Craig Jones is one of the most successful competitors in BJJ and grappling. He rose to fame after his breakout performance at ADCC in 2017 where he submitted Leandro Lo with a rear naked choke. As of 2025, Craig Jones’ net worth is estimated to be $12-15 million, representing a dramatic transformation from competitor to multi-millionaire entrepreneur through his instructional empire.
Watch Craig’s only free instructional
Free
Craig Jones
How We Calculate Craig Jones’ $12-15 Million Net Worth
Craig Jones doesn’t publish his income statements online, but we can estimate his wealth from other figures we know. The key is using Gordon Ryan as our benchmark, since Gordon openly shares his earnings on Instagram.
Step 1: Gordon Ryan’s Disclosed Earnings
In January 2025, Gordon Ryan posted on Instagram showing he made over $7 million in 2024 from instructionals and merchandise. His top-performing courses included “They Shall Not Pass” ($800K) and “Systematically Attacking The Crucifix” ($700K).
Step 2: Craig vs Gordon Comparison
We analyzed review counts on BJJ Fanatics (a proxy for unit demand) and found that the performance Of Craig Jones’ best instructionals is much stronger than Gordon Ryan’s:
Craig’s Top Performers:
• Power Ride: 636 reviews
• Down Under Leg Attacks: 293 reviews
• Just Stand Up: 238 reviews
Gordon’s Top Performers:
• Systematically Attacking the Guard: 340 reviews
• Systematically Attacking From Open Guard: 229 reviews
• Systematically Attacking From Top Pins: 187 reviews
Key finding: Craig often matches or exceeds Gordon’s unit sales per title. His top instructional has 636 reviews versus Gordon’s highest at 340 reviews.
Step 3: Revenue Gap Explained by Pricing
We still estimate that Craig Jones makes only ~60% of what Gordon Ryan makes.
The revenue difference comes from pricing strategy, not sales volume:
• Gordon’s titles: Typically $349 list price
• Craig’s titles: Frequently $197-$149 launch pricing
Step 4: Our Conservative Estimate
Craig achieves similar to 1.5x Gordon’s unit volume but earns 40-60% of Gordon’s total instructional revenue ($7 million annually) due to lower pricing. This gives us monthly instructional income of $250,000-350,000, or $3.0-4.2 million annually.
The $3-4 Million Annual Instructional Empire
Craig maintains bestseller status across 24+ active instructionals on BJJ Fanatics. His titles like “Power Ride” are described as the platform’s best-selling instructional DVDs ever. The 50/50 revenue split with BJJ Fanatics provides substantial passive income that has allowed him to dramatically reduce his seminar frequency.
Craig accounts for roughly 1.8-2.5% of BJJ Fanatics’ entire $18-23 million annual revenue – exceptional performance for any individual instructor on a platform featuring hundreds of elite competitors.
From Seminar Grind to Passive Income
Pre-2021, Craig conducted 75-85 seminars annually at premium rates ($150-200 per participant) with 90% revenue retention as he disclosed in interviews. This potentially generated over $1 million in annual seminar income.
Craig credits BJJ Fanatics as his “biggest source of revenue,” describing it as the “peak money-maker for Jiu-Jitsu athletes.” His business model shift exemplifies modern BJJ economics: “film for 2 days and that product can continue making money forever.”
Current seminar activity focuses on special events and charity work rather than income generation, including Ukraine fundraising seminars and select premium camps.
What We Don’t Account For
Unquantified income streams that could significantly increase actual net worth:
• Investment portfolio (stocks, crypto, real estare)
• Ultra-high net worth private seminars
• B-Team gym co-ownership income
• Sponsorship deals with anti-aging companies
• Merchandise revenue (“Mexican Ground Karate,” “Plan B”)
• Business ventures and partnerships
These excluded factors could easily add $2-5 million to actual net worth beyond our conservative estimates.
Enterprise Valuation: What’s Craig’s Business Actually Worth?
Just for fun, let’s try to estimate for how much Craig Jones could sell the rights to his instructional library.
If we treat Craig’s instructional catalog as an enterprise, standard content businesses trade at 5x annual revenue, while music catalogs (like Bob Dylan’s $400M sale) trade at 15x.
Content multiple (5x): $3.0-4.2M × 5 = $15-21M
Music multiple (15x): $3.0-4.2M × 15 = $45-63M
However, instructionals are less timeless than music due to technique evolution and rule changes. Applying a 60-70% discount for shorter relevance gives us an enterprise value of $15-40 million for his instructional catalog alone.
Theoretically, Craig could sell his rights to add that amount to his bank account today.
Wealth Without Lifestyle Inflation
Despite multi-million dollar earnings, Craig has avoided luxury acquisition patterns. Research reveals no evidence of yachts, supercars, or lavish real estate purchases that would impact net worth calculations.
Instead, he’s focused on strategic business investments: co-founding B-Team Jiu-Jitsu gym in Austin, content creation, and promoting the Craig Jones Invitational (externally funded at $3 million).
Early life and family
Craig Jones was born in Adelaide, Australia on July 17, 1991. He started training BJJ in Adelaide before moving to Melbourne, where he trained at Absolute MMA under Lachlan Giles, who eventually awarded him his black belt.
Craig Jones BJJ Career
Craig Jones broke out as an elite BJJ athlete at ADCC 2017, and continued his competition success afterward. He won many matches with the inside heel hook and became known as a leg lock specialist. Despite winning many matches, Craig Jones has yet to win a gold medal at a major tournament like the IBJJF World Championships or ADCC.
The early success of Craig Jones came while training with Lachlan Giles in Melbourne Australia. But Craig felt that to get to the next level, he needed to train with the best grapplers alive. Therefore, he moved to New York and joined the Danaher Death Squad (DDS).
At the DDS, he trained daily with Gordon Ryan and Garry Tonon under the coaching of John Danaher. This boosted his improvement, and Craig Jones became clearly a contender to win ADCC.
Shortly after the DDS moved to Puerto Rico, they broke up. Craig Jones founded B-Team jiu jitsu where he now trains with Nicky Ryan and Nicky Rod in Austin Texas.
Craig Jones and Gabi Garcia
Craig’s “relationship” with Gabi Garcia is a running joke he leans into for entertainment purposes. They have stated publicly that they have a polygamous relationship, as Gabi is allowed to date other men, and Craig Jones is also allowed to date other men. It’s part of the Craig Jones lore and comedic persona rather than a formal relationship status.
