School Owner Talk

Allie Alberigo & Duane Brumitt
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  • Business
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Taking Your Martial Arts Business To The Next Level!

  1. Sep 9

    Episode 461: The Q4 Reset — 4 Moves That Save Your Year

    Episode 461: The Q4 Reset — 4 Moves That Save Your Year Podcast Description We’re already in September, which means the year is closer to the finish line than most school owners want to admit. And if you run a martial arts school, you know the truth: the last couple of weeks of December don’t feel like “real business weeks.” Between holidays, travel, schedule changes, and families being pulled in every direction, momentum can disappear fast. So in this episode, Duane and Allie lay out a simple, practical plan they call The Q4 Reset: four moves that can save your year. No gimmicks. No theory. Just the highest-impact actions you can take right now to finish strong. Key Takeaways 1) Q4 is shorter than it looks It’s easy to tell yourself you’ve got “plenty of time.” However, once you factor in holidays and the way December tends to slow down, your window to make meaningful progress is smaller than it feels. That’s why this episode isn’t about adding more tasks. It’s about focusing on the moves that actually change outcomes. 2) Move #1: Reactivate the leads you already paid for One of the most overlooked growth levers is the list you already have. Think about all the “hidden leads” sitting in your system: Old inquiries No-shows Trials that never started Past students who quit Allie shares a real example: her daughter went back through leads as far as 2021 using texts and emails, set appointments, and it turned into real enrollments and real revenue. The simple approach: Pick a list (just one) Run a focused reactivation push for 7–10 days Track what matters: contact attempts, response rate, appointments set, show rate, and sign-ups 3) Move #2: Run a retention push (attendance + re-engagement) Retention is often the easiest “growth” you can create in Q4. This is where attendance matters. If a student used to come three days a week and now they’re down to one, that’s a warning sign. Duane and Allie talk about a few practical ways to keep students engaged: Pull attendance reports weekly and follow up fast Don’t rely only on the same automated “we missed you” text Mix in personal touches: phone calls, voice texts, and even short personal videos Have “save conversations” ready for the common objection: “We’re too busy right now.” One big reminder: breaks equal quits. The longer someone is away, the harder it is to get them back into the habit. 4) Move #3: Pull one revenue lever (without getting weird) When time is tight, one clean revenue move beats five random promotions. Instead of throwing spaghetti at the wall, choose one lever and run it well: Paid-in-fulls Upgrades Private lessons Gear bundles / retail Referral challenges They also point out something important: selling doesn’t have to feel pushy. Sometimes it’s just educating parents to see a purchase differently. For example, sparring gear can be positioned as a holiday gift instead of “another expense.” That one reframing can make it easier for families to say yes. 5) Move #4: Get calendar clarity (and communicate it like crazy) Q4 gets messy when your calendar is unclear. The fix is simple: map the rest of the year in one sitting. Testing dates Parties and events (like a Halloween party) Closures and schedule changes Staff coverage When you’ll push marketing and when you’ll coast Then comes the hard part: communication. You have to tell parents early, repeat it often, and use every channel you’ve got. Even then, some families will still say, “I didn’t know.” That doesn’t mean you stop communicating—it means you keep training your community where to look. Action Steps for School Owners If you want to make this episode practical immediately, here’s the 7-Day Q4 Reset Challenge they outlined: Pick your reactivation list and write your message Send the first wave and set follow-up reminders Pull attendance reports and identify at-risk students Do 10 personal touches (calls, voice texts, short videos) Choose one revenue lever and draft the offer Lock the calendar for the rest of the year (and start mapping next year) Communicate, communicate, communicate Most importantly: don’t try to do all four moves at once. Pick one and start within 24 hours. Additional Resources Mentioned Protect Your Peace by Trent Shelton

