111 – What Are You Keeping From COVID That’s Improved Your Martial Arts Business?

Let’s put the negatives to rest and discuss what you’re doing better now in your martial arts business moving past COVID.

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IN THIS EPISODE:

  • How most martial arts schools are booming
  • What can you take away to improve your martial arts business?
  • What we’ve been up to behind the scenes
  • And more

*Need help growing your martial arts school? Learn More Here.

 

TRANSCRIPTION

I thought I'd check in with you. What have you done in this time? What have you created? And how have you changed the business that's really going to benefit you down the line? 

Hey, George here, hope you're well. So, what good has come from COVID for you, and what have you created, that's going to benefit your business down the line in more ways than you thought? So, I want to be conscious of – you might be in a part of the world where things are still tough and you're struggling, but I'm happy to say that most school owners that I'm getting in touch with are actually doing great. They are doing well, things are on the up. 

Now, I don't know if that is ‘on the up' in comparison to what they were, you know, the last, you know, during this whole pandemic thing, or if they are doing better. And I mean, I speak to a lot of school owners that are doing way better now than what they did prior to COVID. 

So, I thought I'd check in with you. What have you done in this time? What have you created? And how have you changed the business that's really going to benefit you down the line? I know for me, I took it as a bit of a time to reflect a bit and think a bit deeper into like, why do I really do this business? Now, I mean for you, you make an impact through your martial arts, through teaching martial arts, and helping the students. 

For us, we help you as a martial art school owner do that. And do that at scale and make more impact with your students. So, for me it was really reflecting on, ‘Well, why do I really do this?' Well, I know I do it because I love martial arts, and I kind of fell into it, because I was helping the school, you know, I was training and it just consumed my life. It wasn't the buy-a-course, buy-a-course to become a coach, and pick the niche, and then work in the industry. So, it happened on purpose, and it sort of consumed my life. 

But I just wanted to refine things to what is the bigger purpose of actually doing this. So, I spent a lot of time on that. And it's, it's forced me to, well, wouldn't say force, but it's lit a fire under me to create something for the industry. It's been a big vision for a long time. But the workload was probably holding me back, you know, before COVID, things were ticking along fine and I was happy doing things the way we were doing it, how we were helping our clients grow. But somewhere along the line there, you know, with COVID, I really reflected and thought, ‘Well, you know, what is the big picture here? And what do I really want to build?' 

So, the last few months, I've been knee deep into website development and app development. A big reason being that I'm doing it is there's a certain way that I want it done, and having experience with that, I'm very hands-on in the process. Now, there's a lot I haven't done with the website design and so forth. But the way things should play together has been a lot ‘me', and working with an app to work with that's going to be epic for martial arts school owners – that's been a big focus. 

So, it's taken a lot of time, and I'm happy I've gone down that route. But it's been also interesting having to, like, you've also had to shift focus, you know, one side on doing the product creation and development work, and then the other side is helping my clients and creating content for our Partners coaching group. So, that's been me, but I'd love to hear from you, wherever you're watching this video.

If it's on YouTube, Facebook, if you listen to it on Apple Podcast, just leave a comment where it's at and just let me know what have you created that propels your business forward. 

And if you're listening to the podcast, you can just head to martialartsmedia.com and just click on the little chat button at the bottom right, and leave me a message. We'd love to know, maybe we can bounce a few ideas, I can have a few ideas for you, and you can have a few ideas for me. 

Anyway, a couple of interviews lined up, so a couple of cool things are coming along. We'll let you know when they live. Please subscribe to the podcast because we got some good things happening. You can check us out on Spotify, on Apple podcasts, YouTube, and a couple of others. So anyway, we'd love to hear from you. Have a great week, I'll speak to you soon.

 

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If you would like to work with me and my team to scale your school to the next level, then message me with the word ‘private'… tell me a little about your business and what you would like to work on together and I'll get you all the details.

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110 – Zulfi Ahmed – How To Become A Master Martial Arts Instructor

Zulfi Ahmed shares insights about his book, The Science and Secrets of Becoming a Master Martial Arts Instructor, and why it's time for the industry to level up.

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IN THIS EPISODE:

  • What motivated Grandmaster Zulfi Ahmed to write the book, The Science and Secrets of Becoming a Master Martial Arts Instructor
  • The difference between a Master and Master Instructor
  • Why the martial arts industry is stuck
  • The importance of stepping up to a mastery level
  • The universal philosophy of a great Master Instructor
  • And more

*Need help growing your martial arts school? Learn More Here.

 

TRANSCRIPTION

How do I get them to the next level? What do I teach them? They're doing exactly, they're mimicking me, the way I talk, walk, the way I have fun. They're doing the same thing. What separates me from them, and what separates them from the new upcoming young people? So, there has to be in our industry a body of knowledge, which elevates our industry. But to elevate the industry, we have to elevate the leader, the instructor.

GEORGE: Good day, everyone! And welcome to another Martial Arts Media business podcast episode – and a very special guest that I have with me today and a return guest. If you recall Episode 57, I had Grandmaster Zulfi Ahmed, join us. And that was actually right before The Main Event in San Diego – that's going back – April 2018. And we've spoken a little bit, not the purpose of this chat, because we've got something really important to chat about today.

But one thing I really remember, Zulfi, was when I was at The Main Event, Kyoshi Fred DePalma's The Main Event in San Diego. And after the event, we were both waiting on our flights, you obviously back to Texas, and me to Australia.

So, we both got on, we sat down at the breakfast table. And we just had a long chat, and Kyoshi Fred DePalma held an awesome event, but that was the highlight of the event – actually having a conversation with you and just learning from you and your wisdom from the industry. And so, I'm really excited to be speaking with you again today. And I think, just a quick bit of context.

So, Master Zulfi has been in the industry for 49 years, founder of Bushi Ban International, nine locations in Texas, three in Connecticut, and multiple in Pakistan as well. And Master Zulfi's earned over 300 martial arts awards. Countless, countless credentials. But again, not why we are here today. We are here today, because Master Zulfi has put together a masterful book that I just received the other day, and I've just, halfway through it. It's called ‘The Science and Secrets of Becoming a Master Martial Arts Instructor'.

We'll leave details and links where you can actually get this, but I think just to kick things off, Master Zulfi, why did you write this book?

ZULFI: George, first of all, thank you so much for having me on your show, and I really appreciate it. And thank you for your kind words. It was a pleasure. And I remember our conversation at breakfast time, waiting for the van to take us to the airport. And it was delightful. And thank you for having the time to spend with me. I've cherished our relationship – distant relationship. And one day I want to go to Australia and share with you more.

Yeah, The Main Event was a great, great event. And, Kyoshi, she's a good friend of mine. And if you've not been to that event, you must go to the event.

Back to the book. You know, this is, one of my friends asked me, ‘how long did it take you to write this book?' And I said a lifetime. I've been in martial arts. You know, I will be almost 60 years old in March. And I started formal training at age nine, informal training at five. You know, in Pakistan, wrestling is a predominant sport.

So anyway, going into that, so, I asked, you know, he asked me how long it did take – I told him about a lifetime. But actually, this project – writing this book, ‘The Science and Secrets of Becoming a Master Martial Arts Instructor‘, started about seven years ago.

It arose out of a personal need. I was wanting one of my new directors to run a school, and he was not even a black belt at the time, he was a red belt. And we wanted to compile a body of information, instructor training, body of information that is befitting for an individual to spearhead a school – not just the teaching a class for kids, but a whole school. So, how do you develop that mindset, with confidence and authority? And the way they act, speak, maturity of a high level martial artist.

So, that is when the project started. And what I did was I did my research first, and I have my own experience, lifetime of martial arts training, learning, and traveling the world. So, I did my research, and I called some of the best organizations, top leaders, and I said, ‘Do you have any content, any information, a guide, a workbook, a resource, where you really are teaching an instructor to become the next level, to become a master instructor? Is there a differentiation?'

Now, in our industry, we have some fantastic, phenomenal material, which develops instructors, instructor training galore, you know, everybody now, all schools are at the level where they can develop, you know, instructors, no problem. There's great information out there, seminars are conducted, and workshops are conducted. And we all know that, and we have all learned that. And so my thought was, ‘Okay, that's great, you know, but what is the next level? Where is the industry going? How do we develop the next level instructor who turns into the master instructor?'

So when I did my research, I found out that there's really, truly nothing out there. It's all experiential, that you become a black belt, you train for X number of years after that, and you have X number of teaching hours, and then you become a master. So, now there's a differentiation between a master and a master instructor.

And in this book, I have outlined the difference between master and master instructor. So mastering the martial arts, you can become a master in the martial arts and different styles of that criteria, X number of forums, training hours, even teaching hours, and then you know, at fourth dan, fifth dan, sixth dan, and depending on the style and the system, they recognize you as a master and master martial artist. And there, there are wonderful, phenomenal master martial artists out there.

You keep training, that's a personal end of a personal pursuit. But to become a master instructor, what do we have to do? Just like we know, in our industry, that being a black belt does not qualify you to be an instructor.

You know, you have to have instructor training, you can't just put on black belt, a new black belt and start having them teach. They don't have the mindset. They don't have the communication skills. They don't have the principles, the philosophies, the practices of an instructor, so we develop instructor training.

Same thing, when you become a master level and you were an instructor already, and now you become a master in your style and system – does that automatically make you a master instructor? So, I don't think so.

So, what it does is, that my master instructor and my instructor, the differentiation between them is only the time they've spent there. But the body of knowledge, the epistemology is the same. The master instructor what I'm calling now  did the instructor's course now he's been in it for X number of years, and he's calling himself a master instructor, but the body of knowledge, the technique, the principle philosophies, thought process, the practices, the communication level has not transformed. It's the same. He's also giving the high five, the three time rules, praise, correct praise, all that standard instructor teaching techniques.

So, when I go and when a parent is sitting, and the parents see this person is a school owner. He's a AKA, you know, Grandmaster, Master instructor, and then we have a 17 year old full of energy, and vigor and animation, he or she is doing the same type of teaching protocol that the master instructor is doing. They're giving high fives. He's giving high fives, they go three times through praise. Correct. Great.

So, what differentiates? Yes, they are older in age. Yes, they have four more stripes on the belt. But the teaching methodologies, the style, the communication, the terminology, the verbology, the words, all are the same.

So, how do we separate the maturity level of a master instructor and an instructor? So, I started doing the research, I talked to some of the top, there's some of the best minds, professional minds and martial artists, legends, are in this book. And I called them, I said, ‘I want you to contribute to this project'. And they were very open-minded. I've got legends, you know, the name, the list, galore. And I also interviewed them and I, you know, said, ‘Tell me the differentiation.' And they have their own personal philosophies, but there was not a standard body of information to elevate the industry.

Because another reason was that I feel our industry is stuck. We have a problem. We're not moving. The way we were teaching 20 years ago, we're still teaching the same way. When I was 15, what I learned as instructor training, now I'm almost 60, I'm teaching now. So how do I evolve myself? What is a structure, methodology and guiding principles, philosophies and practices? Not experiential, not because I'm older, not because I have five more days, I can do more katas. But I know, by design, that I am a more evolved instructor.

So, when I spoke to people, they say, ‘Yeah, man, just take experience. You stay in it for 30 years, you become a master instructor.' Okay. Yes, you are a brilliant martial artist, you are exceptional. But what about the 20 other black belts who've been training with me for 20 years and have done the instructor course over and over again? How do I get them to the next level? What do I teach them? They're doing exactly, they're mimicking me, the way I talk, walk, the way I have fun. They're doing the same thing.

What separates me from them, and what separates them from the new upcoming young people? So, there has to be in our industry a body of knowledge, which elevates our industry. But to elevate the industry, we have to elevate the leader, the instructor, and they have to start thinking at a different level, more uniquely, more maturely.

So, what I did with research, with personal experience, with interviews, all over the world, this is not limited to the United States, you know. I have friends all over the world, and high level master, Grandmaster, which you already know, they're in it, my teacher and my other teachers, you know, tell me, ‘What is the separation? How do we evolve?' And then I started putting this about seven, eight years ago, and started putting this body of knowledge together.

