Turning Your CTC Vision into Reality

You’ve invested considerable time and thought into your dream of running a Certified Training Center (CTC). Whether you’re already operating your CTC or seeking to understand the intricacies involved before making the commitment, I’m here to offer guidance and support tailored to your unique journey.

Personalized Guidance

My approach is designed to provide value, whether through a single consultation or an immersive multi-day experience in Phoenix. Drawing from years of experience, I offer:

• Clear, actionable communication
• Refined processes and procedures
• Strategic focus on key areas crucial for success
• Together, we’ll navigate the challenges of operating and optimizing a thriving CTC, allowing you to move forward with confidence.

Harnessing Your Potential

Your motivation, drive, and energy are the foundation. Our collaboration aims to channel these assets into a customized roadmap, designed to propel your business towards your specific goals. During your visit, you’ll gain insights into:

• Day-to-day operations that maximize efficiency
• Proven methods for sustainable growth
• The mindset that transformed my first CTC from a modest 1800 sq. ft. school with 6 students into a thriving community, with 18 Certified Instructors and over 500 students, and has now translated into the opening of a second location.
• Key Focus Areas

Our work together typically covers six essential aspects of CTC management, including:

1. Operational fundamentals
2. Strategic planning and execution
3. Instructor development and team building
4. Student engagement and retention strategies
5. Financial management and growth planning
6. Facility optimization and expansion considerations

These six are the most common topics that are discussed. However, every CTC’s journey is unique, and our discussions will be tailored to address your specific challenges and aspirations.

Your Next Step

If you’re ready to elevate your CTC experience or explore the possibility of starting one, I invite you to reach out. Let’s have a conversation about how we can work together to bring your vision to life!

CRM Considerations

• Selecting the right CRM as a pivotal aspect of your business.
• Leveraging the CRM to streamline operations and financial management.

Critical Considerations

• Analyze your current business plan to refine and enhance for success.

Day-to-Day Systems

• Implement the right systems for optimal time management and ROI.

Employee Growth

• Strategies for optimizing team performance.

Environmental Considerations

• Defining the desired atmosphere in your CTC.

Facilities Management

• Maintenance and its importance for operations.

Front Desk Operations and Organization

• Address this often-overlooked area before it becomes an issue.

Hiring Staff

• Considerations, strategies, interviewing, and defining roles and responsibilities.

Instructor Development

• Sourcing new instructors and develop those already certified.

Leasing Considerations

• Navigating landlords, property management, and contract negotiations.

Leveraging GU Resources

• Utilize the many tools that Gracie University has to offer for your school’s success.
• Understanding and using your GU Admin & Instructor tools

Maintaining Momentum

• Staying optimistic while focused on your mission amidst challenges.
• The real-world value of planning ahead

Marketing

• The value of local partnerships with schools and businesses

Membership Strategies

• Pricing and retention approaches.

Merchandise Management

• Inventory, ordering, and sales strategies.

Metrics and Reporting

• Understanding and utilizing key performance metrics for growth.

New Location Considerations

• Location selection, facility size, build, mat selection, and design/layout.

Operations Fundamentals

• Optimize based on your current operations.

Path to Elite CTC Status

• Tools and strategies to achieve Elite status.

P&L Understanding

• Leveraging your revenue effectively through financial insights and strategies.

School Culture

• Developing and maintaining a culture of positivity and growth.

Signage Considerations

• Importance of effective signage in planning a new build.

Student Relations

• Fostering connection, engagement, referrals, and retention.

The CTC Difference

• Understanding and leveraging the value of differentiating from competitors by staying true to the CTC model.

New CTC Start-Up

• New CTC Launch and Growth
• Design a plan for pre-launch, launch, and the first six months to build traction and momentum.

Your Visit to Phoenix | Come Learn In-Person

A Tailored Immersion Experience

• From the moment you arrive to the time you depart; you’ll be immersed in a customized experience designed to align with your unique business goals. This isn’t just a visit; it’s a comprehensive journey into the heart of a thriving Certified Training Center (CTC) operation and if all goes to plan, a thriving you!

