47 – [Case Study] How Dave Richardson from Kung Fu Southside Grew His School by 33%

Martial Arts Media Academy founding member shares his successful growth while getting ready for the next benchmark.

IN THIS EPISODE, YOU WILL LEARN:

  • The greatest impact the Martial Arts Media Academy has contributed to Dave Richardson’s martial arts school growth
  • Why you should invest in hiring a marketing expert
  • The benefits of email marketing and why you should not neglect it
  • What is ‘superhero syndrome’ and why you should avoid it
  • How you can get marketing help through the Martial Arts Media Academy
  • And more

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


TRANSCRIPTION

Yeah, the other thing that was really helpful was the coaching calls, and going through the websites and what not, and how to tweak this and change that, and work together in the Academy to make the pieces fit.

George: Hey this is George Fourie from Martial Arts Media, and I'm joined today with Dave Richardson. Now Dave is based in Brisbane from Kung Fu Southside, and Dave is also one of our first members of the Martial Arts Media Academy. So we're going to have just a bit of a chat about his experience and his journey. So welcome to the call, Dave.

Dave: Good day George, thank you mate for having me on your podcast.

George: Awesome, so let's just go back to the beginning, before you got started with the Martial Arts Media Academy, so what is it that made you join? Was it a problem that you were trying to solve or something? Or what sort of vision did you have in mind in the beginning?

Dave: Funnily enough, in the beginning, it just started off over a cup of coffee with a mate of mine, Jack Leung from Practical Wing Chun, he pointed out your Martial Arts Media Facebook page I think it was. I looked into it and then yeah you had the academy there and it sort of went from there, because I was really wanting to make my school go full time. At that stage it wasn't, so I was just hungry for information and help to get into an industry that I'd been a part of but only on the outskirts.

George: Okay, so give us a bit of a background, so 'cause you currently got the school, you're transitioning into full time, and you're still working a business during the day, right?

Dave: Yes, correct, correct. The school started in a shed in my backyard and we outgrew that and we ended up moving into a commercial premises, it was just traveling under its own steam. Then I realized that this is my calling, and I'd rather be teaching people Kung Fu than killing bugs in my pest control business. So the transition is still being made, but definitely now Kung Fu is taking up more and more time and generating more income.

George: Cool, so how are you juggling the two at this point in time? You've got the pest control business, right?

Dave: Yes.

George: Cool, so how's the juggle going between the transitioning between that and the Kung Fu school?

Dave: You've hit the nail on the head, juggle is the right word. Time management was one of the skills that I've really had to learn. So trying to portion time where I can focus on the school, not just the teaching side of it, but the actual building of the business side of it as well. So that's what I've done, I've set aside two days a week where my focus is on building the business side of the school.

George: Awesome, if we look at when you entered the academy and working with me, what are the sort of top two or three things that's made the biggest impact for you?

Dave: Oh George, one of the biggest things was the website because I built my own website, I'm one of these guys that'll have a crack at anything. Doesn't mean I'm good at it but I'll have a go at it, and yeah so the website that you did for me actually help with conversions. It was a lot better, rather than just a name, rank and serial number type website, to actually have a website that funneled for want of a better word, funneled people to an offer page and the offer that you presented with me as part of the academy really has made a difference as well. So that was one of them, the email sequence follow up, you have to follow up, if you don't follow through you don't get anywhere. Then also the Facebook, using Facebook and the marketing strategies there is really generating more website traffic as well as its own Facebook traffic as well.

George: Awesome and you hit the nail on the head there with, I think if you find it especially in the martial arts industry that people are go-getters so you want to do everything yourself. There's a top marketer, he calls it the superhero syndrome, you just want to take it all on and do it yourself. With a website, if you've got a little tech knowledge, it's actually an easy thing to put the tech together, you know you can hire most people to put that part together for you.

But when it comes to the actual strategy from front to back, that's where the real thinking part comes in, to really have it structured in a way that's going to convert and obviously deliver your message. Your strengths and what it is that makes your school unique, that be congruent, that when they actually walk in that there's a connection. Not they saw a stock image in a fancy place and now they walk in a place that's completely different as such.

Dave: Yes and that's true. Like you said, anybody can put a website together, hey I did it. If I can do it, then anybody can do it, but yeah the way it was structured, yeah that's an experience that I didn't have and that certainly made a difference as well.

George: Cool, and then, of course, the email now, email some people refer to as the old school way of marketing, but it's still the one item that everybody has, is an email address. I think a lot of people miss it, you know when people say emails not working, I say, “You're not doing it right.” Because that's generally the experience, it's easy to blame the platform, people say that all day about Facebook, about Google, the platform doesn't work. But it's really, again it comes down to the strategy of it.

The reason why we put a lot of focus on email is most martial arts school owners are of course time poor. So I guess that's a general thing in any business owner. So if you look at the things that you can automate in a structure, that's the one method where people are going to have some text exchange if it's not over the phone, then we want to look at leveraging your time.

Leveraging your time means, of course, putting the automation systems in place that can do a lot of the legwork for you. So when you are doing the follow up that there are some ways that you can contact everybody on mass, that still feels personal, and still building the relationship. That helps set you apart and get your time back at the end of the day.

Dave: Yeah, for sure, and you hit the nail on the head when you said strategy because you can send an email to anyone then it can be exactly the same as that website that I had, that was name, rank and serial number. I'm Joe Blogs from x, y, z martial arts school, and we cost this much, you can ring me on this number. You've just given all the people the information and there's no relationship built, so that was a big thing, was that the strategy in building the relationship through email. That strategy can carry across to your Facebook messages, anything like that, yeah so it's not about just giving information, it's about building a relationship.

George: Definitely so, it comes down to the understanding of the way of communication and that sort of trickles through. How about Facebook? Because you said it's sort of all, the different components as in a strategy is working together for you.

Dave: Yeah, like, pardon me. Running a few different strategies that are say informational, then there's competitions, then there's the offer. So just basically getting the brand out there, just standing up and say, “Hey, here we are.” You might not get an initial response from whatever you put out there, but you're getting put in front of people. That's the main thing because people might not be ready to start now.

Classic example is my mistiming of my last Facebook strategy with the daytime classes. School holidays were on, I didn't even take that into account, and all of the mums that wanted to start during the day because they have free time couldn't because they were looking after the kids. So hopefully next week, we'll have a big influx of mothers coming in for the daytime classes. Like they've all responded to us, but I was standing there by myself there the first day.

George: That's all good, I'm going to be creating a separate video about this, but I was attending a training with Dean Jackson and he was talking about identifying the five-star prospects and making peace with the fact that 85 percent of your prospects are not ready to join now. They're ready to join perhaps because they've expressed interest, but somewhere, and the time frame they apply this in the property market especially, but their strategy is that 100 percent of their prospects are going to join within the next two years.

So it takes the pressure off of sifting the 15 percent that's ready to join now, and then the 85 percent that's going to join later. The whole concept behind this is, how do you go about your marketing? Are you serving that 85 percent? Because if you're serving the 85 percent, the 15 percent will just jump on board anyway, 'cause they're ready. But if you focus all your efforts on too much strategy of I've got to get them on board now, you risk of actually turning the 85 percent off, because your marketing is so hard and in your face type of thing.

Dave: Yeah, that makes perfect sense, I'd never thought of it that way, that's for sure. Instant gratification is always good like if you put something out there and then next thing it's going off, that's great. Look I've had that happen with a couple of Facebook promotions that I've done, and it's really been great because it's helped boost numbers quickly, which is what everybody wants. They want to boost numbers but like, we have a saying in Wing Chun that you start with the first form, which is the base form, and you build your foundation there.

If you haven't got the good foundation then the rest of it isn't going to work. It might work to a degree, but it has a high chance of falling over so yeah you've got to have that foundation there first. So the way I look at it is the websites got to be good, you've got to have a good web presence and then you can start adding the quick responses. So putting out the Facebook promos and stuff like that, that's going to generate the interest, but like you say that 85 percent have to have something there for them as well.

George: Yeah, definitely, so Dave what's the biggest impact this whole journey working with me has had on the business and personally? Especially now that you're taking this role of creating more content and taking on a different position and stance within the business.

Dave: Yeah George, I'm sort of the type of person that is always keen to learn. I've got a hunger for knowledge, so it's been a great journey with you doing all of the different aspects of what we've covered in the academy. Say from how your website should be structured, the email sequences, and then how to work Facebook, I mean how many modules was that. That did my head in, it's still doing my head in. But that was only part of it, it was about knowing your target market, who am I actually trying to get through the door?

Yeah, the other thing that was really helpful were the coaching calls and going through the websites and what not, and how to tweak this, and change that. Work together in the academy to make it all fit, make the pieces fit. Because it's one thing to have all the pieces of the puzzle, but if they're scattered all over the board it doesn't make much sense. So that was a key thing to making it work, was the coaching calls and putting the puzzle together.

George: Yes, thanks, Dave, and I'm glad you mentioned that because it's especially in this internet digital age, it's really easy to get information. You can get it in groups, you can take a piece here, and you can take a piece here. You can take someone’s strategy, but if you don't have the whole strategy and you don't have someone to really help you put it together, that's where people get stuck. Because you are time poor and now you buy this course and you're reading through it, taking the information in is easy, that's the easy part, it's actually having to put it into practice. That's where the obstacles come in, and if you don't have someone that can say, “Alright but hey maybe you should just adjust this, and adjust this.” That's what's going to really make the difference.

Dave: It certainly did make a difference because I had all the modules there. Like you said, information's easily accessible and making it all fit and work, well, as a martial artist that's what your instructors there for. Then there was other things like when we met in person at the Martial Arts First, and one of the persons that we met there, Henry Calantog, just from his way of teaching made me look differently at the way I was learning. Like with yourself, and so on, and so you're picking up bits and pieces from everywhere. And the podcasts, like the podcasts that you've been doing, I've learnt so much from those guys as well. Everything, everything's been a positive experience there's no doubt about it because I was green when I started and I'm still a darker shade of green now I suppose.

George: That's all good but I mean you're moving forward, your business is growing. What are things look like for you in the next six months with your martial arts school?

Dave: Well mate before we started, what was it, I think it was around July or August when we started, I think I had between 50 and 60 students. Just last week we cracked the 90 mark, which was huge. Yeah, it's been really good so I'm hoping after next week with the daytime classes kicking off full swing that we'll be over the 100 mark and then it's onwards and upwards.

George: Awesome, so I guess we should set a goal live on the podcast then, right?

Dave: You want accountability, well that's one way to do it I suppose.

George: Let's just tell the world that we're going to have Dave Richardson back on the podcast for when he strikes 100 and how many students?

Dave: Let's make it 150, a nice realistic easy one, we'll do that easy.

George: Alright, there we go, so everybody knows 150 students, Dave Richardson will be back on the Martial Arts Media Business podcast. There we go.

Dave: Now you've put me on the spot.

George: It can't be any better than that, just putting it out there could probably get it a lot sooner than what you'd expect. Anybody that's listening to this if you know Dave, hit him up and say, “Alright we're rooting for you, we're waiting for the 150 students.” Now the pressure’s on buddy.

Dave: Thanks, George.

George: Alright awesome, just to wrap it up, who would you recommend join the Martial Arts Academy and why do you feel so?

Dave: Mate, look anybody who has a martial arts school, you can't go wrong. Anybody who has a young martial arts school, if you've got no tech savvy at all definitely get on board, you'll learn a lot. I had a very minimal technological advantage, disadvantage and I was able to now be able to implement all of the automation for the email, using Facebook, the website. So anybody who has a school, starting a school, or wants to grow their business, get proactive. Invest in yourself, invest the time in yourself, and the dividends will pay for themselves, yup.

George: Awesome and for anybody interested in checking it out, martialartsmedia.academy is where you can get more information. So just go check that out, and yeah, join us in the academy.

Dave: Yeah, look forward to it.

George: Awesome, great to have you on Dave, and I'm probably going to be speaking to you again, when is it?

Dave: In about 60 students’ time.

George: No, I just wanted a time frame. Okay, I think we've put you under enough pressure, so yeah, in about 60 students’ time. Let's keep it at that.

Dave: No game on, challenge accepted.

George: Awesome, good stuff Dave, thanks for being on the show and we'll speak to you again in 60 students.

Dave: Good on you George, thank you mate, cheers.

 

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

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46 – Fari Salievski: Training The One Championship World Featherweight Champion Martin Nguyen

Martin Nguyen caused an upset winning the One Championship World Featherweight title. Fari Salievski shares behind the scenes insights training the world champion.


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IN THIS EPISODE, YOU WILL LEARN:

  • The difference between martial arts training and becoming a professional fighter
  • What it takes to become the One Championship World Featherweight Champion
  • The martial arts success values that left clues for Martin Nguyen’s One FC World Featherweight Championship
  • How did Martin Nguyen’s national and international exposure benefited KMA Champion Martial Arts
  • Martin Nguyen’s sole inspiration for working hard in order to take home the belt
  • And more

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


TRANSCRIPTION

GEORGE: Hey this is George Fourie and welcome to another Martial Arts Media Business podcast we’re on episode number 46. I have a repeat guest again for something a little different, Master Fari Salievski. How are you doing there Fari?

FARI: Always well, thank you.

GEORGE: Awesome. So today we’re going to talk about a bit of a different topic. One of Master Fari’s top students Martin Nguyen, he recently won the World Featherweight Championship in Asia and we’re going to talk about training a champion and how the whole journey evolved and what the next steps are. So let’s get started. So welcome Fari. I guess take us back to the beginning of all this, where Martin started training, etc.

FARI: Ok, first and foremost, I just like the fact that we’re a martial arts school, not a fight gym. So yes, we have fighter, we have a cage out the back. But at the front, we have little preschoolers and moms and dads and within all of that, we still manage to do a little bit of fighting. I look at that as fun, as a chance to test out our training. So it’s a martial arts school that has a martial arts culture. People bow on and off the mats and have the discipline of the martial arts. That's what Martin knew and joined for and he joined in doing our Brazilian jiu jitsu program and obviously, when he started, he did not plan to fight, but then we had some opportunities. To this day, I still run the ISKA, back then we used to have combat grappling, which is basically modified MMA. He got into that, liked it, and then some fight opportunities came up.

GEORGE: Ok, so how long has Martin then been training with you?

FARI: Look, that fight in the ISKA was in 2010. He was competing in some grappling tournaments back then, so it’s been at least 8 years. it’s been a long journey. 8 years flies, but here he is, The World Champion.

GEORGE: All right, cool. When did you actually or Martin realize that potential that there was a potential to reach this level?

FARI: Look, we went from the combat grappling in a tournament style to obviously going into the cage. His debuts were good, he had an undefeated record, but there was a one fight in Canberra that I put him up against an ace grappler from Melbourne that was just choking everyone out. And that fight really showed whether Martin was going to step up or not. In fact, even the promoter said, I remember his exact words, why would you want to put your boy to fight an ace Brazilian jiu jitsu guy, he's just going to get choked? And my answer to that was it’s not a Brazilian jiu jitsu fight; it’s MMA. And that was probably, I've got to say, one of the bloodiest fights you've ever seen.

You can go to a YouTube channel and check it out. I think his name was Ruderman. Anyway, check it out. He's beat, I still remember to this time. His feet were drenched in blood. It’s probably the worst kind of an MMA fight you want to see; you know? You know the fight that gives MMA a bad image? That was it. Because there was a lot of blood, but it showed that Martin Nguyen could step up. He's a natural competitor and he stepped up and that earned him basically another serious fight and he was only a fight away from the Australian title, which he ended up winning against the gym across the road, which is always satisfying let’s say. And he did in a very convincing fashion, it was probably one of his edgiest fights, just saying it like it is, no disrespect. But he won that and he also won as a result of winning the Australian title on brace, he got the opportunity to fight in Asia, he won a contract.

GEORGE: Ok, so with ONE championship, now, everybody knows UFC, Bellator, these are the more common names.

FARI: Yeah, absolutely!

GEORGE: So just to give people context, where does the ONE championship fit into the equation?

FARI: Well, they have a bit of laugh in Asia, they say, you know what: UFC has won the west, ONE FC won the east, right? Think about it: China alone has four billion people, a quarter of the world's’ population. If you take a quarter of that, it’s a billion people market. Just in China. In Vietnam, Martin Nguyen obviously has a Vietnamese heritage. You’ve got a market that's 95 million. The numbers are phenomenal!

martin nguyen one championship

Within the first three days of him winning the title and if you look at some of the previews of his last couple of fights, within a few days, it’s like 1.2, 1.3, 1.5 million previews of his fight highlights on the ONE FC Facebook page. I mean, the numbers are just phenomenal, that's the Asian market. it’s huge, it’s massive. And we obviously can't relate to that sort of population in Australia, bit if you ever try to catch a train in Tokyo, it’s a busy place. So the numbers are huge, the market is huge and you know what? Martial arts and fighting is in their heritage and they love to see a good fight. And ONE FC really rules that part of the world.

GEORGE: All right, so definitely a big deal for him.

FARI: Absolutely.

GEORGE: Now, you being a martial arts school and you talked about this, the discipline and everything, how do you then make the adjustments? You've got this guy Martin Nguyen with all his potential and you know you want to take him to the top, but you don't really specialize in fighting, in training fighters to that level. So how do you then go and make the adjustments with the training?

FARI: First and foremost, we've always been a combative school. So our target is self-defense, not competition. So we always try to keep it real. So the aikido and even the Jiu Jitsu, our philosophy is, if I take my fighting habits to a tournament, I'm not going to be disadvantaged. But if I only train in tournament, and I take that philosophy to a fight, someone's going to get hurt. So we've always had one mentality. And there's no ego, if we need, for example, we've got some good striking coaches here and if we need for a particular fight, like in this particular case, we had a really good grappling partner that helped us prepare against the rear naked choke.

Why the rear naked choke? We’re fighting a guy that's got the world record in submitting his opponent's six in a row rear and choke, including one over us, when we had a title shot and that wasn't planned, it popped out of the blue, 24-hour notice. But I wasn't there, Martin took the fight. We didn't get the result, but we prepared. And you need not to have the ego to say, OK, I need this and you get your partners for a particular fight and you've got to do what you've got to do.

GEORGE: So the prep work is pretty much everything then, right? Because it’s pretty much understanding your opponent, what their strengths are and planning accordingly.

FARI: Absolutely. Look, in this case, I believed that he was very in, as in Martin. We spoke about it, he really only had one dimension to his fighting. His go-to was always, go to the back. So we knew if we take that weapon away, we knew that Martin is in much better condition and we knew that we can outstrike him. And to prove that, we even went up to the commentators and even all the ONE FC people before the fight to say he's going to get knocked out, just so no one thinks it was luck.

We knew what was going to happen and not to be cocky, but we couldn't see anything else. Anything can happen in a fight, but we really, really prepared and we boasted about it and we boasted about the result because no one believed it. In Singapore, we were given odds of 10 to 1, which I wish someone told me because I would've put some money on it. And the fact is, even the promoters that said to us after, that nobody wanted to fight this man, but we wanted to fight that man! And in fact, I've put up a video today, when you look at my KMA Brazilian Jiu Jitsu and Top Team page, I put up a little video that's a little segment from the documentary cage to get a chance. Currently, it’s on SPS on demand. Watch it, and in that, the first fight after his loss. We’re there, and Martin has got his hand up and he's there saying, I'm coming. That was two years ago!

So this had been a two-year goal, it’s not something that was just an afterthought. We wanted not only to avenge that one loss. He gave us one loss in our career; we wanted to give him his first loss in his career. And here we are, we did that. A lot of preparation, a lot of work. But again, it comes back to the discipline of the martial arts. You can talk about it, but you need to back it up and you can only back it up with discipline and commitment and for me, you need to be a true martial artist to do that.

GEORGE: So in that process then – and this is a typical Conor McGregor thing. You'll always hear him do that, he’ll have this vision, that’s the goal he focuses on and he believes it to that extent that that's the way it plays out. Now, it sounds like you really took that same approach – that's the way it is going to play out. But do you have a backup plan? If plan A fails, is there plan B or C, and how would you balance actually, if there are different plans? And how would you balance the training?

FARI: Yeah, look, plan B is simple, really. You need to have your conditioning and that's always your plan B. You want to make sure you don't gas and you've seen it, you've went to some fights and you go, you know, he was a better fighter in the first round and then in the second round, he starts to fade and all of a sudden -! You can have plan C, D, all the way to Z, but if you gas, it isn’t going to work. So you need to be able to last, number one. Number two is, Martin can take a hit, and even in this fight, he took a hit! He actually got knocked down. He didn't get knocked out, but he got knocked down early in the fight.

So then with the commentators, “This is the beginning of the end!” Which makes for great viewing and the guy is taking his back, and then the guy is taking his back and Martin gets up – not from the punch, but he gets the guy off his back, once, twice, three times – again, great viewing, but what does that do to the mind games of our opponent? That's his trump card. He did it once, twice, three times, desperately tries the fourth time and just simply gets to the point where he puts his hand around his neck and pulls of. He’s starting to get tired. Watch the fight if you can, it’s a beauty. And some people call it an overhand right, but really, we caught the money maker and it was! Pretty cool.

GEORGE: That's awesome. Now, you guys get back home, how does that affect the moral of everything from all the other students at school?