  2. Sep 2

    Episode 460 | High Tech, High Touch

    Episode 460 | High Tech, High Touch Podcast Description AI is everywhere right now. It’s faster, smarter, and showing up in more places than most of us expected. In Episode 460 of School Owner Talk, Duane and Allie dig into the real tension school owners are feeling: yes, tech can make your school more efficient — but it can’t replace the core of what makes a martial arts school work. That core is the relationship triangle: instructor → student → parent. This episode is all about using “high tech” the right way (for transactions, reminders, organization, and admin)… while doubling down on “high touch” (real connection, real coaching, real partnership) so your school doesn’t become just another activity families rotate through. Key Takeaways 1) AI can improve efficiency, but it can’t replace the relationship triangle Duane frames it clearly: tech can help your school run smoother, but it will never replace the most important triangle in your school — the instructor, student, and parent relationship. In a world where people assume everything is automated, genuine human connection is becoming more valuable, not less. 2) People are starting to assume everything is “an automation” Allie shares something school owners are running into more and more: even when you send a real message, people assume it’s a robot. That creates a weird new challenge — you’re not just trying to communicate well, you’re trying to prove you’re human. 3) Connection matters more now than ever — because society is more “throwaway” Allie brings up a tough truth: 15–20 years ago, instructors often carried more cultural reverence. Now, many families treat martial arts like one option in a long list of activities. And when you’re “only as good as your last mistake,” the relationship has to be stronger to survive normal misunderstandings. 4) Don’t automate away the relationship Duane says it straight: technology isn’t the enemy — but don’t automate away the relationship. Use tech to handle transactions. Let people handle relationships. 5) “Breaking the third wall” is how you invite parents into the experience Duane uses a powerful analogy: The karate floor is the stage The students are the actors The instructor is the director The parent is the audience If the audience doesn’t understand what’s happening on stage (and why it matters), they eventually stop showing up. So the instructor’s job is to “break the third wall” — to actively connect what’s happening on the floor to what the parent wants for their child. 6) Parents don’t know what to look for — so you have to lend them your “glasses” Duane makes the point: parents can’t recognize growth they don’t know how to spot. If a parent says they want confidence, then the instructor has to: know that goal watch for it point it out in real time help the parent see it That’s how you turn “martial arts class” into “this is changing my kid.” 7) Parent partnership is proactive — because by the time you hear “my kid wants to quit,” it’s usually too late Both Duane and Allie agree: when a kid says “I don’t want to go anymore,” most parents only ask a couple surface-level questions. School owners have to coach parents on: what sticking points look like what questions to ask how to peel the onion back how to hold the line when the child is frustrated 8) Use shared language to beat the “law of familiarity” Duane explains the “law of familiarity”: kids know how to push their parents’ buttons because they’re familiar. One way to bridge the gap is teaching parents to use the same language you use in class. When parents use dojo language at home, it snaps the child back into the same structure and expectations. Action Steps for School Owners Step 1: Make a list of what should be automated vs. what should never be automated Use this simple filter: Automate transactions (reminders, scheduling, admin, organization) Protect relationships (check-ins, coaching conversations, noticing emotions, personal follow-up) Step 2: Start one “high touch” habit you can actually sustain You don’t need a massive program to start. Try this: Pull one parent per night for a 10-minute conversation Keep a simple list so you rotate through families Step 3: Build “breaking the third wall” into your teaching Pick one thing a parent wants (confidence, focus, respect, self-control). Then once per class, point out a moment that shows progress: “Mrs. Jones — did you hear how confidently Johnny answered that?” Step 4: Teach parents how to handle the “I don’t want to go anymore” moment Be proactive. Tell parents upfront: sticking points are normal frustration is part of growth quitting conversations need deeper questions Then give them a simple script and a few follow-up questions to ask. Step 5: Use tech to create reminders for personal connection You can’t automate genuine care. However, you can use tech to remind you to do it: reminders to send a postcard reminders to ask about a baseball game reminders to check in with a family Additional Resources Mentioned The relationship triangle: instructor, student, parent “Breaking the third wall” analogy (stage, actors, director, audience) The “law of familiarity” (why home behavior differs from dojo behavior) Principle: Technology handles transactions; people handle relationships Examples of high-touch actions: handwritten cards, birthday cards, personal apologies, check-ins

  3. Aug 26

    Episode 459: When the Dream Becomes the Routine: How to Keep Your Passion Alive (Even After Decades)