What to Expect

• Personalized Attention: Every aspect of your stay is meticulously planned to cater to your specific needs and objectives.
• Hands-On Learning: Witness firsthand the strategies and practices that have driven our success.
• Real-Time Application: As we navigate through daily operations, we’ll collaboratively explore how to apply these strategies, actions, processes, and methodologies to your CTC.
• Balanced Approach: While our focus is on business growth, we understand the importance of reflection and rejuvenation.

Beyond Business

• Time for Reflection: We’ll allocate moments to discuss, absorb, and contemplate the insights gained.
• Nourishing Environment: Whether at my home or one of the area’s finest restaurants, we’ll engage in meaningful conversations over wholesome, organic meals.
• Time to Rejuvenate: There is an infrared sauna, a meditation room, and a luxury shower just a few steps way from your room.

My Commitment

• My goal is to provide you with more than just information—I aim to deliver a transformative experience. You’ll leave equipped with practical tools, actionable strategies, and a renewed vision for your CTC’s future.
• Your success is my priority. Together, we’ll lay the groundwork for your CTC’s growth and excellence!

Transportation Arrangements

You won’t need to worry about coordinating transportation for your visit—other than your flight. I or a member of my staff will be there to pick you up upon your arrival and we will handle all transportation needs throughout your stay. Your focus can remain solely on the experience you came for. No stress of picking up, filling the gas tank, or dropping off a rental; nor the expense.

Your Accommodations

During your visit, you’ll be staying on the second story of my home in your own, 1600 square foot private living space. This includes many amenities and accommodations.

Upstairs you will find two, 270+ square foot guest suites. One furnished with a premium California king organic mattress, bedding, and linens and one furnished with a premium queen organic mattress, bedding, and linens.

Both suites have top of the line air filtration, provided by AirDoctor^® air purifiers and automated window treatments from HunterDouglas. You can of course operate these as you see fit, but without your intervention, they will come up at sunrise and go down at sunset.

In each suite, you will find comfortable chairs and lighting, as well as functional work spaces, complete with motorized sitting/standing desks, charging stations, and 27″ HD monitors for easy connection of laptops. JBL audio devices in each room allow for quick connection to your favorite music, podcasts, meditations, or other audio of your choice.

You will find the library/music/meditation room upstairs. There are multiple instruments, many books, a meditation area. There is also a desk in this room. Many guests find themselves relaxing, reading, playing the instruments, or working in this room at some point during their stay.

Your living space is complete with an updated bathroom that has been designed with a spacious, walk-in, glass enclosed, luxury shower that includes a rain shower head and 6-body sprayers. After a long day on the mats this shower is about as good as it gets! (When Master Pedro Sauer stayed here, he loved this feature of the home!)

When designing and curating the experience clients would have, I even thought about the water. The water that you will use to brush your teeth, wash you hands, and bathe in is pure and chemical-free! All water in the house is fully filtered through a state-of-the-art filtration system from Kinetico^®.

If you feel the need to relax, heal, detox, or even meditate, just down the hall from your room you will find a three-person Sunlighten^® M-power infrared sauna.

To keep up with or even start a workout routine, you will also find a 20′ x 25′ workout area equipped with an Inspire FT2 Functional Trainer and yoga mats. This area is available for you use at any time during your stay.

If you feel like training, working through some techniques, or want to practice some new teaching ideas, there is 20’ x 15’ private jiu-jitsu studio upstairs as well. This studio is outfitted with 2″ tatami mats and wall pads, from FUJI^® mats.

You also have full access the LG^® HE washing machine and dryer. Health is important and what we wash our gis and clothes in matters. You will find that again, thought was put into this aspect of your visit as well. In the laundry room you will be provided with non-toxic, scent-free laundry detergent and fabric softener. Laundry detergent is provided by Earth Breeze® and fabric softener by Seventh Generation®.

All by way of saying, when not working, you should find your accommodations to be most comfortable and relaxing possible.

Your Meals

I’ve got you covered. The house is stocked with organic food. What are your go to meals, favorite cuisine, specialty snacks, or any other items you use to fuel your day? What kind of beverages or morning rituals do you have? You will receive a questionnaire in advance of your visit to ensure that all the things you prefer are here and ready upon your arrive. The trip is inclusive. You’ll be receiving VIP treatment every step of the way.

