Gracie Humaita Australia

What Gracie Humaita Australia does

Gracie Humaita Australia is a private martial arts academy headquartered in Alexandria, Sydney, operating under the global Gracie Jiu-Jitsu lineage since 2001. The company runs a single flagship facility of approximately 393 square meters configured into three dedicated mat areas (221 sqm main mat, 100 sqm drill mat, 72 sqm private lesson zone), with male and female changing rooms, hot showers, a functional training area, and an onsite Gracie Humaitá retail store. It delivers instruction across Brazilian Jiu-Jitsu (Introductory, Fundamental, Intermediate, Advanced, and No-Gi), Mixed Martial Arts, Wrestling, and Anti-Bullying Defence, with separate youth tracks for toddlers (ages 3.5–5), kids (ages 6–12), and teens (ages 13–16). Coaching is led by Head of Team Tony "Ourico," Olympian and Commonwealth Games medallist Jayden Lawrence, and BJJ coach Felipe Lemos.

The business operates on a direct-to-consumer, in-person membership model. Recurring subscription fees for class access form the primary revenue stream, supplemented by hourly rental of the 393 sqm facility to external personal trainers, yoga and pilates instructors, dance groups, and event organizers, plus onsite retail sales of gis, uniforms, and accessories. Pricing is not publicly disclosed; customer acquisition is driven by free trial classes (Monday–Friday at 11:45am and 5:30pm), organic word-of-mouth referrals, Instagram and Facebook presence, blog content, and program-level SEO. There is no enterprise or B2B sales motion, no online class streaming, no mobile app, and no disclosed public funding or institutional investment.

Recent strategic activity includes a rebranding from "Gracie Sydney" to "Gracie Alexandria," the launch of a complementary website domain (advancejiujitsu.com.au), and extension of the program mix into toddlers and anti-bullying verticals. The company is privately held with founder/operator ownership, approximately 10 employees, and no disclosed subsidiaries, patents, partnerships, or regulatory actions.

Name

Gracie Humaita Australia

Legal name

Gracie Humaita Australia

Website

https://graciesydney.com.au

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Gracie Humaita Australia is a privately held Brazilian Jiu-Jitsu academy in Alexandria, Sydney, serving adults, kids, teens, and toddlers with BJJ, MMA, and wrestling instruction under the Gracie family lineage.

Ownership category

akta.pro rank

Product category

Martial Arts Training

NAICS

Fitness and Recreational Sports Centers (71394), Sports and Recreation Instruction (611620)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Kids & Youth Martial Arts Programs (HSADADAG), Mixed Martial Arts (MMA) Training (HSADADAD), Combat Sports Gyms & Dojos (MMA, Boxing, Wrestling, Martial Arts) (MPAKAJAG)

Keywords

• Brazilian Jiu-Jitsu
• Martial Arts Training
• Self-Defense Classes
• Mixed Martial Arts
• Wrestling Instruction

Headquarters

HQ city

Alexandria, Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership/Subscription Fees: Recurring membership fees for access to regular classes across all programs (Adult BJJ, Kids, Teens, MMA, Wrestling, etc.). Customers choose from membership plans tailored to training goals and frequency.
2. Space Hire/Rental: Hourly rental of the 393 sqm facility to personal trainers, yoga/pilates instructors, dance/workshop organizers, and event hosts when classes are not running.
3. Onsite Retail (Gracie Humaitá Store): Sale of exclusive Jiu-Jitsu gear, uniforms (gis), and accessories to students and visitors at the facility.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Gracie Humaita Australia is a brick-and-mortar martial arts academy delivering structured, progressive Brazilian Jiu-Jitsu, No-Gi, MMA, Wrestling, and youth martial arts classes (Toddlers, Kids, Teens, Anti-Bullying Defence) to individuals and families at its Alexandria, Sydney facility. Revenue is generated through recurring membership fees for class access, hourly venue rental to third-party fitness professionals and event organisers, and onsite retail of Jiu-Jitsu uniforms and gear.

