Advice about attracting new students

[OzzieR]

  Hey everyone.
   I hope you're all doing well.  My question is what do you do to attract new students ?  Effective  advertisement ?  I need new students /partners not only for training but to cover rent and JKDU material.   I'm okay for now but I don't want to be struggling.  Any business advice regarding getting new people, retaining, advertisement etc. will really be helpful. 
                                            Thanks and God Bless
                                                 Ozzie Rodriguez
                                             JKDU Performance Group Leader Secaucus, New Jersey

[John Robinson]

Ozzie, I would be willing to hear what others have to say as well, I am in the same boat as you.  In this area, everyone flocks to either the BJJ-only studios (no stand-up or striking) or the McDojos (what I call dance karate).  I am having a hard time finding people that want to do anything "real." 

Maybe it's just a matter of time, I'm not sure. 

[OzzieR]

 You're right about the Mc Dojos and BJJ only people

[MaxD]

Here is what I've both seen and experienced to be the best method for attracting students.   And it all stems from an understanding that not everyone has the same goals in martial arts. 

The places that had the most students, diverse, and satisified students where the places that offered BJJ, submission grappling, Boxing, Muay Thai and MMA in one place.  (Or some similar combination) Instead of running through these subjects in one class say, a school had a flat rate and had several classes throughout the week.  This gives the student some more choice to pursue more of their interests.  An older student might do several BJJ classes a week, but only attend one Muy Thai class a week.  So a student can tailor their curriculum to taste and unique physiological needs. 

When I trained in Indianapolis, my coach, Marcello Monteiro, offered (but did not coach all) Muy thai, and boxing (and a weekly wrestling class).  One of his students offered a yoga class there too.  In Chicago, at Gracie-Barra, they offered BJJ and Muy Thai and a self-defense class.   At the club I used to help run in Richmond, we offered, Judo, BJJ, submission grappling and striking for MMA.  Here in Portland ME at Jay Jack's Academy they offer BJJ, and Muy Thai, and Crossfit.  Anecdotely (I've not yet done a statistical analysis), but I think I've noticed that most of the students eventually try/attend most of the classes offered.   I've noticed I think an approach to JKD that emphasized its diverse areas in seperate classes might similarly notice a bump in attendence. For JKD it may be important to include a class focused on the integration of these skill sets.

[John Robinson]

I agree with you, but the problem I run into is myself.  Being a Performance Group leader, and "coming up" in the testing system just slightly ahead of everyone else, I am not able to offer a lot of those other classes.

JKDU / MMA for the Street is my first experience with any ground fighting whatsoever.  I had an extensive Kenpo and Taekwondo background, but nothing on the ground.  I'm certainly not going to offer any classes in wither of those areas.  And to offer, say Muay Thai or BJJ, unless you've got some extensive background in the area, you can't pull it off.  To offer a BJJ class, I would be competing against Gracie and Machado Black Belts in the area.  To teach Muay Thai in my area, you're going against many guys that are out of Marc Dellagrotte's Sityadong Academy in Boston. 

Same goes for boxing and MMA.  Small training groups like ours are not really able to bring in other instructors to offer these classes. 

So where does that leave the garage-type group?  In my opinion, only able to offer one kind of training for now ... until we're able to gain more certifications, I suppose.

[Terry]

I just focus on the differences (in a postive way), and how they benefit the person in self defense.

Training all Ranges
Progressive Resistance Sparring

I am in the Military and the base gym lets me coach classes there so I don't have a overhead or advertising because the people see us training. And the base is always supplying me with guys that want to train.  There is a well know MMA / BJJ right down the road, but they want an arm and a leg for monthly training (large overhead).  Alot of young guys here on base cant afford those kind of fee's.  Once they hear I have training group here on base that works the same things, and geared for self defense, at a fraction of the cost, they find me pretty quick. They don't care if I have a black belt in BJJ or not they just want to train grappling and MMA.

I also inform them the benefits of a training group...where everyone is growing and learning together.  I think it makes people feel more at ease with their fears of looking like a defensless wimp, and not trying it. There is a more free flowing enviroment with information, more specialized training...there is a ton of benefits of training group vs the large McDojos.

I am starting to ramble...

