In the July and August NAPMA Resources Kits, all NAPMA members received parts 1 and 2 of an interview by Rob Colasanti with my instructor Jhoon Rhee. Jeff Smith and I have been associated with Jhoon Rhee for 45 and coming up on 40 years, respectively.

If you are not a NAPMA member, then you can receive this complete interview, the transcript and a bundle of other great interviews with martial arts legends and masters and business gurus at napmafreeoffer.com.

This month’s column includes the four additional lessons you’ll learn when you listen to the Jhoon Rhee interview.

Lesson 4: Having the resources to produce incredibly high quality students. At the same time that Grand Master Rhee’s school had a huge percentage of the world ranked kick-boxers on staff and the current and future World Forms Champions (John Chung and then Charlie Lee), other Washington, D.D. areas schools called Jhoon Rhee a “Belt Factory.” In reality, Jhoon Rhee’s schools had a very high (for the era) graduation rate to Black Belt. The Black Belts were rigorously screened. Not only were children required to have physical mastery, but also good grades and behavior. The quality of the students across seven, nine and then 12 schools was incredibly HIGH. Far from “Selling Out,” the Jhoon Rhee schools produced many of today’s industry leaders. That would have been impossible unless two full-time instructors per location were able to make good livings (in the 1970’s) by running a martial arts school. (I was making a $30,000 base plus commissions, equaling approximately 10% of the gross, while a full-time student at Georgetown University in 1980.)

Lesson 5: Jhoon Rhee relentlessly sought experts to help him grow his business. In the pre-NAPMA days, he sought publicity experts (hiring a full-time PR guy AND Sugar Ray Leonard’s publicist). He pulled Nick Cokinos from the dance industry and relentlessly looked for experts in sales, marketing, teaching, management and even franchising to help him grow his organization.

Lesson 6: Relentless Promotions. As a staff member of Jhoon Rhee’s organization (and a full-time college student), I was annoyed by the constant parade of promotions: A HUGE demo at the 4^th of July celebration on the Washington Mall each year; classes taught to the FBI; presentations at elementary schools, high schools and colleges; and a parade of classes taught to everyone from local police officers to Congressmen. Jhoon Rhee was relentless in finding ways to introduce the public to Tae Kwon Do (and specifically to “Jhoon Rhee Karate”). It was a total, never-ending quest to fill the schools and, therefore, improve the gross and staff salaries and “spin-off” resources for other purposes. He discusses Muhammad Ali as being a very good promoter - and Jhoon Rhee learned from him and many others how to promote himself. By the way, Grand Master Rhee was able to convince Muhammad Ali to mention his name in front of 50 million TV viewers and join him in front of millions of fans during their tour of Korea.

Lesson 7: Goals Orientation. Jeff Smith and I were talking with Grand Master Rhee during a recent late night (12 midnight his time!). He reminded me, “When you were 10 years old, you told me you would go to Denver and open Jhoon Rhee Karate schools.” It’s interesting that he remembers and was impressed. Truth is that when I was 10, I said I wanted to open Jhoon Rhee schools. I was about 18 when the idea of doing it in Denver bubbled to the surface. However, the fact that he remembers shows how rarely we set serious goals and follow through. To be successful, you first must make a decision; you can call it setting a target or being goal oriented.  You must decide that there will be no excuses and you will make it happen.

What should you take from the interview with Jhoon Rhee? At the least, you should know that it’s okay to make money and grow your school. You should also know that commercialism does not imply “selling out” and that the more resources you have the better you can make your students.  Next, you need to spare no expense in associating with a quality mastermind team and in developing knowledge (and hiring experts) to shorten your own learning curve. Finally, you need to be tireless in promoting your school and make sure that you have the tools and resources to do that effectively.

Dan Kennedy: First, you always have to temper what people say with objective reality. For example, if you listened to all the wailing about gas prices, you’d presume everyone’s cars were up on blocks, and people were huddled in their homes. During the recent Memorial Day weekend, however, there was only a 1% reduction in people driving 50 miles or farther from home, according to AAA.

