Posts Tagged ‘Adult Market’

Marketing Martial Arts to Adults

This month's member ads can be found in the member's download area.

Most martial art school owners do a horrible job of marketing to adults… even the ones who offer programs geared toward the adult market.

The fact is, children’s martial arts has dominated the industry for so long, most of the industry has forgotten what it’s like to have a floor full of adults.

This, in turn, has led to instructors being out of touch with what the adult market wants. Further, even those school owners who focus on adult martial arts programs often get it wrong.

That’s because they are also out of touch with what the market wants, but for different reasons. These instructors are often so focused on what their needs and desires are, they forget or completely miss what the vast majority of people are looking for in a martial arts program.

So, the purpose of this month’s marketing tip is to review the basics of marketing martial arts to adults… read on and you might very well find you’ve been missing the mark in your own marketing efforts.

The Basics of Marketing Martial Arts to Adults

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For many martial arts instructors, teaching children is just not something that they care to do. For whatever reason, they would prefer to spend their time teaching adults, and would rather avoid opening their classes to kids.

Well, despite what you may have been told, making a living running an “all-adult” martial arts school is very do-able; in fact, I know of one martial arts studio in a small town near me that has over 300 adult students.

Another long-time school owner I know decided that he enjoyed teaching adults more than kids, even though his main market had been children for 15 years. So, he developed a marketing approach that was geared specifically for adults, and went from less than ten adults to nearly 40 adult students in a few months time.

His style? Traditional tae kwon do. I think that proves you don’t have to teach MMA or military hand-to-hand to attract adults; you just have to know how to find the adults that want what you teach.

But how are you going to attract that type of adult into your classes? By offering them what they want!

Generally speaking, adults enter martial arts classes for two main reasons:

1. To lose weight and get in shape
2. And to learn realistic self-defense skills

The key is in attracting adults who have disposable income and the time to devote to martial arts training. The schools I mentioned have been very successful in this because their ads focus on giving adults what they want.

As you might guess, in order to attract the adult market you have to get the word out that your classes can provide those benefits.

Here’s a “mini-course” in marketing that explains exactly how to attract adult students to your classes: Read the rest of this entry »

Since many studios are trying to figure out ways to capture the adult market, I thought it would be a great idea to discuss how you can increase your profits by adding martial arts fitness services to your studio operations.

Anyone who has read my book knows that I am a big proponent of added profit centers. Experience has taught me that multiple streams of income offer the small studio owner the best chance for long-term success in their business.

There are number of ways you can do this. Let’s look at just a few of the most popular methods: Read the rest of this entry »