School Owner Talk

430 | Interview with Matthew Brenner - Mastering Organic Marketing for Martial Arts Schools Podcast Description In this episode, Duane and Allie sit down with Matthew Brenner from Action Karate and Double Your Dojo to discuss organic marketing strategies that actually work for martial arts schools. Matthew shares his proven 3-domino system for getting into schools and daycares, creating programs that administrators love, and converting leads through mass enrollments—without discounts or trials. If you’ve ever struggled with school programs that don’t produce results, this episode is a game-changer. Episode Length: 61 minutesGuest: Matthew Brenner (doubleyourdojo.com) Key Takeaways 1. Organic Marketing Is More Relevant Than Ever After COVID, online marketing became more difficult due to consumer distrust and ad fatigue. People are inundated with ads and ignore most of them. Organic marketing—going directly to schools, daycares, and businesses—creates real connections with high-quality leads who live and work in your area. 2. The 3-Domino System for School Programs Matthew breaks down his proven system into three critical dominoes: Domino #1: Hack Your Way In - Getting rejected once doesn’t mean you can’t get in—you just used the wrong approach - If the front door doesn’t work, try the back door or a side window - Bring a female instructor when possible—it softens the approach - Private schools are typically easier to start with than public schools - Don’t give up after one “no”—rejection is often about timing, approach, or the person you spoke with Domino #2: Create a Program Schools Actually Want Stop teaching bully prevention—it often creates more problems for administrators Ask principals and guidance counselors what challenges they’re facing Customize 20% of your program based on their specific needs Align with their character themes, mascot values, or monthly focus areas Tell them the catch upfront: “We do this for free because goodwill goes far in the community, and we know some kids will want to train at our school” Always take pictures and collect testimonials—they become assets you can use year after year Domino #3: Master the Mass Enrollment Don’t do satellite programs—get kids to come to your school instead Pre-heat your leads so they’re ready to enroll when they arrive Aim for 20-40% conversion at your mass enrollment event No trials, no discounted tuition—enroll them at full price on day one Film your enrollments and review the footage to improve 3. Simplify Your Pricing Structure Most martial arts schools have pricing sheets that look more complicated than applying for a mortgage. If you can’t explain your pricing to a second-grader, it’s too complicated. Stick to 1-3 clear options with no confusing percentages, discounts, or down payments. 4. Answer Objections Before They’re Raised If you answer an objection after someone brings it up, you sound defensive. If you answer it before they bring it up, you sound insightful. Examples: - “I’ll send you an email explaining how it works, but let me answer any questions you have now.” - “We do this for free because goodwill goes far, and some kids will want to train at our school.” 5. Film Everything and Review Game Footage Professional athletes watch film to improve—martial arts school owners should too. Film your classes, your school visits, and your enrollment presentations. You’ll catch things you never noticed: kids spinning in the corner, parents walking in ungreeted, instructors missing corrections, or yourself rambling during a sales pitch. 6. Ask Permission During Sales Presentations Getting parents to physically raise their hands and give you permission before transitioning to the enrollment offer makes them comfortable and engaged. It removes the “icky” feeling from sales and creates a natural flow. 7. High-Quality Leads Are Worth Thousands When you collect 90 leads from a school program, you’re getting high-quality contacts from people who live in your area and have already connected with you. If you had to pay for those leads through Facebook ads at $20-$50 each, you’d be spending thousands of dollars. 8. Daycares vs. Schools: Know the Difference Daycares are good for practice and building your system Schools have 10x the number of kids and better conversion rates Only teach kids who are age-eligible for your program—don’t waste time on 2-year-olds if you don’t teach them 9. Successful People Keep Learning Most of Matthew’s clients are already successful—making over $100k/month or running multiple locations. Successful people are always looking for new ways to improve. They invest in coaching, attend events, and stay open to feedback. 10. The Black Belt Business Newsletter Matthew publishes a free 3-minute newsletter three times per week covering how to get new students, keep your students, and build your staff—with no fluff, all strategy. Action Steps for School Owners 1. Start with Private Schools First They typically have fewer restrictions and are easier to get into. Build your confidence and refine your system before tackling public school districts. 2. Research Local Schools’ Character Programs Find out if they have a theme of the month, mascot values, or character development focus. Align your program with what they’re already teaching. 3. Create Your “Hack Your Way In” Script Practice saying: “We do free programs at local schools where we teach fitness and character development. I’d love to schedule a quick 10-15 minute meeting to see if we can help.” 4. Simplify Your Pricing Review your tuition sheet. If it has more than 3 options or requires a calculator to understand, simplify it immediately. Make it as clear as a gym membership. 5. Film Your Next Class or Enrollment Set up a camera and record yourself teaching or presenting. Watch the footage and take notes on what you did well and what needs improvement. 6. Build Your Permission-Based Sales Framework Practice asking parents for permission before transitioning to your enrollment offer. Example: “Before I explain how our program works, do I have your permission to share how families can get started?” 7. Collect 90+ Leads from Your First Program Set a goal to collect contact information from at least 90 families. These are high-quality leads worth thousands in ad spend. 8. Aim for 20-40% Conversion at Mass Enrollments If you have 30 people attend your graduation/enrollment event, aim to enroll 6-12 families that day at full price with no trials. 9. Take Pictures and Collect Testimonials Every time you visit a school, take photos and ask teachers for testimonials. These become assets you can use when staff changes or when approaching new schools. 10. Subscribe to the Black Belt Business Newsletter Get free, actionable strategies delivered three times per week. Contact Matthew Brenner on Instagram (@BlackBeltBrenner1) or Facebook to subscribe. Additional Resources Mentioned Matthew Brenner’s Programs: Double Your Dojo coaching program Black Belt Business Newsletter (free, 3x/week) Black Belt Business Podcast Action Karate Franchise: 34 locations, one of the most successful martial arts organizations in the world Duane’s Experience: Successfully implemented Matthew’s system, raising prices mid-summer and enrolling 6 students at the new pricing structure during his first mass enrollment Allie’s Insight: Plans to revisit school programs after 20+ years of avoiding them due to poor results Adam Kiefer’s Impact Mastermind: Event where Matthew recently spoke and shared strategies Game Film Review: Matthew offers coaching that includes reviewing video footage of classes and enrollment presentations Final Thought Organic marketing isn’t about gimmicks or shortcuts—it’s about building real relationships with schools, creating programs that solve their problems, and converting leads through a structured, repeatable system. Matthew Brenner’s 3-domino approach has helped over 100 martial arts schools fill their programs without relying on expensive ads or complicated funnels. Whether you’re a brand-new school owner or running multiple locations, the strategies in this episode can help you tap into a consistent source of high-quality leads right in your community. Ready to take action? Start with one school, one program, and one mass enrollment. Film it, review it, and get better each time. Want to connect with other martial arts school owners who are implementing these strategies? Join the School Owner Talk Facebook group, subscribe to the podcast, and leave a review to help other school owners find this valuable content.

