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[bk]

“You can always do more than you think you can. You don't know until you take the challenge”

This is what I am constantly telling my students who have found a passion for martial arts  in their  late 30’s, 40’s and  even 50’s. I enjoy teaching this age  demographic. I want more to enroll.

Unfortunately, way too many people believe that  MA is reserved for only kids or young adults (mostly young  male).

Truth is, there is a large segment in our society of "mature adults" who come to martial arts after graduating from college…after having kids…after starting their careers...after their kids grow up…even adults with grand children…

I love teaching this type of student. They  know their limits, know how to receive instruction and are not out to compete in the next UFC, they ask great questions and want to learn the arts. 

My questions are:

1. How do you market your business to attract this type client/student?

2. How do you ensure that the “young guns” in your school don't discourage the growth potential of the "mature adults" who  trains mostly  for fitness, fun and personal protection and growth in the arts.

Thanks and I look forward to reading your thoughts,
Brenda

[usks1]

Brenda,
Comes back to the gazelle the elephant & the lion story again..

Lot's of new students are gazelles.. They really don't want to get hurt, and are very intimidated about contact etc.

There are also elephants who are capable of doing alot, but just kinda take it easy.

Then the Lions who try to break everybody they touch.. Usually the young guns. Some think they are lions, but soon head to the elephant pen. They just don't want to play that hard. Others want to fight hard every day... Just plain nutty.. You will always have less of these than the rest, but they are fun to have around. They keep the school strong and keep you honest because you gotta keep your game up to play with them.

The elephants are pretty tough, and learn soon enough they can take the training and will progress along o.k. You can let them have the option to come in and play with the lions, but they also have the option to train in a less wild enviornment. Some are capable of stepping on the lions from time to time.. But they just choose not to do it every day.

The gazelles need to be allowed time to adjust to the idea of attacks coming at them, and once they realize they won't be killed each class, they eventually move in and play with the elephants. Some jump into the lions cage after they realize they can handle more than they thought.

Bottom line...

Set up your classes for the masses. You will see more gazelles and elephants, so make sure your program is functional and realistic, but doesn't scare off everyone who looks in the window, or never comes back after the 1st class. Pair students up accordingly and they will get good instruction, and be able to work the next day.

I Keep a seperate class for the lions. I make them take it easy during the other classes, and play nice, but I have a place for them to run and play also... Then they can get out their wildness with each other, and then feel good about playing nice and working with the others..

Most of my assistant instructors are lions. They are the most capable of really pulling off the material, and the first to "get it" when I teach them something.

You just need to make sure they are fed before you let them out of the cage to play with the rest of the animals... 

As for the marketing try to stick to what you are good at. Advertise a class that will develop good self-defense skills, and also fitness. Many are looking to get a good workout and the added benefit of self-defense training is a great option. Or you have those who are looking for self-defense, and the option of getting in better shape is a great option.

If you have those who watch a class, and want more... Well.. You have the lions den. Let them come and watch one of those sessions, and they will realize where they can fit in...

Hope this helps.

[grlaun]

I concur with The Dean.  I use the same approach to training my people.  I lucky in that my wife also teaches/runs the school so we have a very healthy mix of men & women.  I train the men hard and the women harder & they respond.  As Dean says most of you people will be gazelles.  Run your classes accordingly and generally you'll prosper.  But every once in while take it up a notch or two to see who can do what - scenario training is good for this.  Its a great way to see who's who in the zoo.

Fitness classes are also a way to recruit and more involve current students.  I have a fitness kickboxing class on Mondays and a Bootcamp on Wednesdays that is very popular -especially amongst the women.  I have only two men aside from myself who attend and we work HARD.   Its a another profit center and a way to keep in shape if you don't get to work out as much.

[usks1]

I concur with The Dean.  I use the same approach to training my people.  I lucky in that my wife also teaches/runs the school so we have a very healthy mix of men & women.  I train the men hard and the women harder & they respond.  As Dean says most of you people will be gazelles.  Run your classes accordingly and generally you'll prosper.  But every once in while take it up a notch or two to see who can do what - scenario training is good for this.  Its a great way to see who's who in the zoo.

Fitness classes are also a way to recruit and more involve current students.  I have a fitness kickboxing class on Mondays and a Bootcamp on Wednesdays that is very popular -especially amongst the women.  I have only two men aside from myself who attend and we work HARD.   Its a another profit center and a way to keep in shape if you don't get to work out as much.

Jeff,
What do you charge for the fitness kickboxing classes. Problems I have run into in the past with kickboxing is the big gyms like 24hour fitness & Golds allow their members to hit all the fitness classes they want for their monthly membership.. I only give them 2 nights a week, so they end up joining the gym. Even if they only go once a week, they like the idea of being able to go whenever they want.

Any ideas?

[grlaun]

$50/month for both $25 for 1 day.

The difference I have in the class is that they HIT something in the KB class they really like that - especially the girls.  I have a woman who has had NO experience with arts and she has come a long way from barely tapping the bag to really wackin' it!

I advertise the fighting fitness without the fight -seems to work!

[usks1]

Cool... Thanks.