FARI: Look, you know what, if they're not inspired now, they never will be. Believe it or not, it’s harder to come back from something like that than it is from a loss because there's a lot of hype. We had a group of 18 people, if you look at some of the highlights, we’re in the cage, and we had a huge entourage, absolutely fantastic. We prepared together, we toured together, we ate together and straight after the fight, I'm telling you, we celebrated together. Great atmosphere, everyone came into the cage, we just security didn’t want to let us in, but how can you lock out that many Aussies? I think the security just gave up, then everyone just stampeded the cage. But the reality is that our goal wasn't just to get there and win; the goal was to get there, win and build already for the next fight.

martin nguyen one championship

Immediately after the fight, we announced that we’re more than happy to fight for the title in the next division down, so whether that happens sooner or later, it’s going to happen, you know? Martin will make his mark in this division and he's always up for a challenge. Every fight that Martin’s ever had, the  person’s had an undefeated record, people had a big run of wins, but Martin just stepped up each time and every time and he fought the best at their best and beat them all. Either in the first round or early in the second. The majority win the first round, so he's a finisher!

That's making a huge statement. You didn't get the judge’s decision, you didn't get lucky, they didn't toss a coin. it’s pretty hard to argue when you choke someone out and knock them out, or you split their head open and they can't fight anymore. I mean, argument over – the best man won.

GEORGE: Awesome. Now, what about venturing under the UFC, or anything like that? Is the ONE championship where Martin’s going to say?

FARI: Absolutely! Look, the ONE FC people it’s an amazing organization and people that know it and know the Asian market is really, you do well, that's the market we want to be. And saying that, I think the UFC is fantastic. We've got one of our other fighters, he's got a title shot at the end of the year, Theo Christakos. He wins that, don't be surprised if you see him in the UFC. So look, different fighters go different paths, but each to their strengths and every organization has I think pros and cons, but I think ONE FC is fantastic for Martin, it’s been fantastic for KMA and they've been great and we’re here to repay their gamble on us, if you wish, because we’re a gamble. We were the underdog on every single fight and here we are now, Martin’s the champ.

So people are going to talk to you differently when you're a champ and opportunities are going to come in and let’s face it: he has a Vietnamese background, look, he's a good looking kid, you know, he's got, I'm surprised Colgate hasn't signed him up already. He's got a million-dollar smile, but you know, he's likeable. Anyone that sees him, you want to cheer with him. And I'm not putting our opponent down, but I had no doubt in the world that the majority of people were cheering for Marty, even if they thought he couldn't win. They would've wanted him to win.

He's a marketing person's dream; you know? He's got a beautiful wife, a nice Aussie girl, he's got a couple of kids, he's got the mortgage, he works by day – he's just a hard working humble guy and from parents who came as refugees to Australia, that classic when you got to Australia to make a better life, Martin has repaid that risk that the family took for him, for his future and the rest of the kids in his family. They risked it all, they left – just to understand, back in the day, they came by, they were refugees. So they didn't come in with the silver spoon in their mouth. So it’s a pretty tough way to begin things and a tough background has made him obviously a competitor. But he's representing Australia and I have no doubt that the people of Vietnam would love someone to say, hey, he's our hero too!

And there's nothing wrong with that too. He's very proud of his Vietnamese history and he's obviously, his dad, unfortunately, is not with us anymore, but that's a way of saying, you know what? I want to repay my dad’s history and he's obviously got some relatives over there, how good is that? You've got two countries backing you and to be known and what a success story it is. And the success story is still ongoing, hasn’t finished yet, but I think now our goal is obviously to continue to win, but my wish for him is to really build a legacy and set some big word for us.

GEORGE: Yeah, for sure. So, young working guy like Martin, is there good financial payoff for fighting at this level for him?

FARI: Well, hopefully, there will be. Now he's a champ, look, things obviously will change. As more people see him, hopefully, more people will come to the forefront as sponsors, we’d love to be talking to look, he loves the Mercedes, so Mercedes dealers out there – you want an absolutely fantastic role model and an athlete? He'd love to drive your car! Let’s have a chat!

GEORGE: Is that for one Mercedes, or two? Because it sounds like there's double interest here!

FARI: No, you know what, I'm all about helping out fighters and helping out team. Look, I've been blessed in life and for me, it’s all about achieving something for the guys and I'm telling you, it’s very well deserved so I hope the word will get out more and more and even with this podcast you know. The brand of KMA, the brand of Martin, the situation, anyone that sees him loves to watch him fight. it’s not a five round boring fight, it’s going to finish. And the stats are there. So if you haven't seen his fight yet, I would watch a couple of his fights, and I'm telling you, I get the best seat in the house and I enjoy watching his fights.

GEORGE: That's awesome, yes, I will make sure that the fights are all posted within this episode, martialartsmedia.com/46.

FARI: I do have a link on all of the little highlights on my YouTube channel, you can click and it will do the series of videos.

martin nguyen one championship

GEORGE: A playlist, yep.

FARI: The playlist, so check it out. And with that too, I'll put out some of the pre fight little promos that we've had in Asia, saying how he likes team 47 seconds and you know, they really pump that up. This man's undefeated and which is good, because it makes the win all the more remarkable and all the more exciting, so it really was a Rocky story from the worst point of view, but from our end, it was a fight that we really prepared for.

GEORGE: Fantastic. So let’s talk about before we finish things up, let's talk about the marketing side of this quickly. Something that Hakan Manav also mentioned to me when they went through Australia's Got Talent and they got all that press, they really rode it as far as they could, because of this national exposure.

FARI: Absolutely! Look, look at that pace! That's the winner, that's the guy that we beat, I mean it’s everywhere! Have a look on my Facebook, have a look on the KMA Brazilian Jiu Jitsu and Top Team. Look, I am not going to lie, absolutely. But it’s also a bit of pride and I want people to be inspired. And it is inspirational. Look: success leaves tracks, whether in business or in training. If you want to follow in that path, obviously, we didn't get lucky, we had to be doing something right. And there's a great team here, there's a great culture here. So if people want to get looked after, if people want to train, we're on Facebook. We own the building, for starters, we are not going to go nowhere!

martin nguyen one championship

So we're here to stay, I've been teaching for 35 years and I honestly believe within distance, obviously, I'm going to recommend coming here. And hopefully they will, and yes, we're going to pump it. But also I want to pump it because I want people to know Martin. And he is a great kid and he is a role model and sometimes the image of MMA is not always the best one. But look, he's got no criminal record, he's got kids, has a mortgage, works hard and anyone that's ever met him, they all say, what a wonderful human being. And he is, he is just your regular Aussie bloke, with a Vietnamese heritage, which is pretty cool.

GEORGE: Fantastic. Awesome, well Fari, thanks for meeting with me again and sharing the story. Really inspiring and for anyone listening, martialartsmedia.com/46. You'll get all the show notes and all the links to find out more about Master Fari and Martin and the KMA Martial Arts School. You can check out martialartsforlife.com.au. Cool.

FARI: Pleasure was all mine.

GEORGE: Awesome, thanks, Fari, I look forward to speaking to you again.

FARI: Have a great day.

GEORGE: All right cheers!

 

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45 – How To Protect Your Martial Arts Business Name With Domains & Social Media Handles

Getting your martial arts business name is one thing, but making sure that you have the right domain names and social media handles is another. George Fourie shares how.

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IN THIS EPISODE, YOU WILL LEARN:

  • Why you should avoid complicated domain name and social media handles
  • The importance of having congruent domain name and social media handles
  • How extensions can cost your credibility
  • How incorrect extensions can lead your competitors to a land grab and profit off your brand name
  • And more

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


TRANSCRIPTION

Hi, this is George Fourie from Martial Arts Media and today, I want to talk about how to protect your martial arts business name through domain names and through social media handles. So this is a question I get often, so let me give you the idea scenario.

Now, specifically, it came up yesterday, I was talking to one of our Martial Arts Media Academy members about building them a new website. But it’s not just about the new website, it’s about building a new website with a bit of a brand name change, so there's this bit of a shuffle happening, where they need to make a name change, which obviously means they need to make a domain name change.

So here's the ideal scenario: when you look at a domain name, you want to try and get something that's really going to match your brand name. But sometimes that is going to be hard, because if your brand name is super long, 4 or 5 words, it can get a bit tricky. Now, things that can also throw domain name off is things like hyphens, and numbers, OK? Because let's say you've got numbers, 6-0 for example in your domain name: every time you mention your domain name to someone, you're going to have to say 6-0 or 60, or is it the numbers, or is it spelt out as 60? So you're always going to have that additional explanation that you're going to need to clarify what's going on with your domain name.

The other is hyphens. Now, if you go and get a hyphen in your domain name, so let’s say martialarts-yourarea, then I want to ask why do you need the dash? Is it because somebody else already has martialartsyourarea in one word, or are you just trying to split it up in words? At the end of the day, if you don’t have both, it’s not a good idea, because if somebody else has martialartsyourarea, then that means when somebody types it in, they forget the hyphen, which is going to happen, that means that they're going to your competitors website, OK? Try and avoid anything hyphened, any type of – well, that's about the only character that you can add, because that creates confusion in the mind.

Now, let's look a bit further. Let’s look at what's the ideal domain to get and what's the ideal name for your area. So in the old days of search engine optimization, where you want to rank in Google, it was very popular to get domain name your area, or you want to get the keyword to rank in the search engines. So you'd have, let's say, martialartsyourarea, for example. So the logic in that was great, in the old days, we'd search to optimize and to be at the top in Google, but it’s not really relevant today anymore. So although it can have a nice catch to it and it could be good to have a domain name like that, it’s better to just stick with your brand and build an authority website.

So put a lot of content on it that it ranks naturally and you can still rank for those keywords if you just put them together in the titles and things. And by the way, if you are interested in a SEO training, I am busy preparing a SEO, just a basic SEO training for our Academy members and I was thinking about making it available to this group. So if it’s something that you are interested in, just leave me a comment below this video where you see it and we'll put that together and possibly share it in this group as well.

Ok, so, getting back to the actual domain name, what do you need? Brand, brandable domain, something that's easy, something that’s easy to recognize, easy to remember and easy to spell, and then, what about the extension? So you've got .com, then obviously you've got your local domain, so you've got .com.au, .co.nz, and all this. So look: in the big global world of domain names, .com is still king, OK?

So .com is king, but for you as a local martial arts school, you want to get your country domain. So you want to get your .com.au, .co.uk, obviously if you're in the US, that's awesome, .com is going to do, but for the most part, you want to have your local domain name. Why? Because people want to know that you are a local business, right?

I mean, if I look at a domain name, if I look at a martial arts school and it’s just .com, it’s still got that international feel to it and it's a local business, so you want to get your .com.au. If you can get the .com, get it as well, but make sure you build your website out on your core domain name, so your local domain name.

Now, another thing that comes up: let's say somebody has martialartsyourarea and somebody else is building on yourareamartialarts. So… sorry, martialaartsyourbusinessname, so martialarts, hang on, OK: right, martialartsyourarea, that's the one domain that is available. And then somebody else has got yourareamartialarts, so just swapped around. Be careful for that as well, because again, people can get very easily confused with the two. So if it’s not a brandable name that's your name, then people can mix that up. So is it martialartsyourarea, or is it yourareamartialarts – if you don't have both, I would be hesitant to build out on a domain like that.

But to go on to domain extensions: when the .com.au, .co.uk and .coms are not available, people start going leaning towards these little tricky ones, .biz and .website and all these fancy extensions that haven't really taken off yet and people aren't really familiar with them. And believe me, people will do this: they might go type yourmartialartsbusiness.website.com, or something because people aren't that used to them right now.

For me, I'm in a different position. I'd buy up those domains for different extensions, so if I want to refer to our academy, for example, I would, I bought the domain name martialartsmedia.academy, we've got .community, .website, .group – so we use that as shorteners, but again, the whole domain name goes on the core brand.

Cool, so I hope that helps with domain names. One thing I didn't touch on is the social media handles. So, try and get them again, this is the perfect scenario, right? So if your domain name can match whatever your social media is, it just makes it easier from a branding perspective. So in my case, it’s Martial Arts Media, my Facebook I had to let go of the s, so Martial Art Media. Instagram, it’s a bit shorter, so I had to Martial Art Media as well.

So try and be congruent, because the last thing you want is, your Facebook profile says martial arts your business, and then your Instagram says martial arts 27498. Nobody's ever going to remember 27948, so just pay attention to those little things because it just helps you build a stronger brand and it positions you and protects you from what everybody else is doing. The last thing you want is, you've got the domain name and some guy sort of catches on and he's trying to be spiteful and he goes and registers your social media handle on Facebook and on Instagram and everywhere else. So the more you can do to protect your brand and your positioning on the internet, the better for you.

I hope that helps, we'll see you again soon in another video. If you've got any questions about websites, about our Martial Arts Media Academy, just leave me a comment below this video or send me a message. Thanks – I will speak to you soon. Cheers!

 

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44 – 10 Magic Words That Revive Old Martial Arts Students And Dead Leads

Martial Arts marketing doesn't need to be complicated. All you need is to ‘sell' the next step…


IN THIS EPISODE, YOU WILL LEARN:

  • The ultimate content leverage experiment
  • Where the original 9 word email came from
  • The 10 words that can transform your martial arts marketing
  • How conversions actually work
  • And more

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


TRANSCRIPTION

Hey, this is George Fourie from Martial Arts Media and I'm doing a quick podcast experiment. I'm broadcasting this in the Martial Arts Media Group and hopefully, simultaneously it's being broadcasted on the Martial Arts Media page and also, to our YouTube channel and then also to Dropbox, which means we'll transcribe this for an actual podcast episode. So, let's see how this goes.

Now, the actual podcast, what I do want to discuss with you today is ten words that can completely transform the way you go about your business. And this concept, I shared this at the main event in Sydney, when I spoke at the main event, and it basically comes in the email format. Now, I want to give full credit where credit is due and this ten words, it's actually nine words, all right?

It's nine words and they come from a gentleman called Dean Jackson and Dean Jackson actually invented the squeeze page. Now, what we know in internet terms as a landing page, a page where you basically have a sales message or an offer or collect details, or whatever it is that you do, but one dedicated page to deliver a message.

So, Dean Jackson was the gentleman that actually invented this system and he also created what's called the nine-word email. Now, we've transformed it, the nine-word email, it's ten words now. And we call it in the Martial Arts Media Academy, we call it the “Boomerang Bullet.” And the reason we call it the Boomerang Bullet is because we expect a return and it's a bullet! It has an impact. So I'm going to share what the ten words are.

Now, as I mentioned, we use this within a campaign, so we use it as in a six part campaign. Every time we've done this for martial arts schools, for martial arts schools owners, we've had tremendous success. It's always baffled everybody when we do it, everybody tries and complicates it, but it works every single time and when you do it when you just simplify the message and you do it, you get a lot of responses.

So the way you can use it, you can use it to revive old students, you can use it to engage conversation with prospects who have not replied or have kind of just fallen off the radar, right? So if you're trying to revive old prospects, or revive old students, then these ten words can be used.

Now, the way we do it, we use this within an email sequence, so you would need some kind of an email tool, preferably to do it, if you are going to do it on a mass scale, but even if you’re using this with Facebook messages, or even in a text message, the concept of it will change the way you go about your marketing.

All right, so, you want to know what the ten words are? It's simple: you send out an email and obviously, the content is going to vary, but the way we normally do it is we keep the subject super short, so we just say, martial arts, or quick question, or something very, very short and then the ten words pretty much go:

Hey person,

Are you still interested in martial arts?

And you sign it with your name.

All right?

That's the email. No fancy banners, no company logos, no nothing, just hey person, are you still interested in martial arts? Obviously, the context can change: are you still interested in kick boxing, are you still interested in starting martial arts – you can play around with the words, but the concept is really just to keep it simple.

So, why does it work? Well, it cuts to the chase. In marketing, we always try and complicate things. We want to take people right to the end where we want to take them, so we want to tell them everything that we have, everything that we offer and when we do that, we do an information dump. Information dump, information overload. And most people look at the message they get and they look at it and think, OK, not now, I will look at it later. But the way and why this works is, conversation leads to conversion, OK? Conversation leads to conversion.

We can probably add another word in there: conversation leads to a relationship, leads to conversion. So if all that you're really after is to start the conversation that's going to lead to the conversion, then why not just focus on starting the conversation, right? It just simplifies it, because if there's no conversation, there will be no conversion. So when you use these ten words, it really just breaks it down to get the conversation started. Hey – are you still interested in martial arts? Yes, or no?

If the person is not, awesome – off the list, you don't have to contact them again. All right? Just really keep it easy. But then of course if they are, it gives you the opportunity to start the conversation and then you can go and present an offer, or whatever it is that you want to do.

So, hey, try it! If you've got a list of old students, students that aren't training anymore, prospects that have fallen off the radar – get them all together in an email autoresponder type of tool. If you need help with that type of thing and what type of tools you need, shoot me a message wherever you're watching this, or just an email george at martialartsmedia dot com and I can give you ideas of what type of tools you can use to facilitate this.

And of course, if you want information on how to use it with a larger campaign, then speak to us at the Martial Arts Media Academy, where we give you all the sequences, all the email sequences that will create a valuable campaign with this altogether, with an email campaign basically. But hey, go and try it. Keep it simple, get a message out, keep it personal, from your name, not your martial arts school and send it out, tell me how it goes and I'm sure you will thank me for the next time you see me.

That's it – thanks for watching, speak soon. Cheers!

 

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43 – Henry Calantog: 3 Must-Haves For Martial Arts Instructors To Run Fun & Entertaining Kids Classes

Martial Arts school owners rate Henry as the ‘Go To' kids instructor. These 3 Must-Haves will make you follow suit.

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IN THIS EPISODE, YOU WILL LEARN:

  • How Henry Calantog got to work with Kyoshi Fred DePalma & MA1st
  • The essence of ‘Patience is a virtue’ when teaching kids classes
  • Helpful strategies on how to keep kids entertained and motivated during martial arts classes
  • The three general ways on how martial arts students learn
  • How to achieve the right balance of being serious and using humor
  • And more

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

 

TRANSCRIPTION

GEORGE: Hi this is George Fourie and welcome to another Martial Arts Media business podcast, episode number 43. Today, I have a guest with me that I met at The Main Event in Sydney. I was fortunate enough to be able to share some presentation at The Main Event, which is hosted, Ma1st and I was able to, it was my first presentation, it was good to get to a live event and meet Kyoshi Fred DePalma, who also introduced me to Henry Calantog and I was told by a lot of some of my customers and a lot of people that I engage with, mentioned that Henry is top notch and he has been helping them with instructors, helping them instruct their kids classes and everybody mentioned they've learned a lot from Henry. So of course, I wanted to take the opportunity to get Henry on the show. So welcome Henry!

HENRY: Hello George, thank you very much for having me on.

GEORGE: Awesome. So, we've got lots to talk about, but we're going to start of course, right at the beginning. So who is Henry Calantog?

HENRY: My martial arts background… well, actually let’s go through the personal background. I am the first, I'm Filipino. You wouldn't know that, because I'm over 6 feet tall, if you're familiar with any Filipinos, obviously, that's extremely tall. I was the tallest kid in the village, that's what we would make the joke with. But I am the first generation of my family that was born in the US, so my parents of course emigrated from the Philippines – Cavite, if you're familiar where that little fisherman village is, migrated here, and I was born here and pretty much, we brought the rest of the family over.

Did martial arts off and on when I was a younger child, I tried to do eskrima kali because of a friend of a friend of my father knew how to do it, so we tried to train it in the backyard. Had a really bad experience with it, just because it’s a very old school instructor and my first class was putting my hand on the table while he was hitting my hand with a rattan stick. So, at the age 8 years old, I didn't find that very entertaining, so I didn't want to come back.

I enrolled into a Taekwondo class; I just remember getting the pajamas. I did a Taekwondo class at the YMCA; I didn't like that either, because I thought it was boring. We sat around too much and didn't do anything. It wasn’t until I was raised in Reno Nevada – if you know where that is. And due to a job transfer, my mom moved to Arizona. We lived in Chandler Arizona, which is a couple of miles from where I'm a direct student of Kyoshi Fred DePalma. And then, I’ve been a student of his for 20+ years and that's where we found his school in 1994.

And so, it pretty much started from there. And the biggest draw for me was that classes were fun, that it wasn't just… my first two experiences, my hand, was getting beat by a stick and my second experience, we sat around and we just watched everybody do things, we didn't do anything. I think as a kid, I'm probably exaggerating – I probably kicked the pad five times in a two hour class and I just thought it was really awesome, with Kyoshi DePalma's and my other instructors, who was his head instructor, Jeff Wahlberg, was his head instructor at that school, because I was his student directly under him, they just made classes really fun and engaging for a young tween kid, you know?

And I've been with him ever since, and form a professional standpoint, I have had every job at the martial arts school. I was obviously the student – that went up. I did competitions, I helped out in classes, I moved up from helping out in classes to being a guy that cleaned the bathroom, who cleaned the throw-up at the end of a good class. If somebody threw up in class, you know those kinds of situations, I mopped the floor, I mopped the mat. I did every job, I eventually got moved up to just like an assistant role and then a job opened up at our school for a program director, which is kind of ironic, because we don't even have program directors in any of our schools anymore.

But it opened up and so at purple belt, I started being the program director in a school with over 300 active students. And I was a teenager in high school. So I was the handling credit card payment, I was making enrollment agreements, contracts – I mean, I was getting a very, very early I guess lesson on how the martial arts world worked – long story short, at the age of nineteen, I get sent out to run one of our satellite locations and I have been running that satellite location – which I eventually bought several years later, I've been doing that since March in 1999. So I have been the assistant, the assistant's assistant, a program director, I've been behind the counter, all the way to being a head instructor of a school, of a branch location, and now owning that school since 2001. So that's kind of the brief history of me.

