DePalma, you know, Ken Pankiewicz, Hakan Manav, myself, Master Kazi Qais, Master Jeff Barley… many, many prominent martial artists from all over the world, from the USA, from India, from Australia, from the UK, from Thailand, from Malaysia, from Pakistan, from Bangladesh – many, many countries, they'll be there and we’ll be brainstorming and different martial arts business development, that's a mastermind.

We also have the Asia-Pacific Martial Arts Hall of Fame. It’s an organization to which we want to recognize top performers from Asia-Pacific region. So I would love to hear from anybody who would like to go to the event and you can log onto www.worldmartialartssummit.com and I’ll be in Bangkok Thailand on the 7th of March, till the 19th of March.

Then, there's another event I will be teaching, I'm the keynote speaker at the EFC, UK EFC event, which is, I think 20th and the 21st of April, that's in UK England. And then I’ll be at the MA1st Kyoshi Fred DePalma’s event in San Diego right after that. So, love to shake hands with all of you, love to see you there and looking forward to sharing our information with you all.

GEORGE: Fantastic. Master Zulfi, I’ll have all those links in the transcript of this interview as well. It’s been great to connect with you, all the way to the other side of the world and looking forward to meeting you in person.

ZULFI: Yes sir, my pleasure. Thank you, George, pleasure meeting you and I look forward to meeting you in person as well.

GEORGE: Thank you, speak soon.

ZULFI: Bye.

GEORGE: Cheers.

 

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55 – Bogdan Rosu – Personal Development Through Martial Arts

When you combine personal development through martial arts, the goals achieved become tangible. Bogdan Rosu's vehicle for this is Wing Chun.

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IN THIS EPISODE, YOU WILL LEARN:

  • What led Bogdan Rosu to use martial arts in reaching out people.
  • The potential of martial arts for personal development combined with hand-to-hand combat.
  • Using concepts of Wing Chun to improve your life.
  • Being selective about the students you can and cannot help.  
  • BONUS PDF DOWNLOAD: 11 Goal Setting Questions to ask your students to reveal their real emotional reasons for starting martial arts.

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


TRANSCRIPTION

The problem with just doing personal development, for example, is that you just don’t get keeping it in your head. Imagine just reading books, or doing courses or attending seminars – that's great, that information eventually trickles down into your body. However, if you do a concept with your body and you're not just repeating it over and over again. You do it and you integrate it into every cell of your body, that’s totally different.

GEORGE: This podcast episode is the audio version of a video interview that took place on martialartsmedia.com. For the full video interview and to access the questions that we discussed: we discussed questions with Bogdan Rosu, we discussed questions that you can ask your prospect in regards to personal development, but what this does for you? It really helps you get a clear idea of what your prospects’ goals are. And if you know what their goals are, you can tailor make your presentation about your martial arts program based on what their needs are and not just about what your program delivers – big distinction. It will make more sense in the interview.

So to download those questions and the transcript, please go to martilartsmedia.com/55. Here's the interview – enjoy!

GEORGE: Good day, this is George Fourie and welcome to another Martial Arts Media business podcast. Today, I have with me – and I’m 100% confident I’m going to say this 100% right: Bogdan Rosu.

BOGDAN: That was actually pretty good.

GEORGE: Bogdan Rosu – did I get the “R” right?

BOGDAN: Yeah, yeah, actually the -su was like, it’s a bit unusual. Hi everyone, thanks for the invite.

GEORGE: Awesome. So quick introduction – and while I’m going to let Bogdan do most of the introduction, but Bogdan invited me to his podcast a couple of weeks back, Personal Development Through Martial Arts. And you can find that on addicted2wingchun.com. And it’s addicted with the number 2. So we’re going to touch a bit of that, on the personal development side within martial arts, within martial arts training as well, and just going to really have a chat, have some fun and learn more about Bogdan and what happens in the wonderful world of Romania? So officially – welcome!

BOGDAN: Thanks for the invite and like I mentioned earlier, it’s very nice to see you again. I’m excited to sit down and talk martial arts, personal development and marketing. Yeah.

GEORGE: Sounds good, all right. So first and foremost – who is Bogdan Rosu?

BOGDAN: I’m just a guy, you know, I’ve been doing martial arts since I was like 13 and the primary reason was because I just wanted to be a bit more self-confident and learn a bit more about people, I was horrible with people. Because for example, in the 5th grade, I was voted as being the most annoying, obnoxious kid in class and that was a bit weird for me because I love people so much and I just didn't understand why this stuff was happening.

But somehow I felt that it was because of me feeling really insecure. So I started my martial arts journey when I was 13 and in my 2nd year of college, I discovered personal development and I noticed that there was a really interesting connection between the two, in the sense that, what one was missing, the other can provide. So that's how this thing got started.

GEORGE: So – on personal development, right? So what actually led you to personal development? I mean, you're saying that you were feeling labelled most annoying kid in the class, although you're thinking you were probably just trying to reach out and connect. And then you said you discovered personal development, so, is that what sort of was the path to get you to say, well, there are some things I need to improve myself.

BOGDAN: Somehow, I mean, when I discover personal development, I had been doing martial arts for seven years. I started with this acrobatic style of martial arts and it was funny because the flyer said, “Learn karate, ninjutsu, judo, aikido…” and three or four other styles of martial arts and they were all taught by the same guy. And you can imagine the level of expertise. But he was good, he was a really good fighter. We ended up doing a lot of ground fighting, which was fun and a lot of flex, you know, a lot of acrobatic stuff. But I still don't know how to defend myself and I was so scared of the idea of confrontation, of physical confrontation, especially in the street.

And three years later, I switched to Shotokan karate and that's where I learned the values of working really, really hard. And reaching that point where you say, OK, I can’t do it anymore, I just need to go beyond that. And after three years of doing that, I felt a lot stronger. My posture changed, but I still felt very insecure. I still felt that my self-worth was close to nothing, I was still comparing myself to other people. And personal development came in the form of network marketing. A friend said, dude, you need to do this, you need to start doing this and I did it more for just having a side income, just to make a bit more money. Which did not happen of course. But I really got passionate about personal development when I started reading these books and these concepts, these ideas, really shaped me in the following years.

GEORGE: Interesting that you say that because network marketing was my stepping stone into the online business world.

BOGDAN: Really?

GEORGE: Yeah, that's what got me started. I know there are many perceptions about it: it’s a scam and it’s this and this, and there’s definitely a lot of that, and especially now that the bitcoin phase is happening and cryptocurrency, it really sticks out and it’s annoying. But I was part of the network marketing industry for a long time and what I find is – and this is what happens with a lot of people that get into that is, it is their first stepping stone into business. They normally try it, achieve a little success, or nothing, but it opens the mind to, Hang on – I can provide for myself, I can create this business. So it does leave a good groundwork for business skills, the start of business, being in business.

BOGDAN: Absolutely.

GEORGE: And then, of course, the personal development that goes with it.

BOGDAN: Absolutely, absolutely. And this whole idea of sitting down with someone and making an offer is hugely intimidating for a lot of people and yeah, you know, the problem was back then that I wasn't really aware of the fact that when you're making an offer, you shouldn't really be pushy. I was super pushy with people. But now we know better.

GEORGE: Cool, so let’s define, OK? I get to the personal development with martial arts. But let’s fill that gap in between that first. So you got into personal development – what exactly did you start doing that had the biggest impact on your life?

BOGDAN: From personal development or from martial arts?

GEORGE: Personal development, yeah. Because you were already in martial arts, right? So martial arts was there and your next thing was to start developing yourself, so how did that sort of transition I guess and then what did you actually do?

BOGDAN: To be honest, it actually started making more sense years later, because you're getting all these books, you're getting the information, but until you have also the experiences to use that information and consolidate them, it’s really not worth much. So I didn't see any kind of change in terms of my self-confidence, until I started teaching it, to be honest. And that's… it may sound weird to a lot of people, why do you teach stuff that you don't 100% own? Well, that was exactly the reason why, because I wanted to learn these concepts and own them, so I felt that by teaching them, it would really help me do that and it did. And that's when all of these concepts made sense. I’m still teaching stuff that I want to learn and master, or at least get better at it.

GEORGE: Yeah, for sure. Because that's the progression of life, right? I think it’s always important to pay credit where credit is due, there's nothing more frustrating or me when intellectual property just gets passed around like… you learn something and then you pass it on as your own, but I think for the most, people can see through that. But I mean, content creation like what we’re doing here with podcasts, a lot of that is actually educating yourself on the go. Sometimes it’s from experience, but as you say, the other part of it is, it’s something you want to be better at. So the minute you start articulating it into words, you actually start getting the better understanding of what it is that you do.

BOGDAN: Yeah, yeah, yeah. Yeah, I absolutely agree. And a huge turning point in my life was actually learning… I started teaching, I started teaching Wing Chun. That was actually my third martial arts style, I discovered Wing Chun when I moved to Greece to study. And I got my instructor certificate and started teaching. And you probably know, like, working with your clients, the challenges of opening a school when you know nothing about marketing and you're handing out flyers and you're just dealing with all this frustration.

And I sat down with the person who would become my marketing mentor and he asked me about what I was doing. And I told him, look, we do teach martial arts, but we focus a lot on the mindset and on the tools that you can use to better your relationships, to actually have a better relationship with yourself. And he's like, yeah, but you're not just teaching martial arts, are you? You're also teaching personal development. And that was like, that actually makes so much sense. So he was like, why don't you just be open with that in your marketing efforts? And yeah, that made a huge difference. I just put myself out there the way I was and the way that I wanted to help people out.

GEORGE: So can you give an example? I mean, if you're doing a personal development within your martial arts teaching, how do you go about that?

BOGDAN: Mhm. Well, usually we have 5-10 minute discussions every training session. And what I've learned to do now is to allow everyone to speak and I speak at the end. I offer my opinion at the end. And then I ask them, what concepts did you use, or did you find in the Wing Chun training today? What idea is it that you feel you can apply in your life directly? Wing Chun is interesting, because it’s not a technique based on martial art, in the sense of, OK, you do step one, you do step two and you do step three. It’s based on ideas; it’s based on concepts.

So in Wing Chun, we say that you can do an idea with your hand, you can do the same idea with a stick, you can do it with your car, you can apply it in your life, in terms of your relationships, in terms of your work, in terms of business development. One example would be, we use the straight punch, right? When we do the first film, we do a straight punch. For us, it’s not just a straight punch, it’s a way of thinking. Instead of going around, right, to get to my target, I choose the fastest way, all right?

Sometimes the straight line is not always the best solution, sometimes you do need to go around, right? But if you can go straight to the point, just do that, right? So you're learning to be a bit more direct, you're learning to be more assertive with your way of thinking and with who you are as a person. So we normally do that, I get my students thinking of how they can apply these ideas, these concepts to better, not just their lives, but also to share them with other people.

So that's how we basically include the whole personal development. And then in the end, I share some of the stuff that I've learned, some of the books that I've read, the videos that I post on my YouTube channel, there's, the Wing Chun, the specific way we focused on the martial arts and there is the mindset and personal development aspect of the channel.

GEORGE: So if you say you're sharing the same stuff on your social media channels and so forth, is that sort of your leading theme as everything… you tie it in with your marketing, you tie it in with the whole concept of how you deliver everything. Would you promote yourself as a martial arts school or a martial arts school focused on personal development, or vice versa?

BOGDAN: Personal Development Through Martial Arts school.

GEORGE: Right, of course – as you wrote it. So now, bringing it back to… in the class, you say you get people really involved: do you find that it creates some discomfort, or that it presents some confidence issues, I've really got to step this up, that type of thing?

BOGDAN: Are you asking for the students or for the instructors?

GEORGE: The student.

BOGDAN: For the student? Mhm, mhm, that's a great question. Well, they kind of expect it in the sense when they walk in because it’s a whole new concept. So they would expect something a bit different from a traditional martial arts training program, so the people that usually come to the school, actually, they do feel a bit uncomfortable at the beginning, sharing their experiences and talking with the group. But slowly, slowly… the school is very welcoming to new people. So slowly but surely, they get out of a state of a, What should I say, or What if I say something silly. And we just start having a conversation. Usually everyone in the group contributes, says something.

GEORGE: Cool, something silly like swapping martial arts for personal development, instead of personal development for martial arts.

BOGDAN: Yeah, yeah, that's it.

GEORGE: Alright, awesome. Ok, cool, so anything else that you can add with the personal development side and how it’s sort of working for you and I guess results that the students are getting that they might have not expected. You know, the whole thing of, sell them what they want and give them what they need.

BOGDAN: Indeed, mhm.

GEORGE: There we go.

BOGDAN: Well, I personally think that all martial arts schools should include a personal development curriculum in their teachings, in their training. And if you love martial arts and you don't know where to start, a great aspect would be just to have a personal development specialist come once in a while in your school and holds an event, holds a workshop. Maybe somebody who specializes in communication skills, somebody who specializes in performance and productivity. Somebody who specializes in psychology, or something like that right? Or motivation.

I feel that martial arts are like when you're doing martial arts, you're really building a very, very powerful engine, upgrading your engine from, I don't know, an old car with a very powerful Ferrari. And I'm referring to your willpower, you’re really tapping into that, you know, I'm actually stronger than I thought and I can actually take on more than I thought. You're learning hard work.

However, you're not really learning what to do with that engine once you've got it. So by learning about personal development and what are the actual techniques, or how to communicate a lot better or more efficiently with people, you're getting the best of both. The problem with just doing personal development, for example, is that you're just doing it, or you're keeping it in your head. Imagine just reading books or doing courses or attending seminars – that's great, that information eventually trickles down into your body. However, if you do a concept with your body and you're not just repeating it over and over again; you do it and you integrate it into every cell of your body, that's totally different.

For example, confidence: you might learn about confidence, you might hear a very inspirational YouTube video about believing in yourself, but unless you do something with your body and change the way you use it, change the way you use your hands, change the way you use your spine, and the way you use your face, right? He's not really going to understand it.

So, in my crazy opinion, I think all personal development programs should include a physical aspect, more of a physical aspect, be it martial arts, be it fitness, be it, Tai Chi, be it, you know I'm saying that as if Tai Chi were not a martial art – sorry all the Tai Chi instructors listening in. Yeah, so, at the same time, all martial arts programs I think would benefit very much from including a personal development program. And yeah.

GEORGE: I think you hit it there in a huge way because that's really what it is, right? And I mean, you've got your different learning styles, you've got someone might be visual, someone might be auditory and then kinesthetic. So the movements, when you tie it into martial arts, then you're tapping into all the senses. So by turning your, and it could be really subtle, but I guess you've got to have, as an instructor, you've got to have that personal development goal in mind, or a syllabus or something that you follow with that in mind. And then you can apply it in a way that it sinks in and it really becomes part of your body. Body really, as in, yeah.

BOGDAN: Yes, yes.

GEORGE: And I think that's probably, that's the biggest failure in most personal development things, because as you talk about, I think it’s Tony Robbins that actually drew out the statistic, that if – and this is why they've got it, I mean, he's really the guru of gurus when it comes to personal development and they've also got the process down to knowing, obviously when people fall off in their behaviors and when they don't follow through. There's a statistic, and don't quote me on this because I might get it wrong, but I think it’s 21 days, if someone doesn't take action, enforce the habit in 21 days, it’s pretty much gone. And then I think it takes 21 days to actually enforce a habit of day to day before it’s an actual habit. But that's the biggest danger, if it’s not physically applied, then the habit is just easy to let go.

BOGDAN: Yeah, yeah, yeah. That's actually the biggest job of any personal development seminar, workshop or whatever you say. You do it once – if you just do it once, you're never going to integrate all the lessons that you got, right? You might have a notebook full of facts and ideas, but if you just put it somewhere and forget about it in your drawer, it’s not going to work. And I'm saying that to remind myself as well because I attend UBW two years ago, I still have the notebook. But if you don't have the environment, if you don't have a group of people who are all together striving for the same goal, or reinforcing those specific habits, it’s going to be very difficult for you to do so.

GEORGE: So for me when I started martial arts – and this was really like, if I dig down to the deeper things of why I started, this was a big thing, because I've always been striving for that self-improvement thing, doing personal development and then, for me it was really backwards. When I started martial arts training, I immediately made the link, which is what hooked me, because I've been studying, doing all this personal development stuff and now I'm applying things in a physical manner, and now it’s like aaa! This is great, this is coming together for me.

BOGDAN: Yes, yes.

GEORGE: But what happens when the mind is not ready? Because a lot of people aren't open to personal development. Do you just not hammer it in, but you just subtly actually apply it in the way you go about your teaching?

BOGDAN: You know, usually, the people who say that they don't need personal development are the people who need it the most. So I tend not to work with people who don't see the value of personal development. I did that in the past and it just felt weird for me, because I felt I couldn't give my all in the interactions with my students and I actually chose to say, you know, maybe this is not a good fit and let’s find a different solution.

So yeah, not everybody will need or want what you have and that's great, but the people who do see the value, you tend to see like a very, very interesting evolution. Not just in terms of their self-confidence, you see it in your lives, yeah. Yeah, some people became… Since they started training with us, they became their team leaders, they got promoted at their jobs, people are making more money. People who were not in relationships actually, they're happily married now. People who were in miserable relationships have cleaned that out of their lives, so these are some of the results that people are getting through the program.

GEORGE: So would you, you were mentioning that you don’t work with people that aren't on that mindset, that don't want to go down that route, which is obviously a good thing, saves you a lot of time down the line – how do you go about filtering people out before they get started?

BOGDAN: So people usually fill in a form. It’s a pretty long form, it’s like a 12 question form. And they're very personal, very deep questions, like, what do you need and why do you need that? What's holding you back? What would your life look like if you keep doing the same things that you’re doing and that's a filtering process in itself? And people go through this form and then we call them up for a phone interview. If we feel that they're a good fit and we do and we can help them out, we schedule them for a trial period for a week, where they can see the whole training sessions, we can get to meet them. And then, at the end of the trial period, we decide if we want to take that person on and work together.

GEORGE: So I'm going to put you on the spot.

BOGDAN: Mhm?

GEORGE: Which means I might have to end this podcast. If you're still listening, then… Bogdan said yes.  So are we able to take your questions and actually include them in this podcast? As part of a download, with the transcription?

BOGDAN: You could, but I would have to translate them into English. It’s not a secret or anything, you can find this process anywhere. You can use this process for selling very high tech procedures as well or programs as well, it’s the same thing. Yeah, yeah, sure, you can include it as a PDF.

GEORGE: Awesome. And if you are listening to this and you are not focused on personal development, the reason I want you to have something like this is because, whether personal development or not, if you tap into your persons’ real – let’s take the martial arts out of it, we've talked about this. Martial arts is the vehicle to get them where they want.

BOGDAN: Yes.

GEORGE: You're not selling the martial arts training; you're selling the result that martial arts deliver.

BOGDAN: Yes.

GEORGE: So if your questions are provoking their thoughts of understanding what people really want, even if personal development is not your focus at all, but understanding what the real motives are for what this person wants to achieve, could be something that you could use in your own school and really benefit from the way you go about customizing your presentation, or your introduction. Because if you talk about a person's’ needs, then they're going to be more likely to respond than the logistics of, “We have a class Wednesday, Thursday, and Friday – 20 pushups, 30 push ups, fitness…

BOGDAN: Yeah. Most people go about this the wrong way, in the sense, they start talking about themselves. Oh boy, you know, our school is the only one that teaches breaking bricks and my teacher was the world champion in China – nobody cares. If you start focusing on your potential clients, or just the people who are interested in what you're doing and you're talking about what they need and really being honest whether you can help them or not in that sense. And if you cannot help them, to recommend something else, or someone else.

For example, I remember someone filling in the form and saying, I need help with my money, with my financials, because I can't find a job. I got on the phone with that person and recommended someone who teaches personal finance. I recommended finding a mentor because I can’t help them. It wasn't the right time, and this is also important: if somebody can't really afford your program, don't give it to them. All right? Give them the tools that they need to be better off, but don't push to sell if it’s not the right time.

GEORGE: For sure. But I guess there's a flipside to that as well, right? Because sometimes – and obviously, what I'm about to say depends on the context of when this happens, if you’ve gone out of your way and you presented something to them and they can't afford it – by all means, at that level, yeah. Don't push the sale.

BOGDAN: Mhm, mhm.

GEORGE: But I think it’s important to not confuse that with the smokescreen of, “I can't afford this.”

BOGDAN: Ah, yes.

GEORGE: Because it’s very surprising what people could afford when you tell them that this is going to deliver the result that they want.

BOGDAN: Yes.

GEORGE: People make changes. People cancel stuff, they'll cancel their satellite networks or whatever they need, and if something is going to give them the result and the confidence and change everything about them, they will afford it.

BOGDAN: They'll find a way.

GEORGE: They find a way, yes.

BOGDAN: Absolutely, absolutely, absolutely. I feel that people tend to say that, “I can't afford it,” when you're talking too much about your school and about Wing Chun and you're like, you're being pushy again. But if they fill in the form and they're looking for you and you're taking them through this filtering process, just like you would for a job interview, they're already qualified, right? So they kind of expect to invest in themselves in that way.

GEORGE: Good point. And it takes me back to olden days’ sales training. I can see now how hard it might be for a martial arts school if you started a martial arts school and you haven't been in that type of training of sales training. When people say, when people tell you they can't afford stuff, it’s easy to just accept that as true. But what we’re always taught in sales is that it’s more than likely just a smokescreen.

BOGDAN: Yeah.

GEORGE: I mean, if they're engaging, if they're actually in your school, talking about martial arts and they tell you they can't afford it, then what were they doing there in the first place? I mean, they knew it was going to cost them money, they knew it was not going to be free. So I think it’s the hardest part of communication is, I guess looking in the mirror, and I know I'm going a bit off topic, but I think it adds context to what we're talking about.

If you're having that conversation – and that's something that everybody tells you, then maybe, unfortunately, you've got to be able to look in the mirror. And it’s the hardest thing to do, you've got to look at, what is it that you're saying that is causing that? Because you're missing a point here maybe, like what you were saying, you're talking too much about yourself and you're not focused on what their actual needs are.

BOGDAN: Yes, yes, absolutely agree on that. I think we’re very conflicted as martial arts teachers in this aspect of charging what we’re worth and what most people teaching martial arts don't realize are that the same person that says, ‘I can't afford you, pays a therapist more than they will ever pay you for therapy. But you need to realize that you're not just teaching martial arts; you're giving people a chance to live healthier and happier. Why should somebody who is helping them cure the problem be paid more than you who are helping them prevent the problem, right?

So I'm not saying, OK, raise your glasses so that nobody will come to your school anymore, but just be aware of the value that you're really giving. You're not teaching people to punch other people in the face, like less than 1% of the people that you teach will get into an actual fight. You're teaching people to know themselves. By knowing themselves, they learn to say yes to more of what makes them happy and say no to what doesn’t make them happy and doesn't bring more of that satisfaction in their lives. So you're cancelling their medical bills, you're cancelling their psychotherapy pills and you know, you're just helping them thrive.