Organic Purity Coffee^®, organic tea, and organic fruits, nuts, and snacks are available in the home at all times.

After the four days, you will have a lot to unpack, and I will help.

Here’s what you’ll get:

• An outline of what we discussed on each day of your visit.
• A customized action plan that we will design together.
• Two one-hour, pre-visit zoom calls
• Four one-hour, post-visit zoom calls
• An accountability partner and resource to assist you as you work toward your desired outcome

Additional post session options:

• Continued mentorship package options
• Options for personalized school audit / follow up.
• Some owners have requested an in-person visit.

Adam has been practicing Gracie Jiu-Jitsu since 2010. Since his first class, he was captivated by the art. Quitting his job after seven months of training, he dedicated himself to the study of Gracie Jiu-Jitsu and sharing art and lifestyle with others. He founded Gracie Jiu-jitsu Phoenix after graduating the Gracie Jiu-Jitsu Academy Instructor Certification program in January of 2013. He founded his second Gracie Jiu-Jitsu Phoenix location in March 2024.

A Phoenix native and an Alumnus of Gracie University and the Functional Medicine Coaching Academy, Adam is known for his unrelenting passion for earning, connection, and service. Adam’s journey as a martial artist, educator, and coach has been shaped by a wealth of experiences, insatiable curiosity, and rigorous pursuit of knowledge and betterment. With a holistic approach to personal growth, resilience, and human potential, Adam empowers others to unlock their strength—both on and off the mat.

Adam’s scientific mindset, deep curiosity, and passion for human potential, drive his teaching philosophy. He believes in the power of choice, the pursuit of excellence, and the importance of self-exploration. Known for his dynamic leadership, humility, and contagious enthusiasm, Adam fosters an environment where learning, empowerment, and transformation thrive—whether on the mat or in everyday life.

At his core, Adam values authentic connections and meaningful conversations, fostering an environment where transparency, collaboration, and personal growth thrive. He believes that every shared experience has the potential to inspire, challenge, and transform, embracing both the courage to push boundaries and the curiosity to explore new possibilities. Above all, Adam approaches life with a lighthearted spirit, finding humor and joy in the journey, making growth not just a pursuit—but an experience to be enjoyed.

For over 14 years, Adam has dedicated himself to studying and teaching Gracie Jiu-Jitsu, leading two thriving academy locations, overseeing a team of 18 Certified Instructors, and serving a community of over 540 active members. He holds comprehensive certifications across all Gracie University self-defense programs, including Gracie Bullyproof®, Gracie Combatives®, and Women Empowered®. Additionally, Adam is certified in Gracie University’s advanced programs, including SafeWrap™, Gracie Survival Tactics® (GST), and Gracie Medical Defense®.

With his unwavering dedication to self-improvement and empowering others, Adam continues to challenge, inspire, and uplift those around him—helping individuals discover their strength, confidence, and limitless potential.

Through our interactions, I will help you navigate the GU and CTC landscape efficiently and effectively to help you reach your objectives and realize the success you want for you and your school. Much like the insights a student gains from a private lesson with a top-level instructor, you can have the same confidence in the insights for running a top-level CTC you’ll gain from me.

Consider what happens in a private lesson. The instructor compresses the learning curve. If a student was left to discover everything on their own, what might take them weeks, months or years to discover or understand, is discovered in shorter time with greater clarity. In that same way, I compress the learning curve to help you find the how, what, and why required to deliver the top-level experience you want for your instructors, faculty, and students all through optimizing you and your efficiencies in how you operate your business.

You will learn Elite-level CTC operating efficiency, team-building, management, instructorship, and leadership, resulting in achieving your goals as an instructor and business owner.

To develop your confidence and understanding of what I can deliver, below are some metrics on my CTC

Small Space. Big Performance.

