march 2009, martial arts professional magazine

Growth • Success • Balance

MartialArts Professional

Enter Generation-E!

Entrepreneur, E-Marketer, Educator

Generation-E!Enter Toby Milroy, NAPMA COO

Come in from the Cold!

NAPMA Quantum LeapLearn how to fi nd the hot leads!Last chance to register and receive free bonus!

DATE

Industry Insider Updates: Bruce Lee, Jackie Chan and More!NEW NAPMA Product Gallery

Rhee Chan Gracie

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4 MARCH 2009 MartialArtsProfessional.com

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Hopefully you noticed that your Martial Arts Profes-sional magazine has a com-pletely new look and feel this

month. This is the fi rst improvement and, certainly, not the last for 2009!

First. As you probably know, Martial Arts Professional is a publi-cation supported and created by the National Association of Professional Martial Artists (NAPMA) to benefi t the international martial arts com-munity. It is currently sent to every commercial school in the United States as well as to all NAPMA inter-

national members in 26 countries 10 times per year.

What’s Martial Arts Professional magazine’s purpose?

“Martial Arts Professional maga-zine is the premier resource for those professional martial arts school own-ers and operators who are serious about growing their business through a visual and editorial repository of re-sourceful, innovative, hands-on and fi rst-person experiences.”

Second. The new look and feel, as well as evolving and expanded editorial content, is designed to continue to move the magazine to higher and higher levels of professional development for school owners. Some martial arts enthusiasts will fi nd less coverage of their athletic interests; however, professional school

owners who are continually improving their school, expanding their student quality, and increasing their personal income from their business operations will fi nd Martial Arts Professional mag-azine increasingly valuable for their on-going development.

This evolution includes more valu-able business, marketing, sales and customer service content from a wide range of contributors. You’ve certain-ly noticed contributions, ranging from the TOP school owners in the world to business gurus, such as Dan Kennedy and Jay Abraham, and success teach-

ers, such as Brian Tracy, Zig Ziglar Tony Robbins and many others. This trend will continue. We’re also shar-ing more school owner “success sto-ries,” including specifi c implementa-tion ideas about what has helped them grow their schools.

Third. We have dramatically ex-panded value through more and more “Web-enabled” support and content. You’ll fi nd much more valuable con-tent at MartialArtsProfessional.com.

What’s available online?

1. Whether your issue was grabbed by a staff member (a frequent occur-rence) or lost before being completely digested, you can read each month’s complete issue of Martial Arts Profes-sional magazine online.

2. We’re adding more and more

content to the online versions, includ-ing columns that don’t appear in the printed edition.

3. You can meet other professional school owners online. Just this month, we introduced the Martial Arts Profes-sional magazine community, where you can share what has succeeded for you, fi nd friends, network and fi nd great ideas from others around the world.

4. You can also read my “Business Blog” at MartialArtsProfessional.com with my observations and comments on the state of our industry.

5. You’ll also have periodic access to free “NAPMA Webinars,” such as parts 1 and 2 of Toby Milroy’s Reces-sion Self-Defense for Martial Arts Schools, now available online. Toby is a veteran school owner and NAPMA chief operating offi cer.

Finally, we welcome your feedback and suggestions. We make every effort to share some controversial ideas, and occasionally stir up heated discussion. Please send us your letters, with sug-gestions, ideas and counterpoints to any topic or article.

Thank you!

Stephen OliverSTEPHEN OLIVERCEO AND PUBLISHERMARTIAL ARTS PROFESSIONAL

And, Now for Something Completely…Well, Different!

STEPHEN OLIVER

the premier resource for those professional martial arts school owners and operators who are serious about growing their business.”

STEPHEN OLIVER MBA, NAPMA CEO

Learn from Stephen Oliver at NAPMAQuantumLeap.com

Stephen Oliver, MBA and 8th-Degree Black Belt, is the developer of the monthly NAPMA Maximum Impact Program, the director of one of the industry’s leading coaching programs for school owners and the founder of Mile High Karate. You can

contact Stephen through MileHighKarate.com or MartialArts-Mastermind.com.

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In this Issue

Enter�Generation-E!Enter�Toby�Milroy,�NAPMA�COO�Entrepreneur,�E-Marketer,�EducatorA new era of change has come to the U. S., the world and the martial arts industry. Toby Milroy, NAPMA chief operating offi cer, represents the next generation of industry leaders—Generation-E—who are revitalizing the industry with a new, and more focused, entrepreneurial approach that is powered by the best lead-generating e-marketing tools. In this feature story, Milroy reveals how the mastermind effect has shaped his life’s path and ascension to his leadership role—and why it is also the key to your success.

Features

MARCH 2009

6� MARCH 2009� MartialArtsProfessional.com

26

Building�a�Great�Business�in�2009�Begins�with�a�Quantum�LeapLearn more about the great group of speakers, authors and school-growth gurus that are scheduled to share their amazing secrets and expert tips with you at the 2009 NAPMA Quantum Leap. Martial Arts Professional conducted in-depth interviews with four Quantum Leap speakers—Dave Kovar, Elsa Cordero, Dr. Larry Donni-thorne and Karen Eden. They divulge just enough tantaliz-ing tidbits about their Quantum Leap presentations that should cause you to drop whatever you are doing, and visit NAPMAQuantumLeap.com to register!

NAPMA�Member�Success�Story“�How�the�Mastermind�Effect�Helped�Me�Find�a�Positive,�Supportive�Environment�for�Amazing�School�Growth�and�Personal�Prosperity!”

Ron Achenbach, NAPMA Inner Circle member, has also experienced the power of the mastermind effect, proving it can have a dramatic and posi-tive impact on the most “regular” kind of school. Ron’s teaches a moderate number of students (180), and in a small, upper Midwestern town, DePere, Wisconsin; but there is no limit to his ambitions. Ron compares the two different systems he used to operate his school—and how the mastermind effect helped him understand which worked best for him.

Interview by Toby Milroy, NAPMA Chief Operating Offi cer

32

58

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Special Section

NAPMA Quantum Leap EventMarch 20–22, in Denver, Colorado. Discover all the details in our big 16-page bonus section! Register early at NAPMAQuantumLeap.com and receive a Free Bonus worth $2,750.

Departments

Sound Off 12

Industry Insider 16Featured in Industry Insider…

NAPMA News 22

Product & Service Gallery 42

Advertiser Index 80

About the Cover To inaugurate this fi rst issue of the “new” Martial Arts Professional, the cover features Toby Milroy, recently promoted to NAPMA chief operat-ing offi cer. You’ll want to turn to his story on page 28 that traces his career experiences with a series of men-tors, and how the mastermind effect changed his life more than once.

In this Issue MARCH 2009


Columnists

Martial Arts Professional Asks…

Tony Robbins 62Personal Development Expert

Brian Tracy 64Human Motivation Author, Speaker

Publisher’s Letter 4Stephen Oliver, MBA, NAPMA CEOAnd, Now for Something Completely…Well, Different!

WarriorWiz 66Terry Bryan, Ph.D. and 9th-Degree Black BeltProtect your Assets with the Right Business Entity, Part 4

School Growth Potential 68Toby Milroy, NAPMA COOMultiply your Print Advertising Results, Quickly and Easily, without Spending Another Dime, Part 2

No B.S. Success 70Dan S. KennedyThe Renegade MillionaireWhy People Fail: If you Want More, then Become More Valuable!

Your Success Coach 76Lee Milteer, NAPMA Success CoachRedefi ne your Future, Part 1

Internet Secrets 74Elsa Cordero, MBA, MS Oriental MedicineSearch Engine Optimization (SEO) Strategies that Impact Your Bottom Line, Part I

The Final Word 82Stephen Oliver, MBA, NAPMA CEONew Directions: Refocused Efforts for Times of Turmoil and Trauma

The views of contributing writers or featured personalities are their own. Martial Arts Professional magazine does not necessarily agree or endorse any opinions shared in this publication. Any political views of columnists or featured personalities are their own and are not necessarily endorsed by Martial Arts Professional magazine.

Lee Chan Rhee Segal Gracie



Enter Generation-E!


Generation-E!Generation-E!Enter Toby Milroy, NAPMA COO



DATE


Rhee Chan Gracie

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What’s Online

As I See ItRob Colasanti

The Psychology of SuccessBrian Tracy

The Radical LeftTom Callos

Fitness KickboxingJim Graden

Sang’s WaySang Koo Kang

Additional features, interviews, news and columnists, plus contributors’ blogs, readers’ discussions, and archives of past issues—all online and FREE!

NAPMA TeleconferencesLog into these free teleconferences now!


Martial Arts Professional magazine is the premier resource for those professional martial arts school owners and operators who are serious about enhancing and/or expanding their business op-erations through a series of monthly visual and editorial resources, innovation, and hands-on and fi rst-person industry experiences.

President/Advertising Director: Rob ColasantiCreative Director: Gary SmithManaging Editor/Senior Writer: Bob SillickColumnists & Contributors: Terry Bryan, Rob Colasanti, Tom Callos, Elsa Cordero, Jim Graden, Tom Hopkins, Dan Kennedy, Joe Lewis, Toby Milroy, Lee Milteer, Stephen Oliver, Brian Tracy and Zig Ziglar.

ADVISORY BOARDClose Combat: Chris PizzoMartial Arts Instruction: Jeff SmithMartial Arts Instruction: Frank BrownMartial Art Business: Stephen Oliver

EXECUTIVE MANAGEMENTPublisher, NAPMA Chief Executive Offi cer : Stephen OliverNAPMA Chief Operating Offi cer: Toby MilroyNAPMA President: Rob Colasanti

Martial Arts Professional Magazine is published and distributed by:Martial Arts Marketing, IncorporatedStephen Oliver, CEO5601 116th Avenue NorthClearwater, FL 33760FAX: 1-800-795-9581; 1-800-795-0583

Visit us on the World Wide Web: MartialArtsProfessional.comMartial Arts Professional Magazine is distributed internationally, including 100% of martial arts schools in the United States.

To advertise in the print or online editions, visit MartialArtsProfessional.com, or contact Rob Colasanti, [email protected] FAX: 1-800-795-0583

The Publisher and Editors are not responsible for unsolicited materi-al. All contributions, photos, news articles, story ideas and letters to the editor should be submitted via MartialArtsProfessional.com.

All rights in letters sent to Martial Arts Professional Magazine will be treated as unconditionally assigned for publication and copy-right purposes and are subject to our unrestricted right to edit and comment editorially.

Copyright © 2009 by Martial Arts Marketing, Incorporated. All Rights Reserved. Any reproduction without permission is strictly prohibited.

Martial Arts Professional Magazine is proud to support Chuck Norris’ KICKSTART Program—a non-profi t charity dedicated to providing disadvantaged children with martial arts training. 713-868-6003

The Legendary Marketing GuruJay AbrahamVisit NAPMA.com/JayAbraham

Spirit of a WarriorBenny “The Jet” UrquidezVisit NAPMA.com/BennyUrquidez

Lessons to Learn, Challenges to Overcome, Successes to AchieveStephen K. HayesVisit NAPMA.com/StephenHayes

70 Million Tae Bo Sales LaterBilly BlanksVisit NAPMA.com/BillyBlanks

Computing the Science of SuccessBill AmelioVisit NAPMA.com/BillAmelio

My Secrets of SuccessChuck NorrisVisit NAPMA.com/ChuckNorris

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March 2009 Growth • Success • Balance

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I recently read your article about being successful, even in this economy. One of your ideas was to establish satellite schools at

YMCAs, community centers, church-es, etc.

How do you justify your tuition at your main school, which is prob-ably significantly higher than what you charge at a satellite school or program? Wouldn’t some of your stu-dents, training at your school, who want a cheaper tuition, drop out and attend one of your satellite programs?

They might even quit all together be-cause they are confused, or don’t trust your school’s tuition structure.

Ma s t e r a l a z iz i, b .p.e . 7t h -De g r e e b l a c k b e l t Dr a g o n t e Mpl e Ma r t ia l a r t s Va n c o u Ve r , b .c ., c a n a Da

Ro b Co l a s a n ti Re s po n d s :

I have rarely ever seen a situation where students perceive the value of training at a YMCA or recreation cen-ter to be the same or greater than the value of training at your school’s main location.

In reality, the school should offer many more benefits than the satellite lo-cation, i.e., more convenient scheduling, more interaction with instructors, better atmosphere, more assistant instructors, more diverse training opportunities and

equipment, more social functions, etc. Satellite programs are generally

taught by one of your Black Belts or upper ranks, not the main instructor.

Plus, there is a big difference be-tween waiting for class to start at a recreation center—the noisy basket-ball players or aerobics class leaving and the martial arts students waiting their turn to use the facility—versus the much better environment at your school that is solely focused on martial arts, character development and lead-ership. Students are generally happy

to pay a premium to train there. Most importantly, your main school

will always have a much higher per-ceived value than a satellite program at a church, fitness center, etc. That being said, satellites are great oppor-tunities to add to your school’s profits, or to use them to feed new students to your school.

r o b c o l a s a n t i n a pMa pr e s iDe n t

“�I�Need�Help�Integrating�Age-Group�Programs.”�

My children’s classes are divided into Little Ninjas, 3- to 4-year-olds; Lil’ Dragons, 5- to 6-year-olds; and Panther Kubs, 7- to 12-year-olds.

Currently, once the 3- to 4-year-olds

transfer into the 5-to-6 age group, they change from no-tie belt to the double-wrap belt, and test to qualify for a belt color in the new program.

Currently, the Little Ninjas only train in rolling, tumbling stances and throws on Mr. Purple, and blocking against a blocker for 30 minutes. Panther Kubs train in striking, based on Muay Thai, and later, when they start kata, they learn the traditional Ninjutsu striking, throws (Ninjutsu) and ground work (Ninjutsu and BJJ). Weapons and more in-depth training are learned in our Black Belt Club.

Lil’ Dragons is a transition class between the two, focusing on moving away from Mr. Purple to throwing and striking at each other. I think the flow from one to the other could be better. How do you do it?

s h in b u s h i

t im Ro s a n e l li Re s po n d s :

I have a Little Ninja program for 4- to 6-year-olds, and then they gradu-ate into our youth basic program.

I handle the transfer similar to the way we would upgrade someone into our leadership program. First, three weeks before the upgrade, they re-ceive an invitation that highlights the additional benefits, and requests that they schedule a student conference with us. We call the day after they receive the invitation, and ask if they have any questions (the true intent of the call is to schedule the renewal ap-pointment).

At the conference, I ask open-ended questions about their training and the benefits that their children gained. After that, I present them with the current tuition rate, provide a free

“�How�do�I�justify�regular�tuition�compared�to�a�satellite�school�or�program?”


“ Satellites [schools or programs] are great opportunities to add to your school’s profits, or to use them to feed new students to your school.”

Read More At MartialArtsProfessional.comSound OffSound Off

08130 MAPro0309.indd 12 2/9/09 2:40:54 PM

08130 MAPro0309.indd 13 2/5/09 9:57:31 AM

uniform and waive the initiation fee for signing up today.

After they sign up, I send a con-gratulation postcard, and make an an-nouncement at the belt ceremony.

Se n Se i Tim Ro Sa n e l l i ma x imu m impa c T Ka Ra Te Du b l in , pa

Ke it h Wil Ke s r e s po n d s :

We start with a 3 & 4-year-old pro-gram. This is the feeder program into Little Ninjas (5 & 6-year-olds). When they are close to turning 5 years old and focusing on controlling their be-havior, so as not to be a distraction, we let them try a class to see how they handle the move. If they’re not ready, then we keep them in Pre-Ninjas for another month or so, and try again. We go through this process until its OK to move them up. The program is a Little Ninjas prep course, and we run it as it was designed.

We currently enroll our Little Nin-jas (and Karate Kidz) for the 18-month program. They either commit to grad-uation or they don’t enroll. At the 10-month mark (when they earn their Green Belts, and move into the ad-vanced class), we approach them about continuing their training and commit-ting to the Karate Kidz (7-9 years) pro-gram. Use “It’ll protect you from any tuition increase if you commit now.” You’ll write a new agreement, using their projected graduation date as the start date, and go another 18 months. If they won’t commit, then keep work-ing them after each new belt.

For Karate Kidz, we’ll approach them to join our Junior Black Belt Club when they earn their Orange Belts (at 6 months), and move into the interme-diate KK class. Junior Black Belt Club is a 24-month term, designed to take them to their Junior Black Belts after they graduate Karate Kidz. If they don’t commit, then they’ll graduate, and stay in the youth introductory program (be-

ginner level materials). We keep work-ing them if they don’t commit.

The point is to hit them early and often to commit to the next program. Timing is important. Convince them to upgrade when they earn a new belt and their excitement level is high. You should also have a tracking system that forces the contacts necessary to move the renewal process.

Ke iTh Wil Ke S Fe a R Kn o T ma RTia l a RTS Fo R KiDz e l iz a be Th To Wn , pc

“�How�do�I�add�gymnastics�to�advanced�students’�training?”

Do you suggest I call a local gym-nastic school and hire a teacher, if I want to add gymnastics and acrobatic moves for advanced students?

STe v e n h e We TT Kin g Sc h o o l o F Ka Ra Te Kin g , n c

r o b b o a r d r e s po n d s :

As a former gymnastics coach, I know most gymnastics clubs have helpers that are begging for hours, and you can find some very enthusias-tic helpers for a buck or two more than minimum wage, or, better yet, trade for services.

High schools (or the closest univer-sities) often have gymnastics teams from which you could recruit a gym-nast or two to help you. These are gym-nastics clubs’ sources for new coaches. Do not expect gymnasts to have the same discipline as the rest of your staff. Gymnasts are self-disciplined to drive themselves, but often could care less about teaching or helping some-one who isn’t as highly driven.

I am a firm believer in rolls and falls in basic programs. Front rolls, shoul-der rolls and back rolls and front falls, back falls and shoulder roll falls should be taught to all beginners. I see some

great uses for good tumbling skills in a martial arts program. I also think when students learn advanced tumbling skills, such as aerial maneuvers, they then learn how impractical they are in a real-life situation.

When students want to learn more, then bring in a professional instructor that knows how to spot a person prop-erly, and is a certified coach. Make sure you have adequate mats, too. If you want to offer more advanced tumbling skills, then you’ll need a more advanced coach and some specialty materials, such as a pit and training harness.

Lastly, if you think this type of training is too complex for your school, and could adversely affect your insur-ance, then take your students to the local gymnastics club, where they can receive the proper instruction. When I was coaching gymnastics, we often had small groups train for a few hours on a Saturday afternoon. You can probably negotiate arrangements with a local gymnastics club for less than the increased costs of your insurance.

Ro b b Ro a D Dy n a mic a c a De my o F ma RTia l a RTS o n Ta Rio , c a n a Da

Sound Off

14 MartialArtsProfessional.com

Sound Off Read More At MartialArtsProfessional.com

Why not send us a letter?

Martial Arts Professional welcomes your Letters to the Editor, news releases, stories and photos.

To submit online:Visit MartialArtsProfessional.com

If you prefer e-mail:[email protected]

See MartialArtsProfessional.com for additional letters not printed due to space limitations, and blogs by Stephen Oliver, Toby Milroy, Rob Colasanti and Tom Callos.

Letters may be edited for clarity and length. Please include your name, address and daytime telephone number.

SOUND OFF TO US

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SEOuL, ROK—Grand Master Jhoon Rhee, recent recipient of NAPMA’s first Liv-

ing Legend Award at the 2008 NAPMA Extreme Suc-cess Academy, is interna-tionally acclaimed as the Grand Master of Taekwon-

do; however, as we all know, his talents are far ranging—and include the harmonica!

Rhee was one of three special musical guests who performed at the Charity Concert of 2008, an annual event in Seoul, sponsored by an amateur group of of-ficials from the Ministry of Foreign Affairs and Trade.

“The two things I wanted to do from my younger days were Taekwondo and mu-sic, though [they were] against my father’s wishes. I’m happy now that I’m

doing both to make the world we live in a better place,” Rhee said.

Rhee gained fame for his musical talents in 2000, when he performed with the Washington Symphony Orchestra.

All the profits from the 2008 Charity Concert will support natural disaster-prone South Asian coun-tries, including India, Nepal and Bangladesh.

International�Martial�Arts�Instructor�Dies�in�Mumbai�Terrorist�AttackMuMbAI, IndIA—The Novem-ber 2008 terror incident in this Indian city took the lives of a diverse group of people. The terrorists reached into the martial arts world to include Forakh Dinshaw, a highly regarded Karate exponent and instructor, fitness guru, author and speaker, who they shot and killed during their attack.

Dinshaw was dining with one of his student in the restaurant at the Oberoi hotel when he was struck by gunfire.

Dinshaw has trained under leading masters in

the U.S., Japan and Eu-rope. He has the distinction of being the only civilian to have taught the Indian armed forces, and has been honored with innumerable awards for his distinguished services.

Jackie�Chan�Shares�Award�as�China’s�Most�Loved�CelebritybEIjIng, ChInA—Jackie Chan, martial arts action movie star and philanthropist, and Zhang Yimou, interna-tionally acclaimed Chinese filmmaker, were selected as

China’s most loved celebri-ties. It was the first time the honor was shared.

Martial Arts Profession-al readers and the entire

industry are well aware of Chan’s worldwide film ca-reer, which may include the role of Mr. Miyagi in the remake of The Karate Kid (See story in this issue of Industry Insider).

Zhang Yimou is best known as one of the Fifth Generation of Chinese film directors. His films include Red Sorghum, To Live, Not One Less, Raise the Red Lan-tern and his wuxia films, such as Hero and House of Flying Daggers.

Local�Kung-Fu�Students�Performs�During�Inaugural�Parade

Twenty-five students of the Wong People Kung-Fu Association of Washington, D.C. performed the Chinese Lion, as one of the many groups in the Inaugural Pa-rade for President Barack Obama.

Three pairs of students wore the red, yellow and black Chinese lion cos-tumes; other students waved flags; and they all moved to the beat of a per-cussion band. The group is well known throughout the D.C. area, having appeared at many events.

Grand�Master�Jhoon�Rhee�Is�Special�Musical�Guest�at�Korean�Charity�Concert

Jhoon Rhee


Read More At MartialArtsProfessional.comIndustry Insider

Jackie Chan

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Hong Kong Gov-ernment Approves Bruce Lee Home Museum Plan

Hong Kong, CHina—As Mar-tial Arts Professional report-ed in August 2008, a local real estate and hotel tycoon, and current owner of Bruce

Lee’s Hong Kong home, had sudden-

ly decided to acquiesce to fans’ demands that the home be saved and become a museum.

Yu Pang-lin’s offer to do-nate Lee’ home to the city and an initial revitalization plan has now been approved by Hong Kong’s Commerce and Economic Development Bureau.

For years, the townhouse has been a sleazy love motel with rooms rented by the hour. Now, in the words of the Bureau, it will preserve the “original outlook of the building and its features” and refurbish the site, so

it can become a tourist attraction.

According to the govern-ment statement, Lee’s study and training hall will be rec-reated, with possibly a more ambitious plan to include a library, martial arts center and movie theater.

Kung Fu Panda Nominated for Animation Oscar®

Hollywood, Ca—Following last month’s nominations for the International Animated

Film Soci-ety Awards, or Annies,

and a Golden Globe, Kung Fu Panda has now been nominated by the Academy of Motion Picture Arts and Sciences for a 2009 Oscar in the category, best animated feature film of the year.

Competition will once again be stiff, since the other nominated films are Bolt and Wall-E, which beat Kung Fu Panda for the Gold-en Globe animation film award. The Annies Awards ceremony is January 30.

Jackie Chan Negotiating to Become Mr. MiyagiHollywood, Ca—Will Smith’s

remake of The Karate Kid (which

Martial Arts Professional has reported in the past) and Jackie Chan’s involve-

ment has now moved be-yond the speculation stage, as the motion picture world is abuzz with the news that Jackie Chan is seriously ne-gotiating to play Mr. Miyagi, Pat Morita’s role in the orig-inal series of films.

Shooting on the film may start yet this year in Beijing, changing the location of the original story from the U.S. to China.

Before the release of The Karate Kid remake, Jackie Chan fans will see him in the action-comedy movie, The Spy Next Door, with a supporting cast that includes George Lopez, Amber Valetta, Katherine Boecher (TV’s Mad Men) and Billy Ray Cyrus.

Although a release date has not been scheduled, Chan will play a man asked to baby-sit his neighbor’s children. Both his comedic and action talents will come into use, when he must de-fend the children from se-cret agents because one of the kids accidentally down-load a secret code.

Steven Seagal Reality TV Series in WorksHollywood, Ca — Steven Seagal’s film career and ce-lebrity status is well known throughout the world, but what few know, until now, is that he has been a fully commissioned Louisi-ana police officer.

Now, he’s produced

Steven Seagal: Lawman, a reality TV series about his two decades of law enforce-ment experiences. The 30-minute show is scheduled to be shown during 2009, although sources did not provide an exact date or on what channel it would air.

His record with the Jef-ferson Parish Sheriff’s Office has been kept a secret, but, as

CEO of Steven Seagal Enter-prises, he has decided to show his fans and TV audiences how he handles real-world, small-town justice. It was also reported that his company is developing an after-shave product, Scent of Action.

Grandmaster Helio Gracie Dies at 95Rio de JaneiRo, BRazil—The martial arts world mourns the death and celebrates the life of Grandmaster Helio Gracie (Oct. 1, 1913–Jan. 28, 2009), who passed away quietly at his home in the district of Itaipava in the


Read More At MartialArtsProfessional.comRead More At MartialArtsProfessional.comIndustry Insider

!INSIDERUPDATE

Bruce Lee

!INSIDERUPDATE

!INSIDERUPDATE

Steven Segal

08130 MAPro0309.indd 18 2/9/09 2:41:20 PM

WILL 2009 BE YOUR BEST YEAR?IT CAN BE IF YOU PREPARE !