GEORGE: Definitely so. Hey Bogdan, this has been a very insightful conversation. I want to ask you, if you're new to this personal development thing, I mean, I probably have a few preferences myself, but for you as a martial arts instructor and you run a school and you do this: if I want to get into personal development, what do you think is the best place to start?

BOGDAN: Well the internet! The internet, it’s full of personal development quotes…

GEORGE: Facebook?

BOGDAN: Videos… Facebook, yeah, as well. The problem that internet, the advantage of the internet is the huge quantity of information. The disadvantage is the huge quantity of information. So whatever we recommend, if you're teaching martial arts and you want to tap into personal development, it’s actually to start listening to the Personal Development Through Martial Arts podcast. There you go. There's a plug for you.

GEORGE: Yeah!

BOGDAN: And absolutely, go ahead and check the interview with George. We talked a lot about marketing and growing your school, that was a lot of fun. Yeah, yeah, I basically recommend the podcast, because we’re having very, very powerful inspiration from people who are experts in this field of fitness, personal development, communication. I’m interviewing Florin who is a personal finance expert who teaches that. And also, of course, martial arts masters that you can learn and get insights from. Yeah.

GEORGE: Fantastic. And so, your podcast is for direct access, that's addicted2wingchun.com.

BOGDAN: I think the best would be just to Google Personal Development through Martial Arts podcast. You can find it on iTunes for now, Google play is not available in Romania yet, but I'm still looking into that and making it available on Google play as well. But yeah, the fastest way would be just to Google the title.

GEORGE: Sounds good. Bogdan – it’s been great speaking to you, and I'm going to round this up with one last question.

BOGDAN: Sure.

GEORGE: And that is, what is the one biggest reason that I would want to come and visit Romania?

BOGDAN: Uh, well, to come to our school. That would be the number one! Romania is awesome. You know, we’re very welcoming people. I think that if you came to Romania you would immediately feel like you're at home. And the people, the people, 100%. And you know, you can check out the mountains as well, the sea, there's a lot of stuff to do and a lot of fun, but 100% the people.

GEORGE: And your school, of course.

BOGDAN: And my school.

GEORGE: That's a given!

BOGDAN: Awesome.

GEORGE: Awesome. Bogdan, thanks, thanks again. Great chatting with you and it was great being featured on your Personal Development podcast as well. Personal Development for Martial Arts and I look forward to catching up again soon.

BOGDAN: Awesome, thank you so much for the invitation guys, thanks so much for listening in.

GEORGE: Awesome – cheers!

 

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54 – Damien Martin – Risk Management Planning in Martial Arts

George Fourie speaks with Damien Martin about Risk Management planning in martial arts, training in Japan and instructing children with special needs.

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IN THIS EPISODE, YOU WILL LEARN:

  • How risk management applies to martial arts marketing.
  • The risk factors in martial arts schools that some school owners overlook.
  • The necessary steps in identifying, assessing and controlling threats in your school.
  • How Damien changes a prospect’s perception about his school.
  • Working with students with special needs and autism.
  • And more

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


TRANSCRIPTION

Well, I learnt very early on that you don't have one advertising method that tries to bring you 20 students a month. You have 20 that try and bring you one. That way if one fails or one changes, you've still got the other 19 acting as a redundancy. Again, it comes back to risk management.

GEORGE: This podcast is the audio version of a video interview that was done on martialartsmedia.com. For the full interview with video and to download the transcript, please go to martialartsmedia.com/54. That's the number five, four.

Good day. George Fourie from martialartsmedia.com, and welcome to the Martial Arts Media business podcast. I have an awesome guest with me today. Damien Martin, all the way from Brisbane. How are you doing, Damien?

DAMIEN: Gold Coast, actually. But…

GEORGE: All right. Well, got that. It's close.

DAMIEN: Yeah, yeah. It's close enough.

GEORGE: It's close enough. All right. Well, that's a good way to start the podcast interview. So let's adjust from here on. Awesome. So we've got Damien on today and Damien is a wealth of knowledge in the industry. We're going to touch on perhaps some sensitive topics in regards to risk management and a few things.

And I met Damien quite a while back, officially face-to-face, at The Main Event in Sydney. That was last year. And we'd just finished building his website as well, which looks pretty cool, southerncrossmartialarts.com. So you can check that out.

So we're going to get started. So welcome to the call, Damien.

DAMIEN: Thank you and thanks for having me.

GEORGE: Cool. So to start right at the beginning, who is Damien Martin?

DAMIEN: Well, that depends on who you ask. But I've been training since 1982 when I started judo as a 12-year-old. Have been continuously training ever since. Been running teaching since 1987 and currently running the Southern Cross Martial Arts Association on the Gold Coast with my wife, Hannah. So we're a full-time center in Helensvale.

Primary focus these days is Okinawan Goju-Ryu and Okinawan Kobudo. So weaponry. As well as just the practical self-defense applications and things that spring from that and the other training that I've done over the years.

GEORGE: And when did you get started with Southern Cross Martial Arts?

DAMIEN: We started that in 2008. In 2008 I left the organization I'd been with since 1984, which was Zen Do Kai. We left there after some disagreements on future direction and not wishing to take advice on how to run a full-time school from people that don't run a full-time school.

At that point we were also running an RTO, delivering training to a bunch of government departments on risk management, self-defense and those sorts of things.

GEORGE: Alright, cool. So risk management, that's a topic that we've discussed in brief. What do you see, how do you see risk management and what do you see the effects of, I guess, the dangers of running a martial arts school?

DAMIEN: Well, just to back up where I'm coming from, I'm an OH&S consultant and have an advanced diploma in security and risk management. I worked in that particular space for well over 20 years. So most people tend to look at risk management from a physical point of view and think of risk as, you know, someone falls over and you get sued or one student beats another student up and you get sued.

And that's certainly an element of that but other risk factors that people don't tend to take into account in our industry is a risk to reputation. And I'm not just talking about social media and how many reviews you get and all those sorts of things. But, for example, if there's an accusation made of inappropriate behavior within your school that goes to the media, your school is destroyed.

Whether that allegation is baseless or based in fact. There are several instances in the recent past where similar things have happened to people in the entertainment industry who were later exonerated but they've lost their job, they've lost their marriage, they've lost their reputation. Now can't work in the industry based on, you know, false accusations.

And to be sure, there have been instances in the past where the accusations have not been baseless. And schools have been found and reported to be lacking in the recent Royal Commission into Child Abuse in Institutions where abuse happened within organizations and yet there was no child protection policy, there was no policy of checking when working with children or any of those sorts of things.

So those are some of the other issues. Then you've got your risks related to untruthful advertising and prosecution from the ACCC or Fair Trading in individual states. Like, for example, I've seen schools claim that they can cure autism. That's a pretty big claim and that is one that is likely to result in negative media attention. That negative media attention can destroy your own school but it can also negatively impact all of the other schools in the industry.

GEORGE: Okay. So, I mean, because I haven't really seen anything big in the media. Is this something that's sort of it's covered up before it sort of blows up type of thing? Or are there things going on in the underground that are just it's going to cause some obstacles and problems down the line?

DAMIEN: Sometimes things don't come to public light because there's out of court settlements with gag orders attached. So things like defamation or if someone sues for something. If there's a pre-trial settlement, the details are not made public.

Whereas if it goes to trial, the details can be found, for example, on the AustLII website, which is the Australian Law Library Index which catalogs all of the various cases that have gone to trial and come to a conclusion.

What insurance companies will often do is settle out of court. So if they settle out of court, that's usually based on there's a confidentiality agreement that you, you know, can't say what happened or what the accusation was or those sorts of things. You just take your money and shut up.

If you look at the AustLII library for things in relation to martial arts, there's a lot of disputes over contracts, there's a lot of disputes over trademarks. But a lot of stuff doesn't make public light that way. The other way that it can become public is if it goes to criminal trial. So like an instructor has perhaps, as has happened in a number of cases over the years, sexually assaulted students.

Other ways it happens is if it ends up on A Current Affair, and I can think of a couple of big instances over the last few years. One, in fact, in Melbourne actually led to a change in legislation relating to knives and martial arts weapons. A Current Affair ran a big story. It was a beat-up about a particular school and the particular instructor who focused particularly on knife fighting. And the next thing you know, the Victorian Government has changed the legislation based on that particular story.

The White Paper that was released on that, rather than a regulatory impact statement, gave the specifics of why the legislation came into being and how that was influenced by certain members of the industry who perhaps overstepped their authority to represent.

GEORGE: So where does the problem really start? You know, 'cause I guess the first thing I always … Like when I stepped into helping martial arts school owners with the marketing and so forth, I guess a big attraction to me was the ethical side of it. You know, like if this is what you practice as in an art, then I'd assume that's the way you live your life as well. Which I'm kind of shocked to see sometimes is completely not the case. But-

DAMIEN: Yeah. And I found that there's a direct relationship between the number of times an instructor mentions ethics and the amount of ethics they actually demonstrate themselves. Particularly some of the instructors I've met and worked with over the last sort of 35 years. There's been a lot of them go on and on and on about concepts like Bushido and loyalty and honor and justice and courage and these sorts of things, and yet that's lacking in their own lives in every way, shape or form.

They use the martial arts to feed their own egos. Now, there's a lot of those but it's a huge industry. I mean, the martial arts industry in Australia, nobody can really put a finger on how big it is. The Australia Bureau of Statistics varies, depending on which question is asked. And the Australian Sports Commission only looks at sporting bodies. It doesn't cover all of those martial arts organizations, some of which are quite large, that don't participate in Australian Sports Commission approved sporting activities.

So, you know, if you're not doing sport taekwondo or sport karate or sport jujitsu or sport judo, if you're doing recreational karate in a school hall somewhere, you're not in the figures. So, you know, no one really knows how big the industry is.

So it's broken up. Some people are really, really good. Some people are really, really bad and they tend to color it for the good people. But most people are just pretty much happy amateurs stumbling along, not deliberately meaning to injure anybody or cause anybody any grief. But they do so out of ignorance.

Martial artists tend to be quite credulous so they believe what their teacher told them without fact-checking and those sorts of things as a general rule. So if someone's teacher told them that a particular technique is invincible, then they've got no reason to check. That is the way a lot of people think.

Likewise, you know, I had a person who ran in the 1970s a large martial arts organization in Australia, probably the largest for about 20 years in this country, tell me that direct debit would never work because nobody would give you their bank account details. He was talking from a position of ignorance rather than being a professional business owner in the 21st century. That level of credulity, it just is a problem.

GEORGE: All right. So even if your instructor does these, what is it, these, what's it, yellow bamboo? I think it's called yellow bamboo. You must have seen that video. I think it's yellow bamboo, yeah.

DAMIEN: Yeah. Look, there's an awful lot of martial arts schools out there where the instructor's built up this reputation for being awesome at what they do because they only ever do it against non-resisting students. The real world is a different thing altogether.

So if they're not constantly testing the techniques against a resisting opponent, which is not the same thing as sparring. Sparring is, generally speaking, quite well-mannered and predictable. If they're not constantly pressure testing through scenarios and those sorts of things, or even combat sports application, then any claim that a technique is invincible is probably not true.

There are no absolutes. You know, martial arts instructors often tell their students, you know, if someone pulls a knife you run away. But you can't always run away and what if you can't run as good as the other guy? Again, the absolute of just run away is not true in all of that. You know, you can't always run away.

GEORGE: Yeah. So, I mean, what's the solution here? Because, I mean, if we look at the sort of evolution of this path, right? So let's say I'm an instructor and I'm training martial arts and I get this urge that I've got to create a school. You know, maybe it starts in my backyard and I get a few students, and then that sort of, you know, builds on itself. And then I'm like, “All right, I've got to get into premises.”

So where's the big gap and how do you fix the gap of where all these problems occur with risk management?

DAMIEN: Well, the same thing happens in a lot of other industries. You know, you get a lot of people, like they might be a very good craftsman at what they do. They might be a very good carpenter. They make wonderful chairs and tables and their things are well sought after. So they go out and they start and they set up a little shop, a little factory, to try and sell their wares.

That shop might not be zoned correctly. So they might set it up, you know, in an area where it's too noisy and finds themselves in trouble with the council. So martial arts schools, same sort of thing. They might not be insured for manufacturing things. Somebody sits on one of the chairs or does something with one of the chairs that they've built and it causes an injury, they might suddenly find that they needed insurance.

You know, it's no different really with the martial arts sector except that the martial arts sector is selling services based on, in a lot of cases, fantasy from what people have seen on TV. So there is no central body. Various countries and organizations have tried over the years, from the Dai Nippon Butokukai back in Japan pre-war and post war trying to coordinate all Japanese martial arts. That didn't work.

The Japan Karate Federation, the World Karate Federation. There have been so many organizations over the years try and bring all martial artists together, but martial artists are as diverse as language groups and cultures. You know, it's like saying that everybody's the same. And they're not. The martial arts themselves are not homogenous. They're very diverse.

People practice martial arts for different reasons. Some people want self-defense, or they think they do. Some want to get fit. Some for cultural reasons. Some do it because their friends do it. There's no one reason why people do martial arts.

So, you know, we're not all covered by the sporting bodies, for example. We're not all covered by international organizations and bodies because of the politics that are associated with those. It's a hugely diverse industry. And that's one of its strengths but it's also its biggest weakness.

GEORGE: So let's say I was a school owner and I'm not covered in any way. What do you think are the first steps that need to happen?

DAMIEN: Usually Google to start with, and do a basic business plan. You know, most small businesses fail in the first five years. They fail 'cause they fail to plan. You need to do a basic business plan. That basic business plan will ask the questions that you need to look at and address in relation to planning, zoning, insurance, accounting.

Like, you know, what's the best business structure for you? Are you going to be a sole trader, are you going to be part of a club or an incorporated not-for-profit association? Are you going to be a company? Is a family trust required? You know, you need advice from experts in the martial arts and the martial arts business sector, like you do in any business sector.

So I'd start with Google and a business plan. The business plan will set you on the right track for asking those questions.

GEORGE: Sounds good. So let's just touch on advertising. And I actually want to, you mentioned Japan and I know you've done some extensive traveling there the last couple of months. But let's talk about advertising because, you know, you mentioned that there's misleading advertising. And right now, at the time of recording this, there's a big shuffle on Facebook. A big change in structure in valuing more one-to-one interaction, valuing more local news.

So there's a lot of changes happening. And the first thing that marketers always do is they shut. Do they? This is the end? And marketers destroy everything. It's normally marketing becoming easier and people pushing boundaries, doing advertising and just it's becoming too easy. And because it becomes too easy there's not enough control.

And, I mean, I've seen this over the years in different platforms. Google being number one, known as the Big Google Slap where everybody lost all their AdWords accounts. Search engines being slapped. I mean, it's just a trend. It's a trend of the platform gets popular, there are eyeballs. Too many advertisers come onto the platform, make silly errors, it devalues the actual platform. And because the platform gets devalued, peoples' eyeballs go elsewhere and they've got to protect what they obviously own. Like with Facebook and such.

So, I mean, that's the things I'm seeing like in what's relevant right now with advertising, is there's a big cleanup happening. And I would suspect that if a lot of school owners had to lose their Facebook accounts, which happens, ad accounts get suspended on a day-to-day basis, their business will go with it. Because that's their one lead generation source. So your take on advertising and being within the boundaries?

DAMIEN: Well, I learnt very early on that you don't have one advertising method that tries to bring you 20 students a month. You have 20 that try and bring you one. That way if one fails or one changes, you've still got the other 19 acting as a redundancy. Again, it comes back to risk management.

To have all of your eggs in the Facebook market or the Facebook basket, so to speak, is a bit short sighted. You need to have those other methods out there. You've still got things like referrals, signage, people just knowing where you are. You know, there's a lot of other methods.

Some things don't work anymore. Yellow Pages, for example, doesn't work for us at all. Because we test and measure just about everything. Flyers in the letterbox don't work anymore. Again, we know that because we test and measure. We used to do the first four weeks of every year we'd do 10,000 flyers a week around our local area and then watch the associated web hits go up as people type in the web address and looked at our website and everything. That just stopped. It's not like it dwindled. It's one year it worked, the next year it did not. Or the year after.

So if we were putting all of our eggs in that particular basket, that would have been disastrous for us as an organization. You've just got to be somewhat diversified while staying on trend for the more current ways that people shop and think. You know, maybe Instagram will work for you in your area. Maybe it won't. Maybe Facebook is good in your area. Maybe it's not. Maybe Google AdWords works better.

Maybe you're in a country town and the newspaper advertising still works. You know, there's a lot of variables. You've got to know your own marketplace, your own client base and who comes to your school and who buys your services. A lot of people don't. They try and take a cookie-cutter approach. And, you know, for years everyone was buying their ads from organizations in America. MASuccess, those sorts of things.

And one thing I found early on in the '90s was that if there's an American flag on a uniform in an ad, that ad doesn't work in Australia. It might work in America but it doesn't work here. So you learn what your individual market requirements are and you've always got to be testing and measuring.

GEORGE: Yeah, so true. I mean, we've seen that with the same franchise, same marketing, same everything. Two different locations, two different results. Everything the same. And, you know, we always talk about, in my presentation I talk about five levels of awareness. I call it The Five Stages of the Student’s Signup Cycle. You know, there's your marketing but there's always the message that was received before and leading up to actually seeing your marketing. And that's going to also affect the actual response at the end of the day.

So, Damien, tell me about Japan. Tell me about your trip. Just to change gears here. Tell me about your trip to Japan and what did you get out of that experience?

DAMIEN: Well, we go to Okinawa, which obviously is part of Japan, every year to train with our Goju Sensei and with our Kobudo Sensei. Two different organizations but closely related. We just love the place, we love the people, we love the training. And we like, or I particularly like, those lightbulb moments that you get where practices within the martial arts that are remnants of where it came from, suddenly their purpose becomes apparent.

So, for example, a lot of the stories and things that are passed down, in martial arts schools in Australia at least, come from publications from the 1960s that were written by people that actually had very limited exposure to what they were writing about.

So these stories took on a life of their own. So there was, you know, the old Okinawan practice, for example, of practicing their training or their martial arts at the tombs of their family. So family tombs are a big thing in Okinawa and it was an even bigger thing pre-World War II.

And the theory was that they were, you know, spiritually connecting with their ancestors and all those sorts of things. And when we spoke to the Okinawans about it, apart from the sort of raised eyebrows to work out whether we were taking the piss, it was, “Well, the grass is cut short there. There are no snakes.” Everywhere else you could get bitten by a snake. And it's like, “Oh, that's very pragmatic.”

There's a lot of those sorts of things and, being a bit of a karate nerd and amateur historian, I really appreciate those moments. But the people are the main thing.

GEORGE: The people. So what are the sort of key things that you learn that you come back and you take a different approach in your school?

DAMIEN: Well, our journey with the Okinawan karate deal, like I was doing Zen Do Kai up until 2008. But in 1999 I started with Okinawan Goju as well. And my idea was to refine the Kata. Make them better, make them more practical, make them more understandable. Because if we've been doing this particular template of movements for the last 100, 150 years, it must have had a purpose.

So trying to find the purpose, trying to find the applications, was what sort of drove me down that path. So this year, on the way to Okinawa, we also went to China. To Fuzhou, which is where Kanryo Higashionna, who was Chōjun Miyagi, the founder of Goju's teacher, trained. And we found the or had found through a couple of years of research, the school where he trained.

And we wanted to go there and see what they were doing and why they were doing it, and how closely related it was to what we were doing. And I was pleasantly surprised that what they were doing was not that far removed from what we were doing. Some of it looked different but the applications were the same. The hip movement, the arm movement, the actual applications in different forms was the same.

Which for me, as a martial arts teacher, was good. I quite enjoyed that connection. So we're still fact-checking some of the things that they told us and we'll hopefully be publishing some information. It's a little bit of a historical addition, if you will, to the current sort of communal knowledge on origins of karate in Okinawa and the origins of Goju-Ryu in particular.

GEORGE: It sounds like you have a book coming out.

DAMIEN: I wouldn't say a book. Maybe a couple of articles but, I don't know, I don't think it's exciting enough for most people to justify the costs of publishing.

GEORGE: I think you'll be pleasantly surprised.

DAMIEN: Well, based on the reaction I've had from some quarters on the Blitz article that was done about this for the December/January issue, what I found is by saying certain things it challenges people's beliefs to the core. And people's beliefs about their martial arts is very akin to people's beliefs about their religion. So we need to make sure that all our ducks are in a row.

GEORGE: Yeah. Yeah, I could see it opening a big can of worms. Yeah, especially if you touch on things, like you mentioned, with the tombstones and just things that people base their entire martial arts career upon, and now it sort of gets challenged. Yeah.

DAMIEN: Yeah, I think the Kung Fu TV series in the 1970s and then, you know, the later, the Ninja phase and all of those things that have been trends through the martial arts over the years have all left their little remnants in popular culture and the way people perceive martial arts and what they can be.

You know, like there's this common perception that karate is an antique and is not street effective. And if you're not doing Krav Maga then, you know, you're not doing the right thing. Or even in the MMA circles. But the core of a lot of Krav Maga technique came from karate. Krav Maga is a mixed martial art or a hybrid martial art. It forgets where some of its core techniques come from.

The MMA people that talk about, you know, the dominance of MMA fighters or this, that and the other forget that guys like Georges St-Pierre or Lyoto Machida and those guys were karate practitioners primarily. You know, everything has its place. So it's just another trend.

GEORGE: Yeah, so how do you … I mean, let's say I'm a prospect and I walk into Southern Cross Martial Arts and that's my thinking. My thinking is I've come from, you know, I'm looking at UFC and I've got this certain perception and that's sort of what I see as what I want. Or maybe what I don't want. How do you have that conversation?

DAMIEN: As much as possible, we put them on the floor and they start to train. And it's more about feeling and moving than it is about talking. The only way to change people's perceptions is to show them. You can tell them till you're blue in the face but people are so used to marketers lying to them now that they don't believe you.

So we get 'em on the floor and show them why we do what we do. We don't beat anybody up or anything like that, don't get me wrong. But get them on the floor to train, to feel their body moving and take it from there. And, look, what we do is not for everybody. Some people, some younger people want to spar more, for example. I did when I was in my 20s.

Now we're fully cognizant of the fact that people have jobs to go to and an income to make. They don't all want to live like, you know, karate hobos like we did with broken bits and pieces all the time. It's a different world. And we know more as well.

GEORGE: Awesome. Damien, I'm going to ask you one more question and now that I think of it, this could actually probably spur on a whole different episode, as such. But you mentioned that you work with kids with autism.

DAMIEN: Yep.

GEORGE: Now, this could probably be a much longer conversation but I just wanted to touch on it. What advice would you have for people that work with kids with autism or special needs?