Episode 429: The December Retention Crisis: Keeping Students Through the Holidays Podcast Description It's mid-November, and you can feel it coming. Families are getting busier. Attendance is starting to drop. Parents are distracted. And you know what's around the corner—the December retention crisis. Every year, it's the same story. December hits, families disappear, and then January rolls around and half of them don't come back. But it doesn't have to be that way. In this timely episode, Duane and Allie break down exactly how to keep your students engaged, motivated, and committed through the holidays—and how to set yourself up so January isn't a rebuild month. Duane and Allie cover: Why December is so dangerous for retention (and what's really happening) Early warning signs to identify at-risk families before they disappear Proactive retention strategies you can implement right now How to handle the "break" conversation when parents ask to pause Setting up January success in December (pre-selling enrollment, reconnecting with former students) Common mistakes to avoid (and what to do instead) Whether you've been in business for 30+ years like Duane and Allie (combined 60 years of martial arts experience!) or you're newer to school ownership, this episode will give you a clear action plan to finish 2025 strong and start 2026 even stronger. The work you do in November and December determines your January numbers. Don't wait—start now. Key Takeaways 1. December Is a Retention Battleground—Not a Throw-Away Month Families are overwhelmed with school concerts, holiday parties, family travel, shopping, cooking, and hosting. Kids are exhausted from end-of-semester exams, school projects, and holiday events. Parents mentally check out, thinking, "We'll get back to normal in January." The hidden danger: Families who skip 2-3 weeks in December often don't return in January. They were already on the fence—the holidays just gave them permission to quit. The mindset shift: December isn't a "throw-away month." The work you do in November and December determines your January numbers. 2. People Are Creatures of Habit—Don't Let Them Break the Training Habit Allie's "drink analogy": When the refrigerator at his school is full, people constantly buy drinks. The minute it goes empty for a few days, people go to 7-Eleven instead and form a new habit. When he refills the fridge, drink sales drop to zero—he has to ramp them back up again. The lesson: The longer you're closed (or the longer students skip class), the harder it is to get them back into the habit of training. 3. Identify At-Risk Families Early—Don't Wait Until January Red flags to watch for: Attendance drops in November (coming 1x/week instead of 2-3x) Parents stop engaging (no eye contact, quick drop-offs, don't respond to texts) Students seem disengaged (low energy, not participating, sitting out) Families mention "busy schedules" repeatedly They ask about "pausing" or "taking a break" Billing issues (failed payments, late payments, asking about payment plans) Action step: This week, make a list of your at-risk families. Don't wait until they're gone. 4. Overcommunicate in November—Set Expectations for December Send a "Holiday Schedule & Expectations" email or letter in mid-November. Set the expectation: "We know the holidays are busy, but staying consistent is key to your child's progress." Remind families: "Students who train through December start January ahead of the game." Duane's multi-channel approach: Create a video about the holiday schedule and expectations. Post it on YouTube, Facebook, your parent group, send a push notification through the app with the link, and send an email. Get that information out so everybody knows. 5. Create December Incentives to Drive Attendance Perfect Attendance Challenge: Students who attend all December classes (or 80%+ of classes) get a prize—patch, certificate, free private lesson, custom trophy, or their name on the "Wall of Warriors." Allie's mid-month check-ins: "Duane, it's eight classes for the month. You've only made three, but over the next two weeks, if you make five more classes, you're going to get that perfect attendance award." Other incentives: Holiday belt or stripe promotion (give students a goal to work toward in December) December Warrior Club (recognize students who don't miss a class) Chart on the wall showing who has perfect attendance 6. Don't Close for Two Weeks Without Staying Connected The longer you're closed, the harder it is to get families back in the habit. If you do close (like Duane does for two weeks), make sure you stay connected with virtual events, challenges, and personal outreach. Alternatives to closing: Offer shorter classes (30 minutes instead of 45-60) Add family classes (parents can train with kids) Offer make-up class flexibility (extra Saturday classes, open mat times) Duane's philosophy: "The moment you close for two weeks, you're telling families it's okay to take a break. And once they take a break, it's hard to get them back." 7. Personal Outreach Saves Students—Call At-Risk Families Personally Don't send a mass message. Call or text personally: "Hey Mrs. Smith, I noticed Emma missed class this week. Just checking in—is everything okay? We miss her!" Offer solutions: "I know December is crazy. Would a different class time work better?" Allie's story: A family ghosted him in December. He called the mom. She said, "Oh, we were just so busy, we figured we'd start back in January." He said, "I totally get it. How about Emma just comes once a week in December? That way she stays sharp." She said yes. They never quit. Duane's tip for Spark users: Switch up the frequency in your MIA system for November/December. If they miss just one class (instead of waiting 8 days), follow up immediately. 8. Host December Events to Build Community and Reinforce Commitment Event ideas: Holiday party (potluck with food drive—cans of non-perishable food as admission) Board breaking event (Duane does this every year on the last day before closing) Year-end belt testing ceremony Virtual karate tournament (during the break) Virtual scavenger hunt (Duane's students love this—60 seconds to find each item, then message through the app how many they found) Pizza night (Allie sent pizza kits to every student's house during COVID—families made pizzas together and sent photos) Why it works: Creates a sense of community, gives families a reason to show up, and reinforces commitment. Bonus tip: Take pictures of your food drive donations and post them on social media to showcase your school's community involvement. 9. Handle the "Break" Conversation Strategically—Don't Just Say "Okay, See You in January" The wrong response: "Okay, no problem. See you in January!" (They won't come back.) The right response: Acknowledge their concern: "I totally understand—December is crazy." Ask questions: "What's going on? Is it the schedule, or is something else happening?" Offer alternatives: "What if we just dropped to once a week for December? That way [child's name] stays sharp and doesn't lose momentum." Reinforce the value: "The kids who train through December always come back stronger in January. The ones who take a break? It's really hard to get them back on track." Allie's approach: "I don't do credits for tuition anymore. You can make those classes up. You missed 12 classes? Come an extra two times a week for the next seven months. But you're in an agreement, and we can't pause just because you're not driving the car—you still pay the loan." When to let them go: If they're truly unhappy or it's a financial hardship, let them pause with dignity. Offer a "comeback plan" for January. 10. Pre-Sell January Enrollment in December Target your current families first: Siblings who aren't training yet (offer half-off for January, free uniform and belt to put under the tree) Extended family or friends (gift certificates for 2-month memberships at a discounted rate) Allie's approach: "Don't ask grandparents to buy another ugly sweater or a new game—have them pay a month of tuition at the school. If you need weapons for the holidays, have relatives buy those as gifts instead of tchotchkes." Create urgency: Limited-time offer, early-bird discounts, lock in 2025 pricing before rates go up in January. 11. Reconnect with Former Students Before January Send a "We Miss You" email or text to families who quit in the past 6-12 months. Offer a "Fresh Start" package: Free uniform First month free Roll back to their old pricing for the first year Allie's results: "Last year, I sent a 'We Miss You' text to former students. Many of them had kids now and brought their children to train, even if they didn't finish their black belt themselves." Key insight: Old students who had a positive experience will bring their kids to you, even if they didn't continue training themselves. 12. Launch Your January Marketing in December Email your list at least 2x per week (Duane emails every day—2-3 days of offers, other days are educational content). Post on social media about New Year's resolution offers, "New Year, New You" campaigns, and January enrollment specials. Promote referrals: "Bring a friend in January and get a free month." Create a referral campaign with incentives (5 referrals = train for free). Allie's Referral of a Lifetime system: Make top referrers "ambassadors" for your school—give them custom business cards and passes with their name on it. Get 10 people like that pushing your school, and it's like having 10 marketing people working for you. 13. Plan a January Kickoff Event "New Year, New Belt" promotion

