HPU Your Game: How Josh Saunders Sells a 90 Day BJJ System for $44/Month
HPU Your Game is Josh Saunders' Brazilian jiu jitsu Skool community, a top-5 Sports earner with about 562 members at $44/month. A breakdown of the stop getting smashed promise, the drip-fed phase system, and the funnel.
Most jiu jitsu products sell techniques. HPU Your Game sells the end of a specific humiliation, in a specific window: stop getting smashed in 90 days. Josh Saunders' Skool community is a top-5 earner in the Sports category with about 562 members at $44 a month, and every element of the offer exists to solve the white belt's real problem, which is not a lack of moves but a lack of a game. Here is how it is built.
The numbers
- Sports niche (Brazilian jiu jitsu)
- Top 5 in the Skool Games Sports category
- ~562 members
- $44/mo with a premium tier above it
- Buyer is the white or blue belt
- Promise is control rounds in 90 days
The founder does the selling
Josh's bio is four words long, and the about page carries the entire sale. That is worth noting on its own: this community does not lean on a credential wall, a competition record, or a highlight reel. It leans on naming the buyer's exact weekly experience, which for a white belt is turning up, getting flattened, and having no idea what went wrong.
What HPU Your Game sells
The headline is the outcome and the deadline in six words. Below is the about page word for word, with the key parts numbered. Hover a number to see what each line is doing.
If you're a white or blue belt and you're sick of getting smashed... this is for you.
2The goal is simple:
Build a simple, repeatable game so you can control rounds (not just survive) in 90 days.
No more guessing. No more random moves. No more feeling stuck.
Just a clear system that actually works on the mats.
3Here's what you get inside:
HPU Roadmap tracking so you can see your progress clearly instead of guessing if you're improving
Step-by-step phase system (drip fed weekly) so your game actually connects instead of falling apart under pressure
46-week Flight Plan so you always know what to focus on and keep improving without plateaus
Monthly Q&A call so you know exactly what to fix next
Community + support so you're not figuring this out alone and can get help when you need it
5And we'll keep an eye on your progress so you don't stall halfway through.
Click the yellow button to get started - Premium is for the more serious guys.
Read as a builder, the phrase to steal is "control rounds (not just survive)." Shrinking the promise made it more sellable, not less. A white belt does not believe he will be submitting purple belts in 90 days, but he absolutely believes he could stop being a crash test dummy, and that is a claim he will pay to test.
How they sell
The buyer is already paying gym fees and already training. HPU is not competing for his time, it is competing for the twenty minutes a week he currently spends scrolling free instructionals with no idea which one applies to him.
Three retention devices are stacked here: a drip feed that cannot be consumed early, a visible progress tracker, and a monthly call. The 90 day promise is also a 90 day billing horizon, which quietly sets the expectation that you stay for three payments before you judge the result.
Comparison: ways a white belt buys improvement
| Factor | HPU Your Game on Skool | Instructional video sets | Private lessons |
|---|---|---|---|
| Cost | $44/mo | $50 to $200 each | $60 to $120 per hour |
| Tells you what to do next | Yes, weekly drip | No | Yes, in person |
| Progress tracking | Roadmap built in | None | Coach's memory |
| Ask a question | Monthly Q&A plus community | No | Yes |
| Risk of overwhelm | Low, one phase at a time | High, huge libraries | Low |
| Builds one connected game | Core promise | Rarely | Depends on coach |
The instructional market's weakness is abundance. A member has fifty hours of world class footage and no sequence, and sequencing is exactly what a $44 subscription can sell.
The builder takeaway
Shrink the promise until it becomes believable: "control rounds, not just survive" converts better than "dominate everyone" because the buyer can picture it happening to him. Pair a modest outcome with a hard deadline and your offer becomes testable, and a testable offer is one people will pay to try. Overclaiming does not raise conversion, it raises disbelief.
The formula you can copy
Use the buyer's own words in the headline. "Getting smashed" is gym vocabulary, not marketing vocabulary, and it signals that whoever wrote the page has been on the mats.
Attach a because-clause to every feature. Each line here is feature plus the reason it matters, so the reader is never left to translate. See how to write a Skool about page for the structure.
Drip your content on purpose. Weekly release makes bingeing impossible and gives the member a reason to still be there in month three. If you are pricing something similar, how to price a Skool community covers where $44 sits, and how to start a Skool community covers the build.
Frequently asked questions
What is HPU Your Game?
HPU Your Game is a Brazilian jiu jitsu Skool community run by Josh Saunders, priced at $44/month with a premium tier above it. Members get the HPU Roadmap progress tracker, a drip-fed step-by-step phase system, a 6 week Flight Plan, a monthly Q&A call, and community support. It has roughly 562 members and ranks in the top 5 of Skool's Sports category.
Who is Josh Saunders?
Josh Saunders is the founder of HPU Your Game and describes himself as Director of HPU coaching.
Can you actually build a BJJ game plan online?
You cannot learn to grapple without training partners, but sequencing, game planning and knowing what to work on next transfer well to an online format. That is the gap HPU targets: the member already trains at a gym and buys the structure, not the mat time.
How long does it take to get a blue belt in BJJ?
Most schools award blue belt somewhere between one and three years of consistent training, though it varies widely by academy and attendance. HPU does not sell a belt timeline, it sells a 90 day window to build a repeatable game.
What is the lesson for other community builders?
Write the headline in your buyer's own vocabulary, make the promise small enough to be believed, attach a reason to every feature, and drip the content so the subscription has a job to do every week.
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