Keenan Online

What Keenan Online does

Keenan Online is a privately held, subscription-based online Brazilian Jiu-Jitsu training platform operated by Keenan Cornelius Inc. and headquartered in San Diego, California. The platform provides subscribers with unlimited access to more than 700 instructional videos organized into structured belt-level courses (white, blue, and purple belt) and positional categories (guard, passing, submissions, no-gi, lapel guard). Content is filmed primarily at the founder's own academy, Legion American Jiu-Jitsu, and centers on signature techniques invented and pressure-tested by Keenan Cornelius — most notably the Lapel Guard system — at the highest levels of IBJJF and ADCC competition. The company monetizes exclusively through self-serve subscriptions priced at $24.99 per month or $239 per year, sold via a Shopify-hosted e-commerce storefront at keenanonline.com, with a companion mobile app for iOS and Android delivered through the Tevello course software platform.

The business is a single-product, product-led growth operation with no sales team, no channel intermediaries, and no paid acquisition channels referenced; distribution relies on the founder's personal brand and organic social presence (Facebook, Instagram, YouTube). Keenan Cornelius is the sole instructor and the proprietary source of all course content, holding a 3rd-degree black belt awarded by André Galvão, a #3 peak pound-for-pound IBJJF ranking, multiple IBJJF World Championship medals, and a 176–32 black-belt competitive record. The platform has operated continuously under founder ownership since its founding, with a brief migration to the JiuJitsuX hosted platform in 2022 before returning to its own independent, refreshed platform in 2026. No external institutional investment, parent company, M&A activity, or public listing is evidenced in the available data.

Name

Keenan Online

Legal name

Keenan Cornelius Inc.

Website

https://keenanonline.com

Company type

Private

Founded year

2006

Operating status

Operating

Short description

Keenan Online is a subscription-based online Brazilian Jiu-Jitsu training platform founded by elite competitor Keenan Cornelius, serving individual practitioners globally with 700+ structured instructional videos across belt levels via a Shopify storefront and Tevello-powered mobile app.

Ownership category

akta.pro rank

Product category

Online Martial Arts Education

NAICS

Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Course Bundle Subscriptions & Learning Membership Marketplaces (EDAFAIAI)

akta.pro secondary industry

Creator Course Marketplaces (Multi-Instructor Catalogs) (MPACALAA)

Keywords

• Online jiu-jitsu instruction
• Martial arts video courses
• Subscription training platform
• Belt-level curriculum
• Grappling technique library

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Subscription Memberships: Recurring subscription revenue model with two tiers: Monthly at $24.99 and Annual at $239 (approximately $20/month). All plans provide unlimited access to the entire video library, all belt-level course paths, and all new uploads as they are released. Annual plan includes priority access to new courses and match breakdowns. Subscriptions auto-renew at the end of each billing cycle.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Keenan Online sells subscriptions to a structured online Brazilian Jiu-Jitsu training library: 700+ organized instructional videos grouped into belt-level courses (White, Blue, Purple) and positional categories (Playing Guard, Passing Guard, Submissions, No-Gi, Lapel Guard 101, Special Courses). Members access content through keenanonline.com or the Tevello-powered iOS/Android app for a monthly fee of $24.99 or an annual fee of $239, with all plans granting unlimited access to the full library and new uploads.

Product overview

Keenan Online is a single, unified online jiu jitsu training platform built around founder Keenan Cornelius's proprietary techniques and competition-tested methods. The core product is the Keenan Online Membership subscription, which provides unlimited access to 700+ organized instructional videos organized into belt-level courses (White Belt, Blue Belt, Purple Belt) and positional categories (Playing Guard, Guard Systems, Passing Guard, Mastering Positions, Submissions, No-Gi, Lapel Guard 101, Special Courses). The platform is accessed via the website or the companion Keenan Online App (built on Tevello course software), with both platforms syncing user progress. The product portfolio is centered on delivering structured, curriculum-based jiu jitsu instruction rather than random class attendance.

