Could five words run your academy better than a 50-page plan? Yes. Core values drive decisions, and decisions drive growth. In this video, I break down what core values really are (no fluff), how they work when things get messy, and why they matter more than your next “tactic.” Then I share The Academy Kings Charter (K.I.N.G.S.)—Krush, Intense Focus, No Excuses, Growth Mindset, Sink or Swim—so you can adapt it to your school.You’ll learn:What core values are in plain languageHow to use values to make faster, cleaner decisionsThe K.I.N.G.S. framework you can model todayA 60-second exercise to write your own charterWatch more daily videos and grab the free resources linked on the channel to keep building with clarity and confidence. Drop your top value in the comments and I’ll help you sharpen it.You’re closer than you think to the academy of your dreams!

If you’ve been surviving instead of building, this is for you.Today I break down how a scarcity mindset keeps BJJ & martial arts schools stuck—and how shifting to abundance lets you raise prices with confidence, keep your ad engine on, and build a calmer, more profitable academy.What you’ll learn:The real signs of scarcity in life, family, and business (and why it becomes a self-fulfilling loop)What abundance actually is (discipline + value creation, not blind optimism)3 practical swaps:Control → Clarity & delegationPanic → Plan & consistency (no on/off ads)Price fear → Value frame & anchored closesA simple nightly practice (WIN / TRUTH / PROMISE) to make the mindset stickA quick story on how this shift led to fewer “think about it’s,” higher show rates, and a calmer teamTry this tonight (3 minutes):Write three lines—WIN (value you created), TRUTH (where scarcity showed up), PROMISE (one abundant action tomorrow: raise price, keep ads on, delegate, say no).Not open yet—here’s the plan:We’re still not taking new members. When doors open, Academy Kings will be available to any size school with a custom plan built from where you are. No easy buttons—just the right work, in the right order.— LanceBe the Man. Be the King. Build the Kingdom.You’re closer than you think to the academy of your dreams!

hit pause and went back to the vault. I revisited my first 10 years running Conquest—all the stalls, the hard lessons, and the exact order that actually moves a school forward. I realized I’d forgotten the path…and that’s why the old, one-size-fits-all program missed the mark.In this video I share three short scenes that changed everything:1) “Say It Clean” — The mom at the front deskShe asked two simple questions: “What do we get, and how much is it?” I talked in circles about fighters and tournaments. She left confused—and so was I. That night I wrote on a sticky note: “If we can’t say it clean, no one will buy it.”2) “Consistency Beats Luck” — The flood, then the droughtWe turned winning ads off out of fear, then spent months trying to restart momentum. Lesson: pick one platform, run it consistently, and never turn it off. Growth isn’t a lucky wave; it’s an ocean you build.3) “Clarity Is Kindness” — The ‘I’ll think about it’ nodGreat consult, excited kid, new price—I wobbled at the close. It wasn’t the price; it was my uncertainty. We added a 10-minute daily roleplay (Needs → Offer → Decision). The next consult was a clean yes.The point: there’s no magic ad, no universal template, no easy button. There’s your path—and it starts by finding where you’re actually stuck.Try this tonight:Write one line: “Where am I actually stuck?” Not what seems fun—where it’s leaking. That’s your next seven days.