BJJ Fanatics Price History: What Do Instructionals Actually Cost?
We've been tracking prices on 3,218 BJJ instructionals. Here's what the data says about those perpetual "80% off" sales, and what you should actually expect to pay.
If you've ever visited BJJ Fanatics, you've seen the pattern: a product listed at $249 with a red line through it, currently on sale for $77. Countdown timers urge you to act fast. The page practically screams that you're getting an incredible deal.
But is it actually a deal? Or is the "sale price" just the real price wrapped in marketing?
GrappleDB has been tracking prices on 3,218 instructionals, 95% of the entire catalog. Here's what it actually shows.
The "Compare At" Price Problem
Most e-commerce platforms support two prices: the current selling price and a "compare at" price (the crossed-out number that makes the current price look like a deal). The gap between these two numbers is what creates the perception of a discount.
In the BJJ instructional market, these compare-at prices are often dramatically higher than what the product actually sells for. A title with a $249 compare-at price might sell at $77 for months on end. The "sale" never really ends, it just rotates through different promotional labels.
What Instructionals Actually Cost
Here's the real price distribution across the entire catalog:
The average selling price across all 3,393 instructionals is $108. But averages can be misleading. A few ultra-premium bundles (up to $2,499) pull the average up. The median (what a "typical" instructional costs) is closer to $80.
In practice, most instructionals sell in the $47–$147 range. If you see a price in that window, you're looking at a normal price, not a special deal.
Price Tiers by Instructor
Instructor name is the strongest predictor of price. The market has distinct tiers:
| Tier | Instructors | Typical Range |
|---|---|---|
| Premium | Gordon Ryan, John Danaher | $197 – $500+ |
| Mid-Tier | Craig Jones, Bernardo Faria, Lachlan Giles | $79 – $197 |
| Standard | Most other instructors | $47 – $99 |
| Budget | Older titles, lesser-known instructors | $14 – $47 |
Gordon Ryan commands the highest average price at $346 per title.John Danaher follows at $268. But remember: Danaher's instructionals are also dramatically longer, so the per-hour cost is actually quite reasonable.
Do Prices Actually Change?
This is the interesting question. We're tracking price history on 3,218 instructionals (95% of the catalog), recording the selling price over time.
What the data shows:
- Most instructionals maintain a stable "real" price. The selling price doesn't fluctuate as dramatically as the marketing suggests. An instructional priced at $77 today will likely be priced at $77 next week, possibly under a different sale name.
- Some titles do drop during major events. Black Friday, New Year's, and platform anniversary sales can produce genuine discounts of 10–30% below the usual selling price.
- New releases start high and usually come down. A brand-new Gordon Ryan title might launch at $349 and settle to $249–$279 within a few months.
- Bundles create real value. Multi-title bundles often represent genuine savings over buying the same content individually. These are some of the few cases where the discount is meaningful.
The Countdown Timer Illusion
One of the most common tactics in BJJ instructional marketing is the countdown timer. "Sale ends in 2:47:33." This creates urgency and FOMO (fear of missing out).
Our price tracking data suggests these timers are largely cosmetic. When one "sale" ends, another begins , often at the same or similar price point. The urgency is manufactured.
This isn't unique to BJJ Fanatics. It's a standard e-commerce tactic. But it's worth understanding so you don't rush into a purchase thinking the price will double tomorrow. It almost certainly won't.
Practical Buying Advice
Based on the price data, here's our take on smart buying:
- Don't panic-buy based on timers. The sale will almost certainly return in some form. Check the price history on GrappleDB to see if the current price is actually a low point.
- Compare the actual price to the category average. If you're looking at a guard passing instructional for $115, that's right at the category average. It's not a deal. It's the standard price.
- Wait for genuine sale events. Black Friday and platform anniversary sales tend to produce real discounts. These are the times to buy premium titles.
- Consider bundles for prolific instructors. If you know you want multiple titles from Danaher or Bernardo Faria, bundles can save 30–50% over individual purchases.
- Use price history as a baseline. Every instructional page on GrappleDB shows price history. Check it before buying to see if you're paying a typical price or a premium.
Check Any Price History on GrappleDB
Every instructional page on GrappleDB includes a price history chart. You can see exactly how the selling price has changed over time. No more guessing whether a "sale" is real.
Browse the full catalog and click into any instructional to see its price history. Or use the compare tool to see price histories side by side for two titles you're choosing between.
For more on getting the most for your money, see our price-per-hour analysis and our full state of BJJ instructionals report.