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NEW INSIDE
NEW AND A Bigger Vision for the An Historic Celebration:
Jhoon Rhee’s 45 Years of
Martial Arts Industry

REVISED…
Staff Development
Program and the
Teaching the U.S. Congress
“Way Of” Training
Segments
See page 17 By Keith Yates
Contributor
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FEATURES APMA’s leadership team de- to our members. In this article, we
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Jhoon Rhee’s 45 Years in the clares a powerful new vision discuss the lack of vision plaguing the randmaster Jhoon Rhee, Father
U.S. Congress. . . . . . . . . . . . . . . . . 13 for NAPMA and the martial martial arts industry for many years, of Tae Kwon Do in America
NAPMA Presents at Action arts industry. In this article, we reveal speaking out about plans to energize and a true martial art vision-
Martial Arts Magazine Hall of NAPMA’s “unstoppable mission.” and empower a new generation of vi-
Honors. . . . . . . . . . . . . . . . . . . . . 16 ary, celebrated
Having worked with some of the most sionary entrepreneurs who are ready to his 80th birthday
An Attitude of Gratitude…
41 Years Later . . . . . . . . . . . . . . . . 19 take the industry to at a gala given in
Is Your Vision Limiting You or new levels of growth. his honor at the
Empowering You?. . . . . . . . . . . . 20 We bring the Caucus Room of
Biological Selling: Understanding unique insights and the U.S. Capitol.
the What, How and Why of lessons from differ- The evening’s
Your Customer. . . . . . . . . . . . . . . 25 ent industries and highlight was a
Andrew Wood: A Legend in His their leaders who
Own Mind. . . . . . . . . . . . . . . . . . . 26 demonstration of
didn’t understand his martial arts Jhoon Rhee celerates
COLUMNISTS the meaning of the his 80th burthday.
Toby Milroy. . . . . . . . . . . . . . . . . 30 skills to congres-
Lee Milteer. . . . . . . . . . . . . . . . . . . 31 word “limitation.” sional members,
Stephen Oliver. . . . . . . . . . . . . . . 34 Read more about the Korean Ambassador and a veritable
NAPMA’s team of experts works to help you succeed!
and more columnists online! the exciting new who’s who of martial artists. Rhee mi-
direction and vision grated to this country after the Korean
successful millionaire business vision- for NAPMA and how your school and War and built a chain of schools in the
PERMIT NO. 131
MIDLAND MI
US POSTAGE
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aries in the world, the NAPMA team your future will benefit.
PAID
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now brings this knowledge exclusively See VISION, beginning on page 20 See Rhee, beginning on page 13
Andrew Wood: A Legend NAPMA to Present

in His Own Mind! at Action Magazine
Hall of Honors
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Page 4 • Winter 2011 Martial Arts Professional.com for iPAD, Tablets, Smart Phones and Online MASTERING THE MARTIAL ARTS BUSINESS
13 19 20
An Historic Celebration: stephen oliver describes NAPMA ARTICULATES A
Jhoon Rhee’s 45 Years his, and our industry’s, NEW VISION FOR THE
in the U.S. Congress debt to jhoon rhee NEXT YEAR…AND BEYOND
Features Departments Columnists

An Historic Celebration: Jhoon Rhee’s 45 Sound Off. . . . . . . . . . . . . . . . . . . . . . . . 8 School Growth Potential. . . . 30
Years Teaching in the U.S. Congress. . . . 13 NAPMA News. . . . . . . . . . . . . . . . . . . . . 11 Toby Milroy—NAPMA COO
A legend is celebrated for his long service to the U.S. Were You Born With It?, Part 3
NAPMA TV Is Online!;
NAPMA Presents at Action Martial Arts NAPMA Introduces New Referral-
Magazine Hall of Honors . . . . . . . . . . . . 16 Generation Systems Your Success Coach. . . . . . . . . 31
Stephen Oliver and Toby Milroy to present at this Lee Milteer—NAPMA Success Coach
influential and long-running event. The Time Integrity for Entrepreneurs: Idea
An Attitude of Gratitude…41 Years Later. . . 19

Ultimate
Referral Machine
Day, Part 1
Acknowledging our debt to Grandmaster Jhoon Rhee. How to Predictably and Reliably
The Final Word. . . . . . . . . . . . 34
Add 5 to 10 Enrollments a Month
for $50 or less! Stephen Oliver—MBA, NAPMA CEO
Is Your Vision Limiting You or Be Careful What You Wish for
Empowering You?. . . . . . . . . . . . . . . . . . . . . 20 NAPMA TV breaks new New program helps kick off (You May Get It!)
Your industry association has a whole new vision for ground. the New Year.
the future; and you can be a part of it today! More columns are online at
Martial Arts Professional.com.
Industry Insider. . . . . . . . . . . . . . . . . . . . 13 See page 6 for a complete listing.
Biological Selling: Understanding
the What, How and Why of Advertiser Index . . . . . . . . . . . . . . . . . . . 32
Your Customer . . . . . . . . . . . . . . . . . . . . 25 Classified Advertising. . . . . . . . . . . . . . . 32
The little-known secret of effective selling.
Andrew Wood: Martial Arts Masters

Reconnect. . . . . . . . . . . . . . . . . . . . . . . . 26
Stephen Oliver interviews the resurgent Black Belt.
Mastering the Martial Arts Business magazine is Callos, Elsa Cordero, Jim Graden, Tom Hopkins, fax: 1-747-683-9581; 1-800-795-0583 sion is strictly prohibited.
the premier resource for those professional martial Joe Lewis, Karl Mecklenburg, Toby Milroy, Lee Visit us on the World Wide Web at: The views of contributing writers or featured per-
arts school owners and operators who are serious Milteer, Stephen Oliver, Brian Tracy and Zig Ziglar. Martial Arts Professional.com sonalities are their own. Mastering the Martial Arts
about enhancing and/or expanding their business Advisory Board Business magazine does not necessarily agree or
To advertise in the print or online editions,
operations through a series of monthly visual and Martial Arts Instruction: Jeff Smith visit Martial Arts Professional.com, or contact endorse any opinions shared in this publication. Any
editorial resources, innovation, and hands-on and Martial Arts Instruction: Frank Brown Toby Milroy at fax: 1-800-795-0583 or political views of columnists or featured personali-
first-person experiences. Martial Arts Business: Stephen Oliver TobyMilroy@NAPMA.com ties are their own and are not necessarily endorsed
by Mastering the Martial Arts Business magazine.
Executive Management The Publisher and Editors are not responsible for unso- The “Mastering the Martial Arts Business” and
PUBLICATION STAFF Publisher, NAPMA CEO: Stephen Oliver licited material. All contributions should be submitted “NAPMA” logos are registered trademarks of
Creative Director/Managing Editor: Gary Smith NAPMA COO: Toby Milroy via Martial Arts Professional.com. All rights in letters Martial Arts Marketing, Incorporated. Other marks
Contributing Writer/Editor: Jackie Wells Smith Mastering the Martial Arts Business magazine is sent will be treated as unconditionally assigned for used in this publication are trademarks or service
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Marek Gahura ing, Incorporated, DBA/National Association of our unrestricted right to edit and comment editorially.
Copyeditor/Proofreader: Julie Breedlove Professional Martial Artists (NAPMA®). © 2011 Martial Arts Marketing, Incorporated. All
Columnists & Contributors: Terry Bryan, Tom 2578 Enterprise Rd., Ste. 344, Orange City, FL 32763 Rights Reserved. Any reproduction without permis-
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Martial Arts Professional.com Announcing Our

NEW COLUMNISTS
Karl Mecklenburg, Jhoon Rhee
Features Beyond Technique The Heart of a Student Athlete

Fariborz Azhakh—Martial Arts Information Karl Mecklenburg— Six-Time Pro Bowl NFL
An Historic Celebration: Professional Player and Motivational Speaker, Author
Jhoon Rhee’s 45 Years of What Matters Most Bronco Teamwork, The Legacy of the
Teaching in the U.S. Congress Orange Crush
Championship Success
NAPMA Presents at Action The Pinnacle of Martial Arts
Jeff Smith—Mile High Karate Chief Instructor
Martial Arts Magazine Jhoon Rhee— Legendary Martial Arts Teacher
The Champion’s Reunion, Part 2, with and Educational Entreprenuer
Hall of Honors Jeff Smith, Bill Wallace and Joe Lewis
From Motivation to Motive-Action
An Attitude of Gratitude… Martial Arts Management Columnists Expand Your Thinking

41 Years Later Jim Rohn—Author and Business Philosopher
The Final Word Invest these 10 “Assets” that are More
Stephen Oliver—MBA, NAPMA CEO Important than Money to Succeed at the
Is Your Vision Limiting You or Highest Level
Be Careful What You Wish For
Empowering You? (You May Get It!), Part 1
Personal Development
School Growth Potential Tony Robbins—Black Belt and recognized
authority on the psychology of leadership
Biological Selling: Understand- Toby Milroy—NAPMA COO The Connection Between Money and
ing the What, How and Why of Were You Born With It?, Part 3 Your Worth
Your Customer
Expert Tips & Tactics
The Psychology of Success Dr. Chris Dewey—School Owner,
Andrew Wood: A Legend in
Brian Tracy—Human Motivation Author, University Professor
His Own Mind! Speaker Similarity of Purpose
The Seven Laws of Mental Mastery, Part 2
Martial Arts Education Columnists Sales and Marketing Martial Arts Professional Asks…
Rick Bell—Martial Arts Speaker, Writer,
The Science of Fighting Business Specialist
Joe Lewis—NAPMA Technical Consultant How Balanced Is Your Attack? Martial Arts Professional
The 40 Most Common Mistakes Fighters Asks…
Commit, Part 8 WarriorWiz Jay Abraham—Maketing Guru
Terry Bryan—Ph.D. and 9th-Degree Black Belt How would you describe the marketing
Reality Check The Seven Laws of Mental Mastery, Part 2 approach of most martial arts school
Peyton Quinn—NAPMA EZ Defense Expert owners? What should be their focus, so
Confidence in the Face of Aggressive they can improve their results?
Posturing Bonus Column
Tom Hopkins—The Builder of Sales
Harvey Mackay—Internationally recognized Champions
Fitness Kickboxing author and speaker
Jim Graden—Founder, UBC Stay Focused on the Big Picture In your view, how much time and effort
should instructors invest in generating
Capitalize on the Seasonal Trends of
Your Market leads for new students?
Internet Secrets
Elsa Cordero—MBA, MS Oriental Medicine
Fitness Track Camera, Action! Ready to Make Your Own Archives
Keith Yates—Instructor, University Professor Movies to Attract More Online Business?
The One-Minute Set-up Test
Your Success Coach Sound Off
Lee Milteer—NAPMA Success Coach
Classical Thought TIme Integrity for Entrepreneurs, Complete collection of past Martial Arts
Douglas Adamson—Multiple School Owner Part 1: Idea Day Professional issues and Mastering the
What Should Be My Attitude? Martial Arts Business issues, plus the
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Words Of The Week
WORDS OF THE WEEK
Fear
Week 1
MOTIVATIONAL LESSONS FOR CHILDREN AND ADULTS
“Death is not the biggest fear we have; our biggest fear

is taking the risk to be alive—the risk to be alive and
express what we really are.”
Don Miguel Ruiz, author and lecturer of Toltec
traditions
Class Discussion for Kids
1. Are you scared to be yourself? What are the barri-
ers that stand in the way?
2. Why must you have the courage to live your
life and be true to yourself?
Week 2
WORDS OF THE WEEK
Fear
Week 1
“Death is not the biggest fear we have; our biggest fear

is taking the risk to be alive—the risk to be alive and
express what we really are.”
Don Miguel Ruiz, author and lecturer of Toltec
traditions
1. Are you scared to be yourself? What are the barri-
ers that stand in the way?
2. Why must you have the courage to live your
life and be true to yourself?
Week 2
WORDS OF THE WEEK
Do you remember your first martial arts class? You

were probably nervous, maybe even scared. That was
because martial arts was a new experience. It’s easy to
be afraid of what’s new or what we don’t understand.
You had the courage and confidence to try martial
arts. Now, you understand it and don’t fear it. If you
had let your fear stop you, then you wouldn’t be here.
Learn from your fears. What you learn will help you
become strong. You will be able to do what you think
you cannot do.

When have you been afraid to try something new?
Did you let that fear stop you or did you overcome it?
1. What would you like to try, but are afraid because
it’s new? When will you face your fear, now that
you know you must challenge yourself?
2. What have you learned as a martial artist to help
you reach the goal of Black Belt and beyond?
Week 4
“Never fear the shadows...that always means there is
light shining somewhere.”
Jonathan Santos
WORDS OF THE WEEK
Do you remember your first martial arts class? You

were probably nervous, maybe even scared. That was
because martial arts was a new experience. It’s easy to
be afraid of what’s new or what we don’t understand.
You had the courage and confidence to try martial
arts. Now, you understand it and don’t fear it. If you
had let your fear stop you, then you wouldn’t be here.
Learn from your fears. What you learn will help you
become strong. You will be able to do what you think
you cannot do.

