Ottawa's Premiere Brazilian JiuJitsu Gym Brave Mixed Martial Arts Institute
Location:
2161 Thurston Drive,
Ottawa, Ontario
K1G6C9
Creating Brave Mixed Martial Arts Insitute
Brave Martial Arts Institute is a Brazilian Jiu Jitsu gym in Ottawa that was established in 2020. I co-own the business with two partners, my father and our friend from Brazil that is a third-degree black belt in Brazilian Jiu Jitsu.
Together we created the business from the ground up, establishing pricing, membership structure, marketing plan and operations process. Our objective was to build a gym offering top level instruction within the largest square footage martial arts space in Ottawa.
Pricing and Membership Structure
The goal of the pricing model at Brave MMA is to remain financial accessible to a broad member base while supporting long-term sustainability for the club. To this end, memberships were structured to encourage consistency and long-term retention, rather than short-term participation.
Positioning
The gym was positioned to appeal to both beginners and experienced practitioners of several martial arts. Brazilian Jiu Jitsu is the primary sport, but the gym also offers Muay Thai, No Gi Jiu Jitsu, Kick Boxing, and Mixed Martial Arts. There is also a Muay Thai and Jiu Jitsu program for kids.
A key differentiator for Brave MMA is having an instructor from Brazil that is a third-degree black belt. Rodrigo Alves has been practicing Jiu Jitsu for more than twenty years, and an instructor since 2012. Additionally, Brave MMA is the only gym in Ottawa that is part of the Alliance Brazilian Jiu Jitsu association that has more than 300 schools worldwide.
Our facility itself plays a role in positioning. It is one of the largest training spaces in Ottawa at 6000 square feet. Class scheduling, coaching structure, and the physical layout of the space were designed to support a consistent high-quality experience. Particular attention is given to maintaining a high standard of cleanliness, which contributes to both member satisfaction and the overall perception of the gym.
Outcome
Since opening in 2020, the gym has grown to over 300 members. The business has maintained steady growth while offering a diverse set of programs and preserving a strong sense of community and member retention.
What I Learned Through the Process
Decisions around instruction quality, program variety, facility design, and cleanliness all played a role in attracting and retaining members. It reinforced the importance of aligning what a business offers with what customers are looking for, rather than relying on assumptions. In many ways, the establishment of Brave MMA compliment and enhanced the formal education I was receiving at the University of Ottawa’s Telfer School of Business.
Brazilian Jiu Jitsu
Brazilian Jiu Jitsu (BJJ) is a grappling martial art that teaches control and submission using technique instead of strength. It was developed from Japanese jiu-jitsu and refined in Brazil for real-world effectiveness.
Muay Thai
Muay Thai originated in Thailand as a form of military combat and evolved into a modern sport.
Known as the "Art of Eight Limbs," it uses fists, elbows, knees, and shins.
Mixed Martial Arts
Mixed Martial Arts (MMA) is a combat sport that blends striking and grappling from multiple disciplines, allowing fighting both on the feet and on the ground.
