School Owner Talk

Allie Alberigo & Duane Brumitt
  • 5.0 (7)
  • BUSINESS
  • UPDATED BIWEEKLY

Taking Your Martial Arts Business To The Next Level!

  1. 5D AGO

    438 | The 3 Touchpoints That Create Connection (Staff, Students, Parents)

    438 | The 3 Touchpoints That Create Connection (Staff, Students, Parents) Podcast Description Running a martial arts school isn’t just about having a solid curriculum. If people are still drifting away, it’s usually not because they suddenly hate kicks—it’s because they don’t feel attached. In Episode 438 of School Owner Talk, Duane Brumitt and Allie Alberigo break down a simple, practical framework to create real connection (and better retention) through three touchpoints: staff, students, and parents. You’ll hear why weekly staff meetings should be the “anchor,” how to keep students from quitting the feelings they used to have, and why parent communication can’t be all automation and white noise. Along the way, they share real stories—from Allie getting back on the floor six days a week to Duane’s reminder that even a five-year-old using your name can change how you feel. Key Takeaways Connection is measurable. It shows up in retention, culture, fewer fires, and more buy-in. Your staff sets the emotional temperature of the school. If they feel unseen or unclear, it leaks into everything. Students don’t quit programs—they quit feelings. The “fun” changes as they progress, so you have to reframe expectations. Routine builds skill, but routine can also create boredom. Your job is to keep repetition without letting it feel stale. Parents tune out when communication becomes constant noise. Automations can support the process, but they can’t replace real conversations. Progress has two layers. Parents need to understand both the curriculum/belt cycle and what progress looks like for their child. Action Steps for School Owners 1) Staff Touchpoint: Keep the weekly meeting as the anchor If you already have a weekly staff meeting (60–90 minutes), keep it. Use it to align everyone on: The mission (big picture) The quarterly/monthly focus The weekly focus Then support it with “in-the-moment” touchpoints during the week so the meeting isn’t the only time leadership shows up. Use The One Minute Manager framework One Minute Goals: Pick 1–3 clear, observable standards for the week (ex: greet every student by name within the first 10 steps). One Minute Praisings: Catch good behavior fast and name it specifically (“Thanks for picking up the garbage outside—great ownership mindset.”). One Minute Reprimands: Correct quickly, clearly, respectfully, and reset the relationship. Ask what they were thinking, then give the bigger perspective. 2) Student Touchpoint: Make sure they leave feeling seen, successful, and excited A) Use the Three-Time Rule Say their name three times Approach them three times Make eye contact three times Duane’s story about “Connor” (a five-year-old who kept using his name) is the reminder: a personal experience matters at every age. B) Teach with a simple structure (and protect confidence) Use the Four Rules of Teaching: Explanation (brief + exciting + includes the goal) Demonstration (ideally by a student close in age/level) Correction (use PCP: Praise–Correct–Praise) Repetition (enough practice while keeping energy high) Also: leave space for students to make mistakes. If you micromanage every rep, they only learn to perform when you’re right next to them. C) Disguise repetition so it doesn’t feel boring Change the format without changing the goal: Individual, partners, line drills, group work Slow reps, fast reps, ladders, add-on routines A simple win: reduce anxiety by “requiring less” on paper while still teaching more inside the drill. When it’s not framed as a huge requirement, students often learn it faster. 3) Parent Touchpoint: Reduce white noise and increase real trust Parents pay, decide, and influence the story at home. If you want fewer complaints and better retention, you need consistent connection—especially early. Bring back real check-ins (especially in the first 12 weeks) Automations can remind you what to do, but they can’t replace: Phone calls Face-to-face progress checks Real conversations that include curriculum progress and personal progress A practical approach: schedule progress check-ins every couple of weeks through the first belt cycle, then set expectations that communication changes (but doesn’t disappear) after that. Make communication easy to consume Keep messages short and scannable Break up text visually (2–3 sentences per paragraph) Consider one “home base” where parents can always find info (like your app) And when you’re frustrated? Do what Allie does: write the email, then run it through AI to make it calm, positive, and motivational before you hit send. Additional Resources Mentioned The One Minute Manager (book) Anthony Rangel (Martial Art Institute) quote: “You’re not good enough to be bored.” Kenny Bigby / Jesse Enkamp (The Karate Nerd) and the concept of “until” Dave Kovar’s “Sweat, Smile, Learn” framework Zig Ziglar quote: “Repetition is the mother of learning.”

