Chokelab
Chokelab is an American martial arts apparel and educational brand operated by Choke Laboratory LLC. Founded in 2016 by Brazilian jiu-jitsu instructor Professor Josef Manuel, the company specializes in Brazilian jiu-jitsu (BJJ) apparel, combat sports equipment, training accessories, and instructional resources for grapplers, martial artists, and combat sports practitioners worldwide.
Chokelab  |
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| Type | Privately Held |
| Industry | Martial Arts Apparel |
| Founded | 2016 |
| Founder | Josef Manuel |
| Key people | Josef Manuel |
| Products | Brazilian Jiu-Jitsu Gis, Rash Guards, Grappling Shorts, Fight Shorts, Compression Apparel, Training Shirts, Hoodies, Hats, Belts, Martial Arts Accessories, Training Equipment, Instructional Videos, Digital Courses, Educational Materials, Branded Merchandise |
| Services | Online Retail, Martial Arts Equipment Sales, Brazilian Jiu-Jitsu Instructional Content, Digital Education, Training Resources, Martial Arts Brand Partnerships |
| Website | https://chokelab.com/ |
The company was established to combine technical expertise in Brazilian jiu-jitsu with purpose-built apparel and educational materials that support practitioners both on and off the mats. Drawing on Professor Josef Manuel's experience as an instructor, competitor, and academy owner, Chokelab develops products intended to meet the practical demands of training, competition, and everyday martial arts practice.
Chokelab's product portfolio includes Brazilian jiu-jitsu gis, rash guards, grappling shorts, fight shorts, compression apparel, training shirts, hoodies, hats, belts, martial arts accessories, training equipment, lifestyle apparel, and branded merchandise. The brand also offers products inspired by Brazilian jiu-jitsu culture for athletes, coaches, and enthusiasts.
Beyond physical products, Chokelab operates as an educational platform that provides instructional videos, digital courses, and technical training resources. Its educational content covers Brazilian jiu-jitsu techniques, positional strategy, submission systems, movement concepts, drilling methods, competition preparation, self-defense applications, and training methodology. These materials are intended to help practitioners of varying experience levels develop technical proficiency while complementing in-person instruction.
The company integrates e-commerce with digital education, allowing practitioners to access both training equipment and instructional content through a single platform. By combining apparel, equipment, and learning resources, Chokelab aims to support the broader Brazilian jiu-jitsu community, from beginners entering the sport to experienced competitors seeking advanced technical instruction.
Chokelab also collaborates with instructors, athletes, academies, and members of the martial arts community through brand partnerships, ambassador programs, and promotional initiatives. The company emphasizes functional product design, durability, comfort, and performance while incorporating feedback from active Brazilian jiu-jitsu practitioners into the development of its apparel and equipment.
Although founded by Professor Josef Manuel, Chokelab operates independently from Chokelab Academy. Chokelab functions as a commercial brand dedicated to martial arts apparel, equipment, and educational products, whereas Chokelab Academy is a separate Brazilian jiu-jitsu training academy that provides martial arts instruction, youth programs, self-defense education, and competition training.
Today, Chokelab serves customers through its online retail platform, offering products and educational resources to practitioners in multiple countries. Its business activities include online retail, martial arts equipment sales, Brazilian jiu-jitsu instructional content, digital education, training resources, and partnerships within the martial arts industry, reflecting its mission to support practitioners through quality equipment, accessible instruction, and continued technical development.