Dojo to Dominance: How Automation is Revolutionizing the MMA Business

A smart man makes a mistake, learns from it, and never makes that mistake again. But a wise man finds a smart man and learns from him how to avoid the mistake altogether. 

~Roy H. Williams 

Running a successful Martial Arts or MMA business involves more than just passion and dedication to the sport; it requires strategic planning, operational efficiency, and continuous innovation.  

The global martial arts market was valued at approximately $58.3 billion (about $180 per person in the US) in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 7.2% from 2023 to 2030.  

This significant growth highlights the immense potential and competitive nature of the industry.  

Drawing from years of experience and extensive conversations with business owners in the fitness sector, we’ve compiled eight proven strategies that can help you streamline your operations, enhance member satisfaction, and drive long-term growth.  

These insights are tailored to meet the needs of business owners who are looking to optimize their processes and stay competitive in a fast-paced environment. 

Lesson 1 – Automate Payment Processing 

Automating payment processing is a critical step in improving the efficiency of your business.  

Administrative tasks like payment collection can quickly become overwhelming as your membership base grows. Automating this process not only saves you time but also enhances member retention by ensuring that payments are collected consistently and without error. 

Case Study: Idaho Krav Maga 

Tracie and Michael Ide, the founders of Idaho Krav Maga, started their business with a simple mission: to share their love of Krav Maga and make their community a safer place. Initially, they managed their students and payments using spreadsheets and a mobile payment system. However, as their business grew, this ad-hoc system became cumbersome and inefficient. 

They transitioned to automated payment processing, which not only reduced the time spent on administrative tasks but also improved member retention. With their payments automated, Tracie and Michael could focus more on their students and less on tracking down payments. This change played a significant role in their business’s growth, leading to nearly one hundred active members. 

Benefits

• Efficiency: Streamlines administrative tasks and reduces human error. 

• Improved Retention: Ensures consistent payment collection, leading to higher retention rates. 

• Time Savings: Frees up time to focus on teaching and business growth. 

Lesson 2 – Identify and Target Your Ideal Student 

The martial arts industry in the United States continues to expand, with over 30,000 facilities offering martial arts programs, and an estimated annual growth rate of 3.5%.  

Additionally, around 35% of individuals interested in martial arts choose mixed martial arts (MMA) as their preferred discipline, positioning MMA as one of the top choices for fitness and self-defense training. (BrandonGaille.com,Glofox). 

Understanding who your ideal student is allows you to tailor your marketing efforts more effectively. This targeted approach helps you attract students who are a perfect fit for your program, leading to higher satisfaction rates and better word-of-mouth referrals. 

Case Study: Texas Fighting Syndicate 

Located just south of Fort Worth, Texas, the founding partners of the Texas Fighting Syndicate made a strategic decision early on to serve only serious fighters. They communicated this clearly on their website, making it known that their gym is for those who are serious about MMA. 

By focusing on this specific target market, they have become one of the most respected MMA gyms in the country. Although this approach meant turning away some prospects, it allowed them to build a strong reputation and attract the right type of clients. 

Benefits

• Effective Marketing: Your marketing messages resonate more with your target audience. 

• Higher Satisfaction: Students are more likely to be satisfied when the program is tailored to their needs. 

• Reputation Building: Establishes your business as a leader in your niche, attracting more of your ideal clients. 

Lesson 3 – Implement Self-Service Features 

In today’s fast-paced world, offering self-service options is a must for any fitness business. 

Self-service features allow your members to manage their schedules, payments, and other administrative tasks online, freeing up your time to focus on what matters most – teaching and growing your business. 

Case Study: SKH Quest Center NYC 

Leo Dokutoshi Pimentel, the owner of SKH Quest Center NYC, understood the importance of efficiency from the start. He adopted software that allowed his students to schedule classes, pay for memberships, and check in online. This saved him countless hours each week and improved the overall member experience. 

Benefits

• Convenience: Members can manage their needs anytime, from any location. 

• Reduced Workload: Frees up time by reducing the need for manual administrative work. 

• Enhanced Member Experience: Provides a seamless and user-friendly experience, increasing member satisfaction and retention. 