    Episode 459: When the Dream Becomes the Routine: How to Keep Your Passion Alive (Even After Decades) Podcast Description Some days you love running a martial arts school. Other days you’re tired, you’re carrying too much, and you catch yourself going through the motions. In Episode 459 of School Owner Talk, Duane and Allie say the “quiet part” out loud: when you’ve been doing this for years (or decades), the dream can start to feel like routine. They break down why that happens—decision fatigue, constant responsibility, and living in “operations mode” instead of “impact mode.” Then they give you a real-world reset: how to reconnect to your mission, lead well even when you’re not feeling it, and build systems and boundaries that protect your energy. If you’ve been feeling flat, this episode is your reminder that you’re not broken—you’re human. And routine doesn’t mean the dream is dead. Key Takeaways 1) Repetition isn’t the enemy—autopilot is Allie makes a great point using kata: repetition is how you get good. However, when repetition turns into autopilot, it can slide into apathy—where you’re doing the work, but you’re not connected to it. 2) The goal isn’t to feel motivated every day—it’s to stay connected to the mission Duane reframes the whole conversation: passion comes and goes, but your mission can stay steady. Your mission might evolve over time, and your goals might change as your life changes. Still, the core “why” is what keeps you grounded when your energy is low. 3) Passion vs. purpose vs. professionalism Duane breaks it into three simple buckets: Passion is emotion—it comes and goes. Purpose is direction—it should stay. Professionalism is what you do when the emotion isn’t there. That’s a big relief for school owners: you can be tired and still lead well. 4) Decision fatigue and constant responsibility drain you faster than you think Allie shares what it feels like to run a school with limited staff—teaching six days a week, worrying about coverage for something as basic as a medical appointment, and carrying the mental load of a thousand small things. Even “little” issues—like being the only one who turns off lights—add up. Over time, those constant micro-responsibilities can kill your smile. 5) “Onstage, backstage, offstage” can save your sanity Duane talks about the framework that helped him stay healthy: Onstage: teaching and customer-facing time Backstage: behind-the-scenes operations Offstage: true time off The key is being intentional about what belongs where—and training your team not to interrupt “onstage” with “backstage” problems unless it’s truly urgent. 6) Act the part, and the motivation can follow Allie shares a story that ties everything together: performers don’t get to have two bad shows because they’re in a mood. As school owners, we often have to “act the part” and bring energy even when we don’t feel it. And if you do it right, the motivation often shows up after you start. Duane references the idea that motivation follows action. 7) Don’t bring a problem without a solution One of Duane’s leadership guardrails: don’t bring a complaint without at least one possible solution. Otherwise, it’s just emotional dumping—and that’s a fast way to drain the leader. 8) Protect your energy like it’s payroll Duane and Allie both come back to this: you have to set rules, boundaries, and systems that protect you. That includes: Not training people to expect instant responses 24/7 Creating clear “hours of operation” expectations Delegating recurring tasks (without abdicating them) Using systems (and even AI) to reduce decision fatigue Action Steps for School Owners Step 1: Identify what’s draining you vs. what gives you life Write two lists: What’s draining you right now? What gives you energy and reminds you why you started? You can’t fix what you won’t name. Step 2: Fix one small operational friction this week Pick one “constant annoyance” and solve it. Sometimes getting the spark back starts with removing one recurring energy leak. Step 3: Make three “impact touches” in the next 48 hours Do three quick actions that reconnect you to impact: Praise a student Encourage a staff member Message a parent Step 4: Change the game (not the mission) with a teaching challenge Try a 30-day challenge: Pick one class per week Over-prepare for it Add one new drill, one new coaching cue, or one new way to explain a concept Duane’s “Rule of Three” is a great example: explain a technique in three simple steps, then expand later. Step 5: Change the scoreboard—track wins that aren’t enrollments Track wins like: retention saves student breakthroughs parent feedback staff growth moments Even better: ask parents to send you one win they saw in their child that week. Step 6: Build a 7–14 day reset plan Duane’s quick reset plan: Write down what drains you and what gives you life Fix one small operational friction Make three impact touches Tighten one system that reduces chaos Take a real half-day off (no “kinda working”) Plan one thing you’re excited to teach next week Additional Resources Mentioned Onstage / Backstage / Offstage framework (previously discussed on the podcast) Rule of Three teaching concept (simplify explanations into three key steps) Idea referenced: Motivation follows action Zig Ziglar quote: motivation isn’t permanent (neither is bathing) Delegation vs. abdication (delegate and follow up)

  4. Aug 19

    Episode 458 | Is It the Market… or Your Process?

