250 Students in a Country Town of 50K | Luke Burnham

250 Students in a Country Town of 50K | Luke Burnham

How a blue belt built a 250-student BJJ school in a country town — and why "not enough people" is the excuse killing most school owners. When Luke Burnham took over a struggling BJJ school in Mildura, he was a fresh blue belt in a regional Australian town of 50,000 people. Ten years later, he runs the biggest jiu-jitsu academy in town — 250 students, a First Nations scholarship program, and a full-time family business. In this episode, Nick Cownie sits down with Luke to break down exactly how it happened — including the mindset shifts, the marketing that actually works in a country town, the mistakes he'd fix if starting over, and the culture-first decisions that built one of the tightest jiu-jitsu communities in regional Australia. This is required listening for anyone who thinks their town is too small to build a full-time martial arts business. 🔥 IN THIS EPISODE - Why starting a school as a blue belt is possible (and what to expect) - How word-of-mouth beats every paid ad in a regional town - Why chasing competition wins nearly ruined the kids program - The "50 kids, 1 competitor" reality every school owner needs to hear - The First Nations scholarship program keeping 17 kids off the streets - Why the small-town excuse is the biggest lie in the industry - How Luke turned a bullying incident at another gym into a family business - The COVID timing that nearly killed the school (and didn't) - Why family-first culture kills cliques and drives retention - Cooper Burnham's rise from BJJ prodigy to Netflix-tapped Korean influencer - How backpackers and international travelers make regional gyms world-class - The Michelle Nicolini moment that made Luke realise jiu-jitsu was for him 🕒 TIMESTAMPS 00:00 Intro 01:10 Luke Burnham — 51, 4-stripe brown belt, gym owner 10 years 02:28 The story of how a blue belt took over the gym 04:31 The top challenges of starting a school before black belt 07:57 Why "everyone has an opinion" is the noise you have to ignore 10:22 The first 12 months and finding traction in a country town 13:04 Where Mildura is and the population reality 14:57 250 students full-time in a country town 17:41 Marketing in a small town — word of mouth, Google, socials 20:34 Rich in life, not rich in dollars 22:15 The First Nations scholarship program 26:31 The mistakes Luke would fix if starting over 30:01 Why chasing competition wins was the wrong move 32:35 Ellee Beckman, kids classes, and the fun-first philosophy 33:24 The kids comp class that respects both worlds 33:37 Cooper Burnham — 1st degree black belt, Korean influencer, Netflix 36:35 Bodhi Burnham — brown belt, head kids coach 38:00 Backpackers, judo black belts, and international training partners 40:25 The one person Luke would love to roll with 41:52 The Michelle Nicolini moment that changed everything 43:58 Where to find Luke and Mildura BJJ 🎯 Most martial arts school owners are one system away from consistent growth. Install the same systems used by real academies around the world: 🤖 Enroll 365™ — https://enroll365.ai The school that replies first gets the student. Enroll365.ai replies instantly, books the trial in chat, and follows up until the student steps on your mat. ⚙️ Dojo Toolbox CRM™ — https://dojotoolboxcrm.com The AI-powered operating system for martial arts schools. 🌏 The Dojo Map™ — https://thedojomap.com Connecting the global martial arts community. 🥋 DOJOCEO™ Mastermind — https://dojoceo.com Most martial artists open a school. The best operators become DOJOCEOs™. 💬 GET THE TOOLS — COMMENT TO UNLOCK Find me on Instagram @dojoceo and comment one of the keywords below on any reel to get sent the resource: 👉 Comment STUDENTS — Get a 30-day free trial of Enroll 365™ to stop losing money by automating your trial class bookings. 👉 Comment CEO — Get details on the DOJOCEO™ Mastermind to learn how we turn school owners into millionaires. 👉 Comment MAP — Get your martial arts school listed on the Dojo Map™. 👉 Comment POD — Get the latest DOJO CEO podcast episode sent directly to you. 