{"id":6994,"date":"2026-07-27T05:01:17","date_gmt":"2026-07-27T05:01:17","guid":{"rendered":"https:\/\/martialartswealth.com\/go\/case-study-jason-purcell-family-black-belt-academy-seattle\/"},"modified":"2026-07-27T05:02:19","modified_gmt":"2026-07-27T05:02:19","slug":"case-study-jason-purcell-family-black-belt-academy-seattle","status":"publish","type":"post","link":"https:\/\/martialartswealth.com\/go\/case-study-jason-purcell-family-black-belt-academy-seattle\/","title":{"rendered":"Case Study: How Jason Purcell Turned a Forced Relocation Into a $120,000-a-Month School in Seattle"},"content":{"rendered":"<div id=\"maw-csjp\">\n<style>\n@import url('https:\/\/fonts.googleapis.com\/css2?family=Inter:wght@400;500;600;700;800&family=Playfair+Display:wght@700;800&display=swap');\n#header_meta,#header,#footer,#socket,.av-header-sticky-placeholder{display:none!important;}\nbody.postid-6994 #main{padding-top:0!important;margin-top:0!important;}\nbody.postid-6994 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.maw-eval-btn.outline{background:transparent;color:#f3d488;border:1.5px solid rgba(243,212,136,.6);box-shadow:none}\n#maw-csjp .maw-eval-wrap+*{margin-top:0;}\n#maw-csjp{padding-bottom:60px;}\n@media (max-width:820px){\n#maw-csjp .hero{padding:38px 20px;}\n#maw-csjp{padding-top:24px;}\n#maw-csjp .inner{padding:0 16px;}\n#maw-csjp .video-card{padding:10px;}\n}\n@media(max-width:520px){\n#maw-csjp .maw-eval-btn{width:100%;box-sizing:border-box}\n}\n<\/style>\n<div class=\"inner\">\n<div class=\"hero\">\n<span class=\"eyebrow\">Case Study<\/span><\/p>\n<h1>Case Study: How Jason Purcell Turned a Forced Relocation Into a $120,000-a-Month School in Seattle<\/h1>\n<p class=\"sub\">For 13 years, Family Black Belt Academy survived on $4,000 to $8,000 a month. Then a forced move made survival require doubling overnight &#8212; and a hard conversation about pricing changed everything.<\/p>\n<\/div>\n<div class=\"portrait-card\">\n<figure class=\"wp-block-image aligncenter size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/martialartswealth.com\/go\/wp-content\/uploads\/2026\/07\/Jason-Purcell-Testimonial.jpg?w=1500&#038;quality=89&#038;ssl=1\" alt=\"Jason Purcell, owner of Family Black Belt Academy in Seattle, WA\" \/><figcaption class=\"wp-block-image__caption\">Jason Purcell, owner of Family Black Belt Academy &#8212; Seattle, WA.<\/figcaption><\/figure>\n<\/div>\n<div class=\"video-card\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<div class=\"epyt-video-wrapper\"><iframe loading=\"lazy\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/_gwLP6wxn70\" title=\"Jason Purcell, Family Black Belt Academy\" allow=\"fullscreen; accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<\/div>\n<\/figure>\n<\/div>\n<section class=\"block\">\n<p>Jason Purcell had been running Family Black Belt Academy in Seattle for 13 years, and by his own account he was &#8220;barely getting by,&#8221; grossing somewhere between $4,000 and $8,000 a month. He loved the work &#8212; teaching, coaching a strong competition program, helping kids &#8212; but the business itself never moved. Then his landlord situation forced a decision no coaching program can manufacture: he had to relocate.<\/p>\n<p>This is a coaching case study based on the owner&#8217;s own account, shared in a recorded conversation with Master Jeff Smith of Martial Arts Wealth Mastery. Individual results depend on market, pricing, and how completely you follow the system.<\/p>\n<\/section>\n<h2 class=\"section-h\">The Starting Point<\/h2>\n<section class=\"block\">\n<p>Thirteen years is a long time to run a business on $4,000 to $8,000 a month. Jason wasn&#8217;t failing &#8212; the school had students, a real competition program, a real community &#8212; but it wasn&#8217;t a business that could support a family or scale. It was a school that survived on the owner&#8217;s willingness to make do.<\/p>\n<p>Then the lease ran out. The only space Jason could find to move into came with a new reality: he now needed to gross roughly $16,000 a month just to cover it. &#8220;I was terrified,&#8221; he says. &#8220;I&#8217;m barely making eight grand a month. How am I going to double that?&#8221; For the first time, the math forced a choice: find a fundamentally different way of running the school, or find a new profession.