From Archive: Listen to a Great Interview with Jhoon Rhee, Martial Arts Grandmaster and Living Legend, and Learn Many Valuable Lessons from his Life and Achievements, Part 1

In the July and August NAPMA Resources Kits, all NAPMA members received parts 1 and 2 of an interview by Rob Colasanti with my instructor Jhoon Rhee. Jeff Smith and I have been associated with Jhoon Rhee for 45 and almost 40 years, respectively.

If you are a NAPMA member, then pay close attention to the interview and to the discussions we’ll have at the Extreme Success Academy with Jhoon Rhee.

This issue of Martial Arts Professional also includes a major feature story on Jhoon Rhee. If you are not a member, then you can receive the complete Jhoon Rhee interview, the transcript and a bundle of other great interviews with legends, masters and business gurus at napmafreeoffer.com.

Lessons that you can learn from Jhoon Rhee

Lesson 1: An early realization that commercial success was necessary. Jhoon Rhee (as well as Bruce Lee) was openly reviled by many in the martial arts community, both for their innovation and their commercialism. I recall debates in Black Belt Magazine articles in the 1960’s: one being “The Case against Commercialism” and another referring to Jhoon Rhee as the Piped Piper of Korean Karate.

Upon listening to the interview, I thought I’d clarify one point. You might have gotten the idea that Bruce Lee was anti-commercial. Actually, the opposite is true. Bruce Lee was sending Jhoon Rhee advertising from Chuck Norris and others for karate schools and was very interested in the business aspects of martial arts.

Bruce Lee decided, however, that his path to wealth was acting, while Jhoon Rhee decided that he was operating martial arts schools.

Clearly, neither Bruce Lee nor Jhoon Rhee had hang-ups about whether they should be making money from martial arts. Jhoon Rhee said to me, first, it’s impossible to accomplish much of anything without financial resources. Second, if you are providing a great service, then you deserve to be well compensated.

My Definite Chief Aim:

I, Bruce Lee, will be the highest-paid Oriental superstar in the United States. In return, I will give the most exciting performances and render the best of quality in the capacity of an actor. Starting in 1970, I will achieve world fame and from then onward till the end of 1980, I will have in my possession $10,000,000. Then I will live the way I please and achieve inner harmony and peace.

Bruce Lee, January 1969

Lesson 2: The Mastermind effect. I can tell you from personal experience that Jhoon Rhee’s did not associate with school operators who were failing and making excuses.

Other than Bruce Lee, Rhee was associated with a large group of congressmen and senators and smart and wealthy people, ranging from Jack Anderson to Tony Robbins. He brought Nick Cokinos (EFC founder) into the martial arts business (as well as Jeff Smith, myself and others).

He was constantly seeking those who could contribute to his goals and support his vision. Think Muhammad Ali, Zig Ziglar, the coach of the Washington Redskins and many others. He affiliated with the VERY top school owners he could find in the country and openly shared ideas with them (Chuck Norris schools among others).

Lesson 3: Immunity from criticism. Jhoon Rhee introduced many innovations. Overlooked may be his early ability to run successful commercial schools, with quality marketing and effective sales processes, while teaching many thousands of students. Next, he associated with rebels, such as Bruce Lee. Grandmaster Rhee surrounded himself with successful Americans (breaking out of the Korean community).

Next, he invented and promoted foam safety equipment. He helped launch full-contact kickboxing, invented musical forms and even had his team wear “color” uniforms (red).

Some portion of the martial arts community considered him a “sell-out” or just a “self-promoter.”Safety equipment, rather than being universally embraced, was controversial. Traditionalists proclaimed it would destroy the technique. Tournament promoters claimed it would make the competition more dangerous. Many refused to use it.

Musical forms, which dominate today, were derided as destroying traditional forms. He managed to persevere, ignore the critics, and keep his eyes on his goals.

Look for more lessons you can learn from Grandmaster Jhoon Rhee in my September column. Make sure you come and learn from this living legend at the Extreme Success Academy.