RockStar Martial Arts focuses on kids learning, not just their fitness. They get to learn leadership, anti-bullying techniques, and confidence as well as sick moves.
RockStar Martial Arts wants to expand its kid-focused martial arts concept as it draws on themes of youth development combined with fitness. The brand, with seven studios in Texas’ Dallas-Fort Worth metro, grew out of the shared interest of its husband-and-wife founders, who say martial arts is here “forever.”
James Boecker has been in the martial arts business for about 40 years and had a competitive career before starting USA Martial Arts, which he built to eight locations. Shiva Boecker met James in 1998 after joining one of his kickboxing courses. After the sale of USA Martial Arts, Shiva had an idea: start another martial arts studio, but make it boutique.
“I was exposed to these beautiful, high-end boutique fitness studios,” she said. “I thought that was really lacking the martial arts space, so I want RockStar to be this high-end boutique.”
Shiva Boecker’s idea for a boutique martial arts studio became RockStar Martial Arts.
Boecker, who was born in Iran and fled the country with her family, studied biology and chemistry after arriving in the United States. Instead of pursuing a career in the medical field, however, she wanted to continue with martial arts because of its positive impact on her life and a desire to bring that change to others in a comfortable space.
RockStar Martial Arts offers a variety of jiu-jitsu, Muay Thai kickboxing and other self-defense classes for kids, plus classes geared toward teens and adults.
Within a year of opening in 2014, Boecker said clients were asking about the possibility of franchising. The couple started licensing schools at first, making the jump to franchising in late 2019. Because it was clients approaching Boecker, their growth to seven stores has mostly been organic so far.
When COVID hit in 2020, one of the ways RockStar adapted for the franchisees and customers was to provide digital lessons. That way, franchisees could keep their business going and customers could keep their routine. That sense of security was one of the reasons Josh Ruff was drawn to the company.
Ruff started studying martial arts at a young age, starting with Muay Thai, among others, and later adding Brazilian jiu-jitsu. He and his son run two RockStar locations between them in Texas, and he said so far the experience has been positive for both. The leadership is what attracted him in the first place, as well as the values of the company. Being a more child-focused brand, Ruff sees RockStar as a place for children to feel comfortable with themselves and learning martial arts.
“Shiva and James have been in this field for a long time, and they’ve got a great understanding of their system,” he said.
Shiva and James Boecker, owners of RockStar Martial Arts. James Boecker has nearly 40 years martial arts experience, with Shiva bringing up the idea of the boutique-studio RockStar.
“It weighs on us heavily that people invested into us, so we always make sure we are available for our franchisees. Their success is our number one priority,” Boecker said. One support tool is RockStar University, which provides training plus quarterly marketing plans, creative schedules and more.
As Ruff put it, “James and Shiva are always there. They answer the phone and answer any questions you might have no matter what.”
RockStar also has an extensive anti-bullying program. According to Boecker, the program teaches children how to handle bullies verbally and physically. They also strive to teach their students leadership skills and develop their character for the future. After all, for many of the students, martial arts are a lifestyle.
“We like to be thought of as a kids-focused concept, not necessarily fitness,” she said. “After all, fitness can be such a fad, but kids and martial arts have been here forever.”
The Boeckers are focused on steady growth for RockStar and hope to open 10 new locations in 2023. Studios size is 1,500- to 2,000 square feet and the initial investment range is $201,060 to $355,100