Apex Jiu-Jitsu

What Apex Jiu-Jitsu does

Apex Jiu-Jitsu is a privately-operated Brazilian Jiu-Jitsu academy founded in 2020 and based at 1,3 & 5 Morris Place, Clifton Terrace, Finsbury Park, North London. The company delivers in-person martial arts instruction across multiple disciplines — Brazilian Jiu-Jitsu as the core offering, with supplementary Yoga, Wrestling, and standalone Muay Thai classes. There is no digital product, software layer, or proprietary AI/technology component; the underlying technology is traditional in-person training methodology at a state-of-the-art facility with mat space, changing rooms, showers, and lockers, supported by a Squarespace-hosted website and a third-party Gymmaster Online subscription portal.

The business operates on a direct-to-consumer subscription model with tiered pricing: Adults £120/month, full-time Students £100/month, Kids £90/month (ages 3-15, segmented into 3-6 and 7-15 groups), and a Muay Thai-only plan at £80/month — each carrying a 3-month minimum term and a one-time sign-up fee (£60 adult, £50 kids). Drop-in sessions are available at £20 per class for casual attendees, and ancillary revenue is generated from branded merchandise including Gis (£70-£100), rashguards (£45), shorts (£35), tracksuits (£80), and a bundled rashguard+shorts package (£70). Customer acquisition is driven primarily through Instagram, local community presence in Finsbury Park, and Google Analytics-tracked web traffic, with no enterprise customers or B2B sales motion.

Name

Apex Jiu-Jitsu

Legal name

Apex Jiu Jitsu

Website

https://apexbjj.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Apex Jiu-Jitsu is a privately-operated Brazilian Jiu-Jitsu academy in Finsbury Park, North London, delivering in-person BJJ, Yoga, Wrestling, and Muay Thai instruction to adults and children through tiered monthly memberships and branded merchandise sales.

Ownership category

akta.pro rank

Product category

Martial Arts Training

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (611620), Sporting Goods Retailers (459110)

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)

Keywords

• Brazilian Jiu-Jitsu training
• Martial arts academy
• Combat sports instruction
• Subscription fitness classes
• Yoga wrestling Muay Thai

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Monthly Membership Subscriptions: Recurring monthly membership fees providing unlimited access to classes on the timetable. Adults pay £120/month, students £100/month, kids (under 16) £90/month, and Muay Thai-only members £80/month. Minimum 3-month term with 1-month written cancellation notice.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Apex Jiu-Jitsu is a physical Brazilian Jiu-Jitsu academy in Finsbury Park, North London that sells in-person martial arts instruction to individuals. Its core product is monthly subscription memberships granting unlimited access to adult BJJ, Yoga, and Wrestling classes (Adults £120, Students £100, Kids £90, Muay Thai-only £80), supplemented by £20 drop-in sessions and branded apparel (Gis, rashguards, shorts, tracksuits).

Product overview

Apex Jiu-Jitsu is a Brazilian Jiu-Jitsu academy offering a multi-class training program across multiple martial arts disciplines. The core offering consists of adult and kids BJJ classes, supplemented by Yoga and Wrestling classes included in adult memberships, plus standalone Muay Thai classes. Training is available through tiered subscription memberships (Adults £120/month, Students £100/month, Kids £90/month, Muay Thai Only £80/month) and casual drop-in sessions (£20). The academy also retails branded merchandise including Gis (£70-100), rashguards (£45), shorts (£35), tracksuit (£80), and hoodies (£45). The facility operates as a physical training center with no digital product or SaaS offering.

Differentiator

Problem solved

Functional benefit

Products and services

• Adult Martial Arts Membership (BJJ, Yoga, Wrestling)

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Regional players

• Macclesfield Mixed Martial Arts: Regional UK combat-sports gym outside London offering BJJ and striking classes via recurring memberships. Comparable business model to Apex but operating in a different geography, illustrating the broader UK independent gym landscape.
• Fight Zone London: London-area combat-sports training centre offering BJJ, boxing, and Muay Thai classes. Comparable to Apex in multi-discipline adult and kids programming within the same metropolitan market.
• Combat Sports Academy: Independent UK combat-sports academy running BJJ and striking classes on a subscription basis. Useful benchmark for Apex on single-site economics, instructor-led curriculum, and grassroots competition participation.

Others

• Hayabusa Fightwear: Major combat-sports apparel and equipment brand selling Gis, rashguards, and training gear globally. Adjacent to Apex's merchandise business (Gis, rashguards, shorts) — a potential wholesale supplier or competitive benchmark for the retail side.

Direct peers

• Roger Gracie Academy: One of London's most prominent Brazilian Jiu-Jitsu academies operating multiple locations across the city. Directly comparable to Apex as a membership-based BJJ school serving both adults and kids, with similar recurring subscription economics and competition-driven marketing.
• Gracie Barra London: Global BJJ franchise with London-affiliated academies offering tiered adult and kids memberships plus competition programs. Directly comparable in business model, class structure, and target audience to Apex.
• 10th Planet Jiu-Jitsu London: International no-gi BJJ brand with a London affiliate offering subscription-based grappling classes. Directly comparable to Apex on art focus (grappling/submission), membership model, and competition-oriented curriculum.
• Carlson Gracie London: London-based BJJ school under the Carlson Gracie lineage providing adult and youth classes via subscription memberships. A near-identical offering to Apex in geography, pricing tier structure, and customer segments.
• SBG (Straight Blast Gym) International: Global MMA and grappling network with UK affiliates running subscription-based combat-sports memberships for adults and kids. Closely comparable to Apex on multi-discipline membership structure and community-led marketing.

Broad incumbents

• London Fight Factory: Established London combat-sports gym offering BJJ, Muay Thai, MMA, and boxing under one roof. Broader incumbent comparable to Apex's multi-discipline offering and pricing model but with a wider portfolio and larger scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/apex-jiu-jitsu

Revenue estimate

Valuation estimate

Number of profiles

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 Apex Jiu-Jitsu