No doubt, there are segments of the population adversely affected by this very specific inflation of gas and groceries. In big-ticket spending, slow-to-adapt companies have been whacked by the inevitable: consumers hitting the wall, using appreciating home equity as an ATM.
Even more telling, commercial real estate transactions increased during 2007, as compared to 2006, and are apace to grow again in 2008. There are more new investments in significant developments in and around the city of Cleveland than during the past seven years. In short, using the word, “recession,” is a big, fat, over-broad and over-simplified generalization. There are plenty of consumers, investors and business owners spending money. Further, there’s no profit in buying into this concept of a giant black cloud of doom over the entire land. Every business owner must constantly be asking himself or herself “Where’s the PROFIT in that?”- with regard to his or her thinking, analysis and actions.
Dan Kennedy: This is  a presidential election year, during which more than a half-billion dollars has been spent. Candidates, parties, and independent groups called 527-c’ s will spend another billion dollars,  most of it aimed at convincing voters that we are in crisis. One side cries, “Crisis and change.” The other side threatens, “Crisis requires steady, experienced hand.” Everyone’s selling crisis.

There is also a profound media bias, even what I call “media mental illness,” an unbalanced emphasis on reporting bad news, and ignoring good news. On CNN, you find good economic news only in the little type crawl across the bottom of the screen. You have to go to Fox Financial News, CNBC or The Wall Street Journal for a fully balanced presentation; and, of course, most people don’t. The gloom ‘n’ doom sales machine is cranked to high.

To quote one of the success authorities I studied, Earl Nightingale, “We become what we think about most.” If you DON’T actually MANAGE your thinking about the economy…if you let yourself accept the mainstream media and politicians’ selling of crisis, if you think about it, regurgitate it in conversation with others…then you’ll undoubtedly find yourself upside down in it.

It’s up to you to seek better, more complete information; and, incidentally, provide that same information to your customers <insert “parents” in place of  “customers,” if appropriate>. You’d better  be what I call a “good  news merchant,” influencing your students and parents’ thinking about this-yours may very well be the only such voice they hear, and being that lone voice of reason and encouragement can be very magnetic.

Receive the rest of this interview free and listen in to this month’s teleconference by registering at NAPMA.com/DanKennedy

Contrary to popular belief, operat-ing your school with carefully devel-oped systems does not mean you are selling out. In fact, it’s quite the opposite, according to Master Gon-zalez. He’s discovered that business systems have actually enhanced his martial arts skills. As a martial arts enthusiast, he’s learned to respect a professional business operation – and the many benefits it provides.

Martial Arts Professional: First, tell us your background and your degrees and titles.

Gonzalez: My name is Ranulfo Gonzalez. I started martial arts 27 years ago, in 1980. I started in a somewhat eclectic system. I lived in a military town. I had an instructor who had a tremendous amount of foresight and allowed anyone from the military base to teach, so I grew up in what I call a mini-Mecca because, on any given day, I could learn different martial arts. I really enjoyed that.

I had the opportunity to move forward and earn a couple of high ranks: fourth degrees, fifth degrees and sixth degrees, including the one that I hold currently with Mile High Karate, where I’m a 5th-Degree Black Belt. I really enjoy martial arts and even more so now that it is a major part of my life.

I have a 5th-Degree in Kihido Karate; a 6th-Degree in Kamau Ryu, also referred to Kamau Njia; and I’m recognized as a 4th-Degree under Soke Lil’ John Davis and Grandmaster Anthony Muhammed. I also have an intermediate rank-ing within KSMA, which is a Filipino stick fight-ing system.

MAPro: If I’m a Filipino, Brazilian or Japanese stylist, do I have to throw away my system to take advantage of the business and franchise system that Mile High Karate offers?

Gonzalez: No. As a Filipino stylist, for ex-ample, you would definitely want to consider Mile High Karate. The reason that I started in the Filipino systems was because I saw the Filipino system as a complement to my cur-rent training at the time. It really allowed me to expand my martial arts. If I had to equate Mile High Karate with any system, then I’d probably equate it with the Filipino system. It augments what you’re doing; it complements what you do.

The Mile High Karate system doesn’t require you to replace your current methods. If anything, it only makes what you do better; and that’s what I’ve really enjoyed.

