I don’t care how much marketing you do…how much you spend…or how many martial arts marketing associations you belong to, at the end of the day, you still have to have offer great service, have incredible passion and contagious enthusiasm to build a school that people want to be around.

Not only that, but you also need to demonstrate great kindness and sincere appreciation to your students so they know you truly care about them.

This helps with not only recruitment but with retention.

When you do these things, your business will begin to change.

It will begin to transform itself into a place that people desperately want to be a part of and one they can’t wait to tell their friends about.

I remind myself of these things each and every day and gets me in the proper mindset to build a great martial arts business.

It is all easier said than done, I realize.

However, without doubt, it ALL has to be genuine.

You can’t fake any one of these things or your prospects and students will know.

If your business is struggling, you might want to consider the reasons as to why.

Perhaps one or more of these fundamentals might be the missing piece to the puzzle.

What other martial arts business fundamentals would you add and why?

2009 was a brutal year for many martial arts school owners. To help you spring into 2010 with a little more juice, here is my top 10 list of martial arts business and marketing tips to help your martial arts school become even more successful in the New Year.

1. If you haven’t already done so, implement everything I talked about in Make Your Martial Arts School More Successful in 2009.
2. Start doing online videos. You can do martial arts commercials, demonstrations, interviews..whatever. Host them on YouTube.com for free then pipe them into your website.
3. Create a Facebook Fan Page. In the age of social media, it’s time to set up a Facebook Fan page. This is a great tool for retention as as well as prospecting. I get interaction from my students on virtually every post I make.
4. Test Twitter. You’ll definitely want to experiment with this one. It might work for you and it might not. I don’t personally have a lot of students interacting on Twitter but still use it to get out information pertaining to my martial arts school. As this becomes even more mainstream, you will be ahead of the curve if you start using this now as you build your legion of faithful followers.
5. Test paid search. Paid search is the sponsored advertising you see in the search engines like Google. You pay for clicks on a keyword basis.  The more you’re willing to pay, the higher up in the ads you are. I highly recommend you start with Google. It’s the easiest and most effective system there is where you can send targeted prospects to your martial arts schools website in a relatively cost effective manner.
6. Create a member’s area on your website. This is a great tool for retention. Some say you shouldn’t restrict this area (it can help with recruitment) while other’s say make it password protected (makes it more exclusive). I personally have mine behind a password protected area as it is a competitive advantage. Whichever way you choose, you can house a private forum… how to videos… curriculum downloads… training tips… and more. The important thing is to make it worth visiting often and that it becomes a valuable supplement to your students training.
7. Build a list. This is one of the best things you can do for your martial arts school. Segment your students vs. prospects and send them different messages.
8. Show your students you care. Don’t just do this once and think you’re covered. It’s something you need to do often in conjunction with offering remarkable classes in order to maximize retention.
9. Create irresistible offers. This will help you to attract and sign up new students.  Learn How to Create an Irresistible Offer Your Prospects Can’t Refuse and 10 Types of Irresistible Offers You Can Make to Prospects.
10. Ask yourself 10 essential martial arts business questions for 2010.

I hope this helps and wish you great success in 2010! I look forward to hearing how you’re doing to build and grow your school.

Like any good martial arts instructor, sometimes it best to ask questions rather than give answers all the time. This way, you might uncover things more critical to your operation and business and it will mean more when it’s your idea.

Here are 10 questions to help your martial arts business grow in 2010:

