The Explosion and Marketing of 10th Planet JJ

One of the things I hear from a lot of doubters and haters all over the place is that 10th Planet is growing big because "Eddie is a genius at marketing".

To me this seems to be a cop out from them admitting 10PJJ is good or it works or that its beating people in tournaments all over the place. "No, Eddie is just selling it."

I recently started a job in marketing and It's clear that Eddie is in fact a great marketer, but I don't think that is the only reason 10PJJ is experiencing the explosion we are seeing. At last count on this site there were 41+ Moons with who knows how many hotboxes. Correct me if I'm wrong but before his downfall, Lloyd Irvin, the marketer of marketers, didn't have that many dedicated affiliates.

To me the explosion of 10PJJ is based on a few things.
1, The effectiveness of the techniques. Because you cant sell shit that doesn't work. The fact that our system constantly picks up new techniques that are proven and drops old ones that are disproven, shows we have a commitment to what works over our egos.

2, The efforts of Eddie, Joe Rogan, all our Black Belts, Competitors, Moon Heads, BoxHeads, Ronins and this forum in spreading the good word.

3, The team/family attitude we all have. Louis Ho and I have never met or trained together but I feel like I know a good amount about him and I was very proud that he got his Black Belt last week. When 10th Planet Moons across the world do well, we all feel good. When Carlos Condit uses they Meathook in the UFC that makes us happy. I'm not sure that other BJJ schools have such a tight group as we do, but I think our "family" is one of the biggest "selling points" of 10PJJ.

What do you guys think?

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Originally Posted by Phill Schwartz

One of the things I hear from a lot of doubters and haters all over the place is that 10th Planet is growing big because "Eddie is a genius at marketing".

To me this seems to be a cop out from them admitting 10PJJ is good or it works or that its beating people in tournaments all over the place. "No, Eddie is just selling it."

I recently started a job in marketing and It's clear that Eddie is in fact a great marketer, but I don't think that is the only reason 10PJJ is experiencing the explosion we are seeing. At last count on this site there were 41+ Moons with who knows how many hotboxes. Correct me if I'm wrong but before his downfall, Lloyd Irvin, the marketer of marketers, didn't have that many dedicated affiliates.

To me the explosion of 10PJJ is based on a few things.
1, The effectiveness of the techniques. Because you cant sell shit that doesn't work. The fact that our system constantly picks up new techniques that are proven and drops old ones that are disproven, shows we have a commitment to what works over our egos.

2, The efforts of Eddie, Joe Rogan, all our Black Belts, Competitors, Moon Heads, BoxHeads, Ronins and this forum in spreading the good word.

3, The team/family attitude we all have. Louis Ho and I have never met or trained together but I feel like I know a good amount about him and I was very proud that he got his Black Belt last week. When 10th Planet Moons across the world do well, we all feel good. When Carlos Condit uses they Meathook in the UFC that makes us happy. I'm not sure that other BJJ schools have such a tight group as we do, but I think our "family" is one of the biggest "selling points" of 10PJJ.

What do you guys think?

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Totally agree. Although the system is amazing, Eddie is in fact a marketing genius.
Part of it though is we can all feel his passion for the system/sport. Lloyd never had that. Everything is money money money. Can you imagine how much that asshole would charge for MTS?
10p are definitely 'tighter' than most teams. :)

Very good points Phil.
How 10th planet can get guys living in far away places to improve their jiu jitsu, with the support of those on the forum and the technique videos... this is a great selling point.
But we don't sell ish, it sells itself. The other systems out there haven't gotten to this point yet. A system, stuck in a closed minded group, doesn't lend itself well to evolution.

Eddie is running a business. He needs to be a good marketer. Gracie jiu jitsu has been marketed well too. I guess that stuff doesn't work either?

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2, The efforts of Eddie, Joe Rogan, all our Black Belts, Competitors, Moon Heads, BoxHeads, Ronins and this forum in spreading the good word.

