Meet Luke Boston | Head Coach & BJJ Black Belt

We had the good fortune of connecting with Luke Boston and we’ve shared our conversation below.

Hi Luke, what role has risk played in your life or career?
I believe there is a difference between actual risk and perceived risk.

Actual risk involves situations that could lead to death. Brain surgery or space travel is risky because you may not survive. Yet, there are risky things we do regularly without hesitation, such as driving on the highway. Some of us add more risk by texting or not wearing seat belts.

Perceived risk, on the other hand, is subjective and depends on what you value. Once I realized I was 30 years into my one shot at life and needed to prioritize my goals, my focus shifted from a 401K and time off on weekends to making an impact.

My goal is not to make a billion dollars but to bring as many people as possible into martial arts. When I embraced this, my view of risk changed. Leaving my corporate marketing job, signing a three-year lease on a building, and maxing out credit cards to start Forte no longer felt risky; staying in my comfort zone did.

Changing your perception of risk allows you to pursue your dreams more boldly. For me, it was about understanding that life is a one-time opportunity. No one on their deathbed wishes they had fewer memorable experiences.

And I certainly wasn’t willing to risk that.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Forte is a Brazilian Jiu-Jitsu brand that is currently opening its first location with a full schedule of grappling classes. Our approach to grappling is hybrid, focusing on Jiu-Jitsu, catch wrestling, and judo to blend the best techniques from multiple disciplines. Long term, Forte aims to become a nationally recognized all-in-one brand for combat sports.

On March 22, 2022, I tweeted that I would open a Jiu-Jitsu academy in 2024.

During the last week of December 2023, I had a week off work and attended every class my gym offered. Morning classes, night classes—all week long, I immersed myself in teaching and learning. It confirmed that this was exactly what I wanted to do with my life.

In January, I took the first step and sublet through a martial arts school. I reached out to one school—only one.

Two days later, I met my new friend Jenny, who co-owns True Athletics. In one meeting, we arranged an agreement, and I had the start of my Jiu-Jitsu program inside of a Taekwondo school. Over the next month, we experienced explosive growth, gaining 20 members in 25 days.

Then, in mid-March, I contacted a realtor to begin the search for our own space to lease. He said it would take a couple of months to find, negotiate, and move in. Three days later, we had a place to consider. It was perfect.

One week later, on March 22, 2024, we closed our first gym location.

Exactly two years after my original tweet, it became a reality.

Along the way, I had left my corporate marketing job with no fall-back plan. I jumped head first into this endeavor. Was it smart? Absolutely not. But there are many lessons I’ve learned along the way. My top three are:

1. Start messy. Planning to plan is never going to get you anywhere. I love Abraham Lincoln’s quote about having to cut down a tree in 4 hours, but we’re not cutting down trees here. Instead of waiting until tomorrow, just take that first step today. Post the picture. Get the LLC. Make the announcement. Jump in, say yes, then figure it out as you go.

2. Reach out to your immediate circle for help. This has been a group effort, I’ve had friends help with fundraising, painting my new space, cleaning, managing members, teaching, etc. The more help you have, the further you can go. If you want to go fast, go alone. If you want to go far, go together.

3. Take bets on yourself. It will pay off. There is always something you can do to take a step toward your dreams – just execute with what you have, have faith, and pursue your fullest life. If you ever feel stuck, just take the next step. As Chris Rock said, if you want help – help yourself first.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Arizona is an amazing place. We moved here from the North East and don’t ever want to go back. A week-long itinerary would include traveling from Phoenix through the Navajo Nation to see the Grand Canyon and get Navajo Fry Bread. Aside from that, we’d go to a few of my favorite restaurants: Atria in Flagstaff, AZ Wilderness in Downtown Phoenix, De’Falcos in Scottsdale, and Forno 301 – easily the best pizza in Arizona! Aside from that, I’d force them to take my Jiu-Jitsu classes at Forte, hike in Sedona, and spend time at Tempe Town Lake, Lake Pleasant, and anywhere we can get a delicious margarita.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Many people have significantly impacted my journey into entrepreneurship, My girlfriend Cori Hillsgrove has been by my side this entire time. She jumped in head first with me, doing anything she could to keep us moving forward. Others include my sounding board, Aaron Fletcher, and those who quietly inspire me to continue growing and pushing for more: Gilbert Olivas, Rochelle Daniel, Jenny Quezada, and my mom. Momma, we made it!

Website: fortejiujitsu.com

Instagram: https://www.instagram.com/_lukeboston/

Facebook: https://www.facebook.com/fortejiujitsu

Youtube: https://www.youtube.com/channel/UCzTgmDG4BqMnA_mY04uAT2Q

Image Credits
Sean Malone