Differentiator

Problem solved

Functional benefit

Products and services

• Keenan Online Membership Subscription product granting unlimited access to 700+ organized instructional videos grouped into belt-level courses (White, Blue, Purple) and positional categories including Playing Guard, Passing Guard, Submissions, No-Gi, Lapel Guard 101 and Special Courses. Sold monthly at $24.99 or annually at $239.
• Keenan Online Mobile App Companion mobile application for iOS and Android that delivers Keenan Online course video content with progress synchronization to the website. Access requires an active Keenan Online membership.

Quantifiable outcome

• Learners progress from lamb to wolf regardless of size, strength, or flexibility through systematic technique chaining

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• TevellocoreTechnology or IntegrationTevello is the course software and app platform powering the Keenan Online mobile application. It provides the iOS and Android app infrastructure (available on App Store and Google Play) through which members access video content. Login credentials are shared between the Tevello app and the Keenan Online website. Tevello is a white-label/embedded technology partner providing the software delivery layer.
• ShopifycoreTechnology or IntegrationShopify powers the Keenan Online e-commerce storefront (keenanonline.com), providing the website hosting, shopping cart, subscription billing infrastructure, payment processing integration, and customer account management. Shopify collects and processes personal information related to customer transactions. Keenan Online is operated as a Shopify store.
• Legion American Jiu-Jitsu (Legion AJJ)coreStrategic or Co-development PartnerLegion AJJ is Keenan Cornelius's own academy in San Diego, California, and serves as the filming location for all Keenan Online courses and videos. It is the home base of the American Jiu-Jitsu movement. New courses and techniques are developed, pressure-tested, and refined on the mats at Legion before being published on the platform. Legion AJJ and Keenan Online are co-dependent: the academy generates the content while the platform extends the academy's reach globally.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• BJJ Fanatics: Leading subscription-based Brazilian Jiu-Jitsu instructional platform aggregating content from multiple world-class competitors (e.g., Gordon Ryan, John Danaher). Directly comparable to Keenan Online as a paid digital BJJ instruction marketplace, but differentiated by its multi-instructor catalog model.
• Chewjitsu: Nick Albin's BJJ instructional platform combining free YouTube content with paid digital courses and training programs. Comparable to Keenan Online as a BJJ-focused creator-led instruction brand monetizing through structured online curricula.
• Grapplearts: Stephan Kesting's long-running BJJ and submission grappling instructional platform offering online courses, apps, and digital training programs. Comparable to Keenan Online as a single-creator subscription-based grappling instruction business targeting serious practitioners.
• Submeta: Subscription-based Brazilian Jiu-Jitsu and grappling instruction platform offering curated technique videos and structured training content. Comparable to Keenan Online as a paid digital subscription focused specifically on jiu-jitsu technique instruction.
• JiuJitsuX: Subscription platform that previously hosted Keenan Online's content (2022-2026) and aggregates BJJ instruction from multiple creators. Direct peer as a BJJ course marketplace with subscription-based access to instructional video libraries.

Broad incumbents

• Udemy: Global online course marketplace where individual creators publish paid video courses across categories including sports and martial arts. Comparable to Keenan Online's broader category of paid creator-published video instruction, though Udemy operates a marketplace model at vastly greater scale.
• Skillshare: Large-scale creator-led online course subscription marketplace spanning creative, technical, and lifestyle skills. Comparable to Keenan Online in the broader subscription-based video learning category, though Skillshare operates at far greater breadth and a lower price point.
• MasterClass: Premium creator-led online course subscription platform featuring world-class experts across disciplines (chefs, athletes, performers). Comparable to Keenan Online as a subscription-based creator-led video instruction model, though at a much larger scale and across non-sports categories.

Others

• BJJ Heroes: BJJ-focused media site covering competitor biographies, histories, and sport culture. Adjacent to Keenan Online as a content destination within the BJJ ecosystem; serves similar audience interests but does not compete in the instructional video subscription category.
• Jits Magazine: Online Brazilian Jiu-Jitsu media outlet covering technique instruction, news, interviews, and competitor profiles. Adjacent to Keenan Online as a BJJ content publisher reaching overlapping practitioner audiences, though distributed as free editorial content rather than paid subscriptions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/fritzdagger
• Facebookfacebook.com/LegionSanDiegoAJJ
• Instagraminstagram.com/keenancornelius

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 Keenan Online