    59 min

  2. FEB 2

    437 | Interview with John Geyston — Relationships, Retention, and Staying Fulfilled as a School Owner

    437 | Interview with John Geyston — Relationships, Retention, and Staying Fulfilled as a School Owner Podcast Description Episode 437 is a wide-ranging conversation with Master John Geyston—a longtime friend of Allie’s and a school owner who’s built and operated multiple locations over decades. Duane and Allie dig into what keeps John motivated at 63, what’s changed about leadership and mentorship in a distracted world, and the simple business fundamentals John believes every school owner has to nail. They also get real about how different markets require different models. John compares his long-established Illinois school to his newer Tampa location, explaining why retention, scheduling, traffic patterns, and even family behavior can look totally different depending on where you are. Finally, John shares how he’s expanding his impact beyond the mat through his kids’ book Embrace Your Awesome, an upcoming illustrated book, and a parent-focused online program—plus where school owners can find him and his resources. Key Takeaways The “Four R’s” keep you grounded: Relationships, Recruitment, Retention, Revenue John’s point is simple: you can’t out-marketing a weak relationship, and you can’t build a stable business without retention. Many school owners get distracted chasing tactics, coaches, and “the next system,” but the fundamentals don’t change. If you want a quick self-audit: ask yourself which “R” is weakest right now—and fix that first. “Friendship over membership” is a retention cheat code John heard this from Rorion Gracie: it’s easy to cancel a membership, but it’s hard to walk away from a friendship. That doesn’t mean you have to be best friends with every family; it means you’re consistently friendly, present, and invested. In a world where people are connected digitally but disconnected relationally, genuine connection becomes a competitive advantage. Different markets require different delivery—even if your principles stay the same John sees a higher dropout rate in Tampa than in Illinois, and he’s had to adjust the model while keeping the same core principles. Scheduling realities (older kids getting home later), high mobility (families traveling for long stretches), and traffic patterns all change what “works.” The lesson: don’t copy/paste what worked in one town and assume it will work in another. Test, measure, and adapt. Parents say they want discipline… until it’s uncomfortable John points out a common contradiction: parents ask you to “crack down,” then pull their child when correction creates resistance. Duane frames it as the long game: there’s no quick fix—just thousands of conversations over time. School owners have to keep educating parents that the “fight worth having” is often the one they want to avoid. Fulfillment beats “success” if you want to stay in the game long-term John distinguishes happiness from fulfillment: you can have students, money, and locations and still feel empty. What keeps him going is being “most alive” on the mat teaching, mentoring, and serving. That’s a reminder for school owners: if you’re burned out, it’s worth revisiting what part of the job actually fuels you. Action Steps for School Owners Run the Four R’s audit (15 minutes) Relationships: Do families feel known? Do you know names, goals, and what’s going on in their lives? Recruitment: Is your lead flow consistent, or are you riding “hope marketing?” Retention: Where are you losing people—first 30 days, 3–6 months, pre-black-belt? Revenue: Are your prices and expenses aligned with a healthy margin? Make one schedule change that removes friction Look at your most common late arrivals and dropouts by age group. Ask: is the problem motivation… or logistics? Test a 15-minute shift for one month and track attendance changes. Build “friendly professionalism” into your culture Decide what “friendly” looks like in your school (greeting by name, eye contact, quick check-ins, celebrating wins). Train your team: you don’t need BBQ friendships with every family, but you do need consistent connection. Use the lens: make it harder to leave because it feels relational—not transactional. Create a parent education script for the “I want to quit” moment Keep it calm, direct, and values-based. Remind parents: you already guide your child in other areas of life—this is one of the important ones. Use Duane’s framing: the obstacle is often the way. Expand your impact beyond the mat (one small step) If you’ve got a message you repeat inside your school, consider how to package it: a handout, a short email series, a mini-course, or a book recommendation. John’s example: turning in-school coaching into books and a parent program. Start small—consistency beats perfection. Additional Resources Mentioned John Geyston’s website: JohnGayston.com Podcast: Embrace Your Awesome Lifestyle (Apple, Spotify, YouTube) Book: Embrace Your Awesome (kids 6–12; used by leadership teams and as a parent resource) Upcoming illustrated book: The Power Inside You Want to keep the conversation going? If you’re a martial arts school owner, come share what’s working (and what’s not) inside the School Owner Talk community—and let us know what market differences you’ve had to adapt to (schedule, traffic, mobility, parent culture, etc.).