    Episode 458 | Is It the Market… or Your Process? (How to Diagnose a Slowdown + Create Momentum for September) Podcast Description If your school feels a little more sparse right now—fewer leads, more no-shows, more “we need to think about it,” more tire-kickers—you’re not crazy, and you’re definitely not alone. In Episode 458 of School Owner Talk, Duane and Allie dig into a question a lot of owners are quietly asking: Is this slowdown the market… or is it our process? Instead of panic-changing everything (prices, scripts, ads, branding), they walk through a calm, practical way to diagnose what’s actually happening. The big idea is simple: if you don’t know which number is down, you’ll fix the wrong thing. So they break it into three truth-telling metrics—lead volume, show rate, and close rate—and then shift into what to do next, including show-up systems, follow-up, and grassroots momentum plays that can help you win September. They also talk about the seasonality factor (end of summer + back-to-school) and why this time of year usually brings better results—more routine, more structure, and families looking for positive activities—while still acknowledging that commitment can feel lower than it used to. Key Takeaways 1) Don’t panic-change everything—diagnose first When things feel slow, it’s tempting to make big emotional moves: drop prices, rewrite your sales script, overhaul your website, rebrand, or crank ad spend without a plan. However, changing five things at once makes it impossible to know what actually worked. Duane’s reminder is to stay steady: diagnose → adjust → execute. 2) The three numbers that tell the truth Duane and Allie recommend tracking three core metrics consistently: Lead volume (by source): How many leads you’re getting, and where they’re coming from (Facebook/Instagram, Google, referrals, walk-ins, events, etc.). Show rate (booked → showed): How many people schedule, and how many actually walk through the door. Close rate (showed → enrolled): Of the people who show up, how many enroll. If leads are down, your solution is different than if show rate is down. And if close rate is stable but leads and show rate are down, you don’t need to “sell harder”—you need better lead quality and stronger show-up systems. 3) Track lead volume by source, not as one big bucket It’s not enough to say, “Leads are down.” You want to know which leads are down. Allie shares how tracking every call and lead source helped her identify what worked, what didn’t, and where to stop wasting money. Duane adds that if you know your numbers, you can make smarter decisions about ad spend because you understand what it costs to acquire a student versus the lifetime value of that student. 4) Show rate is often the hidden problem No-shows create the illusion of activity—your calendar looks full, but enrollments don’t match. They call out common reasons show rate drops: Low-commitment leads Unclear expectations Weak confirmation process Families shopping multiple options Allie shares real numbers from her month to illustrate how quickly no-shows can pile up, even when leads are coming in. 5) Be consistent in how you define and track “trial” vs “booked intro” Duane points out a common tracking issue: some systems mark someone as “on a trial” the moment they book. He prefers separating: Booked intro (scheduled) Trial (they actually showed) The key isn’t which definition you choose—it’s being consistent so your measurements mean something over time. 6) Seasonality matters—but so does the current behavior shift They acknowledge the reality: Summer can be “weird” for martial arts schools (vacations, inconsistent attendance, freezes). Back-to-school usually helps because families want routine and structure again. At the same time, they’re seeing a broader behavior shift: Attention is fragmented Skepticism is up Commitment is down Free trials can attract “free shoppers” (the old Groupon effect) 7) Personal contact still beats automation when it comes to show-ups Automations help, but Duane strongly recommends a real phone call to confirm appointments and pre-frame expectations. He also recommends a concerned, human follow-up when someone no-shows, with a clear reschedule option and focused follow-up over the next 24–48 hours. 8) Grassroots momentum can fill the gaps when things feel sparse They recommend leaning into practical, local plays—especially going into September: Reactivation campaigns for former students and past leads School partnerships (speeches, after-school programs, daycare/school outreach) Flyer delivery and local grassroots marketing (done intentionally) Cross-promotions with local businesses Action Steps for School Owners Step 1: Start a simple weekly scoreboard Track these three numbers every week: Lead volume by source Show rate (booked → showed) Close rate (showed → enrolled) Don’t overreact to one weird week. Look for trends over a month, a quarter, and a year. Step 2: Fix show rate before you obsess over closing If you’re seeing more no-shows and tire-kickers, tighten your show-up system: Add a real phone call confirmation (even if most don’t answer) Pre-frame the appointment (what to wear, what to expect, who will greet them) Make the experience feel personal and relational from the first contact Step 3: Create a 24–48 hour no-show follow-up plan When someone no-shows: Call with a concerned tone (“Hope everything’s okay”) Offer two specific reschedule options Follow up consistently over the next 24–48 hours Step 4: Run a September momentum plan (pick 2) Choose two grassroots plays and run them hard for 7 days: Reactivation campaign (former students + past leads) School outreach / after-school partnerships Local business cross-promotions A structured “excitement program” for National Martial Arts Appreciation Month Step 5: Don’t change five things at once Make one change, measure the result, then adjust. That’s how you build a system you can trust. Additional Resources Mentioned Episode 455 (National Martial Arts Appreciation Month game plan + downloadable PDF) Stephen Oliver: Six Simple Steps to Add 100 New Students to Your School (book referenced) Mentioned concept: fast lead response time (calling quickly after a lead comes in)

