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A FIRST PERSON ACCOUNT OF RUNNING A SMALL BUSINESS

Ed Monahan took his first karate lesson back when he was a 12-year-old Kentucky kid looking for a way to “kick ass.” Years of martial arts discipline gave him a more spiritual focus before he began to teach others in 1982. He eventually opened Combative Arts Academy along Robertson Boulevard in Beverly Hills. Jennifer Smith spoke with Monahan about combining teaching skills with business savvy to create the popular school.

“I got into martial arts because I was a punk and wanted to learn how to fight better. Eventually I got out of the ‘wreaking havoc’ mindset and became more positive. I have been teaching since about 1982.

“We initially opened our own facility as Boulevard Health Club in January of 1993, right behind what is now the Newsroom Caf & #233;. We got into the area before rents got high. There had been a health club here that went out of business, and we took it over. The idea was to intertwine martial arts with the fitness world like Tae-Bo.

“I have seven instructors. We teach jeet kune do, which is Bruce Lee’s technique, based in kung fu. Most of our students are adult novices. Typically there is a 60-40 split of men to women.

“Beginner training involves two jeet kune do classes and one supplement, like tai kick-boxing, Western boxing, or Brazilian jiu jitsu. One month’s worth of instruction would cost about $120 to $135, depending on the billing method. You could train and start using moves for self-defense in about three months. We try to get people to stay around for four to seven years, which is about how long it takes to get black-belt proficiency.

“We’re the only place I know that offers full gym facilities and serious martial arts training. It was to our advantage to separate the two sides. We had a big dropout rate by teaching just as an exercise class. People tended to come haphazardly. From the martial arts perspective you want to involve the students in the curriculum and make sure they progress.

“Students began participating and sticking with it when we went back to the traditional format and implemented a belt system three years ago. Now our instructors will turn students down if they feel like they will just drop out.

“The most common belief in the martial arts community is that a good artist will be a good teacher. It’s an ‘if you build it, they will come’ attitude. But even if you can teach, it doesn’t mean you’re good at business.”

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