Gracie University: 7 Figure Launch of The 32 Principles in 2 Days Through Full Growth Execution

7-Figure Launch of The32Principles.com in 2 Days through Full Service Growth. Plus double the initial launch revenue over 120 Days and counting.


Gracie University saw an industry record-breaking 7 Figure Launch in just 2 days for its course release of The 32 Principles. Plus double the initial launch revenue over 120 Days and counting.
This was accomplished through Combatant’s Full Service Growth. Including research and copywriting, campaign strategy, Facebook & Instagram ads, landing page development, email & text marketing.

7 Figures

in revenue in 2 days with over 90% margin. Plus double the initial launch revenue over 120 Days and counting.

new customers from all Jiu-Jitsu affiliations.

Gracie University’s Story

Rener Gracie and Ryron Gracie are third generation Jiu-Jitsu practitioners and entrepreneurs part of the legendary Martial Arts Gracie Family.

They are the grandsons of Grandmaster Hélio Gracie, who’s credited with developing the martial art system of Gracie Jiu-Jitsu with his brothers, also known as Brazilian Jiu-Jitsu.

To continue the legacy, Rener and Ryron created GracieUniversity.com, an online martial arts learning center for adults, women, children, and law enforcement. They also lead a global network of over 195 Certified Gracie Jiu-Jitsu Training Centers around the world.

In 2021 – After 8 months of collaboration, deliberation and planning with Black Belt Colleagues, Rener and Ryron Gracie distilled Brazilian Jiu-Jitsu down to the core 32 “Micro Principles” that make every technique possible in the art.

Gracie University’s Goal

Rener Gracie and was excited about a new Course that’s never been done before in the history of Jiu-Jitsu. 

Rener and his brother Ryron, distilled 32 universal principles of Jiu-Jitsu into 32 videos and believed this was the most important course they’ve ever created. 

Rener wanted to launch this course the right way to get this course in the hands as many Jiu-Jitsu practitioners knowing it’d change the game and to maximize sales in the process. He called our Founder for help.

Gracie University’s Solution

Combatant developed a 3-Phase Strategy for the promotion of The 32 Principles. 1. Create buzz by promoting and hosting a Live Unveiling Event. A nod to Steve Jobs unveiling of the iPhone and Elon Musks unveiling of the Tesla. All great products are unveiled live.

2. Along with the Unveiling, launched a 48 Hour Promotion of The 32 Principles: Part 1. Embracing Rener’s idea, Parts 2, 3, and 4 would be dripped out every month after.

3. Developed an evergreen promotion strategy of The 32 Principles through refreshing new Facebook and Instagram Ads and developing a low-barrier to entry $17 product as another avenue to The 32 Principles called “The 32 Principles Mini-Masterclass: Principle Based Learning”. This helps deliver a product that stands alone teaching a new concept of learning plus nurtures the customer to buy The 32 Principles when they’re ready.

Originally Rener wanted to promote the course at a premium price. But after advising with Combatant, we reduced the price so it could be affordable to the mass Jiu-Jitsu audience.

To position The 32 Principles, we did deep customer research by going to community groups and forums like Facebook Groups and Reddit to research the exact pain points and experiences Jiu-Jitsu practitioners had. We used the exact language that real practitioners use in our copywriting for the positioning and messaging of the product.

Knowing the Jiu-Jitsu community there are different school affiliations, we proposed Rener to collect Testimonials from other practitioners because the strongest marketing is not promoting your own product but having others promote your product. And what better way then to have Jiu-Jitsu legends, icons and public figures to promote The 32 Principles.
Next we developed the wire-frame and design of the landing page that would promote the Live Unveiling Event and the Course Sales Page.

We worked with Gracie University’s development and operations team on the web development process plus organizing the logic for email and texts that were promoted.

Finally, we launched Facebook and Instagram Ads to promote the Unveiling Event and then ads to promote the 48 hour promotion that followed the Unveiling.

The 32 Principles: Unveiling has now been streamed over 90,500 times.

The Result

Through Campaign Strategy, Deep Customer Research & Copywriting, Landing Page Design & Development, Email and Text Marketing — in addition to an exceptional organic social promotion from Rener and Gracie University — Combatant was able to…

  • Generate a landmark 7 Figures in revenue in 2 days with over 90% margin.
  • Earn 11k customers & 400+ Video reviews.

Since then, we’re continuing executing a long-term road map to promote Gracie University’s full suite of digital programs for adults, women, children, and law-enforcement. 

Kenny's our guru digital marketing black belt.

Rener Gracie

Previous Case Studies with Gracie University

  • 5.19x Return in Tracked Revenue and Recovered 6 Figures in Lost Revenue during COVID-19

To see how Combatant can help you fill out this form and we can perform an audit to identify immediate quick-wins as well as strategic wins for your brand. If there’s a fit, we’ll invite you to inquire about our next opening and get on the wait-list.

Combatant Logo White
Growth Partner for DTC Ecommerce owners & operators
to grow their brands to sustainable $3-$10M years.

Growth & Innovation Partner for DTC Ecommerce owners & operators growing contemporary and anti-fragile brands.

© 2022, Combatant LLC. Just people who want to do good by other people and enjoy life by getting dessert.

© 2022, Combatant LLC. Just people who want to do good by other people and enjoy life by getting dessert.

© 2022, Combatant LLC. Just people who want to do good by other people and enjoy life by getting dessert.