Self-defense, Fitness, Mental Balance-Internal Fighting Arts

Interested in starting your own entrepreneurial journey in training & education but unsure what to expect? Then read up on our interview with Ken Gullette, Owner of Internal Fighting Arts, LLC., located in Moline, IL, USA.

What's your business, and who are your customers?

I have an online martial arts school teaching people the Chinese "internal" arts of Chen style Tai Chi, Xingyiquan, Bagua Zhang, and Qigong. I teach these arts without the mysticism that is often associated with them.

Each of these arts is a powerful example of Kung-Fu, and my students want to learn the self-defense aspects and the calming and "centering" techniques that can help them in their daily lives. The customers I tend to attract are men with previous martial arts backgrounds who want to learn arts they can do as they reach and pass middle age.

Tell us about yourself

I began studying Kung-Fu at the age of 20 at Eastern Kentucky University, almost 50 years ago. It was my hobby throughout my adult life while I worked in TV news, public relations and media relations. Like a lot of entrepreneurs, I worked for some managers who hired me to be their expert but then wanted to tell me how to do what I do best. I decided around 2014 to turn my hobby into a full-time business.

I launched my online kung-fu school in 2008 and I was told by some Tai Chi folks that the art couldn’t be taught online. But by 2020, Covid made most of them realize that you actually can teach online. It shows the importance of doing what YOU think is right for your business, despite what others in your industry say.

I have created almost 1,000 instructional video lessons, pdf documents, and they are available on my site for members to stream. I do live group classes and live one-on-one sessions for members. I also write instructional books and create instructional DVDs.

Creative freedom has always been important to me. The best jobs I have ever had have been situations when management hired me and then took their hands off and let me do my job, so it’s a wonderful feeling to wake up each day, know what I need to do, and have the ability to do it without seeking permission.

What's your biggest accomplishment as a business owner?

My biggest accomplishment has been establishing a worldwide reputation in Chinese kung-fu. My radio and TV news background, and my PR background, gave me the ability to create audios, videos, edit them, and do the photography and writing that is required to create a quality product. When I was in news, I always wanted to learn how to do everything, so I sometimes had the responsibility of doing an entire newscast, including the reporting, writing, videography, editing and anchoring myself. Those skills translated well into writing blogs, business copy, sales copy, social media posts, a podcast and the content of my websites. Each of these things works together to establish my reputation. Each time new technology arises, I try to determine how it can be used to make my business more successful. One of the biggest mistakes business owners make is thinking, “Oh, my business is different. I don’t need that.” But in fact, their business is not different. I also believe that if you are going to start or manage a business, especially a service business, you should be able to do every job if everyone called in sick. Knowing what every job requires, and the pressure faced by employees, makes you a better manager.

What's one of the hardest things that comes with being a business owner?

In my career, I have managed staff ranging up to 40 people, but now I’m a one-man shop in a very niche business, so my biggest challenge is having to do most of the work myself. Because it would be almost very difficult to find someone with the same perspective of the martial arts that I have, it is my responsibility to write, teach, and edit so that the information and video is presented with the information my members (students) and prospective customers need to hear. I study marketing and always try to improve my skills. Fortunately, I love what I do, but I have a To-Do List that I can’t possibly accomplish each day. It doesn’t get any easier as I approach my 70^th birthday in January, 2023. My wife Nancy is my videographer, and she is retiring from her full-time job on the first of 2023, and she is an enthusiastic supporter, so I will be looking for things to delegate to her, such as DVD fulfillment. The good thing about being my own boss, however, is that my annual performance review is always great!

What are the top tips you'd give to anyone looking to start, run and grow a business today?

In your marketing, stop talking about how great you are and give your prospective customers information that will help them. They should walk away after reading a social media post or seeing a video and think, "Wow, that's cool. I needed to know that, and I need to learn more."
What benefit does your customer get from buying your service or product? That's what your communication needs to drive home from the very beginning.
Tell stories about yourself, your employees, and your customers. But tell the stories in a way that shows how you became an expert at what you do, the hardships you overcame, and how what you do helps your customers. I lost a lung in 2009 and developed a heart problem. Through my blog and social media posts, people became inspired because I continued studying and teaching Kung Fu despite these setbacks. I have received emails from customers who said they were in the hospital and thought of me, which helped them realize they could push through issues. I have also received dozens of messages from people telling me how explicit and direct my instruction is in a field where many instructors make things very abstract or pretend there are deep "secrets." People appreciate it when you are honest and try to help them. I cut the time it takes them to understand the body mechanics required for these Kung Fu arts. No mysticism, just physical skill is required. People appreciate that I don't try to give them smoke and mirrors, just good information that helps them improve.

Where can people find you and your business?

Website: https://www.internalfightingarts.com/
Facebook: https://www.facebook.com/kengullette
Instagram: https://www.instagram.com/kengullette/
Twitter: https://twitter.com/sifugullette
LinkedIn: https://www.linkedin.com/in/kengullette/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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