Gracie University

Name

Gracie University

Legal name

Gracie Global, LLC

Website

https://gracieuniversity.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Martial Arts Instruction

NAICS

Sports and Recreation Instruction (611620), Exam Preparation and Tutoring (611691), All Other Miscellaneous Schools and Instruction (611699)

SIC

Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Grappling & Submission Arts Training (Judo, BJJ, Wrestling) (HSADADAC)

akta.pro secondary industry

Course Authoring, Hosting & Delivery Tools (LMS for Creators) (MPACALAJ)

Keywords

• Martial arts instruction
• Brazilian Jiu-Jitsu training
• Self-defense education
• Defensive tactics programs
• Martial arts franchise

Headquarters

HQ city

Torrance

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Online Course Subscriptions (Gracie Combatives 2.0): Recurring subscription access to the Gracie Combatives 2.0 core curriculum on gracieuniversity.com, with a 5-day free trial and a discount of over 40% off retail after the trial.
2. One-time Digital Course Purchases (32 Principles, Mini Masterclass, individual lessons): Single-purchase downloads/streaming of advanced curriculum (e.g., 32 Principles Part 4 at $79.00; Mini Masterclass at $37.00 with $17.00 sale price; individual lessons at $18.00) and full-course bundles (e.g., 32 Principles full program at $284.00).
3. Instructor Certification Programs (WE ICP, GST ICP): Paid multi-day instructor certification courses that authorize graduates to teach Gracie programs (Women Empowered, Gracie Survival Tactics) in their own communities.
4. Gracie Garage / Territory Reservation Licensing: Licensed operator/franchise model where entrepreneurs can open a Gracie-branded academy (Gracie Garage) and/or reserve exclusive territorial rights to operate Gracie programs.
5. Branded Merchandise (GracieLifestyle.com): E-commerce sales of Gracie-branded apparel, gear, and lifestyle products through the GracieLifestyle.com storefront.
6. Live Seminar and In-person Event Revenue: Ticketed live training events such as the Gracie University Seminar Series (featuring Master Pedro Sauer) and other B2G/B2B defensive-tactics seminars.

Pricing tiers

Go-to-market motion5 records

Distribution channels6 records

Marketing channels6 records

Core offering

Gracie University operates an online video-based Brazilian Jiu-Jitsu learning platform (gracieuniversity.com) that delivers a standardized, leverage-based self-defense curriculum to individual learners in 196 countries. The company also licenses its curriculum through a global network of Certified Training Centers (CTCs) and Gracie Garages that teach Gracie programs in person, and sells branded apparel through GracieLifestyle.com.

Differentiator

Problem solved

Functional benefit

Brands

• Gracie Combatives®: The world's leading Brazilian Jiu-Jitsu program for beginners; the official beginner program of Gracie University (36 core techniques culminating in the Gracie Combatives belt test).
• Women Empowered®
• Gracie Bullyproof®
• Master Cycle®
• Gracie Survival Tactics® (GST)
• SafeWrap™
• Gracie® Medical Defense
• FITjitsu™
• The 32 Principles of Jiu-Jitsu
• Gracie Girl®

Products and services

• Gracie Combatives® 2.0 Flagship 36-lesson Brazilian Jiu-Jitsu beginner self-defense curriculum using leverage-based techniques designed so a smaller person can neutralize a larger attacker, with no previous experience required. Sold as a subscription on gracieuniversity.com.
• Women Empowered® A 20-technique scenario-based self-defense program for women and girls, leading to the official Gracie University Pink Belt. Delivered online and via Certified Training Centers.
• Gracie Bullyproof® Self-defense, confidence, and life-skills program for children ages 3 and up, including Gracie Games, Jr. Combatives, Rules of Engagement, and Gracie KidSAFE. Delivered online and via CTCs.
• Master Cycle® Systematic advanced Brazilian Jiu-Jitsu curriculum progressing from blue belt through brown belt to black belt, delivered online and at Certified Training Centers.
• Gracie Survival Tactics® (GST) Complete defensive-tactics program for law enforcement, military, and first responders, with Level 1 and Level 2 Instructor Certification, designed for low-liability restraint and control.
• Gracie® Medical Defense Workplace-violence prevention and patient-safe restraint program for healthcare workers and facilities, focused on de-escalation and low-liability control.
• SafeWrap™ Proprietary 2-on-1 humane restraint protocol marketed to schools, security firms, and care facilities, with a corresponding SafeWrap Instructor Certification Program.
• The 32 Principles of Jiu-Jitsu A 32-principle instructional series by Ryron and Rener Gracie covering the micro-principles that make jiu-jitsu techniques work, sold as a four-part digital program (with the full bundle priced at $284.00 and individual parts at $79.00).
• Gracie Instructor Certification Program (ICP) Paid multi-day instructor certification courses (including Business Mastery, Women Empowered ICP, and Gracie Survival Tactics ICP) that authorize graduates to teach Gracie programs and operate CTCs in their own communities.
• Gracie Garage licensing program Licensed Gracie-branded micro-academy (Gracie Garage) and Territory Reservation Program that let entrepreneurs open smaller-format Gracie training centers and reserve exclusive territorial rights to operate Gracie programs.
• Gracie University Seminar Series and Live Seminars Ticketed live and topic-specific online training events, including the Gracie University Seminar Series featuring Master Pedro Sauer and other instructor-led seminars.
• GracieLifestyle.com branded merchandise E-commerce storefront selling Gracie-branded apparel, gear, and lifestyle merchandise through the GracieLifestyle.com website.

