Nouvelles
Kingz: The Making of a Global Brand
Kingz: The Making of a Global Brand
Brazilian jiu-jitsu is one of the fastest growing, most exciting sports in the world today. Not only are there millions of practitioners from every corner of the globe, but there’s an entire, robust industry centered around it. From academies big and small, to a variety of event promotions, gear and apparel companies, and even jiu-jitsu specific health products and services, BJJ offers a tremendous number of career and business opportunities for anyone and everyone willing to put in the work.
It hasn’t always been that way. Even just a couple decades ago, there was just a handful of individuals who had “cracked the code” for making a living out of the gentle art. And it wasn’t easy, but their hard work and entrepreneurial spirit laid the foundation for the industry emerge.
One such individual is Bruno Munduruca, founder and CEO of the global jiu-jitsu brand Kingz. Just last month during the IBJJF Jiu-Jitsu Con, Bruno sat down with Jiu-Jitsu Con Talks to share his story on how he endeavored to build one of the most successful jiu-jitsu companies in the world.
We’ve summarized some of it here:
Humble and Humbling Origins
Bruno was introduced to BJJ back in 1997, just when it was beginning to gain traction outside of Brazil. His brother, Rodrigo, had begun training jiu-jitsu at an academy in Rio de Janeiro, where one of the head instructors also founded one of the sport’s first fightwear brands. Working next door at a surf shop, Bruno observed and was inspired by the entire business process.
It wasn’t long, then, that Bruno delved into making his own mark in the emerging industry. He soon launched a martial arts magazine: Arena Fight Magazine. Though short-lived, it gave him his first foothold into the career that would change his life. According to Bruno, “Even though I didn’t make much money, it built the foundation of relationships I still have today—relationships that became essential for my future businesses… Those connections—with federations, associations, brands, and peers—are the most valuable asset I carried forward.”
A taste of international travel in his teens sparked big dreams, and he shortly thereafter launched his first fightwear company, MMA Gear. The demand was there, and his business grew fast. “By the time I was 20, I was already selling to Japan, Europe, and other markets… I even sponsored the IBJJF Worlds in 2003 as the main sponsor at just 24 years old. It was a great success, but eventually, the economy and the exchange rate caught up with me. I had to sell the business, but it was an invaluable learning experience.”
The Birth of Kingz
After moving to Canada, Bruno took another shot at his dream. By then, BJJ was spreading fast, there was even greater demand for jiu-jitsu gis and gear than there had been before, and the Internet was dramatically changing the world of commerce. In 2008, Fighters Market was born out of Bruno’s garage, and three years later, he created Kingz.
“At that time, I noticed a shift. Brazilian gis had always dominated the market, but American brands were starting to gain popularity. Pakistani manufacturing was also improving. I saw an opportunity to create our own house brand, and Kingz was born.”
Armed with the lessons learned from his previous business experiences, Bruno changed his focus for Kingz. It was a decision to which he attributes his success today: “With Kingz, we’ve built a strong foundation step by step. We’ve focused more on investing in the community than on traditional advertising, and I believe that’s why we’ve built such a loyal following.”
By then, he had also started his own journey on the mat. As a practitioner and a competitor, he became intimately familiar with the industry on a different level. He knew what worked, and what didn’t. He saw where there were needs and opportunities. He also earned respect from his peers and customers: “people see me not just as a businessman, but as someone living the same journey.”
Today, Kingz is the official academy supplier more than a thousand academies worldwide, sponsors many of the industry’s biggest events, and supports more than 40 elite professional jiu-jitsu athletes.
Life Lessons and Advice
Creating one of the sport’s biggest brands has not been without its challenges. But through those, Bruno has gleaned a lifetime of lessons. Here are a few of his words of advice to those looking to make a career in the jiu-jitsu industry:
- Believe in your vision. Build something authentic, something that feels like an extension of yourself.
- Focus on relationships, listen to feedback—both good and bad—and adapt quickly.
- Reinvest in the community. If you do that, your brand will have real roots.
As with all journeys, Bruno’s path toward success was not a straight line. However, every effort and experience, successful or not, built upon his foundation of knowledge. Eventually, that foundation became strong enough that he was able to launch one of the most recognizable BJJ brands in the world and become a leading figure in the BJJ industry.