Widely recognized as the man who revolutionized the martial arts industry, John Graden launched organizations such as NAPMA (National Association of Professional Martial Artists), ACMA (American Council on Martial Arts), and MATA (Martial Arts Teachers Association). Graden also introduced the first trade magazine for the martial arts business, Martial Arts Professional.
John Graden’s latest book, The Truth about the Martial Arts Business looks into key strategies involved in launching a martial arts business and includes Graden’s own experience as a student, a leader and a business owner.
Graden is the author of six books including The Truth about the Martial Arts Business, The Impostor Syndrome: How to Replace Self-Doubt with Self-Confidence and Train Your Brain for Success, Mr. Graden has been profiled by hundreds of international publications including over 20 magazine cover stories and a comprehensive profile in the Wall Street Journal.
Presentations include: The Impostor Syndrome, Black Belt Leadership, The Secret to Self Confidence, and How to Create a Life Instead of Making a Living, John has taught his proven and unique principles of success to thousands of people on three continents since 1987.
From keynote presentations for thousands to one-on-one coaching sessions, John Graden is a dynamic speaker, teacher, and media personality who brings passion and entertainment to his presentations.
http://MartialArtsTeachers.com
http://MartialArtsSchoolOwners.com
Here in the Tampa Bay area – the 12th largest TV market in the U.S. – the local CBS TV affiliate did a three-part series called “Black Belt Scandals.” The series exposed a local instructor who had White-Out® on his rank certificate. You could see a 3 was replaced with a 7. He even had a fake chiropractor’s certificate on the wall.
Though this guy was giving neck and back adjustments to students, including children, the chiropractic college reported he had never attended the school. Next, the reporter contacted his martial arts association. They had no record of him. Mind you, I’m less than confident of martial arts associations’ record keeping, but it looked very bad.
As a demonstration, the reporter applied to another martial arts organization for a black belt certificate, which was promptly mailed to her. She made it clear that all she had to do was send in $25 and she was recognized as a black belt, without ever having taken a martial arts lesson in her life.
She then purchased a black belt at a local martial arts supply store and took the certificate and belt to the business licensing office. When asked what was needed to open a black belt school, the lady behind the counter said, “Pay $35 for a business license. That’s it.”
The reporter looked into the camera and remarked that, though she had the belt and the certificate, they were useless because she didn’t need them to open a school. She dumped them both in the trash.
I was on a 10-day tour of Italy with the WAKO USA Team when this happened. When I got back, it was the talk of Tampa Bay.
Beyond exposing a lack of ethics in the martial arts industry, the story illustrated that there are no educational or, for the most part, licensing prerequisites to open a martial arts school in the United States. In the United Kingdom, Canada, and other countries there are some rudimentary licensing requirements, usually having to do with CPR and general safety. There is very little required that is specific to the martial arts.
To be clear, I am not calling for any type of government regulation. I created the American Council On Martial Arts (now the Martial Arts Teachers Association Instructor Certification Program) as a way of educating instructors on teaching methods that are accepted and proven universally by the highest academic standards worldwide. My goal has always been that we raise our own standards of performance and teaching. That is a tough road in this industry, and we will explore why in this section.
There is little question that the martial arts industry has a very low barrier to entry. The range of people opening martial arts schools is vast. Some people open schools after graduating college with an MBA, while others have just been released from prison. The good side is that martial artists are as diverse a group as you can find in any field. The most colorful, interesting people I’ve met in my life have been martial arts instructors. The downside is obvious: like any profession, the indiscretions made by a minority of unethical instructors make it harder for all of us to be taken seriously as professionals.
When researching why some owners take the material and apply it while others let it stack up in their office, my first thought was that owners with higher education probably did better growing a school. However, in the next moment I realized that couldn’t be true. I certainly didn’t have a business background when I opened my school, and my GED didn’t exactly speak to high education. Yet I earned a six-figure income as a school owner in the early 1990s. The fact there are no educational prerequisites allowed me to get started in the first place.
I believe the difference lies in our collective background as martial artists. Keep in mind that the Core Dynamics are unique to those of us who have embraced the rigors of training far beyond those of our classmates. We didn’t just train hard; we made the martial arts our life. Many of us endured beatings, mental abuse, and insane requirements to move up the rank ladder to our black belt and beyond. We stuck it out while our classmates struck out. In appreciation for all that hard work, our instructors often found ways to abuse our loyalty. Who the heck puts up with that? We did.
- Related Videos
- Related Articles
- Ask / Related Q&A




MMA Lessons or Just Want to Look Like an MMA Fighter?
