Episode 428: Holiday Sales Strategy: Turning November & December Into Your Best Months

Podcast Description

November and December can be your most profitable months of the year—if you plan ahead and execute the right strategies.

In this timely episode, Duane and Allie break down exactly how to maximize holiday revenue in your martial arts school. From retail bundles and program upgrades to paid-in-full incentives and holiday events, they share actionable strategies you can implement right now to boost your bottom line before the year ends.

Whether you're uncomfortable with the idea of "selling" during the holidays or you've been doing holiday promotions for years, this episode will give you fresh ideas and a complete playbook to make November and December your best months ever.

Duane and Allie cover:

Why parents are already in spending mode (and how to make it easy for them to spend with you)

The psychology behind holiday gift-giving and year-end purchases

How to create irresistible retail bundles and gear packages

Strategies for upgrading students to premium programs

Structuring paid-in-full offers that convert

Planning profitable holiday events

Marketing your offers across multiple channels

Common mistakes to avoid (and how to fix them)

If you've never done holiday sales before, start with just one idea from this episode. If you're a veteran, you'll walk away with at least a few new strategies to add to your arsenal.

The holidays are a gift to your business—don't let the opportunity pass you by.

Key Takeaways

1. Parents Are Already Spending Money—Make It Easy for Them to Spend With You

During the holiday season, parents are actively looking for meaningful gifts for their children. They're already in "spending mode," so your job isn't to convince them to spend money—it's to give them valuable options that align with what they already want.

Allie's story: A mom once told him, "My kid is going to ask me to buy that Hulk figure somewhere. You're saving me the time of driving to Toys R Us. I'm happy you have it here."

The lesson: Parents appreciate the convenience and value of purchasing from you. You're not being pushy—you're solving a problem and offering something that benefits their child's development.

2. Shift Your Mindset: Scarcity vs. Abundance

Many school owners feel uncomfortable "selling" during the holidays, but this mindset leaves money on the table. Instead of thinking, "I don't want to bother my families," think, "How can I serve my families by offering them valuable options?"

Key insight: Parents want to invest in their kids. They want discipline, confidence, focus, and character development. Martial arts training is one of the most meaningful gifts they can give.

Action step: Set a revenue goal for November and December. Get your mind into an abundance mindset and commit to serving your families well during this season.

3. Retail & Apparel: Create Gift-Ready Displays and Bundles

Retail sales can be a significant revenue stream during the holidays if you plan ahead and make it easy for parents to purchase.

Holiday gift packages:

Gear bundles (sparring gear, weapons, training equipment)

Branded apparel (hoodies, t-shirts, hats)

Uniforms (offer a second uniform at a discount)

"Stocking stuffers" under $20 (belt keychains, books, patches, small training tools)

Premium gift packages ($100-$300+)

Gift-ready displays:

Set up a Christmas tree in your lobby

Wrap uniforms or gear packages in gift boxes with bows

Label each box with size or item number

Create a sign: "Give the Gift of Martial Arts This Holiday Season"

Allie's tiered pricing strategy: Don't just sell one sparring gear package—offer four tiers (basic $99, standard $149, premium $199, elite $299). Surprisingly, 80% of parents will choose the higher-end option when you explain the benefits.

4.

427 | Are We Running the Hardest, Easiest Business There Is?

Podcast Description

Nearly three decades into owning martial arts schools, Duane and Allie keep coming back to the same paradox: Are we running the hardest business or the easiest business?

In this raw and honest episode, they dive deep into both sides of this question. From the emotional weight of student quits and tragic incidents to the incredible fulfillment of watching shy kids become confident leaders, they explore why running a martial arts school can feel like both extremes—sometimes in the same day.

Whether you're a brand-new school owner drowning in overwhelm or a seasoned veteran looking for validation that you're not alone, this episode will resonate. Duane and Allie share their hardest moments (including a heartbreaking story about an instructor who committed murder), their easiest wins (like the former student who became a pediatrician and credited martial arts for his success), and the real shifts that happen when you stop waiting for it to get easier and start building the right systems, team, and culture.