And I contemplated on, and researched it, observed the master instructors. When I go to these events, I'm observing the master instructor, allegedly, or the instructor and I want to see the behavioral differences, the pattern differences, the communication style differences. And this is what this book is about. It gives you an outline, guiding principles, some philosophies, a lot of practices, which an instructor or even the master instructor thinks their masters can adapt and make themselves even better. We have amazing, phenomenal teachers, masters, instructors out there.

What this book will do is this will make them clearly understand their role and take them even to a greater level, they already at a high level, how we take them to the next level. So that's what I want to bring to the body of knowledge, the pedagogy, the epistemology in this book, that it elevates our industry. So, when our industry, when a leader is elevated, what happens is, it raises our standards, you know, throughout the industry, and when the industry standard is raised, then we have more people wanting to come into our industry, because now, we are teaching at a maturity level.

So, in my opinion, and just my opinion, the martial arts industry is teaching at a college level right now. Our teaching methodologies, principles, practices, procedures, processes are at a college level standard, and we have not evolved to a university standard. And my goal and objective for our industry is to have a contribution. I want to contribute to evolving our standards to get from a college or high school level to a university level. Now, when we have that level, it automatically elevates us. We are the same brotherhood, we have, and we are out for the same thing. And when we elevate the industry, we have more people coming into our industry.

So, that brings success to our profession, into our business. And that also helps us become better instructors, so we can go out and really, truly, beyond the physical, beyond the kick and punch, make the true transformational change in the lives of our students. Because how are we shaping the lives for success for higher growth, higher thinking, by real martial arts. We are not in a temple, we're not in a, you know, facility where they're spending their life learning to be a monk, or you know. We have commercial schools where people come in. 

Now, the reason they will stay is the quality and standard and the maturity of our teaching. Not just the physical, but the philosophies. The communication style. And this is not based on personality. We might there's only one Bill Superfoot Wallace. You know, there's only one Benny the Jet, there's only one, Dr. Mung G, there's only one, you know, Fred Dagobert, there's only one Buzz Durkin, but how do we reproduce those giants and bring our industry to their level of thinking, maturity and communication. So, my objective with this book is to elevate the standard of teaching. So, I hope that helps a little bit.

GEORGE: I love that. I love that you've captured all this knowledge, you know, before it gets lost, so to speak, you know, and you've captured it, and you've given a pathway. I want to go back to the college versus university style of teaching. But, I want to ask, how would you communicate to an instructor the importance of actually stepping up to a mastery level? You know, for a lot of instructors that might be, ‘Well, I'm just sitting, you know, I'm an instructor'.

And now, you know, they pick up a book like this and realize, ‘Okay, well, hang on, there's a level that I actually need to progress to'. How do you communicate the importance to an instructor to invest in themselves to become a master instructor? 

ZULFI: Great question. So, it's a process I created about 10 years ago in our organization, the Master's University, and I have a workbook which goes with this. So my instructors first read this book, and we have meetings and then they go to the, you know, 16 hour workshop, where each chapter and we dig deep into it and go through a workbook. So, that's the process. But the first thing we have to do is to turn their mindset on – say, ‘Hey, you are a great instructor, just like striving for becoming a black belt striving to become a master black belt, they need to first, they need to know that there is something more for them. 

There is a Master College or Masters University. There's a masters curriculum, masters course, that they can learn and there has to be differentiation that yes, wow, this is how I used to think of this, who I am, and when I become the master instructor my thinking evolves. I can see in ink, that this is the process, this is what I will become. And I can't wait to become that. 

So the first thing is we have to have the body of knowledge, the criteria, the syllabus, and then we have to let them know that there is the next level. You just don't stay in for 20 years and then now you become a master instructor. There is training, there is a process, there is information that you will need to learn. And then you will be certified and qualified and recognized, accredited to be a master instructor on an academic level, not an experiential level. 

So yes, so we have a workbook, and my goal is when this pandemic deal goes, then I will open up workshops whoever like to, we're doing it internally for my organization, because that's where the need arose. And now I'm, you know, having open workshops and I would like to create, you know, the masters university to the next level where instructors, even master instructors come in and get the knowledge, get the information, and at least know that, ‘Wow, wow, there's a difference'. There's a difference in thinking, there's a difference in teaching.

And unless they, if you don't know, we don't know, you know. If the instructor doesn't know, there's something out there, how will they want to pursue it? So, now there is something out there, and now they can pursue it, they can look forward to it. And there is a solid piece of information, education out there. 

GEORGE: I love this. So, I want to just quickly go back to the college versus university style of teaching. And it reminded me of, you know, a conversation we have in our Partners coaching group, where we have a bunch of school owners that we get together on a, on a weekly basis.

And when the whole pandemic happened, you know, a big thing that we were discussing was value-based pricing. What I mean by that is, you know, when the whole pandemic happened, the vehicle of martial arts disappeared, you know, the physical thing that we love, and everything moved online, but what I felt was missing online, was the focus still on the thing that was missing? 

Whereas the focus needs to be a higher level, meaning, what is the actual outcome that martial arts delivers? Because if the physical form is gone, how do you still deliver the actual outcome, the community, everything else that martial arts provides? And that got me thinking, when you mentioned university level and college level, how would you feel if all instructors had to step up to a university level? How do you feel the outcome would be different to the teaching and what students actually get from their martial arts training? 

ZULFI: Excellent. When a student goes to college, they get the fundamentals; high school, they get the start. It's like a beginner, intermediate, advanced level. So, if you put it in a comparison, you know, beginner level in martial arts, up to black belt is high school, you know, black belt to second, third dan is college. And then above that is university from the technical, physical, technical aspect, you know, up to like those, you know, high school, second, third dan is college, third, fourth, fifth dan is, you know, university.

So, that's the physicality. The maturity level, it is difficult, it'll be hard for me to express in such a short time. That begins with the leadership, that begins with the leaders, the owners, thinking processes – how do they think, how do they act? How do they communicate, and what kind of substance and content they provide and produce – shallow or deep, wide, broad, wide, long, tall. So, the wisdom-based experience shows wisdom, not learned information. So, college is information, university is knowledge and experience. 

So, the information we take from high school and build the next level of body of information, the university takes that information, converts it into knowledge and wisdom, with the culture that they have, and the type of teaching, the academia, the type of body of knowledge that they produce. It converts that information, tactical to practical, to philosophical. 

Now, when the instructor and the institution matures, I'm not talking about kick and punch, I'm talking about philosophy. I'm talking about life changing content. I'm talking about deeper meaning, let's say, let's say from a school who was reciting the student creed, if they have a student creed, taking the student creed to the highest level, in how they interject the student creed into their daily life. What other teaching philosophies, what other mental, spiritual guidance we can give to our students based on the martial arts field, that it elevates them beyond learning another kata, beyond learning another choke. 

Now, the thinking when we have a CEO or an executive comes into our, you know, facilities, yes, they are coming for the physical training. They're learning to defend themselves. But when they find, wow, there's a whole body of knowledge. My instructor is a wise sage, not just an instructor drill sergeant, this person is a wise sage, a guru, he or she is guiding me through my life by way of martial arts, not just by me memorizing the student creed, but he or she can really dig deep into the life development, my philosophy, my life philosophy, life mastery through the martial arts.

So, when we say life mastery through the martial arts, my instructor, my master instructor, really, truly has the wisdom to communicate with me what this life mastery through the martial art really is. Is it another kata which you learn? Or the principles of Boon Kai application? Or there's a deeper, much deeper – how is it changing my life? My thinking, my spiritual growth. Not making religion, but spiritually. There are some who do that, and there are few who, who connect to that, but the majority is not really receiving that.

The reason why is because the majority of instructors don't even know the existence of such a body of knowledge. So, when we elevate our thinking, when we elevate our understanding of who we are, then we can give more. So, my whole objective is to elevate our thinking. 

And everything starts with your thoughts. Then when the thoughts are elevated, as a more evolved, high level human being or instructor in the words which come out of our, you know, symbols, or the word which comes out of our mouth, those symbols connect to the student at a different frequency. There's a different vibration, with those words, beyond the kicking, punching, the choking and throwing arm bar. Okay, beyond the thrashing and bashing. 

So, that's why yoga is so far ahead of the martial arts. If you take a comparison, there are millions of people around the world, mature people, studying yoga, because yoga provides a higher level of philosophical mindset, as well as physical movement. Does the martial arts provide that? Martial arts provides it, but at a shallow level, in my opinion. I'm sure there are some great, you know, philosophical approaches in different systems, but I feel that we still need to evolve.

But that's, so, for you, if you have ever understood the yoga instructor teaching, you know, the guru teaching process, they elevate the yoga instructors' thinking, and they can sit and talk to you about life, from a strategic and from historic point of view, not from a personal point of view. 

And because they're thinking, they've trained their thinking, and they have history, you know, yoga can go back thousands of years, martial arts can go back thousands of years, but what you find in martial arts is killing. You know, it was a battle art. So, how do we evolve ourselves? How do we have the people see us more than kick butt machines? You know, we can kick your butt. “Oh, boy, karate guy, Chapo, I'm scared of you, you know, I want to stay away from it.” Isn't that normal? Isn't the normal response? “Oh, Who? Your karate guy? Oh, I'm scared of you. I'm not going to mess with you.” 

That's a standard reply from somebody who meets a martial artist. But instead of, I want them to say in a while, I would love to learn from them, but that only comes when we are evolved ourselves. And this is the first step. I don't know at all. I'm learning myself. This is the first time in my opinion, you know, this is just my opinion. And so we need to grow our thinking and separate it from the instructor to the master instructor. I hope this clarifies. I don't want to go into a different tangent. But I hope this answers the question. 

GEORGE: Yes, I love it. It's like, what you're really showing here is a way of self-mastery on such a high level, but now how an instructor could actually apply that and share that. I want to ask you, because you talk about in the book, this whole subject, elevating your thinking, elevating your wisdom and taking it to the next level. And you give great credit, a lot of credit to great Grandmaster U Maung Gyi, head of the American Bando Association, for helping you step up to that next level. If I could ask, in which way was Dr. Maung Gyi an inspiration to you? 

ZULFI: So, he is my adopted father, he's adopted me as his son. So, we had a formal ceremony many, many, many years ago, 1992 or 1994, when my father came to America, so this is cultural tradition. And Dr. Gyi is my mentor, and he's a father figure to me. And actually he has adopted me as his son through my father's approval. So, we had, my father formally asked Dr. Gyi to adopt me as a son in America, because my father was overseas. And Dr. Gyi, took that role very, very, to heart, and he has guided me with the highest level of integrity that anybody you know, he kept his word to my father, he said, “Don't worry, Mr. Ahmed, he's my son from now on, and I will take care of him”.

And his objective for me was to, you know, I was young at the time, much younger, to shape me and elevate my thinking. And the way he did that over the course of time and taught me martial arts, some of the best martial arts training I've ever gotten is from Dr. Gyi, the physical aspect, American Bando, the Bando system is very vast and very deep, and very, very, you know, full of enriching history and training.

But Dr. Gyi is not just a great Grandmaster in the Banda system, he is a multiple PhD, he was a, you know, invited professor at Harvard University. I mean, this man is just on a different level. A whole other level. He's not human, he's superhuman. I'm not saying that because my teacher, my mentor, but that's the truth. If you meet him, you will, you will realize what I'm talking about. And there are very few people out there like that. 

So, I'm very fortunate that I have had this genius of a man, this wise monk of a man, Sayadaw, the monk mind, is taking me under his wing to guide me and, you know, teach me. So, I've learned so much, and not only the physical, but the thinking. And I've learned by observing him, by observation, his mannerism. And we've had conversations, you know, I will give you an example, he came, he was writing a book on me, it's called ‘Panther from Pakistan'. He wrote a book, he stayed 22 days in my home. 

