5 Reasons Martial Arts Schools Fail and How to Avoid It

 

Holding onto Inherited Curriculum

I was just 16 when my instructor kicked me out of his school. It was a harsh lesson, but it shaped my understanding of martial arts education.

My instructor, Walt Bone, valued traditional kata, which led to high dropout rates due to students' lack of interest.

I learned that traditional kata, while valuable, often fails to engage younger students. When I started my own school, I continued with the same outdated curriculum, including 18 forms for black belt testing. During the "Karate Kid" boom, students joined and quickly left due to boredom with kata.

I eventually replaced traditional kata with fighting forms, which proved to be much more engaging.

Fighting forms are dynamic and adaptable, making them more suitable for students of varying sizes and abilities. This shift led to significant improvements in student retention and enjoyment.

Lack of Confidence

Many martial arts school owners panic and resort to desperate marketing strategies when rent is due. Ads like "50% off.

Hurry now! No contracts!" reflect desperation and undermine the perceived value of your school.

Instead of focusing on discounts, plan your marketing strategy 90 days in advance. Educate potential students about the benefits of martial arts and your unique offerings. For example, use headlines like, "Did you know over 60% of bullied children hide it from their parents?

Our program helps kids report bullying immediately." This approach builds trust and positions your school as an educational resource rather than a discount provider.

Effective Marketing Strategies

  • Create Short, Informative Videos: Use YouTube and Facebook to share self-defense tips, safety advice, and information about your teaching methods.

  • Engage with Local Communities: Reach out to schools, civic groups, and local events to showcase your expertise and connect with potential students.

  • Leverage Press and Blog Posts: Share any national or international recognition and convert video scripts into blog posts to boost your online presence.

  • Highlight Success Stories: Share stories of your students' achievements and your own background to build a personal connection with the community.

Emphasize Community Involvement

Discuss local events and crime on your blog to improve your Google ranking and demonstrate your involvement in the community. Use these discussions to highlight safety and prevention tips.

By focusing on education and community engagement rather than discounts, you can establish your school as a valuable resource.

This approach will help you build confidence, attract more students, and stand by your tuition rates with pride.

See also: The MATA Student Sales Funnel