    58 min

  3. JAN 22

    Episode 436 | AI and Automation: What Should School Owners Actually Use?

    Episode 436 | AI and Automation: What Should School Owners Actually Use? Podcast Description AI is everywhere right now—and for a lot of martial arts school owners, it’s either exciting—or overwhelming. In Episode 436, Duane Brumitt and Shihan Allie Alberigo cut through the hype and get practical about what AI and automation are actually good for inside a school. They talk about why tech won’t fix broken fundamentals, how to audit your numbers before you start building automations, and the real-world use cases that can save you time without turning your school into a “robot school.” Along the way, they share stories from the trenches—including Allie using AI to create a ninja “we miss you” video, using ChatGPT to rewrite a heated parent message into something kind and effective, and why too many automations can create “white noise” that makes families tune you out. Key Takeaways AI and automation are different tools. Automation is “if/then” triggers (texts, emails, reminders). AI is adaptive and conversational (helping with replies, content, and decision support). AI won’t fix broken fundamentals. It can’t repair a weak offer, unclear schedules, poor culture, or bad sales conversations—but it can improve speed, consistency, and follow-through. Audit before you automate. Track lead response time, booking rate, show-up rate, close rate, and first-90-day retention before you start adding more tech. Speed still wins. When possible, the best move is still personal contact fast—call or text a lead within minutes. Too many automations can backfire. If families get flooded with emails/texts, it becomes “white noise” and they opt out. Use AI to communicate with more care. Allie shares how he used ChatGPT to rewrite a message to a parent (when emotions were high) and it completely changed the outcome. Must-haves first. Automated lead follow-up, scheduling/confirmations, and no-show recovery are the highest ROI automations. Nice-to-haves next. Content help, review requests, and referral prompts can work great once your basics are clean. Don’t automate the important stuff. Billing disputes, cancellations, complaints, and emotionally charged conversations need a human. Guardrails matter. Build a voice guide, set rules (tone, language, escalation), and always offer a “talk to a human” option. Action Steps for School Owners Do a quick audit this week. Lead response time (minutes, not hours) Booking rate Show-up rate Close rate First 90-day retention Fix your #1 leak before adding new tools. If your show-up rate is low, focus on confirmations and reminders. If your close rate is low, focus on sales conversations. Let the numbers tell you what to fix. Set up (or clean up) your must-have automations. Instant lead follow-up (text/email) Scheduling + confirmations No-show follow-up + reschedule prompts Audit your existing automations for “white noise.” Check if families are receiving overlapping offers or too many messages. Clean up old tags, old campaigns, and outdated promos. Use AI as your “calm-down coach” for tough messages. Before you hit send on a heated reply, paste it into ChatGPT and ask: “Rewrite this in a loving, compassionate, clear way.” Build an FAQ/onboarding library to reduce repetitive questions. Put your most common questions in one place (website/app/videos): uniforms, promotions, how early to arrive, what to expect, etc. Create a simple weekly stats habit. Start small: trials booked, trials showed, enrollments, and which program they chose. Then build from there. Set guardrails so you don’t become a “robot school.” Create a voice guide (phrases you use/never use) Define when a human takes over (complaints, cancellations, billing, pricing) Always offer a human option Additional Resources Mentioned Spark Membership Software (automations, follow-up, reporting) LeadHunter Media (lead follow-up + AI texting support) Notion (used to track automations and systems) Upstream by Dan Heath (the “stop rescuing people downstream” story) Atomic Habits by James Clear Everybody Matters (mentioned as a book Duane is filtering through AI) Dan Sullivan (concept: “I always have a person between me and the technology”) If you enjoyed the episode, please subscribe, leave a review, and share it with another school owner. And remember: AI should give you more freedom—not more work.