👇 CONNECT WITH LUKE BURNHAM Luke Burnham is a 4-stripe brown belt under Thiago Faeda and the owner of Mildura Brazilian Jiu Jitsu — the largest jiu-jitsu academy in Mildura, Victoria. Over 10 years, he's built a 250-student family-run school with a thriving kids program, a First Nations scholarship program supporting 17 young students, and a culture that welcomes travelers, backpackers, and world champions alike. 📸 Instagram: https://instagram.com/mildurabjj 🌐 Website: https://milduraBrazilianjiujitsu.net 👇 CONNECT WITH COOPER BURNHAM Cooper Burnham is a 1st degree black belt under Thiago Stefanuti, multi-time medalist at Worlds, BOA Super 8 champion, and Korean influencer with 40K+ followers. Featured by Netflix during the Squid Game Season 3 launch. 📸 Instagram: https://instagram.com/cooperburnhambjj 📸 Korean Instagram: https://instagram.com/hojucooper ⚔️ ABOUT THE SHOW Most martial artists open a school. The best operators become DOJOCEOs™. Hosted by Nick Cownie — founder of Enroll 365™, Dojo Toolbox CRM™, The Dojo Map™, and DOJOCEO™ Mastermind — each episode goes "behind the belt" to break down the business, battles, and breakthroughs behind successful martial arts schools. 👉 FOLLOW NICK 📸 Instagram: https://instagram.com/dojoceo 🌐 Website: https://dojoceo.com #bjjschool #regionalbjj #countrybjj #bjjbusiness #martialartsschool #brazilianjiujitsu #dojoceo

Why Athletes Struggle After They Retire | Dr. Jarrell Garcia

Why the "life skills" from martial arts don't automatically transfer — and how coaches can build students who thrive off the mat. Every coach says martial arts builds resilience, focus, leadership, and grit. Dr. Jarrell Garcia's PhD research says something more uncomfortable — those skills don't automatically transfer to real life. In this episode, Nick Cownie sits down with Dr. Jarrell Garcia — Associate Director of Recreation at the University of Rhode Island, professor at Brown University, TED speaker, 10th Planet BJJ black belt, and consultant to Olympic and Paralympic athletes. Together they unpack what actually creates transferable skills, why athletes crash after retirement, and how coaches can build students who succeed in every dimension of their life — not just on the mat. This is one of the most cerebral, useful episodes for anyone who teaches, coaches, or runs a martial arts school. 🔥 IN THIS EPISODE - Why the number one "jiu-jitsu made me a better business owner" story might be a myth - The difference between normative and non-normative career transitions - Why identity foreclosure destroys athletes when their career ends - How to actually develop transferable skills that transfer - The 3-step framework: awareness → acknowledgement → practice - Why coaches should "frame the why" before every hard training session - The stop-the-jumping-jacks argument that changes how you should warm up - Why great athletes go bankrupt within 2 years of retiring - How the structure of a class matters more than the teacher's skill - State elicitation, anchoring, and alter ego work for combat athletes - The multiple cups metaphor for balanced identity development - How the ecological framework is reshaping the way jiu-jitsu is taught 🕒 TIMESTAMPS 00:00 Intro 01:03 Meet Dr. Jarrell Garcia — PhD, black belt, professor 03:00 What athletic identity actually means 05:43 Do life skills automatically transfer off the mat? 10:46 Identity foreclosure and the empty nester athlete 14:09 Normative vs non-normative career transitions 17:18 When athletes should start preparing for life after sport 20:23 The multiple cups metaphor for balanced identity 25:14 Memento mori, stoicism, and the Hagakure connection 29:07 How Jarrell got into jiu-jitsu 33:04 How Jarrell's research shapes his own coaching 35:45 State elicitation and anchoring performance 41:02 Anchoring peak states — lessons from Todd Herman 50:28 The physical anchor Jarrell uses before competition rolls 54:14 Stacking states and identities on demand 57:20 Third-position thinking to solve identity problems 59:07 Treat others how they need to be treated, not how you want 01:01:06 The 4MAT framework for teaching multiple learning styles 01:05:37 Why jumping-jack warmups need to die 01:12:50 How class structure matters more than the teacher 01:16:03 The one person Jarrell would love to roll with 01:17:23 Where to find Dr. Jarrell Garcia 🎯 Most martial arts school owners are one system away from consistent growth. Install the same systems used by real academies around the world: 🤖 Enroll 365™ — https://enroll365.ai The school that replies first gets the student. Enroll365.ai replies instantly, books the trial in chat, and follows up until the student steps on your mat. ⚙️ Dojo Toolbox CRM™ — https://dojotoolboxcrm.com The AI-powered operating system for martial arts schools. 