You own something no Canberra rival can copy: a whole fight ecosystem under one roof. The gym, the Storm Damage promotion, and your own cage. Train here, fight on our card, in our cage. That is a category of one, and almost nobody outside the room can see it. The one job now: make the ecosystem legible, modernise and open the front door, and spread the load so it no longer rests on one person.
Storm MMA · Canberra's original MMA fight team + the Storm Damage promotion · 63–65 Sheppard Street, Hume ACT · founder and head coach Storm Oshyer · training in Hume since 2009 · prepared by And Ward · outside-in from public sources · 2026
TSF · Overview + the ecosystem thesis
01 The opportunity
A category of one, behind a door nobody opens
Storm MMA is Canberra's original MMA fight team and, far more unusually, a genuinely vertically integrated fight ecosystem: the gym, the region's longest-running promotion in Storm Damage, and its own cage. A beginner can walk in, join the team, and end up fighting on Storm's own card, in Storm's own cage, then stay on as a coach or cornerman. No rival in this market holds that loop.The opportunity is not to build more. It is to make what you already own legible, and to open a front door that currently hides it.
What's rare
A training gym plus a fight promotion plus a cage under one roof. Storm Damage is the region's longest-running MMA promotion, with a real three-tier ladder: Storm Warning, Storm Front, Storm Damage. Competitors can copy a timetable. Nobody copies sixteen years of fight relationships, an event archive and a cage.
What's hidden
The ecosystem is presented as four separate splash tiles (Training, Storm Damage, Cage Hire, Seminars) rather than one pathway. Membership prices sit on a board inside the gym, and the gym is closed outside class hours. Only the $30 casual rate is public. Nine Google reviews carry a sixteen-year story.
What's at risk
Delivery is genuinely shared across a real bench of six named coaches. Ownership, the promotion, the sponsor and venue relationships and the brand are not. They all run through Storm Oshyer. The un-copyable asset is also the most concentrated one.
20Storm Damage cards, the 20th advertised for 29 August 2026
The region's longest-running MMA promotion, run off an owned in-gym cage that is also hired to other promoters. Behind it: training in Hume since 2009, 200+ combined MMA fights across the team, and two BJJ black belts on the mat. This is the part of the business that cannot be bought, borrowed or rebuilt quickly. Stated · site claims
One ladder, first class to first fight, and a place to stay after
Try
$30 casual class. The only public price.
Awareness
MMA Awareness, the entry rung, twice a week.
Fundamentals
MMA Fundamentals, Saturday mornings.
Total
MMA Total, plus members-only open mat and sparring.
Compete
Storm Warning, Storm Front, Storm Damage.
Stay
Team Storm Fight Crew: coach, corner, crew.
The move: tell the ecosystem as one story instead of four tiles, publish the price and put a bookable first class online, and start spreading the load off one set of shoulders. The substance, the heritage and the asset are already here. The market simply cannot see them, and the door is shut outside class hours.
Brain · People + Facility (raw capture)
02 What you've built
The proof behind "Canberra's original"
Before any strategy, the assets already in the room: a real multi-coach bench across five disciplines, a written behavioural code most gyms never bother to put in words, and a cage almost no gym in the country owns. Rendered here from the public record. Stated · public site
The coach, and the concentration
SO
Storm Oshyer · Founder, Head Coach and Storm Damage promoter
BJJ black belt · MMA, Kids MMA, BJJ, Striking, S&C · training in Hume since 2009
Storm coaches across every discipline on the timetable, runs the promotion, and carries the sixteen-year relationship network that holds the whole ecosystem together. Members name him directly and repeatedly in their own reviews. That is the strength and the exposure in one sentence: the coaching is shared, but the promotion, the sponsor and venue relationships and the brand are not.Stated · live roster verified
DW
Danny Weir
MMA · BJJ black belt
The gym's second BJJ black belt and the main non-founder technical anchor. The most obvious person to front more visibly.
AP
Alex Potroz
MMA · BJJ purple · cardio
Grappling and conditioning. Carries the cardio stream alongside the BJJ curriculum.
JR
John Ramunni
MMA · striking · pads
Striking, pad work and agility. One of three named striking coaches on the live timetable.
DY
Declan Yates
MMA
MMA coach on the current roster.
DT
Diana Tundulin
Kids MMA · S&C
Leads the Kids MMA program for ages 5 to 15 alongside strength and conditioning. Working With Vulnerable People credentials owner-confirm.
MR
Mark de Rooij
Striking
Striking coach and a long-standing member of the gym, which is the culture claim made visible.
40
Team Storm Fight Crew
~40 named members
A large, publicly named crew of training members and fighters who corner and prepare competitors. This is the community behind the "200+ combined fights" claim, and it is a genuine asset most gyms cannot show.
