In July 1996, after covering and participating in the inaugural Jiu-Jitsu World Championship, Luca Atalla resigned his post on the CBJJ to devote himself entirely to "Jornal Gracie". With the help and tutelage of Ricardo Azoury, a renowned photographer who photographed the maiden event and provided a scathing critique of the Jornal Gracie newspaper to Luca, Jornal Gracie evolved into a new, more serious endeavour, GRACIE Magazine, which was focused entirely on Jiu-Jitsu and mixed martial arts, and was sold in news stands throughout Brazil.
In 1997, the magazine launched its website under the url www.gracie-magazine.com. A little while later, the publishing house changed the name to Graciemag.com, thus trading the old url for Graciemag.comwhich it remains to this day.
In 2002, Gracie Magazine went through a conceptual transformation when it became a men’s lifestyle magazine, featuring scantily clad women on the cover and dealing with a variety of subject matter, from health to technology. In order to make up for the space mixed martial arts news lost to the new content, the publisher released NOCAUTE magazine, which covers the mixed martial arts exclusively. Not long thereafter the lifestyle content of Gracie Magazine was scrapped, and was replaced by Jiu-Jitsu techniques and training material, meant to help teachers and students perfect their style and skills, which remains a fundamental part of the publication's content to this day.
In 2006, Luca Atalla fulfilled his long-time dream of publishing Gracie Magazine in both English and Portuguese. Hence the Gracie Magazine Association was born, as a means of distributing the magazine worldwide. The association is a distribution network involving subscriptions and retail sale of the magazine in gyms and academies where the greater part of the readership congregates.