1. How can I make my students lives easier/better?
   Always put your students first. Thinking about this might help you to uncover a new service or program you didn’t have before or how to improve existing ones.  You could consider offering more convenient hours, DVD’s, curriculum manuals, etc.
2. What are the biggest opportunities right now for my martial arts school to grow?
   Determining this will help you attack the low hanging fruit you need to give your business a much needed shot in the arm. What is the simplest things you can do that will give you the biggest bang for your buck?
3. What information do my instructors need right now?
   This speaks to direction, motivation and purpose. Rally the troops to make sure you’re all on the same page for the New Year. Share with them your vision and teach them how to improve. The last thing you need is instructors making this all up as they go along.
4. What systems can I set up to make my business run more efficiently?
   If you don’t have any, now is a good time to start. This could be as simple as create a system for answering the phone, teaching a trial program, teaching a class, greeting prospective new students, scheduling appointments, etc.  The more systems you have in place, the more efficient your operation becomes.
5. How can I increase my bottom line?
   Evaluate how many revenue streams you have and determine if you can create any more relevant ones. You can even work on ideas of how to get more out of your existing sources. Look at possibly adding new programs, upsells, cross sells, merchandise, seminars, etc.
6. What business skills do I need to improve upon?
   You know where you’re strong and where you’re weak. Work on things that need the most help. For some this might be marketing. For others, networking. Whatever “it” is, take a class… read a blog … buy a book.. subscribe to a magazine… get a mentor. Whatever you can do to improve the desired skill set.
7. What can I do to make it easier to do business with me?
   You might be hard to do business with and not even know it. Look at things like you sign up process, if you accept credit cards, are you easy to contact, etc. How can you make it even easier?
8. What can I do to retain more students?
   First you need to keep track of your stats to know if this is even a problem.  If your back door is busier than your front door, you’ve got some serious problems to fix! The key is to keep your students excited and engaged in their training. Ideas to help keep more students includes offering free private lessons, adding new classes and programs as well as introducing new drills and class formats.
9. How can I get more referrals?
   This is the lifeblood of the most successful martial arts schools. If you don’t have a referral program in place, get on it! Learn more about referral programs here.
10. How can I get “on” my business instead of “in” it?
    Are you in the trenches everyday answering phones… greeting walk in’s… teaching every class… private lessons… or do you have the resources and staff to help you be the visionary for your martial arts school? Read “E-Myth” by Michael Gerber for more information on this subject. A must read (WARNING: he’s a bit of wind bag but makes some great points).

What questions would you add to this list?

I have been looking to get some mats at my martial arts school and a friend of mine invited me go to his MMA gym the other night to check out what they use.

As I walked in, my friend introduced me to one of the owners/instructors. We shook hands, said hi, and then he handed me a full color glossy postcard sized handout with the schedule, basic description of classes taught, and the rates on it. Then he immediately took off to teach a kickboxing class. My friend took me back to his Jiu Jitsu class and after about 10 minutes the other instructor came over and introduced himself then went back to teaching his class.

I enjoyed watching their classes. It was a good time and gave me great insight. It also helped me to determine what I should do with my mats at my martial arts school. Overall, I had a great experience.

However, I left that place without anyone asking me for my phone number, email, or if I wanted to sign up for the free trial (which they offer).

If it were your school, how would you have interacted with me? I’d really like to hear your thoughts and reactions to this and promise to read every response. Please do me the favor of sharing your ideas below and thanks in advance.

Recently I was emailing a fellow martial arts school owner and they mentioned they use electronic funds transfer (EFT) in place of contracts.

And, it got me thinking…

Which one do you use and why? Vote then share your reasons in the form of a comment below!

Many martial arts schools across the country use contracts with their students. I know many marketing and business gurus say without a doubt use them while others won’t touch them with a ten foot poll.

So, I wanted to ask:

Agree or disagree with the use of contracts? Share your thoughts in the form of a comment below!

If you are in business and accept money for martial arts lessons then you are a McDojo. After all, you are taking money in exchange for teaching the martial arts and, as a for profit business, you are putting profits ahead of the art(s) you teach.

Okay, I lied. I don’t honestly believe that all professional martial arts schools are McDojos. However, there are many that are very McDojoish. And, yes, there are many in our midst who are indeed certified McDojos.

Thank you Seth Godin for the idea on the name of this post.

In case you haven’t heard yet, a McDojo is basically a rather negative term the martial arts industry uses to label a martial arts school owner’s perceived unsavory business practices.

What is a McDojo?

