The Icon Athletic Association, founded by UFC Professional Athlete Charles Johnson, strives to be the hub of inner City Missouri Mixed Martial Arts events and combat sports training.  Our goal is to mold responsible young adults and children to lead the next generation, as well as create a Promotional event that niche underserved communities can attend. 
Our goal for the city that is not only a fight hub but also a sports town, is to create a quarterly event promotion for combat shows to serve as inspiration to the community. 

$500k

Finding will be used to:
Buy Promotional material such as mats, lighting, and pay for travel to athletes. Once established, we plan to use funds to open a location optimal for training, and in an environment for students. Initial funds will Purchase equipment to host events:  MMA gear and mats to benefit all participants, and Hire highly qualified professional staff with passion for coaching and running events. 

   

Ownership & Structure:
Icon Athletic Group operates as an S Corporation, led by Charles Johnson as the primary owner and Justin Hartig as the .
The selection of coaches and staff members will be based on the specific requirements and their level of expertise.

Management Team:
Icon Athletic Association is a nonprofit collaboration between individuals with like-minded goals to reach youth. Each of us carries specific responsibilities within the organization. Charles is responsible for the creation and vision of this organization.

Charles brings a wealth of experience and knowledge to the table. He is a lifelong athlete and rising star in the UFC promotion. Charles has competed and trained in various countries, including Thailand, Norway, Sweden, Malaysia, and Cambodia. Through his extensive travels, Charles has developed valuable relationships, accumulated a wealth of experience, and gained expertise in martial arts. He has also earned over 140 college and university credits, although he has yet to complete his degree. Additionally, Charles has experience in graphic design and social media marketing, along with five years of coaching experience in varsity high school wrestling. His professionalism and dedication to the sport and youth are widely recognized.

On the other hand, Justin is a successful entrepreneur with a strong track record of owning and operating multiple businesses. He attended Ball State University and had a successful career in the National Football League (NFL). Justin's expertise extends beyond coaching and mentoring; he excels at effectively managing businesses to consistently achieve high-quality results. In addition to serving as the strength and conditioning coach for Murcielago MMA, Justin also acts as a mentor. Justin and Charles have a strong friendship, and their collaboration on this business plan originated from years of casual brainstorming sessions to explore potential opportunities for the sport of MMA and community.

Advisors:
Justin Hartig is a highly experienced mentor, small business owner, and counselor. With a track record of owning more than 8 successful businesses, he brings invaluable expertise to our team as our sole business partner. 

Bill Henricks: Business owner and retired Hazelwood school district teacher. Brings  a wealth of knowledge and understanding of youth .
 20+ years of coaching high school wrestling. 

Charles Johnson

Founder, President

Justin Hartig

Chief Operating Officer

Mick Maynard

Mentor

KidSmart
BallySports STL
Saint Charles MMA
Vaghi Brazilian Jiu Jitsu

We plan on receiving funding for initial costs and salaries for our events. We intend to invest 20% of our own capital into the business and seek to raise the remaining 80% through external funding.

Problem:
Young adults and children require a platform that provides a distinctive channel for learning, mentorship, self-control, and enjoyment.
 In particular, a venue and space where they can develop confidence in a beneficial, engaging, and enduring manner.
Mixed Martial Arts and fitness offer the opportunity to cultivate these abilities in an exceptional setting, which is currently lacking in the market.

Solution: 

Icon Athletic Association is dedicated to providing a dynamic environment where individuals of all ages can achieve their personal goals. Our primary aim is to host events that spark and inspire the community to get involved with their health and the youth. Our goal is to provide exciting events that motivate students to establish life-changing daily routines, starting with physical fitness and embracing a holistic approach to wellness through martial arts. Eventually, we plan to offer a wide range of Martial Arts disciplines, including Brazilian Jiu-Jitsu, Taekwondo, Muay Thai, Fitness programs, and MMA classes from a facility we own . Our classes cater to a diverse demographic, spanning from young children to working professionals to enthusiastic grandparents seeking new experiences.

 Icon Athletic Association takes pride in our team of world-class experts, who are passionate about empowering individuals to embark on transformative journeys. Centrally located in the heart of St. Louis, our goal is to obtain partnerships with esteemed colleagues and conveniently position ourselves at the heart of the community.
Market:
 Icon Athletic Association is dedicated to the city of St. Louis Youth and are working to position ourselves in an area that serves this location. Our main focus is creating events in the heart of downtown St. Louis.  Our market analysis focuses on the demographic landscape of St. Louis and surrounding areas, providing crucial insights for event planning and marketing strategies. We examine key population statistics, age distributions, income levels, and household compositions for St. Louis City, St. Louis County, and nearby urban centers within a 4-hour driving radius. This comprehensive overview allows us to identify potential audience segments, understand regional variations, and tailor our event offerings to meet the diverse interests and characteristics of the local population.
 Competition:
We have a highly advantageous situation with our outline. Currently, we are extremely pleased that there are no other events like ours showcasing Jiu Jitsu, Strength competitions, Slap competitions, and Pillow Fight competitions.  A simple peek into what has been successful in 2024 shows that there is a market for martial arts. The largest martial arts promotion came to St. Louis this past summer, July 13th and broke their all time record for attendance at the time of the event.  We would love to have a facility situated in the heart of St. Louis. Within this well-established location,  we can focus on growing martial arts and exposing an underserved community to a new form of fitness. With adequate funding, we have the opportunity to operate a world-class facility that can have a significant impact on individuals of all ages.
Why Us?:
At Icon Athletic Association, we stand out among other martial arts centers in the state of Missouri. What sets us apart is our exceptional team, that will be seeking world class instructors and members within the MMA community to join us.  Our team already includes athletes and professors who have both competed and taught, at the highest level.

