3 Ways To Boost Your Martial Arts Income

No matter how good your gym is doing, there are ways for you to make even more money from your facility to maximize your profits and boost your martial arts income.

Bringing in new members is the lifeblood of your gym. You always need to be adding new students since others will choose to leave, that’s just the nature of the business.

But this is why you need to be marketing and spending money on advertisements consistently. Never back off on this to save money as it will hurt you in the long run.

Martial Arts Income


Boost Your Conversion Rate
Your advertising is going to bring prospects to your gym. You’ve learned that the better you get at signing those prospects up, the more money you’ll make.

What is your conversion rate currently?  Say its an average 50%.  20 intros = 10 new students.

What would just a 10% increase do to your bottom line? 60% 20 intros = 12 new students x 12 months x $150 a month =$3,600 added to your annual sales.  Now imaging what happens when you do this every month and get the percentage over 70%.  Most of my clients are well over 70% conversion rate.

You have to keep training your staff to keep improving this number.

Generate More Repeat Sales
Another key number is your retention rate. Once you’ve got your students, you need to keep them. It’s a lot cheaper to keep a current student than to bring in a new one.

One of the best ways to keep your retention rate nice and high is to keep on top of those daily and monthly SOPs. Also, remember to take an interest in your members: learn their names and smile when they arrive. These little things matter.

As well as offering excellent customer service to keep people spending money with you, you can also offer new experiences and upgrades.

Offer More Services
Let’s be clear, this is not all about raking in cash. You have to genuinely care about your students and have great programs to help them. Everything you charge for has to be good value for money and be delivered to the same high standard.
– Private Lessons
– Events
– Seminars
– Workshops
– Turn Events Into Online Products
– Partner With Local Businesses

These 3 areas will boost your martial arts income but you have to get your students to stay longer.  This is the best way to build a solid foundation to grow on.

Here are some bonus tips to improve your retention
– Care About Your Students
– Talk To Your Students
– Have Member Appreciation Events
– Every Quarter Improve Your Gym Equipment
– Every Quarter Make Cosmetic Improvements To Your Gym

Now go out and Implement to keep improving your Gym and Team.

Read Part 8 Here.


Improve Your Sales System To Get More Martial Arts Students

Thanks to the research you’ve done into your avatar and your message, you can hook prospects with your head-turning headlines, persuade them that you are the go-to gym for their requirements with your body copy, and encourage them to contact you with your compelling call to action to book their consultation.

You now get a chance to show them, in person, that your gym is the right fit for them and that they will get them the results that they are looking for.
The rate at which you can convert those visitors into paying members is one of the most important numbers that you have to track for the success of your gym.

Martial Arts Students

The better your conversion rate, the higher your profits.

It’s one of the first numbers I ask for when I go into a gym. You can tell how successful they are based on this and a few other key metrics.

You should aim for an initial consultation conversion rate of 70-80%. Most gyms I start working with are usually around 50% or lower.

Your marketing will affect the number of people who will book a consultation.  So you can never stop marketing and getting better at that skill.

Now you will find out how to communicate with your visitors when they arrive for their session so you can convert more of those leads into paying customers and higher profits.

The Killer Consultation Formula

  1. Have A Strong Greeting
  2. Establish Rapport
  3. Reaffirm What They Told You
  4. Give Them A Tailored Tour Of Your Facility
  5. Fully Understand Their Needs
  6. Decide On The Most Pressing Need
  7. Have A Sit-Down Consultation
  8. Get Their Agreement
  9. Close The Deal

This has a dramatic effect on your profitability, as this example will show.

Numbers can be exciting

Imagine you had a decent month and 20 appointments show up:

  • at 50% conversion, you have 10 new students
  • at 75% conversion you have 15 new students

It doesn’t seem big until you delve into the numbers.

Five extra students per month with a monthly average of $150 is $750. 

If the average student stays seven months, that’s an additional $5,250 to the bottom line. 

Do that every month and you just added $63,000 to your annual sales. Excited now, huh? 

New students are the life blood of your gym.  We wish all students would stay, but the reality is most won’t.  That’s another reason why customer service is huge and having systems in your gym.

Read part 7 here

A Few Simple Steps You Can Take To Make Your Gym Better

A Few Simple Steps You Can Take To Make Your Martial Arts Gym Better.

Sometimes running a gym seems completely and utterly overwhelming.

Bills to pay, no leads, taxes, unreliable staff (not all of them…lol) and the list goes on.

