EDUCATIONAL FUNDING COMPANY INTERVIEW                                          

 
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1. What is the origin of Gracie Jiu Jitsu and how does this relate to ‑the mission of your school in Miami?

Gracie Jiu Jitsu is an adaptation of the traditional Japanese JJ by Grand Master Helio Gracie of Brazil in the 1930s and 40s. It was designed and perfected as a system for a smaller person to defeat a larger and stronger opponent by simply using leverage and grappling techniques. Its core elements are essentially the same as the original techniques from Japan. Grand Master Helio's genius was in adapting those techniques so that an average person, mate or female, regardless of size or strength could apply them decisively in a variety of real‑life fighting situations. In other words, his focus was on developing a complete personal self‑defense system. With time, as the popularity and fame of the Gracie system grew, many schools of Brazilian Jiu Jitsu arose with an emphasis on sports competition. In contrast to sports Jiu Jitsu, our school's mission shares the core values of Grand Master Helio by teaching his simple and effective techniques within an environment that is safe, non‑threatening, fun, and open to people from all walks of life, especially families.

2. How did you get involved with Gracie Jiu Jitsu and what is your ‑relationship to the Gracie clan?

For me, Gracie Jiu Jitsu has been a family affair for three generations. Both my grandfather and father took lessons with Grand Master Helio. In fact, my Dad has practiced the art for over 50 years and is now an 8th degree Black Belt. He has continued to encourage not only me but also my brothers including Guy (who is also an instructor at our school) and my sisters to advance in this wonderful and beautiful Martial Arts. I started training literally before I could walk when they began by gently pushing me around the mat. I was also trained directly by Grand Master Helio. This lifetime journey has been a true privilege as well as an honor by giving me a very close personal relationship with Grand Master Helio and his sons.

3. How has your university education and life experience prepared ‑you for running a highly successful academy in America?

I came to the USA in 1993 as an undergraduate to study business at the University of Miami and went on to obtain an MBA in 1998. That experience exposed me to a very diverse, multicultural student body and their interests in self defense as well as state‑of‑the‑art approaches to marketing and managing a martial arts school as a serious business venture. Living in Miami has also taught me about the American way of life and values so that I could formulate programs that address the key needs and wants of our mainstream customers.

4. What marketing trends define the challenges faced by today's MA academy owners?

As noted by EFC Hall‑of‑Famer Dennis Brown, the public perception and interest in Martial Arts has evolved from popular exposure to the spectacular kicks and high speed strikes of Bruce Lee in the 70s, to a focus o o n tournaments as shown in the Karate Kid in the 80s, as well as the feel good/look good workouts popularized by Tae Bo in the 90s. Current events, %fixed Martial Arts contests (e.g., Ultimate Fighting Contest) and growing consumer sophistication have shifted the focus to practical results. Now people want real self defense that can help ensure their personal safety and to feel confident walking the streets of any city. In other words they are demanding a practical, proven and results‑oriented system that is simple enough to be used effectively within a reasonably short training period.

5. What are the key business advantages of integrating GJJ programs within a traditional Martial Arts curriculum?

By adding GJJ programs, Martial Arts academy owners can expand the safe‑and appeal of their current activities by adding a new dimension‑effective grappling and escape techniques. Market research clearly shows that the main benefit is expanding the student base by offering a well rounded product designed for and highly attractive to average people.

6. Would your program conflict with current programs at other 6 .would Arts academies?

No our approach is to complement and not conflict with any other curriculum. We recognize the proven value of stand‑up defense. The strength and complementary nature of our techniques begins at the clinch i.e., where the action of most real fights inevitably leads after an initial flurry of punches and kicks just prior to both combatants landing on the ground.

