And we are very thankful of that!
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There'a a HD dealership across from my school, and I always see the H.O.G. meet there and go on outings. I noticed that these are really the same demographic as most of the parents and students-40's 50's middle class, most are blue collar-but successful, meaning they have a house, two cars, maybe a boat or RV, and other toys. Disposable income. But they also are down to earth enough to see the value in Martial Arts and what it can do for their kids.
I've had my Harley since the mid 80's, but never really wanted to join H.O.G.
But after doing the research, it may actually be a great way to meet families who would be interested in Martial Arts.
It's worth a shot, and it may actually be fun, too. wtf
My school was next to a cheerleading/gymnastics school. I was hoping to get the brothers of the girls in the cheerleading class but they apparently all went to the local TKD already.
The parents had to wait outside while the class was in session so I tried recruiting them. They said they were too old for KF and that martial arts was for kids (seems to be the prevailing opinion, probably due to all the afterschool Karate daycare). So I tried to get them into Tai Chi but they had excuses like "I hurt my wrist so I can't do Tai Chi" etc.
Serious students seem hard to come by and paying students even harder to find.
You Might Be a Yuppie Biker If:
1. If your trailor has more miles than your bike.
2. If you have doubled the weight of your bike with bolt on chrome.
3. If you have never kick started a bike before.
4. If you buy bikes as investments.
5. If your a HOG member and think your an outlaw.
6. If you think a wrench is a *****y woman.
7. If the last time you were at the Harley dealership you came home with golf balls and a toilet seat.
8. If you stop 30 miles from Sturgis to unload your bike and ride in.
9. If you don't ride in the rain.
10. If your tattoos wash off.
:D
Not a bad theory. I do believe you are on the right track as far as which demographic to market to. In my 13 years of running schools and tracking the patterns of my students (I have invested a lot of time and money into research) I've noticed the demographic that seems to be the most loyal clientele with the income to be able to finance their hobby in the martial arts are the parents of children ages 5-8 and adults ages 35-45.
MMA gyms really seems to market to males ages 15-25. They can have them. The problem with this particular demographic is their lives change too frequently. They get/change/lose/quit jobs, they get/change/lose girlfriends, they move, graduate high school, go to college/military, get lazy, fluctuate moods, change their goals regularly, etc. It's a horrible market to sell to. The only benefit is they can, for a new school owner, help to fill a school fast. But after the school is able to cover the overhead they need to find a more reliable clientele or the school will struggle.
spoiled youngsters with feeling of entitlement, oh, I mean, rights. (yeah, right)
Sell them year contracts with no option to quit. Teach them responsibility, keeping their word,honoring their commitments, finishing what they start, things they should have learned by age 10.
Well, that's how I feel...not really how I do business.
Might be why I'm still struggling!:eek:
I had the same issue years ago at my very first school. One mistake I came to realize over the years that most all school owners do is they sell the martial arts. Their particular brand of martial arts. We have a tendency to look at our schools with black belt eyes and from the inside out. Remember, you're a business man/woman who does the martial arts not a martial artist who does business. What we should be doing is looking at our school as our students see us. Most of your students are going to be first timers to the martial arts and know very little about them.
This may sting a bit but you need to hear it brothers because I truly want your schools to be successful.
NOBODY CARES WHAT STYLE YOU TEACH, YOUR LINAGE OR WHO YOUR INSTRUCTOR IS!
In case you didn't hear that:
NOBODY CARES WHAT STYLE YOU TEACH, YOUR LINAGE OR WHO YOUR INSTRUCTOR IS!
Stop selling "your" martial art and start selling the benefits of the martial arts.
- Easy to learn, and fun
- Excellent self-defense skills
- Non-violent conflict resolution
- Improved performance in sports and school
- Instills virtues
- Confidence
- Self-Discipline/Impulse Control
- Commitment
- Respect
- Fitness/Athletic Improvement
- Bully Prevention
- Control learning disabilities such as ADD/ADHD
When someone new to the martial arts comes to your school they want to know what's in it for them. How does telling them that you're the 5th generation successor to the 5 palm golden monkey slaps his meat system convince them that they should invest in your school?
Here's how the conversation should look:
Prospect: "Hi, I'm interested in what you have to offer myself/my child. What do you teach?"
Instructor: "We teach a multitude of things here. What would you like to get from the martial arts? What are your goals?"
Now you have a hot point. Tell them all the benefits they'll receive from training at your school but 85% of everything you tell them should revert back to their main goal (their hot point).
Next, assume the sale.
Instructor: "What I'd like to do is schedule you a free, no obligation trial lesson so you can experience what we have to offer first hand. I have a class either Wednesday or Thursday which works best for you?"
If the prospect tells you something like, "I have to check my schedule." or "I have to talk it over with my spouse." There's a good chance they're not coming back. Don't fret, move on to the next prospect. This is also how you weed out those who are truly interested in making a lifestyle change.
P.S. If your system's tradition and instructors linage are important to you that's great. Offer lessons out of your house, this way you can keep to your traditions, charge what you want and not struggle with a business.
Sounds like you're an respectable teacher. Don't ever lose that. I'm not saying don't train 15-25 year olds. I personally have a large number of this demographic at my school and I love every single one of them. I do my best to try to instill honorable adult values in them because they're confused and need help. What I'm saying is the marketing and advertising I send out is geared towards children ages 5-8 and adults over the age over 30.
We are still struggling a bit but the above is my approach as well. My Sigung is Wing Lam Sifu. Not a single student that comes thru my doors or calls me up on the phone has ever heard of Wing Lam or really gives a crap who Wing Lam is.
All they want Discipline / Focus / Bully Defense for their kids or Cardio and some self defense for themselves.
Follow the above steps and you should some improvement in your stats.
ginosifu
ps: Every guy who has contacted me and stated that he wanted to learn "HUNG GAR" and was going to be my best student......Ever, never made it past the first trial lesson. They never sign !
yeah...me too. (sigh)
Before I signed up at my Hung-Ga Sifu's school, I researched other systems, and decided on Hung-Ga. I had already trained in other arts for over ten years. I picked up some of Fu Hok Seurng Ying Kuen from a friend who did Fu Jow P'ai earlier, so I kinda knew what I was looking for and what to expect. I stayed for about 15 yrs.
Where are these types of students? Well, besides you and me...
sounds like vancouver. its getting rough up in here. now they have these new micro apartments. smallest suites in canada they say. but they still run from like 800 to 1500 and these are called low income housing. brutal. i really feel for the people who cant get that together. 226 square feet, fukc me!!!