🌏 The Dojo Map™ — https://thedojomap.com Connecting the global martial arts community. 🥋 DOJOCEO™ Mastermind — https://dojoceo.com Most martial artists open a school. The best operators become DOJOCEOs™. 💬 GET THE TOOLS — COMMENT TO UNLOCK Find me on Instagram @dojoceo and comment one of the keywords below on any reel to get sent the resource: 👉 Comment STUDENTS — Get a 30-day free trial of Enroll 365™ to stop losing money by automating your trial class bookings. 👉 Comment CEO — Get details on the DOJOCEO™ Mastermind to learn how we turn school owners into millionaires. 👉 Comment MAP — Get your martial arts school listed on the Dojo Map™. 👉 Comment POD — Get the latest DOJO CEO podcast episode sent directly to you. 👇 CONNECT WITH DR. JARRELL GARCIA Dr. Jarrell Garcia is the Associate Director of Recreation at the University of Rhode Island and a professor at both Brown University and URI, teaching sports leadership, sports psychology, research, and leadership courses. His PhD research focused on athletic identity — how deeply athletes connect with their athletic role, and what that means for their success on and off the field. A 10th Planet Bethlehem BJJ black belt with 16 years on the mats, TED speaker, and consultant to high school, college, Olympic, and Paralympic athletes, Jarrell has spoken at the Olympic Training Center on athletic transition and identity. 📸 Instagram: https://instagram.com/garciagriponlife 📧 Email: jarrell_garcia@uri.edu ⚔️ ABOUT THE SHOW Most martial artists open a school. The best operators become DOJOCEOs™. Hosted by Nick Cownie — founder of Enroll 365™, Dojo Toolbox CRM™, The Dojo Map™, and DOJOCEO™ Mastermind — each episode goes "behind the belt" to break down the business, battles, and breakthroughs behind successful martial arts schools. 👉 FOLLOW NICK 📸 Instagram: https://instagram.com/dojoceo 🌐 Website: https://dojoceo.com #athleticidentity #bjjmindset #martialartscoaching #bjjbusiness #martialartsschool #brazilianjiujitsu #dojoceo

How to Build a Global BJJ Retreat Business | Luke Fraser

How one man built a global BJJ retreat business from a mining shift — and why the funnel that works is simpler than you think. Luke Fraser was working week-on, week-off in Australian mining when his mum — a travel agent — got sick of him talking about starting a business and put down a deposit on 15 hotel rooms without telling him. Five years later, BJJ Escapes has run 13 sold-out retreats with coaches like Josh Hinger, Heath Pedigo, Owen Livesey, Mason Fowler, JFlo, Jacob Driscoll, and more — across Australia and Thailand. In this episode, Nick Cownie sits down with Luke to break down exactly how BJJ Escapes works: the pricing model, the marketing funnel, the pre-selling timeline, and the operational decisions that turned a side hustle into his full-time business. This is the first episode released under the new DOJO CEO Podcast brand — a rebrand from the Grappling Map Podcast — reflecting the broader martial arts business focus the show now delivers. 