but research focusing on Jiu Jitsu academies regarding market demand variables has not yet
been conducted. The purpose of this study is to understand the specific motivations behind
learning Jiu Jistu so the industry can continue to grow.
Literature Review
Brief Background on Jiu Jitsu
Traditionally, when people in Korea think about martial arts, they think of Eastern
martial arts such as Taekwondo, Kung Fu and Karate. From early childhood, Koreans are
exposed to martial arts. Elementary schools are full of students wearing Taekwondo kimonos
in preparation for after-school classes. During their mandatory military service, Korean men
learn Taekwondo as part of their training (Black Belt, 2013). Martial arts are also present in
mainstream entertainment. Bruce Lee and Jackie Chan are household names. From direct
training to fanciful representations in popular culture, martial arts are a part of everyday life.
In many ways, the mechanics of Jiu Jitsu are the same as those of other martial arts.
Gracie Jui Jitsu Academy explains that the originators “applied laws of physics such as
leverage, momentum, balance, center of gravity, friction, weight transmission and
manipulation of the human anatomy’s vital points in order to create a scientific art of selfdefense” (Gracie Jiu Jitsu Academy, 2013). Broadly speaking, Jiu Jitsu is a combination of
Judo and submission wrestling and grappling. The goal is to use leverage and timing instead
of power and force, allowing smaller practitioners to successfully challenge much larger and
more powerful opponents.
It was first developed by samurai for close combat against enemies wearing body
armor, and therefore relied heavily on joint manipulation and throws. Early in the twentieth
century it was brought to Brazil by Mitsuyo Maeda, who had been giving demonstrations
throughout Latin America. Carlos Gracie is the most famous of Maeda’s Brazilian students,