LINEAGE® Martial Arts Trademark: History, Rights, and Brand Protection
A Personal Note from the Founder
As the founder of Calvert MMA Academy® and Lineage BJJ®, I have spent nearly two decades building a martial arts community rooted in authentic Gracie Jiu-Jitsu, real-world self-defense, and respect for tradition. With that work comes another responsibility that is far less visible, but just as important: protecting the LINEAGE® name.
This article exists to educate—not to attack. Trademark issues arise several times each year within the martial arts community, and most stem from honest misunderstandings. By sharing our history and explaining the legal principles involved, my goal is to help school owners, coaches, and entrepreneurs make informed decisions and avoid unnecessary and costly mistakes.
For those interested in the deeper creative and historical story behind our name and logos, we’ve documented that separately here:
https://www.lineagebjj-blog.com/blog/the-epic-story-behind-the-lineage-bjj-logos-a-legacy-in-motion
The Meaning of “Lineage” in Martial Arts
In martial arts, lineage refers to the transmission of knowledge from teacher to student—a living history that connects generations. After the passing of Grandmaster Hélio Gracie in 2009, we adopted the name LINEAGE to honor that tradition and the instructional path from Dr. Jigoro Kano, through the Gracie family, and ultimately to our own students.
This was not a marketing gimmick. It was a philosophical commitment to preserving authentic instruction and honoring those who came before us.
Early Use and Commercial Adoption
Our use of LINEAGE® began in the late 2000s and entered documented commercial use no later than 2011, including:
Martial arts instruction under the LINEAGE name
Academy-branded apparel and uniforms
Online sales and event merchandise
Early domain registrations, including:
lineagebjj.com
lineagemma.com
teamlineage.com
lineagegear.com
This continuous, documented use established common-law trademark rights well before any disputes arose. Under U.S. trademark law, rights arise from use in commerce, not from state business registrations or who files paperwork first.
Federal Trademark Registration and the 2014–2017 Challenge
In 2014, we formally registered LINEAGE® and LINEAGE BJJ® with the United States Patent and Trademark Office (USPTO). Both registrations were granted and placed on the Principal Register, providing nationwide protection.
That same year, another Maryland-based martial arts operator challenged the registrations, claiming earlier rights based on a dormant state LLC filing. The dispute was fully litigated before the USPTO’s Trademark Trial and Appeal Board (TTAB) and spanned several years.
In 2017, the TTAB ruled decisively in our favor, confirming:
Our priority of use
The validity of the LINEAGE® mark
That a state business registration does not override federal trademark rights
That decision is final and remains binding today.
Attempts to Weaponize the Legal System (and Why They Failed)
After losing at the federal level, the same individual attempted to shift the matter into state court by filing harassment and protective-order claims—solely because I enforced our trademark rights.
Those claims were dismissed at the first hearing. No findings were made against me. No restrictions were imposed. The court recognized the reality: enforcing a federally registered trademark is lawful and protected conduct.
At the time, I chose to move on. I did not pursue malicious-prosecution claims or seek reimbursement of legal fees. My focus remained on our students and our academy—not retaliation.
Why Trademark Enforcement Happens Repeatedly
Trademark owners have a legal obligation to enforce their marks consistently. Under U.S. trademark law, failure to police a mark can weaken—or in some cases jeopardize—those rights over time. For that reason, enforcement is not optional; it is part of maintaining a valid trademark.
As a result, several times each year we must address situations involving:
Schools using LINEAGE as part of an academy or program name
Apparel brands placing LINEAGE on gis or other merchandise
Websites, domains, or social media accounts using LINEAGE as a source-identifying brand name
Most of these matters resolve quickly through education and cooperation. In many cases, people are simply unaware that trademark rights arise from use in commerce and must be actively protected. Our preference is always to resolve issues professionally and without escalation, but consistent enforcement is necessary to preserve the integrity of the LINEAGE® marks and to prevent consumer confusion within the martial arts community. This obligation exists regardless of personal preference and applies even when enforcement is uncomfortable or unpopular.
Trademark Law Explained: Clearing Up Common Myths
Trademark Classes Do Not Limit Protection
Our registrations are in International Class 41 for martial arts instruction. That does not mean others are free to use the same mark on closely related goods such as apparel. Under the Lanham Act, trademark rights are governed by the likelihood of consumer confusion—not by trademark class numbers.
Martial arts schools routinely sell branded uniforms, gis, and apparel as part of their core offerings, and courts have long recognized these goods as closely related to instructional services. As a result, the use of the same or confusingly similar mark on martial arts apparel is likely to create consumer confusion as to source, affiliation, sponsorship, or approval, even if the goods fall under a different trademark class.
Professional sports teams and universities operate under this same principle: trademark protection for services extends to closely related merchandise sold under the same brand.