Lesson 4 – Choose Cloud-Based Solutions for Flexibility 

In an increasingly mobile world, being tethered to a single computer in your studio is neither practical nor efficient. 

Cloud-based solutions simplify managing your business from anywhere, on any device. Whether you’re at home, travelling, or in the studio, you can access all the tools you need to keep your business running smoothly. 

Case Study: Five Points Academy 

Steve Milles, a Muay Thai instructor and owner of Five Points Academy, knows the importance of flexibility. He frequently travels to support his fighters at national and international competitions. A cloud-based system allows him to manage his business on the go, ensuring that everything runs smoothly even when he’s away from the studio. Steve’s ability to log in from anywhere has been instrumental in maintaining high standards at his academy, even during his travels. 

Benefits

• Accessibility: Access your business tools from any device, anywhere. 

• Continuity: Ensure your business runs smoothly even when you’re away. 

• Scalability: Easily scale your operations as your business grows. 

Lesson 5 – Using Automation to Save Time and Improve Retention 

Automations are powerful tools that can significantly reduce your time on repetitive tasks and enhance your member retention efforts. 

By automating tasks like scheduling, billing, and communications, you can focus more on delivering value to your students and less on administrative work. 

Case Study: Oasis Martial Arts 

Tony Redmond, the owner of Oasis Martial Arts, runs his studio with a mission to provide free martial arts training to low-income students. Given the limited time he has outside his full-time job, Tony relies heavily on automation to manage his business efficiently. Automations handle everything from billing to sending reminders, allowing Tony to devote his time to teaching and mentoring his students. Without these tools, maintaining his business would be a daunting task. 

Benefits

• Time Savings: Reduces the time spent on repetitive tasks, allowing you to focus on core business activities. 

• Consistency: Ensures that important tasks are completed on time, every time. 

• Improved Retention: Automated reminders and follow-ups help keep members engaged and reduce churn. 

Lesson 6 – Innovate to Stay Relevant in a Competitive Market 

The fitness industry is constantly evolving, and staying relevant requires continuous innovation.  

To remain competitive, you must be willing to adapt to changing market needs and introduce new programs or services that attract and retain members. 

Case Study: USA Seibukan Martial Arts Training Center 

Roger Pyle, the owner of USA Seibukan Martial Arts Training Center, started his dojo with a focus on adult students. However, he soon recognized a gap in the market for children’s programs. By introducing karate classes for kids, he not only filled a community need but also expanded his business significantly. Today, his center is a place where the entire family can train, and he continues to innovate to keep his offerings relevant. 

Benefits

• Market Relevance: Adapting to market trends keeps your business competitive. 

• Member Attraction: New programs and services attract different segments of the market. 

• Growth Opportunities: Innovating can open up new revenue streams and growth opportunities.

Conclusion 

Running a successful Martial Arts or MMA business involves a blend of passion, strategy, and innovation. By automating processes, targeting the right students, offering self-service features, leveraging cloud-based solutions, and continuously innovating, you can create a business that not only thrives but also stands the test of time. These strategies are designed to help you focus on what you do best – teaching and inspiring your students – while ensuring that your business operations are streamlined and effective. 

FAQs 

1. Why is it important to automate payment processing?

Automating payment processing ensures consistent and timely collections, reduces human error, and frees up your time to focus on teaching and growing your business. 

2. How do I determine my ideal student demographic?

Identifying your ideal student involves understanding who benefits most from your services. Consider factors like age, skill level, and commitment to training when defining your target market. 

3. What are the advantages of using cloud-based solutions?

Cloud-based solutions provide flexibility, allowing you to manage your business from anywhere and on any device. This is crucial for maintaining operations while on the go. 

4. How can automation improve member retention?

Automations ensure that essential tasks like billing, scheduling, and follow-ups are done consistently, helping to keep members engaged and reducing churn. 

5. Why is innovation critical in the fitness industry?

The fitness industry is highly competitive and constantly evolving. Innovation allows you to stay relevant, attract new members, and explore new revenue opportunities.

Interested in seeing what leading schools from around the world are doing to create success for themselves? Get your copy of our free Martial Arts Benchmark Report.