“Opinions about running your martial arts school are Like ………,
Everyone’s Got One”

Many great ideas were killed by asking someone else’s opinion.

Ideas are proven or dis-proven by aggressive implementation. Anytime that you have a “brilliant” idea that doesn’t cost much and won’t require hundred’s of hours – JUST DO IT!. If it works great – tell your mentors, consultants, peers, and friends. If it fails – well either tune it or, at the very least – don’t tell anyone!.

More great success was killed by second guessing every idea – running through the gauntlet of other people’s opinions – and by attempted to be perfect.

As Patton said (or, at least is purported to have said) I’d rather have a good plan violently executed today than a perfect one implemented next week.

As a manager – get really good at enhancing and bringing clarity to the ideas of your employees – without squashing the initiative and enthusiasm that they bring to it. I’ve gotten really good recently at this response:

“Gee I don’t know if that will work or not – but, if you really think it will why don’t you try it and let us know what happened!”

Often accompanied by:

“A couple of things that might help would be …………., ……………., …………..,

and,……………….”

And:

“My friend _________________ has had some real success with something like that – let’s get him/her on the phone and brainstorm the idea a little.”

Remember:

No matter how good you get at advertising – you will only know if it is a good ad once the phones start to ring (after spending money to place it!.)

No matter how great an educator you are – the results that your students have is the only indicator of the quality of your methods.

RESULTS Prove whether and idea was a good one or a bad one. No amount of armchair quarterbacking will make any difference.

ALSO,

REFRAME your worldview

Often times we listen to REALLY good ideas and are unable to HEAR them because they are in conflict with our pre-disposition.

If you hear an idea that doesn’t seem to make sense – try stepping into that persons “frame of reference” for a few minutes and figure out why it makes sense to them. You may find a real gem – and, may create some flexibility in your own thinking as well.

A few more reading suggestions:

A few more suggestions:

“A Millionaires Notebook” by Steven Scott

“Built to Last” by James Collins and Jerry Porras

“Reframing Organizations” by Bolman and Deal

“Influence – Science and Practice” by Robert Cialdini

“Executive EQ” by Robert Cooper and Ayman Sawaf

“The Loyalty Effect” by Frederick Reichheld

“How to Close Every Sale ” by Joe Girard

And,

Anything by:

Denis Waitley,

Zig Ziglar,

Tony Robbins,

Jay Abraham,

Dan Kennedy,

See: www.KennedyMagnetic.com and,

www.KennedyCopy.com

Joseph Sugarman,

Or, Tom Peters

For More Resources and Support Tools to Grow your

Martial Arts School Business:

ExtraordinaryMarketing.com

About the Author :

Stephen Oliver began martial arts training in 1970 in Tulsa , Oklahoma at a branch school of the Jhoon Rhee Institute. He opened his first school in 1975. Later he moved to Washington , D.C. to work for the Jhoon Rhee Institute first as an instructor then as their youngest ever branch manager while earning an honor’s degree in Economics at Georgetown University .

In 1983 he moved to the Denver Metropolitan area and opened 5 schools in 18 months with only $10,000 in capital. He went on to promote the Mile High Karate Classic NASKA World tour event and serve on NASKA’s Board of Directors from 1989 to 1999 and to serve on EFC’s Board of Director’s from Inception until 2002.

In 1992 he went earned his Master’s in Business Administration (MBA) from the University of Denver and went on to serve on their Venture and Entrepreneurship Advisory Board. He has also written several other books including: “How to Market Your Martial Arts School Using the Internet” and “Direct Response Marketing for Martial Arts Schools.”

Dear Stephen,

I_m slightly sheepish, but mostly very amused at something that just transpired. During lunch, I was thumbing through the most recent issue of _Martial Arts Professional_ — actually the first I_ve received of my subscription. Of course it was my letter_s being published in the _Sound Off_ department that provoked this spate of correspondence. As you know, I was put off by your rather dismissive tone in response to my letter. Having been busy, as usual, with one thing or another, I_d only gotten through the first few pages of the magazine. So, this time, I thumbed up to the _Sound Off_ section, and then, turning the page, discovered … well, your response to my letter continues for an entire page more! Boy do I feel silly. In my defense, the preceding page concludes with the _Why not send us a letter?_ box, so it was a natural assumption that this was the end of the section, and that your short, snide rejoinder to my extensive, and presumably well-reasoned letter was all that there was. So I am compelled to add a few comments in reaction to your fine and well-stated observations.

First, parenthetically, I will note that I have been blessed with many teachers, and teaching situations, from a variety of sources that have leavened my character with much grace and good humor, so I am not at all embarrassed by this lapse. As I say, it_s funny to me, and somehow the timing seems very apt. And on that basis, directing myself to your first remark — that is the first remark on the second page! — I don_t take what you have to say personally at all. I am a student and proponent of the Four Agreements, so even if your observation were intended with ill will, which clearly it is not, I have the freedom of choice to respond to what you have to say in any manner I wish.

Clearly you took the time to visit my website, actually apparently both websites, as the content of your letter demonstrates that you know more about me than my published letter revealed. Thank-you for that. This makes things easier for me, as I needn_t fill you in on my background. And yes, anyone who has any measure of respect for martial arts must recognize that, as a Second-Degree Black Belt, I know barely enough to get by. This is not false humility. There is such a huge amount of knowledge available in martial arts as to be overwhelming. Just being exposed to the essentials is an undertaking; learning the basics is a challenge; gaining true mastery is a lifelong pursuit. Anytime I am tempted to get a bit full of myself, all I need do is see my teacher execute, or train with any of my seniors, some of whom are a decade younger than me, or more, and I settle back into appropriate humility.

Plus of course my school is very new. It took a year just to work out the kinks. Just a few months ago, I finally came to recognize that pursuing two careers, attempting to develop each essentially from scratch, was, in glorious understatement, misguided. I have largely abandoned attempting to develop my photography business. The market is soft and transitory; everyone has a digital camera; and few are willing to pay what I charge. I know there is a market for my work, and I will find it ultimately, but I choose for now instead to focus all my attention on building my dojo membership.

So, addressing a few of your points in turn: yes of course student retention is key. It_s tough enough finding prospects willing to look into my school; more often than not, once these take a trial lesson they are willing to join. But building a business means keeping them for a significant time; or, focussing on budo, if they are to learn anything of any lasting value, they must train for several years at least. So again, the challenge is retaining the student while maintaining the _integrity of the art_ — quoting back your quotation of me. I learned, and I accordingly teach in the same fashion, first a series of basic skills before I did any significant contact. To me this is just sensible and reasonable. So, while maybe some old-school systems _beat the crap out of their white belts_, we don_t. This, in my opinion, is not only bad business but bad budo as well.

Perhaps it is because I started my martial arts training in my forties, but also perhaps it is intrinsic to my character, that I_m never harsh. You might say I_m driven more by temperance than by testosterone. I_m sometimes tough on my students, but call it a gentle toughness. I expect a lot, and get a lot. You_ve got to be in shape, and you_ve got to be sharp. That takes hard work and perseverance. So that_s what I expect. But, I also teach to the level of the ability of my student. I expect more from someone with youth and natural athleticism, and some measure of experience, than from someone who perhaps has had no training of any sort, and who may be overweight and out of shape.

That said, I am a true believer. I know what martial arts can do for body, mind, and spirit. I am a reformed wimp myself. I may not be the toughest guy around, but I_m much tougher than I was a dozen years ago, in all aspects of my being. So I also never place limits on what I believe any of my students can achieve. I doubt anyone would have bet thirteen years ago that I would achieve shodan, much less to become dojo-cho of a traditional hard style school. And my teacher didn_t make things easy for me. And while it is also true that we are a hard style, a contact system, I too place a higher priority on safety than on going balls-out. Injuries happen, but most can be averted. So again, I_m never harsh, am sometimes tough, expect a great deal, but also recognize that everyone progresses at their own pace. All I ask is that you do your best, and stick with it. I_ve been there, and I respect that you are undertaking a very challenging pursuit. And I frequently let my students know this. I truly believe that anyone can benefit from martial arts training, given effort on their part and good instruction on mine.

