January is a perfect time to grow your student base. People are setting New Year’s Resolutions, and quite often these involve improving their overall fitness or trying something out of their comfort zone – and joining a martial arts club is the perfect way to achieve both of these things!
To make the most of this opportunity, dojo owners and martial arts instructors need to position themselves as the top choice for those inspired to start their martial arts journey. Here’s how to maximise your efforts and make January a standout month for your dojo.
Offer Flexible Attendance Options
Traditional memberships can deter potential students or their parents, especially if young beginners are unsure about committing to a new activity. Stand out by offering more flexible options tailored to new students.
Trial Classes or Short-Term Passes: Offer a discounted trial package, such as a week of classes or a single introductory session. This lowers the barrier to entry and allows beginners to experience your teaching style and atmosphere without pressure.
Pay-as-You-Go or Rolling Monthly Memberships: These options appeal to hesitant newcomers or parents who want their children to attend a set number of classes each month.
Once new students are in the door, create a structured follow-up process. For example, send a friendly email or text after a student’s first class to thank them for attending and highlight upcoming beginner-friendly sessions or events.
Simplify the Joining Process
For many, stepping into a martial arts club for the first time can be intimidating. When prospective students work up the courage to join, you don’t want to discourage them with a complicated sign-up process – especially if parents want to join multiple children at once.
Streamline Registration: Allow students or their parents to sign up online and clearly display your pricing and class schedule. Transparency builds trust and reduces hesitation.
Offer Onboarding Support: When new students join, provide a short introductory guide, including details like what to wear, class etiquette, and what to expect in their first session. This helps them feel prepared and reduces first-time nerves.
Leverage Your Expertise
As a martial arts instructor, your skill and knowledge are some of your biggest assets. Use them to position yourself as a trusted authority in the dojo.
Offer Free Introductory Sessions: Include a mini-seminar on martial arts basics or a free one-on-one coaching session as part of a limited-time January offer.
Post Valuable Content Online: Share tips, techniques, or motivational content on social media to engage your audience and demonstrate your expertise. For example, post a video on how martial arts can help with common New Year goals like fitness, confidence, or stress management.
Highlight Your Dojo’s Community Spirit
New students often look for more than just physical training—they want to feel welcomed and supported. Martial arts clubs thrive when they foster a sense of camaraderie and belonging.
Warm Welcomes: Greet every visitor personally and introduce them to the class. During their first session, pair them with a more experienced student who can help guide them.
Encourage Referrals: Offer incentives like free classes for students who refer their friends. Many students stick around longer when they train alongside someone they know.
Host Beginner-Friendly Events: Organise events like an open mat or a beginners’ workshop in January. These are great opportunities to showcase your dojo and allow prospects to meet instructors and current students.
To make January a success for your dojo, focus on strategies that attract and retain new members. Offer flexible membership options that cater to beginners, streamline the sign-up process to remove barriers, and create a welcoming community that fosters loyalty and connection. By implementing these ideas, you’ll position your dojo as the top choice for prospective students and build a loyal community that extends far beyond the New Year rush.
ClubRight is the go-to management software for martial arts clubs, taking care of everything from membership management and billing to class bookings and online joining—plus a whole lot more. Give us a call today on +44 (0)203 884 977 or book a free online demo with one of our product experts to find out why we’re trusted by more than 1000+ fitness businesses across the UK.
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