Gracie Jiu-Jitsu Academy

What Gracie Jiu-Jitsu Academy does

Gracie Jiu-Jitsu Academy, operating as Gracie University, is a Brazilian Jiu-Jitsu instruction business founded in 1990 and headquartered in Torrance, California, structured as Gracie Global, LLC. The company delivers structured BJJ curriculum through a hybrid online-plus-affiliate model: an online learning platform (gracieuniversity.com) hosts proprietary video programs, while a global network of Certified Training Centers (CTCs) and home-based Gracie Garages provides in-person instruction across 196 countries and territories. Reported enrollment stands at 486,453 students.

The product portfolio spans six core programs: Gracie Combatives and Gracie Combatives 2.0 (beginner fundamentals), Women Empowered (20-technique women's self-defense), Gracie Bullyproof (children ages 3+), Master Cycle (blue-to-black belt progression), and Gracie Survival Tactics / GST (law enforcement defensive tactics). Adjacent products include SafeWrap (2-on-1 restraint system for institutional buyers), Gracie Medical Defense (healthcare workplace-violence prevention), The 32 Principles instructional series, Online Seminars, and Gracie Games. The platform is built on a standard video-learning CMS with integrated testing infrastructure, member dashboards, access code authentication, forums, and a Jiu-Jitsu Journal progress tracker.

The business model is multi-stream: recurring subscriptions for online curriculum access, one-time course purchases via the Gracie University store, instructor certification fees (including a 5-day GST instructor course for law enforcement and military), merchandise sales through GracieLifestyle.com, and access code redemptions distributed at live seminars. Go-to-market is product-led through free lessons, complemented by community engagement (forums, training partner search), live event marketing, and franchise/affiliate expansion. Customer segments include individual adult beginners, women, children, advanced practitioners, law enforcement/military, and aspiring instructors seeking certification. No funding history, public financials, or M&A activity is disclosed.

Name

Gracie Jiu-Jitsu Academy

Legal name

Gracie Global, LLC

Website

https://gracieacademy.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Gracie Jiu-Jitsu Academy operates Gracie University, an online Brazilian Jiu-Jitsu instruction platform serving 486,000+ students in 196 countries, delivering structured beginner, women's, children's, and law enforcement programs through subscriptions, instructor certification, and a global affiliate network.

Ownership category

akta.pro rank

Product category

Martial Arts Instruction

NAICS

Sports and Recreation Instruction (611620), Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200)

akta.pro primary industry

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

akta.pro secondary industries

Kids & Youth Martial Arts Programs (HSADADAG), Law Enforcement / Military / Security Defensive Tactics Training (HSADADAI), Competition & Tournament Team Training (HSADADAJ), Combat Sports Gyms & Dojos (MMA, Boxing, Wrestling, Martial Arts) (MPAKAJAG)

Keywords

• Brazilian Jiu-Jitsu instruction
• Self-defense training
• Martial arts education
• Defensive tactics certification
• Online martial arts curriculum

Headquarters

HQ city

Torrance

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Subscription Plans: Monthly/annual subscription providing full access to online curriculum, video lessons, testing, and member resources.
2. Online Course Sales: Individual courses and lessons available for purchase through the Gracie University Store.
3. Instructor Certification: Revenue from certifying new instructors through training programs including GST 5-day Instructor Certification for law enforcement.
4. Access Codes: Access code system for redeeming seminar-based lessons and course content, often distributed at live events.
5. Merchandise Sales: Gear and lifestyle products sold through GracieLifestyle.com, including training equipment and apparel.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

Gracie Jiu-Jitsu Academy (operating as Gracie University) provides structured Brazilian Jiu-Jitsu instruction through an online video-based curriculum and a global network of Certified Training Centers (CTCs) and home-based Gracie Garages. It sells specialized programs (Gracie Combatives, Women Empowered, Gracie Bullyproof, Master Cycle, Gracie Survival Tactics) to individuals, plus instructor certification and law enforcement/military defensive-tactics training.

