We caught up with the brilliant and insightful Sean Mchugh a few weeks ago and have shared our conversation below.

Alright, Sean thanks for taking the time to share your stories and insights with us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

In 2009, after reaching a more advanced level in my Brazilian Jiu-Jitsu training, we relocated from Vancouver to Penticton. The following year, in 2010, I established my school, originally named First Strike Jiu-Jitsu. Initially, I sub-leased space from another martial arts school and taught only a few classes each week. By 2011, we identified new opportunities in Kelowna and decided to move again. In 2012, I found my own space and opened a new club.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I have loved martial arts since childhood, practicing Karate, Kung-Fu, Kickboxing, and Wrestling. When I first saw the UFC in 1993, I knew I had to learn Brazilian Jiu-Jitsu. At that time, finding an instructor was challenging, as it was relatively new to North America. I began my journey in 1996 but faced setbacks due to multiple knee surgeries from my years as a competitive weightlifter. After training intermittently from 1996, I was finally healed by 2002 and had the privilege of training under Canada’s highest-level Brazilian Jiu-Jitsu instructor, Master Marcus Soares.

From grade 6 until my mid-twenties, I was passionate about weightlifting and even competed at the Canadian Winter Games for Olympic Weightlifting in 1991. I embraced the gym lifestyle, which naturally led me to transition from a weightlifting gym to a martial arts school.

In 2017, I received an invitation to Atlanta, Georgia, to meet the founders of the Alliance Team and train with legends such as Masters Romero Jacaré Cavalcanti, Fabio “The General” Gurgel, and Alexandre “Gigi” Paiva. Alliance is renowned as the most successful competitive team, currently boasting 14x World Team Championships. I was honoured when they invited me to join the team, and in 2018, we became Alliance Jiu-Jitsu – Kelowna.

Alliance follows a consistent teaching methodology that is evident in every Alliance school, catering to students from kids to adults and beginners to advanced practitioners. This approach has been key to Alliance’s success and has greatly contributed to the growth of our club.

Despite the challenges posed by the COVID-19 pandemic in 2020-2021, we persevered. In 2022, as our club expanded, I reinvested in our program and brought in Kleber Brito from Brazil as our Head Jiu-Jitsu instructor. Kleber, a 4th-degree Black Belt, is now Kelowna’s most experienced instructor. I focus on the kids’ classes while Kleber concentrates on our teens and adults.

We offer Jiu-Jitsu classes for kids starting at 5 years old, along with teen classes for those aged 12-15, and separate classes for older teens and adults. Our offerings cater to everyone, from beginners to advanced practitioners. Additionally, we provide Muay Thai kickboxing classes for teens and adults. Our private classes are also busy, accommodating individuals, small groups, and larger seminars. We work with everyday people as well as competitors, including those preparing for the army or police force, and we have many current police officers, including members of the Emergency Response Team, among our students.

We take pride in creating an inclusive space where everyone feels welcome and supported, regardless of their skill level or personal goals. Jiu-Jitsu is more than just a sport; it’s a lifestyle that can have a profoundly positive impact on your life beyond the club.

Let’s talk about resilience next – do you have a story you can share with us?

I fully joined the Alliance team in 2018. In the years leading up to that, I struggled to make my business profitable while simultaneously teaching and managing the operations. During my first year, I focused on rebranding and gradually learned to implement the Alliance system for teaching and running a club. However, by the end of 2018, my sales had only increased by 4%, and I knew I couldn’t sustain another year like that.

In 2019, I committed to diligently following the Alliance methodology, and by the end of the year, our sales had skyrocketed by nearly 100%. I finally achieved the breakthrough I had been striving for! The start of 2020 was promising, with January and February both surpassing the previous year’s figures, but then COVID-19 struck.

We were only open until March 16th, yet we still managed to exceed last year’s sales. After that, we were fully closed until July. On July 2nd, the day we were set to fully reopen, I tested positive for COVID-19, forcing us to close again for another week. During this time, we lost about 30% of our members, and I didn’t feel fully recovered until September. Each day was a physical and mental challenge, but I took a few moments to meditate and refocus on my goals and well-being. By the end of November, we had regained our full membership from before the pandemic. However, in December, we faced another shutdown until July. This time, we were allowed to conduct private classes. I already had a few regular private clients, but the demand increased, and with government COVID subsidies, I was able to navigate and survive those tough times.

When we fully reopened in July 2021, we again lost 30% of our members and had to rebuild. By October, I began experiencing severe pain in my left knee, which worsened each month. It wasn’t until November that I could see a knee specialist. Having undergone three knee surgeries in the past due to my dedication to weightlifting since grade 6, I was teaching every day while managing significant pain, trying not to let it show to my students. They were aware of my knee issues but didn’t realize the extent of my struggle. Thankfully, we had grown enough that I could bring in a head instructor from Brazil, Kleber Brito, who was recommended by Alliance Headquarters, and we connected well. During this time, I underwent knee surgery, which alleviated some of the extreme pain but also revealed that both my knees were in poor condition, necessitating knee replacement surgery for both. I am currently waiting for the replacement of my right knee.

After navigating all the red tape, Kleber arrived in late January 2022 and took over as our head Jiu-Jitsu instructor for teens and adults. I was excited, as this would allow me to rest more and concentrate on managing the club. However, just two weeks after Kleber’s arrival, I began coughing persistently, a symptom that lasted over a year and a half. After thorough examinations, doctors determined that I was in good health, attributing the issue to Long COVID, which meant I never truly got the rest I needed.

Now, I’m doing well, and the club is thriving. Throughout these challenging times, I did my best to remain positive and promote what I do. During the COVID closures, I maintained a strong and positive social media presence and also supported other small businesses in our community. We rely on one another to grow and thrive, just as we do within my club. I couldn’t have achieved this without the unwavering support of my wife, Melissa, my fantastic coaches, and our dedicated members. You are only as good as the people you surround yourself with.

We’d love to hear about how you met your business partner.

Unfortunately, I had a falling out with my former coach and left his team in 2016. Initially, I planned to establish an independent club, but another former teammate, Norm, who also departed from my former coach, had joined the Alliance Team in Vancouver. He was incredibly impressed with the structure and organization of their classes. Norm mentioned that Wally, the owner of Alliance Vancouver, would be happy to chat with me about what it was like to be part of the Alliance Team. After a phone conversation with Wally, I was very impressed with how Alliance operates.

In November of that year, I was invited to a conference with the Alliance teams in Atlanta, Georgia. Unfortunately, when I arrived, Air Canada lost my luggage, but I still had an enjoyable training weekend with the Alliance team in borrowed clothes. The founders of Alliance are legends in the sport, and having followed their careers since the 90s, I was a bit giddy with excitement to be there.

I officially joined the Alliance team in 2018, and we have been thriving ever since. I usually see the founders and international Alliance teams (over 300 around the world) at least once a year. We continuously learn how to become better instructors and grow our businesses. I’m excited to see what the coming years will bring and feel honoured to be part of the Alliance team.

Contact Info:

• Website: https://www.alliancekelowna.com
• Instagram: https://www.instagram.com/alliancekelowna/
• Facebook: https://www.facebook.com/AllianceKelowna
• Linkedin: https://www.linkedin.com/in/seanphotography/
• Twitter: https://x.com/AllianceKelowna
• Youtube: https://www.youtube.com/@meatheadcanada
• Other: BlueSky – https://bsky.app/profile/alliancekelowna.bsky.social

Image Credits

Voth Photography