Bay Jiu-Jitsu Academy

Project Challenge

The Bay Jiu-Jitsu Academy has 3 gyms in the San Francisco bay area and offers athletic programs in Brazilian jiu-jitsu, acroyoga, and bootcamp fitness. The project goal was to increase company revenue. The company’s main revenue channel was based off of recurring monthly gym membership fees, however they also sold class packs, single class drop-ins, special event registrations, and a limited supply of products.

Before starting this project, all client purchases had to be conducted in the gym using cash or check. Credit cards were not accepted and online purchasing was not available. A very basic read-only website did exist, but the website was not mobile/tablet friendly and users could not take any actions online.

Project Details

Client: Bay Jiu-Jitsu Academy
Date: 04.01.2014
Skills: Business Growth Strategy, Web Design, Web Development, Branding


Business Growth Strategy


Website Redesign


Corporate Rebranding

Day Turnaround

Rethinking Everything

A complete breakdown of company goals, analytics, and strategizing led to the development of 3 primary KPI’s with direct and calculable influence on the overarching goal of revenue:

Active Memberships

The total number of recurring monthly memberships for all athletic programs per month.

First Class Students

The total number of people who attend their first class in any athletic program at any Bay Jiu-Jitsu facility per month.

Unique Web Views

The total number of aggregate and unique website visitors on all devices per month.

New Online Features

The all-inclusive web redesign included desktop, tablet, and mobile friendly features for purchasing of memberships, class-packs, drop-in classes, events, and products through credit card on any device. It also included a new “Sign Up For Class” feature that allows students to reserve their spot in class ahead of time. The main CTA throughout the site is to “Try Out A Class” which incentives new visitors to sign up for their first class.

Web Traffic Optimization

Extensive Demographic Studies

Understanding who was looking for the site, why, and what they wanted allowed us to better optimize for the right audience to discover the site.

Referral Site Analysis

In-depth analysis and optimization of top referral sites such as


SEO Optimization

Focus on SEO

  • Active Memberships 14%
  • First Class Students 73%
  • Unique Web Views 106%
  • Overall Revenue 32%

The Results Were Amazing

After selecting strategic KPI’s, installing proper data tracking mechanisms, and executing on the project plan, the Bay Jiu-Jitsu Academy was completely turned around by the end of the 90 day project timeline.

Monthly metrics for Active Memberships increased by 14%, First Class Students by 73%, and Unique Web Views by 106%.

Clear focused execution on these metrics led to an overall monthly revenue increase of 32% for the Bay Jiu-Jitsu Academy.

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