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^This, esp when it comes to areas where other schools (and good ones) are available but you still see people wanting to learn the system on their own. As a Ronin myself I'm proud to be one of the few representing the system with the patch on my shorts and not being shy about showing my love of the truck and lockdown (and a lot of the kids I train with will tell you they know me as "the kid who keeps trying to learn that Eddie Bravo stuff").

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Can you imagine how much that asshole would charge for MTS?

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The over/under betting line on that would prob be $30 a month minimum....and you prob should take the over.

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The team/family attitude we all have. Louis Ho and I have never met or trained together but I feel like I know a good amount about him and I was very proud that he got his Black Belt last week.

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Felt the same too when I visited the Rochester affiliate, and the [now defunct] Plainville/Hartford CT one. Some of the members recognized me when we met by my name and the Fleury avator I use here, and Coach Herzog talked to us with great respect when me and my two Redline gym mates came out for the camp. I can't say for sure if I would've had that at other jitsu camps (and that's not necessarily a knock on non-10thpjj camps, but rather a credit to 10thpjj). When Slick Rick can fly across the country and we hang out the whole week like we've known each other, or Megan or Zog coaches me on the fly at a tournament before is a credit too.

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Originally Posted by sean applegate

Eddie is running a business. He needs to be a good marketer. Gracie jiu jitsu has been marketed well too. I guess that stuff doesn't work either?

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Gracie Jiu Jitsu teaches you Self Defense and Self Confidence, 10PJJ gets you high.

Besides the effectiveness of the system. I think for the most part 10th Planet is a douchebag free zone (a few sneak in every now and then) with cool peeps. It draws cool, chilled out, like minded people, that starts at the top and trickles on down. Positivity is gaining popularity, and 10th Planet is part of that movement.

What chris said, plus
-it seems like eddie happen to get a good group of guys with nerd skills at the beginning. Nerd skills can make or break you these days.
-Also its an "american" no-gi based systems that came along at the perfect time in martial arts history (right when the evolution of grappling was demanding it)


Im here because
-i saw rubber guard and the twister in mma (the shit is legit, proven many ways/times)
-looked into eddies lineage
-saw the system was weed friendly (minor bonus, not too important but it relates to open mindedness)
-all the people are really cool.
-all the online access.

Look at how many post I have, almost none are directly about jiu jitsu (since i cant really give advice and dont have a lot of jiu jitsu opinion) but i still get to joke around and ask questions and gain knowledge and have fun on the non-jiujitsu threads. Fuckin love it.

Man not trying to troll, but Eddie isn't very good at marketing. Kinda weird to critique him because his jiu jitsu is amazing and training at HQ has been unbelievable, but I've really been surprised how non-hyped 10thplanet really is. His freaking email is still @sbcglobal.net :) I think Eddie's "marketing" strategy is about as complicated as this: 1) Be there for every class everyday 2) Obsess about how to structure practices to make his students better 3) visit one of his academies almost every weekend 4) make his technique available to everyone on the internet for a price that probably makes little or no money 5) charge a mat fee that is about half what other schools around him charge 6) give new students a free rashguard and dvd. Funny to see people on youtube critiquing 10th planet for being a marketing gimic, then they charge ridiculous mat fees, raise the price of their online training, have affiliates they never visit, make you buy a uniform when you sign up and oh by the way let a brown belt run class for them today. Obviously there is an explanation for why the 10th planet system has caught on, I thought the other posts did a good job of that. In any event, I'm definitely just a 10th planet new comer, so what the fuck do I know? Not much

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Originally Posted by Sam Sales

Can you imagine how much that asshole would charge for MTS?

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ANYONE other than Master Eddie, actually. He is giving his system away at that price.

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Originally Posted by Phill Schwartz

Gracie Jiu Jitsu teaches you Self Defense and Self Confidence, 10PJJ gets you high.