This isn't about complaining or bragging—it's about being honest. Because the truth is, the same things that make this business incredibly hard are often the exact same things that make it incredibly rewarding.

Key Takeaways

1. The Paradox is Real: It's Both the Hardest AND the Easiest Business

After nearly 30 years, Duane keeps coming back to this question: Are we running the hardest business or the easiest business? The honest answer? Both.

The same emotional investment that exhausts you is also what fulfills you. When you pour your heart into students and they quit, it's depressing. When you pour your heart into families who genuinely care and they tell you how much you've impacted them, it's what motivates you to keep going.

The reality: Running a martial arts school is unique because the things that make it incredibly hard are often the exact same things that make it incredibly rewarding.

2. The Hardest Moments Can Be Devastating

Both Duane and Allie have experienced some truly difficult moments:

Duane: An instructor left the studio one night, kidnapped his girlfriend, and by morning had killed his girlfriend, her friend, and then took his own life. Duane thought he would lose everything. He had to bring in a social worker to help students process the trauma.

Allie: A 45-year-old student passed away on the floor during a sword class from a "widow maker" heart attack. There was nothing anyone could have done—it was a hidden defect.

Allie: Had to kick out 12 students who formed a toxic "coup" in his school, constantly talking negatively and creating drama. When he finally removed them, the entire lobby erupted in applause—he had no idea how toxic they were to the good families.

Other hard moments include:

Quitting your day job and facing financial stress

Kicking out a student (or parent) for the first time

Dealing with problem parents who don't align with your values

Asking yourself daily: "Why am I still doing this?"

3. The Easiest Moments Make It All Worth It

On the flip side, there are moments that remind you why you got into this business:

The perfect class where everyone is engaged, high energy, and everything just clicks

Student breakthroughs like the shy kid who finally speaks up or the struggling student who nails the technique

Parent testimonials that bring tears to your eyes

Former students who come back years later to say thank you

Allie's story: A former student who quit at blue belt around age 12-13 walked back into the school as a pediatrician and said, "You changed my life. I used a lot of what you taught me to become a doctor, and I still use it every day."

Allie's other story: An autistic student named Caleb who used to run out of class, lay on his back, scream, and put his feet on the wall. After three years,

426 | Why Martial Arts Still Matter in a World of Instant Gratification

Podcast Description

In Episode 426 of School Owner Talk, Duane Brumitt and Allie Alberigo tackle a critical question. Specifically, why do martial arts still matter in today's world? Moreover, they explore what true discipline really means when instant gratification dominates modern culture.

The challenge is real. Two white belts start at the same age. However, one quits after 14 days. Meanwhile, the other earns their black belt and becomes a demo team captain. What makes the difference? Furthermore, how do we help parents understand the value of perseverance when their children face obstacles?

This episode reveals proven strategies for communicating martial arts benefits to modern families. Additionally, you'll discover how to educate parents about the importance of commitment. Most importantly, you'll learn why martial arts remains the most effective character development tool available today.

Key Takeaways

Self-Confidence Remains the Top Priority

First, recent parent surveys reveal critical insights. Specifically, 44% of parents seek self-confidence as their primary goal. Furthermore, focus and discipline tied for second place at 6% each. Additionally, emotional control, character development, and respect ranked as secondary priorities at around 20% each.

What does this mean? Parents still recognize martial arts as the premier confidence-building activity. However, they may not fully understand what builds that confidence. Unlike team sports where only nine players participate at once, martial arts allows every student to grow at their own pace.

Most importantly, martial arts provides individual measurement opportunities. Rather than comparing themselves only to others, students can ask a better question. Specifically, "Am I better today than I was yesterday?" As a result, this creates sustainable confidence growth over time.

The Instant Gratification Challenge

Unfortunately, modern culture creates significant obstacles. For example, families will binge-watch eight seasons in one week. However, they struggle to commit to 45-minute classes twice weekly. This presents a fundamental challenge for martial arts school owners.