DAMIEN: Well, we have a saying in the world of those that work with kids with autism. Basically, once you've met one autistic kid you've met one autistic kid. Meaning basically that they're all different. While there are stereotypical behaviors, each child is different, is motivated differently, works differently, mentally, physically, and so on.

But don't make assumptions and don't jump into conclusions. And the first thing that people need to do is get educated. There's plenty of programs out there on what autism actually is. Don't rely on memes that you read on Facebook. And actually, to be blunt, get a clue.

There's a lot of people now claiming that they specialize in teaching autistic kids. And we pick up the pieces. Yelling at them, screaming at them. You know, it's ridiculous what some people are doing. And it's, “Oh, this is the tradition.” Really? You know, it's not.

GEORGE: You mean, I can't believe all the memes I see on Facebook?

DAMIEN: No. Facebook is a wonderful way of connecting the world and so on, but it can also do so much harm. And some of these memes that are floating around. You know, like there's a correlation being found between gut flora and autism. Now, correlation does not indicate causation. All right, it's just something that they need to investigate further.

But you've got people out there that are advocating parents with autistic children get them to drink bleach, for example, because it'll kill the bad microbes and so. And it's horrendously harmful. But if you've worked with some of the parents that are so desperate to help their child, some of them try it. Based on some crap they see on the internet. It just…

So, yeah, I've seen martial arts schools advertise that they can cure autism. If that's not a potential A Current Affair episode, I don't know what is. You know, martial arts is good for children on the spectrum if they're working with caring and educated instructors. Because it has its consistency. Things are done pretty much the same way each class, as in your warm ups and those sorts of things. There's a predictability about it that makes them feel comfortable.

And we've had some amazing successes with some of our autistic kids. With one of our junior black belts now, he's 12, he's been with us for eight years. You know, his whole persona has changed based on the lessons that he's learned for dealing with other people. Just out of counting out loud in class and things like that.

GEORGE: Fascinating.

DAMIEN: Yeah, so I'd say that my main advice would be to get educated and get a clue rather than getting your education by getting on, say, Facebook. And I see this on a daily basis, and I've started deleting these groups. But they'll get on a martial arts business group, for example, and say I've got an autistic kid who's just joined my class. What do I do? And you'll get all of this stuff. It will be regurgitated by people.

And it all tends to be very stereotypical. It doesn't take into account that every autistic child is just as much an individual or unique as every other child that we teach. So, you know, we need to get to know them. A lot of kids with the autism spectrum have sensory processing disorders. So the idea of kiai, or kiai-ing in class, if that child is sensitive to noise, is going to be a major barrier.

Or they might have sensory processing issues with things touching their head. So if you wear helmets in class for sparring, that might be the issue and you need to work a way around that. There are so many different things.

GEORGE: Well, yeah, it seems like really putting aside everything, your practice and your tradition of what you do, and really customizing it to what's going to be the obstacles with this child and really playing a real close ear on the ground.

DAMIEN: Yeah.

GEORGE: I mean, a close ear on the ground to really understand what their needs and what their obstacles are in how this tradition is going to affect them.

DAMIEN: Yeah. And it's not a matter of lowering your standards. It's a matter of lowering your time expectations and having more patience. But just because somebody processes information in a different way doesn't mean that they can't do a front kick the same way as everybody else. It just might take them a slightly different way to get to that point.

There's just so many variables. And we've built up somewhat of an unexpected expertise with autism. It wasn't our goal. And we've spoken to our parents on a number of occasions. Do they want separate classes for the kids on the spectrum? And the overwhelming answer is no because they need to learn to deal with regular people.

GEORGE: Definitely.

DAMIEN: So by segregating all the autistic kids into the one class, all they get to deal with is other autistic people. And to be quite honest, most autistic people don't want that.

GEORGE: Yeah. That's awesome. Damien, that can probably spark a whole new episode. And I'm happy to have you on again if anyone's got questions about that. I know, you know, for I always mention this in our Martial Arts Media Academy program. You've just got to be so careful where you get advice from. It's easier, you know, Facebook has made it easier for everybody to connect but some people should not have an opinion verbally.

It's just a fact. You know, I mean, and Joe Rogan actually says it the best. You know, if you get a million people, there's going to be a hundred thousand assholes that don't know what's going on. Out of every hundred thousand or thousand? And those are mostly the most vocal ones. So it's very easy to just take advice because every comment looks equal. But you don't know the background of that person, what they've done, their ethics, their education. So, yeah, you've got to be so careful.

DAMIEN: One of the ones that comes up regularly is the link between … No, actually I'm going to rephrase that because there is no link. But the purported link between autism and vaccinations. Now, the doctor, who's no longer a doctor because he lost his medical license, who did that study had a financial interest in another vaccination. He fabricated a report and a link to no evidence whatsoever so that he could sell his vaccination.

Now, he got caught and it was all redacted and the Lancet redacted the report and so on. But that myth, since then, since Wakefield's report, has perpetuated itself and the internet is making it worse and worse and worse and worse to the point where diseases like a polio and whooping cough and so on are making a comeback. They were all but eradicated. Because people don't want their children to catch autism. It's not something that you catch.

But there are some good organizations out there that are doing training. I'm doing a presentation, or my wife and I are doing a presentation, for the Titan's event in May on working with kids on the spectrum and would just like to get more information out there so that people are not traumatizing these kids with something that should be profoundly helpful.

GEORGE: Fascinating. Awesome stuff. For anybody, there's a … And, you know, just we'll close, probably close it off here, but there's a book, Trust Me, I'm Lying, by Ryan Holiday. If you ever want a true perspective of how media can get manipulated, he was a self-confessed media manipulator. His job was to plant rumors, spread them, create the media behind it. There would be rallies.

Until they saw the consequences of people dying because of fake news spreading in such a way that the consequences kick in. It's a brilliant read, just to get a perspective of don't get all your information from a Facebook post. Because that article was probably written with intent or paid by someone to write. And they did their own research with whatever they could find, and they wrote it and put it together. And it creates a perception where the intent was really just to disrupt. So, yeah, probably a good way to end that off.

DAMIEN: No problem.

GEORGE: Awesome. And Damien, thanks again for coming on. If anybody wants to get in touch with you and learn more about you, where should they go?

DAMIEN: The best point of contact would either be via our website, which you mentioned earlier, www.southerncrossmartialarts.com, or Facebook is probably the easiest way. I'm not good with telephones.

GEORGE: Skype video, it works.

DAMIEN: Yeah.

GEORGE: All right. Awesome. Thanks, Damien.

DAMIEN: No worries.

GEORGE: Thanks for being on. I'll speak to you soon. Cheers.

DAMIEN: Cheers. Bye.

 

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52 – Martin ‘The Situ-Asian’ Nguyen – Chasing 3 World Titles In 3 Weight Divisions

Martin “The Situ-Asian” Nguyen, ONE Championship's two-division title holder has big goals, and it's all in the name of family.

martin nguyen one championship

IN THIS EPISODE, YOU WILL LEARN:

  • What it takes to be a two-division title holder with ONE Championship
  • Master Fari Salievski’s massive contribution to Martin Nguyen’s MMA career
  • How Martin’s Rugby League career evolved into his Martial Arts Journey
  • Martin’s source of inspiration
  • How he is able to balance his family, work and martial arts life
  • And more

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


TRANSCRIPTION

This MMA career is about family for me, so you’ve already addressed that family situation, so I mean, it’s more than I could ever ask for at the end of the day.

GEORGE: Hi, this is George Fourie and welcome to another Martial Arts Media business podcast. In this episode though, we are going to venture off from the business side of things. And I’ve got a really special guest with me today, who’s created a bit of a stir in the MMA world and has just recently become a two-division title holder with ONE Championship. So I want to welcome to the show Martin Nguyen.

MARTIN: Hey man, thanks for having me on the show.

GEORGE: Awesome. Cool, so Martin, Martin’s name might first be familiar, I know I’ve spoken to Master Fari Salievski a few times on the podcast and the last time, it was after your first title fight.

MARTIN: Malaysia, against Marat Gafurov.

GEORGE: That was the one, the featherweight one. And we had a bit of a chat just about your training and the process from there. But then you went on to… moved up to lightweight as well and you took the title there as well. So first, I guess I want to say congratulations!

MARTIN: Thank you, thank you. It wasn’t a plan to move up to the lightweight division, Eduard Folayang, the former title holder is a friend of mine and the plan was never to move up, but it actually played well in my favor after some agreements, but yeah.

GEORGE: We’re going to get into all the details of that, but I guess we should just take a few steps back. I mean, before all these events started happening in your life, who is Martin really?

MARTIN: Oh, I’m just a regular guy. I work full time, I’m a father of three, married, husband… yeah, just a normal regular guy, that just loves mixed martial arts, loves training, loves the competitiveness and just love the disciplinary actions that come with it.

GEORGE: Ok, so now, I’ve just been reading a couple of things about you, just to get an idea of your background. So you got started in martial arts fairly late I guess?

MARTIN: Yeah, I started mixed martial arts when I was 21, so at that stage, that was when UFC was starting to boom, I was coming off an injury from the rugby league and I was a bit overweight you know, and lost a bit of confidence. So a friend of mine introduced me to Master Fari and KMA school gym and I started with Brazilian jiu-jitsu, just the grappling side of it. I loved it and was stuck from day one and we kept going from there.

GEORGE: So 21, and you’re now 28?

MARTIN: Yeah, I’m 28. I’ve been in the martial arts game for about 7 years now.

GEORGE: At what point did you… so, you came from rugby – did you quit rugby completely and then just moved over to martial arts?

MARTIN: No, no, when I was 16, I was playing rugby league, Harold Matthews cup and just caught a few injuries through Harold Matthews and just played rugby league up until I was about 18 years old. Come to the end of C grade, I called it quits, just too many injuries, recurring. So 19, 19 to 21… actually, when I was 19, I took time off everything, and 20 to 21, I started lifting weights and I got a bit big, more fatty-stocky, but yeah. And then from there, that's when my friend introduced me and we went from there.

GEORGE: Alright, cool. So you start this martial arts journey and at what point did you feel it’s time to sort of step it up?

MARTIN: Ok, so, what happened was, I started Brazilian Jiu-Jitsu as I said, and during my first year and a half, I went on a few comps, some New South Wales Jiu-Jitsu comps. I ranked third, fourth and from there, I liked the competitiveness of Brazilian Jiu-Jitsu, so we kept going into comps, ISKA comps, and I won a few matches through ISKA. And then, at that time, there were a few MMA fighters that were busting out on the local scene.

And watching them train and seeing what they go through was kind of an inspiration for me to want to try and keep up with them, so Master Fari just set the path for me, gradually going into MMA, so we started off with kickboxing, and he got a few Thai guys in, we’ve done Thai kickboxing, I still kept up with my Jiu Jitsu and then I started training up for an ISKA amateur MMA comp and I took out the competition twice, two years in a row. And from there, when I was roughly about 23 to 24, we decided to step into the cage from there.

GEORGE: Exciting stuff! How did it all lead up to your first title with ONE Championship?

MARTIN: During the local scene, I racked up a few wins and I fought for the national Australian title, featherweight title. And I was facing a guy that was busting on the local scene as well. I beat him and the winner of that fight got a contract into ONE Championship, which… I wouldn’t say just started up, but they started up and were looking for new fighters, where KMA had become partners with ONE Championship. So the winner of that title fight got the contract and that was my opening on the world stage.

So I won my first fight with ONE Championship and for my second fight, I was meant to be fighting another up and comer, hot prospect, but that fight got cancelled 48 hours before the event was about to be held. And I got moved from the first fight of the night to the main event, fighting for an interim world title against ONE of the hot prospects around the world and I lost that fight in the first round. And that motivated me to train and just… everything just stepped up another notch of where I had to be and where I was. So from there, I won four in a row, which eventually led to my rematch with the title holder.

GEORGE: That's going to take some dedication on your behalf, you know? You mentioned you’re married, you’ve got three kids, you’re still working a day job – so how do you fit this all in, and obviously, you know, you’ve set some big goals for where it is that you are headed, which well get to in a bit in this conversation. But just walk us through – how do you manage your training commitment and everything, to be fighting at this level with everything else going on in your life?

MARTIN: Yeah, so it’s definitely hard. No one could say it’s easy, and the main person that helps me out the most is my wife. She steps up as the parent to take on both roles, both father and mother when I’m not here, to look after the kids. I wake up at 6 o’clock in the morning, I leave the house, I get my morning training in, I go straight to work.

Finish work, I go straight to KMA to do my second session of the day. And I come home and my wife’s there, looking after the kids. She plays a big role when it comes to this MMA career and she’s my nutritionist as well as my wife as well as, you know? She’s looking after a fourth child basically. So to be honest, I wouldn't be able to do much of what I’m doing now without her, so yeah, the support that she’s shown me, I’m forever grateful.

GEORGE: Yeah, the saying goes true that behind every successful man there’s a successful woman.

MARTIN: Oh, a 100%, a 100%, I believe in that.

GEORGE: So Martin, I want to just go a bit into your background. You were born and raised in Sydney, and it’s mentioned that you come from refugee parents, so you’re from Vietnam I believe? How's that been different for you, sort of growing up in Australia? Has it been different for you, because you’re a 100% first born Australian, kind of like my son is in a way? But growing up in a sort of different environment from parents, from a different point of view, and I guess a better appreciation for what you have in Australia – how's that affected you in growing up and moving forward?

MARTIN: Look, growing up, we weren't… yes, we did come from a refugee background, I was born in Australia, so were all my other siblings. Me, my brother, my older sister and younger sister. But growing up in Australia – look, we grew up the OZ way. We are OZ kids, my parents never brought any politics or anything that they went through in our lives, so we grew up living the OZ dream. I’m so thankful for this country because it’s one of the best countries in the world to live in. Everything that happened though school, throughout life in general, my parents they raised us all up as an OZ child, you know? So there was no racism or anything going on, no bullying. We were pretty lucky and fortunate at that stage there.

GEORGE: And have you ever returned back to Vietnam? I mean you’ve been back obviously, but in a way to sort of explore what life would have been for you in a way?

MARTIN: No, it hasn't played in the back of my mind at all, to be honest. Living in Australia and there, you can’t compare. Yes, I’ve been back to Vietnam, just after high school, and I’ve seen the way my father's family live over there and you know what? What we have over here, sometimes people take for granted. But you know what, the way my parents raised us, we never take anything for granted, I’m so thankful for everything that happens in our lives, you know?

GEORGE: That's such a good point and the reason I ask this question, because, I’ve immigrated from South Africa probably about eleven years ago. And growing up in a country that's… it’s still known as first world, third world politics probably, but seeing how tough life really is, I see people complain about thing that in perspective, it’s really nothing. It’s fabricated problems, where I’m used to going… if I go back home, I’m used to seeing, there are people with real hunger, there are people on the street that are actually really struggling. How do I feed my family tonight, type of problems? Which is, I think, something people take for granted, living in.

MARTIN: It is, it is. I mean, it’s not only our country but everywhere around the world it happens, I think it’s just our natural ability, just to complain.

GEORGE: Yeah. So, Martin, you won the featherweight Championship and then, as you’ve mentioned earlier, you saw the opportunity came up. Then you managed to become a two-division title holder. So, what kind of doors does that open for you, from here on?

MARTIN: Yeah, being a two-time division champion, there’s only a handful of us in the world that's actually ever become two divisional title holders. So where it is from here, well, we’ve already set our goals from before we even fought for the featherweight title. You know, we always said, Master Fari and I sat down and we had a chat, we always have our little chats when we go on our little trips here and there and training sessions. We said we’re going to win this belt. The plan was to go down the weight division because I knew how to make the weight and fight that title holder for his belt.

ONE Championship had other plans and that put me up against the lightweight title holder, which worked out in our favour of going up the vision and winning that title, but where it is going from now: the fight is booked. It’s booked for March, fighting for the third world title and basically becoming one of the first fighters ever in the world to hold three titles consistently in three different divisions.

GEORGE: That's a big goal, that's fantastic.

MARTIN:  It’s a massive goal, it’s a massive fight, but I feel like this is my time and when your body feels right and everything feels right and the stars align, it’s bound to happen.

GEORGE: Yes, you’re right about that. And I mean, you’ve proven that it’s possible, so I can’t see that there should be any doubt in your mind that it’s an unachievable goal. So let’s say you get to a third world title: where do you see yourself taking your MMA career?

MARTIN: If I do win this third world title, then I look to defending the title, so basically everyone wants what you have. And I’ve worked so hard for me to get to this position where I am in life at the moment, so I’ll be defending all three titles, consistently, and you know what? We’ll play it by ear, whatever ONE Championship wants to do, I’ll go with it and we’ll start building a career from there.

GEORGE: Any plans to venture away from ONE Championship, or do you feel you’ve found your home and you’re going to continue with where you are at?

MARTIN: Yeah, everyone's been asking me this question, when am I going to go into UFC, or you know, when are you going to venture out of ONE Championship and move on, you know? But you know what, I’m happy where I am at the moment, and I always go by the saying, if something's not broken, why change it? So the way ONE Championship are treating us, are treating me in particular as a professional, mixed martial artist, I’m happy the way it is and it’s setting up a platform not only for me but for my family as well.

So in terms of going to the UFC – you never know at the end of the day. I’ll be defending my titles consistently, until… I guess it’s, you know when it’s time to move on and yeah, at that time, at the moment it’s not looking like that. I’m happy where I am and I think I’ll be staying with ONE Championship for a while, so in terms of moving on, it’s not going to happen anytime soon.

GEORGE: So Martin, thanks. Thanks for being on the show and look, I normally don’t speak to MMA fighters on the show, nor anybody of your caliber, so I want to ask you the question: is there anything that I haven’t asked you that I should have asked you?

MARTIN: To be honest, you’ve asked the majority of the main questions that every journalist has asked me, in terms of what other people would want to ask me… I mean, you’ve asked everything, everything in this MMA career is about family for me, so you’ve already addressed that family situation. So I mean, it’s more than I could ever ask for at the end of the day. Sorry, I’ve got my daughter, she’s jumping on me!

GEORGE: That's awesome. Cool, lastly Martin: firstly, I wish you all the best, what you’ve achieved is fantastic and I saw that video clip of you holding both belts and just pure emotion. Obviously, expressing thanks to your family, your dad as well and everything. It’s just fantastic to see, you look like a really genuine guy. You deserve all the success that's coming your way. So for anybody that wants to follow you and support you on this journey, where can people find details about you?

MARTIN: So, I’ve got three main accounts. My first one is obviously Facebook, where everyone's got it. I’ve got my personal fighters page, where it’s Martin “The Situ-Asian” Nguyen. Then I have my Instagram account, where it’s at, itsmartiinn. And I have my twitter account, which is MartinNguyenKMA.

GEORGE: Alright, fantastic.

MARTIN: Keep in contact with me, that's the main accounts that I’m usually on and I usually post a lot of stuff up, just to let the fans know what's happening in my career at that point in time.

GEORGE: Alright, fantastic. Martin, I wish you all the best and we’ll put links in the show notes to all your accounts so that anybody can follow you and all the best!

MARTIN: Done deal, thanks, George.

GEORGE: Thanks, Martin, speak soon – cheers.

 

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46 – Fari Salievski: Training The One Championship World Featherweight Champion Martin Nguyen

Martin Nguyen caused an upset winning the One Championship World Featherweight title. Fari Salievski shares behind the scenes insights training the world champion.


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IN THIS EPISODE, YOU WILL LEARN:

  • The difference between martial arts training and becoming a professional fighter
  • What it takes to become the One Championship World Featherweight Champion
  • The martial arts success values that left clues for Martin Nguyen’s One FC World Featherweight Championship
  • How did Martin Nguyen’s national and international exposure benefited KMA Champion Martial Arts
  • Martin Nguyen’s sole inspiration for working hard in order to take home the belt
  • And more

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


TRANSCRIPTION

GEORGE: Hey this is George Fourie and welcome to another Martial Arts Media Business podcast we’re on episode number 46. I have a repeat guest again for something a little different, Master Fari Salievski. How are you doing there Fari?

FARI: Always well, thank you.

GEORGE: Awesome. So today we’re going to talk about a bit of a different topic. One of Master Fari’s top students Martin Nguyen, he recently won the World Featherweight Championship in Asia and we’re going to talk about training a champion and how the whole journey evolved and what the next steps are. So let’s get started. So welcome Fari. I guess take us back to the beginning of all this, where Martin started training, etc.

FARI: Ok, first and foremost, I just like the fact that we’re a martial arts school, not a fight gym. So yes, we have fighter, we have a cage out the back. But at the front, we have little preschoolers and moms and dads and within all of that, we still manage to do a little bit of fighting. I look at that as fun, as a chance to test out our training. So it’s a martial arts school that has a martial arts culture. People bow on and off the mats and have the discipline of the martial arts. That's what Martin knew and joined for and he joined in doing our Brazilian jiu jitsu program and obviously, when he started, he did not plan to fight, but then we had some opportunities. To this day, I still run the ISKA, back then we used to have combat grappling, which is basically modified MMA. He got into that, liked it, and then some fight opportunities came up.

GEORGE: Ok, so how long has Martin then been training with you?

FARI: Look, that fight in the ISKA was in 2010. He was competing in some grappling tournaments back then, so it’s been at least 8 years. it’s been a long journey. 8 years flies, but here he is, The World Champion.

GEORGE: All right, cool. When did you actually or Martin realize that potential that there was a potential to reach this level?

FARI: Look, we went from the combat grappling in a tournament style to obviously going into the cage. His debuts were good, he had an undefeated record, but there was a one fight in Canberra that I put him up against an ace grappler from Melbourne that was just choking everyone out. And that fight really showed whether Martin was going to step up or not. In fact, even the promoter said, I remember his exact words, why would you want to put your boy to fight an ace Brazilian jiu jitsu guy, he's just going to get choked? And my answer to that was it’s not a Brazilian jiu jitsu fight; it’s MMA. And that was probably, I've got to say, one of the bloodiest fights you've ever seen.

You can go to a YouTube channel and check it out. I think his name was Ruderman. Anyway, check it out. He's beat, I still remember to this time. His feet were drenched in blood. It’s probably the worst kind of an MMA fight you want to see; you know? You know the fight that gives MMA a bad image? That was it. Because there was a lot of blood, but it showed that Martin Nguyen could step up. He's a natural competitor and he stepped up and that earned him basically another serious fight and he was only a fight away from the Australian title, which he ended up winning against the gym across the road, which is always satisfying let’s say. And he did in a very convincing fashion, it was probably one of his edgiest fights, just saying it like it is, no disrespect. But he won that and he also won as a result of winning the Australian title on brace, he got the opportunity to fight in Asia, he won a contract.

GEORGE: Ok, so with ONE championship, now, everybody knows UFC, Bellator, these are the more common names.

FARI: Yeah, absolutely!