And this is how our daily routine would be: he would be up at 6am with his, you know, pipe and typing on my computer. And when I wake up, and my wife, you know, we make him breakfast. And then all day he would be going and we'd be training. And there would be times, George, and this is no exaggeration. It'll be 2AM, 3AM, and he's teaching me, choking me, stabbing me, showing me the tiger form and all, and we’re talking about history, philosophy. And I'll say, “Doc, it's 2AM, it's 3AM. We need to go to sleep”. And he's, “Oh, yeah, already?” “Okay,” I say, “Doc, go to sleep”, you know, and put him to bed like a child. And then he would be up at 7AM. And I'm dragging. 

So, it was an experience living with the legend. I mean, I learned the true definition of dedication and work ethics, just by being around him, not let alone the physical technique. But that's why he's a genius, multiple PhDs, linguistic, you know, he's military, decorated veteran, blah, blah, blah, blah, blah. Anyway, I'm sorry, I got off the tangent, because when I talk about Dr. Gyi, I just get totally excited, because he's, you know, we need mentors in our life. And I'm so fortunate that he and other people mentored me. So, one way of elevating yourself is to find the right mentor. And mentorship is so important. And let the mentor you. 

Those are the lucky ones who get mentors in their life and they let them guide them and grow their thinking first before they grow their, you know, physical anything. And a mentor is not a person who is a, you know, feel-good coach – ‘Hey, good job'. A mentor tells you the way it is, you know, good, bad, he or she will let you know, you know their opinion. Then it's up to you. They don't influence you in doing something. They just educate you and guide you. So, I hope that helps. Also, I did. I forgot the question. 

GEORGE: No, that was great, I guess, one or two more questions for you. And I think for anyone listening, they can feel your passion, the wisdom and everything coming through, and definitely worth picking up the book. I do have one more question about the book because, you know, other than yourself sharing all this great wisdom, you've got so many people that have contributed as well.

I'm probably not going to name all the names, but yeah, we've got Great Master Bill ‘Superfoot’ Wallace, Grand Master Ridvan Manav. Yeah, actually long standing clients. Yes, I speak to Hakan Manav quite often. Kyoshi Fred DePalma, and we got Hanshi Dave Kovar. 

A lot of knowledge is packed in this book from a lot of super talented martial artists. And we were discussing earlier, you were talking, you mentioned you had interviewed all these people. And I don't know if this is even possible to answer, but with so much diverse knowledge being shared with you, what's the one or two things that really stood out, that was a universal philosophy of a great master instructor? 

ZULFI: The great thing was that everybody had their own unique approach. And there were some people who just did one liners. And some people wrote, like Bill Clark, wrote a whole, you know, some chapters in there. So, one thing was that everybody had their own essence; what this book has is the essence of their personal idea of what a master instructor should be or is. So, they just extracted the essence and put it in, in this book. 

One thing was that what I took away – that open to learning, a master instructor, which is universal, is open to learning. Next point, I think I'll go to three points, which stand out. They're learners, open-minded to learn and grow. Second, they are in service for the students, they have evolved beyond themselves, they are not pursuing it for prize, profit, or fame. They are doing this, because it is them, they have become the essence. They've evolved beyond the price, the money, the fame. 

Now, it's part of the DNA. So, they teach out of love of teaching, not out of need of teaching. And the third thing, which stands out is they all want, they're all on a path of transformation, transforming their students to a higher level of human being.

To them, martial arts is more than kick and punch. To them, martial arts is truly empowerment in transforming a student into becoming a better human being. So, these are the key essence, in how they do it, is in the book and how they see it is in the book. And I'm so grateful to all these great minds and great leaders and great legends that they contributed, because my objective was, and still is, to put that info, so it should not be lost. 

When I ask them the question, what is a master instructor to you? I wanted to put their, you know, essence in the book. So, this is not lost for the upcoming generation. So, this becomes a text which is standardizing our industry for master instructors. I'm already working on the next book – it's called, ‘Beyond the Master Instructor'. So, now I'm talking about the grandmaster level, you know, at the next level, so I've already completed about 12 chapters. So, my goal is to publish that in 2022, probably. 

But now, what is after this, because I want to leave behind a body of knowledge that continually shapes our industry. That is my contribution to our industry, which has been so wonderful to me. You know, martial arts has changed my life and martial arts has given me and made me, you know, who I am today.

Of course, the teaching of my parents, and my faith, and my teachers, but it's all martial arts, where I'm today, what the reason I'm speaking to you is because of the martial arts, and I want to help shape those other lives. Because I know it's given me a lot, I want to give back to the martial arts and I see it in a way of, you know, a book or a course or, you know, a training. So, I want to leave that behind and continue to ever agree to give back. That's my contribution that I want to leave. 

GEORGE: Love it. Grandmaster Zulfi, thanks so much for making the time to chat with me and for anyone listening, so, ‘The Science and Secrets of Becoming a Master Martial Arts Instructor‘. I even said it the American way, I even said Master, not Master. All the links to where you can purchase the book is in the show notes. Master Zulfi, anything you'd like to add, before we wrap up? 

ZULFI: Thank you so much. I truly appreciate your time. And, you know, thinking of me and helping promote the book, because I feel this will help everybody and you don't have to be an instructor. I've got students in my academy, purchasing these. They just want to learn, they just want to know what we think about. So, this is not just for an instructor or a master instructor. 

Anybody can, when they read this, if your students read this, you are already planting that seed way early. You know, if a green belt, adult green belt, reads this, you've already planted the seed, and you’re already building an instructor, master instructor, in your school already. It elevates your instructors. It elevates all of us. 

So, the lady who edited this book, she's a PhD. And she's a retired professor of education. She used to write manuals for instructors in college. So, she told me, she said, “Master Zulfi, I learned so much from this book”. I mean, she's an educator, she writes manuals, I've learned so much, and she edited it. “I've learned so much from this book. Why don't you write this book for teachers, not martial artists, for teachers? All you've got to do is change the master instructor to teacher. 

And this will be a very big addition to the academic industry.” I was not thinking of it like that. And this person who's outside of industry, who did the editing, she's who I look up to. And I said, “I hope, I'm telling you, I hope this is good enough”. She said, “I've learned from this myself. And you can bring this body of knowledge into academia, academic work and help, it will help the teachers”. 

So, what a great testimony, what a great encouragement that she gave me and made me think in a different way now. So, I highly recommend it, and I'm not worried about selling it or not, I've already achieved what I wanted from this book. But whoever gets this book, first, I want you to give me your feedback, what you take away, so I can improve myself. And I can grow and also learn from it. And it's not only for instructors, it's not only for master, granted, it's for everybody. Your students can read it and when they read it, they will see the martial arts instructor at a different level. And you know, I just wish everybody the best of luck. 

Hang in there, guys. Good times are on the way. You know, when this pandemic is done, people are cooped up, they just want to get out what a great thing we do, what a great service we provide. I guarantee you give it time your schools will be packed. Just hang in there, be true to your profession, keep bringing the best of yourself, continue to grow yourself, and your school will be jam-packed again, that mark my words, it's about to happen. Not happen maybe in the next six months, the one who's relevant, and who's present, will reap the benefits.

GEORGE: Totally. I just want to add to that for, you know, especially for anyone listening from elsewhere, I can definitely vouch for that. You know, one thing that we really assess working with school owners in multiple countries, is watching countries ahead of the curve, get over the pandemic, sort of deal with things, open up and come out of lockdown. And I know here in Australia, schools are booming. And we see how that is trickling through. So yeah, if, you know, if things aren't great now, just be ready, because it's coming. 

ZULFI: For several reasons. Number one, cabin fever. Number two, there's some great movies coming out. Number three, if we have been active and relevant, people appreciate and notice and support that, you know. So, your success is not what you do for them, your success is how they see what you do. The community will support you, because you've been around supporting them, and it's very important to stay present and relevant. The community will recognize you.

GEORGE: Love it. Great opportunity to lead.

ZULFI: Thank you so much for your time. 

GEORGE: Thank you, Master Zulfi.

 

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109 – Tripling Your Student Base In 2 Years With 100% Karate

Last time we spoke with Cheyne McMahon, he had just gone full time with 110 students when his dojo got flooded. Today, he has 340 students and is thriving as a Karate-only school.

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IN THIS EPISODE:

  • How action takers work and think differently
  • The pay off of investing in your instructors
  • 100% Karate! Cheyne’s growth from 110 students to 340 students
  • Do this to motivate your white belts
  • And more

*Need help growing your martial arts school? Learn More Here.

 

TRANSCRIPTION

As soon as I see the value in it, I'll do it straightaway, whether that's good or bad sometimes, but at the moment, everything I do is working out pretty well.

GEORGE: Hey, George Fourie here. Welcome to another Martial Arts Media business podcast episode. We're on episode 109 and chatting today to a good friend and a repeat guest, Cheyne McMahon. Good day, Cheyne.

CHEYNE: Hey, how are you? 

GEORGE: Good, good, good. So, been a while. Well, I'd say it's been a while since we spoke on the podcast, I was actually checking back and we spoke on episode number 74. Actually back in March 2019, so, depending when you're listening to this, close to the two year mark on doing this again. 

So, I wanted to chat again, really to document his journey, because it's been a long journey. We'll go a bit more into the details, but you can check out podcast number 74 for a bit more of the background – the first time we met, how we got started working together, and your dojo was flooded, wasn't it?

CHEYNE: Yeah, still remember that one like it was yesterday? Yeah.

GEORGE: Flooded dojo, we started working together, did a couple of cool things, and worked out well, you jumped up to 185 students. That was in December. Well, in February, so that was a couple of months later, shot to 200. I'll be prompting you to get that 300, you hit 300 students at the time of recording this. Well, last week, he said you were 325. This week you're at?

CHEYNE: Yeah, that's 348 students.

GEORGE: Just from the sidelines, and I'm going to hand it all over to Cheyne, but you know, one thing I admire about Cheyne is just relentless work ethic. You know, whenever we chat on a Zoom call or something, we chat about something, Cheyne goes quiet, and then he's like, “yep, it's done, it's sent”. 

And so, he's just a religious action taker, we can almost stop the podcast there if you want to get the value out of something and Cheyne's journey on how he progresses so fast, is just taking action all the time. It's probably a good place to start, right? Because what got you to that? What is it that prompts you to take action quickly? Is that something that came from, you know, from childhood? Or is it the discipline of karate? What's got you to that?

CHEYNE: Yeah, I think that that's just sort of my personality. I just want to, I just want to see the value in it, and I’ll just do it straightaway. Just like setting up Calendly. Last week, we were talking about it, as soon as I see the value in it, I'll do it straightaway. Whether that's good or bad sometimes, but at the moment, everything I do is working out pretty well. Some things don't work. But so far it's been it's been pretty good.

GEORGE: Yeah, I can't recall who shared this exactly. I think Elon Musk shared something similar, that the person who makes the most business decisions wins and in context, and I'm probably butchering this, but the overall story is, if you make 100 decisions a week or day, and 50 of them fail, then you still made 50 decisions in the right direction. The problem is when you overanalyze and you sit back, and you make 10 decisions, and still, 50% ratio, five of them fail. 

So, now you've made five steps in the right direction, versus 50. So either, you know, when we, when we think we are doing the wrong things, doing just many things all the time and making decisions rapidly, actually goes a bit further at the end of the day.

CHEYNE: You know, it's not like I'm making rash decisions on the spot that's going to impact my cash flow or my life in a massive way. But just little things that I see that are much better, I'll just change like that. But changing a timetable or a schedule, something like that? You need to sit down and figure that one out. There can't be just, you know, off the top.

GEORGE: Cool. So, look. So, I guess building on our conversation last time, yeah, you know, we chat every week, we get on our Partners group, we jump on calls and so forth. You know, your journey has been, it's gone from one thing to the other and improved, and then we had COVID, obviously, and that threw a curveball for everyone. But I mean, you've bounced right back, and things are moving. What's been working well for you? Let's just start with that.

