Grapplearts Enterprises

What Grapplearts Enterprises does

Grapplearts Enterprises is a privately held, bootstrapped Canadian company founded in 2002 by BJJ black belt Stephan Kesting and headquartered in Burnaby, British Columbia. The company produces and distributes Brazilian Jiu-Jitsu instructional content across three formats: a Netflix-style streaming platform (lessons.grapplearts.com), physical multi-volume DVD sets shipped globally, and native iOS/Android mobile applications (Grapplearts BJJ Master App and the free BJJ Roadmap App). Its catalog spans 40+ instructional titles plus 3 books, covering the full positional and technical spectrum of BJJ — from closed guard systems and modern leglocks to competition gameplans and age-adapted techniques for grapplers over 40. Content is co-produced with elite co-instructors including ADCC gold medalist Rob Biernacki, 4x World Champion Fabio Gurgel, 3x World Champion Emily Kwok, and 2x No-Gi World Champion Brandon Mullins.

The business operates a direct-to-consumer e-commerce model with one-time perpetual licensing as the dominant revenue mechanic. Individual courses sell for $97–$177 on streaming, with physical DVD and bundled streaming+DVD packages at higher price points, and a flagship Complete Grapplearts Anthology offering the full catalog as a single purchase. A 365-day unconditional money-back guarantee reduces purchase friction, and frequent limited-time promotions (including 2-for-1 bundles) drive conversion. Customer acquisition is anchored by Stephan Kesting's personal brand and YouTube channel (71+ million cumulative views), supplemented by The Strenuous Life Podcast, an email newsletter, organic blog content, free mobile apps as lead-generation tools, and social presence on Instagram, TikTok, and Threads. The company sells globally without geographic restrictions and has never raised external capital according to available sources, operating with a team of 1–10 employees.

Name

Grapplearts Enterprises

Legal name

Grapplearts Enterprises

Website

https://grapplearts.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Grapplearts Enterprises is a bootstrapped Canadian company founded in 2002 that produces and sells Brazilian Jiu-Jitsu instructional video content via streaming, mobile apps, and DVDs to individual BJJ practitioners worldwide, anchored by founder Stephan Kesting's YouTube brand.

Ownership category

akta.pro rank

Product category

Martial Arts Instructional Media

NAICS

Sports and Recreation Instruction (611620)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industry

Interactive Learning Games & Gamified Courseware (EDAGALAL)

Keywords

• Martial arts instructionals
• Brazilian Jiu-Jitsu training
• Grappling video courses
• BJJ mobile apps
• Martial arts education

Headquarters

HQ city

Burnaby

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Online Instructional Streaming (One-Time Purchase): Customers purchase lifetime access to individual instructional courses (e.g., The Kimura Roadmap, Cutting Edge Leglocks) via one-time payment for online streaming access. Access is delivered through the Grapplearts streaming platform and the Grapplearts BJJ Master App. This is the primary revenue stream, with courses ranging from $97 to $177 per title. The company frequently runs limited-time promotions (e.g., 2-for-1 deals on BJJ for Old F***s bundles at $177 vs. regular $294).
2. Physical DVD Sales: Physical multi-volume DVD sets are sold for most instructional titles (e.g., Cutting Edge Leglocks at $147 on DVD vs. $127 streaming). DVDs include free worldwide shipping and are bundled with digital access in 'best value' packages at higher price points (e.g., $147 for both streaming + DVDs).
3. Complete Anthology Subscription/Bundle: The Complete Grapplearts Anthology packages the entire instructional catalog (all DVDs, books, guides, the Black Belt Concepts Course, and online streaming access) into a single high-value purchase. This functions as a near-complete content library unlock for committed students and instructors.
4. App-Based Content Access: Mobile apps (BJJ Roadmap app, BJJ Master App) provide content access. Some apps are free (BJJ Roadmap, BJJ Master App preview), while full content requires purchase through the app or web. Revenue from app store sales flows through standard platform payment systems.
5. Merchandise (T-Shirts): Branded merchandise including 'Property of Grapplearts' t-shirts, 'I Love Jiu-Jitsu' shirts, and 'Keep Calm and Armbar On' series sold via Amazon.com. Products are printed on American Apparel 100% ring-spun combed cotton shirts, sold in multiple colors and designs.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Grapplearts Enterprises produces and sells Brazilian Jiu-Jitsu and grappling instructional video content via online streaming, physical DVD sets, and mobile apps (iOS/Android). The catalog includes 40+ instructional titles covering BJJ positions, submissions, and training methods, authored primarily by founder Stephan Kesting with elite co-instructors. The company also distributes branded merchandise through Amazon.

