About Holistically Simple | Holistically Simple PMA

Origin Story

We Built It. We Proved It.
Now We License It.

How Sifu Edward & Sifu Julliana Armstrong built the largest Light Sword academy in America from zero, proved it at two U.S. military installations, and turned a decade of operating data into the systems other operators now run.

The Problem Most Operators Live

Most martial arts, fitness, and wellness operators are handed theory and told to figure out the execution. Buy the franchise. Rent the generic software. Hope it fits your floor.

We did it the other way around.

"We didn't write a course about running an academy. We built one — the largest Light Sword academy in America — from zero, with no franchise and no existing student base."

— Sifu Edward & Julliana Armstrong, Co-Founders

What We Built

Sifu Edward and Sifu Julliana Armstrong built a real, profitable operation from the ground up — an invented martial art, a fitness system, a competition standard, and the software platform it all ran on.

68 students in the first six months. The largest Light Sword academy in the country. A 63% operating margin in Norfolk. Built on systems, not hustle.

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U.S. military installations — Langley AFB and Fort Eustis — where we proved the model on live contracts, in the rooms where excuses don't survive.

Where We Proved It

A model that works in your own studio is one thing. We took ours where the standard doesn't bend: two United States military installations, on live contracts, with 95% pilot-program retention and more than 1,500 students trained on the system.

"Anyone can claim results in their own room. We proved it on military contracts — then turned a decade of operating data into systems other operators can license."

— Sifu Edward & Julliana Armstrong

From the Operator Seat to the Consulting Seat

In 2024 we stepped out of the operator seat and into the consulting seat. We packaged a decade of operating data into licensable systems: a martial art, a curriculum, a competition federation, and the software platform that runs them.

Today, Holistically Simple gives established martial arts, fitness and wellness operators the whole stack — programs, curriculum, software and consulting — held to the same standard we proved on our own floor first.

We built it. We proved it works. Now we license the system — and consult the operators who run it.

The Mission

Give established martial arts, fitness and wellness operators a proven, non-traditional alternative to franchising and generic software — the whole stack of programs, curriculum, software and consulting, run by the people who already made it work.

Operating Principles

The contrarian beliefs that drive everything we build

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Built, Not Theorized

We only license what we ran ourselves. Every program, system and workflow was proven on our own floor first.

🧩

Licensed, Not Franchised

You run our programs under your own brand. No royalties on your revenue, no rulebook on your floor.

⚔️

Non-Traditional by Design

We build what the traditional model won't: invented programs, purpose-built software, and a private-membership structure.

📊

Outcomes Over Hype

We measure what matters — retention, margin, conversion, and in the clinic tier, real health outcomes.

🤝

Operators First

Built for people already running a real operation — not beginners building from zero.

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Proven Where It's Hard

If it survives a U.S. military contract, it'll survive your Tuesday night class.

Sifu Edward & Sifu Julliana Armstrong

Co-Founders & Principal Consultants

Sifu Edward and Sifu Julliana Armstrong built the largest Light Sword academy in America inside a real, profitable operation — then proved it at two U.S. military installations and turned a decade of operating data into licensable systems.

In 2024 they stepped out of the operator seat and into the consulting seat. Today they lead Holistically Simple — licensing the programs, curriculum and software they built, and consulting the operators who run them.

This isn't a side project. It's the system they already made work — now in your hands.

Track Record
Largest Light Sword academy in America, built from zero
Proven At
2 U.S. military installations (Langley AFB & Fort Eustis)
Sifu Edward
Entrepreneur of the Year · 3× WEKAF National Champion · NASM CPT
Sifu Julliana
Board-Certified Tai Chi & Qigong specialist · Published author · Team USA

Run the System We Already Proved

Take the Operator Assessment to see how our programs, curriculum and software fit your operation — held to the standard we set on our own floor.

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