Let Tommy Lee EDUCATE and Excite Your StaffApril 18th, 2009—San Antonio, Texas

“Last month, I had theLearn to sell your prospective pleasure of attending a Tommy LeeStudents before they experience seminar. He specializes in sales

training and development, and hasan introductory lesson!a great system that is specifically

PROGRAM TOPICSfor the martial artist. As part of my

TOMMY LEE'S SEMINARS and goal to keep my schools and the

people that run them on top ofsales systems have helped hundredsT E L E P H O N E I N Q U I R Y

of martial artists achieve improved their sales games, I asked TommyGoal Setting to hold a sales seminar for my

memberships and profitability. Don'tThe Telephone Inquiry Worksheetschools. I thought it was going toClosing the Appointment miss this 2-day seminar whereThe Telephone Appointment Book be very basic and felt that I didn't

Tommy will describe in detail how toand more... really need to attend, but thought itdevelop telephone inquiry systemsP L A N N E D P R E S E N T A T I O N would be good for some of myand planned presentations that

The First 30-Seconds staff.work, and the ability to more readilyThe Greeting Boy was I wrong. Tommy

Identify Customer Wants, Needs or Painsovercome the objections of potential Lee is inspiring not only for newerThe Introductory Lessons

Isolating Initial Objections buyers. (See specific details for the staff members, but also the "oldWhat to Say and When to Say ItDenver seminar, held in conjunction pros" that may think they know itThe Trial Close

and more...with Stephen Oliver's Marketing Boot all. He is a dynamic teacher with

O V E R C O M I N G O B J E C T I O N S Camp, at www.martialartsuccess.com). a lot of energy and a ton of talentWhat if he wants to quit? As an added bonus, Tommy will also and I will implement all of theIt costs too much—I can't afford it! lead participants in an interactive wonderful ideas he gave.”I have to talk it over with my spouse

role-playing and situation trainingWhat's the downpayment for?Solomon Brennerand more...

segment. The entire weekend is aS P E C I A L E V E N T S

Action Karate, PAmust attend event for your entire

Buddy Referrals staff and will quickly help to propelOpen House

them into a powerful sales machine! C A L L T O D A YRe-signs & UpgradesBirthday Parties

FOR 2-DAY SEMINARS 410.353.4746Summer Camps

(Price IS per School)Movie NightsGladiator Nights

1st Person—$299and more... or visit2nd Person—$399

martialartsuccess..comA D D E D B O N U S E S or more—$499Customized Role-Playing

FOR 1-DAY SEMINARS to registerSpecial Events Planning

Situational Training Price per Person—$199

“With his help, I took my school from 140 students to 475 students, and from making $25,000 a month to $70,000 plusa month.”

-Sifu David ChangSan Jose, CA

“If you want to take your school to the next level then I highly recommend Master Tommy Lee’s program. Our school has gone from grossing about $25,000 per month to now grossing over $68,000. Your school can too.” -Master Terrance Evins Charlotte, NC

“Result don’t lie. As President of Member Solutions, I have the unique advantage of seeing the numbers. Tommy Lee has consistently remained one of our top 15 Martial Arts schools (out of 1,700) for years, and we’ve seen his clients surge into the top 100,including one into the top 10.”

-Joe GaleaPresident Member Solutions

PROGRAM TOPICS

TELEPHONE INQUIRYGoal Setting The Telephone Inquiry WorksheetClosing the Appointmentand more…

PLANNED PRESENTATIONThe First 30-SecondsThe Greeting Identify Customer Wants, Needs or PainsThe Introductory LessonsIsolating Initial ObjectionsWhat to Say and When to Say ItThe Trial Closeand more…

OVERCOMING OBJECTIONSWhat if he wants to quit?It costs too much- I can’t afford it!I have to talk it over with my spouseWhat’s the down payment for? and more…

SPECIAL ADD ON TOPICSBuddy ReferralsOpen HouseRe-signs & UpgradesBirthday PartiesSummer CampsMovie NightsGladiator Nightsand more…

Plan Your 2009 Calendar Year for Maximum ResultsHighly Successful Lead Generating EventsIncome Generators that result in Massive UpgradesUse Birthday Parties to Generate Appointments

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443. [email protected]

Educate, Inspire and Motivate your Entire Team!

TOMMY LEE’S SEMINARS and sales systems have helped hundreds of martial artists achieve improved memberships and profitability. Don’t miss this seminar where Tommy will describe in detail how to develop telephone inquiry systems and planned presentations that work, and the ability to more readily overcome the objections of potential buyers. (This seminar is being recorded for Tommy’s new DVD Series. It will be packed full of information not normally done in seminars and the price will be less than the DVD Series.) As an added bonus, Tommy will also lead participants in an interactive role-playing and situation training segment. This is must attend event for your entire staff and will quickly help to propel them into a powerful sales machine!

Regular Price:$395/per person or $495/entire staff

Special Pricing$195/per person or $295/ entire staff

(If you enroll before March 30th)

For more information orto register online go to:

www.martialartsuccess.com

08130 MAPro0309.indd 19 2/5/09 9:57:53 AM

mountains above Rio de Ja-neiro, at the age of 95.

Grandmaster Gracie was considered by many to be the first Brazilian sports hero. He spent much of his leisure time breaking wild horses and bulls. He once jumped into the shark-in-fested waters of the Atlantic Ocean to save a man’s life, which earned him a medal of honor.

Grandmaster Gracie was one of the most impor-tant master teachers of the modern era. His passionate contribution to the perfec-tion of jiu-jitsu techniques, his philosophy of life and unique teaching method-ology have influenced the lives of millions of people around the world. He will always be remembered for his dedication to his family and his high standards.

Small�Business�Booms�Making�MMA�Fight�CagesRAVEnnA, Oh—Ravenna is

just one of many small, up-per-Midwest towns and cities that is experiencing the full force of the cur-rent economic difficulties, but thanks to the enormous popularity of Mixed Martial Arts, a small business on South Diamond Street is booming.

All Pro Sports Rings and Fight Cages and its owner, Leo Wright, make the heavy-duty steel fight-ing cages for many MMA competitions; in fact, after 17 years, he has made hun-dreds.

Originally, his clients were professional wrestling and boxing venues, but with the explosion of local, re-gional, national and inter-national MMA events, that market turned to him be-cause of his reputation and 10-year product guarantee. Now, the MMA market pur-chases most of his cages.

Wright builds the tradi-

tional circular cage, as well as hexagonal and octago-nal shapes, which range in price from $8,000 to $28,000. He recently built an 867-square-foot cage, the largest cage in the country, for a customer in Amarillo, Texas.

Nine-Year-Old�Boy�Puts�Pit�Bull�in�Chokehold�to�Save�GirlbAKERSfIELd, CA—The classic “dog bites man/man bites dog” newspaper story was given a new twist, recently, when 9-year-old Drew He-redia applied a chokehold that he learned in his Bra-zilian Ju Jitsu classes to a pit bull that was attacking his friend, an unidentified 12-year-old girl.

According to Heredia, he grabbed the pit bull when it attacked his friend, af-

ter first attacking her small dog, which she was trying to protect. Heredia was able to maintain the chokehold for 20 minutes, until animal con-trol officers assisted him.

The girl was treated and released from a local hospi-tal with puncture wounds, her small dog was not in-jured and the pit bull was scheduled for euthanasia.

Pop�Music�Star�Rihanna�Could�Star�in�The�Last�Dragon�RemakehOLLywOOd, CA—The pop singer Rihanna has been offered the role of Laura Charles, the video show host/singer, in the remake of The Last Dragon, the classic

1985 martial arts movie.Rapper RZA, the lead-

er of the group Wu-Tang Clan, has been tapped as the director, and Samuel L. Jackson has agreed to star as Sho’Nuff, the Shogun of Harlem (as reported in the Dec/Jan Industry Insider). MAP


Read More At MartialArtsProfessional.comRead More At MartialArtsProfessional.comIndustry Insider

Helio Gracie

Octagon Floor Mounted Fight Cage 32.

Rihanna

08130 MAPro0309.indd 20 2/5/09 9:57:56 AM

08130 MAPro0309.indd 21 2/5/09 9:59:17 AM

As far as NAPMA is concerned, there is only one direction for the

martial arts industry—and all of you who want to grow your schools—and that’s on a high trajectory toward success.

Your launch point is the 2009 NAPMA Quantum Leap in Denver, Colorado, March 20–22, and check-in begins when you visit NAPMAQuantumLeap.com. Pre-register today, and you’ll receive, as a free bonus, a seat at Stephen Ol-iver’s Ultimate Martial Arts Marketing Bootcamp—A $2,750 value!

What makes this, and all, NAPMA events so unique is the spectacular and far-ranging group of

speakers from inside and outside the industry. It’s more than simply learning new ideas and information; it’s the full-force of the mastermind effect—sur-rounding you with some of the most successful school owners in the industry

and experts in many fi elds.NAPMA has added two

additional speakers to spike the ROI of your investment in your Quantum Leap edu-cational experience.

Ron Ipach, president of the Cinron Marketing Group, exemplifi es the mastermind

effect perfectly because his company is the “NAPMA” of the retail auto repair in-dustry. You may think that someone who helps auto re-pair shops to market their businesses successfully has nothing to say that will help a martial arts school owner.

Ron Ipach, president of the Cinron Marketing Group, exemplifi es the mas-termind effect perfectly be-cause his company is the “NAPMA” of the retail auto repair industry. You may think that someone who helps auto repair shops to market their businesses successfully has nothing to say that will help a martial arts school owner.

At the business level, however, there is nothing unique about your martial arts school, or any other. You face the same challeng-es as a repair shop and most other small, local business-es: restaurants, chiroprac-tors, dry cleaners; etc.—and all of you can succeed with the same solutions.

You, and all these other business types, can reach your individual goals when

you learn and implement the strategies and techniques that Dan Kennedy and Stephen Oliver are always teaching, and all the speak-ers at the NAPMA Quantum Leap are eager to teach.

Mr. Ipach is scheduled to host a special session on Friday evening, March 20, during the Marketing Boot-camp, explaining how his auto repair group is imple-menting its new customized newsletter system. (Watch for a future announcement about NAPMA’s “done-for-you” newsletter service.)

As a Quantum Leap at-tendee, you’re also invited to Mr. Ipach’s seminar on Saturday, March 21. He’ll explain how to live the “lazy man’s way to riches” and do twice as much work in half the time. You can grow a prosperous school, and en-joy more fi nancial rewards and time with your family.

Peyton Quinn brings his real-world perspective on confrontation avoidance, street-level self-defense and adrenaline stress response to the fi rst NAPMA Quantum Leap. Mr. Quinn and NAP-MA have partnered through-out the last 10 years to help instructors broaden their students’ understanding of self-defense beyond the pris-tine environment of the class-room, to real-life situations.

NAPMA Adds More Quantum Leap Speakers to Launch your Future

NAPMA News


NAPMA News Read More At MartialArtsProfessional.com

Ron Ipach Peyton Quinn

NAPMA events are unique for the far-ranging group of speakers from inside and outside the industry.

08130 MAPro0309.indd 22 2/9/09 2:41:38 PM

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NAPMA NewsNAPMA News

Don’t forget to bring your uniform or workout gear, as Mark Graden, NAPMA di-rector of martial arts cur-riculum, will conduct a dai-ly physical training session that will help you clear your mind for more learning and the provide an opportu-nity to work directly with Mark’s special instructional guests.

The time for hesitation is over…make the leap into a more successful future (despite the economy) at the 2009 NAPMA Quantum Leap. There’s only a few openings remaining and great discounts still apply, but only if you act today and visit NAPMAQuan-tumLeap.com.

Listen to Free NAPMA Recession Self-Defense Video Series

In the current economic climate, NAPMA’s primary and immediate mission is to help guide you through the current recession, sustain your business and prepare it for rapid growth when we re-turn to a positive economy.

Toby Milroy, NAPMA chief operating officer, in-vites you to join him for his free Recession Self-Defense Video Series at napma.com/Recession-Self-Defense/. NAPMA has introduced this direct method of com-munication with all martial arts school owners because there is leadership and in-

formation you need, right now, to focus you on how you can achieve your goals, instead of why you can’t.

NAPMA encourages reg-ular viewing of Toby’s video

series because it is psycho-logically important at this time that you don’t feel iso-lated, or experience greater anxiety because you’re not sure of your next step, given the overly negative media reports.

During part 1 of the series, Toby uses an easy-to-under-stand graphic representation of a martial arts school busi-ness, the School Business Triangle, to explain how you can manage your time more wisely, so you have more of it to focus on marketing and sales. Those tasks are the best use of your time, espe-cially now. Toby will reveal how to target and enroll those prospects in your com-munity that are highly quali-fied to become high-paying students, recession-proofing your school!

You can be among those school owners who not only survive, but also thrive—and Toby Milroy will help you make the paradigm shift with his free Recession Self-Defense Video Series at napma.com/Recession-Self-Defense/.

New Martial Arts Professional Magazine Design Says, “We’re All Business”

You’re holding in your hands the first issue of Martial Arts Professional magazine, sporting its new

design that was cre-ated to emphasize the business-building fo-cus of the publication and its contents.

“With the chal-lenges we face and the many opportuni-ties the times provide, we wanted the look of the magazine to re-flect our commitment to bringing readers and the industry seri-ous business content that leads to success-ful results,” said Stephen Oliver, NAPMA CEO and publisher.

Gary Smith, the maga-zine’s creative director and president of Wells-Smith Partners in Atlanta, Geor-gia, studied the leading business magazines of the day—Forbes, BusinessWeek, Entrepreneur, Inc. and oth-ers—to develop a unique

business design for the mar-tial arts industry.

Of course, looks aren’t everything, especially when the goal is to help you grow your school and reap the rewards equal to your con-tribution to the lives of your students and the quality of your community.

Martial Arts Professional for 2009 is already destined to be one of its best years for content. The columnists, feature article writers and special guests will help to reshape your entrepreneur-ial mindset, and guide you directly to the strategies and techniques that are working in the most suc-cessful schools today.

The best way to receive Martial Arts Professional (if you don’t already do so) is to become a NAPMA Maximum Impact mem-ber—it’s included in your membership, plus the com-plete insiders’ secrets and school-growth ideas that only members receive. Visit NAPMAFreeOffer.com for all the information. MAP


Read More At MartialArtsProfessional.com



Enter Generation-E!


Generation-E!Generation-E!Enter Toby Milroy, NAPMA COO



DATE


Rhee Chan Gracie

Toby Milroy, NAPMA COO

08130 MAPro0309.indd 24 2/9/09 6:30:42 PM

What could you accomplish at your school if you were…surrounded by…some of the most successful

school owners in the world and sharpest minds in the martial arts business?

Don’t answer that question just yet!

Oh, you may be able to throw out a number or a wish, but the real answer could be much bigger and grander than you can imagine.

You can’t answer that question…YET…because you’ve probably never experienced the overpowering benefits of the mastermind effect—otherwise, you wouldn’t be reading this message!

You see, your “solo” act just doesn’t cut it, anymore, espe-cially during the current economic climate—and there won’t be room for it in the future, either.

That’s why NAPMA Inner Circle and Peak Performers members are growing and moving forward today, regard-less of the economic challenges. They are like-minded school owners who eagerly meet, discuss and share their latest successes in sales, marketing, business, staff devel-opment, curriculum—and all other aspects of operating a prosperous school.

Better yet, they hold each other to very high standards—when members stray from the path to success, the other members don’t hesitate to correct them and guide them back on track.

This is not the time to think about how much your business might shrink, but how big it could become. It’s time to laser-focus your mind on what you will learn as a NAPMA Inner Circle or Peak Performers member, and implement the proven strategies and techniques that have worked in other member schools.

What can you accomplish in a mastermind group?…Just about anything you want…when you become a NAPMA Inner Circle or Peak Performers member.

Visit NAPMAInnerCircle.com for more information and an application.

“Thanks for providing the Inner Circle Program. I am sold and convinced it is the best thing I have ever done for myself as a school owner. I was so impressed with what you and Toby (Milroy) had to offer and look forward to our next time together.”

Jonathan MetcalfIntegrity Martial ArtsEnfield, Connecticut

“It is such an honor to be a part of the NAPMA Inner Circle Group. l look forward to work-ing with everyone to grow to the next level together.

Jason Yi, NAPMA Inner Circle and Maximum Impact member, Jason Yi’s Tae Kwon Do College, Family Self-Defense and Fitness

Center, Woodbridge, Virginia

“I think the meeting was fantastic. I have been to many seminars and meetings over the years and I must say this one tops them all!!!”

Chuck CroneNAPMA Inner Circle Member

Crone’s Taekwondo New Kingstown, Pennsylvania

“What a great privilege to be named a NAPMA Inner Circle Member and to be among this group of talented martial artists and professional school owners. I learned so much this weekend from each and every member.”

Les ConnardNAPMA Maximum Impact and

Inner Circle MemberKim’s Hapkido

Monrovia, California

08130 MAPro0309.indd 25 2/9/09 4:43:44 PM


ma r t ia l a r t s pr o f essio n a l mag a zin e pr o f il e

08130 MAPro0309.indd 26 2/5/09 9:59:56 AM

NAPMAFreeOffer.com MARCH 2009 27

We are always being swept forward in theflow of history; but, occasionally, a neweraofchangecanbeclearlyobservedoc-curringaroundus,andsuchaperiodhas

begun—intheUnitedStates,aroundtheglobe—andwith-inthemartialartsindustry.

Ultimately, change occurs because different people,younger people come to the fore; new leaders with newmindsets,whoseuniquecombinationsofupbringing,edu-cationandexperienceandstoriesofsuccessbringchangetotheworld.

For themartialarts industry, justsuchaperson isTobyMilroy,NAPMAchiefoperatingofficer.Herepresentsthenewgeneration—Generation-E.Thisisthenextgroupofleaderswithbroad,ambitiousgoalsforthemselvesandtheindustry,astheycontinuetobepassionatelydedicatedtotheirarts.

Whattheybringisaninfusionofyouthfulenergyandenthusiasm, which every country and industry needs toprogressandprosper.Moreofthemhaveacollegeeduca-tion,andoften it isabusinessdegree.Manyhaveprevi-ousentrepreneurialexperience,orhavetotallyembracedtheentrepreneurialmindsetasoneofthesuccesskeystooperatea21st-centurymartialartsschool.

Mostaretotallycomfortableintheworldofe-technolo-giesande-marketing,sincetheyhaveusedcomputersandthe Internet throughout their lives;so theyeasilyrecog-nizethevalueofthesenewtools,andarenothesitanttousethemaggressively.

Generation-Eleadersalsoknowthatitisimportanttobalancetheirdriveforsuccesswithastrongempathyfor

the small,strugglingschool owner.They’ve experiencedthepainsandpitfallsofgrowingamartialartsschool(ormultipleschoolsorafranchise)fromscratch.Theyknowthechallengesandobstacles;and,aswitheverygenera-tion,theythinktheyknowtheanswerstoyourproblems—andtheymayjustberight!

Sinceit’sfounding,NAPMAhasalwaysbeenastrongadvocateofamoreprofessionalbusinessapproachtotheoperationofamartialartsschool.NAPMA leadershaveworked hard to reveal the untapped opportunities forgrowth and wealth creation that many instructors andschoolownerswereoverlookingoravoiding.

With the new leadership of Stephen Oliver and TobyMilroy,NAPMAhasbeen transforming itselfduring thelast18months,developingtoolsandprovidingsupportforitsmembersthathavebecomenecessaryforsuccess.

Intoday’svolatileeconomicclimate,joiningwithGen-eration-EandNAPMA,and followingtheir lead,maybethe one positive opportunity to change with the times,thrive throughout any recession and create enduringfinancialsecurity.

As President Barack Obama stated in his InauguralAddress, “…it has been the risk-takers, the doers, themakersof things—somecelebrated,butmoreoftenmenandwomenobscureintheirlabor,whohavecarriedusupthelong,ruggedpathtowardsprosperityandfreedom.”

The members of Generation-E are the new “risk-tak-ers,doersandmakersof things,”andTobyMilroysym-bolizesarevitalizingmartialartsindustryandthemanyopportunitiesthatanyneweraofchangeoffers.

Enter Generation-E!Enter Toby Milroy, NAPMA Chief Operating Officer— Entrepreneur, E-Marketer, Educator

08130 MAPro0309.indd 27 2/9/09 2:41:52 PM



To know where Genera-tion-E is leading the in-dustry, you must un-derstand where it has

been—and, although Milroy may be a young man (only 35), his record of entrepreneurial education, experi-ence and achievements is long be-cause he started so young.

It wouldn’t be unusual for a small-town boy, born and raised in Dubuque, Iowa, to see it as the be-all, end-all. Many people find the values and relative safety and security of small Midwestern towns very ap-pealing, and excellent places to rear families and work solid, meaningful jobs with one’s neighbors to build a vibrant community.

It’s the unique circumstances of one’s family and the influences and opportunities of one’s youth, howev-er, that can easily broaden one’s ho-rizon beyond small-town opportuni-ties. Such are the beginnings of Toby Milroy, whose character was first in-fluenced by his martial arts teachers and training.

“I started martial arts in 1979, when I was six and a half, training with a family friend who was home from the military,” said Milroy. “He taught me the basics. Then, in ’83 or ’84, I attended the Dubuque Karate Club, a Tang Soo Do school, with Master David Schmitt.

“During high school, I competed voraciously in open and closed TSD tournaments, two or three times a month. I was an animal. It was very exciting and motivating. I traveled throughout the Midwest, competing in many tournaments in Chicago. At first, I was doing point fighting, forms and weapons competitions. I was often first in forms, and earned

a second or third place in fighting.“Eventually, I became interested

in Olympic-style competition from my experiences in Chicago. I com-peted in two of the Olympics elimi-nations through the AAU. I always made the first cut from 5,000 to 200 to 300 participants, but I never even made the alternate team.”

Milroy is currently a 4th-Degree Black Belt in Mile High Karate, a 3rd-Degree Black Belt in ATA Tae-kwondo and a 2nd-Degree Black Belt in Tang Soo Do.

A Mother’s Mastermind Effect

The confidence, self-esteem and disciplined he gained as a martial arts student were perfect comple-

ments to being ingrained with the en-trepreneurial culture at an early age, working beside his mother to run her small business.

“My mother owned a restaurant, which she expanded to a second loca-tion, so I grew up being ‘in business’. I observed and participated in all of the operational details: advertising, staff management, payroll, etc. It was all part of my life. My mother had a very entrepreneurial mindset, and was focused on growing the busi-ness, acquiring new customers, offer-ing a better product and serving our customers better,” said Milroy.

“Although I didn’t understand it at the time, I was receiving my first lesson in the mastermind effect. If I had been raised by parents who con-sidered themselves ‘employees’, then I would have probably developed the mindset of ‘employees’, doing a job that paid me a salary and provided benefits. Because of my mother’s in-fluence, my upbringing was centered on how to be more successful, find

opportunities and grow a business.“That has always been the focus

of NAPMA, especially now that Mar-tial Arts Professional readers and school owners throughout the indus-try can become part of our master-mind groups, Inner Circle and Peak Performers,” added Milroy. “The members of those groups benefit from the sharing and support of the mastermind effect, just as I did from my mother.” (For more information, visit NAPMAInnerCircle.com.)

Milroy’s young entrepreneurial experience was not limited to his mother’s restaurant. At the age of 16, he started a business, The Billiard Review, an advertiser-type publica-tion, with ads from local restaurants and taverns, targeting the billiard enthusiasts at local pool halls, bowl-ing alleys and recreation centers.

“I was thrust into all the tasks and responsibilities of a small-busi-ness owner. I had to develop the skill sets to sell advertising, negotiate with printers, provide excellent customer service, manage the finances, etc.,” Milroy said.

“My mother was very supportive, but she didn’t fund my little business or interfered. She did protect me from making big mistakes and taught me how to acquire customers and what they wanted from an advertiser pub-lication. I raised the initial capital I needed, and sold enough ad space to pay for the first issue. I then parlayed my initial success into profitability.

“I sold the business approximately 16 months later for a nice, tidy profit; and I’m fairly certain it still exists. The man who bought it took very good care of the advertisers, and built an even bigger business.”

Upon the completion of his formal education, Milroy worked in process engineering, programming com-puters for a company with Midwest manufacturing facilities. He was for-tunate to have a mentoring relation-ship with the manager. It was an im-portant foundational experience on which he built his future success.

“ My mother owned a restaurant…, so I observed and participated in all of the operational details: advertising, staff management, payroll, etc.“

08130 MAPro0309.indd 28 2/5/09 9:59:56 AM


Masterminding Is a Winning Hand

Opportunities often come to those who are prepared and in the right place at the right time—and so Mil-roy found himself in a new industry; and, more importantly, surrounded by professionals who were eager to teach him what they knew—the mas-termind effect was about to work its magic again.

“A friend of mine was a middle manager of a company that was opening a casino, during the boom of that industry in the Midwest,” said Milroy. “He proved to be another of my mentors, as he taught me all the games on the casino floor, helping me become a successful dealer after five or six months.

“Charlie Ferring was hired as the new manager of the casino where I worked. He was a long-time, top ex-ecutive in the Steve Wynn organiza-tion. Of course, Wynn is one of the most successful casino developers in the world, having built The Mirage, Treasure Island, Bellagio and Wynn Las Vegas in Las Vegas, and the Beau Rivage in Biloxi, Mississippi.

“Charlie and I developed an

instant rapport, and I was blessed to have him as my next mentor. He taught me all aspects of the casino business, including security, food and beverage, etc., grooming me for advancement to upper management positions. I was quickly promoted to shift manager, and then took advan-tage of a new opportunity with the company to move to Florida.”

Milroy was assigned to start a new casino onboard a ship off Cape Canaveral, which led to additional promotions and another mentoring opportunity at an even higher level. He remained at that casino when it and the rest of the business were sold to another company.

“The new president of casino op-erations was Izzy Falcon, who was the vice president of operations for Bally’s casinos in New Jersey for many years, and worked with Donald

Trump’s organization. He was a very powerful, influential person in that industry—and he certainly influ-enced me,” said Milroy.

“He guided and helped me to be-come an agent of expansion for the company. I personally oversaw the openings of six new casino locations. I negotiated commercial leases; created relationships with local politicians,

businesses and community organi-zations; and rallied popular support for the casinos and the benefits they would bring to those communities.”

Milroy advancement continued un-til he was overseeing the operation of several casino vessels, especially on the west coast of Florida. He was man-aging 300 employees directly and ap-proximately another 600, indirectly.

Choosing to Change Lives

Business managers, especially

“ I’m more passionate about changing people’s lives for the better than anyone knows. It is so gratifying to see the amazing results in the kids and families.”

Toby Milroy, NAPMA chief operating officer, leads a Quantum Leap planning meeting with NAPMA staff members.