When have you been afraid to try something new?
Did you let that fear stop you or did you overcome it?
1. What would you like to try, but are afraid because
it’s new? When will you face your fear, now that
you know you must challenge yourself?
2. What have you learned as a martial artist to help
you reach the goal of Black Belt and beyond?
Week 4
“Never fear the shadows...that always means there is
light shining somewhere.”
Jonathan Santos
E-Newsletter
Stay “plugged in” to the latest
Translation for Adults Translation for Adults How did that make you feel? How did that make you feel?
Translation for Adults Translation for Adults
The concept of fear is common to all humans. Some “You gain strength, courage, and confidence by every The concept of fear is common to all humans. Some “You gain strength, courage, and confidence by every The fear of the unknown, or what lies in the shadows, The fear of the unknown, or what lies in the shadows,
fears are specific, such as spiders, heights or confined experience in which you really stop to look fear in the fears are specific, such as spiders, heights or confined experience in which you really stop to look fear in the Week 3 Week 3
(January Basic Package)

is irrational because you shouldn’t fear what you do is irrational because you shouldn’t fear what you do
space, known as claustrophobia. Of all phobias, the face. You must do the thing which you think you cannot space, known as claustrophobia. Of all phobias, the face. You must do the thing which you think you cannot not know. Have the courage to discover the unknown. not know. Have the courage to discover the unknown.
most common may be the fear of living life to the full- do.”Eleanor most common may be the fear of living life to the full- do.”Eleanor “Don’t be afraid to go out on a limb. That’s where the “Don’t be afraid to go out on a limb. That’s where the
Shine the light of your confidence into the shadows Shine the light of your confidence into the shadows
est. Too often, we fear what may happen if we take the Roosevelt, American humanitarian and wife est. Too often, we fear what may happen if we take the Roosevelt, American humanitarian and wife fruit is.” fruit is.”
to reveal what is there. You’ll discover that there is to reveal what is there. You’ll discover that there is
risk to be who we are or what we want to be. We erect of Franklin Roosevelt, 32nd President of the United risk to be who we are or what we want to be. We erect of Franklin Roosevelt, 32nd President of the United H. Jackson Browne, author H. Jackson Browne, author
nothing to fear. Even if what you discover makes you nothing to fear. Even if what you discover makes you
self-restricting barriers that make it more difficult to States self-restricting barriers that make it more difficult to States fearful, use that new knowledge to overcome your fear. fearful, use that new knowledge to overcome your fear.
overcome our fears. Instead of taking action to reach overcome our fears. Instead of taking action to reach Translation for Adults Translation for Adults
Never let your fear stop you from advancing. What Never let your fear stop you from advancing. What
our goals, we are too concerned with what others will Translation for Adults our goals, we are too concerned with what others will Translation for Adults Too many of us know our goals and see our goals, but may be waiting in the shadows could be what you Too many of us know our goals and see our goals, but may be waiting in the shadows could be what you
think. Use your training to bring forth the confidence think. Use your training to bring forth the confidence
Fear is a common response to life experiences we Fear is a common response to life experiences we are afraid to make the effort to reach our goals. One of need to fulfill your life. Be brave enough to walk in the are afraid to make the effort to reach our goals. One of need to fulfill your life. Be brave enough to walk in the
to ask your boss for a raise, without fear of his or her to ask your boss for a raise, without fear of his or her
don’t understand, don’t like or wish to avoid. That don’t understand, don’t like or wish to avoid. That the greatest inhibitors of progress is comfort. You must shadow to find the light. the greatest inhibitors of progress is comfort. You must shadow to find the light.
response. Carefully prepare for new life experiences response. Carefully prepare for new life experiences
response comes in two forms: we stop trying or we response comes in two forms: we stop trying or we push yourself from your comfort zone. The boundaries push yourself from your comfort zone. The boundaries
before they take place and you’re apt to fear the out- before they take place and you’re apt to fear the out-
use our courage and confidence to overcome our fears. use our courage and confidence to overcome our fears. of your comfort zone are defined by your fears. When Translation for Kids of your comfort zone are defined by your fears. When Translation for Kids
come less. Fear is a challenge and an inescapable part come less. Fear is a challenge and an inescapable part
When you are willing to face your fears and control When you are willing to face your fears and control you settle for just being comfortable, you don’t grow. you settle for just being comfortable, you don’t grow.
of life, but you have the training to understand it and of life, but you have the training to understand it and Scary stories are often scary because something hides Scary stories are often scary because something hides
them, so they don’t overwhelm you, you are more apt them, so they don’t overwhelm you, you are more apt You must be willing to leave your comfort zone to You must be willing to leave your comfort zone to
control it, so it doesn’t control your life. control it, so it doesn’t control your life. in the shadows. That’s OK in a story, but, in real life, in the shadows. That’s OK in a story, but, in real life,
to act, accomplish and reach your goals. Use fear as to act, accomplish and reach your goals. Use fear as discover your missing opportunities. Taking risks usu- discover your missing opportunities. Taking risks usu-
Tony Robbins
you must look in the shadows. You must learn not to you must look in the shadows. You must learn not to
motivation to dig deep within yourself to bring forth motivation to dig deep within yourself to bring forth ally brings more opportunities within reach. Don’t be ally brings more opportunities within reach. Don’t be
Translation for Kids Translation for Kids be afraid of what you don’t know or what you cannot be afraid of what you don’t know or what you cannot
the qualities you need to succeed. Every martial arts the qualities you need to succeed. Every martial arts afraid to be afraid. Let your fears drive you to take risks afraid to be afraid. Let your fears drive you to take risks
see. Use the courage and confidence you’ve learned see. Use the courage and confidence you’ve learned
Fear or being afraid is part of life. You may be scared to student has experienced a tough training class when Fear or being afraid is part of life. You may be scared to student has experienced a tough training class when and the results will be much sweeter. and the results will be much sweeter.
in martial arts class to walk into the shadows. Discover in martial arts class to walk into the shadows. Discover
raise your hand in class. You may be scared of a bully. it would be easy to quit, but you are not a quitter. Use raise your hand in class. You may be scared of a bully. it would be easy to quit, but you are not a quitter. Use what is there. New challenges are opportunities for what is there. New challenges are opportunities for
Your biggest fear could be the fear of being who you that to make yourself stronger throughout life and you Your biggest fear could be the fear of being who you that to make yourself stronger throughout life and you Translation for Kids Translation for Kids
excellence. What you cannot see or do not know can excellence. What you cannot see or do not know can
really are. Be yourself because it feels right not because really are. Be yourself because it feels right not because
industry news and trends,

will do what you think you cannot do. will do what you think you cannot do. Taking risks is how you grow. Be willing to reach for make your life better. You must be willing to take the Taking risks is how you grow. Be willing to reach for make your life better. You must be willing to take the
it’s cool. Don’t pretend to be the person you aren’t. it’s cool. Don’t pretend to be the person you aren’t.
the farthest goals. You’ll never be a better person if risk. It is an opportunity to become a Black Belt in life. the farthest goals. You’ll never be a better person if risk. It is an opportunity to become a Black Belt in life.
Have confidence in your abilities. Don’t allow fear to Translation for Kids Have confidence in your abilities. Don’t allow fear to Translation for Kids you stay the same. You must challenge yourself to be you stay the same. You must challenge yourself to be
be a barrier between you and your goals. You may be be a barrier between you and your goals. You may be
Fear is an important learning opportunity. Instead of Fear is an important learning opportunity. Instead of more than you think you can be. You’ll never become Class Discussion for Kids more than you think you can be. You’ll never become Class Discussion for Kids
afraid to act, but have the courage to move forward. afraid to act, but have the courage to move forward.
running from what you fear, face it. Study your fear. running from what you fear, face it. Study your fear. smarter if you are learning at kindergarten level in 6th smarter if you are learning at kindergarten level in 6th
Life gives you many ways to be whoever you want to Life gives you many ways to be whoever you want to 1. Why is it important not to let fear stop you from 1. Why is it important not to let fear stop you from
Understand why you are afraid. You will learn a valu- Understand why you are afraid. You will learn a valu- grade. School and life will always present you with grade. School and life will always present you with
be. Don’t worry about what others might think. Be be. Don’t worry about what others might think. Be growing? growing?
able lesson. You have the opportunity to grow and able lesson. You have the opportunity to grow and new challenges. Face those challenges. Don’t be afraid new challenges. Face those challenges. Don’t be afraid
true to yourself. true to yourself.
2. How would you help a friend who is scared of 2. How would you help a friend who is scared of
Fear: Parts 1, 2, 3, 4
become better. Every time you face a fear, and try become better. Every time you face a fear, and try to move farther out on the limb. You may be surprised to move farther out on the limb. You may be surprised
harder, you are one step closer to being a Black Belt. harder, you are one step closer to being a Black Belt. what you find. Your success will taste much sweeter. what is new? what you find. Your success will taste much sweeter. what is new?
For more tools and reports, visit your Member Area at NAPMA.com For more tools and reports, visit your Member Area at NAPMA.com For more tools and reports, visit your Member Area at NAPMA.com For more tools and reports, visit your Member Area at NAPMA.com
Leadership from the Inside Out proven successful school

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BLACK BELT LEADERSHIP
GUIDANCE ON LEADERSHIP DEVELOPMENT
BLACK BELT LEADERSHIP
GUIDANCE ON LEADERSHIP DEVELOPMENT
marketing strategies.
Cloning Instructors: Create a class for your instructors, utilizing the
exercises below, to reinforce the importance of physical
the fitness standards you want them to maintain.
Remember, your instructors have a range of natural
conditioning and how it contributes to becoming a abilities, so develop flexible physical fitness standards
Part 1, Physical Fitness better martial artist and instructor. that allow everyone to achieve your expectations.
Start the class with an overview of this first attribute To help your team become better instructors,
(physical fitness) you want to develop in your emphasize that superior abilities are not enough.
It would be so much simpler if you could pour a your real goal is to create the standards of martial arts
instructors. They must also develop a passion for excellence,
magic potion in a mold and clone perfect martial excellence for your system.
a willingness to help their students succeed and a
arts instructors. Since that is impossible, the next “During today’s class, we will concentrate on
What are the top three skills that you want your genuine caring attitude. They must demonstrate these
best strategy is to help your instructors develop the developing your physical fitness as an important
instructors to be able to perform in their role as three qualities on the floor during every class they
three attributes that create excellence in teaching and component of martial arts training. This class will
instructor? teach.
motivate students to a life-long commitment to martial help us both to assess your physical conditioning and
arts training and their instructors. 1. _______________________ discover how to improve it. I will ask you to perform
(insert a specific physical skill from your system). Make
• Physical fitness.
sure you give 100% to your class performance as you
• Mental and emotional maturity. 2. _______________________ always do.”
• Communication skills.
(January Basic Package)

Exercise 1: 15 minutes
This G.O.L.D. Team Report provides insights and 3. _______________________
exercises for the first: physical fitness. Start the class with a high-energy warm-up. Choose an
exercise that will start their blood flowing and hearts
If you take a moment to reflect on the martial arts pumping.
teachers that helped you achieve your success, then Take the time to consider your answers carefully
you would recognize that they have these three because they will affect your confidence in your • Jump rope: three two-minute rounds.
Visit NAPMA.com/
attributes, and they used them to drive you toward instructors’ ability to perform. • Sprint from one end of the floor to the other, hit a
your goals. wave master 10 times as fast as they can and then
Many people join a martial arts class because it
The students in your school can also sense the promises to improve their physical fitness. To deliver return to the starting point.
competence of their instructors; however, it is more on that promise, your instructors’ physical presence • Perform push-ups, sit-ups, back extensions and
than a different uniform, a patch, a title or being an must attract people to them and provide them with squats: five sets of 20 repetitions.
authority figure that creates competent instructors. It an example of how they want to be in the future.
is an understanding of the importance of these three Parents of martial arts students are more assured
Exercise 2: 15 minutes
attributes and the willingness to develop them to a of your program’s benefits if your instructors are
superior level. The results are simple, but consistent behavioral and physical conditioning role models for Choose an activity in which you want your team
instructional habits that compel students to return to their children. Physical conditioning, combined with to excel, and have them perform it. Critique their
class, practice what they are taught and develop the great energy and a passion for their profession, are the performances clearly. Explain the standards you want
same attributes in themselves throughout their lives. qualities of great instructors. them to maintain. Make sure to correct them in the
same manner that you want them to correct their
Your responsibility is to establish standards of physical
Physical Fitness/Martial Arts Performance students in a typical class (Actions are caught before
fitness for your instructors, and then help them
they are taught.)
and Demonstration reach or exceed those standards, which can take
Every martial arts system or program includes primary many forms. You can require a specific number of
repetitions of push-ups, sit-ups or squats in one set. Exercise 3: 15 minutes
physical skills that must be continuously practiced
and developed. In some programs, it is “locking out” You can require staff members to commit to a specific Use the final 15-minute exercise to discuss the
a strong side kick or holding a deep stance. In more quantity of fitness exercises each week. Some schools importance of performing their martial arts skills in
active systems, it may be sparring skills or grappling require their instructors to maintain a specific body a superior manner. Stress the importance of being a
Cloning Instructors: Part 1, Physical Fitness

abilities. Although those specific skills are important, composition. student first, and then an instructor. Describe in detail
newsletter
For more tools and reports, visit your Member Area at NAPMA.com For more tools and reports, visit your Member Area at NAPMA.com
Virtual Classroom Videos — For Members Only

Your weekly instructor training program for January 2011
Children’s Training Videos Adult Training Videos
Mike Chat— Mike Chat— Steve Stewart— Steve Stewart— Steve Stewart— Steve Stewart— Elisa Au— Elisa Au—
Introducing XMA to Introducing XMA to Innovative Pressure Innovative Pressure Innovative Pressure Innovative Pressure Conditioning for Conditioning for
Kids, Part 1 Kids, Part 2 Points, Part 1 Points, Part 2 Points, Part 3 Points, Part 4 Kumite, Kumite,
Part 1 Part 2
Sound Off
“The fact that I had the heads of the about snap kicks and spinning kicks, none of the
stuff we do.”
industry at my disposal was just I heard about teachers sending their students
priceless!” to Harvard, making impacts in communities, hav-
ing a little bit more financial freedom that allows
“On this weekend, my head is full and then you to help send kids to Harvard and help com-
some. I’ve learned things I didn’t know existed. I’m munities, and I can’t speak for jujitsu or MMA in
the jujitsu-MMA guy that apparently isn’t sup- general, but I will say I’m the average jujitsu guy,
Attendees Share their Breakthroughs posed to come to these things, or so I’ve been told I’m a professional MMA fighter, I’m a black belt
from my jujitsu and MMA friends. Why aren’t in Brazilian jujitsu, I’ve competed in Abu Dhabi,
from the 2010 NAPMA Extreme they here? I have absolutely no idea. I was told, some Asian championships, I’m a legitimate jujitsu
Success Academy “You’re going to go there. You’re going to hear guy, and I was missing so many things that I think
I achieved or was handed the tools to fixing this
weekend.
It was almost like an X-Men of martial arts
owners. Stephen Oliver is just — the guy is such a
genius, you know. He just answers things the way
that I need to hear, and he is doing it to a hundred
people, but it always sounds like he’s talking to the
question in my head, like he’s in my head, answer-
ing the questions that I’m thinking as I’m thinking
them. When it comes to the technical aspects of
running the websites and the geeky stuff, you can
tell Toby Milroy has everything down pat. The fact
that I had the heads of the industry at my disposal
was just priceless.”
Justin Garcia
Jungle Gym Martial Arts
Bronx, NY
“Not just educational, but motivational
STRONG, SILENT as well...”