🔥 IN THIS EPISODE - The mum-forced-me-into-it origin story every entrepreneur can relate to - Why capping the mat at 3m² per pair became his biggest competitive edge - The three-package pricing model — training only, twin share, private room - Why the private room package outsells the cheaper options every time - How Luke sells events 9-12 months out (already selling March 2027) - Why he does zero sales calls and runs the entire funnel on Instagram + website - The expensive customs mistake that changed how he ships event gear - Why cleanliness protocols in Thailand became a business-saving system - How stepping back from operations made the last event his best ever - The dream coach list and what comes next for BJJ Escapes 🕒 TIMESTAMPS 00:00 Intro — welcome to the new DOJO CEO Podcast 01:28 The mum-forced-me-into-it origin story 03:14 First event, 20-25 people, learning as he goes 04:57 Jiu-jitsu as an instant social network anywhere in the world 07:13 13 events in 5 years 08:02 The 3m² per pair rule that shapes the whole business 11:30 Scratch your own itch — the business principle behind the model 14:16 The biggest mistakes over 5 years of running retreats 17:20 Cleanliness, staph, and superbugs in Southeast Asia 20:47 Travel insurance and Middle East flight disruptions 21:44 The favourite event and why stepping back changed everything 24:12 The stacked coach lineup 26:01 The purple belt sweet spot — "high enough to respect, low enough not to target" 31:04 The marketing funnel — Instagram content + inbound email 33:26 Zero sales calls, sold off the page 34:51 Selling events 9-12 months out 36:08 The three-package pricing model 38:29 Why private rooms outsell everything else 42:04 The backpacker Covid horror story 43:18 The dream coach list — JFlo, Heath Pedigo, Gordon Ryan 45:03 Where to find Luke 🎯 Most martial arts school owners are one system away from consistent growth. Install the same systems used by real academies around the world: 🤖 Enroll 365™ — https://enroll365.ai The school that replies first gets the student. Enroll365.ai replies instantly, books the trial in chat, and follows up until the student steps on your mat. ⚙️ Dojo Toolbox CRM™ — https://dojotoolboxcrm.com The AI-powered operating system for martial arts schools. 🌏 The Dojo Map™ — https://thedojomap.com Connecting the global martial arts community. 🥋 DOJOCEO™ Mastermind — https://dojoceo.com Most martial artists open a school. The best operators become DOJOCEOs™. 💬 GET THE TOOLS — COMMENT TO UNLOCK Find me on Instagram @dojoceo and comment one of the keywords below on any reel to get sent the resource: 👉 Comment STUDENTS — Get a 30-day free trial of Enroll 365™ to stop losing money by automating your trial class bookings. 👉 Comment CEO — Get details on the DOJOCEO™ Mastermind to learn how we turn school owners into millionaires. 👉 Comment MAP — Get your martial arts school listed on the Dojo Map™. 👉 Comment POD — Get the latest DOJO CEO podcast episode sent directly to you. 👇 CONNECT WITH LUKE FRASER Luke Fraser is the founder of BJJ Escapes — the premium jiu-jitsu retreat business running events across Australia and Thailand with world-class coaches. A BJJ purple belt with 8 years on the mats, Luke transitioned from full-time mining work to running BJJ Escapes as his full-time business. 📸 Instagram: https://instagram.com/bjj.escapes 🌐 Website: https://bjjescapes.com.au ⚔️ ABOUT THE SHOW Most martial artists open a school. The best operators become DOJOCEOs™. Hosted by Nick Cownie — founder of Enroll 365™, Dojo Toolbox CRM™, The Dojo Map™, and DOJOCEO™ Mastermind — each episode goes "behind the belt" to break down the business, battles, and breakthroughs behind successful martial arts schools. 👉 FOLLOW NICK 📸 Instagram: https://instagram.com/dojoceo 🌐 Website: https://dojoceo.com #bjjretreat #bjjtravel #bjjbusiness #martialartsbusiness #martialartsschool #brazilianjiujitsu #dojoceo

Exposing Martial Arts Frauds | Rob Ingram McDojo Life

Inside the wild west of martial arts — exposing the frauds, the cults, and the business systems that separate real schools from McDojos. For 13 years, Rob Ingram has run McDojo Life — the most followed and most feared page in martial arts. He's exposed hundreds of frauds, written a book, helped run Academy Safe, and is now filming a feature documentary with Jocko Willink as executive producer. In this episode, Nick Cownie sits down with Rob to break down what 28 years in martial arts has taught him about culty instructors, the legal mess of an unregulated industry, and — most importantly — how to actually run a successful martial arts school. This isn't a fluff conversation. It's a rare, honest look at the dark side of the industry and the operational systems separating real schools from the frauds. 