ATTN: Martial Arts School Owners

  • Be a resource to your community

  • Have a bigger impact on your students

  • Get invited into schools

  • Increase enrollments and retention

… by becoming the exclusive recognized anti-bullying authority in your local area


My name is Master Chan Lee and I’m a martial arts school owner in Milwaukee, WI. My father, Grandmaster J.K. Lee, started our business in 1976 and I took over the reins in 1995.

Back in 2008, I was a “copycat” school owner — busting to get new students using the same methods all school owners were being taught at the time.

I knew these methods backwards and forwards because, for most of the 2000 decade, I’d been an ravenous student of how to best run a martial arts school. I joined several group coaching programs, attended tons of seminars and had a room full of home-study courses.

I was faithfully doing what all of the gurus were telling me to do and, while my results were OK, that was my rub — they were just OK. Here I was busting it every day, using methods that made my feel like a sleazy car salesman (e.g., dressing up in a Panda suit, having a gift spinning wheel), and new students were only trickling in.

Then I was introduced to three renowned experts from outside of the martial arts industry and my world changed.

As a result of the training, help and advice I got from these three professionals, I started taking some radically different approaches to how I promoted my school. I effectively abandoned almost everything I’d been taught previously — and, BOOM!, new students started rolling in.

Today I have six locations (with more to come) and over 2,000 students. It’s been an incredible ride — and I don’t expect things to slow down anytime soon.

Origins of the Martial Arts Marketing Network

Several years ago I decided I knew some stuff (and was learning new things every day) that other school owners needed to know, so — with a couple of partners — I formed the Martial Arts Marketing Network.

At some point you should learn about everything this company does to help martial arts school owners grow their business (that I’ve used at my school to go from two to six locations — with no cheesy gimmicks), but here I want to tell you about just one of our flagship products.

In order to do this, I must introduce you to the three outside-our-industry experts I mentioned earlier: Gary Klugiewicz, Dave Young and Allen Oelschlaeger.

These three professionals formed a company (Vistelar) in 2009 to leverage their three decades of experience in conflict-management training. Over the years, they’d primarily worked in law enforcement. They founded Vistelar to extend their expertise to other markets, such as healthcare, security, education and business.

I attended one of their week-long instructor “non-escalation, de-escalation and crisis intervention” certification classes in the summer of 2009 and I was totally hooked.

See, law enforcement professionals know that almost all physical confrontations start with verbal and non-verbal interactions, so this entire one-week course was about how to effectively communicate in order to manage conflict.

What I saw was a program that had been proven to work in managing conflict with the most violent of criminals. I thought, if it worked there, why wouldn’t it work, as well, with kids being bullied or adults being verbally abused.

So, I approached them with an idea — what if I took their curriculum, meant for professionals in law enforcement, and adapted it for kids and civilian adults? This would be a perfect complement to the physical training I provided at my martial arts school.

The team at Vistelar loved this idea so we started working together to develop an anti-bullying curriculum designed specifically for martial arts students. It took a few years of collaboration and testing to work through the kinks but, ultimately, we had a program that really worked.

The results were beyond my expectations.

I had, previously, been a fool

See, everything I’d taught prior to 2009 about bullying I’d learned from MSU University (making *$#%* up university) and the Vistelar folks let me know that what I thought was good stuff was ALL WRONG.

Again, if you’ve had any exposure to Gary, Dave and Allen, you know they don’t “suffer fools gladly” — and I’d clearly been a fool. I’d been playing with my student’s lives with advice that either I’d made up or someone else concocted who had no authoritative background in conflict management.

Once I started teaching the right stuff, the impact on my students was stunning. I, literally, saw kids being bullied one day and, after learning just a couple of our concepts, had the bullying stop the following day.

Seeing this happen was incredibly rewarding but, actually the bigger deal for my school was what this new anti-bullying program did for my credibility — with my parents, with prospects and with local school administrators.

I went from being the local “Karate Guy” to being the recognized anti-bullying authority.