CHEYNE: Yeah. Well, so, yeah, COVID hit. Like everybody we had to shut down and teach online classes. But, from that, we've actually incorporated a couple of things from the Zoom platform that we use. So, every class now is, is streamed live on our Zoom channel, or a Zoom link. So, that's been really great, because we've got people in, we've got another dojo. 

So, I'm in Brisbane, we have another dojo in Sydney, and so the instructors there can actually watch what we're doing. I've been recording some segments or sections of the class, and uploading them onto our YouTube channel, where the instructors can actually watch some of the drills that we've been doing, and then make sure, you know, we're all in sync on how we teach a particular technique, or kata, or whatever we're doing. So, that's been really good. When Zoom hit, we could, sorry, not Zoom. When COVID hit.

So, we could only have a certain amount of parents or people in the dojo when we could resume classes. So, we only let the juniors in, no parents. And since then, the behavior of the kids has been fantastic. So, there's no background noise, there's no distractions. It was purely instructors and kids. So, since then, we've taken away the waiting area and don't allow parents inside while the class is on. 

So, before and after, yep, but during the class, no. But if the parents want to watch, they can watch it on our Zoom link, which is always on, with the Zoom, we change the password every month, just for security. So, if we have someone who stops training, then they won't be able to watch the training from home. So, there are just a couple of things that have made us better since COVID.

GEORGE: Great, so now, you just don't let parents in, and parents, just become accustomed to, really took advantage of the fact that they can't sit around, and it's turned out for the better.

CHEYNE: Well, yeah, it's turned out better for the coffee shop next door to us too.

GEORGE: Right?

CHEYNE: Yeah, look. So, the parents know that they're not allowed, it's not that they're not allowed inside, just not during the class. So, they come in, drop their, especially when their kids are new. They bring their kids in, the kids sign themselves in and then the parents, either sit in their car or go for a walk. Some, if there's a partner, some will just go for a picnic. There's a pub across the road too, so, I'm sure a couple of sneaky people go there for a few quiet ones.

GEORGE: Cool. So, on that, I mean, we're talking about changes. So, you made that adjustment. That's been really good. What else do you do, I guess, do that's different? And maybe what things that you don't do, that normal schools might not be doing well?

CHEYNE: Something different that we do since I last spoke to you in the podcast. So, we've got a junior leader team and we also have an instructor's team, so, constantly developing instructors to assist in the class, as well as take their own class. Not so much the junior leaders, juniors are there to assist in the class – bow the kids in, show the kids what to do, where to go when they first start, and also set up any equipment. 

But as far as karate goes, what we do differently, I suppose is black belt is only just the beginning for us. We've got lots of second, third, fourth, fifth dans that train with us. There's something after black – you don't need to be an instructor. So, we've got, yeah, we also teach kobudo, which is weapons, to black belts and above. And karate, I suppose what we teach is Koshinkan Karate, which means old and new Karate, the school of the old and new. So we teach old style karate from Kinjo Hiroshi and Kazuya Mitani in Japan.

We also teach modern sports-style karate, for WKF style. So, we have different silvers for kids to adults. So with the kids, we teach modern sports, safe karate. For the adults, and why we have so many adults and why we keep so many adults, is we teach practical karate, practical self-defense, which has joint locks, throws, vital point strikes, weapons, grappling, all of those fun things that you can't teach the kids. 

That's what can make us different to most other karate buffs is that ability to be able to teach both. So, the same principles that we use in our sports karate, apply in our traditional, original karate. That's one of the things that make us a little bit different. And we're all about karate. So karate, karate, karate – we don't have to teach any kickboxing classes, any fitness kickboxing or fitness-cardio karate. 

We don't do birthday parties, we do social events, but it has nothing to do with karate, that's building a community. But yes, we don't have to supplement our classes in having another martial art here. We don't teach Brazilian Jiu Jitsu, or kickboxing or Muay Thai in our space. It's only karate.

GEORGE: And why is that important to you? Because I know you really love karate. I know that, and obviously, you know, we all love our styles and know our styles can be a bit biased. But I know you've got such an in-depth history of it coming through the family, we could probably talk about that – your dad, Bob, had started out the business what, a good 30, 35 years ago?

CHEYNE: 31 years ago, yeah, the Australian Karate Academy, but he started teaching in 1972. So, he was one of the first to teach kids in Australia. This is before the craze of The Karate Kid. But that's a whole other story. Yeah, I just love karate. There are so many more things that we are starting to learn more about the history of karate, things like the Japanese influence into Okinawan martial arts, and the Chinese influence into Okinawan martial arts. 

Cheyne McMahon Karate Business

Those things are being discovered now through guys that live in Japan and live in Okinawa, or live in Germany or live in America. So yeah, there's still more and more and more things that we're learning about the development of karate, how it came about. So that keeps me, you know, really interested. There's a competition side, which, which I like as well, and I did compete for a long time. 

But now my focus is more on developing some of my athletes, and also developing our understanding of karate, getting back to the older style of karate, less kids karate, and more, you know, genuine, old style, real original, dento karate. I started when I was four and every job, everything I've ever done in my life, almost everything is key around karate. My holidays based on karate, where I go, the countries I visited have all been basically built around karate. 

GEORGE: I love that. Even though you're building a business, you're not deviating from your passion at all, you really just want to stay on the path. And so I want to play the opposite of that – is, do you see it, like, do you see it beneficial to have a different style for you? Or will it completely just sidetrack you from your passion and your focus of karate?

CHEYNE: Well, one of the things that we do is a two-week trial. So everybody, it doesn't matter if you've done karate before, everybody completes a two-week trial. If Little Johnny is a bad seed, then someone within the two weeks will ask him not to come back or if he's disrupting the class, if he's there to have fun and not learn karate, then we won't accept him into our club. 

Sometimes we stop enrollments, if the class is too full, we'll stop enrollments, and then we'll take enrollments for when there is space available in the class. So, that's one of the things that I do to ensure that what we're teaching is what I want to teach. You know, there are some karate or martial art schools that want as many as they can. 

Look, I want many too, you know, I want to teach quality karate to many people, but I'm not going to take people who aren't there to learn karate. Learning my karate, our style of karate, that's first and foremost, not 1500 students or a million dollars. It's karate first, business second. How can I say, but a business is a very close second sometimes.

GEORGE: Yeah, of course. I mean, it's the business that allows you to have the passion, and well, to live your passion, right? Because without that income supplying for it, then you don't want to be a struggling instructor as well, that, you know, you've got to go to work the day job and then put money in here, and then your life becomes complicated.

CHEYNE: Well, yeah, done that. So, now all my focus is karate, whereas before, maybe 30% karate, 70% work. So now, you know, I understand that some only want karate for the second or third or fourth part of their life, but for me, it is 100% part of my life. So, I can teach as many people as I can, the karate that I've, you know, spent 35 years developing and, yeah, the more the merrier in as long as their drive is also karate and not, you know, being silly.

And I think, you know, we've had to ask some people not to come back, you know, whether they're white belt or brown belt or black belt.

GEORGE: How do you approach that? And what are sort of your, what are your benchmark values that you stick by? And if somebody crosses that line, they're out the door? What is that line? How does that line look?

CHEYNE: Well, for kids, it's quite easy. You can, I can see, mostly the parents pull them out, because they can see, you know, little Johnny is there for the games, not, not the karate. So while we have fun in karate, karate is not itself fun. It's hard work. It's repetitive, it's tiring, it's not games. So, with the kids, the majority of the class, 80% of the class is karate, bang-bang-bang-punch-punch-punch-move-move-move. 20% is fun for the kids, because you still have, they're still kids, you still have to give the kids high fives and positive reinforcement. 

You're not just teaching karate, you're also impacting the person's life, on how they deal with individual sport. They're learning values there on hard work and reward, whereas team sport's different. So, the individual activity or school sport, you still need to give positive reinforcement, positive views, to especially kids, especially kids' high fives, man, we give so many high fives. So, what was the question?

GEORGE: I don't know. But I have another one. And the question is, how do you know you cross? Sorry, the question was, how do you know if you cross the line? My follow-up question was on that, if you don't classify karate as a sport, what do you classify it as that? 

But back to the first question on the values. So, what is sort of your values, a benchmark of the line? And you mentioned, if they cross the line on, you know, they're just there for fun and games, that's easy. What else? What else is sort of really important for like, go-to rules or values that have got to be abided by?

CHEYNE: If they're not a positive influence into the dojo, you know, if they're constantly talking or draining other people as well, distracting other people from their own learning, being a bad partner. That is a big one. Especially in our adult classes, 90% of an adult class is partner work. It's not up and down drills, it's partner work. 

Also, karate is practice at home by yourself, practice at the dojo with Partners. I think modern karate has it reversed – it's 90% of solo practice at the dojo, which should really be 90% partner work, but anyway. So, you need to be a good partner, a partner that your partner wants to train with. If they don't want to train with you, then I will have a word with you. Especially with the adults and the kids as well. If you are, you know, an annoying kid whose elbows go out, then you know, you will get a warning. There are things that we look for – genuinely nice people, people that you want to hang out with.

GEORGE: Yeah. So if you can invite them over to your home, that's a good sign. And if you cringe at that idea, it is probably a bad idea.

CHEYNE: Yeah, nobody comes to my house, though.

GEORGE: No, of course not. So, on clarifying karate, you mentioned that you don't clarify karate as a sport. What do you clarify karate as?

CHEYNE: Well, I think there's sporting elements in karate, for sure. Especially modern karate, anything from 1936 onwards, I would probably classify that as a sports karate, where the intention are the activities to build strength and muscle and speed in a competitive environment. 

So, I would consider karate to be a self-defense program, whether that's weapons, or empty hands for lack of a better word. I consider karate to be first a combat system, self-defense, for sure, rather than a sport. I don't like the idea of karate as a sport because it takes away the like, how lethal some of the techniques are, and the intention of the techniques, you know, piercing somebody's eyes, for example, groin ups. You can't do that in any sport, but you can do that in karate. So, in that light, karate is considered as a sport, I think it waters down the original intention of karate.

GEORGE: Gotcha. So, okay to be used as a sport, but when the sport becomes the focus, then everything starts to deteriorate.

CHEYNE: Yeah, yeah, I mean, there is sports karate, and that's fine. That's just not, not what I like, you know, I don't like I didn't like the emphasis just on the sporting events. Yeah, I mean, everybody's got their own tastes, and how they compete as well for a long time. And we have competitors, but 90% of the people that join my dojo or join a dojo is to learn self-defense, not to compete for Australia at the Olympics. I think a lot of dojo do a disservice by not teaching proper self-defense. 

You know, they teach modern Japanese karate where they move up and down the floors, doing 50 punches and upper walls and roundhouse kicks – they are absolutely of no use to do any, for any self-defense. So, if you're advertising for sports karate, then yeah, go for it, but they all advertise self-defense karate, and I think I think they're lying. 

GEORGE: Gotcha. Okay. Want to talk a bit more about that – that's cool. I'm having to go there. Like, I mean, if there's things that are completely against your point of view, and this is a podcast, right, we have open discussion. I've never put two martial artists together that actually agree on the same point. It's rare, of course, but hey, but that's what makes it beautiful, right?

There's diversity in opinion and its styles and everything else. But I like exploring what really pisses you off about it? You know? Maybe I've never asked that question what really pisses you off about, you know, in the industry or about different marketing or programs. It's time to let it out, Shane, it's your time to let it out right here.

CHEYNE: What annoys me is when I see people, yeah, advertising for self-defense, and all they are doing is what we call 3K karate. So, Katoki E-Kumite. It's karate that was developed for schoolchildren 100 years ago they're teaching as self-defense. That karate is originally for school kids – attacks to the eyes became punches to the body. Joint locks were taken out because they weren't safe for kids, of course, throws gone, all of the wrap on the close-in self-defense, or the self-preservation, the really dirty karate, the dirty side of, of combat was taken out to teach to children. 