  5. Aug 6

    Episode 456 | Interview with Solomon Brenner

    Episode 456 | Interview with Solomon Brenner Podcast Description Solomon Brenner (founder of Action Karate) joins Duane Brumitt and Shihan Allie Alberigo for a real-talk conversation about what it actually takes to build a team, grow leaders, and keep your school moving forward when the “business owner rollercoaster” hits. They dig into the stages most owners go through (from early excitement to hard lessons to true interdependence), how to develop instructors faster without watering down your curriculum, and why the future belongs to school owners who combine smart systems (including AI) with real human connection. Key Takeaways Most school owners go through predictable “stages” — and naming them helps you move through them faster. Solomon breaks down the progression from early excitement, to the “paying for everything” grind, to the dangerous “freedom/complacency” phase, and finally the “we stage” where growth accelerates because everyone is aligned. Stop saying “staff” if you want people to act like leaders. Build a team (and partners). One of Solomon’s first points is language: “team” creates ownership, identity, and a higher standard than “staff.” It’s a small shift that changes expectations. You’re not looking for everyone — you’re looking for the hungry, humble, smart ones. Solomon’s view is simple: you have to sift through a lot of people to find the right long-term players. A big tell? If they won’t read a book you give them (like Rich Dad, Poor Dad), they’re probably not hungry. You don’t need a black belt to teach a white belt. Start leadership development earlier. Solomon’s model is to get people teaching at a low rank (and even involve parents as “parent coaches”), so by the time someone becomes a black belt, they’ve already been building teaching skill for years. Parent coaching can be a retention and culture cheat code. Action Karate uses “parent coaches” who go through a short certification, wear a uniform, and help on the mat in simple ways (targets, encouragement, keeping kids engaged). It’s not about advanced technique — it’s about building community and support. Don’t blame “this generation.” Assume it’s a leadership and motivation problem you can solve. Solomon pushes back hard on the “kids these days” mindset because it removes your control. His reminder: people are motivated — they may just be motivated toward something else. Your job is to bridge that gap with a compelling future. Grassroots marketing still wins — because most owners won’t do the boring stuff consistently. SEO, Meta ads, and Google Ads are table stakes. However, Solomon emphasizes the real separator: birthday parties, daycare programs, community events, and showing up where families already are. If you’re doing table events, the difference is energy. Sitting behind the table with crossed arms gets you zero leads. Standing in front, engaging, high-fiving, and inviting people to participate changes everything. Use cameras like game film: diagnose what’s really happening in intros and enrollments. Solomon recommends recording intro lessons and enrollment conversations so you can review what worked, what derailed the process, and where prospects actually drop off. It’s not just security — it’s coaching. AI is a tool — but human connection is the long-term advantage. Solomon shares how they use AI for drafting parent responses, preparing for difficult conversations (even using personality profiles), and reviewing documents. Still, he believes personal texts, calls, and real relationship-building will matter more and more. Action Steps for School Owners Teach your team the “stages” of ownership. Use Solomon’s framework as a normalizing tool. When your leaders know what phase they’re in, they stop panicking and start progressing. Build an instructor pipeline earlier than you think. Create a simple ladder: Beginners help with tiny tasks Low ranks teach basics to brand-new students Higher ranks mentor lower ranks Senior ranks polish and lead Add a “parent coach” option (even if it’s small). Start with 1–3 parents who love being involved. Give them a short training, a clear role, and a uniform so they take it seriously. Treat your intro process like a sport. Put a camera in the intro room and do weekly “game film review.” Look for patterns, not excuses. Pick one grassroots channel and commit for 90 days. Daycares, birthday parties, library programs, school events — choose one and do it consistently. The boring stuff is where the wins are. Use AI to support communication — not replace it. Draft emails and texts with AI if you want, but add a personal line that proves a real human is present. Additional Resources Mentioned Rich Dad, Poor Dad (book recommendation for mindset and ownership) Zig Ziglar quote: “You can have everything in life you want, if you help enough other people get what they want.” Using cameras for “game film review” of intro lessons and enrollments SendOutCards (service mentioned for birthday cards and gifts)

  6. Jul 29

    Episode 455 | Martial Arts Appreciation Month: How to Drive Referrals, Reviews, and Retention