“[Extreme Success Academy] was a great
experience. You get to rub elbows with some of
What can a Big Ass Fan do for your studio? the top business leaders in the industry and open
your mind to new ways of thinking. Master Oliver
brought up a great point. In today’s economy, your
knowledge is going to be very important and I like
to gain as much knowledge about the industry as I
can. I came away with a lot of great ideas so it was
a fantastic experience. Just the ideas of marketing,
retention, staff training are all the vital areas to be
successful, and I got great ideas from each speaker.
It was also motivational as well, not just educa-
tional, but it was also motivational as well.
I think the thing that separates the people
that do real well from the people that just get by
See SOUND OFF, continued on next page
Why not send us a letter?

Mastering the Martial Arts Business Magazine
welcomes your Letters to the Editor, news releases,
stories and photos.
To submit online:
Learn more about the Big Ass Fan Company’s strong, silent fans
Visit Martial Arts Professional.com
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If you prefer e-mail:
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See Martial Arts Professional.com for additional
letters not printed due to space limitations and
Covered by one or more of the following U.S. Patents: 6,244,821; 6,589,016; 6,817,835; blogs by Stephen Oliver and Toby Milroy.
6,939,108; 7,252,478; 7,284,960; D587,799; D607,988 and other patents pending.
Letters may be edited for clarity and length. Please
©2011 Delta T Corporation dba the Big Ass Fan Company. All rights reserved. include your name, address and daytime telephone
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MASTERING THE MARTIAL ARTS BUSINESS Martial Arts Professional.com for iPAD, Tablets, Smart Phones and Online Winter 2011 • Page 9
SOUND OFF, continued from previous page surround yourself with a group of that okay, during the recession, we’ve got great classes. We just need
other people who are committed to maybe the print ads, maybe the to get in front of people, show them
making a difference, to still growing media stuff, that’s not working as what we do, connect with them
or the people that are struggling is their business, to overcoming any well as it used to. But the one thing about how beneficial our service
they find out everything they can kind of challenges in front of them, that’s going to always work well is can be, and they’re going to still get
about the industry. They know the and then of course, a lot of resources going to be that belly-to-belly, face- involved. I mean, that was a good
industry inside and out, and putting for new information, which is always to-face contact, and that’s some- message to hear and a good remind-
that knowledge to use has been their er to take back to my team.”
helpful. thing that we have resources for in
key to success. So you get here to see Michael Mertens
I think the main thing that I our schools — to really go back and
it. They’ve been there, done it, and Master Chongs Taekwondo
want to bring back to our staff and get fired up about it. Hey, we know Buffalo New York
that’s the best way to learn.”
all of our schools is just the concept we’ve got great services. We know (five locations, 2,000 students) n
Hilary Sandoval
Americas Best Karate Center
El Paso, Texas
(22-year veteran martial arts
school owner)
“I had the ‘wake up’

moment!”
“I have to say this [ weekend] is
a wake-up moment for me. I’ve been
involved in martial arts for 34 years.
I’ve had my own school. I’m going in
to the 17th year and I’ve always tried
to implement a lot of things that I’ve
gotten from NAPMA conventions.
A lot of them are more teaching
elements and more personal things,
but this one really was my wake-up
moment to implement things as far
as more enrollments, renewals, re-
tention and my big thing that I really
need to focus on is better marketing.
So I know I’ve said it before, but this
is actually my wake-up moment and
I’m going to commit myself to being
a better person which I mean to be a
Protecting your organization from
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liability claims is important–and
Master Kurt Miller
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Mastering
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NAPMA News
we’ll address the how-to of busi- also help existing business owners
ness covering everything from new to improve their operations and help
venture start-ups to seasoned school them move to the next level. With
operations. This in-depth coverage of the new emerging economy, this
the fundßamentals of business will kind of information from the top
help new operators survive the dif- school owners in the country will al-
NEW RESOURCE ficult first few years that drive many low many members to do more than
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NAPMA TV NAPMA has launched Martial
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NAPMA’s mission is to help serious
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stronger and more successful.
Ask NAPMA is a segment that
Is Online!
with three segments. The first is maximize their chances for success. will take full advantage of the
Business Basics. With this segment The Business Basics segment will See NAPMA NEWS, continued on next page
M
artial Arts Business Break-
through TV, the latest
resource from NAPMA is
Revolutionary New Martial Arts Website Literally “Sucks”
available now for martial arts school In Tons Of Leads and Converts Them Into Paid Introductory
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Using the interactive media of web
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napma_0810_legacyfp.indd 1 8/30/10 5:11 PM
NAPMA NEWS, continued from previous page cific solutions for problems posted more active with this resource. Mar- out the first episode, and receive
by our members. NAPMA exists to tial Arts Business Breakthrough TV your free gift, go to NAPMAtv.
interactive media. Members can post solve problems for members, and the will also be available to non-mem- MartialArtsProfesional.com.
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page as they watch the episodes. This that more efficiently and timely man- ment to increasing the standards for
will allow NAPMA staff to respond ner. When members have a problem, quality martial arts instruction.
NAPMA Introduces
to the specific needs of the industry. it is vital to their business that they Just for watching, we will be post- New Referral-
We’ll be looking at questions that af- get fast response as well as quality ing free gifts that will include video Generation Systems
fect the greatest number of members information from true experts. recordings from some of the top
L
and explore those topics in detail. We will be posting regular business consultants in the world. earn how to generate five to
In the final segment of NAPMA episodes and gradually increasing Their advice has tremendous value 15 new students each and
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Industry Insider
An Historic Celebration: Jhoon Rhee’s

45 Years Teaching in the U.S. Congress
O
ver 250 VIPs gathered on nasium. He has taught more than
September 30th in the 350 lawmakers and administration Presenting an appreciation award from the U.S. Congress are (left to right)
halls of the United States officials promoting many of them to the Hon. Bob Livingston; Hon. Dick Swett. Hon. Trent Franks, Grandmaster
Congress to celebrate and honor the the rank of black belt, including Bob Jhoon Rhee, Hon. Nick Smith, Grandmaster Jhoon Rhee, Hon. James Symington,
“Father of Tae Kwon Do in Amer- Livingston, Jesse Jackson Jr. (D–IL),
Hon. Toby Roth, Hon. Connie Morella, Hon. Katherine Harris, and Grandmaster
ica,” Grandmaster Jhoon G. Rhee. Mike Espy (D–MS, former Secre-
Y.K. Kim.
The evening was a grand celebration tary of Agriculture), Pete Hoekstra
of Grandmaster Rhee's 45 years as (R–MI), Carolyn Maloney (D–NY),
a pioneer in martial arts instruc- Gene Taylor (D–MS), Nick Smith Jeffords (R–VT) and Gerry Sikorski martial arts as well. Allen Steen was
tion and to honor his 80th birth- (R–MI), Bob Schaffer (R–CO), (D–MN). his first Black Belt in America and
day. The Caucus Room of the U.S. Howard Pollock (R–AK), Toby Roth Grandmaster Rhee has trained became the International Grand
Capitol Cannon Office Building was (R–WI), Bob Borski (D–PA), James some of the biggest names in the See INSIDER, continued on page 28
packed with a veritable who’s who

of VIPs in martial arts and politics
including former representative Bob Mastering
the Martial Arts
Cri
11
si
20 WER
NAPMA BUSINESS BREAKTHROUGH READ US “ON THE sB

NA NA M
11
PO
eco
PM NC MIT
Livingston (R–LA), and Grandmas-

TV FORGES NEW GROUND IN GO” WITH ANDROID,
FI SU
A IAL
MARTIAL ARTS SCHOOL TRAINING iPAD, BLACKBERRY m

es
Se
Mastering the Martial Arts Business

e pa
pp
Martial Arts Professional® presents
ge
ort
14
un
ity
™
Business
ters Y.K. Kim and Jong Soo Park. Winter 2011 / $47.97
for martial arts school owners who are serious about success
Guests also included Walter Ander- NEW INSIDE

NEW AND
REVISED…
staff Development
Program and the
A Bigger Vision for the
Martial Arts Industry
An Historic Celebration:
Jhoon Rhee’s 45 Years of
Teaching the U.S. Congress
son, publisher of Parade magazine;

segments
See page 17 By Keith Yates
contributor
N
APMA’s leadership team de- In this article, they discuss the lack of
G
FEATURES
clares a powerful new vision for vision plaguing the martial arts indus-
Tablet Edition
Jhoon Rhee’s 45 Years in the randmaster Jhoon Rhee, Father
U.S. Congress . . . . . . . . . . . . . . . . 13 NAPMA and for the martial arts try for many years speaking out about of Tae Kwon Do in America
NAPMA Presents at Action industry. In this article, he talks about plans to energize and empower a new and a true martial art vision-
his next “unstoppable mission.” Having generation of visionary entrepreneurs
William Cecil, president of the

Martial Arts Magazine ary, celebrated
Hall of Honors . . . . . . . . . . . . . . . 16 worked with some of the most success- who are ready to take the industry to his 80th birthday
An Attitude of Gratitude… new levels of growth. at a gala given in
41 Years Later . . . . . . . . . . . . . . . 19 They bring the his hon or at the
Is Your Vision Limiting You or unique insights and Caucus Room of
Empowering You?. . . . . . . . . . . . 20
lessons from their the U.S. Capital.
Biological Selling: Understanding
Stephen Oliver Toby Milroy Bryan Tracy Jeff Smith Ron Brown exposure to differ- The evening’s
the What, How and Why of NAPMA CEO NAPMA COO
ent industries and highlight was a
Biltmore Estate; and His Excellency

Your Customer . . . . . . . . . . . . . . 25
to the leaders who demonstration of
COLUMNISTS
Toby Milroy . . . . . . . . . . . . . . . . . 30 didn’t understand his martial arts Jhoon Rhee celerates
Lee Milteer . . . . . . . . . . . . . . . . . . 31 the meaning of the skills to congres- his 80th burthday.
Stephen Oliver. . . . . . . . . . . . . . . 34 Bob Dunne Ken
Member Services Mechlenburg
Mark Graden Gary Smith, NAPMA Jackie Wells Smith
Creative Director MAB Writer
word “limitation.” sional members,
and more columnists online! Read more about the Korean Ambassador and a veritable
NAPMA’s team of experts works to help you succeed!
the exciting new who’s who of martial artists. Rhee mi-
direction and vision grated to this country after the Korean
Duk-Soo Han, the Korean Ambas-

ful millionaire business visionaries in for NAPMA and how your school and War and built a chain of schools in the
PERMIT NO. 131
US POSTAGE
MIDLAND MI
PRSRT STD
the world, they now bring this knowl- your future will benefit.
PAID
U.S. and former Soviet Union.

edge exclusively to NAPMA members. see VISION, beginning on page 20 see Rhee, beginning on page 13
Andrew Wood: A Legend NAPMA to Present

in His Own Mind! at Action Magazine
sador to the United States.