Quantifiable outcome

• 485,455 students enrolled across 196 countries and territories
• +3 more outcomes

Segments7 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• Pedro SauerflagshipStrategic or Co-development PartnerMaster Pedro Sauer, described as one of the most respected and sought-after jiu-jitsu instructors in the world, partnered with Ryron and Rener Gracie for the first-ever Gracie University Seminar Series. The partnership gives Gracie University access to a legendary Gracie lineage instructor for live seminars and course content.
• Eve Torres GracieflagshipStrategic or Co-development PartnerEve Torres Gracie serves as the Chief Instructor of the Women Empowered program and leads the Women Empowered Instructor Certification Program (WE ICP). She co-developed and front-faces the flagship women's self-defense curriculum.
• Anna Pirkl, MFTcoreOthersAnna Pirkl, MFT, contributes as a subject-matter expert on trauma-informed instruction within the Women Empowered Instructor Certification Program. Her involvement supports trauma-informed teaching practices in the WE curriculum.
• Gracie MuseumcoreGTM or Marketing PartnerGracie University cross-links to the Gracie Museum (graciemuseum.com) as a related Gracie-family property that supports brand storytelling, heritage marketing, and cultural engagement with the Gracie lineage.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BJJ Fanatics: One of the largest online Brazilian Jiu-Jitsu instruction libraries, selling digital courses by elite competitors and instructors. Directly comparable to Gracie University's online course and subscription offering and competes for the same self-directed BJJ learner wallet.
• 10th Planet Jiu-Jitsu: A globally affiliated no-gi BJJ school network founded by Eddie Bravo. Mirrors Gracie University's Certified Training Center model — independently owned affiliated academies delivering a standardized curriculum under a single brand — making it a direct affiliation-network peer.
• Atos Jiu-Jitsu: A major international BJJ affiliation with multiple HQ-affiliated schools worldwide and a strong competition pedigree. Comparable to Gracie University's CTC network in distribution model, instructor branding, and global academy footprint.
• Checkmat BJJ: Another prominent international BJJ affiliation with a worldwide network of affiliated academies. Comparable to Gracie University in operating a multi-country standardized curriculum and competition team under a single brand.

Broad incumbents

• Alliance BJJ: One of the most established and decorated BJJ affiliation organizations globally, with a broad network of affiliated academies. A broader incumbent that overlaps with Gracie University's affiliation-network model but operates across many lineages rather than a single Gracie curriculum.
• MasterClass: Premium subscription online learning platform featuring celebrity and expert-led video courses. Comparable as a direct-to-consumer video-instruction subscription business, though broader in category scope and without an affiliated physical-school network.
• Krav Maga Worldwide: Largest global Krav Maga self-defense affiliation with certified instructor training and standardized curriculum. Comparable to Gracie University's GST and Women Empowered verticals in B2G/B2B defensive-tactics and women's self-defense institutional training.

Emerging players

• Digitsu: App-based Brazilian Jiu-Jitsu instruction platform focused on technique breakdowns, drilling, and sparring prep. An emerging digital-native peer competing with Gracie University's online curriculum among self-directed learners who prefer mobile apps.
• Keenan Online Jiu-Jitsu: Online BJJ instruction portal run by high-profile competitor Keenan Cornelius, offering digital courses and structured curricula. An emerging player overlapping with Gracie Combatives / Master Cycle for advanced practitioner subscriptions.

Others

• Hayabusa Fightwear: Major global martial-arts apparel and equipment brand with a significant BJJ product line. Comparable to Gracie University as an adjacent martial-arts lifestyle/e-commerce business, but operating as a third-party supplier rather than a curriculum owner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/GracieUniversity
• LinkedInlinkedin.com/company/gracieuniversity

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Gracie University