First of all, understand that this series of articles does not apply to ALL Martial Arts schools in the U.S. This author is involved with several which do not conform to what he would consider the ever increasing ‘norm’:

It’s hard to even begin to guess how far this has gone or how far it will go but there seems to be a trend spreading across the US martial arts environment.

Students are “being given” black belts in shorter and shorter time frames with less and less actual training. Their instructors generally try to convince these new black belts that they are indeed black belt material and that they are fully capable of defending themselves on the street and elsewhere. Sadly this is far from being true and it is a tremendous disservice to the students. Worse, however, is the fact that these students believe this dialogue…….until they are confronted with reality.

Some of the very best martial artists (practitioners and teachers alike) I have seen over the years have succumbed to the call of the dollar. Those who teach martial arts as a full time profession, those who own and/or operate martial arts schools quickly become aware that they are no longer just practicing and teaching martial arts but rather are trying to run a business. Unfortunately most have no training or education in managing a business so it’s all trial and error until either something works or it all crumbles. If the situation (income) starts deteriorating desperation will start to control.

There are apparently a number of ‘how to make big money in martial arts business’ “systems” out there which can theoretically teach you how to make a large amount of money by following their advice. No question that some of it works if your only objective is to make a lot of money and, if you are in a location where there is a relatively unending supply of new students (keeping students is and always will be an ongoing challenge). Here are some of the ground rules or guidelines they offer:
Use high pressure sales tactics to get people to sign contracts and/or pay in advance the first time they come in your door.
Water down your program so it will be as easy as possible for any new student to deal with. Excellence is not important, but their presence is important.
Speed up the rank advancement process. Have as many color belt ranks and different uniform types as possible because this gives the students an incentive to “advance”……of course you will charge them for each new color belt and uniform type.
Never use the term “test”…..use “graduation”. The term “test” implies the possibility of failing. We certainly don’t want anyone to think they might fail….
Never use any aggressive sounding terminology, such as “fighting stance”. Use “guard stance” instead.
Do anything you can to intimidate your students and to make them think you are some sort of an omnipotent ‘god’ and require them to treat you accordingly.
Use our recommended contract and collection entities because there is virtually no way for a student to get out of his contract.

Now for the tricky part….
You no doubt have existing students who have worked really hard and spent years training for their rank. You will have to somehow discourage them and try to find ways to eliminate them from your programs and school. If they continue while you are implementing our system they will come to resent the fact that new students are advancing twice as fast as they did with 25% of the effort and knowledge. This will cause dissention and dissention is not good for morale or for your pocketbook. Your ‘hard core’, long time loyal students, even your high ranking black belts will have to go.

There’s more, of course, but this is some of the “good stuff”.

Admittedly there are at least two types of martial arts students…..Those who sincerely want to learn martial arts and/or self defense and those who are there simply for the exercise and who want to be able to some day say they are a black belt.

There is also a difference between those who want to learn martial arts for the sake of martial arts and those who want to learn martial arts in the sense of ‘real world’ self defense. Nothing is wrong with either approach but the difference has to be recognized by the instructors, school owners and others.

Can you have it all? Probably but it takes work, planning and a lot of thought and effort……For those who are frustrated with the idea that maybe you have to “sell your soul” or compromise beyond an acceptable point to make a good living at martial arts there may be a relatively easy compromise solution and the Style you teach or offer should not make any difference in this scenario.

Consider offering a multi faceted program based on what each new (and, for that matter, existing) student is really after. It is important that you interview each potential new student (and his/her parents if the student is a minor) and establish a rapport. You and they need to be blatantly honest in the beginning. Let’s say for example you start out with three types of programs (These can easily evolve into the leading questions in your initial interview):
1. Martial arts based exercise and endurance training
2. Martial arts simply for the sake of learning martial arts, controlled sparring, etc. (reality based street related self defense not really being a part of this)
3. Reality based self defense based on the style of martial art you offer.
These can, of course, be further broken down but the essence of it is to try to have a program for people who just want to work out under the auspices of a martial arts program and have fun, for those who legitimately want to learn martial arts from a traditional standpoint and finally the ”hard core” program which in essence incorporates all of these. The latter would, by necessity, have to be an evolution of (2) above.

There is no real reason you would have to start out with separate classes for each of the above categories. As long as you understand what the student is there for you can generally handle all three at the same time by grouping students with similar goals and preferences.

The main thing is to set up a program or programs and be consistent. Make sure that everyone from your instructors to your students is fully aware of program requirements, anticipated results and performance standards. If you start changing the rules trying to keep every individual totally satisfied you will lose respect and the program(s) will self destruct. I’ve seen it more than once. Consistency in your program AND your demeanor is critical to keeping students.

Here are a few more tips based on having witnessed some potentially good programs fail over and over again…….
If you establish a demo team or similar entity, make it clear what is required of your students for them to become a member. Make this something to strive for, not just something to have on a patch. Those who are motivated and interested will do what is needed and those who are not simply won’t be on the team. If you allow a student’s or parent’s whining to change your requirements everyone will lose. You MUST include performance based activities and requirements. In spite of political correctness, etc., there always have and there always will be people who are better at some things than other people. For those who wish to succeed, those who are better than them become role models or goals for achievement. This is reality.
If you set up a black belt class, same scenario as above. If it starts out as a black belt only class keep it that way no matter who whines or complains. Keep it as something for the others to strive to become. Once you veer from that course the program no longer has any significance. In addition the students who are really qualified for that program start to resent you ‘watering it down’ with those who are not yet qualified. You want your students to WANT to be black belts. Black belts are special people. Treat them that way. Teach them black belts techniques that you don’t teach the lower ranked students. Let the lower ranks watch if they want to. They’ll have something to strive for.
Openly invite all of your students to watch black belt and any other high rank testing. This is a great learning process and again sets up goals and role model situations.
Possibly one of the most important aspects to a martial arts school’s success in this author’s opinion is this: leave your ego at home (or wherever it best fits). A blazing ego is the most destructive element I’ve ever seen in a martial arts environment. Obviously we all have a bit of an ego or we wouldn’t be seriously involved martial arts or running businesses. However yours can be kept in neutral during class and around your students. Let your abilities and your concern for your students’ well being, learning and progress read the loudest. If it ever stops being about “them” and starts being about “you” it’s time to close the doors voluntarily.
Dan Rank 2010