New Wave Jiu-Jitsu has rebranded as Kingsway Jiu-Jitsu, with a new identity and revised online presence.
The New Wave Jiu-Jitsu rebrand reflects a deeper strategic move away from the branding orbit of Gordon Ryan and John Danaher.
As Gordon Ryan launches a separate New Wave HQ in Austin, Kingsway appears to be carving out its own future — quietly, but definitively.
A New Name, Rolled Out Quietly — But Deliberately
The transition didn’t come with a press conference or YouTube documentary. There was no public statement from John Danaher, no back-and-forth on social media. Instead, the BJJ world simply woke up one morning and noticed something was gone.
The “New Wave Jiu-Jitsu” Instagram bio had been changed. The logo on the wall was different. In its place: Kingsway Jiu-Jitsu — the new official name of one of the most talent-rich, tournament-hardened no-gi teams in the world.
The change was confirmed in a muted post on the academy’s website, simply titled “New Wave Jiu-Jitsu Rebrands as Kingsway Jiu-Jitsu”. No mention of drama, no trace of tension. Just an announcement and a new name.
“Our mission remains the same — to elevate the art of grappling through detailed instruction, elite-level competition, and the cultivation of a world-class training environment.”– Kingsway Jiu-Jitsu
But if the tone was calm, the implications were anything but.
Why Rebrand Now?
The timing and tone of the rebrand suggest a move that’s far more strategic than aesthetic.
While the Kingsway team didn’t state any specific reason for dropping the New Wave name, several indicators point to a quiet but intentional decoupling from Gordon Ryan’s branding orbit — and possibly from John Danaher’s sphere as well.
This rebrand comes just as Gordon Ryan announced the opening of his own New Wave HQ in Austin — using the same team name but positioning it as a new flagship location for his competitive career. While the new HQ shares lineage with the original New Wave, it’s already operating with a separate identity, coaching staff, and roster.
That leaves Kingsway, formerly New Wave, to reestablish itself on its own terms — and with its own identity.
“It’s a name that’s tied to our history, our street, and where we’re growing. It’s time for something that reflects our direction — not someone else’s.”– Kingsway insider (via Instagram comments)
The Unspoken Distance: Danaher, Ryan, and the Shift in Power
John Danaher has made no public statement on the rebrand — a conspicuous silence for someone so historically central to the team’s image and formation. Meanwhile, Gordon Ryan continues to operate under the New Wave banner at his own facility, with his own branding materials and sponsorships.
Whether this is a formal split or a soft divergence isn’t clear. But what is clear is that Kingsway is now presenting itself as independent — not just from New Wave in name, but from the figures who once defined it.
This isn’t the first major team split in modern BJJ. The Danaher Death Squad’s dissolution in 2021 led to the formation of New Wave and B-Team, both of which thrived under new identities. But this latest move feels less explosive — more like a strategic pivot than a fracture.
Kingsway is choosing not to position itself as a Gordon Ryan satellite. It’s quietly moving out from under the shadow of a brand — and perhaps a leadership structure — that no longer aligns with its goals.
A Clean Break and a Tactical Reset
The name “Kingsway” may sound simple, but it’s deliberate. It’s the name of the street the gym is located on, but it also implies leadership, pathfinding, and identity. And it’s a stark contrast to the often chaotic history of team names in modern no-gi BJJ — where gyms dissolve, merge, or rename amid social media battles.
Kingsway’s approach is refreshingly unambiguous. The gym is now operating under new signage, with updated branding across platforms, and without relying on any celebrity-driven push.
The quiet rollout itself may be part of the strategy. In a sport where hype and controversy dominate attention cycles, Kingsway is choosing control, clarity, and long-term credibility.
“We’re not here to compete on Instagram. We’re here to build something that lasts — with or without the spotlight.”– Kingsway student
What This Means for Elite No-Gi Grappling
Kingsway isn’t a brand new Gordon Ryan BJJ team — it’s just wearing a new name. The talent hasn’t changed. The standard hasn’t dropped. But the positioning has shifted. Kingsway is no longer New Wave, and it’s not pretending to be.
This rebrand could mean several things:
A more collaborative coaching structure
A formal split in athlete pipelines
A clearer competitive identity at ADCC and beyond
Most importantly, it signals that the team is thinking about the next five years, not just the next superfight. Kingsway isn’t abandoning its roots. It’s just planting them somewhere it controls.