    1 hr

  4. JAN 13

    435 | Building Your Bench Strength – Team Building for Martial Arts School Owners

    435 | Building Your Bench Strength – Team Building for Martial Arts School Owners Podcast Description Duane and Allie get real about what it takes to build a strong team and lasting bench strength in your martial arts school. Sharing personal stories and hard-earned lessons, they break down how to create a leadership pipeline, handle sudden departures, and why systems matter for long-term success. With insights from Michael Gerber’s The E-Myth and John C. Maxwell’s 5 Levels of Leadership, this episode is your blueprint for building a team that can handle anything. Key Takeaways Bench strength is more than just your current staff: It’s about cultivating backups, future leaders, and a strong leadership pipeline from within. Don’t wait until it’s too late: Most school owners build their team only after a crisis—start now to avoid scrambling later. Homegrown vs. outside hires: Promoting from within strengthens culture and loyalty, but sometimes you’ll need to bring in new talent—just be ready to train them deeply. Systems are everything: The E-Myth’s lesson—work “on” your business, not just “in” it. Build lesson plans, documentation, and training programs so your school runs smoothly, even when you’re not there. Delegation beats abdication: True delegation means staying involved and following up—not just handing off tasks and hoping for the best. Leadership is a journey: Maxwell’s 5 Levels of Leadership remind us that great teams are built by developing leaders who inspire and grow others, not just filling spots. Recruit for heart, not just skill: The best future instructors are those who care about others and embody your school’s values. Cross-training and documentation are your safety net: When someone leaves, you won’t be left in the dark if you’ve prepared. Culture and buy-in matter: Each leadership step (assistant, instructor, partner) is a new level of commitment and engagement in your school. Action Steps for School Owners Start now: Don’t wait until you “need” help—begin building your bench strength today. Spot and develop future leaders: Identify one student or staff member to start grooming as a leader. Create a leadership training plan: Even a simple one with clear roles and responsibilities makes a difference. Check in regularly: Schedule team meetings and give feedback often. Read and assign: Dive into The E-Myth and Maxwell’s leadership books for more on systems and leadership development. Document and cross-train: Make sure your key processes and roles are written down and that more than one person can handle each task. Reflect: Who’s your MVP lately? What’s one thing you wish you’d done sooner to build your bench? Additional Resources Mentioned Michael Gerber’s The E-Myth (latest edition recommended) John C. Maxwell’s leadership books, especially the 5 Levels of Leadership Spark school management software “Wake Up Happy” by Michael Strahan (for personal inspiration) School Owner Talk Facebook group (for sharing MVPs and team-building tips) What’s your biggest team-building win—or lesson learned? Drop it in the comments or share your story in our Facebook group! If you enjoyed the episode, please subscribe, leave a review, and share it with another school owner. Here’s to building a team that’s ready for anything!

    53 min

  5. JAN 7

    Episode 434 | Your “One Thing” for 2026 – A Challenge for Martial Arts School Owners

    Episode 434 | Your “One Thing” for 2026 – A Challenge for Martial Arts School Owners Podcast Description Kicking off 2026, Duane and Allie challenge school owners to focus on the “one thing” that will make everything else easier—or even unnecessary. Drawing inspiration from Gary Keller’s The ONE Thing, they get real about distractions, connection, and what it takes to move the needle in your school and life this year. Key Takeaways Focus beats multitasking: The myth of multitasking is alive and well—real progress comes from choosing one priority and going deep. Connection is everything: Both hosts agree—building stronger connections with students and families is the “one thing” that drives retention, growth, and satisfaction. Time blocking works: Schedule your priorities, not just your to-dos. Treat your “one thing” like the most important appointment on your calendar. Say no to non-essentials: Let go of programs, systems, or tasks that don’t serve your core mission. It’s okay to trim the fat. Habit stacking helps: Link your new “one thing” to existing habits for momentum and consistency. Action Steps for School Owners Reflect on 2025: Where did you see the most wins? What drained your energy? Ask the focusing question: What’s the ONE thing you can do this year to make everything else easier or unnecessary? Identify distractions: Notice where you lose time—scrolling, overcommitting, unnecessary tasks—and set boundaries. Time block your priority: Schedule protected time for your “one thing.” Build accountability: Find a peer or group to check in with regularly. Share your “one thing” in the School Owner Talk Facebook group. Measure and adjust: Don’t be afraid to pivot if something isn’t working. Survey your families, check your ROI, and stay agile. Additional Resources Mentioned The ONE Thing by Gary Keller “Atomic Habits” by James Clear (for building small, consistent actions) School Owner Talk Facebook group (for accountability and sharing wins) Zig Ziglar’s quote: “You can have everything in life you want if you just help enough other people get what they want.” Jesse Cole (Savannah Bananas) – “You wouldn’t believe it!” moments Allie Alberigo's Book - Martial Arts Business 101 What’s YOUR one thing for 2026? Drop it in the group or comments and let’s keep each other inspired and accountable all year long! If you enjoyed the episode, please subscribe, leave a review, and share it with another school owner. Here’s to an intentional, connected, and growth-filled 2026!