Episode 428: Holiday Sales Strategy: Turning November & December Into Your Best Months Podcast Description November and December can be your most profitable months of the year—if you plan ahead and execute the right strategies. In this timely episode, Duane and Allie break down exactly how to maximize holiday revenue in your martial arts school. From retail bundles and program upgrades to paid-in-full incentives and holiday events, they share actionable strategies you can implement right now to boost your bottom line before the year ends. Whether you're uncomfortable with the idea of "selling" during the holidays or you've been doing holiday promotions for years, this episode will give you fresh ideas and a complete playbook to make November and December your best months ever. Duane and Allie cover: Why parents are already in spending mode (and how to make it easy for them to spend with you) The psychology behind holiday gift-giving and year-end purchases How to create irresistible retail bundles and gear packages Strategies for upgrading students to premium programs Structuring paid-in-full offers that convert Planning profitable holiday events Marketing your offers across multiple channels Common mistakes to avoid (and how to fix them) If you've never done holiday sales before, start with just one idea from this episode. If you're a veteran, you'll walk away with at least a few new strategies to add to your arsenal. The holidays are a gift to your business—don't let the opportunity pass you by. Key Takeaways 1. Parents Are Already Spending Money—Make It Easy for Them to Spend With You During the holiday season, parents are actively looking for meaningful gifts for their children. They're already in "spending mode," so your job isn't to convince them to spend money—it's to give them valuable options that align with what they already want. Allie's story: A mom once told him, "My kid is going to ask me to buy that Hulk figure somewhere. You're saving me the time of driving to Toys R Us. I'm happy you have it here." The lesson: Parents appreciate the convenience and value of purchasing from you. You're not being pushy—you're solving a problem and offering something that benefits their child's development. 2. Shift Your Mindset: Scarcity vs. Abundance Many school owners feel uncomfortable "selling" during the holidays, but this mindset leaves money on the table. Instead of thinking, "I don't want to bother my families," think, "How can I serve my families by offering them valuable options?" Key insight: Parents want to invest in their kids. They want discipline, confidence, focus, and character development. Martial arts training is one of the most meaningful gifts they can give. Action step: Set a revenue goal for November and December. Get your mind into an abundance mindset and commit to serving your families well during this season. 3. Retail & Apparel: Create Gift-Ready Displays and Bundles Retail sales can be a significant revenue stream during the holidays if you plan ahead and make it easy for parents to purchase. Holiday gift packages: Gear bundles (sparring gear, weapons, training equipment) Branded apparel (hoodies, t-shirts, hats) Uniforms (offer a second uniform at a discount) "Stocking stuffers" under $20 (belt keychains, books, patches, small training tools) Premium gift packages ($100-$300+) Gift-ready displays: Set up a Christmas tree in your lobby Wrap uniforms or gear packages in gift boxes with bows Label each box with size or item number Create a sign: "Give the Gift of Martial Arts This Holiday Season" Allie's tiered pricing strategy: Don't just sell one sparring gear package—offer four tiers (basic $99, standard $149, premium $199, elite $299). Surprisingly, 80% of parents will choose the higher-end option when you explain the benefits. 4. Blow Out Dead Inventory—Turn It Into Cash If you have old apparel or gear sitting in boxes, now is the time to blow it out. Even if you sell it at a loss, it's better to turn it into cash than to let it sit and collect dust. Allie's mentor (JD Sarantakos): "Think of inventory as $50 bills sitting on a coat hanger. If it doesn't sell, you can't touch that $50 bill. Blow it out, even if you lose money, and reinvest that cash into new products." Action step: Schedule a one-week blowout sale for dead inventory. Promote it heavily. Make it clear this is a limited-time opportunity. 5. Pre-Sell Retail Instead of Buying Inventory Upfront Gone are the days of buying thousands of dollars in inventory and hoping it sells. With modern print-on-demand companies, you can pre-sell items and only order what you need. Allie's strategy: He offers holiday hoodies in multiple colors. Parents choose the item and color, pay upfront, and the order goes into his inbox. Once the cutoff date (December 1st) passes, he places the order with his supplier. The shirts arrive by December 10th, and he didn't have to lay out a single dollar upfront. Benefits: No risk of unsold inventory, you collect payment before ordering, you only buy what you need, and parents get exactly what they want. 6. Program Upgrades: Move Students to Premium Programs The holidays are the perfect time to upgrade students from basic programs to Black Belt Club, Leadership Team, Masters Club, or specialty programs. Why it works: Parents are reflecting on their child's progress over the past year They're thinking about setting their child up for success in the new year They're already in spending mode Tax benefits for business owners and self-employed parents (year-end deductions) How to position the upgrade: "Give your child the gift of leadership this year." "Look how far they've come—imagine where they could be by next December." Sweetening the deal: Offer a discount on the upgrade (10-20% off) and include bonus items (free uniform, gear package, private lessons). 7. Paid-In-Full Tuition: The Ultimate Year-End Revenue Booster November and December are THE best months to push annual memberships. Parents are thinking about year-end spending, tax deductions, and setting their child up for success in the new year. Structuring your paid-in-full offer: Discount: 10-20% off (e.g., pay for 10 months, get 2 free) Bonus months: Pay for 12 months, get 1-2 months free Added value: Free uniform upgrade, gear package, private lessons, VIP perks Urgency: Limited-time offer (ends December 31st) Three-tier example: 1-year: 10% off + 1 private lesson + free uniform 2-year: 15% off + 2 private lessons + free uniform + gear package 3-year: 20% off + 3 private lessons + full uniform + gear package + VIP perks 8. The 5:1 Ratio Rule for Paid-In-Full Offers Allie's golden rule: For every five new members you enroll, you can cash out one person with a paid-in-full offer without affecting your monthly billing. Why this matters: If you do too many paid-in-fulls without enrolling new students, your monthly tuition revenue will drop, and you'll struggle to cover operating expenses. Action step: Track your paid-in-full sales and new enrollments. Maintain a healthy ratio to protect your monthly cash flow. 9. Target Existing Paid-In-Full Families First Before you promote your paid-in-full offers to everyone, start with families who have already paid in full in the past. These are your most likely buyers. Duane's strategy: Make a list of all families who have paid in full before Schedule one-on-one meetings with them Present the new offer in person: "Mrs. Jones, I know you paid Johnny's tuition in full six months ago. Now there's an opportunity to save even more with a two-year or three-year membership. Is that something you'd consider?" Why this works: These families already understand the value of paying in full. They're more likely to do it again, especially if you sweeten the deal. 10. Holiday Events: Create Memorable Experiences Holiday events serve multiple purposes: they build community, create memorable experiences, and generate revenue. Event ideas: Board Breaking Event: Duane does this every year on the last day before closing for the holidays Photos with Santa: Bring in Santa for photos (charge a small fee or offer free for members) Parents' Night Out: Offer childcare during peak shopping times Holiday Party/Potluck: Annual dinner with raffles, Santa, and family bonding Toy Drives & Food Drives: Partner with local charities Holiday Tournaments: Charge entry fees or offer free participation as a member perk Revenue opportunities: Charge for special events, partner with local businesses for sponsorships, sell tickets to family-friendly events, offer VIP experiences. 11. Partner with Local 501(c)(3) Organizations Duane's strategy: Contact 3-5 local 501(c)(3) charities and offer them a partnership. Anyone who makes a donation to their charity (any amount) from November 1st to December 31st receives a 4-week free pass and a free uniform from your school. Why this works: Charities are actively fundraising at year-end You're helping them raise money You're generating new leads for your school You're building goodwill in the community Allie's tip: On your website, create a "Your Fundraiser" tab (not "Donations" or "Fundraisers"—make it clear it's for THEIR fundraiser). 12. Marketing Your Holiday Offers: Multi-Channel Approach You can have the best offers in the world, but if no one knows about them, they won't sell. You need a multi-channel marketing strategy. Channels to use: Email: Send at least 3-5 emails in November and December App notifications: Push notifications to remind families of deadlines Social media: Post regularly on Facebook, Instagram, and other platforms

