A passion for martial arts has brought John and Julie Marshall both financial success and personal satisfaction. In just five years the couple has built up an impressive, record-breaking business. They own and operate nine MF Martial Arts schools in the north Brisbane area, catering for more than 550 students.

“We’ve surpassed our original goal, and we hit the network’s top level of double diamond status 18 months ago. So last year we needed a new goal,” reveals John.

“Our performance shows the model can achieve more than was expected. So let’s see what we can do with it!” he says.

John was an experienced franchise executive when he opted out of the corporate world and went into business for himself and his family. His wife Julie had a career in retail and sales, and the couple have two teenage children.

Passion, backed up by the franchise system

“I’ve always done martial arts,” says John. “I am passionate about it, and a few years ago introduced my son to the discipline. I wanted something that would give him joy and self-belief and we found an MF Martial Arts school near us that focuses on life skills.”

It proved to be the catalyst for change. A year later the family moved to Townsville for John’s career, and John and Julie bought an MF Martial Arts franchise.

With his franchising background, John knew the systems, software and training the franchisor provides would be invaluable as a brand new business owner.

“I admit I was very nervous, even though I understood the benefits of franchising structures and systems. But what I liked about MF Martial Arts is the safety net,” he explains. “The business model allows me to keep my job and my income as I build the business, and it allowed me to do what I enjoy.”

When the family had to move to Brisbane for health reasons they sold the Townsville business to one of the instructors. Taking time out for family did nothing to dampen John and Julie’s enthusiasm for running their own business.

Benefits of a franchise

So in 2019 they bought the North Brisbane territory and started again from scratch. Their territory covers Moreton Bay from Caboolture to Chermside.

John and Julie’s business was going so well, he took a redundancy package in 2020, and the pair now work full time on the business.

Already taking advantage of all the support on offer, John says the pandemic brought into sharp focus the benefits of a franchise.

“When Covid hit we were shut down for three months and we ran our classes as normal but on Zoom. That was a huge benefit of being in a franchise. The franchisor had spent time building up online programs pre shut down so I just had to log on. I couldn’t have done all that by myself.”

John points out the franchisor team and franchisees have regular meetings, and there is no shortage of mentoring.

“I still ring regularly to bounce around ideas, and I always take something away from meetings,” says John.

MF Martial Arts offers financial incentives

The power of being part of a larger group also yields benefits.

“We’ve just implemented Salesforce, which I couldn’t do as a one-off business owner but we can as a collective business,” he says.

MF Martial Arts holds another major attraction for franchisees – distinct financial incentives. “The royalties are on a sliding scale but instead of increasing, they decrease. So the more I grow, the lower the fees,” reveals John.

Financial satisfaction aside, John believes there is a unique nature to MF Martial Arts.

“We are entrenched in family and community, we have such an important part to play in our students’ development,” he explains. “We do a lot of community events and fundraising for charities and events that might affect our students.”

They will donate to Headspace money from a $2 sausage sizzle celebrating their fifth anniversary as business owners. They donate part of the student registration fee to the Daniel Morcombe Foundation, and Hidden Disabilities recognises their business as an open and supportive organisation.

Community counts

“We have a lot of kids on the spectrum, or with ADHD. We feel it is important kids come to us and are welcomed,” says Julie.

She is a keen advocate for living and working in the local area, building relationships and friendships with the parents of students, some of whom become students themselves.

It’s all about taking the skills learned through martial arts training into the wider world, she says.

John believes the real heart of martial arts is not the moves on the floor, it’s a black belt mindset. 

“Most parents want their kids to gain focus and resilience, to have good role models. That’s what we build and that’s what they can apply in their lives.

“That’s what parents love and how we’ve grown our business. There are not many businesses where, as a franchisee, you can have such a dramatic effect on people’s lives.

“That’s our legacy – all these kids we’re helping, and hoping that skill set will set them up for life.”

Julie agrees the positive impact in the community is a great source of satisfaction.

“The MF Martial Arts business model is working well for us. And John says he’s finally found his calling. We are making a difference to people’s lives.”