Today we’d like to introduce you to Keo Lyons.
Hi Keo, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I started boxing as a teenager and had a couple of matches. As a young man, I also found myself in fights and difficult situations, dealing with a lot of confusion, frustration, and anger. That carried into my twenties, when I lived a wild life. In a lot of ways, I was rejecting myself and rejecting reality.
I found Jiu Jitsu when I was almost 30, and it became a major turning point in my life. It gave me structure and a foundation from which I could begin progressing as an individual. Just as importantly, it gave a healthy community and a sense of worth, belonging, and appreciation.
As I became more involved, opportunities to coach developed naturally. I also became an independent personal trainer to pay the bills, and gradually the thing that had helped give my own life structure became the foundation of my professional life as well.
Coalition Combat Sports became the next chapter. I took the lead from an operation that had been led by a longtime coach of mine and committed myself completely to building Coalition. I’ve never had a fallback plan or a separate daytime career. I’ve been all in as an entrepreneur and continue to be.
Coalition was founded on the motto “Strength in Unity.” It has two meanings.
The first is unity within yourself. To me, that’s integrity: bringing your thoughts, words, and actions into alignment. It’s knowing what you value and working to live accordingly. Martial arts became an important part of developing that alignment in my own life.
The second meaning is unity within the Coalition. Everything we’ve accomplished has been a collective effort. We are a group of individuals with different personalities, backgrounds, strengths, and perspectives who contribute to something larger together. I think of what we do as leaders developing leaders.
I’ve found a tremendous amount of enjoyment in becoming an entrepreneur. I’ve embraced the chaos of having to develop countless new skills and solve problems I never anticipated. In some ways, doing business is still the Wild West. There are cowboys and jokers out there, and I’ve learned plenty of lessons through experience.
I’ve been tested by it, but I’ve grown stronger because of it. Entrepreneurship has required me to become more adaptable, discerning, and capable. Much like combat sports, you’re constantly confronted with problems that expose your weaknesses and force you to learn. I’ve come to genuinely enjoy that process.
It took considerable effort to get Coalition prospering financially. My frugal nature helped make that manageable, but so did my belief in what we were building. I’ve also developed a strong interest in culture and branding and in understanding how the identity of an organization contributes to its success.
Combat sports tend to attract eccentric, individualistic, and sometimes contrarian people. At the same time, I’ve found the martial arts community to be one of the most progressive and inclusive communities I’ve encountered. People from completely different walks of life train together, challenge each other, and become friends through a shared practice centered on growth. That balance is an important part of Coalition’s identity.
As much as Coalition is a business built to grow and provide martial arts and related training to a wider community, it remains a passion project and a creative pursuit for me. It represents an embodiment of my values and nature combined with the personalities, talents, and values of the people who contribute to what it has become.
Today, we have a dozen coaches and five programs, but I see that as only the beginning. My long-term vision is for Coalition to become a local super club offering martial arts, fitness, shared workspace, leadership development, and a place for people to connect.
Beyond the physical location, I want Coalition to develop a broader influence through its culture and brand. I don’t see Coalition’s identity as being limited to combat sports. Combat sports are our foundation, but the larger idea is a culture of connection and growth: individuals developing greater integrity and capability within themselves while becoming part of a community that makes everyone involved stronger.
That’s ultimately what Strength in Unity represents: unity within yourself and unity with others.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The challenges have been numerous, but I’ve learned to embrace them as part of entrepreneurship. Building Coalition without a fallback career meant committing completely while developing countless new skills along the way.
I’ve made mistakes, trusted the wrong people, pursued ideas that didn’t work, and had my judgment and resilience tested. I’ve grown stronger and more discerning because of those experiences.
Making Coalition financially sustainable also took time, patience, and frugality. Much like martial arts, entrepreneurship continually exposes your weaknesses. You get tested, you adapt, and you become more capable through the process.
What matters most to you? Why?
People matter the most. As much as I’m driven to do everything myself, it’s the connection with others that makes life meaningful.
Contact Info:
- Website: https://www.coalitioncombatsports.com/
- Instagram: https://www.instagram.com/coalitioncombatsports/
- Facebook: https://www.facebook.com/augustacombat