Martial Arts Gym Better

Obviously if certain things in your gym were better you’d be a lot HAPPIER. If so lets do something about it.

Let’s break down your gym into 3 areas.

– Culture: What is the vibe in your gym? Does everyone have a positive attitude and happy to be there (instructors included).
– Traffic: Are you getting a steady flow of new leads and students?
– Profits: If your gym is not profitable, your stress levels will never go down. Profits allow you to keep improving the gym and live a life.

Rate each on a scale of 1-5.

Now if your reading this far, I bet some of these numbers are pretty low.
But find the lowest number.

Culture: 1
Traffic: 4
Profits: 2

Find an area where you’re really low and bummed out about it.  Don’t worry, we all have areas that bum us out but I promise when you improve them you will feel so much better.

Now get out a piece of paper and list out 5 things that you could do (be detailed) to improve that number.

I want you to start trying the simplest of those 5 things today and keep doing them until you have implemented all 5.  Cross those off as you complete them and make your martial arts gym better.

This might sound incredibly simple, but try it our RIGHT NOW and see if your gym and life doesn’t start changing one day at a time.

Have a Legendary Week


P.S. For you overachievers go back and update your scores in the 3 areas and work on the new lowest area.   You can keep going back to this list and improving it throughout the year.

How to have 
a great martial arts gym staff

How To Have A Great Martial Arts Gym Staff

This is crucial as you grow your gym. You need good people to help you as you can’t do everything on your own in the long run.

Your staff members are the people who represent you and your gym’s brand and core values on a day-to-day basis. A lot of times they are the first person the prospect will meet.

When I opened my gym, I was a real jack-of-all-trades. After unlocking the doors in the morning, I did everything until I locked them again at night. Doing everything yourself is OK when you’re starting out, but eventually it becomes exhausting and prevents you from growing your gym.

Without good staff, you’ll never scale your business – or take a vacation. Having to cancel classes to go to a tournament or hope for a national holiday to have a day off sucks.

martial arts gym staff

If you are still in the start-up phase and run ragged with endless jobs, don’t worry – you can use my system to fix this.

How great staff help you achieve your goals
As a gym owner, you need to get rid of the menial day-to-day chores so you can focus on growing your business. It’s hard to make sure all the essentials covered and still market and grow your gym. These unskilled jobs are the first tasks you need to pass on to your staff – things like opening and closing the gym, cleaning, basic repairs, putting up photos, handing out flyers and so on.

When you delegate the SOPs you will see how much more smoothly the gym can be run and your stress levels will drop. Spread them out so you are not doing everything – and neither is anyone else.

When you have more help, put someone in charge of customer service so you won’t be the one having to deal with every email, phone call or minor issue. This will also speed up the replies to the students. Often when people get swamped, following up on service emails is one of the last things to get done.

By having a person dedicated to that task, you will see an increase in student satisfaction and retention. This also gives you more time to walk around the gym and interact with your students. The more smiling helpful staff members you have, the better the ambiance.

Remember, your staff are a direct representation of your brand. They relay your message and core values to your prospects and students. Have them wear team gear while teaching and always be courteous and helpful.

How to hire the right people
Please don’t make the mistake of hiring based on technical skill alone. Focus on character traits that you feel are important.

The worst staff members are those who are genius at something specific, but lack people skills and have a lazy attitude. Soft skills can’t always be taught – people either have them or they don’t. Choose cheerful, loyal people with potential and train them up in any specifics they need. They will be eager to learn.

Traits to look for when hiring
Look for people with a positive attitude. This is a big one. Negative people who complain all the time need not apply.
If you’re considering someone you know already, make sure they are known as a friendly person around the gym. See how they interact with other students and prospects on a daily basis.

Another biggie to look for is honesty. Would you trust them to watch your kids or hold onto money for you? The last thing you need is a dishonest person working for you and your brand. If your team is going to gel together then mutual trust is paramount.

How do they come across when you meet them? Are they easy to get along with and fun to be around? What does your gut instinct tell you about them? No doubt students will feel that way too. You don’t have time to train a loner or a bad ass who has no people skills.

How to train people up
Once you have your candidates, it’s down to you to train them to become a valuable part of your gym, either as an instructor or staff member.

Firstly, have everything written down. This should explain everything that needs doing and how you want it done – either in terms of running your facility or running your classes.

