Starting something new, whether it’s a fitness program, diet, or budget plan, is always exciting. However, maintaining that initial enthusiasm can be challenging after a few months. The same holds true for martial arts students.
A quick look at your school’s records might reveal that many students drop out around the four-month mark. Additionally, the hot summer months can be slow for many studios, as the weather, vacations, and lack of motivation take a toll on attendance.
Overcoming the Motivational Slump
So, how can you persuade your students to continue their training, especially during those critical periods?
1. Implement Contracts:
If you currently sell lessons on a month-to-month basis, consider switching to contracts. Contracts serve two purposes: they help both you and the student determine if martial arts is something they genuinely want to pursue, and they push students past the common four-month dropout point.
2. Create Incentives:
While belt and rank promotions are proven incentives, sometimes a little something extra can make a big difference.
For example, students who reach the four-month mark could be allowed to wear a black uniform instead of the standard white one. This seemingly small reward can be a big deal for students who get to show off their new look to their peers.
Another idea is to send a letter home to parents around the three- or four-month period. Let them know that while the classes may become more challenging, their child is doing exceptionally well.
Encourage them to provide additional support to keep their child motivated throughout their martial arts journey.
Well-Placed Renewals to Maintain Retention
Carefully planning your payment schedules and renewal dates can help you avoid major holidays like Christmas and the Fourth of July, which are common pitfalls in terms of retention.
1. Avoid Holiday Renewals:
If a student’s renewal is due around Christmas, they might decide to take a break during that time due to the holiday’s busy nature and financial strain.
Similarly, the Fourth of July often marks a time when students are on summer vacation and might consider taking a break from their training.
To avoid this, adjust the student’s renewal time. For instance, if a student signs up for a one-year contract two weeks before Christmas, consider making their renewal time the end of January. Essentially, this would be a 13-month contract with a prorated first month’s payment. This approach helps ensure that students stay past the holidays.
2. Strategically Time Belt Tests:
Another way to keep students engaged is to avoid scheduling their belt tests just before they are due to renew. Instead, schedule the test a week or two into the next renewal period. This tactic can motivate students to stay committed and renew their contracts to achieve their next belt.
Hosting Special Events
Special events like tournaments, clinics, sleepovers, and charitable fundraisers can help you get through tough retention times.
1. Martial Arts Retreats and Camps:
Hosting a martial arts weekend retreat or summer camp can help students stay engaged with their training during the summer months when attendance tends to drop.
2. Private Lessons:
Although some studios may not see the value in offering private lessons, studies have shown that students who invest in private lessons tend to progress more quickly. They are also more likely to participate in tournaments, demonstrations, camps, and clinics. Private lessons can be a valuable tool in helping students overcome slumps and stay engaged.
Life After the Black Belt
Another common retention pitfall occurs when students reach their brown and black belts. Despite having much to gain by continuing their training, these students may lose motivation.
1. Emphasize Post-Black Belt Opportunities:
As soon as a student becomes a brown belt, begin discussing life beyond the black belt.
Let them know that earning a black belt is not the end, but rather the beginning of deeper learning and the opportunity to earn degrees in black belt or even train to become an instructor.
2. Avoid Overburdening Advanced Students:
Many schools require advanced students to teach 100 hours or more pro bono, which can be too much, especially for working adults with families. Be mindful not to overstep the good graces of your brown and black belts by asking too much of them.
Conclusion: Keeping Students Engaged and Committed
Retention is a critical factor in the success of any martial arts school. By implementing contracts, creating incentives, strategically timing renewals and belt tests, hosting special events, and being mindful of the needs of advanced students, you can help keep your students engaged and committed to their training for the long term.