7. What differentiates your curriculum and teaching from other Brazilian JJ schools in particular?

 Modern Brazilian Jiu Jitsu as taught in most academies emphasizes the preparation for high intensity competition in tournaments. This approach is geared to exceptionally well‑conditioned and flexible athletes who possess extraordinary stamina and strength. It requires years of grueling, injury‑prone training including daily exhausting sparring sessions that are simply far too rigorous for the average person. Most people are not prepared to devote themselves at that level of sport Jiu Jitsu and in fact are turned off by the thought of it. Our programs are just the opposite and have been designed for the average person. We teach simple and humane ways to defend against every kind of personal attack that do not require anything other than leverage and technique. We know that these methods work because they have been proven effective in over 60 years of research and real life testing on the mean streets of Rio and in close quarters combat around the world. Gracie Miami Jiu Jitsu offers specialized programs for children, women, basic self defense, law enforcement and military personnel, advanced self defense, takedowns and customized private lessons. Each program is built on Grand Master Helio's solid core of. Stand Up Self Defense (including how to counter common club, knife and gun attacks) Ground Self Defense, Takedowns and Strikes. The teaching methods we employ foster a relaxed yet focused approach to training that is fun and promotes rapid skill development. Moreover, the atmosphere at our school encourages students to help each other in a spirit of mutual respect and benefit. Beyond our fighting techniques, I am most proud of how our students become physically healthier, mentally less stressed and emotionally enriched by the friendly spirit that pervades our school.

8. Brazilian Jiu Jitsu schools typically have a difficult time building successful children's courses. What makes your kids programs so increasingly popular?

Although our classes are very orderly and maintain good discipline, we help the kids relax and enjoy themselves. I learned this lesson in practical child psychology directly from Grand Master Helio. He showed me how to balance the special needs of children for fun and attention within a safe and structured learning environment. Using this balanced approach optimizes skills development and nurtures very positive character growth in all our young students. We also receive consistent praise from parents who appreciate the benefits resulting from following EFC guidelines. Using EFC values encourages their kids to be healthy, kind, forthright and self‑confident citizens.

Unlike most academies, about 80% of your students are adult 9. Unlike most How have you been able to attract and retain this typically higher income clientele? The secret is that our system is simple and results oriented. Adults tell us that they greatly appreciate our no‑nonsense programs. With each lesson they receive good value for money by learning and applying techniques that will truly work in their daily lives.

10. Who is your account executive and how often do they make contact?

MY account executive is Yetti Kiros and our staff communicates with her on a daily basis. Having her ongoing support enables us to fully benefit from all of EFC's terrific services.

11. You have been loyal to EFC over the years. Could you share some thoughts regarding how your networking relationships within EFC have helped your school to grow?

We have met many wonderful people and business contacts through EFC. Recently I had the pleasure of meeting Mr. Steve Lavallee. We visited each other to exchange ideas on cross‑fertilizing schools with multiple martial arts courses. Steve has also shared his keen insights on effective marking campaigns that have helped us to boost our own student enrollment. Jim Campbell has also worked with us to incorporate very successful Jiu Jitsu programs within his Tae Kwon Do academy.

12. Gracie Jiu Jitsu has been the focal point of your entire life. How do you stay current and sharpen your own development as a martial artist?

 My family's long‑standing and intimate relationship with the Gracies gives me the invaluable opportunity to continue training with the founder of Gracie Jiu Jitsu, Grand Master Helio. I train with him as often as possible at his home in the mountains of Rio every time I visit Brazil. Even after 28 years of training, whenever I spend time with him I always learn something new and can't wait to share it with my fellow instructors and students. Grand Master Helio also visits our school at least once a year. At age 89, he remains a vibrant role model of healthy living and a truly awe‑inspiring teacher of martial arts. I also enjoy a very close relationship with his sons and train with them as well to hone my techniques and learn new ones.

13. How do you see Gracie Miami School of Self Defense evolv­and what are your goals for its future development?

My mission is to give average people access to the wonderful techniques and teaching methods of Grand Master Helio Gracie. With the help of EFC, our school continues to grow. We plan on moving to a larger facility within the next year and will also expand our curriculum and student body. At the same time, we would like to move beyond the boundaries of our own facilities and help other EFC academies implement their own well‑rounded and highly profitable Jiu Jitsu programs.

14. How can academy owners and instructors who would like to learn more about your approach to Gracie Jiu Jitsu contact you?

Our school is located in beautiful Miami Beach, Florida. We can be reached on the web at www.graciemiami.com or by phone at 305 354 2060.