The Internet Already Is Flooded with BJJ Content. Here's How To Make Yours Worth It.

Every day another BJJ reel, another channel, another "5 sweeps you need to know" blog post hits the feed. Most of it is noise. So if you run an academy — or you're thinking about making content to grow one — the fear is real: why add to the pile when no one's watching, and won't AI just flatten all of it anyway?

Will Weisser has a different answer. He wrote Scientific Jiu-Jitsu: A Unified Theory of Grappling, built JiuJitsu.net into a free library of 74,000+ IBJJF match videos with athlete rankings, and spends his days building AI products at PicnicAI. In other words, he's spent real time on both sides of this — the mat and the tooling — and he's not here to sell you a content calendar.

In this session, Will walks through why to make content in the first place, how to pick a format that actually fits you (not the one the algorithm rewards this month), a dead-simple test for whether an idea is even worth building, and exactly where AI earns its keep versus where it quietly kills the work.

If you own an academy, coach, or make content to grow your gym (and you're tired of shouting into a feed that already has too much noise) this hour is for you.

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