Hall of Honors
Visit Martial Arts Professional.com A

true visionary in the industry,
B
discover the fascinating world of illed as the largest mar-
Andrew Wood, the pioneer who tial arts super show in the
changed lives with his groundbreaking world, the 2011 Action
book, How to Make $100,000 or More Martial Arts Magazine Hall of
For four-and-a-half decades,

Teaching the Martial Arts. In just seven Honors has invited NAPMA to
years, Wood built a chain of 150 martial be a featured presenter for this
arts schools and mentored over 275 with years’s version of the show. Join
his business coaching company, Legend- Toby Milroy, Stephen Oliver and
ary Marketing. Author of five books, Jeff Smith at this exciting event
Wood was the publisher of the first suc- attended by enthusiasts and
cessful martial arts business magazine. professionals in the Martial Arts.
three days a week, Grandmaster

At the height of his success, he trans- The 2011 event is being held at
ferred over to the golf industry and did the Tropicana Casino and Resort
it again! Read this insightful interview of in Atlantic City, New Jersey.
Andrew Wood by Stephen Oliver. Serial entrepreneur Andrew Wood with one see ACTION, beginning on page 16
see WOOD, beginning on page 26 of his collection of Ferraris.
Rhee has driven to the U.S. Capitol

before sunrise to instruct members
of congress in the House Gym- Stephen Oliver and Keith Yates.
Industry Leaders Collaborate in

Financial Power Summit to Support
School Owners’ Success
F
ive of the martial arts industry’s most re- you must surround yourself with positive people One-Day Financial Power Summit
spected experts have committed themselves and mentors who have been where you are and Saturday, 8:30 a.m.–6:30 p.m.
to a 2011 series of Power Summits designed have overcome many of the obstacles that you
to help motivated martial arts school owners cre- now face. As author and motivational speaker, Jim March 12, Dallas
ate a brighter future, improve the quality of their Rohn once said, “You’ll become the average of the SpringHill Suites Dallas DFW Airport East
lives, empower them with the tools to build a more five people you spend the most time with.” Irving, Texas 75038
profitable school and envision new ways to serve Our team of true experts have been and con-
their communities in a more meaningful way. As tinue to be in the trenches operating successful April 30, New Jersey
the nation’s economy sputters toward a recovery schools. They’re having great results in spite of the Renaissance Newark Airport Hotel
in fits and starts, there are proven strategies for unpredictable state of this economy. They’ve been Elizabeth, NJ. 07201-2113
leading your school or organization to financial through boom times as well as past recessions and
May 21, Chicago
success that have eluded too many school own- have successfully navigated the treacherous waters
ers. Our all-star team of NAPMA CEO Stephen of business operations, making mistakes and SpringHill Suites Chicago O’Hare
Oliver and COO Toby Milroy, along with our good having breakthroughs along the way. The Power Chicago, IL 60631
friends Grandmaster Y.K. Kim, Keith Winkle and Summit is a great opportunity to cut 30-plus years 773-867-0000
Master Kirk Pelt of Amerinational Management off your learning curve and avoid the deadly mis-
September 10, Washington D.C.
Services, have committed to reveal the five most takes that your less motivated competitors have
Embassy Suites Dulles — North
powerful strategies that actually work in today’s made. This summit can save you tens of thousands
Auburn, VA 20147
emerging economy, to multiply your student of dollars experimenting and preserve the most
count, create high volume retention and build real valuable non-renewable resource in the universe 703-723-5300
wealth in your martial arts school. — your time! September 24, Los Angeles
Surround Yourself With Success Attract More New Students Embassy Suites Los Angeles
International Airport/South
In good times and times of challenge, it’s Many school owners are finding it very difficult
El Segundo, CA 90245
vital that you guard your thinking from those to attract enough new students into their schools
nay-sayers, however well-meaning who have not because of what they believe to be the limita- Visit NAPMASeminar.com
accomplished what you desire to accomplish for tions of an economy that is unfriendly to business to register!
yourself. To give yourself the best shot at success, prosperity. The sessions at the Power Summit
Register to attend a NAPMA Financial Power Summit in a city near you, and learn from these powerful industry leaders.
Y.K. Kim Stephen Oliver Toby Milroy Keith Winkle Kirk Pelt
are designed to arm attendees with polite way to say they are quitting but meaningful, long-term relationships impossible? Join us for this Power
three unduplicated student attrac- don’t want to tell themselves the truth. with your students, you’ll love this Summit session and find out how.
tion systems that are guaranteed to To build a truly exceptional business session. The Power Summit is part of
generate 10 to 30 new students every you must master the art of student Keith Winkle, an expert in spe- NAPMA’s new vision for unlock-
month. By applying these principles, retention. Toby Milroy’s session will cial events will show you how the art ing the full potential of each of our
regardless of your specific martial show you exactly what you need to do of promotion used for community members and to boost the industry
arts style or affiliation, you will build to keep your current students excited, fundraising for a worthy cause will to a whole new level of excellence. If
the student count and prosperity engaged and seeing their progress. provide you with a sudden boost of you are one of the movers and shak-
rich future you deserve. You’ll discover four successful strate- eager new prospects. How would ers in this unstoppable movement
gies that will dramatically impact the it feel to be considered a commu- toward true business mastery, mark
Take an In-Depth Look at Your morale of your students, their families nity leader for positive change and your calendar for the Power Summit
Current Operation and your retention rate! If you desire enroll 25 to 50 new students? Sound scheduled near you. n
NAPMA’s CEO Stephen Oliver
will advise attendees with an in-
depth martial arts business and mar-
keting analysis that will open your
mind to a whole new perspective on
your operation. You’ll be empowered
to identify your greatest areas of op-
portunity and pinpoint the specific
areas where you need expert guid-
ance to fill in the gaps in order to
maximize your opportunities.
Master Social Media and

Technology to Attract New
Students
Master Kirk Pelt brings his
unique experience to the Summit
with an innovative session on the
influence and impact of social media
like Facebook and FourSquare. The
opportunities through this resource
are undeniable, but far too many
school owners are overwhelmed with
ineffective, time-consuming strate-
gies that ultimately produce poor re-
sults. However, there are four easy to
implement strategies that are gener-
ating great results in schools all over
the nation. Master Pelt will reveal
these strategies, in plain language, to
help you leverage the power of these
new media opportunities.
Become Motivated to Reach Your

Full Potential
The greatest tragedy in the career
of a professional martial artist isn’t LEGEND OF THE GRANDMASTER
setting goals that are too high to be
obtained, but of setting goals too
low that fail to take full advantage of
JANUARY 28
IN S E L E C T T H E AT E R S
your potential. Grandmaster Y.K.
Kim will present the three essential “ Best Martial Arts Movie of All Time ” - Dread Central
steps to becoming the next martial FOR THEATER INFORMATION GO TO WWW.IPMAN2MOVIE-US.COM
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Plug the Holes in the Bucket EDITED ORIGINAL VISUAL EFFECTS CHIEF WING CHUN THEME COMPOSED SUNG
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Far too many school owners are EXECUTIVE PRODUCED ACTION DIRECTED
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F I L M S © 2010 Mandarin Films Limited All Rights Reserved.
ing really hard to enroll the next new www.wellgousa.com
students to replace the current ones

who want to “take a break,” which is a
NAPMA Presents at Action Martial

Arts Magazine Hall of Honors
N
APMA will be presenting at
the 2011 Action Martial Arts
Magazine Hall of Honors
Award Show. January 21–22, 2011 at
the Tropicana Casino and Resort in
Atlantic City, New Jersey, Jeff Smith,
Toby Milroy and Stephen Oliver will
be featured seminar leaders along
with some of the biggest names in
martial arts.
This year NAPMA will present
free seminars on “How to Turn Your Alan Goldberg.
Passion into a Six Figure Income”
This is the first year NAPMA will
participate in event and Toby Milroy,
Chief Operations Officer, is excited
to take NAPMA to an event attend- The Action Magazine Hall of Fame event attracts the top-tier of martial arts practitioners
ed by so many young martial artists around the world, and more than 2,500 attendees of all ages, experience and styles.
who are considering making a career
out of their passion.
Action Magazine publisher Alan
Goldberg began the show in response
to an invitation to receive one of
many “Hall of Fame” award dinners
popular in the martial art industry.
In an interview with Toby Milroy,
Goldberg explained his reason for
starting the show 11 years ago. “I get
invited to all of these so called “Hall
of Fames” and “Hall of Martial Arts”
events and so on and so forth, and it
took some time. I wanted to do some-
thing, but I wanted to be able to cover
the people that come to our event Action Magazine Hall of Honors founder accepts recognition at the podium. Top: “The Goldberg Technique” in action;
and not just have — you know, a guy Bottom: Each nominee and award
says I’m running a Hall of Fame. He’s recipient receives a trophy.
serving a chicken dinner and at the
end of it you get a little plaque and much larger than the original. It both enthusiasts and professionals. Rivera, Christine Bannon Rodriguez.
you go home. To me, I think it’s really includes free demonstrations, vendor The top martial artists from all over Cynthia Rothrock, Ronald Duncan,
a slap in the face.” booths and seminars. People from the world, from every style of the art, Don Wilson, Michael Jai White, Phil
The event began when Goldberg all over the world attend. “It’s just will be in attendance. Morris, Jason Lau and more.
was approached by Dennis Combs, come to a point where we have The honors show is billed as Every style of martial arts, whether
President of the Tropicana Hotel at celebrities, I’m glad to say, that I’m “The Academy Awards of Martial it is Korean, Chinese, Japanese or Bra-
that time. Combs showed Goldberg able to cross that pond from Europe Arts,” and celebrities from MMA zilian, will be included. Goldberg says,
the banquet room that holds 1,400 to here. Even from just the United and traditional martial arts attend “ We try to open our doors to every-
people and suggested an awards States, to California. We have people as well as the top performers on the body. That’s actually a vision of mine,
show for the martial arts industry. from 22 countries that showed up business side of the industry. This to unite people in that manner.”
Not knowing if he could fill a room last year,” reports Goldberg. year will be the 11th anniversary Goldberg is well on his way
the size of a football field, Goldberg Free seminars and presentations of the show. Celebrities scheduled to achieving his vision. The ex-
started to put out the word and pro- for all attendees have been added to to attend are Jeff Smith, Stephen pected turnout will be more
mote his event. To his amazement, the show over the years. With more Oliver, Dan Severn, Joe Lewis, than 2,500 people for this year’s
he sold out the first year and contin- than 50 free seminars offered this Shonie Carter, Ray Mercer, Chuck show. To learn more about how
ues to sell out every year since. year, an estimated $2,000 education- Zito, Frank Shamrock, Bill Wal- to register for this event, go to
The show is now held in an area al value, this event is popular with lace, Demetrius Edwards, Orlando MartialArtsProfessional.com. n
IP Man 2: Legend of the Grandmaster to be Released Jan 28th
D
onnie Yen reprises his role as Producer Raymond Wong an- graphed both films and played the films was written as distinct stories
the real-life kung-fu grand- nounced the sequel before the origi- role of Hung Chun-nam. covering a part of Ip Man’s extraor-
master, Ip Man, in Ip Man 2: nal was even in theatres after seeing The first film was set in Forshan, dinary life. The filmmakers saw the
Legend of the Grandmaster, a sequel
the rough-cuts. Director Wilson Yip China in 1938 and Ip Man 2 picks first film as being about surviving
to the original martial arts spectacu-
lar. Presented in the original, uncut and Screenwriter Edmond Wong up the story of the Grandmaster’s and the second as being about living.
international version that broke box return as well as the principal cast life in Hong Kong in 1949. Instead of It is presented in Cantonese with
office records across Asia, the film members. Sammo Hung choreo- being treated as a sequel, each of the English subtitles. n
is a throwback to the golden age
of Hong Kong martial arts cinema
that will delight kung fu fans and
newcomers to the genre. It hits U.S.
theatres on January 28, 2011.
Create a World Class Staff

After escaping the Japanese oc-
cupation of his hometown, Ip Man
and his family arrived in Hong Kong
and World Class Results ™
Audio CD
DVD
5601 116th Avenue
North, Clearw
800.973.6734 ater, FL 33760
• 727.
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www. napm a.com Featuring:
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© 8/05
Training and fighting scenes from IP Man

2, in theaters January 28, 2011.
while it was under British Colonial DVD
rule. He sets out to support his fam-

ily by opening a martial arts acad-
emy to teach his unique Wing Chun DVD
style. His plans are met with opposi-

DVD-R
tion from the established martial Featuring:

Staff Development & Management
arts masters led by Hung Chun-nam

with Stephen Oliver
© 8/05
(played by Sammo Hung). Ip Man

proves himself and showcases his The new NAPMA Staff Development Bundle provides five products that will help your staff and
leadership team learn to do their jobs better, be more efficient, expand their skills and improve your
skill in a dazzling display of a variety customer service — all of which leads to greater retention.
of martial arts styles, including the Create and implement a more comprehensive continuing education program for your staff
brutal Hung Ga, practiced in the at a much lower cost with the NAPMA Staff Development Bundle. You can quickly plan and
schedule months of great content that will challenge your staff and leadership team, as it builds
film by Master Hung. their professionalism, self-esteem and the confidence and drive to be their best, and that’s also a
After gaining the respect of the retention booster!
 NAPMA Staff Development Program Manual
local masters, a British boxer named  The Way of the Phone  The Way of the Intro
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Grandmaster Ip Man is widely
credited as the man who brought
or call Bob Dunne at 727-540-0500 ext. 202
Wing Chun Kung Fu to the world
through his star pupil, Bruce Lee.
An Attitude of Gratitude…
41 Years Later
By Stephen Oliver
NAPMA CEO, 8th-Degree Black Belt
I
n this issue, we feature an article
about a recent event that celebrated
Grandmaster Jhoon Rhee’s 45th
year teaching martial arts to the
United States Congress and his 80th
birthday (see page 13).
I had the good fortune to join
Clockwise from left:
the Jhoon Rhee Institute by way of
Grandmaster Jhoon Rhee;
a small branch in Tulsa, Oklahoma Rhee presents 1st-Degree
back in 1969. It was the era of “blood Black Belt to Stephen Oliver
and guts” instituted by two of Jhoon in 1978; Grandmasters
Rhee’s students, Allen Steen, with Jeff Smith, Jhoon Rhee and
his first Black Belt in the United Stephen Oliver at recent
States, and Pat Burleson, with his Mile High Karate Black Belt
second Black Belt in the U.S. When I Retreat; Oliver acknowledges
was nine years old with a huge bully members of the audience.
problem, my mother enrolled me in
lessons, placing me in the capable
hands of Bob Olinghouse, Gran
Moulder, and David Harrleson, all
accomplished Black Belts under the
Rhee/Steen/Burleson lineage. pions in kickboxing and in tradi- suing a very successful, commercial have never looked back, or regretted
By the time I was 10 years old, I tional forms. Master Rhee invented school operation. Jhoon Rhee gave my decision.
had the opportunity to test for my Musical Forms and also trained me a life-changing opportunity that Master Rhee gave me the honor
Gold Belt with Grandmaster Rhee. champions in Musical and Open included a glowing testimonial to of attending my Black Belt retreat
He recalls that I told him at that time Forms. facilitate acceptance to Georgetown and testing as I had the pleasure of
that I wanted to move to Denver and The martial arts masters pictured University as a full-time student. I promoting six long time friends and
open martial arts schools. I have no studied while earning a living and students to 6th-Degree Black Belt.
in the photo taken with Jhoon Rhee
recollection of that conversation or creating a career as an instructor, I’ve been proud to have Jhoon Rhee’s
and me at the celebration (see page
of meeting Bruce Lee as Master Rhee then branch manager for the Jhoon continued friendship and mentor-
assures me I did.
Rhee Institute in Washington, D.C. ship. I’ve also had him take me to
Early on I was more or less “adopt-
ed” by Master Rhee and by his star
“‘You drive like Bruce I moved to Washington, hoping task at times, like while riding in
to follow in Jeff Smith’s footsteps my Porsche Turbo. “You drive like
student, Grandmaster Jeff Smith. I Lee,’ he tells me. I take and be the next World Kickbox- Bruce Lee,” he tells me. I take this as
first met Master Smith when I was 11
or 12, and remember vividly that he
this as a compliment, ing Champion. Instead, I followed a compliment, although I’m not sure
in his and Jhoon Rhee’s footsteps that’s how it’s intended.
failed me for my Blue Belt test when although I’m not sure developing thousands of champion Thank you, Grandmaster Rhee, for
I was 12 or 13 because of a broken
hand due to a bike riding accident.
that’s how it’s intended.” students. As NAPMA’s CEO, I creating an opportunity to turn my
Over the years, I’ve seen Jhoon stand on their shoulders as we take passion for martial arts into a career
13) cover the gamut of the best in the the martial arts industry to higher and for the ability to share that pas-
Rhee vilified for his so-called com-
early years of the industry. In some standards of professionalism and sion with thousands. Thank you for
mercialism of Tae Kwon Do, and
I’ve heard his organization, based cases, they are also the best ever in business success. I had no expecta- being the nucleus for creating profes-
in Washington, D.C., referred to as fighting and forms competition. tion that martial arts could lead to a sional and profitable schools with
a “belt factory.” At the same time, I personally learned to fight by career when I moved to Washington. high-quality martial arts instruction
he produced world champions in modeling Pat Worley and from be- I mostly expected to be moving on in large numbers. Your friend Bruce
point fighting. When star student ing pounded on by Jeff Smith, Mike eventually to Harvard or Stanford to Lee may have taught one or two stu-
Pat Worley was injured, Master Coles, and others. I learned Musical earn an MBA, competing only as a dents at a time, but you were able to
Rhee created Saf-T-Equipment and Forms alongside John Chung and hobby. Master Rhee, along with Nick take your concepts and his and teach
revolutionized point competition. Charlie Lee. More importantly, I Cokinos, Ned Muffly and Jeff Smith, them to thousands. Your contribution
He, along with Jeff Smith, helped learned that you could create the ab- opened my eyes to the potential of created and shaped the industry as it
create and produce world cham- solute best martial artists while pur- our industry in 1980, and frankly, I exists today. n
Is Your Vision Limiting You or

Empowering You?
The door of opportunity will open
wide for smart martial arts school
owners in the very near future —
if you’re ready for it. NAPMA is
working NOW to refine the vision
of the martial arts industry to
encompass all levels of success:
professional, personal and financial.
By Toby Milroy Monkey. We also studied the chiropractic industry, This vision drives its industry to reach for greater
NAPMA COO dance schools, gymnastics academies, cheerleading heights and to grow beyond what one single busi-
facilities, private schools, associations and many ness can accomplish on its own. Banding together
O
ne of the greatest limiting factors to the others. Over the past few years, we’ve compared our often helps supports and grow an industry to every-
growth of the martial arts industry today industry to these parallel business models and com- one’s mutual benefit.
is a wholesale lack of vision among its op- pared the entrepreneurs and business owners that NAPMA aims to be that driving visionary force
erators and far too many of its leaders. The martial run them with the intent of using this knowledge to for the people in the martial arts industry. By join-
arts school industry is a very small niche, and one expand the martial arts
of the primary reasons it’s struggling to break into industry. One of the
the big leagues is there are too many folks who things this compari- The greatest tragedy in the life of the entrepreneur
simply think too small. The industry needs more son revealed was the
people with a grander vision of what’s possible and mainstream acceptance isn’t that they set their goals too high and miss them. Rather,
the desire to make that broader vision a reality. and brand development they set their goals too low and accomplish them.
What I mean by that is that the overwhelming that many of these
majority of martial arts school operators in the other industries have
nation believe that the full extent and realization of accomplished, that we
their career goals is running one single school with in the martial arts industry have yet to achieve. ing together the schools, businesses and organiza-
maybe 75, 100 or 150 students and maybe gross- Let’s consider the private tutoring industry that’s tions that serve our industry, we can empower
ing $5000, $12,000 or if they get lucky, $17,000 a dominated by several national and international thousands or tens of thousands of students, clients
month. That’s all they believe to be possible, either players such as Sylvan, Huntington and Kumon. or customers, and create enormous career opportu-
by being surrounded by the wrong example, or be- If you’re the parent of a student who needs some nities for owners, staff, managers and investors.
ing taught to think “small.” private academic help, you instantly think of Sylvan. Just as others have done in parallel industries,
A few years ago Stephen Oliver invited me Why have they been able to accomplish such mar- together we can create hundreds and thousands of
to join him on an inspiring quest to study many ket domination, and how might we in the martial individual locations, develop thousands of qualified
different business models that closely parallel arts industry accomplish the same thing? staff members and have a tremendously positive im-
the martial arts school industry. These industries One of the driving forces behind the growth of pact on the communities we serve, our country and
included private tutoring facilities such as Sylvan these businesses is the expansive and vibrant vision even the world. Our primary mission at NAPMA is
Learning Center, Huntington, Kumon and Math of the most successful CEOs and industry leaders. to empower school owners with a supportive envi-
ronment, tools, systems, and strategies to accom-

plish this type of business growth. Combined with
a more expansive vision, our industry is heading for Your Partners in Prosperity: The NAPMA Team
an amazing future. Working to help bring you the strategies and technical information you need to build a successful business.
Visionary Leaders
The first and most important realization is that
no one is created with this vision. Donald Trump
wasn’t born with the skills and ability he has today.
Richard Branson wasn’t born knowing about the
airline industry. Bill Gates wasn’t created with
the vision he has today. This is a skill that can and
must be learned and develop to create an expansive Stephen Oliver, MBA Toby Milroy Brian Tracy Jeff Smith Lee Milteer
organization. NAPMA CEO NAPMA COO
If you take an example such as Donald Trump,
he doesn’t know anything about clothing or retail,
but he knows a lot about business. Yet he has a very
successful clothing line in Macy’s. He has suc-
cessful golf and country club resorts, commercial
and residential real estate. It’s not that he has the
fundamental institutional or operational knowledge
of running retail clothing establishments. He has
a vision and has surrounded himself with the right
people to help him accomplish it. Bob Dunne, NAPMA Frank Brown Mark Graden Gary Smith, NAPMA Marek Gahura,
Member Services Creative Director NAPMA Webmaster
Richard Branson has Virgin Airlines, cell
phones, music stores and retail locations. He doesn’t
really have a lot of experience in those specific in- five people you spend the most time with.” that they just spent their entire day with, none of
dustries operationally, but what he has is the ability We at NAPMA truly believe that, and this is why them are entrepreneurial visionaries, big thinkers
to translate his vision into reality. Stephen Oliver made possible the opportunities or people who can really help them grow to the next
We have our martial arts business visionaries, we’ve had the past few years to meet and work with level.
like Y.K. Kim, Bill Clark, Jhoon Rhee, Tiger Shul- dozens of millionaire and multi-millionaire busi- Most of our students are children, and we’re
man, Andrew Wood, Mike Dillard, Jeff Smith, Nick ness owners and entrepreneurs in this and many there to serve them. We can certainly learn from
Cokinos and Stephen Oliver, to name a few. These other industries. These are people who are at the them, but they’re not going to help us look at our
are people who realize that there is much more op- top of their game in their individual fields. business strategies and help us grow. We can’t have
portunity in our industry than just running a single One commonality among these highly success- frank, honest, open business discussions with our
location with a hundred students. They are vision- ful people is that they always seek out other people clients. Our vendors, the people who serve us, are
aries, not necessarily because they’re running the who are doing really well and surround themselves often too busy doing what they’re doing to have
big, multi-location operations that they own, but with those people. They choose to spend time with in-depth business strategy discussions. Our spouses
because they’ve been able to translate their vision people who inspire them and who have expansive can be very supportive, but are either busy with
into something bigger than what most people think visions as they do. Small business owners, unfortu- their own careers or the family. If your spouse is
is possible. nately, often do the opposite. also your business partner, he or she has the same
If you think about the day-to-day life of martial problem you do!
Who are the People Surrounding You? arts school operators, they get up in the morning Top performers find other people who have
Small business owners in virtually every catego- and kiss their spouse goodbye. They go to their accomplished what they want to accomplish, and
ry have a common problem. According to the late, school where they deal with their staff members, deliberately surround themselves with those people.
great Jim Rohn, “You’ll become the average of the parents and students. Of those four or five people They do this because they know that anything that
isn’t growing, whether it is a business or an indi-
vidual, will die.
NAPMA Helps You Create the Business of Finding the Right People
Your Dreams with the New Vision Planner Daily Movement Toward that Goal
There are an awful lot of industry consultants
What are the specific daily activities you need to be doing the accomplish that Goal? who have a low opinion of the opportunities avail-
Don’t simply read about creating a vision — start creating the able for a martial arts school operator. I’ve even
R.Table,. Go
S.M.A.Attain als
business of your dreams by articulating your own corporate (Specific, Motivating,
Realistic, Trackable)
heard some so-called industry experts make the
vision statement. By writing down your vision for a business, Definite Goal Statemen
ts (Specific and Clear)
statement that you shouldn’t listen to anybody who
you are more likely to achieve those goals. NAPMA will help get says you can be a martial arts millionaire, because
If You Could Wav
you started with our FREE “Vision Planner for the Business of Business of Yoic Wan ds and Create the e a Mag
it’s not a realistic goal. That indicates a dramatic
ur Dreams,
Your Dreams,” a set of downloadable worksheets that will get What Would it Be?
Achieve that Goal? Can Help Me)
What Do I Need to Do I Need; What People
What Tools/Resources
lack of vision and a lack of accurate thinking. That’s

(What skills do I need;
Describe it:
you off to the right start.

just the sort of limiting belief system you should
The Vision Planner incorporates guidance for you to describe Solutions
What would your
school contribute
to the world? block out as you actively work to surround yourself
your dream business, S.M.A.R.T. Goals to specify exactly how
Potential Obstacles
with people who have expansive ideas.