🔥 IN THIS EPISODE - Why martial arts is the most unregulated industry on earth - The five rules every legitimate school must follow - The psychology behind why people believe in "no-touch knockouts" - How Rob enrolled 250 students in a single month at a consulting client - Why "Field of Dreams" marketing is the #1 reason schools fail - Pre-launch marketing 4 months before opening - The three-contract pricing model that locks in revenue without locking out students - The 2-4-6 phone call system that saves students from canceling - Why collections will destroy your school's reputation (and what to do instead) - How to use equity, positive reviews, and personal touch to beat negativity - How Rob turned McDojo Life from a hobby into a business - The one martial artist Rob would love to spar 🕒 TIMESTAMPS 00:00 Intro 02:51 The McDojo Life documentary with Jocko Willink 04:27 The five rules every school must follow 07:01 Why fraud instructors actually believe their own lies 09:03 Martial arts is completely unregulated in the US 12:51 Chi, Hermetics, and the deep rabbit hole of martial arts cults 17:02 Why Australia and the rest of the world isn't immune 19:25 13 years of McDojo Life 24:11 The investigative journalism behind every story 27:53 Did Rob start good at social — or get better? 35:24 The big three: leads, conversions, retention 35:54 Pre-launch marketing 4 months before grand opening 43:06 Three contracts: month-to-month, six-month, yearly 46:22 The retention secret most owners miss 49:08 The 8-month to 18-month martial arts drop-off cliff 49:57 The 2-4-6 phone call retention system 56:48 Why collections destroys your school's reputation 58:35 Equity, positive reviews, and the personal touch 01:01:23 The Joe Rogan bump and turning McDojo Life into a business 01:04:21 The one martial artist Rob would love to spar 01:09:35 Where to find Rob 🎯 Most martial arts school owners are one system away from consistent growth. Install the same systems used by real academies around the world: 🤖 Enroll 365™ — https://enroll365.ai The school that replies first gets the student. Enroll365.ai replies instantly, books the trial in chat, and follows up until the student steps on your mat. ⚙️ Dojo Toolbox CRM™ — https://dojotoolboxcrm.com The AI-powered operating system for martial arts schools. 🌏 The Dojo Map™ — https://thedojomap.com Connecting the global martial arts community. 🥋 DOJOCEO™ Mastermind — https://dojoceo.com Most martial artists open a school. The best operators become DOJOCEOs™. 💬 GET THE TOOLS — COMMENT TO UNLOCK Find me on Instagram @dojoceo and comment one of the keywords below on any reel to get sent the resource: 👉 Comment STUDENTS — Get a 30-day free trial of Enroll 365™ to stop losing money by automating your trial class bookings. 👉 Comment CEO — Get details on the DOJOCEO™ Mastermind to learn how we turn school owners into millionaires. 👉 Comment MAP — Get your martial arts school listed on the Dojo Map™. 👉 Comment POD — Get the latest DOJO CEO podcast episode sent directly to you. 👇 CONNECT WITH ROB INGRAM Rob Ingram is the founder of McDojo Life, vice president of Academy Safe, and an author with over 28 years in the martial arts industry. A 3rd Degree Black Belt in American Freestyle Karate, 3rd Degree in Lima Lama, and BJJ purple belt, Rob is currently filming a feature documentary with Jocko Willink as executive producer. 📸 Instagram: https://instagram.com/mcdojolife 📘 Facebook: https://facebook.com/themcdojolife 🌐 Website: https://mcdojolife.com 🛡️ Academy Safe: https://academysafe.org 📖 Book: Sensei's Bars and Scars — on Amazon ⚔️ ABOUT THE SHOW Most martial artists open a school. The best operators become DOJOCEOs™. Hosted by Nick Cownie — founder of Enroll 365™, Dojo Toolbox CRM™, The Dojo Map™, and DOJOCEO™ Mastermind — each episode goes "behind the belt" to break down the business, battles, and breakthroughs behind successful martial arts schools. 👉 FOLLOW NICK 📸 Instagram: https://instagram.com/dojoceo

She Fixes UFC Fighters’ Minds — Here’s What She Sees Behind the Scenes | Briana Bowley