On a personal level, it’s given me the ability to grow as a martial artist. On a business level, it’s taught me many concepts and strategies that, quite frankly, as a martial artist, I feared. For example, I think I would have sooner faced a stick coming at me full-speed than having to sell an enrollment. I think that is a problem many instructors and school owners have had in the past.

“Mile High Karate’s advanced system is, by far, a better system.”

The greatest thing about the Mile High Karate franchise system is, like I said, that the busi-ness system, for me, is like the Filipino system was for my basic marital arts. It gave me a better perspective of the martial arts business, with a system that I can follow. You follow A, B and C and your result is D. Same thing with a stick in Filipino martial arts. I follow A, B and C; I block you first, I enter well. I’m going to be OK – better than OK. I will win.

“On a business level, [the Mile High Karate system] taught me many concepts and strategies that, quite frankly, as a martial artist, I feared.”

MAPro: As a martial artist, what would you say Mile High Karate bring to the table to ex-pand your martial arts career?

Gonzalez: As a martial artist, I have found that Mile High Karate has brought me a greater depth of knowledge. I’ve been involved for many years, two decades, going on three decades. I had experiences that, quite frankly, wouldn’t have happened if I had been on my own. The Mile High Karate is not “old school.” It doesn’t promote only one system, but pres-ents a huge pie, the seamless integration of sys-tems. I wouldn’t be able to work with the mar-tial arts legends from many different fields that are part of the Mile High program; that’s the beauty of it. Mile High Karate invites the best guy in each arena. We work with Carlos Macha-do, Jeff Smith, Joe Lewis and many others. Those legends are showing me and other Mile High Karate instructors how to augment what we already know and how to do it better. I love it because I see myself growing. I felt, at some points in my life, that I’d stagnated. It’s so nice that there’s an organization like Mile High Karate. I can call another school owner in the organization who may be twenty, thirty min-utes down the road, a sister school, if you will, who may have diverse experience in Brazilian jujitsu and a ranking with Carlos Machado. It’s unbelievable, so much support that it’s like be-ing a kid in the candy store and I love it.

MAPro: Operating a martial arts school isn’t just about the style; it’s also about the market-ing, sales and other business systems. How does the Mile High Karate system support you as a business operator?

Gonzalez: As a business operator, the Mile High Karate system helps me know when is the best time to grow my school this month. I’ll be honest; I wasn’t that great at marketing. I wasn’t very good at keeping my own timelines. Would I miss my workout? No. Would I really make sure to look at my calendar, so a mailer was sent on time? No. I’ll be honest with you; I think I was intimidated. I didn’t have the resources. I didn’t have ten, fifteen years’ of information that I could access; it was quite daunting.

I said, “Where do I start? I don’t have any help.” It was frustrating for me to have to try to find somebody to do that for me or help me with that. The greatest thing about Mile High Karate specifically is that it has the people to help you go over your stats. There’s somebody that will help you review these things and recommend what’s better and explain the se-quence, both automated or paper (even though I don’t recommend it). Mile High Karate’s ad-vanced system is, by far, a better system. It’s so much easier when I can use the Mile High Ka-rate systems and contact people who can help me, as opposed to being on the phone all day or trying to decide the best marketing piece for this month. It’s done for me. All I have to do is type in my school’s information and send them.

MAPro: What would you tell school owners who are thinking about becoming a part of Mile High Karate?

Gonzalez: I would tell them, without a doubt, to take the plunge. Take the plunge and do it. Quite frankly, I almost didn’t come to Mile High Karate, mainly from fear. It’s like anything that you’re not really sure of. “Do I really have to let go of what I already know? Do I have to “sell out?” By far, that is the worst term I have heard to describe the Mile High Karate system. You’re not selling out! If anything, you’re improving what you’re already doing, and as a martial artist. Do you really love what you do? Do you really want to give your students the best? If so, continue to educate yourselves. If you want to do that, then quit thinking about it and quit talking about it – join with the people at Mile High Karate who will help you.

We always tell our students, “If you want to be better at something, then you find a better way to do it. You train with a better student. You train with the best”. You want to be better, train with someone who’s better. You want a better system, come to a place that has better sys-tems. Mile High Karate has brought that to me. I’ve been able to diversify both my martial arts skills and my business skills; and, quite frankly, had I a time machine; I’d have gone back and done it sooner.