NAPMA Vision Planner
you will achieve that business, and a tracking system to help What would your
school provide
d for your employ
There are many in our industry who are running
you see your daily movement towards those goals. The new
ees?
three-part Vision Planner is an invaluable tool for effectively

NAPMA Vision Planner
schools grossing a million dollars a year or more.
There are many more martial arts entrepreneurs
What would your
role and daily life
converting your school to your dream.

look like?
Visit NAPMA.com/VisionPlanner for more information. operating successful multi-school organizations

with tens of millions of dollars in annual revenue.
NAPMA Vision
Planner
See VISION, continued on next page

VISION, continued from previous page spiration to me. His mission for 2011 brace to drive the industry forward, particularly successful school, a multi-
is to help five million people build and that’s the new vision of NAPMA. location operation or a million-dollar
NAPMA’s CEO Stephen Oliver is a a better business for themselves. Our mission is to create an environ- school. One of my favorite pieces of
prime example. He and others like Now that’s an expansive vision that ment that surrounds members with advice comes from Tom Hopkins, who
him, such as Jhoon Rhee and Y.K. gets people excited. Part of Stephen people who are at the top of their says “never take advice from someone
Kim, have created a huge opportunity Oliver’s vision is to create a martial game like Brian Tracy and Stephen more screwed up than you are.”
for themselves, their colleagues, their arts brand in the United States and Oliver. We want to help you be at the What we really want to do at
students and their staff. abroad that rivals Sylvan Learning top of yours. NAPMA is take the whole industry
I just had a conversation the other Center. This kind of inspiring vision There’s an awful lot of noise in the to the next level. We want to help
day with one of my favorite people, can dramatically grow our industry. industry from some well-meaning everyone who really wants to grow
Brian Tracy, who is also one of my That’s the kind of expansive think- organizations, consultants and school get to 200, 300 or 500 students at a
business mentors. He’s such an in- ing that school owners need to em- owners who have never actually run a single location. Perhaps you dream of
running a multi-location operation or
even expand internationally. What-
ever your vision is, we are creating an
environment that gets you there.
We are empowering our members
with the tools to solve the problems
that they’re going to have along the
path to reaching their vision — prov-
g g l i n g t o m ake en, successful marketing systems, re-

u
“We were str bout $18,000 a
tention systems, renewal and upgrade
strategies, classroom management
a
a turnover of ow doing well
processes and much more. NAPMA’s
vision is to create that breeding
re n
month. We a
ground for exceptional success — not
,0 0 0 a m o n th!” just the “get-by, survival” mental-
over $110 ity that has been so pervasive in the

martial arts industry. We want our
e members to kick the lid off of their
d a hal f ago w
N A P M A ab out a year an 0 a m onth.
dreams and achieve their goals.
W hen we join
ed
ov er of ab ou t $18,00
tu rn r Ma xi mu m
n g to make a receiv in g you
Decision-Making Systems
were struggli iz at io n ,
you r or ga n ost impor-
Si nce join in g u r se m inars, and m As I look at other industries that
es, attend in g yo s, we are
Impact packag si n es s sy st ems and idea have accomplished what we are aim-
enti n g you r bu had ou r best ing to accomplish, one of the things
tantly, implem 10 ,0 00 a m onth! We just
l over $1 I notice is that they implement plans
now doin g wel
month ever! structors has very fast. They’re very good at mak-
tl y, th e qu al ity of ou r in sfaction. ing quality decisions based on their
Just as impo
rt an
w el l as ou r student sati return on investment. CEOs and
ly improved as
also d rastical industry leaders are good at analyzing
situation!! ed ma rtia l
It is a w in-w in w h en so ma n y ded icat ork s a nd what a situation, considering all the op-
in v en t the wh ee l
ia l a n d er ror what w
W h y re rou gh tr eve in the tions and making a decision based on
av e a lr ea d y lea rned th a rt ia l a rt, if you beli
a rtists h in you r m e in you r the impact to the bottom line and the
fo r u s, if you believe de n ts li fe , if you believ
doesn’t? So
ma ke on you
r st u ona ll y, growth of the organization. How will
ct yo u ca n in io n is to do it pr ofessi
positive impa g to do in m y
op it affect sales and revenue, the brand
th e on ly ri ght th in st amou nt of and product, and the customer? They
self, th en
m em bers is the va
ploy ee s an d rtantly the make a decision quickly because they
to do it ri ght! of N A P M A and its em e ye ar s and most impo
For us the co
re va lu e
e accu mu late
d ov er th g systems know what to look for. They have a
ce th ey h av to p of al l n ew marketi n
d ex perien ey are alway
s on system for making decisions.
k nowled ge an F u rthermore th
w il li n gness to
sh ar e it . ativ e. ram d irector In the martial arts industry, what
d ar e ex tremely in nov in g fu ll -t ime as a prog I often see is that the “hem and haw,
ther e an ot be w or k so i can
that are out n tr i bu ti on, I wou ld n in g a ve ry good income gosh it’s quite a risk” style of decision-
M A’ s co ve, m ak life.
Without NA P lv ed in a m artial art I lo im pa ct on more people’s making. Each decision is a struggle.
bein g invo ti ve
at my school, g a larger posi
fa m il y w h il e also mak in We need to learn how to make good
prov ide for m
y K A BV
D ir ec to r/ Instructor, IW decisions and speed up the imple-
Program
Pau l Resn ick, nds
mentation of our plans. This is usu-
The Netherla Transform you business from ally a key predictor of success.
A msterdam,
ro gr am is General Patton said, “I’d rather
in g/ In ner Cir
cle P “average” to “Exceptional!”
P.S. The Coach ab ou t be in g able have a half-baked plan today than a
fantastic. We’
re excite d
l. NAPMAFreeOffer.com perfect plan two weeks from now.”
the nex t leve In most cases, it doesn’t have to be
to move up to
perfect, but you’ve got to get it done.
Brian Tracy says the most successful
entrepreneurs are good at one thing:
taking the first step. After taking the
first step, the next step will appear.
Entrepreneurs who are less suc- don’t. No big deal. It’s kind of like this Those are the people who are much fullest potential and achieve more
cessful are often paralyzed by fear in weight loss. If a man or a woman more likely to actually accomplish it. success than most believe is possible!
and never take that first step. It’s like is 30 pounds overweight, they might We at NAPMA want you to declare We are here with the resources to
they’re waiting for all the lights to say to themselves, “I’m going to try to to yourself, to your staff, everything help you get there. We are available
be green across town before they go lose weight.” you’re going to do to accomplish your with monthly membership support
through the first intersection. The The “try” is an escape hatch. It’s an vision. It’s a useful technique to make materials, online support, educa-
most successful business owners are open excuse not to do it. You didn’t a declarative statement that your brain tional and inspirational conferences
the ones who know that there will say you were going to do it; you just remembers and you have a much high- monthly teleconference, and personal
be some red lights along the way, but said you were going to try. The people er likelihood of actually accomplishing coaching. We have online classrooms
they prepare for them and take the who are successful say, “Look, by No- now you’ve put positive pressure on and discussion forums and the Mas-
first step. Then they solve whatever vember 30th, I will lose nine pounds yourself to get it done. tering the Martial Arts Business, and
problems are in their way to the sec- and this is how I’m going to do it.” We want you to succeed to your the new NAPMA TV (see page 23). n
ond step, and whatever problems are
on their way to the third step.
I’ve seen many school owners
ignore opportunity, or who have
hesitated when it required action, and
it’s cost them dearly in lost opportu-
nity and real money. In this economy,
many schools are closing just because
they don’t have the skills to make
decisions quickly enough to gener-
ate more students or to serve their
students better.
You must have a plan, but you
also have to have a system to make
decisions. Most business owners
don’t and they try to avoid making
decisions. They put themselves in
a position where they just stall and
stagger in bewilderment. You have to
make a decision based on the impact
it will have on the bottom line and
the direct impact on the customer. In
our industry, that’s the student.
Overcoming a “Conditioned”
Failure Mechanism
People have a conditioned failure
mechanism that is always looking
for a reason to fail. It’s always look-
ing for an out, an excuse to not try.
It’s looking for a reason not to take
action, to just be good enough and
not do anything that makes you step
outside your comfort zone. All break-
throughs in your business come from
changing something by stepping
outside your comfort zone.
“If you always do what you’ve
always done, you’ll always get what
you’ve always got.”
Many people will go to a semi-
nar or business conference, visit the
NAPMA website or open a NAPMA
package and take pages and pages of
notes, then promptly go back to their
schools and do absolutely nothing
differently. Unapplied knowledge is
an even greater sin than ignorance in
terms of business success.
You must manage how you input
new knowledge and information into
your brain. If it’s just information
maybe you take action, maybe you
Complete customer service
Pursuit of bad debt beyond

statute of limitations
SOFTWARE • BILLING • COLLECTIONS

Biological Selling: Understanding the

What, How and Why of Your Customer
B
iological selling is the most effective method
of closing a prospect and the most natural.
It doesn’t require you to be a super salesman
or a fast talker. All you have to do is be passion-
ate about what you do, how you do it, and most
importantly, why you do it. Biological selling is
simply communicating to prospects in a way that
they really connect with you, not just listening to
your pitch — they hear you. They connect with
neo-cortex
your mission and your passion and want to be a language, analysis
part of it.
To fully understand how biological selling
limbic
works, you need to know a little about how your
brain works. The human brain has three layers.
The outer layer, or neo-cortex, where language,
analysis and other complex processes are han-
reptilian
dled. The second layer is the limbic brain, where
emotions come from and the fight, flight or flee
responses happen. The innermost layer is the rep-
trust, skepticism,
tilian brain where most of our basic instincts and emotions basic instincts and
functions are processed. functions
What is really interesting is that decision-
making is not handled by the logic and reason of
the neo-cortex. Decisions are made in the limbic
system where feelings of trust, skepticism and
emotions are generated.
We hear it all the time in sales training, put a
little differently. People buy based on emotional
impulses and later justify their decision with logic.
Biological selling is exactly the same thing; it’s
just a higher level of understanding of the process. The next tier in the bull’s eye is how you do it. they almost never talk about the technical specifi-
People buy because of the emotional connection The school owners who sell from this tier are more cations of their computers. They connect to their
they feel, not because of the words that are said, successful become they focus on how they teach it. customer on “why” their computers are superior
or the features of the product or what the product For example, if you were looking for math tutoring choices for superior customers.
does. They buy because of the feeling of trust and for your daughter and you went to a Sylvan Learn- That’s really the mission of a martial arts
connection with the person selling. ing Center, they might explain their educational school. We are changing the world by improving
One of the most effective ways to use this method. You may not understand what they are the lives, confidence, self-esteem and focus of chil-
information is to not sell the product, but enroll saying, but it doesn’t really matter because they dren. When that’s your mission, people connect
prospects in your mission. Get them to connect seem to understand it. It’s their business. with you.
with your goal as being the same as their goal. As a school owner, you educate the customer If you think about the most successful TV
An example would be a favorite opening used by on how you’re going to help their son or daughter personalities, Oprah Winfrey, for example — her
Toby Milroy when he was running his chain of become more confident or how you’re going to show isn’t about politics or religion, necessarily.
martial arts schools. When meeting with pros- help them build their self-esteem. The “how” tier It’s not about books, or other products. It’s about
pects he would introduce himself with, “Hi. My explains benefits and is more effective than the connecting with the audience, with their spirit
name is Toby Milroy and I’m on an unstoppable “what” method. and their souls. That’s why when her face is on the
mission to help local youths increase their self- The third and most effective tier is the inner- cover of a magazine it sells three times as much
confidence and self-esteem until they become most bull’s eye. It’s actually the real bull’s eye. This as when anyone else is on the cover. It’s because
unstoppable.” is when you explain why you teach and connect people connect with her on that level.
Biological selling is like a bull’s eye with three emotionally to the customer. Biological selling is really about understanding
rings. On the outside of the bull’s eye you have While this is often the most neglected part of and using the way the mind processes decision-
what you do. Most martial arts school operators, the sales process, it’s the most important. making to your fullest advantage. All you need
unfortunately, focus on only that, educating the Apple Computer is an example of this type of to do is demonstrate just how passionate you are
potential customer about what they do. “I teach selling. The reason Apple has become so success- about what you do. Enroll the customer in your
tae kwon do and it’s the best self-defense on the ful in their field isn’t because they talk about the mission, not just your instructional program, and
planet,” or, “I teach judo” or some other style. technical specifications of their computers. In fact, your sales will show a dramatic increase. n
Andrew Wood: A Legend in

His Own Mind!
By Stephen Oliver
CEO, NAPMA
Martial Arts Business

Masters Reconnect
R
ecently I sat down with my old
friend Andrew Wood, who made a
surprise guest appearance at this
year’s NAPMA convention. Andrew was
a true pioneer in the martial arts busi-
ness, writing the book that changed the In Andrew’s
life of many instructors: How to Make Words…
$100,000 or More Teaching Martial Arts. Stephen Oliver was
He started the first successful martial and still is ahead of
arts business magazine and built Martial his time in the martial
Arts America from a single school in San arts business. We’ve
Marcos, California, to a national chain of Andrew Wood, a self-made millionaire in the martial arts and golf industries, returns with his been friends since the
trademark Ferarri.
150 in just seven years. 1980’s. He was an
In the last 10 years, he has gone from industry leader in the
being the world’s leading expert on the tion. I just lost interest. That’s not to say already started another. 1980s, 1990s and now.
martial arts business to become the I did not have a loyal core of schools; I Stephen Oliver: I really enjoyed your I was remarking to a
world’s leading expert in golf marketing. just realized I could never make the big- Cunningly Clever Marketing book. We mutual friend just last
So, I thought it would be a great idea to ger dream happen. think alike in many ways. week. Stephen Oliver’s
check in with him and see what happened Stephen Oliver: Did the owners who Andrew Wood: No doubt, I think problem is really that
along the way. By the way, the headline we left make it on their own? we were both ahead of our time in mar- he’s “too smart” for the
have used was Andrew’s idea! Andrew Wood: It depends what you keting the martial arts business, that’s industry. In the 1980s
Stephen Oliver: The obvious ques- mean by “make it.” They didn’t need my for sure! he was 20 years ahead
Stephen Oliver: So what’s next? of 95% of the industry,
Andrew Wood: As the money I had and he’s still operating
“I am always looking for new ways to get the word out. Believe it saved began to dwindle, I thought hard ahead of most people’s
or not, it’s all because of Facebook. Once I started being serious about what to do next and what my real understanding of their
talents were. I decided to start a golf own business and
about making connections… a lot of my old martial arts friends marketing company called Legendary industry.
came out of the woodwork.” Marketing. It was the perfect business for He brings with him
a unique combination of
me as it combined my lifelong love of golf
with my true skill, sales and marketing! impeccable martial arts
tion is, where have you been, and why help to stay in business, but most failed Stephen Oliver: Was that an instant credentials possessed
did you get out of the martial arts to build anything significant beyond a success? by a few and business
business? school or two. Andrew Wood: No, it took a couple credentials possessed
Andrew Wood: Steve, I had a great Stephen Oliver: What did you do of years, but by year three I was the by almost no one. This
run in the martial arts business. At its after you left the business back in ‘98 combination of vision,
world’s leader in the field. I made mil-
or ‘99? martial arts history and
peak, Martial Arts America had 150 lions in the martial arts business by
Andrew Wood: I think 2000 was ability and business
locations and I had another 275 schools looking at what worked outside the
officially my last year, but I actually took acumen keeps him
using my sales and marketing material martial arts industry and then bringing
a couple of years off, played a lot of golf, and the programs he
via the Masters Club. My goal was to it back in. Then when I went into the
provides on the cutting
get 500 schools, but due to a number of and wrote five books. golf business I did the exact same thing
edge of the industry.
factors it became clear that I could never Stephen Oliver: You love to write, there. I brought the successful ideas I
Instructors would do well
reach that goal. Once I taught school don’t you? had used in the martial arts world back
to heed his advice and
owners how to run a school like a busi- Andrew Wood: I really do, Steve. to the golf world. I have built websites take advantage of the
ness and make money doing what they I have lost count of how many books I for over 1,500 golf clubs and resorts, in experience and success
loved, many of them broke away and have written, but it’s over 20. This year ten countries and have a staff of 18. But his programs provide.
stared their own organizations, which I wrote Cunningly Clever Selling and here’s the best part, I get to travel the — Andrew Wood
eventually took its toll on my organiza- Cunningly Clever Entrepreneur and have See WOOD, continued on page 29
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INSIDER , continued from page 13 Joe Lewis, Joe Corley, Stephen Oliver Black Belt and acknowledged Rhee that list. He has served on several
and dozens of other pioneering as someone who helped shaped his national councils such as the Na-
Champion at Ed Parker’s 1966 martial artists were there to credit philosophy). Bruce Lee once said tional Council on Vocational Educa-
tournament in Long Beach. Pat Grandmaster Rhee with inspiring that Grandmaster Rhee refined his tion and the President’s Council on
Burleson earned the unofficial title them to further develop the arts in kicking abilities. Physical Fitness.
of the “grandfather of American America. Besides well-known mar- Grandmaster Rhee was one of
sport karate,” after winning the first tial arts champions, Grandmaster the recipients of President George
national championship at the 1964 Rhee has taught celebrities as diverse Bush’s “Points of Light” awards to
tournament sponsored by Grand- as Muhammad Ali (who credits the outstanding contributors to Ameri-
master Rhee. Jeff Smith, John and grandmaster with helping him de- can society. He was also named to
Pat Worley, Ishmael Robles, Keith velop his punches) and motivational the list of the Top American Im-
Yates, John Chung, Dennis Brown, guru Tony Robbins (who earned his migrants and is the only Korean on
Special Offer! Theresa Rhee steadies the boards for
Best Instructor +
her husband as he prepares to punch
through them.
Best School = Best Life! In fact, physical fitness has

