We also concluded that, if you want to market an adult self-defense class, that you need to emphasize the fitness and recreational benefits in order to get students.
Now, let's discuss the adult fitness market.
The Adult Fitness Market
Let's start with some statistics:
- 68.8%. That's the percentage of adult Americans who are overweight or obese.
- 35.7% of adult Americans are obese, meaning they are so overweight that their weight presents a serious hazard to their health.
- 64% of women and 74% of adult men are overweight or obese.
Folks, this is your market for fitness programs in your studio.
Now, consider that the average martial arts studio has a market reach of between 1% and 3% of their local population at any given time. And, in many cases most of their martial arts students will be children.
Meaning, they might only be reaching a fraction of a percent of the adult market with their martial arts and self-defense classes.
Are You Offering A Solution For A Problem That Doesn't Exist?
But why is that?
Quite simply put, it's because most school owners market their adult martial arts and self-defense classes as martial arts and self-defense. And as we discussed previously, most adults are not looking for self-defense training.
When martial arts schools market their adult programs on the basis of the self-defense benefits, they are offering a solution to a problem that doesn't exist in the minds of most adults.**
Now, that's not to say that you shouldn't mention the self-defense benefits of your programs; far from it. But what I am saying is that a large percentage of adults don't think they have a personal safety problem... but they know they have a weight and fitness problem.
And if you want to grow your adult programs, you need to do two things:
- Market your martial arts classes as a solution to the weight and fitness challenges most adults are facing -
- Offer fitness programs to attract those adults who would never take a martial arts class, no matter the fitness benefits -
We've already touched on marketing martial arts programs based on the fitness and recreational benefits. Now, let's look at what it means to add fitness programs to the roster of classes in a martial arts studio.
The Illusion of "Moral Superiority" and Teaching Fitness Classes
There are two ways to "crack" the adult fitness market. Both approaches are valid, and neither is inherently or morally superior to the other.
The reason why I mention morals is because some will say that offering fitness classes in a dojo, and/or marketing your classes to the fitness market is "selling out." Whatever that means to those people, their opinions should have zero bearing on decisions that will allow your school to survive.
Let's get one thing straight: effective marketing is not selling out, it's survival. So, don't allow the bitter failures in the peanut gallery to talk you out of decisions that will help you keep your doors open and pay your bills.
I look at all ancillary programs, which include fitness, after-school programs, kid's classes, and the like, as "bill-paying" programs. Meaning, they are programs that keep the rent paid and the lights on so you can teach martial arts to your most dedicated students. Think of it as the alternative to having a day job that supports your dojo.
Is it morally superior to keep your doors open, and to have a nice clean studio with new equipment in which to teach? Or is it morally superior to have to shut your doors, and be forced to teach out of your garage, the park, or rec center?
The answer is, neither is morally superior to the other. They are both simply choices, and whether or not a particular choice is more appealing is a matter of personal preference.
However, I will say this: "Money won't solve all problems, but it will solve a few."
Now, let's discuss how to crack the adult fitness market.
Cracking the Adult Fitness Market: Two Business Models
Generally speaking, there are two approaches to cracking the adult fitness market:
- Running your school primarily as a martial art school, and offering fitness classes (such as kickboxing classes, MMA fitness workouts, and boot camps) as programs that are ancillary to your martial arts programs.
- Running your studio primarily as a fitness center that also offers martial arts classes.
Which approach you take is entirely up to you. Neither is superior, and both can be profitable. However, the latter approach offers a few benefits for the fitness-minded instructor.
First off, if you are a fitness buff, you might consider the latter approach in order to routinely scratch your fitness itch. In other words, running a fitness studio that also offers martial arts might be a really good fit for your personality and interests.
Second, it is always going to be easier to get adult fitness students into your studio than it will be to attract adult martial arts students. So, offering a greater selection of fitness classes, and marketing your studio primarily as a "fitness studio" means you're going to find it a lot easier to get adult clients.
Thus, the popularity of Crossfit™ gyms that also offer martial arts instruction, fitness kickboxing studios, and the like. If you don't enjoy teaching kids, this approach is worth considering.
Coming Up...
I know for some people offering a lot of fitness programs to attract more adults just isn't their cup of tea. And that's perfectly understandable.
So tomorrow I'm going to talk about what you can do if you just want to teach martial arts. Stay tuned!
Until next time,
Mike Massie
MartialArtsBusinessDaily.com
Quick-start Guide to My Books and Resources:
- Looking for a list of books and resources I've written?
Click here! -
Need business coaching to grow your dojo? Click here…P.S. - *In over two decades of teaching adult martial arts and fitness programs, this was one of the most common reasons new students gave me when I asked what made them want to take martial arts. When you hear "my friend invited me" or "my friend told me about it" it's an indication that you're giving your adult students what they want. Namely, a fun activity, a good workout, and a sense of belonging. Keep that in mind if you're not getting a lot of adult referrals, and adjust your classes accordingly.
P.S.S. - **There will always be a market out there for martial arts and self-defense classes. Meaning, there are always people out there who are specifically looking for martial arts and self-defense training. These are the people who will become your hard core students, the ones who want the art.
They're your martial arts junkies, the ones who wished they lived in feudal Japan or during one of the classical periods in China. Or, they're folks who, for whatever reason, see a need for learning self-protection methods. Sheepdogs, if you will.
These students are the reason you keep your doors open, and the reason you opened your doors in the first place. So, you must make certain that your marketing still speaks to these people as well, because you absolutely want to attract those people into your school.