I like to tell people, everyone keeps mentioning how I teach kids: it didn't even start off that way and the funny story about it is, one of the very first classes I ever helped out in, I had kids walk off the floor, because they were bored. Ironically, I was telling you the story that I was bored in the Taekwondo class – nothing against Taekwondo to my Taekwondo friends, I was just bored. But actually, one of my first classes that I was responsible for teaching myself, I had kids walk off the floor to sit with their parents, because they thought it was boring in a class.

To now, I mean, one of the schools we visited was Dave Loti’s school and they were telling me that some of the little dragons that they taught while I was there, they were crying that I wasn't there the next day teaching them. And so, it’s kind of, it’s funny, it’s a balancing act and we'll kind of delve into what we do with the company that I'm part of, Martial Arts 1st and the different instructor colleges and instructor workshops that we do with communications, but we'll delve into that more. That's the background of me.

GEORGE: Awesome! So I want to go back one step, because it is a big thing for you to be first generation born in a foreign country – how do you feel, and just knowing obviously, you teach a lot of kids and in the American environment: how do you feel it’s been different for you to grow up in a country where all your parents are from – well, you as well are from the Philippines.

HENRY: You know what, I have to honestly… there was a language barrier growing up, not with me, but with my mother. My mother obviously, English was her second language and this is actually the parallel that I brought up with my wife and we had a conversation today about patience. And I brought this parallel that why I ended up at being such a patient person which eventually moved on to being patient with kids was because I saw people treat my mom terribly because English was her second language. Now, not all Americans are like that, so don't get the wrong idea, but often times if people meet someone who does have that language barrier, they already pass judgment on them right away.

So like a good example, we'd be going to the store and my mom would struggle, trying to communicate to the cashier about something. And sometimes the cashier, let’s be honest, the cashier could be this young kid who's just frustrated that he's at work that day. And so he's just rolling his eyes because he just can't communicate. And then I come along, speaking exactly like this that has taken speech classes, presentation skills from junior high all the way to where I am now and I speak clearly and it completely surprises people. And so I think one of the first things is from being the first generation born, I got to learn patience right away, because I had to be watching people being impatient with my mom and with my brother, who also had challenges as well.

I learned to be patient and it also made me understand that you can't judge people right off the bat. You have to look at them as the blank slate that's always something that can surprise you. And that goes to teaching kids, because I find that sometimes old school instructors, especially the ones that we deal with when we do our instructor workshops, that always say “Why, I just can't teach children. There's a certain age group that I just can't go past.”

I find the reason that they do that is because they already judge that kids are that way, instead of realizing that kids are this open tapestry that you can keep adding upon, that that kid might be emotional at the age of seven, but they are going to be incredibly resilient by the age of seventeen. So don't pass judgment and say, well that kid is always that way. So I guess being first generation born, kind of answering your question the long way, kind of helped set my path in that direction, which I try to communicate a lot of times when we do our workshops.

GEORGE: Fantastic. That's… all right, so it’s easy for you, because you've lived through this and you experienced that. Now, when you do workshops and you have to actually teach instructors, OK, it’s almost… it’s not your teaching, but it’s actually… I wouldn't say character. It could be character in a way, because you're just not patient and you can't deal with that. How do you go about actually teaching instructors that deeper level of understanding, how to work with kids?

HENRY: Well, it’s fun because in our last workshops that we were doing throughout Australia, one of the things that we covered was the fact, there's three general communication styles that we talk about and three general ways that people learn: visual, verbal and what we call kinesthetic, which is basically hands on, that's just like the big word that people use for it. So you have visual, verbal and kinesthetic. And one of the first things that I go over in a lot of our instructor things is, I ask the instructors what type of learner would you characterize yourself as? Now lest kind of go further.

So a visual learner is someone, for instance, kind of self explanatory: you have to watch it, you have to see it. A visual learner might be the kind of person who will say, hey let me see you do it first before I do it. So they have to sit back and actually watch it and see the examples and whether it’s teaching a kata or form, or it could be something as simple as the way you're supposed to fix something on your computer – they want to sit back and watch you physically do it.

A verbal learner is someone who needs explanation of why. Why am I doing this? What's the purpose for me doing this? Explain to me the big reason for this. I make the joke that my wife is a verbal learner, because before we can act on anything, we have to then have like a 15-minute discussion of why. And I'm more of a visual and kinesthetic person: I just see it and want to do it, but she wants the full explanation. So, verbal learners are people who need to know the reasons.

And kinesthetic – they just want to put their hands in it. They just want to get doing, I’ll learn better by actually moving. That's one of the first things we cover when we do instructor workshops is, we ask the instructors to self evaluate – what kind of learner are you? After I just described what learning types are, what are you? Are you more visual, are you more verbal, are you more kinesthetic? What is your primary learning style?

Now, you always learn in all three ways, but you tend to push and feel more comfortable towards one direction. Once the instructors in the workshop kind of recognize exactly what type of learner they are, then I usually throw them a bomb and say, that's the reason why all your students are that type of learner. Because that's the only one you know to tailor to. So if you're a visual learner, you teach visually. You teach by doing examples, but you don't necessarily explain why you're doing it. You just show them, I'm just doing this move and let’s just follow what I'm doing.

So you tend to attract more visual learners, because you go towards that. Or as the opposite of the verbal, you have the why people and so on and so forth. And the big challenge that we make instructors understand is, if for instance, when you get a lot of instructors who are visual, we'll tell them, fantastic, you're visual! Keep doing that, but how can you improve your verbal communication and how can you perform or get better at your hands on communication? That's always the fun thing to say – it’s easier to do, it’s kinesthetic, it’s hands on, but how can you get better? Because when you teach something, you want to hit all three evenly, always and consistently, even always inconsistently.

So like an example that we'll do in a workshop is, my base style is American kenpo, so I’ll just teach a technique we call 5 swords, which is you're blocking a roundhouse punch or haymaker and we just kind of go through the movements in that. And through that example, I will show the whole instructor workshop through the breakdown of the technique – so now they're learning something kind of fun to do, the instructors are having fun, because they're learning something new that's maybe out of their style, that's different from their style and we're going through the technique, but then they're seeing how I'm visually demonstrating it, so I'm in front of the class doing it while they're following me, I'm verbally explaining it saying, we have our body shoulder width. We have our hand going towards the neck, because the neck is open and the line of sight is easier for striking from here to there, so I'm explaining why I'm doing every certain move.

At the same move, I might be having them doing it on a partner at the same time, I'm explaining it and visually doing it in front of them, if that kind of makes sense. And I know you kind of saw me do a little bit of work when we were at the main event, so in one five minute section, I’ll demonstrate how to do all three teaching styles, all three communication styles and get it in a way where I hit every learning style evenly and everybody gets the point within less than 5 minutes, whereas a lot of instructors, if they're primarily visual, they'll lose their verbal people right away. Or worse, the verbal ones don't necessarily get belligerent, but they're that student that sometimes the instructor gets upset at, because they're the one going – well, why? Why would I put my foot forward? Why do I move my foot at that angle? And it’s not just adults – I mean, kids ask why all the time! They do!

And some instructors will get frustrated, they're like, they're always asking me – they just need to do it! And I'm like, no, they're a verbal learner. They're not being disrespectful to you; they just want to know why you're moving your foot this way. Well, we're moving our foot this way because the line of attack is coming in this direction, so we're stepping off the line of attack so we don't get punched in the face. If you took the time to actually explain it in those terms, then they're going to go, oh, that makes complete sense.

But it’s really trying to hit all three, and we'll spend an hour role playing, working each and every learning style individually and then teaching the whole team and staff how to integrate all three, so by the end of the session, I don't want to say we perform miracles, but we get them to think outside the box. And the biggest reports I get from every workshop that we do is that a week later, two weeks after, everybody's super jazzed about it, but they see the differences in class, and more importantly, it isn't the owner that sees the difference – it’s the students who are commenting, what happened? Normally I would struggle doing this, but now I'm not struggling this. And they think it’s them! They think, I must be getting better at this. They don't realize their instructor finally understood, oh – I learned to communicate better.

The big phrase I always like to say is that it doesn't matter the subject that you're communicating, it’s how you're communicating it that really counts, especially with children, which is one of the reasons you have me on today. I don't care if you're teaching Brazilian Jiu-Jitsu, Taekwondo, American kenpo, full contact kick boxing – the subject doesn't matter. I see amazing instructors that teach Brazilian Jiu-Jitsu to children. I've watched them, I've seen them, and I go, that's fantastic. They're hitting all three learning styles, they're building rapport with those kids, fantastic, they're making it fun and entertaining for them, but at the same time, they're getting substance.

And then I see, there are instructors who shouldn't even for lack of a better way of saying it, should never touch a child, because they get far too frustrated, they immediately throw their hands up at them, and they're like, they just won't get it at all. It doesn't matter what you're teaching, it matters how you're teaching it and the communication style.

GEORGE: That's such a big thing to really reflect on yourself. I know when, I've been helping martial arts school owners, probably for four or five years and it’s been OK, because people ask me what to do and I just go do it. And then we started to form the Martial Arts Media Academy, where I felt, all right: we've got to be teaching and coaching the stuff to really help school owners get a better result and it’s probably been the hardest thing that I've done, is having to really reflect on, how do I take something, in this case for me, it’s a complicated topic: how do I serve the left brain, how do I serve the right brain, the stories and give it that visual component and for me it’s really being sort of… some people want the analytics, the logistics of things, and then other people want the story and you've got to tie it in with the metaphors or something that triggers off the pictures in the brain that each earning style is really grasping it at the end of the day.

HENRY: We call it the, one of the types that I present a lot, I've been doing a lot in the last two years is called the empathetic instructor. And the definition of empathy is literally seeing the world from another person’s viewpoint. That's very difficult. As much as you want to say, oh, I get it – you never will. I bring my wife as an example I can say I understand, but I don't understand. I’m not my wife, I haven't lived her life, but how much closer can I get to really understanding? Can I really let the guard down in kind of a figurative way and say, how do they see it? What we're here for, teaching kids: what does a five-year-old see?

When they see you do that move, you might be seeing – and this is one thing I address a lot with veteran instructors: when you see me doing a jumping kick, you see the way I chamber my knee. You see the way that I posture up. You might see the way I loaded up the jump before I went up. You'll see the technical part of it, because you're an advanced level instructor. You know what the five-year-old sees? You jumped really high! They don't even notice you did the kick, they just went, and you jumped really high! I think you jumped as high as a rabbit! Or a kangaroo!

That's what they see and the instructor has to go back and go what it makes exciting for a five-year-old? That you're telling them, you're going to jump as tall as a kangaroo. You're going to jump as tall as a rabbit. You're going to be able to kick somebody that's this tall with that jump. That's going to be what their trigger point is and what motivation is for it, not to have the perfect jump kick to get a first place in a tournament, you know what I mean? Whereas, that might be why the instructor wants to do it, it’s what's the purpose of why do they want to do it.

So we go back to the why game: why do they want to learn it? Why would anybody want to do it, why would anybody want to follow through with it and then look at it from their vantage point? It’s funny because I do a lot of parallels between being an instructor and a salesman, because what does a salesman do? What's a definition of a salesman? It’s not just to sell something to you: a salesman is trying to fix a problem.

If I'm going to a car salesman, why do I go to a car salesman? My problem is, I need a car. My car is broken, my car is old, I need a solution. Why do parents, why do students come to us? Parents want us to solve their problem. What's their problem? My kid is really energetic; he needs an outlet for energy. My kid needs to learn confidence. My kid is getting bullied or harassed physically at school, I want him to learn to defend himself.

My reason for teaching is not the reason why they want to be there, I want to know why they want to and what the parents why could be a 100% different than what the kids why is. And you have to be able to communicate that. So that's one thing we address a lot with the empathetic instructor, is why does the kid want to do this, why does the parent want to do this, why does the art, the dojo, the school, want them to do this and then where's your mid point where you're hitting all three at the same time. If that makes sense.

GEORGE: Very much. Two things: one is, I love how you mentioned jump as tall as a rabbit, or jump as tall as a kangaroo, because that's the visual component you were just talking about, it’s that, alright, cool, I can picture that. Then you mentioned addressing the problem and something that I've always thought about as well is, the parent's problem is not the child's problem at that point in time, it’s a completely different thing. So do you have your core problems that you work on, or do you feel that you're trying – which is probably a hard thing to do, but to be really personal with your students and try and be on top of, you're here for this reason, you're here for that reason type scenario?

HENRY: It's kind of, that's like a multifaceted question. I think the best way to kind of answer it is, one thing that we tell our staff and we have a large chain of schools, we actually have a big instructor training tomorrow and one of the things that were constantly integrating to them and telling them is that black belt is the answer. And what I mean by that is, you don't sell a black belt to somebody and that's the answer that solves their problems. The path to getting a black belt will solve everyone's problems. Everybody's issues, the path to becoming – so if you need more confidence, the path to getting a black belt will always rebuild your confidence.

If you need to learn to defend yourself, the path to getting a black belt is going to do that. If the parent their child to have more self discipline, the path to a black belt… so we always kind of redirect it to the one key black belt magical thing that when you become a black belt, through the process of doing it, you'll get everything that you want, but then you'll also gain everything that comes along with that, plus more.

One of the questions I always ask to instructors is, why did you first start training in martial arts? And you get a variety of answers: I wanted to build confidence; my mom signed me up, blablabla. And then I ask the next question: why do you continue to train in martial arts? And it’s always, almost always, it’s a completely different answer. They started because they were bullied, but they continued because they love the life skills that come along with it. They started because they were having confidence issues, but they love how physically strong they feel because of doing it and so, I hope I'm not being too broad about it.

We kind of channel it that way and make them know that through the process of training, through the process of goal setting, through the process of it all, they'll get everything they want, plus more. Everybody will and if you're a martial arts instructor and you've run a school for any amount of time that had students be loyal to you for 5 + years, you understand that, because you formed such close relationships with them, and it’s actually, you mentioned something about it might be difficult to form those one on one relationships – it can be if you don't try, so whether you are running a school of a 150, or you can do 600, if you're not trying to shake hands and really get to know everybody, then they don't feel that you're making a connection with them which means you're not feeling like you're really guiding them in the process to that black belt again. I hope that answers the question, I don't know if I kind of steered off a little bit?

GEORGE: No, that's perfect, that's perfect. So getting back on to the kids, so we've covered the educational part and really addressed the problems – where do you bring the fun part? And I should mention that a few instructors mentioned that your energy is although it’s contagious, it’s almost… I don't know… why can't I be like that? How come I don't have your energy? So I can gather how you bring a lot of energy tot he class, which would be fun for the kids, but again, how would you transfer that message over to the instructors? How do you focus on making the classes fun for kids?

HENRY: Number one is… this is funny, because I say this over and over again, the name of the company I work for is Martial Arts 1st. We put the martial arts as number 1 – that's what we do, is martial arts. So I got brought up in a pretty old school mindset that we learned to fight, we learned to break things, this is what we do. In the process of that, I had an instructor with Fred DePalma and Jeff Wahlberg; they made jokes constantly while we were doing class. They were having fun with us. They were praising us, but at the same time, they'll make those off handed jokes. That's what you have to, you have to learn from a kid’s perspective.

Energy is – actually let me kind of segway this a little bit: before I teach, I'm a business owner, so I’ll do all my business stuff in the morning and early afternoon, but before I teach, no matter what, I usually take at least 30 minutes to an hour of me time before I have to teach that day. Whether it’s a private class at 3:30, even if I might have been at the school all day, at 2:30, I get in my truck and I drive.

Even if it’s going down to the local store to get a water, or if it’s just me taking a drive, because my school is located in the middle of beautiful mountains, so there's beautiful hilltops, and you can just go through the neighborhoods and just kind of take everything in. I play some upbeat music and I just completely shift my mindset that I have to be a performer that day. And that's where it comes in, because if you think about performers from a kid’s perspective, one huge part of engagement is that you have to keep the kids entertained.

Think about the programs that kids watch, from the movies, from the television programs, to even like the YouTube videos they're watching – why are they watching that? My own kids, right before bedtime, my son says, can I finish watching this YouTube video? Because they're really into video games and gaming and stuff like that. And they're watching it and if he has his earbuds in, I let him finish it.

And all of a sudden, he just starts laughing hysterically, because whichever YouTuber he's watching, made some kind of joke. And my kids aren't exactly; their humor isn't on a high level. He might have made some joke about the way the guy smelled in the video and my kids just start laughing. But my kids want to keep watching it, because they're trying to, not only do they see the content of what he's doing, but they're entertained by how he's presenting it and the jokes that he's making.

And so that's a huge part of taking that hour before you have to go and teach, getting yourself pumped up and prepare to be a performer. I will make a prefix: I was in drama almost the entire adolescent life, all the way to adulthood. So I did theatre production, I was in musical theater and I think that all of that really – and I was in speech and I debate, skills of high school, so I was used to being in front of people and entertaining them, I even used to do standup comedy when I was in high school at the local coffee shop.

Not very well, because I find my students laugh at me, because if they don't laugh at me, I’ll make them do more pushups, but that's my humor. That's how I get people to laugh now, but I think not only do you have to take a persona of being an instructor with kids. You have to understand, you have to perform in front of them if you want to keep them engaged, because one thing I tell instructors, I keep repeating that, and I tell this over and over again to everyone I do these workshops with: if you can't keep them engaged, they'll never learn that flying arm bar routine that you want them to learn. They'll never learn that kata that you think is so essential to your art form, that everybody must learn this technique in this art form because your art form is the essence of this. They'll never want to learn it if you don't make it fun for them in the process of doing that.

And so, like with kids, we'll make jokes, but we'll make sure to watch our hour so that it doesn't get to giggly. Like a good joke we make all the time is, let’s say, what's a good example, what joke did I make today with the kids that made them laugh: we were doing pushups, they were doing a pushup set on the ground, and I'm like, come on, keep going, keep going, until you feel your muscles burning! Are they burning? Are they on fire? Oh, too on fire, you've got to slow down; you've got to slow down! No, too hot, too hot – way too hot! Tssss – you're hot man, you're so hot right now.

And the kids just start laughing, because of the way you present that, but what's the kid doing while he's doing that? He's doing pushups while he's doing it and he's having a smile. So that can be kind of an example of the humor directed in the direction with kids. I’ll also make it all the time, where if I ever feel like the humor is going too far, then I’ll bring everybody back in and say, OK everyone, feet together, hands to the side, eyes on me, I'm really tall, so we really bring the focus back into it.

That's where some instructors will almost go too humorous and then they lose the class completely, so it’s very much a push and a pull and we call it the balancing act. You have to make sure you're right on the border where you're making yourself still kind of funny, but then you're still being serious at the same time. And you never want to be too serious with kids, but then you never want to be too funny with kids. And that's kind of a process we talk about.

GEORGE: Fantastic, that was actually my next question is, how do you keep that balancing act, because you're either going to be too serious, or you're going to be too funny, so you've got to have the push-pull.

HENRY: Push-pull. And we talk about reading your class and reading how they're reacting to things. A good example is, one of my instructors was teaching a kids’ beginner class, it’s a small beginner class today, there was about 7 or 8 kids in it today. And she was, we have our belt testing, belt grading, whatever, however you want to call it, this Saturday. And so they're getting ready for it and you can tell some of them are stressed about it, they're a little stressed, because they know they're test is coming up. And so, sensei Chester is my instructor, sort of making a joke with them like, we're moving like snails, let’s all move like a snail.

And then at one point, everybody's moving really slow, getting into it. Then at one point, one of the kids, he is our kid that does this, so we all have a kid that does this: he just takes it way far and he's, when we say move slow, we're talking about, we're making everybody go slow motion a lot. Slow motion move. He's standing there completely still and of course, sensei asks him, we're supposed to be moving. I am moving, I'm just moving so slow you can't see me. And then you see that and the other kids pick up on it and they kind of start going, oh, I'm going to do the same, because that's what kids do.

When one of the five girls falls, what do the rest of the girls do? They all start falling, because they think it’s funny, so sensei did the best thing and said, OK, wait: let’s all move as slow as possible for five more seconds. Ok, great: now, let’s be normal and go back to it. So it’s about giving that inch to them for a little bit, but then learning to redirect and then go, OK, now let’s be normal, black belts in the making right now and that is goofy. So it’s, read the class, but also kind of see the sign post that you go, if I let them have one more inch of this, I know it’s going to be a little bit too far.

And that's one of those general things that if you teach long enough – and typically, instructors will know what I'm talking about, when it does go wrong. So they'll tell me, yeah, I had this one class, where I couldn't get them to, I mean, they were too goofy. They start playing around too much and I couldn't get them in. Usually I can talk to that instructor about the individual situation and my first question is, well, where do you think it went wrong and usually the answer is, when I went along with the joke for too long.

When I should have redirected it right away and started going back to the drill, but I ended up and this is an issue that we talked about with our own instructors, I became a spectator, just watching the kids play off each other. So instead of being the person that steps in and says, OK guys, let’s go back to the drill, let’s go back to the kata, I just kept stepping back going, wow that's funny. That's really funny, wait, it’s getting too funny and I didn't interject and step in right away. So that being the one thing, it’s very individualistic, but it’s finding where that turning point is, I guess to answer that question.