Then of course is the matter of generating revenue. I_m still working may way through this. I haven_t gotten much past the building membership part. But I_m well on my way to solvency. I will not speak to each point regarding half-dozen things that successful martial arts schools have in common. To me the points you raise are largely inarguable. There are a few things I_m dubious about, such as your assertion that a relatively high percentage of students in these quality schools achieve Black Belt. Achieving shodan in Koei-Kan Karate-Do is far from commonplace; not that we abuse our students, but it_s a long and challenging path — roughly five to six years. But then again, just a few months ago, I had my doubts that there would be much demand for the system I teach in the first place. Frankly, I believe that_s why I was focussing so much attention on photography. Once I dropped that notion, and started spreading the word, to the contrary, I discovered that there is a hunger for what I teach. I have been greatly heartened by this. So that_s the first step. I_ll keep to our standards, and in eight years we_ll see how many black belts we have.

I will say that I am not always successful at concentrating on student retention, or improving revenue, every day. Some days are just taken up with, call it Stuff. Especially since I am currently a one-man operation, both professionally and personally, many of my days are full up without allowing me to get to these essentials. (I should add parenthetically that I do have a training partner, the other Nidan here in San Luis Obispo, who came up through the system with me. But he has a _real job_, as an attorney, so is available to train and teach only perhaps once a week. Still, I am very grateful to have had his support, assistance, and friendship throughout the years, and I doubt I could have made it without him. That said, this is my show, and my challenge). But just recruiting and signing up new members is a constant, if not everyday, pursuit of mine; and I frequently schmooz, shall we call it, to encourage the flagging or hesitant student to stick with it.

One might argue, given all that must be done to grow and sustain my business, perhaps I should not have spent the hours I have these past three days in this correspondence. I have many pressing matters to address. But I believe that this has been highly productive, even energizing, and is consequently important in an intangible way. In case you haven_t figured it out yet, I love budo, as embodied in Koei-Kan Karate-Do, and all that it represents. I love practicing it, and I love teaching it. I love seeing my students progress, and in developing the bonds that come about in this process. I have also made many great friends, both within and outside the ranks of Koei-Kan. Koei-Kan yudansha especially are persons of uniformly high character. Martial arts have made a profound difference in my life. There have been many twists, turns, and dead ends in my fifty-seven years. I finally have found my true path. I have other objectives I will pursue; but I have come to believe that these will come about only by springing from the foundation of this business, of this dojo, that I am building.

In my first correspondence, I left open the possibility that I might join NAPMA yet again. That_s still an open question. Being a child of the sixties, I suppose, I am still, despite all this, skeptical, even a bit cynical, about moneymaking — or money-taking — ventures. But, having had the privilege of corresponding directly with you, my skepticism has softened. I still believe that there are martial art schools that are producing high revenue but low-grade practitioners; but that, I am willing to concede, may be more reflective of the individual school owner, and not as a direct outgrowth of NAPMA policies. So, notwithstanding the opinions of my newfound traditionalist friends whose emails first alerted me to the publication of my letter (and who may be cursing me now), I take you at your word.

So in conclusion, please continue to send me your postal mailings … assuming that_s not exclusive to NAPMA members. I promise you that the postage will not be wasted, and that the mail will not be returned as undeliverable. I_m just getting started, and I intend to stay. This is what I_m born to do.

In Budo,

Larry Rhodes

Koei-Kan Karate-Do of San Luis Obispo

From: Toby Milroy [mailto:TobyMilroy@NAPMA.com]
Sent: Friday, May 30, 2008 4:58 PM
To: ‘Home’
Subject: RE: Eric, How to use a $70 Million “Infomercial” to promote your shool…for FREE!!

Well….
It might be valuable to examine your thinking on what you said.

We’ve had (that I know of) over 250 schools who’ve done this promotion. (With the Forbidden Kingdom)
From the reports we’ve received back so far, they’ve generated over 3000 enrollments. (Not leads, but paid enrollments)

So in reality, this promotion does “work”.

Now, the REAL issue, with ANY function in this business, is implementation strategy.
So, really, nothing works (if you don’t implement appropriately), and everything works (if you do).

So when you say “it doesn’t work”, it usually means that there was a gap in implementation.

Now, one thing that we’ve always struggled with at NAPMA is school owners who hit a road block, and promptly “give up”.
We all teach our students that if we try a round kick in a sparring match, and the round kick “doesn’t work”, that there may or may not be a problem with the round kick, but perhaps your timing, or foot work, or angle etc….etc….etc….etc. (Any of 100 other problems), but in general, it’s no indication of the quality of the kick itself, but of it’s implementation.

Think about what you would tell a student who experienced the “the round kick doesn’t work” mindset.
You’d help him work on his execution of course, but also, on his strategy! And of course, you’d make sure that he didn’t “externalize” his challenges, and “blame” the round kick, but to look internally, and explore why “HE” didn’t make the round kick work. In every aspect of life, internalizing our results (rather than externalizing) is a MUCH more effective mindset. As a Master Instructor, I’d assume that this is the message that you would communicate to your student.

We’ve had schools in EVERY possible demographic, in EVERY geography, and nearly EVERY style of martial art (including LOTS of Kenpo Schools), use this promotion, and our other systems to great levels of success. (In fact, I personally generated 450 leads, in one of my schools, and so far this month, did 27 paid enrollments from the Kingdom campaign, obviously with LOTS more to get to. In light of my VERY AVERAGE demographic being heavily dominated by construction and housing industry which is in the toilet right now. AND I have a YMCA teaching Karate in my same shopping center for $35 a month as well…..)

So in all reality, it’s all about implementation!

Now, for YEARS, NAPMA has struggled with the above situation. A school owner would do a XYZ Promotion, get weak results, and too quickly throw in the towel.

So we’ve actually FINALLY developed a solution.

Our “Peak Performer” program is designed to help members SPECIFICALLY implement the systems and tools that they may be overwhelmed and confused by. So that may be something you would benefit from. (www.NAPMA.com/InnerCircle )

I hope that makes sense.

With ALL due respect, I ABSOLUTELY KNOW, beyond ANY SHADOW of a doubt, that this and virtually EVERY strategy in the “NAPMA Archive” DOES WORK. I’ve made many of them work in my own schools, and I’ve personally helped hundreds of schools build their business in an ethical manner, and provide a solid future for themselves, their staff members and their families.

I hope to have the opportunity to help you do the same.

Toby Milroy
Vice President, Marketing & Sales
NAPMA - National Association of Professional Martial Artists
TobyMilroy@NAPMA.com
www.NAPMA.com

<><><><><><><><><><><><><><><><><><><><><><>
The National Association of Professional Martial Artists
5601 116th Avenue North
Clearwater, FL 33760
U.S.A

FL: 727.540.0500
Fax: 727.540.0806

UK Phone: 08-000-518-896
UK FAX: 44-800-471-5096

Australia Phone: 1-800-269-979
Australia FAX: 61-294-750-098
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From: Home [mailto:ethereal.arts@verizon.net]
Sent: Wednesday, May 28, 2008 4:34 AM
To: TobyMilroy@NAPMA.com
Subject: Re: Eric, How to use a $70 Million “Infomercial” to promote your shool…for FREE!!

When your offer becomes “guaranteed” to create new enrollment then try me again. I have yet to see anything from NAPMA that works while still maintaining the integrity of our school. That is why I am no longer a member. I have already written to and spoken to someone else from napma and told them I am not interested in this offer yet here is another e-mail from napma with the same offer again. Please stop this harrasment. Thank you for your time.

Master Frost
Ethereal Arts Self Defense

On May 28, 2008, at 1:26 AM, TobyMilroy@NAPMA.com wrote:

Hi Eric,

Hope all is well!

Here at NAPMA, we’re counting down (with great anticipation) to the release of the $70 MILLION major motion picture, “Kung Fu Panda”!
I am ABSOLUTELY CERTAIN that this represents a SIGNIFICANT opportunity for you to promote your school, and drive LOTS of new students into your classes!!!

******BUT BE WARNED!!!!******
YOU MUST BE PREPARED and PROACTIVE!!!
The “Kung Fu Panda” is representing the Martial Arts in a tremendously POSITIVE manner, and is going to VERY attractive to families. (It teaches some great lessons about perseverance, tolerance and dedication.) BUT, the students and families won’t know that you can provide an amazing service to them, if you don’t GET OUT IN FRONT OF THEM!

We’ve compiled some POWERFUL resources to help our members MAXIMIZE this opportunity and create a FLOOD of new enrollments from this opportunity. I’ve set aside a special promotional package for you that will teach you how to fill your school with new students in conjunction with Jackie Chan and “Kung Fu Panda”

But the Time’s is counting down.