Terry
VAFB California

[Matt_L]

Agreed,
Whenever someone new comes to our group, they want BJJ or what they just saw on saw on UFC.  The thing Terry is talking about is we give them what they ask for, but while they are getting just the straight BJJ we throw in a strike or something else.  It seems very important to quickly change their expectations of what JKD is all about.  Then go on the tangent of how well BJJ works against the inexperienced or someone else doing strictly BJJ.  It opens their eyes, shows them the differences or vulnerabilities, and help them to understand to absorb what is useful.  So far it has been very rewarding, we see them come in with expectations, give them something completely different and they love it.

Matt
VAFB california

[OzzieR]

I agree with you, but the problem I run into is myself.  Being a Performance Group leader, and "coming up" in the testing system just slightly ahead of everyone else, I am not able to offer a lot of those other classes.

JKDU / MMA for the Street is my first experience with any ground fighting whatsoever.  I had an extensive Kenpo and Taekwondo background, but nothing on the ground.  I'm certainly not going to offer any classes in wither of those areas.  And to offer, say Muay Thai or BJJ, unless you've got some extensive background in the area, you can't pull it off.  To offer a BJJ class, I would be competing against Gracie and Machado Black Belts in the area.  To teach Muay Thai in my area, you're going against many guys that are out of Marc Dellagrotte's Sityadong Academy in Boston. 

Same goes for boxing and MMA.  Small training groups like ours are not really able to bring in other instructors to offer these classes. 

So where does that leave the garage-type group?  In my opinion, only able to offer one kind of training for now ... until we're able to gain more certifications, I suppose.

     
      i'm in the same boat as John.     I agree with everyone.  Believe me I would love to run a gym and train full time like Xttreme Couture for example.   Although I feel blessed that I can train a lot, run a group while holding a teaching job and a 11 month old son.
 I can only offer and afford MMAFTS for now but like Terry said focus on the positive.   Terry care to elaborate  on that ?
                       Thanks guys and Keep em coming 

[OzzieR]

 Forgot to mention that I'm subleasing a small space in a Tae kwon Do school and anxious for the wall to be knocked down to make it bigger.   Germxman can elaborate since he's a great writer 

[OzzieR]

I just focus on the differences (in a postive way), and how they benefit the person in self defense.

Training all Ranges
Progressive Resistance Sparring

I am in the Military and the base gym lets me coach classes there so I don't have a overhead or advertising because the people see us training. And the base is always supplying me with guys that want to train.  There is a well know MMA / BJJ right down the road, but they want an arm and a leg for monthly training (large overhead).  Alot of young guys here on base cant afford those kind of fee's.  Once they hear I have training group here on base that works the same things, and geared for self defense, at a fraction of the cost, they find me pretty quick. They don't care if I have a black belt in BJJ or not they just want to train grappling and MMA.

I also inform them the benefits of a training group...where everyone is growing and learning together.  I think it makes people feel more at ease with their fears of looking like a defensless wimp, and not trying it. There is a more free flowing enviroment with information, more specialized training...there is a ton of benefits of training group vs the large McDojos.

I am starting to ramble...

Terry
VAFB California

    Terry how much does the MMA school near your base charge ?

[James McRae]

Wear lots of cologne and some skimpy fight shorts.  

Seriously, though, here's my 2 cents on how to attract new students:

(1) Take out a Yellow Pages ad.  You don't necessarily need to pay for one of the big ads; a simple listing alone will get you a lot of calls.  However, make sure you have it listed under "Jeet Kune Do..." so that people who are looking alphabetically through the listings for JKD will find your number.  If you have it listed under "Ozzie's Emporium of Destruction"     or some other name, nobody will know what you teach and will probably skip over you.  Check with your agent about whether this gets you listed in the online Yellow Pages, too, since most people do their research with a computer.  Which brings us to...

(2) Get a website.  It can be as simple as a Facebook/MySpace page, but having your own URL is better.  You can list all the info about your school and have pictures/videos of your training.  You can also link to the JKDU webpage so people will know you represent a legit organization.

(3) Have flexible payment plans.  Everybody has a different income level and work/family schedule, so it pays to have a few different plans to suit them.  I like to give my students the option of paying either by the class or by the month, since it lets people who live far away or who have crazy schedules maximize their dollar value.  Many people will say you should never discuss price on the phone.  I agree, but only to the extent that you shouldn't bring it up unless the student does.  If he asks how much you charge and you try some Jedi mind trick on him to dodge the subject, he'll get worried that you're too expensive.  I tell people, "the average student usually pays X," which gives them enough info to make a rational decision without committing to any particular pricing plan.