You have to be very detailed and clearly break down everything you want to be done, how, when and by whom. Don’t leave any of it to interpretation.
Have two core manuals at your gym – an instructor manual that covers your classes, plus an operations manual that covers how your facility needs to be run.

Your instructor manual needs to detail not only the specifics of what you want taught but also the manner in which you want your classes run. This is vital to maintain the integrity of what you teach. Every instructor wants to teach what they like and that’s not always what beginner students need.

Your operations manual will include the daily and monthly SOPs covered earlier, plus initial consultation forms, accident reports, etc…

Check out Part 6 of this series Here.

How to have a 
great martial arts facility

How to have a 
great martial arts facility

You have now moved your prospect down the line to becoming a student. But you need to have a fantastic facility that welcomes people.

This is another area that many gym owners overlook. Yes, you want nice mats and equipment, but it goes way beyond that. The ambiance of the place matters too.
You know the saying that you only get one chance to make a first impression? It’s true.
How welcoming is your gym? Does it smell good? Do you touch up the paint and replace broken items regularly? The best feeling is when people make their first visit and tell you, “This is way nicer than I expected.”

martial arts facility
Look at your gym it from the eyes, ears and nose of a new person coming in for the first time. Does it smell like sweaty gym socks or something a lot fresher?
Have you ever made an online booking for a hotel and ended up being bitterly disappointed with the place the instant you turn up? You’re like, “This is so not how it looked on the website!”

You know the sort of thing – there’s nobody to greet you so you just stand around looking at stuff to pass the time. Bad stuff. The wallpaper peeling off the wall, the crooked pictures that look about 200 years old, and it smells like a dog peed in the corner.
Eventually, you walk around looking for someone – anyone – who works there who can serve you. This is most definitely not the top dollar experience you thought you were paying for!
Now you’re trying to figure out how to get your money back from the website because you don’t want to stay there.
Does someone’s first experience at your gym resemble this example? I hope not because prospective members will just turn on their heels and head for the hills.
Task 7: Check out the customer experience with other businesses
How well your gym is organized and how you greet and serve people is crucial. To get some ideas on how to get to the next level visit some high-quality venues and use some of their systems.
Apple store
This is one of the cleanest and most organized stores on Earth. Customers are always greeted right away and all of the products are displayed nicely.
They are all about service and making sure you are taken care of. No wonder they make so much money per square foot of retail space.
Five-star hotels
How different are you treated at a five-star hotel versus a two-star? You need to think of your gym this way. Nobody wants a two-star gym but that is what happens if you skip the little things. Start to treat your gym like a five-star hotel and keep looking at ways to improve it.
Mystery shopper
Go a bit ninja and try out other gyms in your area. They can be MMA gyms or regular ones. Book yourself in for a free tour. How are you greeted? How does their place look inside? This is how your prospective customer will be met too. Take notes and make sure you do a better job of it. If you’re worried you’ll get found out, send a friend.
Get on top of maintenance jobs
You should be inspecting your place on a regular basis. Some things will need checking more frequently than others. Divide up what needs to be checked into a monthly and daily list.
These are called standard operating procedures (SOPs). They help you to do things the right way on a consistent basis.
Following SOPs is how big companies like McDonald’s create the same set-up in all their outlets, so customers know exactly what they are getting wherever they are.
Your SOPs will help you to create the same, consistently high level of service and experience in your gym. As well as being great for improving the customer experience, they are great for you too. SOPs are the real secret to scaling your gym and giving you more freedom.
Once the instructions are written down, your staff can help follow them and it takes a lot of weight off your shoulders.

Check out Part 5 of this series Here.


I decided to make a new section of my blog to cover one of my biggest passions, Traveling and finding ways to travel more for less while having a great time.

How to create a profitable martial arts gym website

How to create a profitable martial arts gym website

Your website is the main part of your brand. It is where people will look to get more information about your gym and you.

After seeing your advertising or driving past your gym, prospective students will always want to check you out on your website. You need to ensure it looks good, is useful, that the information is up to date and looks good on mobile.

martial arts gym website

Many websites are like a sports car with no engine. They might look good but they are not going anywhere. All the information talks about the gym owner and what they have achieved – not about how they can help the prospective customer

If you have ever dealt with web designers and developers before, you know what I mean. They are good at coding and design but they miss the key marketing areas that a good converting site needs.  You can get a nice WordPress site set up pretty cheap and make it awesome with these tips in this post.