Unlike our competitors, we believe that our quality far surpasses the price tag of a monthly membership.  Our events will bring talent from all across the United States.  We are excited about a future where our energetic and overqualified staff will passionately teach the sport they love, and their enthusiasm becomes contagious. We are dedicated to providing an unparalleled experience that goes beyond just showcasing martial arts – we are committed to helping the community reach their full potential and achieve their fitness goals. 

Marketing Plan:
One aspect of the marketing strategy for Icon Athletic Association will focus on targeting college and university students, particularly young adults. The objective is to expose local student body to the life of martial arts and create meaningful events for the community. Another component of the marketing plan will center around engaging with high schools and local elementary students. The aim is to create a welcoming and enjoyable environment for young children to learn martial arts. To also introduce sponsorships and scholarships to underserved youth to begin a martial art that can change their lives. The strategy includes distributing flyers and organizing community events aimed at attracting new students and youth. We will strive to give charitable donations for back-to-school and holiday giveaways. Our events will be interactive and specific focus on families and children. Furthermore, Icon Athletic Association plans to implement digital marketing campaigns aimed at adults. These campaigns will feature inspirational and goal-oriented advertisements, targeting individuals who are seeking to improve their basic physical fitness or learn basic self-defense. As a provider of a premium product,  Icon Athletic Association firmly believes in the quality of its services speaking for itself. To entice new members we will offer promotional deals for events as well as ticket giveaways.   

Sales Plan: 
Sales for  Icon Athletic Association events will be facilitated through an innovative business app and our user-friendly website. This cutting-edge approach empowers prospective students to effortlessly access comprehensive information about our exceptional events and top-notch services.

Upon registration, we will efficiently collect the email address and phone number of new customers to establish prompt and personalized contact. Within a remarkable 48 hours of their sign-up, our dedicated team will proactively reach out to them, either via phone or email, ensuring a seamless onboarding experience. Through this dynamic communication, we will ensure the building blocks to having a well informed community. Next, we plan to diligently guide them through the process of martial arts as a means to healthier lives.  Our unwavering focus lies in understanding their unique goals and aspirations, enabling us to curate an unparalleled journey that perfectly aligns with their individual needs.
 
Location and Facility:
Our events are run out of the state of the art venue, Ballpark Village Stl in collaboration with Bally Sports live stl. We are very proud to set the standard for the community. 
 

Technology:
As  Icon Athletic Associationis currently not operational, the establishment of our Point of Sale (POS) system is still pending. We intend to implement a simple and efficient solution utilizing iPads. The POS system will be strategically located at the entrance of the gym, ensuring visibility upon entry. It will serve as a check-in mechanism for both new signups and existing members. Existing members will be able to log in using their credentials, while new customers will have the option to sign up and receive a callback for program setup, along with a login QR code.

The iPad will facilitate payment acceptance and enable us to track member engagement effectively. While we have yet to finalize our choice of application for subscription and payment management, we are considering options such as QuickBooks or similar platforms for seamless bookkeeping and payroll processing.

For other operational aspects, we anticipate utilizing platforms like Gusto for efficient and streamlined payroll processing, MailChimp for sending email newsletters, as well as established social media channels such as Facebook and Instagram to connect with our customers and gather valuable feedback.

Equipment & Tools:
Olympolis Athletes Martial Arts Center: Our ultimate goal is to establish a center for Martial Arts for all. Hopefully to be equipped with a wide range of high-quality equipment and tools to ensure the best training experience for our athletes. Our inventory hopes will include the following essential items:

These equipment and tools are not just purchases, but long-term investments that will contribute to the overall longevity and quality of our martial arts center.

To ensure that we have everything needed for a successful launch, we have allocated approximately $35,000 for the initial costs. This investment will cover the acquisition of all necessary equipment and tools, allowing us to provide a top-notch training environment for our athletes.

Key Assumptions: 

 Icon Athletic Association is having its first event November 9th of 2024. Afterward we would be able to project future numbers. 
Our goal is attaining or building  a facility for a gym that will be able to run 4–7 classes per day. Each day, two classes will be dedicated to kids, 2-3 classes for pro and amateur MMA, and the last two classes will be personal fitness classes.  Our assumption is that parents will enroll their kids for life skills, not just for daycare. The main focus will always be on building the kids up, and this process takes time. We want to establish from day one that our priority is building strong relationships with the families.

Although retail sales will not be our primary focus, we anticipate generating $200-$400 in monthly sales starting from the fourth month.

Based on these assumptions, we project a gross revenue of $23,000 in year 1 and $67,000 in year 2.

Use of Funds:
The allocated funds will be used for the following purposes:

1. Covering the operating costs as the business expands. This includes expenses for full event shows.

2. Acquiring and purchasing MMA equipment, such as an MMA cage, wall pads, wall mats, floor mats, punching bags, bag racks, and basic training equipment.

3. Providing the community a great experience.

4. Opening a gym, and providing salaries for the coaching staff for kids and adult MMA classes.

Source of Funds:
In order to bring Icon Athletic Associations, our Martial Arts Center, to life, I, Charles Johnson, am ready to contribute an initial investment of $30,000. This capital will serve as the foundation for our operations and growth. To further support the financial needs of our venture, we will also explore various sources of funds. One such avenue is seeking a potential partner who shares our vision and are willing to invest in our initial costs. By combining efforts and resources, we can propel Icon Athletic Association and the vision for Olympolis Athletes Center towards success and establish ourselves as a prominent player in the martial arts community. With a strong financial base and strategic partnerships, we will be well-equipped to achieve our goals and provide exceptional training and opportunities for youth in our community.