Team Pink

Crucible Krav Maga

Consultation
Steven Burns, Brandy Hollingsworth, Russell
Holmes, Vinay Kapadia, Kelsey Middlekoop,
Shaan Somaney

Table of Contents
Introduction and Background of Crucible Krav Maga
Five Individual Analysis
Organizational Structure
Motivation
Organizational Culture
Job Satisfaction
Ability
Three Recommendations

Crucible Krav Maga is a self-defense training center located in Plano TX. This small
LLC, solely owned by Mike Coffin, has been operating for just over four years and has become
the go to place in Plano for those looking to train in self-defense. We, individually and as a
group, observed the organizational behavior of Crucible, paying specific attention to the areas of
organizational structure, motivation, organizational culture, and ability.
The beginning of the idea for Crucible actually began approximately seven years ago at a
24 Hour Fitness center in the Plano area. Coffin started a Krav Maga class in this location while
working as a trainer. The class became so popular that he and another trainer decided to leave 24
Hour Fitness and create a stand-alone business behind the idea of Krav Maga self-defense

instruction. The two instructors became partners and opened a school in Plano. Though the
school was moderately successful, conflict between partners over the direction of the company
became too much and Coffin decided to begin again on his own. Coffins direction and vision of
Krav Maga self-defense has been very successful and a new location in Allen is expected to open
this year.
Before continuing with Crucibles mission statement and how it achieves its goals, an
explanation of what Krav Maga is may be helpful. Krav Maga is an Israeli form of ninjitsu or
contact combat. Krav Maga was created by the Israeli military for training soldiers in close
quarters combat situations. Within the last 10 years Krav Maga has gained popularity in the
United States as a self-defense art. This popularity has been met with some concern because the
nature of Krav Maga is considered by many as too violent for the public. The basic idea of Krav
Maga is teaching a person how to disarm and disable an assailant so that he/she is no longer
capable of posing a threat.
Crucibles mission is to create fewer victims. To fulfil this mission Crucible not only
gives its member a safe environment to learn self-defense, it also provides its members with the
equipment and guidance to become physically fit. They use a Russian-style weightlifting system
known as kettlebell training to improve strength and agility. Along with classic free weights and
muscular-cardia workouts, Crucible gives its members a range of training not found in many
other places. Crucible always has instructors on hand that are willing to assist you with your
workout routine.
Crucible takes their mission statement to another level by actively participating in the
non-profit organization P.A.V.E., promoting awareness and victim empowerment. Through this

organization Crucible helps those who have been victimized and promotes training to reduce the
chances of becoming victims again. Unfortunately, women often associate the idea of selfdefense training with an intimidating environment filled with high levels of testosterone. To
promote a comfortable and safe introduction to the idea of self-defense, Crucible also offers
monthly events for women only.
As an organization, the structure of Crucible is simple. Coffin holds the most superior
role as owner/manager/instructor, below Coffin there is about a dozen instructors, a person in
charge of marketing, and another is responsible for accounting. We noticed Coffin himself often
acts as a trainer and works alongside the other instructors. As for a clear chain of command, this
could potentially give off the wrong message and begin to make instructors feel a sense of
equality towards Coffin. We feel that a clear differentiation between Coffin and the instructors is
needed. This may be a mutual understanding between Coffin and the teachers but it could easily
be taken in the wrong way by a trainer over time and create a difficult situation for the owner of
the company in the long run.
All of these instructors, including Coffin, have been through extensive training to acquire
certifications in order to teach in the areas they do. This extensive training makes it difficult for
instructors to be hired. In regards to work specialization, many of these instructors train in
several of the areas that are taught at this facility. A good amount of this training is done overseas
or at conventions within the United States with foreign trainers. This shows that it may be
difficult to hire instructors due to the training costs that need to be incurred and the long hour of
training required. The ones that do get hired have a strong drive to expand their knowledge in
order to better serve their customers and advance in their careers.