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Fuck I see a new t-shirt in the stores future. :)

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Originally Posted by VIVIANO

Man not trying to troll, but Eddie isn't very good at marketing. Kinda weird to critique him because his jiu jitsu is amazing and training at HQ has been unbelievable, but I've really been surprised how non-hyped 10thplanet really is. His freaking email is still @sbcglobal.net :) I think Eddie's "marketing" strategy is about as complicated as this: 1) Be there for every class everyday 2) Obsess about how to structure practices to make his students better 3) visit one of his academies almost every weekend 4) make his technique available to everyone on the internet for a price that probably makes little or no money 5) charge a mat fee that is about half what other schools around him charge 6) give new students a free rashguard and dvd. Funny to see people on youtube critiquing 10th planet for being a marketing gimic, then they charge ridiculous mat fees, raise the price of their online training, have affiliates they never visit, make you buy a uniform when you sign up and oh by the way let a brown belt run class for them today. Obviously there is an explanation for why the 10th planet system has caught on, I thought the other posts did a good job of that. In any event, I'm definitely just a 10th planet new comer, so what the fuck do I know? Not much

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That's kinda the way I feel about it, too.

It's not that Eddie is a great marketer; it's that he is opinionated and outspoken. And that he genuinely cares about Jiu Jitsu and about people (despite what the BJJ community at large may want to think).

When you care and you're loud you are probably gonna succeed on some level.

Wether eddie knows it or not, he is a great marketer. It could all be by accident, but it's still good marketing.

Eddie is ten times a jiu jitsu genius that he is a marketing genius.

Good post Phil.

Damn, strong post from VIVIANO. That is some really good insight.

I've only been on the forums for something like 2 1/2 years and working the system maybe a couple years prior to that. So, approximately 4 years give or take a minute. This is all I know, I've literally witnessed hundreds of die hard 10P4L, ink gettin, flag waiving mother fuckers come and go. They all want to rep the system, they all want moons, they'll all die for Eddie During their short bright time, they learn that there are rules, structure, and requirements. All of these rely on dedication and hard work. During my time following the twisters and turns of 10th Planet I've never really witnessed any marketing at all. This is what I have witnessed first hand; I saw people come together and raise an asston of money to help a moon head's baby, help people mentally survive incarceration, free seminars given for small schools, raffle prizes unclaimed because of the importance of the fundraiser, and so many more things that I could type for days. Brothers that I've never met even helped me when I required cash for an attorney. On top of all this I know that I could show up in any one of 37 states, Japan, Hawaii, Mexico, Canada, etc. and have a place to stay. These are my brothers even though many I've never met. Where's the marketing in all this? 10th Planet is about the strength of its people. If you're easily butthurt and run away before the ride to the Dark side begins, you just aren't 10th Planet material. There's a fuckin marketing slogan :-)

If you ask me it's not as much true marketing as it is simply word of mouth. A big factor (for me personally, and I know for others as well) is Joe Rogan talking about it, and having Eddie on the podcast to talk about it. A good analogy for me is In-N-Out Burger, if you live on the west coast or have heard of it. It's hugely popular, with very very little marketing. Does that mean they are marketing geniuses because they figured out how to grow such a huge fan base? I don't think so, I think they just have a superior product and value, and people like that.

One other important thing similar to In-N-Out is the feeling of belonging. In-N-Out has a "secret" menu, and people want to tell others that come to Cali to visit that they have to go to this burger place. 10th planet is the same way. You feel like part of a family, and everyone is really cool. In my opinion that is stronger than any traditional marketing.

I think Viviano makes some good points and I don't think Eddie would disagree. I have heard him say in relation to Moons growing and succeeding that he can not/ does not have the time or energy to push them out they just have to grow and be supported by passionate people in each region. To me this is almost intentional non-Marketing but I think its the most healthy way to grow at the right speed and with strength.

I also think that In-and-Out analogy is spot on. People I meet are just so curious they want to take a bite. :)

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Originally Posted by Phill Schwartz

One of the things I hear from a lot of doubters and haters all over the place is that 10th Planet is growing big because "Eddie is a genius at marketing".

To me this seems to be a cop out from them admitting 10PJJ is good or it works or that its beating people in tournaments all over the place. "No, Eddie is just selling it."