We have a special teleconference scheduled that will teach you the A-Z of how to use the movie to promote your school, a special written report that will give you the 10 step plan and an additional big bundle on information designed to help you deal with the flow of new students and grow your school.

However, you have to act now.

There’s no obligation.

Go to:
http://www.NAPMA.com/Panda
To learn more and reserve your spot in the teleconference, it will fill up quickly.

Until then – I want to
Frankly Discuss MONEY with you and why it’s Okay for
you to be Rich.

As one  Martial Artist to another,
let’s talk frankly about money…..

I know what you may be thinking…. is it really possible to make a big income or even get rich in the martial arts industry?
I’m no different that you.   When I graduated from Georgetown University I put together a business plan and showed it to my first instructors (Gran Moulder & Bob Olinghouse – both Jhoon Rhee Black Belts from the Alan Steen-Pat Burleson lineage.)   I was 22 and excited about moving from Washington, D.C. to Denver, Colorado to open my first school.
I asked Gran for his feedback on my business plan – at the time he was President and Owner of a family business (Moulder-Oldham Janitorial Supply) and even had my other instructor Bob working for him for a while.  I mistakenly thought that as a “real” business person/business owner he might give me some useful ideas..
When I asked his opinion he was really helpful….. you know what he said?   “You can go to Denver and “Play Karate” for a while then get a real job.”    Obviously really helpful feedback about my career objectives!   This really wasn’t the first time I had heard the “how do you expect to make a living doing martial arts” line but this time I was informed enough and prepared enough to ignore it and just execute my plan.
By the way…. A few years later Gran came to visit me in Denver.   I had a new Corvette and a huge house on the side of the mountain overlooking Denver.   1,500+ active students in 5 locations.    I really made him “eat crow” although I felt bad about it later when I learned that the family business in a “real industry” had folded.
It’s unfortunately ingrained in many of us that we’ve chosen an industry where the love of what you are doing trumps the fact that you’ll probably never make much money doing it.
Many martial artists have never gotten over this early, negative “programming.”   It may have been drilled into you by teachers, parents, siblings, friends, even your wife or girlfriend that it’s just not possible to make a comparable or better living than the  “professionals” (Doctor, Dentist, Lawyer, etc) in your family or circle of friends.
Now, I’m sure I don’t have to tell you there’s lots of people who have gotten rich as martial artists and within Martial Arts.    I’m sure you don’t think that Chuck Norris, Jackie Chan, Jean Claude Van Damme, or Steven Seagal have “suffered for their art – financially.”    (I asked Chuck one time while at his ranch in Texas whether all the fortune was worth all the fame – predictably I guess he said: “I’ve been rich and I’ve been poor.. Rich is Better.)
Certainly, those examples don’t help you and I much unless we’re looking to take up acting lessons.    So let’s look at some other examples within Martial Arts.   You may not know them – I do – but I can certainly tell you that Nick Cokinos – founder of Educational Funding Company and Master Reed founder of ASF International are both incredibly wealthy.   Nick drives a new convertible Rolls Royce and has a huge amount of real estate and stock investments.  Master Reed lives full-time on a cruise ship – and I undertand that he just bought another home on the Palm – man made Island in Dubai!
Another example certainly is my friend Mike Dillard who owns Century Martial Arts Supply – and as I hear it about ½ of the commercial real estate in Oklahoma City.
I could go on and on … but your response is probably — OK you can get rich as a martial artist but can you get rich running Martial Arts Schools? Well, frankly I believe in many ways that’s an easier, more predictable, and more practical route.
How do you really get rich running martial arts schools?
There are names in the industry you would know – and, probably more that you wouldn’t know who have run single locations or small multi-location chains effectively.    There’s others who have run bigger organizations.
Some you may be familiar with are Danny “Tiger” Schulman,  Kyoshi Steve Lavallee, Master Bill Clark, and myself.     These are individuals who have mastered multiple school operations and ended up rich running martial arts schools and teaching instructors how to teach and how to manage their martial arts schools.    You probably known one or more of these names and there are others.   I’m sure you would agree that they’ve achieve high income and wealth from running martial arts schools.
I can teach you how to do the same thing.
Our Regional Developer program is the program that gives you the opportunity to become the equivalent of “Tiger Schulman” in New York, Bill Clark in Jacksonville, or Stephen Oliver in Denver.    With proven systems for large school operations without the headaches of a large staff and without spending $100,000 to $200,000 to open each school from your personal resources.
OK, maybe you acknowledge that you can definitely make a lot of money from a multiple school operation but … maybe you really only want to teach and work with students on a daily basis.  Is it really possible to run a single school and make LOTS of income?
Certainly it’s very possible.   I could list off some of our school owners who by following systems, focusing on priorities, and managing their expenses make really good incomes running a single school.   However, you probably haven’t heard of them since they’re not in the public a lot seeking exposure.  By the way, there’s lots of anonymous rich people in the martial arts industry… you just don’t know them.
Some that you may be more familiar with include my friend in Ann Arbor Michigan – Keith Hafner.   I could give  you Keith’s full background but let me give you just a little “snippet” he recently traded his Mercedes 500SL back to the dealer at the end of it’s lease with less than 10,000 miles and converted to a new convertible 911 S4 (that he drives basically two miles back and forth to the school only in the summer.)  A few years ago he built his “Dream House” that’s in the range of 8,500 square feet on a beautiful treed lot, with a built in swimming pool, Jacuzzis, Work out room, and built in massive stereo system throughout the entire house.  He’s run a school doing around $100,000 a month and around 50% net for many years now and still does every enrollment and renewal himself (with his son teaching the majority of the classes.)    There’s lots of examples like that.. my friend Steve Doyon in Connecticut would be another running a $1,000,000 per year single school operations.   I could go on and on about single schools that are doing huge grosses –but also about many that may not gross as much but are running high net profits with proper controls and systems in place.
There are many schools that I’ve personally worked with that have been easily about to grow the $10,000 or more per month net profit.   Even in my own case – my one remaining “Corporate School” last year had a net profit of over $90,000 AFTER paying two full-time Black Belts running it over $100,000 and with almost -0- involvement from me.   (I actually visited the school about 7 times last year – did none of the teaching and none of the sales, and frankly none of the “grassroots’ or on-site marketing either.
In addition to the fact that many of us have been taught that you “Can’t Make Money Teaching Martial Arts” many of us have also been taught that even if you can, you shouldn’t.
I’d to share another story with you.
Many years ago now a close friend of mine Tom Callos (who was working with Jhoon Rhee to put together the book ”Bruce Lee and I”) called me about going to the “Bruce Lee Auction”
You see Linda Lee (Now Linda Lee Caldwell) had decided to auction much of Bruce Lee’s stuff and Tom, Ernie Reyes, and several of my friends planned to attend.   Tom urged me to attend with him.   I was interested in it at the time and asked him to forward to me the auction catalogue.
After looking through the catalogue something caught my attention.  It was a beautifully hand-written goals statement by Bruce Lee.   It said:
“My Definite Chief Aim:

I, Bruce Lee, will be the highest paid Oriental superstar in the United States.  In return I will give the most exciting performances and render the
best of quality in the capacity of an actor.
Starting in 1970, I will achieve world fame and from then onward till the end of 1980,
I will have in my possession $10,000,000.
Then I will live the way I please and achieve inner harmony and peace.”

Bruce Lee, January 1969.

