Your Martial Arts Student Loss Ratio

 

Now that the first quarter is in the books, let’s find out what percentage of your student body that you lost from January 1st to March 31st.

1.  Start with the total number of active students as of January 1.

2.  Add to that the total number of new students who have enrolled year-to-date. 

3. Count the number of active students you currently have. An active student has attended class in the past two weeks.

Divide #3 above by the sum of #1 & #2. That is your retention rate as a percentage. For example, if you were to do this in April:

1. January 1 starts with 150 students

2.  New students January 1 to March 30 = 40

3.  150 + 40 = 190 students (this is 100-percent retention and zero loss)

4. Current active count = 165 students

5. 165 ÷ 190 = .86 or 86-percent retention or a 14% loss rate.

The shorter the period of time, the higher the percentage. Don’t be fooled into thinking you have an 86-percent retention rate year round. Most schools end up with around 50 percent for the year. You, of course, want to push it as high as you can but it has to be more than 50 percent to grow.


John Graden
John Graden

John Graden is widely credited with leading the martial arts school business into the modern age. He is the founder of the first successful professional association and trade journal. MA Success editor John Corcoran first called him a “visionary” in 1995. Martial Arts World magazine dubbed him, The Teacher of Teachers. Mr. Graden’s leadership was recognized in many mainstream media outlets including a cover story on the Wall Street Journal, documentaries on A&E Network, and as a guest on the Dr. Oz Show and many others.