It’s a New Year and a New Decade.
That means it’s time for those:
– “New Year, New Me” memes
– New Year Resolution s
– New Gym membership
This is the worst time of the year for anyone training in martial arts.
As an instructor, we get a large uptake of our free or trial programs.
The phone rings off the hook with potential students looking for info.
Websites get more views and the dojo is full with new and returning students.
Exciting times, right?
This is the time of year which can kill your club.
After all you have all these new people, more customers equals success.
It’s good to be busy..
Unfortunately that is the problem.
You have a full class of free or reduced fee students. Most of which will quit once their “trial period” is over.
This is also the time when you lose your regular students.
You will naturally focus on the “new customers” leaving existing students to work on their own.
Remember the 80 / 20 rule, 80% of your business will come from 20% of your customers.
That means your established students are your repeat business and you are alienating them with poor service.
Over the festive period, most dojo’s close.
People get 2-3 weeks when class completely disappears from their minds.
Training, which is a learned habit, is put on the back burner.
Fitness drops, eating habits change.
It only takes between 15-30 days to break a habit and you’ve just had a 2 week break.
Families get used to your students being around, pressure is added to busy schedules when classes restart.
Add in the lack of attention the regular students get when beginners fill the class and it becomes easier for them to justify skipping.
Skipped classes, increases the “habit breaking” time and makes it easy for procrastination to creep in.
How do we beat this cycle?
Keep in touch with students over the holiday break, plan social media posts to keep things fresh in students minds.
Post about planned events, seminars and trips away..
Send personal festive messages to current students to show you care.
Stay open over the holiday period. Rather than costing money, reduced class size will allow a personal touch.
I know it’s too late for this year but it gives you time yo plan for next year.
Plan “Holiday Decompression Classes” giving students a safe place to let off the stress.
Organise beginners only classes for new students.
Ask seniors to assist in teaching and keep regular classes for established students only.
As an owner, you want classes full but not over crowded.
Limit the number of new students you accept, Having a “waiting list” will spread your intake and increase income.
Hopefully you found this helpful and it allows you to grow your student base.
As ever, please get in touch if you have questions..