All the market and message information you’ve been refining in the tasks so far tends to be missing from a poorly performing MMA facility. Even worse, there is no call to action or a way for customers to contact the gym easily.

As well as being easy to use and engaging, your website needs to be easy to search for by being optimized and indexed. Once there, you need to move them along from discovering you exist to building some rapport with you and to contacting you. This is called a sales funnel or customer journey. The trick is to have them take small steps, rather than rushing the process and scaring them off.

What happens if a guy walks up to a girl in a bar and asks her to marry him? He crashes and burns, right? The girl wants nothing to do with him. That’s what a lot of websites do. They are asking the person to sign up to a program straight out of the gate! Just like any relationship, you have to woo your customers step by step with the helpful information you share on your website.

TIP: Repurpose the helpful information you put on your website and use it on social media. The more eyeballs that see your content the better.


If the responses you gave to questions 5 to 10 have revealed your site is a disaster zone, you’ll want to fix it. And since you’ve worked on your marketing and message, it’s a relatively painless process.

Capture attention quickly and easily
You need to capture your avatar’s attention and guide them to take the next step – and that’s it. You do this by including headlines that clearly explain the benefits of training with you and how it will meet their why. It’s also a good idea to include images that relate to them too.

People seldom read all the text on a web page; they skim. That’s why eye-catching, prominent and relevant headlines and images work so well. You can instantly grab your prospect’s attention.

Your website should not be all about you and what you want to see on there. That’s like being the crashing bore at the party, talking about yourself all night. If you’ve ever been around one of those “me, me, me” people, you can’t wait to drain your glass and run away for a refill, right?

Also, don’t waste your website’s core real estate on your existing students. They have already taken that first step and you therefore have other ways to reach them than your website homepage. You can add “members” pages for your current students to find out information that appeals specifically to them.

Capture leads
You need to have an easy way to capture leads, which are the contact details submitted by people interested in joining your gym. I prefer a site to have two to three calls to action so hopefully one appeals to your prospect. This needs to be an easy process for them.

– Click here and enter your information and you will get XYZ.
– Click here and enter your information and we will contact you.
– Click here and enter your information to get a free consultation.

Prominently display your contact details
Ask a friend to go to your website and find your contact details – like your phone number, email address and physical address. Can they find the contact info in five seconds? If not, it’s time to optimize. Can they find your phone number in three seconds? This should be one of the first things they see. Even in an online world a lot of people will choose to call rather than fill anything out on a website.

Think about how frustrating that is when you’re on another company’s website and they have buried the contact information somewhere obscure. People tend not to bother searching and will go to competitor that has the telephone number and email address in the top right-hand corner of their site.

Is your gym’s address easy to find with information about travel and parking in there? Make sure this is clearly listed.

Put a Google map with their location so prospects can easily get directions to your gym. You want to make this as easy as possible for them to get the information they want.

You always want a company email address in your contact information. And make sure someone is checking the inbox and replying every day – just displaying it is not enough!

Avoid using a “Gmail” type email address. Instead, use one based on your domain name. It boosts your credibility in the eyes of your prospects. You can still set your contact email to forward to your Gmail so it’s easy to check on your phone when you’re on the go.

Use powerful wording that 
instantly hooks prospects
Here is where you finally get the payoff from all of the market and message work that you did. Read through your site as it stands. Does it talk to your avatar? Can they relate?

Review what your site says. Does it explain what’s in it for them? List the benefits that they will receive from training with you. Does that match your customer’s “why” or is there a disconnect?

Just like an advertisement consists of a heading, some body text, a call to action and some relevant imagery – your home page should use the same approach.

Review the ads you created in Chapter 3, which will closely match the tone of the information you need on your homepage.

Follow the same basic structure for all your sales and landing pages. A sales page will lead to a sale if the visitor completes the action, for example signing up for a paid trial. A landing page gets them to take the next step in your customer journey. For example, fill in an inquiry form and request a call-back

Share your credentials
You can finally flaunt those credentials you have worked so hard for. Your message has got the prospect to research you instead of you cramming how brilliant you are down their throat.

In your About Us or instructor page, go into detail about who you are and what you have done. Time to brag a little bit because you earned it; this sport is not easy.

This will boost your authority and credibility, and help you earn people’s trust.

TIP: If you’re just getting going or are a lower rank with no credentials that’s OK. You just need to massively boost the benefits the prospect will get from training with you. What are you exceptional at when it comes to your ideal customers why? For example, if you help people get in shape, share the before and after pictures of your students. That needs to be your focus as you build up your credentials.