GEORGE: So just to give people context, where does the ONE championship fit into the equation?

FARI: Well, they have a bit of laugh in Asia, they say, you know what: UFC has won the west, ONE FC won the east, right? Think about it: China alone has four billion people, a quarter of the world's’ population. If you take a quarter of that, it’s a billion people market. Just in China. In Vietnam, Martin Nguyen obviously has a Vietnamese heritage. You’ve got a market that's 95 million. The numbers are phenomenal!

martin nguyen one championship

Within the first three days of him winning the title and if you look at some of the previews of his last couple of fights, within a few days, it’s like 1.2, 1.3, 1.5 million previews of his fight highlights on the ONE FC Facebook page. I mean, the numbers are just phenomenal, that's the Asian market. it’s huge, it’s massive. And we obviously can't relate to that sort of population in Australia, bit if you ever try to catch a train in Tokyo, it’s a busy place. So the numbers are huge, the market is huge and you know what? Martial arts and fighting is in their heritage and they love to see a good fight. And ONE FC really rules that part of the world.

GEORGE: All right, so definitely a big deal for him.

FARI: Absolutely.

GEORGE: Now, you being a martial arts school and you talked about this, the discipline and everything, how do you then make the adjustments? You've got this guy Martin Nguyen with all his potential and you know you want to take him to the top, but you don't really specialize in fighting, in training fighters to that level. So how do you then go and make the adjustments with the training?

FARI: First and foremost, we've always been a combative school. So our target is self-defense, not competition. So we always try to keep it real. So the aikido and even the Jiu Jitsu, our philosophy is, if I take my fighting habits to a tournament, I'm not going to be disadvantaged. But if I only train in tournament, and I take that philosophy to a fight, someone's going to get hurt. So we've always had one mentality. And there's no ego, if we need, for example, we've got some good striking coaches here and if we need for a particular fight, like in this particular case, we had a really good grappling partner that helped us prepare against the rear naked choke.

Why the rear naked choke? We’re fighting a guy that's got the world record in submitting his opponent's six in a row rear and choke, including one over us, when we had a title shot and that wasn't planned, it popped out of the blue, 24-hour notice. But I wasn't there, Martin took the fight. We didn't get the result, but we prepared. And you need not to have the ego to say, OK, I need this and you get your partners for a particular fight and you've got to do what you've got to do.

GEORGE: So the prep work is pretty much everything then, right? Because it’s pretty much understanding your opponent, what their strengths are and planning accordingly.

FARI: Absolutely. Look, in this case, I believed that he was very in, as in Martin. We spoke about it, he really only had one dimension to his fighting. His go-to was always, go to the back. So we knew if we take that weapon away, we knew that Martin is in much better condition and we knew that we can outstrike him. And to prove that, we even went up to the commentators and even all the ONE FC people before the fight to say he's going to get knocked out, just so no one thinks it was luck.

We knew what was going to happen and not to be cocky, but we couldn't see anything else. Anything can happen in a fight, but we really, really prepared and we boasted about it and we boasted about the result because no one believed it. In Singapore, we were given odds of 10 to 1, which I wish someone told me because I would've put some money on it. And the fact is, even the promoters that said to us after, that nobody wanted to fight this man, but we wanted to fight that man! And in fact, I've put up a video today, when you look at my KMA Brazilian Jiu Jitsu and Top Team page, I put up a little video that's a little segment from the documentary cage to get a chance. Currently, it’s on SPS on demand. Watch it, and in that, the first fight after his loss. We’re there, and Martin has got his hand up and he's there saying, I'm coming. That was two years ago!

So this had been a two-year goal, it’s not something that was just an afterthought. We wanted not only to avenge that one loss. He gave us one loss in our career; we wanted to give him his first loss in his career. And here we are, we did that. A lot of preparation, a lot of work. But again, it comes back to the discipline of the martial arts. You can talk about it, but you need to back it up and you can only back it up with discipline and commitment and for me, you need to be a true martial artist to do that.

GEORGE: So in that process then – and this is a typical Conor McGregor thing. You'll always hear him do that, he’ll have this vision, that’s the goal he focuses on and he believes it to that extent that that's the way it plays out. Now, it sounds like you really took that same approach – that's the way it is going to play out. But do you have a backup plan? If plan A fails, is there plan B or C, and how would you balance actually, if there are different plans? And how would you balance the training?

FARI: Yeah, look, plan B is simple, really. You need to have your conditioning and that's always your plan B. You want to make sure you don't gas and you've seen it, you've went to some fights and you go, you know, he was a better fighter in the first round and then in the second round, he starts to fade and all of a sudden -! You can have plan C, D, all the way to Z, but if you gas, it isn’t going to work. So you need to be able to last, number one. Number two is, Martin can take a hit, and even in this fight, he took a hit! He actually got knocked down. He didn't get knocked out, but he got knocked down early in the fight.

So then with the commentators, “This is the beginning of the end!” Which makes for great viewing and the guy is taking his back, and then the guy is taking his back and Martin gets up – not from the punch, but he gets the guy off his back, once, twice, three times – again, great viewing, but what does that do to the mind games of our opponent? That's his trump card. He did it once, twice, three times, desperately tries the fourth time and just simply gets to the point where he puts his hand around his neck and pulls of. He’s starting to get tired. Watch the fight if you can, it’s a beauty. And some people call it an overhand right, but really, we caught the money maker and it was! Pretty cool.

GEORGE: That's awesome. Now, you guys get back home, how does that affect the moral of everything from all the other students at school?

FARI: Look, you know what, if they're not inspired now, they never will be. Believe it or not, it’s harder to come back from something like that than it is from a loss because there's a lot of hype. We had a group of 18 people, if you look at some of the highlights, we’re in the cage, and we had a huge entourage, absolutely fantastic. We prepared together, we toured together, we ate together and straight after the fight, I'm telling you, we celebrated together. Great atmosphere, everyone came into the cage, we just security didn’t want to let us in, but how can you lock out that many Aussies? I think the security just gave up, then everyone just stampeded the cage. But the reality is that our goal wasn't just to get there and win; the goal was to get there, win and build already for the next fight.

martin nguyen one championship

Immediately after the fight, we announced that we’re more than happy to fight for the title in the next division down, so whether that happens sooner or later, it’s going to happen, you know? Martin will make his mark in this division and he's always up for a challenge. Every fight that Martin’s ever had, the  person’s had an undefeated record, people had a big run of wins, but Martin just stepped up each time and every time and he fought the best at their best and beat them all. Either in the first round or early in the second. The majority win the first round, so he's a finisher!

That's making a huge statement. You didn't get the judge’s decision, you didn't get lucky, they didn't toss a coin. it’s pretty hard to argue when you choke someone out and knock them out, or you split their head open and they can't fight anymore. I mean, argument over – the best man won.

GEORGE: Awesome. Now, what about venturing under the UFC, or anything like that? Is the ONE championship where Martin’s going to say?

FARI: Absolutely! Look, the ONE FC people it’s an amazing organization and people that know it and know the Asian market is really, you do well, that's the market we want to be. And saying that, I think the UFC is fantastic. We've got one of our other fighters, he's got a title shot at the end of the year, Theo Christakos. He wins that, don't be surprised if you see him in the UFC. So look, different fighters go different paths, but each to their strengths and every organization has I think pros and cons, but I think ONE FC is fantastic for Martin, it’s been fantastic for KMA and they've been great and we’re here to repay their gamble on us, if you wish, because we’re a gamble. We were the underdog on every single fight and here we are now, Martin’s the champ.

So people are going to talk to you differently when you're a champ and opportunities are going to come in and let’s face it: he has a Vietnamese background, look, he's a good looking kid, you know, he's got, I'm surprised Colgate hasn't signed him up already. He's got a million-dollar smile, but you know, he's likeable. Anyone that sees him, you want to cheer with him. And I'm not putting our opponent down, but I had no doubt in the world that the majority of people were cheering for Marty, even if they thought he couldn't win. They would've wanted him to win.

He's a marketing person's dream; you know? He's got a beautiful wife, a nice Aussie girl, he's got a couple of kids, he's got the mortgage, he works by day – he's just a hard working humble guy and from parents who came as refugees to Australia, that classic when you got to Australia to make a better life, Martin has repaid that risk that the family took for him, for his future and the rest of the kids in his family. They risked it all, they left – just to understand, back in the day, they came by, they were refugees. So they didn't come in with the silver spoon in their mouth. So it’s a pretty tough way to begin things and a tough background has made him obviously a competitor. But he's representing Australia and I have no doubt that the people of Vietnam would love someone to say, hey, he's our hero too!

And there's nothing wrong with that too. He's very proud of his Vietnamese history and he's obviously, his dad, unfortunately, is not with us anymore, but that's a way of saying, you know what? I want to repay my dad’s history and he's obviously got some relatives over there, how good is that? You've got two countries backing you and to be known and what a success story it is. And the success story is still ongoing, hasn’t finished yet, but I think now our goal is obviously to continue to win, but my wish for him is to really build a legacy and set some big word for us.

GEORGE: Yeah, for sure. So, young working guy like Martin, is there good financial payoff for fighting at this level for him?

FARI: Well, hopefully, there will be. Now he's a champ, look, things obviously will change. As more people see him, hopefully, more people will come to the forefront as sponsors, we’d love to be talking to look, he loves the Mercedes, so Mercedes dealers out there – you want an absolutely fantastic role model and an athlete? He'd love to drive your car! Let’s have a chat!

GEORGE: Is that for one Mercedes, or two? Because it sounds like there's double interest here!

FARI: No, you know what, I'm all about helping out fighters and helping out team. Look, I've been blessed in life and for me, it’s all about achieving something for the guys and I'm telling you, it’s very well deserved so I hope the word will get out more and more and even with this podcast you know. The brand of KMA, the brand of Martin, the situation, anyone that sees him loves to watch him fight. it’s not a five round boring fight, it’s going to finish. And the stats are there. So if you haven't seen his fight yet, I would watch a couple of his fights, and I'm telling you, I get the best seat in the house and I enjoy watching his fights.

GEORGE: That's awesome, yes, I will make sure that the fights are all posted within this episode, martialartsmedia.com/46.

FARI: I do have a link on all of the little highlights on my YouTube channel, you can click and it will do the series of videos.

martin nguyen one championship

GEORGE: A playlist, yep.

FARI: The playlist, so check it out. And with that too, I'll put out some of the pre fight little promos that we've had in Asia, saying how he likes team 47 seconds and you know, they really pump that up. This man's undefeated and which is good, because it makes the win all the more remarkable and all the more exciting, so it really was a Rocky story from the worst point of view, but from our end, it was a fight that we really prepared for.

GEORGE: Fantastic. So let’s talk about before we finish things up, let's talk about the marketing side of this quickly. Something that Hakan Manav also mentioned to me when they went through Australia's Got Talent and they got all that press, they really rode it as far as they could, because of this national exposure.

FARI: Absolutely! Look, look at that pace! That's the winner, that's the guy that we beat, I mean it’s everywhere! Have a look on my Facebook, have a look on the KMA Brazilian Jiu Jitsu and Top Team. Look, I am not going to lie, absolutely. But it’s also a bit of pride and I want people to be inspired. And it is inspirational. Look: success leaves tracks, whether in business or in training. If you want to follow in that path, obviously, we didn't get lucky, we had to be doing something right. And there's a great team here, there's a great culture here. So if people want to get looked after, if people want to train, we're on Facebook. We own the building, for starters, we are not going to go nowhere!

martin nguyen one championship

So we're here to stay, I've been teaching for 35 years and I honestly believe within distance, obviously, I'm going to recommend coming here. And hopefully they will, and yes, we're going to pump it. But also I want to pump it because I want people to know Martin. And he is a great kid and he is a role model and sometimes the image of MMA is not always the best one. But look, he's got no criminal record, he's got kids, has a mortgage, works hard and anyone that's ever met him, they all say, what a wonderful human being. And he is, he is just your regular Aussie bloke, with a Vietnamese heritage, which is pretty cool.

GEORGE: Fantastic. Awesome, well Fari, thanks for meeting with me again and sharing the story. Really inspiring and for anyone listening, martialartsmedia.com/46. You'll get all the show notes and all the links to find out more about Master Fari and Martin and the KMA Martial Arts School. You can check out martialartsforlife.com.au. Cool.

FARI: Pleasure was all mine.

GEORGE: Awesome, thanks, Fari, I look forward to speaking to you again.

FARI: Have a great day.

GEORGE: All right cheers!

 

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43 – Henry Calantog: 3 Must-Haves For Martial Arts Instructors To Run Fun & Entertaining Kids Classes

Martial Arts school owners rate Henry as the ‘Go To' kids instructor. These 3 Must-Haves will make you follow suit.

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IN THIS EPISODE, YOU WILL LEARN:

  • How Henry Calantog got to work with Kyoshi Fred DePalma & MA1st
  • The essence of ‘Patience is a virtue’ when teaching kids classes
  • Helpful strategies on how to keep kids entertained and motivated during martial arts classes
  • The three general ways on how martial arts students learn
  • How to achieve the right balance of being serious and using humor
  • And more

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

 

TRANSCRIPTION

GEORGE: Hi this is George Fourie and welcome to another Martial Arts Media business podcast, episode number 43. Today, I have a guest with me that I met at The Main Event in Sydney. I was fortunate enough to be able to share some presentation at The Main Event, which is hosted, Ma1st and I was able to, it was my first presentation, it was good to get to a live event and meet Kyoshi Fred DePalma, who also introduced me to Henry Calantog and I was told by a lot of some of my customers and a lot of people that I engage with, mentioned that Henry is top notch and he has been helping them with instructors, helping them instruct their kids classes and everybody mentioned they've learned a lot from Henry. So of course, I wanted to take the opportunity to get Henry on the show. So welcome Henry!

HENRY: Hello George, thank you very much for having me on.

GEORGE: Awesome. So, we've got lots to talk about, but we're going to start of course, right at the beginning. So who is Henry Calantog?

HENRY: My martial arts background… well, actually let’s go through the personal background. I am the first, I'm Filipino. You wouldn't know that, because I'm over 6 feet tall, if you're familiar with any Filipinos, obviously, that's extremely tall. I was the tallest kid in the village, that's what we would make the joke with. But I am the first generation of my family that was born in the US, so my parents of course emigrated from the Philippines – Cavite, if you're familiar where that little fisherman village is, migrated here, and I was born here and pretty much, we brought the rest of the family over.

Did martial arts off and on when I was a younger child, I tried to do eskrima kali because of a friend of a friend of my father knew how to do it, so we tried to train it in the backyard. Had a really bad experience with it, just because it’s a very old school instructor and my first class was putting my hand on the table while he was hitting my hand with a rattan stick. So, at the age 8 years old, I didn't find that very entertaining, so I didn't want to come back.

I enrolled into a Taekwondo class; I just remember getting the pajamas. I did a Taekwondo class at the YMCA; I didn't like that either, because I thought it was boring. We sat around too much and didn't do anything. It wasn’t until I was raised in Reno Nevada – if you know where that is. And due to a job transfer, my mom moved to Arizona. We lived in Chandler Arizona, which is a couple of miles from where I'm a direct student of Kyoshi Fred DePalma. And then, I’ve been a student of his for 20+ years and that's where we found his school in 1994.

And so, it pretty much started from there. And the biggest draw for me was that classes were fun, that it wasn't just… my first two experiences, my hand, was getting beat by a stick and my second experience, we sat around and we just watched everybody do things, we didn't do anything. I think as a kid, I'm probably exaggerating – I probably kicked the pad five times in a two hour class and I just thought it was really awesome, with Kyoshi DePalma's and my other instructors, who was his head instructor, Jeff Wahlberg, was his head instructor at that school, because I was his student directly under him, they just made classes really fun and engaging for a young tween kid, you know?

And I've been with him ever since, and form a professional standpoint, I have had every job at the martial arts school. I was obviously the student – that went up. I did competitions, I helped out in classes, I moved up from helping out in classes to being a guy that cleaned the bathroom, who cleaned the throw-up at the end of a good class. If somebody threw up in class, you know those kinds of situations, I mopped the floor, I mopped the mat. I did every job, I eventually got moved up to just like an assistant role and then a job opened up at our school for a program director, which is kind of ironic, because we don't even have program directors in any of our schools anymore.

But it opened up and so at purple belt, I started being the program director in a school with over 300 active students. And I was a teenager in high school. So I was the handling credit card payment, I was making enrollment agreements, contracts – I mean, I was getting a very, very early I guess lesson on how the martial arts world worked – long story short, at the age of nineteen, I get sent out to run one of our satellite locations and I have been running that satellite location – which I eventually bought several years later, I've been doing that since March in 1999. So I have been the assistant, the assistant's assistant, a program director, I've been behind the counter, all the way to being a head instructor of a school, of a branch location, and now owning that school since 2001. So that's kind of the brief history of me.

I like to tell people, everyone keeps mentioning how I teach kids: it didn't even start off that way and the funny story about it is, one of the very first classes I ever helped out in, I had kids walk off the floor, because they were bored. Ironically, I was telling you the story that I was bored in the Taekwondo class – nothing against Taekwondo to my Taekwondo friends, I was just bored. But actually, one of my first classes that I was responsible for teaching myself, I had kids walk off the floor to sit with their parents, because they thought it was boring in a class.

To now, I mean, one of the schools we visited was Dave Loti’s school and they were telling me that some of the little dragons that they taught while I was there, they were crying that I wasn't there the next day teaching them. And so, it’s kind of, it’s funny, it’s a balancing act and we'll kind of delve into what we do with the company that I'm part of, Martial Arts 1st and the different instructor colleges and instructor workshops that we do with communications, but we'll delve into that more. That's the background of me.

GEORGE: Awesome! So I want to go back one step, because it is a big thing for you to be first generation born in a foreign country – how do you feel, and just knowing obviously, you teach a lot of kids and in the American environment: how do you feel it’s been different for you to grow up in a country where all your parents are from – well, you as well are from the Philippines.

HENRY: You know what, I have to honestly… there was a language barrier growing up, not with me, but with my mother. My mother obviously, English was her second language and this is actually the parallel that I brought up with my wife and we had a conversation today about patience. And I brought this parallel that why I ended up at being such a patient person which eventually moved on to being patient with kids was because I saw people treat my mom terribly because English was her second language. Now, not all Americans are like that, so don't get the wrong idea, but often times if people meet someone who does have that language barrier, they already pass judgment on them right away.

So like a good example, we'd be going to the store and my mom would struggle, trying to communicate to the cashier about something. And sometimes the cashier, let’s be honest, the cashier could be this young kid who's just frustrated that he's at work that day. And so he's just rolling his eyes because he just can't communicate. And then I come along, speaking exactly like this that has taken speech classes, presentation skills from junior high all the way to where I am now and I speak clearly and it completely surprises people. And so I think one of the first things is from being the first generation born, I got to learn patience right away, because I had to be watching people being impatient with my mom and with my brother, who also had challenges as well.

I learned to be patient and it also made me understand that you can't judge people right off the bat. You have to look at them as the blank slate that's always something that can surprise you. And that goes to teaching kids, because I find that sometimes old school instructors, especially the ones that we deal with when we do our instructor workshops, that always say “Why, I just can't teach children. There's a certain age group that I just can't go past.”

I find the reason that they do that is because they already judge that kids are that way, instead of realizing that kids are this open tapestry that you can keep adding upon, that that kid might be emotional at the age of seven, but they are going to be incredibly resilient by the age of seventeen. So don't pass judgment and say, well that kid is always that way. So I guess being first generation born, kind of answering your question the long way, kind of helped set my path in that direction, which I try to communicate a lot of times when we do our workshops.

GEORGE: Fantastic. That's… all right, so it’s easy for you, because you've lived through this and you experienced that. Now, when you do workshops and you have to actually teach instructors, OK, it’s almost… it’s not your teaching, but it’s actually… I wouldn't say character. It could be character in a way, because you're just not patient and you can't deal with that. How do you go about actually teaching instructors that deeper level of understanding, how to work with kids?

HENRY: Well, it’s fun because in our last workshops that we were doing throughout Australia, one of the things that we covered was the fact, there's three general communication styles that we talk about and three general ways that people learn: visual, verbal and what we call kinesthetic, which is basically hands on, that's just like the big word that people use for it. So you have visual, verbal and kinesthetic. And one of the first things that I go over in a lot of our instructor things is, I ask the instructors what type of learner would you characterize yourself as? Now lest kind of go further.

So a visual learner is someone, for instance, kind of self explanatory: you have to watch it, you have to see it. A visual learner might be the kind of person who will say, hey let me see you do it first before I do it. So they have to sit back and actually watch it and see the examples and whether it’s teaching a kata or form, or it could be something as simple as the way you're supposed to fix something on your computer – they want to sit back and watch you physically do it.

A verbal learner is someone who needs explanation of why. Why am I doing this? What's the purpose for me doing this? Explain to me the big reason for this. I make the joke that my wife is a verbal learner, because before we can act on anything, we have to then have like a 15-minute discussion of why. And I'm more of a visual and kinesthetic person: I just see it and want to do it, but she wants the full explanation. So, verbal learners are people who need to know the reasons.

And kinesthetic – they just want to put their hands in it. They just want to get doing, I’ll learn better by actually moving. That's one of the first things we cover when we do instructor workshops is, we ask the instructors to self evaluate – what kind of learner are you? After I just described what learning types are, what are you? Are you more visual, are you more verbal, are you more kinesthetic? What is your primary learning style?

Now, you always learn in all three ways, but you tend to push and feel more comfortable towards one direction. Once the instructors in the workshop kind of recognize exactly what type of learner they are, then I usually throw them a bomb and say, that's the reason why all your students are that type of learner. Because that's the only one you know to tailor to. So if you're a visual learner, you teach visually. You teach by doing examples, but you don't necessarily explain why you're doing it. You just show them, I'm just doing this move and let’s just follow what I'm doing.

So you tend to attract more visual learners, because you go towards that. Or as the opposite of the verbal, you have the why people and so on and so forth. And the big challenge that we make instructors understand is, if for instance, when you get a lot of instructors who are visual, we'll tell them, fantastic, you're visual! Keep doing that, but how can you improve your verbal communication and how can you perform or get better at your hands on communication? That's always the fun thing to say – it’s easier to do, it’s kinesthetic, it’s hands on, but how can you get better? Because when you teach something, you want to hit all three evenly, always and consistently, even always inconsistently.

So like an example that we'll do in a workshop is, my base style is American kenpo, so I’ll just teach a technique we call 5 swords, which is you're blocking a roundhouse punch or haymaker and we just kind of go through the movements in that. And through that example, I will show the whole instructor workshop through the breakdown of the technique – so now they're learning something kind of fun to do, the instructors are having fun, because they're learning something new that's maybe out of their style, that's different from their style and we're going through the technique, but then they're seeing how I'm visually demonstrating it, so I'm in front of the class doing it while they're following me, I'm verbally explaining it saying, we have our body shoulder width. We have our hand going towards the neck, because the neck is open and the line of sight is easier for striking from here to there, so I'm explaining why I'm doing every certain move.

