Author: Paul Halme (Page 2 of 5)

Your MMA Gym Ads Won’t Work If You Get This Wrong

Your MMA Gym Ads Won’t Work If You Get This Wrong

The platform or media is last. This is where everyone gets it wrong! But don’t worry, it took me years to finally wrap my head this around. The Market, the Message and then the Media.

Unless you have a giant marketing budget, you need to pinpoint your target market. When you have this set-up, your ad spend goes down and your results go up.

You have to know who your market is because they are the people who buy what you’re selling. Look around your gym at your current clients.

Market and message are critical. With a laser-focused market tied into your customers’ needs and your brand message, you will be years ahead of your competition. These two together are so powerful that you can then use any media to attract new students.

Your market will guide you in making the advertising and service decisions that will both save and make you a lot of money. It has a bearing on everything you do.

When in doubt, always refer back to check who your market is. If you’re not sure, this chapter explains how to identify the people you want to attract into your business.

Avoid the temptation of try to appeal to everyone. Many new owners are guilty of this and will take money from anyone – even those students they know are not a good fit and end up causing problems down the road, force you to chase payments and turn up late. The most successful gyms do not appeal to everyone; they have a specific market they want.

Your success depends on you choosing a smaller group of people to work with so they think, “This is the place for me.” Your perfect customer should feel at home in your gym from the start. There will always be minor differences, and that’s OK. But the new customers you bring in should be a good match with your preferred types.

It’s very important to get this right first. When putting together their marketing plan, the top guys spend more time working out who they are going to help than anything else. It’s definitely more important than messing around with the font for your logo or your color scheme.

Good market research can take a long time, but if you put a solid afternoon into it then you will be way ahead of those who are chasing the latest marketing fad and wasting money.

A simple way to do this is write out on a piece of paper who you want in your gym and make sure your content speaks directly to them in your MMA Gym Ads.

Read Part 3 Here or Start at Part 1 Here.


Why don’t most MMA gyms make money?

Why don’t most MMA gyms make money?

Are you sick of burning cash on a gym that is going nowhere?

You might be good at what you do and love the sport, but most of the time MMA gym owners do not have the business and marketing systems in place needed to be profitable.

Most of the time those running a gym are pretty good instructors, but that often does not equate to financial success.

Referrals can be huge, but you can’t rely on them alone to build your business. Of course, you have to teach exciting classes but you need more than that to get to the next level.

I see this all the time. People are pumped about the new gym, they put up a few posts on Facebook and then it just dies down.

They don’t have a system to grow their brand.

If you build it, they will not come – unless you let them know.

When I meet with a gym owner, I ask them to show me their marketing strategy, their website and what’s going on in their gym. Then I advise them on what needs attention to boost profits and get things running more smoothly.

That way, you can focus on fixing the weaknesses in turn as soon as possible.

This is the stuff that keeps your business alive. After that, you will look at longer term issues that affect how well your gym runs.

It can be tough reflecting on why your business is struggling but the good news is you have just taken the first step towards fixing the problems with your gym.

Once you know where the weaknesses are, you can use my book to work out how you will solve them.

It certainly wasn’t easy when I started out, but I managed to turn my gym around and set up some new ones.

You can grab a copy of my book at…/…/1910600180 and start making your gym more profitable today!

Read Part 2 Here and see how MMA Gyms can finally make you money.

Momentum Monday Podcast Show Directory

Here is a page for you to easily access all of our episodes.

Episode 0

Read the Episode 0 Blog Post HERE

Episode 1

Read the Episode 1 Blog Post HERE

Episode 2

Read the Episode 2 Blog Post HERE

Episode 3

Read the Episode 3 Blog Post HERE

Dan Meredith On My Best Selling Book

Dan Meredith On My Best Selling Book

I am lucky to be a private client of Dan Meredith.  Without him, this book would not exist.  Here is the forward that he wrote for my book.  Make sure to read it and then join his Free group Coffee with Dan.  Link is at the bottom.


Are you f*cking kidding me..?’ That, was one of the first things I uttered to Paul on our initial coaching call.

Now, before I go on to explain why this book could perhaps be one of the most powerful in your collection – let me give you a brief background on myself.
My name is Dan and I’m fortunate enough to own a variety of offline and online businesses, be a two-time bestselling author and have one of the most popular groups for entrepreneurs in the world.

I am also very fortunate to mentor Paul.

Dan Meredith

Now, there is one very good reason you should a) read this book cover to cover – and make notes and b) implement everything Paul says.


Because unlike many in the MMA/fighting arts space, Paul does not have a UFC career under his belt. He hadn’t won anything when he was building up his gym from scratch (although he did go on to win a Masters BJJ World Championship in 2014 – 11 years after opening his gym).

But he has built a multiple six-figure empire in the BJJ/MMA space that not only allows his athletes to achieve great success but Paul himself has a life. Seriously, an actual life.

Unlike many in MMA gym owners who rely on their name or accomplishments to try and get business, Paul has learned the hard way what works – and what doesn’t.
The sad fact of the matter is so many martial arts gyms close every year. All those dreams… all that hope… all that money invested… all the time that can’t be brought back. Gone.

Paul can show you step-by-step how not to be one of the gyms that takes someone’s passion and ultimately ends in failure, but instead have a thriving community of athletes who not only love you and your work… but pay the bills and more too!

