A decade for one belt
Ten years of showing up to earn a black belt. Nobody gets it handed to them.
Grounded
The jiu-jitsu partnership company.
We connect brands with jiu-jitsu athletes and plan how they enter the sport the right way.
The sport
It's not a secret anymore.
Jiu-jitsu went from a few strip-mall academies to one of the fastest-growing sports in the country. The audience is affluent, loyal and hard to reach anywhere else.
$2.5B
spent every year at American jiu-jitsu academies
$163M
one country's contract to teach jiu-jitsu in its public schools
No. 1
podcast on Spotify, hosted by a jiu-jitsu black belt
10,000
athletes from 130+ countries at a single tournament
Sources: IBISWorld, U.S. Brazilian Jiu-Jitsu Studios (2024); UAE School Jiu-Jitsu Programme renewal, AED 600.5M (WAM); Spotify Wrapped 2025, The Joe Rogan Experience; Abu Dhabi World Professional Jiu-Jitsu Championship (2025).
The moment
Surfing had its moment.
Skateboarding had its moment.
Snowboarding had its moment.
Now it's jiu-jitsu's.
Already on the mat
- Mark Zuckerberg
- Tom Hardy
- Keanu Reeves
- Ashton Kutcher
- Mario Lopez
- Jonah Hill
- Guy Ritchie
- Ed O'Neill
- Joe Rogan
- Anthony Bourdain
The brands
The first ones are already here.
Oakley
Albino & Preto
2025ASICS
Albino & Preto × atmos
2026Meta
Mikey Musumeci
2023Microsoft Windows
The Ruotolo brothers
2026Tommy John
Nicky Rodriguez
2026They each bought a moment. Nobody has built a program yet.
The stories
Every brand wants a great story. This sport is full of them.
Most of them have never been told on film.
The smaller one wins
Technique beats size. That's the premise of the sport, and it happens in every class.
Losing out loud
Everyone gets tapped in front of their training partners, every day. The sport is built on getting back up.
The surgeon and the plumber
A surgeon and a plumber train on the same mat, under the same rules, for the same belts.
DisciplineComposurePrecisionHumility
The room
This room can smell an outsider.
Jiu-jitsu is a small, fluent community. The wrong athlete, the wrong gi or one bad line of copy gets a brand called out in public.
A brand can sign a famous fighter on its own. Earning this community's trust takes people from inside it, and that trust is what turns attention into sales. We come from the inside.
What sells here is a nod from the room.
What we do