There’s an old story about crabs in a bucket.

Drop a single crab in and it’ll crawl out. Drop in a few more, and the second one starts climbing—the rest pull it back down. Not to help, not to warn—just to stop it from leaving.

Sound familiar?

If you’re running a martial arts studio, there’s a good chance you’ve felt it. That pull. That resistance. That voice whispering from inside the industry bucket:

“That won’t work in my town.”

“You’re charging how much for classes?”

“Why would you spend money on coaching?”

I heard all of those on my way to the top. And I ignored every one of them!

The Bucket Isn’t the Problem—It’s the Crabs Inside It

Too many studio owners live in a comfort-zone bubble. They hang around others doing just enough to survive, and anytime someone dares to do more—raise prices, rebrand, hire a coach—they get the same treatment as the crab reaching for the top: they get pulled down.

This kind of environment isn’t just frustrating. It’s dangerous....

Let’s cut through the noise…

Most martial arts studio owners believe that more students equals more success.

They spend countless hours and thousands of dollars on Facebook ads, flyers, trial classes, and free uniforms—all to get people in the door.

And sure, new students are important.

But if you’re leaking students out the back faster than you’re bringing them in the front… you're not building a business. You're bailing water from a sinking ship.

The Real Lifeblood of Your Studio?

RETENTION.

Every entrepreneur makes mistakes (I’ve made plenty myself), but this is one of the biggest:

Thinking more customers = more success.

Nope.

A successful martial arts business doesn’t just enroll students—it keeps them. It nurtures them. It creates community. It turns students into families, and families into raving fans.

Let me break it down with martial arts math:

✅ A new student might cost you $100–$300 to acquire through ads, intro specials, or labor.

✅ A retained student? Costs al...

Lady Gaga drops a new dance album. Will Smith returns to music. Klarna lets you pay later for your Big Mac. The memes say: we’re doomed.

But the truth?

The world isn’t ending. It’s just shifting—and perception is everything.

Right now, we’re seeing a weird collision of pop culture, economic anxiety, and meme-driven market panic. Welcome to what the internet is calling the “vibecession.”

Here’s what that means for you, the (smart) martial arts studio owner:

Consumer confidence is sliding—not because of cold hard numbers—but because of how people feel. While the data says the economy is relatively stable (low unemployment, strong job growth), the average American is scrolling headlines and TikToks that scream, “Brace for impact!”

And when people feel uncertain, they spend less. Even on things they care about.

That’s where you come in.

Here’s What Smart Studio Owners Should Do:

1. Control the "Vibe" Inside Your Studio

You can’t control the stock market or interest rates. But you...

In the world of youth sports, martial arts often takes a backseat to soccer, football, and basketball. Parents and kids naturally gravitate toward team sports because they seem like the default path to growth, social connection, and even college opportunities. But here’s the reality:

Martial arts isn’t just another sport—it’s a transformational tool that builds leaders for life.

If you want to dominate your local market, you must shift the narrative. It’s time to reposition martial arts as the #1 choice over traditional sports by focusing on what truly sets it apart.

Step 1: Reposition Martial Arts From “Activity” to “Essential Development”

The biggest hurdle? Martial arts is seen as an “extra” while traditional sports are viewed as a necessary part of childhood.

🔹 Shift the Narrative:

Stop marketing martial arts as just an extracurricular activity. Instead, position it as the ultimate tool for confidence, discipline, and leadership development.

🔹 Speak to Parents’ Priorities...

Social media makes running a martial arts studio look sexy and easy.

You see the highlight reels—packed classes, smiling students, black belt graduations, and big wins.

But what you don’t see?

The behind-the-scenes grind that actually makes a studio thrive.

Stuff like:
✅ Reviewing student retention numbers and fixing the leaks
✅ Analyzing class schedules to maximize enrollment
✅ Training your instructors so they can deliver exceptional experiences
✅ Handling parents’ concerns, answering DMs, and responding to Google reviews

This is the boring, unsexy work—the stuff no one cheers you on for.

But if you want a thriving, highly profitable martial arts business, it’s exactly what separates successful studio ownersfrom those who burn out and fade away.

The 3 Key Habits That Helped Us Scale to 17 Locations

After decades in this industry, I can tell you with 100% certainty that flashy ads and shortcuts won’t get you where you want to be.

