The story of the world champion who became Jiu-Jitsu's greatest businessman

Brazil is a world reference in jiu-jitsu. The sport that once carried an image of “bad boys” is now a global powerhouse, winning fans such as Joe Rogan and Gisele Bündchen. Originated in Japan and refined in Brazil by the Gracie family (especially Carlson and Hélio Gracie), Brazilian jiu-jitsu (BJJ) has established itself as one of the most influential martial arts in the world—and a big business. Alliance Jiu-Jitsu, the largest franchise in the…