GEORGE: Yeah, all right, fantastic. Henry, that's amazing. So we've got really the empathy part, I really liked that. I guess putting yourself on the other side of the table really thinking of how you're being perceived in a way, being empathetic.

HENRY: Exactly.

GEORGE: So visual, auditory and kinesthetic.

HENRY: Kinesthetic, hand on.

GEORGE: We mastered that. Keeping classes fun and having the balance act and really putting yourself in their shoes, how they learn. I like the associations of really jump as high as a rabbit, or as high as a kangaroo, that really making sure that you put all those components together. So before we round up, I do have one more question. Two more questions. One, where we can find out more about you, but one is, where does Master C come from?

HENRY: The country or state?

GEORGE: Master C!

HENRY: Oh, Master C, gotcha! Ok, so this kind of goes along with teaching with kids and you've got to understand this, OK? So my name is Henry Calantog, Calantog being not a really overcomplicated last name, but when I first opened our Scottsdale school, I taught a student, a little dragon, he was probably 4 years old, his name was Greg Goulder. And Greg had a speech issue, he actually was taking speech classes, going through speech therapy, because he had a little bit of a lisp, so he had a difficult time pronouncing things.

He was a very emotional four-year-old. And when I introduced myself, my name is Mr. Calantog and usually, I play a game with the kids when I say, what's your name, and they'll say, my name is Greg. And my name is Mr. Calantog, what's my name? Mr. Calantog. What's your name? What's my name? And we kind of play it back and forth, and I’ll go, OK, now we're friends, because we know each other, that's been kind of my little tactic that I've done with kids for years to kind of break that little report building shell.

When I tried it with Greg, he couldn’t say my name right. So he started stuttering and at one point, he started tearing up, because he knew he had a speech issue, and because he couldn't say Calantog, he was a four-year-old boy in his first orientation class, starting to cry. And I stopped and said, no, no, no, wait one second – Greg you are like the coolest kid I know. You can call me Mr. C. And you know, he wiped his tears.

No one else calls me Mr. C, you can call me Mr. C. And now 20 years later, everybody calls me Mr. C, or Master C. It just stuck because since he kept calling me that in classes, other students kept calling me that and then it just kind of built up. So going back to teaching kids, it wasn't about me making and pushing him to do what needed to be done, what was he comfortable doing and what made him feel special, because I made him feel comfortable.

GEORGE: Amazing.

HENRY: Good story?

GEORGE: Love it, love it. Thank you Henry, it’s been great speaking to you. So, please share with us – where can people find more about you and ma1st and all the rest.

HENRY: Ma1st.com, Martial Arts 1st. Obviously, we're in the US primarily, and so we hold workshops, we're almost every other month, we hold workshops in the US throughout everywhere, we're going to be in LA early in September, we're back in Texas I believe in November, then next year a big traveling schedule. We go to a lot of the big events, of course we're going to be in Australia I believe rudimentary the next Main Event is going to be in the August-September timeframe, because it’s going to be a little later in the year.

So easier for all of our Australian clients to kind of hit it and we'll be available for seminars and events and instructor workshops while we're out there next year up in Australia. So yeah, ma1st.com, you can find out more about us. And you can read about all the different features that we have, Kyoshi Fred DePalma – he's my instructor. He's also the man that brings me out and does all these wonderful things. You can contact him for more information, or myself.

GEORGE: Fantastic Henry. I look forward to that; I will also be at the Main Event again next year in Australia. I am planning to come to the US though.

HENRY: Good!

GEORGE: So yeah, I’ll definitely get in touch.

HENRY: San Diego is a beautiful place.

GEORGE: It is. Awesome, thanks a lot Henry, I’ll speak to you soon and for the show notes, you can go to martialartsmedia.com/43, the number 43. Thanks a lot for being on Henry; I’ll speak to you soon.

HENRY: Very welcome, you have a great day.

 

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42 – Amy Gardam: Living a Martial Arts Family Legacy

When Amy's dad Kyoshi Andrew Roberts sadly passed she was left with 2 options: Quit or continue the family legacy. She's doing the latter.

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IN THIS EPISODE, YOU WILL LEARN:

  • What made Amy Gardam continue the legacy of her dad, Kyoshi Andrew Roberts
  • The dad and daughter bond that was cemented by martial arts
  • How Edge Martial Arts got back on track after losing 80 students
  • Spotting young talented instructors early and making it known
  • How you can help the Kyoshi Andrew Roberts Foundation and its mission to help families who have a loved one in palliative care
  • And more

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

 

TRANSCRIPTION

AMY: I felt like he was there, I felt close to him and I felt happy to be here, I prefer to be here than at home – this was my home.

GEORGE: Amazing, so you truly are living a legacy.

AMY: I think so, it's a good feeling.

GEORGE: Good day, this is George Fourie and welcome to another martial arts media business podcast, episode number 42. I have today with me Amy Gardam from Edge Martial arts in Mt. Evelyn, Victoria, how are you doing today Amy?

AMY: I’m good thank you, George, how are you?

GEORGE: Excellent, thank you. So we're going to have a bit of a chat about you and running your school and a whole bunch of other things that have happened and the journey that you've taken to… if it's right me saying that way, that you really continuing a legacy within your family, would that be the right way to say it?

AMY: Yes.

GEORGE: All right, so we've got lots to talk about, so I'm going to jump into the interview. Just a few things: the show notes for this interview is at martialartsmedia.com/42, so that's 4, 2 as in the numbers. And that's it, let's get started. So, Amy, first and foremost, tell us about you: who is Amy Gardam?

AMY: Ok. So, I'm a mother of two, I'm married, I've got my husband. I started martial arts when I was 4 years old with my dad. We started in just a local school hall at the time and eventually, the martial arts took off and he opened up a little part time center. And then when I was 15, just shy of being 15, I actually started teaching with him, just teaching the little kids. And from that moment on, and loved it, made it a career and now I run the business. I've got my two kids, and I'm a full-time working mum.

GEORGE: Ok, awesome. So you are running the business full time and you're a mum and so you're really just born into the martial arts, this is everything you know, right?

AMY: My whole life I've done martial arts, it's all I've known.

GEORGE: All right, cool. So now, you're also running the business and that's just you at this point in time?

AMY: Yeah, running the business with my staff, but my husband has recently, in the last three weeks quit his job as a welder to come onboard and we've brought it together, so we are running the business together and he's slowly learning martial arts basically.

GEORGE: All right, awesome. So he's coming from a completely different angle then. He hasn't trained martial arts yet, but he’s also stepped in to help?

AMY: Yeah. He did kick boxing, but that was about six years ago. He did it for six years back then, but he's never done karate or mixed martial arts, no.

GEORGE: Ok, so what's the main reason that your husband has jumped on board into the business?

AMY: He didn't love his job, welding was hard work. He always came home dirty and he didn’t like being dirty from work. But also, being a mum and running the school, it was really quite tricky to do it on my own because we have two schools that are full time. This particular school I'm in at the moment, we actually own the building and it was very hard to maintain, just things like painting, light fittings, you know, things breaking down as they do in a normal house, let alone a business. I just couldn't do that and teach and run the book work by myself, so I said to him, you know: best do it together. He was really excited to leave his dirty welding job and come on board and do it together.

GEORGE: All right, cool. So he's running a lot of, helping with the business maintenance and things like that for you?

AMY: Yes, yeah, that's mostly it. He's just started answering phone calls and doing Facebook enquiries as well.

GEORGE: So your dad was Kyoshi Andrew Roberts, right?

AMY: Yes.

GEORGE: All right, so do you mind just sharing the whole story of what happened with your dad and what led you running the whole business and everything full time?

AMY: Ok. Well, I started martial arts when I was four and at that time, when I turned 14 years old, I actually started teaching. And I've been doing it as a career ever since then, but I had my son four years ago and took some maternity leave, it was all good. And my dad actually got diagnosed with a brain tumor in June 2015. We noticed that he'd been forgetting a lot of things, his memory was tracy and his mood… it seemed like he had depression actually, but he was really grumpy, he didn't want to have family dinners, he didn't want to see any of us.

And my mother took him to the doctors after he was sick one night and they found the tumor. And a week later they found that it was actually brain cancer and the worst form. It's called a GBM stage four, which is the worst kind of brain cancer that you could get. They gave him 14 months to live and of course in that time, you think that your dad is a superhero and he will be the one that survives, especially one as fit as him. You know, he had such a will and power to live that you just think they're supernatural. I never really, at the time, I was sad, I was upset, but I didn't really think much about it.

My husband and I wanted to have another child, so I fell pregnant with my daughter April and I had her last year in May and I went on maternity leave. In that time, my father came to the hospital, but he started, his memory started getting worse, he went back for a scan and they found the tumor had grown back, bigger. And the doctor said that the chemotherapy wasn't working, he was getting the most powerful type, and they couldn't do anything else.

So basically, from that moment, he was in palliative care. There was nothing more they could do for him, we just had to… I guess just keep enjoying the time that we had left with him. So slowly, he went downhill. He lost the ability to move, he was in a wheelchair, he stopped remembering who we were and he just started sleeping. He just wouldn't get out of his chair, started sleeping a lot, then one day… we used to laugh because we'd take turns checking on him.

And at this stage, he was still talking any stuff and we called it daddy day care. So we'd actually go and sit by his bedside and if he wanted up, great! But one morning I went in there and he just wouldn't wake up, he was just not responsive. I called my mum in, I had to pop into the shops to get some things, and when I came back that afternoon, and he was still in bed and I thought, ‘normally he is up by now?’. And he made a really strange noise and I called my mum in, she came to check and from that moment on, we knew that was the end.

We didn't know how many days he had left, he lived another week and a half, but he was unresponsive. He didn’t, didn’t drink juice or water. And the palliative care nurses came to visit, and they said, yes, it could go on for days, we had no idea how long it would be. So on November 22nd, he actually passed away from cancer. He was asleep, it was… as far as they tell us, it's peaceful and we were by his bedside, all of his daughters, we sat by him every second of the day and spoke to him and told him funny stories that we remember from being little and making sure that the last things that he heard from our voices were the happy things, the thing that we remember and the amazing stories and times we had with him.

So that was very nice that we had the opportunity to do that, but an absolutely devastating situation, horrible. So that's how I came to take over the business. I wasn't sure if could continue on, but you know, I did. I decided that, yep, my dad worked very hard in his business and his whole life, he and I worked together, we used to be training buddies.

We'd go to seminars together, we'd be home watching DVDs of new material, new teaching techniques and we'd be practising in the laundry room. Mum would yell at us because we'd be in her way, or we'd kick something over, we were like two kids. But there was just too many memories to just walk away. So I decide to continue Edge on, as hard as it was. I walked back in and held my head up high and just did the best I could, still am.

GEORGE: You decided to Edge on – is that a slogan, is that something that you've got a stamp?

AMY: Actually, I haven't used that one before, but I'm going to use it now!

GEORGE: Ok, cool.

AMY: But yeah, you did, you do. I mean, I worked 15 years in this, because I'm nearly 30, 15 years of my life in this business – I don't want to just give that up because the only other thing I've done is a qualified swimming teacher. I’m not anymore, but that was the only other thing I've actually done, as far as a career, so this is the only career I've ever known, but then I sort of sat back and thought, well my dad did this his whole life and it actually brought me closer to him. The moment I walked back into the dojo doors, I felt like he was there. I felt close to him and I felt happy to be here. I prefer to be here than at home, this was my home.

GEORGE: Amazing, so you truly are living a legacy.

martial arts family

AMY: I think so, it's a good feeling. The moment I came back and I saw all my students, I actually felt closer to him, like he was still here with me. So from that moment on, I thought, yeah, I can do it. And you know, I will do it, because like I said, I've been training since I was 4 years old, I've been teaching since I was 15, so that's been nearly half my life, I'm nearly thirty, of teaching in this business. And just to walk away, would just have been silly.

It's a long time just to walk away from something, so I decided to continue it on, I love my students, I love teaching. I have so much passion for teaching, that made me feel better, just seeing my kids, seeing my students. And that's when I said to my husband, you need to jump on board and my mum, of course, inherited the business from the will and I spoke to her in February this year 2017 and she said to me that she can't do it anymore, because she doesn't want a part of it, it was just too emotional for her, so she said, do you want to buy it? And we said, yeah.

Obviously, it took a few months and we did the switchover and end of the financial year, because it just made sense and that's really sort of the story that, like you said, it's continuing his legacy. He's such a big part of the community here at Mt. Evelyn and the local areas that everyone knows him. His funeral was so booked with people down the street, I couldn't tell you, but a couple of thousand people were actually there, just to say their final goodbye, so it was very important.

GEORGE: Well, that's quite a story and my hat off to you, just going through all that, but really, really turning things around, because, like you're saying, there are so many parts of this, right? Because you actually have to deal with the fact that you just lost your dad, who's also been your teacher all of your whole life and now you've got two choices to make, right? Do you abandon it and let it not be anything and leave it to someone that might buy it over, but there's not that emotional drive behind it, because it's not that real passion about what was the business, which was the family as well, or face it and really just take it on, which is what you've done. That's quite amazing.

AMY: Exactly, thank you.

GEORGE: You're welcome. So how are you finding this?

AMY: Well some days, like yesterday, if you asked me the same question, I don't think it was. But most of the time, you know, I've got staff here, so they're really fantastic, they do a really good job. They're fantastic instructors and they're very motivated people, but with the kids, sometimes the kids come to work with me and that's not so much teaching, but they'll come and I'll be doing office duties and I’ve set up a little play area for them, but at home, the house is not as clean as it used to be. There's a lot more washing, but that's alright because husbands telling me that he's going to do the washing part!

Whose house doesn’t have a washing lying around?. But other than that, it's going good. I think it mostly helps just knowing that where I've come from and what we've been through, I was by my dad’s bedside when he passed away, I was with him 24/7 and I believe if I can get through that, I can get through anything. And at least I love doing what I'm doing, so I'm not doing a job that I hate, I get to come to work every day doing something that I love and that's what keeps you going as well. It keeps pushing.

GEORGE: All right, awesome. What was it like for the first time for you, stepping back into the school?

martial arts family

AMY: That was hard, it was hard because he's got photos and training certificates everywhere. So the whole school has lots of photos of him, but I mean, it was nice to see, nice to look at and I've got all these memories that I can actually look back on, it was just mostly hard because all of a sudden, even though he gave me the title of sensei, and I'm still sensei, I really realized, wow, there's no one else now, I’m the top. I’m the head instructor.

So everyone's going to come to me, even though I was used to people coming to me for questions and that was a big part of my job as being sensei, now there was no one to go to and go, hey, what do you think of this, or what would you do if this happened, or, I need your help, I need your advice. And that was probably the hardest part, because that all of a sudden hit me, and I'm like, wow! This is a really big responsibility, not just teaching martial arts, because to me, that's just like a walk in the park now, but having to deal with business calls and people wanting to do this and changing this detail and I didn't understand any of that, I'm still learning how to do bookkeeping. That's hard!

GEORGE: Right. Ok, so but you've got your husband that's helping with that role and so how are you guys finding a balance in who's going to handle which task of the business? Obviously, you're the teaching and so forth – how are you finding the balance?

AMY: Well, still at the moment, I'm doing a lot of teaching, because my head instructor is still away. Once he comes back, I can step you a little bit, because he's awesome, but we gave him 5 weeks just to go and travel the world, so I don't have to be on the floor teaching as much, which will give me a little bit more of a break. I can be at home with my kids a little bit more, but still, of course, I want to be involved, because I like being here.

But he's fixed a lot of stuff, a lot of things that were broken down, like simple things like just the lights not working – just call in an electrician to come in and fix it. Now, all that stress I don't have anymore. He's doing that, like yesterday, I said to you our EFTpos machine decided to stop working. Don't know why the line just wasn't there. So he's ringing, the electrician couldn't fix it. The next minute, he was on the phone to our bank and got a new machine in one day!

So if that was me, I wouldn't have had the time to have made all those phone calls and I wouldn't have been able because my kids get looked after when we're both here by family, so I wouldn't have had the time to be here all the time. And those things, repairs and maintenance, he does really well. Then, he's just started learning to take enquiries over the phone, so when the phone rings, he's been answering a few calls today, which is nice, I'm doing my book work on my computer, he's answering calls and he's taking over our Facebook page, along with me, because we're both admins on it, but he's been answering a lot of enquiries so he's slowly starting to learn how to sell martial arts, explain the benefits of martial arts to our prospective clients and the more he does it, the more he's going to get better, which will give me more of a balance to do the things that I'm good at, like teaching.

GEORGE: For sure. And also just to put things into perspective, because we didn't cover this at the beginning, just the way our conversation started. But if you put some numbers on the business, how many students do you have at your location?

AMY: So, we have three schools, the Mt. Evelyn here we have I think… in total, we have 578, this week, and that's all our total. Mt. Evelyn here runs 6 days a week, which has the bulk of it. Our school down in Chirnside park is about 10-15-minute drive down the road and it has just reached to a 110. And we have a school, a satellite school we call it, up at Woori Yallock, which is about 20 minutes up the road and that school there have 50 students, just fighting two classes, one night a week. So in total, were on at about 578, with a lot of new people coming in this week, so nice and big.

GEORGE: That's awesome. So how are you, how much time are you spending with your involvement within the satellite school and other location as well?

AMY: For the satellite school in Woori Yallock, I go there every fortnight and on a Wednesday night, I pop up there for the two classes to teach with my head instructor there and then, of course, come back to our main school here. And then at Chirnside park, I'm there in the mornings on a Tuesday morning and the Thursday afternoons, I got here and I teach as well. And then of course, in the daytime, I might pop in, do a little bit of bookwork, just check on paperwork, all that sort of stuff, but most of my time is spent at Mt. Evelyn.

GEORGE: Ok. Now, tell me, and just going back in the story again, right? When the big change happened and your dad sadly passed away, what was the response – and you mentioned there was such a big following and so much support for your dad: what was the response within the school? Did anything change with the students at that time?

AMY: Yes. Yes, we did. We dropped in that year, because the same year he was sick, the last year in May, I actually had my daughter, so I went on maternity leave for six months. So I didn't come back until sort of end of August, September time. And that's when he really started going downhill, so I think I only came back for three weeks to work again after maternity leave when he got ill. And because he was ill, I wanted to be by his bedside.

We knew he was dying, I wanted to be there every second that I could and we lost last year – so, my instructors did a great job with what they had but we did lose around about 76-80 students in total on that total count. That's a huge drop for a school to lose in 8 months’ time, because I wasn't here much, of course he wasn’t here from mid year last year and it's going to affect your business, you know, students have grown up with him as well as the head instructor, it could be the black belts, it could be middle kids. But the other thing we found, and it's OK, is the emotions we were dealing with, some people didn't want to be apart of that.

Everyone has their agenda and everyone has problems in their own life, so we understood that we would lose people because they couldn't be around us, maybe because it was sad. We tried not to make it a sad atmosphere, but it's going to affect us, you can't change that. And we were OK with some people that came up and said, look, we thank you for your time, but we won't continue on, and some people sort of left after he actually did pass away, because of course, it made them sad to be here.

And that was OK, we knew this would happen, but we had a lot of people stand by us and just support us and I had people, my black belts jump in. You know, I'll do the class, don't worry, we've got your back, we're here for you. And you know, we will be forever grateful to them for sticking by us and all the students that have. But it's going to affect you, there's nothing you can do about it.

GEORGE: Right. And have a lot of those students come back after that, now that everything’s sort of settled down, that people have changed their perspectives, or…?

AMY: Yeah, look, we have seen a few, but when I say a few, it's only about 8 or 9 students that I can think of off the top of my head that have actually come back and had that little bit of a break. We still have students that come back from a few years ago that left us, but for that time, yeah, it's not… I think… because it was such a big part of peoples lives and a lot of my black belts, most of my black belts stayed, a couple of them just because they were just so upset, especially the teenagers!

They're already going through their teenage problems, teenage dramas and I think that was just one more emotional thing that they couldn't deal with. But we haven't got a lot of people back from that time, but we have joined up a lot of new people which is nice. It brings a freshness to the center.

GEORGE: That's awesome. So yeah, because you're going to just have that change in people moving on and that's mainly, it was just time for them anyway to move on. And sometimes when you look at things in business, you look at it as there’s the downfall in it, people are leaving, the first thing you always look at is, oh, why is this happening, it's so frustrating!

The effects of a situation, but then, there's always – and I try to train myself for this is, always try to look for, where's the lesson in it? Or why is this really happening? Is it a need? Is it that the business now needs to take a new direction, or just make a change. And with your case, that's obviously where the new blood is coming in, new students and although they're not maybe aware of the history and everything, it's not that they're already part of that whole… the event happening and so forth.

AMY: Yes, yeah. So we… exactly, we needed to… I came in this year, so after having some time off at Christmas of course as we all do, a couple of weeks, I went away on holiday, I came back and I said to my husband, we need to change some things around, not just with classes and sort of structure, but we also need to change a little bit around the business, so people can see that we still care. I’m still very much, my whole life is invested into it, but we want Edge to grow bigger and better and the best thing I did was actually change our whole reception and office area.

Everything, I just went in and said, that's it, I'm moving everything around. And I changed it, I got some new cabinetry put in and everyone walked in and they were like, wow, that's amazing! And it was really just to show them that a change has happened, a big change has happened, but we want to now make positive changes. We want to show you that this is the new Edge, it's my school now and I want everyone to understand that I love it, I'm passionate about it, this is the way.