To many, the three primary components of a McDojo include:

1. When a martial arts school owner cares more about profit than teaching a quality martial art.
2. A martial arts school owner waters down their art to make it easier to sell to the masses.
3. Deliberately gives students a false sense of security and improperly equips them for real life encounters.

Others look towards these business practices to determine if a martial arts school is a McDojo (or isn’t):

1. Requires a large down payment.
2. Large dollar cash outs are required when a student quits.
3. Is located in (or near) a strip mall.
4. There is little to no contact between students (aka “air karate”).
5. Students wear “flashy” uniforms and patches.
6. Focuses on teaching kids instead of adults.
7. Offers a black belt club or masters club.
8. Gives black belts to children.
9. Offers after school programs or summer camps.
10. Offers a supplemental cardio program.
11. The owner/head instructor rarely, if ever, teaches.
12. Multiple belts and tips to black belt; all with belt testing fees.
13. Is part of a franchise.
14. Mandatory equipment purchases for belt advancement.
15. Students are not allowed to cross train at other dojos.
16. Legally binding contracts are used.
17. Utilizes a billing/collections company.
18. The chief instructor holds multiple black belts in multiple arts or has fake or exaggerated credentials.

There are a ton of martial arts schools that have many, if not all, of these as part of their business practices. But does that really make them a McDojo?

Obviously, if you’re going into business, martial arts or otherwise, you have to worry about paying the bills, keeping the doors open, and making enough to earn a living. Being for profit isn’t in and of itself isn’t a bad thing… right?

Where do you draw the line? Share you thoughts in the form of a comment below!

As we discussed in part one of How to Make a Living Teaching Martial Arts, there are many things you need to master in order to make a living teaching martial arts.

Here are eight more essentials before you can really make a sustainable living teaching the martial arts.

1. Create value.
   Do you want more for your money? So do your students. Make your classes so informative and exciting people don’t hesitate to upgrade or help sign up their friends. When people get more for their money, it creates a great opportunity for referrals.
2. Be authentic.
   Were your favorite teachers in school the dull and boring ones? I didn’t think so. People like being around charismatic people. They also don’t like phonies. Be yourself and become a person people like to be around.
3. Master the schedule.
   If you’re going to make living, you need to learn how to schedule for success. This alone can make or break your martial arts school. Is your schedule too limited? Too many options? How can you make it more appealing and more profitable?
4. Have a decent location.
   Notice I didn’t say the greatest location, because you don’t need this to make a good living. Having a great location doesn’t mean instant success any more than buying a BMW will make you rich. Even martial arts schools with great locations go out of business. I would rather pay a little less, get a decent location, then build to the next level once I have the clientèle to make the leap.
5. Make things remarkable.
   Want more referrals than you know what to do with? Make your classes remarkable. Make your school worth talking about. Make things so fun people want to come in and check it out. Having this kind of reputation attracts students like a magnet.
6. Create multiple streams of revenue.
   Do you offer upsell options? Sell equipment? Apparel? Private lessons? Weekend seminars or workshops? If you answered no to any of these, you are leaving money on the table. Get creative and develop more ways to get more money from your martial arts school.
7. Become a good manager.
   If you don’t hire this out, you’ll have to master this as well. It’s easy to get caught in the trap of just being a good instructor. You also have to be a great manager of your business and time. You’ll have to be good at delegating, following up, training, and holding people accountable.
8. Be an entrepreneur.
   Work to be on top of your business instead of underneath it. You have to always be thinking ahead and having the mindset that propels your business forward year after year. Find people to manage. It’s not enough to be a good martial artist, instructor, or manager. You have to be the catalyst for innovation and profitability.

Agree or disagree? Let me know in the form of a comment below!

Slap of reality: Making a living teaching the martial arts is hard as hell. There is a lot you have to learn in order to be successful. Not only do you have to be a decent martial artists, you also have to be good at instructing, business, scheduling, marketing, finances, and more.

Are you up to it?