• 1800 square foot facility with -1000 sq. ft. of mat space
• 540+ students and growing
• Recognized by Gracie University as one of the first Elite CTCs
• 23 Certified Instructor Graduates
• 18 current active Certified Instructors in the CTC
• Now expanding to 5,000 sq ft. and 2,000 sq ft mat space
• 20+ ICPs attended
• Key Contributor for the Elite CTC Program
• Member of the Gracie University CTC Mentorship Program as a “Super Mentor”
• Member of the Gracie University Mastermind Team
• Consultant to Gracie University
• Opened 2nd CTC in March of 2024

Before Gracie University, I founded, owned, managed, and operated multiple businesses that produced multi-million dollar annual revenues. I also own a Functional Medicine Health Coaching business. My understanding of business operations and management, combined with my understanding of personal health and wellness is a combination that compliment my ability to serve all owners within the CTC network.

This unique blend of skills and expertise positions me to effectively support your success in both business and personal well-being.

“I’ve had the privilege of working closely with Adam Ideson, a seasoned leader and trusted, dear friend. As the owner of Gracie Phoenix, Adam’s expertise in building, growing, and maintaining a Certified Training Center is unparalleled. His thorough and systematic approach has been instrumental in our growth, taking us from under 40 students in June 2022 to nearly 300 by March 2024.

Adam’s willingness to address even the smallest questions reflects his dedication and deep understanding of the craft. His insightful guidance has been a cornerstone of our success, and his leadership within the Gracie University organization, particularly in the ICP, is evident.

Adam’s impact on our journey has been profound, and his commitment to excellence makes him the obvious choice for anyone seeking to elevate their training center. His unwavering support and detailed advice have not only fostered our growth but also inspired confidence in our team.”

– Jake Johnston | 4th Degree Black Belt | Owner, Gracie Jiu-Jitsu St. George

“Among many variables and factors beyond my control, I consider the fact that I met Adam so early in my professional journey with Jiu-Jitsu as an exceptional stroke of luck. I first connected with Adam when I visited his CTC in Phoenix during the early planning stages of my own school. Adam has always been generous with his timeand equally concerned with my growth and development, spending hours outlining the necessary steps to build a successful business focused on Jiu-Jitsu instruction.

Before connecting with Adam, I had been certified as an instructor for about a year, but I was completely new to running the business side of things. I had a lot of passion for teaching Jiu-Jitsu, but I lacked direction when it came to building a sustainable business. Adam’s advice from the start was clear and impactful—he encouraged me to treat my school not just as a hobby, but as a legitimate business and career. His belief that diligent preparation and follow-through could transform my passion into a sustainable lifestyle resonated deeply with me.

Now, my school is thriving, and I can honestly say it’s a success story that would have taken much longer and much more first-hand learning through failure without Adam’s guidance. One of the most valuable things he’s provided me with is a framework for better leadership and accountability. Whenever I’ve faced challenging situations, Adam has been there to offer not just strategic advice, but also a follow-up to make sure I’m staying on track. His focus on accountability has been crucial in keeping me moving forward with confidence where I may have otherwise avoided a challenging circumstance.

Adam’s experience in the professional field of Jiu-Jitsu is rivaled by few, and having access to his expertise is invaluable for anyone serious about growing their business in this space.

Adam has become a mentor as well as a close friend. His work ethic, integrity, and no-nonsense approach to business have had a lasting impact on me, not only as a business owner but also as a person. If you want to surround yourself with individuals who push you to be better, Adam is exactly the kind of person you want in your corner. I’m incredibly grateful for his mentorship and friendship.”

– Cameron Burbank | Owner, Gracie Jiu-Jitsu Indio & Gracie University CTC Success Coordinator

“Adam is the real deal! I am incredibly fortunate to have Adam as a mentor on this entrepreneurial journey as a CTC Owner. When I first embarked on becoming a CTC owner I knew very little about business. I felt like a brand new white belt in a vast and challenging arena with no direct path forward. Little did I know that Adam, who started just like me as a Blue Belt CTC owner, had already spent over a decade mastering the art of becoming a successful CTC owner and leader.

With Adam’s support, my growth has been beyond what I was expecting. His wealth of experience and insight has been the compass that has directed me through the complexities of being a CTC owner.

What sets Adam apart is not just his extensive knowledge but his unwavering support and willingness to help. He didn’t just teach me the ropes; he shared his own trials and triumphs, offering invaluable lessons throughout.