Last year, we had our problems, our downfalls, something that devastated us, but this year, it's a brand new year. Let’s go, let's make it bigger and brighter than ever, have more people here, build up the students, build up the school! Make it look better, or even with painting, changing colors too, just so people could see that Edge is still the same, fantastic school that he built, but now it's just going to get better, it's going to grow and get bigger and better than ever. That's my goal.

GEORGE: That's awesome, hats off to you, you're doing an amazing job and I'm sure if I actually interviewed somebody else other than you, they would give me much more insight about your skills and how you are handling all this, between the teaching and everything else. So what's your vision now, going forward? Where do you see taking Edge martial arts?

martial arts family

AMY: Well, short term goal: the short term goal this year is to finish out the year on over 600 students, so we've never officially reached, I think we've reached 599, that's our biggest count we’ve ever had and this year I want to finish at least 601. 601 students, it’s how I want the year to finish, active students. That's short term, but long term, I want to eventually create another full-time school, so it’s a similar area, but another 20 minutes – half an hour away. It’s a different market and that will be next year. Create a new school and just slowly start expanding.

My dad really always wanted to have many different schools everywhere and at the time, having kids, I was like, yeah, you know, I'm really happy doing what I'm doing, but I can't take that on for another school by myself. But now, having my husband on board, having awesome staff and instructors, I want to have another school and one day it would be really nice to turn around and say, yeah, we've got 1000 students in total.

Or, you know, I've got three sensei's at my schools, you know? That's always been a really big goal, just to make it bigger and better and a really big market for myself personally, I've always wanted to go into the field of helping women that have been abused or are in a violent relationship and go down that path of just empowering women and getting them to be stronger and just help them learn martial arts and be more confident in themselves, especially women. So that would be a personal goal that I would look towards in the future. When my kids are a little bit older.

GEORGE: All right, fantastic. So what are you going to do differently? You've gone through all this and you've grown up in martial arts, you've got all this experience. Now, you open that fourth location: what would you do differently based on everything that you've learned?

AMY: For everything that I've learned, if things aren't too different, I would just make sure that the person, obviously you've got to have an instructor that's in charge of that school and I myself have to oversee it, but make sure they really have 110% heart in teaching as well, because my teachers now, they're absolutely phenomenal. Over the years, as every martial arts school has, we've had teachers that might start off passionate and then slowly dwindle down and you can see how that affects your school.

But I want to be surrounded by people that love teaching martial arts and kids, so I would really make sure that all my instructors are passionate about martial arts. The other thing I would do different, just structuring things differently. I think because I was only young when this business started and it’s like, I've grown up in it, but I've never had control of it. So I have ideas, I have inputs and I've always taken on board ideas because my father valued me so much, but at the end of the day, you don't have the final say when it’s not yours.

No one does, any employee doesn’t have the final say, that I would just change some systems and just start fresh. So I think that's really what I’d change, but other than that, I love our school, I love our curriculum, I love our culture, so I don't need to change any of that because that to me is perfect.

GEORGE: Ok, fantastic. So are you already looking, do you have those instructors in mind that you are grooming for that role?

AMY: Yes, I do, and she just started part time with us this year actually. I've got two, but one obviously I want to make sure I keep one at our main school. I've got another instructor that is going to look at buying our Chirnside school down the track though. It's not happening anytime soon, but I’ll make sure they're going to manage it the way that you want it to be run. But I do have a young girl which started part time, she is just full of life, full of energy, very very passionate and I just got another young casual started on board too, so you never know, in a couple of years, after they finish school, they might want to do this as a full-time job too, hopefully.

GEORGE: Yeah, for sure. Do you actually, when you see potential like that, do you actually bring it to their attention that there is a career path that they can take?

AMY: Yes, yeah. I usually start them as casuals with us and they could start at the age of 14 years old. And as time goes on, they're going to get really good at their job, because they're loving it, but I will always come up and say, you know what, you're doing fantastic, I want you to work maybe an extra day, because I really need you and I want you to be here. The kids love you and if they're that good, I think you should tell them. Make them aware that they're very good at what they're doing and then you'll find out just by the energy they give you back, smile or just their face will light up because they feel really good that you've given them compliments and they enjoy what they're doing.

So hopefully, you build them up and you talk to them and you say, this would be a great career, we’d love to have you if you're ever looking for a part time job or a full-time job after school, there's one here for you if you want it. But this young girl that I've just put on this year, that worked well for her and she was really excited, so last year, she was going to go to Uni, she actually tried out at Uni after two months and she just didn't like it. She was like, I want to be a martial arts instructor. So that worked out well!

GEORGE: That's amazing, send people to school and then they find their true purpose and leave school for martial arts – good choice! To all the kids listening, that would be great!

AMY: It is a great job and this is a great career, I'm not going to lie, I love it.

GEORGE: Awesome. Amy, it’s been great chatting to you. If anybody wants to follow your journey and find out more about you, where can they find out more about Edge martial arts and what you do?

AMY: Well, we have our website, edgemartialarts.com.au. We also have our Facebook page, so we always upload things on there. We also have a foundation we run in my father's name, it’s called the Kyoshi Andrew Roberts Foundation and that foundation we actually use to obviously get basically we want to… it’s charity, so we’re getting money to help people if they're ever in a situation, it doesn't have to be brain cancer, it's not about brain cancer, it's about actually helping families who have a loved one that may be in palliative care and instead of taking them to a hospital or a hospice where they need to stay there and that's where they spend their final days, you can actually do it at home like we did.

martial arts family

We were really lucky because of our business; it gave us the income that my parents could afford to keep my dad at home. Mum bought the best bed, the best couches for him to sit in and be comfortable, so the last few weeks of his life, he could be at home surrounded by his family. Now, not everyone gets that opportunity, our foundation is to help people, to just offer them support, even if it’s something as simple as getting the house cleaner in, because you can’t maintain your house, or just being able to buy some of the equipment, like wheelchairs and toilet seat and things like that that can help you to keep your loved one at home if they are in the devastating end of palliative care.

If you follow the actual journey of how he lived the rest of his days, the rest of his life, on the Kyoshi Andrew Roberts foundation site on Facebook, otherwise it’s martial arts Facebook page, you can follow us there. Website, Facebook – we’re everywhere.

GEORGE: Awesome, we’ll put all those links in all the show notes that can be accessed.

AMY: That would be great, thank you.

GEORGE: Cool. Thanks a lot, Amy, I will speak to you soon.

AMY: You're welcome, thanks, George, bye!

GEORGE: Bye.

 

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41 – The 5 Stages Of The Martial Arts Student Signup Cycle

Every martial arts prospect that sees your marketing is in 1 of 5 stages. Do you know what to say in each one?


IN THIS EPISODE, YOU WILL LEARN:

  • The 5 different stages of a martial arts student prospect
  • When and when not to use a paid trial offer
  • How to influence buying decisions at different stages in the signup cycle
  • The landing page system that is currently responsible for more than 612 paid trial students
  • How many touch points (brand interactions) it take before a conversion
  • And more

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

 

TRANSCRIPTION

So the big question is, right, does your website have these offers? Are you catering for the hot? Are you catering for the warm and are you catering for the cold?

Hey, this is George Fourie from Martial Arts Media and today I have an awesome training for you. So, this training is something that we focus on in our Martial Arts Media Academy and is part of a presentation that I did over the weekend at The Main Event, Fred Depalma’s ”The Main Event,” hosted by MA 1st, which was in Sydney. And the presentation that I did, or the segment that I'm going to talk about today rather, is called “The martial arts student sign up cycle.”

Now, credit where credit is due, always: this was created by Eugene Schwartz, who wrote a book called “Breakthrough Advertising.” You'll pay about $150 for this book on Amazon and it's, he was a legendary marketer and copywriter. And what he talks about is the 5 different stages that a prospect will be in based on their interest level. And when you understand these different levels, you are able to fine tune your marketing message to be relevant to them, because, let’s say you have somebody, they’ve got questions and they don't have everything together about this martial arts thing.

And you go and just present a price to them – they're just not ready, so that's where objections normally come from: ah, I need to think about it, I'm not interested, I don't know, I need to ask my wife – that's where those kinds of objections normally come from is, because a person isn't ready and there are questions that they might not know what it is or they just feel unsure, or they're just too embarrassed maybe to tell you. And that's where sort of the objections come up, which can generally be classed as excuses.

The flipside is, if you don't know when somebody is absolutely ready to join, then you can also miss the boat because you might be carrying on, waffling on and they could be ready to buy and you can talk them out of joining – also, something that can happen. So I'm going to share this segment with you – I highly recommend you look at the full the presentation because the full presentation will give you the nuts and bolts of how it all fits together, but this by itself is super valuable. So I hope it helps, let me take you through it. If you're listening to the audio, I recommend you go to martialartsmedia.com, check the video out and it will all be clear and make sense. All right.

So, the presentation was “Become the go-to martial arts school through the internet and social media marketing” and this segment is called martial arts students sign up cycle. So, there are five different stages of awareness that a prospect goes through.

1. The first one at the top, which is what most people normally focus on is hot, and right at the bottom is cold, the person that's completely unaware or not interested in martial arts whatsoever.

So, where do we look at the hot market? So this person, they kind of know everything they want, right? This person knows that they want confidence for the kid or fitness or discipline, they know they might want to lose weight and they know everything about your club as well, they just kind of need the right offer to switch them over. So this is where a paid trial can work very well, right? Because they're ready.

2.  Then you’re going to look at the warm, the warm audience and the warm audience, the warm prospect is service aware, right? They know about your school and what your gym has to offer, but they're just not sure if it's right for them yet, OK? So what type of questions can you ask this person? What do they need to know? Do they need to know what martial arts style is right for them? What do they still need to know to take them over the line?

I did a case study with Paul Veldman, I advertised and promoted it quite a bit, you might have seen it. It was titled “How a martial arts school owner turned quiet time into 96 paid trials student in 14 days while converting 70% into full members.” Now, that case study was really targeted at these top two segments, right, the hot and the warm market. There are obviously other things that went with it: the right time, the timing, the deadline on the offer and so forth.

And funny enough, I was going through all the statistics, preparing for the presentation and the landing pages that we create, so the landing pages that we create and we create paid trials for, has a total 612 paid trial students over the last 6 months, OK? So that's $19,542, but obviously, that's just the income from the paid trial. So, depending on what your lifetime student value would be, whether that's $1,500, or a $1,000, I know if you're going to work it out on $1,500, it's going to be just short of a $1,000,000 worth of business! So, that is the power of having a really, really good offer, but also having it constructed in a way that converts and takes in the business, all right?

So that's really focusing on those top, those top two. So you're looking at the warm and the hot market.

3.  Now, going a bit further down, you've got the lukewarm market, solution aware, all right? They know about martial arts and the benefits, they just need the right offer or school or gym to sign up, OK? So they don't really know about your gym or school yet:  what can you put in front of these people? Do they need to know details about how to choose a martial arts school, or do they have sort of myths that are lingering in their mind, if, let’s say martial arts cause violence in kids or something like that.

What are the questions that they need to be answered and where are they going to find this information? They're going to find it on your website or someone else's, that's really the key and that's what we got through in the full presentation.

4.  Then you're cool – now, this is getting a lot harder, you'll see at the top; there are only a few touch points needed, OK? It’s going to take 6-8 touch points, interactions before somebody converts into anything and at the bottom, you're going to have a lot of touch points, because there’s a lot of the education process that's happening.

Ok, so the cool are problem aware. They sense the problem with their own fitness, their confidence, or perhaps see it in their child, but they don't know what the solution is to solve it yet. So they haven't put martial arts in the same line of how it’s going to solve this problem for them.

5.  And then, of course, you've got cold, all right? You've got the cold audience, they don't know anything about martial arts yet, or somebody just told them something about it, so they might just go looking, all right, what's this martial arts thing. They know nothing, they've got no real desire yet, they may be curious, or they probably just know nothing at all, right? They're just not interested and that person, of course, doesn't matter. You can charge them a $1 for a month and they're still not going to join because they're just not interested.

So the big question is, does your website have these offers? Are you catering for the hot? Are you catering for the warm and are you catering for the cold, or the cool market? The cool audience rather, I keep on saying market – the cool prospect. Do you have offers on your website that are strategically positioned to answer all those questions? Because, if it doesn't, then chances are, you have a leaking bucket, all right? People are coming to your website and they are leaving because they don't find what it is they need.

And I've done a lot of training on this, but I’m kind of pulling back on the training because it’s too hard. I end up trying to educate people that should be educated on more than websites and it’s just hard work and I've done it for favors, but if you're going to get something like this done, rather get somebody that understands marketing, understands sales and knows how to actually build a website that's going to generate business for you and that knows how to target these different segments.

I hope that helps, I'm doing the full presentation on this, which will be invaluable for you if you take on board what we talk about. A lot of time has gone into this, this is a lot of things that we've done for our top clients and this is just really breaking it down, the information and the process that we got through.

And I’d love to have you on board. It’s at http://martialartsmedia.live, is where you can access the presentation, or there will be a notification of when the next one will be and that's it. And if you would like help with all this stuff and you want us to walk you through it, guide you or your team members, then you can head over to martial arts media.academy and we will see if we can help you with growing your martial arts school.

That's it – I will see you in the next video. Cheers!

 

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40 – Martial Arts Instructor Gets Shot In The Head And Escapes Death – Here’s His New Perspective On Life

Martial Arts instructor Adel Refai didn't dodge a bullet, but he is lucky to be alive today. This will shift how you go about your day.

IN THIS EPISODE, YOU WILL LEARN:

  • The accident that ended up changing Adel Refai’s course of life
  • The benefit of martial arts beyond the physical movement
  • How technological advancements have helped business in general
  • How his ordeal restored his faith in humanity
  • George’s relatable near-death experience
  • And more

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TRANSCRIPTION

GEORGE: Hey, this is George Fourie and welcome to another episode of the Martial Arts Business podcast, episode number 40. Today I channel over to the East of the United States all the way to Florida and I'm speaking with Adel Refai from Combat Performance and Fitness. How are you doing Adel?

ADEL: I’m doing great, how are you George? Good morning.

GEORGE: Awesome, doing great. Cool, so you've got an exciting and horrific story to tell. But before we get to that, let’s just… just give us a bit of a background: who is Adel Refai?

ADEL: Well, I'm a 38-year-old male, 5’ 10”. I’m the son of Egyptian immigrants, I grew up in New Jersey in the United States and moved on to Florida about the time I was 29 going on 30 and like I was telling it before, I grew up kind of fascinated by the martial arts, but it was just something I admired from afar, watched movies and I was involved with other sports and activities growing up. And then when I moved here, I started the next chapter of my life. I just kind of decided, well, this is something I always wanted to do, so I'm going to check it out.

So I went into a gym and hit a heavy bag for the first time and I signed up for a karate program and then for the next 4 and a half years after that, I would go there 5 or 6 days a week just training, wanting to get better, wanting to get better. And then from there, got my black belt and then I got a black belt in kickboxing and then I started competing in Muay Thai fights and now I'm teaching kids, so the circle is complete I guess! But you know, I do internet marketing also and I work with small business owners and I kind of teach them just the basics and martial arts is just my passion and hobby on the side.

GEORGE: So how did you actually decide, all right: you're doing the martial arts and now you're going to start teaching?

ADEL: You know, it was just one of those things, it was one thing leads to another, leads to another, leads to another. I had a lot of instructors and they were so good about spending so much extra time outside of class with me to help me train and put in extra work one on one and all that. And so when I kind of moved on from going to the classes, because actually eventually they discontinue the adult program, but I have a little brother through a volunteering program here, Big Brothers, Big Sisters.

And so I signed him up for the karate program and I would go and I just started initially just watching and then the head instructor, she offered, you can jump on in and help out if you want. And I was like, oh, OK, well I don't want to impose. And I started just kind of helping out here and there, and then I actually just started volunteering about 2 to 3 times a week. It just kind of happened that way, it was just kind of the thing to do to start giving back after people invested so much time in me over the years.

GEORGE: So Combat Performance and Fitness: you mentioned it’s a part time business for you, right? Is it only you in the business, or…?

ADEL: Oh, no, no, no, no, I don't own it, I just help to teach the kids the karate program there. A friend of mine owns that business and he does jiu-jitsu and Muay Thai and kickboxing and then adult fitness classes and kids programs. I help out with just the kids’ karate side and then I help coach some of the fighters as well.

GEORGE: Ok, awesome.

ADEL: Yeah, that's it.

GEORGE: Now, you've been in the martial arts industry for quite a while and you had a bit of an ordeal I believe?

ADEL: Yeah, my kickboxing coach is also a video guy. He does video editing and stuff like time and for the last couple of years, we started doing a series of videos, action videos and he’s been using them to promote different organizations that he’s involved with on the martial arts side. So we did one video, where a guy, it was me and my girlfriend and I was pretending to be a bad guy attacking her, kind of a light hearted, funny video where she beats me up. And we started doing another one, another kind of action video to use for promotion and we got the choreography down and then we went out to a park out in Tampa to just kind of scout the area for when we start filming it.

And once we kind of figured out what we wanted to do, we were just kind of walking around, looking at the sunset. And I was getting ready to leave, I had a bad headache that day and I told Mark, I'm going to get going, my head hurts, and he was like, well, just hang on, it’s a really nice sunset, let’s just take a picture real quick. And I said, OK, sure, let’s just take a picture and then I’ll head out. So while I was standing there, it’s sunset, it’s daytime and we were standing right next to a children's museum and a dog park, it was a really nice area and while I’m standing there, waiting for him to get his camera ready, all of a sudden, somebody hit me on the head with a hammer and I reached up and touched my head and I felt a hole right at the top of my head, on the centre.

And I stayed conscious, I felt my body at that point just gave in and I kind of collapsed to the ground and my friend and his wife, they had heard a gunshot and they turned around to look in the direction where they heard that noise and when they turned back, they saw me collapse to the ground and I started bleeding. And my friend was quick thinking and he took his shirt off, put it on my head to stop the bleeding. He called the police and the ambulance, and the next thing I know, I'm being rushed to the hospital, there are 8 to 10 pairs of hands on me doing all sorts of tests and whatnot. Luckily, nothing serious happened and I'm fine today.

GEORGE: So just backtracking: you got a bullet to the head and the next thing you realized is you being transferred. The police are there and they're taking you to the hospital – are you actually conscious at this point?

ADEL: Yeah, I was completely conscious, but I guess my body was just in shock, I wasn't really panicking or anything. I don't know, it happened really, really fast, I was calm the whole time and yeah, I was conscious the whole time, I never passed out, but when I think back to it, it’s all a little bit of a blur, I'm not sure how I stayed awake for the whole time.

GEORGE: How did you recover from that? I have so many questions, but I'm a bit stuck on that!

ADEL: You know, I was fortunate, it wasn't serious, it didn't go through the skull and into my brain, obviously. It basically went as deep as it could without breaking the skull, so they took the x rays and they didn't find any bullet fragments, I just got lucky. I had a really bad headache a week after that and some panic attacks, but in terms of health and everything, I got lucky. I dodged the bullet, George! I got lucky, it didn't break the skull and that's it. An inch, a few millimeters one or the other and it would have been a different story I guess.

GEORGE: Well, I guess I should just give a shout out to Kevin Rogers from Copy Chief, because he was the one that shared your story and put me in touch with you, thanks to Kevin for that. Now, I want to know, do they actually know who did it? Was there someone who had the intention to do it, or was it just you caught a flying bullet?

ADEL: They found nothing, surprisingly. We were right on the Riverwalk, right next to the water, so our guess is that it went into the water after it hit me because if it had landed on the ground anywhere, they hopefully would have found it, but we think it went under the water. They didn't find anything, they didn't find anybody, there weren't any video cameras in the area, they didn't pick up anything – there was just nothing. We heard it and I saw commotion in the area where we heard it come from and as I was falling, I turned around and saw some people running in the distance, but the police were never able to identify anybody or find any video from the security cameras in that area, because it’s a public park, the cameras in it didn’t pick up anything, so… nothing.

GEORGE: That's fascinating.

ADEL: Yeah.

GEORGE: So how has life changed for you since the incident?

ADEL: Oh, you know, the first few days… well, the first week was just dealing with a bad headache, you know? And after that went away, it was kind of, it was re-evaluating everything, just thinking about what I want to do moving forward and what I want to stop doing that I've been doing… everything just started… you have to kind of stop and take a look at everything that you've been doing up to that point when that happens. And so I just moved on, I went and visited my brothers to clear my head and that was a really good visit for me.

And I came back to Florida and I made the decision that I need to move forward with my life in all aspects because I was going to that hospital and it was just occurring to me that I could easily be dead and I was thinking about how my life would end in that moment and all the loose ends and I wasn't happy with how things were in that moment, you know? I've just been kind of making an effort to live a little more urgently. And then, of course, the bills started rolling in and you can only have a little bit euphoria before some stress gets poured into your life. But it’s been fine the way I’ve handled this psychologically.

GEORGE: And the reason I'm asking this is for myself as well, because I was 27, 27 or 28… 26… I can't recall, it’s a blur. But I was in a car accident where I was unconscious for three days and I broke two neck vertebrae and had bleeding on the brain, so I had a haemorrhage basically and I was so medicated that I actually thought it was all funny, until a doctor walked in and he was looking at me and giving me my medication and he laughed! And I said, why are you laughing? And he said, because people like you, we don't normally operate, we don't operate on them. And I said why? And he said, because you're dead in two days. And he walked off!

ADEL: Really? Oh my God!