This was partly because, once adults were exposed to the material, it made so much sense to them. But, it was also because, in talking about the program, I could reference:

  • Vistelar’s three decades of conflict-management training experience
  • Vistelar’s work with law enforcement
  • The hundreds of thousands of individuals Vistelar has trained
  • The backgrounds of Gary, Dave and Allen
  • Vistelar’s many published books and manuals
  • The tens of thousands of kids I had personally trained

Frankly, I was astonished by the impact of my new-found credibility as the anti-bullying expert. I was selected to receive Milwaukee’s prestigious 40 under 40 award, I had the opportunity to do an anti-bullying promotion with the Milwaukee Bucks, I was asked to do an anti-bullying talk at a school principle conference, I was repeatedly invited to be a guest on local TV programs and I received referrals from local school resource officers.

More importantly for my business, doors opened up at local schools that I had been trying to access for years, with zero success.

My experience was so incredible (student impact, increased enrollments and getting into schools) it was a no-brainer to turn this program into a product of the Martial Arts Marketing Network. So, we packaged it up as a professional certification and marketing program and launched the Verbal Martial Arts Course (VMAC) at a Martial Arts SuperShow in Las Vegas.

Life-changing results, for my students, my school and me

Since then, hundreds of school owners have been certified as their local community’s exclusive Bully Expert and over a million people have had their lives changed by learning to use the tactics taught in the VMAC course. I, personally, have taught over 100,000 kids and adults in the Milwaukee area.

I confidently say “lives changed” because this program isn’t just an anti-bullying program. What I’ve found is that it’s a life skills program, heads and shoulders above any other program out there (and I’ve seen almost all of them).

After eight years of teaching Verbal Martial Arts, I’ve seen the lasting impact this program has on kids into their adulthood.

In addition, I’ve seen the positive results this program has had on my adult students, our school culture and our level of customer service. I know that Vistelar sometimes promotes their conflict-management training program as a premier customer service program for organizations and, I can say from personal experience, that’s — without question — 100% on target.

New and enhanced program

In early 2017, the Martial Arts Marketing Network and Vistelar decided that, despite how great the original program was, an updated program needed to be developed to capture everything we’ve learned about anti-bullying training over the the prior eight years.

An initial version this program was completed in the fall of 2017 and put into a final form late in the year after months of refinements based on feedback from our current clients.

This comprehensive update to the original program is now available and we’re currently signing up school owners for exclusive territories (note — many territories are taken and not available).

Once a school owner is certified as the Bully Expert in their community, they have the exclusive rights to:

  • Incorporate the Verbal Martial Arts Course into their curriculum for kids, parents and adults
  • Give anti-bullying talks and workshops at their local schools
  • Offer anti-bullying presentations and workshops within their community

In addition, by learning and teaching the material, our Bully Experts become exceptional role models — for effectively managing conflict — with their students, with their parents and in their personal life. This program develops your knowledge, skills and abilities to interact with anyone — in person, by phone or in writing — and to:

  • Not cause or unnecessarily escalate conflict
  • Confidently deal with verbal abuse
  • Engage in difficult conversations
  • Effectively de-escalate conflict
  • Persuade others to cooperate
  • Stay safe in crisis situations
  • Know what to do when word-based tactics fail
  • End an interaction in a better place than where it started
  • Look good on camera no matter where an interaction ends up (an increasingly important issue with the omnipresence of video cameras)

Become your community’s exclusive Bully Expert

Bullying is one of the biggest issues facing kids, parents and schools and everybody is scrambling for answers — and the answers they are finding (e.g., ignore it, walk away, fight back, tell the teacher) don’t work because they’re based on myths and opinions instead of real-world experience.

In contrast Verbal Martial Arts is based on:

Over thirty years of conflict management experience with contact professionals, such as police officers, healthcare workers, educators and customer service representatives — with hundreds of thousands trained.

Over eight years of anti-bullying experience with hundreds of martial arts school owners — with over a million kids and adults trained.

The published content in Vistelar’s many books and manuals

When you couple this with the word-of-mouth enthusiasm of kids, parents and school administrators who are exposed to the program (as well as the media attention in which this enthusiasm often results), our Bully Experts rapidly become known as their communities recognized anti-bullying authority.

Also, because our Bully Experts are given exclusive territories, they have no competition. They are the ONLY source of this highly-credible and proven Verbal Martial Arts curriculum for preventing and managing bullying.