Product overview

Grapplearts Enterprises offers a comprehensive portfolio of Brazilian Jiu-Jitsu instructional products and mobile applications. The core offering consists of video instructionals (available in DVD, online streaming, and app formats) covering techniques, strategies, and training methods for BJJ practitioners. Major products include The Kimura Roadmap (positional control system), No Gi Pin Escapes, BJJ Games (training methodology), Rolling Backtakes, BJJ for Old F***s series (for mature grapplers), Cutting Edge Leglocks, 30 Second Fight Finishes, Omoplata 2.0, The Closed Guard System, The Arm Drag and 2 on 1 Formula, and The Modern Leglock Formula. Additional offerings include The BJJ Formula 2.0, Black Belt Concepts Course, Spider Guard Masterclass, and various package deals. The company also offers mobile apps (Grapplearts BJJ Master App, BJJ Roadmap App) for learning on-the-go, and branded merchandise. Products are primarily taught by founders Stephan Kesting and Rob Biernacki along with guest instructors.

Differentiator

Problem solved

Functional benefit

Brands

• Grapplearts BJJ Master App: Mobile application for accessing BJJ instructional content on iOS and Android devices
• The Strenuous Life Podcast
• BJJ Roadmap App

Products and services

• The Kimura Roadmap A 12-volume, 6-hour instructional treating the Kimura armlock as a positional control system rather than an isolated submission, covering entries from side control, north-south, half guard, back control, closed guard, turtle, and standing positions.
• No Gi Pin Escapes A 7-volume instructional teaching systematic methods for escaping from pinning positions including side control, knee ride, mount, north-south, and kesa gatame in no gi grappling.
• BJJ Games A 4-volume instructional introducing gamification and play-based training methods for BJJ, containing 25 different training games and drills with variations for all skill levels.
• Rolling Backtakes for Everyone A 5-volume instructional teaching rolling backtake techniques for taking the opponent's back from various positions including leglocks, guard passing, and turtle.
• Cutting Edge Leglocks A 12-volume, 10+ hour instructional covering modern leglock techniques including false reap, Z lock, 50/50, and 145 techniques with entries, counters, and recounters for no gi competition.
• BJJ for Old F***s (Volume 1 - The Guard) Volume 1 of a series designed for grapplers over 40, covering guard concepts, seated guard, recumbent guard, and closed guard with techniques optimized for older body types.
• BJJ for Old F***s (Volume 2 - Guard Passing) Volume 2 of the BJJ for Old F***s series focused on guard passing techniques for older grapplers, covering stacking passes, tripod passing, cross body grip passing, and bodylock passing.
• 30 Second Fight Finishes An instructional covering 40 competition-proven game plans for finishing matches within 30 seconds, featuring 8 attack series including flying guillotine, armdrag, kimura grip, single leg, and leg attacks.
• Omoplata 2.0 A comprehensive 5-volume system for the omoplata submission containing 182 techniques including 41 setups/entries, 15 counters, and 70 recounters, covering both gi and no gi applications.
• The Closed Guard System A 3-volume instructional providing a systematic approach to closed guard including breaking posture, overhook attacks, cross collar attacks, arm across body attacks, and hip bump series.
• The Arm Drag and 2 on 1 Formula An instructional teaching arm drag and 2 on 1 grip fighting techniques from guard positions for controlling opponents and setting up back takes, sweeps, and submissions.
• Black Belt Concepts Course A flagship 26-lesson course providing principles and concepts central to all effective grappling, available in four downloadable formats.
• Grapplearts BJJ Master App Mobile application for iOS and Android providing streaming access to Grapplearts instructional content and modules, with offline access to purchased content and previews of the first three videos of each module.
• BJJ Roadmap App Free mobile app providing a step-by-step guide to Brazilian Jiu-Jitsu for beginners and intermediate practitioners, acting as a lead-generation and onboarding tool.
• The Complete Grapplearts Anthology Complete collection of every instructional product available on Grapplearts including DVDs, books, guides, online streaming catalog access, and limited quantity bonus items, sold as a single high-value bundle.
• Grapplearts T-Shirts Branded t-shirts including 'Property of Grapplearts', 'I Love Jiu-Jitsu', and 'Keep Calm and Armbar On' series, sold via Amazon.com on American Apparel 100% ring-spun combed cotton shirts.