Display high-quality photos
You need high-quality images on your website rather than low-res ones you took on an old camera. This is your brand 24 hours a day, 7 days a week. Spend the extra money to get good pictures. You can also buy high-quality stock images to use on your website that cost as little as $1 each.

Pictures and videos of your gym on your website need to look amazing. The human eye picks up on bad quality like torn mats, peeling up mat tape, dirty walls, worn out equipment etc. Make sure the facility looks in top condition in your images.

Double-check and make sure that pictures and videos of the outside of your gym look good too. Take pictures on a nice sunny day. Pictures of the exterior of your facility will appear on your Google Business Page. (More on this later).

Photos of your staff need to have them smiling and happy. This is no time for tough guy pictures. You don’t want to run people off. They are scared enough about coming in as it is and looking for every reason not to. Look friendly and welcoming.

Student success stories and testimonials need accompanying photos. This is super important to developing social proof. No matter how good you say you are, it won’t influence prospects as powerfully as social proof.

Your ideal customers want to see other people who have done what they want to do. It shows them that they can do it and you are the person to help them. Load your site with testimonials, including a photo or video of the person who gave it to you.

Ask your students to leave positive reviews on third-party websites like Google, Facebook too. This helps to get more eyeballs to see how good you are. Here are some questions and things to get them to say:
“Before working with [your name] my life was……….”
“How I felt before was………….”
“Since working with [your name] my life now is………..”
“How I feel now is………….”
“The ONE big difference for me now is………….”
“What I’m really looking forward to is……………”
What tangible results have you achieved so far?
What would you say to someone looking to work with [your name] as a coach and why?

Get them to talk freely about the whole experience for just one or two minutes. Pop a Post-it note by the lens so they can refresh their minds as they talk, or print out the testimonials sheet I have provided in the resource section.

You can use photos to tell a story about your business and brand. People love to see success. Maybe there are pictures of you competing or holding a trophy you won. How about images of your old gym and the new one with all the upgrades or the picture of the group of students you took to Brazil? Those photos are compelling.

Work well on mobile phones
This is BIG. Your website has to be mobile responsive. It has to look good as good on a phone as on a desktop computer. It has to be easy to use and not fiddly and awkward.

People don’t want to be zooming in to make the tiny text from your desktop-optimized site readable.

What’s more, these days Google penalizes sites that are not mobile-friendly and shows them lower down in the search results – exactly what you don’t want to happen.

If your site sucks on a cell phone you need to get this fixed asap.

Check out Part 4 of this series Here.

How to share 
your martial arts gym message

This is where it gets fun! You have put in the work defining your market and message, and now it’s time to deploy your martial arts gym message to your prospects via the medium of your choice.

Most people do this backwards and spend all their time working on the media, but end up sharing a weak and poorly-targeted message – and then complain that advertising doesn’t work!

your martial arts gym
Where to place your advertisements and content

There are so many options, paid and free – Facebook, Instagram, Twitter, flyers, Google AdWords, your local paper, your blog, posters on notice boards and more…

Start by testing out one or two places and then keep adding media outlets as you grow your gym. Don’t try to do them all at once and then burn out or run out of cash setting them up.

Some are better for some markets than others and that is fine. There will also be overlap, and that works to your advantage.

By using multiple media platforms your prospects will see you everywhere. This is called “top of mind awareness”, which is great because when they do think of joining somewhere, they instantly think of you.

Some of the media platforms are free, while others cost money. You can use free, paid or both – it all works.

If you have an advertising budget, you can use online and offline techniques to reach your audience. Let’s have a look at the options.

Paid offline techniques
I know “offline” is old school, but you can put a new twist on it.

TIP: It goes without saying you don’t want to be spending money on expensive offline marketing materials if you’re not sure your message is appealing to your ideal customers. Do some online testing first because that is much quicker, easier and cheaper to test and fine tune.

Facility signage
You need modern signage that looks good. This can be a sign above your facility and you can add window graphics.

Don’t just put the name of your gym on your signage, include your core message, your signature offer and always have a call to action to get them to contact you or call in, just like an ad.

These are great to put up at local businesses that you support, or businesses that also help your ideal customer. For example, at sports massage therapist. Offer to put some of their flyers on display in your gym as they will be way more likely to help you if you help them rather than expect a favor.