427 | Are We Running the Hardest, Easiest Business There Is? Podcast Description Nearly three decades into owning martial arts schools, Duane and Allie keep coming back to the same paradox: Are we running the hardest business or the easiest business? In this raw and honest episode, they dive deep into both sides of this question. From the emotional weight of student quits and tragic incidents to the incredible fulfillment of watching shy kids become confident leaders, they explore why running a martial arts school can feel like both extremes—sometimes in the same day. Whether you're a brand-new school owner drowning in overwhelm or a seasoned veteran looking for validation that you're not alone, this episode will resonate. Duane and Allie share their hardest moments (including a heartbreaking story about an instructor who committed murder), their easiest wins (like the former student who became a pediatrician and credited martial arts for his success), and the real shifts that happen when you stop waiting for it to get easier and start building the right systems, team, and culture. This isn't about complaining or bragging—it's about being honest. Because the truth is, the same things that make this business incredibly hard are often the exact same things that make it incredibly rewarding. Key Takeaways 1. The Paradox is Real: It's Both the Hardest AND the Easiest Business After nearly 30 years, Duane keeps coming back to this question: Are we running the hardest business or the easiest business? The honest answer? Both. The same emotional investment that exhausts you is also what fulfills you. When you pour your heart into students and they quit, it's depressing. When you pour your heart into families who genuinely care and they tell you how much you've impacted them, it's what motivates you to keep going. The reality: Running a martial arts school is unique because the things that make it incredibly hard are often the exact same things that make it incredibly rewarding. 2. The Hardest Moments Can Be Devastating Both Duane and Allie have experienced some truly difficult moments: Duane: An instructor left the studio one night, kidnapped his girlfriend, and by morning had killed his girlfriend, her friend, and then took his own life. Duane thought he would lose everything. He had to bring in a social worker to help students process the trauma. Allie: A 45-year-old student passed away on the floor during a sword class from a "widow maker" heart attack. There was nothing anyone could have done—it was a hidden defect. Allie: Had to kick out 12 students who formed a toxic "coup" in his school, constantly talking negatively and creating drama. When he finally removed them, the entire lobby erupted in applause—he had no idea how toxic they were to the good families. Other hard moments include: Quitting your day job and facing financial stress Kicking out a student (or parent) for the first time Dealing with problem parents who don't align with your values Asking yourself daily: "Why am I still doing this?" 3. The Easiest Moments Make It All Worth It On the flip side, there are moments that remind you why you got into this business: The perfect class where everyone is engaged, high energy, and everything just clicks Student breakthroughs like the shy kid who finally speaks up or the struggling student who nails the technique Parent testimonials that bring tears to your eyes Former students who come back years later to say thank you Allie's story: A former student who quit at blue belt around age 12-13 walked back into the school as a pediatrician and said, "You changed my life. I used a lot of what you taught me to become a doctor, and I still use it every day." Allie's other story: An autistic student named Caleb who used to run out of class, lay on his back, scream, and put his feet on the wall. After three years, his dad came to Allie at the Christmas party with tears in his eyes and said, "You have changed my son's life. Everyone in his life has said it—his teachers, his aides. He is a different kid." These moments are why you keep going. 4. The Emotional Weight is Real—And It Never Leaves You Unlike punching a clock at a regular job, when you own a martial arts school, the business is always with you. Even when you leave the building, the emotional weight stays. You're shaping lives, not just running a business Every student's success or failure feels personal (especially in the beginning) The pressure of being a role model 24/7 is exhausting Students' personal struggles, family issues, bullying, confidence problems—you carry all of it Duane's insight: After nearly 30 years, it's not as personal as it used to be. In the beginning, he wore everything on his sleeve. Now, he's learned to manage the emotional toll better—but it's still there. Allie's insight: It used to take him six months to get over a difficult situation. Now it takes two or three days. But even when he's mentally over it, he'll wake up in the middle of the night still thinking about it. 5. You Wear Every Single Hat (Especially in the Beginning) When you start, you're not just the instructor. You're: The janitor The marketer The accountant The therapist The salesperson The social media expert The curriculum developer The event planner The customer service rep The challenge: If you don't do it, it doesn't get done. And even when you hire staff, you still carry the burden because no one seems to do it quite like you do. Allie's example: While he was away in Europe for 10 days, his staff sold a few signups and a few pink belts for the breast cancer fundraiser. The night he got back, he signed up 10 people for the Halloween party and sold 12-15 more pink belts. It's frustrating because you know what you're capable of, but training others to be like you is incredibly difficult. 6. Burnout is Real—And You Have to Learn to Shut Off Physical exhaustion. Mental exhaustion. Emotional exhaustion. Burnout is real. Duane's story: He used to give everything on the floor—emotionally involved in every class. He'd come home at 9:30 or 10 p.m., and his wife would ask why he was so late. He needed 30 minutes to decompress before he could even function. Allie's story: On his days off, he wakes up, has coffee, watches TV, and then goes into his office and works for seven hours. "This is my day off," he says—because he's not physically at the school, but he's still working on the school. The lesson: You have to learn how to shut off. Allie's trip to Europe forced him to disconnect (spotty internet, no TV in English), and it was the first time in years he truly relaxed. He realized how important it is to take real breaks. 7. Modern Business Challenges Add to the Overwhelm When Duane and Allie first opened their schools, they didn't have websites. They didn't have social media. They didn't have apps. Now, you have to: Post on Instagram, Facebook, TikTok, YouTube Update your website and app Send push notifications and emails Create content constantly Manage online reviews Run digital ads Allie's frustration: "It used to be we just taught and it was fine. Now we have to do all this other stuff on top of teaching." The old days: You made a bulletin board announcement, handed out a flyer, and everyone came to your event. Now, you have to sell it across six different platforms, and people still don't show up. 8. Why This is Actually the EASIEST Business Despite all the challenges, there are real reasons why running a martial arts school can be easier than other businesses: Parents are desperate for what you offer: They want discipline, respect, focus, and confidence for their kids Martial arts already has built-in credibility and cultural appeal You don't have to convince people martial arts is valuable—they already believe it Low overhead to start: Minimal inventory (no perishable goods, no seasonal issues) You don't need expensive equipment in the beginning You can start in a small space or even teach in a park Recurring revenue model: Membership-based income provides stability and predictability Long-term relationships with students (some stay for years) Multiple streams of income: classes, testing fees, camps, events, retail, private lessons Family enrollment: Once one child enrolls, you often get siblings and even parents joining Multi-family households create deeper loyalty and higher lifetime value Fulfillment factor: You're doing work that genuinely matters and changes lives You get immediate feedback and gratification (when you ask for it) Former students come back years later to thank you Community and loyalty: You're building a tribe, not just a customer base Strong school culture does the selling for you Referrals come naturally when families are bought in Lifestyle flexibility: You control your schedule (mornings off, evenings teaching) No corporate boss You can design your business to fit your lifestyle You can close for holidays and take time off when you need it Systems and scalability: You can standardize your curriculum and teach others to teach it Once you have the right team, you can work ON your business instead of IN it You can scale to multiple locations (if you do it right) 9. The Real Shifts That Change Everything Most school owners are waiting for it to get easier. They think, "Once I hit 100 students..." or "Once I hire this person..." or "Once I have these systems..." But that's not how it works. It doesn't just get easier. It shifts. Here are the real shifts that change the game: Shift #1: Get the Right Systems in Place Stop reinventing the wheel every day Document processes for enrollment,

