How Culture and Teamwork Built a Thriving Jiu-Jitsu School | The Shogun West BJJ Story
What started as a small, repurposed office space has grown into one of Rochester’s most purpose-driven and fast-growing Brazilian Jiu-Jitsu academies. In this episode of Gymdesk Originals, we visit Shogun West, co-founded by brother-in-laws Philip, Cody, and Donny, as they break down the mindset, culture, and teamwork that turned their small start into a thriving jiu-jitsu community.
Starring
Phillip is the administration specialist at Shogun West BJJ. As an integral partner in the gym, Phil handles all administrative duties, customer interactions, and online operations. He's also the creative force behind the gym's visual art and signage, ensuring the space is welcoming and aesthetically appealing.
Cody is a black belt coach and one of the founding partners at Shogun West BJJ. His lifelong dedication to martial arts began in middle school and includes training in jiu-jitsu, Muay Thai, kickboxing, and MMA, as well as competing in various tournaments.
Kevin began his martial arts journey with karate as a child, then transitioned to jiu-jitsu in his teens, quickly developing a lifelong passion for the sport. After a break for college, he returned to Rochester, eventually joining forces with Cody, Phil, and Don as a key member of the coaching staff at the gym
About Fit & Fight Gym
Shogun West is a thriving jiu-jitsu school located in Rochester, NY, built on principles of teamwork, humility, and a deep sense of community. Led by a team of dedicated coaches and administrators, Shogun West offers extensive jiu-jitsu programs for both kids and adults, including month-long curriculums, striking classes, and a unique “Warriors Path” character-building system for youth.
The gym stands out for its welcoming atmosphere, top-notch amenities like locker rooms and showers, and a culture that makes everyone—from first-timers to competitive athletes—feel like part of a supportive family. Beyond martial arts skills, students experience growth in confidence, discipline, and mental well-being.
With a strong commitment to making training accessible, scholarships are available for those facing financial hardship. People choose Shogun West not just to learn jiu-jitsu, but to be a part of an environment where character development, community, and positive transformation take center stage.
📍 880 Elmgrove Rd, Rochester, NY 14624
📞 585 204 2040
Summary
In this episode, Gymdesk CEO Alex Cuevas visits Shogun West BJJ in Rochester, New York, to uncover the inspiring story behind the thriving jiu-jitsu school co-founded by Cody, Kevin Baxter, Phil, and Don. Through interviews and a tour of the unique facility, Alex learns how a group of brother-in-laws, motivated by faith, family, and community, launched the gym out of passion rather than profit. The founders share how their journey started from a men's church retreat, growing into a welcoming martial arts academy focused on personal development, humility, and supportive teamwork, while never losing sight of their roots and their mission to help others.
In this episode, you’ll learn what truly sets Shogun West BJJ apart—from their culture-driven approach to martial arts, youth-oriented programming like the Warriors Path virtue curriculum, and their commitment to making training accessible through scholarships. The coaches explain how they balance demanding careers and family life with their dedication to teaching, and share stories of students whose lives have been transformed by jiu-jitsu. You’ll hear about the intentional design of their space, the practical amenities offered to parents and students, and the collaborative model of leadership that keeps their team united and their vision clear.
This episode also highlights how Shogun West uses Gymdesk to support their operations and foster their growing community. Don, Kevin Baxter, and Cody discuss the role Gymdesk plays in streamlining administrative tasks like attendance tracking, billing, communication, and belt promotions. The team emphasizes the value of data, the convenience of the member dashboard, and the importance of technology in managing growth and staying connected with their students. Overall, Shogun West’s experience with Gymdesk showcases how the right tools can help martial arts gyms focus more on their mission and culture, and less on clerical headaches.
