We recently had the privilege of sitting down with Jason Medina, the owner of Dedicated Jiu-Jitsu in Temecula, California, to discuss his journey as a business owner, his unique approach to building community, and the strategies that have helped him grow his gym. Having transitioned from the tattoo industry to the martial arts world, Jason shares valuable lessons and tips that can inspire both new and experienced gym owners.
From Tattoos to Takedowns: Jason’s Entrepreneurial Journey
Jason Medina’s entrepreneurial journey began in 2010 when he opened his first business—a tattoo shop. Reflecting on that experience, Jason explained how running the shop taught him that being a business owner is about far more than providing a service.
“It’s not just doing the tattoo. Marketing, taxes, customer service—it’s everything else that comes with entrepreneurship.”
Jason’s passion for jiu-jitsu began shortly after opening his tattoo shop, and over the years, his love for the art grew. As his children got older, he decided to open Dedicated Jiu-Jitsu as a way to give back to his community—not just to kids, but to adults as well.
The Key to Success: Building Community
Jason’s mission at Dedicated Jiu-Jitsu is simple: to create a family-like environment where everyone feels welcome.
“I don’t want to be just a coach. I want to be their buddy, their friend. We’re building a family, not just a business.”
This commitment to building relationships extends beyond the mats. Jason attends students’ events, like a 7-year-old student’s hula recital, and organizes Thursday night gatherings to catch a game or simply hang out. These efforts strengthen the bonds within his gym, making it more than just a place to train—it’s a community.
Innovative Marketing Strategies
Jason has embraced both traditional and non-traditional marketing tactics to grow his student base. Here are some of the creative strategies he shared:
Bring-a-Friend Week: Jason encouraged his students to bring a friend to class, offering prizes as an incentive. This simple yet effective campaign brought 16 new kids through the door, with four converting to long-term members—a strong conversion rate by any standard.
Targeted Flyers: Distributing flyers at local parks and sports fields, especially during transitional times (like the end of baseball season), has helped him attract parents looking for new activities for their kids.
Exploring Pizza Box Ads: Inspired by a suggestion from a marketing roundtable, Jason is exploring partnerships with local pizza places to place ads on pizza boxes—a cost-effective way to reach families.
Leveraging Social Media
Jason acknowledges the importance of staying current with social media trends but admits that managing platforms like Instagram can be overwhelming. That’s where his niece stepped in, taking over the gym’s social media accounts and driving engagement through creative strategies like polls, reels, and videos.
“She can make a reel in a third of the time it takes me, and it frees me up to focus on my students and the gym.”
Challenges of Growth: Staffing
As Dedicated Jiu-Jitsu continues to grow, Jason’s biggest challenge is finding qualified staff. With the gym only three years old, most students are relatively new to jiu-jitsu, making it difficult to promote from within. However, Jason is leveraging his network of local gyms to find potential coaches and is optimistic about scaling his staff as the gym expands.
Embracing RollPay.co’s Solutions
Jason switched to RollPay.co after initially using Zen Planner, and he credits the platform with streamlining his operations. Features like digital waivers, QR code sign-ups, and integrated email communication have made managing his gym easier and more efficient.
“It’s becoming more of an all-in-one interface that saves me time and keeps everything organized.”
When it comes to passing credit card fees to customers, Jason has found success by being transparent. He offers to reduce memberships slightly for those who object, but complaints have been minimal.
Advice for New Gym Owners
Jason’s top two pieces of advice for new gym owners are:
- Believe in Yourself: Business is like the stock market—there are ups and downs, but if you do the work, good things will happen.
- Take Risks: You don’t know unless you try. Surround yourself with knowledgeable people, ask questions, and be willing to experiment.
Jason also draws a parallel between business and jiu-jitsu:
“The black belt has failed a hundred more times than the white belt has even tried. That applies to business, too—you’ve got to fail to succeed.”
A Bright Future Ahead
Jason Medina’s journey with Dedicated Jiu-Jitsu is a testament to the power of passion, community, and perseverance. As his gym continues to grow, his innovative approach to marketing and commitment to creating a welcoming environment will undoubtedly inspire gym owners everywhere. At RollPay.co, we’re proud to support Jason and look forward to seeing his continued success.
For more stories like this and tips to grow your gym, visit RollPay.co.