Where Does Your BJJ Business Fit In A $2.7 Billion Industry?

BJJ is, first and foremost, a martial art, but still, it has the potential to do more in changing diet, exercise, and general health practices than most doctors’ appointments—ask anyone who’s lost a significant amount of weight, or changed the way the approach stress since they started training.  

I am a firm believe that Brazilian jiu jitsu, in its many offerings, is a part of the healthcare industry—and that it can do more.

I might be biased, since my background is in the money and marketing of healthcare, but I ran across a study today on new entrants into the health and healthcare markets that not only reinforced that point, but also highlighted a potential for growth that I think some BJJ schools and companies will be able to take advantage of.

PwC Industry Size Breakdown

What This Means For BJJ

The study is relatively short and has some very useful graphics, but if you don’t feel like giving PwC your email or filtering through the 20 pages of results, here are the highlights that hold the most potential for business in Brazilian jiu jitsu.

  • We’re part of a growing industry. The health and wellness market is a $2.67 Billion dollar industry—a small section of healthcare in general, but large in its own right.
  • The customer is at the wheel. The industry can be slow to move, but is finally being shaken up by a shift toward consumer-driven business models (meaning listening to your students and customers will become even more important as time progresses.)
  • Healthcare is moving. The report emphasizes that consumers no longer see health as something that only happens in traditional care settings (doctors’ offices and hospitals.) They are now looking at health and health options as something they want to be able to access whenever they need it and wherever they are.
  • Customers want value from their health options. BJJ is able to deliver on this on levels many organizations struggle with.
  • Partnerships are essential. Again, BJJ is already solving problems with little effort that frustrate much of the healthcare industry. It may be a difficult tie to make, but your local health community is likely full of entities and organizations looking for new and innovative ways to bring their customers benefits that are inherent in training jiu jitsu.
  • Consumers want something new. “Consumers are ready to abandon traditional care models for ones that echo experiences in banking, retail and entertainment.” No, we’re not manufacturing at-home strep tests, but the shift in attitude about health in general, means that consumers are more likely to think creatively about how they integrate health practices into their daily lives.


I have to add, that many instructors, many students even, have zero interest in addressing health through training—understandable, since to many, BJJ is studied as an art unto itself, with purely martial applications. But for those instructors and business owners who are interested in integrating the practice of BJJ into the way their students and customers care for their bodies within a larger system, this study is definitely worth a read.


by Megan Williams



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