been one of the hallmarks of Jhoon
Inside... Rhee’s career. He still does a thou-
Help Students Realize Their Dreams sand pushups and sit-ups a day and
Applause Changes People at the age of 80 can do full splits.
Balance and Order Former representative Dick Swett
or +
(D–NH) commented that “Jhoon
I n s t r u c t Awaken the Sleeping Spirit!

Rhee is like the humanoids on
Best
Motivation: Secret to Success
ol =
Instructor with the Most Students ‘The Event’ TV show—they don’t
s t S c h o age and he is one of them!” Grand-

Be
A Good Instructor: A Good Psychologist
master Rhee demonstrated his 100
! An Instructor is a Maestro
Best rLinicfipeles Training, Endorphins and the Atomic Bomb!

Instill Moral Values
pushups in just 60 seconds at the
September 30th gala, exceeding
ProvenrP l Arts
Noble Ties of Friendship his own standard with 103. He also
for Ma etia
s
Do Not Cross the Line broke two boards with a front snap
& Succ s Ties That Bind kick while balancing a full glass of
One Strike and You Could Be Out! water on top of his head. Grand-
A Guide
Owners, Don’t Lose Your Aura
for School master Rhee quipped that if he
, and
Instructors
Students wi
th a Dream Always Be Righteous could balance that water perhaps
Master
By Grand Congress could balance the budget.
ung
Wooji J
$25.00
n
Then turning serious, Rhee
remembered his time in the Korean
$19.00 + S&H
army during the Korean War in the
1950s. “I fought side by side with
young American soldiers who came
Coming Soon in
Spanish and Russian!
Get Jhoon Rhee’s
“This is a great book for the practitioner who owns a school and aspires to better
his school. For the student it will help in his achievement of technique and compre-
Trutopia Today!
hension.” Trutopia: The Art
—Bill “Superfoot” Wallace of Happy Living is
available for $24.95
(hardcover) and
“This book contains the secrets for being ‘unbeaten’ in running a dojang.” $19.95 (soft cover).
—GM J.P. Choi, Deanof the Oriental Martial Arts College, USA That includes a DVD
which features Grandmaster Rhee’s
65 Years of My Tae Kwon Do Way of
To order call 800-388-5966 Life and his speech to the United Na-
or order online at taekwondotimes.com tions in April 2007.
Visit JhoonRhee.com for more
information.
to defend my motherland, a land WOOD, continued from page 26 portunity there for school owners that was the real deal. In his prime, he
they had never seen before. That they are simply NOT capitalizing. I see was a good as anyone who ever lived!
touched me, and I wanted to repay world, stay in the best hotels and very few owners using social media to Stephen Oliver: And what about
America.” play golf for free! boost their school or aid in retention. I you? How good a martial artist were
Rhee arrived at the airport in Stephen Oliver: Sounds delight- see the same ads being passed around you?
San Francisco in 1956 and he says ful. So why come back into the by many that I wrote 15 years ago. Andrew Wood: Steve, I was a
he encountered a “wonderland.” He martial arts world? There are literally 100 different ideas I 2nd-Degree Black Belt. Once there, I
could not believe the prosperity in Andrew Wood: I have a sec- have that could easily be adapted. really threw myself into the business
the United States. Grandmaster Rhee ond company which publishes my Stephen Oliver: What’s with you rather than training. Plus, I had so
began teaching the Korean form of books and audio programs. So, I and the Ferraris? It seems like they many other interests; golf, skiing, ten-
martial arts to help support himself am always looking for new ways to are in every picture you take? nis, racing my cars. There was never
as he went to the University of Texas. get the word out. Believe it or not, Andrew Wood: I fell in love with enough time to go further. But, for
He was the first to teach what would it’s all because of Facebook. Once I Ferraris at the 1973 London Motor what it’s worth, I can still get out of
become Tae Kwon Do in America. started being serious about making Show as a 10-year-old! Other than golf bed at 7 a.m. and kick the door jamb!
Grandmaster Rhee is also the connections a few months ago, a lot and marketing it’s my main passion.
Stephen Oliver: Now why did
father of musical martial arts forms, of my old martial arts friends came Tom Callos wrote me the other day
you ask for that semi-derogatory title
now a staple in all martial arts com- out of the woodwork and recon- and said how cheesy it was that I use
to this interview?
petitions, and the creator of the first nected with me. They naturally Ferraris in many of my pictures. Then
Andrew Wood: Actually Steve, it’s
foam-rubber sparring pads revolu- asked what I was doing and some I told him that it was actually a Ferrari
a bit of a side joke. My main com-
tionizing sport karate competition to even suggested that I do a seminar that got me into the martial arts busi-
pany is called Legendary Marketing
cross over into the mainstream. For on all the things I had learned. ness in the first place!
Stephen Oliver: That’s why you I was working as a bag boy at a and my title is Marketing Legend.
his contributions Black Belt Maga-
are doing the martial arts marketing golf course in Florida in 1981 when a When people ask me, “How are you?”
zine named him one of the top ten
boot camp at your ranch? guy drives up in a Silver 308 Ferrari. instead of saying “good” or “great,” I
most influential martial artists of the
Andrew Wood: Exactly, and to I complimented him on the car. always say “legendary.” They either
20th century. Walter Anderson says
support the event I launched a blog “Yea, thanks kid,” he says in a Bos- go, “Wow, I never heard that before!”
Rhee is “one of the great people of
(cunninglyclever.com) and started a ton accent. “Hey kid, you play golf?” Or, if they are a smartass, they may
the world.” Representative Ike Skel-
newsletter. I am offering a free spe- “Yes,” I said. say, “In your own mind.” My come
ton, Chairman of the Armed Forces
cial report to remind people in the “You any good?” he asked me. back is always, “Well, you’ve got to
industry who I am! “Yes,” I said. start somewhere!”
Steve, like you, I have always “Then maybe you can teach me Stephen Oliver: Indeed! n
been a sponge for information, for because I suck!” I traded him golf
trying to do things better, smarter lessons for karate lessons! Want More?
faster, stronger. Stephen Oliver: So who was this For full information on Andrew’s
I think my greatest asset is that I mystery instructor? martial arts marketing boot camp,
am on the outside looking in. I have Andrew Wood: It was Fred Vil- go to http://mc543.legendary
enjoyed tremendous success, especial- lari. He took a lot of stick for a lot of marketing.com/?page=106358
ly on the Internet, and see a lot of op- reasons, many valid, but he himself
Insurance
Fast
Left to right: Keith Yates, Allen Steen,
Joe Corley.
Committee, called Rhee “a national

treasure.”
Grandmaster Rhee is currently
promoting his new book, Trutopia:
martialartsinsurance.com
The Art of Happy Living, in which he
lays out his lead-by-example philoso-
800-943-3559
phy. Summarizing the book, he said,
“When I am truthful, my heart is
beautiful; when my heart is beauti-
ful, people love me; when people love
me, I am happy.”
Grandmaster Rhee says it can be
a new social awakening campaign
for a peaceful global society in the
Third Millennium. He says he will Markel Insurance
gather everyone together for another Company
celebration on his 100th birthday. n
Were You Born With It?, Part 3

If not, is your school DOOMED to I was thumbing through one of work with a bunch of turkeys.” I block
mediocrity (or failure)? those silly desk calendars loaded I got a chuckle, but more so, I be- out the late
with cute little quips, and I stumbled gan to reflect on my life as a school morning
I
n the last two installments, we’ve across one that I couldn’t help but owner. through
been exploring the “Environment remember. Let this guide you as you Take a moment to think about early after-
of Support” you are creating for choose the people and environment your average day. For most of us, we noon hours
yourself and how it relates to the that surround you. wake up in the morning, “kiss the for external
success of you and your business. “You can’t soar like an eagle if you wife” and head off to the school. marketing
activities School Growth
for me and Potential
my staff, so toby milroy
between ap- NAPMA COO
All the Things I Wish

proximately
Chuck Norris on Stephen Oliver assistance with the EFC: 10:00 a.m. and 3:00 p.m. we are
“I just wanted to let you know how much I appreciate your efforts
to develop a long-lasting relationship between EFC and KDOO. I “kicking the bushes,” so to speak, in
I Knew When I Was 22