EB
Epic BJJ
Affiliated club, on site
An affiliated BJJ club running from the venue on Tuesday and Friday evenings. The commercial arrangement is owner-confirm.
The room, and the code
The room · 63–65 Sheppard Street, Hume ACT
A single dedicated venue in Hume's industrial precinct, with wall and floor mats, boxing bags and strength and conditioning equipment.
An in-gym MMA cage. Storm competes in it, hosts in it, and hires it out to other promoters. Very few gyms own the infrastructure they compete on.
Around ten to eleven published classes a week over six days, weekday evenings plus weekend mornings.
⚠️ The gym is closed outside class hours. There is no open gym, no daytime floor time and no staffed reception, so a prospect cannot walk in on their own schedule. Stated · timetable
Magna Fight Club sits at 66 Sheppard Street, effectively next door, and converts a nervous local beginner more cleanly than a dated splash page does.
The culture code, published with teeth
"A team like no other." Train as friends with a common interest. No egos. The site says it plainly and the reviews echo it back.
A threshold rule with a consequence: arrogance, disrespect, bullying, or using greater skill to dominate less-experienced members are not welcome, and someone doing it may be asked to leave. That is a policy, not a slogan.
Light contact drilling. Safety over dominance, because hard contact stops people learning.
High-percentage technique, adapted to the person. Master fewer moves that actually work for you.
The proof, on the record
Since 2009 in Hume, Canberra's original MMA gym20 Storm Damage cards, the 20th advertised for 29 Aug 2026200+ combined MMA fights across the team2 BJJ black belts on the matIts own cage, competed in and hired outA published three-tier fight pathway: Warning, Front, Damage
Brain · Offerings & Pricing (raw capture)
03 The offer
Everything you can train, and the one price you publish
A real beginner-to-fighter class ladder, a kids stream, an affiliated BJJ club on site, private coaching, and three ecosystem lines almost no rival can offer. The timetable is public, which is a genuine field strength. The prices, apart from the $30 casual rate, are not. Stated · live timetable
Programs. Red is the training gym, violet is the ecosystem.
MMA Awareness
Tue + Fri 6–7pm
The entry rung of the MMA ladder, and the class a nervous first-timer actually starts in.
MMA Fundamentals
Sat 10–11am
The middle rung. Building the base into working technique.
MMA Total
Sun 10–11am
The top rung of the ladder. Integrated MMA rather than siloed styles.
Striking
Mon 5–6pm
Boxing, kickboxing and Muay Thai striking. Three named striking coaches.
Epic BJJ
Tue + Fri 7–8pm
An affiliated BJJ club running from the venue. Relationship owner-confirm.
Open Mat Rolling
Wed · members only
The step up into live work, reserved for members. A real commitment tier.
Sparring
Thu · members only
Members-only live sparring, under the light-contact philosophy.
Kids MMA
Thu 5–6pm + Sun 9–10am
Ages 5 to 15, in the same no-ego culture. Term 3 2026 enrolments open.
Private 1-on-1
on request
Private coaching off a two-black-belt bench. High margin, and it does not need a class slot.
Storm Damage
the owned promotion
The region's longest-running MMA promotion, with a three-tier amateur to pro pathway. Tickets historically via TryBooking.
Storm Cage Hire
the owned cage
The in-gym cage hired to external ACT and NSW promoters. A capital asset that can earn between your own cards.
Seminars
visiting coaches
The fourth arm of the portal. Public detail is thin, cadence owner-confirm.
The price ladder, public versus on enquiry
Casual / drop-in class, every listed class Public
$30 / session
Membership, weekly or monthly unlimited On enquiry · field benchmark
~$45–55/wk
Members-only Open Mat + Sparring Member-gated
included
Kids MMA, per term On enquiry
on enquiry
Private 1-on-1 On enquiry · field benchmark
~$100–130
Storm Damage tickets Event-priced · TryBooking
per card
Cage hire On enquiry
on enquiry
Seminars On enquiry
on enquiry
Joining fee / lock-in Not stated
not stated
Only the $30 casual rate is public. The timetable says memberships and discounts are on display at the gym, and the gym is closed outside class hours, so a prospect cannot see the board on their own schedule. Every other figure above is benchmarked off the field, not off Storm: the Canberra adult-unlimited band runs roughly $45 to $70 a week, and private sessions typically sit around $100 to $130. A smaller Hume facility would sit at the lower end. These are industry baselines for a conversation, never Storm's actual fees. The single cheapest fix on this page is to publish a real number, even a "from" number.
