What Gracie Barra does

Gracie Barra is a privately held Brazilian Jiu-Jitsu organization founded in 1986 by Master Carlos Gracie Jr. in Barra da Tijuca, Rio de Janeiro, and now operating as the largest Jiu-Jitsu team in the world with over 1,000 franchised schools across 45+ countries and six continents, serving more than 150,000 students. The business is anchored by a franchise distribution model in which independent school owners deliver in-person instruction under the Gracie Barra brand using a proprietary structured curriculum (GB1 Fundamentals, GB2 Advanced, GB3 Expert, GBK Kids, GBF Women's) and the GB Method/GBX+ teaching frameworks developed by Carlos Gracie Jr.

The corporate entity, Gracie Barra Digital Global Inc. (incorporated in Arizona), operates an integrated ecosystem of wholly-owned subsidiaries: GB Online (digital video instruction via website and iOS/Android apps), GB Institute (instructor certification and e-learning, powered by LearnWorlds), GB Wear (proprietary uniforms and apparel, headquartered in Mission Viejo, CA), GB Events (summits and conferences), and CompNet (exclusive tournament league, operated through SmoothComp). Revenue mechanics span franchise/licensing fees, instructor certification (ICP at $149-$300 annually), online course sales (GB Foundations $99, Developing Leaders $59.99), belt rank certificates ($149-$199), apparel sales, and digital subscriptions. Customers include end-consumer students (children, women, adult beginners, advanced practitioners), prospective franchisees, and certified instructors; key B2B customers are mid-market franchise school owners such as GB San Diego, GB Aliso Viejo/Irvine, GB Georgia, and GB Santa Barbara.

Name

Gracie Barra

Legal name

Gracie Barra Digital Global Inc.

Website

https://graciebarra.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Gracie Barra is a privately held Brazilian Jiu-Jitsu franchise founded in 1986 by Master Carlos Gracie Jr., operating over 1,000 schools across 45+ countries and serving 150,000+ students through in-person instruction, instructor certification, digital learning, apparel, and competitions.

Ownership category

akta.pro rank

Product category

Martial Arts Instruction & Franchising

NAICS

Sports and Recreation Instruction (611620), Fitness and Recreational Sports Centers (71394), All Other Schools and Instruction (61169)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Combat Sports Gyms & Dojos (MMA, Boxing, Wrestling, Martial Arts) (MPAKAJAG), Kids & Youth Martial Arts Programs (HSADADAG), Women’s Self-Defense Classes (HSADADAH)

Keywords

• Martial arts instruction
• Jiu-jitsu training
• Mixed martial arts schools
• Martial arts franchise
• Self defense classes

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Supply Chain, Operations, Technology or R&D, Infrastructure

Revenue model

1. Franchise/School Licensing Fees: Revenue from individuals opening Gracie Barra schools under franchise model. School owners pay for the right to use the Gracie Barra brand, curriculum, and support systems.
2. Instructor Certification Programs (ICP): Revenue from ICP (Instructor Certification Program) courses ranging from $149-$300. Includes various tracks for Assistant, GBK (Kids), GBF (Women), Adult, and Premium instructors. Legacy recertification options also available.
3. GB Institute Educational Courses: Online courses for instructors and students including GB Foundations ($99), Developing Leaders course, and other professional development offerings.
4. GB Wear Apparel: Sale of Gracie Barra branded uniforms, Gis, rashguards, and casual apparel through GB Wear (graciebarrawear.com). High-performance uniforms reinforcing unity and professionalism across all GB schools.
5. GB Online Subscription: Online video instruction, techniques, and training resources accessible through GB Online platform and mobile apps, enabling training beyond physical school locations.
6. Belt Rank Certificates: Official belt rank certificates and diplomas issued by Gracie Barra: Black Belt/Degree Diploma at $199, Belt Rank Certificate at $149.
7. Student Retention Certification Program (SRCP): Certification program for school owners to improve student retention rates, providing strategic leadership and retention strategies.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Gracie Barra operates a global franchise network of Brazilian Jiu-Jitsu schools offering structured martial arts instruction across multiple skill and demographic programs (GB1, GB2, GB3, GBK for kids, GBF for women). Beyond in-person classes, the company sells branded apparel (GB Wear), instructor certifications (GB Institute), digital video training (GB Online), and runs an exclusive tournament league (CompNet), creating an integrated ecosystem around the Jiu-Jitsu practice.

