Surviving the Spending Slowdown: What Martial Arts Studio Owners Need to Know

In 2025, consumer sentiment is shifting. Fast.

After years of strong spending—even amid economic uncertainty—new data shows a clear pivot: Americans are pulling back. And it’s not just about gas prices or groceries. They’re cutting back on non-essential spending—entertainment, dining out, and yes, even extracurriculars like martial arts.

So, what does that mean for you, the martial arts studio owner?

It means we’re entering a new era where brand loyalty, perceived value, and community trust matter more than ever.

Let’s break it down.

Consumers Are Hitting Pause on Non-Essentials

According to recent studies by Bankrate and Intuit Credit Karma:

• 83% of consumers say they’ll consider cutting non-essential purchases if their finances worsen.

• 54% say they’re already planning to spend less on things like travel, entertainment, and extracurriculars.

While martial arts training might feel essenti...

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 class...

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...

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...

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...

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...

Ego: Your Greatest Ally or Your Biggest Obstacle?

In the fast-paced world of martial arts studio ownership, confidence is critical. It fuels ambition, helps you tackle challenges head-on, and drives you to set ambitious goals for yourself and your team.

But there’s a catch.

Left unchecked, ego can quickly transform from an asset into a liability. It can blind you to feedback, strain relationships, and—most dangerously—stall your progress.

The good news?

You’re in control. When balanced with humility and self-awareness, ego becomes a powerful tool that not only sharpens your leadership but also strengthens your studio’s culture and community.

Unchecked Ego Stunts Growth

Have you ever dismissed feedback from a student, parent, or instructor because you felt you “already knew the answer”? Or resisted trying a new approach because you believed your way was the only way?

That’s ego talking.

Unchecked, it creates a false sense of invincibility. You might think, “I’ve been running th...

The New Year Is Here—Are You Ready?

2025 has arrived, and with it comes the energy of fresh starts and bold ambitions.

But here’s the truth: most New Year’s resolutions won’t make it past January.

It’s not because people don’t have big dreams. It’s because they’re missing two critical things:

1. A clear, actionable plan.
2. A compelling reason to stay committed.

For martial arts studio owners, these two factors can mean the difference between falling behind or making 2025 your breakthrough year.

Why Most Resolutions Fail

Progress in life—or business—can be simple:
Know where you are and where you want to go.

But here’s why most resolutions fall apart:
1️⃣ No Clear Plan: Without actionable steps, people flounder. They try one tactic, then another, and eventually burn out.
2️⃣ No Strong “Why”: People think they want success, but they lack a deeper purpose that keeps them motivated when things get tough.

The Secret to Momentum: Small Wins

Here’s what I’ve learned: big wins do...