Brain · Reviews + Socials (raw capture)
04 Reputation & reach
A strong reputation, in a very small voice
What people say is consistent, warm and specific. There is just far too little of it, and most of it is old. For a gym that has been training since 2009, this is the most under-fed reputation footprint in the field. Verified · public + coded review corpus
4.6★ / 9
Google. Eight of nine are five-star; the single 1★ carries no text at all
~760
Instagram followers on @teamstormmma, low for a gym this old
~17
Facebook reviews reported, text not publicly readable, to be reconciled
What members actually say · verbatim and attributed, from the nine-review Google corpus
★★★★★
"Great gym, great people. Storm and the team are very welcoming and knowledgeable."
Ethan Metcalf · ~9 months ago
★★★★★
"The environment is welcoming and ego free."
Brett Zimmer · ~3 years ago
★★★★★
"Storm is a wealth of knowledge and is very passionate about what he does."
Toriy Cook · ~3 years ago
★★★★★
"Great place to train. Storm and the team are very welcoming and the training is top notch."
Farmer furry · ~2 years ago
★★★★★
"Friendly, welcoming atmosphere. Storm is a great coach and really knows his stuff."
Mark de Rooij · ~5 years ago
★★★★★
"Been training here for years. Storm is a fantastic coach and the team is very supportive."
Jamie Carl · ~9 years ago
✅ Provenance: these are real, attributed, verbatim quotes from the nine-review Google corpus. No composites, no invented voices. Read them honestly, though. Only six of the nine reviews carry any text, the corpus spans nine months to nine years, and two of the six voices are long-standing insiders (Mark de Rooij coaches striking; Jamie Carl is on the Team Storm crew roster). The lone 1★ has no text and no reply, so it drags a would-be 5.0 down to 4.6 while telling nobody anything. Directional theme counts across the six text reviews: welcoming and ego free ~5 · "Storm knows his stuff" ~4 · great gym, great people ~5 · training quality ~2 · supportive team ~2 · beginner-friendly ~2 · long tenure ~2. With six coded reviews, treat every count as directional, never evidentiary. The absence of complaints is a gap in the sample, not proof there are none.
Social and competition footprint
FB /StormMMAHume · also /StormMMACanberra
FB /StormDamageMMA, the promotion
IG @teamstormmma, ~760
🎟 TryBooking, event tickets
✓ Tapology promotion 668
✓ Smoothcomp club 51418
✕ no lead form, no email list
🔁 The flywheel you own but never connected: a Storm Damage card fills a room with people who already like watching local MMA, and not one of them is walked back to a first class. There is no ticket-to-trial offer, no capture, no follow-up, and no visible price for them to act on. The promotion is run as a separate line the market never connects to the gym. Wire the card to the front door, and the most defensible asset in the business becomes its acquisition engine. Do the same for the cage: every external promoter who hires it is a warm relationship nobody is farming.
TSF · Business Model → Unit Economics
05 What it's worth
A retained member is an annuity, not a fee
Three levers you could actually pull this quarter, all fed by classes you already run and coaches you already have. Move the ones that feel real. Illustrative · public rate + field benchmarks
Three revenue levers. The first two need no new product at all, only a visible price and an open door.
+$23,400/yr · ~$45/week, the field's published floor (memberships are on enquiry), recurring
+$15,600/yr · $30 a session, your own published rate, the only public price on the site
+$15,600/yr · ~$100 a session, the field's published low anchor, and it needs no class slot
Combined new revenue / year
$54,600
recurring across your levers
Per month
$4,550
added monthly recurring
Over 3 years
$163,800
if they stay and train
📈 The rule: a retained member is worth roughly $2,300 every year they stay, at close to zero extra cost until a class actually fills. Your classes are not full. And the cheapest source of those members is already yours: the Storm Damage crowd. A card that fills a room and sends nobody to a first class is the most expensive marketing in the business, because you already paid for it.
Illustrative only. This never shows a real fee, yours or anyone's. Memberships and private rates are on enquiry, so both use published industry anchors: the Canberra adult-unlimited band runs about $45 to $70 a week, and private sessions about $100 to $130. Only the $30 casual rate is Storm's own published number. For scale, a labelled model from the filed research passes (a hypothesis, not a valuation) puts the active base at roughly 50 to 80 members with break-even near 60, against the last public figure of about 50 members in a 2015 profile. Tell us where each of these actually lands.
TSF · Competition (attributes + white space)
06 Where you stand
Elite on the mat, invisible in the market
Mapped against your field on five attributes the segment actually competes on, using the Combat Sports brand-attribute instrument. The shape is unusually lop-sided and it tells the whole story: Storm spikes on the two axes that are hardest to build and collapses on the two that are cheapest to fix. Note that your timetable is published, which is a genuine field strength; the constraint there is the closed-outside-class-hours access, not visibility. Drag the sliders to set your own read. Instrument-scored · provisional, not yet field-validated
Storm MMAField medianProgressionStockade
Your scores (0–10) · drag to adjust
Rivals shown for reference (fixed, from the field matrix). And Ward analysis; your read replaces ours.