GEORGE: And that's what he said and my smile dropped. And it’s probably the biggest… everything in my life changed at that point, that was the first time it really hit me and it’s exactly what you were saying how you were realizing that you could have been dead: that was the moment I decided to emigrate.

I traveled to the United States, I'm in Australia now, but when I traced it back, the biggest decisions I've made in life was due to that one incident. Which is why I'm really asking you, what changed for you? Now you're saying you’re living with a sense of urgency and there are things that you don't want to put on hold and so forth. So what are those core things? What's going to be different for you from here on?

ADEL: Well, we've got I guess the professional side and the personal side. The professional side, I think there was a little bit of a lack of self-confidence that was pulling me back from pushing my business in the direction I wanted to go with it, I was kind of staying stagnant with it, I wasn't really sure that I was able to do what I wanted to do with my business, which was kind of take it overseas and start introducing internet marketing to certain third world countries where it would make more of a difference and impact. But I guess it kind of intimidated me in the past.

After that happened, it was like, well, I need to get moving with that plan, because I have this intention to try and help people and I keep putting it off. And I could be dead any day now and that is kind of selfish I think to hold off on doing something like that. Personally, there's this lovely woman in my life that I was honestly just scared to be with, to pursue a real relationship with. And I was lying in the hospital and she was one of the few people I was thinking of. And half an hour later, she shows up, and she's standing at my hospital bed and it hit me hard that I was screwing up with her in that part of my life and not moving forward with that. So I say those two things mainly are what really was on my mind in the weeks afterward.

GEORGE: That's awesome. I mean, it really puts things into perspective, doesn't it? It’s so easy to just get caught up in the moment and I guess you – and this is a deep conversation!

ADEL: Yeah, yeah, it’s getting deep George.

GEORGE: We don’t want to get the tissues out but hey, I guess it’s an important topic, because of look, we talk about the martial arts, that's what the podcast is about. We talk about the martial arts business, I'm also involved in the internet marketing side, we've got a Martial Arts Media Academy, where we help school owners learn about digital marketing and how they can use online lead generation in a strategic manner.

So that's always the topic here, but it’s so easy in life to get caught up, and especially in business, you get so caught up in the now and the problems and sometimes, it’s just perceived problem, because it’s really first world problems. I come from South Africa, where hunger is the problem. People are fighting not for where am I going to charge my iPod, but there are actually kids that are seriously hungry, they're trying to figure out where the next meal comes from.

ADEL: Yeah.

GEORGE: I guess what I'm really trying to get out of this conversation with you is, it just gives perspective. You think you've got problems and you think you're going a certain way, but in a snap, it could just be taken away from you, like with yourself. And I mean, it’s not that you were even doing anything, you just happened to be there.

ADEL: Yeah. Yeah, I completely agree, it definitely does add a lot of depth to the way you look at things, you know. The view of the accident, you actually do realize that it could have been over in a second and you actually feel it, it takes on a different meaning on what you're going to get up and do the next morning.

GEORGE: So tell me a bit about your business: where do you see yourself going with your business? You were saying you're looking at opening up in different countries and how do martial arts play a role in your life now moving forward?

ADEL: Well, I think martial arts has always been in my life one way or another. It started out from a selfish standpoint, where it was just me wanting to learn and learn and learn and be a martial artist and compete and get better. And then, as with anything I guess, once you reach a certain level of proficiency and you're good at it and other people start looking to learn from you and you hopefully, you turn around and help them gladly.

And so I guess now, I'm kind of like in between. Partially I'm still learning and competing, I'm also teaching adults, as well as kids, but specifically, there's been so many classes that have ended and I've been driving home, thinking about what I've learnt that day, what the instructor said and running it through my head and realize that it applies to something specific going on in my life right now, something in my business.

It’s one of those things, I guess martial arts is so personal, that it kind of just transcends just the physical movements and it applies to all parts of your life, at least that's what I found. I've always read books and tried to grow as a person and read business book to get better internet marketing, but sometimes it’s just like, a martial arts class, I kick a few times and I'm driving home and I think about the lesson I learned over sparring and I was going about my business and it’s just interesting how it kind of works around that way I guess.

But yeah, for the actual business side of it with internet marketing, like I was telling you, I work with small business owners, people that are basically new to internet marketing and teach them how to get their business online, how to market themselves online. And then, if they want to go any further after that day, in detail, or become an expert in any specific niche, then I’ll refer to somebody. And a little way ago, it occurred to me that anybody can teach somebody how to make a $100, $200, $300 a month, that's not hard – that's not something you can live on, at least in the US or Australia, right? But, in a third world country, $300 or $400 a month is life changing, that will change a life of an entire family in a small village.

And so that's where I want to go with this eventually, is to start introducing it to countries where it’s going to have a much larger impact, third world countries where they don't really have a good economy, but they learn internet marketing and all the time they're connected to the first world, the developed economy and now the money is being funneled to the areas that need it the most. That's what I'm thinking.

GEORGE: That's awesome. Where's your target, are you going back to your roots in Egypt, or are you thinking just on a broader scale?

ADEL: I’m going to start with Egypt, just because it’s familiar. The language, the people, if there’s any red tape, I’ll be comfortable navigating it. And I go there regularly anyway as it is, so if that works out, then that seems to be the easiest launching point and there can be a lot of people freelancing and there are enough people that speak English, that does seem to be the easiest point. And for some reason, if somebody tells me that different countries would be better to launch from, then that's fine, because I'm not really depending ongoing and opening up a shop, like a physical location, I want to keep it online and remote for the time being, so we’ll see. It’s early stages, so…

GEORGE: Well, good luck with that. I know for me, I employ quite a few people in the Philippines and it is rewarding to know that I'm supporting, the money that you send, it does support a family, it’s not just… it does impact an economy, especially for people where with jobs, there's nothing available, the internet is not available. And if they can't access the internet, there is not a real choice. It’s that or nothing.

ADEL: Yeah, yeah, exactly. Well you know, most countries have the internet nowadays. Even a country like Egypt, everybody’s got the internet. It’s interesting how technology, it’s moved so quickly the past ten years. I remember, growing up and no one, maybe out of my gigantic family, maybe one or two people had a landline. So if I wanted to talk to my grandma, we called the building she lived in, there was one phone and everybody used it, so we’d call the neighbors and they would go upstairs and get my grandma and my cousins and they would come downstairs and we would talk that way.

And that was fortunate, to have one in the building. And the plumbing wasn't what it is now and nobody had a phone, nobody had developed plumbing, because of the infrastructure issue, but the internet all of a sudden comes in and Wi-Fi comes in. And one year, I go to Egypt and everybody's got the internet in their home, and I say, how do you have the internet, how is this possible?

That's when it started clicking everybody's got the internet, or they have access to it, there are internet cafes everywhere or friends split the cost of internet for a month and they run cables back and forth, everybody's got it there. They have access to it, I think it’s going to allow a jump in the quality of living in all of those countries, it’s progressing properly.

GEORGE: For sure. Adel, it’s been awesome talking to you. I know you had a bit of a setback, I mean, you're instructing part time, you're getting your business going and so forth and I know you've been hit with some heavy duty medical bills, with your…

ADEL: Yeah, yeah.

GEORGE: Going through your ordeal, as if that wasn't bad enough to deal with, you got all that. I definitely want to give a shout out for anybody listening: if anybody can help you support… I know you put up a go-fund-me page, is that right?

ADEL: Yes, and no, it’s actually, the site I'm using is youcaring.com. I was looking into some of the different sites and youcaring was the only one I found that doesn't take up a percentage of the donation t run the site, so that seemed like the best option.

GEORGE: And you have the link?

ADEL: Yeah, it’s a bit of a long link, but it's youcaring.com/adelrefai-836411… if you can put the link up with your podcast…

GEORGE: I’ll tell you what I'm going to do: for everybody listening, what we’ll do is: one, well create a short link. You can just go to the show notes, the show notes in martialartsmedia.com/40, but I’ll also create just a link shortener for that, so it will just be martialartsmedia.com/adel, so that will be a-a-d-e-l, is that right?

ADEL: It’s a-d-e-l, but you can spell it, however, you want on the link, I don’t care.

GEORGE: A-d-e-l, OK. You know what, I turned it into two A-s to make sure I pronounce it properly.

ADEL: Oh, I got you, your little phonetic notes!

GEORGE: That was the genius hack that I did.

ADEL: Yeah, then the bill started coming in and they're still coming in and it’s just… it was starting to get a little overwhelming and I was trying to figure out a way to deal with it and then a friend of mine suggested setting up a fundraiser page. And I wasn't really comfortable with it at first. I set it up and I just kind of left it there. I don't know, eventually I just decided I need to solve my problem and ask for help and you know, if somebody wants to donate, they will, and if they don't, they won’t.

But the response so far has been so great, it’s been overwhelming I'm just so appreciative and whatever comes in is going to help and I truly appreciate it and I will obviously do my best to pay it forward at some point when I'm able to, but any help I could use!

GEORGE: I know it’s an awkward thing to do, it’s kind of the last thing you want to do: I'm in a situation, but I don't really want to ask for help either, you know, because like you're saying, it’s a pride thing and you just don't want it. But sometimes, you've just got to, my girlfriend always says to me: everybody always in some way got a hand.

Somebody reached out and helped, whether it’s in business or something else, there's always someone that actually stepped in and helped someone pull through to the next level in life. So if there is anybody that can help – awesome. It was great to speak to you and hear your story and give it some context because it’s something that can happen to anyone, literally, you can be anywhere in the street and be in the same situation. So yeah, anybody that can help, otherwise, it’s been awesome speaking to you Adel.

ADEL: Yeah, you too George, thank you so much.

GEORGE: Awesome, and I hope to chat with you soon and good luck with the business as well.

ADEL: Yes, thanks very much. I’ll definitely keep in touch and best of luck to you as well.

GEORGE: Awesome, chat soon!

ADEL: Take care George, thank you!

 

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30 – Matt Wickham: Running A Building Business By Day, Martial Arts School Owner And Instructor By Night

Matt Wickham shares his journey of running 2 businesses simultaneously while hosting the world's best martial artists in their small town.

matt wickham

IN THIS EPISODE, YOU WILL LEARN:

  • The benefits of inviting top martial artists from all over the world to come and train with your students
  • The importance of advancing your martial art skills and upgrading your credentials constantly
  • How traveling to various martial art schools helped Matt Wickham learn new techniques in running his martial arts business
  • How he manages to operate two businesses consecutively back to back in a small town
  • Keeping the work and family life balance
  • And more

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


TRANSCRIPTION

Hi, this is George Fourie and welcome to another martial arts media business podcast episode and were up to number 30. And today I have with me a kind of a legend in the industry, Matt Wickham, who a lot of people are familiar with, although he operates from a very small town in Victoria. And that's part of the topic, we discuss operating a martial arts school in a very small town, where obviously your marketing reach is a lot smaller then it would be in a big city and how he manages to operate with both of his businesses, side by side. So he's into the building industry and that's a family business, and then he has his passion, his martial arts business.

But even operating in such a small town, he still manages to pull all the big names into his school and he invites people from all over the world to come and train with his students so that he can pass on the knowledge that he's been able to gather throughout his own travels. So great episode and lots of talk about that. I'm going to keep this intro very short today and we're going to jump right into the episode and chat with matt. As always, you can find all the transcripts on the website, so martialartsmedia.com/30, so that's the number 30. And again, if you reading this episode – the podcast players are right on the website, they're also in the app, so if you have a mobile phone, you can just download it and get the episodes delivered straight to you.

So that's it from me, let's jump right into the episode and please welcome to the show, Matt Wickham.

GEORGE: Good day everyone, today I have with me Matt Wickham.

MATT: Good day how you going?

GEORGE: Good good. Let’s start with, where exactly on the map are you? I was attempting to visit you on my recent trip to Melbourne, but you’re just outside of Melbourne is that right?  

MATT: That’s right. I’m situated on the Murray River, on the border of New South Wales and Victoria, it’s about two or three hours from Melbourne, in a small community called Echuca, population is probably, in Echuca I think it’s about 12000, across the river there's an extra couple of thousand, so in the community there are about 20,000 people.

GEORGE: OK, so really small town. So, I guess let’s just start from the beginning and I had a look at your website, there was a whole list of credentials, I couldn’t really get to the end of the website, there was a lot of credentials. In your words, who is Matt Wickham?

MATT: Who is Matt Wickham, all right. Matt Wickham is a country boy that from the age of 12 started learning martial arts and just fell into it. Actually, I probably fell into it, but it was partly because I loved seeing Bruce Lee and from Bruce Lee, then getting a slight bullying sort of thing from school, a mate of mine told me to start doing some martial arts so I started from there. When I got to around about 18, one of my instructors sort of said, “Look, you'd be pretty cool at running a class.” I belonged to a football club in my local area – it’s not actually in Echuca, it was out of it. And the local football club there closed down, so there was a lot of kids that didn't do have a lot, that had to travel into Echuca, which was a half an hour away from where I lived at that stage.

matt wickham

So I thought I would start up in the local hall there in a Zen Do Kai martial arts class. So an 18-year-old, had no idea about teaching anything. I had my instructor come out, run the first class and then he just sort of said – here you go, there's the class. And basically, I just had to learn from there. While that was happening, I also did my apprenticeship in building with my father, it was sort of a family business that kept me going, and once I finished my apprenticeship, probably around about 20 -21, I wanted to branch out and learn a bit more about martial arts. And I moved to Melbourne for about 18 months – didn't have a job, just went down there and just picked up any sort of work I could just to keep going, but every night I wanted to learn any sort of martial art.

So I did classes in Kendo, Ioto, I did Aikido, Muay Thai and also like advanced classes in Zen Do Kai. Tried to travel around different clubs to see what sort of stuff instructors were doing in Zen Do Kai system. And at that time I had no work, pretty broke and wanted to keep training, but I just realized I had to come back to Echuca. And my father was getting a bit older and a bit hard for work, he needed the extra help, so I moved back to Echuca just sort of early, probably 92 I think it was. And then I got back to my old club, and I said, oh this is the things that's going on and I just started to show them all the stuff that I learned over the 18 months in Melbourne.

And they didn't really seem acceptable about what I wanted to show them and I was a bit put back by that. Because I thought, well, here’s some stuff that I’ve learned from high ranking instructors in Melbourne. Because we’re so isolated, sometimes with isolation, you're afraid to see something new come up. So I decided to open up my own club and I opened up a full-time facility in the centre of Echuca, upstairs above a hairdresser salon. Had no idea how to run a martial art or a business. So I went in, advertised, set it all up with mats and started running kids’ classes to Muay Thai classes and Zen Do Kai classes. I was doing about 2-3 classes at night, morning classes, and working during the day with my father in his building business. And I was really, really, really struggling to keep the business going.

The odd night I would have, when I first started, the Muay Thai was really massive and big, so I had huge classes in this tiny little shop in Echuca and that was the only thing that was keeping me going. And the kids turning up, I had huge kids’ classes, but I had no business idea on how to run a business, or how to keep things moving along. And I just got so busy with building, that I was just burning the stick from each end and just decided I need to pull back. So I pulled back on the teaching and I just hired a hall and I started back into a hall, teaching twice a week in a local church hall and still helping out with the building business.

And suddenly my father, it was getting a bit too much for him, so I ended up taking over the building business and I did a few business coaching classes. Trying to manage both was really hard, really tough. My passion was really the martial arts and teaching and learning myself and weekends, traveling to seminars, trying to learn as much as I can. And I found that from a small community, people do really want to travel, to learn extra stuff, I was keen as mustard, I would travel because I knew that was the only way for me to advance my skills. So I would travel two to three hours, just to do an hour seminar, or a 2-hour seminar, and then come back and keep that motivation going and learning for myself.

Because when you're teaching classes, you don't sometimes get that chance to keep your own skills up. The building business, my father retired and I ended up taking over the building business from then on. And it got pretty heavy, I ended up having about 3-4 guys working full time in the building business. I was working on the tools during the day as well as doing quoting at night time after training and seminars and classes. And today, I'm still even building today, but the struggle of getting things perfect, I wanted things to be perfect in my martial arts training and my coaching, but also in my business.

And then I got married and had kids and you know family life, they want things and I knew that my martial arts was at that stage, it was more just like a hobby and an opportunity came up that I knew one of my instructors bought this business and upstairs, there was a huge area that I thought, well, we’re looking at about 2000 at this stage, huge area. And I said, I’ll hire that out to help out with the rent as well, it’s nice of him to do that, it was in the main street of Echuca. So I opened that up, and again, I went in full steam ahead, pulled down walls and set up. I had a full time boxing ring setup, I had heaps and heaps of people coming in and taking classes and I was running all the classes, doing all the classes myself and not asking for help or coaching any people to becoming instructors.

Again, just doing too much, it’s pretty hard on your family as well, when you're trying to make a dollar. But again, I wasn’t really prepared for running two businesses properly. And I did some more courses to try and get my head around running two businesses and also making sure that I can have a balance between work, my hobby, which is my martial arts, and also my wife. Again, I ended up putting a lot of weight on, because I was just doing stuff, I wasn't doing things properly, I wasn't looking out for myself, I was just keeping things moving along and I just lost track of myself a lot.

And I found that, because I lost track of myself and what I was doing, was reflecting on my passion, my martial arts and classes sort of dropped down a lot. I kept on beating myself up, thinking, what's going on, because I believed that I was teaching great stuff, trying to keep up with the times, with good tuition and stuff like that, but I thought, obviously it was something to do with myself, because I looked overweight. I was probably 30kg overweight, I put on a lot of weight.

Didn't do a lot in the classes myself, I wasn’t demonstrating a lot. And I started to get instructors to help out with classes. They were great, they were doing a fantastic job in the classes, but I wasn’t really structuring, I didn't have any programs set up to help these instructors, I didn't give any clear guidelines on where to go and how to do stuff. I was really just stretching it really thin between both businesses. The building business was going great, I had these guys working, I relied on them a lot to keep things moving along.

But then, the quality of the building started to collapse a little bit, because I wasn't watching what was going on in the building business, because I wasn't on site as much, I was quoting and keeping these gentlemen going for work, but my timbers let me down a little bit. It was getting to a stage that I had to do something about it, so ended up contacting, I did a course, and they were talking about business coaching, and I thought, well, I think I need to do this to get myself back on track. I had no idea, most of the stuff I was doing was very self-taught, in regards to business and marketing and done courses from here to there and in the building industry, they have courses all the time and I just did a few of those, but not really understanding.

I just sort of did them and just did a bare minimum of each area, not really focusing a 100%. And I think to myself when I look back, I should have really just focused a 100% on one business, because I could have made it a lot better than what it is. And also for me I think, being in my father’s building business, I didn't want to let him down. As a martial artist, you don't want to let you coach or your instructor down and my father was very passionate about his business and I didn't really want to let him down and I didn't really want to see that his business had failed if I stopped.

And I still do today think about that and part of that is what I wanted the business coach to understand is and he showed me that I should be able to run both businesses very successfully, so that was a line that we wanted to take in that direction, trying to keep both businesses running successfully, but manage them in a way that you have control in what you're doing. Also, some things, flaws in my personality that I needed to sort out as well. I had to work out, I was overweight, and he said Matt, you need to look after yourself, the number one person is yourself, I was letting my family down and everybody else down because I wasn't looking after myself.

GEORGE: Two things: sorry to interrupt you there. I just want to go back: firstly, you mentioned when you started traveling and you started to get out of your comfort zone – I wouldn't say comfort zone, but out of your town and having a look at what other martial arts schools were doing and you mentioned the people in your town weren’t really open to that. Can you recall what were the biggest takeaways that you wanted to implement in the martial arts arena in your town that wasn't being done already?

MATT: There were a few things. When I did the traveling around, for me it was quite easy to go and travel. At that stage, I was only looking at what the classes and the teaching process was, so I was learning off the instructors on how they teach and the drills and the techniques on how they teach a particular way and the techniques that they do. I love doing that, I love watching instructors and watching them how they communicate and how they demonstrate, I was learning off those guys. But something that I wanted to bring back to Echuca was – and that I'm really passionate about as well, when I first started my training, no one was willing to travel to do a seminar.

I don’t know if they were just frightened, the fear of getting to a seminar and going, I'm not good enough to be here, I'm not sure what it was. But I still do this today, I try and bring the expertise to Echuca, I know it’s only a very small town, but I want the people, my students to get that opportunity that I went out and got beforehand. So I try and bring people to Echuca to say, hey, these guys have done this, they've become real champions, they're fantastic instructors. So I try, sometimes it’s cost me a lot of money to ring people in, but I want my students to experience more than just what's in my own club.

For example, just in the last day or so, I've just locked in Robert Drysdale to come to our club. And it’s in a small town, we've got 20,000 in Echuca, we're 2-3 hours away from Melbourne and we've got a UFC fighter, 6-time world jiu-jitsu champion coming to Echuca. So I've had a lot of opportunities, where I've asked these people, would you be interested coming to Echuca, I want to expose my students to these professionals, these legends, these mentors. I just want people to see these people and say, hey, we can be there, we can have the opportunity to be as good as these guys.

GEORGE: And how do you go about that, to get a big name like that out to you, to your town?

MATT: George, I'm just very lucky.

GEORGE: It’s got to be some magic dude!

MATT: I've had some great mentors and great coaches over the years, and my Brazilian jiu-jitsu coach at the moment, I started doing jiu-jitsu in the late 90s and I got onto this great coach and he's given me these opportunities and I just see these guys and I think, I want to train with these guys. And they themselves have this opportunity and I just tap into it. So I was very fortunate that my coach had Robert coming to Australia and I said, he actually said, why don't you have him to Echuca – we will, we’ll have him here in Echuca.

