The real story of how an unknown Sydney BJJ coach and his content partner went viral—proving real jiu-jitsu still wins online—and what your school can learn from it.

Two years ago, Chris "Bones" Burns was teaching small BJJ classes on Sydney's Northern Beaches.

Then Sheila from Jiu Jitsu Socials picked up her camera — and everything changed.

This episode breaks down the viral rise of a coach who ignored the rules, doubled down on real jiu-jitsu, and built a global audience by being himself.

You'll learn the system behind their content, how to make your school stand out online, and why "authenticity" isn't a buzzword — it's the new algorithm.

🔥 IN THIS EPISODE

- How one viral video changed everything

- The 3 rules of authentic martial arts content

- Why group photos don't grow your gym

- Turning content into community (and students)

- The secret to posting without cringe

- The mindset behind going viral

- Mistakes most gyms make on social

- How to film content that actually converts

🕒 TIMESTAMPS

00:00 From unknown coach to viral brand

02:14 The first post that blew up

05:01 Why authenticity beats every algorithm trick

10:30 The BJJ Project and building community

14:20 Mistakes most gyms make on social

17:00 How to film content that converts

22:30 The mindset behind going viral

28:00 Turning attention into enrollments

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👇 GUEST LINKS

Chris "Bones" Burns

2nd Degree Black Belt under Master Rickson Gracie and Professor Jason Roebig

📸 Instagram: https://instagram.com/chrisbonesjj

🥋 Academy: https://instagram.com/zeropointsydney

🎓 Learn from Chris: https://instagram.com/the.bjjproject

Sheila — Jiu Jitsu Socials

📸 Instagram: https://instagram.com/jiujitsusocials

⚔️ ABOUT THE SHOW

Most martial artists open a school. The best operators become DOJOCEOs™.

Hosted by Nick Cownie — founder of Enroll 365™, Dojo Toolbox CRM™, The Dojo Map™, and DOJOCEO™ Mastermind — each episode goes "behind the belt" to break down the business, battles, and breakthroughs behind successful martial arts schools.

👉 FOLLOW NICK

📸 Instagram: https://instagram.com/dojoceo