In closing, if you are passionate about your sport but maybe think you are not a big enough name to ‘make it’ – I’m going to call bullsh*t on that. And if you want the ‘edge’ over your competitors its simple:
Ditch any preconceived ideas or ego. Read this book. Implement. And thank Paul later.

Good luck
Dan Meredith

P.S. Why did I say, ‘Are you f*cking kidding me?’ the first time I spoke to Paul? Simple. Because he wasn’t sure if people wanted to know what he wanted to share. And that’s why you are reading this book right now. I may not be as tough as Paul but I’m a brutal coach – and a little bit of tough love isn’t bad, is it? Ha.

Make sure to check out Dan Meredith’s Free Group to grow your business and change your life.

You can check out my book HERE.

How To Make Money With Your Martial Arts Gym

How To Make Money With Your Martial Arts Gym


How To Make Money With Your Martial Arts Gym

You can grab my book in Print or Kindle on Amazon.

Check out the forward to my book by Dan Meredith HERE.

You can follow Dan and his free group HERE.


How To Open A Profitable Martial Arts Gym

A little story about How To Open A Profitable Martial Arts Gym

My name is Paul Halme and I opened my gym in 2003 as a Brown Belt In Brazilian Jiu-Jitsu with zero students and tried everything to get my gym to work. Lots of trial and error with so many ups and downs. I had no idea how to open a profitable martial arts gym.  But it was the best decision of my life.

When I opened my gym I was a nobody who had done nothing in the martial arts World. I was competing and training hard but not winning anything. This was a big risk to take but it felt right. I really loved teaching more than competing.

I was holding myself back because in my head I was no one. Then years later I learned that nobody cares about that, its all about what I could do for them.

So many excuses why my gym wasn’t making money. I hadn’t won anything, I couldn’t afford to spend a bunch of money on marketing. So and so is part of a big affiliation.

Getting off to a slow start
The first 2 years was so hard. I wish I would have had someone to help guide me on the journey and point me in the right direction. Having no idea what I was doing, I would put out yard signs and hope people would call.

How To Open A Profitable Martial Arts Gym

I kept working my corporate job as a stock broker to fund my little school. This made for some really long days with a wife and 2 small kids at home. Without this stream of income, my school would have gone under in less than 12 months.

After 2 solid years of working at the gym, I was getting lucky and my gym was growing. I am a numbers guy and set up a plan to leave my good paying job once I knew I could pay all my bills.

I knew my broker’s license wouldn’t expire for 2 years so I could always go back. It was a bit of a safety net. My wife and I talked about it and we decided it was time for me to run my school full time.

The tipping point
In my 4th year, I was making progress but needed help. I went to a Fitness Business Marketing Event hosted by Bedros Keuilian. It was an amazing eye opener. He opened up spots in his mastermind and I jumped all over it.  I finally knew how to open a profitable martial arts gym.

I will never forget calling my wife and telling her I just threw down $10,000 on my credit card for a coaching program that we couldn’t afford yet but I promised her it would work. This was not a conversation I was looking forward to when I got home and hoped to still be married when I got back. And I am happy to say that I got to keep all of my body parts…

He taught me about direct response marketing, systems and internet marketing. I took what he used in the fitness industry and tested it, adapted it, tweaked it and refined it until I created my own systems for my martial arts gym.

Now we were off to the races. My systems transformed my gym and the school was busting at the seams. So I did what any lunatic would do and I decided to open 3 more. I bit that off way too soon but it was a good learning experience.

My next Business Coach was Lloyd Irvin Jr.  He taught me how to get my gym to a level that I never imagined.  The copywritting and Internet Marketing I learned was legendary and got me into info products and Dvds.

Then I studied under Ryan Deiss, Frank Kern, Dan Meredith and Mitch Miller. I never stopped learning and still belong to various masterminds to improve my systems.

I never stopped learning and still belong to various masterminds to keep growing.

My gym owner lifestyle now
The the gym was profitable enough to let me travel all over the World training and competing. I had unlimited vacation days…lol.  As I improved my systems, my gym became more and more profitable.

This was a big turning point for me. My school was running on all cylinders and I could finally train as much as I wanted to and chase some competition dreams. This culminated in me winning a Master No Gi World Championship at Black Belt!

Now I get to show Martial Arts Gym Owners how they can do the same thing with Combat Business Success!

Check out some client success stories Here

How To Open A Profitable Martial Arts Gym

Version 42.0

Here goes the relaunch of my blog and version 42.0 of me.

I am just wrapping up my birthday week and making some really big life changes. One of those is the relaunch of my blog as a more personal way to document my journey. I tend to hide things that I am doing because of what people might think and judge me.

Crazy how much we worry about what others think.

Read More

Speaking At The Undisputed Leadership Summit

My thoughts on The Undisputed Leadership Summit

Tell Me Why I Should Buy Your Product?

Seriously, you want me to explain this to you…

Sad thing was in the past I would spend a ton of time convincing someone of why they needed what I am offering. Literally explaining it until my head was about to explode like a bag of burning crap left on a porch just waiting for someone to stomp on it.

Read More

Are You Wasting Time On The Hustle?

Think about this, are you wasting time on the Hustle?

It’s all we hear about… But do we really understand it?

Read More

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© Copyright 2017 Paul Halme