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core, secondary and minor.

• Rob BiernackicoreStrategic or Co-development PartnerRob Biernacki is Grapplearts' most prolific co-instructor, having co-produced multiple bestselling instructionals including The BJJ Formula, The Modern Leglock Formula, BJJ for Old F***s, The Submission Formula, The Arm Drag and 2 on 1 Formula, The Gripfighting and Kuzushi Formula, Cutting Edge Leglocks, and BJJ Games. Biernacki is a BJJ black belt, head instructor of Island Top Team, ADCC Open gold medalist, and IBJJF M4 No Gi World Champion. He brings sports science, biomechanics, and a conceptual approach to Grapplearts instructional design. The partnership is co-development: Biernacki co-teaches and co-authors instructional content with Stephan Kesting.
• Jon ThomascoreStrategic or Co-development PartnerJon Thomas, a renowned BJJ black belt competitor and instructor, co-produced The Closed Guard System and The Open Guard System with Grapplearts. Known for his analytical, systematic approach to BJJ instruction, Thomas provides structured 'plug-and-play' systems for guard positions. The partnership involves co-development of instructional content released under the Grapplearts brand.
• Elliott BayevsecondaryStrategic or Co-development PartnerElliott Bayev, a black belt and head BJJ instructor at OpenMat, co-produced The Spider Guard Masterclass, The Self Defense Guard, and 30 Second Fight Finishes with Grapplearts. A successful competitor (Abu Dhabi Pro Trials winner, IBJJF No Gi Worlds silver medalist), Bayev brings an analytical, technical approach to instructionals released through Grapplearts.
• Emily KwoksecondaryStrategic or Co-development PartnerEmily Kwok, a 3x World Champion in gi and no-gi BJJ, co-produced the 'Defeat Bigger, Stronger Opponent' series (Series 1 and No Gi) with Grapplearts. These instructionals teach techniques, strategies, drills, and mindset for defeating larger opponents — one of Grapplearts' bestselling series.
• Brandon MullinssecondaryStrategic or Co-development PartnerBrandon 'Wolverine' Mullins, a 2x World No-Gi Black Belt Champion (competing at 118 lbs), co-produced Non-Stop Jiu-Jitsu and 'Defeat Bigger, Stronger Opponent Series 2' with Grapplearts. His instructionals focus on advanced open guard techniques, competition-proven guard passing, and maximum leverage for small practitioners defeating bigger opponents.
• Fabio GurgelsecondaryStrategic or Co-development PartnerFabio Gurgel, a 4x World Champion and coach of 50+ World Champions, co-produced The Pressure Passing System with Grapplearts. Known for his intense pressure-passing style, Gurgel's instructional teaches a high-percentage, high-pressure guard passing system for the Grapplearts catalog.
• Oliver TazasecondaryStrategic or Co-development PartnerOliver Taza, a no gi grappling competitor with wins at Polaris, Metamoris, ADCC Trials, and No Gi Worlds, co-produced No Gi Leglocks with Grapplearts (offered as a free bonus with Cutting Edge Leglocks purchase). Taza shares his elite-level leglocking system honed competing against the world's best grapplers.
• Rory Van VlietminorStrategic or Co-development PartnerRory Van Vliet co-produced The Guard Retention Formula with Grapplearts/Stephan Kesting, providing a complete system for stopping guard passes and developing an unpassable guard applicable to gi, no gi, MMA, and self-defense.
• Ritchie YipminorStrategic or Co-development PartnerRitchie Yip, a BJJ black belt and kickboxing coach at Infighting MMA, co-produced The Precision Kickboxing Masterclass with Grapplearts, providing fast-track instruction in kickboxing with speed, accuracy, and power for martial artists.
• Dennis KangminorStrategic or Co-development PartnerDennis Kang, a UFC, Pride, and Spirit MC fighter, co-produced My Mixed Martial Arts instructional with Grapplearts, covering the radical adaptations required when punches and kicks are present in MMA grappling scenarios.
• Amazon.comminorChannel Partner/ Reseller/ DistributorAmazon.com serves as a marketplace distribution channel for Grapplearts branded merchandise (t-shirts), including the 'Property of Grapplearts', 'I Love Jiu-Jitsu', and 'Keep Calm and Armbar On' product lines. Products are sold directly on Amazon, leveraging Amazon's marketplace traffic and fulfillment.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Alliance BJJ Online: Alliance BJJ, one of the largest global BJJ academy networks, has expanded into online instructional content. Overlaps with Grapplearts' instructional category but as part of a much larger academy and competition organization.
• Marcelo Garcia Academy: Marcelo Garcia's academy and online platform offers instructional content as part of a broader BJJ academy brand with worldwide seminars and competition teams, competing in the same instructional category but as part of a wider in-person academy portfolio.
• Atos BJJ Online: Atos HQ's online instructional platform represents a larger academy brand expanding into paid digital content, offering instructional titles from multiple Atos instructors in a similar premium format to Grapplearts.

