As a dojo owner, you want your space to be the top choice for local martial artists—a place where they can train, grow, and thrive. However, with plenty of other options out there, attracting and retaining members can be a challenge. Declining membership rates affect your community and take a toll on your revenue. Remaining competitive and growing your dojo means finding effective ways to boost membership. Below are the top tips for increasing membership rates at your dojo.
Evaluate Your Marketing Strategies
First impressions matter, and when you own a dojo, the public may be introduced through your marketing. Your signage, website, social media presence, and any other forms of advertising are significant components of attracting potential members.
Evaluate your website and social media profiles to ensure consistency in branding and information. If your website lists the types of classes offered at your dojo, any related social media posts should align with that information, including price, required skill level, and age requirements.
Pro Tip
Use social media to share photo and video content from your classes. This will showcase your dojo in action and allow potential members to see the community you have built.
Focus on Member Retention
While attracting new members is essential, retaining current ones should be a top priority. After all, people won’t want to join your dojo if they hear most people cancel their membership in under a year.
You can keep members happy by offering special deals for birthdays, hosting community events, and providing members with access to exclusive content or resources. Likewise, you can combine member retention with attracting new ones by offering referral programs. For instance if a member refers a friend who signs up and stays for several months, the original member could receive a discount on their next month’s membership.
Invest in Quality Equipment
The condition and quality of a dojo’s equipment directly impact member retention and engagement. People go to your dojo expecting modern mats and sparring gear; without this, they may feel unsafe or turned off from the training. Modern, well-maintained facilities create a safe and welcoming environment.
Knowing how to choose quality equipment for a workout center often comes down to key areas such as your business’s needs and what members would prefer. Inviting members to provide feedback on the type of equipment they want to see in their dojo can also help increase engagement and satisfaction.
Offer Numerous Services
The final way to increase membership rates at your dojo is to ensure you offer various services to appeal to a wider audience. Be careful when doing this, as you don’t want to go overboard and spread yourself too thin. When expanding your services, you may offer other classes—karate, judo, and kickboxing—or courses for several age groups.