And I appreciate that, and that's what we teach to kids. But people teaching that to adults, and calling it self-defense, or calling it traditional karate? It's not – it is modern, watered down children's karate, and that annoys me. What makes my dad different is in the 80s, he kept asking questions.

Why? Why are we punting to the body? What is it? What is the original ideal? Why? Why, why, why? So, he started researching and talking to people outside of Queensland, outside of Australia, started getting answers. Whereas people are still doing the same thing as their instructor did years ago, without questioning why.

You are just teaching ‘that's how my instructor taught us'. Well, your instructor learnt sports, modern sports, and children’s karate. And they're trying to adapt it to self-defense, and you can't, you can't unless you peel back the layers and understand the original intention of the technique. The original intention of why, why a block to the body became, should have really been a block to the face. You know, fingers to the eyes became punches to the body. Head butts, all of the really cool things that all of the Krav-Maga, self-defense experts are taught. 

But really, people aren't teaching that in karate. Not everybody – there are some, definitely. There's a deep growing list of people who are doing it. But we've been doing it for 30 years, and then people come here. Yeah. That grinds my gears.

GEORGE: That's great. Anything else that you need to do you need to share?

CHEYNE: Nah, I'm okay for now. 

GEORGE: Cool. All right, great. Perfect. Let's change gears just a little bit. Right? And get back to, get back to your business.

CHEYNE: So positive.

GEORGE: All right, yeah. We either gained a lot of listeners there, or lost a few. But that's, that's great, either way. So, just back on your business, right? So I mean, lots of change, two years. I mean, if you look at two years, right, two years, and going from 110 students to 340. 

So that's tripling your business in three years. I think it's important to always sometimes look at that, right? Because, you know, everybody wants, maybe some people want a bigger school, some people don't, some people want a good, thriving business, but want to stick to their core values of karate, or whatever your style might be. So, tripling your business in two years, man, well done. 

CHEYNE: Thank you!

GEORGE: Well done. What do you do differently now, than you did back when you were around 100 students?

Cheyne McMahon Karate Business

CHEYNE: How I schedule the classes are different, the layout of the classes. I want everybody at the end of the class to be sweating and smiling. Actually, I heard that of somebody, I can't remember if it was a couple, maybe a year and a half ago, and when it just clicked with me, sweating and smiling at the end, whether you're a four year-old, or an 84 year-old, you know that should be the emphasis when they're leaving the class. So, how we structure the classes are a little bit different. 

So, we do like, at the end, it's got to be not a hard workout, but something physical – back, punch, punching for the kids. Running, running, running, punching, punching, punching. In the middle of the class is the core basis of the lesson. Whether we're doing Kata or Qian for kids or e-Kumite or break falls or whatever that we're doing in the class, that's the cool part, the end of the class has got to be fun and fitness. So, that's one aspect. 

Another aspect that we do differently is how we schedule appointments with people. So, when somebody inquires, we book an appointment through an app, they come in, I run them through exactly how the classes run, the fees, how much the fees are, what's expected of them as members, how the gradings work, any extra money that they might have to pay for at some stage, the belt system, everything that they will need to know for the next 10 years of learning. There's different instructors, you know, more instructors, more instructors, you just cannot have enough instructors. 

If you think you have enough instructors, you need more, you need to be developing instructors. So, we've got a group of four or five middle grade adults that are just learning how to teach karate, not to, they're not out there teaching classes, but they're taking little five minute segments of a couple of people learning how to teach karate, so I identify them as future instructors. Everything organized like, man, I've never been so organized in my life. 

We have a 12-month calendar (that you helped me with) set up, so all the gradings are set. They know when the color gradings are, when the black belt gradings are on, you know, a competition tournament for them to be on, they know when we're running marketing, massively marketing, a budget and marketing windows at two weeks before school holidays, and then a week after school holidays. Everything is all set out. It's all ready to go. We've got a calendar that I'm constantly looking at and being organized. That's one of my buzzwords, organized. 

Yeah, so all of those things, we just have systems in place where I don't have to be at the dojo every day, or instructors that can take the classes, you know, come in and just do a couple of admin stuff. You know, just setting everything up. It took a while, but the dojo is running really smooth, really smooth at the moment. That's a big difference. Everything is organized. A Christmas party we had last year, I think by booking in August, so we already had everything organized. The Christmas party, all we had to do was just turn up, was all paid for, organized, food. We had a 180-something turnout for the Christmas party. And yeah, just those things – gradings, everybody logs on for the grading. 

So, we use an app where people pay for the grading as well. So, the two days before the grading, it stops. You can't book after the grading because I've got to organize belts. But people pay for the grading and they book themselves in for the grading. So, then I just have a look to see who's in the grading. So, having that just makes it a lot easier. Rather than constantly emailing Johnny – ‘Hey, Johnny, are you coming to the grading?' If Johnny's not registered, Johnny's not grading.

GEORGE: Great, yeah, I think, you know, one thing that I think could help anyone because it's sometimes when you go into growth mode, you're very ad-hoc, and you're very reactive, and you're doing whatever you can to just get to a point. But then when you start refining, one thing that's really helped me, is having that sort of marketing that you mentioned that we helped you with, is that marketing calendar. Thinking is hard, and it is, that's why most people just don't think, right? Because it's a hard thing to do. 

But if you know, you're going to have to plan this year, and you just you do the thinking once  and you map out what needs to be done, then now you're just getting on the train tracks and you're kind of, you know, on the treadmill, just running, just doing what you worked out what was the best plan. 

Obviously, things are going to come up and you're going to have to shuffle a few days here and there, but at least you got your core plan 80% done. And, you know, you know what needs to happen next. And that's how you get ahead of the game and you're not running, you know, two days before Mother's Day trying to figure out, ‘All right, well, what can I be doing? What? What's happening? What promotion's going out?'

CHEYNE: That's right. Yeah. And having a budget for those things as well, for the marketing plan, rather than having to scramble for a couple of 1000 bucks or ‘I can only spend 200 bucks', having that everything all mapped out Mother's Day, Father's Day, Valentine's Day, a show day or whatever you want to call it, Christmas, all those things all mapped out very easy. What worked well last year, and what didn't work well?

GEORGE: Cool. So, two last things I want to ask, you know, with your growth, you know, yep, marketing and so forth, but there's obviously a lot of retention, that's working. And so first up, quick chat just about what, what's keeping your students coming back?

CHEYNE: Well, one thing we brought in – is the after chat and the white belt grading. So, this has been really good. So, white belts after a certain amount of time, will get an email, maybe four weeks, or once they've done the trial, and it became a full member, and they'll get an email to come to a white belt only grading. So, it's a grading only for white belts. 

So, we did one on the weekend, we had five kids and three adults. So, it's only 20 minutes, half an hour. And I plan it on a Saturday after the normal classes, I'm already there. And it's just a little intro into how the gradings work. So, they go from white belt up to the first grade. Still, it's almost a half grade, semi-grade, to keep them motivated to come to the next grade. And that way, they're not going to be overawed when they come to the next grade and they already know what the process is. 

So, we talk a little bit about what to expect in the grading. So, that retention has been fantastic. So, bringing that in, for our adults, for the class, the first hour is all grades, and then the next half hour is 7th Kyu and above, which is about nine months of training. So, after about nine months to a year of training, you can come into the advanced class as well. So, those beginners can see the progression to artists, what I want to do, I want to start aspiring, I want to start learning with weapons. I want to start doing more Kata. 

So yeah, those retention tools have been really good for us. And also instructors, instructors, instructors, instructors. Just can't have enough, honestly, like, you can't do it all yourself. And that is why I failed at my you know, my last, not last day job, but so when I was like, 10 years ago, when I was teaching full time as well. I tried to do it all myself, you know, I was doing 30 classes, and it's killing yourself. So, you need other instructors, you need to train them and train them well. So, they're fantastic retention tools, because they are there talking to people. And they're another face of the dojo.

GEORGE: Yeah, and I guess I want to highlight this, because I recall a conversation where this was a big obstacle, because as we're talking about your passion for karate, that comes with a whole new expectation. And I recall, there was a time where it was really hard for you to let go of that, because it's very hard to match your standard, and pretty hard to match your standard means that instructors have a big role to fill, big shoes to go step into. And so, if anybody is struggling with that, what was sort of the point where you decided, well, I've got to let go?

CHEYNE: Well, it's the only way to grow the club, realistically. I took a step back and realized, ‘oh, I want to teach the instructors, I want to teach the teachers'. So, I would love dojo all around Australia, where I just teach the instructors. That would be my goal. So then, the more instructors you can teach, the more students they can teach and the more my karate style lineage, whatever you want to call it, is being learned. But yeah, you know, a big wake up was when I didn't want to go to teach. I realized I need other people to teach me. 

So all of our instructors are adult instructors, or instructors who are adults, not those who just teach adults, but we've got three instructors for our kids program. And I don't have to be there. I don't have to go to the dojo, I don't have to teach them, because they already know what to do. They're all black belts, all Queensland champions, or they've represented Queensland in sports karate.

And they're all uni students, the adult instructors, some family members, which is fantastic, but apart from them, we've got two nidan, two second dan, one fifth dan, third dan, and a couple of shodan, first of all black belts, who are assistant instructors. This Friday night we're doing instructors course, yeah. You just can't do it all yourself.

So, I didn't let go. I just made sure that what they're teaching is what I would teach. So, everything is structured, and there is some individuality into what you teach, because everybody is different. I'm different from my dad, same jokes, but, you know, my karate might be a little bit newer than my dad's karate. But that's just because of, you know, I'm around a different sort of group than my dad was.

So, there is individuality in the class and what and how they teach it, but the technique, the kind of, the principles, how we move, how we kick, every punch, you know, how we throw, how we put a joint lock on, they're all the same. They're all the same. Just how you deliver it might be a little bit different. Their jokes might not be as good as mine.

GEORGE: Of course not. How could they?

CHEYNE: The punchline, the timing. 

GEORGE: Exactly. So, on that, you touched on goals. And so, what is the big vision for Australian Karate Academy?

CHEYNE: Well, during the 90s, my dad had 30, that's 30 clubs around Australia. I would like to have 31.

GEORGE: Just because competitiveness, is that right?

CHEYNE: So, you know, a lot of people were drawn to my dad, because he started teaching different aspects of karate, throws, and cooler weapons. All of these things were unknown in the 80s, early 90s, and my dad had already started doing it and teaching. So, we had a lot of people join us from different clubs, they might have a little club, and they joined, they needed some direction on, one, how to teach karate. 

You know, what to pick in karate, how to get back to what you wanted to teach people. There were a lot of clubs that didn't really know what to do, they were just teaching what they did when they learnt. So, I'd like to do, to build, and to help build more clubs. Using this, using our karate and the same marketing approach, the same idea that helped us grow. But still teaching quality karate. You know, that is my number one, teaching quality karate. And so yeah, 31 clubs, 2000 members.

GEORGE: Love it. So, if anybody wants to jump on that journey with you, how would they reach out to you?

CHEYNE: Yeah, Facebook, there's only one Shane McMahon with the c, h, e, y, n, e, so you don't have to look anywhere else. Just type in Cheyne McMahon and on Facebook, or you can jump to our Facebook page, which is Australian Karate Academy. And yeah, or shoot me an email, australiankarateacademy@gmail.com, very easy to find.

GEORGE: Love it. Well, we won't link your email address on the podcast, just because I don't think you want to purchase more Gis and more things from foreign countries. So, we'll skip that, but right, so, easy to find, Cheyne McMahon on Facebook. Cheyne, always great chatting to you, love watching your journey from the sideline and I think we need to chat a little sooner than two years, again? 

CHEYNE: Yeah! 

GEORGE: I'd say, what's the next benchmark for you? You said at the beginning of the year, 400? But I think you wanted students, but I think you're almost going to be there real soon. What's the big benchmark?

CHEYNE: Second dojo, in Brisbane next year. I think we're going to get to a point in our current dojo where we can teach or where I want to teach, you know, I don't want 800 in a 101 class teaching shit karate. Or karate, you know, I don't want that. So I think at this, my current location, 400, 450 would be a good amount, a manageable amount. 