Factors of Success – Part One

If you’re planning on making a living teaching martial arts, there are a few things you have to consider before quiting your day job and opening up for business

Here are six important factors to consider first:

1. Be damn good at marketing.
   This is one of the most important aspects if you truly want to make money teaching the martial arts. Read up on the subject. Look at all the articles on this site. Perhaps even consider joining some martial arts marketing associations, reading some books, networking, and more. Just get good at it, fast! Be sure to read through the rest of this site for a ton of specific ideas and how to’s!
2. Become a closer.
   If you have a ton of response from your marketing efforts and can’t close any of them, you’ve got BIG problems. Spend considerable time learning how to persuade people to sign up. Read books and blogs. Go to seminars. Listen to CD’s. Find someone to train you. Just get it done!
3. Master money.
   You not only have to figure out what to charge but also how to track expenses, income, and profit. If you can’t balance your checkbook or save in your personal life, then you have no business starting a business. Get help if necessary and hire an accountant. Educate yourself to no end on this subject.
4. Promote like no tomorrow.
   I don’t know of any martial arts school owners who opened their doors and had more people than they knew what to do with. Work towards becoming a local expert and building your credibility. Give back to your community and always be sure to let the press know about it.
5. Make things simple.
   When you sign up new students or need to upgrade existing ones, make it so simple a child could do it. Take a look at your sign up process. Is it too complicated? Do you ask too much information? How can you simplify things and make it easier for people to sign up? Don’t get in your own way when it comes to this process. Cut more than Michael Jackson’s plastic surgeon until you have made it flawless.
6. Be trustworthy.
   Treat people fairly and don’t be a schmuck. When you’re wrong, admit it. Always be willing to make a situation right when necessary. Don’t have hidden fees, say one thing and do another, or be dishonest. Without trust, you’ll have no business.

Check back soon for part two where we will discuss six additional factors of success you need to consider before ever opening up a martial arts school.

So you want to begin teaching the martial arts, huh?

If you thought you had to open up a stand alone martial arts school to begin teaching, think again!

Here are 9 rock solid ideas on how to get started teaching without having to open up your own martial arts school and having to invest your life savings.

Top 9 Ways to Start Teaching Martial Arts

1. Fitness Clubs
   Check with local fitness clubs to see what days and times they have available and what it would cost to get started. Most clubs charge by the hour to use their group fitness room.
2. Specialty Studios (Dance, Palates, Yoga, etc.)
   Many specialty studios only teach morning classes or have limited hours and so you might be able to get some good desirable times in the evening.
3. Martial Arts Studios
   Sound ridiculous? The fact is, some martial arts schools will sublease their space on their off days or may even hire you as a supplemental instructor for their program. Right now I know a lot of schools are hiring mixed martial arts instructors to come in and teach.
4. Recreation Centers
   This is a great way to get in and get started. It doesn’t cost you a dime, and they pay you to teach. Prepare to teach a ton of kids if you go this route.
5. Continuing Education Classes
   Want to teach adults? This is a solid way to get your feet wet. Continuing education classes allow multiple instructors to teach at different times.
6. Your Home
   Want to teach without having to leave your home? I know people who teach out of their backyard (for warmer weather states), out of their basements, as well as in their garages. This is the hardest option of all to try and market, but can be done.
7. Fitness Rooms
   Live in a community with a rec room? Sometimes you can teach classes there but I would recommend talking to the property owner first to make sure this is possible before advertising anything.
8. Colleges & Schools
   Another great way to get paid without having to front any costs of equipment. Downside is you can only usually teach the students from the school.
9. Teach out of your Church
   This can be done with great success. The only downside is there are usually overlapping events so having a consistent schedule might prove difficult.

I got started teaching out of a fitness facility before having my own stand alone martial arts school. It allowed me the opportunity to get started, get some students, train my senior students to become instructors, then move into our own stand alone location.

In future posts, I will talk about marketing ideas on how to promote yourself if you don’t have a stand alone martial arts school. It’s easier than you probably think it is to still come off professionally.

What other ways can people get started teaching the martial arts? Leave your ideas in the form of a comment below!