By: Alexander Travis | 05/12/2009For many people decide to take MMA lessons, they end up quitting after a few months. That is because of the amount of dedication that it takes to become an MMA fighter. But for those who just want to have the body of an MMA fighter, there are MMA lessons that focus on just developing a persons strength and physical conditioning, just like the MMA fighters in the octagon.
Jet Li, From Humble Beginnings To Action/Martial Arts Movie Superstar
By: The Martial Arts Reporter | 03/12/2009Among all the remarkable action/martial arts movie stars over the last 20 years or so, several of them truly stand out such as Jackie Chan, Sylvester Stallone, Bruce Willis, Arnold Schwarzenegger, Chuck Norris, probably Jean-Claude Van Damme.
Motobu Choki and the True History of Classical, Japanese Karate!
By: Al Case | 03/12/2009An interesting historical legend about who was really responsible for making karate famous.
Review of Martial Arts Games for Kids
By: Sensei J. Richard Kirkham B.Sc. | 03/12/2009With both a martial arts background and a degree in Physical Education, I admit to being skeptical when I read Martial Arts Games for Kids by Aaron Perry. I found some excellent games for education and maintaining student interest, loyalty and promotion of your martial arts school. I also found some points in the book I believe could be improved. Read on ....
Baguazhang - The Forgotten Internal Chinese Martial Art
By: Edward Smith | 03/12/2009Baguàzhang (also called ba gua or bagua) is one of the three major internal Chinese martial arts, the other two being Xingyiquan and Taijiquan.
Aikido Techniques
By: Edward Smith | 03/12/2009Aikido incorporates a wide range of techniques that use principles of energy and motion to redirect, neutralise and control attackers. Because aikido techniques allow practitioners to move considerably during their execution, as well as for other reasons, some believe aikido is particularly suited to multiple-attacker circumstances.
Car Insurance Quotes Help Save Money
By: Tarris Bradley | 03/12/2009It's safe to assume that, if you are a licensed driver, you either pay for car insurance or someone else pays on your behalf. It's also safe to assume that your premiums haven't gone down in recent years. In fact, just the opposite is true, isn't it? The rates that people are paying for auto coverage has, like many other things, skyrocketed recently, with some states like California and Pennsylvania leading the way in expensive premiums.
Karate Masters, Some of the Things They Did, and How You Can Become One!
By: Al Case | 01/12/2009Great old tales of karate legends, and a neat little trick for becoming one yourself!
What It Costs to Get a New Student
By: John Graden | 30/11/2009 | Martial ArtsTake a moment to write down all of the expense, effort, and energy that goes into attracting and enrolling new students. Here’s a short list of the resources necessary to turn a stranger into a student:
The Lower the Price, the Lower the Expectations
By: John Graden | 30/11/2009 | Small BusinessWhen you read the title of this article – the Lower the Price, the Lower the Expectations – what came to mind? Did you feel that meant that the market would have lower expectations of your school if it was low price? Or did you feel you would not have to meet high expectations if your price was low? For far too many owners, the second description is more accurate.
The Conversion Ratio: How’s your ROI?
By: John Graden | 28/11/2009 | EntrepreneurshipLet’s look at this process in real numbers. You will see how easily a school can lose money or just simply break even by the time they enroll a new student.
Tuition Strategies: Paid in Fulls
By: John Graden | 28/11/2009 | Martial ArtsPaid In Fulls (PIFs) have made a big comeback in recent years. Organizations like MASS have championed the cash out as a way of getting maximum revenue from a student base that is bound to drop out anyway. As much as I don’t like the idea of treating every student like a potential dropout, smart use of PIFs can boost your bottom line significantly and MASS has it down to a science.
How to Set Your Tuition
By: John Graden | 28/11/2009 | Martial ArtsIn 1974, the tuition at the Florida Karate Academy in Largo, Florida, was a 12-month contract at $25 per month. If you just raised tuition three percent per year from that point, you would have tuition of about $60 per month in 2004. When I opened my school in 1986, my tuition averaged $75 per month. At three percent inflation, this would total $127 per month today. What other service has only increased three percent per year? Not many that I can think of.
How Much Is Your Tuition Really?
By: John Graden | 28/11/2009 | Small BusinessThis is a little drill that can make grown black belts cry. Here is an audit you can do to help you understand how much tuition you are really collecting each month per student.
Discounting a Past-Due Contract
By: John Graden | 16/11/2009 | Martial ArtsWhen I was publishing Martial Arts Professional magazine, we sold advertising to clients who wanted to reach and sell to our readers. Occasionally, an advertiser wanted to cancel the contract. In the publishing world, the process for doing this is called “shorting the contract.”
Discounting an Active Agreement
By: John Graden | 16/11/2009 | Martial ArtsRead this only if you will not get greedy and sabotage your monthly cash flow for the lure of quick cash.