“That’s one of the greatest things that I love about the Mile High Karate systems: It continues to motivate at all levels, not just physical, but also inspirational.”

MAPro: Give us a little quick overview of the Mile High Karate Discovery Day and the results of high quality student outcomes.

Gonzalez: For me, personally, the weekend was phenomenal because I had the opportunity to work with the many legends, the champions; the quality went through the roof. From my standpoint,after twenty-six years in martial arts, it’s some-times hard to be re-moti-vated, re-en-ergized. Sometimes, it takes that one instructor (or legendary champion) that I look up to. I tell myself, “That’s right. This is how I move a little bit better. This is the small thing. This is that little integral piece that will make everything work.” What good is a chocolate chip cookie, if there’s no chocolate chips.

The greatest thing about the diversity of the in-structors and champions that Mile High Karate brings in is that it gives us that one little tweak, that one little thing that will make our system, our technique and our ability to create higher level students that much easier. We are gener-ated by the excitement. Students are excited. That’s one of the greatest things that I love about the Mile High Karate systems: It contin-ues to motivate at all levels, not just physical, but also inspirational.

Grand Master Smith, Lewis or Wallace, explain what’s the next way, the best ways, to inspire our students. Walking into a big ballroom, with nothing but happy faces on three-year-olds to adults in their fifties, sixties and even seventies saying, “I am that martial artist. I can do it.” It in-spires everybody, whether you’re a new instruc-tor or someone with twenty-six years like me.

In part 2 of his interview with Stephen Oliver, Chuck Norris discusses his early martial arts training. As with many martial arts great of his decade, Chuck was first exposed to the arts in Asia, as a member of the U.S. Air Force. Chuck also relates how his championship record in the U.S. led to the success of his school.

The interview also features an in-depth look at Chuck’s KICKSTART Program, highlighting the story of Gerardo Esparza, who went from gang member to a member of the KICKSTART Program to a full scholarship at MIT and a successful career and life in Houston, today.

Chuck also reveals the 12 points that guide his life, motivating and drive him to his success and helping thousands of KICKSTART Program students to experience success - and, often, for the first time in their lives.

Chuck Norris, as with most of the martial arts legends Martial Arts Professional has interviewed, measures his success, according to the results of his “giving back” opportunities, and not fame and fortune - and that is Chuck Norris he wants you to know.

FREE Chuck Norris Teleconference. Visit NAPMA.com/ChuckNorris

Oliver: If you don’t mind, would you mind explaining a bit more of your martial arts background for our readers?

Norris: I started in 1960, yeah.

Oliver: 1960?

Norris: I joined the Air Force after high school, and I was sent to Korea. I was first introduced to the martial arts in February of 1960 in Osan, Korea. I had never heard of Tae Kwon Do, Tang Soo Do or Karate. I had heard of Judo.

When I was stationed at Osan Air Base, I started studying Judo because that’s the only art I had ever heard of. Two weeks into my training, I broke my shoulder on an ipponseoi- nage, for those who know Judo.

My arm was in a sling, so I went to Osan Village sightseeing. As I walked in the village, I looked up to a knoll and saw heads popping up. I was curious, so I walk to the top of the knoll and on the other side were Korean martial arts students jumping in the air and doing spinning heel kicks and other moves. I said, Holy mackerel. I didn’t think the human body could do something like that. I was mesmerized by the ability of those Koreans. They looked pretty tough, so I was afraid to talk with them. I returned to the base and asked my Judo instructor and described what I had seen. He said it was called Tang Su Do. I told him that I’d love to try it, since I couldn’t do Judo with my injured shoulder. He took me to the village and introduced me to Master Lee, who was head of ATA. He was my first instructor and died a few years ago.