At the same move, I might be having them doing it on a partner at the same time, I'm explaining it and visually doing it in front of them, if that kind of makes sense. And I know you kind of saw me do a little bit of work when we were at the main event, so in one five minute section, I’ll demonstrate how to do all three teaching styles, all three communication styles and get it in a way where I hit every learning style evenly and everybody gets the point within less than 5 minutes, whereas a lot of instructors, if they're primarily visual, they'll lose their verbal people right away. Or worse, the verbal ones don't necessarily get belligerent, but they're that student that sometimes the instructor gets upset at, because they're the one going – well, why? Why would I put my foot forward? Why do I move my foot at that angle? And it’s not just adults – I mean, kids ask why all the time! They do!

And some instructors will get frustrated, they're like, they're always asking me – they just need to do it! And I'm like, no, they're a verbal learner. They're not being disrespectful to you; they just want to know why you're moving your foot this way. Well, we're moving our foot this way because the line of attack is coming in this direction, so we're stepping off the line of attack so we don't get punched in the face. If you took the time to actually explain it in those terms, then they're going to go, oh, that makes complete sense.

But it’s really trying to hit all three, and we'll spend an hour role playing, working each and every learning style individually and then teaching the whole team and staff how to integrate all three, so by the end of the session, I don't want to say we perform miracles, but we get them to think outside the box. And the biggest reports I get from every workshop that we do is that a week later, two weeks after, everybody's super jazzed about it, but they see the differences in class, and more importantly, it isn't the owner that sees the difference – it’s the students who are commenting, what happened? Normally I would struggle doing this, but now I'm not struggling this. And they think it’s them! They think, I must be getting better at this. They don't realize their instructor finally understood, oh – I learned to communicate better.

The big phrase I always like to say is that it doesn't matter the subject that you're communicating, it’s how you're communicating it that really counts, especially with children, which is one of the reasons you have me on today. I don't care if you're teaching Brazilian Jiu-Jitsu, Taekwondo, American kenpo, full contact kick boxing – the subject doesn't matter. I see amazing instructors that teach Brazilian Jiu-Jitsu to children. I've watched them, I've seen them, and I go, that's fantastic. They're hitting all three learning styles, they're building rapport with those kids, fantastic, they're making it fun and entertaining for them, but at the same time, they're getting substance.

And then I see, there are instructors who shouldn't even for lack of a better way of saying it, should never touch a child, because they get far too frustrated, they immediately throw their hands up at them, and they're like, they just won't get it at all. It doesn't matter what you're teaching, it matters how you're teaching it and the communication style.

GEORGE: That's such a big thing to really reflect on yourself. I know when, I've been helping martial arts school owners, probably for four or five years and it’s been OK, because people ask me what to do and I just go do it. And then we started to form the Martial Arts Media Academy, where I felt, all right: we've got to be teaching and coaching the stuff to really help school owners get a better result and it’s probably been the hardest thing that I've done, is having to really reflect on, how do I take something, in this case for me, it’s a complicated topic: how do I serve the left brain, how do I serve the right brain, the stories and give it that visual component and for me it’s really being sort of… some people want the analytics, the logistics of things, and then other people want the story and you've got to tie it in with the metaphors or something that triggers off the pictures in the brain that each earning style is really grasping it at the end of the day.

HENRY: We call it the, one of the types that I present a lot, I've been doing a lot in the last two years is called the empathetic instructor. And the definition of empathy is literally seeing the world from another person’s viewpoint. That's very difficult. As much as you want to say, oh, I get it – you never will. I bring my wife as an example I can say I understand, but I don't understand. I’m not my wife, I haven't lived her life, but how much closer can I get to really understanding? Can I really let the guard down in kind of a figurative way and say, how do they see it? What we're here for, teaching kids: what does a five-year-old see?

When they see you do that move, you might be seeing – and this is one thing I address a lot with veteran instructors: when you see me doing a jumping kick, you see the way I chamber my knee. You see the way that I posture up. You might see the way I loaded up the jump before I went up. You'll see the technical part of it, because you're an advanced level instructor. You know what the five-year-old sees? You jumped really high! They don't even notice you did the kick, they just went, and you jumped really high! I think you jumped as high as a rabbit! Or a kangaroo!

That's what they see and the instructor has to go back and go what it makes exciting for a five-year-old? That you're telling them, you're going to jump as tall as a kangaroo. You're going to jump as tall as a rabbit. You're going to be able to kick somebody that's this tall with that jump. That's going to be what their trigger point is and what motivation is for it, not to have the perfect jump kick to get a first place in a tournament, you know what I mean? Whereas, that might be why the instructor wants to do it, it’s what's the purpose of why do they want to do it.

So we go back to the why game: why do they want to learn it? Why would anybody want to do it, why would anybody want to follow through with it and then look at it from their vantage point? It’s funny because I do a lot of parallels between being an instructor and a salesman, because what does a salesman do? What's a definition of a salesman? It’s not just to sell something to you: a salesman is trying to fix a problem.

If I'm going to a car salesman, why do I go to a car salesman? My problem is, I need a car. My car is broken, my car is old, I need a solution. Why do parents, why do students come to us? Parents want us to solve their problem. What's their problem? My kid is really energetic; he needs an outlet for energy. My kid needs to learn confidence. My kid is getting bullied or harassed physically at school, I want him to learn to defend himself.

My reason for teaching is not the reason why they want to be there, I want to know why they want to and what the parents why could be a 100% different than what the kids why is. And you have to be able to communicate that. So that's one thing we address a lot with the empathetic instructor, is why does the kid want to do this, why does the parent want to do this, why does the art, the dojo, the school, want them to do this and then where's your mid point where you're hitting all three at the same time. If that makes sense.

GEORGE: Very much. Two things: one is, I love how you mentioned jump as tall as a rabbit, or jump as tall as a kangaroo, because that's the visual component you were just talking about, it’s that, alright, cool, I can picture that. Then you mentioned addressing the problem and something that I've always thought about as well is, the parent's problem is not the child's problem at that point in time, it’s a completely different thing. So do you have your core problems that you work on, or do you feel that you're trying – which is probably a hard thing to do, but to be really personal with your students and try and be on top of, you're here for this reason, you're here for that reason type scenario?

HENRY: It's kind of, that's like a multifaceted question. I think the best way to kind of answer it is, one thing that we tell our staff and we have a large chain of schools, we actually have a big instructor training tomorrow and one of the things that were constantly integrating to them and telling them is that black belt is the answer. And what I mean by that is, you don't sell a black belt to somebody and that's the answer that solves their problems. The path to getting a black belt will solve everyone's problems. Everybody's issues, the path to becoming – so if you need more confidence, the path to getting a black belt will always rebuild your confidence.

If you need to learn to defend yourself, the path to getting a black belt is going to do that. If the parent their child to have more self discipline, the path to a black belt… so we always kind of redirect it to the one key black belt magical thing that when you become a black belt, through the process of doing it, you'll get everything that you want, but then you'll also gain everything that comes along with that, plus more.

One of the questions I always ask to instructors is, why did you first start training in martial arts? And you get a variety of answers: I wanted to build confidence; my mom signed me up, blablabla. And then I ask the next question: why do you continue to train in martial arts? And it’s always, almost always, it’s a completely different answer. They started because they were bullied, but they continued because they love the life skills that come along with it. They started because they were having confidence issues, but they love how physically strong they feel because of doing it and so, I hope I'm not being too broad about it.

We kind of channel it that way and make them know that through the process of training, through the process of goal setting, through the process of it all, they'll get everything they want, plus more. Everybody will and if you're a martial arts instructor and you've run a school for any amount of time that had students be loyal to you for 5 + years, you understand that, because you formed such close relationships with them, and it’s actually, you mentioned something about it might be difficult to form those one on one relationships – it can be if you don't try, so whether you are running a school of a 150, or you can do 600, if you're not trying to shake hands and really get to know everybody, then they don't feel that you're making a connection with them which means you're not feeling like you're really guiding them in the process to that black belt again. I hope that answers the question, I don't know if I kind of steered off a little bit?

GEORGE: No, that's perfect, that's perfect. So getting back on to the kids, so we've covered the educational part and really addressed the problems – where do you bring the fun part? And I should mention that a few instructors mentioned that your energy is although it’s contagious, it’s almost… I don't know… why can't I be like that? How come I don't have your energy? So I can gather how you bring a lot of energy tot he class, which would be fun for the kids, but again, how would you transfer that message over to the instructors? How do you focus on making the classes fun for kids?

HENRY: Number one is… this is funny, because I say this over and over again, the name of the company I work for is Martial Arts 1st. We put the martial arts as number 1 – that's what we do, is martial arts. So I got brought up in a pretty old school mindset that we learned to fight, we learned to break things, this is what we do. In the process of that, I had an instructor with Fred DePalma and Jeff Wahlberg; they made jokes constantly while we were doing class. They were having fun with us. They were praising us, but at the same time, they'll make those off handed jokes. That's what you have to, you have to learn from a kid’s perspective.

Energy is – actually let me kind of segway this a little bit: before I teach, I'm a business owner, so I’ll do all my business stuff in the morning and early afternoon, but before I teach, no matter what, I usually take at least 30 minutes to an hour of me time before I have to teach that day. Whether it’s a private class at 3:30, even if I might have been at the school all day, at 2:30, I get in my truck and I drive.

Even if it’s going down to the local store to get a water, or if it’s just me taking a drive, because my school is located in the middle of beautiful mountains, so there's beautiful hilltops, and you can just go through the neighborhoods and just kind of take everything in. I play some upbeat music and I just completely shift my mindset that I have to be a performer that day. And that's where it comes in, because if you think about performers from a kid’s perspective, one huge part of engagement is that you have to keep the kids entertained.

Think about the programs that kids watch, from the movies, from the television programs, to even like the YouTube videos they're watching – why are they watching that? My own kids, right before bedtime, my son says, can I finish watching this YouTube video? Because they're really into video games and gaming and stuff like that. And they're watching it and if he has his earbuds in, I let him finish it.

And all of a sudden, he just starts laughing hysterically, because whichever YouTuber he's watching, made some kind of joke. And my kids aren't exactly; their humor isn't on a high level. He might have made some joke about the way the guy smelled in the video and my kids just start laughing. But my kids want to keep watching it, because they're trying to, not only do they see the content of what he's doing, but they're entertained by how he's presenting it and the jokes that he's making.

And so that's a huge part of taking that hour before you have to go and teach, getting yourself pumped up and prepare to be a performer. I will make a prefix: I was in drama almost the entire adolescent life, all the way to adulthood. So I did theatre production, I was in musical theater and I think that all of that really – and I was in speech and I debate, skills of high school, so I was used to being in front of people and entertaining them, I even used to do standup comedy when I was in high school at the local coffee shop.

Not very well, because I find my students laugh at me, because if they don't laugh at me, I’ll make them do more pushups, but that's my humor. That's how I get people to laugh now, but I think not only do you have to take a persona of being an instructor with kids. You have to understand, you have to perform in front of them if you want to keep them engaged, because one thing I tell instructors, I keep repeating that, and I tell this over and over again to everyone I do these workshops with: if you can't keep them engaged, they'll never learn that flying arm bar routine that you want them to learn. They'll never learn that kata that you think is so essential to your art form, that everybody must learn this technique in this art form because your art form is the essence of this. They'll never want to learn it if you don't make it fun for them in the process of doing that.

And so, like with kids, we'll make jokes, but we'll make sure to watch our hour so that it doesn't get to giggly. Like a good joke we make all the time is, let’s say, what's a good example, what joke did I make today with the kids that made them laugh: we were doing pushups, they were doing a pushup set on the ground, and I'm like, come on, keep going, keep going, until you feel your muscles burning! Are they burning? Are they on fire? Oh, too on fire, you've got to slow down; you've got to slow down! No, too hot, too hot – way too hot! Tssss – you're hot man, you're so hot right now.

And the kids just start laughing, because of the way you present that, but what's the kid doing while he's doing that? He's doing pushups while he's doing it and he's having a smile. So that can be kind of an example of the humor directed in the direction with kids. I’ll also make it all the time, where if I ever feel like the humor is going too far, then I’ll bring everybody back in and say, OK everyone, feet together, hands to the side, eyes on me, I'm really tall, so we really bring the focus back into it.

That's where some instructors will almost go too humorous and then they lose the class completely, so it’s very much a push and a pull and we call it the balancing act. You have to make sure you're right on the border where you're making yourself still kind of funny, but then you're still being serious at the same time. And you never want to be too serious with kids, but then you never want to be too funny with kids. And that's kind of a process we talk about.

GEORGE: Fantastic, that was actually my next question is, how do you keep that balancing act, because you're either going to be too serious, or you're going to be too funny, so you've got to have the push-pull.

HENRY: Push-pull. And we talk about reading your class and reading how they're reacting to things. A good example is, one of my instructors was teaching a kids’ beginner class, it’s a small beginner class today, there was about 7 or 8 kids in it today. And she was, we have our belt testing, belt grading, whatever, however you want to call it, this Saturday. And so they're getting ready for it and you can tell some of them are stressed about it, they're a little stressed, because they know they're test is coming up. And so, sensei Chester is my instructor, sort of making a joke with them like, we're moving like snails, let’s all move like a snail.

And then at one point, everybody's moving really slow, getting into it. Then at one point, one of the kids, he is our kid that does this, so we all have a kid that does this: he just takes it way far and he's, when we say move slow, we're talking about, we're making everybody go slow motion a lot. Slow motion move. He's standing there completely still and of course, sensei asks him, we're supposed to be moving. I am moving, I'm just moving so slow you can't see me. And then you see that and the other kids pick up on it and they kind of start going, oh, I'm going to do the same, because that's what kids do.

When one of the five girls falls, what do the rest of the girls do? They all start falling, because they think it’s funny, so sensei did the best thing and said, OK, wait: let’s all move as slow as possible for five more seconds. Ok, great: now, let’s be normal and go back to it. So it’s about giving that inch to them for a little bit, but then learning to redirect and then go, OK, now let’s be normal, black belts in the making right now and that is goofy. So it’s, read the class, but also kind of see the sign post that you go, if I let them have one more inch of this, I know it’s going to be a little bit too far.

And that's one of those general things that if you teach long enough – and typically, instructors will know what I'm talking about, when it does go wrong. So they'll tell me, yeah, I had this one class, where I couldn't get them to, I mean, they were too goofy. They start playing around too much and I couldn't get them in. Usually I can talk to that instructor about the individual situation and my first question is, well, where do you think it went wrong and usually the answer is, when I went along with the joke for too long.

When I should have redirected it right away and started going back to the drill, but I ended up and this is an issue that we talked about with our own instructors, I became a spectator, just watching the kids play off each other. So instead of being the person that steps in and says, OK guys, let’s go back to the drill, let’s go back to the kata, I just kept stepping back going, wow that's funny. That's really funny, wait, it’s getting too funny and I didn't interject and step in right away. So that being the one thing, it’s very individualistic, but it’s finding where that turning point is, I guess to answer that question.

GEORGE: Yeah, all right, fantastic. Henry, that's amazing. So we've got really the empathy part, I really liked that. I guess putting yourself on the other side of the table really thinking of how you're being perceived in a way, being empathetic.

HENRY: Exactly.

GEORGE: So visual, auditory and kinesthetic.

HENRY: Kinesthetic, hand on.

GEORGE: We mastered that. Keeping classes fun and having the balance act and really putting yourself in their shoes, how they learn. I like the associations of really jump as high as a rabbit, or as high as a kangaroo, that really making sure that you put all those components together. So before we round up, I do have one more question. Two more questions. One, where we can find out more about you, but one is, where does Master C come from?

HENRY: The country or state?

GEORGE: Master C!

HENRY: Oh, Master C, gotcha! Ok, so this kind of goes along with teaching with kids and you've got to understand this, OK? So my name is Henry Calantog, Calantog being not a really overcomplicated last name, but when I first opened our Scottsdale school, I taught a student, a little dragon, he was probably 4 years old, his name was Greg Goulder. And Greg had a speech issue, he actually was taking speech classes, going through speech therapy, because he had a little bit of a lisp, so he had a difficult time pronouncing things.

He was a very emotional four-year-old. And when I introduced myself, my name is Mr. Calantog and usually, I play a game with the kids when I say, what's your name, and they'll say, my name is Greg. And my name is Mr. Calantog, what's my name? Mr. Calantog. What's your name? What's my name? And we kind of play it back and forth, and I’ll go, OK, now we're friends, because we know each other, that's been kind of my little tactic that I've done with kids for years to kind of break that little report building shell.

When I tried it with Greg, he couldn’t say my name right. So he started stuttering and at one point, he started tearing up, because he knew he had a speech issue, and because he couldn't say Calantog, he was a four-year-old boy in his first orientation class, starting to cry. And I stopped and said, no, no, no, wait one second – Greg you are like the coolest kid I know. You can call me Mr. C. And you know, he wiped his tears.

No one else calls me Mr. C, you can call me Mr. C. And now 20 years later, everybody calls me Mr. C, or Master C. It just stuck because since he kept calling me that in classes, other students kept calling me that and then it just kind of built up. So going back to teaching kids, it wasn't about me making and pushing him to do what needed to be done, what was he comfortable doing and what made him feel special, because I made him feel comfortable.

GEORGE: Amazing.

HENRY: Good story?

GEORGE: Love it, love it. Thank you Henry, it’s been great speaking to you. So, please share with us – where can people find more about you and ma1st and all the rest.

HENRY: Ma1st.com, Martial Arts 1st. Obviously, we're in the US primarily, and so we hold workshops, we're almost every other month, we hold workshops in the US throughout everywhere, we're going to be in LA early in September, we're back in Texas I believe in November, then next year a big traveling schedule. We go to a lot of the big events, of course we're going to be in Australia I believe rudimentary the next Main Event is going to be in the August-September timeframe, because it’s going to be a little later in the year.

So easier for all of our Australian clients to kind of hit it and we'll be available for seminars and events and instructor workshops while we're out there next year up in Australia. So yeah, ma1st.com, you can find out more about us. And you can read about all the different features that we have, Kyoshi Fred DePalma – he's my instructor. He's also the man that brings me out and does all these wonderful things. You can contact him for more information, or myself.

GEORGE: Fantastic Henry. I look forward to that; I will also be at the Main Event again next year in Australia. I am planning to come to the US though.

HENRY: Good!

GEORGE: So yeah, I’ll definitely get in touch.

HENRY: San Diego is a beautiful place.

GEORGE: It is. Awesome, thanks a lot Henry, I’ll speak to you soon and for the show notes, you can go to martialartsmedia.com/43, the number 43. Thanks a lot for being on Henry; I’ll speak to you soon.

HENRY: Very welcome, you have a great day.

 

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42 – Amy Gardam: Living a Martial Arts Family Legacy

When Amy's dad Kyoshi Andrew Roberts sadly passed she was left with 2 options: Quit or continue the family legacy. She's doing the latter.

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IN THIS EPISODE, YOU WILL LEARN:

  • What made Amy Gardam continue the legacy of her dad, Kyoshi Andrew Roberts
  • The dad and daughter bond that was cemented by martial arts
  • How Edge Martial Arts got back on track after losing 80 students
  • Spotting young talented instructors early and making it known
  • How you can help the Kyoshi Andrew Roberts Foundation and its mission to help families who have a loved one in palliative care
  • And more

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

 

TRANSCRIPTION

AMY: I felt like he was there, I felt close to him and I felt happy to be here, I prefer to be here than at home – this was my home.

GEORGE: Amazing, so you truly are living a legacy.

AMY: I think so, it's a good feeling.

GEORGE: Good day, this is George Fourie and welcome to another martial arts media business podcast, episode number 42. I have today with me Amy Gardam from Edge Martial arts in Mt. Evelyn, Victoria, how are you doing today Amy?

AMY: I’m good thank you, George, how are you?

GEORGE: Excellent, thank you. So we're going to have a bit of a chat about you and running your school and a whole bunch of other things that have happened and the journey that you've taken to… if it's right me saying that way, that you really continuing a legacy within your family, would that be the right way to say it?

AMY: Yes.

GEORGE: All right, so we've got lots to talk about, so I'm going to jump into the interview. Just a few things: the show notes for this interview is at martialartsmedia.com/42, so that's 4, 2 as in the numbers. And that's it, let's get started. So, Amy, first and foremost, tell us about you: who is Amy Gardam?

AMY: Ok. So, I'm a mother of two, I'm married, I've got my husband. I started martial arts when I was 4 years old with my dad. We started in just a local school hall at the time and eventually, the martial arts took off and he opened up a little part time center. And then when I was 15, just shy of being 15, I actually started teaching with him, just teaching the little kids. And from that moment on, and loved it, made it a career and now I run the business. I've got my two kids, and I'm a full-time working mum.

GEORGE: Ok, awesome. So you are running the business full time and you're a mum and so you're really just born into the martial arts, this is everything you know, right?

AMY: My whole life I've done martial arts, it's all I've known.

GEORGE: All right, cool. So now, you're also running the business and that's just you at this point in time?

AMY: Yeah, running the business with my staff, but my husband has recently, in the last three weeks quit his job as a welder to come onboard and we've brought it together, so we are running the business together and he's slowly learning martial arts basically.

GEORGE: All right, awesome. So he's coming from a completely different angle then. He hasn't trained martial arts yet, but he’s also stepped in to help?

AMY: Yeah. He did kick boxing, but that was about six years ago. He did it for six years back then, but he's never done karate or mixed martial arts, no.

GEORGE: Ok, so what's the main reason that your husband has jumped on board into the business?

AMY: He didn't love his job, welding was hard work. He always came home dirty and he didn’t like being dirty from work. But also, being a mum and running the school, it was really quite tricky to do it on my own because we have two schools that are full time. This particular school I'm in at the moment, we actually own the building and it was very hard to maintain, just things like painting, light fittings, you know, things breaking down as they do in a normal house, let alone a business. I just couldn't do that and teach and run the book work by myself, so I said to him, you know: best do it together. He was really excited to leave his dirty welding job and come on board and do it together.

GEORGE: All right, cool. So he's running a lot of, helping with the business maintenance and things like that for you?

AMY: Yes, yeah, that's mostly it. He's just started answering phone calls and doing Facebook enquiries as well.

GEORGE: So your dad was Kyoshi Andrew Roberts, right?

AMY: Yes.

GEORGE: All right, so do you mind just sharing the whole story of what happened with your dad and what led you running the whole business and everything full time?

AMY: Ok. Well, I started martial arts when I was four and at that time, when I turned 14 years old, I actually started teaching. And I've been doing it as a career ever since then, but I had my son four years ago and took some maternity leave, it was all good. And my dad actually got diagnosed with a brain tumor in June 2015. We noticed that he'd been forgetting a lot of things, his memory was tracy and his mood… it seemed like he had depression actually, but he was really grumpy, he didn't want to have family dinners, he didn't want to see any of us.

