Three ways to retain students at your martial art academy!

Three ways to retain students at your martial art academy

By Brody Karmenzind

When running a martial art gym/academy/school, it’s essential to retain students for the longevity of your business.  Sure, your star fighters might bring in money from time to time, however, they aren’t the bulk of your income, the regular students are. We have put together three easy steps to build retention in your gym that will ensure your business success!

1. Be personal! If you’re the head instructor of the gym, make sure your presence is felt at an individual level with new students. Even if you are well known fighter, you need to introduce yourself to every new student, help them with techniques from time to time, or even offer a free private lesson. By strengthening your relationship right away, it shows that you care, and it helps builds students sentiment towards your gym and will keep them around.

2. Have a great staff! You need to have upbeat instructors that genuinely care about what they are doing. Your staff directly represent your gym aka your brand. You must make sure they are on the same page as you, they need to; keep things fun for your students, look official with gym branded clothing, and be knowledgably about their discipline. Steve Jobs once said that, “A players like to play with A players.” So essentially, you need to hire a good staff that all drive each other to do the best job possible. You can fire the C and D players; they will not help you in the long run. By having a great staff your students will stick around.

3. Create team unity through branding! Your gym is not just a building; it’s a brand, just like Nike! You, your instructors, your facility, even your students are your brand. An essential way to create a sense of team unity of your brand is through gear and clothing that all have consistent logos for everyone in your gym. Having this consistency within your gym shows membership, pride in one’s gym and it’s also great advertisement on the streets! Unity keeps people together, and will enable you to retain more students.


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