Attribute (0–10)
Storm MMA
Field median
Progression
Stockade
Coaching credibility
7
4
6
8
Fight pathway & pedigree
8
4
6
4
Reputation & social proof
4
7
7
8
Commercial transparency
2
4
2
4
Discipline breadth
6
6
8
8
Your white space, and it is genuinely yours: (1) "Canberra's no-ego path from first class to first fight", told transparently, on a platform only you own; (2) real MMA for ordinary adults who want capability without fight-gym intimidation, which your own reviews already evidence; (3) a published first-90-day roadmap and a real price, because no rival combines transparent onboarding with an owned fight platform; (4) the cage and the promotion as legible business lines, not splash tiles. You are the only operator in this market who can credibly promise the whole road. Nobody else can build the destination.
The Success Framework, applied outside-in. Your culture code is more explicit than almost anyone's in this field, and your competitive position is the clearest. The open pieces are a ranked values set, a written purpose and a forward vision. Alignment 3.5 (Image 4 / Direction 3) · Level of work completed 12/16.
Direction · who you are and where you're going
Values (stated behavioural code)
No ego · anti-dominationTeam and supportSafety over dominanceRespectFunPracticalityIndividual development
Storm publishes a real behavioural code, and unusually it has a consequence attached: ego, bullying and dominating less-experienced members can get someone asked to leave. That is a threshold value, and most gyms in this field do not have one. What is missing is the ranking, not the substance. 1 of 2, and the gap is one conversation wide.
Purpose & Vision
Purpose (a founder theme, not a written statement): lifting the awareness of MMA in the Canberra community, and providing levels of competition for people of all experience levels and goals. That is a purpose in practice, evidenced by twenty cards and a sixteen-year team. It has never been written down as a purpose. 1 of 2.
Vision:no forward statement is published, and no growth direction is signalled. This is the question worth answering first: is Storm MMA a growth priority with a second surface, a bigger promotion and a real acquisition engine, or a steady-state passion project run beautifully at its current size? Both are legitimate. Only one of them justifies the work on this page. 0 of 2.
Brand · how you show up
Category
Not just an MMA gym. A no-ego, fight-tested MMA team with its own competition platform and its own cage.
Mind
"The original." Yet current Canberra recommendation threads name Progression, Stockade and Elements and rarely name Storm. That is a visibility problem, not a quality one.
Perception
Friendly, knowledgeable, genuinely ego free, and sticky. Members stay for years. Heard by very few people.
Words owned
No ego. Team. Storm Damage. Real MMA. Storm Damage is the most distinctive name you hold; no ego is the most commercially useful.
Promise
Train without bullying, hierarchy or ego, and learn practical MMA that works under resistance. Both are delivered and both are evidenced.
Guarantee
None published. The one promise with a consequence is the no-ego removal policy. A white space worth naming.
We teach Canberra adults, teenagers and aspiring fighters practical MMA, BJJ and striking in a no-ego team, and we run the region's own fight promotion, so you get fitter, more capable and, when you choose, ready to compete.
Promise + Guarantee + Your Secret = The Pitch
🔑 Your Secret: Storm MMA is not a gym with an event attached. It is the operating system for grassroots MMA in Canberra. It is the only local business that is simultaneously a training gym, a fight promotion and a cage-infrastructure provider, and that makes a closed loop: a nervous beginner walks in, embeds in the team, becomes a fighter, competes on your card in your cage, and then stays on as a coach, cornerman, sponsor or spectator. A rival can copy a timetable in a week. Reproducing sixteen years of relationships, twenty cards, a fighter network and a cage is a different order of problem. You have never presented it as the strategic asset it is.
Business model · how the money works
Key partners
Southern Cross Club Woden as the event venue · Storm Damage sponsors (currency owner-confirm) · visiting gyms and fighters · Epic BJJ on site · sanctioning bodies referenced for titles · the external promoters who hire the cage
Key activities
Delivering MMA, BJJ, striking, kids and S&C classes plus members-only open mat and sparring · private sessions · promoting, matchmaking and producing Storm Damage · cage hire · seminars · fighter development
Key resources
Storm Oshyer's coaching, credibility and network · the six-coach bench and the ~40-strong fight crew · the Hume venue · the owned cage · the Storm MMA and Storm Damage names, the twenty-card archive and the fighter network
Value propositions
Practical, fight-tested MMA taught in a room where ego is actively policed, with a real, local, owned road from your first class to your first fight, and a team you can stay part of long after you stop competing.
Customer relationships
Coach-led and face to face · peer learning · a stated team culture · members-only sessions as the commitment tier · direct email. Relationship-led retention, with a real concentration in the founder.
Channels
A dated four-subsite splash portal · Facebook for gym and promotion · Instagram ~760 · TryBooking · Tapology and Smoothcomp listings · directories · word of mouth. No online booking, no lead capture, no nurture, no search visibility.