Furthermore, parents often treat schools like babysitting services. For instance, one grandmother attempted to drop off her grandson and leave immediately. However, when told parents must stay and watch, she seemed surprised. This illustrates a common misconception about martial arts training.

The reality is different. Martial arts isn't just about physical techniques. Instead, it teaches mental, emotional, and social defense skills. Therefore, parents must understand their role in the process. Most importantly, they need to become part of the village supporting their child's growth.

Educating Parents About the Process

First, parents need clear frameworks for measuring progress. For example, one parent who was a school teacher explained her confusion. Specifically, she understood public school testing cycles. However, she didn't know how to gauge martial arts progress.

This reveals an important communication gap. Therefore, instructors must help parents recognize confidence, discipline, and focus when they see it. For instance, ask parents to identify which students demonstrate confidence on the floor. Then, help them understand what specific behaviors indicate that confidence.

Additionally, parents must learn that failure is part of the process. Specifically, students will hit walls throughout their journey. Sometimes it's boredom. Other times it's frustration from not passing a test. However, these obstacles build the resilience and grit parents originally wanted for their children.

Action Steps for School Owners

Set Clear Expectations from Day One

First, establish the village mentality during the trial class. Specifically, communicate that success requires partnership bet...

425 | Breaking Third Wall: How to Get Martial Arts Families Fully Committed

Podcast Description

In Episode 425 of School Owner Talk, Duane Brumitt and Allie Alberigo tackle one of the toughest challenges in the martial arts business: getting clients and families fully committed and dedicated to your program. They explore the concept of "breaking the third wall" - stepping beyond just teaching students to actively engaging parents and building a true martial arts community.

From families who treat your school like a gym membership to parents who become spectators instead of participants, this episode reveals how to turn quick signups into lifelong raving fans. Learn why commitment has become rare in today's world and discover actionable strategies to build deeper connections that transform your martial arts school culture.

Whether you're struggling with retention, dealing with uncommitted families, or looking to build a stronger community, this conversation provides real-world solutions for creating the kind of engagement that leads to long-term success.

Key Takeaways

Understanding the Third Wall Concept

Breaking the Third Wall Definition: Just like Deadpool talking to the movie audience, breaking the third wall in martial arts means stepping beyond just teaching students to actively engaging parents and connecting lessons to real life.

The Theater Analogy: Your martial arts students are the actors, you're orchestrating the performance, but parents are the paying audience who need to be entertained and engaged, not just watching from the sidelines.

Beyond Technique Teaching: The difference between teaching a sidekick and teaching confidence is making the connection clear to parents so they understand it's not just physical technique.

The Commitment Curve Challenge

Modern Commitment Crisis: People will binge-watch eight seasons in a week but can't commit to showing up for a 45-minute class twice weekly. Commitment has become increasingly rare.

The Honeymoon Phase Problem: Signing up is easy at the height of motivation, but getting past the quick honeymoon phase is where real work begins in building lasting commitment.

Village Mentality: Success requires parents understanding they're part of the team and solution, not just paying the bill. If they want amazing results, they must put in effort too.

Real-World Engagement Strategies

Parent Code Implementation: Establish clear expectations through formal parent codes read at every belt ceremony, reinforcing that parents come alongside their children rather than just dropping them off.

Periodic Check-ins: Schedule regular meetings (every 3-6 months) with students and parents to discuss progress, set goals, and maintain future-casting vision for continued growth.

Video Communication: Replace traditional cards with personalized videos sent through text or email, creating deeper connections and showing parents specific moments of their child's progress.

Action Steps for School Owners

Start from Day One

Trial Class Engagement: From the very first trial, communicate that success requires village mentality. Invite parents to be part of the solution, not just observers.

Future Casting: Help parents see what their child can achieve in 6-12 months based on what they said they want. Make it tangible and visible, not philosophical.

Build Systematic Engagement

Create Parent Codes: Develop written expectations that parents commit to, emphasizing their role in their child's martial arts journey. Read these at every belt ceremony.

