How to Build a Global BJJ Retreat Business | Luke Fraser

How one man built a global BJJ retreat business from a mining shift — and why the funnel that works is simpler than you think. 🎙️ IN THIS EPISODE Luke Fraser was working week-on, week-off in Australian mining when his mum — a travel agent — got sick of him talking about starting a business and put down a deposit on 15 hotel rooms without telling him. Five years later, BJJ Escapes has run 13 sold-out retreats with coaches like Josh Hinger, Heath Pedigo, Owen Livesey, Mason Fowler, JFlo, Jacob Driscoll, and more — across Australia and Thailand. Nick Cownie sits down with Luke to break down exactly how BJJ Escapes works: the pricing model, the marketing funnel, the pre-selling timeline, and the operational decisions that turned a side hustle into his full-time business. You'll learn: The "mum kicked me into it" origin story every entrepreneur can relate to Why capping the mat at 3m² per pair became his biggest competitive edge The three-package pricing model — training only, twin share, private room Why the private room package outsells the cheaper options every time How Luke sells events 9-12 months out Why he does zero sales calls and runs the entire funnel on Instagram + website The expensive customs mistake that changed how he ships event gear Why cleanliness protocols in Thailand became a business-saving system How stepping back from operations made the last event his best ever If you're building any kind of martial arts business that involves events, retreats, seminars, or premium experiences — this is the operational blueprint. 🕒 TIMESTAMPS 00:00 Intro 01:28 The mum-forced-me-into-it origin story 03:14 First event, 20-25 people, learning as he goes 04:57 Jiu-jitsu as an instant social network anywhere in the world 07:13 13 events in 5 years 08:02 The 3m² per pair rule that shapes the whole business 11:30 Scratch your own itch — the business principle behind the model 14:16 The biggest mistakes over 5 years of running retreats 17:20 Cleanliness, staph, and superbugs in Southeast Asia 20:47 Travel insurance and Middle East flight disruptions 21:44 The favourite event and why stepping back changed everything 24:12 The stacked coach lineup 31:04 The marketing funnel — Instagram content + inbound email 33:26 Zero sales calls, sold off the page 34:51 Selling events 9-12 months out 36:08 The three-package pricing model 38:29 Why private rooms outsell everything else 43:18 The dream coach list — JFlo, Heath Pedigo, Gordon Ryan 45:03 Where to find Luke 🎯 Most martial arts school owners are one system away from consistent growth. Install the same systems used by real academies around the world: 🤖 Enroll 365™ 👉 https://enroll365.ai The school that replies first gets the student. 78% of people join the first school to respond. Enroll365.ai replies instantly, books the trial in chat, and follows up until the student steps on your mat. ⚙️ Dojo Toolbox CRM™ 👉 https://dojotoolboxcrm.com The AI-powered operating system for martial arts schools. Manage leads, automate follow-ups, track pipelines, and run your academy on systems instead of stress. 🌏 The Dojo Map™ 👉 https://thedojomap.com Connecting the global martial arts community. Helping martial arts schools get discovered, grow their reach, and change lives through martial arts. 🥋 DOJOCEO™ Mastermind 👉 https://dojoceo.com Most martial artists open a school. The best operators become DOJOCEOs™. Learn the leadership, systems, and strategies required to run your academy like a real business. 💬 GET THE TOOLS — COMMENT TO UNLOCK Find me on Instagram @dojoceo and comment one of the keywords below on any reel to get sent the resource: 👉 Comment STUDENTS — Get a 30-day free trial of Enroll 365™ to stop losing money by automating your trial class bookings. 👉 Comment CEO — Get details on the DOJOCEO™ Mastermind to learn how we turn school owners into millionaires. 👉 Comment MAP — Get your martial arts school listed on the Dojo Map™. 👉 Comment POD — Get the latest DOJO CEO podcast episode sent directly to you. 👇 GUEST LINKS Luke Fraser — Founder, BJJ Escapes Instagram:   / bjj.escapes   Website: https://bjjescapes.com.au ⚔️ ABOUT THE DOJOCEO™ PODCAST Most martial artists open a school. The best operators become DOJOCEOs™. Hosted by Nick Cownie — founder of Enroll 365™, Dojo Toolbox CRM™, The Dojo Map™, and DOJOCEO™ Mastermind. Each episode goes "behind the belt" to break down the business, battles, and breakthroughs behind successful martial arts schools. FOLLOW NICK 👉   / dojoceo   #bjjretreat #bjjtravel #bjjbusiness #martialartsbusiness #martialartsschool #brazilianjiujitsu #dojoceo