Customer segments
Ego-averse adults wanting real MMA · fitness-first adults (barely reached) · fighters and competitors · kids 5 to 15 and their parents · and the ecosystem buyers: spectators, sponsors and cage-hire customers
Cost structure
Hume industrial rent · coaching labour, heavily the founder's own time, which is low in cash and hard-capped in hours · insurance and utilities · equipment · episodic Storm Damage production costs including venue, cage transport, officials, medical, security and promotion. Actuals owner-confirm.
Revenue streams
Memberships (on enquiry) as the recurring core · $30 casual, the only transparent self-serve line · private 1-on-1 · Storm Damage tickets · cage hire · seminars · event merchandise and media. More revenue-diverse than any pure class gym in the field.
Value proposition · the adult who wants real MMA without the aggro
Jobs to be done
Functional: learn integrated striking and grappling that works under resistance, get genuinely fit, train consistently, and step into live work when ready.
Social: belong to a credible team, be respected rather than judged as a novice, and train with people who take the craft seriously.
Emotional: feel safer and more confident, do something hard on purpose, and build an identity on capability rather than appearance.
Pains → Pain relievers
"I'll get humiliated or hurt by someone better than me"
A published no-ego rule with a consequence, plus light-contact drilling. The exact fear, answered in policy
"I don't know how to get from curious to competent"
Awareness → Fundamentals → Total, then members-only live work. A real ladder, currently invisible online
"Regular gyms bore me, I want skill and purpose"
Every session is technique and team, coached by two black belts and a fight-tested bench
"What does it cost, and can I book?"
⚠️ Unanswered. The price is on a board inside a gym that is shut outside class hours. This is the leak
Gains → Gain creators
Practical, measurable MMA skill
High-percentage technique adapted to the individual, not volume for its own sake
A safe room where the challenge is still real
Coaches actively police the culture, and members say so in their own words
A genuine destination if I ever want to compete
Storm Warning → Storm Front → Storm Damage, on your card, in your cage. No rival can offer this
Somewhere to belong after I stop competing
A sixteen-year network with a ~40-strong crew who corner, coach and turn up
Who you serve
The moat · ego-averse adults who want real MMAVolume · fitness-first adults you barely reachProof · fighters on the three-tier pathwayFamily · kids 5 to 15 and the parent who joinsEcosystem · spectators, sponsors and cage hire
Customer Forces · Running Lean
08 Why your customers move
The pull is real. The door is shut.
What pushes people to start, what pulls them to you, and what stops them. Be warned on the evidence: with only six text-bearing reviews, the Pull is the one force your customers have actually told us about. Push, Trigger and Inertia are structural reads that need you and your members to confirm them. Friction, by contrast, we can see directly.Inferred · thin corpus + observed gates
Push →
Curiosity about MMA, BJJ or striking, sparked by a fight watched or a friend who trains, alongside a confidence, fitness or self-defence prompt. What is at stake is staying on the sidelines of something they keep thinking about. (Structural. Not evidenced in a nine-review corpus, so this goes to elicitation.)
Pull →
Authentic, fight-tested coaching colliding with a room where ego is actually policed. In members' own words: "welcoming and ego free," "Storm is a wealth of knowledge," "the team is very supportive," and a member of nine years still there. The one force your customers evidenced. Directionally firm, volume-light.
Inertia →
"I'm not a fighter type." First-timer nerves. Not knowing where to begin. An existing gym membership already being paid for. Reluctance to walk into an industrial-estate fight gym cold. (Structural. Not evidenced in the corpus, so this goes to elicitation.)
Friction →
⭐ The centrepiece, and it is directly observed, not guessed. Four hard gates: you can't see the price (only $30 casual is public); you can't self-serve (no online booking, no trial-to-join path, no lead capture); you can't get in (the gym is closed outside class hours); and the Hume industrial location asks for a trip a nervous beginner has to talk themselves into.
Push + Pull > Inertia + Friction → the switch is likely once contact is made. The binding constraint is being price-visible, bookable and reachable, not being desirable. And unlike most gyms, Storm leaks at both ends: it barely reaches the volume segment at all, and then gates the ones who find it anyway.
New-offer opportunities · demand the market says you're not serving
Open the front door Publish a membership price or a "from" number, put the class pathway online, and make a free or low-cost first class bookable in sixty seconds. The highest-certainty, lowest-cost move on this page, and it lifts every segment at once.
Publish the first 90 days Map the road: first class, Awareness, Fundamentals, Total, live work, and the optional step onto a Storm Damage card. It reassures the nervous beginner and showcases the promotion in the same breath.
Wire Storm Damage to the gym A standing offer at every card: spectator, first class, published price, no-ego welcome, ninety-day retention. Turn the most defensible asset you own into your acquisition engine instead of a separate line.