“™” Does Not Create Rights
Adding a ™ symbol does not establish ownership or priority—particularly after notice of an existing federal registration.
Variations Can Still Infringe
Trademark law protects the distinctive, source-identifying portion of a mark—not generic or descriptive terms. In the case of LINEAGE®, the word “LINEAGE” is the dominant and distinctive element of the mark. Terms such as “BJJ,” “MMA,” “Martial Arts,” “Muay Thai,” “Dojo,” or similar modifiers are generic descriptors commonly used throughout the martial arts industry and do not serve to distinguish source.
Accordingly, the use of LINEAGE combined with generic or descriptive terms—such as:
Lineage Martial Arts
Lineage BJJ
Lineage MMA
Lineage Muay Thai
New Lineage
Lineage Dojo
may still constitute trademark infringement when used as source-identifying brand names within the same martial arts marketplace. Simply adding or substituting a generic descriptor does not avoid infringement and does not eliminate the likelihood of consumer confusion as to source, affiliation, sponsorship, or endorsement.
Descriptive Use Is Allowed
Discussing one’s personal lineage, instructors, or training history is entirely appropriate and encouraged.
To be clear, our trademark rights do not prevent anyone from describing their background or martial arts lineage in a descriptive or educational sense. The issue arises only when LINEAGE is used as a brand identifier—whether alone or combined with other terms—for a martial arts school, program, domain name, signage, merchandise, or social media identity within the martial arts industry.
What Happens If a Cease-and-Desist Is Ignored
Most trademark disputes are resolved without litigation once the issue is brought to a business’s attention. A cease-and-desist letter is intended to open dialogue and allow the matter to be corrected early.
However, when infringement continues after notice, the legal consequences become more serious.
Under the federal Lanham Act, continued unauthorized use of a registered trademark after receiving a valid cease-and-desist notice may be treated as willful infringement. Courts frequently view post-notice conduct as evidence that the infringer knowingly chose to proceed despite being aware of another party’s rights.
When infringement continues after notice, potential remedies may include:
Court-ordered injunctions requiring immediate cessation of use and rebranding
Seizure and destruction of infringing or counterfeit merchandise and materials
Disgorgement of profits earned through unauthorized use of the mark
Enhanced monetary damages, which a court may increase up to three times in cases of willful infringement
Recovery of attorney’s fees and litigation costs in exceptional cases, particularly where conduct is deliberate, knowing, or in bad faith
These remedies exist to protect consumers from confusion and to preserve the integrity of legitimate brands.
Litigation is expensive for everyone. It is almost always avoidable with proper research and good-faith decision-making at the outset.
Enforcement and Escalation
As the owner of federally registered trademarks, we have a legal obligation to enforce our rights consistently. In most cases, education and voluntary compliance resolve the issue quickly and professionally.
When infringement continues despite notice, escalation may become necessary. Federal trademark law provides a structured framework for resolving such disputes, including litigation in federal court when informal resolution efforts fail.
While litigation is always a last resort, trademark owners who do not enforce their rights risk dilution or loss of those rights altogether. For that reason, we will continue to protect the LINEAGE® marks in accordance with applicable law and established legal standards.
Practical Advice for School Owners and Brands
Before choosing a name:
Search the USPTO database: https://tmsearch.uspto.gov
Google the name alongside terms such as “martial arts,” “BJJ,” or “academy”
Check domain-name and social-media availability
Consult a qualified trademark attorney if there is any uncertainty
A small investment of time early can prevent years of stress and expense later.
Closing Thoughts
Protecting LINEAGE® is not about ego or control. It is about clarity—for students, families, and the martial arts community as a whole.
We prefer cooperation over conflict and education over escalation. At the same time, we will continue to enforce our rights consistently and fairly, as the law requires.
If this article helps even one school owner avoid a costly mistake, then sharing our experience has been worthwhile.
Train hard. Stay humble. Carry the lineage forward by helping others.
To any new entrepreneurs reading this: I hope this was helpful. Good luck, and God bless.
Professor Jim Thrift
Founder, Calvert MMA Academy® & Lineage BJJ®
5th-Degree Black Belt, Gracie Jiu-Jitsu (under Grandmaster Relson Gracie)
Navy Veteran | Retired U.S. Secret Service
Disclaimer: This article is for informational purposes only and does not constitute legal advice. For guidance on specific situations, consult a qualified trademark attorney.
A Note of Appreciation
I would also like to acknowledge and thank Wendy Peterson, who served as my trademark attorney from 2014 through 2024. During the initial registration of the LINEAGE® marks and the successful defense of those rights between 2014 and 2017, her expertise, steady guidance, and professionalism were instrumental.
Over the years, Wendy was not only a trusted legal advisor, but also a valued friend. She has helped countless business owners protect their brands with integrity and care, and I am grateful for her counsel, support, and friendship. I wish Wendy and her family all the best in her well-earned retirement.