The 12 Points that Guide Chuck Norris’ Life

1. I will develop myself to the maximum of my potential in all ways.
2. I will forget the mistakes of the past and press on to greater achievements.
3. I will always be in a positive frame of mind and convey this feeling to every person that I meet.
4. I will continually work at developing love, happiness and loyalty in my family and acknowledge that no other success can compensate for failure in the home.
5. I will look for the good in all people and make them feel worthwhile.
6. If I have nothing good to say about a person, then I will say nothing.
7. I will give so much time to the improvement of myself that I will have no time to criticize others.
8. I will always be as enthusiastic about the success of others as I am about my own.
9. I will maintain an attitude of open-mindedness toward another person’s viewpoint, while still holding fast to that which I know to be true and honest.
10. I will maintain respect for those in authority and demonstrate this respect at all times.
11. I will always remain loyal to God, my country, family and my friends.
12. I will remain highly goal-oriented throughout my life because that positive attitude helps my family, my country and myself.

Oliver: The Eternal Grand Master.

Norris: Yes. I then discovered that Master Shin was teaching on the base. I thought it would be easier to train on the base than to come to the village. I started training on the base with Master Shin, who now has his own organization here in America. When I left Korea, I had earned my Black Belt in Tang Soo Do and my Brown Belt in Judo. After I was discharged from the military, I started teaching in Torrance, California, in 1962. I wasn’t sure where to find students because no one knew anything about the martial arts. Slowly but surely people started enrolling.

When competitions started in 1963, I decided to enter, so I would appear in Black Belt Magazine. My first competition was in Salt Lake City, Utah. I drove all the way from Torrance with three of my students. I had no money and an old car, and we just barely made it to Salt Lake City. All four of us competed, and my three students placed and won, and I lost. I drove back while they held their trophies.

As I kept losing, I developed a philosophy: Each time I lost, I told myself, I may lose again, but I won’t lose the same way twice. I just kept learning from my mistakes and finally started a winning streak and became the No. 1 competitor in the United States. I then won the World Championship in traditional fighting in New York City. My motivation was to compete and attract students to my schools, so I could teach them and give them the benefits of the martial arts. With God’s blessing, I was able to win a good share of tournaments. My motivations are exactly the same for starting the World Combat League: to give these athletes opportunities to make a living at something they love and, secondly, to help support a foundation that can save literally millions of lives. We’ve had some tremendous success stories, Steve, such as Gerardo Esparza.

Oliver: Yes, I remember that story, but please share it.

FREE Chuck Norris Teleconference. Visit NAPMA.com/ChuckNorris

Norris: Gerardo Esparza was an at-risk kid who was also a gang member. When these kids join our program, they must break off all gang ties. They cannot remain a member of a gang. Their new gang is our martial arts group. Gerardo had been in plenty of trouble. He had already failed the sixth grade once. He was in the KICKSTART Program age group because we teach sixth-, seventh- and eighth-graders. We have an after school program for them when they attend high school. Gerardo was causing so much trouble that the authorities were about to send him to juvenile hall. My instructor, who teaches at my school in that neighborhood, heard about Gerardo. My instructor asked the principal of Gerardo’s school if there was an opportunity to enroll Gerardo in our KICKSTART Program. As you know, once you incarcerate a kid, he usually becomes worse.

“Let’s give martial arts an opportunity to help turn this boy around.” The authorities and the principal agreed. My instructor said, “Gerardo, you have an opportunity to be in our KICKSTART Program on probation, but you must break off all your gang ties.” He agreed; however, my instructor caught Gerardo with his gang friends on a number of occasions. He warned Gerardo, “You must break with the gang.” After my instructor caught him the fifth time, he called me, “Mr. Norris, I caught him again. I don’t know what to do. I’m contemplating sending him back.”I responded, “Let’s be patient here. Let him finish the year – it’s only two more months before the year is out – and then we’ll see where it goes from there.” Gerardo finished sixth grade at the end of the year with a D average. During the summer (our program goes year-round, so we teach them through the summer as well), for some reason, he developed an allegiance with his martial arts friends, and broke off his gang ties. He finished the seventh grade with a C average, the eighth grade with a B average, and earned straight A’s from ninth- through twelfthgrade. He received a full scholarship to MIT.

Oliver: Oh, my goodness.

Norris: He graduated and is now working in Houston. It just shows what the martial arts can do. I tell Gerardo’s story during my talks and presentations, telling audiences that this is what it’s all about with the martial arts. It helps you develop that inner strength and self-worth to achieve your life goals. As I mentioned earlier, I’m a prime example because I was that shy kid, the underachiever who has made a modicum of success in the movie world. Now, if I can do that, then imagine what you can do?

