Martial arts gym owners—this episode is a wake-up call.

If you’re still calling them “students,” running “classes,” and teaching in a “school,” you may be unintentionally pushing people away—especially kids.

Meanwhile, BJJ and MMA programs are thriving. Why?
Because they’ve evolved their language. They’ve built a culture around athletic identity, progress, and real-world results—not rewards, ranks, or classroom energy.

This episode breaks down why traditional terminology is holding your program back—and how a simple shift in language can transform your retention, culture, and brand perception overnight.

If you want to build a team of motivated athletes—not just compliant students—this episode is for you.