    51 min

  6. 12/17/2025

    433 | Brighter Futures: Making 2026 Better Than 2025

    Brighter Futures: Making 2026 Better Than 2025 Podcast Description In the final episode of 2025, Duane and Allie get real about what it takes to set yourself—and your martial arts school—up for a brighter, better new year. They reflect on big wins, tough lessons, and how to keep the fire burning after decades in the business. This is a candid, hopeful conversation about letting go of what doesn’t serve you, doubling down on what matters, and building a future that’s easy, lucrative, and fun (ELF). Key Takeaways Make Your Future Brighter Than Your Past: Don’t get stuck reminiscing or complaining—use your experience to fuel positive change for 2026. The ELF vs. HALF Framework: Aim for a business that’s Easy, Lucrative, and Fun—not Hard, Annoying, Lame, and Frustrating. Motivation & Burnout: Staying inspired as an owner takes real connection with students, families, and your own “why.” Inventory & Elimination: Take stock of your systems, automations, and routines. Delegate, automate, or delete what no longer serves you. Retention Over Replacement: Don’t just chase new leads—focus on deeper connections, leadership development, and community-building. Action Management: You can’t control time, but you can manage your actions and energy. Action Steps for School Owners Reflect on 2025: What worked? What didn’t? What will you leave behind? Set Clear Goals for 2026: What do you want to start, stop, or double down on? Apply the ELF Test: Is every process, program, or promotion easy, lucrative, and fun? If not, can you fix it or let it go? Reconnect with Your “Why”: Find fresh inspiration in student breakthroughs, family connections, and your own growth. Streamline Communication: Use tech and AI to connect, but avoid white noise—make every touchpoint matter. Empower Your Team: Delegate, automate, and build leaders so you can focus on what only you can do. Additional Resources Mentioned Dan Sullivan’s “Brighter Future” philosophy Joe Polish’s ELF (Easy, Lucrative, Fun) and HALF (Hard, Annoying, Lame, Frustrating) frameworks Brian Tracy’s Million Dollar Habits Spark school management software Allie’s mini course: Referral of a Lifetime

    54 min

  7. 12/10/2025

    432 | Purposeful Connection: Why Engagement Is Harder (and More Important) Than Ever

    Purposeful Connection: Why Engagement Is Harder (and More Important) Than Ever Podcast Description In this off-the-cuff episode, Duane Brumitt and Allie Alberigo dive into the real challenges of engaging students, parents, and staff as 2025 winds down. They get honest about the struggle to drive buy-in for events, the shifting nature of community, and why purposeful connection is more critical than ever for martial arts schools. Expect candid stories, practical strategies, and a reminder that you’re not alone in facing these hurdles. Key Takeaways Engagement Isn’t What It Used to Be: Getting students and families to show up for events—even free ones—takes more effort than ever. The days of automatic buy-in are gone. Society Has Changed: Families are busier, more isolated, and often prefer staying in. Retail, dining, and even martial arts events are feeling the shift. Purposeful Connection Is Everything: It’s not enough to just announce events or programs. Owners need to actively create meaningful, personal connections with students, parents, and staff. Staff Buy-In Matters: Your team needs to communicate with energy and consistency. One-off announcements aren’t enough—everyone has to be on the same page, pushing the same message. Parents Need Tools: Most parents want to help, but don’t know how. Give them simple, actionable ways to support their kids’ progress and stay engaged. Commitment Is a Two-Way Street: From black belt contracts to event participation, getting families to commit and follow through requires both structure and empathy. Communication + Community: These are the two pillars of a thriving school. Consistent, mission-driven communication and a sense of belonging keep people invested. Action Steps for School Owners Audit Your Connection Points: List every way you connect with students, parents, and staff. Which work? Which need improvement? Make Engagement Personal: Move beyond generic announcements—use praise, specific invitations, and one-on-one check-ins. Train Your Team: Make sure every staff member knows how to communicate the mission and create excitement, not just pass along info. Support Parents: Offer simple guides or meetings to help parents reinforce goals at home (not just emails they’ll forget). Set Clear Commitments: Be upfront about expectations and commitments, and reinforce them regularly (with grace and flexibility). Celebrate Wins and Connections: Recognize participation, effort, and progress—publicly and privately—to build momentum. Additional Resources Mentioned Duane’s book: Raising a Black Belt (chapter: Quitting Hurts More Than You Think) Kendrick Cleveland & Greg Horton (on communication and wordsmithing) School Owner Talk Facebook group