Oliver: I’m not sure I would say you had a modicum of success in the acting arena; but given your background and the background of so many people who have gone on to achieve incredible success, it’s just undeniable that martial arts was a major, positive factor.

Norris: It really is. Steve, martial arts is the best thing that ever came to our country. I did the entire WCL season last year without a TV deal. That was very scary, Steve, because you can’t be successful without television. I was quite worried about it. I thought, golly Moses, this is costing me a lot of money, and if I don’t get a TV deal, then I’ll be in a world of hurt. Finally, at the end of the season, Versus TV came on board and started airing our shows. Even though it was the end of the television season, Versus aired our shows, and we had incredible ratings. The ratings were so good that Versus aired our shows 237 times. WCL consists of eight teams, four East Coast and four West Coast. Denver is one of our West Coast teams. Our season is very similar to baseball, football and basketball, with teams qualifying for the playoffs, advancing to our World Championship.

Oliver: We’re planning to publish the Versus TV schedule in Martial Arts Professional magazine.

Norris: Oh, great. Fantastic, Steve.

Oliver: NAPMA and Martial Arts Professional would like to give your World Combat League a boost. My personal opinion is if we can get a lot of traction with you and with NASKA, then it’s really good for the industry. I think some of the other more violent circuits and events aren’t, perhaps, as conducive to industry growth as we’d like and don’t develop the image of martial arts we share.

Norris: Most of my martial arts schools are members of NAPMA, and they’re the ones that are successful in my UFAF organization. Every year, we encourage our school owners to join NAPMA because it’s great. I wish I’d been a member when I had my school because it was tough not having any business background in the ‘60s. We had to teach from the seat of our pants because we knew nothing about the business of martial arts. Even though I taught many students, I couldn’t become financially successful because I didn’t understand the business. It was very, very difficult for me in those days to make a living at something I loved. That is what’s so great about NAPMA. You help your member make a living from their chosen profession; Steve, I really applaud you for that.

I want to keep the door open between you and I, so I can help NAPMA. I do a weekly article for World Net Daily (See: http://www.worldnetdaily. com), which is the largest online newspaper in the world. It has 6 million readers. My article is syndicated globally…

Oliver: I read it every week. It’s excellent.

Norris: …maybe I can do something to help NAPMA too.

Oliver: That would be great. We’d certainly like to reprint those columns in Martial Arts Professional as well those online, which we’ll link from MartialArtsProfessional.com.

Norris: I would love to do that for you.

Oliver: As you may know, Chuck, we’re growing our Mile High Karate schools and we’re now all over the country.

Norris: Believe me, I’ve been reading about you. I know what you’ve been doing, Steve. I keep up-to-date with your progress in the martial arts magazines. You are one of the leaders, Steve, you’re one of the leaders in this country for martial arts; and I appreciate being associated with you.

Oliver: I always have to give credit to you, Jhoon Rhee, Jeff Smith Nick Cokinos and all the others who were the pioneers. It would be very difficult to do what we’re doing now without your leadership. You were certainly one of the very first people to run schools commercially. Your efforts since the 1960’s and Jhoon Rhee’s efforts in Washington, D.C. have led to a confluence of interest in martial arts that is sure to make the World Combat League a huge hit.

Norris: Thank you, Steve. There are so many school owners who want to become more business oriented so they can do something they love and make a living at it. NAPMA is the way to go. I encourage other schools to get on board with NAPMA. I’ll be glad to help you out in any way I can.

Oliver: We will hold you to that. I really appreciate your time today.

Norris: I’d be glad to do it.

Oliver: I want parents to know that my six-year old daughter, Jaeda, attended the World Combat League fight in Denver because it is a very family-friendly environment. Aren’t your twins often at WCL events?

Norris: Yes, Dani and Dakota love watching it. There’s no blood. You’ll see the familiar kickboxing style. Once people see it, I think they’ll become fans.

If you click on “Inside the WCL” on the World Combat League Web site (WorldCombatLeague. com or WCL.TV), then you’ll see many comments from kids and fan about the events, and how exciting they are.