Episode 429: The December Retention Crisis: Keeping Students Through the Holidays

Podcast Description

It's mid-November, and you can feel it coming. Families are getting busier. Attendance is starting to drop. Parents are distracted. And you know what's around the corner—the December retention crisis.

Every year, it's the same story. December hits, families disappear, and then January rolls around and half of them don't come back. But it doesn't have to be that way.

In this timely episode, Duane and Allie break down exactly how to keep your students engaged, motivated, and committed through the holidays—and how to set yourself up so January isn't a rebuild month.

Duane and Allie cover:

Why December is so dangerous for retention (and what's really happening)

Early warning signs to identify at-risk families before they disappear

Proactive retention strategies you can implement right now

How to handle the "break" conversation when parents ask to pause

Setting up January success in December (pre-selling enrollment, reconnecting with former students)

Common mistakes to avoid (and what to do instead)

Whether you've been in business for 30+ years like Duane and Allie (combined 60 years of martial arts experience!) or you're newer to school ownership, this episode will give you a clear action plan to finish 2025 strong and start 2026 even stronger.

The work you do in November and December determines your January numbers. Don't wait—start now.

Key Takeaways

1. December Is a Retention Battleground—Not a Throw-Away Month

Families are overwhelmed with school concerts, holiday parties, family travel, shopping, cooking, and hosting. Kids are exhausted from end-of-semester exams, school projects, and holiday events. Parents mentally check out, thinking, "We'll get back to normal in January."

The hidden danger: Families who skip 2-3 weeks in December often don't return in January. They were already on the fence—the holidays just gave them permission to quit.

The mindset shift: December isn't a "throw-away month." The work you do in November and December determines your January numbers.

2. People Are Creatures of Habit—Don't Let Them Break the Training Habit

Allie's "drink analogy": When the refrigerator at his school is full, people constantly buy drinks. The minute it goes empty for a few days, people go to 7-Eleven instead and form a new habit. When he refills the fridge, drink sales drop to zero—he has to ramp them back up again.

The lesson: The longer you're closed (or the longer students skip class), the harder it is to get them back into the habit of training.

3. Identify At-Risk Families Early—Don't Wait Until January

Red flags to watch for:

Attendance drops in November (coming 1x/week instead of 2-3x)

Parents stop engaging (no eye contact, quick drop-offs, don't respond to texts)

Students seem disengaged (low energy, not participating, sitting out)

Families mention "busy schedules" repeatedly

They ask about "pausing" or "taking a break"

Billing issues (failed payments, late payments, asking about payment plans)

Action step: This week, make a list of your at-risk families. Don't wait until they're gone.

4. Overcommunicate in November—Set Expectations for December

Send a "Holiday Schedule & Expectations" email or letter in mid-November. Set the expectation: "We know the holidays are busy, but staying consistent is key to your child's progress."

Remind families: "Students who train through December start January ahead of the game."

Duane's multi-channel approach: Create a video about the holiday schedule and expectations. Post it on YouTube, Facebook, your parent group, send a push notification through the app with the link, and send an email. Get that information out so everybody knows.

5. Create December Incentives to Drive Attendance

Perfect Attendance Challenge: Students who attend all December classes (or 80%+ of cl...