    1h 1m

  8. 12/03/2025

    431 | 2026 Planning: Setting Up Your School for a Strong New Year

    2026 Planning: Setting Up Your School for a Strong New Year Podcast Description In this episode, Duane Brumitt and Allie Alberigo dig into how martial arts school owners can close out 2025 strong and set themselves up for a stellar 2026. They reflect on this past year’s unique challenges—from shifting parent and student behaviors to the realities of running a personality-driven business—and share real talk on what worked, what flopped, and what every school owner should focus on as the new year approaches. Expect honest stories, actionable frameworks, and practical steps you can use right now to plan for growth, retention, and sanity in 2026. Key Takeaways 2025 Was Unique: Owners everywhere felt the impact of cultural shifts, last-minute signups, and changing family priorities. What worked last year might not work now. Year in Review Matters: Sit down with your staff to review wins, flops, and lessons. Honest feedback is gold. Retention Over Enrollment: Enrollment is important, but retention is the real driver. Invest in personal connections, customer service, and systems to keep students engaged. Set Real Goals: Pick 1-2 core 2026 goals (enrollment, retention, revenue, staff dev). Break them down and track them monthly and quarterly. First Quarter Planning: Map out January–March for tuition, retail, and events. Don’t just wish—make a plan and communicate it clearly to your team. Systems & Simplicity: Review your automations, teaching, and processes. Use the “rule of three” to simplify and avoid overwhelming families (and staff). Stop Doing List: Write out what drains your energy or isn’t working. Delegate, delete, or redesign those tasks. Ask your staff for their input, too. Community & Accountability: Engage with other school owners (like in the School Owner Talk FB group) to share plans, get feedback, and stay motivated. Action Steps for School Owners Year in Review: Meet with your team to discuss what worked, what didn’t, and what to change for 2026. Set 1–2 Core Goals: Enrollment, retention, revenue, or staff development—pick what matters most for your school. Quarterly Planning: Break down your goals by month and quarter for tuition, events, and retail. Make a clear action plan. Simplify Systems: Audit automations and teaching methods. Apply the rule of three wherever possible. Create a Stop Doing List: Identify and eliminate (or delegate) tasks that eat up energy or don’t move the needle. Team Buy-In: Communicate your plan to staff, get their feedback, and adjust where needed. Engage Your Community: Share your goals in the Facebook group and connect with other owners for accountability and ideas. Additional Resources Mentioned Duane’s book: Raising a Black Belt (chapter on quitting) Allie’s book: The Five Gateways to Happiness (I Love/I Hate list) Seven Steps to Income (Allie’s framework) Spark school management software Past podcast episode with Matthew Brenner (three-prong enrollment system) School Owner Talk Facebook group

See All (299)

5
out of 5
7 Ratings

About

Taking Your Martial Arts Business To The Next Level!

Information

  • Creator
    Allie Alberigo & Duane Brumitt
  • Years Active
    2013 - 2026
  • Episodes
    299
  • Rating
    Clean
  • Copyright
    © 2018 - 2024 SchoolOwnerTalk.com
  • Show Website
    School Owner Talk

You Might Also Like