08130 MAPro0309.indd 29 2/5/09 10:00:10 AM



those in the entertainment industry, work long hours, but Milroy still find time to teach martial arts in Daytona, Florida, which is where is transition to the martial arts industry began.

According to Milroy, he left the casino industry because of a crisis of conscious. It wasn’t that gambling was evil; but, instead, the great re-wards he earned—six-figure income, fancy sports cars, etc.—didn’t repre-sent for him a lasting contribution to the world.

“I just couldn’t see myself work-ing for that company for another 20 years, make a bunch of money and retire, and not have made a positive impact on anyone’s life,” Milroy ad-mitted. “I had a hard time with that.

“I became a school owner because I wanted to have good answers to those life questions, ‘What am I con-tributing to posterity and what will people say about me when I’m gone?’

“I came to the martial arts busi-ness differently than many because I saw it as a business first. It was a via-ble opportunity to support my family and, ultimately, have a huge influence

on a given community. Now that I’m with NAPMA, my vision is to extend that influence to the entire world.

“I’m more passionate about chang-ing people’s lives for the better than anyone knows. It is so gratifying to see the amazing results in the kids and families. Frankly, the school sys-tems are overwhelmed with their dai-ly responsibilities and, perhaps, their educators don’t have the time, skills or inclination to teach the character development and leadership skills that children need. I take my role, and that of all instructors, as part-ners of school systems and parents very seriously.”

Milroy’s original plan was to open three or four locations, and dominate a small market. He sincerely admits that he made many of the same mis-takes that so many school owners have made, and are still making, especially undervaluing what he of-fered, and charging too little for it.

He quickly had 100 students, but the school wasn’t profitable. He add-ed renewal programs, such as Black Belt Club and Master Club, and was able to build a stable base for the business; however, the school hadn’t reached the level of success that he expected, considering his time, focus and investment.

“I was constantly reviewing the P & Ls and balance sheets, trying to find the holes; but we weren’t wasting money,” said Milroy. “I knew we were teaching great classes and providing great service with our excellent staff. We just weren’t generating enough gross revenue that translates into the net revenue that I would have allowed me to pay what my staff de-served, and compensate me for all my time and effort.

“That scenario should be familiar to many Martial Arts Professional readers, since that is the situation they find themselves today.”

Milroy continued to operate his single school, becoming a NAPMA member almost immediately. He said whenever he implemented NAPMA ideas and techniques, he saw incre-mental increases in his enrollments and student quality, which grew his gross revenue. He found that the NAPMA staff training materials had a big impact on the improvement of his staff’s performance.

“Being able to pop the NAPMA Innovations DVD into a player, so my

staff could watch some high-energy drills, exciting teaching methods or powerful sales techniques that’s coming from a third party expert was highly motivational and extremely valuable,” explained Milroy.

Little did Milroy know at the time that his NAPMA membership would be the doorway to his third oppor-tunity to shake off his school’s me-diocre record and grow and prosper through the mastermind effect—and meet the mentor who has guided him to his current success.

The Mastermind Effect at Maximum Power

Milroy opened a NAPMA package one day and discovered a message from Stephen Oliver, and decided to attend one of his seminars.

“I was so blown away by the so-phistication of Stephen’s business model that I dove into it with both feet and joined his coaching pro-gram,” Milroy said. “It took me about 60 days to wrap my mind around his concepts; but, once I started to imple-ment them and had regular master-mind calls with Stephen and many of his key staff members and high-level people in his organization, I had an immediate, huge increase in revenue and student quality. Most school own-ers think revenue and student quality are incongruous, but they go hand-in-hand.

“I added approximately $100,000 in gross revenue within eight or 10 months, which was the result not only of a price increase, but also more effective renewal programs. At the time, I was only upgrading 15%-20% of my student body, but, with Stephen’s mastermind program, that grew to nearly 80%.

“My students were happy to join my Master Club, and then move to my Leadership program; and their parents were happy to pay 50%, 100% or more of previous tuitions because of the quality of those pro-grams. The additional benefits, con-tent and curriculum were so over-

“�I�was�so�blown�away�by�the�sophistication�of�Stephen�[Oliver]’s�business�model�that�I�dove�into�it�with�both�feet�and�joined�his�coaching�program.”

08130 MAPro0309.indd 30 2/9/09 2:42:03 PM

whelmingly powerful that students and parents were receiving much more value than I was providing initially.”

According to Milroy, his second martial arts mastermind experience was when he attended his first Stephen Oliver Ultimate Martial Arts Market-ing Bootcamp. Suddenly, Milroy found himself surrounded by martial arts millionaires—Bill Clark, Chris Rap-pold, Sergio Von Schmelling, Tommy Lee and Stephen Oliver—and industry movers and shakers, such as Rob Cola-santi and Rick Bell.

Milroy said, “I went through a two-stage realization or transforma-tion when I found myself with that group. First, I realized that they were all very sharp people and thought dif-ferently and had different approaches to this business than I did. I thought that if I changed my way of thinking to be more like theirs, then I could duplicate their success.

“The second realization was that, although these very sharp school owners were generating three or four times more revenue than me, they weren’t three or four times smarter. They’re definitely a little smarter than me because they focus on their businesses, implement systems and train their staffs a little differently. The difference was relatively so small that I was confident I could learn to systemize my school just as they had.

“Maybe, the real ‘aha’ moment for me was when I realized that my whole career was built on a number of mas-termind opportunities; and that all those experiences, from my mother, the casinos and now Stephen Oliver and NAPMA, provided me with the insight and maturity to implement the enrollment, renewal, retention and student quality systems in my school that could take me to the top.”

Milroy’s rise to his current posi-tion is a result of his growing rela-tionship with Oliver, since that first seminar. Milroy became the central Florida regional developer of the Mile High Karate Franchise system,

and then brought his vast experience to his executive role with NAPMA, when Oliver bought the company in August 2007.

“A great lesson for me (and for our members and readers) is that the im-pact and value of the mastermind ef-fect hasn’t stopped,” said Milroy. “My affiliation with Stephen and NAPMA has led to becoming a member of Dan Kennedy’s platinum mastermind group. Now, I’m learning business-

building concepts not only from the most successful martial arts school owners, but also from the leaders of the many industries that Dan is help-ing to grow.

“In his platinum group, I’m sur-rounded by people in the auto re-pair, chiropractic, dental and cos-metic surgery industries as well as financial advisors, banks and a broad range of other business types. That experience reinforces the one con-cept that I’ve learned from Stephen and Dan and that NAPMA promotes regularly: your school is no different than any other school, or even other small businesses, when it comes to implementing the systems and pro-cesses that can make any of us very successful.

“This translates into a multitude of benefits for NAPMA members be-cause the organization is better able to support members though the use of business principles and concepts that we’re learning from 35 to 40 oth-er industry niches. Sharing resourc-es and developing program with businesses outside the martial arts industry makes a NAPMA member-ship much richer, more powerful and thoroughly focused on what you need to know and do to grow your school to new heights.”

Masterminding with NAPMA: Ascend to Greater Success

If there is only one word or con-cept you remember from this article, it is “ascension.” Toby Milroy’s ca-reer path was a series of ascensions, or continually moving one more step up the ladder; and each of those as-censions was driven by his master-mind experiences and the mentors who guided him.

That is the framework for success

that Oliver and Milroy have been de-veloping during the last 18 months, so that today ANY school owner can move from NAPMA Maximum Impact to Peak Performers to Inner Circle to the Millionaire Wealth pro-gram to the Mile High Karate Fran-chise system.

“Our NAPMA mission is now fo-cused on providing more schools owners with a similar ascension that I’ve had,” said Milroy. “We are con-vinced it is the blueprint for martial arts business success today and into the future.”

Your ascension to a growing school, dramatically bigger revenues and a prosperous future is driven by NAPMA’s many programs and sup-port services and the opportunities to surround yourself with the best and brightest inside and outside the industry.

“There have been many sig-nificant, new benefits for NAPMA members, recently, but our two big, live events every year—the Extreme Success Academy in the fall and the


“�Most�of�what�is�on�the�NAPMA�Web�site�can�be�described�as�Internet-based�services,�archives�and�member�communications�and�educational�features.”�

You’ll want to listen to Toby Milroy’s new video series, Recession Self-Defense for School Owners. Turn to page 24 for more information!

Please see mil r o y , con’d. on page 73

08130 MAPro0309.indd 31 2/9/09 2:42:15 PM


n a pma 2009 QUa n t Um l ea p

Building a Great Business in 2009 Begins with a Quantum LeapFour 2009 NAPMA Quantum Leap Speakers Reveal a Few of Their Secrets

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This is not the time to hesitate…to fail to take advantage of every opportunity to succeed…to go it alone, when many highly successful school owners and experts in many fields are ready and eager to share their special-

ized knowledge with you.You’ll find those fellow school owners and a broad range of

experts at the 2009 NAPMA Quantum Leap, March 20–22, in Denver, Colorado—and the ideas and concepts they’ll reveal are exactly those that you should implement this year, and for many years to come, to build a great business and weather any eco-nomic storm.

These experts and speakers are so enthusiastic about the op-portunity to meet you and help you that four of them have agreed to be interviewed, and divulge some details of their insiders’ se-crets that you’ll learn at the 2009 NAPMA Quantum Leap.

Dr. Larry Donnithorne, a graduate of the United States Mili-tary Academy at West Point, Stanford and Harvard, will speak on teaching character, leadership and excellence to your students and staff.

Elsa Cordero, former instructor, school owner and champion competitor, has uniquely combined her martial arts experience with her Internet expertise to help you create a Web site that will become one of your primary (and low-cost) marketing tools.

Master Dave Kovar is a multi-school operator, with 25 years experience as a martial arts professional, who has been ex-tremely successful because of his total school systemization. He is also a champion of the retention battle, maintaining better than a 95% rate!

Karen Eden is a master TSD stylist, successful school co-owner and a 25-year media expert, who will teach you how to use publicity techniques to elevate your school’s image and drive more students to your front door, at little or no cost.

These speakers, and all other Quantum Leap speakers, were carefully selected to help you achieve two critical goals for 2009 and the future.

First, to generate all the highly qualified leads and intro traffic you’ll need to thrive throughout 2009 and beyond. If you want 20 to 40 solid leads or more every month (as Elsa Cordero recommends), then Quantum Leap is the place to learn how.

Second, to create truly world-class instructors and students. This is a retention strategy that is critical, if you expect to keep students excited, motivated and returning for more. World-class students understand that training is a long-term commitment, which is a great example for your younger students, and a boost to your renewals.

Just as with the first NAPMA Extreme Success Academy in September, the 2009 Quantum Leap will be an intensive educa-tional weekend—a serious, but upbeat gathering that will send you home with all the powerful marketing concepts you’ll need to make 2009 a prosperous year.

NAPMA wants you to be so “well-armed” that you’ll receive free admittance to the Ultimate Martial Arts Marketing Boot Camp, a $2,750 value, when you pre-register to attend the 2009 NAPMA Quantum Leap at NAPMAQuantumLeap.com.

Our Other Quantum Leap Speakers…

Grand Master Stephen Oliver Multi-School Millionaire Franchisor and NAPMA CEO

For more than 32 years, Stephen has operated SUPER-SUCCESSFUL martial arts schools and built an International Franchise organization. He’ll take you DEEP INSIDE the labyrinth of “Direct Response” marketing, and help you decode “High-Leveraged,” new-student acquisition!

Grand Master Jeff Smith Former Kickboxing World Champion

Jeff is a 9th-Degree Black Belt, with more than 40 years in the martial arts.

He currently owns and operates three Karate centers, officiates at tournaments and teaches seminars. His presentation will help you “Rev Up” your student quality!

Terry Bryan, Ph.D. and 9th-Degree Black Belt

Terry has been a martial arts profes-sional for more than 35 years and is one

of the most successful real estate investment coaches in the U.S. He will provide you with an inside look at how you can benefit from the passive income of real estate ownership.

Toby Milroy, NAPMA COOAs a successful school owner and in-

dustry professional, Toby knows the mar-keting strategies and Internet secrets that

will FLOOD your school with new students.

Master Rob TuckerA 6th-Degree Black Belt, Rob will

share his time-tested systems to cre-ate the HIGHEST quality students. Rob’s presentation is MANDATORY for those

who want to create TRULY skilled Black Belts!

Frank Brown, Mile High Karate Franchise TrainerFrank will show you his “Secret Non-

Confrontational Sales Formula” to create student and parent relationships that elim-inate “slick selling” techniques.

Ranulfo Gonzalez, Mile High Karate TrainerRanulfo is a 5th-Degree Black Belt and the chief

trainer for instructors and school own-ers at Mile High Karate. He’ll share his excellent children’s teaching methods to motivate students to upgrade.

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Dr. Larry Donnithorne

Dr. Donnithorne has been invited to speak at the 2009 NAPMA Quantum Leap because he is a very serious educator. His outstanding semi-nar on the principles of leadership and sound

ethics has been presented to hundreds of audiences, and is based on his West Point education and his many years there as a teacher.

He has the skill sets to help you develop your teaching pedagogy and ethical and educational skills. After all, you and your fellow instructors and school owners want to be recognized as professional educators by your students, their parents and the larger community. This will be an outstanding opportunity to acquire the mindset and tools to elevate your educator’s image.

“I entered West Point at 17, and received my under-graduate education there. That is where my interest in ethics and leadership began. The purpose of attending West Point is to learn to be a leader in the U. S. Army. It was about the third day at West Point, when I was told the rules, which are you do not lie, cheat or steal, or tolerate those who do. If cadets violate these rules, then they are

likely to be sent home,” explained Donnithorne. “I wanted to stay at West Point, so I started to pay attention to the rules. That began a life of interest in ethics, right conduct and good character.

“After graduation, I participated in the Vietnam War as an army engineer. When I returned, the Army sent me to graduate school and provided me with opportunities to work as an army engineer. I eventually returned to West Point to teach economics, ethics and leadership. I was invited to join the permanent faculty, and served on the staffs of the dean and the superintendent, as I continued to teach those three courses. I spent 27 years in the military.

“While I worked on the superintendent’s staff,

Doubleday Publishing invited the superintendent to write a book on West Point leadership. He had to decline, since it would be inappropriate, but he suggested to Doubleday

that I write the book, instead. “I think what recommends the

book is that Mile High Karate and other organizations have adopted it as part of their training programs. I’m gratified that the book is still in print, and sells every year. It’s appeal and success represents the excel-

lence of the West Point way of developing leaders because it combines both ethics and character with leadership skills. That’s been my focus for many years and that’s what I will talk about at your conference.”

NAPMA recommends that you read Dr. Donnithorne’s books, The West Point Way of Leadership: From Learning Principled Leadership to Practicing It. It is an excellent companion resource to his Quantum Leap seminar.

Bring a sharp pencil and a mind open to learning, as Dr. Donnithorne will share the West Point formula for devel-oping a very powerful leadership development program. He’ll explain that, at West Point, cadets move through a

Teaching Character, Leadership and Excellence to your Students and Staff

“ As you develop leaders…clearly explain that the purpose of their leadership skills is positive outcomes for themselves and those they lead.”

Please see d o n n it h o r n e , continued on page 75

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Elsa Cordero, MBA and MS, Oriental Medicine

Elsa Cordero’s martial arts career began during the 1980s at the Jhoon Rhee Institute in Wash-ington, D.C., under Jeff Smith. She then joined Smith, when he formed his World Champion

Jeff Smith Karate Schools franchise, to become the head instructor of one of his biggest schools in Annandale, Virginia. Eventually, she co-owned three Karate schools in the Washington, D.C. metropolitan area.

She is also the seven-time National and International Forms Champion and Inductee of the Diamond National’s Hall of Fame.

Looking for new opportunities, she moved to Denver, Colorado, and worked with Stephen Oliver, first, in his schools, and then managing his Web sites.

“It’s been very exciting working with Master Oliver; he is always on the edge of innovation. I have a passion for the martial arts, which is why I have been helping school owners grow their businesses with Web site development and Internet marketing,” stated Cordero.

If you’re a regular Martial Arts Professional reader, then you have probably read Elsa Cordero’s monthly column. It’s filled with detailed methods to transform your school’s Web site from a simple (and ineffective) online business card or brochure to an automatic lead-generating machine and student-retention builder that works 24/7.

You’ll learn all this and more when you attend her semi-nar at the 2009 NAPMA Quantum Leap, March 20–22.

Cordero said, “I want to share three basic themes with

Quantum Leap attendees that they can discuss with their Web site developers (if they use developers) to correct an existing, non-productive site, or create a new site. Either way, the techniques I’ll present will have a direct and posi-tive effect on their enrollments, upgrades, retention and student quality.

“First is search engine optimization (SEO), which is simply using specific methods to put your school’s Web site on the first page of a list of any Internet search results for “martial arts” in your area. SEO is a two-part strategy because not only must you be found, but also generate a minimum of 20 to 40 qualified leads per month from your Web site.

“Second is Internet marketing, which is gathering con-tact information from visitors/prospects who are interested in the benefits of martial arts, and then how to use that in-

formation to communicate with those prospects, regularly, via snail mail, email, phone, your newsletter, etc.

“Third is your Web site’s design and messages. It should look professional, but simple, appealing and filled with solid content. Your content must be inviting to search engines, so you’re

listed high on search results, and contain the right messages that will convince visitors/prospects to give you their contact information, so you can follow-up.”

Cordero will also emphasize why it’s important to invest in creating a powerful, leading-generating Web site during

Making Your Web Site a High-Powered, Lead-Generating Machine

“ A Web presence is one of the lowest-cost, highly-productive marketing tools that can help you thrive during the current downturn.”

Please see c o r d e r o , continued on page 75

08130 MAPro0309.indd 36 2/5/09 10:00:49 AM

Dollamur Flexi-Roll® Mats!

08130 MAPro0309.indd 37 2/5/09 10:00:59 AM



Master Dave Kovar

Master Dave Kovar has been teaching the martial arts professionally for more than 25 years, and is a multi-style Black Belt, who is committed to improving his martial arts

skills. Starring in more than 50 instructional videos, he is known for his innovative classroom strategies.

Kovar said, “I consider half of my job, as a successful martial arts school owner, is to be a good teacher. It’s one thing to enroll a prospect; it’s another thing to renew a current student. I don’t care how much you discount a pro-gram, if you’re doing a lousy job on the floor, then renewals and retention will suffer.

“You’ll only improve those numbers when your students enjoy what’s happening on the mat. I think of martial arts as a teaching business. The business half is equally im-portant, but you must make sure your classroom is solid as well.”

During his Quantum Leap presentation, Kovar will talk about a number of concepts that he finds very valu-able when it comes to changing your mindset about how to retain more students.

Kovar said, “These concepts include four closely guard-ed strategies to build ironclad retention techniques. Just like many martial arts moves, such as a jump spinning side kick, it will take you some time and practice to develop these retention mindsets. It’s unlikely you’ll use them to their full potential the first time, or even the fifth or tenth time, but you’re a martial artist, so you understand how to practice and practice again.

“The secret is to learn what you must do to convince your students to return for one more class. That is all you really need to do to be successful: convince your stu-dents to return again and again. Many, if not most, of your

current students were referrals from other students, so the stronger, more loyal and harder working you keep your active student body, the longer you’ll keep them—and the more referrals they’ll provide,” commented Kovar.

You should find it quite easy to develop a single-loca-tion, systems-driven school, after Master Kovar explains how he has systematized 11 schools, and achieved a 97.2% retention rate!

“Did you ever enroll a new student that never even made his first monthly payment? He quit before he started! It’s extremely important to realize that the traditional mind-set of many instructors (especially if you’ve been teaching

for decades) of ‘you’re lucky to have me as a teacher; I’ll grace you with my presence, and if you’re lucky I’ll show you some cool stuff’ doesn’t cut it anymore,” Kovar said.

“Instructor must now assume a new mindset, which is ‘thank you for being my student; without you, I

couldn’t be a teacher’. It’s a real significant difference.” One of the most important insiders’ secrets to thrive in

this economy is the systemization of your school’s various

A “Systems-Driven” School Made EASY

“ The secret is to learn what you must do to convince your students to return for one more class.”

Please see k o va r , continued on page 75

08130 MAPro0309.indd 38 2/5/09 10:01:03 AM

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Karen Eden

Master Karen Eden is a 4th-Degree Black Belt in Tang Soo Do. She is also a former successful co-owner of a Karate school in Pittsburgh Pennsylvania.

Eden has been a broadcast media professional for more than 25 years, including producing, anchoring and report-ing, and has appeared on CNN and Fox News. Eden writes for a number of martial arts magazines, and is a published author of books, including The Complete Idiot’s Guide to Taekwondo and I Am a Martial Artist. Eden has also ap-peared in two major Hollywood martial arts productions, and is the creator of several martial art product lines.

During the last few years, Eden has combined her mar-tial arts and broadcast experience to build a successful media and publicity company serving martial arts school owners in the U.S. and Canada. She is also the founder of “The Blood and Fire” Federation, in conjunction with The Salvation Army.

“I’m from the International Tang Soo Do Federation, which is C.S. Kim Karate in Pittsburgh, Pennsylvania. C.S Kim is very dynamic when it comes to business and training his instructors to manage schools. I had the rare opportunity to become the co-owner of a Karate school

outside Pittsburgh, while I was still a Red Belt. It was a very successful school for 10 years,” said Eden.

“I no longer teach to make a living; instead, I’ve been teaching at-risk youth and former gang members for ap-proximately eight or nine years, through my work with The Salvation Army. This work comes from my heart, and is my opportunity to give back to the community. Some-times, I think I gain more from it than when I taught for a living,” she added.

Eden has become an absolute master at publicity and

media relations, which is a marketing component that vir-tually all martial arts schools can use very effectively, and for much less than traditional marketing and advertising methods.

“I started my broadcasting career at 15. I worked in small-market radio and television for the next 16 years. I

received my “big break” when I land-ed a position with the local Fox News affiliate in Pittsburgh. After a few years, martial arts instructors and school owners that I knew in the area started asking me to help them ob-tain media coverage of their schools.

“Finally, I realized that this was an opportunity to combine my knowledge of and experi-ence in both professions to start a publicity company to serve the martial arts industry. It was an easy transition for me. I’ve been successful and so have my clients be-cause I know the right messages that promote the benefits of martial arts; and I know how to package those messages and approach the right media people the right way; I know the game and how to play it to your advantage.”

During her Quantum Leap seminar, Eden will reveal

Low-Cost or No-Cost Publicity Secrets

“ I know the [publicity] game and how to play it to your advantage.”

Please see e d e n , continued on page 75


08130 MAPro0309.indd 40 2/5/09 10:01:17 AM

08130 MAPro0309.indd 41 2/5/09 10:02:37 AM

Learn the Amazing Secrets of Time Management!The Millionaire Smarts Time Management Series for Martial Arts School Owners, with Stephen Oliver, NAPMA CEO, and Lee Milteer, NAPMA Success Coach, will help you achieve new levels of success when you learn how to manage your time better and use it more effi -ciently, effectively and productively.

Order today at NAPMA.com/TimeManagement






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Ringstar Sparring Shoes are the best thing to come along for competitors and the sport since the invention of the safety equipment!

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08130 MAPro0309.indd 43 2/5/09 10:02:56 AM


Discover the inDustry-leaDing proDucts anD services that will Drive your school to new heights of enrollments, renewals, retention anD stuDent quality.

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Make 2009 a Great Year with NAPMA Little Ninjas ProductsWatch your student count and revenues jump dramatically when you add NAPMA’s Little Ninjas Start-up Kit. This is an essential program for all preschool curriculums! Then, keep the excitement and your renewals growing with the age-ap-propriate drills and activities in the Little Ninjas Classroom Drills and Games Program.

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The key reasons why business owners in any business join a franchise rather than go it alone are: robust and complete systems, an op-

portunity to create real equity and therefore wealth from their business, and the incredible power that comes with organization.

Why would you?For your particular situation the reasons are clear:

First: Be a Martial Artist. We eliminate your need to be a “marketing expert,” “sales trainer,”

“accountant,” and “curriculum and education expert.” You get to be a Martial Artist-Teacher, and we overlay all of the other systems for you.

Second: Cut 10 to 20 years OFF of your LEARN-ING curve. That’s time that if you do it yourself

you’ll never get back. Overnight, you’ll turn on “Plug and Play” systems without having to develop them. Immediately implement proven processes and methodsthat make your school operate more efficiently and profitably.

Third: Affiliate and work together with other “Winners,” all working to develop a powerful

national (and international) brand and school system. There’s incredible power in lots of smart and success-oriented owners working together.

Fourth: Plug your students into a huge national support system that helps them grow and en-

hance their character development, success skills, focus and achievement. You don’t have to be the expert in all things since they will plug into web sites, webinars, and teleconferences.

Fifth: Immediately start using unparalled sales and marketing materials. You’ll have immediate

access to our series of infomercials for upgrades, our in-fomercial for enrollment, and sophisticated AUTOMATIC sales processes to develop and support your students.

Reasons why some schools think they shouldn’t consider Mile High Karate, maybe you are one of them:It’s not for me because: I’m a Shotokan, BJJ, Goju, Kenpo or ___________ (fill in the blank for your-self) stylist.

Did you know that … It’s NOT about changing your style, changing the root of what you teach your stu-dents, or abandoning your lineage or your first love?

It is about creating an INCREDIBLY strong “character development” program for kids and families, and overlaying effective marketing, sales, business and accounting systems over your existing curriculum and style. It’s about having access to great teaching support if you need it, but it’s not about changing what or who you are as a Martial Artist.

It’s not for me: because I’m a member of ______ (fill in the blank for yourself; i.e. WTF, ITF or any other martial arts style association.)

Did you know that … It’s not abandoning your current association or Master Instructor. It’s about honoring that association by overlaying more effective business practices and student support to help your income SKYROCKET!

It’s not for me because: Well, it says Mile High Karate and I’m BJJ, Kung Fu, Tae Kwon Do or ________ (fill in the blank for yourself) school.

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You could just as easily think of it as:

Mile High Martial ArtsMile High Kung FUMile High BJJMile High Tae Kwon Do

It’s not for me because: I don’t want to “lose my name.”

Did you know that … You don’t have to? Really, think about it as “co-branding” — you’re always the key person, the master instructor, of your career. You are the focal point for your students and your community. Mile High brings national clout, and you retain your local credibility.