And my mother took him to the doctors after he was sick one night and they found the tumor. And a week later they found that it was actually brain cancer and the worst form. It's called a GBM stage four, which is the worst kind of brain cancer that you could get. They gave him 14 months to live and of course in that time, you think that your dad is a superhero and he will be the one that survives, especially one as fit as him. You know, he had such a will and power to live that you just think they're supernatural. I never really, at the time, I was sad, I was upset, but I didn't really think much about it.

My husband and I wanted to have another child, so I fell pregnant with my daughter April and I had her last year in May and I went on maternity leave. In that time, my father came to the hospital, but he started, his memory started getting worse, he went back for a scan and they found the tumor had grown back, bigger. And the doctor said that the chemotherapy wasn't working, he was getting the most powerful type, and they couldn't do anything else.

So basically, from that moment, he was in palliative care. There was nothing more they could do for him, we just had to… I guess just keep enjoying the time that we had left with him. So slowly, he went downhill. He lost the ability to move, he was in a wheelchair, he stopped remembering who we were and he just started sleeping. He just wouldn't get out of his chair, started sleeping a lot, then one day… we used to laugh because we'd take turns checking on him.

And at this stage, he was still talking any stuff and we called it daddy day care. So we'd actually go and sit by his bedside and if he wanted up, great! But one morning I went in there and he just wouldn't wake up, he was just not responsive. I called my mum in, I had to pop into the shops to get some things, and when I came back that afternoon, and he was still in bed and I thought, ‘normally he is up by now?’. And he made a really strange noise and I called my mum in, she came to check and from that moment on, we knew that was the end.

We didn't know how many days he had left, he lived another week and a half, but he was unresponsive. He didn’t, didn’t drink juice or water. And the palliative care nurses came to visit, and they said, yes, it could go on for days, we had no idea how long it would be. So on November 22nd, he actually passed away from cancer. He was asleep, it was… as far as they tell us, it's peaceful and we were by his bedside, all of his daughters, we sat by him every second of the day and spoke to him and told him funny stories that we remember from being little and making sure that the last things that he heard from our voices were the happy things, the thing that we remember and the amazing stories and times we had with him.

So that was very nice that we had the opportunity to do that, but an absolutely devastating situation, horrible. So that's how I came to take over the business. I wasn't sure if could continue on, but you know, I did. I decided that, yep, my dad worked very hard in his business and his whole life, he and I worked together, we used to be training buddies.

We'd go to seminars together, we'd be home watching DVDs of new material, new teaching techniques and we'd be practising in the laundry room. Mum would yell at us because we'd be in her way, or we'd kick something over, we were like two kids. But there was just too many memories to just walk away. So I decide to continue Edge on, as hard as it was. I walked back in and held my head up high and just did the best I could, still am.

GEORGE: You decided to Edge on – is that a slogan, is that something that you've got a stamp?

AMY: Actually, I haven't used that one before, but I'm going to use it now!

GEORGE: Ok, cool.

AMY: But yeah, you did, you do. I mean, I worked 15 years in this, because I'm nearly 30, 15 years of my life in this business – I don't want to just give that up because the only other thing I've done is a qualified swimming teacher. I’m not anymore, but that was the only other thing I've actually done, as far as a career, so this is the only career I've ever known, but then I sort of sat back and thought, well my dad did this his whole life and it actually brought me closer to him. The moment I walked back into the dojo doors, I felt like he was there. I felt close to him and I felt happy to be here. I prefer to be here than at home, this was my home.

GEORGE: Amazing, so you truly are living a legacy.

martial arts family

AMY: I think so, it's a good feeling. The moment I came back and I saw all my students, I actually felt closer to him, like he was still here with me. So from that moment on, I thought, yeah, I can do it. And you know, I will do it, because like I said, I've been training since I was 4 years old, I've been teaching since I was 15, so that's been nearly half my life, I'm nearly thirty, of teaching in this business. And just to walk away, would just have been silly.

It's a long time just to walk away from something, so I decided to continue it on, I love my students, I love teaching. I have so much passion for teaching, that made me feel better, just seeing my kids, seeing my students. And that's when I said to my husband, you need to jump on board and my mum, of course, inherited the business from the will and I spoke to her in February this year 2017 and she said to me that she can't do it anymore, because she doesn't want a part of it, it was just too emotional for her, so she said, do you want to buy it? And we said, yeah.

Obviously, it took a few months and we did the switchover and end of the financial year, because it just made sense and that's really sort of the story that, like you said, it's continuing his legacy. He's such a big part of the community here at Mt. Evelyn and the local areas that everyone knows him. His funeral was so booked with people down the street, I couldn't tell you, but a couple of thousand people were actually there, just to say their final goodbye, so it was very important.

GEORGE: Well, that's quite a story and my hat off to you, just going through all that, but really, really turning things around, because, like you're saying, there are so many parts of this, right? Because you actually have to deal with the fact that you just lost your dad, who's also been your teacher all of your whole life and now you've got two choices to make, right? Do you abandon it and let it not be anything and leave it to someone that might buy it over, but there's not that emotional drive behind it, because it's not that real passion about what was the business, which was the family as well, or face it and really just take it on, which is what you've done. That's quite amazing.

AMY: Exactly, thank you.

GEORGE: You're welcome. So how are you finding this?

AMY: Well some days, like yesterday, if you asked me the same question, I don't think it was. But most of the time, you know, I've got staff here, so they're really fantastic, they do a really good job. They're fantastic instructors and they're very motivated people, but with the kids, sometimes the kids come to work with me and that's not so much teaching, but they'll come and I'll be doing office duties and I’ve set up a little play area for them, but at home, the house is not as clean as it used to be. There's a lot more washing, but that's alright because husbands telling me that he's going to do the washing part!

Whose house doesn’t have a washing lying around?. But other than that, it's going good. I think it mostly helps just knowing that where I've come from and what we've been through, I was by my dad’s bedside when he passed away, I was with him 24/7 and I believe if I can get through that, I can get through anything. And at least I love doing what I'm doing, so I'm not doing a job that I hate, I get to come to work every day doing something that I love and that's what keeps you going as well. It keeps pushing.

GEORGE: All right, awesome. What was it like for the first time for you, stepping back into the school?

martial arts family

AMY: That was hard, it was hard because he's got photos and training certificates everywhere. So the whole school has lots of photos of him, but I mean, it was nice to see, nice to look at and I've got all these memories that I can actually look back on, it was just mostly hard because all of a sudden, even though he gave me the title of sensei, and I'm still sensei, I really realized, wow, there's no one else now, I’m the top. I’m the head instructor.

So everyone's going to come to me, even though I was used to people coming to me for questions and that was a big part of my job as being sensei, now there was no one to go to and go, hey, what do you think of this, or what would you do if this happened, or, I need your help, I need your advice. And that was probably the hardest part, because that all of a sudden hit me, and I'm like, wow! This is a really big responsibility, not just teaching martial arts, because to me, that's just like a walk in the park now, but having to deal with business calls and people wanting to do this and changing this detail and I didn't understand any of that, I'm still learning how to do bookkeeping. That's hard!

GEORGE: Right. Ok, so but you've got your husband that's helping with that role and so how are you guys finding a balance in who's going to handle which task of the business? Obviously, you're the teaching and so forth – how are you finding the balance?

AMY: Well, still at the moment, I'm doing a lot of teaching, because my head instructor is still away. Once he comes back, I can step you a little bit, because he's awesome, but we gave him 5 weeks just to go and travel the world, so I don't have to be on the floor teaching as much, which will give me a little bit more of a break. I can be at home with my kids a little bit more, but still, of course, I want to be involved, because I like being here.

But he's fixed a lot of stuff, a lot of things that were broken down, like simple things like just the lights not working – just call in an electrician to come in and fix it. Now, all that stress I don't have anymore. He's doing that, like yesterday, I said to you our EFTpos machine decided to stop working. Don't know why the line just wasn't there. So he's ringing, the electrician couldn't fix it. The next minute, he was on the phone to our bank and got a new machine in one day!

So if that was me, I wouldn't have had the time to have made all those phone calls and I wouldn't have been able because my kids get looked after when we're both here by family, so I wouldn't have had the time to be here all the time. And those things, repairs and maintenance, he does really well. Then, he's just started learning to take enquiries over the phone, so when the phone rings, he's been answering a few calls today, which is nice, I'm doing my book work on my computer, he's answering calls and he's taking over our Facebook page, along with me, because we're both admins on it, but he's been answering a lot of enquiries so he's slowly starting to learn how to sell martial arts, explain the benefits of martial arts to our prospective clients and the more he does it, the more he's going to get better, which will give me more of a balance to do the things that I'm good at, like teaching.

GEORGE: For sure. And also just to put things into perspective, because we didn't cover this at the beginning, just the way our conversation started. But if you put some numbers on the business, how many students do you have at your location?

AMY: So, we have three schools, the Mt. Evelyn here we have I think… in total, we have 578, this week, and that's all our total. Mt. Evelyn here runs 6 days a week, which has the bulk of it. Our school down in Chirnside park is about 10-15-minute drive down the road and it has just reached to a 110. And we have a school, a satellite school we call it, up at Woori Yallock, which is about 20 minutes up the road and that school there have 50 students, just fighting two classes, one night a week. So in total, were on at about 578, with a lot of new people coming in this week, so nice and big.

GEORGE: That's awesome. So how are you, how much time are you spending with your involvement within the satellite school and other location as well?

AMY: For the satellite school in Woori Yallock, I go there every fortnight and on a Wednesday night, I pop up there for the two classes to teach with my head instructor there and then, of course, come back to our main school here. And then at Chirnside park, I'm there in the mornings on a Tuesday morning and the Thursday afternoons, I got here and I teach as well. And then of course, in the daytime, I might pop in, do a little bit of bookwork, just check on paperwork, all that sort of stuff, but most of my time is spent at Mt. Evelyn.

GEORGE: Ok. Now, tell me, and just going back in the story again, right? When the big change happened and your dad sadly passed away, what was the response – and you mentioned there was such a big following and so much support for your dad: what was the response within the school? Did anything change with the students at that time?

AMY: Yes. Yes, we did. We dropped in that year, because the same year he was sick, the last year in May, I actually had my daughter, so I went on maternity leave for six months. So I didn't come back until sort of end of August, September time. And that's when he really started going downhill, so I think I only came back for three weeks to work again after maternity leave when he got ill. And because he was ill, I wanted to be by his bedside.

We knew he was dying, I wanted to be there every second that I could and we lost last year – so, my instructors did a great job with what they had but we did lose around about 76-80 students in total on that total count. That's a huge drop for a school to lose in 8 months’ time, because I wasn't here much, of course he wasn’t here from mid year last year and it's going to affect your business, you know, students have grown up with him as well as the head instructor, it could be the black belts, it could be middle kids. But the other thing we found, and it's OK, is the emotions we were dealing with, some people didn't want to be apart of that.

Everyone has their agenda and everyone has problems in their own life, so we understood that we would lose people because they couldn't be around us, maybe because it was sad. We tried not to make it a sad atmosphere, but it's going to affect us, you can't change that. And we were OK with some people that came up and said, look, we thank you for your time, but we won't continue on, and some people sort of left after he actually did pass away, because of course, it made them sad to be here.

And that was OK, we knew this would happen, but we had a lot of people stand by us and just support us and I had people, my black belts jump in. You know, I'll do the class, don't worry, we've got your back, we're here for you. And you know, we will be forever grateful to them for sticking by us and all the students that have. But it's going to affect you, there's nothing you can do about it.

GEORGE: Right. And have a lot of those students come back after that, now that everything’s sort of settled down, that people have changed their perspectives, or…?

AMY: Yeah, look, we have seen a few, but when I say a few, it's only about 8 or 9 students that I can think of off the top of my head that have actually come back and had that little bit of a break. We still have students that come back from a few years ago that left us, but for that time, yeah, it's not… I think… because it was such a big part of peoples lives and a lot of my black belts, most of my black belts stayed, a couple of them just because they were just so upset, especially the teenagers!

They're already going through their teenage problems, teenage dramas and I think that was just one more emotional thing that they couldn't deal with. But we haven't got a lot of people back from that time, but we have joined up a lot of new people which is nice. It brings a freshness to the center.

GEORGE: That's awesome. So yeah, because you're going to just have that change in people moving on and that's mainly, it was just time for them anyway to move on. And sometimes when you look at things in business, you look at it as there’s the downfall in it, people are leaving, the first thing you always look at is, oh, why is this happening, it's so frustrating!

The effects of a situation, but then, there's always – and I try to train myself for this is, always try to look for, where's the lesson in it? Or why is this really happening? Is it a need? Is it that the business now needs to take a new direction, or just make a change. And with your case, that's obviously where the new blood is coming in, new students and although they're not maybe aware of the history and everything, it's not that they're already part of that whole… the event happening and so forth.

AMY: Yes, yeah. So we… exactly, we needed to… I came in this year, so after having some time off at Christmas of course as we all do, a couple of weeks, I went away on holiday, I came back and I said to my husband, we need to change some things around, not just with classes and sort of structure, but we also need to change a little bit around the business, so people can see that we still care. I’m still very much, my whole life is invested into it, but we want Edge to grow bigger and better and the best thing I did was actually change our whole reception and office area.

Everything, I just went in and said, that's it, I'm moving everything around. And I changed it, I got some new cabinetry put in and everyone walked in and they were like, wow, that's amazing! And it was really just to show them that a change has happened, a big change has happened, but we want to now make positive changes. We want to show you that this is the new Edge, it's my school now and I want everyone to understand that I love it, I'm passionate about it, this is the way.

Last year, we had our problems, our downfalls, something that devastated us, but this year, it's a brand new year. Let’s go, let's make it bigger and brighter than ever, have more people here, build up the students, build up the school! Make it look better, or even with painting, changing colors too, just so people could see that Edge is still the same, fantastic school that he built, but now it's just going to get better, it's going to grow and get bigger and better than ever. That's my goal.

GEORGE: That's awesome, hats off to you, you're doing an amazing job and I'm sure if I actually interviewed somebody else other than you, they would give me much more insight about your skills and how you are handling all this, between the teaching and everything else. So what's your vision now, going forward? Where do you see taking Edge martial arts?

martial arts family

AMY: Well, short term goal: the short term goal this year is to finish out the year on over 600 students, so we've never officially reached, I think we've reached 599, that's our biggest count we’ve ever had and this year I want to finish at least 601. 601 students, it’s how I want the year to finish, active students. That's short term, but long term, I want to eventually create another full-time school, so it’s a similar area, but another 20 minutes – half an hour away. It’s a different market and that will be next year. Create a new school and just slowly start expanding.

My dad really always wanted to have many different schools everywhere and at the time, having kids, I was like, yeah, you know, I'm really happy doing what I'm doing, but I can't take that on for another school by myself. But now, having my husband on board, having awesome staff and instructors, I want to have another school and one day it would be really nice to turn around and say, yeah, we've got 1000 students in total.

Or, you know, I've got three sensei's at my schools, you know? That's always been a really big goal, just to make it bigger and better and a really big market for myself personally, I've always wanted to go into the field of helping women that have been abused or are in a violent relationship and go down that path of just empowering women and getting them to be stronger and just help them learn martial arts and be more confident in themselves, especially women. So that would be a personal goal that I would look towards in the future. When my kids are a little bit older.

GEORGE: All right, fantastic. So what are you going to do differently? You've gone through all this and you've grown up in martial arts, you've got all this experience. Now, you open that fourth location: what would you do differently based on everything that you've learned?

AMY: For everything that I've learned, if things aren't too different, I would just make sure that the person, obviously you've got to have an instructor that's in charge of that school and I myself have to oversee it, but make sure they really have 110% heart in teaching as well, because my teachers now, they're absolutely phenomenal. Over the years, as every martial arts school has, we've had teachers that might start off passionate and then slowly dwindle down and you can see how that affects your school.

But I want to be surrounded by people that love teaching martial arts and kids, so I would really make sure that all my instructors are passionate about martial arts. The other thing I would do different, just structuring things differently. I think because I was only young when this business started and it’s like, I've grown up in it, but I've never had control of it. So I have ideas, I have inputs and I've always taken on board ideas because my father valued me so much, but at the end of the day, you don't have the final say when it’s not yours.

No one does, any employee doesn’t have the final say, that I would just change some systems and just start fresh. So I think that's really what I’d change, but other than that, I love our school, I love our curriculum, I love our culture, so I don't need to change any of that because that to me is perfect.

GEORGE: Ok, fantastic. So are you already looking, do you have those instructors in mind that you are grooming for that role?

AMY: Yes, I do, and she just started part time with us this year actually. I've got two, but one obviously I want to make sure I keep one at our main school. I've got another instructor that is going to look at buying our Chirnside school down the track though. It's not happening anytime soon, but I’ll make sure they're going to manage it the way that you want it to be run. But I do have a young girl which started part time, she is just full of life, full of energy, very very passionate and I just got another young casual started on board too, so you never know, in a couple of years, after they finish school, they might want to do this as a full-time job too, hopefully.

GEORGE: Yeah, for sure. Do you actually, when you see potential like that, do you actually bring it to their attention that there is a career path that they can take?

AMY: Yes, yeah. I usually start them as casuals with us and they could start at the age of 14 years old. And as time goes on, they're going to get really good at their job, because they're loving it, but I will always come up and say, you know what, you're doing fantastic, I want you to work maybe an extra day, because I really need you and I want you to be here. The kids love you and if they're that good, I think you should tell them. Make them aware that they're very good at what they're doing and then you'll find out just by the energy they give you back, smile or just their face will light up because they feel really good that you've given them compliments and they enjoy what they're doing.

So hopefully, you build them up and you talk to them and you say, this would be a great career, we’d love to have you if you're ever looking for a part time job or a full-time job after school, there's one here for you if you want it. But this young girl that I've just put on this year, that worked well for her and she was really excited, so last year, she was going to go to Uni, she actually tried out at Uni after two months and she just didn't like it. She was like, I want to be a martial arts instructor. So that worked out well!

GEORGE: That's amazing, send people to school and then they find their true purpose and leave school for martial arts – good choice! To all the kids listening, that would be great!

AMY: It is a great job and this is a great career, I'm not going to lie, I love it.

GEORGE: Awesome. Amy, it’s been great chatting to you. If anybody wants to follow your journey and find out more about you, where can they find out more about Edge martial arts and what you do?

AMY: Well, we have our website, edgemartialarts.com.au. We also have our Facebook page, so we always upload things on there. We also have a foundation we run in my father's name, it’s called the Kyoshi Andrew Roberts Foundation and that foundation we actually use to obviously get basically we want to… it’s charity, so we’re getting money to help people if they're ever in a situation, it doesn't have to be brain cancer, it's not about brain cancer, it's about actually helping families who have a loved one that may be in palliative care and instead of taking them to a hospital or a hospice where they need to stay there and that's where they spend their final days, you can actually do it at home like we did.

martial arts family

We were really lucky because of our business; it gave us the income that my parents could afford to keep my dad at home. Mum bought the best bed, the best couches for him to sit in and be comfortable, so the last few weeks of his life, he could be at home surrounded by his family. Now, not everyone gets that opportunity, our foundation is to help people, to just offer them support, even if it’s something as simple as getting the house cleaner in, because you can’t maintain your house, or just being able to buy some of the equipment, like wheelchairs and toilet seat and things like that that can help you to keep your loved one at home if they are in the devastating end of palliative care.

If you follow the actual journey of how he lived the rest of his days, the rest of his life, on the Kyoshi Andrew Roberts foundation site on Facebook, otherwise it’s martial arts Facebook page, you can follow us there. Website, Facebook – we’re everywhere.

GEORGE: Awesome, we’ll put all those links in all the show notes that can be accessed.

AMY: That would be great, thank you.

GEORGE: Cool. Thanks a lot, Amy, I will speak to you soon.

AMY: You're welcome, thanks, George, bye!

GEORGE: Bye.

 

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26 – How To Run A Successful Martial Arts Open Day

A profitable martial arts open day can position you for a successful year. Darryl Thornton from Shukokai Karate shares how.

martial arts open day

IN THIS EPISODE, YOU WILL LEARN:

  • Why you can and should run your open day for one hour
  • The secret to presenting an offer (a common discussion on the Martial Arts Media Business Podcast)
  • Getting your existing martial arts students involved as a unit
  • Can you handle 20, 30, 50 or 70+ new students right now? Here's how to prepare
  • This simple technique can attract those extra members that didn't get to join on the day
  • The importance of studying martial arts with other cultures
  • And more

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


TRANSCRIPTION

I think it's important, one of the people, so the only reason he came back was because of the email.

Hi, this is George Fourie and welcome to the Martial Arts Media business podcast, episode number 26. I am finally back with a few interviews and I've got four awesome interviews lined up for you. I just did a trip to Melbourne and met up with a few great school owners. Learned a lot, got a lot of advice from different perspectives, different ways of doing things and I'm going to bring it all to you. So lots of gold and information just shared, I will probably do a recap of all this after all of the interviews, so look out for that. But for now, I just want to bring you the interviews, just as they are.

For a change, it wasn't a Skype or a phone call type interview, it was face to face, so it was great to have the different live dynamics of these interviews and you're going to get a lot of value from this. We've got a lot of great information to share and today I have on the show with me Darryl Thornton from Shukokai Karate in Cranbourne in Melbourne area. And Darryl has great success with his open days and I guess you can rather call it an open hour, rather than an open day, because they only run it from 12 to 1 and all the energy is focused on that one hour, instead of multiple hours or five hours, where everybody's energy is scattered and high and low and everybody's walking in at a different time, so much easier to manage one hour.

It is the pride and joy of all his students, they all want to be a part of it and everybody's energy is high for that one hour. And of course, he presents an exclusive offer and the process which he's going to outline for you has generated 70 students for them on the day and an additional 19 afterward. So Darryl is going to give you all the insights and everything of that. So, I'm going to jump into this episode.

Now, the transcripts and show notes and everything else that you need are available as always on martialartsmedia.com/26, and that's it from me – hope you enjoy this interview, it was awesome, I'm sure you're going to get great value from this. Pease welcome to the show Darryl Thornton from Shukokai Karate.

GEORGE: Good day all. Today I'm with Darryl Thornton. Now, I'm sitting and for a change, it’s not a Skype interview, I'm sitting in front of him at Shukokai Karate in Cranbourne Melbourne. And Darryl is the state coach for Karate Victoria, state coaching director for Karate Victoria and Darryl has had very good success with his open days. So today I'm going to be asking questions about his process, his recent success with it and we're going to have a bit of a chat, so welcome to the show.

DARRYL: Thank you, thank you.GEORGE: Cool. So first and foremost, before we get into everything – who is Darryl Thornton?