426 | Why Martial Arts Still Matter in a World of Instant Gratification Podcast Description In Episode 426 of School Owner Talk, Duane Brumitt and Allie Alberigo tackle a critical question. Specifically, why do martial arts still matter in today's world? Moreover, they explore what true discipline really means when instant gratification dominates modern culture. The challenge is real. Two white belts start at the same age. However, one quits after 14 days. Meanwhile, the other earns their black belt and becomes a demo team captain. What makes the difference? Furthermore, how do we help parents understand the value of perseverance when their children face obstacles? This episode reveals proven strategies for communicating martial arts benefits to modern families. Additionally, you'll discover how to educate parents about the importance of commitment. Most importantly, you'll learn why martial arts remains the most effective character development tool available today. Key Takeaways Self-Confidence Remains the Top Priority First, recent parent surveys reveal critical insights. Specifically, 44% of parents seek self-confidence as their primary goal. Furthermore, focus and discipline tied for second place at 6% each. Additionally, emotional control, character development, and respect ranked as secondary priorities at around 20% each. What does this mean? Parents still recognize martial arts as the premier confidence-building activity. However, they may not fully understand what builds that confidence. Unlike team sports where only nine players participate at once, martial arts allows every student to grow at their own pace. Most importantly, martial arts provides individual measurement opportunities. Rather than comparing themselves only to others, students can ask a better question. Specifically, "Am I better today than I was yesterday?" As a result, this creates sustainable confidence growth over time. The Instant Gratification Challenge Unfortunately, modern culture creates significant obstacles. For example, families will binge-watch eight seasons in one week. However, they struggle to commit to 45-minute classes twice weekly. This presents a fundamental challenge for martial arts school owners. Furthermore, parents often treat schools like babysitting services. For instance, one grandmother attempted to drop off her grandson and leave immediately. However, when told parents must stay and watch, she seemed surprised. This illustrates a common misconception about martial arts training. The reality is different. Martial arts isn't just about physical techniques. Instead, it teaches mental, emotional, and social defense skills. Therefore, parents must understand their role in the process. Most importantly, they need to become part of the village supporting their child's growth. Educating Parents About the Process First, parents need clear frameworks for measuring progress. For example, one parent who was a school teacher explained her confusion. Specifically, she understood public school testing cycles. However, she didn't know how to gauge martial arts progress. This reveals an important communication gap. Therefore, instructors must help parents recognize confidence, discipline, and focus when they see it. For instance, ask parents to identify which students demonstrate confidence on the floor. Then, help them understand what specific behaviors indicate that confidence. Additionally, parents must learn that failure is part of the process. Specifically, students will hit walls throughout their journey. Sometimes it's boredom. Other times it's frustration from not passing a test. However, these obstacles build the resilience and grit parents originally wanted for their children. Action Steps for School Owners Set Clear Expectations from Day One First, establish the village mentality during the trial class. Specifically, communicate that success requires partnership between instructors and parents. Furthermore, explain that you'll come alongside them, not replace them. However, make it clear you're not a babysitting service. For example, tell parents directly during enrollment presentations. Specifically, explain that their children will see instructors differently than they see parents. This is because of the law of familiarity. Therefore, when you repeat the same phrases instructors use, children hear the instructor's voice instead of "wah wah wah." Create Systematic Progress Check-Ins Second, schedule regular meetings with students and parents. Typically, these should occur every 3-6 months. During these sessions, discuss what the child has gained and what goals come next. For instance, one school owner meets with families after every belt test via Zoom. Additionally, create structured questionnaires for these meetings. Specifically, ask what they've gained over the past three months. Then, ask what they want to achieve in the next three months. Most importantly, help them set specific goals beyond just earning the next belt. Leverage Multiple Communication Channels Third, develop quarterly books or resources for parents. For example, create short 50-page guides on specific topics like "Raising a Black Belt Parent." Furthermore, these provide ongoing education opportunities throughout the student journey. Fourth, consider starting a school-specific podcast. Specifically, create 30-minute weekly episodes on relevant topics. Then, leverage that content across multiple platforms. For instance, create short video clips for social media, write SEO-friendly blog posts from transcripts, and share episodes through your school app. Additionally, use these transcripts to create additional book content. As a result, one podcast episode can generate 10-15 pieces of content across different formats. Teach Parents What to Look For Fifth, actively break the third wall during classes. Specifically, come out to the lobby and point out what parents should notice. For example, ask them if they saw focus or discipline during class. Then, help them identify specific behaviors that demonstrate these qualities. Sixth, encourage parents to praise specific behaviors at home. For instance, when their child shows respect to the instructor, parents should mention it. Specifically, they might say, "I saw when you showed Mr. Brumitt respect. I liked that." As a result, this reinforces the behavior and helps children recognize their own growth. Address the Quitting Question Head-On Seventh, educate parents that quitting is loud in the moment. However, regret echoes much longer. Furthermore, help them understand that failure is an event, not a person. Therefore, when children want to quit, parents face three options. First, they can let them quit and miss the learning opportunity. Second, they can encourage them to try again regardless of the outcome. Third, they can explore why the child wants to quit and address the root cause. Most importantly, help parents understand that wanting it more than the child wants it creates frustration for everyone. Focus on Long-Term Impact Eighth, share success stories from former students. For example, one student who quit at age 13 (only reaching blue belt) later became a pediatrician. Years later, he returned to say he used martial arts lessons every day in his medical practice. This illustrates that impact extends far beyond black belt achievement. Finally, help parents understand the comprehensive benefits. Specifically, children must defend themselves mentally, emotionally, and socially far more than physically. Therefore, martial arts training prepares them for real-world challenges. Most importantly, it creates leaders, not just martial artists. Additional Resources Mentioned First, check out "Raising a Black Belt: The Parent's Guide to Growing Confident, Respectful, Resilient Kids" by Duane Brumitt. This 54-page book provides quick, actionable insights for parents. Specifically, it includes chapters on supporting without pushing and understanding why quitting hurts more than parents think. Second, consider implementing parent codes in your school. These written expectations clarify the parent's role in their child's martial arts journey. Furthermore, reading these at every belt ceremony reinforces the partnership mentality. Third, explore Spark Management System for your school app. This platform allows you to share podcasts, send push notifications, and maintain consistent communication with families. Finally, develop your own content creation system. For instance, record weekly podcasts, create video clips for social media, and write blog posts from transcripts. As a result, you'll maintain visibility in your community and establish yourself as the local authority on character development.

425 | Breaking Third Wall: How to Get Martial Arts Families Fully Committed Podcast Description In Episode 425 of School Owner Talk, Duane Brumitt and Allie Alberigo tackle one of the toughest challenges in the martial arts business: getting clients and families fully committed and dedicated to your program. They explore the concept of "breaking the third wall" - stepping beyond just teaching students to actively engaging parents and building a true martial arts community. From families who treat your school like a gym membership to parents who become spectators instead of participants, this episode reveals how to turn quick signups into lifelong raving fans. Learn why commitment has become rare in today's world and discover actionable strategies to build deeper connections that transform your martial arts school culture. Whether you're struggling with retention, dealing with uncommitted families, or looking to build a stronger community, this conversation provides real-world solutions for creating the kind of engagement that leads to long-term success. Key Takeaways Understanding the Third Wall Concept Breaking the Third Wall Definition: Just like Deadpool talking to the movie audience, breaking the third wall in martial arts means stepping beyond just teaching students to actively engaging parents and connecting lessons to real life. The Theater Analogy: Your martial arts students are the actors, you're orchestrating the performance, but parents are the paying audience who need to be entertained and engaged, not just watching from the sidelines. Beyond Technique Teaching: The difference between teaching a sidekick and teaching confidence is making the connection clear to parents so they understand it's not just physical technique. The Commitment Curve Challenge Modern Commitment Crisis: People will binge-watch eight seasons in a week but can't commit to showing up for a 45-minute class twice weekly. Commitment has become increasingly rare. The Honeymoon Phase Problem: Signing up is easy at the height of motivation, but getting past the quick honeymoon phase is where real work begins in building lasting commitment. Village Mentality: Success requires parents understanding they're part of the team and solution, not just paying the bill. If they want amazing results, they must put in effort too. Real-World Engagement Strategies Parent Code Implementation: Establish clear expectations through formal parent codes read at every belt ceremony, reinforcing that parents come alongside their children rather than just dropping them off. Periodic Check-ins: Schedule regular meetings (every 3-6 months) with students and parents to discuss progress, set goals, and maintain future-casting vision for continued growth. Video Communication: Replace traditional cards with personalized videos sent through text or email, creating deeper connections and showing parents specific moments of their child's progress. Action Steps for School Owners Start from Day One Trial Class Engagement: From the very first trial, communicate that success requires village mentality. Invite parents to be part of the solution, not just observers. Future Casting: Help parents see what their child can achieve in 6-12 months based on what they said they want. Make it tangible and visible, not philosophical. Build Systematic Engagement Create Parent Codes: Develop written expectations that parents commit to, emphasizing their role in their child's martial arts journey. Read these at every belt ceremony. Implement Check-in Systems: Schedule regular progress meetings (via Zoom or in-person) to discuss goals, celebrate achievements, and recommit to the next level. Use Technology for Connection Video Communication: Film 30-second personalized videos for new students, progress updates, or encouragement. Upload to YouTube (unlisted) and text the link through your management system. Automated Onboarding: Use the first 90 days to establish atomic habits through welcome letters, check-ins, and consistent communication that shows you're on top of their progress. Create Community Connections Host Regular Events: Organize camps, movie nights, family training, and appreciation events that build memories and connections beyond regular classes. Develop Upgrade Programs: Use leadership programs, storm teams, and advanced training to create deeper buy-in opportunities and future-casting moments. Handle Objections Strategically Address Scheduling Concerns: Offer flexible class options (Monday/Wednesday vs Tuesday/Thursday) and open mat times for makeup classes when conflicts arise. Create Commitment Incentives: Structure pricing to reward commitment with savings and free gear, while offering trial periods for hesitant families to experience value first. Additional Resources Mentioned Yardsticks by Chip Wood - Clinical but valuable book about child development and understanding that progress isn't always linear Spark Management System - For automated communications, texting, and new student maximizer features YouTube Unlisted Videos - Method for creating and sharing personalized video messages with families National Martial Arts Appreciation Month - Example of community-building events that create connections and referral opportunities Parent Code Templates - Systematic approach to setting expectations and maintaining engagement throughout the student journey