The explosive results: increased student enrollments and retention, ready access to local schools, attention-getting media exposure and enhanced credibility as an authoritative character-development expert.

These results are so powerful that most of our Bully Experts have completely abandoned traditional advertising (personally, I haven’t spent a nickel on such methods of school promotion for years).

How to apply and, if you’re accepted, what’s included

As I mentioned above, many territories are taken. Therefore, we require school owners to go through a simple application process so we can determine if their local area is still available.

To apply, please fill out the form at the bottom of this page and we’ll get back to you with our determination within a couple of days.

Then, if you’re accepted and decide to sign up, here’s what you’ll get:

Exclusivity in your local area. We only allow one martial arts school owner to be certified as The Bully Expert in each community

Access to our online Verbal Martial Arts Course, which includes:

Eight anti-bullying video lessons (each less than ten minutes long) where Master Chan Lee trains you on what to teach and how to teach it. Included with each lesson are written key points from the video and a downloadable one-page overview of the lesson to provide to your parents (named “Car Talks” because they include an assignment for parents to complete with their child while driving home from class).

For each lesson, a five to ten minute video where Master Chan Lee demonstrates — in an actual class — exactly how to teach that lesson

Cyberbullying lesson — what it is, how to prevent it and what to do about it once it happens

Six modules that, via eighty minutes of audio and transcribed text, provide you with the fundamentals of Vistelar’s Conflict Management Framework™ and Systemized Structure of Tactics for preventing and managing conflict at the point of impact. This section covers these topics:


Conflict Triggers



Ending An Interaction

Fundamentals Review

The information in these six modules will help you develop a deeper understanding of the anti-bullying information from the previous module, which will enhance your knowledge, skills and ability to deliver this program to kids.

This information will also provide you with a solid foundation for you to talk with parents about how to help their children prevent and manage bullying.

In addition, you’ll find that that this information will help you better manage conflict both in your professional and personal lives and help you deliver exceptional customer service within your organization.

Downloadable certificate of completion, suitable for framing

The entire course takes less than three hours to go through.

Access to our online Bully Expert marketing resource, which includes:

Video of Master Chan Lee teaching a 45-minute anti-bullying workshop

Training — via video, audio and text — on how to use Verbal Martial Arts to increase student enrollments, enhance student retention, get into schools, and generate media attention.

Downloadable marketing materials you can customize and print locally

Bully Expert backgrounder and press releases to provide to your local media

Local Bully Expert search-engine optimized website, that positions you as the anti-bullying authority in your community and which includes our “Anti-Bullying Toolkit” as a lead-generation magnet.

Box of publications shipped to your school to support your learning and for use to enhance your credibility when talking with parents and school administrators, which includes:

Conflict Management For Martial Arts Schools eighty-page manual

Bound version of the eight parent “Car Talks”

Two copies of Vistelar’s Conflict Management Workbook

Two copies of each of these published books:

Conflict Management For Campus Life: The Must-Have Safety Resource for Every College and College-Bound Student

Conflict Management For Everyday Life: How to Prevent and Manage the Inevitable Conflict in Your Work and Personal Life

Conflict Management For Sports Officials: Practical Tips for Staying Out of the Cross Fire and Keeping Peace During the Game

Two copies of this published manual: Conflict Management For K-12 Schools

Ten Non-Escalation De-Escalation reminder cards

Access to our weekly conference calls with Master Chan Lee and other top martial arts school owners where the latest marketing and curriculum ideas are shared

Listing of your school on the national website, with a link back your local Bully Expert website

Listing of your school on the national websites, with a link back to your local martial arts school website

Association with a national public relations campaign that emphasizes the need to address the bullying problem and that promotes our national network of Bully Experts

Again, the first step to becoming your community’s recognized anti-bullying authority is to apply so we can determine if we can offer exclusivity for your school. Just fill out and submit the form below and we’ll get back to you within a couple of business days.

Note, this application is just meant to ensure we aren’t wasting your time or our time if your local area isn’t available — it doesn’t create any obligation to sign up. If another school has the exclusive rights in your area, we’ll let you know right away. If not, then we can get on the phone to discuss if becoming your community’s Bully Expert makes sense for you.


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