DARRYL: Well, that's a big open question. Well, I'm a dad, so I've got two children, 16-year-old twins. I’m a karate coach, first and foremost I think, it’s my main job. I've been teaching karate for quite a few years now, have my club in Cranbourne as George said. We've been growing quite steadily over the last few years and we've now got to a point where we've got our own building and were going ahead really well, so we are very happy with where we are at the moment, but there's always room for more growth. Hopefully, George is helping me out with that!

GEORGE: Yeah, for sure. All right, cool, so let’s just go back to now, depending on when you're listening to this, at the moment, beginning of the year, which is always a booming time for all martial arts schools, and Darryl just had a very successful open day – can you give us a few details on that?

DARRYL: So we run an open day on the first weekend after school goes back. It’s a really important time for parents, when they're looking to put their children in the activities for the year, so we capitalize on that. I'm promoting our open day on the first Saturday after school goes back. And we have ours on a Saturday around midday, so just around lunch time.

We find that people often have things to do in the afternoon and mornings, and midday is the ultimate time, also because of the weather. Every year for the last three, it’s been around 40 degrees, so we have it at 12 being much lighter in the day, then it would be too hot, because you have people sitting around in your Dojo for over an hour, you don't want them sitting there and baking for too long.

GEORGE: So an hour?

DARRYL: An hour. Just over an hour. The actual open day itself goes for an hour, but then, with people signing up and for the volume of people that are in the place, it takes probably another 20-30 minutes to get them out the door. We try to capitalize on a smaller timeframe, because it’s short and sharp and people go, it’s just an hour a day, it’s not a big part of their day. And also they know that they have to be there by a particular time. If you have an open day and it runs over the whole day, people don't know what time they should be there, what time the demonstrations are on and you can't maximize the impact. If you have it spread over such a big period of time.

GEORGE: That's awesome, I like that, because I see a lot of people doing the open day and it's sort of a half day or something, but just the whole psychology of having an event – and it’s really just focused on that one specific time, and obviously, it gives you guys the opportunity to really put all your energy into that one hour, because that's all you've got.

DARRYL: Yeah, it's much easier to get your members there for that one hour too, versus, trying to get them there for the whole day, or half the day. We had a pretty good turnout, probably with our membership, we would've had 30 of our teen adults group probably, maybe the same in our juniors, which is our 7-12-year-old group. Our little ninjas, which is our youngest group, 3-6 year olds, they're probably the hardest ones to get here, but the ones that were here, they were really good, they were really well received by the people.

We had a three-year-old in the group, white belt, brand new and the people loved it, they thought she was fantastic. And it’s a good opportunity for your members to also build their confidence and show their self-esteem. We had white belts in there, which I think for me is fantastic, because I open it to any member. Anyone is allowed to come along and be a part of the demonstration. I don't pick and choose who does it, I don't mind if they make mistakes during the demonstration, I think that's important, and if they do, that's part of learning.

GEORGE: All right, cool. So walk us through the dynamics, because you had a lot of success, you mentioned 70 members?

DARRYL: On the day, yeah, and 20 two days after. 90 people joined from the open day.

GEORGE: That's awesome.

DARRYL: Yeah, it’s a big number. It’s a lot to manage obviously afterward. It's a lot of data entry and then it’s a lot of new people on your mat and what we do is, we sell the membership on the day, all the trail as such. Then the first time they come, they get their uniform, so you have to be well organized as well. You need to, if you work, you probably need to have Monday off, because you have to go and pick up the uniforms, you have to get them to your Dojo, you have to sort them, write the new members names on them, so when they come in, it's easy to find, especially if you've got a big number, you don't want to be trying to find the right size and things like that.

So part of the open day when they join is we measure them for their uniform, write it on their form what size of uniform they're getting and then it’s easy to manage it when they come in. Of course, you're going to get the odd one or two that doesn't fit, so you have to have a bit of extra stock to make sure that you've got enough to cater for that, but we're pretty accurate on our measurements. We've got a measuring stick, like most Dojos probably do, use a bo staff with the sizes sort of marked on it, stand it next to the person and mark on what size of uniform they need.GEORGE: All right, so let’s look at the dynamics – what actually happens: people arrive at 12?

DARRYL: Mostly, they come in around about 12, we have probably 2 or 3 of our senior members, the ones who know more about the club than a white belt at the front door. So they might be in uniform, or in the club polo, whatever they choose to be. They'll welcome them, bring them into the club and ask them to come and sit around the perimeter of the training area, so they'll sit around the edge of the perimeter on the floor, and then what we do, because it's 37 degrees, I’ll get a couple of our younger members, most of our leadership group to go around and give them water, because it's hot and it’s a good way to welcome them as well, and make sure we're looking after them.

So once we get everybody in, we had a 130 people in the Dojo on Saturday, which is quite a few people to manage. We probably had 80-90 of our own people at the same time, so a couple of hundred people inside the Dojo is always good for the atmosphere. I start off by introducing myself and the club and explain a bit about what we are and where we are from and what we do and the benefits of what we do. And then we start off with some demonstrations and I make sure that our demonstrations are just our regular members, I think it’s very important. I remember going to a demonstration when I first started karate and I thought, geez, I'm never going to be able to do that, that looks way too hard, I can't do that.

So I will always be mindful of making sure that people understand that everyone can and we have children with special needs and all sorts of things, and they're also a part of the demonstration. Not that I particularly ask them to come long, but we particularly are an open club. We believe that everybody can do karate, so we've had a really good success with some children that have special needs and we've got one boy that has a functioning autism, but he's been with us for 5 years, and he's a part of the demonstration. I think that by having him, he encourages others that might think that it’s not right for them. We have members making mistakes during demonstrations and I think that's OK too, because you don't want everyone to be exactly perfect, because we're not, no one is always perfect, are they?

So we let everybody be involved, we don't mind mistakes. We don't coach before, so we don't pre-determine what they're going to do, it’s all on the five. I talk during the demonstration and one of my other senior instructors will take the demonstration. We do different groups, so we'll do our 3-6 year olds and they demonstrate, we get our juniors and then we do our adult teams. In between the groups coming on the mat, I talk about what we’re doing, why we’re doing it, what's important about the skills they're learning. I think we did four demonstrations per group, so each group did four different things.

They might have done some basics: some impact, some self-defense, and the little ones play the game, cause the little ones in our organization is a game sense program, so they played a game, which I think is good to show people that's it’s about fun as well, because I think that without the fun, kids are not going to come, they'll get bored really fast. And then, we interlace the regular members with our elite members.

We've got a few high level competitors and they did some demonstrations in between to show people that you can get from point A to point B through hard work and training and I think that shows people the true value of what the training is. And then at the end of it, I have an offer. So this year, our offer was four weeks of training and a uniform for $49, which is less than a half price of what it normally would be. And if they want to join, they just have to come out to the reception area and fill in one form, and that's it, they're done. And the first class they start, the uniform is ready for them to start training.

GEORGE: Excellent. So you make this offer to everybody at the same time, everybody that's in the room?

DARRYL: Everybody that's in the room. In front of everyone, I often would hold up a uniform and say, you get a uniform and four weeks of unlimited classes, so you can come as much as you'd like during the four weeks, for today only – this is the deal. You really need to put a timeframe – we talked about this with online things, but the timeframe is important. Making sure that people have got a trigger to buy. If you just say, this is the offer, people walk away and they'll think about it, but we want them to buy it on the day.

We also have some giveaways on the day, when we advertise, we often advertise a free sausage sizzle, giveaways, demonstrations – that's part of the whole process. We give away things like an impact shield, focus mitts, maybe a T-shirt or something like that and when they come in, we collect their name and their email address.

So what I do with that is, I send them a thank you email: thank you for coming to our open day, or thank you for joining, depending on whether they joined or not, and we actually had really good success from that this year, because we had 72 join on the day, and then, I sent the email out on Sunday to the people who didn't join to say, thanks for coming along, we appreciate your time, hope you enjoyed the demonstrations: if you didn't get an opportunity to join on Saturday, and you'd still like to join, we'll extend the offer for two days, just for you. However, if you've got any family members or friends that might like to join, please extend the offer to them. And from that, we had 19 turn up on Monday and Tuesday.

GEORGE: Awesome.

DARRYL: Yeah, which I was really pleased with, obviously.

GEORGE: Yes.DARRYL: I think it’s important, one of the people that came in on Monday, Tuesday said the only reason he came back was because of the email. He felt that it was a real personal sort of touch, that he got an email that said, thank you for coming.

GEORGE: Yes, and I'm so glad you're saying that, because I know I've said this stuff many times, and sometimes I feel like I repeat it too much, but those are just such core elements, the deadline. If you could have the worst offer and just put a deadline on it, and it would be a better offer. It might not be a great offer, but people are going to respond to a deadline, otherwise there's no urgency to act now, it’s just a psychological trigger. And then personal emails: just sending out an email. And we do email marketing, we're always talking about the personal email that goes out from an individual to an individual, not, this and this karate…

DARRYL: No, no, I start it with…

GEORGE: …with a big colourful newsletter, because that screams company.

DARRYL: No, I just wrote my name, obviously, I had on the bottom of it Shukokai Karate Cranbourne, but it was from Darryl Thornton – it was not from Shukokai Karate Cranbourne, it was from me. And it was me personally, I would personally like to thank you for coming on the day, I hope you enjoyed what we did. I think it’s important.

GEORGE: Yes.

DARRYL: And even with the welcome letter, the welcome email, that is an automated email that we have set up through our student database, but it’s still personal, because it says their name, and it’s from me.

GEORGE: There you go, and they can reply to that?

DARRYL: Yes, they can reply.

GEORGE: And that is, I guess, something to take note of: it doesn't have to be a one on one email, because you can set up an automated email, as long as you or someone is monitoring it and they will actually reply.

DARRYL: I did get some replies from both the joining ones and the thank you ones for just coming on the day. So I actually got a couple of people respond, especially with the offer to extend it – is that just for children, or is it for adults too? It was just a question, so that in my mind I thought – well, maybe I'm not quite clear on the day that the offer was for everybody, we have adult members training, maybe we need to be clearer on that. So you learn all the time when you do them, it’s an evolving thing, marketing, as you well know. It changes daily, I think. You've got to be very mindful of it. I think even with the images you promote; you should probably make sure that you promote every group that you want.

GEORGE: Exactly.

DARRYL: If you're running multiple ads, maybe making sure that you've got different photos in each one and things like that, that would be important. Our flyer that we put out for our open day, that only has children on it, but that's our target audience really, and most of our adults, a good proportion of our adult membership is parents of children that train.

GEORGE: So, I guess we need to backtrack a bit, because, you got a 130 people in and 70 – well, 90 of them joined.

DARRYL: That's right.

GEORGE: That's 80% closing ratio.

DARRYL: Yes, I've done all the math.

GEORGE: So that's excellent in itself and again, the things that I see that are really working here is the deadline, focused energy – you've got one hour, and there's no scattered audience, there's no scattered message. It's, this is it, all these people are in this one presentation. But the key question I didn't ask is: how did you get the 130 people in?

DARRYL: Yes, that's important, isn't it? We did flyer marketing and online marketing, so we did both. I think it’s important to have both. I have a flyer that is a just an A5 size, so, glossy, shiny, with some photos of kids on it. We put out 30,000 flyers and they're delivered via pamphlet distribution, our catalogue distribution. And then we did four Facebook ads, so we did an event, and we promoted the event and that was OK, as far as the response we got from it, but by far the biggest response was my proof of my flyer as a photograph, just boosted, as an ad.

That was probably the best response we had on Facebook – the most comments, shares, likes, was of just that one photo. So I had that photo running three ads itself, the same photo, which you might tell me is the wrong thing to do, but I just wanted it to be in everybody's face all the time, so they had no doubt that our open day was on Saturday. And I think it proved itself that it worked, with the response we got.

GEORGE: I think it’s great. The boosted post definitely works, there's a place for everything, I guess when it’s done for the same thing all the time, for the same person, you can burn someone out.

DARRYL: Yeah, I agree.

GEORGE: But when you're doing an event…

DARRYL: It’s an event, it's a bit different. The advertising is always something that is a bit tricky, you never know – open days are funny, for me, I get really anxious and nervous about them in the day leading up to it, because it’s like putting out birthday invitations and not knowing if anybody’s going to turn out. But you've just got to trust yourself, because we have done them for a few years now, and they've always been successful. I've built my club around them really. There's always the other marketing that gets the regular numbers coming through the door, but the open day is a big event.

The members love it, they love coming to it, people that joined up said to me, I want to be part of it next year. And you go, wow, that's pretty cool, the people are already going, I want to be part of it, I want to be up there. I want to be that person. That's good, you know. The other thing I think I didn't mention is that, with the advertising, the timeframe is important too. The flyers need to be around ten days prior to event, they have to be delivered ten days before.

The Facebook advertising, I start a little bit earlier, maybe about a week earlier for the event, so it’s around about two weeks, or just outside two weeks that I start the event advertising and then I periodically added in photographs and things like that for the open day to keep promoting it, reminding people that it's coming up, it's only 24 hours away, 48 hours away, those type of thing as well.

GEORGE: All right, great. Now, a key question would be: firstly, there's one event a year.

DARRYL: Yeah, I don't have another one.

GEORGE: OK. And then, what is the retention? This is something someone always wants to know: you bring all these people in, how many of them stick?

DARRYL: You lose a few early, and there are no two ways about it. It’s like any paid trial. Karate or martial arts as a rule, is not for everybody and some of the kids come in, they see it, they go, I want to do that. And then when they try it, they don't really like it. But it’s not too many that do that, it’s a small percentage of that. We had really good success with last year’s open day with retention: I would say 50% would be retention, which I think for that type of event is a good number, because those people, that 50% become die-hard fans.

They're the ones that really support your club. They bring in the 50% you lose again, and then some. They bring in more again, and I think that it’s an interesting study of why they become real fans of your club. I guess because they see where you can end up. For me, the open day is a real big confidence thing for the members. It shows them, they see how much self-esteem they have and how much belief they have in what we do. It’s a real proud moment for an instructor when you've got your average members, just the ones that come and train twice a week, standing up there and showing their skills, I think it’s really, really important.

GEORGE: For sure, and it puts it into perspective.

DARRYL: Yeah, I think it does.

GEORGE: All right, awesome. Darryl, that's been great. Thanks for sharing.

DARRYL: You're welcome.

GEORGE: Thanks for sharing all the details, anything else you'd like to share, especially I know with your coaching side and the karate side?

DARRYL: No, not really. I guess we, if anyone's interested in what we do, we're at cranbournekarate.com.au, on Facebook we've got pretty good following on Facebook, which is Shukokai Karate Cranbourne. We're a pretty busy club, we've quite a few members, we've got sort of the A level players in the WKF group as well, so I think it’s great when you have a club that has multiple things going on at the same time. We’ll have members training in our Dojo on a Saturday, we’ll also have members training over in Footscray Victoria University, the part of the state team.

We might even on the same weekend have members training in Sydney in a national training camp. We can have people overseas competing, one time, we can have people competing locally at the same time – we have members traveling to Japan later in the year. Our junior group is traveling to Japan, which I think is going to be amazing, the kids are going to love getting the opportunity to train in Japan with our senseis.

And then at the end, they've got a tournament where they will be competing with the Japanese kids. And the cultural part I think is very important, that the kids get to meet people from other countries and they form lifelong bonds with other people, see other cultures, and it’s really, really important. Karate is important, but there's the other part that you can get a lot more from the martial art than just punching and kicking.

GEORGE: Definitely, understanding the culture and interacting with different cultures.

DARRYL: I know kids that are in their 20s now and they've got friends they've been seeing in Japan since they've been 12, so they're really close friends every time they catch up, they go and stay at their house. They do home stays, they come over here and do the same, so I think it’s really, really important. It’s good to be able to defend yourself and all that type of thing, and be able to punch and kick. But I think there's much more to what we do than just punching and kicking.

GEORGE: Cultural lifestyle.

DARRYL: I think that the punching and kicking are the side benefit of what we do, not the main benefit.

GEORGE: Awesome. Darryl – thanks a lot for your time, and I will chat to you soon.

DARRYL: Thank you.

GEORGE: Cheers!

And there you have it, event based marketing. There's going to be a theme that's going to jump out through these few episodes – pay attention to that. I think it's gold; I'm learning lots from it. There all these little things that just drive conversion, it helps, event-based marketing, it’s the easiest way to get people to action, because that is the only time they can take the action. I hope you got great value out of that.

As I mentioned, transcripts are available on martialartsmedia.com/26 and if you're getting great value from these shows, please go leave us some feedback on iTunes. I know it’s a bit clunky, but martialartsmedia.com/itunes and just follow the little button that shows up in iTunes and you can leave a review in there. A five-star review will be great to help us get some good publicity for the show.

So that's it, back again next week with another awesome interview and I will speak to you soon. Have a good week to you then – cheers!

 

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6 – Michelle Hext: How To Run A Niche Martial Arts School (And Mind-Bending Transformations)

Michelle Hext, author of The Art Of Kicking Ass Elegantly, shares her niche martial arts school secrets and mind-bending transformations.

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IN THIS EPISODE, YOU WILL LEARN:

  • How a niche martial arts school improves your marketing
  • The martial arts stepping stones that led to confidence and success
  • When ‘not knowing what to do' becomes your biggest business asset
  • The emotional motivator of changing lives
  • The power of vision and backwards planning
  • How to deal with the constant push-pull of self belief systems
  • And more

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

TRANSCRIPTION

GEORGE: Hi, this is George Fourie. Welcome to the Martial Arts Media podcast, episode number 6. Today I have another great interview with Michelle Hext. Now, I have to tell you: I'm not a big one on planning questions for my interviews. And I've had this turmoil with myself that I should be more prepared, and I should structure my questions. But the reverse side of that is, then the conversation is structured, and because I don't know the person I'm interviewing very well, I don't always know what questions to prepare.

So I try and play it very off the cuff, which can be risky, but I try and not prepare it all because I know that the person I'm interviewing is going to say something that's just gold, and then I'm going to go down that path and dig deep into it. And today, after my interview, I've got to tell you that I'm really glad that I didn't have a structured interview, because if I've had a structured interview, it wouldn't have gone down the path that it did, and I wouldn't have gotten the golden information that came out from this interview with Michelle Hext.

Now, I don't have any intention in mind. The intention was to focus on the niche side on having a martial arts school, having a martial arts business that focuses on a niche category, in Michelle's case, focusing on a women's only taekwondo school. And that was the focus, but the conversation just became much bigger, about the mindset stuff and her deep transformations, and it’s true gold. From a business perspective, you are going to get a lot out of this interview.

For the show notes and the full transcripts, you can go to martialartsmedia.com/6, so that's the number 6. And all the details are there for you. No reviews to read out today – unfortunately, but we would love your feedback, we'd love your comments. Bare in mind, every podcast show, you can leave comments right below the post, also ask questions. If you do ask the questions for the guests I have, I’ll make sure that they stop and answer them for you. If you'd like to leave us a review, 5-star reviews are awesome, because they help push our show up the rankings, but hey – an honest review is more than appreciated of course. You can just follow the link on iTunes, which is at martialartsmedia.com/6.

That's it from me; please welcome to the show Michelle Hext from the Art of Kicking Ass Elegantly.

GEORGE: Good day everyone, today I have with me, Michelle Hext. Now, Michelle has a vast spectrum of experience that I really want to tap into here today, starting of course with the 5th Dan Taekwondo master and her very niche based martial arts school, which is something we really want to dig into today, and then also, the author of the book The Art of Kicking Ass elegantly. I like how the elegantly part falls in there. So welcome to the show Michelle!

MICHELLE: Thank you, thank you for having me.

GEORGE: Cool. I guess we've got everyone, so let's start at the beginning: who is Michelle Hext?

MICHELLE: That's a big question, put me on the spot. So right now, I guess my main focus is, I have a business that's thriving, I love that. But I'm giving myself the gift of being a student in my martial art again at the moment. I've trained Taekwondo for 25 years and recently found an amazing instructor, and I'm feeling very spoiled having good instruction, it’s been many years since I've had an instructor that I felt was getting the best from me.  

I'm getting my 6th degree next year, so I'm focused on that, I'm enjoying that training, so that's one part of my life. And I'm also mom to a son who's 21 this month, and I have an 18-year-old daughter as well, but they moved out of the home, so I'm an empty nester at 47, which I did not think was going to happen. But the house is a lot tidier, and I have a lot more time on my hands. I'm an also an author of four books; one's about to be released. And I'm an entrepreneur.

GEORGE: Awesome. So the fourth book: is that in line with your previous one or is it in a different direction?

MICHELLE: It's really interesting actually: the course of my books, they way the evolved, has kind of mirrored my life really, over the last few years. And the first book I wrote in 2012 I think, didn't get released until early 2014, or something like that, end of 2013. But that book was Bulletproof Confidence & a Kickass Body through martial arts training and principles. And I had my women's only Taekwondo school, so it was the first of it’s kind, it was an adult, women only martial arts school.

We had pink walls, and our benches were pink, and our belts had pink embroidery, so it was much a niche school. And I wrote that book because I loved being in that space of teaching adult women, and obviously, I couldn't reach everybody, so that book was a way to let women know that they can be empowered through martial arts, and if they couldn't physically get to classes, then they could practice those principles.  So I was very much in that space.

And then, the next book was the Honorable Martial Arts Entrepreneur, and that was me saying: every instructor should do this. Their niche doesn't necessarily need to be adult women, but who are they most passionate about, where is that type of student on the map, what is it that lights them up, who is it that they love to teach more than anybody else? Because you can build a brand around that, and it means that not having generic advertising that advertises to all ages and all genders and just looks the same as every other martial arts flyer in town.

I've cut through that by having a specific niche, so that book was all about how to do that. And then the third book, The Art of Kicking Ass Elegantly was me stepping back into working with female entrepreneurs,  not just martial arts school owners, and it was a bigger conversation. It was written for women, for female entrepreneurs who were struggling in their business, but also didn't have much life balance. And I'm the first one to say it’s not easy to have it all and have it all at the same time, but I think you can do it. I think if we simplify and we scale,  there are ways that we can have everything that we want in our lives.

So that book was about that, there are a lot of mindsets in here, there's also strategy around how to grow your business as a female entrepreneur in a service based business. And this next book is, even more, mindset driven because I know that many of the women that I work with in my current business, the biggest hurdle they have is themselves. So what I've said pretty regularly is that success isn't about necessarily the things you need to do, but the crap you need to remove that's standing in the way between you and success. So that book is focused towards that.

GEORGE: Okay, so this whole author journey, what I'm hearing is, it’s stepping the stones in personal growth for you as such. From the confidence and then teaching only to female students with your martial arts school, and then going to the bigger audience and almost coming full circle with the biggest obstacle being yourself and the whole mind thing. So going back to the first book, where you talk about confidence: how did your martial arts journey play a role in that confidence in the early days?

