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World-Leading Jiu Jitsu Association Brings UK First Boutique Training Concept

Alliance Jiu Jitsu, London

Alliance Jiu Jitsu, a global leader in Brazilian jiu-jitsu instruction and competition, has announced its expansion into the UK with the launch of its first European flagship school in Chelsea’s Imperial Wharf, London.

With a rich history and a commitment to excellence, Alliance Jiu Jitsu will bring its world-class training programmes, renowned instructors, and passion for the sport to an enthusiastic and ever-growing UK jiu-jitsu community, which is now thought to be made up of over 700 clubs as one of the world’s fastest-growing sports.

Founded in 1993 in Sao Paulo by Master Romero Cavalcanti, Fabio Gurgel and Alexandre Paiva, Alliance Jiu Jitsu has earned its first-rate reputation for promoting the art of Brazilian jiu-jitsu through top-tier instruction, world-renowned methodology, and achieving excellence in international competitions marked by 27 world titles across men’s, women’s and youth divisions, now with over 300 affiliates and 30,000 members worldwide across 31 countries.

The academy, London’s first boutique jiu-jitsu concept, is owned by Brazilian businessman and martial arts enthusiast Joao Borges, bringing together a dynamic combination of fitness expertise and entrepreneurial vision.

Alliance Jiu Jitsu, London

Commenting on the launch, Alliance Jiu Jitsu London co-owner, Borges says: “When I moved to London eight years ago from Brazil, I saw an opportunity for this sport that was still little explored in the UK.

Together with my business partner, Alliance co-founder, Fábio Gurgel (a four-time World Champion), we decided to open the first flagship school, contributing to the growth and evolution of Brazilian jiu-jitsu in the UK.”

Alliance Jiu Jitsu London’s opening marks an exciting moment for London’s fitness landscape as a workout that delivers on all levels – to build self-confidence, discipline, focus and physical strength, at the same time great for enhancing muscle tone, stress management and happiness, and for self-defence.

Alliance Jiu Jitsu co-founder, Fábio Gurgel explains: “In recent years, jitsu jitsu has experienced an unprecedented surge in popularity, evolving from what was a niche martial art to one of the fastest-growing sports worldwide.

Its appeal lies not only in its practical self-defence techniques but also in the profound, wider physical and mental health benefits it provides.

It is the most efficient form of mental and physical self-development, and we are committed to helping as many UK students as possible realise its transformational power.”

Gurgel continues: “Our Imperial Wharf school will serve as a hub for learning, growth, and community building.

From beginner to intermediate and advanced classes, also with women’s only, kids/teens and private classes available, through our team of expert trainers, we’re committed to delivering the most efficient teaching methodology in the world.

Through dedication to the highest standards, we provide a safe and progressive learning environment for all, adjusted to your level – on average, each class burns an impressive 500 to 1,200 calories, too!”

To find out more about Alliance Jiu Jitsu London, visit; Membership and class options available from £45