Productise the kids-family ladder Kids MMA is a retention and adult-acquisition ladder being run as a single class. A visible family membership, a published rate and a clear kids-to-member path is family revenue you already half-earned.
Make cage hire and seminars legible Clear terms, a published enquiry path and a bookable form turn a capital asset and sixteen years of event know-how into a B2B line no rival can match. Demand is owner-confirm; the asset is not.
Install a review habit Nine reviews for a gym this old radically understates it, and most of them are years old. Ask every happy member, reply to every review. It is the closest thing to free reputation this business has.
CBP · full 31 capabilities + 25 scenarios + risk
09 Can you deliver & survive
Over-built where it's hard, under-built where it's cheap
A defence-grade capability read applied to the business, judged on what it can do rather than on effort. Storm is the inverse of a modern growth-stage gym. It leads on the expensive, durable things nobody can copy, and lags on the cheap, decisive ones anyone can fix. Inferred · aspirational until confirmed
Working well · the substance
Event the owned Storm Damage promotion, twenty cards and a three-tier ladder. A category of one.
Asset the cage, the event archive, the fighter network and two live brand names.
Product gym plus promotion plus cage plus seminars. A defensible portfolio, not a thin one.
Competency two BJJ black belts and a six-coach bench across five disciplines.
Policy a published behavioural code with an actual consequence. Rare in this field.
Room to grow · the engine
Founder 🔴 owner, head coach, promoter, brand and relationship network, all one person.
Information 🔴 no booking, no member system, no analytics. You cannot run or measure a funnel.
Message the ecosystem told as four tiles. The one un-copyable asset is buried.
Channel a dated splash portal, a price behind a door, and a door that is locked most of the day.
Customer nine reviews and ~760 followers carrying a sixteen-year story.
The full capability map · all 31 capabilities
Click a state to isolate it and the rest hide. Each colour is its fixed meaning, including violet for a capability that should exist and does not.
Tier 1 · Strategic direction (11)
Brand
How the business is known and perceived.
Works
Genuinely distinctive. Owns "no ego," "team," "real MMA" and the un-copyable Storm Damage name, with a numbers-backed voice. The nuance: it is un-focused, marketed as four sub-brands rather than one pathway.
Message
What the business says about itself.
Problematic
The deep pages tell the culture well, but the front door fails to say what this is quickly, and the train-here, fight-on-our-card, in-our-cage story is split across four separate splash tiles.
Campaign
How it attracts attention and leads.
Needed, not built
There is no acquisition campaign capability at all. No lead magnet, no evergreen campaigns, no defined beginner offer, no retargeting, and no funnel off the events. The natural always-on magnet is not run as one.
Strategy Mgmt
Choosing where the business is going.
Needed, not built
No forward vision is published and nothing publicly systematises the method or the event playbook so it could run without the founder. The highest-stakes gap on this map.
Market
Knowing which market you're in and how big.
Suboptimal
Out-shone despite the heritage. Progression and Stockade dominate public recall, Magna contests the same street, and Storm is rarely named in current recommendation threads. A visibility problem, not a quality one.
Plan
Setting goals and deciding what's next.
Suboptimal
Sixteen-plus years of survival implies real operating instinct, but the plan reads steady-state: the buying journey and the reputation footprint have been left unfixed for a long time.
IP / Legal
Owning and protecting names; compliance.
Problematic
Long common-law use of "Storm MMA" and "Storm Damage," with no confirmed trademark protection on either. Combat, sparring, kids classes and ticketed events are a real insurance and safeguarding surface. Owner-confirm.
Business Entity
How the business is held and run.
Suboptimal
Four arms presented as four sub-brands under a "Storm Industries" umbrella rather than one business the market can read, with direction resting on a single principal and no second principal visible from outside. How the ecosystem is held so it outlasts one person is the discovery question. Owner-confirm.
Investment
Deciding where to put money for a return.
N-A
Not material to an owner-operator at this stage.
Policy
The internal rules the business runs by.
Works
An unusual green. Storm publishes a behavioural code with an explicit consequence: bullying, arrogance or dominating less-experienced members can get someone asked to leave. Most gyms in this field never write one down.
Research
Formal market or product research.
N-A
Not a formal function here.
Tier 2 · Customer-facing (5)
Customer
Knowing and looking after who buys.
Problematic
Loyalty is genuinely strong, with long-tenured members and an ego-free room they name themselves. The footprint is not: nine Google reviews at 4.6★, most of them years old, ~760 followers, no review habit, no owner replies surfaced.
Channel
The routes you use to reach members.
Problematic
The dated front door. A legacy table-built four-subsite splash portal with no online booking, no lead capture, no member checkout and weak search visibility, plus a gym that is closed outside class hours. Everything routes to an email or a visit.
