A significant shift is taking place as prominent figures like the Mendes brothers advocate for the professionalization of the sport and a departure from its traditional “suffering culture.”
“Jiu Jitsu has always had a culture of exchanging favors, of the talented student who trains for free, of the rich guy from the gym who pays for everything for the competitors, of the other rich guy who pays for the tickets, of the friend who gives the password to watch the paid event,”
the Mendes brothers stated in a recent social media post.
This observation comes at a time when the BJJ community is deeply divided on issues of athlete compensation. While competitors like Roberto Jimenez have demanded financial recognition from organizations like the International Brazilian Jiu-Jitsu Federation (IBJJF), others such as multiple-time world champion Gabi Garcia have expressed a more traditional viewpoint.
“Jiu-Jitsu gave me everything I have,”
Garcia stated.
“The federation opened the doors to the sport, and we can’t take away the merit of those who made the sport happen. I think it’s very ungrateful not to give credit to those who deserve it.”
The Mendes brothers, however, highlight a problematic aspect of BJJ culture that has persisted for generations:
“For years, the sense of worthiness in jiu jitsu was tied to being ‘broken’ – the more you suffer, the more you deserve to win – making new generations have this model as a reference.”
This mindset stands in stark contrast to other professional sports where success is visibly rewarded and celebrated. The brothers argue that this is precisely what needs to change in BJJ to foster growth and sustainability.
“This generation has the power to end this cycle,”
they emphasize.
“Young athletes are receiving more money and exposing their success so that it can serve as inspiration and motivation for those who follow them.”
The debate reflects a sport at a crossroads. While participation in BJJ continues to grow globally, revenue generation remains limited compared to mainstream sports, creating challenges for financially supporting athletes. Jimenez had previously noted that
“there are world champions that have to work Uber”
due to lack of compensation.
The Mendes brothers offer a forward-looking perspective on how practitioners can contribute to the sport’s economic ecosystem:
“If you want to make a living from jiu jitsu in the future, you need to support consumption – of kimonos, clothes, monthly fees, subscriptions, private classes, etc.”
They envision a future where success in BJJ isn’t measured by one’s capacity to endure hardship but by professional achievement and financial stability.
“Because one day, if you are successful, the new generation will be buying your product and you and your generation will be proud of having been responsible for spreading the culture of consumption in a day where no one wanted to pay for anything.”
This perspective represents a significant cultural shift in a sport that has traditionally valued stoicism and sacrifice above commercial success. The brothers add that this might be
“our greatest mission in this generation.”
Their message also emphasizes the importance of self-investment:
“Before someone invests in you make sure you are investing in yourself. Investing your time and money to become what you always wanted to be.”
As the BJJ community continues to navigate these tensions between tradition and progression, the Mendes brothers‘ perspective offers a bridge between respecting the sport’s rich history while embracing the necessity of economic growth and athlete prosperity.
“Those who work the hardest and reach the level deserve to be a champion. The one who studies, devotes all day to a purpose and becomes capable deserves opportunities. The one who gives himself 100% to what he does deserves attention,”
they conclude, articulating a vision where excellence and dedication in BJJ are rewarded not just with medals, but with sustainable livelihoods.