That peaked my interest.
Why did it interest me?    I’m a big fan of “Think and Grow Rich” as well as much of the success literature.   I know how important and powerful goal setting and clarity of purpose can be in achieving success.   I was thrilled to see this representation of clarity of focus that Bruce Lee had created for himself (coincidentally during the year I started in Martial Arts.)
I was thinking seriously about getting on the plane to buy that one piece at auction.   About that time I talked to Jhoon Rhee and told him about the auction and the letter.   He said “Yes, I know that one… I was with him when he wrote it in Los Angeles.   He was very excited about it and we talked at length about how he was going to grow his career and achieve financial wealth.”
I don’t remember why now, but something came up and I didn’t get on the plane.   Turns out that one piece  was bought by Planet Hollywood for $35,000.00.   I’m not sure I would have been willing to pay that at the time for a piece of paper written by Bruce Lee, but I certainly regret it now.  However, you can see this one by walking into just about any Planet Hollywood.     A color copy is usually framed by the front door with a photo of Bruce in Sunglasses.
Why do I share this with you?
Well, so many martial artists get hung-up on the “history of what they do” and ignore what it really takes to get rich.
Ask yourself now.   When you are in your 60’ or 70’s what’s going to be more important to you?   The physical specifics of what you taught or the fact that you helped 1,000’s of students achieve tremendous results in their lives while  earning a great living: providing for yourself and your family and.. creating wealth to retire comfortably with whatever toys you desire and knowing that your children are well provided for?
Think about it for a second.  Bruce Lee was perhaps the most accomplished and the most forward thinking martial artist of his generation.  He had no trouble with charging $250 an hour for private lessons (in the 1960’s!)  about driving his new Porsche  around LA at high speed (scaring the bejesus out of Jhoon Rhee among others – something that I’ve also done in my Porsche Turbo by the way, while Jhoon Rhee screamed – “you drive like Bruce Lee”) or about setting a goal to have $10,000,000 CASH in the bank.
Prior to getting his break in acting he was conspiring with Jhoon Rhee about opening a chain of schools in the San Francisco-Oakland area. They shared ideas about advertising, marketing, pricing, and business strategy.  He regularly sent Chuck Norris’ and others martial arts school advertising to Jhoon Rhee and they strategized on best marketing practices!
Here’s a serious question for you:
Do you REALLY want to be financially successful?
In order to accomplish financial success you’ve got to realize that you must focus on what the market will pay for and a system and process that will deliver it most effectively to the most people.
With Mile High Karate we know that there is a huge market for happy, successful, well behaved kids.     That parents will pay just about any amount of money to protect their child from negative peer pressure and give them the tools that they need to be successful.
We also understand that the market is not clamoring for any particular style or methodology but are enthusiastic about the “outcome” that we’ve created for our students.    Your long term career move may be  to affiliate with us and leverage off of  true “National Brand” with systems in place to teach what students and parents really want to learn (and, are willing to pay handsomely to learn.)
We’ve created a system that is easy to implement, that creates a VERY high quality student physically, mentally, and emotionally.   And, frankly more  important:
we’ve created a marketing process that will have your school flooded with students
who want what you teach

And we’ve created systems to help you provide the highest possible service with the minimum of headaches and the maximum profitability.
Look in any career area.
Is the #1 box office draw at the movies really the most accomplished and skilled technical actor or is he the one who is skilled, charismatic, and marketed well?
How about music.  Was Madonna or Britney – and, whoever is now taking their place really the most accomplished and technically skilled vocalist or have they just tapped into the “pulse” of what the public wants and been properly packaged and marketed?  Surely there are opera stars or other classical singers with better technical skills in an area that the market doesn’t want.
And, do you really think “Dr. Phil” is the most capable psychologist around or was he just genius in packaging and marketing what the public wanted?
Does he do a lot more good – that the psychologists who aren’t willing to market themselves.
I’ll bet there’s a bunch of Harvard Trained “Traditionalist” psychologists all steamed up about him “commercializing” psychology.
That’s right they don’t ‘get it’ either.   It’s not about being right it’s about capturing the public’s imagination and creating a powerful brand that satisfies their needs.   And, Dr. Phil will have a much more powerful influence with the MILLIONS of people who learn from him than the trickle of patients the pissed off guys will work with in their career.
Now,  before you get self righteous and think that I’m talking about watering down the art and “selling out” on quality let me share with you another quote:
“Somebody said to me the Beatles were anti-materialistic.’ That’s a huge myth. John Lennon and I literally used to sit down and say, ‘Now, let’s write a swimming pool.’”
Paul McCartney.
Now, that’s a quote from the most covered band of all time, who still is one of the most popular and profitable bands ever– over 30 years after they disbanded.  There’s even a Cirque Du Solei show now of all Beatles songs.    Regarding Paul McCartney if you don’t know:  He’s considered the most successful pop composer of all time. In the “Guinness Book of World Records” for most records sold, most #1s (shared) and largest paid audience for a concert (350,000+ people, 1989 in Brazil)
If Lennon – McCartney can become the most respected song writing team in history by focusing not just on the “purity of their craft” but also on:  “let’s write a swimming pool”
don’t you think you should give yourself the
right to be rich doing what you love and
creating great results for your students.

If this makes sense to you… then it’s imperative that you get to “Discovery Day” and see everything behind the scenes and up close and personal.  You’ll me me and my key staff.  Tour several Mile High Karate schools and see classes in action.  You’ll have a chance to really see if it’s a good fit for you and an exciting career step.
Just one more thing.  You may want to think about who should not consider Mile High Karate as a career opportunity:
1.    If you insist upon teaching only “hard-core” UFC type of MMA or catering to the narrow slice of market that’s looking for the full-contact MMA training that’s now so popular on TV.
If you are dedicated to the most hard-core MMA or Street Defense for your students -  we may not be for you.
However if you really want the highest quality physical, mental,  and emotional skills for your students you should set aside old beliefs and move forward with at business strategy that will work for you and for your students.  Then come to discovery day and learn more.
Frankly, if you are so hung up on the “what you teach” rather then the “why” you teach it – especially after the above discussion then you really aren’t ready to think of this as a real career at all.
2.    You’d rather spend time “reinventing the wheel” than taking money to the bank.  Clearly there’s a place in the world for “entrepreneurs” We want all of our school owners to be aggressive business minded individuals and we truly expect our regional developers to be martial arts entrepreneurs in their region.    However, it you’d rather start from scratch than benefit from a proven system this may not be for you.
This is an interesting area.    I’ve had several people say to me – I want to be like you, not part of a team or existing system.
In each case I tell them the true story.
When I moved to Denver I hoped to be a Jhoon Rhee Franchisee.   I had hoped to be part of the bigger Jhoon Rhee system that included Nick Cokinos, Jeff Smith and many other talented individuals.
Unfortunately that was not to be.
If things were different and I had the opportunity then (or, now) to be a “Regional Developer” to run multiple schools with a proven system – I would have jumped on it in a heart-beat.
Certainly for some the satisfaction of creating their own path seems like the way to go.  From my experience I can only say:
“Be careful what you wish for… You may get it.”
We already have some of the best entrepreneurial and teaching minds together in the martial arts industry.   With Frank Brown, Jeff Smith, myself and all of our regional developers the resources are truly unparalleled.
For myself, if I had to repeat the last 20 years to get to the stage that I’m in now .. and that becomes the starting point for our regional developers – knowing what it took I’d have to say “Hell No.”
Clearly I’ve learned a lot over 25+ years but, frankly it’s included MANY 100 hour weeks, a lost marriage, no vacations (until 20 years later) and frankly way more irritations, financial perils including a couple of years at $250,000 or move negative, and just plain stress that anyone should have to endure.
We cut 20 years, $25,000,000 invested, and incredible amounts to time and effort from your learning curve.
Also, we give you an on-going “Master Mind” team of truly the best in the industry to associate with and to help you grow.
Oh, one more thing.
If you don’t truly want to create quality students and personally get rich – this isn’t for you.

You’ve got to really want to provide quality service to your student in your community and NOT take a “vow of poverty” to do it.

Until then – I want to
Frankly Discuss MONEY with you and why it’s Okay for
you to be Rich.

As one  Martial Artist to another,
let’s talk frankly about money…..