Implement Check-in Systems: Schedule regular progress meetings (via Zoom or in-person) to discuss goals, celebrate achievements, and recommit to the next level.

Use Technology for Connection

Video Communication: Film 30-second personalized videos for new students, progress updates, or encouragement. Upload to YouTube (unlisted) and text the link through your management system.

424 | Martial Arts School Culture: Motivating Students and Families to Engage

Podcast Description

In this episode of School Owner Talk, Duane Brumitt and Allie Alberigo tackle one of the biggest challenges facing martial arts school owners today: getting students and families to truly engage with your school culture rather than treating it as just another transaction.

From parents who drop off their kids and disappear to families who resist participating in events, this conversation reveals why some families buy into your martial arts school culture while others remain perpetual spectators. More importantly, discover actionable strategies to transform disengaged families into active community participants.

Whether you're struggling with low event attendance, parents who won't engage during classes, or students who go through the motions, this episode provides real-world solutions from two school owners with decades of experience building thriving martial arts communities.

Key Takeaways

Building Culture Beyond Personality

Culture vs. Personality: Successful martial arts schools must evolve beyond the owner's personality to create systematic culture that works with any instructor. This requires frameworks, scripts, and consistent messaging that maintains your values regardless of who's teaching.

The Transaction Problem: Many families treat martial arts schools like daycare - drop off, pick up, never engage. This hurts retention, referrals, and the transformative potential of martial arts training.

Teaching on Two Levels Strategy

Dual-Level Instruction: Effective martial arts instructors teach simultaneously to children and parents. While kids learn techniques and discipline, parents learn parenting strategies and see character development in action.

Breaking the Third Wall: Don't just teach the child - actively engage parents by explaining what they're witnessing and why it matters for their child's development outside the dojo.

Systematic Engagement Tools

Parent Code Implementation: Establish clear expectations through formal parent codes read at belt ceremonies. This creates accountability and reinforces your martial arts school culture consistently.

Word of the Month Programs: Use monthly character themes with "I Am" statements, hand movements, and take-home stories to reinforce values both in class and at home.

Multiple Touchpoints: Leverage ChatGPT and technology to create consistent messaging through apps, Facebook groups, stories, and parenting tips that support your culture-building efforts.

Action Steps for School Owners

Create Systematic Culture

Develop Framework Scripts: Create lesson plans and scripts that maintain your martial arts school culture regardless of which instructor teaches. Include word-of-the-month scripts, parent interaction guidelines, and consistent messaging.

Implement Parent Codes: Establish formal expectations through written parent codes that emphasize their role in their child's martial arts journey. Read these at every belt ceremony to reinforce engagement.

Engage Parents Actively

Break the Third Wall: Train instructors to actively engage parents during classes. Point out character development moments and explain the deeper lessons behind techniques and corrections.

Create Multiple Touchpoints: Use technology to maintain consistent communication through apps, social media groups, and automated content that reinforces your martial arts school culture between classes.

Build Community Connections

Host Regular Events: Organize Halloween parties, tournaments, and special programs that bring families together and create connections beyond regular classes.

Implement Upgrade Programs: Use leadership programs, storm teams, and advanced training to create deeper engagement opportunities that involve both students and parents in the interview and advancement process.

Additional Resources Mentioned

423 | What I Wish I Knew Starting My Martial Arts School vs. What I Know After 30+ Years

Podcast Description

In this candid episode of School Owner Talk, Duane Brumitt and Allie Alberigo get real about the lessons they've learned running martial arts schools for over three decades. From the mental toll of business ownership to the evolution of student expectations, this conversation reveals the raw truth about what it takes to build a successful martial arts school.

Whether you're a new school owner struggling with the realities of running a dojo or a veteran looking for validation that you're not alone in your challenges, this episode delivers honest insights about the journey from naive beginner to seasoned school owner.

Key Takeaways

The Mental and Emotional Challenges

The Mental Toll Reality: New school owners are often unprepared for how mentally taxing business ownership becomes. The inability to "turn off" thoughts about your school can be overwhelming, but naivety in the beginning can actually be protective.