Product overview

Gracie Humaita Australia operates a multi-discipline martial arts academy offering a unified training platform across Brazilian Jiu-Jitsu (Gi and No-Gi), Mixed Martial Arts, Wrestling, and youth development programs. The core product is the Adult BJJ curriculum structured across five progressive levels (Introductory, Fundamental, Intermediate, Advanced, and No-Gi), supplemented by youth programs for Toddlers (3.5-5), Kids (6-12), and Teens (13-16). Additional offerings include specialized Competition Training, Anti-Bullying Defence Classes, MMA, and Wrestling coached by Olympic athletes. The academy also provides space rental services for external fitness instructors and event organizers. The training facility features over 393 square meters of mat space across three dedicated areas.

Differentiator

Problem solved

Functional benefit

Products and services

• Adult Brazilian Jiu-Jitsu Program Comprehensive adult BJJ program with progressive levels (Introductory, Fundamental, Intermediate, Advanced, No-Gi) for beginners through experienced practitioners.
• Kids, Teens and Toddlers Jiu-Jitsu Programs Youth martial arts programs for Toddlers (3.5-5), Kids (6-12), and Teens (13-16), focusing on motor skills, coordination, discipline, and confidence building.
• Mixed Martial Arts (MMA) Class High-energy class combining Brazilian Jiu-Jitsu, Muay Thai, and wrestling techniques with striking, grappling, and conditioning drills.
• Wrestling Class High-intensity wrestling class led by Olympian Jayden Lawrence covering takedowns, control, transitions, and explosive drills.
• Anti-Bullying Defence Class Specialised class for ages 6+ teaching real self-defence skills, confidence, awareness, and strategies for verbal, physical, and cyberbullying situations.
• Competition Class Advanced class for students preparing to compete, focusing on high-intensity drilling, positional sparring, live rounds, tournament tactics, and competition mindset.
• Space Hire / Venue Rental Hourly rental of the 393 sqm facility to personal trainers, yoga/pilates instructors, dance and workshop organisers, birthday parties, and community events.

Quantifiable outcome

• Transformation of members' fitness levels, mental health, and confidence — evidenced by testimonials of life-changing personal transformations.
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators4 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• 10th Planet Jiu-Jitsu: Global No-Gi-focused BJJ academy network founded by Eddie Bravo. Comparable as a multi-location martial arts academy chain offering progressive adult and competition programs under a single branded methodology.
• Alliance BJJ: Internationally recognised BJJ academy network with strong competition pedigree across Gi and No-Gi. Comparable as a multi-discipline Brazilian Jiu-Jitsu academy offering structured adult and youth programs at affiliate locations.
• Gracie University: Online and affiliate-based Gracie Jiu-Jitsu training platform with a global network of certified training centers. Comparable as a Gracie-lineage self-defence-focused curriculum provider serving adult and family segments.
• Atos Jiu-Jitsu: Global BJJ academy network known for elite competition results and structured curriculum. Comparable as a branded Brazilian Jiu-Jitsu academy group offering adult, kids, and competition-focused programs under consistent methodology.
• Gracie Barra: One of the largest global Gracie-affiliated BJJ organisations, with hundreds of academies worldwide. Directly comparable as a traditional Gracie lineage BJJ academy offering Gi/No-Gi classes, kids' programs, and structured curriculum for adults and youth.
• City Kickboxing: Premier MMA gym producing world-class fighters, integrating BJJ, wrestling, Muay Thai, and striking. Comparable as a multi-discipline combat sports academy combining grappling and striking programs for adults and competitors.
• Checkmat BJJ: Major international BJJ competition team with affiliate academies across multiple countries. Comparable as a global BJJ academy network offering progressive adult and youth programs under a unified brand and curriculum.

Broad incumbents

• UFC Gym: Globally franchised fitness brand offering MMA-inspired group fitness, BJJ, and striking classes. Comparable as a broad-incumbent combat-sports fitness operator serving general consumers with multi-discipline programming.
• Reebok CrossFit: Global functional fitness franchise operating group training facilities. Comparable as a broad-incumbent group-fitness operator competing for the same Sydney consumer fitness and community wallet share.

Regional players

• Australian Top Team: Leading Australian MMA and BJJ academy network headquartered in Sydney. Highly comparable as a domestic competitor offering BJJ, MMA, and wrestling programs to the same Sydney customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/GracieSydney
• Instagraminstagram.com/graciesydneyaus
• LinkedInlinkedin.com/company/gracie-humaita-australia

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 Humaita Australia