(4) Price yourself competitively.  Call around or look online to find what other people are charging.  If you charge only $60 a month, you will be a great alternative in this economy to the other schools that charge twice as much.  You can often cut costs by teaching at a community rec center, college campus, or health club (though it depends on the gym).  I taught for several years out of a Kalihi warehouse and had no shortage of students, so don't think you need a posh storefront.  Make your students responsible for most of the gear in the school so you don't have to buy a dozen sets of gloves, shin guards, headgear, mitts, weapons, etc.  

(5) To compete with the BJJ crowd, you have two good options: (1) in your advertising materials, mention that you teach submission grappling (which is part of the JKDU curriculum along with kickboxing and weapons skills); or (2) get affiliated with Burton's Brazilian Jiu-Jitsu for Street Self-Defense program, so you can tell people you teach jiu-jitsu.  In either case, stress that you are teaching street-effective grappling, which sets you apart from the sport-oriented gyms.  That way, if you have another BJJ gym in your city, you won't be going head to head with them (and you build a good rapport with them by referring any sport guys who come your way to their gym).  

[John Robinson]

"Ozzie's Emporium of Destruction"

I like that .... lol

Thanks for some great ideas James.  Some of this we already do, and some of it I could implement better.

[D.Stachovak]

I feel all your pain.

I've actually fought MMA and kickboxing,but in my town we have a pro MMA gym,a BJJ brown,and a PFS full instructor! I have trained with all theses folks,but currently train with a longtime partner and the PFS guy. Here's the rub,I have a lower level JKD cert,and (more importantly) actual cage and street experience. I really don't know how to bring up wanting to teach to my PFS instructor,especially since my methods are closer to what you guys do than to "normal" PFS! I guy I knew from jits is training with him to pick up some boxing to compete in MMA,but I know having had that experience already,I could coach better! I don't want to ruin a good friendship,or be seen as disloyal...

[Germxman]

Doctor S. Isn't it always difficult? In our P. Group we had one-maybe two guys come in and trained with us regularly for about a month. The one guy had a chip on his shoulder and kind of only wanted the grappling aspect of JKDMMA. He disappeared for a few and then we found from another source he had gone over to another school...paying I assume to be more money but offered "more options" (I.E. having separate classes for BJJ, Muay Thai, etc.) and doesn't even have the gall to tell us like a mature person that he moved on. At least have the respect to tell Ozz in person ya know?

Later on Ozz came to me and said basically if I wanted to go and train somewhere else it would be okay. Now If I was going to train somewhere else or with someone else, I'd be honest and tell him. I'd also work out a way to cross train. Second, I don't think right now in my journey with martial arts its neither feasible or desirable to train with someone I essentially don't know. Martial Arts for me, and I hope for many of you, has ups and downs and training partners come and go. It seems to be very hard to keep good friends. Politics suck and get in the way a lot,  but this is for Ozz.
Your my friend first, and my training partner second. Hey bud, lets just keep moving forwards and get our message out there and be patient. There are people out there that are interested and we need to just show people who we are and train hard. That and maybe advertise better by using some pointers that the guys here have generously provided.

That's it for me. Doc, I had a sensei who I left when I was younger. Without getting into too much detail, I disagreed with his treatment of me and the martial art, and I approached him a few years ago to attempt to train with him again. I explained my point of view, told him what I was training in and apologized for any ill behavior I demonstrated. He basically told me I wasted my time and talent by leaving and could not amount to anything more in (TKD). He also said I could train with him but would have to give a large (crazy amount) of money first and up front as a commitment?? Can't I just show up like I always do? That's when I learned that friendships are hard to keep in this way of life. He was business first, training second, friendship optional.
My only advice would be if that's how you feel in your heart then just be honest with Ur other coach and tell him what your feeling. If he doesn't agree or support you, well that's where the ball falls.

[Germxman]

Doc S. I missed the last sentence in your post...IN NO way am I saying to take that jits guy under ur wing...I just wanted to clear that up. I can't really give my two cents on that one.