Several years ago, while the mixed martial arts (MMA) craze was at it’s height, an MMA dojo opened next to the gym I go to. Naturally, when I go to the gym, I wear my United Studios of Self Defense shirt to represent the dojo, and understandably, members of the MMA school wore their logos as well, so their students were easy to identify.
I met the owner of the school a few times, and he seemed nice enough. He trained with Chuck Liddell, a well-known MMA fighter and a legend in the industry, so when the school opened he made an appearance to sign autographs, take photos, and conducted a training session. Within a couple months, the school was packed, likely making a significant profit in...