I recently started a job in marketing and It's clear that Eddie is in fact a great marketer, but I don't think that is the only reason 10PJJ is experiencing the explosion we are seeing. At last count on this site there were 41+ Moons with who knows how many hotboxes. Correct me if I'm wrong but before his downfall, Lloyd Irvin, the marketer of marketers, didn't have that many dedicated affiliates.

To me the explosion of 10PJJ is based on a few things.
1, The effectiveness of the techniques. Because you cant sell shit that doesn't work. The fact that our system constantly picks up new techniques that are proven and drops old ones that are disproven, shows we have a commitment to what works over our egos.

2, The efforts of Eddie, Joe Rogan, all our Black Belts, Competitors, Moon Heads, BoxHeads, Ronins and this forum in spreading the good word.

3, The team/family attitude we all have. Louis Ho and I have never met or trained together but I feel like I know a good amount about him and I was very proud that he got his Black Belt last week. When 10th Planet Moons across the world do well, we all feel good. When Carlos Condit uses they Meathook in the UFC that makes us happy. I'm not sure that other BJJ schools have such a tight group as we do, but I think our "family" is one of the biggest "selling points" of 10PJJ.

What do you guys think?

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Amen brother. My thoughts exactly! :)

I think its down to having a large community, I love the idea of a team, some don't where I train is a break off of Gracie Barra and there is no affiliation so you are on your own so to speak. I think a strong team at the top e.g. Eddie, Sean, Denny etc passes all the way down to the guys who have hot box's etc.

Some good heads on this forum, much respect

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Originally Posted by Tony "The Goods" Garcia

I've only been on the forums for something like 2 1/2 years and working the system maybe a couple years prior to that. So, approximately 4 years give or take a minute. This is all I know, I've literally witnessed hundreds of die hard 10P4L, ink gettin, flag waiving mother fuckers come and go. They all want to rep the system, they all want moons, they'll all die for Eddie During their short bright time, they learn that there are rules, structure, and requirements. All of these rely on dedication and hard work. During my time following the twisters and turns of 10th Planet I've never really witnessed any marketing at all. This is what I have witnessed first hand; I saw people come together and raise an asston of money to help a moon head's baby, help people mentally survive incarceration, free seminars given for small schools, raffle prizes unclaimed because of the importance of the fundraiser, and so many more things that I could type for days. Brothers that I've never met even helped me when I required cash for an attorney. On top of all this I know that I could show up in any one of 37 states, Japan, Hawaii, Mexico, Canada, etc. and have a place to stay. These are my brothers even though many I've never met. Where's the marketing in all this? 10th Planet is about the strength of its people. If you're easily butthurt and run away before the ride to the Dark side begins, you just aren't 10th Planet material. There's a fuckin marketing slogan :-)

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Awesome post brother

Like a lot of you I see the family aspect as the big draw. I've been with Gracie Barra for close to 7 years and it's because of the people. I've seen guys come and go chasing success but that is fleeting. The family you make is special and worth more than medals and titles. I'm relocating to SoCal to join the 10th Planet family in a year because I believe in what Eddie and you guys have created!

I suck at marketing!!!! I'm a white belt with 4 stripes in Lloyd Irvin's marketing system, I realized that when I went to his seminar in January. Viviano is absolutely right.

I'm just obsessed with making jiu jitsu as efficient as possible in the UFC, that's it!! And I'm vocal as hell about it via the internet.

The UFC is what started all this, it's still the most exciting sport on the planet and I absolutely LOVE trying to make a difference in this sport we all love so dearly.

Building a monster nogi jiu jitsu world team is also an obsession of mine, but that is secondary to filling all the jiu jitsu holes I see in the UFC.

One thing is 10000% certain, the 10p family is STRONG, and I appreciate that every moment I think about it, thank you all for joining me on this quest, it's been an unbelievable ride so far :)

powerful eddie bravo!

Strooooooooooong!!!!!

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Originally Posted by eddie bravo

i suck at marketing!!!! I'm a white belt with 4 stripes in lloyd irvin's marketing system, i realized that when i went to his seminar in january. Viviano is absolutely right.