Here’s what will:

1. Do the Boring, Unsexy Work

Entrepreneurship isn’t like most sports. There’s no final score, no trophy waiting at the end, and no finish line to cross.

And... Running a martial art studio?

That’s an entirely different kind of game.

It’s a game built for leaders who can take a hit and keep moving forward.

The truth is, success isn’t about avoiding failure. It’s about getting knocked down and refusing to stay there.

The First Wins Feel Easy… Until Reality Hits

When I first started, I had some quick wins.

💥 Students signed up.
💥 Revenue was growing.
💥 Friends and family gave me props.

I thought I had it all figured out.

Then… reality checked me. Hard.

📉 The new sign-ups slowed down.
📉 Referrals weren’t automatic anymore.
📉 The "hype" around my school started to fade.

And then came the talk from family—the one every martial arts business owner dreads:

“Maybe you should think about something more stable.”

Sound familiar?

If you’re an entrepreneur, this moment is inevitable.

Most people underestimate how muc...

Why Exceptional Class Experience and Customer Service Are Vital for Martial Arts Studios Now More Than Ever

In these uncertain times, where even the retail sector feels the impact of looming tariffs, martial arts studio owners have a unique opportunity to shine. Just as the broader economic environment influences spending habits and investment decisions, your ability to offer outstanding class experiences and stellar customer service can set your studio apart and stabilize your business.

Navigating Uncertainty with Superior Service: Recent trends indicate a significant slowdown in consumer spending due to economic uncertainties, such as those observed during tight election races. This nervousness can undoubtedly extend to memberships and class enrollments in martial arts studios. Now, more than ever, it's crucial that you make your studio an oasis of stability and positive engagement.

Focus on What You Can Control - Experience and Engagement: While macroeconomic factors are out of o...

Let’s talk about first impressions.

I was about five years into running my martial arts school when I decided it was time to buy my first new car. Up until that point, I had always driven used cars—or even cars I had taken in on trade for martial arts lessons. But now, I was ready to level up.

So, I did what most people do—I went shopping around.

A Tale of Two Dealerships

First stop? The Ford dealership.

The moment I walked in, something felt… off.

The sales guy greeted me wearing a wrinkled plaid jacket, a mismatched tie, and an energy that screamed ‘I don’t care.’ His office? A mess. Old food containers, scribbled notes, and prices written down on a yellow legal pad with no real transparency.

Sure, he was willing to “work a deal,” but the whole experience felt outdated and unprofessional. It was the kind of place I couldn’t wait to leave.

Next stop? The Mercedes dealership.

It was like stepping into another world.

Every salesperson wore crisp, black button-down shirts and m...

Let’s be real—feeling stuck sucks.

Maybe your motivation has tanked, you’re off track on your goals, or you’re drowning in negativity. Maybe it’s stress from business challenges, the never-ending noise of social media, or just the winter blues hitting harder than expected.

Whatever it is, I see so many people—business owners, professionals, even high achievers—struggling with the same thing right now.

So here’s the question: How do you break free from negativity, take back control, and actually start moving forward?

The answer isn’t some magic formula—it’s about one thing: leading yourself first.

Reality Check: No One is Coming to Save You

This might be tough to hear, but it’s the truth:

❌ No one is handing you a magic pill to fix your problems.
❌ No one is swooping in to change your circumstances.
❌ No one is going to do the work for you.

If you want to overcome negativity, anxiety, or the feeling of being stuck, it starts with YOU.

The biggest source of stress? Feeling like yo...

Here we are—three weeks into 2025—and I’m hearing it loud and clear: “I want to level up this year. I want to be the best version of myself. I want to take my studio to the next level.”

That’s amazing! But here’s the deal: some of you have a plan, some of you don’t, and a lot of you are stuck in neutral, waiting for things to magically change.

Let me hit you with the truth: if you’re not actively growing, you’re standing still. And if you’re standing still, someone else is passing you by.

So, how do we level up this year? Let’s break it down.

Step 1: Get a Mentor

You’ve probably heard this before, but let me be crystal clear: if you want to level up, having a mentor is non-negotiable.

Here’s why:
1️⃣ Mentors Save You Time: A good mentor helps you collapse time. They’ve already walked the path you’re on and can show you the shortcuts, the traps to avoid, and the fastest way to success.
2️⃣ Learn From Their Experience: Whether you’re trying to grow your student base, improve retentio...