Inside Heritage Jiu Jitsu: Building a World-Class Academy with Marcus Johnson

What does it take to build a beautiful, successful jiu-jitsu academy from the ground up? In this episode of The Shintaro Higashi Show, Shintaro and David Kim sit down with Marcus Johnson—black belt, renowned instructor, and founder of the brand-new Heritage Jiu-Jitsu in Morganville, New Jersey. Marcus shares his journey from competitor and coach to business owner, and reveals the lessons he’s learned along the way.

Watch the full video here ↓

A Vision for Heritage Jiu Jitsu

Marcus’s new academy isn’t just another gym—it’s a thoughtfully designed, visually stunning space built for the next generation of martial artists. Drawing inspiration from both inside and outside the jiu-jitsu world, Marcus worked with branding experts to create a welcoming, elevated environment. The result? A dojo that’s as inviting for newcomers as it is inspiring for seasoned competitors.

“We wanted a brand and a product that was digestible, approachable, welcoming, and something you’d aspire to associate yourself with—as well as doing the jiu-jitsu right.”

From Competitor to Coach to Owner

Marcus’s path is unique. He’s trained under legends like Marcelo Garcia and JT Torres, managed world-class academies, and coached athletes to the highest levels. But he’s also honest: he wasn’t a natural athlete. His analytical approach to learning and teaching jiu-jitsu has made him a sought-after instructor and an expert at breaking down complex techniques.

“If you’re not a natural, you have to digest, analyze, and understand things from a different lens. That’s how you become a great teacher.”

The Business Side: More Than Just the Mats

Opening Heritage Jiu Jitsu wasn’t just about passion it required mastering the business, from backend systems to construction headaches. Marcus shares candid stories about demoing 4,300 square feet of tile, choosing the right billing software, and building a team. His advice? If you want to run a gym, you need to be four things: athlete, instructor, coach, and business operator.

“There’s always going to be someone who wants to train, compete, teach, and coach. There’s not always someone who wants to do billing, backend processes, and fix the water fountain.”

Building a Community, Not Just a Gym

Marcus is committed to creating a sense of unity and pride at Heritage. From a fair and accessible uniform policy to a curriculum designed for all levels, every detail is aimed at building community. He’s starting by teaching every class himself, ensuring quality and consistency from day one.

Key Takeaways for Aspiring Gym Owners

• Master more than the art: Learn business, branding, and operations.

• Build a strong team: The right partners (like Marcus’s construction-savvy co-owner) make all the difference.

• Invest in your brand: Aesthetic and identity matter as much as technique.

• Think long-term: Sustainable growth beats short-term gains.

• Create community: Make your gym a place people want to belong.Final Thoughts: Trust, But Verify.

Want More?

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