Introducing The Humble Warriors

British Judo’s mission is simple: make Britain fall in love with Judo. Simple, but not easy!

We’re driving this by grounding our promotional efforts of the sport in purpose and meaning, shaping our operations and interactions with clubs, their members, and the British public through the lens of the Humble Warrior.

Amidst global upheaval from Covid, geopolitical tensions, and a cost of living crisis, everyone recognises a collective need for community and wellness. Our sport has a built-in advantage because we do this by default. Communicating the supportive structure and promoting both mental and physical health is the opportunity. And catering to the inclusive, diverse expectations of Gen Z, the next generation of leaders and athletes, Judo can stay relevant for years to come.

Our communication strategy involves three audiences:

• Potential judokas
• Existing judokas
• Stakeholders

In practice, this strategy results in the following activities:

• Proactive acquisition of new athletes and members.
• Retention of current ones.
• Collaboration with partners like coaches, clubs, volunteers, etc.
• Making our sport attractive and appealing to youth. Youth appeal is a prerogative of the Olympics, with the inclusion of breakdancing in Paris 2024 reflecting this shift. We too must adapt by modernising Judo, attracting a younger audience to ensure our sport’s longevity.

Judo’s heritage and values are our strengths, but we’re seen as antiquated given the rising popularity of sports like MMA and BJJ. We know we can turn this around by introducing fresh offerings, collaborating with these sports that have media attention, and narrating compelling stories of judokas beyond competitions and dojos.

To make Britain fall for Judo, we’ll foster a community of ‘Humble Warriors’: those who blend humility and courage, using their strength not only for competition but for uplifting society as a whole as well. This is not just rhetoric but our guiding principle, shaping our culture to improve the lives of our members, supporters, and clubs. We eagerly embark on this journey with you.