Lifestyle gym
Build the local dream.
Wins through intimacy, trust, and a special lease. Loses when fixed cost gets ahead of the town.
Project Terra Nova / East Texas BJJ
Three go-to-market strategies for a world-renowned Jiu-Jitsu brand.
Lifestyle academy. US brand build. Kids curriculum bolt-on. Each model creates value in a different way.
Terra Nova license
Build the US brand.
Wins when Brandco creates pricing power and repeatable operations. Loses when capital hides weak unit economics.
Kids partnership
Bolt BJJ onto cheer.
Wins by borrowing trusted parent lists. Loses when the host owns the customer.
Visual evidence
The map comes first because location changes the business.
The default view shows population, kids, and addressable households. Venue pins stay off until they are needed as evidence.
Model comparison
The same data supports three different bets.
The table separates ownership model, customer engine, and facility risk. These are different alpha shapes.
Lifestyle Gym
The owned room works when the room feels inevitable.
This is the warm local academy. The alpha is a special space, real teaching, and parent trust.
Lifestyle gym
Mineola is the dream, if the deal is special.
Picture a small room that feels known before class starts. Parents stay because it feels safe. Kids come back because progress is visible.
The data supports a lean academy. It does not support a careless lease. The right off-market space is the alpha.
Terra Nova License
The PE case is Brandco, not a prettier gym.
The investable asset is IP, curriculum, software, pricing power, and operator control.
Terra Nova license
Build the US brand around a repeatable family-athlete box.
The license case is not a city pick. It is a build-cost and pricing-power problem. The map shows where the rubric points.
Data read:
No market is promoted by name here.
The rubric ranks every candidate first.
The map carries the location signal.
Kids Partnership
The bolt-on works when parent trust is already in the room.
Cheer, dance, and gymnastics hosts own the list. Terra Nova must own the curriculum and roster.
Kids partnership
Make BJJ a safe curriculum bolt-on.
This is not an adult shared-space academy. It is a kids product. Cheer, dance, and gymnastics hosts already have the parent list.
Terra Nova owns the curriculum, brand, billing, and roster. The host gets found money. The professor gets a system.
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verified host targets
$780-$1,170
host monthly share at 30 kids
20%-30%
host revenue-share range
Decision close
Choose the model by the bottleneck it can actually beat.
The decision is not taste. It is capital discipline, parent trust, operator quality, and payback.
Appendix A / Population support
Kids and addressable households support the options.
Source: `city_scores_actuals.csv`. Bars show the 15-minute drive ring. This data supports the three option cases above.
Population
Kids 5-17
Addressable households
Appendix B / Supply gap
Canton matters most for the kids bolt-on.
Canton ranks first on supply gap. That makes East Texas Twisters and Stepz serious host targets. It does not settle the lifestyle or license cases.