Product Mgmt
Shaping the offer people buy.
Works
The vertically integrated loop: gym, promotion, cage hire, seminars and event media under one roof. The issue is not a lack of product, it is prioritisation and packaging.
Agreement
The terms that hold deals together.
Suboptimal
Memberships, waivers and a members-only tier all exist, but joining fee, lock-in, pause and cancel terms are not published anywhere. Less transparent than the field's public-priced operators.
Partner
Others who send or deliver alongside you.
Works
Southern Cross Club Woden as the event venue, event sponsors, visiting gyms and fighters, an affiliated BJJ club on site, and the external promoters who hire the cage. A real relational surface that is hard to replicate. Currency owner-confirm.
Tier 3 · Supporting (15)
Competency
The skill to do the core work.
Works
Two BJJ black belts plus a six-coach bench across MMA, BJJ, striking, kids and S&C, behind 200+ combined fights. ⚠️ Deep coaching does not relieve the founder red below: the mat would partly survive, the promotion and the brand would not.
Training
Delivering to members.
Works
A real ladder from Awareness to Fundamentals to Total, plus members-only open mat and sparring, kids, striking and private sessions. Thin as it is, the review corpus is warm and consistent, and surviving since 2009 is itself a delivery proof.
Facility
The premises and space.
Suboptimal
A dedicated Hume venue with mats, bags, S&C and an in-gym cage. Authentic delivery, but a single industrial site with no open gym and no daytime trade, on one lease. Floor area and utilisation owner-confirm.
Asset
The equipment and gear.
Works
⭐ The owned cage is a capital asset that also earns as a hire. Add the twenty-card archive, a large historical fighter network and two live brand names, and the assets extend far beyond the timetable. Ownership and condition owner-confirm.
Event
Running events and experiences.
Works
⭐ The defining capability. Storm owns and runs the region's longest-running MMA promotion, with a three-tier amateur to pro pathway, in its own cage, at an established venue. No Canberra rival holds this. Event economics owner-confirm.
Human Resource
People, roles and bench depth.
Significant
⭐ The defining exposure. Delivery is genuinely shared across six named coaches, but owner, head coach, promoter, brand and the whole relationship network are one person, with no evidenced succession. Employment split and kids-coach credentials owner-confirm.
Information
The data the business holds.
Significant
A static site, prices offline, and no visible member portal, booking system, member database or analytics. The business cannot currently measure a funnel, a retention curve or an event's economics. This is the plumbing beneath the Channel and Campaign symptoms.
Finance
Money, margin and runway.
Owner-confirm
Not scored, and deliberately so. Revenue, margin, member count and per-event economics are all private. The only public commercial signal on the whole site is the $30 casual rate.
Work Mgmt
Coordinating day-to-day work.
Suboptimal
Runs lean and light on systems, which is efficient at this size and a ceiling above it. Internal process owner-confirm.
Location
Where the business operates.
Single site
One Hume premises at 63–65 Sheppard Street, with a fixed cage in it.
Program
Managing change initiatives.
N-A
Not material at this stage.
Incident
Handling issues and safety events.
N-A
Not scored from outside. Combat, sparring, kids and live cards mean incident and safeguarding protocols are worth confirming properly at discovery.
Inquiry
Formal investigations.
N-A
Not applicable.
Job
Scheduling and dispatching work.
N-A
Not applicable.
Legal Proc.
Handling disputes and claims.
N-A
Not applicable.
Scenario stress test · could you respond today? (all 25)
1
scores red, cannot respond today (S3 · the founder)
16
Tier 1 · known serious risks
9
Tier 2 · event-horizon shocks
Click a response to isolate those scenarios and the rest hide.
Tier 1 · Baseline resilience (16)
Tier 2 · Event horizon, assumption-breaking (9)
Risk register · every risk leads with its upside
R1 · The one asset nobody can copy is the one nobody can seeCritical · the thesis
A training gym, a sixteen-year fight promotion and an owned cage is a combination no Canberra rival holds. It is told as four disconnected splash tiles under a "Storm Industries" umbrella, and Storm is rarely named in current recommendation threads. The market does not know what it is looking at. Upside: tell it as one story, train here, fight on our card, in our cage, and the same substance starts attracting the buyer who currently walks past it. This is the cheapest, highest-certainty move in the business.
MessageBrandCampaign
R2 · Everything strategic runs through one personCritical
Delivery is genuinely shared across six named coaches, which is more than most of the field can say. Ownership, the promotion, the sponsor and venue relationships and the brand are not shared at all. If Storm steps back for a month, classes continue and the card does not. There is no publicly evidenced succession, and nothing systematises the method or the event playbook. Upside: front and develop the bench, starting with a second black belt already on the mat, and write the method and the Storm Damage playbook down. Continuity, capacity and the founder's own hours all improve at once, and the ecosystem stops being one person deep.