Product overview

Gracie Jiu-Jitsu Academy operates Gracie University as a unified platform offering online Brazilian Jiu-Jitsu instruction through multiple specialized programs. The core curriculum includes Gracie Combatives® and Gracie Combatives® 2.0 for beginners, Women Empowered® for female self-defense, Gracie Bullyproof® for children, Master Cycle® for advanced practitioners from blue to black belt, and Gracie Survival Tactics® (GST) for law enforcement. Additional offerings include SafeWrap™ (restraint systems) and Gracie® Medical Defense (healthcare safety), plus Online Seminars, Gracie Games™, and The 32 Principles instructional series. The platform supports instructor certification and maintains a global network of Certified Training Centers (CTCs) and Gracie Garage home training spaces. Enrollment spans 486,453 students across 196 countries and territories.

Differentiator

Problem solved

Functional benefit

Brands

• Gracie Combatives: The world's leading Brazilian Jiu-jitsu program for beginners.
• Women Empowered
• Gracie Bullyproof
• Master Cycle
• Gracie Survival Tactics (GST)

Products and services

• Gracie Combatives 2.0
• Women Empowered
• Gracie Bullyproof
• Master Cycle
• Gracie Survival Tactics (GST)
• Instructor Certification Program
• SafeWrap
• Gracie Medical Defense
• Online Seminars
• Gracie Games
• The 32 Principles of Jiu-Jitsu

Quantifiable outcome

• 486,453 students enrolled across 196 countries and territories

Named customers3 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Certified Training Center (CTC) AffiliatescoreChannel Partner/ Reseller/ DistributorIndependent BJJ schools and fitness facilities licensed to use Gracie curriculum and brand. CTCs pay for certification and access to Gracie University curriculum while maintaining independent operations. The network spans 196 countries, representing the primary in-person distribution channel.
• Gracie Garage OperatorscoreChannel Partner/ Reseller/ DistributorIndividuals authorized to operate home-based Gracie training facilities using official curriculum and brand. Operators apply through application process and receive training/territory rights. Expands reach into areas without commercial gym infrastructure.
• Law Enforcement AgenciescoreStrategic or Co-development PartnerPolice departments, sheriff's offices, and military units that adopt GST (Gracie Survival Tactics) program for officer safety training. GST 5-day Instructor Certification Course requires active duty or reserve military/law enforcement status.
• Gracie MuseumminorStrategic or Co-development PartnerRelated Gracie family entity documenting the history of the Gracie family, BJJ, and MMA. Offers virtual 3D tours and interviews with Rickson and Royce Gracie. Cross-promoted on Gracie University website.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• UFC Gym: Franchise fitness brand combining MMA, BJJ, kickboxing, and general fitness with global locations. Comparable as a brand-led combat sports training franchise network, though broader than BJJ-only.
• Tiger Schulmann's Martial Arts: Established US martial arts franchise offering mixed martial arts instruction across multiple locations. Comparable as a brand-led martial arts instruction franchise targeting similar demographics.

Direct peers

• American Top Team (ATT): Major MMA and BJJ organization with global affiliated academies and online instruction. Comparable brand-driven combat sports organization with structured curriculum and instructor certification pathways.
• Alliance BJJ: One of the largest BJJ competition teams globally with affiliated academies worldwide. Comparable as a brand-led BJJ organization with structured curriculum and instructor certification.
• BJJ Fanatics: Online Brazilian Jiu-Jitsu instruction platform selling digital courses and instructionals from elite competitors. Directly comparable as a paid online BJJ education business targeting similar practitioner demographics.
• 10th Planet Jiu-Jitsu: Founded by Eddie Bravo, 10th Planet operates a global network of no-gi BJJ schools with online instructional content. Comparable brand-driven BJJ organization with affiliated academies and instructor network.
• Marcelo Garcia Online Academy: Online BJJ instruction platform run by multiple-time world champion Marcelo Garcia. Directly comparable as a subscription-based online BJJ academy featuring premium instruction.
• Atos HQ Online: Online instruction platform affiliated with Atos BJJ, a major competition team. Comparable hybrid model combining affiliate academies with online curriculum access for members.

Emerging players

• Chevy Olivares / Chewjitsu: Online BJJ instruction platform popular for no-gi instructionals and competition-focused content. Comparable as a creator-led online BJJ subscription business targeting intermediate and advanced practitioners.
• Bernardo Faria BJJ: Online BJJ academy by multiple-time world champion Bernardo Faria, offering structured curriculum and instructional content. Comparable as a premium individual-brand BJJ online platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/graciebrothers
• Facebookfacebook.com/gracieacademy
• LinkedInlinkedin.com/company/gracie-jiu-jitsu

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Jiu-Jitsu Academy