In a time when Gracie Barra—the globally recognized Brazilian Jiu-Jitsu (BJJ) organization—is frequently in the spotlight for controversial policies and a rigid approach, one of Europe’s most respected grapplers, Ash Williams, has stepped up to offer a nuanced perspective. Appearing on the Grappler’s Perspective podcast, the Welsh black belt and veteran competitor shared his views on the ongoing backlash against Gracie Barra, defending their consistency and professional standards in an industry that often lacks both.

“A lot of people love bashing Gracie Barra right now. They love it,” Williams said, acknowledging the collective pushback from parts of the BJJ community.

Gracie Barra: The McDonald’s of BJJ?

Williams likened Gracie Barra to McDonald’s—not as an insult, but as a metaphor for reliability. When you’re traveling and want something familiar, you know what you’re getting with 20 chicken nuggets, just like you know what to expect walking into a Gracie Barra academy.

“If you travel the world and you want to go to a jiu-jitsu gym, statistically if you actually go to a Gracie Barra, you’re probably going to have the most professional, structured experience,” he said.

While many BJJ gyms take pride in freestyle approaches and informal training culture, Williams argued that predictability and structure are invaluable, especially for hobbyists and traveling practitioners.

“I’m on holiday with my wife and my two kids. I was hoping just to get a little bit of drilling,” he noted, contrasting this with other gyms where it’s “five-minute rounds, pick any partner, tops off, and let’s get some.”

A Counter to the Cult Accusations

Gracie Barra’s critics have painted it as a rigid institution enforcing cult-like rules—like requiring students to face the wall when tying their belts. These criticisms gained viral traction when a former student claimed the organization threatened legal action over memes calling it a cult. That incident only fueled the backlash, raising concerns about freedom of speech and the overly corporatized nature of some jiu-jitsu affiliations.

But Williams offers a compelling counterpoint: structure isn’t inherently authoritarian—it can be an asset.

“Could they drop some of their rules? Yeah, for sure. But having consistency and professionalism isn’t a bad thing. And honestly, the people bashing them usually aren’t looking at it from a business or developmental point of view.”

BJJ’s Amateur Problem

Beyond defending Gracie Barra, Williams used the opportunity to reflect on the state of professional grappling itself. Despite being a full-time athlete with international accolades, he admits: BJJ athletes are “amateurs pretending to be professionals.”

“We act as if we’re professional athletes, but we’re not. The sport isn’t there yet,” Williams explained, pointing to a lack of financial sustainability and structural support. “Very few people earn enough through the sport to pay their bills from competing alone.”

He draws comparisons to rugby teams and MMA fighters who receive support, conditioning, structured recovery, and pay—even at lower levels. In BJJ, most athletes must teach, create content, sell instructionals, and grind out seminars just to scrape by.

This reality, Williams argues, is what makes a consistent experience like Gracie Barra’s unique. While it might not appeal to elite athletes or independent gym owners, it’s an essential model for accessibility, especially for recreational grapplers.

The Call for Modernization

Williams isn’t blindly defending the status quo—he acknowledges the sport’s flaws and calls for improvement. He advocates for:

• Periodized training for longevity,

• Professional coaching infrastructure,

• Widespread curriculum adoption,

• And a push toward spectator-friendly events and mainstream appeal.

In particular, he emphasizes that the growth of BJJ into a legitimate professional sport will require serious investment and organizational maturity—something UFC, ONE Championship, and Polaris are starting to deliver.

“Until we have coaches who just want to coach—not to be stars themselves—the sport’s not going to evolve the way it needs to,” he warned.

Ash Williams’ defense of Gracie Barra is not an attempt to silence criticism, but a call to shift the conversation. Instead of mocking structure, perhaps the community should examine why many gyms fail to offer the same level of consistency and professionalism.

His message is clear: the future of BJJ lies in balancing grassroots passion with top-down organization. Whether you’re chasing world titles or just trying to get a good roll while on vacation, there’s a place in the sport for structured, thoughtful systems—if we’re open-minded enough to recognize their value.