Info for Martial Arts School Owners and Instructors

The Martial Arts Teachers’ Association (MATA) is a professional organization that helps martial arts school owners and instructors improve their teaching skills and grow their schools with proven marketing, management, and curriculum design.

Click JOIN MATA to learn more.

martial arts instructor association and curriculum

Your Potential Ratio and Your Pull Radius

by | Offline Marketing & Sales

Setting Expectations for Martial Arts Students Upfront

Authority is highly influenced by emotion.

While your staff and students may intellectually understand that you are the boss and master instructor, they have to feel it, not think it.

It’s the emotional connection that anchors your authority on a deep level.

If there is one powerful moment in your role as a professional martial arts instructor, it’s in the enrollment conference.

While the parents may see you as the master black belt, they usually don’t have an authoritative reverence at this early stage.

The enrollment conference is a seminal moment for you to establish your authority and gain the respect and gratitude of the family you’re dealing with.

Presenting the programs and their cost to parents can be tense at times. Some parents want to negotiate. Others might object to the agreement. Some want a safety net in case their child wants to quit.

While it’s important that you are prepared to overcome any objections, it’s when the bottom line is signed and the initial investment is completed that you have a critical window to demonstrate your authority.

Many owners complete the transaction and gush with statements like, “Awesome. It’s great to have you on board. Johnny, you did an awesome job tonight. High five! Thanks Mrs. Jones it’s great to have Johnny as part of our family. Let me know if I can help with anything.”

Barf.

Who has the role of authority here? Mrs. Jones and her credit card. That was a missed opportunity.

Let’s try again. You would adjust this script to the age and circumstance, but here is an authority template for the enrollment conference.

Mom has just enrolled Johnny into the program.

You, “Johnny. You want to learn Empower Kickboxing, right?”

“Yes sir.”

“Good. I want you to understand that your mom just enrolled you into a six month program. You are going to learn a lot of great skills and lessons. It’s going to be fun and sometimes it’s going to be hard. That’s the good part because that means you’re learning. So you have to pay attention and practice at home 20-minutes a day when you don’t have class.

Are you going to work hard and practice?”

“Yes sir.”

“I’m glad. Your classes are Monday and Wednesday at 5pm. When are your classes?”

“Monday and Wednesday at 5pm.”

“Good. You’re a smart guy. That means that you have to be ready to come to class by 4:30 on Monday and Wednesdays so that you’re not late. Will you do that?”

“Yes sir.”

“No matter what you are doing, you will be ready by 4:30, right?”

“Yes sir.”

“Good. The first lesson is integrity. Integrity means that you do what you say you are going to do. You keep your promises. You promise to work hard and be ready for class, right?”

“Yes sir.”

“No matter what you’re doing. Right?”

“Yes sir.”

“Great. We’re going to be so proud of you. Your mom just enrolled you, so please turn to her and say, ‘Thank you mom.”

“Thank you mom.”

“Alright. When someone does something good for you, you always say thank you. That’s called gratitude. What’s it called?”

“Gratitude.”

“Correct. So you’ve learned two important lessons today. Integrity and gratitude. What does integrity mean?

“Keeping your promises.”

“Yes. What does gratitude mean?”

“Saying thank you.”

“You got it! You are going to do great, I can tell already.”

“Remember, your class is…”

“Monday and Wednesday at 5pm.”

“When will you be ready to come to class?”

“4:30pm.”

“You have a good head on your shoulders Johnny. You’re going to be good at this.”

“Because you’ve showed your mom gratitude and you’re going to keep your promises, here is a school t-shirt for you to wear. Every time you put it on, I want you to think of integrity and gratitude. Will you do that?”

“Yes sir.”

“I just gave you a shirt. How do you show gratitude?”

“Thank you sir.”

As taught in the MATA Certification program, it’s also a good idea to let mom know that it’s important that she control what Johnny is doing around 4:30 which is the agreed upon to be ready for class.

If Johnny is playing with his friends or deep in a video game, it’s going to be harder to get him to get ready than if he is cleaning his bedroom or something he’d like to leave to go to class.

Keep in mind that mom is watching this happen before her eyes. What have you done to establish your authority?

  1. You’ve provided her with a language pattern that both her and Johnny understand. This is huge.
  2. You’ve given mom the “integrity” framework to deal with any reluctance to go to class.
  3. You’ve provided her with a strategy to engage Johnny in less fun activities so that going to class is an easy decision.
  4. You’ve laid out when Johnny should get ready for class without complaint.
  5. Before her eyes, you taught her son important lessons with real world examples. No doubt, your authority sky-rocketed in her eyes and in her heart.

Look for places where you can make these kinds of strong emotional connections.

Demonstrate true authority and leadership. That will last much longer than a trite, shallow compliments like “Awesome! Good job.”

This will help your students to understand how and why they are training with the best school.

Your potential ratio is the percentage of the population that has a realistic potential of joining your school. The number used for decades has been 1.5%. Due to the explosion of exposure and credibility the martial arts gained from the fitness kickboxing boom in the mid-1990s, I personally feel the number is larger than that. But, to be safe, let’s say two percent of the population may join your school. This applies mostly to medium and larger cities and metro areas. Smaller cities and towns can draw a much higher percentage of the population, depending on the demographics and the type of program being offered. 

Let’s say you are in a 100,000-population area, which means you have a potential ratio of 2,000 students. Sounds great, right? Well, slow down. First, those 2,000 are the potential for all of the martial arts classes combined. Your job, of course, is to get more than your competitors. Second, what if they live on the other side of town? 

Your pull radius is the area surrounding your school, from which your students will come. Typically, a student will not drive more than 10-15 minutes to your school. Yes, yes, yes, I know you have students who drive an hour and walk uphill both ways to get to your classes, but unless you are going to charge those three people $1,000 per class, you can’t build a school around them. 

The real question is, how much of my potential ratio is within my pull radius? Here is just a sample of the factors that will influence the answer: 

1. Regardless of the population of your area, what is the population within your pull radius? Multiply that by .02 to get your potential ratio. 

2. Is your school near a natural barrier? Where I live, there is a subtle bridge north of us. While there is nothing stopping us from crossing it, we rarely do. We turn south on the main roads to travel to shops, restaurants, and parks. I’m sure there are good restaurants and shops across the bridge, but we don’t go there, and I’m sure people on the other side don’t come south to our area. Other barriers include railroad tracks, rivers, bridges, busy highways, and tunnels. 

3. What are the real demographics of your pull radius? Do you have the area’s largest trailer park or retired person’s community inside your pull radius? You’re not going to get two percent of those markets. 

The demographics within your pull radius will make you or break you. Your job is to match your pull-radius demographic with your school. 

For our purposes, we will narrow your demographic focus to those people within your pull radius. Imagine setting a ring with the radius of a 15-minute drive on a map of your area and then moving it around. Wherever you move the ring the demographics will change. Our goal is to find the best demographics within that ring. Keep in mind that a 15-minute drive ring will be much smaller for a densely populated area with lots of traffic than a more rural area. A 15 minute drive in Orlando or London could be two miles, while it could be 15 miles or more in smaller, less congested areas, so be realistic in your ring size. You have to know the size of your pull radius. 

Once you zero in on a location, drive from the location at different times that your students would be going to class, so you can experience and time the drive, to see how far you get in 15-minutes. 

If two percent of your ring is your potential ratio, a population of 15,000 within the ring equates to a potential market of 300 students. Keep in mind that a good school in a smaller market can pull much more than two percent. Still, that is a sobering thought. 

Offline Marketing & Sales

You May Also Like…

0 Comments