I know what you may be thinking…. is it really possible to make a big income or even get rich in the martial arts industry?
I’m no different that you.   When I graduated from Georgetown University I put together a business plan and showed it to my first instructors (Gran Moulder & Bob Olinghouse – both Jhoon Rhee Black Belts from the Alan Steen-Pat Burleson lineage.)   I was 22 and excited about moving from Washington, D.C. to Denver, Colorado to open my first school.
I asked Gran for his feedback on my business plan – at the time he was President and Owner of a family business (Moulder-Oldham Janitorial Supply) and even had my other instructor Bob working for him for a while.  I mistakenly thought that as a “real” business person/business owner he might give me some useful ideas..
When I asked his opinion he was really helpful….. you know what he said?   “You can go to Denver and “Play Karate” for a while then get a real job.”    Obviously really helpful feedback about my career objectives!   This really wasn’t the first time I had heard the “how do you expect to make a living doing martial arts” line but this time I was informed enough and prepared enough to ignore it and just execute my plan.
By the way…. A few years later Gran came to visit me in Denver.   I had a new Corvette and a huge house on the side of the mountain overlooking Denver.   1,500+ active students in 5 locations.    I really made him “eat crow” although I felt bad about it later when I learned that the family business in a “real industry” had folded.
It’s unfortunately ingrained in many of us that we’ve chosen an industry where the love of what you are doing trumps the fact that you’ll probably never make much money doing it.
Many martial artists have never gotten over this early, negative “programming.”   It may have been drilled into you by teachers, parents, siblings, friends, even your wife or girlfriend that it’s just not possible to make a comparable or better living than the  “professionals” (Doctor, Dentist, Lawyer, etc) in your family or circle of friends.
Now, I’m sure I don’t have to tell you there’s lots of people who have gotten rich as martial artists and within Martial Arts.    I’m sure you don’t think that Chuck Norris, Jackie Chan, Jean Claude Van Damme, or Steven Seagal have “suffered for their art – financially.”    (I asked Chuck one time while at his ranch in Texas whether all the fortune was worth all the fame – predictably I guess he said: “I’ve been rich and I’ve been poor.. Rich is Better.)
Certainly, those examples don’t help you and I much unless we’re looking to take up acting lessons.    So let’s look at some other examples within Martial Arts.   You may not know them – I do – but I can certainly tell you that Nick Cokinos – founder of Educational Funding Company and Master Reed founder of ASF International are both incredibly wealthy.   Nick drives a new convertible Rolls Royce and has a huge amount of real estate and stock investments.  Master Reed lives full-time on a cruise ship – and I undertand that he just bought another home on the Palm – man made Island in Dubai!
Another example certainly is my friend Mike Dillard who owns Century Martial Arts Supply – and as I hear it about ½ of the commercial real estate in Oklahoma City.
I could go on and on … but your response is probably — OK you can get rich as a martial artist but can you get rich running Martial Arts Schools? Well, frankly I believe in many ways that’s an easier, more predictable, and more practical route.
How do you really get rich running martial arts schools?
There are names in the industry you would know – and, probably more that you wouldn’t know who have run single locations or small multi-location chains effectively.    There’s others who have run bigger organizations.
Some you may be familiar with are Danny “Tiger” Schulman,  Kyoshi Steve Lavallee, Master Bill Clark, and myself.     These are individuals who have mastered multiple school operations and ended up rich running martial arts schools and teaching instructors how to teach and how to manage their martial arts schools.    You probably known one or more of these names and there are others.   I’m sure you would agree that they’ve achieve high income and wealth from running martial arts schools.
I can teach you how to do the same thing.
Our Regional Developer program is the program that gives you the opportunity to become the equivalent of “Tiger Schulman” in New York, Bill Clark in Jacksonville, or Stephen Oliver in Denver.    With proven systems for large school operations without the headaches of a large staff and without spending $100,000 to $200,000 to open each school from your personal resources.
OK, maybe you acknowledge that you can definitely make a lot of money from a multiple school operation but … maybe you really only want to teach and work with students on a daily basis.  Is it really possible to run a single school and make LOTS of income?
Certainly it’s very possible.   I could list off some of our school owners who by following systems, focusing on priorities, and managing their expenses make really good incomes running a single school.   However, you probably haven’t heard of them since they’re not in the public a lot seeking exposure.  By the way, there’s lots of anonymous rich people in the martial arts industry… you just don’t know them.
Some that you may be more familiar with include my friend in Ann Arbor Michigan – Keith Hafner.   I could give  you Keith’s full background but let me give you just a little “snippet” he recently traded his Mercedes 500SL back to the dealer at the end of it’s lease with less than 10,000 miles and converted to a new convertible 911 S4 (that he drives basically two miles back and forth to the school only in the summer.)  A few years ago he built his “Dream House” that’s in the range of 8,500 square feet on a beautiful treed lot, with a built in swimming pool, Jacuzzis, Work out room, and built in massive stereo system throughout the entire house.  He’s run a school doing around $100,000 a month and around 50% net for many years now and still does every enrollment and renewal himself (with his son teaching the majority of the classes.)    There’s lots of examples like that.. my friend Steve Doyon in Connecticut would be another running a $1,000,000 per year single school operations.   I could go on and on about single schools that are doing huge grosses –but also about many that may not gross as much but are running high net profits with proper controls and systems in place.
There are many schools that I’ve personally worked with that have been easily about to grow the $10,000 or more per month net profit.   Even in my own case – my one remaining “Corporate School” last year had a net profit of over $90,000 AFTER paying two full-time Black Belts running it over $100,000 and with almost -0- involvement from me.   (I actually visited the school about 7 times last year – did none of the teaching and none of the sales, and frankly none of the “grassroots’ or on-site marketing either.
In addition to the fact that many of us have been taught that you “Can’t Make Money Teaching Martial Arts” many of us have also been taught that even if you can, you shouldn’t.
I’d to share another story with you.
Many years ago now a close friend of mine Tom Callos (who was working with Jhoon Rhee to put together the book ”Bruce Lee and I”) called me about going to the “Bruce Lee Auction”
You see Linda Lee (Now Linda Lee Caldwell) had decided to auction much of Bruce Lee’s stuff and Tom, Ernie Reyes, and several of my friends planned to attend.   Tom urged me to attend with him.   I was interested in it at the time and asked him to forward to me the auction catalogue.
After looking through the catalogue something caught my attention.  It was a beautifully hand-written goals statement by Bruce Lee.   It said:
“My Definite Chief Aim:

I, Bruce Lee, will be the highest paid Oriental superstar in the United States.  In return I will give the most exciting performances and render the
best of quality in the capacity of an actor.
Starting in 1970, I will achieve world fame and from then onward till the end of 1980,
I will have in my possession $10,000,000.
Then I will live the way I please and achieve inner harmony and peace.”

Bruce Lee, January 1969.

That peaked my interest.
Why did it interest me?    I’m a big fan of “Think and Grow Rich” as well as much of the success literature.   I know how important and powerful goal setting and clarity of purpose can be in achieving success.   I was thrilled to see this representation of clarity of focus that Bruce Lee had created for himself (coincidentally during the year I started in Martial Arts.)
I was thinking seriously about getting on the plane to buy that one piece at auction.   About that time I talked to Jhoon Rhee and told him about the auction and the letter.   He said “Yes, I know that one… I was with him when he wrote it in Los Angeles.   He was very excited about it and we talked at length about how he was going to grow his career and achieve financial wealth.”
I don’t remember why now, but something came up and I didn’t get on the plane.   Turns out that one piece  was bought by Planet Hollywood for $35,000.00.   I’m not sure I would have been willing to pay that at the time for a piece of paper written by Bruce Lee, but I certainly regret it now.  However, you can see this one by walking into just about any Planet Hollywood.     A color copy is usually framed by the front door with a photo of Bruce in Sunglasses.
Why do I share this with you?
Well, so many martial artists get hung-up on the “history of what they do” and ignore what it really takes to get rich.
Ask yourself now.   When you are in your 60’ or 70’s what’s going to be more important to you?   The physical specifics of what you taught or the fact that you helped 1,000’s of students achieve tremendous results in their lives while  earning a great living: providing for yourself and your family and.. creating wealth to retire comfortably with whatever toys you desire and knowing that your children are well provided for?
Think about it for a second.  Bruce Lee was perhaps the most accomplished and the most forward thinking martial artist of his generation.  He had no trouble with charging $250 an hour for private lessons (in the 1960’s!)  about driving his new Porsche  around LA at high speed (scaring the bejesus out of Jhoon Rhee among others – something that I’ve also done in my Porsche Turbo by the way, while Jhoon Rhee screamed – “you drive like Bruce Lee”) or about setting a goal to have $10,000,000 CASH in the bank.
Prior to getting his break in acting he was conspiring with Jhoon Rhee about opening a chain of schools in the San Francisco-Oakland area. They shared ideas about advertising, marketing, pricing, and business strategy.  He regularly sent Chuck Norris’ and others martial arts school advertising to Jhoon Rhee and they strategized on best marketing practices!
Here’s a serious question for you:
Do you REALLY want to be financially successful?
In order to accomplish financial success you’ve got to realize that you must focus on what the market will pay for and a system and process that will deliver it most effectively to the most people.
With Mile High Karate we know that there is a huge market for happy, successful, well behaved kids.     That parents will pay just about any amount of money to protect their child from negative peer pressure and give them the tools that they need to be successful.
We also understand that the market is not clamoring for any particular style or methodology but are enthusiastic about the “outcome” that we’ve created for our students.    Your long term career move may be  to affiliate with us and leverage off of  true “National Brand” with systems in place to teach what students and parents really want to learn (and, are willing to pay handsomely to learn.)
We’ve created a system that is easy to implement, that creates a VERY high quality student physically, mentally, and emotionally.   And, frankly more  important:
we’ve created a marketing process that will have your school flooded with students
who want what you teach