    Episode 455 | Martial Arts Appreciation Month: How to Drive Referrals, Reviews, and Retention Podcast Description National Martial Arts Appreciation Month (September) isn’t just a “fun theme” — it’s a full marketing and retention campaign you can run every year. In this episode, Duane Brumitt and Allie Alberigo break down how they built Martial Arts Appreciation Month into a repeatable playbook that drives referrals, strengthens culture, and gives families a real reason to talk about what martial arts has done for their kids. You’ll hear practical ideas you can copy: a buddy week where students bring friends, sponsor-funded T-shirts that turn into walking billboards, review drives that feel like appreciation (not begging), and simple ways to educate parents on your school’s legacy so they feel more connected — and stay longer. Key Takeaways Treat Appreciation Month like a campaign, not a calendar gimmick. When you plan it as a full campaign, it becomes a system for referrals, reviews, and retention — not “extra work for maybe results.” Appreciation changes the story families tell themselves. You can’t force people to value what you do. However, you can give them a lens to look through so they notice progress: who their child used to be vs. who they are now. Events drive attention — and attention drives action. People are event-oriented more than ever. So when you package your message as an “event month,” families pay attention in a way they don’t during normal weeks. Buddy Week + T-shirts = a referral engine that doesn’t feel salesy.A structured “bring-a-friend” week inside the month gives you a clear referral push. Pair it with a T-shirt for both the student and the guest, and you create instant excitement and visibility. Use sponsorships to fund (and profit from) your marketing. Instead of paying out of pocket for shirts, Duane and Allie use community sponsors (with tiered packages) to cover costs and create profit — while building local business relationships. Reviews work better when they’re framed as appreciation. A review drive tied to “show your appreciation” feels natural. Add a raffle-ticket system and prizes, and participation goes up. Video testimonials are marketing assets — not one-and-done content. Have instructors and students record short videos on why they appreciate martial arts (and your school specifically). Those clips can be reused on social, email, and your website. Brand the testimonials so they don’t become generic. If students say “martial arts helped me,” you’re advertising every school in town. Ask them to say your school name (ex: “TriStar Martial Arts helped me…”) so the message stays attached to your brand. “Dead leads” aren’t dead — they’re future event buyers and referral sources. Even if a guest doesn’t enroll, they may attend camps, seminars, parent night outs, or refer someone later because they had a great experience. Education builds reverence — and reverence builds retention. Many families join because you’re convenient and professional, not because they understand your legacy. Appreciation Month is your chance to teach them who you are, what you’ve built, and why it matters. Action Steps for School Owners Pick your month and commit to the campaign. September ties nicely to back-to-school, but you can run it any month. The key is planning early enough to execute. Choose 5 core activities (don’t try to do all 30 ideas). Start with a simple stack like: Buddy Week (bring-a-friend) T-shirt incentive Review drive + raffle Weekly “Martial Arts Legend / History” spotlight Video testimonials (students + instructors) Build your sponsor offer (even if it’s just 2 tiers). Create a simple sponsorship sheet for local businesses. If you want to copy Duane’s approach, use four tiers: Community Champion — $200 Character Builder — $250 Leadership Partner — $300 Warrior Advocate — $400 Make the T-shirt the “ticket” to participation. Give a shirt to the guest and the student who brings them. It’s a reward, a uniform, and a walking ad. Run a review raffle instead of “please leave us a review.”Every review = a ticket in the drawing. Pick prizes families actually want (gear credit, private lesson, birthday party discount, etc.). Collect video testimonials with one rule: say your school name. Give families a simple prompt and remind them to name your school in the first sentence. Add one “culture education” piece per week. Rotate options like: Word of the Week (grit, legacy, inspire, strength) Legacy chart (your instructor lineage) Instructor spotlight videos “Did you know?” facts about the owner/head instructor Create a follow-up plan for visitors. Don’t just invite them to join. Invite them to the next event: movie night, bully-proofing seminar, parent night out, camp, etc. Additional Resources Mentioned Martial Arts Appreciation Month PDF playbook (Duane + Allie mention they’ll share it via Facebook message and link it on the Episode 455 post at SchoolOwnerTalk.com.) Event Journal / Event recap questions (a repeatable set of questions to document what worked, what to change, and the numbers from each event.) Video testimonial collection + transcription workflow (they mention using Dropbox to collect videos and auto-transcribe, then repurposing the transcript with AI.) Movie Night Ideas (from the episode) Allie’s “family martial arts friendly” movie list mentioned: 3 Ninjas (series) Teenage Mutant Ninja Turtles (movies) Warriors of Virtue Top Dog (Chuck Norris) Surf Ninjas The Karate Kid (series) Kung Fu Panda (series) Mulan Underdog Kids Big Trouble in Little China Additional Resources Mentioned (Action Items to Implement) Link the MAAM PDF to the Episode 455 post on SchoolOwnerTalk.com. Plan and promote a movie night (example: 3 Ninjas) with pizza/popcorn and a giveaway. Closing Note If you want a campaign that helps families feel the value of martial arts again — and gives them a reason to bring friends, leave reviews, and stay committed — Martial Arts Appreciation Month is a simple, repeatable way to do it. And if you want the full PDF playbook, Click HERE