For a complete, no-obligation information package and invitation to our next “Discovery Day,” call or register online today.

Why on earth would you even want to consider joining with Mile High Karate for your school, your students and yourself?

Since 1983www.MileHighFranchise.com

1-800-559-9431

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The trends are clear…you can either be a part of the group of school owners who are closing their doors because they were unwilling to change their mindset—OR you can choose to be among

those who will continue to grow, and prepare to be the winners when the recession has ended.In his exclusive—and FREE—NAPMA Recession Self-Defense Video Series, Toby Milroy, NAPMA chief operating offi cer, leads you away from fear-based inaction and towards the proactive mind-set that is necessary to make your school business recession-proof.

Visit napma.com/Recession-Self-Defense/ for this seriously focused presentation, and receive a free gift. Toby will reveal a number of positive and practical ideas that you can quickly implement…if you’re committed…that will help you target that portion of the student market generally unaffected by the economic conditions.

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That’s right…the FREE NAPMA Recession Self-Defense Video Series could help you out-per-form (by percentage) most of the biggest banks in the world, all the major car companies and many other giant corporations who have recently made the wrong choices…which is the real difference between success and failure.

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First, My BIG PROMISE, before my FREE INVITATION

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I will give you a TOTALLY FREE OPPORTUNITY to “test drive” NAPMA’s Maximum Impact Membership and everything we’re about and everything we now deliver to more than 1,500 Martial Arts school owners, who are singing my praises.

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We’ve earned the respect of the Martial Arts World. We work daily and personally, neck deep, with hundreds of from-scratch, very successful Martial Arts School owners. Our experience is real world...of greater diversity, covering every type of Martial Arts style in every type of location...trusted by thousands of successful school owners...and continues to be current and cutting-edge.

NAPMA promotes systemized approaches instead of random acts of sales...breakthrough strategies that neuter the competition, allowing you to sell at premium tuition rates higher than your competitors, successfully...and our liberating philosophy and practical advice for exceptional Martial Arts School Success. Beginning, as I said, with an entirely FREE, two-month “Test Drive.”

My student base went from 83 to more than 450 students in less than 9 months!

NAPMA has set me free from headaches. Each month its new ideas and marketing materials takes away all the guesswork. With NAPMA, my student base went from 83 students to over 450 students in less than 9 months. NAPMA showed me the way. It’s simple, follow the NAPMA guide-lines, do a little cut and paste and you’re on your way. Now I spend my time doing what I like to do, and do best...Teach. Experience the differ-ence—NAPMA.

Bruce DragoMaster Drago’s Karate

Reading PA

From 0 to Over 300 Students In Our First Year!

We moved to Santa Barbara where we knew one person and opened up a studio. We decided that it would be a good idea to go to the NAPMA convention and pick up a few ideas. What we found were programs that we could use to build and manage our business, an experienced, professional, helpful NAPMA staff, and other successful martial arts business owners that were happy to share their ideas on how to make a business grow.

We’ve been in business now for a little over a year, have over 300 students and we’re still growing.


We happen to admire, respect and, yes, care for the great American Martial Arts School owner! In this day and age, when presidential candidates and media talking-heads are openly attacking and demonizing business, it seems to me someone must step forth as a voice and encourage and support the real heroes of our economy: the men and women of ideas, ambition and self-reliance.

Our Members tell me—in droves—that my encouragement for them to pursue success, guilt-free, passionately and proudly, create independence, and enjoy their rewards is as important to them as the incredible collection of practical “how to” advertising, marketing, Internet marketing, management, teaching, curriculum and “income explosion” information and examples we bring to them every month. NAPMA IS THE “clearinghouse” of the most exciting opportunities and strategies.

As a NAPMA Member, you will meet and be introduced to the most fascinating people...who care less about fame and more about creating phenomenal business success…as well as the most sought-after and celebrated experts.

But I’m a bit ahead of myself. We actually DELIVER TO YOU the ideas and motivation you need—like delivering a pizza to your door!

We are “THE place” where school owners, seeking FAST AND DRAMATIC GROWTH and greater control, independence and security, come together!

Just some of what you’ll receive:

TWENTY-FIVE exciting and fast-paced‚ school-building interviewswith the very best marketing, business and motivational experts, celebrity martial artists and top school owners in the country

60-Day Maximum Impact Membership,which includes two monthly school-develop-ment and support packages, plus extras ($199 per month or $398 total value)

The NAPMA Basic Tool Kit includes:

• The NAPMA Innovations DVD

• The Sounds of Success Audio CD

• Frequent, Professionally Designed Marketing Campaigns

• G.O.L.D. Leadership Team Curriculum Report

• NAPMA News

• Best Industry Practices in the Industry

60-Day Maximum Impact Membership60-Day Maximum Impact Membership,which includes two monthly school-develop-

WORDS OF THE WEEK

MOTIVATIONAL LESSONS FOR CHILDREN AND ADULTS

For more tools and reports, visit your Member Area at NAPMA.com

Week 1

“�The thing that is really hard, and really amazing, is

giving up on being perfect and beginning the work of

becoming yourself.”

Anna Quindlen, American author, journalist

and opinion columnist

Translation for Adults

We try so hard to be perfect—the perfect parent, the

perfect spouse, the perfect employee, the perfect

boss—that it is very easy to be overwhelmed by the

effort and suffer from undue stress. Rather than put so

much pressure on yourself to be perfect all the time,

you should try to accept who you are, without being

so self-critical. It’s simply impossible always to be

perfect. Rather than set impossible expectations, you

should determine the person you want to be and work

towards that goal, without expecting to be perfect.

Translation for Kids

Sometimes, you try to be perfect—for your teachers,

parents, friends and even yourself. It’s impossible to be

perfect all the time. Everyone makes a few mistakes,

and that’s okay. Don’t be worried or upset when you

think you are less than perfect. Instead, think about

who you are and who you want to be. Don’t try to

earn good grades just because that’s what your par-

ents expect; earn good grades because you want to

learn and become smarter. If you spend all your time

trying to satisfy other people’s idea of perfection, then

you have no time to be yourself, which is all anyone

can ask of you.

Class Discussion for Kids

1. Have you ever tried to be perfect?

2. How can you “be yourself?”

Week 2

“Perfection is a road, not a destination.”

Burk Hudson


Perfection is an unreachable destination; you can’t find

it on any map. Instead of working so hard to travel a

road to nowhere, try to be the best you can be, which is

the closest you can ever expect to approach perfection.

You might expect to be perfect in one or several parts

of your life, but you’re likely to be disappointed when

your fall short of perfection. You have the ability to find

moments of perfection in everyday life, if you take the

time to look for them and appreciate how good they

make you feel.


Perfection is not a reachable goal because everyone

makes mistakes. Learning from your mistakes means

you are trying to be your best, and that is as close to

perfection as you’ll ever be. Sometimes, you’re instruc-

tor will praise you for an excellent kick, your school

teacher will write “Excellent!” on your test or your

parents will say you did an excellent job completing

your chores. These are the moments on your road of

life that you should appreciate because when you will

feel good about yourself and how you help others, you

are experiencing just a little bit of perfection.


1. When were you the best you could be and

experienced a little bit of perfection?

2. Why can’t you reach perfection?

PerfectionContributed by Solomon Brenner, author of Black Belt

Parenting

07193 WordsOfWeek.indd 1

9/10/08 10:55:05 AM

martial artists and top school owners in the country

WORDS OF THE WEEK



BLACK BELT LEADERSHIP

GUIDANCE ON LEADERSHIP DEVELOPMENT

“How To Lead”—

Teaching The

Right Things In

Your CurriculumBy NAPMA Member Gary Engels

One of the biggest mistakes of almost every

professional martial arts school around the globe is

teaching leadership to their students. When you “teach

leadership” to children, often, it goes in one ear and

out the other. It’s difficult for a child to grasp life-skill

concepts, such as respect, discipline, confidence and

leadership.

Change your approach and, instead of “teaching

leadership,” begin teaching “How to Lead.” The

difference is in the actions that are taken, the

experience that is acquired and the presentation of the

leadership curriculum during your classes.

Let me use an example to illustrate my point. Your

G.O.L.D. Leadership Team members finish a workout

and you sit with them to talk about “leadership” and

how they could practice it during class. You explain

the importance of leading by example and you show

them one way to do that is to train hard during class,

so their example will push others to greatness.

Every student in the class is shaking his or her head in

agreement, and you send them on their way.

However, research done in the early 70’s, concerning

“students’ ability to retain information,” demonstrated

that they learned:

• 10% of what they read.

• 20% of what they heard.

• 30% of what they saw.

• 50% of what they heard and saw.

• 70% of what they saw, as they spoke.

• 90% of what they spoke, as they took action.

The discussion that you just had will not be internal-

ized enough to make a difference in the lives of your

students like you’d hoped.

Without question, your students’ ability to take

ACTION is the best teacher for your school. Simply

reciting life skills and sharing stories just won’t cut it,

when it comes to a skill as important as Leadership.

Motivation

It’s most important that you help your students learn

the most sought-after skill on earth (leadership), and

to help motivate them to take action. How do you

motivate your students to take action?

Learning leadership must be meaningful to students

because when the material being learned is

meaningful, students will understand quicker and

retain those skills longer.

Think about your learning process: If you don’t want

the information or do not see a reason to know it,

then you are not likely to remember it. The truth is you

seldom remember what you do not understand. The

only true way to apply the meaning of leadership is for

your students to relate the new learning to knowledge,

ideas, experiences, opinions and attitudes that they

already possess.

Teaching How to Lead

How do you, as a martial arts instructor, teach your

students how to lead through your martial arts

curriculum?

Help your students understand the meaning of “how

to lead” by allowing them to tackle projects that

are important to them. If they want to work with

animals, then encourage it. If they want to help the

environment, then encourage them. The material must

be important enough for your students to internalize

the project, so they never forget the experience. The

feelings that they will associate with leading a group to

success will be learned and carried with them forever.

It’s this experience that creates leaders. You must


07193 BB GoldLeadership.indd 1

9/10/08 10:52:37 AM

with the very best marketing, business and motivational experts, celebrity

LEADERSHIPLEADERSHIP

GUIDANCE ON LEADERSHIP DEVELOPMENT

“How To Lead”—

Right Things In

Your CurriculumBy NAPMA Member Gary EngelsBy NAPMA Member Gary Engels

dialogue with members by stephen oliver

A Series of Valuable Lessons…In the July and August Resources Kits, you received parts 1 and 2 of an interview with my instructor Jhoon Rhee. Jeff Smith and I have been associated with Jhoon Rhee for 45 and coming up on 40 years, respectively. If you pay close attention to the interview and the discussions we’ll have at the Extreme Success Academy, then there are many, many lessons to learn from Jhoon Rhee. First, a trivia point, the song, “Nobody Bothers Me,” you heard on the CD was Nils Lofgren. He was a Jhoon Rhee student with Jeff Smith (and myself) in Kensington, MD. He’s now a key member of the “E-Street Band” with Bruce Springsteen (if you see them playing, he’s the shorter guy to Bruce’s left [as you are facing them] with the bandana). In Washington, D.C., you couldn’t go anywhere without people knowing both “Nobody Bothers Me” and USA-1000 [their phone number.)

Anyway, to some lessons…

Lesson 1: early realization that commercial success was necessary. Jhoon Rhee (as well as Bruce Lee) was openly reviled by many in the martial arts community. Both for their “innovation” and their “commercialism.” I recall Black Belt Magazine articles’ debates in the 1960’s: one being “The Case against Commercialism” and another refer-ring to Jhoon Rhee as the Piped Piper of Korean Karate. Upon listening to the interview, I thought I’d clarify one point. You might have gotten the idea that Bruce Lee was “anti-commercial.” Actually the opposite is true. If you look at the letters between the two of them, then you’ll see that Bruce Lee was sending Jhoon Rhee advertising from Chuck Norris and others for karate schools and was very interested in the business aspects. However, Bruce Lee decided that his path to wealth was acting, not operating martial arts schools. Jhoon Rhee made the opposite decision. I’ve talked with Grand Master Rhee about this goals statement that Bruce Lee wrote. Jhoon Rhee was actually on the phone with him at the time. Clearly neither Bruce Lee nor Jhoon Rhee had “hang-ups” about whether they should be making money from martial arts. Jhoon Rhee described it to me in two ways: first, it’s impossible to accomplish much of anything with-out financial resources. Second, if you are providing a great service, then you deserve to be well compensated.

“My Definite Chief Aim:

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

Bruce Lee, January 1969

Lesson 2: The Master-Mind effect. You heard a little bit about the people that Jhoon Rhee surrounded himself with. I can tell you from personal experience that his peer group and “Master-Mind” group was not the other guys run-ning schools who were failing and making excuses. Who was he associating with? Well, other than Bruce Lee, he was associating with a large group of congressmen and senators; he affiliated with smart and wealthy people ranging from Jack Anderson to Tony Robbins. He brought Nick Cokinos (EFC founder) into the martial arts business (as well as myself, Jeff Smith and others). He was constantly seeking out others who could contribute to his goals and who could


S E P T E M B E R 2 0 0 8

napma®

now™

For the martial arts proFessional

by stephen oliver

In the July and August Resources Kits, you received parts 1 and 2 of an interview with my instructor Jhoon Rhee. Jeff Smith and I have been associated with Jhoon Rhee for 45 and coming up on 40 years, respectively. If you pay close attention to the interview and the discussions we’ll have at the Extreme Success Academy, then there are many, many lessons to learn from Jhoon Rhee. First, a trivia point, the song, “Nobody Bothers Me,” you heard on the CD was Nils Lofgren. He was a Jhoon Rhee student with Jeff Smith (and myself) in Kensington, MD. He’s now a key member of the “E-Street Band” with Bruce Springsteen (if you see them playing, he’s the shorter guy to Bruce’s left [as you are facing them] with the bandana). In Washington, D.C., you couldn’t go anywhere without people knowing both “Nobody Bothers

KungFuKids AdFlyer.indd 1

arly realization that commercial success was necessary. Jhoon Rhee (as well as Bruce Lee) was openly reviled by many in the martial arts community. Both for their “innovation” and their “commercialism.” I recall

articles’ debates in the 1960’s: one being “The Case against Commercialism” and another referring to Jhoon Rhee as the Piped Piper of Korean Karate. Upon listening to the interview, I thought I’d clarify one point. You might have gotten the idea that Bruce Lee was “anti-commercial.” Actually the opposite is true. If you look at the letters between the two of them, then you’ll see that Bruce Lee was sending Jhoon Rhee advertising from Chuck Norris and others for karate schools and was very interested in the business aspects. However, Bruce Lee decided that his path to wealth was acting, not operating martial arts schools. Jhoon Rhee made the opposite decision. I’ve talked with Grand Master Rhee about this goals statement that Bruce Lee wrote. Jhoon Rhee was actually on the phone with him at the time. Clearly neither Bruce Lee nor Jhoon Rhee had “hang-ups” about whether they should be making money from martial arts. Jhoon Rhee described it to me in two ways: first, it’s impossible to accomplish much of anything without financial resources. Second, if you are providing a great service, then you deserve to be well compensated.


You heard a little bit about the people that Jhoon Rhee surrounded himself with. I can tell you from personal experience that his peer group and “Master-Mind” group was not the other guys run

Jhoon Rhee (as well as Bruce Lee) was openly reviled by many in the martial arts community. Both for their “innovation” and their “commercialism.” I recall

articles’ debates in the 1960’s: one being “The Case against Commercialism” and another referring to Jhoon Rhee as the Piped Piper of Korean Karate. Upon listening to the interview, I thought I’d clarify one point. You might have gotten the idea that Bruce Lee was “anti-commercial.” Actually the opposite is true. If you look at the letters between the two of them, then you’ll see that Bruce Lee was sending Jhoon Rhee advertising from Chuck Norris and others for karate schools and was very interested in the business aspects. However, Bruce Lee decided that his path to wealth was acting, not operating martial arts schools. Jhoon Rhee made the opposite decision. I’ve talked with Grand Master Rhee about this goals statement that Bruce Lee wrote. Jhoon Rhee was actually on the phone with him at the time. Clearly neither Bruce Lee nor Jhoon Rhee had “hang-ups” about whether they should be making money from martial arts. Jhoon Rhee described it to me in two ways: first, it’s impossible to accomplish much of anything without financial resources. Second, if you are providing a great service, then you deserve to be well compensated.


You heard a little bit about the people that Jhoon Rhee surrounded himself with. I can tell you from personal experience that his peer group and “Master-Mind” group was not the other guys run

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MENTAL BENEFITSImprove Your Confidence Strengthen Your AttitudeIncrease Your Concentration Gain Peace of Mind Help Reduce StressMaintain Your InterestEnjoy New Friends

PHYSICAL BENEFITSImprove Your Flexibility Strengthen Your MusclesIncrease Your Coordination Gain Self-Defense Skills Help Increase EnduranceKeep You AgileEnjoy New Challenges

SCHOOL LOGO

schOOl nameaddress

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Call us now to schedule a FREE, no-obligation, two-lesson trial course (a $100 value)!

MC01 FitForLife Flyer.indd 1

9/8/08 3:05:39 PM

Week 1

“�The thing

giving up

becomingAnna Quindlen, American author, journalist














PerfectionContributed by Solomon Brenner, author of

Parenting











































































































For more tools and reports, visit your Member Area at

Week 1

thing that is

up on being

becoming yourself.”





















earn good grades just because that’s what your par





can ask of you.


1. Have you ever tried to be perfect?

2. How can you “be yourself?”

PerfectionContributed by Solomon Brenner, author of

Parenting

By NAPMA Member Gary Engels







Contributed by Solomon Brenner, author of

By NAPMA Member Gary Engels







Anyway, to some lessons…

Lesson 1: Lesson 1: Lesson early realization that commercial success was necessary.openly reviled by many in the martial arts community. Both for their “innovation” and their “commercialism.” I recall Black Belt Magazine articles’ debates in the 1960’s: one being “The Case against Commercialism” and another referring to Jhoon Rhee as the Piped Piper of Korean Karate. Upon listening to the interview, I thought I’d clarify one point. You might have gotten the idea that Bruce Lee was “anti-commercial.” Actually the opposite is true. If you look at the letters between the two of them, then you’ll see that Bruce Lee was sending Jhoon Rhee advertising from Chuck Norris and others for karate schools and was very interested in the business aspects. However, Bruce Lee decided that his path to wealth was acting, not operating martial arts schools. Jhoon Rhee made the opposite decision. I’ve talked with Grand Master Rhee about this goals statement that Bruce Lee wrote. Jhoon Rhee was actually on the phone with him at the time. Clearly neither Bruce Lee nor Jhoon Rhee had “hang-ups” about whether they should be making money from martial arts. Jhoon Rhee described it to me in two ways: first, it’s impossible to accomplish much of anything without financial resources. Second, if you are providing a great service, then you deserve to be well compensated.




2: The Master-Mind effect. You heard a little bit about the people that Jhoon Rhee surrounded himself with. I can tell you from personal experience that his peer group and “Master-Mind” group was not the other guys run



being

yourself.”





















earn good grades just because that’s what your par





can ask of you.


Have you ever tried to be perfect?

How can you “be yourself?”


concepts, such as respect, discipline, confidence and Black Belt Magazine articles’ debates in the 1960’s: one being “The Case against Commercialism” and another referring to Jhoon Rhee as the Piped Piper of Korean Karate. Upon listening to the interview, I thought I’d clarify one point. You might have gotten the idea that Bruce Lee was “anti-commercial.” Actually the opposite is true. If you look at the letters between the two of them, then you’ll see that Bruce Lee was sending Jhoon Rhee advertising from Chuck Norris and others for karate schools and was very interested in the business aspects. However, Bruce Lee decided that his path to wealth was acting, not operating martial arts schools. Jhoon Rhee made the opposite decision. I’ve talked with Grand Master Rhee about this goals statement that Bruce Lee wrote. Jhoon Rhee was actually on the phone with him at the time. Clearly neither Bruce Lee nor Jhoon Rhee had “hang-ups” about whether they should be making money from martial arts. Jhoon Rhee described it to me in two ways: first, it’s impossible to accomplish much of anything without financial resources. Second, if you are providing a great service, then you deserve to be well compensated.




2: The Master-Mind effect. with. I can tell you from personal experience that his peer group and “Master-Mind” group was not the other guys run

November 2008

Don’t Just Celebrate: Give ThanksBy Allie Alberigo

In 1621, the Plymouth, Massachusetts colonists and Wampanoag Indians shared

an autumn harvest feast, establishing a tradition that millions of people have

celebrated for almost 400 years. The harvest meal was a symbol of cooperation and

interaction between English colonists and Native Americans. For centuries before the

arrival of Europeans in North America, many Native American groups, such as Pueblo,

Cherokee and Creek, enjoyed this type of harvest festival, which included ceremonial

dances and other celebrations of thanks. Today, in the U.S., we spend time with our

families eating delightful meals and enjoying good companionship in celebration of

the holiday “Thanksgiving.” Many other countries and cultures around the world have

similar days, although they may not call them Thanksgiving.

It’s important to remember why you should be thankful, such as the holiday meal

on the table, the roof above your head and the clothes on your back. Sometimes, we

must be reminded of how lucky we truly are, and, most importantly, the people who

are special to us; they should never be taken for granted. Your goal is to see all people

as if they were members of your family, sharing the same compassion, love and empathy you would to child. At times, you may lose

your composure, but ask yourself, “How would I like to be treated?” “Ask not what your country can do for you, but what you can

do for your country” is a famous John F. Kennedy quote that also describes your goal. What is it you can do for other humans or the

planet? Again, it is easy to be in the spirit, during

Thanksgiving or the December holidays, but

keeping this spirit alive throughout the year is the

optimal goal.

Thanksgiving can be a day to pay it forward

and share the gift of love, compassion and

empathy. Tell the people you love and those who

are special that you appreciate them. The simple

gesture of recognizing how special people are

and saying thanks may be the difference of a

good day and an unbelievably awesome day for

someone. Bringing a smile to someone’s face

and seeing that smile shine as bright as the sun

is all the thanks you will need in return. Set your

sights high and tell your instructor, your fellow

students, your family or the next-door neighbor

how you feel. Give thanks – don’t just celebrate.

As Mahatma Gandhi said, “Be the change in the

world you want.”

actionprinciples

Accept Hard Work

Great accomplishments

are the results of hard

work. Be prepared

to endure temporary

hardship. At times, the

work will be hard to do

and you would prefer

doing an easier task. Be

enthusiastic when you work and you will

reduce boredom. Commit yourself to hard

work and be glad you aren’t lazy.

Bill FitzPatrick is a 5th-degree Black Belt,

holds a Master's Degree in Education and runs

the non-profit American Success Institute at

www.mastersuccess.com.

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SCHOOL LOGO

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000-000-0000

Call us now to schedule a FREE, no-obligation, two-lesson trial course (a $100 value)!

August 2008

Video Segments:Edge MMA: BJJ Techniques for Passing the Guard, with Carlos Machado

No More Mister Nice Guy 5: Kung Fu San Soo Footwork, with Kathy Long

Precision Kama Training for Competition, with Daniel Sterling

World Record Bat Breaking, with NAPMA Member Moti Horenstein

Rhee Shape, with Grand Master Jhoon Rhee

© 2008 Martial Arts Marketing, Incorporated. All Rights Reserved. (07-187)

See Jhoon Rheeat the Extreme Success

Academy. Learn more atExtremeSuccessAcademy.com

with. I can tell you from personal experience that his peer group and “Master-Mind” group was not the other guys running schools who were failing and making excuses. Who was he associating with? Well, other than Bruce Lee, he was associating with a large group of congressmen and senators; he affiliated with smart and wealthy people ranging from Jack Anderson to Tony Robbins. He brought Nick Cokinos (EFC founder) into the martial arts business (as well as myself, Jeff Smith and others). He was constantly seeking out others who could contribute to his goals and who could






an autumn harvest feast, establishing a tradition that millions of people have

celebrated for almost 400 years. The harvest meal was a symbol of cooperation and

interaction between English colonists and Native Americans. For centuries before the

arrival of Europeans in North America, many Native American groups, such as Pueblo,

Cherokee and Creek, enjoyed this type of harvest festival, which included ceremonial

dances and other celebrations of thanks. Today, in the U.S., we spend time with our

families eating delightful meals and enjoying good companionship in celebration of

the holiday “Thanksgiving.” Many other countries and cultures around the world have

It’s important to remember why you should be thankful, such as the holiday meal

on the table, the roof above your head and the clothes on your back. Sometimes, we

must be reminded of how lucky we truly are, and, most importantly, the people who

are special to us; they should never be taken for granted. Your goal is to see all people

as if they were members of your family, sharing the same compassion, love and empathy you would to child. At times, you may lose

your composure, but ask yourself, “How would I like to be treated?” “Ask not what your country can do for you, but what you can

do for your country” is a famous John F. Kennedy quote that also describes your goal. What is it you can do for other humans or the

planet? Again, it is easy to be in the spirit, during

Thanksgiving or the December holidays, but

keeping this spirit alive throughout the year is the

optimal goal.

Thanksgiving can be a day to pay it forward

and share the gift of love, compassion and

empathy. Tell the people you love and those who

are special that you appreciate them. The simple

gesture of recognizing how special people are

and saying thanks may be the difference of a

good day and an unbelievably awesome day for

someone. Bringing a smile to someone’s face

and seeing that smile shine as bright as the sun

is all the thanks you will need in return. Set your

sights high and tell your instructor, your fellow

students, your family or the next-door neighbor

how you feel. Give thanks – don’t just celebrate.

As Mahatma Gandhi said, “Be the change in the

world you want.”

work. Be prepared

to endure temporary

hardship. At times, the

work will be hard to do

and you would prefer

doing an easier task. Be

enthusiastic when you work and you will

reduce boredom. Commit yourself to hard

work and be glad you aren’t lazy.

Bill FitzPatrick is a 5th-degree Black Belt,

holds a Master's Degree in Education and runs

the non-profit American Success Institute at

www.mastersuccess.com.