As for formalization, the workplace seems much laid back. Everyone from management
to the instructors seemed extremely close to each other and there is not a very big sense of
formality. There just seems to be a mutual understanding between all of the employees at the
workplace about what is expected. Therefore, as for rules and procedures, there is not a strict
enforcing. Given, we did not witness an instance when someone did something off-limits. It
seems as long as the instructors are doing their job, they are in the clear. Another key aspect of
this that we observed is the gym is very open. There is not a big separate office space for Coffin,
his desk is the first thing you see when you walk in the aright in front of it is the mat for the
students to train on. He is very open and available to anyone and everyone, from his instructors
to students.
The company itself strives to sign up new customers. The cost of the services may seem a
little bit on the high end, but they have proven that they are teaching in a much differentiated
manner compared to numerous other gyms in the region. This variation also makes it difficult for
the company to appeal to several people. The types of activities taught are geared towards a very
niche market. From our understanding. Many marketing strategies, such as their billboard for
example, took quite a while to actually bring customers in. This may have been the case but
Coffin does believe that these methods of marketing, very much helps to get the word out about
his gym.
Structure within a growing business is very important. It is the foundation of the business.
When a business is grouping it is important that restructuring is taken into account. Having heard
that this company is soon going to be expanding to a location in Allen, Texas, it worries us that
he current structure of this company may put this business at risk due to the difficulty of hiring
instructors, and the ability for Coffin to run a second facility.

Framed and hanging over the door to the office is a sign that says If it is important to
you, you will find a way. If not youll find an excuse. This mantra conveys tow important
messages, and the first is obvious: If you feel passionately toward something, you will do it.
Conversely, if you do not care about something, it is much harder to make a commitment to
succeed.
It would make sense that a self-defense and fitness training center would be familiar with
the concepts of motivation, expectancy, and setting goals. Any trainer worth their salt will be full
to the brim with motivation, and will hopefully pass this on to their clients through verbal
persuasion and in leading by example. At Crucible we overheard the trainers speak with their
classes before the class started, and noticed that the instructor was happy and eager to share with
their students on everything from what was going on with their families to how they were
progressing in their workouts. One of the students was excited about how much weight she had
lost. Another student mentioned that he enjoyed working out because it meant that he could eat
anything he wanted and not weigh 500 pounds. While the students each had their own
aspirations and motivating factors, we could tell that sharing in the joy that comes from seeing
results was a big motivating factor for the trainers that were observed at Crucible.
We can tell that the staff at Crucible has a mission and they take it seriously. They are not
the typical MMA gym that someone might go to so that they can try to appear tough. They have
community outreach programs and classes designed to empower people to defend themselves,
including womens defense classes and concealed handgun courses. Most people would probably
expect to go to a place like Crucible and find a bunch of heavily tattooed, muscular alpha-males
punching bags and talking about who would beat who in a fight. Those people would find a

refreshing change at Crucible, where they have a laid-back atmosphere and teach fighting as
merely a way to end a bad situation or to defend the innocent.
In an organization there are many people who are highly motivated to perform a specific
task, whichever task interests them the most or has the best outcome. This type of person may
have become a personal trainer because they love working out, and want to get paid to do it.
While they are self-motivated to train people and enjoy seeing progress from their clients, they
may not do the best job when it comes to other tasks, such as bringing more people into the gym.
Most everyone would like a job where they can have an impact and where the value of the job
comes from within so that the work is its own reward. While these things are powerful
motivators, they are not always there, and it can be very difficult to keep that level of motivation
going day after day. Also, intrinsic motivation might push one to go further in certain tasks it is
that you care about, but it doesnt help with getting an employee to do something that they would
rather not do.
The organizational culture of Crucible is one that we found rather impressive. The feel
or climate of the business is one of camaraderie and support. The courtesy, assistance, and
support provided by the staff makes its existing members and soon to be members comfortable
regardless of their skill level.
Of the three components of organization culture, two were noticeable during observation.
Observable artifacts such as symbols, physical structure, and language spoke volumes about
Crucible. On the back wall of the gym there is a section that displays members receiving their
certifications for completing a level of training. In the picture an instructor and student stand side
by side in accomplishment. These symbols give motivation to those pursuing a goal and sense of