So whether I set up the timetable, we still have, we still have extra room for more classes, more classes. And we've actually expanded since I last spoke to you too – we've taken another 50 square meters and we're hopefully taking another 35 square meters, just to open up the verge a bit more. Yeah, so that's the second dojo in Brisbane, where I can actually, that rule, we need to open two extras. Then we have three dojo. Right? You're talking about, what, that rule, George?

GEORGE: Yes. That was Robert DePalma that said that.

CHEYNE: Yeah, so you need, so no, extra two dojo in Brisbane. So, we have a dojo in Sydney, we just opened a second dojo in Sydney as well.

GEORGE: Perfect. So depending on when you're listening to this, we'll chat in 10 months from now. And we'll have a look at how that's going. No pressure. Well, pressure has been good for you. So, pressure.

CHEYNE: I'll just do it.

GEORGE: Just do it. There we go.

Cool. Cheyne, thanks so much for showing up. I'll catch you on the next one.

 

Here are 3 ways we can help scale your school right now.

1. Join the Martial Arts Media™ community.

It's our new Facebook community where martial arts school owners get to ask questions about online marketing and get access to training videos that we don't share elsewhere – Click Here.

2. Join the Martial Arts Media™ Academy and become a Case Study.

I'm working closely with a group of martial arts school owners this month. If you'd like to work with me to help you grow your martial arts school, message me with the word ‘Case Study'.

3. Work with me and my team privately.

If you would like to work with me and my team to scale your school to the next level, then message me with the word ‘private'… tell me a little about your business and what you would like to work on together and I'll get you all the details.

Enjoyed the show? Get more martial arts business tips when you subscribe on iTunes for iPhone or Stitcher Radio for Android devices.

***NEW*** Now available on Spotify!

Podcast Sponsored by Martial Arts Media™ Partners

108 – 4 Steps To Moving Your Martial Arts Business Into Momentum

As entrepreneurs we can be our own enemy and sometimes sabotage our own progress. Here’s how to get out of your own way and make progress in your martial arts business.

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IN THIS EPISODE:

  • How to get a clear game plan for your martial arts business
  • Hitting your marketing goals faster
  • Pushing through comfort zones
  • And more

*Need help growing your martial arts school? Learn More Here.

 

TRANSCRIPTION

If it's uncomfortable, there's got to be something behind that, right? And how do we go about fixing that? Does that mean it's something that I've got to fix internally? Or do I need to get advice or help from someone that knows how to navigate through that?

Hey, George here, hope you're well. So, do you often get in your own way trying to get to where you want to go? Let me get some context. First up, whenever we want to go into a new direction or we set some big goals, maybe you hire a coach, or you try and get help. 

So you set this big goal and you want to achieve this thing. More often, we are the ones that sort of get into our own way and resist to go into the new direction. 

So, what got me thinking of this, we've got what we call a Game Plan session. Every time we start working with new school owners, we do a Game Plan session, and it’s all about how do we set the big vision, not just the, “yep, I want those extra students, you know, that's going to get me to X”. 

But, what is the big vision that you actually had when you thought of starting this business? So, big vision, 12 month goals, and then projects and what you got to get done next week. So, it's a great session, and almost everyone that we work with, refer to this session as sort of a pivotal point – as it gives them clarity and knowing the path that they need to go to get to where they want to go. 

But, that's all good – now the session is done. And that's where the problems come up, because you've done the session, but now you actually got to do the things that are going to get you to where you want to go. 

And that means that you're going into a new territory – and new territory brings up anxiety. If you look at four stages of getting to where you want to go – first up, is acknowledging that there's a problem that needs fixing, that's the easy part. 

Well, it can and can't be – you got to obviously reflect and look at what is the actual problem. And sometimes, you know, and sometimes you don't, you know, you might just have a problem, well, “hey, we need to get more students”, you know, that's the big overall problem. 

But deeper inside, there could be other things going on – your belief system about selling, or how you feel about selling, or maybe you're getting tons of leads, but you're just struggling on the conversion part. So, there's always going to be layers to where the problem lies, and that's where coaching can really help. 

First up, there's a problem, you acknowledge that you got a problem. Now, the second part, and the third, and the fourth is not so much spoken about? Well, the second part mostly, and that is the anxiety that comes up of having to do a new thing. 

The anxiety of, “alright, well, I've acknowledged I've got a problem, but now I'm going to actually do something about it”. And so that means you got to break habits, and you got to look at things differently. And, number three, you've got to accept a new solution, a new way of doing things. And that's where a lot of discomfort comes, because, as human creatures, we want to stay in our comfort zone, we don't really as a race want to venture into the discomfort – you know, naturally we're looking for comfort. 

So, moving from anxiety to new solutions – that pushes us out of our comfort zone. And this is where I see a lot of obstacles come up, right, because you fight like hell to stay in your comfort zone. 

And now, you've got the plan, you've got the solution, but it's bringing so much anxiety that you're not showing up to the calls or you're avoiding the contact or not replying to messages, because you're busy, but you're busy on stuff that's not helping your business grow forward. You're kind of just spinning your wheels. 

And then number four is the most important. Well, you know, once you've actually accepted this new way of doing things that's going to get you to where you want to go. Now, you got to actually make it a habit, and you got to actually enforce the habit to get it going. 

So, what can you get out from that? Well, I guess we can all reflect – where are we uncomfortable? Where are we uncomfortable in our business, and what are we doing about it? 

For me, I really try and well, if it's uncomfortable, there's got to be something behind that, right? And how do we go about fixing that? Does that mean it's something that I've got to fix internally? Or do I need to get advice or help from someone that knows how to navigate through that? 

Anyway, hope that's helpful. I'll see you in the next video. Cheers.

 

Here are 3 ways we can help scale your school right now.

1. Join the Martial Arts Media™ community.

It's our new Facebook community where martial arts school owners get to ask questions about online marketing and get access to training videos that we don't share elsewhere – Click Here.

2. Join the Martial Arts Media™ Academy and become a Case Study.

I'm working closely with a group of martial arts school owners this month. If you'd like to work with me to help you grow your martial arts school, message me with the word ‘Case Study'.

3. Work with me and my team privately.

If you would like to work with me and my team to scale your school to the next level, then message me with the word ‘private'… tell me a little about your business and what you would like to work on together and I'll get you all the details.

Enjoyed the show? Get more martial arts business tips when you subscribe on iTunes for iPhone or Stitcher Radio for Android devices.

***NEW*** Now available on Spotify!

Podcast Sponsored by Martial Arts Media™ Partners

107 – Being The Voice Of Reason For Your Team and Students

If you’re moving in and out of lockdowns, it can be tough to keep a positive attitude. Here’s a few reminders to sidestep negativity and help you lead from the front.

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IN THIS EPISODE:

  • How to be the voice of reason in negative situations 
  • Practicing good leadership skills 
  • How to shift your energy and focus to achieve what you desire
  • And more

*Need help growing your martial arts school? Learn More Here.

 

TRANSCRIPTION

It's good to be the voice of reason and challenge people on their thoughts, especially if they're training martial arts with you. What is martial arts really about? What are we really doing here? Punching, kicking, grappling, these are all the stuff that we do, but what is it really? What do you become when you do martial arts?

Hey, it's George Fourie, hope you're well. So, I wanted to shoot this video as a bit of an inspiration/reminder, depending on where you're at. Now, fortunately for me, I'm super blessed. You know, we've got no restrictions in anything. 

But I was chatting to one of our Partner members a couple of nights ago, and they are on lockdown, at number three. And surprisingly, he was not pretty down about it or anything. But he did mention that he's facing a lot of the same cancellations and a team that has been with him a long time just saying, “Great, we'll see you when you reopen”. 

So, no motivation to train online and so forth. And look, I get it, some people are okay with it, some people aren't. Either way, no judgment as to what is right or wrong. But, at the end of the day, what I do want to chat about is just being the voice of reason. 

So, let's face it, there's so much negativity around – finding a negative conversation or a whinging conversation, or complaining, it's easy to find, right? It's really easy to tap into a negative hemisphere and just latch on to the complaining, or the next complaint, or the next thing to whinge about, really. And, as a reminder, it's good to just be the voice of reason. 

It's good to be the voice of reason and challenge people on their thoughts, especially if they're training martial arts with you. What is martial arts really about? What are we really doing here? Punching, kicking, grappling, these are all the stuff that we do, but what is it really? What do you become when you do martial arts?

I think it's a good reminder for people that get it, to kind of call them on their attitude if people are wanting to quit, want to slow down or, you know, “yeah, we'll do nothing and come back later”. Challenge them on it. 

Really, is that how you're going to handle all problems in life, is just when something comes along, you're just going to sit back and wait till it blows over, you know, and wash your hands, or you're going to face it head on, and work within the constraints in what you have.

Let's face it, if you're under lockdown, number three, there could be a number four, there could be a number five, that could never change, you can't change that. But, you can change how you handle the situation and what you do in the situation. 

And this is where your students obviously look up to your leadership, right? And look at, well, what are you doing? Are you leading from the front? Or are you burying your head in the sand with everyone else? 

And I think that could just be a reminder for everyone, because it's easy to get stuck in misery. It's easy to get stuck in how bad a situation is, versus taking the leadership role and just saying, “well, yeah, it's not great. But here's the plan. This is what we're going to do, this is how are we going to navigate through this”. 

So we're going to get through this, and before you know it, we're back on track, and everybody that was sitting on their butts watching Netflix, etc., are going to be way behind you guys who jumped in and kept on training and kept on doing the thing. 

Anyway, I hope that hit home, I hope that makes sense. Look, wherever you are – things have obviously changed a lot. You know, and depending on where you're based, maybe you face restrictions now and restrictions later. Nothing you can control, but you can control on how you lead from the front and the example you set for your students. 

Anyway, I hope that helps. Depending on when you're listening to this, have a great 2021, have a great year. Speak to you soon. Cheers. 

 

Here are 3 ways we can help scale your school right now.

1. Join the Martial Arts Media™ community.

It's our new Facebook community where martial arts school owners get to ask questions about online marketing and get access to training videos that we don't share elsewhere – Click Here.

2. Join the Martial Arts Media™ Academy and become a Case Study.

I'm working closely with a group of martial arts school owners this month. If you'd like to work with me to help you grow your martial arts school, message me with the word ‘Case Study'.

3. Work with me and my team privately.

If you would like to work with me and my team to scale your school to the next level, then message me with the word ‘private'… tell me a little about your business and what you would like to work on together and I'll get you all the details.

Enjoyed the show? Get more martial arts business tips when you subscribe on iTunes for iPhone or Stitcher Radio for Android devices.

***NEW*** Now available on Spotify!

Podcast Sponsored by Martial Arts Media™ Partners

106 – Growing Your Martial Arts Business Faster

If growing and scaling your martial arts business is taking longer than you’d like, this simple shift might help. 

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IN THIS EPISODE, YOU WILL LEARN:

  • One simple shift to get results faster 
  • Why martial arts business owners struggle asking for help
  • Do this ‘hack’ to boost your marketing results
  • And more

*Need help growing your martial arts school? Learn More Here.

 

TRANSCRIPTION

Do you struggle asking someone to help you? Is there some sort of pride? Because, let's face it, sometimes asking for help is kind of a vulnerable thing, right? You expose a weakness in a way.

Hey, George here, hope you're well. Want to quickly chat about moving faster, getting things done faster, and struggling less.  

So, a quick backstory: when I got started online marketing – it was a bit of a different world. We didn't have access to social media and this two-way conversation on the internet that we really take for granted – this way to communicate flawlessly and send messages back and forth, and video chat, and so forth. It was a bit more old school, it was quite difficult to get information.  

To get information, you would really have to read, you know, the coaching movement wasn't that big either. You would have to buy – well, in my circle, at least, you know, it wasn't, probably was, it just wasn't in my sphere of what I was exposed to. 