424 | Martial Arts School Culture: Motivating Students and Families to Engage Podcast Description In this episode of School Owner Talk, Duane Brumitt and Allie Alberigo tackle one of the biggest challenges facing martial arts school owners today: getting students and families to truly engage with your school culture rather than treating it as just another transaction. From parents who drop off their kids and disappear to families who resist participating in events, this conversation reveals why some families buy into your martial arts school culture while others remain perpetual spectators. More importantly, discover actionable strategies to transform disengaged families into active community participants. Whether you're struggling with low event attendance, parents who won't engage during classes, or students who go through the motions, this episode provides real-world solutions from two school owners with decades of experience building thriving martial arts communities. Key Takeaways Building Culture Beyond Personality Culture vs. Personality: Successful martial arts schools must evolve beyond the owner's personality to create systematic culture that works with any instructor. This requires frameworks, scripts, and consistent messaging that maintains your values regardless of who's teaching. The Transaction Problem: Many families treat martial arts schools like daycare - drop off, pick up, never engage. This hurts retention, referrals, and the transformative potential of martial arts training. Teaching on Two Levels Strategy Dual-Level Instruction: Effective martial arts instructors teach simultaneously to children and parents. While kids learn techniques and discipline, parents learn parenting strategies and see character development in action. Breaking the Third Wall: Don't just teach the child - actively engage parents by explaining what they're witnessing and why it matters for their child's development outside the dojo. Systematic Engagement Tools Parent Code Implementation: Establish clear expectations through formal parent codes read at belt ceremonies. This creates accountability and reinforces your martial arts school culture consistently. Word of the Month Programs: Use monthly character themes with "I Am" statements, hand movements, and take-home stories to reinforce values both in class and at home. Multiple Touchpoints: Leverage ChatGPT and technology to create consistent messaging through apps, Facebook groups, stories, and parenting tips that support your culture-building efforts. Action Steps for School Owners Create Systematic Culture Develop Framework Scripts: Create lesson plans and scripts that maintain your martial arts school culture regardless of which instructor teaches. Include word-of-the-month scripts, parent interaction guidelines, and consistent messaging. Implement Parent Codes: Establish formal expectations through written parent codes that emphasize their role in their child's martial arts journey. Read these at every belt ceremony to reinforce engagement. Engage Parents Actively Break the Third Wall: Train instructors to actively engage parents during classes. Point out character development moments and explain the deeper lessons behind techniques and corrections. Create Multiple Touchpoints: Use technology to maintain consistent communication through apps, social media groups, and automated content that reinforces your martial arts school culture between classes. Build Community Connections Host Regular Events: Organize Halloween parties, tournaments, and special programs that bring families together and create connections beyond regular classes. Implement Upgrade Programs: Use leadership programs, storm teams, and advanced training to create deeper engagement opportunities that involve both students and parents in the interview and advancement process. Additional Resources Mentioned Black Belt Parenting by Solomon Brenner - Book connecting dojo principles to home parenting strategies ChatGPT for Content Creation - AI tool for creating consistent messaging, stories, and parenting tips School Owner Talk Facebook Group - Community for ongoing discussions about martial arts school culture and engagement strategies YouTube Playlists - Organized content by category including school owner struggles, digital marketing, and AI applications Private School App - Technology platforms for maintaining consistent communication and culture reinforcement

423 | What I Wish I Knew Starting My Martial Arts School vs. What I Know After 30+ Years Podcast Description In this candid episode of School Owner Talk, Duane Brumitt and Allie Alberigo get real about the lessons they've learned running martial arts schools for over three decades. From the mental toll of business ownership to the evolution of student expectations, this conversation reveals the raw truth about what it takes to build a successful martial arts school. Whether you're a new school owner struggling with the realities of running a dojo or a veteran looking for validation that you're not alone in your challenges, this episode delivers honest insights about the journey from naive beginner to seasoned school owner. Key Takeaways The Mental and Emotional Challenges The Mental Toll Reality: New school owners are often unprepared for how mentally taxing business ownership becomes. The inability to "turn off" thoughts about your school can be overwhelming, but naivety in the beginning can actually be protective. Student Retention Pain: Taking student departures personally is natural but destructive. Veteran school owners learn to guard their emotions while still caring deeply about their students' martial arts journey. Business Management Lessons Business vs. Art Mindset: Many martial artists struggle with the transition from viewing martial arts as a pure art form to running it as a legitimate business. Understanding profit margins, expenses, and financial management is crucial for long-term success. The "Fire Fast" Principle: Both difficult students and problematic employees should be removed quickly rather than given endless chances. Having clear policies (like a three-strike system) protects your school culture. Student Communication and Systems Communication Evolution: Learning to effectively communicate the intangible benefits of martial arts to parents is essential. Breaking the "fourth wall" during classes to help parents see character development in action dramatically improves retention. Systems Over Chaos: Implementing structured onboarding processes, conduct policies, and attendance requirements eliminates repetitive questions and creates accountability. Action Steps for School Owners Financial Management Develop Financial Literacy: Know your exact monthly expenses (personal and business) down to the penny. Track profit margins and understand where every dollar goes. If you can't explain your numbers, you can't improve them. Student Management Systems Create Clear Conduct Policies: Implement a structured discipline system with consequences that escalate appropriately. Document everything and ensure parents sign agreements acknowledging these policies. Build Onboarding Systems: Create videos and documentation that answer common student questions automatically. Stop answering the same questions repeatedly about belt requirements, uniform care, and school procedures. Establish Attendance Standards: Require minimum class attendance for belt testing. This creates accountability and ensures students receive adequate training before advancing. Communication Strategies Practice Emotional Boundaries: Accept that some students will quit regardless of your efforts. Focus your energy on students who are committed rather than chasing those who aren't invested. Communicate Benefits Actively: During classes, explicitly point out to parents when their child demonstrates perseverance, respect, or other character traits. Help them connect martial arts training to the outcomes they want. Additional Resources Mentioned Onboarding Matters by Donna Weber - Referenced as a game-changing resource for creating systematic new student processes Yardsticks by Chip Wood - Age-appropriate developmental learning guide recommended for parents The Black Belt Parent by Solomon Brenner - Parenting resource that connects martial arts principles to child development School Owner Talk Facebook Group - Active community where real conversations happen between episodes ChatGPT/AI Tools - Modern resources for clarifying policies and getting objective business advice

Podcast Description In this episode of School Owner Talk, Duane Brumitt and Allie Alberigo sit down with Gus Lopez of Lead Hunter Media to uncover the three biggest pitfalls martial arts school owners make with their marketing—and how AI can help solve them. From struggling with poor lead quality to failing at consistent follow-up, this conversation highlights the gaps that prevent schools from growing—and introduces practical, AI-driven solutions that school owners can implement right away. Whether you’re stuck in “paralysis of analysis,” just coasting with mediocre results, or ready to dial in your marketing systems, this episode provides insights that will help you generate better leads, increase show-up rates, and maximize your enrollment process. Key Takeaways School owners fall into three categories: Level 1 – Do nothing (paralyzed by indecision). Level 2 – Do something, but without systems or tracking. Level 3 – Optimize everything with the right systems and support. Pitfall #1: Lead Quality. Many schools rely on Facebook lead forms that produce junk contacts. Using dedicated sales funnels that require people to manually enter their info increases commitment and filters out bad leads. Pitfall #2: Follow-Up. Most schools fail to follow up effectively. Leads often come in after hours, and without a system, they go cold. AI follow-up solves this by responding instantly, 24/7, with personalized answers and booking links. Pitfall #3: No-Shows. Even booked trials often fail to show. Having a small prepay system ($5–$20) dramatically increases show-up rates to 90%+. Bonus Pitfall: Sales Process. Even with great leads, some schools struggle to close. Without a structured, tested sales process, school owners miss opportunities and leave money on the table. Action Steps for School Owners Audit Your Current Leads. Check whether you’re using forms that just “look” like they’re generating leads—or whether they’re actually converting into conversations. Implement AI Follow-Up. Use an AI system that responds immediately with real answers and booking prompts. This saves 10–20 hours a week and boosts show rates. Introduce Prepay Trials. Even a nominal prepay eliminates no-shows and ensures more committed prospects. Refine Your Sales Process. Don’t stop at getting people in the door—make sure your process closes the deal. Invest in training, scripts, and systems. Track Your Numbers. Booking rate, show-up rate, and close rate are key metrics. If you’re not tracking them, you can’t improve them. Additional Resources Mentioned Lead Hunter Media – Gus Lopez’s agency specializing in martial arts marketing with AI-powered systems. Visit Lead Hunter Media (or Google “Lead Hunter Media”). School Owner Talk Podcast Archive – Past episodes with Gus on summer marketing, retention, and AI systems. Books Referenced: Atomic Habits by James Clear and Grant Cardone Sales University were discussed as resources for building better systems and mindset.

