Inspiring Conversations with William Gaffney of The Dojo Karate Center

Today we’d like to introduce you to William Gaffney.

Hi William, so excited to have you with us today. What can you tell us about your story?
The Dojo Karate Centers originally opened back in 1999 at its present location in Georgetown Shopping Center. The complex has changed, along with the businesses around them but nearly three decades later, The Dojo has become an iconic cornerstone of the Dunwoody community for youths and adults alike. It’s been the film location for episodes of the popular Netflix series, “Cobra Kai” and the television reboot of “True Lies”. The venue selection was no doubt thanks to a unique martial arts ambiance that has continued to grow throughout the years. Local educators know The Dojo for its after school presence and fully accredited world travel programs for students. The Master Instructor, William Gaffney, has made a lifetime of martial arts study a way of life that introduced tournament athletes in karate, stick fighting, mixed martial arts and wrestling circuits. The hallmark of the academy however, is still personal defense. As a veteran, he’s exhibited a wide variety of combat training and served as an expert sharpshooter and heavy weapons specialist during Desert Storm.
“It’s been an incredible ride. I’d always had a forward vision for the school that would offer experiences that aren’t present in most commercial karate schools. We’ve certainly had our share of challenges, but it was the consistent efforts of myself and resourcefulness of our staff that pressed through economic fluctuations, remote classes during the pandemic and a gambit of business challenges.”
Mr. Gaffney recognizes the value of a professional team. In fact, the same graduate black belt students are still instructing under him since they became staff members in 2004. Philbert Smith, Bryan Kellert and Gabriela Bautista bring a little levity and a whole wealth of knowledge to the training mat. Not only did they study directly with Mr. Gaffney over those years, but they travel globally and train as a group at every opportunity.
“I identify a region of the world that brings a unique martial arts cultural experience and write my own fully customized itinerary that offers training, adventure and challenge in the same trip. It strengthens our team and makes a lasting, bucket list travel experience.”
His teams have hiked the Great Wall of China, summited Mt. Fuji during a nighttime ascent and marched as ambassadors in the opening parade at the 888th Naadam Festival in Inner Mongolia, just to name a few enriching experiences. They’ve ridden upon elephants in the Golden Triangle, camels in the Gobi Desert and interacted with adult tigers in a jungle sanctuary. Martial arts training has taken them to the world famous Shaolin Temple for kung fu, Rangsit Stadium in Bangkok, Thailand for Muay Thai and some of the most prestigious schools in Japan, like the Japan Karate Association (JKA) headquarters in Tokyo.
“Martial arts training is intended to be exciting and an immersive path to personal improvement. It’s far more than just showing up for class. I’ve never considered it to be a ‘sport’ or ‘activity’ in my personal pursuit, so I offer more because I expect more.”
That same expectation that he refers to has placed him as the team leader competing in eco-races like the Tough Mudder, Spartan Race series and the Alpharetta Marathon among other competitive efforts. Students would say “Train hard, play hard”. Usually that equates to a weekend whitewater trip, skydiving or paintball excursion to “unwind”.
“Not everyone takes me up on every opportunity but they’re free to pick and choose as they grow. Life is a wonderous gift that I’m happy to share. Martial arts is just one way to celebrate and appreciate it.”
Mr. Gaffney is recognized U.S.A. Martial Arts Hall of Fame and featured in the Cambridge Who’s Who of Business Professionals. The school is frequently awarded “Best of Dunwoody” and Atlanta. The school offers programs for adult martial arts, kid’s classes, after school services, summer camps, world travel and even R.A.P.T.or (Reality Assault Prevention Training) seminars with a grittier military-esque context.
2027 will mark a major milestone as William’s 50th consecutive year in the martial arts. To celebrate, he intends to take students trekking across the globe again to Okinawa to study the birthplace of karate. He always has his eyes on the next great adventure.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Running a business is never a smooth road. I once had a friend of mine tell me, “If your business isn’t growing, it’s dying.” When I started the business, the average week required 60 or more hours. It was probably my experience as a young man growing up on a small dairy farm that developed a strong work ethic. It certainly wasn’t the era of iPad and cellphones back then. But, to be fair, I’d just come out of the military and I was quite accustomed to getting out what you put in. Every small business owner knows that you’ll wear a dozen hats every day. I was able to shift my attention as my team became increasingly capable. It wasn’t until some years later that a parent was sitting in the lobby, watching as the next class was lining up. He said, “Mr. Gaffney, I envy you. You’ll never work a day of your life if you love what you do.” He was right about that but many hands have made light work in the years that followed. The Dojo is a product of consistent, daily effort and taking actionable steps on a bigger vision in our community. Thanks to great leadership in our team, we’ve weathered out the challenges using innovation and years of experience. As an example, during the pandemic we closed our doors for business on a Friday. By Monday, my staff and a group of volunteers provided a full lab of equipment for our classes to resume remotely. When the situation began, it was presumed to be only a two week period, Nearly a year later, students finally started to return in person. Even then, it was strict six-foot distancing and sanitation stations throughout the facility.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
The Dojo has been in it’s present location at Georgetown Shopping Center serving Atlanta, Dunwoody, Doraville and Brookhaven since 1999. William Gaffney, the Master Instructor, is nationally recognized for his tournament teams in sport jujutsu, Filipino stick fighting and karate (forms, weapons, sparring). His presence abroad has led over 150 students for international studies in martial arts and accredited cultural education in Japan, China, Mongolia and Thailand. Accolades include NASKA (North American Sport Karate Association) Hall of Fame, USA Martial Arts Hall of Fame and registry in The Cambridge Who’s Who of Business Professionals among other noteworthy accomplishments. He continues to pursue his own training with leaders in the martial arts circles everywhere but is most proud of being recognized as a mentor in his community.
As an organization, The Dojo Karate Center is continuously active in charity organizations and community impact. Charities like Rivers Alive, St. Jude Children’s Hospital, Toys for Tots, Homes for Humanity and local school restorations top the list while community outreach is a required part of earning a black belt at The Dojo. Along with charity participation, the black belt grade includes arduous physical requirements, CPR certification, written exam and double-board certification during testing by a panel of recognized internal and external advanced martial arts professionals and dignitaries.
As a brand, there is a wide variety of philosophical values in the industry. The range from small club environment to mega franchise means that the standards and experiences are wildly different. The Dojo has been a proven pillar in their community that makes a lasting impression, generations deep. Our team of instructors draw from original values of personal disciple, perseverance and integrity and pride themselves for using the psychological and physical acumen that produce successful people. While there are thousands of schools that cater to commercial enterprise and hand out rank, at The Dojo a rank is always earned, never given. The Dojo is the standard for martial arts training.

What has been the most important lesson you’ve learned along your journey?
Never to compromise the standard.
I’ve watched from the sidelines for decades as, time and again, other organizations fall from their former glory because they decided to reduce the quality of service and expectation to engage a larger audience. Unfortunately, while ambitions increased, the service in those organizations diminished. At The Dojo, quality requires a commitment to communication, an exceptional standard, a proven product, a professional service and a consistent vision that transcends the fads and big commercialism. I use wisdom to innovate and continuously offer new academic pathways, but everything has been a process of refinement of what our system delivers. The original clarity of vision has never wavered.

Contact Info:

• Website: https://www.dunwoodydojo.com