So, you know, I just started out with books and really, really struggled to get things done and learn things. And you know, when I look back on it, it's not a way I'd recommend to get started with anything. Take martial arts, for example, and imagine buying a book and trying to learn martial arts – you're going to struggle, right, because you don't have a coach, you don't have someone that's actually helping you and showing you, and directing you, and correcting your moves, and putting you in the right direction. 

When I got started, it was a big struggle. I started out direct response marketing with Google Ads and I saw that as the only viable way to get people to buy things online. It's all there was, right? I mean, there was maybe Yahoo and a couple of other things. No Facebook, no social networks, unless you could advertise on MySpace. It was a big struggle – it was a really big struggle, I lost so much money. 

And now, if I look at it, it wasn't actually a lot of money. It was nothing compared to what I'd lose now in a campaign to figure things out. But, when you've never made money, and it just feels like you are pouring money into this hole, and there's never a return, other than seeing somebody might have clicked on it. You just don't know why, and you don't know who to ask. It's kind of a dark road. 

I think I've shared this story before, but I mean, I poured money into Google, day in and day out. I reached my last 300 bucks, it was my last 300 bucks that I was ever going to spend on this business thing. And I was really about to throw in the towel, because it was just too difficult. I got to about $32 left, and I made a sale for $37. 

The best 37 US dollars I've made in my entire life, because I got a conversion. I've got somebody in a country different than mine to buy a product from me without ever seeing me. That was the most exciting moment of my life, because that was opportunity – and grew from there, one sale came after the other. The reward of that was just phenomenal.  

But, would I recommend anybody struggle like that to get it done? No. It's too hard. That comes down to really what I'm trying to get across in this podcast is – do you struggle asking someone to help you? 

Is there some sort of a pride, you know? Because, let's face it, sometimes asking for help is kind of a vulnerable thing, right? You expose a weakness in a way. 

And I know for a lot of guys, it's a hard thing to do. Sometimes, I think there's even some, there could be like an ego attached to it, right? Something that, “I've got to figure this thing out myself and get it done myself”, almost like a pride of, you know, “I figured it out, I struggled through this”. It could go even deeper. 

Like, maybe there's a deep-rooted belief about money, where you feel that money doesn't come easy. It's hard to make money. And because it's hard to make money, you kind of got to struggle to make your money, and that gives you some sort of significance. I don't know, I often see that – it can be hard to ask for help.  

So, how would I recommend doing things now, is just get a coach, just speak to people who have done the things that you're trying to do. In our case, it's helping martial arts school owners with lead generation, marketing, and where I don't have the knowledge, I ask other martial arts school owners for help. And we co-create different projects, and we create information that can help other school owners as well. 

But at the end of the day, you need to have a coach, and a coach is just someone that can look at it from the outside looking in, and can see where you're potentially making the same mistakes, and the same pitfalls that the coach had, and can help you correct the course. 

No matter what business you're looking at, you know, martial arts is a very unique business, but business in general, there's always these limiting things that come up with the entrepreneur and obstacles and bottlenecks, which, you know, fall into a set amount of categories of lead generation, marketing, scaling, teambuilding, leadership, etc.  

Anyway, so, how would I've done it? You know, if I knew what I knew now, back then, and thought I wanted to start Google Ads, you know, I would have instead of just read Mike Rhodes, and actually it was Perry Marshall's book back then.

I would have probably scraped together all the money I had and knocked on, virtually knocked on, Perry Marshall's door and asked him, “Hey, can you coach me? Can you show me how to do this?” And, it would have saved me a couple of years, a lot of struggles, a lot of frustrations, and got the job done instantly. 

And, that's a big thing that I think a lot of people don't look at, is, look at coaching and see, well hang on, “that's really expensive, it's too much money”. But, what is time worth? What is time worth, because you might spend the next year figuring out how to do something that is a year of your time, a time that you could spend with your family, or doing something else in your business. And, over and above the time, you've got the opportunity cost as well, the opportunity cost of time just going by. 

So, if you want help with something, whatever that is, marketing, you know, whether that's us or someone else, just get help, ask for help. You might feel a bit vulnerable in the moment, but kind of just get over it and just ask for help. 

Get someone to help you, show you the shortcuts. It's a lot less painful than just struggling and plowing through, and not getting where you want to go. Anyway, I hope that's helpful. 

If you do need help with marketing, and lead generation, and scaling your school and that way, then reach out, shoot me a message wherever you see this video, or reach us at martialartsmedia.com. Anyway, hope you're well, speak soon. Cheers. 

 

Here are 3 ways we can help scale your school right now.

1. Join the Martial Arts Media™ community.

It's our new Facebook community where martial arts school owners get to ask questions about online marketing and get access to training videos that we don't share elsewhere – Click Here.

2. Join the Martial Arts Media™ Academy and become a Case Study.

I'm working closely with a group of martial arts school owners this month. If you'd like to work with me to help you grow your martial arts school, message me with the word ‘Case Study'.

3. Work with me and my team privately.

If you would like to work with me and my team to scale your school to the next level, then message me with the word ‘private'… tell me a little about your business and what you would like to work on together and I'll get you all the details.

Enjoyed the show? Get more martial arts business tips when you subscribe on iTunes for iPhone or Stitcher Radio for Android devices.

***NEW*** Now available on Spotify!

Podcast Sponsored by Martial Arts Media™ Partners

105 – Passing Kidney Stones & Getting Your Mojo Back With The 75 Hard Challenge

If your energy took a dive in the last few months, here’s a quick way to get your mojo back (passing kidney stones not essential!).

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IN THIS EPISODE, YOU WILL LEARN:

  • What is the 75 Hard Challenge
  • How to revive your energy and get your mojo back
  • Do this and it will help grow your martial arts business 
  • And more

*Need help growing your martial arts school? Learn More Here.

 

TRANSCRIPTION

As a martial artist, for me, it was always I train a lot and I'm doing what I can so I'm doing okay, but reality is, I was not, and I really needed to do a couple of things to uplift my energy and get back on track and feel alive. 

Hey, it's George Fourie, hope you're well. So, if you've been feeling a little sluggish, or your energy's down, just the last couple of months of craziness has really gotten down to you, then hopefully, this episode will help. 

So, a slightly different podcast episode, we normally talk about marketing, business, or interview people. This one is about health and being at your optimal state. And I know, as a martial artist, for me, it was always I trained a lot. And I'm doing what I can. So, I'm doing okay, but reality is, I was not. And I really needed to do a couple of things to uplift my energy and get back on track and feel alive. 

So, I've done just that. In the last couple of weeks I've been part of this challenge. It's called the 75 Hard Challenge, you can look it up at 75hard.com. In fact, I'll link to a podcast in this episode, which gives all the details. You can access that at martialartsmedia.com/105

So, I'll give you a bit of a background about how the challenge works. Now, it's not a weight loss challenge. It's a mental toughness challenge. And I'm not normally one to jump on board challenges. And, let's be honest, if I had to be honest with myself, every time I've jumped into a challenge as well, I probably didn't follow through the way I should have. 

So, a bunch of people in a coaching group that I belong to jumped into this. And I thought, I'm gonna do this, and I'm just gonna give it a go. And I'll tell you what, it's been pretty amazing. It's been tough. I expected it to be tougher, but it's been pretty amazing. And a couple of crazy things that happened, which I'm going to be sharing in this episode. 

So, I'll quickly pull it up on the app, actually, and just show you the details. So, it's basically an app that keeps track of your progress. Now, every day, you've got to do two 45-minute workouts. I believe they've got to be two hours apart. One must be outside. 

Follow a diet, that can be any type of diet, obviously not Krispy Kremes, or something crazy, but an actual diet. No alcohol and cheat meals. That catches a lot of people. Right? That one is a killer for most people, especially the time of year when I'm recording this now, leading up to Thanksgiving and Christmas. Drink a gallon of water. So, a gallon of water is about 3.7 liters. Read 10 pages of a non-fiction book and take a progress pic. That's basically it. Well, it's not basically it, right, because it's quite a bit to do. 

So, for me, I just decided well, okay, let me see if I can shuffle my routine, I need to do two 45-minute workouts. I'm just going to up my jujitsu game. And, so, I've done that, and out of the 17 days, I've trained 14 days. I've been on the mats, I train at lunchtime, so it's super easy for me. 

So, I've been on the mats, 14 days out of the 17. And I must admit the three that I did, were probably the hardest because I had to find exercises to do that weren't in my routine. My other exercise would be, I'll do yoga, or I've got a rebounder where I do some jumping. Or I'll just actually, just, fast brisk walk at the beach with the family and that will add to the exercise time. 

The drinking water, now, I'll actually see what's happened because of the drinking the water. That's actually been pretty simple. As long as I get two of these in before 10 AM. That's 1.2 liters, it's 40 ounces. That makes it a lot simpler. And no alcohol. Now, I know no alcohol can be a tough one. I stopped drinking a little over a year ago. Got pancreatitis, it was super painful. I was told to stop drinking for six months. And I just didn't start since. 

Now, I have nothing against drinking. It's always funny when I go out, or you know, to a barbecue or hang out with people and I say I'm not drinking and the only people that feel weird are the people that are drinking in front of me. And they're like, “oh, do we have to, do we have to stop drinking?” And I've just got to confirm, hey, totally cool with you drinking, I'm just not drinking, and I've had a good run. So, I'm okay with that.

So, yep. If you're gonna take something like this challenge, obviously consider, you know, the festivities coming along, which time of year you are doing it. Reading 10 pages a day has been great. As a habit, I do read a lot. I do listen to a lot of audiobooks. But this is actually got to be a physical book, right? You can't fake it. You got to actually pick up a real book and read it. That changed a lot, no cheat meals, so all these things are pretty okay for me. 

So, here's a couple of crazy things that have happened, well, call them crazy. Well, first up, weight loss: I've lost, I think about four kilograms, that's about eight pounds. I passed a kidney stone. Now, a little bit of background, I've struggled with kidney stones since my 20s. I've had past kidney stones every year, pretty much for the last 10 years. The last time was about two years ago. And it was the worst, the worst as in, I've always passed kidney stones. I know that sounds gross and painful, especially for guys, the thought of it. But, funny enough, passing a kidney stone is not hard. A kidney stone moving through your insides, all the way down, that is pain. 

So, two years ago, I had a stent in my kidney. And that was really uncomfortable, because I had a piece of wire in my kidney. I couldn't walk fast, I had a lot of internal bleeding, and couldn't train. The doctors just kept on feeding me painkillers. It was not a great time. And after all that, they operated, they couldn't get the kidney stone out. So, I know I've had a kidney stone up here for a while. And every time somebody knee rides me, I feel the pain for a couple of days. 

Anyway, I was doing yoga on day eight or nine, and as I got up, I was like, “whoa, that's really sore, here in my bladder area.” And my wife said, I should probably take it easy. She's been saying that through the whole challenge. Anyway, I passed a kidney stone, probably almost as big as a pea, like a green pea. Anyway, I know that sounds horrific, but, I was just celebrating because that's the least amount of pain I've ever experienced for a kidney stone and I passed it. That alone is feeling great. 

Anyway, my jiu jitsu has really improved. Just over the last couple of days, I did start feeling a bit sluggish. Feeling like, whoa, my body's starting to pain, it's getting a bit sore. But, the last few days on the mats have been great. Two days ago, I got sick. Well, at night, I started getting cold shivers and felt a bit weird. But in the morning, I slept 10 hours, that's probably just what my body needed. Slept 10 hours, woke up, I was 100 percent. 

And yesterday on the mats, I spent an hour, I went flat out. Although I was tired, and it's pretty hot here in Perth, where we are. It was really strange. I felt tired, but I didn't feel exhausted. Like, I felt like I had a workout, but I just had so much more left in the tank. It's been great. It's been great in the sense of I feel clear, I've been thinking clearly. 

And here's, if I had to tie this back into business, we started this discussion in our Partners group. Well, okay, if that's what you would do in a challenge, are there things that you can do in your business as day-to-day activities that would grow your business faster? 