  7. Jul 9

    Episode 454 | Real Talk: When Teaching Is the Easy Part

    Episode 454 |Real Talk: When Teaching Is the Easy Part Podcast Description Some episodes are planned. This one is real life. In Episode 454, Duane and Allie jump on the mic without a neat, tidy agenda and talk through what’s actually happening in their schools right now. The theme that keeps showing up? Teaching martial arts isn’t the hardest part anymore. The hard part is everything wrapped around it: keeping students (and parents) connected, navigating the emotional whiplash when people quit, building a staff bench that doesn’t collapse when one person leaves, and figuring out which systems are truly worth the effort. If you’ve ever thought, “Man… I love teaching, but I’m tired,” you’re going to feel seen in this one. Key Takeaways Connection is the real retention strategy. Duane and Allie keep coming back to the same idea: students don’t stay because the curriculum is perfect. They stay because they feel connected. That connection has layers: Instructor → student Parent → child Parent → school culture Student → training partners When those links are strong, students push through the “lull” that happens in everyone’s training. When those links are weak, quitting becomes easy. School owners carry a unique kind of emotional load. Allie shares the frustration that hits a lot of owners hard: you pour extra time into the students who need it most… and then they disappear. Not only do they quit, but sometimes they quit casually. No conversation. No closure. Just gone. That’s part of why this episode matters. It’s not negative. It’s honest. And it reminds you you’re not the only one dealing with it. Parents are more distracted, and kids have less “boredom muscle” Duane and Allie talk about how different the environment is now: more activities competing for attention more screens less tolerance for discomfort more demand for entertainment The result is that many kids (and parents) struggle with the slow, steady work that martial arts requires. And that changes how school owners have to communicate value. The “edutainment” trap is real. Allie calls out the pressure to entertain. Yes, training should be fun. However, if the program becomes only entertainment, you train people to quit the moment it stops feeling exciting. Duane offers a practical way to think about it: as students progress, the “fun” needs to shift from games to the training itself. Bench strength has to be built on purpose (and it can’t stop). Staffing and instructor development come up again and again. Allie talks about the reality of losing key team members and suddenly being handcuffed to the school again. Duane shares how they’ve built a pipeline (Storm Team) where students learn to teach in phases, with clear criteria for what they’re allowed to coach at each level. The big lesson: you don’t build a bench when you’re desperate. You build it continuously. Motivation isn’t always about adding more… sometimes it’s about labeling better. They get into a great point about systems like “Perfect Attendance.” Allie questions whether the effort is worth it if only a small percentage of students care. Duane’s counter is interesting: maybe the system is fine, but the label isn’t emotionally compelling. “Perfect Attendance” feels flat. A rebrand like “Overachiever” or “Committed” might create a stronger identity pull. Fear of loss can be a stronger motivator than anticipation of gain. Duane shares a story from his kids program: he gives students their fitness stripe first and tells them they only keep it if they don’t quit during a hard class. The result? Kids worked harder than ever. It’s a reminder that motivation isn’t always about dangling a reward. Sometimes it’s about protecting something they already feel ownership over. Running the business is a different skill than teaching the art. They use a coffee shop analogy to make the point: most businesses deliver a simple product. Martial arts schools deliver a long-term transformation. That means you’re managing: curriculum culture retention staff development parent communication upgrades and renewals events motivation systems Teaching is only one slice of the job. Action Steps for School Owners Strengthen one “connection point” this week. Pick one simple upgrade you can implement immediately: Have instructors use every student’s name more often Assign a buddy to every new student on day one Do a quick parent touchpoint after class (“Here’s what they did well today…”) Choose one and do it consistently for 7 days. Build (or restart) your instructor pipeline. If you don’t have a leadership/instructor development track, start one. If you do have one, ask yourself: has it stalled? Your goal is simple: create a clear path where students can help teach in phases, earn responsibility, and feel like they’re “in the running.” Audit your systems: what’s not serving you anymore? Make a list of the systems you run every month. Then ask: Does this actually improve retention, attendance, or culture? Is the effort worth the payoff? Could this be simplified? Does it need a rebrand so it feels emotionally meaningful? Expect the lull—and coach families through it. A lull isn’t a failure. It’s part of the process. Build language into your culture that normalizes it: “Everyone hits a plateau. That’s where growth happens.” “We don’t quit on hard weeks.” “The goal is progress, not constant excitement.” When families expect the lull, they’re less likely to bail when it shows up. Simplify before you add more. If you’re overwhelmed, don’t stack another system on top. Instead, remove one thing that’s draining energy and not producing results. Then put that energy into what matters most: connection, consistency, and your bench. Additional Resources Mentioned On Fire by John O’Leary (book + movie mentioned by Allie) Rich Dad Poor Dad and Think and Grow Rich (books Allie referenced when sharing a former student story) Restaurant: Impossible (show referenced as a systems/operations lens)