Your flyers need to act like a silent salesman, winning over hearts and minds 24/7 and not just include a bunch of factual information you threw together. If you’re creating flyers, have a look at my template in the resources section. (Resource name: Flyer)

A nice way to get your martial arts gym message out is putting big banners out on the weekends or at local events. Make sure to check with your city to see what they allow. Again, the places where you might want to put your flyers may consider taking your banner too – space permitting.

Paid online techniques

This is my favorite type of marketing, because you can scale it and keep improving it.

Social media advertising
This is where the biggest return on investment is right now. It won’t necessarily always be that way but you have to take advantage of where the attention is.

Social media platforms are always changing, so you want to be on as many as you can for your gym. Facebook, Instagram, YouTube, Twitter and Snapchat are just a few of the many platforms you can use.

Have you noticed how changeable it all is? Social media companies seem to come out with new features all the time. New platforms emerge from nowhere – many fizzle out but a few become household names. It’s a never ending game.

You want to make sure you spend the most time on the dominant platform. Right now that is Facebook, but that could change and it probably will one day.

As well as platform popularity, you need to think about where your market hangs out online? You need to nail this in your market research so that you have a primary platform to target, but still hit the other ones to get the overlap. Right now the younger crowd is on Instagram and the slightly older on Facebook.

You want to make sure the images you use on social media advertisements and updates match your message to your market. This can be huge when you have women only classes or MMA classes, for example.

As well as the imagery, the text in your social media posts needs to be in their language. It’s all about being congruent with your message. Make sure to use their language by reviewing your avatar sheet and checking it matches the right tone of voice, and also mentions the right “whys”.

Search engines
Make sure your website is listed and ranking on all the major search engines like Google, Yahoo, etc. (We will get more into SEO in a bit). Make sure you have claimed your business listing on the search engines and that all of your information is correct and up to date.

Advertisements on search engines
As a minimum, you should start off with Google AdWords Express and then start up Facebook Ads. Go to where your target customer is searching for what you offer. Many people skip AdWords because it’s not as sexy as Facebook, but this is a huge mistake.

If you’re not sure what to do, get some help to make sure you get the most bang for your buck.

Make sure your website is search engine optimized so it shows up at the top of the results when someone does a local search for martial arts gyms and disciplines.

If you do not know how, make sure to hire someone to help you. You want to dominate organic results (the ones that appear on the left-hand side of the page in Google) because a good amount of people will skip the ads altogether and go to the top one or two search engine results. Make sure that is your gym.

There are some SEO tools and reports that can help you work out what the popular search terms are.

If you’re using a WordPress site, make sure to get the free Yoast SEO plugin. This makes SEO super easy by evaluating how well you’ve optimized your pages. The plugin automates doing a series of detailed tests on your information and checking you’ve got the balance just right with your optimization.

You don’t want to overdo adding things like keywords because search engines penalize website owners who go over the top with their tweaks. It will also point out where you’re missing a trick with your site. If you’re lacking optimization or have over-done it, Yoast will tell you exactly where you stand.

Majestic is a great site for seeing the links to your site and the links your competitor is getting. This is of vital importance if you’re in a competitive city with lots of gyms. You can see their key links and get them for your gym.

Despite what you have been told, or how you might feel, blogging is not dead. Google wants newly updated content on your site and a blog is the best way to do that fast. Make sure to check out the SEO blogging resource in the downloads I give you and use it. (Resource name: Blogging SEO guide.pdf.)

Struggling to get ideas for good blog posts?

www.answerthepublic.com is a great place to come up with content suggestions for your blog. Type in the martial art you offer and you will get a list of questions people are asking about that exact subject – and it tells you which are the most popular questions! This is important because you want to make sure you’re writing blog posts about things that lots people are searching for.

You need to answer these burning questions to get the best results. Writing about dull and dusty topics no one cares about is a waste of time and it won’t attract new customers.

Do the free things even if you have a big budget

Even if you have the money to spend on promoting your gym, you still need to do the following free things.
This will create a compound effect and you will get way better results than from just your paid ads alone.

Also if your paid ads accounts get suspended for some reason, you’ve still got other ways to keep sharing your martial arts gym message. It doesn’t often happen, but it can.

The organic content approach is slower than the instant paid approach, but this is a marathon and not a sprint. Organic traffic provides a steady stream of free leads.

Focus on the long game while you are doing the quick paid campaigns too. This is where you will see massive growth in your gym. What’s more, a blog jam-packed with good quality, helpful information is a brilliant way to build your authority and boost your credibility.