9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM



9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM9/9/08 2:58:06 PM

9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM9/10/08 10:52:37 AM

© 2

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Video Segments:Edge MMA: BJJ Techniques for Passing the Guard,

No More Mister Nice Guy 5: Kung Fu San Soo Footwork,

Precision Kama Training for Competition,

World Record Bat Breaking,

Rhee Shape, with Grand Master Jhoon Rhee

© 2008 Martrtr ial Artrtr s Marketing

August 2008

Program Features:

The Way to Truth, Beauty, Love and Profi ts, Part 1with Grandmaster Jhoon Rhee

© 2008 Martial Arts Marketing, Incorporated. All Rights Reserved. (07-187)

See Jhoon Rheeat the Extreme Success

Academy. Learn more atExtremeSuccessAcademy.com

For over 30 years I’ve kept my martial arts “sword” sharp by daily training, now I keep my business “sword” sharp with NAPMA. Thank you NAPMA. We couldn’t have done it without you.

Dave WheatonHapkido International

Martial Arts Family FitnessSanta Barbara, CA

Your monthly support materials are worth 10 times what you charge!

First of all, I would like to thank you and NAPMA for your help. When my wife and I decided to open a martial arts school, we had practically no business experi-ence. With your monthly business tips, eye-catching ad material, and video support, we’ve grown by leaps and bounds.

When we fi rst joined NAPMA, we had approximately 25 students and were teaching in an old televi-sion repair shop out of the city lim-its. Both my wife and myself were working full-time jobs plus running our school full time.

NAPMA’s advice allowed us to more than double our enrollment and be able to move to a better location.

We cannot begin to thank you enough for helping build the backbone of our dojo. We now have a student base of 130, and have recently expanded our school to double the size with a bigger lobby, smoothie bar, and a second class-room currently under construction.


08-109 NAPMAFreeOffer AdInsert 85 5 1/8/09 10:34:57 AM08130 MAPro0309.indd 53 2/5/09 10:04:46 AM

• The Ultimate Grow-Your-School Advice for Success

• Words of the Week Character Education Lesson

• “Done-for-You” Kickin’ Student Newsletter

Maximum Impact Business-Building Kit includes:

• “Best Practices” Success Story Interviews with some of the top school owners anywhere. These school owners, grossing $30,000 to more than $1,000,000 per year in a single location or fi lling multiple locations,

share their Insider Secrets to success with you each month.

• The Maximum Impact “Accelerate-Your-Growth” Martial Arts Business Training System. Each month, you’ll receive a DVD or CD with POWERFUL School-Growth Essentials.

• “Grass Roots” Marketing Secrets to Grow your School by QUANTUM LEAPS, with little or no investment!

• “The Ultimate Student Retention System” to help you develop Incredible Black Belts and Keep EVERY student longer.

AND…

• The Mile High Maverick Newsletter, stuffed with Industry Best Practices, Lessons from the Leaders and Stephen Oliver’s observations about how to achieve at the highest possible level in the Martial Arts School Business.

FINALLY…

The Monthly Maximum Impact Explosive School-Growth Guide and “Best-Practices” Teleconference.

Ask the “Experts” in our fi eld your questions and learn the strategies to put your plan into immediate action and automatically grow your school!

Listening to the Straight Talk from this Month’s Success Story Will Take You Straight to the Top.

Stephen Oliver TeleconferencesIt’s your best opportunity to receive the answers to your specific questions during the next teleconference with Stephen Oliver. Submit them to his email address below and mark the date on your calendar.

August TeleconferenceDate: Wednesday, August 6, 2008; 12:00 p.m. MST (11 a.m., Pacific; 1 p.m., Central; 2 p.m., Eastern)Telephone: 646-519-5860 (Domestic U.S. callers); 001-646-519-5860 (International callers) Pin: 2047.

September TeleconferenceDate: Wednesday, September 3, 2008; 12:00 p.m. MST (11 a.m., Pacific; 1 p.m., Central; 2 p.m., Eastern)Telephone: 646-519-5860 (Domestic U.S. callers); 001-646-519-5860 (International callers) Pin: 5986.

October TeleconferenceDate: Wednesday, October 1, 2008; 12:00 p.m. MST (11 a.m., Pacific; 1 p.m., Central; 2 p.m., Eastern)Telephone: 646-519-5860 (Domestic U.S. callers); 001-646-519-5860 (International callers) Pin: 4780.

Submit Questions to: [email protected]

Type MAXIMUM IMPACT QUESTION in the subject line. All questions must be submitted at least 48 hours in advance (by noon Monday, August 4, 2008; noon Monday, September 1, 2008; and noon Monday, September 29, 2008).

Help eliminate background noise during the teleconfer-ence. Mute your audio by entering *6 on your keypad unless you want to ask a question.

Maximum Impact Members’ Web SiteEmpower you, your school and instructors with the wealth of information available exclusively to Maximum Impact members at NAPMA.com.

Click on “Members Log-in” on NAPMA home page.

Please enter your NAPMA username and password.

Need help? See NAPMA.com/memberservicesor contact our Web expert, Marek Gahura [email protected].

• News.• Maximum Impact Discussion Forum.• Martial arts blog.• Free teleconferences.• The 2008 NAPMA Extreme Success Academy.• Link to NAPMA Pro Shop.• Free download archive of NAPMA marketing materials and reports.

WHAT’S NEW ONLINE!See reverse side for a list of new school-growth material online NOW on your Member Web site.

Live EventsGet information about the 2008 NAPMA Extreme Success Academy, September 26–28, at ExtremeSuccessAcademy.com.

NAPMANAPMA

Tools and Techniques for School-Growth SuccessDVD: Master the Art of Real Estate Investments and Learn How to Expand Your Personal Prosperity Beyond the Martial Arts, Part 2, with Terry Bryan, 9th-Degree Black Belt and Ph.D.

Member Success StoryAudio CD #1: “Straight-Talk” Secrets That Will Help You Develop More Professional Self-Worth and Higher Tuition Pricing to Grow Your School and Maximize the Learning Experience for your Students, with Frank Brown, Mile High Karate Franchise Trainer

July 2008 Maximum Impact TeleconferenceAudio CD #2: Learn More of the Inside Secrets about How to Conduct Intros and Enrollments that Lead to Maximum Upgrades and Fast-Growing Revenues, with Toby Milroy, NAPMA Vice-President of Sales and Marketing

Listening to the Straight Talk from this Month’s Success Story Will Take You Straight to the Top.

Maximum Impact Members’ Web SiteEmpower you, your school and instructors with the wealth of information available exclusively to Maximum Impact members at NAPMA.com.



Need help? See NAPMA.com/memberservicesor contact our Web expert, Marek Gahura [email protected].

July 2008 Maximum Impact TeleconferenceAudio CD #2: Learn More of the Inside Secrets about How to Conduct Intros and Enrollments that Lead to Maximum Upgrades and Fast-Growing Revenues, with Toby Milroy, NAPMA Vice-President of Sales and Marketing

Empower you, your school and instructors with the wealth of information available exclusively to Maximum Impact members at NAPMA.com.



NAPMA.com/memberservicesor contact our Web expert, Marek Gahura at

about How to Conduct Intros and Enrollments that

with Toby Milroy, NAPMA Vice-President of

“Straight-Talk” Secrets That Will Help

You Develop More Professional Self-

Worth and Higher Tuition Pricing to

Grow Your School and Maximize the

Learning Experience for Your Students

An Interview with Master Frank Brown, Mile High Karate

Franchise Trainer, by Toby Milroy, NAPMA Vice-President

of Sales and Marketing

NAPMANAPMA

Date: Wednesday, September 3, 2008; 12:00 p.m. MST (11 a.m., Pacific; 1 p.m., Central; 2 p.m., Eastern)Telephone: 646-519-5860 (Domestic U.S. callers); 001-646-519-5860 (International callers) Pin: 5986.

October TeleconferenceDate: Wednesday, October 1, 2008; 12:00 p.m. MST (11 a.m., Pacific; 1 p.m., Central; 2 p.m., Eastern)Telephone: 646-519-5860 (Domestic U.S. callers);

• News.• Maximum Impact Discussion Forum.• News.

Maximum Impact Discussion Forum.Maximum Impact Discussion Forum.

(11 a.m., Pacific; 1 p.m., Central; 2 p.m., Eastern)Telephone: 646-519-5860 (Domestic U.S. callers);

Master the Art of Real

Estate Investments and

Learn How to Expand Your

Personal Prosperity Beyond

the Martial Arts, Part 2

With Terry Bryan, 9th-Degree Black Belt,

Ph.D. and one of the most successful

real estate coaches

NAPMANAPMA




real estate coaches

AND…

Mile High Rants, Raves, and Other Politically Incorrect Views from Behind the Curtain...Stephen Oliver, MBA, 8th-Degree Black Belt

s you are reading this, we have come off of several of the biggest martial arts movies

in recent memory. The Forbidden Kingdom did respectably, opening at number one; Kung Fu Panda went crazy with co-promotions every-where you looked and $100,000,000+ in its fi rst 10 days. Admittedly, Never Back Down and Redbelt both had modest success. Interesting, during the UFC MMA Boom, the two MMA movies bombed (personally, I liked them both) and the “traditional” martial arts movies thrived. Now, summer is winding down and it’s almost time for “Back to School.” At the same time, Jet Li is back in his next starring role in The Mummy 3: Tomb of the Dragon Emperor. Jackie Chan and Jet Li are setting things “on-fi re.” Jackie Chan was in The Forbidden Kingdom and Kung Fu Panda. Jet Li is in both The Forbidden Kingdom and The Mummy 3.I’ve said for years that I yearn for The Karate

Kid days. Well, I truly believe they are back again. I know that with the NAPMA promo-tions that I put together many schools generated 20, 30, even 50 or more “Intros” in a couple of

days. I’ve heard of several who attribute 40 or 50 enrollments in June to their work with Kung Fu Panda. It just doesn’t get better than that.As an aside…Please send me feedback on your results. What-

ever you’ve implemented with great success let me know: [email protected] encourage you to send me your best ads, pro-motions and feedback on successful implementa-tion of current or past promotions. We’ll feature some of the best at the upcoming Extreme Success Academy.

The “Mastermind” effectI’ve just talked with each of my coaching clients and returned from the NAPMA Inner Circle and Peak Performers meetings in Florida. There’s HUGE growth among many of these school owners. They are aggressively benefi t-ing from the “Mastermind” effect, and grow-

Time to refocus

NAPMANAPMA

time to refocus

Franchise Trainer, by Toby Milroy, NAPMA Vice-President

001-646-519-5860 (International callers) Pin: 5986.

Date: Wednesday, October 1, 2008; 12:00 p.m. MST (11 a.m., Pacific; 1 p.m., Central; 2 p.m., Eastern)

Maximum Impact Discussion Forum.• Martial arts blog.• Free teleconferences.

Maximum Impact Discussion Forum.• Martial arts blog.• Free teleconferences.

The 2008 NAPMA Extreme Success Academy.• Link to NAPMA Pro Shop.

Free download archive of NAPMA marketing and reports.


Get information about the 2008 NAPMA Extreme Success Academy, September 26–28, at

Maximum Impact Discussion Forum.

The 2008 NAPMA Extreme Success Academy.

Free download archive of NAPMA marketing

See reverse side for a list of new school-growth material online NOW on your Member Web site.

Master the Art of Real

Estate Investments and

Learn How to Expand Your

Personal Prosperity Beyond


Date: Wednesday, October 1, 2008; 12:00 p.m. MST (11 a.m., Pacific; 1 p.m., Central; 2 p.m., Eastern)

The 2008 NAPMA Extreme Success Academy.• Free teleconferences.

The 2008 NAPMA Extreme Success Academy.• Link to NAPMA Pro Shop.

Free download archive of NAPMA marketing and reports.


Get information about the 2008 NAPMA Extreme Success Academy, September 26–28, at ExtremeSuccessAcademy.com



Get information about the 2008 NAPMA Extreme Success Academy, September 26–28, at ExtremeSuccessAcademy.com

2008 NAPMA Extreme Success Academy, September 26–28, at ExtremeSuccessAcademy.comAcademy, September 26–28, at ExtremeSuccessAcademy.comExtremeSuccessAcademy.com

Rants, Raves, and Other Politically Incorrect Views from Behind the Curtain...

NAPMANAPMANAPMANAPMANAPMANAPMANAPMANAPMANAPMANAPMA

time to refocus

Two years ago, I decided to start teaching karate on my own and I joined NAPMA.

I started with 60 students, teaching for the Stratford Recre-ation Dept. Since then, I started two more programs at the town of Orange and the Valley YMCA in An-sonia. I now have my own business teaching full-time and have 180 quality students!

I bought my dream house six months ago and I’m the happiest I’ve ever been. Joining NAPMA helped me a lot! I use NAPMA’s ads in my fl yers, which are sent out to schools in the towns that I teach. I use many of the drills and business/marketing ideas that I get from my NAPMA packages every month. I currently have fi ve instructors working for me. My business is growing faster than I

This is now our full-time job. Our plan is to be at 200 students within this year.

Your monthly support materi-als are worth 10 times what you charge (maybe I shouldn’t say that). Not only would they help a school just starting out, but also help existing schools by adding new ideas and maintaining retention.

Mark MyersMyers Family Karate Center

Hammond, Louisiana

ExplosiveSchool-GrowthGuideHow You Can Join the Thousands of Established NAPMA Members Who are Creating Exciting Sales

and Profi t Growth in their Martial Arts Schools and Building Greater Success, Control and Freedom in their Business Lives

handle with care

new member explosive

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08081 New Member School Growth G1 1

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r fi eld NAPMA Members Who are Creating Exciting Sales

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6 NAPMAFreeOffer.com


One of the Secrets to Success is SPEED! Visit NAPMAFreeOffer.com RIGHT NOW…

…and sign up for this incredible offeror TURN THE PAGE and send in the

FAX registration form.

One of the Secrets to Success is SPEED!

PS: I’m not exaggerating when I tell you that you’ll be receiving $2,310.12 of pure, powerful money-making, business-and-life-altering information FREE . . . with no strings attached. As you’ll see, when you visit NAPMAFreeOffer.com, the $2,310.12 of FREE school-growth information is real value, not “made up numbers” just for this offer.

EVERYTHING listed above is FREE……Including some stuff we didn’t mention, but we’ll ship you anyway. No catch. You just pay shipping and handling (two payments of $29.95 US or $39.95 International) and we’ll ship you everything, including the free trial subscription.

Right now, you’re “out there,” but you can be “in here” with NAPMA and hundreds of school owners who are experiencing amazing growth and prosperity…and all you have to do is visit NAPMAFreeOffer.com.

Dedicated To Dramatically Growing Your School,

Stephen Oliver, MBA8th Degree Black BeltNational Association of Professional Martial Artists (NAPMA), CEO

ever imagined! Thanks NAPMA for helping me become a professional martial arts instructor.”

Chris SansonettiSuperior Karate

Ansonia, CT

Being a member of NAPMA is a wonderful value for all school owners.

I personally feel that you and your organization have revolution-ized the martial arts industry, and I think being a member of NAPMA is a wonderful value for all school own-ers. You guys are good. Once again, I just wanted to share my thoughts.

Lance Farrell Farrell’s U.S. Martial Arts

Des Moines, Iowa

I can proudly report that you have helped me grow into a successful business with two studios, fi ve recreation centers, over 450 students and 11 instructors.

For ten years, I worked out of recreation centers and sports clubs. NAPMA helped me transition from a part-time karate teacher to a full-time karate school owner.

The programs that I currently use in my school, from self-defense to business software, have come to me through ideas from NAPMA conventions or from membership in NAPMA.

I have been in business for 17 years and a NAPMA member for the past 9 years, I can proudly report that NAPMA has helped me grow into a successful business with two studios, fi ve recreations centers, over 450 students and 11 instructors.

I appreciate all that you have done and continue to do to help me with my growing business.

Ken KlotzKlotz Institute of Karate

Bowie, Maryland



FREEINVITATION!

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Since we know you’ll love the materials, and we know you’ll probably never want to stop receiving this school-building, profi t generating information, we’ll continue your subscription at the lowest cost we’ve ever offered—currently just $199 per month (plus shipping and handling).

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08130 MAPro0309.indd 57 2/5/09 11:46:54 AM


NAPMA MEMBER SUCCESS STORY: RON AChENBACh, STEPhEN Ol iv ER COACh iNg Cl iENT

It’s easy to describe Ron Achenbach as the “every-man” school owner/chief instructor, since he oper-ates a median-size school in a middle-size town.

What makes Ron’s story so different from many other school owners’, however, is that he has first-hand experience with two systems, or approach-es, to the operations of a school. The first was based on the dubious notion to cash out as many new stu-dents as possible.

The second (which he uses today with growing success) relies on a more thoroughly developed business model of total school systemization, and, most importantly, includes the positive influence of the mastermind effect.

Ron’s moment of clar-ity occurred when he be-came a Stephen Oliver Coaching client, where he learned a more balanced approach that focuses on the four goals of every school: maximizing enrollments, renewals, retention and student quality.

Your moment of clarity could occur when you read Ron’s story because it will challenge your cur-rent mindset, and motivate you to become a mem-ber of a like-minded group of school owners, such as NAPMA’s Inner Circle or Peak Performers groups. Systemization of your school is a plan, but the sup-

port, sharing and effect of a mastermind group is what will make your plan successful and your future more prosperous. Visit NAPMAFreeOffer.com for more information.

Toby Milroy: Our Member Success Story guest is Ron Achenbach. Ron has been a very success-ful school owner, and has experienced a big growth curve, especially, during the last couple of months.

We’ll discuss many topics that should help to shift your mindset toward suc-cess, but we’ll specifically touch on how to make the winter a growth period of the year, even when you live in a wintry location, such as Green Bay, Wis-consin.

We’ll also explain how important it is to be sur-rounded by successful peo-ple, which Ron has been learning for many years, as a long-time member of

NAPMA and Stephen Oliver’s Coaching group. Ron, many martial arts school owners have a very

closed-minded approach to how they operate their schools, often because of the cultures of the schools where they were students. Tell our Martial Arts Pro-fessional readers about how you changed your ap-proach, your mindset, during the last few years.

Ron Achenbach: When I bought my school approx-imately seven years ago, I was part of a large organi-

“ How the Mastermind Effect Helped Me Find a Positive, Supportive Environment for Amazing School Growth and Personal Prosperity!”

Ron AchenbachRon Achenbach is a 3rd-Degree Black Belt with Karate America and the school owner/chief instructor of Karate America Lead-ership Academy in DePere, Wisconsin, a suburb of Green Bay, with a population of 18,000. He teaches 180 students—85%, children and 15%, adults—in a 2,500-foot facility.

Interview by Toby Milroy, NAPMA COO

08130 MAPro0309.indd 58 2/5/09 10:05:08 AM


zation, Karate American Wisconsin. Randy Reed started it during the late 80s and it became a very large organization in the state with 20+ schools. One thing led to another and it was disbanded.

I was fortunate to have that experience early be-cause it introduced me to the big-picture mentality, although it wasn’t well or-ganized. When I first start-ed Master Oliver’s regular coaching program, I real-ized almost immediately that I still had a bigger learning curve, if I was to maximize my opportu-nities as a school owner, especially when it comes to implementing systems and processes.

Master Oliver helped me change my mindset about some of the con-cepts that Karate Amer-ica Wisconsin had intro-duced. The upside was that the other school owners and I learned some tighter systems, but the down-side was a questionable approach to payments and the negative outcome it caused.

Toby Milroy: Since 1974, when NAPMA started helping school owners grow their schools, many other individuals and companies have introduced various systems and methods to operate a school. It isn’t a mat-ter of persuading school owners which system is right or wrong, but comparing the results of those systems.

Certainly, one of the trends that swept through the industry a few years ago was cash-outs. NAPMA and Stephen Oliver, in his coaching program, has recom-mended moderation, and not an excessive approach to cash-outs; but there are systems being promoted that recommend that school owners should severely discount the total value of their training programs, so they can cash out as many students as possible. This concept assumes that retention rates will be bad, regardless of what you do, so grab all the cash you can upfront and you won’t have to worry about students as they drop out.

Ron Achenbach: Yes, the model was that every student would quit.

Toby Milroy: That’s OK. If that is a school owner’s

opinion, then that is how he perceives his school, and its impact on his stu-dents. Ultimately, howev-er, all the cash disappears, but the students remain with a large balance of untaught lessons. Should there be an economic downturn, a facility issue that costs some money, or any type of instability in the student base, then the school owner will have major financial problems that could close his school very easily and quickly.

Tell us about your neg-ative experience with the cash-out model, which, to your credit, you were able to survive, and then change to a model that sup-ports long-term growth in enrollments, upgrades, retention, student quality and revenues.

Ron Achenbach: As I stated, I was given a tight

system that was supposed to generate plenty of reve-nue and profits. Through that experience, I did learn that we had a weak sales approach and poor phone skills, both of which we improved. The experience also proved to be exactly what you described: we would have killer months financially, just unbeliev-able months; but, all of a sudden, we would be starv-ing the next month, scrambling for new students. It was either feast or famine, non-stop.

We tried to retain our students as long as possible, but the system made it very difficult. It created a little bit of negativity, and was one of the reasons why our organization, as a whole, started to disband. There were different mindsets within the group, and many said, “This just isn’t quite us.”

Toby Milroy: Much of what you said relates to the popularity of the book, The Secret, which is basically a rewrite of Wallace Waddles’ book, The Science of Getting Rich, of 50 years ago.

The point of The Secret is that your thoughts cre-ate reality, or that on which you focus expands the most. If you’re trying everyday to think about how to solve a problem, then, in most cases, you’ll find a so-lution; however, if you’re focused on the fact that the problem can’t be solved, then your brain stops try-

Ron Kovar

08130 MAPro0309.indd 59 2/5/09 10:05:10 AM


NAPMA MEMBER SUCCESS STORY: RON AChENBACh, STEPhEN Ol iv ER COACh iNg Cl iENT

ing to find solutions. Because your organization pro-moted the mindset of cashing out as many students as possible and because it was assumed most of them would quit soon, and you adopted that mindset, you created an environment and a mindset in students and parents that they should quit quickly.

Ron Achenbach: You’ve sabotaged your success because the system requires that your focus everyday must be to find 20 new students immediately, not to grow, but because you cashed out last month’s new stu-dents. It becomes an endless cycle of chasing your tail.

Toby Milroy: Carry that thought one step farther. As a school owner, you must be thinking about mar-keting, sales, instruction and retention. When you’ve assumed the mindset of “Don’t worry about it, every-one will quit,” you stop thinking about how to im-prove retention by creating an environment that will keep students, long term; you stop thinking about how to implement the next system to plug the hole in the bucket; or how do you hold the next event at your school that will excite students, so they want to be students forever.

That’s the internal torpedo. You shoot yourself in the foot because you forget to think about and imple-ment techniques to improve retention, which is one of the most important functions of your business, of your school.

Many school owners don’t have adequate financial management skills, so they shoot themselves in the foot in other ways. They see all that cash, and im-mediately buy an expensive car or house. Suddenly, there is a weather event that closes the school for a week or more, or some other unforeseen hiccups in

their businesses and they find themselves in a cash flow valley, and can’t pay the bills.

At Mile High Karate and many successful schools, the technique that stops that from happening is to consider your regular billing check, your residual tu-ition, as the steady funds that cover fixed expenses: payroll, rent, utilities, etc. Remember, the costs of do-ing business will come due with strict regularity, so you must have a revenue-generating, cash-flow model in place that will allow you to pay your bills on time.

Ron Achenbach: That was one of the bigger eye openers for me when I first started with Master Oliver. Cash is great, but make sure you can cover your costs; don’t be so focused on the cash. Our previous mindset was to collect enough cash to come close to covering our base cost. It took a year and a half to increase my monthly collections to cover costs, but, once I did, I relieved myself of a huge amount of stress.

Toby Milroy: That’s very liberating. You walk into your school on the first of the month knowing that the bills are paid, and you can focus on creating a great experience for your students or next quarter’s marketing, rather than scrambling to pay the bills.

You need to be free virtually every day of the month to focus on your four key goals that NAPMA and Master Oliver are always promoting: enrollment, renewals, retention and student quality. I know you have faced that challenge, and have been able to implement the systems at your school. Tell us about that and the student experience at your school, from initial contact through enrollment.

Ron Achenbach: Yes, developing and implement-ing better systems for my school was our first big hurdle. It’s laborious work, but the outcome is great. I anticipate rapid growth during the next couple of months, due to what I learned during a recent mas-termind meeting in Florida.

It took me almost two years, but I first focused on my entire curriculum. It is now completely developed

Ron Achenbach gives a Black Belt student individual instruction.

Learn more about the NAPMA Inner Circle and how members, such as Ron Achenbach, can help you achieve greater success with your students. NAPMA.com/InnerCircle

Roght: Ron Achenbach leads a classroom of students that he is also pre-framing for success and renewals.

08130 MAPro0309.indd 60 2/5/09 10:05:19 AM


anddetailedfrom1st-to3rd-DegreeBlackBelt.Inolongerarriveatmyschoolaskingmyself,“WhatwillIteachtoday?”IknowexactlywhatI’llbeteachingeverydayforthenextsevenyears.Thatwasamajorload off my mind. Now, my instructors know whattheyareteachingtoday,nextweekandnextmonth.Wearenolongerwingingit.

I have also been developing and implementing, ingreat detail, the enrollment process, which generallyfollowstheMileHighKaratemodel.It’smorethanthe

phoneandappointmentskillsandsuccessfulintroduc-torylessons;it’salsoaboutprovidingqualitycustomerserviceassoonasaprospectbecomesastudent.

We’re constantly checking with new studentsabouttheirinitialexperienceandhowwecanservethembetter;andpartofthatisstartingthepre-fram-ingprocessfromthefirstintrolesson.

Ithinkthatisaconceptthatmanyschoolownersmiss.Theythink,“They’reinthedoorandenrolledinaprogram;now,let’shopetheysignforanupgrad-edprogramatsomepoint.”I’velearnedyoucan’tdoitthatway;youmusttaketheinitiative.Youmustbeconstantlyaskingyournewstudents,“Istheresome-thingelseyouneed;howelsecanwehelpyou?”

Itwasn’teasyimplementingthatcustomerserviceprocessinthebeginning,butitworks.Icantellbe-causethereisadifferentattitudeamongthestudentsandtheirfamiliesandmystaff.It’sdifferent,andbet-ter,thanitusedtobe.MAP

There’s more!ReadthecompleteinterviewwithRonAchenbachatMartialArtsProfessional.com

Ron Achenbach helps his instructors focus on the goals of each day’s classes.