Also we've got coming up Dave Kovar coming up to do an instructor boot camp and instructor college. And again, instructors around this northern area that I live in Echuca don't get that opportunity and I'm trying to help the martial arts community around here to give them the opportunity to come and learn from these professionals. And Dave’s helped me a lot over the years and how I got to Dave Kovar was from Sean Allen, and Phil and Graham from Perth. These guys were talking about Dave Kovar, and I was fortunate that he came to a club in Bendigo, which is about an hour away from Echuca and Melbourne and he was there and I just sort of said to him, is anyone interested in a seminar sort of thing and that where we got hooked up with Dave.

It’s been about 3-4 years that we've been associated with Dave and he's sort of helped our business grow by his guidance, it’s fantastic. So going back to what you're saying, those are the things I took away from those clubs. But the only thing I regret now, I wish I knew how they marketed those clubs back then. Marketing now is a huge thing for a martial art cub to keep going. And I wish that I took more notice of how they ran, what sort of programs or teaching to more detail, that's what I’m finding interesting nowadays. I’m trying to get people through the door, because you know that the hardest step for someone to start martial arts is to get them through that door.

And that's what we find that, at our club at the moment, that that first step is the hardest. And also first time, first time stepping in the club – am I going to get hurt, am I going to get kicked, am I going to get punched, what's going to happen? So over probably the last, it was in 2010 I started up a new gym, started up a new full time facility, and this time I wanted to make sure I set up, so with the help of Phil and Graham and Sean Allen and Dave Kovar, I put in a program, a teaching program in place and then I just started to set up, tried to make up a community, a community spirit within my club.

Using Facebook – now I use Facebook a fair bit to market my club, to try to create a community within my club that people are having fun, it’s a family friendly club, that's how I promote it. So if someone's coming in for the first time, they know that it’s a family friendly club, they're going to feel comfortable coming through that door. We set up with our marketing stuff, it’s more about the community spirit in the club. People are training together, smiling, having fun and learning, and then you see them also training hard, competing in kickboxing, jiu-jitsu tournaments, showing the different levels that we can take them.

That's where we're on at the moment in regards to our marketing, we're focusing more on trying to create a culture or a community spirit within our club. Not trying to push advertising so much, I don't try and push that we've got free sessions coming on, or this and that. It’s just small marketing on the community spirit type of thing. Get people involved in our community, it’s a friendly place, everybody’s friendly sort of thing.

GEORGE: For sure. It sparks a conversation I had earlier with Brannon Beliso from America. And this is really my question to you, the leading question: we were looking at how – it’s a discussion that keeps on coming up, how the same marketing doesn't work in two different locations. So you can't have the same marketing message and think it’s going to work in location A and location B, depending of course on the dynamics.

And this is something that we've been finding and we’ve been talking about his two locations that, what works in San Francisco doesn’t work in Millbrae. And it’s something we've been seeing a lot with Facebook marketing as well. So my question to you is, what have you seen that people are doing in Melbourne and in the bigger cities from a marketing perspective that you've tried to implement where you are, which is a smaller town, that simply just doesn't work with the people and the community?

MATT: That's a really good question, because what we see in Melbourne – I know in Echuca, my fees aren't as much as Melbourne and we're trying to educate people. For me, I had to educate people around the town because some people don't know where we are and what we do, and in Melbourne, there's a lot more people there and I see that they're putting up special deals and stuff like that and I tried them here, putting up a special deal from even something that Matt was working on the five, beginner classes sort of thing, we tried that for a short while. It worked in some classes, but we couldn't retain them. That was probably because of our following up and stuff like that, but we found this community sort of spirit thing working better for us, we're trying to get people educated about it, in the area what we actually do at the club, instead pushing the hard push: come in and get your free lesson, or there is a special deal on.

We’re working on that at this stage and we tried heaps and heaps, you know what it looks like, it’s all trial and error. And I still don't think I've actually hit the nail on the head yet, we're still trying to work it out, what works for us in Echuca. Because I know other guys have different marketing programs and I’ve tried some of that, and as you said, does not work for us, or I tried it but I had the wrong recipe. I think that you have to have the right recipe to set that up and if you don't understand it properly, I think that's when you sort of lose, if you don't know how to do it properly.

GEORGE: And here's the thing with that – sorry to cut you off there again: these deals and paid trials as we like to call them, it’s something we've had great success with our clients doing paid trials, but then sometimes, we also don't. And the reasoning, my reasoning behind that is, when you put up a great offer is, you're putting an offer out to someone who is already sold on the idea that martial arts is going to work for them or their child. So you're more than likely talking to a person that's already done some research and they're ready to take their credit card out.

But then, there are five different conversations happening, five different type of people, because there’s a person that is just completely unaware of martial arts and what the benefits are, so they're not even looking for martial arts. And then, you're going to find a person that, maybe there's a problem: their child is getting bullied, they're lacking in confidence or something. They know they've got a problem, but they haven't linked martial arts yet as the actual solution. And then there's one step up that may be the person that sees, all right: martial arts is the solution, but where do I do it?  And then maybe they know and you can go and level up and go, OK, this person know martial arts is the reason and the answer, and they know about you, Wickham’s Martial Arts, but they still don't know if you're the right fit for what they are doing.

So if you look at marketing that way, it’s not really as easy as putting an offer up and especially I think in an area like where you are, because you've only got so many people to work with. So just putting up an offer all the time, you could eliminate four different types of people that are not yet aware of martial arts, or interested yet, or it's not engaged, it’s not in their radar whatsoever. And with those type of people, you've got to market completely differently, because you've really got to educate them and pinpoint the need, or create the need before they would even look at the offer.

So yeah, I really think this is a bigger play in smaller areas, because, in a place like where you are, where there are 20,000 people, for you to run things like Google ads and things like that, it wouldn’t really bring much results, because there’s not that many people actually looking. And I could be wrong, but just statistically: we looked at running ads for someone in Darwin, and we kind of said, look, it’s probably not the best way to go, because there's just not enough people searching for martial arts training through Google. So there's got to be those different ways, and I like your way of community, because community is trust and community can get people to talk, and that's the thing, it’s probably going to work the best for you in the smaller type area.

MATT: Yeah, yeah, exactly. That's right. Cause people in a local community, there's so much other things going on, but we want people to feel part of the group, and people do, at the end of the day, they want to feel part of the club, they want to feel part of the gym that helps them and also that can be contributing in some ways. So yeah, definitely, that's what we’re working on, the community approach. We hit the nail on the head, we tried marketing deals, but it just hasn't worked as much, hardly at all really. So that's what we’re working on, that community spirit, to show that we have people learning and having fun and they're progressing along and kicking some goals in their personal lives.

GEORGE: Awesome. And on the goals, I see on your website, you've got a list of 15 school rules – can you elaborate a bit more on that? Is that something that you're very strict on?

MATT: That's basically about the Dojo rules when I first started, that was one of my instructor’s basic rules at the gym. He actually gave them to me a long time ago and we actually put that on the website I think by mistake, but I like keeping it there and just setting some rules for the club that everybody can read and say, OK, these are the basic rules in their classes: that everybody has to work, some basic guidelines at the club. Showing a bit of discipline, respect, so that's what the rules are basically up there for.

GEORGE: OK, awesome. So back to running two businesses: you were saying that you discovered a few things and so forth, but I'm going to guess that at the end of the day, it’s gotta be, you in the building industry, that's a whole project by itself, I guess it creates a big time commitment as is. And then you've got the martial arts school. How do you go about juggling both businesses, side by side, by night, affecting your family life completely and so forth?

MATT: I have a great support family; my wife is fantastic. And her parents were in the building industry as well, so she has a bit of an idea of what the building industry is like. She's very supportive of me, and she gives me lots of time to keep on these things. But usually, when she says she needs help, she needs some support, I'm there 100%, I just drop everything. For my family I just drop everything, for them. But I'm very fortunate to have great support. I've got three kids, Melvis is 17 and I've got twins, Mitch and Chloe, they're 15. Mitchell now does, he trains every night, does martial arts, or both of them do martial arts – Chloe actually now teaches our 6-10-year-old kick boxing classes and Mitchell competes regularly in Brazilian jiu-jitsu, so we travel all around the place doing competitions and stuff now.

And I really love seeing these guys being involved in the club. My family is sort of involved with martial arts, which makes a huge help with me. And I know down the track, building now is getting very competitive, I'm competing against the larger building contractors and I've always done houses and renovation, stuff like that. It’s getting to a point now that even the trends that I’m looking at now for work is the renovation, so a lot of it change the direction of the building business over the years so I don't get too busy and I don't want to be traveling out of town, because I won’t be able to get back in time for classes.

So it's restricted me on how far I can go with my building business, so I don't take on as much when I could take on and also, having the martial arts at night time restricts me from going out and having meetings with clients as well. There is some good points and bad points. For the bad points, I don’t get the opportunity to push my building business more by talking with clients after work, or show them around houses and jobs, stuff like that, spending the quality time and the one on one time that I really want to, without employing someone else to do that. It’s getting to the point now as I get older as well and because it’s so competitive in the building industry, it is making it a lot harder nowadays to keep motivated for me, especially keep me motivated to keep the business going, when my passion is still much for martial arts.

And I love just teaching and learning and I'm not quite there in regards to the martial arts business as well, I've got so much more to learn: setting up programs and setting up certain things to keep going, so I have a legacy setup, that's what I really want, that legacy that it’s still there when my kids get in their twenties and they can start running more classes if they want to. There’s an opportunity for them to take over the business. I don't think Mitchell wants to take over the building business, I'm not really sure, but you never know, we don't know what direction our kids will take. But it’s definitely getting harder for me now as I get older, running two businesses, more so running out of steam, running out of motivation. You've got to try and advertise both businesses, I find it really hard.

The goal was, in 2010 when I started up this new martial arts centre that I wanted to get to a place that we have enough members that I would probably fold back and just do small jobs on the building, small renovation jobs and focus more on the martial arts business, so I can put a 100% into that business. Because I see myself, there's opportunities there to grow that business and I think for me, I feel like I'm letting myself down not pushing 100%. But on the other side, I don't want to let my father down by letting his business just vanish, because he's worked so hard over the years. That's probably something inside of me that I have to sort of work out and in time, it will sort itself out I reckon.

GEORGE: For sure. What would you say the next step is for you with your martial arts business and moving forward?

MATT: Next step would be – George, for me, over the years, I’ve been trying to set up, trying to focus on my coaching with instructors, instructing students to take the next level. I want people to, as I said before – a legacy. I want to set the gym up to a point that people can actually have a job in martial arts. Have a job in teaching martial arts. When I first started martial arts, people would go, oh, is that your hobby? And I would go, yes, that’s a hobby. But even now, they ask me the question, is that a business, or is it a hobby? What am I doing? Now I say it’s my business: I've got two businesses that I run, it’s not a hobby, it’s a business.

And I think back 20 years ago, martial arts were looked at as a hobby and it wasn't looked at as a martial arts business. And last year I was happy enough to travel up with Matt Ball to America to see Dave Kovar's business over in America and then sort of resonated with me in saying, yes, we can do this. This guy has done it. And I think that's what I want to do. I want to set my focus on setting up Wickham’s martial art as more of a full time business, instead of a part time business. So that's sort of the direction I think I would like to take it in the future.

GEORGE: Awesome. Well Matt, it’s been great chatting to you, and if anybody wants to know more about you and your school and the town you live and so forth, where can they find out more about you?

MATT: Probably on our website, www.wickhamsmartialarts.com. That's probably the best idea to get all that. On Facebook as well, were very heavily in Facebook community as well, so you can find the Wickham’s Martial Arts page on Facebook.

GEORGE: Cool, well link to that. And I also see mattwickham.com.au. A personal one.

MATT: Yeah, that’s mattwickham.com.au.

GEORGE: Here we go, cool, two websites to check out. Awesome Matt, thanks a lot, I hope to chat to you soon.

MATT: All right, thanks George.

GEORGE: Thanks.

MATT: Thank you.

GEORGE: Cheers.

And there you have it – thank you very much, Matt, for coming to the show and sharing your story with us. If you want the see notes, you can download that from martialartsmedia.com/30, and if you're enjoying these podcasts and you like to learn more or have any suggestions for any shows or so forth, you can contact us on martialartsmedia.com, but also you can head to Facebook and if you want to leave us a bit of a review, that would be awesome.

I know it's very hard to leave reviews on the podcast apps like in iTunes and in stutter, so you can find us Martial Arts Media on Facebook if you go to the direct URL, it's facebook.com/martialartmedia, not with the s, somebody, unfortunately, already took that. But if you just type in the search box Martial Arts Media, you should be able to find us there.

Thanks again, thanks for listening and we're going to be back again next week for another great episode and I will chat with you soon. Thanks, cheers.

 

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27 – Turning 2 Weeks ‘Quiet Time’ Into 96 Martial Arts Paid Trial Students (And How To Retain 90% Of Them)

Attracting 96 new martial arts paid trial students in 2 weeks is fantastic. But retaining them by providing value is another. Paul Veldman shares how.

Martial Arts Paid Trials - George Fourie and Paul Veldman

IN THIS EPISODE, YOU WILL LEARN:

  • What the exact martial arts paid trial offer was
  • The marketing components applied to attract 96 new paid trial signups
  • Having the right incentive to retain your new student
  • The one thing almost no martial arts schools are doing to retain their students for life
  • Valuing your reputation over dollars earned
  • Why email is still a leading force for martial arts marketing
  • And more

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


TRANSCRIPTION

And what I had saw coming back in was some faces and names that I hadn't seen for years, saying, can we take up his offer?

Hi, this is George Fourie and welcome to another episode of the martial arts media business podcast, episode number 27. I have with me for round 2 today, Shihan Paul Veldman from Kando Martial Arts in Hughesdale and also from Martial Arts Business Success and we're going to be talking about a couple of things, but we're going to start with a really, really successful campaign that Paul had in December, that we helped him with and that generated well over 90 paid trials in the end, which is now the official number, which it was 86, there were 96 results from that.

And we're going to break it down, not just the signup process: we talk a lot about generating leads because that's my specialty, but I wanted to really get a background view of what happens. You put out a great offer, you put out a great trial like that, and you've got this flood of new students that sign up, but what do you do then? How do you manage to get them into your club on a permanent basis, signing them up for a long term member? And we're going to take a look at the different steps and components that go into that, to really turn these paid trial leads into ongoing and long-term club members.

So lots of great things to talk about, and not to jump the gun yet, but if you do want to have a look at the actual page that we used that helped generate Paul more than 90 paid trials at the end of the day, then go and have a look at martialartsmedia.com/mabs – M-A-B-S. I did a short seven-minute video, it just gives you a bit of an overview of how the whole page works, different components, the up-sells, and that's going to put a lot of this interview into perspective, so whether you do that before or after the interview, just make a note of that, because that's really going to help you understand the different components, and how that can help your marketing.

All right, I want to get going. For all other show notes and links and everything mentioned in this episode, you can go to martialartsmedia.com/27,  download the transcript and everything else is on the website for you. That's it for me, I hope you enjoy this interview – you're going to learn a lot from this I can guarantee that, and welcome to the show once again Mr. Paul Veldman.

GEORGE: Good day everyone, today I'm with Paul Veldman sitting in front of me this time, round two. Welcome, Paul.

PAUL: Good morning.

GEORGE: Cool. And today we're going to touch on a few things, but I guess our highlight is going to be, last year towards the end of the year, we did a campaign. We helped Paul to get a package for a paid trial, and got really good results with it.

PAUL: We ended up with 96 results over a two-week period.

GEORGE: Two weeks, yeah.

PAUL: But the really surprising thing George, that I enjoyed, was in December, we tend to find we drop off our marketing. We know that on Facebook, the pay per clicks gets more expensive because we're competing with all the retailers for Christmas business, but we thought we’d give it a little bit of a go, mostly just hitting out a lot of old inquiries, old members. And the results were astounding, it was actually scary how good they were. So between the three clubs, we ended up with 96 paid trials.

GEORGE: All right, excellent. So there are lots of ways we can go with that, let’s just define – what I really want to cover here today is, not only the paid trial section, because we put a lot of emphasis on getting the lead in, but then there's obviously got to be the follow-up, how we're going to keep them in, how we're going retain them as a student for the long term. But for people that are not familiar with the whole paid trial system and so forth, what exactly was the offer and how did you go about that.

PAUL: A little while ago, we went to paid trials. What we found was, when we did the 2 free classes, which was quite traditional, then if you joined up, you get a uniform, we’d get a lot of tyre kickers. People would come in, there was no commitment, they'd do their free class or two, they'd stay, or they wouldn't stay. And really over two classes, it was really hard to show the value of the program. So what we moved to initially, and what we do as our current intro program is, we do $29 for a uniform and four weeks, and there's a lot of variations of that around, we found that it works really, really well for us.

It gives them time to come in, have a look at our view of the class, not just putting on a pizzazz class, trying to impress the parents. They make a commitment, and if the parents put their hand in their pocket, or a student puts their hand in the pocket, even just for a small amount, there is that I guess more committed approach to their classes, because they paid for them, and we qualify people. If they can't afford $30 or they're not prepared to pay for $30, then they're probably not the right person for us anyway.

So what we did with the Christmas special, was we left it at the $29,95, but we doubled the time, because we understood that we were closed for a couple of weeks over Christmas, kids were on holidays, parents might be committed without school activities, or like most parents, would like to have a bit of break. So we did a $29.95, plus 8 weeks of trial. Now, that extends things out a little bit more than usual, which takes a little bit more tracking, but we found I think, that we've had, out of the 96, I think we had 88 come in already and start their trials. So we're very, very happy with that part as well.27 – Turning 2 Weeks 'Quiet Time' Into 96 Martial Arts Paid Trial Students (And How To Retain 90% Of Them)

GEORGE: All right, excellent. I guess the biggest concern for anybody would be: all right, so this person has paid $29. Now they can milk the club for a full 8 weeks and potentially leave. So, how do you get around, taking someone who's coming to that paid trial system and getting them to commit for the long term?

PAUL: That's a really good question. I think what you've got to look at is the whole series or the whole process of taking someone from not doing martial arts at all to being a student. The way I like to look at it is like a chain. And I know some people, we use the term funnels, but if you look at the chain analogy, think about each step along the way as one link in the chain.

So your first link is your marketing: you've got to put your offer there, you've got to put it in front of the right people and at the right time. Hopefully, that will entice them to make the inquiry. And the inquiry might be an email or a phone call, they'll walk in and come and see a class. So the next step in the chain is, well, how are they dealt with when they walk in? What's your reception procedure like, is someone at the desk nice and friendly, is the phone answered in a timely manner?

You train your staff to smile when they answer the phone, emails are answered the same day. So there's that customer service element that is that first impression. From there, the goal of that is to get them into actually start their trial, get on the mats and then I guess you hand over the responsibility to your mat staff. They work their magic, they build value over however long the trial period is for and along the way, you're talking to the parents as well. You're talking to the parents, or talking to the adult student, touching on their goals, seeing if their fit is right for the club because it’s a two-way street.

Some students are not right for your club, just like sometimes the club is not right for the student. And then, when you get to the end of that trial period, effectively, you're making another offer. You might look at it as an upgrade almost, because if they've paid for a period of time, then what we're asking them to do is commit – did you like what we did, are you happy with how it went, can you see yourself staying? And that takes them to becoming one of your students. Then comes what I think is probably the most important part, and that's retention. That's a couple of sessions on its own, but the old adage is – and I can't remember the exact numbers, but I think along the lines of, it costs 7 times more to get a new student in than it does to retain a student.

So for us, retention is a really, really big thing. And like all clubs, we have ups and downs. January is a dangerous time for losing students, chatting to people across the board, it sounds like there have been a few hits this time around, I think we lost 19 students. That's probably a bit more than normal, but we expect to take that hit in January. And also, that's why that December intake was really good for us, because we wouldn't normally have those trials coming through.

GEORGE: Yes. OK, excellent. Now, just the details on that, because someone's come in for 8 weeks and they've only made that $29 commitment, financially. So what are you doing to speed up that process of getting them in a payment cycle that they're actually committing to the club?

PAUL: That's a good question. We offer incentives to join within the 8 weeks, which is normally a 4-week period. So we a have a $99 joining fee, and it’s not one of these fluffy ones that you brittle on your bit of paper and then never use it – we actually do use it, but we waive that if they join within the trial period. So for example, for the 8-week period, we’ll be talking to them after 4 weeks. For the 4-week period, the mat staff are doing a follow-up at 2 weeks, checking with the parents, how they're going, setting an appointment to sit down and talk about the ongoing program, discussing the options on training program, training fees and showing the benefit being the discounted rate of signing up during that trial period.

So, there's a Call to Action there, so they don't just finish their trial and they wander off into the sunset and three months later they might come back if you've been chasing them up. We've just started up a small satellite club, just a once a week club and we're running that by school terms. What we're doing for the Call to Action there is, we're giving them a discount rate if they pay on time. So, for example, the school term is ten weeks, the early bird rate, as we're calling it, is $17 a class, but if they pay after the term starts, it's $22 a class. So we're trying to make an incentive, like a reward incentive. And it's very, very important to word it that way – this is a reward for doing it early, not a punishment for doing it late.