That's one thing I've got from just logging into an app, because routinely, the longer I do the challenge, the more I'm addicted to the habit of not doing it, and the higher the stake is of letting it go right? Because, I'm looking at this, and I can see, well I've done 17 days, and the stakes of dropping it and starting again, is just too much. So, I forced myself to do it. Now, there's been some awkward days. My wife was at a work conference over the weekend. And so, my last workout was at about quarter to 10. 

The funny thing is, I've set my day end on the app at 10 PM and I log my results at quarter to 11. And, I've got this disaster, you know, big guy, and he was standing there and saying, “hey, you know, did you miss it?” And I thought, “oh, hang on, I don't have a chance to recuperate.” And it says, it gave you the option to continue if you, honestly, of course, finished your day's activities. Yeah, so I'm back on track. 

But anyway, one of the things that you could do, if you had to set yourself high stakes and be in a group, like we do in our Partners group, be together and have somebody be accountable for you, that you can just go that extra mile. 

I noticed this in the last couple of weeks, we ran a six week challenge, we called it the ‘Relaunch and Restore Challenge' for our Partners group. And, a bunch of the guys jumped in, they started running the numbers, right? So, the goal was, the person who grows, increases their revenue and student base, by the biggest margin over six weeks, will get a title belt. Let me see if I can pull it up. Here we go, a slight cheesy picture of me holding the title belt. 

So, we created a title belt called ‘Partners Challenge Champion'. And so the person, Phil Cassidy, won this. Two of the top guys increased their revenue by 213%. Obviously, they had to be motivated. And obviously, they're to do.

But doing that, it just showed me the power of a challenge, when you have a set deadline that you've got to achieve a certain thing, and you've got group accountability, and you've got a few people that are really pushing you, it kind of makes a difference of picking up that one extra phone call or sending that one extra follow up inquiry, or running that extra ad campaign, or just pushing that much harder to get the result that you want. 

That's something we've been really focusing on in our Partners group. And really, how do we push people further? I hope this was helpful. I just wanted to share this. And I know, for someone, it could be good. 

Now, if 75 days just sounds too crazy, and you're looking at it, and you know, Christmas and Thanksgiving and all the festivities, New Year is around the corner, have a look at it, download the app, check it out, and see what you can get from it. 

And when you really give it a shot, it will transform your life. Well, hey, I'm only on day 17. So, I'll record another podcast when I hit some solid numbers, as in, complete the challenge. Alright, hope you're well, hope you're doing great. I'll speak to you soon. Cheers. 

 

Here are 3 ways we can help scale your school right now.

1. Join the Martial Arts Media™ community.

It's our new Facebook community where martial arts school owners get to ask questions about online marketing and get access to training videos that we don't share elsewhere – Click Here.

2. Join the Martial Arts Media™ Academy and become a Case Study.

I'm working closely with a group of martial arts school owners this month. If you'd like to work with me to help you grow your martial arts school, message me with the word ‘Case Study'.

3. Work with me and my team privately.

If you would like to work with me and my team to scale your school to the next level, then message me with the word ‘private'… tell me a little about your business and what you would like to work on together and I'll get you all the details.

Enjoyed the show? Get more martial arts business tips when you subscribe on iTunes for iPhone or Stitcher Radio for Android devices.

***NEW*** Now available on Spotify!

Podcast Sponsored by Martial Arts Media™ Partners

103 – Quick Martial Arts Marketing Tip

Here's a simple martial arts marketing tip, if you're not already doing it, to get fast results.

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IN THIS EPISODE, YOU WILL LEARN:

  • The importance of tracking marketing strategies that work
  • Why you should never be reluctant to reuse past content
  • And more

*Need help growing your martial arts school? Learn More Here.

 

TRANSCRIPTION

When was the last time you repeated something that worked in the past? 

Hey, it's George. Hope you're well. So I want to share a quick marketing tip with you, something you can do right now. It's not rocket science. It could potentially get you good results and maybe you're already doing it, maybe you're not. Maybe you've forgotten or maybe you're doing it routinely. Either way, I hope this serves a good reminder. 

Now, I know I haven't shot a video in a while. I've been busy with some secret stuff. No, just doing stuff behind the scenes. Really working, looking after our members and working on our member portal. We're sitting up doing a bit of behind the scenes stuff, which is kind of contrary to the advice I'm actually going to be giving today, so I kind of got to look myself in the mirror for this one.

Anyway, back onto the topic. So on the topic, obviously the last few months have been a little different, a bit crazy for some, and for the most part, I feel people have at least mentally moved on. I don't want to say move on and I don't want to take for granted where you're at and what situation you're facing. 

I know for us in Perth, things have been back to normal for a long time. That's us. We're just lucky for where we live, and I know for our clients in Queensland, they've been doing great. New Zealand as well. I know there are some spots where you're still facing restrictions and lock downs and crazy stuff.

So I know it's not an even play for everyone, but whatever the situation is, I feel there has been a mental shift, at least. Whether that is people are used to the situation or things are sort of starting to look up for the better. So that comes down to the sip and it comes down to this question. “When was the last time you repeated something that worked in the past?” 

This is something actually we did with … and we've been doing this as restrictions have lifted wherever our clients have been at. The first thing that we've actually done is we just looked at what worked in the past and hit repeat. That could be on Facebook ads, just looking at your Facebook ads and looking, “All right. Well, what type of ads were working prior to COVID and the pandemic?” and we just hit reactivate.

Nine out of 10, they just worked, right? Nothing extravagant. We just hit repeat on the things that worked in the past. They worked in the past. Why don't they work now? Same goes for email campaigns. If you've done great email campaigns or great messengers or great average campaigns, when last did you hit repeat? I can't recall who said it to me the other day, but something to the likes of, “It worked so well and we just stopped doing it.” 

I think as entrepreneurs, we kind of get bored with our own marketing and something works and we go like, “Great! That worked,” and we just go to the next one. Instead of actually just continuing with the campaign that worked or going back to it afterwards. So anyway, that's my quick marketing tip for you. If you had something that really worked in the past and obviously if the messaging is completely off topic, then just go and revise, but don't revise too much. Just look at what works. Can you revise it? Can you just hit play and get the similar, same or maybe even better results?

Anyway, hope that is helpful. I'll see you in the next video, a lot sooner than the break between the previous one and this one. Speaks soon. Cheers.

Awesome. Thanks for listening. If you want to connect with other top and smart martial arts school owners, and have a chat about marketing, lead generation, what's working now, or just have a gentle rant about things that are happening in the industry, then I want to invite you to join our Facebook group.

It's a private Facebook group and in there, I share a lot of extra videos and downloads and worksheets – the things that are working for us when we help school owners grow and share a couple of video interviews and a bunch of cool extra resources.

So it's called the Martial Arts Media Business Community and an easy way to access it is, if you just go to the domain named martialartsmedia.group, so martialaartsmedia.group, g-r-o-u-p, there's no .com or anything, martialartsmedia.group. That will take you straight there. Request to join and I will accept your invitation.

Thanks – I'll speak to you on the next episode – cheers!

 

Here are 3 ways we can help scale your school right now.

1. Join the Martial Arts Media™ community.

It's our new Facebook community where martial arts school owners get to ask questions about online marketing and get access to training videos that we don't share elsewhere – Click Here.

2. Join the Martial Arts Media™ Academy and become a Case Study.

I'm working closely with a group of martial arts school owners this month. If you'd like to work with me to help you grow your martial arts school, message me with the word ‘Case Study'.

3. Work with me and my team privately.

If you would like to work with me and my team to scale your school to the next level, then message me with the word ‘private'… tell me a little about your business and what you would like to work on together and I'll get you all the details.

Enjoyed the show? Get more martial arts business tips when you subscribe on iTunes for iPhone or Stitcher Radio for Android devices.

***NEW*** Now available on Spotify!

Podcast Sponsored by Martial Arts Media™ Partners

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Our site provides users the opportunity to opt-out of receiving communications from us and our partners by reading the unsubscribe instructions located at the bottom of any e-mail they receive from us at anytime. Users who no longer wish to receive our newsletter or promotional materials may opt-out of receiving these communications by clicking on the unsubscribe link in the e-mail.

Use of External Links

All copyrights, trademarks, patents and other intellectual property rights in and on our website and all content and software located on the site shall remain the sole property of or its licensors. The use of our trademarks, content and intellectual property is forbidden without the express written consent from .

You must not:

Acceptable Use

You agree to use our website only for lawful purposes, and in a way that does not infringe the rights of, restrict or inhibit anyone else”s use and enjoyment of the website. Prohibited behavior includes harassing or causing distress or inconvenience to any other user, transmitting obscene or offensive content or disrupting the normal flow of dialogue within our website.

You must not use our website to send unsolicited commercial communications. You must not use the content on our website for any marketing related purpose without our express written consent.

Restricted Access

We may in the future need to restrict access to parts (or all) of our website and reserve full rights to do so. If, at any point, we provide you with a username and password for you to access restricted areas of our website, you must ensure that both your username and password are kept confidential.

Use of Testimonials

In accordance to with the FTC guidelines concerning the use of endorsements and testimonials in advertising, please be aware of the following:

Testimonials that appear on this site are actually received via text, audio or video submission. They are individual experiences, reflecting real life experiences of those who have used our products and/or services in some way. They are individual results and results do vary. We do not claim that they are typical results. The testimonials are not necessarily representative of all of those who will use our products and/or services.

The testimonials displayed in any form on this site (text, audio, video or other) are reproduced verbatim, except for correction of grammatical or typing errors. Some may have been shortened. In other words, not the whole message received by the testimonial writer is displayed when it seems too lengthy or not the whole statement seems relevant for the general public.

is not responsible for any of the opinions or comments posted on https://martialartsmedia.com. is not a forum for testimonials, however provides testimonials as a means for customers to share their experiences with one another. To protect against abuse, all testimonials appear after they have been reviewed by management of . doe not share the opinions, views or commentary of any testimonials on https://martialartsmedia.com – the opinions are strictly the views of the testimonial source.

The testimonials are never intended to make claims that our products and/or services can be used to diagnose, treat, cure, mitigate or prevent any disease. Any such claims, implicit or explicit, in any shape or form, have not been clinically tested or evaluated.

How Do We Protect Your Information and Secure Information Transmissions?

Email is not recognized as a secure medium of communication. For this reason, we request that you do not send private information to us by email. However, doing so is allowed, but at your own risk. Some of the information you may enter on our website may be transmitted securely via a secure medium known as Secure Sockets Layer, or SSL. Credit Card information and other sensitive information is never transmitted via email.

may use software programs to create summary statistics, which are used for such purposes as assessing the number of visitors to the different sections of our site, what information is of most and least interest, determining technical design specifications, and identifying system performance or problem areas.

For site security purposes and to ensure that this service remains available to all users, uses software programs to monitor network traffic to identify unauthorized attempts to upload or change information, or otherwise cause damage.

Disclaimer and Limitation of Liability

makes no representations, warranties, or assurances as to the accuracy, currency or completeness of the content contain on this website or any sites linked to this site.

All the materials on this site are provided “as is” without any express or implied warranty of any kind, including warranties of merchantability, noninfringement of intellectual property or fitness for any particular purpose. In no event shall or its agents or associates be liable for any damages whatsoever (including, without limitation, damages for loss of profits, business interruption, loss of information, injury or death) arising out of the use of or inability to use the materials, even if has been advised of the possibility of such loss or damages.

Policy Changes

We reserve the right to amend this privacy policy at any time with or without notice. However, please be assured that if the privacy policy changes in the future, we will not use the personal information you have submitted to us under this privacy policy in a manner that is materially inconsistent with this privacy policy, without your prior consent.

We are committed to conducting our business in accordance with these principles in order to ensure that the confidentiality of personal information is protected and maintained.

Contact

If you have any questions regarding this policy, or your dealings with our website, please contact us here:

Martial Arts Media™
Suite 218
5/115 Grand Boulevard
Joondalup WA
6027
Australia

Email: team (at) martialartsmedia dot com

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