Student Retention Pain: Taking student departures personally is natural but destructive. Veteran school owners learn to guard their emotions while still caring deeply about their students' martial arts journey.

Business Management Lessons

Business vs. Art Mindset: Many martial artists struggle with the transition from viewing martial arts as a pure art form to running it as a legitimate business. Understanding profit margins, expenses, and financial management is crucial for long-term success.

The "Fire Fast" Principle: Both difficult students and problematic employees should be removed quickly rather than given endless chances. Having clear policies (like a three-strike system) protects your school culture.

Student Communication and Systems

Communication Evolution: Learning to effectively communicate the intangible benefits of martial arts to parents is essential. Breaking the "fourth wall" during classes to help parents see character development in action dramatically improves retention.

Systems Over Chaos: Implementing structured onboarding processes, conduct policies, and attendance requirements eliminates repetitive questions and creates accountability.

Action Steps for School Owners

Financial Management

Develop Financial Literacy: Know your exact monthly expenses (personal and business) down to the penny. Track profit margins and understand where every dollar goes. If you can't explain your numbers, you can't improve them.

Student Management Systems

Create Clear Conduct Policies: Implement a structured discipline system with consequences that escalate appropriately. Document everything and ensure parents sign agreements acknowledging these policies.

Build Onboarding Systems: Create videos and documentation that answer common student questions automatically. Stop answering the same questions repeatedly about belt requirements, uniform care, and school procedures.

Establish Attendance Standards: Require minimum class attendance for belt testing. This creates accountability and ensures students receive adequate training before advancing.

Communication Strategies

Practice Emotional Boundaries: Accept that some students will quit regardless of your efforts. Focus your energy on students who are committed rather than chasing those who aren't invested.

Communicate Benefits Actively: During classes, explicitly point out to parents when their child demonstrates perseverance, respect, or other character traits. Help them connect martial arts training to the outcomes they want.

Additional Resources Mentioned

Onboarding Matters by Donna Weber - Referenced as a game-changing resource for creating systematic new student processes

Yardsticks by Chip Wood - Age-appropriate developmental learning guide recommended for parents

The Black Belt Parent by Solomon Brenner - Parenting resource that connects martial arts principles to chi...

Podcast Description

In this episode of School Owner Talk, Duane Brumitt and Allie Alberigo sit down with Gus Lopez of Lead Hunter Media to uncover the three biggest pitfalls martial arts school owners make with their marketing—and how AI can help solve them.

From struggling with poor lead quality to failing at consistent follow-up, this conversation highlights the gaps that prevent schools from growing—and introduces practical, AI-driven solutions that school owners can implement right away.

Whether you’re stuck in “paralysis of analysis,” just coasting with mediocre results, or ready to dial in your marketing systems, this episode provides insights that will help you generate better leads, increase show-up rates, and maximize your enrollment process.

Key Takeaways

School owners fall into three categories:

Level 1 – Do nothing (paralyzed by indecision).

Level 2 – Do something, but without systems or tracking.

Level 3 – Optimize everything with the right systems and support.

Pitfall #1: Lead Quality. Many schools rely on Facebook lead forms that produce junk contacts. Using dedicated sales funnels that require people to manually enter their info increases commitment and filters out bad leads.

Pitfall #2: Follow-Up. Most schools fail to follow up effectively. Leads often come in after hours, and without a system, they go cold. AI follow-up solves this by responding instantly, 24/7, with personalized answers and booking links.

Pitfall #3: No-Shows. Even booked trials often fail to show. Having a small prepay system ($5–$20) dramatically increases show-up rates to 90%+.

Bonus Pitfall: Sales Process. Even with great leads, some schools struggle to close. Without a structured, tested sales process, school owners miss opportunities and leave money on the table.

Action Steps for School Owners

Audit Your Current Leads. Check whether you’re using forms that just “look” like they’re generating leads—or whether they’re actually converting into conversations.