I'm just obsessed with making jiu jitsu as efficient as possible in the ufc, that's it!! And i'm vocal as hell about it via the internet.

The ufc is what started all this, it's still the most exciting sport on the planet and i absolutely love trying to make a difference in this sport we all love so dearly.

Building a monster nogi jiu jitsu world team is also an obsession of mine, but that is secondary to filling all the jiu jitsu holes i see in the ufc.

One thing is 10000% certain, the 10p family is strong, and i appreciate that every moment i think about it, thank you all for joining me on this quest, it's been an unbelievable ride so far :)

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Jiu Jitsu strong....marketing weak. :)

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Originally Posted by Eddie Bravo

I suck at marketing!!!! I'm a white belt with 4 stripes in Lloyd Irvin's marketing system, I realized that when I went to his seminar in January. Viviano is absolutely right.

I'm just obsessed with making jiu jitsu as efficient as possible in the UFC, that's it!! And I'm vocal as hell about it via the internet.

The UFC is what started all this, it's still the most exciting sport on the planet and I absolutely LOVE trying to make a difference in this sport we all love so dearly.

Building a monster nogi jiu jitsu world team is also an obsession of mine, but that is secondary to filling all the jiu jitsu holes I see in the UFC.

One thing is 10000% certain, the 10p family is STRONG, and I appreciate that every moment I think about it, thank you all for joining me on this quest, it's been an unbelievable ride so far :)

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Well Lloyds type of marketing makes people sick in their mouths (a'la Belcher & co and the 35 spam emails they send out per day each per shitty product they are plugging) so I wouldn't be too concerned haha 10P4L! :)

Eddie may say he doesnt push each n every moon individually and that its left up to the moon head but thats only partly true, every little help Eddie gives like a lil shout out to B'Ham, a retweet or wearing our moon shirt in pictures is ours to multiply.

In the brief moment Eddie singles your moon out you gotta tell the world about, thats what we try to do. It definitely helps pull ppl together seeing & hearing the main man give us props, and we only in our second year as affiliates. Its an incredible thing.

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Originally Posted by Chris Garry

In the brief moment Eddie singles your moon out you gotta tell the world about, thats what we try to do. It definitely helps pull ppl together seeing & hearing the main man give us props, and we only in our second year as affiliates. Its an incredible thing.

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That's true! Word of Mouth is one of the best ways we can promote ourselves and there are lots of people all over the world that follow Eddie who are not in a 10PJJ gym yet. But we also should be reaching out to people outside of the 10PJJ world to show them what we're about.

And by "reaching out" and "showing them" I mean showing up to tournaments, Twisting Necks, breaking arms, winning golds, and throwing up Gang signs. :)

This thread wins.

I don't think anyone would keep drinking Eddie's Kool Aid if it tasted like shit. Hey, 10th Planet Kool-Aid! I found something to compete with the 'Gracie Juice Bag'.

I think a lot of people are envious they can't hit a solid mission control and they don't want to give up their lapel chokes. Proof is in the puddin', if it didn't work...

Does this mean I can buy a 10th Planet Lunch box at Hot Topic now?

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Originally Posted by Tom Carbone

Does this mean I can buy a 10th Planet Lunch box at Hot Topic now?

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"10p Weekly" The official Nibiru tabloid will be sold at new stands at every airport worldwide starting next month featuring Brandon McCaghren's bizarre love triangle, the Louis Ho crystal meth trafficking scandal, and pics from Renato Laranja's opening day in court regarding the millions he owes in child supportch. :-)

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Originally Posted by Eddie Bravo

"10p Weekly" The official Nibiru tabloid will be sold at new stands at every airport worldwide starting next month featuring Brandon McCaghren's bizarre love triangle, the Louis Ho crystal meth trafficking scandal, and pics from Renato Laranja's opening day in court regarding the millions he owes in child supportch. :-)

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child supportch. Thats hilarious!!!!!

He's under court order to sell his Gi collection as well as his authentic Elvis Satin gi just for the back supporch.