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Weallhaveapsycholog-ical separation in ourheads about what wethink we are worth.

We’reconfusedaboutfinancialsuc-cesscomparedtothesuccessweex-periencewhenweservethoseaboutwhom we care. The truth is thatboth forms of success can co-exist.The more separation between theavailableenergyintheuniverseandyourself,themoreyouarejustusingyourbodytoproduceresults,asop-posedtoyourspirit.Agreatmartial

artistknowsthereisnoseparation.Iwasraisedinaverypoorfamily.

IthoughtifIdidwellfinancially,thenpeople would be happy, and I couldhelpeveryone.Instead,whenIbecamewealthy,manyofmyfriendsrejectedmeandIexperienceddisrespectandfrustration, so I unconsciously sabo-tagedmyself,financially.

I started thinking, “If I can bestronger physically, then I shouldtrainandexercisetobecomestronger.IfIcouldbesmarter,thenIshouldfo-cusonbecomingsmarter.IfIhavethe

capacitytogivemore,thenIshould.IfIhavetheabilitytoearnmore,thenIshould.”Wheneveryouthinkyouarepsychologicallylimited,youmuststopplaying the game of pauper and say,“Oh,thisisbecauseIservesomuch.”Iservemillionsofpeopleatdeepandpassionatelevels,andthegreatestgiftofmylifeisnotmoney.

Itisallabouteliminatingthemythinyourhead,andthebestsolutionistofindatopachiever inyour indus-try.Model,interviewandfollowhimtodiscoverwhyheissuccessful.Ask

How can school owners condition themselves for wealth, and eliminate “wealth wounds”?

tony robbins Personal DeveloPment exPert


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08130 MAPro0309.indd 62 2/5/09 10:14:04 AM

Listen to the Free Tony Robbins Teleconference: Leadership from the Inside Out

tony robbins has long been a favorite of martial arts professionals and enthusi-asts. He has contributed to the growth of the industry in many ways. in this free naPma teleconference, he presents his perspective on leadership, stating, surprisingly, “You don’t have to work on your leadership skills as much as you do your spiritual intent.” visit NAPMA.com/TonyRobbins for more information.

himtoexplainhisstrategiesandbe-liefs.Youcanalsochoosetoassociatewith a successful person in a com-pletelydifferentindustry,andmodelhisthoughtprocesses.

What tools can an instructor use to anchor in success, and be more effective to develop their students?

Ihaveonesimpleprinciple:It’sim-possibletobuildonfailure.Youbuildonlyonsuccess.

IcompletelytransformedtheU.S.Army pistol-shooting program. In-steadofshootinga .45-caliberpistolfrom 50 feet away (which was thestandard distance), I set the targetsfivefeetinfrontofthenewstudents.Iwouldn’tletthemfiretheirguns,untiltheyhadrehearsedtheperfectshoot-ing form for two hours. After all ofthatrepetition,theysucceededwhentheyfiredatthe50-footdistance.

At first, the Army thought how Ichangedtheprogramwasstupid,butitignitedthestudents’brains:“Wow,I’ve succeeded!” With the old meth-od, they were more likely to shootthe first few rounds into the ceilingorfloor.Mychangecreatedaninitialsenseofcertainty.

Ibelieveincreatinganenvironmentforwinning.Manyinstructorsbelievethat when you allow students to fail,theyremainhumbleandaremoremo-tivated.Iradicallydisagree.Thereisatimeforthatapproach,butnot inthebeginning. People’s actions and suc-cessareverylimitedwhentheythinktheyhavelimitedpotential.


anthony robbins is considered the greatest personal development expert of all time. He is a strategic advisor to world leaders, and his teachings have impacted the lives of an estimated 50 million people. He is a Black Belt and the re-cipient of naPma’s 2003 lifetime achievement award.

TeLeCONFeReNCe

TONYROBBINS

08130 MAPro0309.indd 63 2/5/09 10:14:11 AM


What is selling? In itssimplest terms, sell-ing is the process ofhelping a person to

conclude that your product or ser-vice isofgreatervalue tohim thanitsprice.Ourmarket-drivensocietyisbasedontheprinciplesoffreedomandmutualbenefit.Thepartiestoatransaction only enter into it whenthey feel that there are benefits forbothofthem,asaresultofthetrans-action. In a free-enterprise market,thecustomeralwayshas threepur-

chase-decision options. First, thecustomer can buy your product orservice. Second, the customer canbuy the product or service fromsomeone else. Third, the customercandecidetobuynothingatall.

For the customer to buy yourparticular product or service, hemustbeconvincedthatitisthebestchoiceavailable,andpersuadedthatthereisnobetterchoicetospendtheequivalent amount of money. Yourjob,asasalesperson, istoconvincethe customer that all these condi-

tionsexist,andthentoelicitacom-mitmentfromhimtotakeactiononyouroffer.

The field of professional sell-ing has changed dramatically sinceWorldWarII.Inaway,sellingmeth-odologies are merely responses tocustomerrequirements.Atonetime,customers were relatively unsophis-ticated and poorly informed abouttheir choices. Salespeople cateredto these customers with carefullyplanned and memorized sales pre-sentations, loads of enthusiasm and

What tips can you provide martial arts school owners to help them sell more successfully to today’s more knowledgeable consumers?


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08130 MAPro0309.indd 64 2/5/09 10:14:14 AM

a bag full of techniques designed tocrushresistanceandobtaintheorderatvirtuallyanycost.

The customer of the 1950s hasmatured into the customer of the21st century, however. Custom-ers are now more intelligent andknowledgeable than ever before.They are experienced buyers, andhave interacted with hundreds ofsalespeople. Today’s consumersare extremely sophisticated andaware of the incredible varietyof products and services that areavailable to them, as well as therelative strengths and weaknessesof those products. The prospectswalking in your door are smarterand better educated than mostsalespeople and they are far morecarefulaboutmakingabuyingde-cisionofanykind.

Inaddition,theyareoverwhelmedwith work and under-supplied withtime. Because of the rapidly in-creasing pace of change, downsiz-

ing, restructuring and the competi-tive pressures surrounding them,customers today are harried andhassled.Theyareswampedwithre-sponsibilities,impatient,suspicious,critical,demandingandspoiled.Tosell to today’s customer requires ahigher caliber of sales profession-al. It will only become tougher andmore complicated during the yearsahead.

Now, here’s what you can do im-mediately to put these ideas intoaction.

• Think continually about howyou can convince your customersthat your product or service is theverybestavailable.

• Learn why they buy, or refusetobuy,anddevelopstrategiestoturnnon-buyersintobuyers.

• Upgrade your knowledge andskillseveryday,soyoucansellmoreeffectively.Youalwayswanttoknowmore about your product or servicethanyourcustomers.MAP

“ Karen knows her stuff! She’s had Mile High Karate schools in major newspapers, on CBS, NBC, ABC and FOX affi liates…even on national satellite radio. We’ve also had several magazine articles, plus we were getting calls from Good Morning America, The To-day Show and Montel Williams!”

Stephen OliverFounder/CEO

Mile High Karate Schools

“ Karen’s inside understanding of how the media thinks allows her to quickly and easily get the right kind of attention. Within weeks of engaging Karen, we had four major TV media exposures, a 10-minute radio interview, and a full-page newspaper article, plus karate magazine exposure. I would not even consider trying to navigate the media maze without her!”

Sam Rosenberg CEO, INPAX, Pittsburgh PA

“ Karen’s skills and media experi-ence created an incredible marketing opportunity for White Tiger. Her magazine cover story not only gave us added credibil-ity and recognition in our com-munity, but it has opened the door for product endorsements, acting and speaking engagements around the world!”

Master Rondy ChangWhite Tiger Taekwondo

Raleigh-Durham NC

Media coverage guaranteed — or you pay nothing!

You Can Be a Karate St r

Whether you want local media coverage for your school or national media coverage for yourself, you only pay for the coverage that you actually get! Call 720-394-8408 or e-mail Master Eden at [email protected]

MASTER KAREN EDEN is a published author and former radio and TV personality, who has appeared on CNN, FOX National and Animal Planet. She has also appeared in two major Hollywood productions. Karen has written for and appeared in many martial arts publications over the years. Her books include The Com-plete Idiot’s Guide to Tae Kwon Do(Penguin Books) and I Am a Martial Artist (Century Martial Arts.) She is also the poet behind the popular I Am a Martial Artist product line.

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acma board member Brian tracy is a karate Black Belt and a world-renowned expert in the field of human development and motiva-tion. much of his success is a result of the discipline he learned through martial arts training.

BRIANTRACY

Listen to the Free Brian Tracy Teleconference: Success Principles for the Martial Arts Executive

as a columnist for martial arts Profes-sional for more than 10 years, Brian tracy has shared a great wealth of knowledge with readers, naPma members and martial arts profession-als throughout the industry. His free naPma teleconference is filled with ideas and concepts that will help you shape your thinking and develop skills for success. visit NAPMA.com/Brian-Tracy for more information.

Te Le CONFe Re NCe

08130 MAPro0309.indd 65 2/5/09 10:14:15 AM

Protect your Assets with the Right Business Entity, Part 4

You can also protect your as-sets with Land Trusts andAbusiveTrustsandaLimitedLiabilityCompany,orLLC.

Other Trusts

Land Trust: The land trust ismore of an “asset-hiding” device.Ifcreditorsknew thatyouwere thebeneficiaryofalandtrust,thentheycould attach your interest. This isbecausea land trust isarevocable,living trust and such trusts do notprotect the beneficiary’s interest

fromtheclaimsofhiscreditors(thetheory is that since the beneficiaryhasunlimitedaccesstothetrustas-setswhileheisstillalive,soshouldhiscreditors).

Abusive Trusts: A rash of scamartists have been promoting whatis called a “Pure Trust” (and othernames). They claim that you can le-gally reduce your income and FICAtaxbyusingthesetrusts.Theirclaimsappear tobevalidbecause theyciteUnitedStatesSupremeCourtcases;however, these trusts are scams. Aspecial task force of the IRS Crimi-nalInvestigationDivisionprosecutesthe promoters of these trusts, andhaslabeledcertaintypesoftrustsasbeing “abusive” and automaticallysuspect.These trustsdonot includeland trusts and personal property

trustsasdescribedabove,whicharenotusedtoavoidincometaxes.

Limited Liability Company

Alimitedliabilitycompany(LLC)isarecentcreationofstate law,andis now recognized in all states. TheLLC, like a corporation or limitedpartnership,requiresthefilingofan“articles of organization” with yoursecretaryofstate.

ThepartnersofaLLCarecalled“members,” and are not liable be-yondtheircontributionstothecom-

pany. Unlike a limited partnership,all members can participate in themanagementofthecompany,withoutpersonal liability for company debtsorlawsuits.

The LLC can be run by a “man-ager,”whichcanbeacorporationorindividualwhomayormaynotbeamember.WhenanLLCis“manager-managed,”itisoperatedsimilarlytoa limited partnership. The manageris not personally liable for companydebtsorlawsuits.Thememberswhoarenotmanagersaresimplypassiveinvestors.

When an LLC is “member-man-aged,”allofthememberscanpartici-pateinthemanagementandcontrolof the company. A member-man-agedLLC isoperatedverysimilarlyto a general partnership, except the

membersarenotliableforthedebtsorliabilitiesofthecompany.

By default, an LLC with two ormoremembersistaxedasapartner-ship. Like a partnership, memberscan receive income and deductionsin proportions that may or may notbe equal to their ownership shares.Thus,theLLCistheonlyentitythatofferstheflexibilityofapartnershipwiththeprotectionofacorporation.

In many states, an LLC can beformedwithjustonemember(calleda“single-member”LLC).Inthiscase,thecompanyisdisregardedforfeder-alincometaxpurposes.Forexample,ifabusiness isrunasasolepropri-etor, and then changed to an LLC,the individual would have liabilityprotectionunderstatelaw,butwouldcontinuetoreportonSchedule“C”ofhisfederalincometaxreturn.

In most states, a creditor can-notattachamember’sinterestinanLLC.AlthoughtheLLCmayappeartobeanexcellenttool forassetpro-tection,ithasnotbeentestedincourtas extensively as corporations. Thefew court cases that have ruled ontheissuehaveappliedthesametestsfor“piercing”thathavebeenappliedtocorporations.MAP

During his more than 30 years in martial arts competition, terry Bryan won two world titles and more than 300 fi rst-place wins in the Black Belt and masters Divisions. terry now sits on the boards of various real estate investment

groups, and is the founder of Warriorwiz real estate investing success system. terry can be reached at MartialArts Professional.com.

TeRR YBRYAN

“ The LLC is the only entity that offers the flexibility of a partnership with the protection of a corporation.”


WarriorWiz terry bryAn PH.D., 9tH-Degree BlacK Belt

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Bruce Lee’s Fighting Method: The Complete Edition shows you how to execute advanced jeet kune dotechniques and become the ultimate warrior. It is an integral part of the Bruce Lee canon and a necessary addition for all collectors and martial arts enthusiasts alike!

Bruce Lee’s Fighting Method: The Complete Editionbrings the iconic four-volume Fighting Method series together into one de nitive book.

Intended as an instructional document to complement Lee’s foundational Tao of Jeet Kune Do, this restored and enhanced edition of Fighting Method breathes new life into hallowed pages with digitally remastered photography and a painstakingly refurbished interior design for improved instructional clarity.

In addition, this elegant and comprehensive nearly-500-page hardcover edition presents all the photographs, illustrations and text from the original four books—Bruce Lee’s Fighting Method Volume1: Self-Defense Techniques, Volume 2: Basic Training, Volume 3: Skill in Techniques and Volume 4: Advanced Techniques—while featuring new material that includes:

• 900+ digitally enhanced images

• newly discovered photographs from Lee’s personal les

• a new chapter on the Five Ways of Attack penned by famed rst-generation student Ted Wong

• an analytical introduction by Shannon Lee that helps readers contextualize the revisions and upgrades implemented for this special presentation of her father’s work

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Multiply your Print Advertising Results, without Spending Another Dime!

Part 2: Creating Persuasive Sales Copy that Generates New Students!

TThe strategy behind thisseries of columns is howquickly and easily youcan dramatically improve

the responsiveness or the resultsfrom virtually any type of advertis-ing,withoutspendinganotherdollar.Thismonth’scolumn focuseson theconcept of copywriting and creatinggreatheadlinesandsalescopy.

What is Copywriting?Copywriting is an art and a science,

so becoming a great copywriter is a lifetime pursuit. Some of the highest paid men and women in marketing and advertising are copywriters because they understand how to create mes-sages that attract customers.

If you’ve been a member of the NAPMA Inner Circle or Peak Perform-ers groups, then you understand that learning how to write copy for a print ad, sales letter, fl yer, direct mail piece, radio and TV commercials, etc. that ac-tually generates sales is your highest value activity as a business owner.

NAPMA teaches all its members that marketing is where most of their time, energy, resources and efforts should be spent; however, marketing is typically the most neglected major task

and responsibility of a small business owner—and it’s no different for martial arts school owners.

What is also required is a change of mindset, so you can become highly fo-cused on marketing your business and attracting new customers. Not only is it important that you understand market-ing, strategically, and develop a mar-keting program and budget, but also gain an understanding of marketing tools, such as copywriting.

Without that knowledge, you won’t be able to craft consistent and targeted

messages for every piece of marketing material you may use. Whatever mate-rials your prospects see should be writ-ten and designed to create an “I-want-to-buy” environment.

Don’t be distracted by all the high-budget, Madison Avenue marketing and advertising that most of us see, from the likes of Pepsi™, Coke™, Chevy™, Ford™ and other major global advertisers—you have no need to brand yourself as widely as these companies have. Instead, you want to be very selective, and target the specifi c, local audience that is most likely to become students at your school. The copy written for the marketing ma-terials you use to attract that audience must be appealing and persuasive, but, more importantly, it must communicate both the short- and long-term benefi ts of martial arts for that audience.

Direct-Response MarketingInstead of the global branding of

Madison Avenue, you, as a school own-er, are best served by direct-response marketing, which, when executed prob-ably, attracts the attention of the people on Main Street.

The direct-response method is defi ned as having a persuasive message that com-pels your prospects to respond to a spe-cifi c offer. Any branding of your school is an unintended benefi t, and not a goal of direct-response marketing. Visiting your school and experiencing its culture is more likely to brand your image on the minds of your prospects and students.

The clever car or soft drink ad that runs during prime time TV or major sporting events is not your model. In-stead, for example, you should be sav-ing and studying the direct-response pieces that arrive in your mail. I know you receive several every week from direct-response marketers who know how to write and design those pieces for maximum effectiveness.

Your goal is to rise as close to their level as possible—and you’ll start to learn more of the specifi cs in my future columns in this series.

Once you become a member at NAPMAFreeOffer.com, visit the NAPMA Online Print Marketing Store for free downloadable advertising materials. MAP

toby milroy is a 4th-Degree Black Belt, school owner, mile High Karate regional Director and naPma’s chief operating offi cer. He can be contacted through NAPMAFreeOffer.com or MileHighFranchise.com.

TOBYMILROY

“ NAPMA teaches all its members that marketing is where most of their time, energy, resources and efforts should be spent…”


School Growth Potential toby Milroy naPma coo

learn from toby milroy at naPmaQuantumleap.com Quantum

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08130 MAPro0309.indd 68 2/5/09 10:14:24 AM

08130 MAPro0309.indd 69 2/5/09 10:14:35 AM

Why People Fail: If you Want More, then Become More Valuable!

The mayor of a small townonce wrote to BenjaminFranklin, asking for a do-nation, so the town could

buyabellforitstownsquare.Frank-linsentmoney,withanote,suggest-ing they forego the bell in favor ofbuyingbooksforthetownlibrary.

Itisatthelibrary,wherewemightfindananswertowhysofewsucceedand why most fail – at anything, ateverything. People will allow them-selves to be overwhelmed by whata public library (or the “library” ofbusinessbooksavailablefromaWeb

site or local book store) offers, in-steadoffirstdeterminingwhat theyshould learn, and then focusing onthosetopics.

Most people neither apply them-selvestoacquiringknow-hownorapplythe know-how they acquire. In short,theyhavetheattentionspanofagnat,and the diligence of an idle, randombreeze.Theycertainlydon’tstudy.

Ihavebecomequiterichandsome-whatcelebrated,reachingthepinnacleofsuccessinnotone,butthreediffer-ent,fields.Ateachrequiredskill-set,Ioncesucked.Forme,therehasalwaysbeen a crawl to competence, then afastrisetosuperiority.Partofitispro-cessingalargeamountofinformationinahurry,butalsocontinuously.Fornearly 25 years, I read a book a day,plusnewspapers,tradejournals,news-

letters, and visited the public libraryweekly. Iso thoroughlyand intenselystudiedaneededskill,astobecomeaworld-classexpert.

When I was teaching myself tobe an advertising copywriter, for ex-ample,Istudiednolessthananhoureveryday, listened to recorded mate-rial on the subject constantly, andsought and established relationshipswiththetoppeopleinthefield.Oneofthemtoldmetocopygreatdirect-re-sponseadsbywritingthemlonghand21 times each, to teach my subcon-scious the rhythm of such writing. I

didthatwith100ads.Icollectedmorethan200booksonthesubject,andim-mersedmyselfintheircontents.Ibuiltorganized files of samples that fill aroom.Itracedonemasterbacktohisteachers,andtheytotheirs,thus,evenknowingthegenealogyofthefield.

Fledgling or journeymen copywrit-ers will ask me how they, too, mighthaveclientswaitinginlinetopaythem$100,000 fees, even when there arethousands of copywriters advertisingtheirservicesforone-tenthofthatfeeorless.Igivethemthisanswer,whichtheyreject:Theyseekrewardsoutofkilterwiththeirvalue,andareunwillingtodowhatisnecessarytobuildtheirvalue.

The topearners in insurance,realestate, retail, dentistry or any otherbusiness or profession could give thesameanswer.

Peopletellmeallthetimethattheysimply do not have time to read andlisten to all the material they havepurchasedorreceivebysubscription;however, time is democratic and just.e veryone has the same amount, butdon’talwaysuse itwisely.Ichoose toreadanewsletterwithmymid-morn-ing coffee break, while you chooseto blather about trivia with friends. Ichoosetoreviewastudyguideforanhour, sitting on my backyard deck atday’send,whileyouchoosetowatchaTIVO’dAmerican Idolepisode.

When someone says he does nothavethetimetoacquiretheknow-howrequiredtocreatesufficientvalueforhisstateddesires,heisafarmersur-roundedbyripefruitandvegetables,wholegrainsandaherdofcattle,butwhodiesofstarvation,unabletoorga-nize his time, and discipline himselftoeat.

Incidentally,success ineverybusi-ness,includingyours,dependsonthemastery of a handful of critical com-petencies(oneofwhichisalwaysmar-keting).The individual,whosegoal istoacquireawealthofknow-how,anddoesitdiligentandearnestly,willdis-coverever-growingwealthinhisbankaccount. All others watch with envyandcryintheirsoup;theydoseemtofindtimeforthoseactivities.MAP

DANKe NNe DY

“ Most people neither apply themselves to acquiring know-how nor apply the know-how they acquire.”


No B.S. Success dAn Kennedy, tHe renegaDe millionaire

Dan Kennedy is a marketing and sales strategist and consultant and the author of many books, including no B.s. Direct market-ing, the ultimate marketing Plan, the ultimate sales letter and numerous other business books. He can be contacted at

NAPMA.com/DanKennedy.

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The 40 Most Common Mistakes Fighters Commit, Part 10

37 One of the main cardinal rules of fi ghting is to avoid al-

ways letting your opponent beat you to the draw by allowing him to get off fi rst. This remains true, even if you are a counter fi ghter or a grappler, at-tempting to let your upright opponent lead with striking techniques you in-tend to counter underneath.

38 Never be sucked into a sparring partner frame of

mind, and always fi ght defensively. This means that when your oppo-nent fi res, avoid the constant habit of just blocking, when you should be countering. For example, if your op-

ponent fi res a jab, then do not just block it or cuff it, and then stop; instead, time a counter right-cross over his jab, after you complete the cuffi ng movement.

39 Often, a fi ghter becomes too hungry, or just has a bad habit

of leading off with power shots, such as a straight right or left hook type punch. These are primarily counter punches, not lead off shots.

40 When some fi ghters fi nd their match going downhill,

they lack the knowledge or abil-ity to turn the momentum of the

fi ght. Smart fi ghters prepare in advance to know how to return to a base stance or style of fi ghting, They then stick with an attitude technique or attack, or immediately change to an alternate strategy to shift the momentum of the fi ght to their advantage. MAP


The Science of Fighting JOE LEWIS NAPMA Technical Consultant

In a career spanning more that four decades, Joe Lewis has won more competition titles and instituted more innovations than anyone in the history of martial sports. That’s why he is “The Greatest Fighter in the History of Karate.” Joe can be reached at

MartialArtsProfessional.com

JOE LEWIS

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Quantum Leap in March—are the most visible, and take the industry conference concept to a new level,” said Milroy.

“These annual events are clearly the best opportunities to share industry best practices and synergize with fellow martial arts school owners, who are focused on growth and creating the kind of businesses that are sustainable and build real equity for their later years.”

You can experience the mastermind effect fi rst-hand, in approximately 60 days, if you register for the Quantum Leap at NAPMAQuantumLeap.com. With your pre-registration, you’ll gain admittance to the Stephen Oliver’s Ultimate Martial Arts Marketing Bootcamp as a free bonus—a $2,750 value.

Another major improvement and benefi t to NAPMA members is creating a very robust Internet presence. The NAPMA Web site is quickly becoming more and more members’ primary point of access to the best ideas in the industry because the Internet is immediate, and can be fi lled with more outstanding content and aids than any box or envelope.

Members have quickly discovered that they must visit the NAPMA member Web site, often, because so many fea-tures and functions are being added, regularly—and many new ones are being developed (and to be revealed soon).

“Most of what is new on the NAPMA Web site can be described as Internet-based services, NAPMA archives and direct member communications and educational features,” said Milroy.

“For example, there’s a direct link on the Maximum Impact home page to the NAPMA Online Print Marketing Store. Members can select from a growing catalog of print marketing items, customize them online, order printed quantities to be shipped to their schools or the Store will mail them, when members upload their mailing lists. It couldn’t be easier or more convenient!”

E-technology, in the form of the NAPMA Web site, is also the obvious, modern method to provide members with access to more and more of NAPMA’s 15 years of content, one of the industry’s greatest archives of business strategies, marketing techniques, advertising art, curricu-lum and staff development materials, most of which is still very timely, and is what school owners must know to build great schools.

“I may be an Internet geek, but it was clear to me that the NAPMA member Web site was also the perfect vehicle to communicate directly with members at a distance, and provide them with an amazing array of continuing educa-tion programs,” added Milroy.

“Members can listen to 25 exciting and fast-paced, school-building interviews, with the very best mar-keting, business and motivational experts; celebrity

martial artists; and top school owners, such as Jack-ie Chan, Joe Lewis, Jeff Smith, Jhoon Rhee, Stephen Oliver, Lee Milteer, Dan Kennedy, Jay Abraham and many others.

“Web technology also allows NAPMA members to learn at their rate and at the most convenient times, based on their schedules. The site now includes the monthly Maximum Impact teleconferences and monthly master-mind calls, with Stephen Oliver and his guests, for Maxi-mum Impact members. By the time, you read this article, we’ll have added an exciting Webinar series.”

These member-support tools would be considered cutting-edge by most, but they have long been the standard in the minds of Toby Milroy and Generation-E; and, through his NAPMA leadership, he is affecting a massive paradigm shift in the mindset of the industry and of all school owners who want to ascend to success as he has. MAP

MILROY, continued from page 31

Fast, Convenient, Customizable Print Marketing Materials When You Become

a NAPMA Member

School NameAddress

City, State Zip000-000-0000

Call or visit ourschool today.

Ask about our free beginner’s course!

Self EsteemFocus

Self ConfidenceFitness

www.schoolwebaddress.com

PLUS, a FREE Official Martial Arts Uniform for the First 25 Callers-$79.96 Value

Call or visit ourschool today.

Ask about our free beginner’s course!