[bk]

As for the marketing try to stick to what you are good at. Advertise a class that will develop good self-defense skills, and also fitness. Many are looking to get a good workout and the added benefit of self-defense training is a great option. Or you have those who are looking for self-defense, and the option of getting in better shape is a great option.

I agree with the above.

Thanks for the input guys. My classes are slowly growing. I am starting a marketing campaign to build the new CQC/JKD adult program(s) we have. Just need some ideas of how to get the word without.

Once they walk in the door then my wonderful, magnetic and engaging personality wins them over  ...its getting them in the door thats the hard part...

Have a great Friday,
BK
www.TotalDefense4u.com

[whitewolf]

BK=The tips you received are all on the money-here are a  few  more thoughts to  help=
     1=After you set up your  class -look at it from a older persons viewpoint-give the
        class to a  few volenteers that are your strong young students and ask for feed
        back from them having them try to  think older.
     2=Go to senior citizens cente and talk to the manager-see what they feel is important
        to the oldsters in the way of fitness/safety-ask if you can give a class to them
     3=Vidio tape the class and play the vidio in the window ofyour school with a sign that
        says something like health/fitness/safety for adults
     4=Go the communitte relations department of the local PD-get with the Sgt/Lt in
        charge and set up a class with him-include safety self defense for adults -give it
        at  your school if possible-include the local neighborhood  watch if your city  has
        one (contact hock for tips on citizen self  defense  league)
      Those tips may  assit you-the idea is to  get them to  join-even if the class you
      teach is very basic and easy-get them to join.
      Concentrate on self defense tips along with the physical training-loads out there
      through Police/internet/FBI/homeland security/Hocks forum /guardian angels (even
      though some dont like them)
      I can relate to your questions as I am now approaching 70 and have taught people in
      their 80,s at a old folks  home when i  had my school- i was paid for the classes by
      the management -it was not much but it did not matter as i  looked forwad each  to
      teaching---thats it from camel  country- stay  safe-white wolf  (el  lobo  blanco)


     

[Adventure]

you're 70

I would have never thought.

[Bryan Lee]

  The big 24 hour places are great if you want to have endless weights and airheads to hang out with, don't have a personal life or just sleep in your car but thats where it ends.


  Providing something for everyone includes pricing and reaching clients who may have special circumstance. Sometimes this could include packing up a duffel full of kick pads and going to some private residence that has their own gym to a client who can afford such one on one training. Boxing is on the way out but focus mitts and kick pads are making a huge comeback even amongst people who are just interested in fitness as there is something about the connect of head to head training, just look how well some of the knife and stick duelers do financially.


  If one can keep the regular customers happy and find a select few clients who can pay for the extra individual time, thats icing on the cake. 

  Bonus, get yourself a pro boxing ring to train in, everybody loves Rocky!

[Joe Hubbard]

Hi BK

About the marketing question:  You have to adopt a strong position/reputation within the market to attract adults who want to learn to defend themselves.  You cannot be anonymous in the way many market themselves to the masses.  Take a good look at the leading self-defence instructors in the world- they all have an accountable image and stronghold in the market place- and then model that. 

Second question:  The real truth is just as you can't fight different people the same way, you can't teach them the same either.  Teaching successfully is way deeper than just passing on your skill set to another.  You have to develop the ability to quickly tell what attributes each person is lacking within a group of people.  Next, please remember that this doesn't reflect entirely on a physical analysation either.  Although most of what we do is based on physicality because quite frankly when it kicks off it will be physical.  This helps to keep things less hypocritical and allows us to effectively implement the tools we need to survive.  But we also need to address the Mental, Emotional and Spiritual sides of our students development.  Please let me clarify, because we all tire from all this nonsensical physcho-babble coming from untrained highschool students these days.  When I say Mental, I mean Combative Mindset; Emotional equates to fear and anger management and Spiritual translates into defining your student's belief system, ego and help them to realize their own self-discovery.

Nobody said it was going to be easy...

Out

Joe

[grlaun]

Words of Wisdom from The Contactor...

[bk]

You cannot be anonymous in the way many market themselves to the masses.  Take a good look at the leading self-defence instructors in the world- they all have an accountable image and stronghold in the market place- and then model that. 

Well said. I will take this statement to heart. Good stuff.

Thanks Joe, much appreciated.

Kind Regards,
BK

[whitewolf]

Adventure-I saw you were surprised at my  age-I guess i  have  had some good mentors ove the years plus  lots of  luck as i still am here-I pesonally attribute how I feel and my  health to the mental part of taking care of myself-Long time ago I met a green Baret-(MSgt)-going for his third trip to sunny Vietnam-he was in his late 50s i think and still going strong-he was a strong enfluence on a young Marine Sgt heading into country for the first  time-and for  ever  after. Also working out daily helps-as for studying martial
combat that helps also-stay  safe  whitewolf (el  lobo  blanco)

[Adventure]

Yes WW, I was just because we never get to see any on here. But I should not be suprised by peoples ages doing this when we still have Dan Inosonto (sp) at 71 teaching seminars.


the more power to us all. younger or more experianced (sp)

Adventure