Adam’s journey from a Blue Belt CTC owner to today is a testament to his dedication and passion to Gracie Jiu Jitsu. His commitment to continuous learning resonates with me deeply, inspiring me to always strive for excellence in my own business on and off the mats.

I am profoundly grateful for Adam’s mentorship. To anyone looking to elevate their business as a CTC Owner, I wholeheartedly recommend Adam. His mentorship is not just about achieving success; it’s about cultivating a mindset for sustained growth and leadership.

Thank you Adam, for being a guiding force behind my CTC journey. Your impact is immeasurable, and I am privileged to have you as my mentor.”

–Jason Shaughnessy | Owner & Certified Instructor, Gracie Jiu-Jitsu Santa Clarita

“My experience with Adam helped me realize my self-limiting thoughts, gave me vocabulary to address issues I’m experiencing as a student and Certified Instructor. He and his instructors helped me fine-tune specific details within techniques which will help me in my teaching and encouraged me to aim higher in my personal health goals.

Impact on our CTC’s Leadership Team: By creating space for us to communicate openly you eased stress on our Head Instructor, eliminated barriers to speaking up, put us all on the same page in both big picture and day-to-day tasks/responsibilities, created an environment of ownership (buy in), and you gave us practical things we can implement immediately as well as a vision to dream big.

I came to watch Adam teach but walked away with so much more. Adam and his team have an incredible gift of sharing their knowledge of jiu-jitsu, teaching strategies, team building, and business experience. Everyone at GJJPHX made themselves available to us to ask any, and all questions. Our instructor team left with actionable steps to help our communication as a team and make the experience of our students exceptional. I would highly recommend working with Adam to any CTC looking to improve. Adam and his team are excellent at what they do!”

– Jen Theisen | Certified Instructor, Gracie Jiu-Jitsu Weatherford

“Over my time as a CTC school owner, Adam has been instrumental in helping me dial in my approach to running our school. It seems that he always has the right thing to say to help motivate, inspire, and encourage. I can’t recommend him enough to help you take your school to the next level!

Adam’s ability to help you work through challenges and trials with your school is unparalleled. His insight into any issue you might face with running your CTC is incredibly helpful. He has helped me with a myriad of topics, including operational issues, personnel management, school software, marketing, the list goes on. His school helps set the standard, so you can’t go wrong learning from his experiences and approach. Don’t try to reinvent the wheel, just call Adam!”

– Josh Clemmer | Owner & Head Instructor, Gracie Jiu-Jitsu Fort Smith

“GU gives you the perfect product with their programs, however there are a lot of things as a new business owner I had to learn with trial and error. I thought I was just going to teach some Jiu-Jitsu and everything would fall into place… not the case. When I started connecting with Adam, his insight and experience really helped me get to the root problems I was having and had great strategies and systems to fix those problems which helped my CTC grow! Having Adam to turn to for guidance with his specific experience owning, running, and operating a CTC has been a great resource for GJJ Vista.”

-Locksley Shoemaker | Owner & Certified Instructor, Gracie Jiu-Jitsu Vista

“We kicked off our CTC 2021 amidst a whirlwind of uncertainties. COVID had thrown everything into disarray – a new structure, a new brand, everything felt unfamiliar. This ambiguity made planning and execution challenging. We weren’t sure where to focus or how to navigate the changes effectively. It was frustrating, and we worried about making the right decisions for the program.

Thankfully, we knew Adam. His dedication to the Gracie University system and values were invaluable. Having him by our side meant we could constantly bounce ideas off him and get honest feedback on our next steps. He helped us identify the core challenges of the new structure and brand, then simplify our process by focusing on the essential elements that make CTC successful. Just like saying the Indicator is crucial in teaching SPF, Adam helped us pinpoint the key problems for our business and choose the appropriate techniques to address them. His deep understanding of the system and common pitfalls was a lifesaver.”