  8. Jun 25

    Episode 453: Interview with Stephen Oliver

    Episode 453: Interview with Stephen Oliver Podcast Description This episode is a wide-ranging, real-talk interview with Grandmaster Stephen Oliver — one of the most experienced voices in the martial arts business world. Duane and Allie dig into what’s actually happening in the industry right now: the post-COVID landscape, the explosion of BJJ and adult programs, why marketing feels both easier and harder at the same time, and how AI can help you move faster—without turning your school into a generic, copy/paste version of everyone else. If you’ve been feeling like you’re working harder than ever, trying to please more people, and still not getting the commitment you want—this conversation will hit. Key Takeaways The opportunity in martial arts is bigger than most people think. Stephen’s take is optimistic: the market is fertile, the kids market is strong, and the adult market has expanded in a way we haven’t seen before. He points to a major shift: MMA, Muay Thai, and especially Brazilian Jiu Jitsu have opened up an adult segment that simply didn’t exist at this scale in previous decades. Marketing is “democratized” now—but it comes with more moving parts. Back in the day, big operators could dominate with expensive newspaper and TV buys. Now, even small schools can run Google ads and Facebook lead campaigns. That’s the good news. The tradeoff is that marketing has become more complex: more platforms, more content, more options, more noise. And because AI tools make it easy to create “professional-looking” ads, it’s also easier than ever to blend in. In an AI world, authenticity becomes the competitive advantage. Stephen drops a line that’s worth writing on a sticky note: “Escape competition to authenticity — no one can compete with you being you.” His point: yes, AI can help you write faster, design faster, and post faster. But if your marketing starts sounding like everyone else’s marketing, you lose the thing that actually makes people choose you. AI can save time—but it can’t replace relationships. Stephen’s rule of thumb from years ago was simple: once the after-school rush starts, you don’t touch the computer. The school is a relationship business. AI can help with: Writing and scheduling content SEO and website updates Ad management support Drafting documents, policies, and templates But it won’t replace the real work that keeps students long-term: Human-to-human connection Trust Personal attention Feeling seen He also warns about automation fatigue: when parents know something is automated, it stops feeling like you actually noticed. The biggest mistake broke school owners make: they fixate on online marketing and ignore everything else. Stephen says many owners stall out because they rely on one channel. If Facebook ads don’t work, they feel stuck. Meanwhile, they ignore: Referrals Community outreach Partnerships Grassroots marketing Direct mail (which stands out more now because fewer people do it) Duane ties it to a classic principle: if everyone is doing one thing, doing the opposite can be the edge. Pricing fear keeps people broke—and most customers aren’t price shopping the way you think. Stephen’s view: school owners often price themselves based on what other schools charge. But most prospects aren’t visiting five schools hunting for the cheapest. They’re looking for the best fit: the people they like the quality they feel the environment they trust Then they decide if they can afford it. Retention is still about systems, stages, and not letting people fall through the cracksAllie brings up a feeling a lot of owners have right now: “I’m working harder than ever, but it doesn’t seem to change commitment.” Stephen acknowledges the cultural trends, but he also points to something more controllable: schools that retain well have systems for relationship, follow-up, and long-term goal setting. He highlights that most dropouts happen early: the first 2 months the first 4 months the first year If you win the first quarter, you give yourself a real shot at year two and year three. If you want people to actually engage, it’s still “hand on shoulder” communication. This part of the episode is a gut-check. Stephen says you can send: direct mail emails texts signs banners announcements And people will still miss it. The breakthrough is the old-school method: appropriate physical touch eye contact using their name confirming details face-to-face He even shares a simple teaching principle: name times three and touch times three — use the student’s name multiple times and make appropriate contact (like adjusting a punch) to build rapport and connection. Action Steps for School Owners Audit your marketing mix (are you over-relying on one channel?)Write down every way you generate leads right now. If the list is basically “Facebook + Google,” you’re vulnerable. Pick one offline method to add this month: referral push community event partnership direct mail school talk Make your marketing sound like a human again. If your ads and posts feel generic, they’ll get ignored. Use AI to speed up drafts, but then add the parts AI can’t fake: your opinions your stories your standards your voice your local details Stop pricing based on competitors—price based on value and fit. Instead of asking, “What does the school across town charge?” ask: What transformation do we deliver? What experience do families feel here? What standards do we hold? Then price accordingly and communicate it clearly. Win the first 90 days. If most dropouts happen early, your first-quarter systems matter more than your year-five curriculum. Pick one retention system to tighten: new student onboarding check-ins goal setting conversations attendance follow-up that feels personal (not automated) instructor “name + eye contact” standards in every class Use “hand on shoulder” communication for anything important. For events, testing, schedule changes, and anything that truly matters: Don’t rely on a text blast. Have staff confirm face-to-face: “Mrs. Jones, quick reminder — Billy’s division starts at 10:00 on Saturday at King’s Elementary. You’ll see the signs. Can you make it?” It’s laborious. And it works. Additional Resources Mentioned https://MartialArtsWealth.com/webinar (Stephen’s AI webinar link mentioned in the interview) Jonathan Haidt’s books (referenced around parenting, anxiety, and cultural trends) The idea of the “Parthenon” (Jay Abraham concept): having many lead-generation activities running at once

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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

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