Human ResourceSuccessionStrategy Mgmt
R3 · A gated, offline, closed front doorHigh
Only $30 casual is public, memberships sit on a board inside a gym that is shut outside class hours, there is no online booking or lead capture, and the site reads as dated. The analytical buyer bounces to a more transparent rival, including one on the same street. This is a conversion architecture that leaks demand the reputation should already be winning. Upside: publish a price or a "from" number, put a bookable first class online, and surface the timetable and the access hours. Near-free to fix, and it lifts every segment on this page simultaneously.
ChannelInformationAgreement
R4 · A sixteen-year story told by nine reviewsHigh
Nine Google reviews at 4.6★, most of them three to nine years old, ~760 Instagram followers, and no review habit or owner replies surfaced. The reputation is real, it is simply under-fed, and a thin footprint offers no buffer if a bad week ever arrives. Upside: a standing habit of asking happy members for a review and replying to every one is the cheapest reputation work available, and the loyal core is clearly there to ask. Fixing volume also fixes recency.
CustomerMarketCampaign
R5 · Live events plus a single site, on one leaseMedium-high
Running combat events carries a genuine injury, medical, officiating and insurance surface, and kids classes add a safeguarding one. It all happens on a single industrial site with a fixed cage in it, and there is no second location to absorb a lease loss or a rent shock. Upside: confirm cover, sanctioning and medical protocols in writing and the event line becomes a durable, sellable capability rather than a personal undertaking. Sweating the cage as a hire asset between cards also builds a second income line off the same lease.
FacilityEventIP / Legal
The one instruction: fix the front door and the story before you build any more product. Storm does not need more classes, more disciplines or a bigger offer. It needs to be findable, readable and buyable, and it needs to stop resting a sixteen-year ecosystem on one set of shoulders. The hard, expensive, un-copyable work is already done. What is left is the cheap work, and it has been left undone for a long time.
One job: make a genuinely rare business legible, open a door that is currently shut, and spread the load off one person. This is a telling-and-opening plan, not a building one. The substance is already on the mat. Inferred · And Ward's proposal
Next 30 days
Say what you actually are
Tell the ecosystem as one story on one page: train here, fight on our card, in our cage. Retire the four-tile splash framing.
Publish a membership price, or a "from" number, plus the joining and cancellation terms.
Surface the timetable and be upfront about the access hours, so nobody arrives to a locked door.
Start a standing review habit: ask every happy member, reply to every review, including the old ones.
Days 31–60
⭐ Open the front door
Replace the splash portal with a modern page that loads fast, reads on a phone and can be found in search.
Put a free or low-cost first class online and make it bookable in under a minute, with a simple lead capture behind it.
Publish the first-90-day roadmap: first class, Awareness, Fundamentals, Total, live work, and the optional step onto a card.
Wire Storm Damage to the gym: a standing ticket-to-trial offer at every card, pointing at the new bookable door.
Days 61–90
Spread the load and monetise the asset
Front and develop the bench publicly, starting with the second black belt, and begin writing down the method and the Storm Damage playbook.
Productise the kids-family ladder with a visible family membership and a published rate.
Make cage hire and seminars legible B2B lines with clear terms and a bookable enquiry.
Confirm insurance, sanctioning, medical protocols and kids-coach credentials in writing, for the gym and for the cards.
The Customer Factory ran a single public-research pass through three lenses, with every claim tagged to its public source. This is the free outside-in read. A Founders Foundation workshop turns it into an owner-confirmed one. Method · And Ward
01 · CAPTURE
The brain
Your site page by page, the live timetable and coach roster, the nine-review Google corpus coded review by review, the social and competition-platform footprint, the offer and the one published price, the competitive set, and your own brand CSS.
02 · ANALYSE
Three lenses
The Success Framework for who you are, capability-based planning for what you can survive, and customer-force analysis for why people move. Cross-checked against a sixteen-gym Canberra field matrix.
03 · BUILD
This page
A strategy rendered in your own brand: the canvases, the radar, the capability map and the calculator, generated from the brain on demand.
Close · three moves + a conversation
12 Let's talk
Three moves, then a conversation
Say what you are.
One story, not four tiles. Canberra's original MMA team, with its own promotion and its own cage. Train here, fight on our card, in our cage.
Open the door.
Publish a price, put a first class online, and connect the Storm Damage crowd to the gym they just watched fight.
Spread the load.
Front the bench, write the method and the event playbook down, and build something that can outlast any one person on it.
Bin it, use it, or let's build it.
This is an outside-in draft, written from public information only, by someone who has never met you. If you already have it documented, bin it. If not, use it. If you want it properly aligned, one conversation turns it into a real, owned plan, built with you, in your brand.
✓
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