Others

• BJJ Heroes: BJJ Heroes is a media and information platform focused on BJJ history, athlete profiles, and editorial content rather than paid instructionals. Serves the same audience but as an adjacent content and discovery channel rather than a direct competitor.

Direct peers

• BJJ Fanatics: Founded by Bernardo Faria, BJJ Fanatics is the largest direct competitor in online BJJ instructional content, selling premium video instructionals from world-class instructors through a similar direct-to-consumer model with comparable pricing and bundle structures.
• Chewjitsu: Nick 'Chewy' Albin's BJJ instructional platform offering online courses, a podcast, and YouTube-driven content funnel. Operates with the same creator-led, niche-authority business model targeting the same BJJ practitioner customer base.
• Submeta: Gordon Ryan's premium BJJ instructional platform built on his no-gi competitive dominance. Directly competes in the same premium online instructional category, particularly for advanced no-gi and leglock content.
• Keenan Online: Keenan Cornelius's online BJJ instructional platform combining subscription-style access to his extensive leglock and modern guard curriculum with the same creator-brand-led acquisition approach as Grapplearts.
• Caio Terra BJJ: Caio Terra's online BJJ instructional platform featuring subscription-style access to his technical curriculum. Competes directly for the same paying BJJ student segment with a creator-led model.
• Bernardo Faria BJJ: Bernardo Faria's personal instructional platform (distinct from BJJ Fanatics), offering his own premium BJJ instructional content directly to consumers in the same niche-authority format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/stephankesting
• YouTubeyoutube.com/user/StephanKesting
• Facebookfacebook.com/Grapplearts
• Instagraminstagram.com/stephan_kesting
• TikToktiktok.com/@stephankesting?
• LinkedInlinkedin.com/company/grapplearts

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Grapplearts Enterprises