accomplishment to those who hang on the wall. The physical structure speaks to the openness of
the Crucible culture. All staff members are up and actively contributing to the environment.
There are no doors to close or back rooms to hide in. The specific language used to by instructors
when explaining a technique is an observable artifact displaying the level of competency
maintained by the staff. The other component of organizational culture displayed was the
espoused values. These values are displayed on the walls throughout the gym. Motivational
saying, types of workouts, and mission statements hang in the wall space not devoted to mirrors.
Combining these components, the structural design, and the size of the business, it is
pretty easy to see what type of general culture Crucible is likely to have. The friendly employees
thinking alike quickly gives rise to high sociability and high solidarity found in a communal
culture. Considering that Crucible is a small business of approximately fifteen employees the
communal culture is an appropriate fit.
Crucible has two specific culture types found within its general culture. The more
obvious of the two is the customer service culture. This business offers a service to the
community therefore it is very important for the organization to focus on high levels of customer
satisfaction. Fortunately, Crucible performs very well in the area they are located. The safety
culture may not be as obvious at first glance but it is a very important part of Crucibles culture.
Training people to defend themselves always leaves the potential for possible injury. The same
goes for any and all work/fitness programs. Crucible instructors keep a very close eye on
students when they are performing defensive techniques. If a member is not performing a
technique correctly they will stop the student and assist them personally until the move is
perfected. The same can be said for weight training. It is very important to learn and use proper

form when lifting weights. The instructors take it upon themselves to decrease the possibility of
injury to a member.
After visiting and observing Crucible, one thing stood out about Coffin and his trainers:
he and his employees are very at ease in their choice of careers and enjoy what they do. It is
evident that fitness was engaged in by the company as a whole, which we believe made each
worker have a great deal of satisfaction with work itself by doing something they loved and were
dedicated to. By only viewing a small time of Crucibles day, we learned that the amount of
respect that each employee had towards one another is something that would be envied by most
companies. Distance, Hostility, and conflicts between the coworkers was absent, all of the
employees got along significantly. With this being said, it also made the environment very
welcoming for new comers, or some that may just want to see what Krav Maga is all about.
Throughout the observation, many job characteristics theories were also evident. The employees
train the members that join the center on a daily basis and gain positive responses and feedback
in doing so.
In each of the 5 characteristics we viewed things that would give the employees of
Crucible ultimate satisfaction. In all the services the venter provides it seems as though it would
offer an outstanding amount of variety, not only for the employees, but for the members as well.
Crucible offers strength training, self-defense, body training, or even having open gym, which
provides many difference choices for the employees to teach and train. These options also give a
wide variety of classes to attend along with different times that will fit more appropriate into
tight schedules so that each member is able to stay engaged in fitness.

Each trainer is specialized equally giving the employees choice, independence, and
freedom to choose what works best for them considering the amount of options the center has
which provides them with a high volume of autonomy. Being a trainer like the employees of
Crucible gives high identity, by showing that the employees are in shape and the skills they are
offering are effective and efficient. There is a great significance all the employees have that are
employed at Crucible. The trainers provide extensive physical activity and lifestyle changes,
which result in physical and mental strengthening that will significantly impact the affiliates of
Crucible. Through the significance of the job characteristics theory, the employees are also able
to gain feedback. The feedback is through seeing physical appearance change, mental capability,
and strength and fitness growth. Throughout all the feedback, it provides the knowledge to the
trainers that the job is being done properly.
The concept of ability relating to organizational behavior is another major aspect that is
seen throughout the business of Crucible Krav Maga. Ability relates to many things: it is the
overall ability of the company, the abilities of its employees, and the abilities of the customers.
With Krav Maga being a specialized for of self-defense, one will need the best of instructors who
have dedicated themselves to learning this art to teach and run the classes. Coffin has himself
trained in Israel and other parts of the world as well as has a military background so he has
dedicated most his life to mastering the physical abilities needed for self-defense. Not many
people are specially trained in Krav Maga so finding the best instructors in this area of the world
where this training is not widely known is a difficult task. Coffin expressed this to us how
finding good instructors is one his most difficult tasks. Working on opening up a new location in
Allen it will be more crucial to have more instructors to teach in multiple locations, and the
owner cannot be at two places at once. He did express how the staff and instructors he currently

