Ross Cameron from Fightcross MMA has built the ultimate, world-class martial arts gym and lifestyle center. We do a deep dive on the planning, contracts, insurances and marketing that have made this a success.
IN THIS EPISODE:
What sets this world-class martial arts gym in its own league?
Ross’s unconventional ways of building a thriving community
Details often overlooked when opening up a new location
Timing and changing the frame with martial arts campaigns
How branding helps the business of martial arts
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I'm a big believer in doing this anyhow, it is to learn every job. I don't need to do it, but I need to understand how every job works. Then if someone's not doing their job, I can point it out and I can just tell them how I want it done or, but I've got to know every job.
GEORGE: Hey, George Fourie here! Welcome to the Martial Arts Media™ business podcast. Today's special guest is Ross Cameron from Fightcross MMA in Brisbane, Australia. Now, Ross and I go way back, we've been working together for quite some time, and I've been fortunate enough to witness his business explode from the sidelines.
Just recently, he's opened up his new location, and let me tell you what, it's not just any location. We were on one of our Partners Power Hour calls, our coaching calls, and Ross took us on a virtual tour through the location – we're going to include a virtual tour on this page as well. But he took us through the whole location, and just the multiple floors, the different aspects, the bar, the coffee shop, and of course, the world class gym.
So, we break down just the whole process of the two to three years that it took to put this together, the obstacles that he faced, with obviously things like COVID, things that weren't expected. And we do a deep dive into the technicalities of how to set up your contracts, how to structure your staffing, and a lot of the details that often go missed when opening up a new location. And then we do a bit of a deep dive on marketing and how he's gone about marketing this new location and the plan on filling it up to 500 to 1000 members over the next 12 months. Jump in, this is a good one.
Also, if you – head over to martialartsmedia.com/125 – where this podcast episode is hosted. So, no matter where you're listening or watching, you can check out the full transcript of the show. And you can also grab a download of our new ebook, Ultimate Facebook™ Ad Formula for Martial Arts Schools.
So, check that out, and make sure you subscribe to the show wherever you're listening, just to make sure that you get notified when our next show comes up. All right, let's jump in. Ross, what's been the top marketing strategy or campaign that you've run lately? What's been the highest performance?
ROSS: So, the best one we've had recently, because we've been moving into a new gym, has been our foundation membership drive, with Facebook and video and all the rest of it. And based around that, was a box that we gave away that had different items inside it. We had samples from some of our suppliers, we had a towel from the gym, we had a water bottle, we had a mouth guard, all the little bits and pieces to make them feel comfortable and give them some added value to signing on.
GEORGE: Great! So, what was the offer for the foundational membership?
ROSS: So, they got a discounted rate on the membership for 12 months. They got a – foundation sign-on fee was $99, and in that, they got this box that had a t-shirt, a mouth guard, a water bottle, a towel, samples, a card that actually had a link to some extra video content we'd done on how to tie a belt, welcome to the gym, how to do a mobility flow, all sorts of bits and pieces.
GEORGE: Perfect. So, I guess we can now give some full context,