SHE FIXES UFC FIGHTERS’ MINDS — HERE’S WHAT SHE SEES BEHIND THE SCENES What if the thing holding your athletes — and your business — back isn't strategy, talent, or training volume… but their nervous system? In this episode, Nick Cownie sits down with Briana Bowley, the nervous-system specialist trusted by UFC fighters, world-class athletes, and high-pressure professionals around the world. Briana reveals how fight, flight, and freeze responses shape performance, sabotage competition results, and even impact how you run your gym. If you've ever wondered why great athletes crumble under pressure — or why you react the way you do in business — this conversation will change how you see yourself and your students. 🔥 IN THIS EPISODE - How Briana became the coach UFC fighters trust - Fight / Flight / Freeze — how your biology sabotages performance - The missing link between trauma, competition nerves, and self-sabotage - Why martial artists break under pressure (and how to fix it) - The crossover between BJJ training, business stress, and burnout - How Briana built a global coaching business while travelling - The "ascension model" she used to scale her work - The biggest mistakes grappling coaches make with people management - Why your business results are a reflection of your nervous system 🕒 TIMESTAMPS 00:00 Intro 00:55 Briana's work with fighters & high-pressure performers 02:25 Fight / Flight / Freeze explained 04:30 How Briana discovered nervous system regulation 09:48 Applying nervous system work to martial artists 14:07 Turning Briana's expertise into a business 20:29 Briana's scalable business model 24:10 The biggest mistakes she made early on 28:41 Structure, freedom & performance 31:56 Jiu-Jitsu, Muay Thai & pattern recognition 36:43 What business owners can learn from martial arts 41:37 Managing people, trauma & gym culture 46:57 Briana's #1 message for grappling business owners 48:06 Who she'd love to spar in history 50:50 How to contact Briana 🎯 Most martial arts school owners are one system away from consistent growth. Install the same systems used by real academies around the world: 🤖 Enroll 365™ — https://enroll365.ai The school that replies first gets the student. Enroll365.ai replies instantly, books the trial in chat, and follows up until the student steps on your mat. ⚙️ Dojo Toolbox CRM™ — https://dojotoolboxcrm.com The AI-powered operating system for martial arts schools. 🌏 The Dojo Map™ — https://thedojomap.com Connecting the global martial arts community. 🥋 DOJOCEO™ Mastermind — https://dojoceo.com Most martial artists open a school. The best operators become DOJOCEOs™. 💬 GET THE TOOLS — COMMENT TO UNLOCK Find me on Instagram @dojoceo and comment one of the keywords below on any reel to get sent the resource: 👉 Comment STUDENTS — Get a 30-day free trial of Enroll 365™ to stop losing money by automating your trial class bookings. 👉 Comment CEO — Get details on the DOJOCEO™ Mastermind to learn how we turn school owners into millionaires. 👉 Comment MAP — Get your martial arts school listed on the Dojo Map™. 👉 Comment POD — Get the latest DOJO CEO podcast episode sent directly to you. 👇 CONNECT WITH BRIANA BOWLEY Briana Bowley is an international speaker, nervous system regulation and performance coach, and Brazilian Jiu Jitsu purple belt who helps high performers and athletes master pressure with precision. With over a decade in the high performance and self-development space, she's supported world-class entrepreneurs and combat sports athletes to rewire their stress responses, build resilience, and perform from deep calm. Through her signature framework, The Bowley Blueprint™, Briana bridges mindset and physiology, teaching people to access flow, lead with intention, and win without burning out. 📸 Instagram: https://instagram.com/brianabowley 🌐 Website: https://brianabowley.com 🔗 Free Trainings: https://brianabowley.com/links ⚔️ ABOUT THE SHOW Most martial artists open a school. The best operators become DOJOCEOs™. Hosted by Nick Cownie — founder of Enroll 365™, Dojo Toolbox CRM™, The Dojo Map™, and DOJOCEO™ Mastermind — each episode goes "behind the belt" to break down the business, battles, and breakthroughs behind successful martial arts schools. 👉 FOLLOW NICK 📸 Instagram: https://instagram.com/dojoceo