Free marketing techniques
We have all been there, lots of ideas and no money. This is where you get creative and put in the sweat equity.

I once used a credit card to get street signs I couldn’t afford and put them out every weekend. Sunday nights were spent bringing them all back in so they wouldn’t get stolen because I couldn’t afford another set! Back then, I had way more time than money.

TIP: Not all the paid methods are super-expensive. You can start for 10 bucks. If you skipped that bit, go back and give it a read, especially SEO and blogging.

Check out Part 3 of the series Here

Why does a good message transform your martial arts business?

A solid message will be able to hook your prospective clients and grab their attention among everything else that they need to focus on in their busy lives.

This is where you tie in all of the things your market is looking for. Remember, your message will also act like your friendly doorman who works 24/7 to repel the cheap, high-maintenance people who won’t be a good fit for your gym or your mojo, and leaves you to focus on enjoying your work and martial arts business profits.

martial arts business
You can use your message in many ways.


Firstly, you can weave it into your conversations. Always relate what you’re telling them back to what they are looking for. Actively listen to the person, don’t just “listen enough” to find a point at which to interrupt and give your opinion.

Listen to the verbal cues you’re given, then use the words you will put together to make your gym sound like the absolute place to be. Talking on the phone is another time when potential students are looking for reassurance that your gym is going to give them what they want. If they are a good fit with your ideal customer criteria, look to get them to book a consultation at your facility.

Secondly, use your message on your website. You can’t make your website all about you, you, you. Yes, that part should make up part of the story on your “about us” page so potential students can find out more about you and your values. But the lion’s share of your website needs to focus on what the customer wants and how you can give it to them if you are to stand any chance of hooking them and reeling them in to become paying clients.

Thirdly, there are your flyers, which are a great way to get your message out there. Just like your website, your flyer needs to highlight the benefits the customer is looking for and how you can help them get those – in a lot fewer words! Boost your enquiry rate from your flyers by adding enticing photographs and imagery that will appeal to your target audience. There’s no point having the under-five-year-olds session photo on a flyer aimed at your 6ft 5in cross trainers, is there?

Finally, all of your advertising needs to have your message on it. It’s a good idea to use different wording for each program and each demographic you are targeting. Your message can also vary slightly with seasons – shape up for summer, avoid the holiday weight gain.

TIP: Get one offer working like gangbusters before diversifying and launching your other programs. Getting the wording right takes time and effort. You can’t fix 10 programs all at once no matter how worried you are about meeting next month’s bills. Get your signature program working and then work on the rest you plan to offer.

Check out Part 2 of this series Here.

Improve Your Jiu-Jitsu In Less Time

Have you heard of the 10,000 hour rule?

Malcom Gladwell discussed the 10,000 hour rule in his book Outliers.  If you haven’t read it you can grab a copy on Amazon pretty cheap.


Throughout the publication, Gladwell discusses the “10,000-Hour Rule”, claiming that the key to achieving world class expertise in any skill, is, to a large extent, a matter of practicing the correct way, for a total of around 10,000 hours.

If you trained 40 hours a week like the best grapplers in the World for 50 weeks a year it would take you 5 years to reach this level.  Drop down to 20 hours a week and your at 10 years.

If you put this in BJJ Terms that is A LOT of mat time.

Can you hack this using the Pareto principle?

The Pareto principle (also known as the 80–20 rule, the law of the vital few,  states that, for many events, roughly 80% of the effects come from 20% of the causes

This would mean you need to put in 2,000 hours to get in the top 80th percentile.

Now that is a much more attainable number.  Especially if you have a family and life responsibilities that keep you from putting in 40 hours a week on the mats.

If you just put in 10 hours a week working on your Jiu-Jitsu you could be in the top 80th percentile in just 4 years and be pretty damn good!

Just 10 hours to be better than 80%!

Of course the quality of your training and drilling is a huge factor in your improvement on the mats.  Here are a few tips:

– Listen To Your Coach

– Drill Your Teams Curriculum of Techniques

– Squeeze in extra reps before or after class.  Every little bit will help

– Work on your recovery and stretching to avoid injuries

– Listen To Your Coach, did I already mention that??

Another way to put in extra hours is to review your training notes for the week and plan out your upcoming week of training.

Make the most of your mat time.

Paul Halme

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© Copyright 2017 Paul Halme