– Rafael Castillo | Co-Owner and Lead Instructor, Gracie Jiu-Jitsu West Houston

“My experience at GJJPHX was absolutely enlightening. We were able to see what running a CTC can be. We had incredible access to Adam and his years of experience in Jiu Jitsu and especially teaching it. He was the most accommodating host and consultant I have had the privilege to be around. The team at GJJPHX is in a special type of harmony that you do not often see. Everyone is on the same page on the mat, which is amazing! They have great chemistry and seeing that in action throughout our time was tremendously helpful. We were able to watch several of each class and watch the methods Adam and his team have been able to hone over many years and dialed into an extremely well-orchestrated program. The level of instruction is “Black Belt” level all the way. The value that we have received as a team, and that I have gained individually from our time with GJJPHX, is honestly priceless. Anyone who is able to visit this CTC and its crew will have a front row seat to what is possible when their team is operating at the highest level. I cannot say enough good things about our experience!”

-Taylor Seibold | Certified Instructor, Gracie Jiu-Jitsu Weatherford

“Adam Ideson of Gracie Jiu-Jitsu of Phoenix is one of the best instructors I’ve ever witnessed teaching Gracie Jiu-Jitsu or Brazilian Jiu-Jitsu. His technical knowledge of the entire Gracie University curriculum is incredible. His ability to clearly communicate the smallest of details is unbelievable. His command of classes, time management, and ability to make powerful connections with students (kids & adults) and parents in unparalleled. His presence and observational skills, combined with his years of experience and deep knowledge of the program and professional-level showmanship, allow him to capture the unscripted moments in each class and make in the moment adjustments that he masterfully capitalizes on, elevating the experience of everyone. While visiting Phoenix twice now, for the in-person consultation experience, this was one of many take-aways that was invaluable to see.

I have taken the opportunity to spend time at his CTC twice now. The first time, I went out on my own. The second time, I brought three of my Certified Assistance Instructors with me. The knowledge I’ve gained has proven to be invaluable in my own journey. Many of the lessons, processes, and ideas my team and I learned, we were able to apply to our CTC immediately, with outstanding results! Everyone at his CTC is an example of what Adam represents for Gracie Jiu-Jitsu as well as just great people. I get so energized from spending time there!

From the perspective of an owner of a Certified Training Center, Adam has made and continues to make a big impact on growing my business. As a Black Belt, I’ve learned more from Adam than anyone else, in teaching, techniques, and business. He cares a lot for his students and his people. I am grateful to have learned and to continue learning from Adam, and to consider him a friend and mentor.”

– Tony V. (Vachirakorntong) | First Degree Black Belt | Owner, Gracie Jiu-Jitsu Weatherford

Running a successful CTC is no small feat, and the lessons learned along the way can often come at a high price. Many business owners gain their “education” through the challenging process of trial and error. The cost of navigating the complexities of operating a CTC isn’t just financial—it’s also emotional. Owners often invest thousands of dollars in ideas, programs, or strategies that don’t deliver the results they hoped for, leading to disappointment and lost time.

The most significant impact, however, isn’t just the money spent or the time wasted. It’s the opportunities that were missed—the revenue that could have been earned and the time that could have been saved if streamlined systems and proven processes had been in place. By implementing well-designed strategies, you can create a more efficient, rewarding, and profitable path to success.

How much effort, money, and time has been wasted or lost making all the mistakes and discoveries that a new CTC owner makes in their first year? Five years? Ten years?

Even though I owned multiple businesses and was a multi-unit manager for multi-million dollar companies before owning my CTC, I made many mistakes in my first few years. I’ve walked that path. I made the most common mistakes and I successfully navigated my way through all of them. My experience with my own CTC and the multiple years I have spent consulting with other CTCs and businesses has given me a unique and valuable perspective and set of skills. I encourage you to invest in yourself and your CTC by leveraging my 12+ years of owning one of the most successful CTCs in the Gracie University network, opening and growing a second CTC, and my years of working with and assisting other CTC guide you to faster and more efficient success!

For a three or four day all-inclusive package (as described above) with me and the Gracie Jiu-Jitsu Phoenix Team, your investment is $1000/day.

If you are not ready for the in-person experience or you need assistance in a smaller capacity, I have you covered! For consultations or meetings via phone or Zoom, your investment is $150/hour.

Let’s connect!

To get started, I offer a complimentary one-on-one consultation call to better understand what you need help with and how I can assist you. These calls are scheduled for 15-minutes and are preempted by an emailed questionnaire to help streamline my understanding of your specific needs and wants for your business in advance of our call.