<\/p>\n<\/section>\n<h2 class=\"section-h\">The Diagnosis<\/h2>\n<section class=\"block\">\n<p>Around that time, Master Stephen Oliver posted something on Facebook that stopped Jason cold: every school owner needed to raise their prices. Jason&#8217;s reaction was the same one almost every owner has the first time they hear it &#8212; disbelief bordering on offense. He was charging $85 a month. A Taekwondo school six blocks away was cheaper. Another martial arts school was operating directly below his, fifteen feet away, charging around $60.<\/p>\n<p>&#8220;I&#8217;m going to one up all of you,&#8221; Jason told the group. &#8220;There&#8217;s a school directly below me, charging $60. I&#8217;m at $85. How am I going to raise my prices?&#8221; It is the single most common objection in the industry: <em>my competitor is right here, and they&#8217;re cheaper.<\/em> Master Oliver&#8217;s answer reframed the entire problem. Stop treating the school below you as competition. Get your price to $200.<\/p>\n<p>That number was hard for Jason to swallow. Nearly triple what he was charging, in a building that literally shared a wall with a cheaper option. But the diagnosis wasn&#8217;t really about the number &#8212; it was about what price signals. A $60 school and an $85 school look like the same category to a prospective student. A $200 school doesn&#8217;t.<\/p>\n<\/section>\n<h2 class=\"section-h\">The Systems We Installed<\/h2>\n<section class=\"block\">\n<p><strong>1. Premium pricing, not competitive pricing.<\/strong> The core shift was psychological before it was financial: stop pricing against the school down the street and start pricing at the level the value actually supports. &#8220;If you&#8217;re at 200, you&#8217;re going to be so much better. Everybody&#8217;s going to assume you&#8217;re three times better than them,&#8221; is how the logic was explained to Jason &#8212; and it is exactly what happened.<\/p>\n<p><strong>2. A relocation used as a reset, not just a move.<\/strong> Instead of treating the forced move as a crisis to survive, Jason used it as the moment to rebuild the business model itself &#8212; new pricing, new positioning, a school built to support the overhead rather than barely cover it.<\/p>\n<p><strong>3. Building a staff, not just a student base.<\/strong> As revenue grew, Jason didn&#8217;t just keep more of it &#8212; he reinvested in people. The school now supports a team substantial enough that staff members can afford to buy homes in Seattle, one of the most expensive housing markets in the country.<\/p>\n<\/section>\n<h2 class=\"section-h\">The Results<\/h2>\n<section class=\"block\">\n<p>Family Black Belt Academy now runs approximately $120,000 to $130,000 a month in routine billing, with 344 students &#8212; and by Jason&#8217;s own estimate, the school is still only scraping the surface of its potential. He believes it could reasonably support 900 students at that same model.<\/p>\n<div class=\"pull-quote\">\n<div class=\"mark\">&#8220;<\/div>\n<p>Joining this group has been the best decision my wife and I have ever made.<\/p>\n<\/div>\n<\/section>\n<h2 class=\"section-h\">Lessons for Other School Owners<\/h2>\n<section class=\"block\">\n<ul class=\"eval-list\">\n<li><strong>A competitor&#8217;s price is not your ceiling.<\/strong> Jason shared a wall with a school charging $60 a month. He now charges roughly $200 &#8212; and outgrew that competitor entirely.<\/li>\n<li><strong>Being forced to grow can be the best thing that happens to you.<\/strong> The relocation that terrified Jason is what pushed him out of 13 years of just getting by.<\/li>\n<li><strong>Higher price is a positioning signal, not just a revenue lever.<\/strong> Students don&#8217;t just pay more at a premium-priced school &#8212; they assume the school is better, because the price told them so.<\/li>\n<li><strong>Growth should build your team, not just your bank account.<\/strong> The measure Jason is proudest of isn&#8217;t the revenue number &#8212; it&#8217;s that his staff can now afford to own homes in his city.<\/li>\n<\/ul>\n<\/section>\n<h2 class=\"section-h\">FAQ<\/h2>\n<section class=\"block\">\n<h3>How much did Jason Purcell&#8217;s school grow?<\/h3>\n<p>From $4,000&#8211;$8,000 a month over 13 years to approximately $120,000&#8211;$130,000 a month in routine billing, with 344 students. These figures are owner-reported.<\/p>\n<h3>What triggered the turnaround?