And we’ve created systems to help you provide the highest possible service with the minimum of headaches and the maximum profitability.
Look in any career area.
Is the #1 box office draw at the movies really the most accomplished and skilled technical actor or is he the one who is skilled, charismatic, and marketed well?
How about music.  Was Madonna or Britney – and, whoever is now taking their place really the most accomplished and technically skilled vocalist or have they just tapped into the “pulse” of what the public wants and been properly packaged and marketed?  Surely there are opera stars or other classical singers with better technical skills in an area that the market doesn’t want.
And, do you really think “Dr. Phil” is the most capable psychologist around or was he just genius in packaging and marketing what the public wanted?
Does he do a lot more good – that the psychologists who aren’t willing to market themselves.
I’ll bet there’s a bunch of Harvard Trained “Traditionalist” psychologists all steamed up about him “commercializing” psychology.
That’s right they don’t ‘get it’ either.   It’s not about being right it’s about capturing the public’s imagination and creating a powerful brand that satisfies their needs.   And, Dr. Phil will have a much more powerful influence with the MILLIONS of people who learn from him than the trickle of patients the pissed off guys will work with in their career.
Now,  before you get self righteous and think that I’m talking about watering down the art and “selling out” on quality let me share with you another quote:
“Somebody said to me the Beatles were anti-materialistic.’ That’s a huge myth. John Lennon and I literally used to sit down and say, ‘Now, let’s write a swimming pool.’”
Paul McCartney.
Now, that’s a quote from the most covered band of all time, who still is one of the most popular and profitable bands ever– over 30 years after they disbanded.  There’s even a Cirque Du Solei show now of all Beatles songs.    Regarding Paul McCartney if you don’t know:  He’s considered the most successful pop composer of all time. In the “Guinness Book of World Records” for most records sold, most #1s (shared) and largest paid audience for a concert (350,000+ people, 1989 in Brazil)
If Lennon – McCartney can become the most respected song writing team in history by focusing not just on the “purity of their craft” but also on:  “let’s write a swimming pool”
don’t you think you should give yourself the
right to be rich doing what you love and
creating great results for your students.

If this makes sense to you… then it’s imperative that you get to “Discovery Day” and see everything behind the scenes and up close and personal.  You’ll me me and my key staff.  Tour several Mile High Karate schools and see classes in action.  You’ll have a chance to really see if it’s a good fit for you and an exciting career step.
Just one more thing.  You may want to think about who should not consider Mile High Karate as a career opportunity:
1.    If you insist upon teaching only “hard-core” UFC type of MMA or catering to the narrow slice of market that’s looking for the full-contact MMA training that’s now so popular on TV.
If you are dedicated to the most hard-core MMA or Street Defense for your students -  we may not be for you.
However if you really want the highest quality physical, mental,  and emotional skills for your students you should set aside old beliefs and move forward with at business strategy that will work for you and for your students.  Then come to discovery day and learn more.
Frankly, if you are so hung up on the “what you teach” rather then the “why” you teach it – especially after the above discussion then you really aren’t ready to think of this as a real career at all.
2.    You’d rather spend time “reinventing the wheel” than taking money to the bank.  Clearly there’s a place in the world for “entrepreneurs” We want all of our school owners to be aggressive business minded individuals and we truly expect our regional developers to be martial arts entrepreneurs in their region.    However, it you’d rather start from scratch than benefit from a proven system this may not be for you.
This is an interesting area.    I’ve had several people say to me – I want to be like you, not part of a team or existing system.
In each case I tell them the true story.
When I moved to Denver I hoped to be a Jhoon Rhee Franchisee.   I had hoped to be part of the bigger Jhoon Rhee system that included Nick Cokinos, Jeff Smith and many other talented individuals.
Unfortunately that was not to be.
If things were different and I had the opportunity then (or, now) to be a “Regional Developer” to run multiple schools with a proven system – I would have jumped on it in a heart-beat.
Certainly for some the satisfaction of creating their own path seems like the way to go.  From my experience I can only say:
“Be careful what you wish for… You may get it.”
We already have some of the best entrepreneurial and teaching minds together in the martial arts industry.   With Frank Brown, Jeff Smith, myself and all of our regional developers the resources are truly unparalleled.
For myself, if I had to repeat the last 20 years to get to the stage that I’m in now .. and that becomes the starting point for our regional developers – knowing what it took I’d have to say “Hell No.”
Clearly I’ve learned a lot over 25+ years but, frankly it’s included MANY 100 hour weeks, a lost marriage, no vacations (until 20 years later) and frankly way more irritations, financial perils including a couple of years at $250,000 or move negative, and just plain stress that anyone should have to endure.
We cut 20 years, $25,000,000 invested, and incredible amounts to time and effort from your learning curve.
Also, we give you an on-going “Master Mind” team of truly the best in the industry to associate with and to help you grow.
Oh, one more thing.
If you don’t truly want to create quality students and personally get rich – this isn’t for you.

You’ve got to really want to provide quality service to your student in your community and NOT take a “vow of poverty” to do it.

Dear Stephen,

Im slightly sheepish, but mostly very amused at something that just transpired. During lunch, I was thumbing through the most recent issue of Martial Arts Professional — actually the first Ive received of my subscription. Of course it was my letters being published in the Sound Off department that provoked this spate of correspondence. As you know, I was put off by your rather dismissive tone in response to my letter. Having been busy, as usual, with one thing or another, Id only gotten through the first few pages of the magazine. So, this time, I thumbed up to the Sound Off section, and then, turning the page, discovered … well, your response to my letter continues for an entire page more! Boy do I feel silly. In my defense, the preceding page concludes with the Why not send us a letter? box, so it was a natural assumption that this was the end of the section, and that your short, snide rejoinder to my extensive, and presumably well-reasoned letter was all that there was. So I am compelled to add a few comments in reaction to your fine and well-stated observations.

First, parenthetically, I will note that I have been blessed with many teachers, and teaching situations, from a variety of sources that have leavened my character with much grace and good humor, so I am not at all embarrassed by this lapse. As I say, its funny to me, and somehow the timing seems very apt. And on that basis, directing myself to your first remark — that is the first remark on the second page! — I dont take what you have to say personally at all. I am a student and proponent of the Four Agreements, so even if your observation were intended with ill will, which clearly it is not, I have the freedom of choice to respond to what you have to say in any manner I wish.

Clearly you took the time to visit my website, actually apparently both websites, as the content of your letter demonstrates that you know more about me than my published letter revealed. Thank-you for that. This makes things easier for me, as I neednt fill you in on my background. And yes, anyone who has any measure of respect for martial arts must recognize that, as a Second-Degree Black Belt, I know barely enough to get by. This is not false humility. There is such a huge amount of knowledge available in martial arts as to be overwhelming. Just being exposed to the essentials is an undertaking; learning the basics is a challenge; gaining true mastery is a lifelong pursuit. Anytime I am tempted to get a bit full of myself, all I need do is see my teacher execute, or train with any of my seniors, some of whom are a decade younger than me, or more, and I settle back into appropriate humility.

Plus of course my school is very new. It took a year just to work out the kinks. Just a few months ago, I finally came to recognize that pursuing two careers, attempting to develop each essentially from scratch, was, in glorious understatement, misguided. I have largely abandoned attempting to develop my photography business. The market is soft and transitory; everyone has a digital camera; and few are willing to pay what I charge. I know there is a market for my work, and I will find it ultimately, but I choose for now instead to focus all my attention on building my dojo membership.

So, addressing a few of your points in turn: yes of course student retention is key. Its tough enough finding prospects willing to look into my school; more often than not, once these take a trial lesson they are willing to join. But building a business means keeping them for a significant time; or, focussing on budo, if they are to learn anything of any lasting value, they must train for several years at least. So again, the challenge is retaining the student while maintaining the integrity of the art — quoting back your quotation of me. I learned, and I accordingly teach in the same fashion, first a series of basic skills before I did any significant contact. To me this is just sensible and reasonable. So, while maybe some old-school systems beat the crap out of their white belts, we dont. This, in my opinion, is not only bad business but bad budo as well.

