Brand Loyalty 2025: What Can Martial Art biz Owners Learn from Consumer Giants

In 2025, consumers aren’t just cost-conscious—they’re cautious.

Economic uncertainty, rising tariffs, and social shifts have made people rethink where they spend their money, how often, and with whom. While it’s easy to think this mostly affects retail giants or global corporations, it hits close to home for martial arts studio owners too.

So the real question is: how do we build loyalty in an economy where everyone is watching their wallet?

Let’s take a look at a powerful example outside our industry: Haleon—a consumer healthcare company spun off from GSK. Their brands, like Advil, Tums, and Sensodyne, are up against an ever-growing wave of cheaper private-label competitors. And yet… they continue to grow. How?

Here’s what martial arts studios can take from their playbook—and why it matters now more than ever.

1. Don’t Compete on Price—Compete on Trust and Results

Just like Haleon, your studio exists in a sea of “cheaper” options: YouTube martial arts tutorials, rec center classes, or discount after-school sports. You can’t out-discount your way to success.

You can, however, deliver what those alternatives don’t:

• Confidence-building results.

• A personal, consistent instructor-student relationship.

• Structured curriculum and progress tracking.

• Real-world life skills like self-control, respect, and leadership.

Haleon doesn't win because they’re the cheapest. They win because customers trust the results they get—and that trust starts with professionalism, consistency, and clear benefits.

2. Keep Innovating

Parents and students will stay loyal when they see that your studio is always getting better.

Haleon continually launches new versions of trusted brands—Advil Dual Action, Sensodyne Clinical White, and more. They meet modern consumer needs with research-backed solutions.

In your studio, that means:

• Adding leadership programs for teens.

• Incorporating parent involvement workshops.

• Offering specialty clinics (bully-proofing, back-to-school mindset, women’s self-defense).

• Improving onboarding, uniforms, and facility presentation.

You don’t have to reinvent your art—just refine the delivery.

3. Tell the Story—Through Experts AND Creators

One major move Haleon is making? Combining expert opinion (dentists, doctors) with creator-led content to educate and influence consumers where they spend time—on social media.

That same shift applies to your studio:

• Partner with local influencers, parenting bloggers, or fitness creators.

• Capture and share real testimonials and parent feedback.

• Showcase student wins on Instagram, Reels, or TikTok.

• Highlight the transformation from white belt to black belt as a story—not just a status.

Today’s parents are online—and trust content that feels authentic and relevant. Be where they are.

4. Create Inclusive, Purpose-Driven Loyalty

Another powerful element? Haleon’s community-first mission. Through programs like the Theraflu Rest & Recover Fund and inclusive dental training initiatives, they’re showing customers they care beyond the product.

Martial arts studios can do the same:

• Offer scholarship programs or service-based discounts.

• Host free community workshops or self-defense classes.

• Partner with local schools or nonprofits to reach under-served kids.

• Showcase how martial arts helps every child—regardless of background.

When your brand stands for something, your community will stand behind you.

5. Make Loyalty an Experience, Not Just a Transaction

Finally, loyalty isn’t just about delivering great classes. It’s about making every interaction feel like it matters.

That means:

• Follow-up calls and texts after a new student signs up.

• Remembering birthdays, milestones, and belt anniversaries.

• Creating VIP parent events and Black Belt Nights.

• Designing custom reward systems that feel exciting and earned.

Think less like a gym membership—and more like a private school experience.

Final Thoughts:

In a cautious economy, people aren’t looking for more options—they’re looking for the right one.

That’s your opportunity.

Build trust, showcase your values, create experiences that deliver real results, and reinforce your studio as an essential investment—not an optional activity.

📢 P.S. Our next Business Kombat Live Event is coming July 25–26 in beautiful Southern California. We’ll cover advanced retention strategies, marketing that builds community, and how to future-proof your school in any economy. More details coming soon...