Implement AI Follow-Up. Use an AI system that responds immediately with real answers and booking prompts. This saves 10–20 hours a week and boosts show rates.

Introduce Prepay Trials. Even a nominal prepay eliminates no-shows and ensures more committed prospects.

Refine Your Sales Process. Don’t stop at getting people in the door—make sure your process closes the deal. Invest in training, scripts, and systems.

Track Your Numbers. Booking rate, show-up rate, and close rate are key metrics. If you’re not tracking them, you can’t improve them.

Additional Resources Mentioned

Lead Hunter Media – Gus Lopez’s agency specializing in martial arts marketing with AI-powered systems. Visit Lead Hunter Media (or Google “Lead Hunter Media”).

School Owner Talk Podcast Archive – Past episodes with Gus on summer marketing, retention, and AI systems.

Books Referenced: Atomic Habits by James Clear and Grant Cardone Sales University were discussed as resources for building better systems and mindset.

421 | The Attention Span Crisis – How Martial Arts Can Be the Cure (Part 2)

Podcast Description

In this follow-up to Episode 420, Duane Brumitt and Shihan Allie Alberigo dive deeper into the attention span crisis facing today’s children—and how martial arts can provide the solution. This episode focuses on the practical side: how to educate parents, how to use curriculum design to reinforce focus, and how to position focus training as a powerful selling point for martial arts schools. Packed with strategies, science, and real-world examples, this episode will help school owners strengthen their programs and their messaging.

Key Takeaways from the Episode

Educating Parents is Essential – Parents must understand that focus is not fixed; it’s trainable. Martial arts develops focus as much as it develops physical skills.

Tangible Parent Tools Work Best – Focus jars, one-page “toolkits,” and mini parent workshops create buy-in beyond the dojo.

BDNF Is the Science Behind Martial Arts Training – Brain-Derived Neurotrophic Factor (BDNF) acts like “Miracle-Gro for the brain,” strengthening memory, learning, and focus. Martial arts movements uniquely supercharge BDNF because they combine exercise with coordination and concentration.

Curriculum Design Shapes Focus – Chunking material, disguising repetition, rituals, progressive class lengths, and leadership opportunities all reinforce attention and stamina.

Make Focus a Selling Point – Parents are desperate for solutions to screen addiction and homework struggles. Position martial arts as the focus-builder in your community, not just another extracurricular activity.

Stories Seal the Deal – Real-world testimonials and narratives (from parents, teachers, and students) make the benefits of focus training clear and relatable.

Action Steps for School Owners

Create a Parent Focus Toolkit – Include simple at-home exercises, like a “Focus Jar,” and explain how martial arts builds focus step by step.

Host Mini Parent Workshops – Reframe your “pad-holding seminar” into “Raising Focused Kids in a Distracted World” workshops.

Use Rituals to Anchor Attention – Start and end every class with predictable rituals and affirmations to train focus habits.

Explain BDNF Simply – Teach parents that martial arts literally changes the brain by boosting BDNF, which strengthens focus and memory.

Design Layered Lessons – Disguise repetition, alternate high and low-energy drills, and use leadership roles to sustain engagement.

Market Focus as Core Value – Update your brand messaging to highlight martial arts as “Focus Training for Life.”

Gather Testimonials – Actively collect stories from parents and teachers who notice improvements in behavior, homework, and resilience.

Additional Resources Mentioned

Parent Management Training (PMT) Principles – Encouraging parents to praise effort and approximate success, not just outcomes.

Storm Team Leadership Programs – Using student leadership opportunities to build clarity, accountability, and focus.

Occupational Therapy Parallels – Reinforce to parents that martial arts develops cross-body coordination and focus skills valued by professionals.

Podcast Description

In this episode of School Owner Talk, Duane Brumitt and Shihan Allie Alberigo dive into the growing attention span crisis among today’s youth and how martial arts schools can adapt. They compare childhood in the 70s, 80s, and 90s to today’s digitally distracted world, highlighting the challenges—and opportunities—for instructors. The discussion explores technology’s impact on focus, why traditional class structures no longer work, and how martial arts can uniquely rebuild a child’s ability to pay attention. This is Part 1 of a two-part series on using martial arts as the cure for shrinking attention spans.