Perhaps it is because I started my martial arts training in my forties, but also perhaps it is intrinsic to my character, that Im never harsh. You might say Im driven more by temperance than by testosterone. Im sometimes tough on my students, but call it a gentle toughness. I expect a lot, and get a lot. Youve got to be in shape, and youve got to be sharp. That takes hard work and perseverance. So thats what I expect. But, I also teach to the level of the ability of my student. I expect more from someone with youth and natural athleticism, and some measure of experience, than from someone who perhaps has had no training of any sort, and who may be overweight and out of shape.

That said, I am a true believer. I know what martial arts can do for body, mind, and spirit. I am a reformed wimp myself. I may not be the toughest guy around, but Im much tougher than I was a dozen years ago, in all aspects of my being. So I also never place limits on what I believe any of my students can achieve. I doubt anyone would have bet thirteen years ago that I would achieve shodan, much less to become dojo-cho of a traditional hard style school. And my teacher didnt make things easy for me. And while it is also true that we are a hard style, a contact system, I too place a higher priority on safety than on going balls-out. Injuries happen, but most can be averted. So again, Im never harsh, am sometimes tough, expect a great deal, but also recognize that everyone progresses at their own pace. All I ask is that you do your best, and stick with it. Ive been there, and I respect that you are undertaking a very challenging pursuit. And I frequently let my students know this. I truly believe that anyone can benefit from martial arts training, given effort on their part and good instruction on mine.

Then of course is the matter of generating revenue. Im still working may way through this. I havent gotten much past the building membership part. But Im well on my way to solvency. I will not speak to each point regarding half-dozen things that successful martial arts schools have in common. To me the points you raise are largely inarguable. There are a few things Im dubious about, such as your assertion that a relatively high percentage of students in these quality schools achieve Black Belt. Achieving shodan in Koei-Kan Karate-Do is far from commonplace; not that we abuse our students, but its a long and challenging path — roughly five to six years. But then again, just a few months ago, I had my doubts that there would be much demand for the system I teach in the first place. Frankly, I believe thats why I was focussing so much attention on photography. Once I dropped that notion, and started spreading the word, to the contrary, I discovered that there is a hunger for what I teach. I have been greatly heartened by this. So thats the first step. Ill keep to our standards, and in eight years well see how many black belts we have.

I will say that I am not always successful at concentrating on student retention, or improving revenue, every day. Some days are just taken up with, call it Stuff. Especially since I am currently a one-man operation, both professionally and personally, many of my days are full up without allowing me to get to these essentials. (I should add parenthetically that I do have a training partner, the other Nidan here in San Luis Obispo, who came up through the system with me. But he has a real job, as an attorney, so is available to train and teach only perhaps once a week. Still, I am very grateful to have had his support, assistance, and friendship throughout the years, and I doubt I could have made it without him. That said, this is my show, and my challenge). But just recruiting and signing up new members is a constant, if not everyday, pursuit of mine; and I frequently schmooz, shall we call it, to encourage the flagging or hesitant student to stick with it.

One might argue, given all that must be done to grow and sustain my business, perhaps I should not have spent the hours I have these past three days in this correspondence. I have many pressing matters to address. But I believe that this has been highly productive, even energizing, and is consequently important in an intangible way. In case you havent figured it out yet, I love budo, as embodied in Koei-Kan Karate-Do, and all that it represents. I love practicing it, and I love teaching it. I love seeing my students progress, and in developing the bonds that come about in this process. I have also made many great friends, both within and outside the ranks of Koei-Kan. Koei-Kan yudansha especially are persons of uniformly high character. Martial arts have made a profound difference in my life. There have been many twists, turns, and dead ends in my fifty-seven years. I finally have found my true path. I have other objectives I will pursue; but I have come to believe that these will come about only by springing from the foundation of this business, of this dojo, that I am building.

In my first correspondence, I left open the possibility that I might join NAPMA yet again. Thats still an open question. Being a child of the sixties, I suppose, I am still, despite all this, skeptical, even a bit cynical, about moneymaking — or money-taking — ventures. But, having had the privilege of corresponding directly with you, my skepticism has softened. I still believe that there are martial art schools that are producing high revenue but low-grade practitioners; but that, I am willing to concede, may be more reflective of the individual school owner, and not as a direct outgrowth of NAPMA policies. So, notwithstanding the opinions of my newfound traditionalist friends whose emails first alerted me to the publication of my letter (and who may be cursing me now), I take you at your word.

So in conclusion, please continue to send me your postal mailings … assuming thats not exclusive to NAPMA members. I promise you that the postage will not be wasted, and that the mail will not be returned as undeliverable. Im just getting started, and I intend to stay. This is what Im born to do.

In Budo,
Larry Rhodes
Koei-Kan Karate-Do of San Luis Obispo

P. S. Again, feel free to publish as you wish.

Dear Stephen,

Apology accepted. While I wasn’t revealing any personal confidences, as such, the courtesy of a request to publish would have been appreciated. Regardless, no harm done, and it has certainly opened a spirited dialog. And don’t worry about offending me: sticks and stones, etc.

Regarding my apparently false dichotomies, I actually agree with you. Perhaps I did not make my point clearly. I did make reference to Van Gogh’s brother, noting that, had he been a better salesman he might have more successfully advanced his brother’s career, and lengthened his life. And I just used Kincade in contrast to demonstrate that you don’t necessarily have to have a quality product, or even a legitimate one (eg., offset lithograph “limited edition” is an oxymoron foisted upon a naive public), in order to have a successful business. Ultimately, what I am saying is that the temptation is always there to take an easier path, to find the product or service that sells best rather than provides the best quality.

More to the point, using your example, I suppose the temptation can come from two directions: to compromise one’s art to make more income; or to make excuses, such as being “uncompromising”, to rationalize one’s inability or unwillingness to be a better businessperson. I did state however that it is indeed possible to be uncompromising in one’s art, or martial art, and to be financially successful as well. In fact, I’ve asserted that that’s my intention. So again, I agree that these two factors are not necessarily in conflict.

Frankly, I am still dubious about the many colored belts: I recognize the point regarding motivation; but you also made my point that most drop out before ever achieving any level of mastery. What’s the true value of advancing someone to a putatively higher rank if it actually signifies little advancement? I believe it’s the teacher’s job to help the student understand the value of true achievement, and that patience and perseverance in pursuing one’s goal are higher virtues than finding quick and easy gratification. But I do acknowledge the contrary perspective that tangible, if only incremental, progress, denoted by the visible color distinction, can in itself serve as a motivator. I’m especially aware of this issue with little kids — which is a fairly new aspect of my teaching regimen — as six to eight months between tests, stuck at the same rank, is an eternity for a seven-year-old. So I’m still working through this issue.

And I will also take your point regarding blind attachment to tradition. Doing something just because “that’s the way it’s always been done” is stupid. The system I teach is actually quite dynamic and progressive. The meaning of tradition, to me, is more the mindset: understanding the fundamental purpose behind budo — it’s more about developing character, fortitude, humility, and spirit than just merely learning fighting skills. So we attempt to pay heed to the form and ritual that has been handed down for generations, and to continue to teach tried-and-true techniques, because they have proven effective.

Meantime of course anybody with half a brain would want to keep abreast as well of modern training methods, proper nutrition, and so forth. But still, in the dojo, we continue to focus on kihon, on kata, and on constant practice and development. I don’t believe that there is a contradiction here: we hold to tradition in many of the formalities and methods, but are open to the natural evolution that must come about if one does not remain isolated from a developing culture. Put another way, even without being aware of it, merely by dint of exposure to other systems, to MMA, and more general changes in athletic training methods, one’s teaching form and function are bound to change. I have little doubt that the Koei-Kan of today, in its manner of being taught, is somewhat different from forty years ago. Yet we are still grounded in our tradition, being aware of our roots. It may have evolved somewhat, but it is still connected to its heritage.

As I noted before, I believe there is more in common in our standpoints than one first might have concluded.

Again, regards, and In budo,
Larry Rhodes
Koei-Kan Karate-Do

P.S. Again, print or publish at your discretion.

Larry,

I apologize if you had intended the previous letter to be “private” stuff like that especially the critical, non-personal stuff I assume to be venting to “public” and tend to share much if not all whether positive or otherwise.

