People of all ages around the world can reap benefits from taking up a martial art at a professional studio. In recent years, staples like kung-fu and karate have been added to by the likes of kickboxing and jiu-jitsu thanks to the increased spotlight on major promotions like the UFC. It all helps to bring in a wider audience and get more people exercising and learning strong levels of discipline.
Still, getting people to come and partake in any sport, let alone one that’s relatively niche like martial arts, can be difficult. As people get older, particularly once they pass their mid-20s, they’re less inclined to carry on a sport they know, let alone take up a new sport. To help you improve attendance and visibility at your martial arts studio, we’re going to look into the factors that stop people from coming, as well as some proven marketing tactics.
What’s Stopping Participation in Martial Arts?
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Several surveys have been published over the years that point to the factors that inhibit sports participation overall. A lot of these boil down to general factors like a perceived lack of time and, perhaps more prominently than noted, a lack of motivation. It’s tough to change these habitual decisions. However, other points of feedback can be changed.
Many people note that the lack of efficient management and a sense of community both stop them from going to the gym. This can be extrapolated to martial arts studios. So, being an attentive studio owner and having knowledgeable and enthusiastic staff is a start. From there, you can promote a sense of community through the ever-accessible world of social media.
Another element that holds people back, which comes with age, is pre-existing injuries, injuries from overuse, and fitness issues. As such, pivoting the promotion of the studio to promote the way in which the disciplines improve injury resistance and flexibility could be a huge selling point. Many incorrectly see martial arts as a path to self-defence or as a somewhat violent sport, so changing this perception could make a big difference.
How to Promote Your Martial Arts Studio
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One of the biggest elements that stops any customer from buying into any item or service is the money barrier. This is why many savvy businesses lower this barrier initially, trusting their product to sell the customer on future purchases. This is most prominently seen online, with offers like beginners offers, welcome bonuses, or ‘try before you buy options’, the casino welcome bonus being the prime example. The platform is usually pay-as-you-play, creating a persistent money barrier.
So, offering a way for newcomers to get bonus funds and free spins on popular games makes entry much easier. The business itself is trusting that the experience will sell itself, making offering such a bonus worthwhile. Studio promotions can work in a similar way, whether by offering free classes from time to time or having a money-off promotion for newcomers, it makes stepping through the door that bit easier.
To get the word out about this promotion and anything else you want to promote about your martial arts studio, you should take to the internet. Social media has become a clear-cut way to access vast audiences and grow a community, provided that you’re active and promote the upsides of participation. Beyond that, tapping into local marketing strategies like sponsoring local events and hosting experience events can greatly help, too.