Product overview

Gracie Barra is a martial arts academy and one of the largest Jiu-Jitsu organizations worldwide, operating over 1,000 schools across six continents with over 150,000 students. The company offers a platform-plus-modules architecture centered around its core programs: in-person training through GB schools with structured class programs (GBK for kids, GBF for women, GB1 fundamentals, GB2 advanced, GB3 expert, and Private Classes); digital learning through GB Online (video instruction platform with mobile apps); educational certification through GB Institute (instructor certification, retention programs, belt certificates); competition through CompNet (tournament league); events (summits, camps, conferences); apparel through GB Wear; and performance training through BarraFIT (a partnership with Sports Academy). The organization was founded by Master Carlos Gracie Jr. in 1986.

Differentiator

Problem solved

Functional benefit

Brands

• GB Wear: High-performance uniforms and apparel reinforcing unity and professionalism across all GB schools
• GB Institute
• GB Online
• GB Events
• CompNet
• GBK (Gracie Barra Kids)
• GBF (Gracie Barra Women's)
• GB1
• GB2
• GB3

Products and services

• GB Online
• GB Institute
• GB Wear
• GB Events
• CompNet
• ICP (Instructor Certification Program)
• GB Foundations
• Student Retention Certification Program (SRCP)
• Belt Rank Certificates and Diplomas
• Youth Ranked Rash Guards
• GBK 6.0 (Gracie Barra Kids 6.0)
• BarraFIT
• Gracie Barra School Franchise

Quantifiable outcome

• 97% student retention rate achievable with proper implementation
• +2 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature4 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Reshift MediaminorImplementation/ SI/ Consulting Partner · 12 November 2025Reshift Media was selected to design a new global website for Gracie Barra. The website aims to enhance accessibility, allowing users to find schools, learn about classes, and book sessions online. Part of digital transformation initiative.
• Sports AcademycoreStrategic or Co-development Partner · 16 October 2025Launched BarraFIT, a new high-performance training platform combining evidence-based sports science with digital tools and coaching. Aims to improve athletic development and recovery for students and coaches across the GB network, beginning with North America.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Carlson Gracie Team: Legacy Gracie family BJJ team with affiliated schools across multiple countries. Comparable in lineage-driven brand, structured curriculum, and franchise-affiliated school model competing for instructors and students in the same demographic.
• Alliance BJJ: One of the largest and most decorated BJJ associations globally, founded by Jacaré, Fabio Gurgel, and Alexandre Paiva. Closest direct peer to Gracie Barra in terms of international franchise scale, tournament pedigree, and multi-country school network.
• Renzo Gracie Academy: Iconic Gracie family lineage school with NYC flagship and affiliated academies worldwide. Comparable on Gracie heritage, BJJ instruction, and franchise-style network — though smaller and more lineage-driven than GB.
• 10th Planet Jiu-Jitsu: Global No-Gi-focused BJJ school network founded by Eddie Bravo. Directly comparable to Gracie Barra as a multi-school BJJ franchise with a distinct methodology, instructor network, and global footprint — though smaller in scale and No-Gi-specialized.
• Atos Jiu-Jitsu: International BJJ competition team and school network led by Andre Galvao and Ramon Lemos. Comparable as a branded global BJJ school association with strong competition results and online instruction platform (Atos Online).
• Checkmat BJJ: Large international BJJ association and competition team founded by Leonardo Vieira. Operates a global network of affiliated schools with structured curriculum and tournament presence — directly competing for affiliate instructors and elite athletes.

Broad incumbents

• UFC Gym: Franchise fitness brand offering MMA, boxing, BJJ, and functional fitness. Comparable as a large-scale martial-arts-adjacent franchise with membership-based schools, but operates in the broader fitness category rather than specializing in BJJ.

Others

• Fuji Sports: Established BJJ Gi and martial arts apparel brand with global distribution. Comparable to GB Wear as a competing apparel supplier selling to the same BJJ school and student customer base, including wholesale through academies.
• Hayabusa Fightwear: Global martial arts apparel and equipment brand (Gis, rashguards, gloves). Directly comparable to GB Wear as a manufacturer and e-commerce retailer of BJJ/MMA gear targeting the same athlete customer.

Emerging players

• BJJ Fanatics: Leading digital BJJ instruction platform selling technique courses from world champions. Overlaps with GB Online and GB Institute on the digital education side, targeting the same instructor and student customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GracieBarra72
• YouTubeyoutube.com/graciebarra
• Facebookfacebook.com/graciebarra
• LinkedInlinkedin.com/company/gracie-barra-association
• Instagraminstagram.com/graciebarra

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries5 records

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 Barra