MICHELLE: Oh, it was everything for me! I think I've always been very strong willed. I've always definitely been very strong willed, in a big way. But I grew up with domestic violence and sexual abuse; it holds you back a  little bit in life until you figure out how you're going to deal with it. And I think I did a pretty good job of dealing with that and moving forward. I was always ambitious, always driven, and I left school at 14.

I was told that my parents weren't paying for me to go back to school the next year. So, you can imagine, it's like I'm looking at this situation thinking, I'm going to be a statistic unless I do something. So I didn't know what I was going to do, I thought perhaps I would be a keyboard player for pseudo records – that was on the list. But I wasn't disciplined enough to keep practicing, but I knew I had to do something, I knew I had to hustle and be determined if I didn't want to be a statistic.

GEORGE: Was that the exact turning point for you? At a young age? It’s a bad thing that happened, but it was a real wake up call, sort of a turning point for you, where you took everything upon yourself with you own ambition?

MICHELLE: I didn't consider it, it was just the way I rolled. It was just the way that I dealt with things, but I think when I started my martial arts training, and there were structure and discipline, and I could see a way forward. You start as a white belt, and the next thing, there's a yellow belt. And then from there, there's another yellow belt, and there was such clear direction. And I knew that with this path open ahead of me, and I knew what I needed to do, I knew I could do the work. And I just got my head down and my bum up and I did the work.

Through that process, it was safe enough for me to look at my life and the things that had happened to me and be able to say, Wow, I'm thankful for that, because this is who I've become as a person. And before that, I've done big things. I've traveled over to the US on my own when I was 20, no one in my family had done that. I was doing my pilots license; I'd been solo for about 20 hours or something like that. So I had tackled some big things, but it was kind of all random and all over the place. Not really understanding the gift that those life challenges had given me regarding the strength that it gave me and the way that I'm able to help people. And Taekwondo opened all of that up. The way that I was able to help people, it was incredible.

GEORGE: Wow, that's awesome. How did that thing progress into deciding, OK: I want to open my first school. How did all that come about?

MICHELLE: Well, I started dating my instructor, as happens sometimes. And I stepped into instructing very early on. This club that I was at, the instructor had opened a school, and all of us that were training were white belts. So he was the only one ahead of us. He was 3rd Dan at the time I think, and everybody else was white. And I double graded very quickly. And I double graded all the way through pretty much. So I had a strong role in the club from the beginning, and I loved it. I just thrived under that. I was ambitious, very, very ambitious, and it frustrated the hell out of him I'm sure, because I just wanted to run before I could walk the whole time.

I look back now, and I'm mortified. It’s not what it’s about, but I was very ambitious, and I just wanted to learn more, wanted to do more, thought I knew everything the minute I got my black belt, all that sort of stuff. But I knew that's what I needed; I knew that's where I wanted to go, so I was able to open my club. And I think, even in the early days, it wasn't even happening back then, we're talking early 90s, I ran female only classes even then in the mornings and things like that. So for me, it was always going to be that direction, it was always going to be instruction. I was very ambitious, so I had my first school when I was 1st Dan.

GEORGE: Ok.

MICHELLE: If I've been training 25 years, I would have had schools for 22 and a half of them.

GEORGE: Wow! So I guess it was a natural progression for you if you were already doing just women's classes to open a women's only school. Were you afraid of going so niche? It’s a big step, it’s a really big step to open a school, and you've got to get as many students as you can, but what sort of inspired the whole going down that niche and just sticking to women's only?

MICHELLE: Well luckily, I've had the experience of running a couple of online fitness businesses, and I only targeted women. And for me what I found so easy is, when you only have one market to target, the message is so clear! And it speaks to that market. So I hadn't had schools for a number of years, and I was training at somebody else's club, and I think I was grading for my 4th Dan, I was getting ready to grow for my 4th. And I just thought, I need to do this again, but I'm not going to do it the way that I did it before. I want to do it differently, and I'm going to test it. It didn't feel like a big step; it just felt like this is absolutely what I need to. And I always do what I want to do; I'm not ever bowed by pressure or what is supposed to be the right thing to do. When I think that, with the child I had and left school so young and all the rest of it, I've never known what the right thing is supposed to be, so I've always just made up my rules.

So that was it, I was just 100% convinced that that's what I was going to do, and so I did it. And the only regret I had is that, when I opened, I decided that I would teach adult women and girls, but my passion for teaching kids had long gone. I love kids, and I see them around Taekwondo schools, I love that they're there. But for me it wasn't about teaching martial arts, it was about the impact that I was having, and I was having a big impact on these women. The confidence that was growing, the fact that they were leaving abusive relationships, the fact that they were going out and starting businesses and all that sort of stuff that they hadn't done before they started training with me – that's what it was all about for me.

I had three kids' classes running, and I didn't want to teach them anymore. I was running out of instructors, and I didn't want to deal with instructors as well, that were calling in sick at the last minute and things like that. It took all the fun out of it for me, and for me to have another school because I had another online business running as well, it needed to be a passion project and something I was passionate about. So I had to let the kid classes fade away, I continued to teach those kids until the natural course of events occurred, and they either went off or went into the adult class, and then it was all about the adult women, and that was so powerful, that club was so, so powerful.

GEORGE: Ok, so it sounds like it wasn't a business you were passionate to scale because the whole satisfaction of the business was coming from you being able to have this positive impact on all these women. Is that about right?

MICHELLE: Well, I had visions to scale it in the beginning. I had visions of push schools all around the place, and we'd have our own push Olympics, and we'd have training camps around the place. I had a vision for that, but I outgrew bricks and mortar business quickly, and I just was doing so many exciting things in my online business, in my other consulting business, that I just felt tied to it.

I wasn't getting instruction myself as well, and I was dying as a martial artist. And every time I was on the mat, I was an instructor, and I wasn't a student. And I wanted that for me; I wanted to be a student. And I also wanted to do bigger and better things. And it was a very sad day for sure, to let that go. Sorry! Because it was a beautiful school and the women were so amazing. Obviously it still (inaudible 00:18:14). But I haven't regretted the decision because I'm still impacting women, and I'm still empowering women, and I'm leading by example.

GEORGE: For sure. That's impressive; it’s not like you've lost any of your impacts. I know it’s probably different, but then again, even you that you have an online business, it sounds like your coaching is very personal, and your public speaking and so forth. But having that impact with people face-to-face and so forth, it meant a lot to you. But then again, you've evolved, and although I interview about the martial arts aspect, there's so much more to it. And I want to get to that level. Because even if we take this conversation away from the martial arts aspect, the mindset and things that you've evolved, is something that can be applied all the way down.

MICHELLE: Oh, absolutely, yeah. It’s a bigger conversation, it is. I'm not on the mat sweating with them anymore, which is the part that I miss, but I'm loving being student, I like that. And as you're saying, it’s the mindset stuff and the lessons that I've learned through martial arts filter through everything I do. And it has an impact; it definitely has an impact.

Sharing my story as well helps people to see that it doesn't matter where you start: if you've got the will and you're willing to do the work, and you've got the vision above anything else because you can work and not get anywhere. But you've got to have such a strong vision and such conviction, that you're able to achieve it. And if you can get those things together you can achieve anything. It doesn't matter where you start.

GEORGE: You've mentioned a few things here, like structure and so forth. But is there sort of one thing that, when you look at martial arts, how it is impacting a life and how it transforms your life to shape things and move onto other things as such?

MICHELLE: The discipline of showing up day after day after day, training sessions after training session after training sessions. When you're hurt, you're banged up; you have to spar that person that you don't even want to have to deal with, all that sort of stuff. And that stuff just shapes you. At the time it feels like hell, but when you look back on that stuff. I've trained seven days a week. I remember going down to train under Mr. Chung, who was our head instructor. And Saturday morning classes, it was a black belt class, I was a blue belt.

I've been training 12 months. And it was just hell; I never slept the night before. We used to have to drive an hour and a half to get there, and it started at 8 in the morning. That was on a Saturday, and then Sunday, I was training with the state squad – same deal. The girls in my division are trying to take my legs out every session if they weren't trying to knock my head off. And I remember thinking – I've signed up for this thing to help me deal with my stress, and now I've got more of it!

Michelle HextYou just rise to every challenge, and it doesn't always feel like you're winning because you're filled with fear sometimes. For me, the fear of losing was massive: could not lose, couldn't lose a point. I was just like that about winning, so you never really feel like you're winning, you feel like you're always behind the eight ball, because that person got that point, or you lost that five. Or you weren't as switched on, or you didn't have the amount of energy that you wanted for that sparring session, or you went into that with a fearful thought.

So you never feel like you're winning. It’s only when you look back on it, and you think – wow! I'm so glad that I had that experience because it shaped me, and when I had my girls school, one time, some of them wanted to compete, so I took them along to a big Melbourne club, where they had an open mat sparring class. And I just had hip surgery so that I couldn't participate. But the girls that were on the mat – the look of pure fear on their face! We used to spar in class; it was pretty hard, but it’s not the same as when you go into an environment that's filled with competitors who are getting ready for the next nationals or whatever.

And I'm like, just get your ass on the mat and just do what you came here to do. And afterward there were tears, and everybody was like, I can't believe how hard that was! And I was like; I used to do that every week, twice a week, as well as the sparring in class. And that's why I had the mentor fortitude that I have and the internal strength. And those women, some of them I think were in shock when they were coming out of it. And they all just valued that experience so much, because it showed them that they had to do it, there was no way out. They all valued that experience, I felt very guilty actually at the time, because I thought I prepared them enough, but I don't think anything prepares you for that. I'm glad they did it in the end.

GEORGE: Awesome! You've mentioned something, and I might put you on the spot with this.

MICHELLE: Go for it! I've already cried, what else could happen?

GEORGE: All right, perfect! You've mentioned the fear of losing: now, this is the opposite of that, the fear of winning, as ludicrous as that sounds, a lot of people have a fear of winning. And I know for me, it’s a personal hurdle that I've always had to deal with. I’ll agree to point, and I would almost destruct what I've created, for the actual fear of winning. Now, you do high coaching and high-level coaching, and you're big on the mindset stuff: how do you deal with that?

MICHELLE: Yeah, I'm not convinced that it’s a fear of winning: I think it’s two things. One of my clients that I was coaching today, she was very excited about a business taking over but then she said, but I also don't want to be a bad mom. Because if it gets busy, then it means this. And so what she failed to recognize is that she gets to write the rules. It doesn't have to mean one or the other, so it's not clear about the fact that you get to write the rules and do it your way. It’s a push and pull a lot of the time. The fear isn't the fear of being successful, because that doesn't make sense.

It’s like, what do I have to give up to achieve that success? So it’s working out that bit in the middle, it’s working out what am I fearful of because there's nothing to fear from success. Is it because you feel like you're going to lose your anonymity if it means you're going to be famous or whatever? Does it feel like you're going to lose the time that you have with your family? So, it’s not about his success; it’s about the stuff that you're going to have to sacrifice. And then there's another side to that, which is not so much the fear of success, but the fear of not giving it a 100%.

What that means is, if you give something that you're so passionate about, and it means so much to you, if you give it a 100%, and you fail – what's left? So we say, oh, I could've done more. But it just didn't work out. If you give it 80%, you can be like, oh well. But if I gave it everything – then I’ll succeed. And you've got that up your sleeve a little bit, sort if. So – if I give it everything. But if you give it everything, there's a lot to lose. So it’s getting to the point where you have to create that win-win situation with that.

GEORGE: For sure. Interesting, because on the other side as well, you could have both. You could still be a great mom, and you could still have the success you want. You don't always have to sacrifice one; I guess it’s more the internal conversation that you have that you can't be both. I can't be successful and be a good mom.

a (4)MICHELLE: People have so much crap, rules that they've created for themselves, that they don't even realize that they've created for themselves. For me, I don't have any eating issues, but it was like, if I'm going to train I have to eat this, and I can't eat that before this, and I can't… And years later, I'm not training to that same extent, and I still had a lot of these rules around my meals. And one day I went, this makes no sense anymore. And then I pulled it apart, and I realized that it’s just a leftover habit. It doesn't need to be there anymore.

And also, in building my business and the way that I help the women that I work with building their businesses, it’s really about working out what you want. Because you get to write the script here. For me, I remember I had coaching clients Monday through Friday. And I might have two on a Monday morning, and then one on a Monday afternoon, and one on a Tuesday lunchtime – it was just random. And I realized one day, this is not who I wanted to be, and then I remember asking myself the question, well, how do you want it to be?

And I was like, I only want to do two days of coaching. I've only coached two days for the last 18 months. And it’s like, but what if people can't – they'll just work it out. It was just getting clear on what I wanted, and everybody else fell in, it’s just the way that it worked. And so, setting the attention about what you want and removing any rules. Sometimes rules are OK, but they've got to be still relevant, and they've got to fit still. So, for her to say, success means this, we had to pull that apart and say, well – does it? Does it mean that? So let's just work out if this is reality or something you've made up in your head. And we worked out it wasn't reality. It was just an old habit leftover and it happens with us all the time.

GEORGE: So what are those first steps you take? Because if somebody comes to you and they are – I wouldn't say messed up, that might sound wrong. But you have whatever obstacle you have that you're facing: what are the first steps that you take to break through those barriers?

MICHELLE: I put things into perspective pretty quickly, because you've said it: people come in, and they think they're messed up. “I'm so messed up, and I can't do this…” “I'm messed up, and this a (2)is what's holding me back.” And a lot of the times, it’s one sentence that I’ll say, and they'll be like, “Oh my god, I never thought of it like that.” And it’s just because I have the perspective that they don't. We're all so close to our stuff and someone shining a light on it and looking at it from a completely different perspective is often all they need to get them thinking in a different way.

So the first step is me hearing and listening to what's going on underneath the conversation and often when someone's talking to me about the challenge, it’s usually a justification for something, and it’s fear based, it’s usually fear based. So I'm trying to work out where's the fear, cause that's what we've got to get to the bottom of. So I’ll let them talk, and I’ll let them talk and observe what's going on but listening to those undertones. Having done this for so long now and I've dealt with my stuff, I can see things pretty clearly.

So it’s having the courage to have those tough conversations with people because sometimes I think – why do I have to be the one that has to have these conversations? Because you know it’s going to make someone uncomfortable, but it’s necessary because without that they don't grow. Without it, they stay stuck.

GEORGE: Do you feel a sense of relief when people address it head-on and say, OK, I've got to think of that?

MICHELLE: Yes, definitely.

GEORGE: Or is it more painful?

MICHELLE: Never more painful, it’s never more painful. I haven't had an experience where it’s been more painful; it’s more relief.

GEORGE: Ok. And then, what would the next step be? You've addressed the obstacle, the problem, the fear base, the gender, or whatever it is – now, what's your next step for a person to be ready to discover where it is they want to go and how they're going to get there?

MICHELLE: The next question is always, how do you want it to be? And then, normally, with any clients that I speak with, I send them a visioning tool, I've created this visioning tool where it helps with a number of coaching questions. It gets them to, at the end of it, creates a pitcher of what their ideal day looks like. And then from there, we build it out. Because, if they can't see it in their mind first, they're never going to be able to achieve it. So I help them create a strong vision, and sometimes those visions will come back, and I'm like, so you're thinking this big – I need you to be thinking this big.

Because they're so limited by their self-belief that they can't even think bigger, so sometimes it does take a couple of goes. With the visioning tool, I have them write it into the future. Today is the 1st of September, so if I was coaching someone today, I'd have them write it with the date of 1st September 2017, like it’s already happened. Some people can't get their head around that, and I tell them, write about your ideal day. And I'm like, well, that sounds like the day you've already got. Well, yeah, it is, it would be perfect if this happened. And I'm like, no, no, no, no. So sometimes they can't even think big enough, they're so restricted by their limitations, that they can't even think bigger than that, so sometimes it’s a matter of asking the right questions to try and get them to open up and see what's possible.

GEORGE: Does that almost create more discomfort in a way?

MICHELLE: It creates excitement!

GEORGE: Yeah.

MICHELLE: I've experienced it myself recently. I have my vision that I read every day. And I was reading this thing, and I'm just skimming through it, and then it just hit me: you've been living this for 12 months, so this is hardly a compelling vision anymore. It’s a nice story, but it’s happened. So I was like, oh crap, OK. This is why I'm feeling a bit bored. So I had to go big – big, big, big. I just put my rules, what do I want my life to look like.

If I woke up this morning and had the choice to do anything that I wanted to do and be anywhere that I wanted to be, where would that be and what would that look like? And I start from there, and then I build back. And that's emotion at the moment, and the vision stuff is so important. It’s so important, because, without it, you're not going anywhere. And if it’s not a big enough stretch, you become bored. There are so many people I know that say, oh yeah, I forgot I set that goal! The way that I talk about setting goals is, the stretch has to be that it’s so big that you may not have been able to achieve it before, but you know that if you do all the things that you know you're supposed to do and if the cards all fall the right way, it’s doable, it can happen.

So that's a stretch goal. It’s not so big that it’s never going to happen. It’s not like; I'm taking my business from 2000 and up to 2 million by the end of the month. I'm not saying it can't happen, but if you don't think that's realistic, you'll never take the first step towards it. So it’s making sure that it feels doable. And then, if you can stay there, and you can get that balance right, then that time, it will work out.

GEORGE: Excellent, OK. And that process will be a lot of, obviously, dealing with our self-beliefs, because it’s easier to put yourself out there and then just gradually pull yourself back, is that possible, is it not.

a (1)MICHELLE: Yeah, like I said, it’s that constant push-pull. So you've constantly got to be alert for the pull when it’s dragging you back. You've got to be on alert constantly. I always say, the biggest tool any entrepreneur can have, or any martial arts school owner can have, or any martial artist can have is self-awareness.

If you're aware of your crap, you've got to be alert to it, because it’s always there. It doesn't matter who you are, or how evolved you are,  or how awesome your life is – it’s still there. New level, new devil. And it’s so true, I've had a business where I was struggling. I struggled for many, many years. And then in 12 months, it went to multiple six figures. And the same stuff is still there. It’s not any different; it’s just bigger.

GEORGE: So what do you do on a day to day basis, to keep you motivated and keep yourself on track?

MICHELLE: I have a process that I do every single morning. So the first thing I do when I wake up, I jump on social a little bit. My business is built around social media. So I'm on there, and I'm chatting with people from overseas and stuff like that. A bit of play for about half an hour. And then I start to journal. And the journaling is just how I want the day to be, anything that's bothering me, I sort of work through that stuff and then I read my vision, and then I create my daily actions based on that.

So I read my vision, check in with my goals and then my action is inspired by that. Then I write my to-do list, and I'm excited before the day has even started. I'm up at 5 o'clock, and that's all done by 7. I take my time, there's no rush, I take my time in the morning, have a cup of coffee and just really give myself that time. It’s just getting aligned. The biggest tip I can give is: if someone doesn't feel like doing something if you don't feel like exercising, there's no point forcing yourself to do exercise when you don't feel like it. So you have to get yourself in the mindset where you feel like it.

Listen to something, look at some stuff on Instagram or whatever the hell it is that inspires you, get excited about it, and then do it. Don't try and force yourself to do things if you're not inspired. And writing's a good example as well: if I'm sitting there and I'm not inspired to write, it’s not going to be a pleasant experience. But if I read what I'd written already, or I go back and read the first chapter of one of my first books, I get excited about that. So get inspired before you take the action. If you're not feeling motivated, don't try and make yourself do it from that space. Do whatever it takes to get aligned and motivated and then do the work.

GEORGE: All right, excellent. Michelle, it’s been an awesome conversation, and I'm glad it went where it did. My intention obviously, was talking martial arts, and then we took on a path that I just couldn't ignore. And it was inspiring to me, and I'm sure for anybody listening, it’s going to be awesome as well.

MICHELLE: Thank you.

GEORGE: Before we wrap things up: you've got a program, your coaching program: can you tell us a little bit more about that, what it is that you do and offer?

MICHELLE: The Art of Kicking Ass Elegantly, I've got an online program. I have a live mastermind program as well. Each of those programs run for 12 months and it takes business owners from the struggling, they can't quite get traction, they're still a little bit unclear, and it takes them through the 12-month step-by-step process to create a six-figure business for service-based businesses.

So there's that, and that's really for female entrepreneurs. I do have female martial arts school owners and fitness professionals in that program, because it fits perfectly for them. But I'm working in partnership with an awesome man called Paul Veldman. He has Kando Martial Arts, and we're partnering together now to release a new product in October called Martial Arts Business Success. And it’s all of the stuff I teach I my programs and more, plus Paul brings a whole other side to it. It’s every month; a new martial arts business tool will be released.

My specialty is in branding and marketing and positioning, creating, campaigns and it’s all that side of things, whereas Paul is very great at retention and business systems and all that sort of stuff. So he's great at all the stuff I'm crap at, and I'm good at stuff that he's probably good at too. But this is my bread and butter, this is what I do,  it’s how to get leverage on social media, how to position yourself in the market, all the branding sort of stuff.

So we're launching that in October, and what I'm excited about with that program is, we’re launching at the introductory price of $67 a month. And if people lock in that price, the price never goes up, it never changes or anything like that. And then there's also my program The Honorable Martial Arts Entrepreneur program. It’s going to be a bonus; it’s something that I was selling for $200, so that's going to be the bonus as well. Part of this membership, every month – there's no contracts or anything, we want people to stay because they love what we're doing.

But every month, we're going to release a new packet, we're calling it. Sort of the whole module on one particular subject that's going to help them grow or manage their business, and then we'll run a couple of live calls within that as well, so they have access to a Facebook group. So that's Martial Arts Business Success – we don't have a website just yet, it’s being built as we speak, but we have a Facebook group, which is Martial Arts Business Success.

GEORGE: Ok, great. So once that's released, we'll update the show notes, and make sure it’s live. But for the meantime, if somebody wants to get hold of you, what's the best way to do that?

MICHELLE: They can go to the theartofkickingasselegantly.com.

GEORGE: Awesome. All right – Michelle, it’s been great chatting to you, I hope to chat with you soon.

MICHELLE: Thank you very much.

GEORGE: Thanks.

MICHELLE: Bye.

GEORGE: And there you have it – thanks again Michelle Hext for coming on the show. How good was that? From going one point and discussing, trying to go down the route of discussing the martial arts journey, and it just went onto a whole other deeper level I didn't expect – thanks again to Michelle for opening up and really sharing her passion with true emotion and sharing all the obstacles she went through and transformations that came as a result, through applying what she learned in her martial arts training.

That's it for me; we'll tune back again next week with another show. Remember, the show notes are at martialartsmedia.com/6. And if you'd like to get in touch with us, any questions about what it is that we talk about, any questions about our services for martial arts school owners, or any suggestions for interviews, anybody that you would like to hear from on the show – please get in touch. You can go to martialartsmedia.com and just click on the contact form, get in touch with me and we'll take it from there. Thanks again, have an awesome week, I’ll chat with you soon.

 

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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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