Self EsteemSelf EsteemSelf EsteemSelf EsteemSelf EsteemSelf EsteemFocusFocusFocus

Self ConfidenceSelf ConfidenceSelf ConfidenceSelf ConfidenceSelf ConfidenceSelf ConfidenceSelf ConfidenceSelf ConfidenceFitnessFitnessFitnessFitnessFitness

PLUS, a FREE Official Martial Arts Uniform for the First 25 Callers-$79.96 Value

School NameAddress, City, State Zip

000-000-0000www.schoolwebaddress.com

Call or visit our school today.Ask about our free beginner’s course!

PLUS, a FREE Official Martial Arts Uniform for the First 25 Callers – $79.96 Value!

Self Esteem • Focus • Fitness • Self Confidence

Call or visit our school today.Ask about our free beginner’s course!

PLUS, a FREE Official Martial Arts Uniform for the First 25 Callers – $79.96 Value!

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School NameAddress, City, State Zip


for the First 25 Callers – $79.96 Value!

School NameAddress


School NameAddress



Address

NAPMA’s Online Print Marketing Store is a new, exclusive member beneÿ t and a great reason why you should join NAPMA today.

Once you’re a member, you can choose from an ever-growing catalog of marketing pieces that will help you grow your school. You’ll ÿ nd postcards, door hangers, ad cards, bookmarks, statement stu° ers and much more in a variety of campaigns from back-to-school to bully prevention to sea-sonal promotions.

Visit NAPMAFreeOffer.com today!

08130 MAPro0309.indd 73 2/9/09 2:42:42 PM

In my last two columns, Iexplained keywords and theirimpact on the success of anyWeb site. In this month’s col-

umn,Iwillreviewthebasicconceptsof the keyword/Se O strategy andprovidesomeadditionaltips.

Your Web site’s keywords are es-sential to your Internet marketingstrategy, and should be selected be-fore you start writing the site con-tents.YourkeywordswilldeterminewhatnameyouwillregisterforyourWebsite;theywillbepartofthetitle

ofyourpageand theheaderofyourcontent, and will be found often inthe body of your message. Withoutan organized approach to keywordselection and placement, search en-gines“spidering”(reading)yourWebsitewillnotrecognizeyourproduct/service, making it difficult to cat-egorize and index your school, andforprospectivestudentstofindyourWebsite.

I have previously stated that thecontentsofyoursitemusttargettwoaudiencesseamlessly:yourprospec-tive students and search engines.Aside fromapowerfulcall-to-actionmessage, you’ll need a well-craftedWeb page with rich keyword con-tent,200-300words in length.MakeeachWebpageunique.Forexample,if you are targeting children and

adults separately, the content mustbedifferentforbothpages,aswellasthekeywordsused.Aboveall,makeyourtitlesandheadersdifferentanduniquetothepages’messages.

Keep the design simple. AvoidFlash-animatedsites,atleastforyourprospects’ Web site. The contentsofFlashsitesare invisible tosearchengines (this is changing, but is not100%yet).Flashsitesalsotakelongertoload,andInternetusersjustdon’tlike to wait. Finally, Flash sites re-quireaspecialplug-insoftwarepro-

gram,whichusersmustdownloadtoviewFlashsites.Theconsoutweighthepros.

If you want have a Flash site foryour members-only section, that’sfinebecausethetraffictothatsectionwillbedirectedfromyourschool,soa“search”isnotrequired.Sincemem-bers’ content is password-protected,search engines will not index thatsection.

Makesureyoursiteisnotdesignedwithin frames. Frame design referstoaWebpagethatisdividedintosec-tions, or frames. e ach frame holdsinformationaboutthedifferentareasofapage.Forexample,thetopsectionholdsthepageheader,theleftsectionincludesthenavigationandtherightsection is thepage’scontents.Whenusers navigate to different pages by

clickinga link inthenavigation,thetop banner and the left section staythesame,whilethecontentswillob-viously change from page to page.The problem with a frame design isthatsearchenginesmight index thewrongframe,i.e.,thetoporleftframeand ignore your beautifully crafted,keyword-richcontent.

Another tip is to avoid placing toomany images on a page, especiallyat the very top. Search engines readcontent linearly, so you want the toppart of the page to include keyword-richtextandnotavarietyofpictures.Whenyoudoincludeanimage,makesuretonameitinthealternativetext,or<alt>tag.Thistextisusedasanim-agereplacement,whenevertheimagecannotbeseen;it’sanothergoodmeth-odtoaddkeywordstoyourcontent.

Theguidelinesusedbysearchen-ginesareconstantlychanging;whatworked last year might be obsoletethis year. The basic strategies I’vepresented in this series of columnsare, however, based on solid Web-site design and powerful contentdevelopment from well-researchedkeywords, so you need not concernyourself with any of those guidelinechanges,now.MAP

Search Engine Optimization Strategies that Impact Your Bottom Line, Part I

for 15 years, elsa cordero was involved in the martial arts—teaching, competing (seven-time national and international forms champion and inductee of the Diamond national’s Hall of fame), and co-owning three schools. elsa

completed her master of Business administration in 2003, and then earned her masters in tradi-tional chinese medicine. You can contact elsa through Martial ArtsProfessional.com.

eLSACORDeRO

Another tip is to avoid placing too many images on a page, especially at the very top.”

Internet Secrets elsA cordero mBa, ms oriental meDicine


learn from elsa cordero at naPmaQuantumleap.com Quantum

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08130 MAPro0309.indd 74 2/5/09 10:15:08 AM


leadership development progression, from follower toface-to-face leader, who influences just a small numberof people, to indirect leader, who leads other leaders, tothehighestlevelasanexecutiveleader,anorganizationalleader.

Donnithornesaid,“Asyoudevelopleaders,whetheratWestPointoramartialartsschool,it’salwaysimportantto remind your students that there is a purpose behindwhattheyarelearning.

“Wewanttobeteachinggoodskillsandtechniquestotheyoungpeopleweinfluence,andalwaysclearlyexplainthatthepurposeoftheirleadershipskillsispositiveout-comesforthemselvesandthosetheylead.”

Dr.Donnithorne’sseminarissuretobeoneofthemostimportantthatyoucanattendthisyear.It’sanoutstand-ing opportunity to strengthen your current leadershipprogramormotivateyoutoimplementonequickly.WeallknowthatDr.Donnithorne’sideasandconceptsworkbe-causeWestPointusesthemtodevelopU.S.Armyofficers,nowservingthroughouttheworld.

areasofoperation:marketing,curriculum,staffdevelop-ment, finance, management, etc.—and few successfulschoolownersaremorequalified to teach thewhysand

thedeepestinsiders’secretsofhowtocommunicatewitheditors and broadcast producers and reporters, so theyconsideryoua“welcomedguest,”insteadofapest.

You’llunderstandthelocalmedia’sneedforlocalstoriesandwhythepitchofyourstoryiskey;anincorrectpitchandyoumightruinyouropportunitiesforfuturepublicitywiththatmediaoutlet.Oneofthemostimportanttricksofthetradeistobecomeacommunityresourceandtrustedadvisor.You’llalsolearnthemechanicsofwritingapressrelease,andthebesttimeoftheday,weekandyeartodis-tribute your press releases, so the media becomes youreagerpartner.

NAPMAhasinvitedMasterEdentospeakatthe2009QuantumLeapbecausetheideasandconceptsshe’llshareactuallyworkintherealworld;it’snottheoreticalorhy-pothetical;butprovenresultsshe’llbehappytoshowyou.

Eden said, “I didn’t just study how to be a pilot; I’veactuallyflowntheplane,andforalongtime.”MAP

donnithorne, continued from page 34

eden, continued from page 40

kovar, continued from page 38

thecurrenteconomicclimate.Accordingtoher,itisalow-cost investmentcompared tomost traditionalmarketingmethods,anditdoesn’trequiremuchlabor.

“A Web presence is one of the lowest-cost, highly-productivemarketingtoolsthatcanhelpyouthriveduringthecurrentdownturn.Whenprospectscanfindandreadabout the benefits of martial arts, testimonials and whytheyshouldchooseyourschool,theyarecreatingagreaterandstrongerbondwithyoubeforetheyeventalkwithyouthe first time. Creating that initial relationship throughyour Web site will also overcome price and other objec-tions that could otherwise derail successful enrollmentconferences,”saidCordero.

DuringherQuantumLeapseminar,CorderowillalsostresshowfastInternettechnologyismovingforwardandchanging,andpartofthesecretofasuccessfulWebsiteisrevampingyoursiteregularlytokeepitcurrent.

“Mypurpose isnottoturnyou intoanInternetgeek,butarmyouwiththetoolsandstrategiesthatyoucantakeback to your Web designer and point him or her in therightdirection,”addedCordero.

cordero, continued from page 36

Make Your Phone the

Ultimate Revenue Generator with NAPMA 24/7 Automated & Live Answering Services

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learn more and sign up today at:

howsoftotalschoolsystemizationthanMasterKovar.WhenyoumakethewisechoicetoattendtheNAPMA

Quantum Leap, you’ll also learn Master Kovar’s threekeystoleadingyourschooltoamazinggrowthlevelsandthreecriticalclassroomactivitiesthatwillaccomplish95%ofupgradesalesforyou.You’llthenbeabletoteachyourstaff members and volunteers your new system, so theycantracktheirresultseffectively.

Kovarconcluded,“It isachallengetobeupforeveryclass, but what a great privilege it is to change people’slives. Iencourageyou to lookatyourstudentswithneweyesatthebeginningofyournextclass,anddoeverythingyou can to keep them for the long haul. If you do, thenthey’llbehappyforit,andyou’llberewardedinmanydif-ferentways.”

08130 MAPro0309.indd 75 2/9/09 2:43:18 PM

I knowthatmanyofyoufeelasifyouhaveyourfeetonthebrakeandgasatthesametime.

It’stimetoredefineyour fu-ture,developthementalconditioningandtaketheactionsthatwillinsureyourwellbeingandprosperityinthecurrentreality.

You can’t open a newspaper orwatch TV without being told theeconomy is bad. Look at the stockmarket; people are running scared.e veryday, the media offers the so-called proof that the world is about

“tosteponagrenade”intermsoftheeconomy, war, global warming, etc.TheskyisfallingandtheApocalypseisuponus!

It’s easy to follow the crowd andrun scared. Learn to be aware thatthe media’s pessimistic view of theeconomy and its narrow reportingofonlythenegativenewsaremeantto be provocative and controversialbecauseitattractsreadersandview-ers—andadvertisers.

Themediaisunconcernedthatthisconstantbarrageofnegativemessagesisdangeroustotheaveragepsyche,anddistortspeople’sperspectivesandtheirdecision-making. There is not muchcoverage of thriving entrepreneurs,businessownersandtheirbusinesses;themediawouldratherscareus, likesomebadhorrormovieforteenagers.

Instead of following the crowd,

and burying your head in the sand,use everyone’s panic (most of whichisjustperception)toyouradvantagetoobtainbetterpricesonassetsyoushouldconsiderbuying.Thismaybeagoodtimetopurchasethepropertywhere your school is located and/orother local commercial property. Itcouldalsobethebesttimetoexpandyourbusiness.

Duringmyrecent two-part inter-viewwithDr.GeneLandrum,hesaidthatwhen timesaredown, themostsuccessfulbusinessownersexpand.I

agreewithhimthatyoucanusethisfear toyouradvantage. Ifyouuse itcorrectly, it can pay huge dividendsforyou.Insteadofslowingyourprog-ress and allowing the media’s fear-mongering tomakeyouareactor tolife (instead of an actor), go againstthe grain and go for the gold! Thisviewoflifewillbemuchmorebenefi-cialtoyouandyourbusiness.

You must also be conscious thatall of your students and their fami-lies will read and watch the samebadnews,andreactemotionally.Youshouldhaveaplanpreparedtohelpthem manage their fears, so theirperceptionofrealityisnotsowarpedthattheytightentheirspending.

Your plan must be proactive,and proactive now! You must havea strong belief in yourself and yourabilitiestoprosper!Youarepowerful,

creativeand intelligent,soyoumustnotbuy into themedia’ssongofde-struction,oritwillbecomeaself-ful-filling prophecy. Forget those false,negative perceptions of reality, andfocusontheopportunitiesthateverycycleoftheeconomyreveals.

Seize your opportunities by tak-ing your foot off the brake, and uti-lizing some of the new tools andthought processes I’ve presentedhere to navigate reality. You havethe personal power to capitalize onyour potential and maintain clearpriorities,soyoucanbenefitfromthepersonal and business realities youwantforyourself.

Clearly, we all want to live thegoodlife,buttoomanyofusreacttolife,insteadofplanningforlife.Therewillalwaysbeunexpectedevents inour lives and the wider world thatwill distract us from our goals; butifyouredefineyourgoalsfrequently,duetotheconstancyofchange,thenyou are much more likely to reachthosegoals.

As a final reminder, develop amindset that creating wealth andabundance has much more to dowith internaldecisionsandexternalactions than the state of the globaleconomy.MAP

Redefine your Future, Part 1

lee milteer is a well-known success coach, professional speaker, author and developer of the highly acclaimed millionaire smarts® concept. she is also the success coach for members of naPma’s inner circle and Peak Performers groups and a

frequent naPma speaker. she can be reached at NAPMA.com/InnerCircle.

Lee MILTee R

“ Clearly, we all want to live the good life, but too many of us react to life, instead of planning for life.”

The Success Coach lee Milteer naPma inner circle anD PeaK Performers success coacH


08130 MAPro0309.indd 76 2/5/09 10:15:14 AM

T O U R N A M E N T S Y S T E M S

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dren to earn a black belt and that the dropout rate in our industry can be discouraging.

After years of success in training children, Solomon Brenner extends his teaching philosophy to fellow mar-tial arts instructors and school owners. In his book, Black belt Parenting: The Art of Raising Children for Success, Brenner speaks directly to your students’ parents.

You may have asked yourself, “How can I get Mom and Dad to be my strongest advocate before a child wants to quit?” Black Belt Parenting arms the parents with what to do if their child wants to quit, maintaining a positive attitude throughout his or her training, rising to a challenge, being a good role model and more. This non-style-specific book is one more retention tool to help you encourage families to commit to achieving their martial arts goals.

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I’ve been asked by many of my friendsand associates why i’d join up with stephen oliver and his mile High karate organization rather than grow my “World Champion Jeff smith schools.” Why is it,

after over 37 years operating chains of schools — first with Jhoon rhee and then on my own — is it that i’m now jumping on the mile High karate bandwagon?

The answer is rather simple, but first let me share with you a few facts.

stephen oliver was a student of mine and of the Jhoon rhee institute beginning in 1969. That’s 38 years ago. i remember meeting him and teaching him personally first when he was a blue belt. from the time we met i recognized his intelligence and drive. He was (and is) really an excellent martial artist. He was by far the most

flexible student and then instructor we had. He had vertical kicks and a quest for fighting that only comes with growing up in the “blood and guts” era of oklahoma and Texas. at my request he moved from Tulsa to Washington, d.C. to be a Head instructor then branch manager at Jhoon rhee institute while also earning an honor’s degree at Georgetown University.

it’s interesting that in the martial arts industry he’s mostly known for his knowledge of market-ing, sales and business when in fact one of the most impressive elements of his organization is the depth of martial arts experience and skill. He’s developed a truly unparalleled system for developing high quality black belts with excel-lent leadership skills.

over the years he and i have remained close and i’ve often attended his black belt tests, intramural Tournaments, and the mile High

karate Classic national event. i’m been continu-ally amazed at the strength of his organization and the depth of his business knowledge and skill. When we began discussing working togeth-er i came to believe several things.

first, no one, absolutely no one can match stephen oliver when it comes to effective marketing, advertising, and sales process devel-opment for a martial arts school. it’s not just my opinion. The top business minds in our industry all look to him for guidance when it comes to how to fill up a school.

second, no one is even close to him when it comes to developing a structure and a team to develop a huge organization. He’s created the first true national and international legal fran-chise structure and has all

of the experts in place to make this grow expo-nentially.

Third, although he’s put together a tremendous curriculum and promoted 1,000’s of qual-ity black belts we compliment each other in a very powerful way. my role being to continue to strengthen the mile High karate instruc-tor training and

A Message to you from former world champion Jeff Smith about Mile High Karate.

For more information about Mile High Karate: www.MileHighFranchise.com

Making the decision to join Mile High Karate will be the best financial decision you can make.

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Little Ninjas ProgramTurnkey pre-school program. NAPMA members: $299; Non-members: $399. 1-800-973-6734.

For SaleTurnkey Karate school with real estate in South New Jersey. Easy-to-arrange fi nancing. Low down money needed. Available for immediate possession. Contact Mike at [email protected] or 484-431-3610.

Martial Arts EmbroideryEnglish, Korean Japanese, Chinese. 301-253-3971. Martialartsembroidery.com

FREE Report!Secrets to Organizing a Fundraiser. The good, the bad, the fi ne print. Keep the Money in Your School! We show you how!Step by Step Action Plan for Success! www.blackbeltfundraiser.com

TOP TENThe World’s Number One Brand of Martial Art & Boxing Equipment. For wholesale price list, contact: 1-800-430-3850. Website: www.TOPTEN-USA.comEmail: [email protected]

Start Students Young and Keep ‘em for YearsThe NAPMA Little Ninjas® Program Turn-key, easy-to-use program keeps kids coming back for fun and training! NAPMA.com/LittleNinjas

MARKETING IS ALWAYS EVOLVING.ELIMINATE THE LABOR OF BOXES. No phone calls. No setting appointments! Look at our new web-driven marketing plan. www.mastermackmarketing.com

MINDBODY Online Business Management SoftwareTrusted by thousands of clients in over 50 countries. MINDBODY is the most powerful Martial Arts Management Software available, is simple to use, and is 70% less expensive than other software providers. www.mindbodyonline.com

Rates for classifi ed ads: $50.00 for the fi rst 30 words. $1.00 per each additional word. 50-word limit. To place an ad, or for additional information, call NAPMA Advertising Director Rob Colasanti at 1-800-973-6734.

Affordable rates! Call NAPMA today at 800-973-6734 to place your ad.

Classifieds

Advertiser Index Affi liated Acceptance Corporation . . . . . . . . . . . . . . 15Black and Blue Productions, Inc. . . . . . . . . . . . . . . . 81Black Belt Books . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67Black Belt Parenting . . . . . . . . . . . . . . . . . . . . . . . . . . 77Capitol Processing International. . . . . . . . . . . . . . . . 35Century Martial Arts (Sparring Gear) . . . . . . . . . . 11Century Martial Arts (UFC). . . . . . . . . . . . . . . . . . . . 23Century Martial Arts (Gold Product Line) . . . . . . . 84Commando Krav Maga . . . . . . . . . . . . . . . . . . . . . . . . 3Defensive Services International, Inc. . . . . . . . . . . . 13Dr. Tai Chi / David-Dorian Ross . . . . . . . . . . . . . . . . 35Dollamur Sport Surfaces . . . . . . . . . . . . . . . . . . . . . . 37Easy Pay Automated Billing. . . . . Inside Front CoverGreat Mats / MMAMATS.com . . . . . . . . . . . . . . . . . . 45Jackrabbit Dojo. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81James Theros’ Leadership Program . . . . . . . . . . . . 57Karate Stars, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65International Kid-Jitsu Association . . . . . . . . . . . . . 63iGoFigure. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9Markel Insurance Company. . . . . . . . . . . . . . . . . . . . 64Martial Arts Group . . . . . . . . . . . . . . . . . . . . . . . . . . . 41Martial Arts Success / Tommy Lee. . . . . . . . . . . . . . 19Master Sang’s TNT . . . . . . . . . . . . . . . . . . . . . . . . . . . 17Member Solutions . . . . . . . . . . . . . . . . . . . . . . . . . 21, 69Mile High Karate . . . . . . . . . . . . . . . . . . . . 46, 48, 78-79MindBody Universal Business Management . . . . . 5Ringstar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43Sports & Fitness Insurance Corp. . . . . . . . . . . . . . . 62Swain Sportsmat . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7Ultimate Body Shaping . . . . . . . . . . . . . . . . . . . . . . . . 71The Company Corporation. . . . . . . . . . . . . . . . . . . . . 77The Pit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39Zebra Mats. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77, 83

Coming in the April 2009 Martial Arts Professional Secrets of Multi-School OperationsLearn how to duplicate the multi-school success of Rob Tucker, NAPMA Maximum Impact member.

“Ride ‘Em, Cowboy!”Your fi rst glimpse of the 2009 NAPMA Extreme Success Academy (tentatively scheduled for October 2–4, 2009.

March 2009 Growth • Success • Balance


Get Your Business or Service in Front of 17,700 Martial Arts

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Martial Arts Professional AdvertisingContact Rob Colasanti for information at

[email protected] visit MartialArtsProfessional.com

Internet Secrets

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““I encourage anybody

to be part of a structure, like NAPMA.

“What I always liked about NAPMA is the networking. If I’m an instructor in South Dakota and I’m having a bad month, then

I can call another member in Orange County, California. I can

learn some ideas from a successful school.”

“I encourage anybody to be part of a structure, like NAPMA,

because you can only go as far in martial arts as your support. You

also need to be nourished and encouraged, just like in a family.”

Joe Lewis

NAPMA Technical Advisor and

Regular Contributor

08130 MAPro0309.indd 81 2/5/09 10:26:57 AM

Quantumleapnapma

First,letmequicklyannouncethatNAPMAhascreatedaveryfocusedWebinarseriesand teleconference on how

notonlytosurvive,butalsoTHRIVEintimesofeconomicturmoil.

Next, let me share with you ourrefocused efforts and back-to basics-approachforallmembersofNAPMA.

The Compass and Road Map

We’re refocusing our curriculumand support tools to accomplish twoveryimportantobjectivesforyou.First,

we’llgiveyouan“above-the-fray”lookatbestpractices,strategicthinkingandbehaviorandourindustry’sdirections.Second,we’llgiveyouapractical,step-by-step implementation strategy foreachareaofyourschooloperations.

Youmustconstantlyfocusonnewstudentenrollments,renewalsorup-grades and quality instruction andstudent retention. Each month, we’llwalkyouthroughmarketingsystems;handling phone calls and walk-ins;and introductory,enrollmentandre-newalprocesses,sothatyouaren’tleftto“grappleinthedark.”

NAPMAhasalwayshadthewidestvariety of quality martial artists andotherexpertsascontributors,andre-cently they’ve included Jhoon Rhee,Jeff Smith, Joe Lewis, John Hackl-eman, Dave Kovar, Steve LaVallee,

Carlos Machado and MANY others.Contributorshavealsocomefromout-sideourindustry:JayAbraham,DanKennedy, Tony Robbins, Zig ZiglarandTomHopkins.

What Else Is New for 2009?

We’verefocusedNAPMAfromthe“top down,” with our Inner Circleand Peak Performers groups, andthen Maximum Impact, and the re-viewandimprovementofitscontentsby LONG-TERM, highly successfulmartialartsschooloperators,includ-

ingTobyMilroy,RobTuckerandJeffSmith. (who are 4th-, 6th- and 9th-DegreeBlackBelts,respectively).Lostbymanyotherorganizationsandthewiderangeofself-proclaimedexpertsand gurus is the real-world—down-in-the-muck—belly-to-belly realityof running a single school to a largemulti-schoolchain.

We’ve carefully considered all thecontentandsupportfromtheperspec-tiveof“Will thishelpYOU inREALand PRACTICAL ways to acquiremorestudents,keepthemlongerandtakemoremoneyhome?”

Everything Old is New Again!

Headlines: Oil price spike pushescar companies and airlines to thebrink,orbeyond.Droppingrealestatevaluespush747banksintoinsolvency.

(U.S.governmentrescues)stockmar-ketsinturmoil.Recessionlooms.

Arethosefamiliar?No,it’snotlastmonth;it’s1990and1991.

The last time we had a VERYSIMILARdomesticandinternationaleconomic situation was the 1990/91Recession. (Remember Bill Clinton’selection-winning exhortation? “It’stheeconomy,stupid.”)

Manyofthoseteaching“successinourindustry”weren’teveninthemar-tialartsbusiness then. Inmycase, Iwasrunningsixschools,approachingmy 10-year anniversary of Mile HighKarate and finishing an executiveMBA. Those were two of the best fi-nancialyearsweeverhad.RobTucker,nowakeyNAPMAstaffmemberwasonmyteamatthetime,andrunningabranchschoolwith500activestudents(chargingdoubleanyoneelseintown).JeffSmithwasrunningthreeverysuc-cessfulschoolsandbuyingamansionintheBlueRidgeMountains.

Throughoutthatsameperiod,com-petitors fellbythewayside indroves(justlikenow!).

IinviteyoutoourfreeTeleconfer-ence for the Industry and WebinarSeriestolearnhowtothriveinchal-lengingtimes.GotoNAPMA.comtoregister.MAP

New Directions: Refocused Efforts for Times of Turmoil and Trauma

STEPHENOLIVER

“ You must constantly focus on new student enrollments, renewals or upgrades and quality instruction and student retention.”

The Final Word STEPHEN OLIVER MBA, NAPMA CEO


Learn from Stephen Oliver at NAPMAQuantumLeap.com

Stephen Oliver, MBA and 8th-Degree Black Belt, is the developer of the monthly NAPMA Maximum Impact Program, the director of one of the industry’s leading coaching programs for school owners and the founder of Mile High Karate. You can

contact Stephen through MileHighKarate.com or MartialArts-Mastermind.com.

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FAX

PRIORITY FAX REGISTRATION FORM YES! Register me for the NAPMA Quantum Leap, March 20–22, 2009.

Members Minimum of 40% DISCOUNTIncludes FREE Ultimate Martial Arts Marketing Bootcamp($2,750 value)

REGISTRATION:Non-NAPMA Members*$1,497.00 $997.50NAPMA Basic Members*$1,497.00 $767.50NAPMA Maximum Impact Members$1,497.00 $379.50NAPMA Peak Performers, Inner Circle or Coaching Group Members $1,497.00 $197.50

*NOT a Maximum Impact Member? What a great time to enroll or upgrade! You get the highest/best/most advanced information and benefi ts—and you SAVE at least $100.00 on your NAPMA Quantum Leap registration—PLUS you attend the closed-door Maximum Impact and higher net-working gathering! DO IT NOW!

