The Legacy Martial Arts Business Podcast · Legacy Martial Arts Consulting

Episode #8 Milena Hrebacka: Mastering Brand Identity

·53 min·3 clips

Sam says the first Legacy Kickboxing Championships grossed over $50,000 after Milena built the look and feel.

1. The Legacy Martial Arts Business Podcast episode centers on Milena Herbaca and brand identity for martial arts gyms. 2. Milena Herbaca is the founder of New Breed Design, founded in 2009, and the co-founder of Boss Thai Boxing and Muay Thai in Kempville, which gives her both design and gym-owner experience. 3. The episode asks what a martial arts school’s brand is actually for: attracting the right students, matching the in-person experience, and supporting revenue. 4. Milena says her own gym experience as a consumer showed her that first impressions happen online before anyone steps on the mats. 5. She argues that a brand should speak to a gym’s core values, mission, target demographic, and goals, not just its logo. 6. She says many gyms have changed their language and services over time, so their branding needs to reflect who they are now. 7. Milena describes a consultation process that begins with core values, mission, demographic, and goals. 8. She says the visual message can signal whether a school is competitor-focused, family-focused, or recreational. 9. She warns that a mismatch between the brand and the trial-class experience feels disingenuous and makes the sale harder. 10. She says brand identity covers online presence, storefronts, window decals, interior design, merchandise, and gear. 11. Milena says the logo is the most universal branding asset because it appears on signage, business cards, merchandise, and online. 12. She gives her logo design package price as $2,000 and says outdated, busy, or low-resolution logos should be redesigned from the ground up. 13. She says brand work also includes custom gear and merchandise, and that people buy gym apparel because they feel pride wearing it. 14. She notes that Boss Thai Boxing gear is bought by people who have never trained Muay Thai because they like the culture and the look. 15. Sam says the first Legacy Kickboxing Championships grossed over $50,000 after Milena created the poster, fighter posters, T-shirts, round cards, programs, and sponsorship packages. 16. Milena says that event success came from matching the promised look, the venue, the lighting, the decor, and the competitor experience. 17. The conversation has an interview style with direct back-and-forth, specific examples, and repeated references to gym-owner problems. 18. The tone stays practical and detailed, with Milena using numbers, business cases, and ownership responsibilities rather than abstract branding language. 19. Gym owners, instructors, and martial arts entrepreneurs who want stronger branding. 20. People looking for generic motivation without business specifics.

As heard by us

Brand identity is treated as a revenue tool, not decoration.

Milena Herbaca's visit presents New Breed Design as a practical branding partner for martial arts businesses, with the spotlight on the look and feel it gave Legacy Kickboxing Championships.

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Why you'd press play

When your school needs branding that helps sell the room, not just decorate it.

Read the full recommendation in PlayNext →

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