How to Build Community in Jiu-Jitsu
Key lessons from the world's #1 Jiu-Jitsu podcast.
Today’s article was written by Steve Kwan. Steve is a Brazilian Jiu-Jitsu black belt and the founder of my favorite (and the world’s best) Jiu-Jitsu podcast, BJJ Mental Models. The Grappler’s Diary has been proud to be sponsored by BJJ Mental Models since early 2024.
Hey folks! This is Steve Kwan from BJJ Mental Models. Chris Wojcik asked me to write a guest edition of The Grappler’s Diary, and as a longtime fan of the newsletter, I couldn’t be happier to say yes!
For those unfamiliar with BJJ Mental Models, our goal is to make Jiu-Jitsu simple, safe, effective, and fun. We’re probably best known for the BJJ Mental Models podcast, which focuses on simplifying the way we think about (and ultimately perform) the sport of Jiu-Jitsu.
Chris suggested I use this opportunity to share my best lessons learned from growing the BJJ Mental Models brand. Whether you’re a casual practitioner, professional athlete, or business owner, your Jiu-Jitsu “brand” impacts how you will be perceived, and ultimately the impact you’ll leave on the sport.
So without further ado, here are the main things I’ve learned from the BJJ Mental Models journey, which I wish I’d known when I started…
#1: Everything is branding.
“Branding” isn’t just about business and marketing; it’s how you’ll be perceived by the world around you. Everything you say and do becomes part of your brand. Be mindful of how you conduct yourself, especially in public or on social media. Your flippant Instagram post might leave an impression on thousands of people, and could affect whether they want to work with you in the future.
If you’re not looking to do Jiu-Jitsu professionally, you might think your personal branding is irrelevant. Don’t make this mistake. What is just your hobby today could very well become your life’s work (and primary income stream) in a few years.
#2: Authenticity is the best marketing.
Many people are afraid to market themselves because they don’t think they’re good enough to merit anyone’s attention. Here’s the coolest thing I’ve learned from building up BJJ Mental Models: Being authentic is far more important than being accomplished.
Let’s be real: You’re probably not a 5x world champion or multimillionaire Jiu-Jitsu business mogul. But you don’t need to be! Those aren’t the people you’re trying to reach.
99% of the people in this sport are just regular folks who like Jiu-Jitsu. Speak to those people in their language, and be open and honest about your limitations as well as your strengths.
Honesty means authenticity, and my experience leads me to believe that people are much more likely to engage with someone who is authentic than someone who’s won a lot of medals.
#3: Don’t fear embarrassment
Our fear of judgment holds us back from so many opportunities. People often say they’d like to make Jiu-Jitsu content, but they’re afraid of being “cringe.” Screw that mentality. “Cringe’ is authentic, and remember that authenticity is the best marketing.
If there’s one lesson we should learn from Jiu-Jitsu, it’s that we get better by viewing failure as an investment.
You can’t get great at anything unless you’re willing to spend a lot of time being bad at it first. Embarrassment prevents us from taking those first awkward steps, which are essential if we want to learn to run.
#4: Be remarkably consistent.
As Chris Haueter once said, “It’s not who’s good, it’s who’s left.” Chris was talking about Jiu-Jitsu, but this quote is just as true in brand development.
Over time, consistency is the most important variable if you want to succeed at anything.
Noah Kagan once said that if you want to do something new, commit to 100 reps. In other words, don’t give up until you’ve done it at least 100 times. Before that point, you’re still too much of a beginner to expect any real results.
Look at those first 100 reps as practice sessions to gain the knowledge necessary to advance.
#5: Be generous.
It sounds like nonsense, but I can’t overstate enough how important generosity is in brand development. Generosity isn’t just charity; it’s one of the best ways to build trust.
Sharing your time and other resources demonstrates to others that you’re willing to give before you expect to receive. And in a world with so many things competing for our precious attention, those of us who show generosity will stand out from the rest.
#6: Lean into your uniqueness.
At the beginning of any journey, we learn by copying. But at some point, we need to grow beyond mimicry and forge our own path. It’s easy to get caught up in trying to duplicate what others have already done, but remember: they aren’t you. Their journey isn’t yours.
When you’re trying to copy someone else’s game plan, the best you can hope for is to be a cheap facsimile of them.
As they say, average methods yield average results. Your uniqueness is what makes you stand out, so don’t be afraid to lean into being a bit different.
#7: Find your tribe.
In Jiu-Jitsu, we compete individually, but everything else we do is as part of a team. The community element of Jiu-Jitsu is secretly the most important part. Techniques and trends come and go, but your tribe lasts a lifetime. Your community is a superpower that protects you against everything that could go wrong.
The best part about community is that everyone can be involved. You don’t have to be a black belt to add value to your team. As early as possible, I strongly suggest thinking about how you can contribute to the community around you.
I could talk endlessly about this stuff…and in fact, I do! That’s what the BJJ Mental Models podcast is for. If you’re looking for long-form audio lessons that slice through the complexity of Jiu-Jitsu and get to the topics that really matter, check us out at bjjmentalmodels.com or search for us in your favorite podcast app.
—Steve Kwan,
BJJ Mental Models
Steve Kwan is a Brazilian Jiu-Jitsu black belt and the founder of my favorite (and the world’s best) Jiu-Jitsu podcast, BJJ Mental Models. The Grappler’s Diary has been proud to be sponsored by BJJ Mental Models since early 2024.
If you like this article want to check out more of Steve’s work I highly recommend you check out BJJ Mental Models Premium. If you want a little discount on your first month, hit this link and use the code “CHRIS” at checkout.
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