I Want to Register or Upgrade My Membership for FREE. Pay just $29.97 shipping/process-ing/handling fee for two months (U.S. and Canada; $39.97 International orders) and receive a 60-day free trial membership, plus the lowest possible tuition for the 2008 NAPMA Quantum Leap.

I also want to register my Spouse, Partner or Key Employee to attend with me for HALF of my Registration Fee:

1. ____________________________________________ 2. _______________________________________ Spouse Partner Key Employee Spouse Partner Key Employee

Name ________________________________________________________________________

Company/School ______________________________________________________________

Address ______________________________________________________________________

City ______________State __________Country ______Postal Code __________________

Phone ________________________________Fax ____________________________________

Email ________________________________________________________________________

Billing Address (if different from above)

Name ________________________________________________________________________

Address ______________________________________________________________________

City ______________State __________Country ______Postal Code __________________

Credit Card Information:

Name on Card ________________________________________________________________

Card Type: Visa Mastercard American Express Discover

Card Number _________________________________________________________________

Expiration Date __________________________________Card Security Code ___________

I authorize NAPMA to charge my credit card for the charges selected. I further affi rm that the name and personal information provided on this form are true and correct.

Signature _________________________________________________________________________________________

I further declare that I have read, understand and accept NAPMA’s business terms as published on NAPMA.com. Providing this information constitutes your permission for NAPMA and or Martial Arts Marketing to contact you regarding related information via mail, e-mail, fax, and phone.

FAX sheet to: U.S. & Canada, 1-727-540-0806; Int’l: 001-727-540-0806Australia 61-294-750-098; U.K. 44-800-471-5096

EARLY BIRD DISCOUNTS EXPIRE March 6th

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We're happy to GUARANTEE

your complete satisfaction.

If you should feel at

any time through noon

of the second day

of the Quantum Leap

Event that you are NOT

discovering life-changing

opportunities, strategies,

secrets, resources and

contacts, then you'll

receive a FULL and

COMPLETE refund.

Stephen Oliver directed NAPMA to put together an event that would arm all who

attend with the skills, strategies and tools they need to be one of the success stories,

not those whose schools go “supernova” and implode. Here it is…an event that will

provide you with the knowledge to enter the world of lasting success.

Whatever your Answer, the First Step is a Quantum Leap…The 2009 NAPMA Quantum Leap, March 20-22, in Denver, Colorado.

Success in the martial arts business…(accessible to anyone with the necessary knowledge we provide)…can lead to what you want from life and your business, and more readily than just about any other type of business, period.

A martial arts schools has almost NO inventory, very few employees, minuscule equip-ment requirements and very HIGH MARGINS (if operated appropriately)…AND the fl exibility of doing things as

you please. Virtually no other busi-

ness model offers as much fi nancial opportunity, as few barriers, and as many choices, so you can live the lifestyle you really want. That is the real decision you must make. Don’t think you are registering for just another seminar. Think of the 2009 NAPMA Quantum Leap as a necessary step forward to the life you really, maybe even secretly, want.


er, if you are REALLY serious about your BUSINESS and are unwilling to make sacrifi ces in the quality of your students, then your attendance is virtu-ally MANDATORY!

There is virtually no other opportunity to hear directly from Stephen Oliver about his current work with leaders in this fi eld.

You think it costs too much.

Those in the NAP-MA circles will tell you—forcefully—

that the cost is zero. It’s much more expensive to stay home and miss the opportunities that make so many people so much money! Bluntly, there is no other event of any kind held anywhere in our industry from which a higher percent-age of attendees go home and create as much money.

The fee should be irrelevant, because attendance is virtually MANDATORY for every serious and successful school owner as well as those serious about entering the business.

The fee is still DEEPLY DISCOUNTED for you, when you act immediately on this

advance invitation. There is no other opportunity at any time to secure a lower registration fee than right now, before Christmas Day, Dec 25, 2008.

Yet, every year, some procrastinate, wait to receive mailing after mailing, and ultimately pay a much higher fee to access these secrets. DON’T THROW YOUR MONEY AWAY! Take care of this now. You KNOW you need to be here!

You think the secrets we’ll share don’t apply to you, your school, your demographic and/or

your style.

Maybe you think you’re “too smart for the room”—but we dare you to match your mar-keting prowess and gross/net income with those attendees in the business for 5, 7, 10, 15, even 20 years, who have returned to this bootcamp for yet another year. THE smart-est million-dollar and multi-million-dollar earners in this fi eld attend this event, even if they attend no other event all year long.

You think it’s just “another seminar.”

Quantum Leap has many more “mov-

ing parts” than a typical seminar. Most attendees profi t ENORMOUSLY from networking…and fi nd new vendors they would never know existed, otherwise.

This is the annual NAPMA Quantum Leap Event. The simple fact that we are host-ing this event separates it by

miles from all others hav-ing anything to do with the martial arts school business. Our reputation is unmatched for bringing together LE-GITIMATE experts who are actually DOING WHAT THEY TEACH, CURRENTLY…and for revealing insider infor-mation. If you are merely interested in learning the newest “wiz-bang” choke hold or rolling around with the latest UFC fi ghter, then you shouldn’t consider this event for a moment…howev-


We’re also bringing a NEW PRESENTATION to this year’s QUANTUM LEAP that will change your world…FOREVER.

This is an insiders’ update on WHAT’S WORKING BEST and WHAT’S NEW in all aspects of offl ine and Internet marketing for martial arts schools.

We’ll take you BEHIND THE SCENES at NAPMA, where many of our TOP NAPMA cli-ents present mind-boggling ex-amples of breakthrough, online strategies from our Inner Circle, Peak Performer and Coaching members…AND reveal strate-gies being used very successfully to counteract some weaknesses in many schools’ marketing sys-tems, such as recession effects, retention problems, Web site conversion declines, e-mail non-delivery and competition.

We’re assembling the most

idea-rich, example-laden showcase of “what’s working best, right now.” It’s the best we’ve ever presented! There’ll be something for the beginner as well as the most experienced old pro. More about this BE-HIND-THE-SCENES stuff…not to brag, but we just fi nished our most successful quarter ever with a 48% increase in business vs. 2007. We radically improved our new-member experience, and we spent a for-tune TESTING dozens of new initiatives, different media and different opportunities.

We also laid a few eggs last year, and we’ll lay a few more this year. NO OTHER COM-PANY WOULD EVER SHOW ITS CUSTOMERS AS MUCH ABOUT THEIR OWN MAR-KETING AND OPERATIONSas were willing to do, in this special presentation.


You May Be Wondering…

Why would NAPMA be willing to offer these two amazing events for such a SMALL fi nancial investment? (Or such a dramatic discount?)

That’s a GREAT QUES-TION.

The answer: As you may know, we have a very ag-gressive marketing system to attract new members to NAPMA. After all, the more NAPMA members, the more impact we can have in the industry, the more leverage we have against potential regula-tors, the better “deals” we can negotiate for our members with vendors and suppliers, and the stronger the organization.

Of course, NAPMA mails Martial Arts Professional Magazine to EVERY martial arts school in North America, and to MANY schools in 24 additional countries.

During the past few months, we’ve seen a TERRIFYING trend: Martial arts schools are struggling, failing and closing at a RECORD RATE!

However, many of our NAPMA member schools are SHATTERING all-time records, and growing their schools at ASTRONOMICAL rates!

Since, we are ABSOLUTELY CERTAIN that the #1 indica-tor of your future success is the effectiveness of your marketing, renewal, and student quality systems, we feel it’s our duty to the industry to do our part to stem the tide of failing schools!

Stephen Oliver issued an edict to everyone at NAPMA to put together an event that would arm all who attend with the skills, strategies and tools they need to be one of the suc-cess stories, not those whose schools go “Supernova” and implode. Stephen’s wish is our command, and here it is…a force more powerful than the immense gravitational pull of a black hole, the 2009 NAPMA Quantum Leap—AND—2009 Ultimate Martial Arts Market-ing Bootcamp!!

If so, you CAN’T Afford to Miss this Opportunity to Take a QUANTUM LEAP Forward in your Martial Arts Business!

The 2009 NAPMA Quantum Leap, March 20-22 in beautiful Golden, Colorado

Join the most ELITE group of hundreds of smart and savvy martial arts school owners who implement school-build-ing ideas at blazing speed;leverage every new discovery into bigger incomes, more wealth and more personal freedom; and never sacrifi ce the quality of their students.

Early, Early Bird Discounts (minimum of $899)

The Newest, Cutting Edge Marketing Systems and Tools are HERE!

•

FREE “Martial Arts Marketing Bootcamp” ($2750 Value), if you act QUICKLY!For Newer School Owners, the ULTIMATE “Equa-tion” and Shortcuts to Avoid Expensive Mistakes!Respond no later than Christmas Day (December 25th, 2008) for a limited-time discount.“BUY 1, GET 1 FREE”—an Unprecedented Offer of TWO BootCamps for the Price of ONE.Visit NAPMAQuantum-

Leap.com or complete the form on page 16 and fax it to 1-727-540-0806 (U.S. and Canada; see page 16 for international fax numbers).

•

•

•

•


Lorenzo Trujillo, Assistant Dean, University of Colorado Law School

Dean Lorenzo Trujillo serves in numerous professional capacities on committees of the Colorado Supreme Court, The National Endowment for the Arts, and other region-al and national agencies. As a Quantum

Leap speaker, he will explain how to attract students from the growing Hispanic market.

Master Karen Eden, Media Expert, Master TSD Stylist

er Karen Eden is a master TSD stylist, successful school co-owner and a 25-year media expert, who will teach you how to use publicity techniques to elevate your school’s image and drive more students to

your front door, at little or no cost.

Frank Brown, Mile High Karate Franchise Frank will show you his “Secret Non-Confrontational Sales Formula” to create student and parent relationships that eliminate “slick selling” techniques.

Master Ranulfo Gonzalez, Mile High Karate

Ranulfo is a 5th-Degree Black Belt and the chief trainer for instructors and school owners at Mile High Karate. He’ll share his excellent children’s teaching methods to motivate students to upgrade.

Elsa Cordero, MBA, MA Oriental Medicine

Elsa Cordero is a 5th Degree Black Belt, former school owner, champion competi-tor and currently Grand Master Stephen Oliver’s Webmaster. She has uniquely combined her martial arts experience with

her Internet expertise to help you create a Web site that will become one of your primary (and low-cost) marketing tools.

Ron Ipach, president of the Cinron Marketing Group

Ron Ipach exemplifi es the mastermind effect perfectly because his company is the “NAPMA” of the retail auto repair industry. During his seminars, he’ll explain how his auto repair group is implement-

ing its new customized newsletter system, and how to live the “lazy man’s way to riches” and do twice as much work in half the time.

Peyton Quinn, Author and Chief Instructor at RMCAT

Peyton Quinn and NAPMA have partnered throughout the last 10 years to teach self-defense methods that go beyond the pristine environment of the classroom. He’ll present his real-world perspective on

confrontation avoidance, street-level self-defense and adrena-line stress response.


Grand Master Stephen Oliver, Multi-School Millionaire Franchisor and NAPMA CEO

For more than 32 years, Stephen Oliver has operated SUPER-SUCCESSFUL martial arts schools and built an International Franchise organization that’s taking the

industry by storm. He’ll take you DEEP INSIDE the labyrinth of “Direct Response” marketing, and help you decode “High-Leveraged,” new-student acquisition!

Grand Master Jeff Smith, Former Kickboxing World Champion

Grand Master Smith, a 9th-Degree Black Belt Master in Tae Kwon Do, with more than 40 years in the martial arts, currently owns and operates three Karate centers, offi ciates at tournaments and teaches seminars. Grand

Master Smith will help you “Rev Up” your student quality with his TIME-TESTED instruction tactics and strategies!

Dr. Larry Donnithorne, Ed.D.

Dr. Larry Donnithorne is a graduate of the United States Military Academy at West Point and Stanford and Harvard universi-ties. He has been invited to Quantum Leap to present his outstanding seminar on the

principles of leadership and sound ethics.

Terry Bryan, Ph.D. and 9th-Degree Black Belt

Terry has been a martial arts professional for more than 35 years and is one of the most successful real estate investment coaches in the U.S. He will provide you with an inside look at how you can benefi t

from the passive income of real estate ownership.

Toby Milroy, NAPMA Chief Operating Offi cer

As a successful school owner and industry professional, Toby will reveal the “insid-ers’” marketing strategies that are FLOOD-ING schools with new students across the country. Now, more than ever, the Internet

can give you a dramatic competitive advantage in new-student acquisition, as an EXTREMELY, low-cost marketing media.

Master Dave Kovar

Master Dave Kovar is a multi-school opera-tor, with 25 years experience as a martial arts professional, who has been extremely successful because of his total school systemization. He is also a champion of the retention battle, maintaining better than

a 95% rate! He’ll share all this and more during his Quantum Leap presentation.

Master Rob Tucker

A 6th-Degree Black Belt, Rob will share his time-tested systems to create the HIGH-EST quality students. Rob’s presentation is MANDATORY for those who want to create TRULY skilled Black Belts!


7. They have lost touch with what works in the 21st century.

Unfortunately, the industry is full of dinosaurs and leaders of the past—whose time has long since passed, but who’s friends and associates are unwilling to say, “The emperor has no clothes.” Systems that may have been revolutionary in 1970 or 1980 (even 1990 and beyond) may be out of date or just plain insuffi cient in the current environment.

How is my Marketing Boot-camp different?

In a variety of ways, I continue to explore the “lead-ing edge” of new technologies, teaching techniques, marketing strategies and technological enhancements. I explore the latest approaches not only through my own school imple-mentation, but also through an unmatched “mastermind” team of industry leaders with whom I network and share ideas, constantly.

continue to manage a hugely successful operation. I’ve made a six-fi gure + personal income for more than 24 years strictly from my schools.

5. They are “Flashes in the Pan.”

Often, their advice comes in the guise of “Gee, I just started understanding and implementing these concepts, and had a great year last year. Please, pay me to tell you about my short-term suc-cesses. I did $ (pick a number $100,000 net, $400,000 gross, etc.), and will do more this year—and would love to show you how I did it.”


I’ve already explained my difference—but let’s just say that there are many people who have a good year of two; but can they weather the ups and downs of our industry, boom years and recession? I only trust those who’ve weathered some internal and/or exter-nal crisis and fought back or stayed on top. Don’t trust the unproven, untested enthusiastic newcomer.

6. They are personality-driven, and can’t be duplicated.

I think all of us are able to draw upon a few examples of magnetic personalities—whose personal successes are excit-ing—but could NEVER be replicated in your operation.


I’ve run a large school operation since 1983. During that time, nearly 100% of our teaching, marketing and sales was accomplished by employees (or now partners) who had to implement my systems. They are not dependent on charisma or unstoppable energy. I have spent years studying operations and marketing—including for-mally achieving a Master’s in Business Administration—that included having a literal bevy of MBAs and Ph.D.s analyze the martial arts school business to help me create powerful systems for school operations that can be duplicated.


and love for the martial arts that we share—and then they dare to tell real martial artists how to run schools where real martial arts skills and curricu-lum are taught.


I began studying martial arts in 1969. I trained in Tae Kwon Do at the Jhoon Rhee Institute with the likes of World Champions Jeff Smith, John Chung, Charlie Lee, and the most awesome stable of kickboxers ever assembled. More recently, I was promoted to 8th-Degree Black Belt by Jeff Smith.

3. They’ve only run a school in their memories.

Some of those who consult or provide expert opinions only run martial arts schools in their memories—in some case, distant memories. Some of those recollections seem more like a distant dream (or, in some cases, vivid nightmares)! Many of these people operated in very different circumstances and times.


I am still totally immersed

in the daily operations of martial arts schools—doing as many as 527 enrollment conferences during the past three years—nose-to-nose, belly-to-belly. Every Monday and Friday, I meet with and train our school managers and instructors—and solve the everyday problems that you face in the real world (albeit at possibly a higher volume).

4. They never ran a successful school.

Even those advisors who re-ally are Black Belts—and run or have run schools—usually never ran particularly success-ful operations. Many started offering advice about running a school when they could no longer make much of a living running schools.


Currently, several Mile High Karate schools will gener-ate more than $500,000 in gross revenues (and, in some cases, much more); and I will likely add another two loca-tions by year’s end. I broke the $1,000,000-a-year bar-rier—way back in 1985—and

In our industry, it seems like everyone has popped up to offer advice—how do you tell fact from fantasy, value from fraud?

Unfortunately, most of the really successful people in our industry spend their time growing their staff, students, schools, and especially their net profi t—and not sharing their secrets with you. I am different from most of those sharing information in VERY important ways that are important to you and will help you dramatically grow your school—and your income!

Many of the “gurus” in our industry fall into one of the following categories.

1. They’ve never been there—done that.

That’s right—there’s a BUNCH of people trying to sell you advice that have never sat where you sit and dealt with the problems and oppor-tunities that you face every day. They are often excel-

lent speakers and persuasive purveyors of their products, programs or subscriptions, but they’ve never implement-ed their ideas or products in a school environment. Their ideas are unproven. Their perspectives limited to that of outsiders.

How is my Marketing Bootcamp different?

I opened my fi rst school in 1975, and have been continu-ously operating my Mile High Karate schools in Denver since 1983. I currently have successful locations through-out North America. I’ve man-aged a large school operation, have taught thousands of students and run every aspect of a school.

2. Not a martial artist!

Believe it or not, there are “experts” in the martial arts business who aren’t even mar-tial artists. They don’t under-stand the training, mindset


cluding Jay Abraham, Gary Halbert, Dan Kennedy, John Carlton, Jonathan Mizel, Co-rey Rudl, Joe Sugarman, Ted Nicholas and many, many, many others.

What I’ve learned from them is that the only route to success is “test, test, test.” Trial and error—millions in media buys later—is the only true route to know what will work for you and me—and our martial arts schools in today’s economy. Well, you have two options to accom-plish similar results:

You either spend $200,000 to $250,000 PER YEAR for the next 20 years—keeping copious records—and let a bevy of marketing experts, MBAs and Ph.D.s study the results and help you draw conclusions.

Or, you learn and imple-ment the systems and processes that have already proven their worth for the top school owners at the 2009 NAPMA Quantum Leap and your free seat at my 2009 Ultimate Martial Arts Marketing Bootcamp.

Now, I know what you may be thinking...

I know what I would be thinking—“Gee, this all sounds great—but how do I know you are for real?”

Well, you really don’t have to take my word for it.

During past Bootcamps, many of our industry’s leaders attend for their own development, and in some cases, to contribute, as well.

What do other school owners, who’ve paid their hard-earned dollars and fl own from across the world to attend, think about my 2009 Ultimate Martial Arts Marketing Bootcamp?

Look for their comments here!

What should you do?Don’t hesitate to change

your life and the future growth of your school and development of your stu-dents—register for the 2009 NAPMA Quantum Leap and you may qualify to attend my 2009 Ultimate Martial Arts Marketing Bootcamp—absolutely FREE!


Now, I don’t know what you are charging, but, at my schools, new students pay $159 per month.

What are you charging? If you are not receiving that tuition rate or are afraid prospective students will balk at that amount, then you need to learn to create the perception of value for your

students—and their parents.This is more that just teaching an exciting INTRO class. At my Bootcamp, you will learn to create a high perception of value—value that makes your competition irrelevant in your prospects’ minds and gives you the confi dence to charge—and receive—what your program is really worth.

At my schools, we move students to the Master Club at $259 per month within 8 to 16 lessons (that’s 1 to 2 months). Often, this results in a PIF of $7,800 or more.

Do you have a system

in place that progressively upgrades students and maxi-mizes your return? If not, then you will learn how, at my Bootcamp.

How’s your staff de-velopment? Is your school systematized? We will cover this, in depth, and you will leave with new systems and management methods ready to implement at your school the day you return from this incredible event.

All of that really sounds simple, doesn’t it? We both know that there is more to it than meets the eye.

For myself, I have been studying marketing in one form or another since I was 15 years old, stapling fl yers for my school on telephone poles and taping them in the window of the Baskin-Rob-bins Ice Cream store.

My initial professional education for marketing a martial arts school came in the late 70’s and early 80’s in Washington, D.C. While a branch manager at the

Jhoon Rhee Institute, I stud-ied methods and systems used to fi ll nine locations. I also spent a huge amount of time at the Library of Congress, reading market-ing classics by such men as Claude Hopkins, John Kennedy, David Ogilvy, John Caples and others that are probably unfamiliar to you.

Next, I moved to Denver and opened fi ve schools in 18 months with just $10,000. That was 1983—25 years ago—and since then, I’ve run one of the largest and most successful school organiza-tions in the country. During the years, I’ve spent literally MILLIONS in advertising dollars, and, through trial and error, have discovered what really works.

During the process, I’ve continued to study the vari-ous “experts and gurus,” in-


know what your life is like as a school owner. I have been running

schools since 1975—and, unlike most — I never really had any other job or career other than running a school.

Every day, as school owners, we grapple with competing priorities and struggle to remain true to our martial arts roots. All the while you work to create a successful business and a worthwhile career.

If you haven’t had the

success that you want from owning a martial arts school or if you’ve done well, but are ready to take the next step to join the top 5%, then—just maybe—it’s time for you to take the ultimate opportunity toMaster Your Martial Arts Business—not just your art.

I’ll teach you—free of charge—the steps to grow your income by running a school; and they’re really quite simple.

A single-school location needs 20 to 30 new students every month to grow and thrive. Are you hitting or exceeding those numbers?

“If not, then I guarantee that by the time you leave

my Bootcamp you will have more than enough tactics and strategies—including step-by-step, “plug-and-play” systems—to fi ll your school every month of the year.”


he fi nal piece of the “puzzle” is to create and keep excellent stu-

dents, and re-motivate them to grow into excellent Black Belts—and beyond (way beyond).

We’ll teach you the key concepts of “selling follow-through” from the fl oor. We’ll teach you about the connec-tion between goal setting, long-term objectives, creating

true leadership and character development curriculum and the long-term success of your school.

We promise we won’t teach you ONLY short-term ways to improve your cash fl ow. We’ll teach you long-term strate-gies to become a real “Pillar in your Community” and to surround yourself with win-ners inside and outside your school.

he fi rst secret that top school owners learned many years

ago is that there is no rea-son to re-invent the systems that have already proven to grow their and many martial arts schools into highly prof-itable businesses, generating greater personal wealth.

One of the most im-portant school-building systems is marketing.Compared to many indus-tries, martial arts marketing is relatively straightforward. It’s not rocket science, but it will rocket your school’s growth into the strato-sphere, when you learn the specifi c marketing methods that really work—and that is the sole focus of the 2009 NAPMA Quantum Leap.

It’s the only event where you can be sure to learn

the insiders’ secrets of today’s foremost marketing experts and the most suc-cessful school owners. They will peel back the curtains and reveal the marketing techniques that are virtually guaranteed to attract more and better students to your school.

The revolution begins when you decide to attend the 2009 NAPMA Quantum Leap, March 20–22, 2009, in Denver, Colorado. Regis-ter early and we’ll reserve an absolutely free seat for you at Stephen Oliver’s Mar-tial Arts Marketing Boot-camp. Visit NAPMAQuan-tumLeap.com or complete the form on page 16 and fax it to the number at the bot-tom of the form.


ou’ve heard all about “upgrade systems”: Black Belt Club,

Master’s Club, G.O.L.D. Lead-ership Team or Leadership Programs. You probably have one or more. The difference is that we’ll teach you how to prepare students and their

families for this step right from fi rst contact.

You’ll learn how to convert a much higher percentage of new students into the upgrade process than you ever thought possible.

We’ll teach you about cur-riculum and pricing struc-

tures that will let your school charge $259, $397 and, even $997 a month, for lessons—and cause many more stu-dents begging to be involved.

We’ll teach you about creating the “social-proof” environment to motivate students and families to ask

for upgrades—without much selling—and systematizing and automating the process, so it’s consistently and highly effective.

“I will only share with you ideas and systems that have been PROVEN to work through

extensive testing—in the real world of daily school operations. No short-term “fi xes,” only

long-term success strategies. No ideas that look interesting, but really have never been

tried. I may occasionally offend—but will promise to tell you the way it is—no editing or

ulterior motives.”

Stephen Oliver, MBA, 8th Degree Black Belt, NAPMA CEO


Denver, Colorado, home of the 2009 NAPMA Quant um Leap.

quantum leap is defi ned as a dra-matic advance, a

revolutionary explosion of knowledge—and that’s what will happen to you—when you attend the 2009 NAP-MA Quantum Leap, March 20–22, 2009, in Denver, Colorado.

This event is designed to help you “take the skin” off your school…give it a good scrubbing…and RADICAL-LY improve your marketing methods and enrollment, upgrade and retention results during 2009, and beyond.

We’ve doubled your opportunity to learn the knowledge to grow your school and change the lives of your students with an amazing, members-only free bonus: Register early for the 2009 NAPMA Quan-tum Leap and you’ll also be invited to attend Stephen Oliver’s Infamous “Ultimate Martial Arts Marketing

Bootcamp”—a $2,750 value, absolutely free! Visit NAP-MAQuantumLeap.com for all the details and to regis-ter, or complete the form on page 16 and fax it to the number at the bottom of the form.

You’ll return to your school with even more of the insiders’ secrets that have been attracting smart school owners to the Mar-tial Arts Marketing Boot-camp for years. It’s time you know what they know and the marketing methods they’ve been using to grow their schools way beyond the industry averages.

The 2009 NAPMA Quan-tum Leap will be a gather-ing of experts from inside and outside of the martial arts industry, all focused on moving you forward in radical leaps in three major areas of your school.

ow, no one likes to be a “salesperson,” and that’s why the

Radical, Non-Confron-tational Selling method is perfect for you and all school owners. We’ll teach you to build long-term, positive relationships with prospects to enroll more of them as students and with current students to convince them to become long-term members of your Black Belt family.

It’s all about becoming THE expert, building rap-port not only with your pro-spective student, but also with families and friends, and successfully anchoring yourself as a pillar of your community for many years

to come.Others have taught

our industry to “rape and pillage” (so to speak). To chase cash as their god and use high-pressure, pushy tactics to close as many contracts as possible and collect checks (that hopefully clear)! Burning bridges in the community in the process.

“We’ll be showing you the opposite, or ethical, approach. Radical, Non-Confrontational Selling is the approach that creates MORE new students. The approach that turns them into your fans and rav-ing “evangelists” for your school.


march 2009, martial arts professional magazine

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