Today we’d like to introduce you to Michael Murray.
Hi Michael, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
My journey into owning a Ninja Warrior gym began organically through my son’s passion. After earning his black belt at age 12, he discovered American Ninja Warrior, which led us to a local gym in Middleburg. Six years later, as the original owners prepared for retirement, our strong ties to the gym’s community and our son’s deep passion for the sport motivated us to purchase the business in August 2024.
With over 20 years in IT and a background as a Marketing Director, I had a clear vision for the gym’s transformation. Our extensive involvement in the Ninja community through my son’s competitions, including the World Ninja League and Federation of International Ninja Athletics (FINA), provided invaluable insights and connections. This led to a strategic partnership with RJ Roman, an athlete from the TV show, who joined us as Head Coach, alongside my 18-year-old son who also took on coaching responsibilities.
Our immediate focus was on a comprehensive renovation and rebranding. We replaced the existing wooden rigging with professional aluminum trusses, similar to those seen on the show, and opened up the facility to improve visibility and attract passersby. Innovation was key; we integrated technology with visible screens and developed a competitive pricing structure, establishing ourselves as the premier Ninja gym in Jacksonville. We enhanced the family viewing areas with comfortable seating to accommodate larger groups for classes, parties, and competitions, and improved amenities like fully functional restrooms, bottle filling stations, and an ice machine.
Our family’s faith is central to our values, which inspired the name “The Rock” Ninja Warrior Academy and its logo. We’ve also extended this inspiration to our merchandise, subtly incorporating faith-based pricing. We are committed to fostering a strong “ninja family” atmosphere, regularly hosting FINA competitions and organizing community events like holiday parties and summer/winter camps.
Beyond the physical space, we expanded our offerings to include corporate team-building events and integrated open gym access into every membership. The process of acquiring the business, from licensing and incorporation to insurance, was a significant learning curve. The North & Central Florida District of SCORE, particularly my mentor Gary Meeks, provided invaluable guidance and support throughout this entrepreneurial journey.
While our initial intent was to preserve a training space for all ages, my son’s profound passion for the sport and coaching has become our primary driving force. He recently graduated high school with an Associate’s degree and is now attending the University of Florida on a full scholarship, pursuing a combined Bachelor’s and Master’s in Business. He will continue coaching until he graduates, at which point he will take over the gym, making it truly his own. He has even applied to be on the TV show this season, so keep an eye out for him.
Ultimately, I believe our key to success lies in presentation and passion. You must be deeply passionate about your endeavor and continuously seek what makes your business unique in the market.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
The path to establishing and operating “The Rock” Ninja Warrior Academy has not been without its challenges. All renovations and obstacle constructions have been entirely self-funded and executed largely by my family and friends, often leveraging resources like Marketplace for materials to keep costs down.
A significant ongoing hurdle has been the costly and landlord-uncovered air conditioning issues. This has required persistent effort to find reliable and affordable solutions, a process that has proven difficult with companies often failing to follow through.
Additionally, finding experienced ninja coaches is a considerable challenge, which currently limits our operating hours. As a result, we are closed on Sundays and Mondays for regular classes. However, we maintain flexibility, often coming in to open the gym for special event bookings on those days to meet demand, demonstrating our commitment to our community despite staffing constraints.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
In my professional life, I serve as a Director of Cloud Engineering, overseeing multiple teams comprising Infrastructure Engineers, Cloud Engineers, and Site Reliability Engineers. This is a demanding, often more than full-time role, which means my focus on the gym primarily occurs during nights and weekends.
I am known for being innovative, focused, and strategically minded. What I am most proud of is the accomplishments of my teams. Having moved beyond hands-on engineering some time ago, I rely heavily on their expertise, and they consistently deliver outstanding results.
My approach to leadership is rooted in active listening, careful consideration, and decisive action. While it may sound basic, making informed decisions necessitates a willingness to genuinely consider the suggestions of individual contributors. Sometimes their ideas may not be the optimal path, but often they lead to valuable discussions with great outcomes, or are precisely what’s needed. I believe it’s crucial not to let one’s title or position overshadow the importance of collaboration. As a strategic leader, your greatest assets are your people.
Who else deserves credit in your story?
Credit for our success extends to my entire family and the dedicated members of the gym. During our renovations, teenagers and parents alike volunteered their time to help with painting and construction. My wife expertly manages the financial aspects, and my son’s incredible passion for the gym shines through his coaching. He ensures every athlete receives special attention, and at competitions like WNL Worlds and the upcoming FINA Worlds, he tirelessly moves between wave times to coach both our youth and adult athletes. My parents also consistently contribute by assisting with cleaning and ongoing renovations. Finally, RJ Roman has been a tremendous asset; his long-standing presence on the show and wide recognition within the Ninja Warrior community have significantly helped us attract new members and grow our gym.
Pricing:
- Once a week class membership with unlimited open gym – $150
- Twice a week class membership with unlimited open gym – $250
- Open gym for non-members – $20/day
- Parties start at $250 and include pizza
- We offer first responder discounts on memberships and discounts on family memberships.
Contact Info:
- Website: https://rock.ninja
- Instagram: https://www.instagram.com/therocknwa/
- Facebook: https://www.facebook.com/profile.php?id=61558697064836
- Youtube: https://www.youtube.com/@TheRockNinjaWarriorAcademy