421 | The Attention Span Crisis – How Martial Arts Can Be the Cure (Part 2) Podcast Description In this follow-up to Episode 420, Duane Brumitt and Shihan Allie Alberigo dive deeper into the attention span crisis facing today’s children—and how martial arts can provide the solution. This episode focuses on the practical side: how to educate parents, how to use curriculum design to reinforce focus, and how to position focus training as a powerful selling point for martial arts schools. Packed with strategies, science, and real-world examples, this episode will help school owners strengthen their programs and their messaging. Key Takeaways from the Episode Educating Parents is Essential – Parents must understand that focus is not fixed; it’s trainable. Martial arts develops focus as much as it develops physical skills. Tangible Parent Tools Work Best – Focus jars, one-page “toolkits,” and mini parent workshops create buy-in beyond the dojo. BDNF Is the Science Behind Martial Arts Training – Brain-Derived Neurotrophic Factor (BDNF) acts like “Miracle-Gro for the brain,” strengthening memory, learning, and focus. Martial arts movements uniquely supercharge BDNF because they combine exercise with coordination and concentration. Curriculum Design Shapes Focus – Chunking material, disguising repetition, rituals, progressive class lengths, and leadership opportunities all reinforce attention and stamina. Make Focus a Selling Point – Parents are desperate for solutions to screen addiction and homework struggles. Position martial arts as the focus-builder in your community, not just another extracurricular activity. Stories Seal the Deal – Real-world testimonials and narratives (from parents, teachers, and students) make the benefits of focus training clear and relatable. Action Steps for School Owners Create a Parent Focus Toolkit – Include simple at-home exercises, like a “Focus Jar,” and explain how martial arts builds focus step by step. Host Mini Parent Workshops – Reframe your “pad-holding seminar” into “Raising Focused Kids in a Distracted World” workshops. Use Rituals to Anchor Attention – Start and end every class with predictable rituals and affirmations to train focus habits. Explain BDNF Simply – Teach parents that martial arts literally changes the brain by boosting BDNF, which strengthens focus and memory. Design Layered Lessons – Disguise repetition, alternate high and low-energy drills, and use leadership roles to sustain engagement. Market Focus as Core Value – Update your brand messaging to highlight martial arts as “Focus Training for Life.” Gather Testimonials – Actively collect stories from parents and teachers who notice improvements in behavior, homework, and resilience. Additional Resources Mentioned Parent Management Training (PMT) Principles – Encouraging parents to praise effort and approximate success, not just outcomes. Storm Team Leadership Programs – Using student leadership opportunities to build clarity, accountability, and focus. Occupational Therapy Parallels – Reinforce to parents that martial arts develops cross-body coordination and focus skills valued by professionals.

Podcast Description In this episode of School Owner Talk, Duane Brumitt and Shihan Allie Alberigo dive into the growing attention span crisis among today’s youth and how martial arts schools can adapt. They compare childhood in the 70s, 80s, and 90s to today’s digitally distracted world, highlighting the challenges—and opportunities—for instructors. The discussion explores technology’s impact on focus, why traditional class structures no longer work, and how martial arts can uniquely rebuild a child’s ability to pay attention. This is Part 1 of a two-part series on using martial arts as the cure for shrinking attention spans. Key Takeaways Attention Spans Are Shorter Than EverKids today are wired for quick, constant stimulation—thanks to smartphones, video games, and fast-paced media—making long lectures or repetitive drills ineffective. Technology Is Both the Culprit and a ToolWhile screens fragment focus, kids often learn better from video demonstrations, proving that tech can be incorporated productively. Shorter, Layered Segments Work BestBreaking drills into 2–4 minute chunks, mixing in games, and disguising repetition keeps students engaged while still building skills. Structure and Ritual Provide StabilityBowing in, affirmations, and consistent class routines help signal the brain that it’s time to focus—something many homes lack. Progressive Class Length Builds StaminaStarting beginners with 30 minutes, then gradually moving to 40 and 45 minutes, strengthens focus over time without overwhelming kids. Action Steps for School Owners Audit Your Class SegmentsReview how long your drills or lectures last. Adjust to shorter, more varied segments to meet kids where they’re at. Use “Disguised Repetition”Teach the same skill through different methods—games, pad work, partner drills—so students practice without getting bored. Balance Energy LevelsDesign classes like a rollercoaster: high-energy drills followed by calm focus work, then back up again. Reinforce Rituals and Affirmations Make bowing in, “yes I can” statements, or leadership chants consistent so kids know how to mentally switch into focus mode. Gradually Expand Class TimeStart younger students with shorter classes, then build up as they grow. Treat focus as a muscle that strengthens with progression. Additional Resources Mentioned Deep Work by Cal Newport – understanding focus in a distracted world. Microsoft study on declining attention spans (from 12 seconds in 2000 to 8 seconds by 2015). Previous School Owner Talk episodes on teaching strategies, student engagement, and adapting to technology. Upcoming Part 2 of this series: how to educate parents and use curriculum design to reinforce focus.

Podcast Description The back-to-school season is one of the biggest growth opportunities for martial arts school owners. Parents are looking for activities that build discipline, confidence, and focus—and martial arts is at the top of that list. In this episode of School Owner Talk, Duane Brumitt and Allie Alberigo share how to capitalize on this season with targeted events, promotions, and community engagement strategies—while also tying in National Martial Arts Appreciation Month in September to create even more momentum. From Buddy Week promotions to sponsorship opportunities, team training, and retention-focused events, this conversation will help you kick off the school year with energy, excitement, and enrollment growth. Listen now and set your school up for a strong fall season. Key Takeaways Timing is Everything: Back-to-school season is prime time for parent decision-making—capitalize on it with well-timed events and offers. Buddy Week Works: A well-structured buddy program turns current students into your best recruiters. Incentives Drive Action: Use raffle tickets, gear credit, or special event access to reward participation. Community and Culture Matter: Retention starts with creating a welcoming, connected environment for both students and guests. Sponsors Can Offset Costs: Local businesses can help cover event expenses in exchange for exposure. Team Training is Critical: Your staff should be prepared to engage and convert guests into new members. Action Steps for School Owners Plan Your Calendar: Schedule Buddy Week (or Buddy Month) during September for maximum impact. Create Marketing Materials: Flyers, social posts, and email campaigns should go out at least two weeks in advance. Secure Sponsors: Approach local businesses for giveaways or event support. Set Incentives: Decide on rewards and clearly communicate them to students and parents. Train Your Team: Run role-play scenarios so staff can confidently engage with guests. Track and Follow Up: Collect guest contact info, track attendance, and follow up with offers to join. Additional Resource Material Free Resource: “National Martial Arts Appreciation Month Playbook” – Step-by-step guide for running a successful program. Recommended Reading: The E-Myth Revisited by Michael E. Gerber – for building systems that free up your time.

Podcast Description In this powerful episode of School Owner Talk, Duane Brumitt and Allie Alberigo expose the “hidden leaks” that silently drain your martial arts school of students, energy, and income. From overlooked onboarding issues and poor follow-up to undertrained staff and outdated systems, these problems often go unnoticed—until it’s too late. But here’s the good news: every leak can be fixed with the right awareness and action. Tune in as Duane and Allie help you identify where your school might be losing momentum and money—and provide simple, effective ways to plug those leaks fast. Key Takeaways Hidden leaks can quietly erode your school’s success, especially in areas like retention and revenue. Weak onboarding and poor communication are major causes of early dropouts. Letting expired payments or overdue tuition slide leads to massive revenue loss. Staff mindset and lack of clear expectations can create a toxic culture without you realizing it. Systems (or lack of them) are either saving or sabotaging your business. Fixing just one leak can lead to more sign-ups, fewer dropouts, and better peace of mind. Action Steps for School Owners Conduct a Retention Audit:Review attendance trends and drop-off points. Where are students slipping through the cracks? Evaluate Your Onboarding Process:Is your new student experience strong, warm, and systemized? Track Financial Leaks:Look at missed payments, overdue accounts, or discounts given too freely. Tighten up your billing systems. Assess Staff Performance:Are instructors reinforcing your school’s values and culture consistently? Review Your Systems:Is your CRM up to date? Are you using automation to stay connected with leads and students? Create a 90-Day Leak Repair Plan:Choose 2–3 problem areas to focus on and implement small changes that will yield big results. Additional Resources Mentioned Student onboarding frameworks Retention and upgrade tracking tools Internal team audit templates