GEORGE: Yeah, OK, cool. It sounds like there's a lot of relationship building, there's a lot of interaction, it’s really setting that foundation. You're using the paid trial almost like a relationship building type process, with the new prospects.

PAUL: Yeah, absolutely. One of the things I like about the paid trial is – and I say this to the customers who come in or the trials who come in: this is a really low-cost way for you to find out about us. Like I said, if you come in for 1 or 2 classes, I can put on all the bells and whistles, I can put my best instructors and I can run the most fun class, but if you come in for 4 weeks, you're going to get a really good cross section of what the club is about, you're going to see all the classes, you're going to see all the instructor in action.

It’s a really great way to try out a martial art, without putting your hand in your pocket too much. I’ll give you an example: I have a friend of mine who joined up at another club a while ago, outside of town. And when she spoke to me, she ended up paying something like $350 to get started. Now, she had a free class, then she had to pay a month upfront, then she had to pay the actual joining fee, then she had to buy a uniform. Now, she had two kids who wanted to train, but she ended up only putting one in because the initial cost was too much.

And that's a big hit for a parent, especially because, as you know these days, chances are, your child might turn around in six months’ time and go, I don't want to do that anymore. So for us, it’s a really low-key way to come in, try us out, get a feel for what we're about and then as we say, if you don't like us, we part company as friends. And that's why also we don't do contracts, I think these days, contracts or term of agreements are a little bit outdated because it’s such a consumerist society.

GEORGE: I think the backlash with being tied in and being punished for trying to leave and things, I don't know – I think the repercussions of that personally, can be so damaging to your brand, because if someone leaves the club and they've been punished for leaving, they're in that contract. From my side, I would see that as you're letting someone know they're really leaving for whatever reason they are, so it could be personal, or it could be that they don't like it, or maybe they just don't like training anymore. But now it’s almost like salt on the wound, and saying, all right: I'm going to keep you for this much longer. And I think that the longer you keep someone in the system, you're more open to being badmouthed and getting bad publicity.

PAUL: Absolutely. And don't get me wrong, I don't have anything against running contracts, we did that for a while. You'll tend to get fewer sign ups because people are a little bit more wary about committing, but what you do is a business. And often with income, that you feed your family with, you guarantee that. Now, my point of view is, and to be honest, my wife said to me at one stage, if you're not going to hold people to the contracts, which I never did, why bother with them? We might as well put them on month by month, and get more people in.

But like I said, I have no problem with contracts, because people going to a contract understand what they're signing up for. They're making a commitment, and really, martial arts should be a commitment. I’d love to turn around and say, give me 12 months. You've got to give me at least 12 months before you really get even a feel for martial arts, but as you said, people feel like they're being punished. They do forget they signed that agreement. They do forget that that was the deal they made with you at the start. I think, even if you do run contracts, there has to be something on more compassionate grounds. Like I said, people move, people's work situations change. There's got to be a bit of wiggle room because, at the end of the day, we're about the people. And if you lose that perspective that you're here for the student, people will sniff it out pretty quickly.

You've got some really big clubs around, that unfortunately can fall under that McDojo label because they've lost that compassionate touch with their students. I don't mind contracts or not contracts, they don't work well for me because I've never held someone to one anyway. Every time someone said, look, this has happened, we need to leave, I’d go – no problem at all. And as my wife said, well why are we bothering? Let’s just get rid of it.

GEORGE: For sure. And, by all means, anyone listening, I stand corrected – if there's something I'm missing with that point, please leave a comment below this episode and challenge my viewpoint, cause I'm looking at it purely from a consumer perspective. Our business provides services for martial arts schools, but I don't personally own the school myself. So I stand to be corrected, but I know that for any purchase situation I make, that's something that I don't want to be experiencing at the end of the day.

PAUL: Yeah, absolutely. And like I said, people will try to do what they want to do. If they have enough after a 6-month or a 12-month contract, even if they signed it, they'll want to get out of it. And as you said George, you've got to balance out how much your reputation is worth. You're not in the wrong by enforcing the contract, because they've signed it, but that person that either closes their bank account down, or you might have to chase for money, or you're billing them when they're not training, they're not out there saying good things about you. And to be honest, that damage to your reputation all is it unfair, is probably not worth the money you're getting out of them.

GEORGE: Definitely. So, let’s go back to the paid trial offer: have you ever had any backlash from students, where current students see, wow, you're putting this excellent offer together on your Facebook page, and they can get 8 weeks, or 4 weeks, or whatever the offer is, but the offer is just attractive and they're already in this agreement as such and they may be joined way before this paid trial system was in place.

27 – Turning 2 Weeks 'Quiet Time' Into 96 Martial Arts Paid Trial Students (And How To Retain 90% Of Them)

PAUL: Yeah, we had that once or twice, not much, though. We run a system here now where when students join they can lock in their fees. So the fee you pay when you join now is the fee you pay forever, we lock that in. And that was something I got off Master Ridvan (listen to the podcast with Master Ridvan’s son Hakan Manav). And I think that's a really nice way to reward loyalty from your students. Saying that, the fee we're at when we lock in, it’s a pretty comfortable fee for us, but we can also guarantee that while you're with us, while you don't change programs, we'll never change that, so once you've been with us for quite a while, you’re at a lower rate, so there's that reward.

And as I point out to them, you've had the advantage of being able to train longer. You've been here, you've been getting the benefits longer. We did have the usual administration hiccups here and there, we did have it on the last special we sent out, a couple of people go back saying, email back saying, we joined up a month ago. Well, that's fantastic, I hope you're really enjoying yourself, we'll update the database. But I think it’s like anything: if I go and buy a microwave oven, or a stereo system today, and then in three months’ time, it’s on special – that's just life. That's the way the cookie crumbles.

GEORGE: There you go. I guess you've just got to be strategic on how often you change your offer and for how long a time because if you're changing your offers week by week, you are probably going to get a lot more backlash. And I guess also, train your audience to just be open to that fluctuating special all the time almost.

PAUL: Absolutely. And like I said, our intro special is our intro special. We'll get inquiries, asking how long it goes for, and we'll say, that's it, that's our intro special always. But then we'll make it more special, occasionally. Well do the 8-week trial run and four, or we might do a 2 for 1, or we've got a really great system that you've helped us set up, where they can bump up their first trial to their second trial for only $19 more.

And that's really, really worked well. With just a tick of a box, for half the price, you get a second offer. Now, did people get that a while ago? No, they didn't, but I don't think there's much resentment there, because you get used to what you're doing, and every now and again, I have got to remind my club owners and also myself that our intro special is still a really good offer stand alone, let alone if we bump it up to a better offer.

GEORGE: All right, excellent. I’m a big fan of the “lock people in,” secure their fee if they stay a member. It’s probably one of the best retention strategies I've learned online. When you launch a membership of any kind, get your opening price, get people into that and make it known that the price has gone up and they are guaranteed that fee for as long as they stay a member.

PAUL: Yeah, and I like it too, because like I said, I think it’s a bit of a reward for loyalty. Realistically, what they're getting is, every time CPA comes around each year, they're getting this discount. So if the CPA is 2%, all their fees just dropped downward 2%. We've been running for about 18 years, I think we looked at it the other day: we've got 38 or 40 people actively training, who have been with us for 10 years or more.

And the fact that they're on these dirt cheap fees is really nice. And I remember when I first brought this in, my mentor at the time went, well that's crazy! Because what happens if they stay with you for 10 years and they're paying fees from ten years ago? And I said, I know, right? They've been with me for 10 years and they've been paying fees for 10 years! Anyone who puts up with me for 10 years deserves some sort of reward.

GEORGE: All right, so going back right to the beginning: you got the offer up and you created a decent offer, so let’s touch on all the marketing elements that went with the offer.

PAUL: Yeah, it was interesting, because anyone who knows me knows that I'm really I.T. incompetent. Which is why I really enjoy working with George. So what we did was, we did a couple of prongs. We did the email system, to offer it to all inquiries, but also all our old members. We did a Facebook boost, and then we did a referral, we pushed it pretty hard through the current students as well. And what I was kind of pleasantly surprised with was how many old members reignited.

And I’ll be honest, it was actually an accident that that part of the database was put in. I just didn't think to say don't send it, unusually our intro offer is only for new members. And what I had seen coming back in was some faces and names that I hadn't seen for years, saying, well, can we take up this offer? Well, why not? These guys have left on good terms, it would be lovely to have them come back in and what a great way for someone to start up again if they've been umming and ahhing, which is give them a uniform and a couple of months of training, just to get them back into the start of the new year.

So that sort of thing was really kind of a pleasant surprise, because like I said, I hadn't actually thought I was going to email that to ex-members. It was more along the lines of prospects who had come in, showed interest, but not converted. And we're talking from kids who had maybe been little dragons, all the way up to black belts, who said, look, we’d love to come back in and give it a try and see if it’s what we're still looking for. And it was nice to see them back on the mats.

GEORGE: Yes, especially with Facebook and social media, people really neglect I think the importance of email because email first and foremost – it’s sort of the golden age of the internet. It always started: build an email list and you've got a database of people that you own. Which, in reverse, when you have a Facebook presence, it’s awesome, but it’s still also control of Facebook and the algorithms and what. And I’ll touch on a few changes that are coming up that could potentially be quite scary for a few businesses.

So the whole email list, I think it’s really important to focus on that as a school, because you're getting all this data anyway from all your students, and having that database list of people that you can email at any given point in time, that really can push your conversions up. Also, looking that it’s another touch point. We talk about 6 to 8 interaction with your brand before a conversion happens, whatever that may be: the phone call, the message.

But if you just concentrating on that one medium and it’s just Facebook for example, it might take a lot more, whereas, that personal email that's going to land up in the inbox, it could be that they see it for the first time, because some people just don't like logging into Facebook all the time – I know that's hard to believe sometimes, but it might count as the additional touch point to drive the conversion, or it could actually be the interaction itself.

PAUL: Yeah, I'm a big believer in, you've got to have multiple streams of students. I think gone are the days where you would do a pamphlet drop, or an ad in the yellow pages, or pre-historic days where you'd get one idea and 20 students happen. I think these days unless you're really niching yourself – and there are people out there who do that, multiple streams work really, really well. And the first one for us and the most important one is referrals.

Because if you're not getting referrals from your student base, you're not doing something right. And it might not be not taking great classes, but maybe you're not letting your students know that you appreciate referrals. We have a referral reward system, which we use quite often, and I really like doing it. I love giving away free months of training to the parents when they bring someone in. We're just looking at wrapping it up to include little kids because the parents get a free month, and the kids get nothing.

So we're looking at giving something to the kids if they bring a friend in. Because these should be your raving fans. If you're doing a good job, your parents and adult students should be really appreciating what you're teaching them. They should be getting a lot out of the classes and they should be wanting to spread the word. We don't want to become evangelists, but if they should be talking to people, we have a VIP pass, that we always give out to people when they join up and we give those out to students regularly. That intro program I spoke about, gives someone a free one of those. And we say, use it for your siblings, use it for your friends. Stick your name on there. There's a space n there where they can put they name on so we know who referred them.

But for me, that's one of the first and foremost things. And to be honest, I think that you should have 3 to 4 streams minimum running. It kind of sounds like a lot of work, but it’s not. If you think about it, one of them is referrals. So if you're treating your people right and letting them know that you have a referral system in place, letting them know that you really appreciate referrals, there's a simple one. If you're in a full-time venue, the look of your venue itself is a referral. If it’s looking nice and neat and you've got nice sides, you've got the front, that should draw people’s attention to it.

And it’s a little bit like, as you said, George, people need to be touched on quite a bit. It’s like if you start looking for a certain type a car: I think I'm going to go buy a Volkswagen. Suddenly, there are Volkswagens everywhere, you've never noticed them before. One of the ships has just arrived with a lot of Volkswagens, or I'm just noticing that Volkswagen. So maybe people were umming and ahhing about doing martial arts, and they saw your ad.

Or, they saw someone else's ad, and they drive past your studio and go, oh, there's a martial arts club. And there's one, there's one. I think as martial arts club owners when we drive around, buildings fall into one or two categories: could I run a club there, or could I not run a club there? You drive past any empty building; you weigh it up. So, between your referrals, your building, regularly staying in contact with your email list – and not just to sell them thing and, I'm speaking with you who taught me this, but keep them informed. Give them these little bits of information, give them nice to have hints, give them some fitness tips, or self-defence tips, keep them engaged.

Then you've got your Facebook, which is the here and now generation, and then you might do some traditional marketing things. We've had some great success just doing occasional pamphlet drop around certain clubs for some reason. The demographic there seemed to really respond to the pamphlet drop, whereas in other clubs, we just don't. You get nothing back from it, and again, that comes back to your test and measure.

GEORGE: I actually remember, because the Facebook ad was doing really well, and I think you had about 40 sign ups, and you mentioned to me you're hoping to push those up to 60. And I remember when the email campaign kicked in, there was that jump that took it from that 60 to the 80 and up.

PAUL: Yeah, and I think that one of the biggest things on that was the Call to Action that you had put a countdown on the landing page.

GEORGE: Yes.

PAUL: And I remember, I was driving home to get my son to bring him back for training, and the emails when the sales came through would be on my phone. And all the way home, in those last 40 minutes before it closed down on my way home, the phone was just going ding, ding, ding, ding, as more and more sales were coming through, and I'm thinking –  this is crazy! This is really, really, ridiculous. And we had a couple of people ring up just after, and say, look, we missed it, can we do it? And we said yes to that, it was neither here nor there for me, a couple more. But that combination of things, the nice landing page, the offer, the Call to Action. And we did the Call to Action really simply, because of a day before we closed for Christmas, and we didn't want to deal with it after we closed.

GEORGE: Awesome. If you would like to see the page and the whole system, if you go to mam.com/mabs, m-a-b-s, you'll see there about a 7-minute video of the page and how it's laid out and how the upsell worked, which really can boost that conversion with about 30%, so do have a look at that. The link will be on this episode, but also, talking about MABS, Paul, you now also have a coaching program – would you like to share more about that?

PAUL: Yeah, I would. Michelle Hext and I – if you've met Michelle Hext, you'll know that she's an absolute gun with online programs, but also a very, very good martial artist and martial arts business owner. She was one of my business mentors, and she really helped us to niche down our program. And that was one of her specialties back then. She would run a women's only Taekwondo club, which was just going gangbusters, really, really honed her ideal clientele down.

So we partnered up a little while ago, I think the both of us, we've both got our other streams of what we do, myself with my clubs, Michelle with her online courses, and we put MABS together, which is Martial Arts Business Success – if you can say that three times quickly. It’s kind of a fun thing to do because we both are really vested in martial arts, something we've both done since we were quite young.

I love teaching and my career has gone from teaching students, to teaching instructors, to now helping business owners, and I really, really enjoy it. Because I’ve got to say, I find it kind of frustrating when I see really good instructors out there who are struggling to make a living, and it’s through no real fault of their own. But a lot of us, especially in my age and all that are stuck in this rut that ‘build it and they will come’. And it just doesn’t work, there's too much competition these days, there's too much around, too many things competing for people’s time and money.

And what MABS is all about – to say budget, I’ll say budget with price, certainly not with content. It’s a nice, easy in of grassroots, skills and packets that you can use straight away. I’ll give you an example: last two packets I've done was building a leadership team. It’s one for your team on the mats and one for your team on the desk. So how to, as a club owner, how to build up certain elements of your business and your club that are really, really important, not just for day to day running, but for expanding.

GEORGE: All right, awesome. And you can access that at www.mabs.com.au.

PAUL: Aha, yep. If you type in Martial Arts Business Success on Facebook, it’s a closed group, so just apply for the application. It’s a free group, you don't need to join MABS to join that group. We have another group of the guys who have joined up, where we go into things in a little bit more depth, but even in the free group, there's a really, really good bunch of guys and girls on there, martial arts club owners and the discussion on there is really good.

You can throw any problems up there, and suddenly you've got not just Michelle and I answering questions: you've got ten people who have goodness knows how many years of experience in the martial arts industry, who are more than happy to input their advice. And to be honest, to me, that's what martial arts is all about. We're a martial arts community, and we should be backing each other. You and I were having a conversation before we started recording about the competition in the local area.

And as I said to you, if I get on Google and look at how many people are within a 5km radius of my club, there are about 60,000 people. And really, my goal is to tap this place out at 800, so there's plenty to go around. And I think within 5 km of here, there are another four full-time clubs. So we have a bit of a joke, if you throw a stick in a certain direction, you'll probably hit a martial arts instructor – you've just got to work out which one you want to hit.

GEORGE: All right, awesome. Paul – it’s been great chatting to you, as always, and I hope to speak to you again, maybe for round three.

PAUL: Thanks, George, great to talk to you.

GEORGE: Cheers.

And there you have it – thank you, Paul Veldman. I hope you got a lot out of that interview, I certainly did. A few things that really stood out for me: one is the conversion process from paid trial to member. And if you think of it in these steps, that your paid trial is just your paid trial, that's getting them in the door, and getting them committed, now they're in a different state of mind and in a different process because they are really training.

All right, so what is the next offer? What is the next offer that you're going to give them to incentivise them to take that next step: becoming a member. And then a nice bonus incentive – and I've seen a lot of great companies do this. Most companies don't latch onto this, but why not serve your existing members and lock in their current membership rate at that fixed rate from the day that they join? It’s just a great way to reward loyalty.

Now, if you want to go see the page that we created for Paul and his team that helped him generate more than 90 paid trials over the December period, then go to martialartsmedia.com/mabs – M-A-B-S, and there's a short 7-minute video that explains how that page works and then there's also a special offer for you, if you would like us to do that exact same page and set up for you that you can start using that for your paid trial system.

27 – Turning 2 Weeks 'Quiet Time' Into 96 Martial Arts Paid Trial Students (And How To Retain 90% Of Them)

 

And that's it – thank you very much for listening. I’ll be back next week again with another awesome interview. Until then, bye for now – cheers.

 

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If you use our site from locations outside of Australia, you are responsible for compliance with any applicable local laws.

These Terms of Use shall be governed by, construed and enforced in accordance with the laws of the the State of Western Australia, Australia as it is applied to agreements entered into and to be performed entirely within such jurisdiction.

To the extent you have in any manner violated or threatened to violate MartialArtsMedia.com and/or its affiliates’ intellectual property rights, MartialArtsMedia.com and/or its affiliates may seek injunctive or other appropriate relief in any state or federal court in the State of Western Australia, Australia, and you consent to exclusive jurisdiction and venue in such courts.

Any other disputes will be resolved as follows:

If a dispute arises under this agreement, we agree to first try to resolve it with the help of a mutually agreed-upon mediator in the following location: Perth. Any costs and fees other than attorney fees associated with the mediation will be shared equally by each of us.

If it proves impossible to arrive at a mutually satisfactory solution through mediation, we agree to submit the dispute to binding arbitration at the following location: Perth . Judgment upon the award rendered by the arbitration may be entered in any court with jurisdiction to do so.

MartialArtsMedia.com may modify these Terms of Use, and the agreement they create, at any time, simply by updating this posting and without notice to you. This is the ENTIRE agreement regarding all the matters that have been discussed.

The application of the United Nations Convention on Contracts for the International Sale of Goods, as amended, is expressly excluded.

Privacy Policy

Your privacy is very important to us. Accordingly, we have developed this policy in order for you to understand how we collect, use, communicate and make use of personal information. The following outlines our privacy policy. When accessing the https://martialartsmedia.com website, will learn certain information about you during your visit. Similar to other commercial websites, our website utilizes a standard technology called “cookies” (see explanation below) and server logs to collect information about how our site is used. Information gathered through cookies and server logs may include the date and time of visits, the pages viewed, time spent at our site, and the websites visited just before and just after our own, as well as your IP address.

Use of Cookies

A cookie is a very small text document, which often includes an anonymous unique identifier. When you visit a website, that site”s computer asks your computer for permission to store this file in a part of your hard drive specifically designated for cookies. Each website can send its own cookie to your browser if your browser”s preferences allow it, but (to protect your privacy) your browser only permits a website to access the cookies it has already sent to you, not the cookies sent to you by other sites.

IP Addresses

IP addresses are used by your computer every time you are connected to the Internet. Your IP address is a number that is used by computers on the network to identify your computer. IP addresses are automatically collected by our web server as part of demographic and profile data known as “traffic data” so that data (such as the Web pages you request) can be sent to you.

Email Information

If you choose to correspond with us through email, we may retain the content of your email messages together with your email address and our responses. We provide the same protections for these electronic communications that we employ in the maintenance of information received online, mail and telephone. This also applies when you register for our website, sign up through any of our forms using your email address or make a purchase on this site. For further information see the email policies below.

How Do We Use the Information That You Provide to Us?

Broadly speaking, we use personal information for purposes of administering our business activities, providing customer service and making available other items and services to our customers and prospective customers.

will not obtain personally-identifying information about you when you visit our site, unless you choose to provide such information to us, nor will such information be sold or otherwise transferred to unaffiliated third parties without the approval of the user at the time of collection.

We may disclose information when legally compelled to do so, in other words, when we, in good faith, believe that the law requires it or for the protection of our legal rights.

Email Policies

We are committed to keeping your e-mail address confidential. We do not sell, rent, or lease our subscription lists to third parties, and we will not provide your personal information to any third party individual, government agency, or company at any time unless strictly compelled to do so by law.

We will use your e-mail address solely to provide timely information about .

We will maintain the information you send via e-mail in accordance with applicable federal law.

CAN-SPAM Compliance

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.

Choice/Opt-Out

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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