How Nova Jiu-Jitsu Built a Community That Outgrew the Mats

Most martial arts schools can tell you when they opened, who founded them, and what accomplishments sit on their wall. Nova Jiu-Jitsu in Rochester can certainly do that, but those details barely scratch the surface of what makes the academy special. What defines Nova is not the size of its space or the number of medals earned. It is the way people talk about it when they move away, when they return to visit, or when they recommend it to complete strangers.

Students often describe Nova as the gym they try to replace but cannot. Parents talk about the school as if it is an extension of their family routine. Even visitors who drop in for a single class walk out saying they felt something different the moment they stepped on the mat.

That feeling is not magic. It is the result of years of intentional decisions that prioritize people over aesthetics and long term culture over quick wins. Nova shows what can happen when a gym is built around the relationships inside it instead of the space that holds them.

At the center of that story is Jason, a third degree black belt who trains, teaches, and runs Nova while also working full time as a software architect. His journey reveals a lesson that many schools overlook. A gym survives on its community far more than its flooring, storefront, or equipment. When you build the right culture, people will follow you through any space and any phase of growth.

From Early UFC Fan To Third Degree Black Belt Owner

Jason started Brazilian Jiu-Jitsu in 2003, right when the UFC launched BJJ into the spotlight. Like many early adopters, he tried a class on impulse and became instantly hooked. More than two decades later he is still on the mats almost every day, now as a seasoned black belt and instructor under coral belt Roy Harris.

Nova’s roots reach back to Jason’s original instructor, who eventually relocated. When that happened, Jason did not set out to become a gym owner. What he wanted was to keep the community intact. Several other schools were forming in the area, but the culture and training philosophy did not match what his group valued. So in 2009 he took over the school and rebranded it as Nova Jiu-Jitsu.

Importantly, he did this while working a demanding job in software. Nova was never meant to replace his career. It was a way to protect a community and to keep training alive for the people he cared about.

When People Care More Than the Paint on the Walls

Nova’s early days looked nothing like a polished, modern academy. The school moved through four different spaces, beginning with a tiny studio in downtown Rochester. They briefly shared space with a CrossFit gym before getting kicked out because of heavy weights dropping overhead. They trained at one point on dirt floors while trying to expand into a bigger footprint. Each move presented challenges.

Most gyms see large membership losses during transitions like these. Nova certainly experienced some attrition, but the surprising outcome was how many people stayed. Students followed the school from location to location because they were not there for the decor. They were there for the training partners who pushed them, the instruction they trusted, and the sense of belonging that grew stronger with every year.

Jason explains it plainly. Students will overlook less than ideal facilities if the training is high quality, the culture is positive, and the environment feels like home. Nova has become known for having a deep talent pool with many upper belts. Some are doctors, lawyers, and engineers. Many have trained together for more than ten years. That level of retention does not happen by chance. It happens when a gym is built around community rather than convenience.

Intentional Programs That Serve the Whole Family

As Nova evolved, Jason invested in programs that brought more people into the community and helped them stay long term.

Why the kids program works

Nova’s kids program did not appear until much later in the school’s timeline. Jason wanted to build one but lacked an instructor who truly understood how to teach children. That changed when a judo black belt with youth coaching experience joined the academy. Today the kids program has roughly 50 to 60 participants and is considered one of the best in Rochester.

Parents often join their children on the mat as helpers. Many end up training themselves. Because they learn the same techniques their children practice, they become better training partners at home and more invested in the gym. The program also extends outside the academy with camping trips, picnics, ski outings, and a yearly gathering at Hamlin Beach State Park. These shared experiences strengthen relationships between families and create memories that have nothing to do with rank or competition.

A women’s program built with empathy

Jason has spent years developing Nova’s women’s program. He understands that many women feel intimidated walking into a coed class where most students outweigh them by 60 pounds or more. To help them enter the sport comfortably, Nova offers a women only class focused on fundamentals. Sparring is introduced later once students feel ready.

This format has worked extremely well. Some of the women who began in the introductory program are now purple belts with years of training behind them. The key is that Nova did not treat the women’s program as an afterthought. It became a core part of the schedule and an essential piece of the culture.

Fundamentals that prevent burnout

Nova also protects beginners across all classes by offering dedicated fundamentals sessions. Students can attend advanced classes if they choose, but they are never pushed into high intensity sparring before they understand core movements. Jason has seen many newcomers in the wider BJJ world quit because they felt overwhelmed or unsafe. Nova’s structure removes that risk and builds confidence gradually.

A Light, Technical Culture That Attracts Serious People

Jason does not run Nova with strict rituals, bowing sequences, or formal commands. He keeps classes relaxed and personable. Students laugh, talk, and enjoy the process. At the same time, the technical standard is extremely high. Jason describes Nova’s style as surgical because so many practitioners focus on precision and small details.

The room often includes multiple black belts who walk around helping quietly. Knowledge is shared freely without ego or hierarchy. This blend of low pressure atmosphere and high level instruction attracts students who thrive on learning. Many come from analytical professions where problem solving is second nature.

Systems and Software That Support the People

A community of this size and longevity does not function smoothly without structure behind it. Jason’s software background made him sensitive to the limitations of outdated tools, which is why he switched from Zen Planner to Gymdesk.

Gymdesk plays a key role in simplifying the student experience:

• Nova uses embeddable widgets so their website always shows a live schedule and routes prospects directly into sign ups.
• The built in portal serves as a reliable backbone even though Nova already has a website.
• Automations deliver welcome emails to new students that explain how the academy works, provide tutorials, and direct them to the GroupMe channels used for communication.

Jason has not fully explored the marketing automation templates yet but plans to as Nova continues to grow. The goal is simple. Reduce manual work and create a smoother journey for every new member.

What Other Gym Owners Can Learn From Nova

Nova’s success offers several lessons that apply to any martial arts school.

1. People stay when the culture feels like home. Facilities matter far less than relationships, instruction quality, and trust.
2. Programs should address real needs. Women only classes, structured fundamentals, and family friendly kids programs build long term loyalty.
3. A relaxed atmosphere does not mean low standards. Nova shows that a friendly room can produce highly technical practitioners.
4. Technology should amplify your values. Platforms like Gymdesk help gyms communicate clearly, automate onboarding, and support members without adding friction.

Nova Jiu-Jitsu became one of Rochester’s most respected schools not because of a perfect building but because it put people first. When a gym invests in community and builds systems that protect and nurture that community, students will follow it through any chapter of its growth. That is the real foundation of Nova’s success, and it is a model any academy can learn from.