You, in my opinion draw several false dichotomies (sp?)

First.   Teaching strong traditional martial arts is not at odds with “commercialization” ie. overlaying effective marketing, sales, and leadership processes.  I advocate for everyone to not only maintain high standards but to keep “upping those standards” and improving the art.

Second.  While I would agree by taste that I prefer Van Gogh to Kinkade, I serious doubt that it would have been difficult to market and sell Van Gogh’s work at a much higher level than Kincade, then or now.  Kincade has mastered marketing & selling his stuff.  Stuff that I don’t particularly like.  However, many other artists have done much better whether it be Piccasso or Neiman.   I don’t think that Van Gogh would have been comprimising anything to have figured out how to market and sell his high quality product.  That’s where the example falls apart.

Third.   Adding belt colors and tests (other than for those who charge for them - which we do not) are for increased motivation.  The problem with what you describe is that VERY few participants ever achieved any level of mastery since most, and sometimes all dropped out way before they were able to accomplish much.

Frankly, the other problem with your notion of “traditionalism” is that teaching “pedagogy” in all areas have moved forward.   My very hard core training in the 1960’s pales in comparism with what we are able to accomplish now, through improving instructor leadership, interpersonal skills, chunking curriculum in more appropriate “bites” and increasing overall level of energy and enthusiasm.  I’ll match the quality of most any school in the 1960’s with well run schools currently and the results today are MUCH higher.   For one glimpse compare the competitive environment of Chuck Norris, Skipper Mullins and other in the 1960’s with the environment in the current national circuit.  There really is no comparism.    The 3rd or 4th tier guys now have much more technical talent than the champions then.   i’m sure many of those champions would have excelled in any decade however, the results have improved dramatically over the decades.

Anyway, to each their own.

Stephen Oliver.

P.S.  Sorry if I offended you.  The point was to be sarcastic about the rather large “sack cloth and ashes” crowd that uses “i’m and artist” or “i’m a traditionalist” as an excuse not to run their business properly or as an excuse not to update their teaching methods and therefore let their own students suffer.  It’s a fairly common refrain, hear mostly from those who need a good excuse to fail and who don’t understand what the history of martial arts instruction really is going back to Japan, Okinawa, Korea, China.   Many of those same ancient “Masters” either may have not have fought against making an income - and, frankly have been had their reputation inflated over the years.

Finally, take no comfort in those who step up to “support” you.   For ANY opinion on any subject you’ll receive some support.   For many bad ideas the majority will agree.  The only opinions I care about on such subjects are those of people who’ve accomplished what I hope to accomplish, successfully.

On May 22, 2008, at 1:26 PM, Larry Rhodes wrote:

Dear Mr. Oliver,

Thank-you for your prompt reply to my email. That you would take time to do so speaks to your character. First, regarding personal matters, I was put off by the fact that my private correspondence had been published without my permission; added to that was the tone of your response. I stand by my term “sophomoric”, and my contention that my letter was mischaracterized. Your response was sarcastic, and, I believe, inappropriate to productive dialog. The mischaracterization comes in, in that I indicated that I am “currently” a small school — in operation eighteen months with minimal working capital; accordingly, I have to watch every penny. Maybe $218 monthly is a pittance to you, but for now for me it’s not. And, I might add, there are many ways to learn how to grow a business effectively; some at little or no cost. Finally, I do not subscribe to the notion that being an artist relegates one to perpetual penury — nor do I believe you will detect any whining on my part. I will reiterate my intention to both be an artist, and martial artist, and financially successful.

Let me draw a two-dimension matrix for you. There are financially successful dojo — even extremely lucrative — and those that are, as you put it, “small, part-time, or failing”; the other dimension is those dojo that teach traditional martial arts as against those that are, shall we say, commercialized. Both of these dichotomies are of course actually continua, but let’s keep it simple. So when I say traditional, by that I mean uncompromising: maintaining generations-long standards, heeding not only form but also underlying spiritual function. In the interest of space, I will leave the definition at that. From what I have seen, I would define a commercialized school as one that places primary emphasis on cash flow: a dozen or more belt-color ranks, frequent tests that seem more geared toward generating revenue than measuring true progress, but most fundamentally little regard for teaching true and effective budo.

Now, having drawn this 2×2 matrix let me clarify that holding to traditional methods and practices does not necessarily relegate one to poverty. Nor does a “dumbed-down” system guarantee a path to fabulous wealth. The point I was making is that it is tempting to make compromises, to “sell out”, in order to increase the bottom line. This is far from exclusive to the martial arts. The quintessential contrast in the art world would be to compare the legendary and tragic Van Gogh to the pathetic, mediocre, mass-marketed — and fabulously wealthy — Thomas Kincade. I do still contend that it is more challenging to remain uncompromising while yet finding financial success. Maybe if Theo had been a better salesman Vincent wouldn’t have shot himself.

Just to reiterate, I know that one can succeed by maintaining high standards. If I had had any doubts, I have discovered in recent months that there is a hunger for stringent methods and effective techniques. I have many new students who have checked my competition and who have chosen my school because my standards are so exacting. My goal has never been to have the biggest school in the area, just the best. By definition that means also I have to be financially successful. This requires mastering two skills: practicing and teaching effective budo and being a smart and savvy businessman. I have never contended that the two are incommensurate. By what you say, apparently you believe the same, and perhaps we can meet on this common ground, and remain as friends.

In Budo,
Larry Rhodes
Koei-Kan Karate-Do of San Luis Obispo
koeikanslo.com

P.S. You may print or publish this if you wish.

Joe, emailed and asked for ideas about industry leaders who got their start in competition, and specifically at the Battle of Atlanta.  When I was in High School and early in College I competed ALOT.  And, frankly won alot.   I won the Big Jhoon Rhee tournament, and a bunch around Texas and Oklahoma.  Then I moved to Washington, D.C. planning upon becoming World Kickboxing champion and ending up teaching karate 60-70 hours a week while carrying a full load at Georgetown University.

Anyway my response to Joe about Battle of Atlanta Experience:

www.BattleofAtlanta.com

——————————————————————————————

Ouch, I got my ass kicked at the Battle of Atlanta.  I  “unfortunately” remember it vividly.   It was while a student at Georgetown University.  I had done well across the “blood & guts” Texas & Oklahoma circuits and then moved to Washington, D.C. to train with Jeff Smith, Jhoon Rhee and their stable of fighters.  That semester two classes at Georgetown were “kicking my ass” while I was working 60-70 hours a week as a full-time head instructor for Jhoon Rhee.  I remember it vividly.  I had stayed up all night working on my “master’s level” theology class called “Kierkegard & Nietche” then driven to Lynchburg Virginia with my assistant instructor Kemp.  I fought in this little event and won every match 5 to 0 with in most cases 5 hook kicks to the face.   Being massively pumped by that quick and easy victory I decided to fly with Jeff Smith to “The Battle of Atlanta.”   Mostly I remember trying to stay awake after two finals the day before and then being told to bow out after being “Blanked.”  Ok, that was a different world altogether – from back-wood s to the world’s best back to back.    Anyway, after I recovered from a humiliation that I basically slept through the rest of the day was great.  I met Chuck Norris (for the 2nd time.)  Saw Paul Vizzio in a great kick-boxing match.   And watched some of the greatest Black Belts of the time fight it out on stage (I think it was Billy Blanks vs. Nasty Anderson – unfortunately I was a no-show for the evening finals.)

Stephen Oliver

Larry,

Thanks for your email.

I just published it at the Magazine website (I’m assuming let’s see if you publish this applies as permission to do so)
http://www.napma.com/blog/category/stephen-oliver/

We’re in the process of adding a “letters to the editor” section at that site and a submit letters at that site.

Someday, someone - maybe it’s you, will explain to me how teaching quality martial arts in a commercial school environment is the equivalent of “selling out.”  My personal perspective is that you only make a good living long-term by providing high quality student service and producing high quality Black Belts.

Sorry you thought the point was “sophomoric”  - there was certainly no intent of “mischaracterize”

Clearly, I get tired of hearing school owners who are running small, part-time, or failing schools
whine about successful owners “selling out” and, frankly I have seen good and bad schools
but I’m not sure that I’ve seen anyone who I consider to be successful “sell-out” or frankly
even consider doing so.

Maybe you can help me understand your point of view.

Stephen Oliver.