Craig Jones has never been one for conventional recruitment copy, and his latest pitch for coaches at B-Team’s new Zamaya facility in Mexico proves it once again.
In a video posted to Instagram, Jones leaned into his trademark deadpan delivery, asking followers if they were unhappy with their lives, sick of their city, tired of their gym, or fed up with training partners he described as “a bunch of fucking idiots.” His pitch: quit everything and come coach for him in Mexico. The perks listed were flights, accommodation, companionship, and pesos, delivered with the same straight face he brings to most of his public appearances. He capped it off with a riff on JFK’s famous line, telling prospective hires not to ask what B-Team can do for them, but what they can do for B-Team.
Underneath the humor is a genuine hiring push. B-Team is expanding into Mexico with the new Zamaya facility, and Jones is looking to staff it with coaches. Judging by the response, plenty of people are interested in a career change on those terms. The post reportedly pulled in more than 400 applicants within 24 hours of going live, a reminder of just how much reach Jones commands and how appealing the idea of coaching jiu-jitsu on the beach sounds to a lot of grapplers right now.
Whether the hires end up being decided by credentials, coaching pedigree, or simply who made Jones laugh hardest in their application video remains to be seen. Either way, B-Team’s Mexico project is shaping up to be one of the more talked-about developments in the sport this year, helped along by a recruitment ad that reads more like a comedy sketch than a job listing.
A freelance journalist with more than seven years of experience covering a wide range of topics, with a focus on delivering accurate, engaging, and well-researched reporting. He studied at the University of Birmingham, where he developed a strong foundation in journalism and communications. Martin is a 10th Planet BJJ brown belt and has been training for approximately 10 years and a keen follower of submission grappling.