Podcast Description In this raw and revealing episode of School Owner Talk, Allie Alberigo and Duane Brumitt have an honest conversation about what it’s like to run a martial arts school when things aren’t going well — and you still have to “stay positive.” They share their personal frustrations, reflect on recent events with low turnout and lack of engagement, and talk candidly about the pressure school owners feel to always be “on.” This episode is a must-listen for anyone who’s ever felt alone in the grind of school ownership and needs a reminder that they’re not. https://youtu.be/a8RsXoE4qks Key Takeaways Even successful school owners experience disappointment and discouragement — you’re not alone. It’s okay to admit that an event or idea flopped; not everything has to be a win. Social media creates pressure to always show positivity, which can disconnect you from your authentic experience. Talking to other school owners who are going through the same challenges can be incredibly validating. There is value in sharing real struggles — not just the highlight reel. When things aren’t going well, sometimes the best move is to step back and reassess without judgment. Action Steps for School Owners Create a small peer group or accountability partner you can vent to without judgment. Review the last event or campaign that didn’t go well. What would you change? What’s not worth repeating? Schedule quiet time for reflection on what you want from your school — not just what others expect. Share your honest thoughts in a safe space (like our School Owner Talk group) to encourage others and reduce isolation. Give yourself permission to take a breath. Not every season is a growth season — some are for rebuilding. Additional Resources Mentioned None were directly referenced in this episode, but listeners are encouraged to revisit past episodes about leadership, burnout, and staying grounded.

Podcast Description Summer should be a time to recharge — but for martial arts school owners, it often turns into a season of burnout and overwhelm. In this episode, Duane Brumitt and Allie Alberigo share real-world strategies to help you enjoy your summer while keeping your school healthy and profitable. They break down how to plan intentional time off, train your team to operate smoothly in your absence, and use systems and automations to keep your leads and students engaged — so you can step away without losing momentum. https://youtu.be/BzSDvTvGGfc Key Takeaways Why scheduling planned closures can strengthen retention and family loyalty How to set and enforce communication boundaries with staff and parents Tools and routines Duane and Allie rely on for owner self-care and productivity The difference between delegating and abdicating — and why it matters How Parkinson’s Law can help you work smarter, not harder Real examples to protect your time off — without guilt Action Steps for School Owners Block Time Off in Advance: Review your calendar and set clear closure dates for breaks and vacations. Communicate these confidently to students and families. Document and Train: Record videos and create clear SOPs so your team knows exactly what to do in your absence. Empower them to make decisions. Establish Boundaries: Use Slack, email auto-responders, and defined office hours to train parents and staff when to expect replies. Automate Marketing: Schedule your emails, push notifications, and social posts in advance to keep new leads and current families engaged. Plan Recharge Time: Prioritize activities that truly help you reset — whether that means hobbies, quiet time alone, or family time. Additional Resources Mentioned Parkinson’s Law: Work expands to fill the time you allow for its completion. Give yourself less time and watch your efficiency increase. Recommended Tools: Slack for staff communication, Spark CRM for marketing automations, ChatGPT for creating and refining content and SOPs.

Podcast Description In this episode of School Owner Talk, Allie Alberigo and Duane Brumitt dive deep into the art of enrollment and upgrades. If you’ve ever felt uncomfortable selling, unsure how to present your programs, or hesitant to introduce upgrades like Leadership or BBC — this episode is for you. You’ll learn how to confidently present your school’s value, close enrollments without pressure, and build an upgrade culture that feels rewarding — not salesy. Key Takeaways Sales is about service, not persuasion A smooth enrollment process starts with connection Use scripts, visuals, and practice to confidently present your programs Upgrades should be earned and exciting, not forced Students and parents respond to clarity, structure, and confidence Action Steps for School Owners Audit your current enrollment process — Is it consistent and parent-friendly? Train your team to deliver a clear presentation and confidently handle objections. Create a visual pricing sheet or digital presentation that walks parents through your programs. Schedule quarterly upgrade events and offer them to students who demonstrate readiness. Use testimonials and success stories as part of your pitch to build trust and credibility. Additional Resources Mentioned Whiteboards or printed visuals for pricing/program breakdowns Team role-play for objection handling Leadership and Black Belt Club structure documents (Duane references these internally)

Podcast Description In this high-energy episode of School Owner Talk, Allie and Duane dive into one of the most powerful yet underutilized tools in martial arts school marketing — the referral contest. They walk you through exactly how to plan, launch, and promote a full-blown referral campaign that not only generates new leads and sign-ups but also creates excitement and unity throughout your school. Whether you’re brand new to referrals or looking to level up your system, this episode lays out everything you need to turn your students into your best promoters.  Key Takeaways Referrals remain the most trusted and cost-effective form of lead generation. A referral contest creates energy, excitement, and organic growth. Success lies in the structure: timeline, visibility, reward system, and promotion. Avoid common mistakes like weak prizes, poor follow-up, or lack of urgency. Use contests to deepen your school culture and strengthen retention. Action Steps for School Owners Choose your referral contest window (2–4 weeks) and pick a fun theme. Design a clear and simple referral system — how referrals are submitted and tracked. Create a 3-tier prize system: participation, milestone, and grand prize. Promote it everywhere: in class, on your app, via email, text, and your parent group. Build a follow-up system to contact, book, and onboard referred leads quickly. Celebrate the winners publicly to build hype for next time. Additional Resources Mentioned Whiteboard or leaderboard for visual tracking Simple Google Form or referral cards for entry Push notifications and SMS to parents/students Internal contest among staff to promote the most referrals Referral of a Lifetime Program. USE Discount Code: SAVE10NOW

In the competitive world of martial arts schools, having a strong and recognizable brand identity can make all the difference. Join us in this episode as we explore the essential elements of building a powerful brand that resonates with current and potential students. We’ll discuss how to define your school's unique value proposition, create a memorable logo and visual identity, and develop consistent messaging across all platforms. Discover strategies to differentiate your school from the competition and attract a loyal student base by leveraging the power of branding. What is a unique strategic purpose? The elements of a good USP. Failing to plan is planning to fail. The creative process. Assignment: Answer the following questions? Do you already have a USP? What is it? How effective do you think it is?

Podcast Description Summer may be slow for some, but smart school owners know it’s no time to go silent. In this episode, Duane and Allie sit down with longtime marketing partner Gus Lopez from Lead Hunter Media to dive into why consistent marketing—especially through social media—is essential during the summer months. Discover the psychology of momentum, the real cost of going quiet, and why visibility now pays dividends in the fall. Whether you’ve got 10 students or 300, this episode is your roadmap to thriving through the summer. https://youtu.be/osfmpM6Neok Key Takeaways Momentum matters: Halting marketing kills momentum—consistency builds compounding results. Summer is a visibility opportunity: While others pause, your brand can rise above the noise. Your competitors aren’t just other schools: Sports, camps, and screen time are all competing for your students’ attention. Social media ROI is long-term: Stop judging performance by one month—review it across 12. Follow-up systems make or break success: Most leads fail due to poor follow-up, not bad targeting. Daily marketing matters: Whether it’s emails, push notifications, or SMS, consistency drives results. Price determines growth potential: You need to charge enough to afford proper marketing. Your job isn’t done at the click: Ads introduce you—the sale comes from your next step. Action Steps for School Owners Audit Your Summer StrategyAsk: Are you showing up where your prospects are? Are you sending a consistent message? Keep Running Ads Year-RoundDon’t fall into the trap of seasonal marketing—build brand awareness constantly. Improve Your Follow-UpSet up automated texts, emails, and personal outreach (at least 7 touches over 12 days). Invite and Message Post EngagersOn platforms like Facebook, follow up with people who like your ads but haven’t opted in. Start Daily EmailsUse AI or write short benefit-driven messages that go out every day to your lead list. Evaluate Your PricingEnsure your tuition structure supports your goals and allows for a marketing budget. Think Long-TermTrack your ROI across 12 months—not 30 days. You’re building a brand, not flipping a switch. Additional Resources Mentioned Book: Good to Great by Jim Collins (Flywheel Concept) Book: The Psychology of Money by Morgan Housel (compound investing + long-term thinking) Tool: Lead Hunter Media – Digital marketing agency for martial arts schools Concepts: The Flywheel Effect Guerrilla marketing Daily emails via AI automation Facebook invite + messenger outreach

In Episode #412 of School Owner Talk, Duane Brumitt and Shihan Allie Alberigo tackle some of the toughest challenges faced by martial arts