can see why Nick has you on the Board.” — Chuck Norris
our community.
”I don’t know how you’re able to study and come up
with this much great material! I was just AMAZED at the Then, obviously, from roughly 4:00
content and the exciting ideas in this system. it’s really given me
some great ideas. Every school owner must have it — NOW.”
p.m. to 8:00 p.m., we teach classes
What I really like is anything that I want to run with and imple- and enroll and renew students.
I
’ve spent millions experimenting and learning, ■ Grow your own, or no one knows the troubles ment immediately — you give me ALL of the tools, all the steps,
and frankly, I’ve wasted a huge amount of money I’ve seen. and even the click-through links to web sites, authors, software Then, it’s back home to finish up
learning very expensive lessons. The good news is
that you can learn from my experience and keep the
■ A crisis must never be experienced for the second
tools, etc. that I need to get up an running right away. This really
is the most comprehensive, yet easily readable material that I’ve
administrative duties and plan for
time!
money for yourself.
I’ll also share with you some incredible networking
ever seen.” — Joyce Santamaria, Empire State Karate the next day.
Really there are only a very few things that really “I enjoyed your book “All the Things I Wish I Knew
matter for you with your Martial Arts School Business:
ideas:
When I was 22”, especially the part about firing stu- Lather, rinse, repeat.
■ How I got Chuck Norris to visit my school and
1. Lifestyle generated huge amounts of FREE press and
dents and staff. At least now I know I am not alone, when
no matter what I do, I cannot please everybody. All the books
Does that sound familiar?
2. Wealth favorable publicity.
you have authored all seem very informative and relevant. There I thought so.
3. Contribution “Steve was the most help of anyone in the country are several new concepts that I have not seen before, as well
What’s that mean? in promoting our movie, Side Kicks. I want to as many that I have seen, but need to see over and over again Let’s review.
recognize and thank him” —Chuck Norris
Well, a huge number of school owners end up
Note: His visit was covered by CBS, NBC, ABC and
anyway. Thank you for providing all your information.”
—Glenn Finke, Traditional Karate-Do Center
In the morning, you are dealing
working 100 hours per week — barely making a
living. Even if you make $200,000.00 or more per FOX Affi liates here in Denver, and Interviews fi lmed “Your genius is the ability to see things from a perspec- with day cares, youth groups, Scout
year, do you really want to spend every waking at our martial arts school, with the school mentioned
moment at your school? by name, and were aired city-wide. We also ended up
tive that virtually no one else does. Your combination of
an MBA and 20 years pioneering ideas for professional martial
troops and elementary schools. In
on Entertainment Tonight and a host of radio shows.
I’ll share with you some of the lessons that I’ve Additionally, we had so many people there that we arts instructors is a valuable treasure for school owners such as the afternoon, you are training your
learned on how to “Get a Life” and still run a myself. School owners have a choice of either spending 20 years
successful school.
had 14 Arvada, CO police officers directing the
traffic. Quite a PR accomplishment! in the process of trial and error coming up with new ideas, all staff members, who are mostly 18- to
Wealth. ■ How I’ve networked with some of the fi nest
the while wasting precious time and energy, plus thousands of
dollars, or they can get the “Cliff Notes” of success, which is
24-year-old Black Belts. Then, in the
Everyone talks about gross revenue. Well, certainly business minds in the country. Who is it you want
that’s important, but, let’s face it, for your business, to get to know?
your “EVERYTHING I WISH I KNEW WHEN I WAS 22.” That’s a evening, you are teaching students
gross is only relative to what your expenses are. starting point to standing on the shoulders of your wisdom!”
What would you rather have: $170,000 per month
Using some of these ideas, I’ve had the opportunity to: —Chris Rappold, Personal Best Karate, Norton, MA (typically six- to 12-year-old chil-
■ Have breakfast with Jay Abraham and discuss
gross with $165,000 in fi xed expenses (I’ve done
martial arts marketing ideas, including the
“Stephen, I have to say that I would have paid the fee dren, and their parents), and lastly,
that before — really), $35,000 in gross revenue with just for your “Everything I wish I knew when I was 22.”
$20,000 in fi xed expenses? content for my infomercial. Iit was absolutely brilliant and really forced me to think about it’s back home to the family.
■ Brainstormed with Brian Tracy. my own set up in the UK. I sat there reading it thinking, “This is
Ok, once you get the net up, what’s really important?
■ Met and networked with the INC. Magazine me!” Many of the problems you highlighted I am currently deal- Now, before we go any further,
Well, two things: How well you live now AND how
much you keep and invest for the future. Most people Entrepreneur of the Year (he changed my entire ing with myself, and your views were certainly a balanced and please, don’t misunderstand. I love
— but frankly, a much higher percentage of martial “paradigm” of our industry!). well thought out comment on my current situation. Keep up the
arts school owners than the general population — get ■ Hung out and brainstormed with some of the top good work.” running martial arts schools. I feel
—Stephen Cowley, Steve Cowley’s Martial Arts Academy, High
to 65 or 70 years old with no assets and no retirement
income, and must continue to work or live on Social
marketing minds in the Internet today.
Wycombe, Bucks, United Kingdom very passionate about this business,
■ Hung out with Chuck Norris at his ranch in Texas
Security. Do you really want to be teaching martial and developed an ongoing win-win relationship. “I do want to thank you for marketing such an extraor- and I absolutely believe that every
arts daily, to make a living dependent on income from dinary package of materials. Awesome is the only word I
your students when you make it to 60 or 65? ■ Shared “lesson of the week” ideas with Denis
Waitly. can use to describe your package at such a low cost. I have had child and adult would be better off as
In “All the Things I Wish I Knew When I Was 22” I
teach you why most things that school owners think ■ Met, worked with, and in some cases, trained
an academy (six days a week) open for the last twelve years and
before that worked for one of my instructors for about six years
a Black Belt.
some of the best known marketing experts in the
of as success are really just ego, and why the truly
martial arts industry.
in his five schools. The reason that I say low cost (and you know Also, I think it’s important for us
important things get missed by most. what i am talking about) is that we have paid out thousands of
Among the topics covered: dollars over the years for business ideas and teaching ideas! The to agree that an entrepreneur/busi-
■ The employee problem. Why more is not software is super! We have over the years tried everything that
came along. Master Vision beats them all. The little book “All
ness owner and most everyone in the
necessarily better.
world think VERY DIFFERENTLY!
Everything
the things I wish I knew when I was 22” was worth the cost of
■ How to simplify your life and improve your your program. Anyway, it has been the shot in the arm that we
The paradigms of the entrepreneur,
I Wish I Knew
income.
needed and we thank you for the dose of medicine. Anyway,
■ How to separate EGO from business reality in
22 in many cases, are at odds with the
thanks for your program. Keep the faith and keep plugging “if
When I Was
building your school and in developing your you never give up, never quit and you never surrender you will
facility. never fail”. “conventional” go-to-work-and-
■ Save on your rent and work with your landlord —Gordon Dixon, Tupelo Martial Arts Academy, Shannon, MS
effectively. “Although we are worlds apart, the similarity of punch-a-clock part of society.
■ The many foolish distractions that school owners our markets is absolutely scary! I am currently reading See MILROY, continued on page 33
pursue, and how to avoid these mistakes yourself. through the “Things I wish I knew.........” for a second time and
■ What gets measured gets done, or the art of really enjoy your aproach. I am (was) a technical fighter and
unshakable numbers in management. teacher all my life and only loved Karate-do. I am now rapidly
changing to become a marketer, seller, business person etc. It TOBY MILROY NAPMA COO
had been an eye-opening experience to read the material you
Toby Milroy is a 5th-Degree Black Belt, former
Jump-start the success of your martial arts school by had sent. I am eagerly awaiting to apply nearly every single
learning from Stephen Oliver’s experiences. suggestion in the program. The similarity in our markets are
school owner, Mile High Karate Regional Director
and NAPMA’s Chief Operating Officer. He can be
“What I Wish I Knew When I Was 22”
really amazing! Although we are continents apart! I enjoyed
er, MBA
by Stephen OlivBlack Belt the line, “I have not found even a single advantage into contacted through NAPMAFreeOffer.com or
By Stephen Oliver, MBA; 8th-Degree Black Belt; Founder Mile High 8th-Degree
High Karate entering my students into the external tournaments.” I am NAPMA.com.
Founder, Mile of
Karate; CEO, National Association of Professional Martial Artists CEO, Nationa
l Association currently working through all the material.”
Martial Artists
Professional
Available from MartialArtsProfessional.com —Soon Pretorius, Karate Academy of

Join TOBY online:
South Africa, Pretoria, South Africa
Facebook.com/TobyMilroy

Twitter.com/TobyMilroy
Time Integrity for Entrepreneurs: Idea Day, Part 1

A
s business owners and entre- to make life easier! into your IDEA DAY storage place. simply have never given yourself
preneurs, each of us invests Create an Idea Box, drawer or Include information from any of permission to take the time. Use
our time and money in infor- anyplace you can store materials the sources that send you printed your awareness skills to determine
mation. Each month, you receive a you want to study. Before your ap- materials and educational CDs what is important for you to study
massive amount of materials from pointed IDEA DAY, put newsletters and DVDs that may still be in their and learn from your IDEA DAY. Be
various and important books you want to cellophane wrappers or sitting on discerning about what goes in your
sources. read (but simply keep putting off a shelf. Start collecting materials mind for you to come up with a
Many because of no clear scheduled time) that you have wanted to study, but BIG IDEA. n
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you really want to take back your
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seed your mind with materials,
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Today, I want you to have real
integrity with yourself and your
investment of education. This is a
This book will show you how!
new strategy that you may never Martial artists no longer need to fear marketing! Dr. Jerry Beasley explains how
have used, but if you decide to com- new and longtime managers can succeed in their martial arts enterprises in
mit and implement an IDEA DAY, Dojo Dynamics: Essential Marketing Principles for Martial Arts Schools.
then it will immediately pay huge
dividends for your business and
personal life. To build a business that thrives, Dojo Dynamics includes:
If you dismiss this advice, then • developing a marketing plan
I promise it will be detrimental to • creating the definitive product
your business. You can implement a
• finding the perfect place and price for your program
new IDEA DAY monthly; and, if you
will keep an open mind and plan to • advertising the right way and at the right time
spend a day reviewing knowledge • using public relations to effectively promote your school
that you have paid for, but have not • attracting new clients with successful sales promotions
had time to implement, then the • closing the deal with 90 percent of potential clients
results will amaze you!
• staying true to your clients’ needs and the philosophy behind your martial art
One of my coaching members
called this day the HUMP DAY. He • illustrative examples that are tried and true
said HUMP stands for Help Un-
leash Maximum Potential. Actually Dr. Jerry Beasley is a professor of exercise, sport and health education at Radford
spend time reading and studying University in Virginia with a doctorate in education administration. In 1978, he
the materials you have invested in
founded the American Independent Karate Instructors Association. He is also the
and look for BIG IDEAS to assist
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MILROY, continued from page 30 Peak Performers. The Inner Circle on the way, but for more info, visit
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they discuss randmaster
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FEATURES Years in the NAPMA and he talks about of visionary industry to in
45 this article, generation to take the at a gala given
Jhoon Rhee’s . . . . . . . . . . . . . . . 13
. industry. In mission.” Having who are ready of growth. at the
U.S. Congress new levels his hon or
at Action his next “unstoppable most success- the of
NAPMA Presents some of the They bring Caucus Room
Magazine worked with and
Martial Arts . . . . . . . . . . . . . . 16
. unique insights the U.S. Capital.
Hall of Honors their
of Gratitude… . . . 19 lessons from The evening’s
differ- a
An Attitude
...........
. exposure to and highlight was of
41 Years Later or celerates
Ron Brown
ent industries demonstration Jhoon Rhee
Is Your Vision ..... who arts
Bryan Tracy
to the leaders his martial his 80th burthday.
Empowering Stephen Oliver NAPMA COO
didn’t understand
Peak Performers group will include of group, shoot me an e-mail at Tablet Edition
Understanding
skills to congres-
In the first part of our day, we

Biological Selling:
NAPMA CEO
and Why of meaning of the
What, How .. . 25 the sional members, and a veritable
the ........... Ambassador
Your Customer word “limitation.” the Korean artists. Rhee
mi-
Read more of martial the Korean
COLUMNISTS. . . . . . . . . . . . . . 30 Gary Smith, NAPMA MAB Writer who’s who
... Mark Graden Creative Director new country after
Toby Milroy . . . . . . . . . . . . . . 31
.... Bob Dunne
Ken
succeed!
the exciting
vision grated to this chain of schools in the
a
direction and and
Mechlenburg
Lee Milteer
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Stephen Oliver columnists online! of experts works school
and more NAPMA’s team and how your U.S. and former see Rhee, beginning
on page 13
in for NAPMA
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business visionaries your future see VISION
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to NAPMA
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were dealing with day care provid- approximately 5% of the NAPMA TobyMilroy@NAPMA.com, and for iPad
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I
’ve just been listening to the au- Am I capable of managing multiple many enrollments we added and how many students
diotapes from my boot camp, “The locations? upgraded or renewed in a given period. I would never
Summit of Martial Arts Million- Step back and look at your current have a program director who was not intimately
aires.” As I sit here listening to over school operation. Is it systems driven aware of intro flow, conversion ratios-to-enrollment,
22 hours of tapes, I am blown away by or purely personality driven? What gross revenue and renewal rates.
the incredible content. happens when you take a week off? Am I capable of managing a large staff?
As I facilitated this discussion of (Do you ever?) When you are gone, do
how to most effectively run multiple Many school owners are excellent motivators
locations, one theme surfaced early:
The Final Word things just keep clicking along, or does
and salespeople with students, but aren’t good at
stephen oliver your operation grind to a halt until you
Most school owners who want to do teaching employees those same traits. Once you go
NAPMA CEO get back and make things happen?
multiple schools — shouldn’t! from a single school operator to a multiple school
Document, organize and systematize
Before you even consider opening a second your existing school. Train your staff. Teach them operator, you give up the role of “doer” and move
location, ask yourself some penetrating questions: to follow processes that have been proven while to the role of trainer and supervisor.
striving for the monthly goals of your school. It’s very important that you evaluate your inter-
Why do I want another location?
ests, temperament and perspective to determine
Is your motivation to make more money, have Is my existing staff focused on our growth objectives?
if people management and staff development is a
more students, or is it to provide a career ßpath for
very competent staff members who are being stifled
in the current situation? The only real justification
“MY TOURNAMENT IS
Do you have a strong team that implements
well-developed systems and strives to hit your
growth objectives? If not, get to work on sharing
strength that you have developed. n
stephen oliver napma ceo
BETTER THAN YOUR

Stephen Oliver, MBA and 8th-degree Black Belt, has been training as a
is that you are busting at the seams with quality the numbers for the school and creating a team Martial Artist since 1969 and operating professional schools since 1974. He’s
staff and want to provide a career path for them. that is focused on your goals rather than carrying run a multi-million-dollar school operation (Mile High Karate) since 1983,
and has been a former EFC Board Member and former NASKA World Tour
If you want to make more money or have more all of the weight yourself.
TOURNAMENT”
Promoter. He is the leading consultant and coach to Professional Martial
students, you can do that by growing your exist- If your staff members don’t know active count, Arts School owners in the world.
ing school. I know of single school locations with dropout rate, enrollments, renewals, gross, and other
Join Stephen online: Facebook.com/StephenOliver
over 1,000 active students and know of at least one significant numbers, how can they effectively con-
school that NETS $500,000 per year. If you haven’t tribute? I would never have an instructor who wasn’t Twitter.com/StephenCOliver
exceeded those numbers, you probably haven’t focused on the active count and who didn’t know LinkedIn.com/in/StephenCOliver
maxed out your current location. how many people dropped out, who they were, how
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Cris 201 NAP

l Arts BusinessMastering the Martial Arts

Mastering the Martia

NAPMA BUSINESS BREAKTHROUGH READ US “ON THE

TV FORGES NEW GROUND IN GO” WITH ANDROID

his next “unstoppable

MARTIAL ARTS SCHOOL TRAINING

in His Own Mind!

Mastering the Martial Arts Business

Martial Arts Professional® presents

Winter 2011 / $47.97 Martial Arts Professional.com

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An Attitude of Gratitude…41 Years Later. . . 19

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