<\/h3>\n<p>A forced relocation that required nearly double his historical revenue just to cover the new lease, combined with a decision to raise prices from $85 a month to roughly $200 a month.<\/p>\n<h3>Wasn&#8217;t he worried about a cheaper competitor nearby?<\/h3>\n<p>Yes &#8212; a martial arts school directly below his, fifteen feet away, charged about $60 a month. Rather than compete on price, Jason repositioned above it, and the two schools stopped being comparable in students&#8217; minds.<\/p>\n<p><em>Stephen Oliver, MBA, 10th Degree Black Belt.<\/em><\/p>\n<\/section>\n<div class=\"maw-eval-wrap\">\n<div class=\"maw-eval\">\n<p class=\"maw-eval-title\">Call to Schedule Your Free School Evaluation<\/p>\n<p class=\"maw-eval-sub\">Call or text our National Director Bob Dunne at 1-720-256-0208 to set up your free school evaluation.<\/p>\n<div class=\"maw-eval-btns\">\n<a class=\"maw-eval-btn\" href=\"tel:+17202560208\">&#128222; Call: +1 (720) 256-0208<\/a><br \/>\n<a class=\"maw-eval-btn outline\" href=\"sms:+17202560208\">&#128172; Text: +1 (720) 256-0208<\/a>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"maw-corner-badge\">\n<img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/martialartswealth.com\/go\/wp-content\/uploads\/2026\/07\/MAW-Logo.jpg?resize=850%2C315&#038;quality=89&#038;ssl=1\" alt=\"Stephen Oliver's Martial Arts Wealth Mastery\" width=\"850\" height=\"315\">\n<\/div>\n<style>\n#maw-corner-badge{position:fixed;right:20px;bottom:20px;z-index:99999;}\n#maw-corner-badge img{display:block;width:180px;height:auto;border-radius:8px;box-shadow:0 6px 20px rgba(0,0,0,.35);}\n@media(max-width:600px){#maw-corner-badge img{width:110px;}}\n<\/style>\n","protected":false},"excerpt":{"rendered":"<p>Jason Purcell ran Family Black Belt Academy in Seattle for 13 years barely getting by on $4,000-$8,000 a month. A forced relocation that doubled his overnight overhead pushed him to Martial Arts Wealth Mastery, where a hard lesson about pricing took him to $120,000-$130,000 a month with 344 students.<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[349,29],"tags":[],"class_list":["post-6994","post","type-post","status-publish","format-standard","hentry","category-case-studies","category-million-dollar-school"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Case Study: How Jason Purcell Turned a Forced Relocation Into a $120,000-a-Month School in Seattle - Martial Arts Wealth Mastery<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/martialartswealth.com\/go\/case-study-jason-purcell-family-black-belt-academy-seattle\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Case Study: How Jason Purcell Turned a Forced Relocation Into a $120,000-a-Month School in Seattle - Martial Arts Wealth Mastery\" \/>\n<meta property=\"og:description\" content=\"Jason Purcell ran Family Black Belt Academy in Seattle for 13 years barely getting by on $4,000-$8,000 a month. 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Martial Arts Wealth Mastery helped him rebuild his curriculum and schedule from the ground up, pushing his average student value past $400 a month on the way to becoming his next million-dollar school.","rel":"","context":"In &quot;Case Studies&quot;","block_context":{"text":"Case Studies","link":"https:\/\/martialartswealth.com\/go\/category\/case-studies\/"},"img":{"alt_text":"Stephen Oliver's Martial Arts Wealth Mastery","src":"https:\/\/i0.wp.com\/martialartswealth.com\/go\/wp-content\/uploads\/2026\/07\/MAW-Logo.jpg?resize=350%2C200&quality=89&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/martialartswealth.com\/go\/wp-content\/uploads\/2026\/07\/MAW-Logo.jpg?resize=350%2C200&quality=89&ssl=1 1x, https:\/\/i0.wp.com\/martialartswealth.com\/go\/wp-content\/uploads\/2026\/07\/MAW-Logo.jpg?resize=525%2C300&quality=89&ssl=1 1.5x, https:\/\/i0.wp.com\/martialartswealth.com\/go\/wp-content\/uploads\/2026\/07\/MAW-Logo.jpg?resize=700%2C400&quality=89&ssl=1 2x"},"classes":[]},{"id":5501,"url":"https:\/\/martialartswealth.com\/go\/case-study-rob-atalick-niagara-falls-kung-fu-academy\/","url_meta":{"origin":6994,"position":4},"title":"Case Study: How Rob Atalick Grew His Niagara Falls Kung Fu Academy From $10K to $37K a Month","author":"","date":false,"format":false,"excerpt":"Rob Atalick was sure the systems wouldn\u2019t work for a Kung Fu school \u2014 or in Canada. 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