Discussion
The results of the survey of Jiu Jitsu players follow closely with other surveys of other participants in other martial arts. For example, the results highlight the importance of higher self-esteem (e.g., Finkenberg, 1990, Richman, & Rehberg, 1986, & Trulson, 1986). Other studies also show similarities, including self confidence (Duthie, Hope, & Barker, 1978)and physical ability (Fuller, 1998) and (Konzak, & Boudreau, 1984). The purpose of this study was to get a better understanding of who learns Jiu Jitsu and why in order to develop better marketing plans to increase both customer base as well as customer retention.