IS STUDENT TURNOVER SINKING YOUR MARTIAL ARTS BUSINESS?
As school owners and instructors, you really have only two main jobs: enrolling new students and keeping the old ones. Imagine how much more business could result from increasing your retention by just a few percentage points.
So, how do you keep students coming back to class? Here are four strategies I’ve used across my locations to successfully improve student retention and grow my schools.
Four Ways You Can Improve Student Retention
1. Offer Great Classes: By far the most important thing we can do to keep attrition low is to teach high-energy, benefit-filled classes. There are a lot of components to a great class, but by far the most important is a well-thought out class plan based on a strong mental benefit or life skill.
Long gone are the days of teaching off the cuff. Pick which kick, punch, or technique you’re going to focus on ahead of time and what life skill you plan to emphasize.
Emphasizing drills that develop both physical and life skills help ensure students leave having smiled, sweated and learned something.
4. Create a “Third Destination”: Make your school an exciting and fun gathering place for students and families. Starbucks introduced the idea of making their stores the third destination for its customers after home and work.
The the idea being that Starbucks isn’t just a place you go on the way to somewhere else, it is the place you are going that feels just as comfortable as home.
Your martial arts school should have the same type of environment. Your school should be the place that your families want to spend their time.
Consider hosting special events as another way to make your school the place to be, such as “Bring a Friend” Days, Board Breaking, Special Weapons Seminars, etc.
Making Retention Stick
Incorporating these retention techniques to grow your martial arts schools is easier than you think. Start with focusing on one of these tips before adding more changes.
So what have you done to maximize student retention? What is your biggest challenge to retaining more of your martial arts students? Send me an email or comment below. I’d love to hear what’s working for you.