I’ll make this quick: 95% of the mixed martial arts gym websites I’ve seen are nothing more than shrines to the instructor, their fighting record, and how to fight. In short, they are all about the ego of the instructor.
Using ego as the central messaging of your marketing efforts is a mistake. In fact, it can limit your growth severely to the point it can cripple your MMA gym.
There are only so many people that ego marketing will attract. More over, it’s what most others are doing and does little to nothing to help you stand out from your competitors.
Think of it this way, how many arrogant people do you like to be around? Is it fun to sit around and listen to someone go on and on and on about themselves and never give you a chance to join the conversation? What do you think when you visit someone’s house and they have nothing but photos of themselves on their walls?
And that could be the single biggest thing getting in the way of growing your mixed martial arts gym.
The Secret to Mixed Martial Arts Marketing
You see, marketing is about your customers wants, needs, and desires. Not yours.
By making yourself the focus of your MMA gym website, you’re going to only attract and appeal to a teeny tiny segment of your overall potential client base.
Yes, your win/loss record, championships won are impressive… your arm bars are second to none… you have truly mastered Brazilian Jiu Jitsu and kickboxing… your triangle choke is unstoppable… but your prospects are left saying “So what. How is that going to help me?”
People want to know “what’s in it for me?” not what you’ve done for yourself.
Make your website about your prospects wants, needs, and desires, and you will transform your MMA gym into a whole different animal with a wide variety of paying clients, not just young guys who want to be the next ultimate fighter.
Mixed Martial Arts Marketing Tips
Recently I was contacted by a mixed martial arts gym owner who wanted to attract a wider clientele base. After reviewing his site, it came clear to me why he was only able to attract men 16-30:
- Focus was 100% on fighting.
- All photos were of guys fighting and training.
- All news was related to fights won or lost.
- There was no other information other than fighting on the site.
- Even the instructors pages were about fighting.
Here’s what I didn’t see:
- How their mixed martial arts gym was different from the rest.
- Why anyone should train there outside of wanting to learn how to cage fight.
- The real benefits of training at that MMA gym (energy, stress relief, confidence, conditioning, fitness, self defense, etc.).
- How they can truly help people in their every day lives.
- Name and email capture in exchange for free information.
- Testimonials from satisfied, happy clients.
- An offer for a free trial or other kind of special promotion.
- An about us page that highlighted their compelling and inspiring story.
And that was just the beginning.
The Ultimate Mixed Martial Arts Marketing Tip
Say it with me: “It’s not about you. It’s about your prospects and clients.”
It’s time for you mixed martial arts gyms owners to stand out and do what isn’t being done on 95% of MMA gym websites. Make it about your prospects, not yourself or your gym, and see how many more people you can bring into your door that become paying clients.
Go ahead, I dare you.
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I'm Ryan Wheaton and I work with martial arts school owners to help them attract more students. Many martial arts school owners are confused at how to best market their business and feel awkward in selling situations. I help them overcome those challenges to become confident and competent in marketing and selling their services - helping them become more profitable so they can live the lifestyle they want to live. 
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As ever, brilliant. I think this is a huge mistake of most gyms. Not just the ego point, but lack of Info on differentiators. Excellent advice from one of the best martial arts marketers I have seen!
Okay, so I apologize for commenting twice on the same post… the first was from my iPhone, and I wanted to be sure to say a bit more (which is tough from the onscreen keyboard
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Ryan, great insight. Build a relationship, give differences, tell benefits. I would just add a clear call to action (which is implied in what you wrote, but I wanted to call it out separately)… Ask yourself, “What do I really want people to do with this sight? What is the end result I want? What action to I hope the take?”
Your sight needs to drive that action. It needs to offer a benefit, and a compelling reason to take the action. It needs to feel almost “natural” to take the action.
Ryan, amazing insights. It is stunning how much marketing is missing from the Martial Arts world still.
Steve, wow, thank you for the compliment and for commenting. Great point about knowing what you want to accomplish with your site first. It helps give it focus.