has are amazing and do not plan to leave anytime soon which is also a good thing. Most
instructors themselves have also trained part of their lives in Israel to truly master the form of
Krav Maga.
The company Mike Coffin has created is truly based on improving your overall physical
and mental abilities by promoting fitness and a healthy lifestyle through fast paced workout
programs, martial arts, and Krav Maga. He believes that everyone has the ability to improve him
or herself and really cares about the people he works with. The overall environment of the
company is quite relaxed and laid back but is still quite successful. Not being open for too long
they are in a prime location with an already large client base and are successfully about to open a
new location. The company has great potential but being a specialized service that isnt
extremely cheap by all means, they will only attract a certain type of crowd. We believe Crucible
is a good company and has the ability to only succeed.
Overall, we believe Crucible to be a well-functioning organization. Though the following
recommendations of change are minor, we hope they will help Crucible become even more
effective in serving community. Our recommendations relate to the areas of ability,
organizational structure, and organization culture.
To help with the shortage of instructors Mike Coffin should implement new ways to find
and recruit instructors. A plan should be developed that would allow Coffin to dedicate time to
travel to places where Krav Maga instructors are most prevalent and recruit instructors to work
for his company. Along with Krav training being prevalent in Israel there are many Krav Maga
conferences and tournaments that take place throughout the country. Making visits to places
where these conferences take place as well as Israel would help him find new potential

instructors. Also, implementing a course or program where he and current staff can train
individuals who have the potential to become instructors would allow him to create instructors
locally. Training instructors locally would truly allow Coffin to see the abilities of each
individual and make them into the kind of teacher Coffin would want for his business. He
currently has programs catering to physical ability, with specific classes for beginners and classes
for more physically inclined customers, but not more for children. Having more services that
appeal to children, we feel, would help Coffin tremendously. With this suburban lifestyle
children are very prevalent and can help spread good word about the company. By offering more
services to children they are also bringing with them their parents, which will allow some parents
to see the services Crucible also offers for adults and sign up. Appealing to the family rather than
adults will allow Coffin to expand his client base and be more successful.
Another recommendation that we have for Coffin is to possibly consider a potential
restructuring of his business. The addition that we are proposing that we should add is a manager
position below him and above the instructors. Coffin is the sole owner and manager of this
business. With a second location opening, there will need to be someone present at both locations
every day that is able to perform managerial duties that Coffin would normally oversee. This
does not mean that Coffin will be relieved of his duties, but that he will have the luxury to
oversee the managers, perform the business duties, and intervene as needed. The startup phase
of the new location in Allen will require majority of Coffins attention and with this said someone
that is qualified to run at least one location would help this company at this particular time
tremendously.
Finally, we believe the organizational culture of Crucbile is a major component to its
success. We believe this culture directly stems from Coffin. We recommend Coffin use the ASA

model of hiring to secure a manager who will support the existing culture. Before the second
location is ready to open. Coffin should allow time for the new manager to work within the
existing location. This will give the new manager time to adapt to the culture. IF the manager is
not a proper fit, apply attrition and being the process again.
Another possible way to find a manager for the culture of Crucible is promoting from
within. Coffin can pick a highly capable instructor to oversee the current location while he
focuses his attention on the new location. This will reduce to turn over time of the ASA process.
Though adding a manager or possibly managers to this business structure may cause a
slightly more mechanistic design, we believe it will allow Coffin more time to interact with
customers and keeping the organic nature of the business alive. These changes may also cause
the beginning of a less communal and a more networked culture typology. However, these
changes are expected with growth and as long as Crucible is aware of the possible growing pains
it is to face, it should be fine.
Again we thank Mr. Mike Coffin and the entire Crucible staff for allowing this
opportunity. This process has been extremely beneficial in understanding the application of
organizational behavior. We hope the information provided today will assist in the continual
success of Crucible.