Key Takeaways

Attention Spans Are Shorter Than EverKids today are wired for quick, constant stimulation—thanks to smartphones, video games, and fast-paced media—making long lectures or repetitive drills ineffective.

Technology Is Both the Culprit and a ToolWhile screens fragment focus, kids often learn better from video demonstrations, proving that tech can be incorporated productively.

Shorter, Layered Segments Work BestBreaking drills into 2–4 minute chunks, mixing in games, and disguising repetition keeps students engaged while still building skills.

Structure and Ritual Provide StabilityBowing in, affirmations, and consistent class routines help signal the brain that it’s time to focus—something many homes lack.

Progressive Class Length Builds StaminaStarting beginners with 30 minutes, then gradually moving to 40 and 45 minutes, strengthens focus over time without overwhelming kids.

Action Steps for School Owners

Audit Your Class SegmentsReview how long your drills or lectures last. Adjust to shorter, more varied segments to meet kids where they’re at.

Use “Disguised Repetition”Teach the same skill through different methods—games, pad work, partner drills—so students practice without getting bored.

Balance Energy LevelsDesign classes like a rollercoaster: high-energy drills followed by calm focus work, then back up again.

Reinforce Rituals and Affirmations Make bowing in, “yes I can” statements, or leadership chants consistent so kids know how to mentally switch into focus mode.

Gradually Expand Class TimeStart younger students with shorter classes, then build up as they grow. Treat focus as a muscle that strengthens with progression.

Additional Resources Mentioned

Deep Work by Cal Newport – understanding focus in a distracted world.

Microsoft study on declining attention spans (from 12 seconds in 2000 to 8 seconds by 2015).

Previous School Owner Talk episodes on teaching strategies, student engagement, and adapting to technology.

Upcoming Part 2 of this series: how to educate parents and use curriculum design to reinforce focus.

Podcast Description

The back-to-school season is one of the biggest growth opportunities for martial arts school owners. Parents are looking for activities that build discipline, confidence, and focus—and martial arts is at the top of that list.

In this episode of School Owner Talk, Duane Brumitt and Allie Alberigo share how to capitalize on this season with targeted events, promotions, and community engagement strategies—while also tying in National Martial Arts Appreciation Month in September to create even more momentum.

From Buddy Week promotions to sponsorship opportunities, team training, and retention-focused events, this conversation will help you kick off the school year with energy, excitement, and enrollment growth.

Listen now and set your school up for a strong fall season.

Key Takeaways

Timing is Everything: Back-to-school season is prime time for parent decision-making—capitalize on it with well-timed events and offers.

Buddy Week Works: A well-structured buddy program turns current students into your best recruiters.

Incentives Drive Action: Use raffle tickets, gear credit, or special event access to reward participation.

Community and Culture Matter: Retention starts with creating a welcoming, connected environment for both students and guests.

Sponsors Can Offset Costs: Local businesses can help cover event expenses in exchange for exposure.

Team Training is Critical: Your staff should be prepared to engage and convert guests into new members.

Action Steps for School Owners

Plan Your Calendar: Schedule Buddy Week (or Buddy Month) during September for maximum impact.

Create Marketing Materials: Flyers, social posts, and email campaigns should go out at least two weeks in advance.

Secure Sponsors: Approach local businesses for giveaways or event support.

Set Incentives: Decide on rewards and clearly communicate them to students and parents.

Train Your Team: Run role-play scenarios so staff can confidently engage with guests.

Track and Follow Up: Collect guest contact info, track attendance, and follow up with offers to join.

Additional Resource Material

Free Resource: “National Martial Arts Appreciation Month Playbook” – Step-by-step guide for running a successful program.

Recommended Reading: The E-Myth Revisited by Michael E. Gerber – for building systems that free up your time.